AI-driven self-service for enhanced customer experience outcomes in the banking sector

Abstract

This study examines the influencing value factors of Artificial Intelligence (AI)-based self-service technology delivery, self-service customer experience, and outcomes based on customer value theory and trust-commitment theory. This study adopted a quantitative research approach. Four hundred and twenty-two bank customers who use AI-based self-service technology were sampled for the study. Structural equation modelling was employed to analyse the data. The study reveals that personalisation influences AI-based self-service customer experience, and convenience significantly and positively predicts AI-based self-service customer experience. Time spent, and AI-based self-service customer experience yielded significantly positive results. AI-based customer trust and self-service customer brands also had a significant positive relationship. However, the study did not find support for aesthetic and AI-based self-service customer experience. This study’s novelty is identifying the customer value factors that influence AI-based self-service experience in an emerging country using the Customer Value Theory (CVT) and Trust-Commitment Theory (TCT) frameworks.

Keywords

• Artificial intelligence (AI)
• customer self-service experience
• customer value theory (CVT)
• Trust-Commitment theory (TCT)
• trust
• brand love