Browsing by Author "Stephen Wilkins"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    AI-Powered Banking Assistants: Enhancing Customer Service with Technology
    (Springer Cham, 2025) Omer Aftab Qureshi; Stephen Wilkins; Huda Iqbal
    This research aimed to examine how the quality of chatbot services affects customer satisfaction in the banking sector. The research determined a sample size of twenty-five, which was deemed adequate to attain data saturation within a longitudinal time frame. This research used an exploratory, qualitative inductive approach and a non-probability, stratified purposeful sampling method based on age categories. From the collected data, twenty-seven themes and sub-themes were identified, leading to 7 overall dimensions. The research could be expanded to encompass diverse target markets, innovative strategies, alternative media channels, and additional countries. This research added value by extending TAM 2 model in terms of customer satisfaction and customer experience. The output of this research resulted in the creation of a conceptual framework that addressed present constraints while proposing opportunities for future research.