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  Published Paper Details:

  Paper Title

The Intelligent Evolution of Retail Banking Applications: Integrating Customer-Centric Design and Operational Efficiency Through Data-Driven Ecosystems

  Authors

  Malli Temburu

  Keywords

Retail banking applications; customer experience; operational efficiency; financial technology (FinTech); digital transformation; behavioral analytics; artificial intelligence (AI); service-dominant logic; intelligent ecosystems; open banking; IRBE model; personalization; automation.

  Abstract


The rapid digitization of financial services has transformed retail banking into a predominantly mobile and data-centric experience. As consumer expectations evolve and competition from FinTech intensifies, retail banks are under mounting pressure to enhance customer experience while simultaneously improving operational efficiency. This review proposes a novel framework--the Intelligent Retail Banking Ecosystem (IRBE)--that unites front-end personalization with back-end process automation. Drawing upon insights from more than thirty academic and industry sources, this paper critically evaluates existing models such as UTAUT, SERVQUAL, and task-technology fit, highlighting their limitations in addressing the dual priorities of user engagement and institutional optimization. The IRBE framework leverages real-time behavioral analytics, AI-powered automation, and open API infrastructure to create adaptive, personalized, and efficient digital banking ecosystems. Through comparative analysis and practical case studies (e.g., ING, DBS, JPMorgan Chase), this review demonstrates the IRBE model's superior predictive performance in areas like user retention, transactional accuracy, and cross-sell optimization. The study also discusses implications for industry practitioners and policymakers, advocating for supportive regulation, ethical AI use, and inclusive digital access. Ultimately, this research provides a forward-looking theoretical foundation for future academic inquiries and practical innovations in digital banking, positioning IRBE as a transformative tool for intelligent financial service delivery.

  IJCRT's Publication Details

  Unique Identification Number - IJCRT25A6275

  Paper ID - 292678

  Page Number(s) - k938-k947

  Pubished in - Volume 13 | Issue 6 | June 2025

  DOI (Digital Object Identifier) -    https://doi.org/10.56975/ijcrt.v13i6.292678

  Publisher Name - IJCRT | www.ijcrt.org | ISSN : 2320-2882

  E-ISSN Number - 2320-2882

  Cite this article

  Malli Temburu,   "The Intelligent Evolution of Retail Banking Applications: Integrating Customer-Centric Design and Operational Efficiency Through Data-Driven Ecosystems", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.13, Issue 6, pp.k938-k947, June 2025, Available at :http://www.ijcrt.org/papers/IJCRT25A6275.pdf

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ISSN: 2320-2882
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Journal Starting Year (ESTD) : 2013
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ISSN and 7.97 Impact Factor Details


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ISSN
ISSN: 2320-2882
Impact Factor: 7.97 and ISSN APPROVED
Journal Starting Year (ESTD) : 2013
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