AI-Enabled Student Relationship Management: A Conceptual Framework for Digital Transformation in Higher Education

This paper develops a conceptual framework of AI-enabled Student Relationship Management (SRM) as a driver of digital transformation in higher education. Grounded on relationship marketing theory, the framework integrates the Nordic School perspective of value co-creation with the Industrial Marketing and Purchasing (IMP) network approach and extends the traditional Customer Relationship Management (CRM) framework to higher education. The proposed model conceptualises students as both customers and partners and positions artificial intelligence (AI) as an integrative layer connecting the strategic, operational, and analytical dimensions of SRM. The framework suggests that AI enhances predictive decision-making, personalised engagement, and adaptive relationship management, transforming SRM into a data-driven ecosystem. The study contributes an integrated theoretical perspective linking AI, SRM, and digital transformation and provides a foundation for future empirical research.