AI-driven self-service for enhanced customer experience outcomes in the banking sector
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 t...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2450295 |
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| Summary: | 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. |
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| ISSN: | 2331-1975 |