Customer Experience, Satisfaction and Loyalty in B2B After-Sales Through AI-Integrated Systems: Opportunities and Challenges

Abstract

This thesis explores the potential of Artificial Intelligence (AI)-integrated systems in enhancing customer experience, satisfaction, and loyalty within the context of business-to-business (B2B) after-sales. While AI technologies are increasingly adopted in early sales phases, such as lead identification and generation, their application in after-sales processes remains underexplored. This is despite their critical importance for customer retention and relationship development. The theoretical foundation of this study introduces key concepts, including the B2B sales funnel, customer journey, customer experience (CX), satisfaction, and loyalty. The study explores the potential of artificial intelligence (AI) to enhance after-sales operations by facilitating enhanced personalization, operational efficiency, and responsiveness. A particular focus is placed on the opportunities and limitations of AI in automating service interactions while preserving the human element, which is crucial for fostering trust and establishing long-term relationships. Empirical insights were gathered through nine qualitative interviews with professionals from business-to-business (B2B) industries. The findings indicate that while AI-driven solutions have the potential to enhance after-sales operations to a considerable extent, their implementation must be executed with care and consideration. Automation has been demonstrated to enhance efficiency and support data-informed decision-making processes. However, the management of complex issues and the cultivation of relationships still require human intervention. The study concludes that AI should be regarded as a complementary asset in the context of B2B after-sales service. In the contemporary digital landscape, a hybrid approach that integrates Artificial Intelligence (AI) with human expertise has the potential to yield superior customer experiences, heightened satisfaction, and fortified loyalty. This thesis focuses simply on general after-sales processes, such as technical support, maintenance, and complaint handling. Although, after-sales service, after-sales marketing and management are not separate areas of focus, some overlapping themes emerge throughout the work.

Date of Award	2025
Original language	English
Supervisor	Christian Stadlmann (Supervisor)