Review
Open access
Sep 2026
From Artificial Intelligence to Customer Advocacy: Evidence from the Banking Industry
Research Originality: This study contributes to the literature by integrating technological, relational, and behavioral perspectives and mechanisms to explain how AI-enabled banking services may translate into customer advocacy through Brand Trust, Customer Engagement, and Customer Satisfaction. Research Objectives: Th...
Saripudin Saripudin, Yohanes Ferry Cahaya, Patria Laksamana et al.
· Etikonomi · 0 citations