Generative Artificial Intelligence and Its Role in Shaping Customer Loyalty in Banking: A Conceptual Framework DOI: https://doi.org/10.33093/ijomfa.2025.6.2.13
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Abstract
The role of Generative Artificial Intelligence (Generative AI) in Electronic Customer Relationship Management (Electronic-CRM) systems is reshaping consumer engagement in the banking or financial industry. There is a significant gap in understanding the direct impact of Generative AI on Electronic-CRM and customer loyalty in the banking industry. This paper proposes a conceptual framework to investigate the influence of Generative AI on enhancing Electronic-CRM, particularly in three key dimensions: data security, problem-solving, and customer orientation, and its ultimate impact on customer loyalty in the banking and financial sectors. An extensive literature review suggests that the role of Generative AI enhances data security measures, as data security remains a crucial concern in the banking industry. By addressing customer issues efficiently, streamlining queries, and reducing response times, Generative AI enables customer-oriented strategies that foster a stronger relationship between the bank and its customers. Data is compiled from databases such as Scopus, Google Scholar, and ScienceDirect to conceptualize and critically evaluate the customer’s long-term relationship after the incorporation of AI-driven CRM systems, particularly the role of Generative AI. Future empirical research will employ a quantitative methodology using Structural Equation Modelling (SEM) via Partial Least Squares (PLS) path modelling to validate the relationship and expand the proposed framework. Furthermore, the study will provide valuable insights for banking executives, policymakers, decision-makers, and technology developers on the role of Generative AI and Electronic-CRM in the banking business.
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References
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Ali, N., & Alfayez, M. (2024). The impact of E-CRM on customer loyalty in the airline industry: the mediating role of customer experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2364838
Ali, R., Ali, S., Ahmad, M., & Nazish, Z. (2019). Impact of crm capability dimensions on organizational performance. SMART Journal of Business Management Studies, 15(2), 80. https://doi.org/10.5958/2321-2012.2019.00017.4
Ardhana, N. A., Mariam, S., & Ramli, A. H. (2024). The role of corporate image, quality service and customer satisfaction to intention behavior and customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1715–1730. https://doi.org/10.37641/jimkes.v12i5.2825
Aria, F. T., & Dafoulas, G. (2023). Introducing a conceptual model for electronic customer relationship management readiness in the banking sector. International Journal of Business and Technology Management, 5, 127–136. https://doi.org/10.55057/ijbtm.2023.5.2.12
Asadi, M., Meymand, M. M., & Zakipor, M. (2024). Design and explanation of an electronic customer relationship management (e-crm) model to enhance customer loyalty in private banks of Iran. Dynamic Management and Business Analysis, 3(2), 264–283. https://doi.org/10.22034/dmbaj.2024.20
Azim, M., Ali, A., & Sattar, J. (2011). Factors influencing adoption of information technology based banking services: A case study of Pakistan. Proceedings - 2011 9th International Conference on Frontiers of Information Technology, FIT 2011, 45–50. https://doi.org/10.1109/FIT.2011.16
Bahadur Singh. (2024). Generative artificial intelligence: prospects for banking industry. International Journal of Research in Engineering, Science and Management, Volume 7, Issue 3. https://www.ijresm.com
Boppana, V. R. (2019). Data Privacy and Security in Dynamics CRM Implementations. International Journal of Multidisciplinary and Current Educational Research (IJMCER), 1(2), 35–44.
