Publication: Perception of using chat-bot in customer service in Jordanian banks
Abstract
Bu tez çalışmasının konusu, dijital dönüşümün ve yapay zekâ uygulamalarının müşteri hizmetleri departmanı üzerindeki etkisi ve bu kapsamda Ürdün ticari bankasında müşteri memnuniyeti üzerindeki etkisinin incelenmesidir. Çalışma, özellikle içinde bulunulan mevcut dönemi ve yaşanan gelişmeler sonrasındaki yakın zaman ve dünyadaki son durumu ele almaktadır. Bu gelişmelerin bir sonucu olarak, bankanın müşterilerin hizmet sunma biçiminde bir değişiklik olacaktır. Bu tez çalışması, dijital dönüşümden etkilenecek farklı alanları ele alacaktır : veri, süreç, müşteriler, kâr ve örgütsel değişim. Bankacılık sektöründe yapay zekâ uygulamalarının kullanılmasının önemi anlatılacak, bankaya kar getirecek faydalarının yanı sıra potansiyel müşterileri çekecek ve mevcut müşterilerin sadakatini artıracak uygulamalar açıklanacaktır. Tezdeki temel öncelik, müşteri hizmetleri departmanlarında meydana gelen değişiklikleri, müşteri hizmetleri departmanında bankacılık işlemlerini kolaylaştırmak için kullanılan yöntemler açısından tartışmaktır. Aynı zamanda bunun müşteriler ve müşterilerin bankaya olan bağlılıkları üzerindeki etkisi değerlendirilecektir. Bunu, hizmetin alınmasına yönelik imkanların sağlanması ve bankalar tarafından sohbet robotları gibi yapay zekâ sistemlerinin kullanılması ile gerçekleştirmek mümkündür. Tez, çalışması; sohbet robotlarının ne olduğunu, nasıl çalıştıklarını ve dünyada, özellikle müşteri hizmetlerinde ne kadar önemli olduklarını açıklayacaktır. Ayrıca, sohbet robotlarının hizmetleri müşterinin ilgi alanlarına, kullanımlarına göre nasıl özelleştirebileceği, ve banka tarafından sağlanan diğer hizmetlerle bunların nasıl ilişkiledirilebileceği açıklanacaktır.
Chatbot has been a very commonly studied and highly important topic over the years, especially when they talked about artificial intelligence tools. Many types of research illustrate chatbots, their classification, and their applications. Also, using the chatbot effects on the performance of the banks that have been discussed and tested along with the literature. Prior works had talked about the performance of the chatbot itself and the level of productivity have been reached from the process using it in banking sector and many operational fields. However, very few studies have examined the direct and absolute correlation between the chatbot in customer service departments in banks and (customer interaction, customer impression, customer satisfaction, customer experience, and solving problems), especially in Jordanian banks. These variables are determined and tested through a survey or questionnaire that resolves the variables through a collection of questions. The research covered the period during which the research was conducted between 2021 and 2022 in Jordan. As a result of these developments, there is a change in the way the bank provides its services to its customers, targeting and preserving them. This research discussed different areas that have been influenced by digital transformation: data, process, customers, profit, and organizational change. The research showed the advantages that banks will gain from implementing chatbots in their customer service department, as well as the influence that this technology will have on the bank's customers. The research deals with the changes that have occurred in the customer service department in banks in terms of the methods used to facilitate banking operations in providing and improving customer service. As well as the impact on customers and their behavior towards the bank. It has been clarified what chatbots are, how they operate, and how essential they are in today's environment, especially in customer service. Furthermore, how the chatbot may adjust the services based on vii the customer's interests, their needs, and how they connect to the rest of the bank's services have been explained.
Chatbot has been a very commonly studied and highly important topic over the years, especially when they talked about artificial intelligence tools. Many types of research illustrate chatbots, their classification, and their applications. Also, using the chatbot effects on the performance of the banks that have been discussed and tested along with the literature. Prior works had talked about the performance of the chatbot itself and the level of productivity have been reached from the process using it in banking sector and many operational fields. However, very few studies have examined the direct and absolute correlation between the chatbot in customer service departments in banks and (customer interaction, customer impression, customer satisfaction, customer experience, and solving problems), especially in Jordanian banks. These variables are determined and tested through a survey or questionnaire that resolves the variables through a collection of questions. The research covered the period during which the research was conducted between 2021 and 2022 in Jordan. As a result of these developments, there is a change in the way the bank provides its services to its customers, targeting and preserving them. This research discussed different areas that have been influenced by digital transformation: data, process, customers, profit, and organizational change. The research showed the advantages that banks will gain from implementing chatbots in their customer service department, as well as the influence that this technology will have on the bank's customers. The research deals with the changes that have occurred in the customer service department in banks in terms of the methods used to facilitate banking operations in providing and improving customer service. As well as the impact on customers and their behavior towards the bank. It has been clarified what chatbots are, how they operate, and how essential they are in today's environment, especially in customer service. Furthermore, how the chatbot may adjust the services based on vii the customer's interests, their needs, and how they connect to the rest of the bank's services have been explained.