Digital Marketing Management Capability in Islamic Banking: Integrating XAI, Customer Analytics, and CRM
DOI:
https://doi.org/10.61255/jeemba.v4i5.1762Keywords:
Customer Analytics Capability, Customer Relationship Management, Digital Marketing Management Capability, Explainable Artificial Intelligence, Islamic BankingAbstract
Purpose – This study develops a Digital Marketing Management Capability (DMMC) framework for Islamic banking by integrating Explainable Artificial Intelligence (XAI), Customer Analytics Capability (CAC), and Customer Relationship Management (CRM). The study addresses the fragmentation of previous research, which has predominantly examined these capabilities independently and provides limited understanding of their strategic orchestration in digital marketing management.
Design/methodology/approach – A Systematic Literature Review (SLR) following the PRISMA 2020 guidelines was conducted to synthesize evidence from twenty peer-reviewed empirical studies published between 2020 and 2025. The selected studies were analyzed using thematic coding and evidence mapping to identify recurring capability domains and develop a formative higher-order conceptual framework.
Findings/Results – The findings indicate that XAI-related capabilities support transparency, accountability, and trust in AI-assisted customer-facing activities; CAC transforms customer data into actionable marketing intelligence for evidence-based decision-making; and CRM translates customer intelligence into personalized interactions and sustainable customer relationships. The synthesis supports conceptualizing these three complementary capabilities as the formative dimensions of DMMC. The proposed framework and relationships require empirical validation in Islamic banking.
Originality/Value – The study contributes to the capability-based application of the Resource-Based View and Dynamic Capability Theory by emphasizing capability complementarity and strategic orchestration. It provides a theoretically grounded framework for examining how technological transparency, analytical intelligence, and relational capability can be coordinated to support digital marketing effectiveness and customer-centered value creation in Islamic banking.
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