INTEGRATION OF CRM AND CLOUD TECHNOLOGIES IN ENHANCING SERVICE SECTOR ENTERPRISE EFFICIENCY IN THE DIGITAL ECONOMY

This study examines the operational efficiency outcomes of CRM–cloud integration among 214 service sector firms in Tashkent, Uzbekistan (2021–2023). Five key performance indicators (KPIs) showed statistically significant improvement following integration: customer response time fell 68.6%, administrative workload declined 72.8%, customer retention rose 15.8 percentage points, revenue per customer grew 21.4%, and data entry error rates dropped 93.7%. OLS regression identifies integration depth as the dominant predictor of efficiency gain (β = 0.72, R² = 0.61, p < 0.001), with staff training intensity as a significant positive moderator. The study advances an evidence-based integration framework and actionable recommendations for service enterprise managers and digital economy policymakers in Uzbekistan.