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303703

Exploring the effect of AI Chatbots on Customer experience, Satisfaction and Advocacy: New Evidence from the Banking sector in Egypt

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Last updated: 04 Jan 2025

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Abstract

As a result of digital transformation and intense competition, companies are facing a critical challenge in attracting and keeping customers. The new era customers desire to spend the least possible time in contacting the organization, and at the same time they need to reach the organization from any location and at any time. The use of chatbots has enabled organizations to face that challenge. This study aims to investigate the effect of the use of AI chatbots on customer experience, customer satisfaction that can lead to customer advocacy. The empirical analysis was handled by collecting data through an online survey from a sample of 335 customers of five banks in Egypt that have used chatbots to communicate with its customers. Results revealed that Chatbots reliability, responsiveness, interactivity, and usability have a significant positive effect on customer experience which in turn has a positive effect on customer satisfaction. Moreover, the findings revealed that Customer satisfaction has a significant effect on customer advocacy. This research makes a valuable contribution to the existing body of literature as it is one of few studies that have chosen the banking sector in Egypt to study the effect of the AI chatbots on customer experience, satisfaction, and advocacy. Especially with the implementation of the financial inclusion which aims to provide both individuals and enterprises with the necessary and reasonably priced financial products and services

DOI

10.21608/caf.2023.303703

Keywords

AI chatbots, Customer experience, Customer satisfaction, customer advocacy, and Banking sector

Authors

First Name

Heba Abdel

Last Name

Wahab

MiddleName

-

Affiliation

Future University in Egypt

Email

heba.abdelwahab@fue.edu.eg

City

-

Orcid

0000-0001-9934-8987

Volume

43

Article Issue

2

Related Issue

41887

Issue Date

2023-05-01

Receive Date

2023-02-15

Publish Date

2023-05-01

Page Start

116

Page End

146

Print ISSN

1110-4716

Online ISSN

2682-4825

Link

https://caf.journals.ekb.eg/article_303703.html

Detail API

https://caf.journals.ekb.eg/service?article_code=303703

Order

10

Publication Type

Journal

Publication Title

التجارة والتمويل

Publication Link

https://caf.journals.ekb.eg/

MainTitle

Exploring the effect of AI Chatbots on Customer experience, Satisfaction and Advocacy: New Evidence from the Banking sector in Egypt

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Type

Article

Created At

25 Dec 2024