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Customer Relationship Intelligence: Integrating CRM and MDM for Enhanced Customer Engagement

arXiv · AI, language, vision and robotics · article · Sep 5, 2026 · UTC

This study examines how Customer Relationship Management (CRM), Master Data Management (MDM), and Customer Knowledge Management (CKM) jointly constitute a Customer Relationship Intelligence (CRI) framework for enhanced Customer Engagement (CE). A cross-sectional survey of 100 participants across retail, healthcare, IT, and telecommunications sectors was analysed using Spearman rho correlation and ordinal logistic regression (IBM SPSS). Bivariate correlations were weak and non-significant (r 0.06). Regression identified CRM (beta=0.717, p=0.002) and CKM (beta=0.581, p=0.009) as significant posi

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