Research Article
QS Cube (Quantum Superposition Customer Behavior®): When Customers Exist in Superposition - Rethinking Value Creation in Banking in the Age of AI
Cono Apolito*
Issue:
Volume 12, Issue 4, August 2026
Pages:
63-70
Received:
1 June 2026
Accepted:
17 June 2026
Published:
17 July 2026
DOI:
10.11648/j.ebm.20261204.11
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Views:
Abstract: This paper introduces the QS Cube (Quantum Superposition Customer Behavior®), a novel probabilistic framework for interpreting customer behavior and value creation in banking. Traditional models rely on deterministic segmentation and channel-based classification, assuming that customers can be observed, categorized, and managed within stable behavioral states. However, the increasing complexity, multichannel interaction, and contextual variability of modern customer journeys challenge these assumptions. Drawing on concepts derived from quantum mechanics, the QS Cube conceptualizes the customer as a probabilistic system rather than a fixed entity existing in a superposition of states. Customer behavior is modeled as a distribution across three dimensions: Channel State, Engagement State, and Decision State. Each interaction is treated as a form of measurement that modifies the behavioral distribution, while value emerges during the moment of collapse, i.e., when uncertainty resolves into a concrete decision. The framework shifts managerial focus from static classification toward dynamic orchestration. Instead of managing channels or segments, institutions actively influence probability distributions and guide trajectories toward high-value states. Empirical evidence from multichannel interactions supports the central proposition that value is not generated by channels alone, but by the intersection of engagement and decision proximity. The paper further explores the role of artificial intelligence as an enabler of probabilistic management. By automating routine activities, AI increases organizational capacity, which can be redeployed toward advisory interactions that accelerate decision-making. In this context, the branch evolves into a value-generation environment, where human interaction plays a critical role in transforming probability into economic outcomes. The QS Cube contributes to the literature by providing an integrated behavioral, operational, and strategic model that redefines the bank as an adaptive probabilistic system.
Abstract: This paper introduces the QS Cube (Quantum Superposition Customer Behavior®), a novel probabilistic framework for interpreting customer behavior and value creation in banking. Traditional models rely on deterministic segmentation and channel-based classification, assuming that customers can be observed, categorized, and managed within stable behavi...
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Research Article
Determinants of Cooperative Development in Tigray, Ethiopia: The Case of Consumer Cooperatives in Mekelle
Yemane Gebremeskel Gebrehiwet*
Issue:
Volume 12, Issue 4, August 2026
Pages:
71-85
Received:
11 June 2026
Accepted:
1 July 2026
Published:
22 July 2026
DOI:
10.11648/j.ebm.20261204.12
Downloads:
Views:
Abstract: The predominant objective of this study was to investigate determinant factors affecting consumer cooperative development: The case of consumer cooperatives in Mekelle, Tigray. In response to the objective, a descriptive research design was employed by using a mixed research approach, which comprises both quantitative and qualitative methods. Both primary and secondary sources of data were used. A sample of 334 respondents was chosen using a random sampling technique. The data were analysed using SPSS. Pearson correlation and multiple linear regression model analysis were used. The study found that the intrinsic principles of cooperatives were not effectively practiced as they should have been, hence members lost a sense of ownership in their cooperatives. The governance system of consumer cooperatives—gender diversity and the board's academic qualifications had waned. The study found that cooperatives are led without policies and strategies, which would undoubtedly impede their development. Government interventions in managerial and decision-making processes limit the autonomy of cooperatives. The intrinsic principles of cooperative variables—user-owner, user benefit, user control, and the governance variables—board commitment, board communication, board gender diversity, board qualification, and government interventions proved to be statistically significant effects on the development of consumer cooperatives. This implies that effective use of these predictors enhances the development of consumer cooperatives in the study area. The study recommends that the government should develop a cooperative policy and strategy to boost cooperative development. The board's academic qualifications and gender diversity must be considered during general assembly meetings to achieve improved performance and governance in cooperatives. The government should refrain from intervening in the decision-making and managerial concerns of the cooperatives.
Abstract: The predominant objective of this study was to investigate determinant factors affecting consumer cooperative development: The case of consumer cooperatives in Mekelle, Tigray. In response to the objective, a descriptive research design was employed by using a mixed research approach, which comprises both quantitative and qualitative methods. Both ...
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