The Impact of AI-Driven Personalization on Customer Satisfaction in E-Banking Services

Abstract

The integration of Artificial Intelligence (AI) in e-banking has transformed the customer experience by enabling personalized services that cater to individual preferences and needs. This study explores the impact of AI-driven personalization on customer satisfaction in e-banking services. The research investigates how personalized recommendations, tailored financial advice, and customized user interfaces contribute to enhancing the overall customer experience. A mixed-method approach is employed, combining quantitative data from customer surveys with qualitative insights from interviews with industry experts. The findings reveal a significant positive correlation between AI-driven personalization and customer satisfaction, highlighting the critical role of AI in shaping the future of e-banking. The study also discusses potential challenges, such as data privacy concerns and the ethical implications of AI in banking. Recommendations for financial institutions include adopting robust AI algorithms that prioritize user privacy, enhancing transparency in AI-driven processes, and fostering customer trust through continuous engagement. This research contributes to the growing body of literature on AI in finance, providing valuable insights for both practitioners and academics interested in the evolving landscape of e-banking.