THE LIFE CYCLE OF RETAIL CUSTOMERS IN COMMERCIAL BANKS OF UZBEKISTAN IN THE CONTEXT OF DIGITAL TRANSFORMATION
- Authors
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Shakhlo Davirova
Doctor of Philosophy (PhD) in Economics, Associate Professor, Department of "Banking" at Tashkent State University of Economics
Author
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- Keywords:
- Customer lifecycle, customer lifetime value, banking marketing, retail banking, CRM, digital banking, commercial banks of Uzbekistan, customer experience.
- Abstract
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The purpose of this study is to examine the characteristics of the retail customer lifecycle in commercial banks of the Republic of Uzbekistan and to develop recommendations for improving customer relationship management in the context of digitalization in the banking sector. The study is based on the concepts of relationship marketing, customer lifetime value (CLV), customer relationship management (CRM), and customer-centric management of banking services. Methods of system analysis, comparative analysis, logical generalization, literature review, and conceptual modeling were used.
The study results demonstrate that traditional customer lifecycle models are being transformed by digital technologies, mobile banking, and personalized services. An adapted retail customer lifecycle model for commercial banks of Uzbekistan is proposed, including the stages of digital acquisition, onboarding, active use, relationship expansion, retention, and re-engagement. - References
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- Published
- 2026-06-11
- Issue
- Vol. 2 No. 6 (2026)
- Section
- Articles
- License
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This work is licensed under a Creative Commons Attribution 4.0 International License.
