ARTIFICIAL INTELLIGENCE AUTOMATION AND CUSTOMER GRATIFICATION IN THE BANKING INDUSTRY IN RIVERS STATE.
Keywords:
Artificial Intelligence, Machine Learning, Robotic Process Automation, Customer Gratification, Functional Gratification, Social Gratification, Emotional Gratification, Banking Industry, Rivers State, Customer Satisfaction.Abstract
This study explored the relationship between artificial intelligence (AI) automation, operationalized in machine learning (ML) and robotic process automation (RPA), and customer gratification within the banking industry in Rivers State. It investigated how AI-driven automation influences customer satisfaction across three key measures: functional gratification, social gratification, and emotional gratification. The study employed a correlational approach, collecting data from bank customers and employees through the use of a questionnaire. Findings indicated that AI automation significantly enhances functional gratification by improving service efficiency and accuracy. Additionally, AI-driven services foster social gratification by providing personalized experiences and engagement, while also boosting emotional gratification through seamless, reliable, and stress-free interactions. However, concerns around data privacy and the potential loss of human touch in banking services were also noted. Based on the findings, the study recommends that banks continue to integrate AI technologies, ensuring transparency, data security, and maintaining a balance between automation and human interaction to fully realize the benefits of customer gratification.