Chen, Q., Lu, Y., Gong, Y., & Xiong, J. (2023). Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty. Internet Research, 33(6), 2205–2243. https://doi.org/10.1108/INTR-09-2021-0686
Dhake, S. P., Lassi, L., & Hippalgaonkar, A. (2024). Impacts and implications of generative ai and large language models: redefining banking sector. European Economic Letters ISSN2323-5233, 14(Vol 14, Issue 2). http://eelet.org.uk
El-Shihy, D., Abdelraouf, M., Hegazy, M., & Hassan, N. (2024). The Influence of AI Chatbots in Fintech Services on Customer Loyalty within the Banking Industry. Future of Business Administration, 3(1), 16–28. https://doi.org/10.33422/fba.v3i1.644
Harutyunyan, G. (2024). Impact of CRM on customer satisfaction and customer loyalty in American banks. Messenger of ASUE, 2 (77), 99. https://doi.org/10.52174/1829-0280_2024.2-93
Helal, H., Rashwan, M., Lasheen, A., Mansi, M., & Hassan, H. E. (2019). The impact of the E-CRM (expected security and convenience of website design) on E-loyalty field study on commercial banks. Journal of Business and Retail Management Research (JBRMR), 14. www.jbrmr.com
Inuwa, M. (2024). Indirect effect of customer relations on leadership/top management, employee relations and process management in examining the readiness of smes to implement lean initiatives. International Journal of Management, Finance and Accounting, 5(1), 85-110. https://doi.org/10.33093/ijomfa.2024.5.1.4
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 21(1), 1–26. https://doi.org/10.1080/15332667.2020.1840904
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Kumar, P., & Mokha, A. K. (2020). A study on relationship between electronic customer relationship management (e-crm) and customer loyalty in the banking industry. Ramanujan International Journal of Business and Research. https://rijbr.in/1/article/view/224/187
Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2022). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking, 29(2), 551–572. https://doi.org/10.1108/BIJ-10-2020-0528
Leong, S. Y., Yip, M. Y., Tan, C. H., & Chan, M. S. (2024). effect of social media influencers on generation y purchase intention: evidence from men’s skincare products in malaysia. International Journal of Management, Finance and Accounting, 5(1), 111-135. https://doi.org/10.33093/ijomfa.2024.5.1.5
Li, Y., & Lee, S. O. (2025). Navigating the generative AI travel landscape: the influence of ChatGPT on the evolution from new users to loyal adopters. International Journal of Contemporary Hospitality Management, 37, 1421. https://doi.org/10.1108/IJCHM-11-2023-1767
Maduku, D. K., Rana, N. P., Mpinganjira, M., Thusi, P., Mkhize, N. H. B., & Ledikwe, A. (2024). Do AI-powered digital assistants influence customer emotions, engagement and loyalty? An empirical investigation. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2023-0935
Magatef, S., Al-Okaily, M., Ashour, L., & Abuhussein, T. (2023). The impact of electronic customer relationship management strategies on customer loyalty: A mediated model. Journal of Open Innovation: Technology, Market, and Complexity, 9(4). https://doi.org/10.1016/j.joitmc.2023.100149
Mahdavi, I., Movahednejad, M., & Adbesh, F. (2011). Designing customer-oriented catalogs in e-CRM using an effective self-adaptive genetic algorithm. Expert Systems with Applications, 38(1), 631–639. https://doi.org/10.1016/j.eswa.2010.07.013
Milly, N., Xun, S., Meena, M. E., & Cobbinah, B. B. (2021). Measuring mobile banking adoption in uganda using the technology acceptance model (TAM2) and Perceived risk. Open Journal of Business and Management, 09(01), 397–418. https://doi.org/10.4236/ojbm.2021.91021
Minsky, M. (1961). A selected descriptor-indexed bibliography to the literature on artificial intelligence. IRE Transactions on Human Factors in Electronics, 39–55.
Mosa, R. A. (2022). The influence of e-customer relationship management on customer experience in e-banking service. International Journal of Academic Research in Business and Social Sciences, 12(2). https://doi.org/10.6007/ijarbss/v12-i2/12195
Munir, M., Tariq Bhutta, N., & Khan, A. (2024). Impact of banks’ growth on financial performance with offering supply chain finance: a comparative study of Pakistani banks incorporating data analysis. The Asian Bulletin of Big Data Management, 4(1). https://doi.org/10.62019/abbdm
Musyaffi, A. M., Mulyani, S., Suraida, I., & Sukmadilaga, C. (2021). Lack of readiness for digital banking channel acceptance: A study on TAM 3 and technology readiness. Academy of Strategic Management Journal, 20.
Nor, N. I. M. (2024). Key trends driving adoption of generative artificial intelligence in Malaysian banking sectors. Technology and Investment, 15(01), 77–89. https://doi.org/10.4236/ti.2024.151005
Okoye, S. O., & Ghapar, F (2024). A study on the impact of financial incentives and work environment on employee motivation to work: a case study of employees of paradise estate management company. International Journal of Management, Finance and Accounting, 5(2), 1-25. https://doi.org/10.33093/ijomfa.2024.5.2.1
Olayah, F., Anaam, E., Almudawi, N., & Alazeb, A. (2022). Online security on e-crm system: review paper. telematique, 21, 7427–7443. https://www.researchgate.net/publication/366658200
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Paliouras, K., & Siakas, K. V. (2017). Social customer relationship management: a case study. International Journal of Entrepreneurial Knowledge, 5(1), 20–34. https://doi.org/10.1515/ijek-2017-0002
Pattanayak, S. K. (2023). Generative AI and its role in shaping the future of risk management in the banking industry. IRE Journals, 6(10). https://www.researchgate.net/publication/387470906
Rachmawati, I. K., Bukhori, M., Majidah, Y., Hidayatullah, S., & Waris, A. (2020). Analysis Of Use Of Mobile Banking With Acceptance And Use Of Technology (Utaut). International Journal of Scientific & Technology Research, 9(8). www.ijstr.org
Rane, N., Choudhary, S., & Rane, J. (2023). Hyper-personalization for enhancing customer loyalty and satisfaction in Customer Relationship Management (CRM) systems. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4641044
Riasat, I., Shah, M., & Gonul, M. S. (2025). Strengthening cybersecurity resilience: an investigation of customers’ adoption of emerging security tools in mobile banking apps. Computers, 14(4). https://doi.org/10.3390/computers14040129
Rodriguez, D. (2023). Influence of content personalization on consumer engagement performance of email marketing campaigns. Jonkoping University.
