The Effect of Artificial Intelligence on Service Quality and Customer Satisfaction in Jordanian Banking Sector

Abstract

The study emphasizes the importance of Artificial Intelligence (AI) and its applications on the service quality provided by Jordanian banks for their customer satisfaction. This research paper thoroughly reviews the literature on the numerous emergent applications of artificial intelligence and its impact on the banking sector. A rigorous study of the available literature is conducted to examine AI's uses in banking. Artificial intelligence improves the banking experience for millions of clients and employees by providing credit score checking, system failure prediction, emergency alarm systems, fraud detection, phishing website detection, liquidity risk assessment, customer loyalty evaluation and intelligence systems by reducing the employee workload. A questionnaire gathered data from 270 consumers in Jordan's banking sector. The SPSS program used exploratory factor analysis to statistically evaluate the sample data to determine service quality and customer satisfaction. The results show that the updated SERVQUAL Model extracted five subscales instead of the eight in the original model. The extracted subscales were tangibility, assurance, reliability, responsiveness, and empathy. According to this study, artificial intelligence is statistically relevant to service quality and customer satisfaction. The updated SERVQUAL model, according to the authors, helps address customer satisfaction in the banking sector. The research findings suggest that the demand for artificial intelligence in the Jordanian banking sector is equally essential for the customers; thus, there should be an optimal balance between virtual and human agents based on the customers' requirements and preferences. Further, this study found practical implications of using AI in banking, particularly those related to Jordanian customer perception.