Abed, Hamama and Zakariyah, Habeebullah and Al-Shaghdari, Fahd Mohammed Obad
(2025)
Usages of artificial intelligence in forecasting and strategic analysis of customer needs in the banking sector.
International Journal of Academic Research in Accounting, Finance and Management Sciences, 15 (4).
pp. 120-137.
E-ISSN 2225-8329
Abstract
The study focuses on one of the main changes brought by AI to the customer relationship management field in the banking industry. By far, it mainly emphasizes the huge potential of AI in forecasting and analyzing the upcoming needs of customers that would result in not only easier financial transactions but also in delivering the services that would flow properly and meet the customer's expectations thus creating a higher level of customer loyalty and satisfaction. Moreover, this study indicates the best practices that banks can implement to improve AI application's effectiveness in customer churn reduction, achieving strategic goals of customer experience improvement, revenue increase and trust reliability reinforcement on banking services, and investing in infrastructure for competitive world with based on survival of the fittest. Under this framework, this research is based on a qualitative approach where it was conducted content analysis of previous research in the field of artificial intelligence in banking to draw new insight and uncover its potential as a strategic tool for nurturing sustainable customer relationship. Moreover, the research adopts a dual perspective that combines dynamic capabilities theory and innovation diffusion theory, to illustrate the use of AI as a tool for a strategic analysis of customer needs and adopt modern technologies to build comprehensive gathered view that combines both strategic and behavioral dimensions of customer relationship management. Consequently, the study concludes that AI is one of the essential innovations required to help the banking sector meet the challenges that the globalized world and competition bring. As a result, this research becomes a source of knowledge that unfolds the advantages of using AI in CRM and in the strategic analysis of customer needs, which records it as a significant referential input for researchers and decision-makers in the banking sector
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