Disruptive Artificial Intelligence: Augmenting Consumer Experience Through Chatbot Banking

Abstract

This research sought to examine the differential effect of chatbot banking artificial intelligence (AI) on consumer experience in the banking industry. A positivist paradigm was adopted to sample 389 consumers who were previously exposed to chatbot banking in Zimbabwe. A causal research design was employed whilst a quantitative approach was followed. In analysing data, the research study applied the structural equation modelling (SEM) technique. The authors found that chatbot banking significantly improves customer experience (CX) in the banking industry. Reliability and responsiveness of the chatbot need to be enhanced for effective improvements in CX. A need was also identified to enhance CX through the development of an ease-to-use chatbot which is embedded in everyday messaging applications of consumers. A significant association was also found between perceived benefits of chatbot banking and CX. This study informs the development of competitive advantage by banks and other related companies through AI-based CX management strategies. In times of pandemics and beyond, chatbot banking can be very instrumental in improving CX.

Citation

Makudza, F., Jaravaza, D.C., Makandwa, G. and Mukucha, P. (2024), "Disruptive Artificial Intelligence: Augmenting Consumer Experience Through Chatbot Banking", Singh, N., Kansra, P. and Gupta, S.L. (Ed.) Digital Influence on Consumer Habits: Marketing Challenges and Opportunities, Emerald Publishing Limited, Leeds, pp. 1-18. https://doi.org/10.1108/978-1-80455-342-820241001