In the contemporary landscape of financial technology (fintech), the integration of artificial intelligence (AI) chatbots has marked a significant paradigm shift in customer interactions within e-banking services. This study delves into the profound impact of chatbot adoption on customer experience in the realm of e-banking, with a nuanced examination of usability, responsiveness, and privacy concerns. A series of hypotheses were meticulously formulated and empirically scrutinized utilizing data gathered from a diverse sample of 311 respondents across Thailand. The empirical analysis unveils compelling insights, illustrating that both the usability and responsiveness of chatbots exert a discernibly positive influence on the overall customer experience in e-banking services. Moreover, it was discerned that privacy concerns play a pivotal moderating role in shaping the relationship between chatbot adoption and customer experience, underscoring the imperative need for proactive measures to assuage such apprehensions. The implications of these findings are multifaceted, offering valuable empirical evidence elucidating the pivotal role of AI chatbots in augmenting customer satisfaction and shedding light on the criticality of addressing privacy concerns for the seamless integration and adoption of chatbot technologies. These insights are particularly relevant for banking institutions seeking to strategically harness the potential of AI chatbots to fortify customer service standards and enhance operational efficiency amidst the burgeoning digital landscape of banking services.
