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

Author

Listed:
  • Ana Belen Tulcanaza-Prieto

    (Escuela de Negocios, Universidad de Las Américas, UDLA, Vía a Nayón, Quito 170124, Ecuador)

  • Alexandra Cortez-Ordoñez

    (Departamento de Estadística e Investigación Operativa, Universidad Politécnica de Catalunya, 08034 Barcelona, Spain)

  • Chang Won Lee

    (School of Business, Hanyang University, Seoul 04763, Republic of Korea)

Abstract

This study 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 analysis and the hypotheses tests were conducted using SPSS 26 and structural equation modeling, respectively. The main findings displayed that all five customer perception factors (individual and joint effect) have a positive and significant effect (at least at the 5% level) on AI-enabled customer experience, AI-hedonic customer experience, and AI-recognition customer service 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 a complete statistical and econometric model for determinants of AI-enabled customer experience. The main limitations of the study are that, in the 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.

Suggested Citation

  • Ana Belen Tulcanaza-Prieto & Alexandra Cortez-Ordoñez & Chang Won Lee, 2023. "Influence of Customer Perception Factors on AI-Enabled Customer Experience in the Ecuadorian Banking Environment," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:16:p:12441-:d:1218263
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    References listed on IDEAS

    as
    1. Ana Belen Tulcanaza-Prieto & Iliana E. Aguilar-Rodríguez & Chang Won Lee, 2022. "Customer Perception and Its Influence on the Financial Performance in the Ecuadorian Banking Environment," Sustainability, MDPI, vol. 14(12), pages 1-14, June.
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