Examining The Impact Of Artificial Intelligence On Customer Satisfaction In The Banking Industry

Abstract

This study examined how artificial intelligence (AI) powered customer service tools shape customer satisfaction within Ghana’s banking sector, using OmniBSIC Bank Ghana Limited as the focal institution. It drew on Expectation Confirmation Theory to explain how customers compare prior expectations with the performance of AI tools such as chatbots, fraud alerts and automated assistants and how these evaluations influence satisfaction, and the aim of the study was to examine how AI powered customer service tools shape customer satisfaction at OmniBSIC Bank. The study adopted a quantitative cross sectional survey design and targeted an estimated accessible population of 1,000 OmniBSIC customers who had used AI powered service tools, from which 286 respondents were selected through purposive and convenience sampling; data were collected with a structured questionnaire and analysed using descriptive statistics, correlation, regression and structural equation modelling. The study revealed that most respondents used multiple AI tools, especially fraud alerts and chatbots, rated response speed, interface quality and security features favourably and reported high overall satisfaction, while structural equation modelling showed a strong positive effect of AI feature performance on satisfaction through customers’ evaluations of AI tool quality; the study recommended that OmniBSIC Bank enhance personalisation, strengthen communication on AI security and maintain seamless access to human support to sustain these satisfaction gains.