Content area
Abstract
Customer satisfaction leads a company toward customer loyalty, customer engagement, and the firm’s sustainable development. The customer is the center point of business processes and operations. Satisfied customers help to build a strong image of the company in the market. Customer satisfaction has become challenging in the banking sector as customers are concerned about their financial security and data privacy. In the background of cyber-attacks, banks must be extra careful about their customers’ financial security. The present research examined digital technology's effectiveness in improving customer satisfaction in the banking sector with the following objectives: (a) to find out whether artificial intelligence (AI) improves customer satisfaction and loyalty and (b) to examine if AI provides a personalized experience with efficient responses. A survey of customers has been conducted to find out their satisfaction level. A Likert scale questionnaire was formulated and distributed to randomly selected participants. The data were analyzed using quantitative methods such as chart tables and formulas. This study shows that AI integration has enabled users to know the customers’ and the banks’ needs and can provide fast, quality, and personalized services to the customers, improving customer satisfaction.