Providing a Decision-Making Model to Evaluate AI-Based Banking Services to Improve Customer Experience

Abstract

Currently, artificial intelligence (AI) has penetrated all businesses, including the banking industry, and its use has been considered in order to increase productivity and reduce costs. To develop AI in the banking industry optimally, it is necessary to evaluate the customer’s experience in dealing with services at first. For this purpose, based on previous studies, we first extracted bank customer satisfaction indicators in general and AI fields. Then, to obtain a model for decision-making, we ranked them by two groups of banking industry elites from Bank Pasargad and its customers. The obtained results show that the application of AI in authentication and risk management was, respectively, the most and least important for selection and prioritization.