The impact of artificial intelligence implications on customer satisfaction: applied on the online banking sector in Egypt | ||||
| المجلة العلمية للدراسات التجارية والبيئية | ||||
| Article 64, Volume 14, Issue 4, October 2023, Page 1201-1260 PDF (586.9 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jces.2023.337582 | ||||
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| Authors | ||||
| Nancy Mobarak* 1; Hazem Rasheed Gaber* 2; Mona Arslan* 3 | ||||
| 1Master’s Researcher, Arab Academy for Science, Technology and Maritime Transport | ||||
| 2Associate Professor of Business Administration, Arab Academy for Science, Technology and Maritime Transport | ||||
| 3Assistant Professor of Business Administration, Arab Academy for Science, Technology and Maritime Transport | ||||
| Abstract | ||||
| This research paper focuses on how artificial intelligence (AI) has been widely used in the field of the financial technology through mobile banking (M-banking). Nevertheless, in the literature, shows how AI features and M-banking application characteristics affect customer satisfaction. According to the social support theory (SST), there were two AI features have studied perceived anthropomorphism (PA) and perceived intelligence (PI) to develop a research model to investigate how PA and PI affect customer satisfaction towards M-banking. In addition, to address the research gap found, this paper studied variables under the M-banking characteristics which are; ease of use, service speed, security and information content. These variables studied in order to investigate which of the AI features or M-banking characteristics will have a stronger effect on customer satisfaction. This study implemented a non-probability convenience sampling technique to gather a total of 447 valid responses to validate the proposed conceptual model. The results showed that PA has an insignificant impact on customer satisfaction. While PI, ease of use, service speed, security and information content have a significant positive impact on customer satisfaction. Surprisingly, M-banking applications characteristics has a stronger impact than AI features on customer satisfaction. By this study, it exposed how AI and M-banking applications affects customer satisfaction have been confirmed. | ||||
| Keywords | ||||
| Artificial intelligence (AI); Perceived anthropomorphism (PA); Perceived intelligence (PI); Ease of use; Service speed; Security; Information content; Mobile banking; Customer satisfaction | ||||
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