The Influence of Chatbots on Customer Satisfaction in the Banking Sector
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Date
2024-03
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The British University in Dubai (BUiD)
Abstract
Technology has overtaken the world through artificial intelligence (AI) in this digital era. UAE has been one of pioneers to implement AI-enabled chatbots in its banking sector. The purpose of this thesis was to investigate the influence of chatbots’ service quality on customer satisfaction in UAE’s banking sector. Technology Acceptance Model 2 (TAM 2) was used to better understand the topic under investigation. The thesis used qualitative research, employing stratified purposeful sampling and expert interviews with bank customers. The sample size for this thesis was determined to be 25, sufficient to achieve data saturation. Overall, a total of eleven major themes and sixteen sub-themes emerged from the gathered data, resulting in seven aggregate dimensions. The thesis developed a conceptual framework identifying factors causing customer satisfaction over time, with experience, and increased exposure when they interacted with chatbots. It contributed to the progression of TAM 2 with new determinants of its existing variables emerging as a result of this thesis; chatbot service quality, customer satisfaction, responses and intentions, chatbots replacing humans, implementing right infrastructure, emotional connection and safety, trust and privacy of interaction. Results highlighted that chatbots have an influence on customer satisfaction in the banking sector of UAE. Banks must devise new strategies to satisfy customers by providing them easy to use services, improving chatbot service quality. Developing emotional bonds with chatbots can cultivate deeper connections with customers, improving trust, loyalty and favourable experiences. Embedding chatbots with emotional intelligence can enrich customer engagement, adding value to the banking services offered.
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Keywords
chatbots, artificial intelligence, customer satisfaction, intentions, Word of Mouth (WOM), Technology Acceptance Model 2 (TAM 2)