Utilizing Artificial Intelligence (AI) in enhancing customer-supplier relationship: An exploratory study in the banking industry

Abstract

This study provides a comprehensive overview of the field of enhancing the customer-supplier relationship through big data technology and artificial intelligence (AI), reveals existing gaps and offers promising solutions for future research. SMART PLS-4 software was used to analyze the data collected, the results led to the existence of significant relationships between artificial intelligence and enhancing the relationship between the supplier and the customer (customer interaction, customer communication, customer participation, customer learning, customer experience, customer feedback). The study contributes to developing a conceptual model through the application of artificial intelligence in managing customer relationships with suppliers in the banking industry. The study contributes to developing a conceptual model through the application of artificial intelligence in managing customer relationships with suppliers in the banking industry setting. Which supports increasing knowledge in this field and helps managers develop appropriate strategies. This research is the first of its kind to organize and discuss the literature related to using artificial intelligence within the customer-supplier relationship management setting, which provides great importance to the process of using and developing artificial intelligence technology and understanding recent trends in how to develop customer–supplier relationships within the technology era.