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Volume 3 Number 1 2025

Article Contents

RESEARCH ARTICLE   (Open Access)
Contents Vol 3 (1)

Integration of Artificial Intelligence in Bank Customer Relationship Management in Bangladesh

Palash Saha1, Kripa Nath Dey2, Farooq Hossan3, Sufal Chandra Goldar4, Ishrat Jahan Pritha5, Md. Halimuzzaman6

+ Author Affiliations

Business and Social Sciences 3 (1) 1-10 https://doi.org/10.25163/business.3110338

Submitted: 01 July 2025 Revised: 06 September 2025  Published: 08 September 2025 

Abstract

Background: Artificial Intelligence (AI) is increasingly transforming customer relationship management (CRM) in the banking sector by enhancing customer engagement, personalization, and service efficiency. In developing countries like Bangladesh, the role and effectiveness of AI integration in CRM remain underexplored. Methods: A quantitative research design was employed, using a structured questionnaire distributed to 400 banking professionals. The sample size was determined through Cochran’s formula and selected via stratified random sampling. The study investigated the extent of AI adoption in CRM, its perceived effectiveness, and the major challenges during integration. Results: Findings revealed that moderate AI applications, including chatbots and predictive analytics, significantly improved customer satisfaction, operational efficiency, and personalized service delivery. However, key barriers—such as limited technical expertise, high implementation costs, and data security concerns—hindered broader adoption of AI technologies in CRM practices. Conclusion: The study concludes that AI holds substantial potential to strengthen CRM in Bangladesh’s banking sector. To realize this potential, strategic investments in infrastructure, workforce training, and supportive policy frameworks are essential. Bank executives must emphasize technology readiness and long-term strategic planning to maximize AI’s effectiveness in fostering stronger client relationships.

Keywords: Artificial Intelligence, Customer Relationship Management, Banking Sector, AI Adoption, Digital Transformation.

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