From Transactional to Conversational: The Impact of Chatbots on Customers Engagement and Relationship Building in the Banking Sector

Abdallah Bataineh, Ibrahim Abu-Alsondos, Jamil Bataineh, Rana Husseini Frangieh () and Soha Salem El Mokdad
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Abdallah Bataineh: Al-Zaytoonah University of Jordan
Ibrahim Abu-Alsondos: AUE - American University in the Emirates - الجامعة الأمريكية في الإمارات
Jamil Bataineh: HU - The Hashemite University [Zarqa]
Rana Husseini Frangieh: SUAD - Sorbonne University Abu Dhabi, SUAD_SAFIR - SUAD - Sorbonne University Abu Dhabi
Soha Salem El Mokdad: Higher Colleges of Technology - UAE University

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Abstract: The study investigated the impact of chatbot adoption on customer engagement and relationship building in the banking industry in Jordan. A structured questionnaire was distributed to 384 bank customers. The results revealed that chatbots can offer transactional efficiency at some level, but they cannot match the quality of human experience at the current time. The descriptive and multivariate analysis also established chatbots' usefulness for simple queries but persistent deficits in emotional connections, satisfaction, and channel preference relative to human and phone-based banking. However, despite nascent youth adoption, the survey uncovers organizational and cultural challenges in sustaining digital transformation momentum. Overall, the findings contribute to a developing world perspective to balance the mainstream narrative on chatbots' universality. They emphasize gradually easing chatbots into banks' service ecosystem based on transparent purpose specifications and participatory customer input while augmenting staff skills for judgment-intensive services that preserve jobs.

Date: 2025-10-01
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Published in innovation, Technologies, and Business Management (ICTIM), May 2024, Amman, Jordan. Springer Nature Switzerland, pp.489-496, 2025, Advances in Science, Technology & Innovation, ⟨10.1007/978-3-031-84889-6_59⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05292822

DOI: 10.1007/978-3-031-84889-6_59

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