Influence of Customer Perception Factors on AI-enabled Customer Experience in the Ecuadorian Banking Environment

Abstract

This manuscript reviews the relationship between customer perception factors and AI-enabled customer experience in the Ecuadorian banking industry. The study employs a self-designed online questionnaire with five factors for customer perception (convenience in use, personalization, trust, customer loyalty, and customer satisfaction) and two categories for AI-enabled customer experience (AI-hedonic customer experience and AI-recognition customer service). The final valid dataset consisted of 226 questionnaires. The data analyses and the hypotheses tests were done using SPSS 26 and structural equation modeling, respectively. The main findings displayed that all five customer perception factors have a positive and significant effect on AI-enabled customer experience in the Ecuadorian banking industry. Study results are aligned with previous findings from other countries, particularly the banking environment in the United Kingdom, Canada, Nigeria, and Vietnam. The AI techniques involved in the financial sector increase the valuation of customer experience due to AI algorithms recollecting, processing, and analyzing customer behavior. This study contributes with a complete statistical and econometric model for determinants of AI-enabled customer experience. The main restriction of the study is the particular analysis of the most demanded AI financial services (not all services and products are included) and the inexistence of a customer perception index. For upcoming research, the authors recommend performing a longitudinal study using quantitative data to measure the effect of AI-enabled customer experience on the Ecuadorian banks’ performance.

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“…(Tulcanaza, 2023) [21] The article focuses on the customer perception factors and AI-enabled customer experience relation in the Ecuadorian banking industry. The researchers have considered five factors to measure perception of customers, trust, loyalty, satisfaction, convenience and personalization.…”