An exploration of financial services digital encounters in developing countries

Abstract

Purpose Recent advances in technological transformation are gradually changing the way customers interact with financial services and conduct financial transactions. However, little is known about customers’ experiences with artificial intelligence (AI)-enabled chatbots (AECs) in developing countries, making it an under-researched context. Design/methodology/approach To enhance the understanding of customers’ attitudes towards AI-enabled technologies, the authors adopted an exploratory, inductive research approach to gather data from customers and managers from multiple cases of financial institutions. The authors accumulated evidence by combining semi-structured interviews, netnography and archival documents. Findings The findings reveal that factors, such as perceived trust in AECs, perceived security in AECs, perception of AEC expertise, perceived interaction design, cultural and societal dynamics and perceived competence and authenticity impact consumers’ interactions with AECs deployed by financial services. Originality/value This research involves important new ramifications for several stakeholders in developing countries, including concerned research communities, financial service managers (such as those in ebanking), designers of financial products and services, marketers, technology developers and regulators.

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