Open access
Aug 2026
Applying EASTL ethical constructs in AI-driven CRM: the mediating role of sustainable customer trust in enhancing customer retention in private sector banks
Investigating ethical AI practices and its impact on Customer Retention and its influence from the one-sided effect shows that ethical AI is not only a compliance obligation, but a strategic lever for building trust and long-term customer relationships.
Herbert Kimura, Alaaeddine Ramadan, Najla A. Al-Thani et al.
· Frontiers in Artificial Inte... · 0 citations