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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

V. Venkatragavan

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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. · 0 citations

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