Fintech and Cryptocurrency

14Customer’s Perception of Voice Bot Assistance in the Banking Industry in Malaysia

Manimekalai Jambulingam^1*, Indhumathi Sinnasamy² and Magiswary Dorasamy³

¹Taylors Business School, Subang Jaya, Selangor, Malaysia

²Asia Pacific University, Bukit Jalil, Kuala Lumpur, Malaysia

³Multimedia University, Cyberjaya, Kuala Lumpur, Malaysia

Abstract

The purpose of the study is to investigate customers’ perceptions of implementing voice bot technology in the banking industry. The pandemic environment has led to limited face-to-face interaction with customers and reduced instances of visiting the banks. Some of the challenges that customers face is the unavailability of officers to service them and the long waiting time. Banks should ensure to provide personalized 24/7 services to retain their customers. To meet these demands, many banks in Malaysia are now on the verge of introducing voice bots to engage their customers 24/7. The study has adopted a qualitative method. The study revealed that convenience, time-saving, and perceived enjoyment are factors that drive the adoption of voice bots in the banking industry. The study adds value to academic literature for future researchers and it provides practical recommendations to implement voice bots smoothly and efficiently in the banking industry.

Keywords: Artificial intelligence, voice bot, banking industry, trust, natural language processing, customer satisfaction, and perceived risk

14.1 Introduction

The present generation’s preferences ...