AI Interactivity in e-CRM and Customer Adoption Resilience in Digital Banking: The Roles of Cognitive Trust, Affective Trust, and Switch-Point Optimization Efficacy
Background The digitalization of the banking sector has led to the development of electronic customer relationship management (e-CRM) from a mere transaction portal to a more interactive and conversation-based ecosystem. However, there is a significant gap between algorithm efficiency and maintaining long-term customer engagement. Based on AI-based e-CRM, Sociotechnical Systems theory, Relationship Marketing theory, and Service-Dominant logic, this study examines the structural impact of AI Conversational Interactivity (a hallmark of e-CRM technology capability) on customer engagement, adoption resilience, and continuance intention. Methods This study specifically explores how the interactive front-end of e-CRM triggers consumer resource utilization and uses DART parameters to initiate dual-path trust processing as a human factor in e-CRM. This model is empirically tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) on 400 active users of digital banking services. Results The results indicate that conversational interactivity plays a significant role in building cognitive and affective trust, enabling cognitive economy and providing emotional buffers, respectively. These trust pathways play a crucial role in mediating the relationship between interactive front-end and customer behavioral engagement. The findings further indicate that, Switch Point Optimization Efficacy, which demonstrates the competency of hybrid organizations in managing the transition from AI to human advisors, emerges as a key service recovery tool that moderates the path from trust to adoption, thereby protecting relational equity and preventing value destruction at algorithmic failure points. Conclusions This research presents a strategic guide for e-CRM implementation in financial institutions. The analysis finds that sustainable competitive advantage in maintaining customer engagement lies not in automation, but rather in the proper governance of affective trust toward AI in e-CRM.