Salihu, A., Metin, H., Hajrizi, E., & Ahineti, M. (2019). The effect of security and ease of use on reducing the problems/deficiencies of electronic banking services. IFAC-PapersOnLine, 52(25), 159–163. https://doi.org/10.1016/j.ifacol.2019.12.465
Shalini R., & Bagrecha, C. (2023). A study on generative Ai and its impact on banking and financial services sector: data privacy & sustainable perspective. IEEE Technology and Engineering Management Conference - Asia Pacific, TEMSCON-ASPAC 2023. https://doi.org/10.1109/TEMSCON-ASPAC59527.2023.10531592
Shukla, S. (2021). Analyzing customer engagement through E-crm: the role of relationship marketing in the era of digital banking in Varanasi banks. Inspira-Journal of Commerce, Economics & Computer Science (JCECS), 7(3), 57–65.
Sutriani, S., Muslim, M., & Ramli, A. H. (2024). The influence of experience, satisfaction and service quality on word of mouth intentions and customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037–1052. https://doi.org/10.37641/jimkes.v12i4.2605
Syaifullah, M. H., Pebrianti, W., Afifah, N., & Jaya, A. (2024). The influence of electronic customer relationship management on customer loyalty with customer satisfaction and customer experience as mediation. Jurnal Ekonomi, 13. https://doi.org/10.54209/ekonomi.v13i01
Tabassum, S. (2024). The effects of customer relationship management on customer satisfaction: a study on banking sector in Bangladesh. In International Journal of Engineering Applied Sciences and Technology (Vol. 8). http://www.ijeast.com
Tariq, M., Hasan, M., Ghani, F., & Aziz, A. (2025). Investigating the causes of interest rate spread in banking sector of Pakistan: A panel data analysis. The Critical Review of Social Sciences Studies, 3(1), 2025. https://thecrsss.com/index.php/Journal/about
Venkatesh, Morris, Davis, & Davis. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273–315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
Alenezi, A., & Kuwait, A. A. (2024). Generative AI Security in Kuwait’s Banking Industry. https://doi.org/10.13140/RG.2.2.31015.15523
Ali, N., & Alfayez, M. (2024). The impact of E-CRM on customer loyalty in the airline industry: the mediating role of customer experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2364838
Ali, R., Ali, S., Ahmad, M., & Nazish, Z. (2019). Impact of crm capability dimensions on organizational performance. SMART Journal of Business Management Studies, 15(2), 80. https://doi.org/10.5958/2321-2012.2019.00017.4
Ardhana, N. A., Mariam, S., & Ramli, A. H. (2024). The role of corporate image, quality service and customer satisfaction to intention behavior and customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1715–1730. https://doi.org/10.37641/jimkes.v12i5.2825
Aria, F. T., & Dafoulas, G. (2023). Introducing a conceptual model for electronic customer relationship management readiness in the banking sector. International Journal of Business and Technology Management, 5, 127–136. https://doi.org/10.55057/ijbtm.2023.5.2.12
Asadi, M., Meymand, M. M., & Zakipor, M. (2024). Design and explanation of an electronic customer relationship management (e-crm) model to enhance customer loyalty in private banks of Iran. Dynamic Management and Business Analysis, 3(2), 264–283. https://doi.org/10.22034/dmbaj.2024.20
Azim, M., Ali, A., & Sattar, J. (2011). Factors influencing adoption of information technology based banking services: A case study of Pakistan. Proceedings - 2011 9th International Conference on Frontiers of Information Technology, FIT 2011, 45–50. https://doi.org/10.1109/FIT.2011.16
Bahadur Singh. (2024). Generative artificial intelligence: prospects for banking industry. International Journal of Research in Engineering, Science and Management, Volume 7, Issue 3. https://www.ijresm.com
Boppana, V. R. (2019). Data Privacy and Security in Dynamics CRM Implementations. International Journal of Multidisciplinary and Current Educational Research (IJMCER), 1(2), 35–44.
