Generative AI’s Impact on Customer Satisfaction: A FinTech Perspective

Israfilzade Khalil () and Vlasenko Danylo ()
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Israfilzade Khalil: PhD, assistant professor at the Department of Marketing, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 52, LT-44248, Kaunas, Lithuania.
Vlasenko Danylo: Master of Marketing and International Commerce, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 52, LT-44248, Kaunas, Lithuania.

Management of Organizations: Systematic Research, 2024, vol. 92, issue 1, 33-50

Abstract: Over several decades, artificial intelligence has evolved from the initial attempts to replicate human reasoning to the advanced applications that propel business innovation across various industries. This paper examines the capacity of Generative Artificial Intelligence to improve customer satisfaction in the FinTech sector, concentrating on four essential value dimensions: functional, emotional, promotional, and innovative. According to the study, AI-driven solutions are critical for providing personalised products, automating services, and encouraging creativity in financial services. Data were collected via an online questionnaire, with responses from 312 users analysed using simple linear regression to test four hypotheses linking Generative AI to increased customer satisfaction. The results show that functional value, as measured by increased operational efficiency and reliability, has a significant impact on satisfaction. Emotional value emerged as a significant predictor, emphasising the importance of trust and positive affect in AI-powered financial interactions. Promotional value had a moderate but statistically significant impact, demonstrating AI’s ability to personalise marketing strategies. Finally, innovative value was shown to be critical for distinguishing FinTech offerings and maintaining a competitive advantage. The findings suggest that FinTech companies that incorporate Generative AI into their service models can significantly improve user experiences, strengthen brand loyalty and improve overall customer satisfaction.

Keywords: Generative AI; digital marketing; AI in marketing; customer satisfaction; FinTech (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:92:y:2024:i:1:p:33-50:n:1003

DOI: 10.2478/mosr-2024-0010

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