Role of Customer Loyalty in Online Banking Services through Artificial Intelligence (AI)

Abstract

Artificial Intelligence (AI) has completely changed how customers interact with banks thanks to its integration into electronics consumer relationship management (E-CRM) systems. The impact of artificial intelligence (AI) on client loyalty in Pakistan's banking sector is examined in this study, using Karachi. Perceived usefulness (PU), perceived ease of use (PEU), and intent to adopt AI (IAI) are examined in relation to the efficacy of E-CRM and customer loyalty, using the Theory of Acceptance Model (TAM) as a conceptual framework. Standardized surveys were used to collect information regarding 300 participants in a quantitative research manner. According to statistical study using Partial Least Squares Structural Equation Modeling (PLS-SEM), the integration of AI has a minor effect on customer loyalty, although PEU and PU both greatly enhance the adoption of E-CRM. Despite being geographically particular, the study's conclusions have wider ramifications and serve as a foundation for further research on how AI affects customer engagement tactics across a range of sectors.