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Presenting a role model for artificial intelligence in customer relationship management in Islamic banking in Iraq
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Mohamad Basem mahmood1   , Mohamad Bashokuh *2 , Hosein Rahimi klur3 , Ghasem Zarei4 |
1- PhD student in Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran
2- Professor, Department of Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran , mohammadbashokouh@gmail.com
3- Associate Professor, Department of Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran
4- Professor, Department of Business Administration, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (8 Views) |
This study aimed to provide a comprehensive model for the role of AI in customer relationship management. Using a grounded theory approach, data were collected through semi-structured interviews with 21 experts and analyzed in three coding stages. The findings identified a conceptual model that consists of three main levels: Antecedents: Factors such as organizational readiness, managing technical challenges, and formulating a business strategy, which provide the context for the successful implementation of AI. Main components: The operational role of AI is manifested in four areas: “customer data analysis”, “intelligent data design”, “active customer engagement”, and “customer guidance”. Implications: The implementation of this model leads to tangible results such as improving the quality of decision-making, improving the customer experience, building trust, and improving operational efficiency. This model shows that the success of AI in customer relationship management requires simultaneous attention to organizational-technical prerequisites and operational utilization of its capabilities in customer interaction. Ultimately, this framework can help managers and policymakers develop effective strategies for applying AI and creating sustainable competitive advantage.
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| Keywords: Artificial Intelligence, Marketing, Customer Relationship, Business Development, Relationship Management |
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Full-Text [PDF 588 kb]
(3 Downloads)
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Article type: Research |
Subject:
General
Received: 2026/03/5 | Accepted: 2026/07/19 | Published: 2027/08/14
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