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 |
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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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| _version_ | 1832592132036100096 |
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| author | Nkululeko PraiseGod Zungu Hayford Amegbe Charles Hanu Emmanuel Selase Asamoah |
| author_facet | Nkululeko PraiseGod Zungu Hayford Amegbe Charles Hanu Emmanuel Selase Asamoah |
| author_sort | Nkululeko PraiseGod Zungu |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-3184d43f509b46999c9c5c19b3595d62 |
| institution | Kabale University |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-3184d43f509b46999c9c5c19b3595d622025-01-21T13:32:48ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2025.2450295AI-driven self-service for enhanced customer experience outcomes in the banking sectorNkululeko PraiseGod Zungu0Hayford Amegbe1Charles Hanu2Emmanuel Selase Asamoah3Department of Marketing and Retail, Faculty of Management Sciences, Durban University of Technology, Durban, South AfricaDepartment of Marketing and Retail, Faculty of Management Sciences, Durban University of Technology, Durban, South AfricaDepartment of Human Resource Management and Organizational Behavior, Rabat Business School, Rabat, MoroccoDepartment of Business Administration, University of Professional Studies, Accra, Madina, GhanaThis 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.https://www.tandfonline.com/doi/10.1080/23311975.2025.2450295Artificial intelligence (AI)customer self-service experiencecustomer value theory (CVT)Trust-Commitment theory (TCT)trustbrand love |
| spellingShingle | Nkululeko PraiseGod Zungu Hayford Amegbe Charles Hanu Emmanuel Selase Asamoah AI-driven self-service for enhanced customer experience outcomes in the banking sector Cogent Business & Management Artificial intelligence (AI) customer self-service experience customer value theory (CVT) Trust-Commitment theory (TCT) trust brand love |
| title | AI-driven self-service for enhanced customer experience outcomes in the banking sector |
| title_full | AI-driven self-service for enhanced customer experience outcomes in the banking sector |
| title_fullStr | AI-driven self-service for enhanced customer experience outcomes in the banking sector |
| title_full_unstemmed | AI-driven self-service for enhanced customer experience outcomes in the banking sector |
| title_short | AI-driven self-service for enhanced customer experience outcomes in the banking sector |
| title_sort | ai driven self service for enhanced customer experience outcomes in the banking sector |
| topic | Artificial intelligence (AI) customer self-service experience customer value theory (CVT) Trust-Commitment theory (TCT) trust brand love |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2025.2450295 |
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