Osiri, B. and Ngamsirijit, W. (2026) “Applying Artificial Intelligence for Developing Customer Experiences in Banking Services”, NIDA Business Journal. Bangkok, Thailand, (38), pp. 30–49. available at: https://so10.tci-thaijo.org/index.php/NIDABJ/article/view/3245 (accessed: 20 September 2026).