Artificial intelligence and machine learning in customer satisfaction: A study of banks using the UTAUT model

Abstract

Artificial Intelligence (AI) and Machine Learning (ML) are revolutionizing the financial sector by offering solutions that cater to evolving customer expectations. These technologies provide more streamlined, innovative, and secure methods for customers to manage and utilize their finances. Beyond consumer interactions, AI enhances financial processes ranging from investment decisions to algorithmic trading and advanced risk management. Consequently, AI-driven automation is poised to be a transformative force, broadening financial accessibility and reshaping conventional banking norms. This research elucidates the impact of AI and ML integration on customer satisfaction within the financial services industry. To gauge customer sentiment, a structured survey was conducted, garnering 138 responses from diverse bank clientele in Goa. Leveraging the UTAUT model, a PLS-SEM analytical framework was employed to discern the interplay between various determinants. The empirical results underscore a pronounced preference among customers for AI/ML-based banking features, reinforcing the notion that AI/ML implementations amplify customer satisfaction in banking operations.