Generative Artificial Intelligence and Its Role in Shaping Customer Loyalty in Banking: A Conceptual Framework

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Conceptual framework reveals how generative AI enhances electronic CRM, impacting customer loyalty in banking.

Generative AI improves customer loyalty by enhancing electronic CRM systems, ensuring better data security.
The research highlights that streamlined problem-solving and customer orientation lead to stronger loyalty among bank customers.
The study proposes a conceptual framework, focusing on the three dimensions of generative AI's impact within banking.
Insights from this research could guide bank executives and policymakers on integrating generative AI in customer relationship strategies.

Aziz et al. (2025) studied this question.

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