Factors Influencing Customer Adoption of Digital Banking Services: The Role of Trust, Service Quality, and Customer Satisfaction
DOI:
https://doi.org/10.69980/bma.v12i3.2535Keywords:
Artificial Intelligence Chatbots, Digital Banking, Service Quality, Customer Trust, Customer SatisfactionAbstract
As AI (artificial intelligence) chatbots become more prevalent in digital banking, the emphasis has shifted to the quality of the service, building trust, satisfaction and loyalty with customers. The type of research design used in this study was quantitative and cross sectional design which aimed to examine the relationships among these constructs. Survey data were examined, and 567 complete observations were used for the principal analyses and analysis of the data used for the principal analyses. The statistical tools used were descriptive statistics, reliability assessment, Pearson correlation, multiple regression, and bootstrap mediation analysis. The results showed that the internal consistency for all constructs is satisfactory, with Cronbach's alpha values ranging from 0.785 to 0.952. There is strong positive correlation between customer trust and satisfaction with loyalty (r = 0.744 and 0.734 respectively). The results of regression analysis showed that trust (β = 0.449) and satisfaction (β = 0.419) were significant factors affecting loyalty with a variance of 65.7%. Results of the mediation analysis showed that trust is indirectly associated with loyalty through satisfaction. The results underscore the significance of accurate chats with the bot and service enhancements that prioritize customer satisfaction in bolstering digital banking relationships.
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