AI-enabled CRM capability, service innovation, and sustainable banking outcomes: A digital green-finance perspective from Taiwan

Kuo Ming Chu; Hui Chun Chan; Kuo Ming Chu; Hui Chun Chan

doi:10.3934/GF.2026023

Green Finance

2026, Volume 8, Issue 3: 649-674. doi: 10.3934/GF.2026023

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Research article

AI-enabled CRM capability, service innovation, and sustainable banking outcomes: A digital green-finance perspective from Taiwan

Kuo Ming Chu ^{1
,
,},
Hui Chun Chan ²

1.
Department of Business Administration, Cheng Shiu University, Kaohsiung City, 833301, Taiwan
2.
Department of Gerontological Health Care, CTBC University of Technology, Tainan City, 744004, Taiwan

Received: 17 June 2026 Revised: 10 August 2026 Accepted: 25 August 2026 Published: 03 September 2026
JEL Codes: G21, G23, O33, Q56

Digital transformation and the green-finance agenda are increasingly intertwined, yet the organizational mechanism connecting digital capability to sustainability-oriented banking practice remains under-specified. Drawing on dynamic-capabilities and sustainable-banking research, we analyzed a pooled sample of 800 financial-services practitioners in Taiwan. Partial least squares structural equation modeling showed a strong positive association between perceived AI-enabled customer relationship management (CRM) capability and service innovation; service innovation was positively associated with perceived organizational resilience and organizational sustainability. After service innovation entered the model, the direct effects of AI-CRM capability for both outcomes were non-significant, yielding an indirect-only mediation pattern. The results therefore located the estimated organizational association of AI-CRM with resilience and sustainability in service innovation rather than in the technology. We did not establish temporal causality and did not measure carbon emissions, energy use, or ESG-disclosure quality. Our contribution is correspondingly specific: We identified an organizational micro-foundation through which responsible AI-CRM use is associated with sustainability-oriented financial-service practice. In green-finance terms, the argument is positioned at the level of organizational micro-foundations rather than measured environmental outcomes.
- green finance,
- digital green finance,
- sustainable banking,
- AI-enabled CRM,
- service innovation,
- organizational sustainability,
- organizational resilience
Citation: Kuo Ming Chu, Hui Chun Chan. AI-enabled CRM capability, service innovation, and sustainable banking outcomes: A digital green-finance perspective from Taiwan[J]. Green Finance, 2026, 8(3): 649-674. doi: 10.3934/GF.2026023

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Abstract

Digital transformation and the green-finance agenda are increasingly intertwined, yet the organizational mechanism connecting digital capability to sustainability-oriented banking practice remains under-specified. Drawing on dynamic-capabilities and sustainable-banking research, we analyzed a pooled sample of 800 financial-services practitioners in Taiwan. Partial least squares structural equation modeling showed a strong positive association between perceived AI-enabled customer relationship management (CRM) capability and service innovation; service innovation was positively associated with perceived organizational resilience and organizational sustainability. After service innovation entered the model, the direct effects of AI-CRM capability for both outcomes were non-significant, yielding an indirect-only mediation pattern. The results therefore located the estimated organizational association of AI-CRM with resilience and sustainability in service innovation rather than in the technology. We did not establish temporal causality and did not measure carbon emissions, energy use, or ESG-disclosure quality. Our contribution is correspondingly specific: We identified an organizational micro-foundation through which responsible AI-CRM use is associated with sustainability-oriented financial-service practice. In green-finance terms, the argument is positioned at the level of organizational micro-foundations rather than measured environmental outcomes.

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