Artificial intelligence in customer service: An empirical study of the banking sector

Bilal Eneizan
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Bilal Eneizan: Associate Professor of Marketing, Jadara University, Jordan

Journal of Cultural Marketing Strategy, 2022, vol. 7, issue 1, 63-74

Abstract: Artificial intelligence (AI) has become very important in the business world. The reasons for this include increased computing power, low cost, advanced algorithms, and the ability to leverage Big Data. AI is increasingly being deployed to deliver real-time customer service through live-chat messaging channels. These systems use data from different sources to provide customers with options, recommendations and resolutions. With a focus on the banking sector, this study examines the impact of usefulness, ease of use, problem-solving ability and trust on consumers’ intention to use and preference for AI in the customer service context. The findings indicate that the various variables examined all have a positive effect on both intention to use and preference for AI. These findings are discussed from both an organisational and customer perspective. The finding that customer satisfaction can be significantly improved via the use of AI systems has important implications for the banking sector.

Keywords: AI; customer service; problem-solving ability; trust; ease of use; usefulness; behavioural intention (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2022:v:7:i:1:p:63-74

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