Chatbots Vs Human Agents: A Comparative Study of Customer Satisfaction in the Financial Services Industry in Sri Lanka

M. S. Ishar Ali; T. Baskar; V. Leninkumar

लेखक

M. S. Ishar Ali Department of Business and Management Studies, Trincomalee Campus, Eastern University, Sri Lanka
T. Baskar Department of Business and Management Studies, Trincomalee Campus, Eastern University, Sri Lanka
V. Leninkumar Department of Business and Management Studies, Trincomalee Campus, Eastern University, Sri Lanka

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Artificial Intelligence##common.commaListSeparator## Chatbot##common.commaListSeparator## Human Agent##common.commaListSeparator## Customer Satisfaction

सार

The use of Artificial Intelligence (AI) in customer engagement has drastically altered the operating reality of Sri Lanka's banking industry by enhancing customer service speed and access, but customer satisfaction level is a key marker for analyzing AI service effectiveness compared to human interaction. The study utilizes a quantitative cross-sectional methodology to analyze and compare customer satisfaction levels between the two service delivery mediums. A structured survey was developed and randomly administered to 520 banking customers in Sri Lanka about their experiences according to the five dimension of the SERVQUAL Model (reliability, responsiveness, assurance, empathy, and tangibles). The results suggest that AI powered chatbots are typically consistent and efficient in performance. However humans are regularly rated higher in areas requiring emotional intelligence and connectivity which contributes positively to customer satisfaction. As discussed in the study the constructs predicted by the theoretical frameworks; Technology Acceptance Model (TAM), Expectation Confirmation Theory (ECT) and Social Presence Theory (SPT) identified these variables. The regression results indicated statistically significant difference in satisfaction levels and perceived effectiveness; human agents were rated more positively overall. These outcomes highlight the need for a hybrid service method that utilizes AI's efficiency as well as the relational and emotional abilities of humans. The outcomes provide practical advice to Sri Lankan financial institutions that want to improve customer experience with a hybrid strategy that allows for the right combination of automation and human effort in digital banking services.

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