Genz and chatbot in banking sector: Empirical research in Ho Chi Minh City (Viet Nam)

Abstract

Banking has always been a pioneer in the use of artificial intelligence applications. Chatbot is a technology based on artificial intelligence, capable of chatting and answering customer questions. The Chatbot application can help banks significantly save operating costs and improve the quality of customer service and care departments. The implementation of Chatbot technology is multiplying in the banking industry; however, customer acceptance is slow. The research aims to identify the factors that affect the intention to use Chatbot technology in the banking industry of consumers, specifically Gen Z. Because they are tech-savvy and regularly use online banking and the Chatbot system. The research has identified and measured the factors that directly and indirectly affect the intention to use Chatbot, including user attitude, perceived ease of use, perceived usefulness, perceived privacy risk, and Chatbot quality, through the data set from 259 respondents by using qualitative and quantitative methods. Finally, the study proposes some recommendations to help Chatbot become more popular.