Tác giả: Le Thi Lan Huong - Hoang Thi Kim Lien - Le Van Nam
Số trang: 332-344
DOI url: 10.62831/202526049
Tóm tắt:TÀI LIỆU THAM KHẢO:With the rise of generative AI (GenAI) chatbots such as ChatGPT, Copilot, and Gemini, digital marketing is undergoing a significant transformation, allowing businesses to enhance customer engagement and deliver more personalized experiences. In the banking sector, GenAI chatbots offer relevant and responsive digital service interactions that can improve customer satisfaction; however, their effectiveness may vary depending on customers’ familiarity with technology. This study surveyed 346 banking customers in Vietnam to examine the moderating role of technological familiarity in the relationship between GenAI chatbot experiences and satisfaction with digital banking services. The findings provide practical implications for banks seeking to optimize customer satisfaction through the strategic integration of GenAI chatbots, while also contributing to the broader body of research on digital marketing and AI-driven customer experience.
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Từ khóa:genAI chatbot, customer experience, customer satisfaction, familiarity with technology, digital banking.
