Purpose

The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile banking (AIMB) service platforms.

Design/methodology/approach

A conceptual model was developed to investigate the value-in-use perceptions of AI-based mobile banking applications via five antecedents: baseline perceptions of current bank service delivery; service delivery configuration benefits; general data security; safety perceptions of specific mobile banking services; and perceptions of AI service delivery. Data were collected from 218 respondents and analyzed using structural equation modeling.

Findings

This study highlights the role and importance of the sequential relationships that impact the assessment of AIMB. The findings suggest that service delivery and the customer’s role in value co-creation change as AI is introduced into a digital self-service technology channel. Furthermore, AIMB offers transaction-oriented (utilitarian) value propositions more so than relationship-oriented (hedonic) value propositions.

Research limitations/implications

The sample consisted on digital natives. Additional age cohorts are needed.

Practical implications

As financial institutions redirect their business models toward digital self-service technology channels, the need for customers to feel comfortable while interacting with an AI agent will be critical for enhancing the customer experience and firm performance.

Originality/value

The authors extend the service-dominant logic (SDL) literature by showing that value co-creation is a function of both firms’ technologies and consumers’ value-in-use, a finding that appears to be unique in the literature. The authors advance the digital transformation literature by evaluating AIMB as an interactive process that requires an understanding of key technology constructs, including perceptions of baseline service relationships, desired service configurations, security and safety issues and whether AI is useful for value co-creation. To the best of the authors’ knowledge, this is the first SDL framework that investigates interactive and structural relationships to explain value-in-use perceptions of AIMB.

中文翻译：

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加强价值共创过程：人工智能和移动银行服务平台

目的

这项研究的目的是调查影响价值共同创造过程并通过人工智能（AI）和移动银行（AIMB）服务平台使消费者感到舒适的关系。

设计/方法/方法

开发了一个概念模型，以通过五个先决条件来调查基于AI的移动银行应用程序的使用价值感知：当前银行服务交付的基本感知；服务交付配置的好处；一般数据安全；对特定移动银行服务的安全感知；以及对AI服务交付的看法。从218位受访者中收集了数据，并使用结构方程模型进行了分析。

发现

这项研究突出了影响AIMB评估的顺序关系的作用和重要性。这些发现表明，随着将AI引入数字自助服务技术渠道，服务交付和客户在价值共创中的作用也会发生变化。此外，与面向关系（享乐）的价值主张相比，AIMB提供的以交易为导向的（功利主义）价值主张更多。

研究局限/意义

该样本包含数字原住民。还需要其他年龄组。

实际影响

随着金融机构将其业务模型转向数字自助服务技术渠道，客户在与AI代理进行交互时感到舒适的需求对于增强客户体验和企业绩效至关重要。

创意/价值

作者通过证明价值共创是企业技术和消费者使用价值的函数来扩展服务主导逻辑（SDL）文献，这一发现在文献中似乎是独一无二的。作者通过评估AIMB作为一个交互式过程来推进数字转换文献，该过程需要了解关键技术的构造，包括对基本服务关系，所需服务配置，安全性和安全性问题的认识，以及AI是否对价值共创有用。据作者所知，这是第一个研究交互和结构关系以解释AIMB使用价值感知的SDL框架。