MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Global Marketing

From Engagement to Loyalty: a Comparative Analysis of Customer Engagement, Experience, Continuance Intention, and Loyalty Towards AI Banking Chatbots Among GEN Z and Millennials in Junagadh and Rajkot Districts of Saurashtra

  1. Khushboo Vasani
  2. Amul Kotadia
  3. Nilesh Khanderiya

Abstract

The growing use of Artificial Intelligence (AI) in banking has changed how customers interact with financial services. Banks are now using AI-powered chatbots to provide quick help, make services more efficient, and improve how customers engage. This study looks at customer engagement, experience, intention to continue using these services, and loyalty toward AI banking chatbots among Gen Z and Millennial users in the Junagadh and Rajkot districts of the Saurashtra region, Gujarat, India. The main goal is to understand how using AI chatbots affects customer experience and how these factors influence customers’ intentions to keep using chatbot services and their loyalty to banks that offer them. Structured questionnaires were given to 250 people from the study area. The findings show that 80% of respondents actively engage with AI banking chatbots, which indicates that young users are more accepting of AI in banking. The results also indicate that customer engagement has a significant impact on customer experience, which strongly affects the intention to continue using these services. Moreover, the intention to continue positively influences customer loyalty towards banks that provide AI chatbot services. The study recommends that improving chatbot usability, responsiveness, and reliability can boost customer experience and encourage ongoing use, ultimately increasing customer loyalty in digital banking.

Keywords

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