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In the era of rapid change in technology, chatbot adoption has been significant among the bank in India. This study identifies factors and user preferences that impact the adoption of chatbot services. Causal research design is embedded and online survey was used to collect the data. 147 responses were collected from the customers who use chatbot services in Indian banking industry. The study deals with the theories such as Technology Acceptance Model (TAM) and few variables from SERVQUAL to investigate the variables including competence, responsiveness, empathy, tangibles, and their influence on perceived usefulness and ease of use. The researcher identified gaps in understanding the factors influencing user adoption towards chatbot services to provide solution for banks to enhance their customer experience and satisfaction. Structural Equation Modeling (SEM) was embedded to examine the relationships among the variables. The result has indicated a high reliability for elements like competence (Cronbach’s alpha = 0.896) and overall scale reliability (Cronbach’s alpha = 0.943). Findings reveal a strong positive relationship between perceived usefulness, ease of use, and intention to use or adopt chatbot services. 70% of the respondents expressed a positive note on chatbot’s responsiveness and competence and also, they have highlighted that they are satisfied with the current services offered by the banks. The study emphasizes the importance of implementing AI-driven solutions to enhance service quality and customer retention, ignoring difficulties related to cultural norms and technological accessibility. In conclusion, this study provides an insight for banks and other financial institution to implement and enhance the chatbot design according to the preference of the customers. Using the technology effectively and considering the user preferences, the banks can enhance the loyalty and trust of their customers on digital banking systems. This research makes a significant step in studying the potential of chatbots in shaping superior customer engagement and furthers the knowledge on AI application especially in the banking sector in India.

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Investigating User Preferences for Chatbot Adoption of Indian Banking Using Structural Equation Modeling

  • 章节

  • 发表日期：

    2025年

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  • D. Joseph Charles Tamilmaran,
  • J. Aloysius Edward,
  • M. Genga Bharani

摘要

In the era of rapid change in technology, chatbot adoption has been significant among the bank in India. This study identifies factors and user preferences that impact the adoption of chatbot services. Causal research design is embedded and online survey was used to collect the data. 147 responses were collected from the customers who use chatbot services in Indian banking industry. The study deals with the theories such as Technology Acceptance Model (TAM) and few variables from SERVQUAL to investigate the variables including competence, responsiveness, empathy, tangibles, and their influence on perceived usefulness and ease of use. The researcher identified gaps in understanding the factors influencing user adoption towards chatbot services to provide solution for banks to enhance their customer experience and satisfaction. Structural Equation Modeling (SEM) was embedded to examine the relationships among the variables. The result has indicated a high reliability for elements like competence (Cronbach’s alpha = 0.896) and overall scale reliability (Cronbach’s alpha = 0.943). Findings reveal a strong positive relationship between perceived usefulness, ease of use, and intention to use or adopt chatbot services. 70% of the respondents expressed a positive note on chatbot’s responsiveness and competence and also, they have highlighted that they are satisfied with the current services offered by the banks. The study emphasizes the importance of implementing AI-driven solutions to enhance service quality and customer retention, ignoring difficulties related to cultural norms and technological accessibility. In conclusion, this study provides an insight for banks and other financial institution to implement and enhance the chatbot design according to the preference of the customers. Using the technology effectively and considering the user preferences, the banks can enhance the loyalty and trust of their customers on digital banking systems. This research makes a significant step in studying the potential of chatbots in shaping superior customer engagement and furthers the knowledge on AI application especially in the banking sector in India.