Applying Artificial Intelligence for Developing Customer Experiences in Banking Services
Keywords:
Artificial Intelligence, Customer ExperienceAbstract
This study investigated the application of artificial intelligence (AI) technology to enhance customer experience within the banking service industry. The objectives of the research were to analyze a conceptual model of customer experience using AI technology and to identify the factors that constitute and influence customer experience in service businesses. Data were collected from a sample of 400 banking service customers residing in Bangkok and its metropolitan area, utilizing a structured questionnaire. The data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics, specifically Structural Equation Modeling (SEM) for hypothesis testing.
The findings indicate that the adoption of AI technology in banking services is significantly influenced by service quality, trust, and personalization, all of which play a crucial role in enhancing customer experience. Conversely, the study found that customer sacrifices required for adapting to AI technology had no significant effect on the development of customer experience.
This research highlights that the integration of AI in the banking sector is essential for improving customer experience. To achieve this, AI applications for customer experience should incorporate elements of trust, convenience, and satisfaction with AI capabilities, as well as personalized service adjustments tailored to each customer. By focusing on these elements, banks can create superior customer experiences, ultimately gaining a competitive advantage in the digital era.
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