Chen, Q., Lu, Y., Gong, Y., & Xiong, J. (2023). Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty. Internet Research, 33(6), 2205–2243. https://doi.org/10.1108/INTR-09-2021-0686
Dhake, S. P., Lassi, L., & Hippalgaonkar, A. (2024). Impacts and implications of generative ai and large language models: redefining banking sector. European Economic Letters ISSN2323-5233, 14(Vol 14, Issue 2). http://eelet.org.uk
El-Shihy, D., Abdelraouf, M., Hegazy, M., & Hassan, N. (2024). The Influence of AI Chatbots in Fintech Services on Customer Loyalty within the Banking Industry. Future of Business Administration, 3(1), 16–28. https://doi.org/10.33422/fba.v3i1.644
Harutyunyan, G. (2024). Impact of CRM on customer satisfaction and customer loyalty in American banks. Messenger of ASUE, 2 (77), 99. https://doi.org/10.52174/1829-0280_2024.2-93
Helal, H., Rashwan, M., Lasheen, A., Mansi, M., & Hassan, H. E. (2019). The impact of the E-CRM (expected security and convenience of website design) on E-loyalty field study on commercial banks. Journal of Business and Retail Management Research (JBRMR), 14. www.jbrmr.com
Inuwa, M. (2024). Indirect effect of customer relations on leadership/top management, employee relations and process management in examining the readiness of smes to implement lean initiatives. International Journal of Management, Finance and Accounting, 5(1), 85-110. https://doi.org/10.33093/ijomfa.2024.5.1.4
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 21(1), 1–26. https://doi.org/10.1080/15332667.2020.1840904
Kim, L., Jindabot, T., & Yeo, S. F. (2024). Understanding customer loyalty in banking industry: A systematic review and meta analysis. Heliyon, 10(17). https://doi.org/10.1016/j.heliyon.2024.e36619
Kumar, P., & Mokha, A. K. (2020). A study on relationship between electronic customer relationship management (e-crm) and customer loyalty in the banking industry. Ramanujan International Journal of Business and Research. https://rijbr.in/1/article/view/224/187
Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2022). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking, 29(2), 551–572. https://doi.org/10.1108/BIJ-10-2020-0528
Leong, S. Y., Yip, M. Y., Tan, C. H., & Chan, M. S. (2024). effect of social media influencers on generation y purchase intention: evidence from men’s skincare products in malaysia. International Journal of Management, Finance and Accounting, 5(1), 111-135. https://doi.org/10.33093/ijomfa.2024.5.1.5
Li, Y., & Lee, S. O. (2025). Navigating the generative AI travel landscape: the influence of ChatGPT on the evolution from new users to loyal adopters. International Journal of Contemporary Hospitality Management, 37, 1421. https://doi.org/10.1108/IJCHM-11-2023-1767
Maduku, D. K., Rana, N. P., Mpinganjira, M., Thusi, P., Mkhize, N. H. B., & Ledikwe, A. (2024). Do AI-powered digital assistants influence customer emotions, engagement and loyalty? An empirical investigation. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-09-2023-0935
Magatef, S., Al-Okaily, M., Ashour, L., & Abuhussein, T. (2023). The impact of electronic customer relationship management strategies on customer loyalty: A mediated model. Journal of Open Innovation: Technology, Market, and Complexity, 9(4). https://doi.org/10.1016/j.joitmc.2023.100149
Mahdavi, I., Movahednejad, M., & Adbesh, F. (2011). Designing customer-oriented catalogs in e-CRM using an effective self-adaptive genetic algorithm. Expert Systems with Applications, 38(1), 631–639. https://doi.org/10.1016/j.eswa.2010.07.013
Milly, N., Xun, S., Meena, M. E., & Cobbinah, B. B. (2021). Measuring mobile banking adoption in uganda using the technology acceptance model (TAM2) and Perceived risk. Open Journal of Business and Management, 09(01), 397–418. https://doi.org/10.4236/ojbm.2021.91021
Minsky, M. (1961). A selected descriptor-indexed bibliography to the literature on artificial intelligence. IRE Transactions on Human Factors in Electronics, 39–55.
