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

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.