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The Role of AI-Powered Customer Interaction Management in Enhancing Service Satisfaction in Emerging Real Estate Markets

Akinsanya, Alade Mohammed, Ojenike, Joseph Olushola

Abstract

This study investigated the impact of Artificial Intelligence-powered Customer Relationship Management (AI-CRM) capabilities on customer satisfaction within the Lagos real estate sector. Grounded in the Technology Acceptance Model , the research examined three critical dimensions: Customer Interaction Management, Relationship Upgrading, and Customer Win-back capabilities. A quantitative survey design was employed, utilizing a purposive sample of 202 marketing professionals in Lagos State Nigeria. Data were analyzed using descriptive statistics and Multiple Regression Analysis to test the hypothesized relationships. Results revealed that all three AI-CRM dimensions exert a statistically significant positive influence on customer satisfaction. Notably, Customer Interaction Management emerged as a primary driver while Relationship Upgrading was identified as the strongest predictor for long-term value creation. The findings suggest that real-time, personalized, and automated engagement protocols significantly reduce the information asymmetry common in property markets. The study concludes that the strategic integration of AI across the customer lifecycle is essential for achieving customer satisfaction in emerging African megacities. It was recommended that real estate firms prioritize hyper-personalization and 24/7 automated interaction to meet evolving client expectations and foster customer satisfaction. Keyword: Artificial Intelligence, customer relationship management, customer satisfaction, customer interaction management, customer win-back capabilities

References

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