Review
Open access
Oct 2026
Artificial Intelligence as a Catalyst for CRM Operational Efficiency in Retail Banking
Examination of how AI contributes to CRM operational efficiency through the lens of dynamic capabilities theory shows that CRM value is created not through AI adoption alone, but through the organizational capabilities required to translate AI-generated insights into operational outcomes.
I. Pavlinić, Maja Martinović, Hrvoje Maljak
· Administrative Sciences · 0 citations