Mosa, R. A. (2022). The influence of e-customer relationship management on customer experience in e-banking service. International Journal of Academic Research in Business and Social Sciences, 12(2). https://doi.org/10.6007/ijarbss/v12-i2/12195
Munir, M., Tariq Bhutta, N., & Khan, A. (2024). Impact of banks’ growth on financial performance with offering supply chain finance: a comparative study of Pakistani banks incorporating data analysis. The Asian Bulletin of Big Data Management, 4(1). https://doi.org/10.62019/abbdm
Musyaffi, A. M., Mulyani, S., Suraida, I., & Sukmadilaga, C. (2021). Lack of readiness for digital banking channel acceptance: A study on TAM 3 and technology readiness. Academy of Strategic Management Journal, 20.
Nor, N. I. M. (2024). Key trends driving adoption of generative artificial intelligence in Malaysian banking sectors. Technology and Investment, 15(01), 77–89. https://doi.org/10.4236/ti.2024.151005
Okoye, S. O., & Ghapar, F (2024). A study on the impact of financial incentives and work environment on employee motivation to work: a case study of employees of paradise estate management company. International Journal of Management, Finance and Accounting, 5(2), 1-25. https://doi.org/10.33093/ijomfa.2024.5.2.1
Olayah, F., Anaam, E., Almudawi, N., & Alazeb, A. (2022). Online security on e-crm system: review paper. telematique, 21, 7427–7443. https://www.researchgate.net/publication/366658200
Ooi, K.-B., Tan, G. W.-H., & Al-Emran, M. (2025). The potential of generative artificial intelligence across disciplines: perspectives and future directions. Journal of Computer Information Systems, 65(1), 76–107. https://doi.org/10.1080/08874417.2023.2261010
Paliouras, K., & Siakas, K. V. (2017). Social customer relationship management: a case study. International Journal of Entrepreneurial Knowledge, 5(1), 20–34. https://doi.org/10.1515/ijek-2017-0002
Pattanayak, S. K. (2023). Generative AI and its role in shaping the future of risk management in the banking industry. IRE Journals, 6(10). https://www.researchgate.net/publication/387470906
Rachmawati, I. K., Bukhori, M., Majidah, Y., Hidayatullah, S., & Waris, A. (2020). Analysis Of Use Of Mobile Banking With Acceptance And Use Of Technology (Utaut). International Journal of Scientific & Technology Research, 9(8). www.ijstr.org
Rane, N., Choudhary, S., & Rane, J. (2023). Hyper-personalization for enhancing customer loyalty and satisfaction in Customer Relationship Management (CRM) systems. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4641044
Riasat, I., Shah, M., & Gonul, M. S. (2025). Strengthening cybersecurity resilience: an investigation of customers’ adoption of emerging security tools in mobile banking apps. Computers, 14(4). https://doi.org/10.3390/computers14040129
Rodriguez, D. (2023). Influence of content personalization on consumer engagement performance of email marketing campaigns. Jonkoping University.
Salihu, A., Metin, H., Hajrizi, E., & Ahineti, M. (2019). The effect of security and ease of use on reducing the problems/deficiencies of electronic banking services. IFAC-PapersOnLine, 52(25), 159–163. https://doi.org/10.1016/j.ifacol.2019.12.465
Shalini R., & Bagrecha, C. (2023). A study on generative Ai and its impact on banking and financial services sector: data privacy & sustainable perspective. IEEE Technology and Engineering Management Conference - Asia Pacific, TEMSCON-ASPAC 2023. https://doi.org/10.1109/TEMSCON-ASPAC59527.2023.10531592
Shukla, S. (2021). Analyzing customer engagement through E-crm: the role of relationship marketing in the era of digital banking in Varanasi banks. Inspira-Journal of Commerce, Economics & Computer Science (JCECS), 7(3), 57–65.
Sutriani, S., Muslim, M., & Ramli, A. H. (2024). The influence of experience, satisfaction and service quality on word of mouth intentions and customer loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037–1052. https://doi.org/10.37641/jimkes.v12i4.2605
Syaifullah, M. H., Pebrianti, W., Afifah, N., & Jaya, A. (2024). The influence of electronic customer relationship management on customer loyalty with customer satisfaction and customer experience as mediation. Jurnal Ekonomi, 13. https://doi.org/10.54209/ekonomi.v13i01
Tabassum, S. (2024). The effects of customer relationship management on customer satisfaction: a study on banking sector in Bangladesh. In International Journal of Engineering Applied Sciences and Technology (Vol. 8). http://www.ijeast.com
Tariq, M., Hasan, M., Ghani, F., & Aziz, A. (2025). Investigating the causes of interest rate spread in banking sector of Pakistan: A panel data analysis. The Critical Review of Social Sciences Studies, 3(1), 2025. https://thecrsss.com/index.php/Journal/about
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Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273–315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
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