Comprehensive analysis of intelligent virtual assistants in the banking sector

Ramos, Rui Pedro Pereira

http://hdl.handle.net/10400.26/49669

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Authors

Ramos, Rui Pedro Pereira

Advisor(s)

Casaca, Joaquim

Patrício, Rui

Abstract(s)

Intelligent Virtual Assistants (IVA) are used frequently in multiple sectors to support different business processes, such as customer support. With their application comes clear advantages, such as lowering service costs and increasing efficiency. The increased attention from academics and researchers regarding IVAs raises the search for the latest developments on this topic. To address the research gap about the adoption of chatbots for banking in Portugal two studies were conducted. To do so, firstly, a systematic literature review provides an overview of what has already been studied and investigated in IVA in business and management. Secondly, we applied the PLS-structural equation modelling, with a sample of 154 people, aged between 18 and 76 years old, from all levels of graduation and divided almost equally by gender. From these two studies, findings highlight that IVAs used daily help users to connect in a human-like way, perceiving them as trustworthy technologies. Also, the IVAs' human-like traits improve the customer relationship and the service itself. It also contributes by synthesizing theoretical contributions and identifying new research opportunities. The PLS-structural equation modelling 2 - study revealed that the perceived usefulness affects the intention to adopt the IVA for banking and that adoption also affects the actual usage of this type of assistant. Additionally, we identified future research streams such as how the IVA’s users can be segmented across different sectors, how does the generational and level of education factors influence the user’s segmentation and how can the experience with IVAs in the retail sector improve the experience with the brands in Portugal among others.