Customer Relationship Management (CRM) Systems: Impact of AI on Post-COVID-19 Student Enrolment in Kerala's Higher Education Institutions

This study investigates the influence of artificial intelligence (AI) on student enrollment in higher educational institutions in Kerala, with a particular emphasis on the mediating role of customer relationship management (CRM) systems. Employing a descriptive research design, a self-prepared questionnaire was administered to a purposive sample of 200 students, encompassing various educational stages. The findings reveal a significant positive correlation between AI usage and student enrollment, with AI usage accounting for 37.3% of the variance in enrollment outcomes. Furthermore, the analysis indicates that CRM systems partially mediate the relationship between AI and student enrollment, enhancing the effectiveness of AI-driven strategies in the recruitment process. With high reliability demonstrated in the research instrument (Cronbach alpha = 0.827), the study underscores the necessity of integrating AI and CRM technologies to optimize enrollment strategies in the evolving educational landscape.