Adoption of Artificial Intelligence and Technology in Customer Relationship Management for Property Management: A Systematic Literature Review

Adzman Shah Mohd Ariffin, Fitriyah Razali, Muhammad Najib Razali and Muhamad Amir Afiq Lokman
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Adzman Shah Mohd Ariffin: Faculty of Built Environment and Surveying, Department of Real Estate, Universiti Teknologi Malaysia
Fitriyah Razali: Faculty of Built Environment and Surveying, Department of Real Estate, Universiti Teknologi Malaysia Center for Real Estate Studies, Institute for Smart Infrastructure and Innovative Construction (ISIIC), Universiti Teknologi Malaysia. Mass Appraisal, Housing and Planning Research Group, Real Estate Department, Faculty of Built Environment and Surveying, Universiti Teknologi Malaysia.
Muhammad Najib Razali: Faculty of Built Environment and Surveying, Department of Real Estate, Universiti Teknologi Malaysia
Muhamad Amir Afiq Lokman: Faculty of Built Environment and Surveying, Department of Real Estate, Universiti Teknologi Malaysia Center for Real Estate Studies, Institute for Smart Infrastructure and Innovative Construction (ISIIC), Universiti Teknologi Malaysia.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 3312-3320

Abstract: This systematic literature review paper investigates the integration of Artificial Intelligence (AI) and technology in Customer Relationship Management (CRM) within the property management sector. It delves into how these technologies are revolutionizing CRM practices, enhancing customer satisfaction, and optimizing operational efficiencies. This paper review the scholarly articles, industry reports, and case studies, the paper identifies significant benefits, challenges, and opportunities in the adoption of AI and technology. The findings reveal that AI-driven tools, such as chatbots, predictive analytics, and personalized marketing, significantly improve customer interactions and decision-making processes. Additionally, technologies like the Internet of Things (IoT) and blockchain are instrumental in streamlining property management operations, resulting in substantial cost reductions and enhanced service delivery. The review highlights that while AI and advanced technologies offer considerable benefits for CRM in property management, their successful implementation requires strategic planning, investment in training, and robust data governance frameworks. Moreover, the study emphasizes the importance of a customer-centric approach to leveraging these technologies, ensuring that the technological advancements align with the overall goals of enhancing customer relationships and satisfaction. The paper concludes by the recommendations for property management firms aiming to integrate AI and technology into their CRM systems, considering the need for ongoing evaluation and adaptation to stay on par of technological advancements and evolving customer expectations.

Date: 2025
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