Why can’t we help but love mobile banking chatbots? Perspective of stimulus-organism-response

Nitin Upadhyay () and Aakash Kamble ()
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Nitin Upadhyay: Indian Institute of Management Jammu
Aakash Kamble: FLAME University

Journal of Financial Services Marketing, 2024, vol. 29, issue 3, No 11, 855-872

Abstract: Abstract In mobile banking, the relationship between consumers and conversational artificial intelligence chatbots (CAIC) is a growing interest. This study delves into consumers’ brand love for these chatbots and examines the factors that influence this love. The study tests the relationships between anthropomorphism, smart experience, and brand love based on 355 banking consumers. According to the findings, anthropomorphism, smart experience, and conversational AI chatbot engagement have a favorable effect on consumers’ interaction with CAIC, resulting in an increase in their brand love. This research offers valuable insights for mobile banking companies looking to increase their customers’ love for their conversational AI chatbots. The findings emphasize the importance of considering anthropomorphism, smart experience, and engagement in designing conversational AI chatbots, as these factors contribute to a meaningful and engaging customer experience.

Keywords: Smart technology; Brand love; Smart experience; Conversational AI chatbots; Innovation adoption; Mobile banking; Fintech; Anthropomorphism (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41264-023-00237-5

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