Utilizing Artificial Intelligence (AI) in enhancing customer-supplier relationship: An exploratory study in the banking industry

This study provides a comprehensive overview of the field of enhancing the customer-supplier
relationship through big data technology and artificial intelligence (AI), reveals existing gaps and
offers promising solutions for future research. SMART PLS-4 software was used to analyze the
data collected, the results led to the existence of significant relationships between artificial
intelligence and enhancing the relationship between the supplier and the customer (customer
interaction, customer communication, customer participation, customer learning, customer
experience, customer feedback). The study contributes to developing a conceptual model through
the application of artificial intelligence in managing customer relationships with suppliers in the
banking industry. The study contributes to developing a conceptual model through the application
of artificial intelligence in managing customer relationships with suppliers in the banking industry
setting. Which supports increasing knowledge in this field and helps managers develop appropriate
strategies. This research is the first of its kind to organize and discuss the literature related to using
artificial intelligence within the customer-supplier relationship management setting, which
provides great importance to the process of using and developing artificial intelligence technology
and understanding recent trends in how to develop customer–supplier relationships within the
technology era.