بازاریابی محاورهای در صنعت بانکداری: بررسی تأثیر عوامل پذیرش دستیاران محاورهای بر نگرش و مشارکت مشتری با برند با در نظر گرفتن نقش تعدیلگری ریسک ادراک شده (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف از پژوهش حاضر تبیین اثر عوامل پذیرش دستیاران محاوره ای بر نگرش و مشارکت مشتری با برند ازطریق در نظر گرفتن نقش تعدیلگری ریسک ادراک شده است. این مطالعه از نظر پارادایم از نوع اثبات گرایی، از نظر استراتژی پژوهش قیاسی، از نظر زمانی مقطعی، از لحاظ هدف کاربردی و به روش توصیفی است. جامعه آماری مشتریان بانک های اصفهان است که با استفاده از نرم افزار جی پاور حداقل حجم نمونه 396 محاسبه شد؛ ولی برای دقت و صحت بیشتر 400 نفر انتخاب شدند. ابزار گردآوری داده های پژوهش پرسشنامه استاندارد بوده است. روایی در این پژوهش براساس روایی محتوا با نظر خبرگان دانشگاهی و روایی هم گرا، واگرا و پایایی با آلفای کرونباخ، ضریب امگا و پایایی ترکیبی سنجیده شده است. در این پژوهش برای آمار توصیفی از نسخه Spss25، برای تجزیه وتحلیل داده ها، بررسی برازش مدل آزمون فرضیه ها از مدل معادلات ساختاری و نرم افزار Smart Pls3.0 استفاده شده است. نتایج نشان می دهد که سهولت استفاده ادراک شده، سودمندی ادراک شده، لذت ادراک شده و اعتماد ادراک شده بر نگرش و نگرش بر مشارکت مشتری با برند تأثیری مثبت و معنادار دارند. ریسک ادراک شده قادر است که ارتباط بین نگرش و مشارکت مشتری با برند را تعدیل کند. درصورتی که بازاریابی محاوره ای در بانکداری استفاده شود و مشتریان دستیاران محاوره ای را بپذیرند این باعث نگرش مثبت و افزایش میزان مشارکت مشتری با برند می شود. صنعت بانکداری باید روی دستیاران محاوره ای جذاب تمرکز داشته باشد تا بتواند تجربه کاری بهینه و خدماتی متناسب با نیاز مشتری را در زمان مناسب ارائه دهد.Exploring Conversational Marketing in Banking: Influence of Acceptance Factors of Conversational Assistants on Customer Attitudes and Brand Engagement, Considering the Moderating Role of Perceived Risk
This article aimed to examine the impacts of acceptance factors for conversational assistants on customer attitudes and brand engagement, while also considering the moderating role of perceived risk. The study adopted a positivist paradigm, employed a comparative research strategy, and utilized a cross-sectional design. It was applied in purpose and descriptive in method. The target population comprised customers of banks in Isfahan with a minimum sample size of 396 determined using G-Power software; however, to enhance accuracy, a sample of 400 participants was selected. Data were collected using a standardized questionnaire. Validity was assessed through content validity based on expert opinions, as well as convergent and divergent validity. Reliability was evaluated using Cronbach's alpha, omega coefficient, and composite reliability. Descriptive statistics were computed using SPSS version 25, while Structural Equation Modeling (SEM) was performed using Smart PLS 3.0 to evaluate model fit and test hypotheses. Results indicated that perceived ease of use, perceived usefulness, perceived pleasure, and perceived trust significantly and positively influenced customer attitudes and brand engagement. Additionally, perceived risk moderated the relationship between customer attitude and brand engagement. If conversational marketing is effectively implemented in banking, and if conversational assistants are embraced by customers, this will foster a positive attitude and enhance customer engagement with the brand. Therefore, the banking industry should prioritize the development of appealing conversational assistants to provide optimal experiences and services that meet customer needs in a timely manner. IntroductionConversational marketing represents a modern approach that fosters two-way interactions with customers. Unlike traditional methods that focus solely on providing information, conversational marketing emphasizes personal conversations that leverage advancements in Artificial Intelligence (AI) to enhance human interactions. This approach transcends simple transactional exchanges, offering a more engaging experience that facilitates a deeper understanding of customer needs and preferences (Israfilzade & Sadili, 2024). In today’s landscape, conversational marketing has gained significance due to its emphasis on instant, personalized interactions between brands and customers (Israfilzade, 2021, 2023). At its core, conversational marketing is built on principles that foster deeper and more meaningful connections. A central tenet is customer-centric engagement, which shifts the focus from broad market segments to the unique needs, preferences, and feedback of individual customers. This principle ensures that every interaction is tailored, recognizing each customer as a distinct entity with specific desires and concerns. As a result, the customer experience transforms from a standard transaction into an engaging and personalized journey (Shumanov & Johnson, 2021). A key aspect of conversational marketing is conversational AI, which encompasses AI-based conversational agents—software systems designed to mimic interactions with real people through written and spoken language, gestures, and other forms of body language (Khatri et al., 2018; Radziwill & Benton, 2017). Given the rapid expansion of AI technologies, particularly conversational assistants in the banking industry, understanding the factors that influence the adoption of these technologies has emerged as a critical research challenge. Research indicates that factors, such as ease of use, perceived usefulness, enjoyment, and trust, significantly shape customers’ attitudes toward conversational assistants. These attitudes, in turn, can impact the level of customer engagement with brands, ultimately leading to increased loyalty and satisfaction. However, perceived risks—such as concerns about data security and privacy—can moderate this relationship. These risks may diminish customers' positive attitudes and reduce their engagement with the brand. In summary, while a positive attitude can enhance customer engagement, the presence of perceived risk may weaken this connection. The present study offered several theoretical and managerial implications. First, it presented a model that outlines the relationships between the acceptance factors of conversational assistants—specifically perceived ease of use, perceived usefulness, perceived enjoyment, and perceived trust—along with attitude, perceived risk, and customer engagement with the brand. This model can serve as a valuable foundation for future research in this area. The findings also have important implications for the Iranian banking industry, highlighting the need to remain competitive with banks in other countries. By prioritizing the acceptance of conversational assistants, enhancing customer engagement, and fostering positive customer attitudes, banks can provide timely, efficient, and tailored services that meet customer needs. Despite the significance of these variables, there has been limited domestic and international research focused on them. Notably, this study uniquely examined the acceptance factors of conversational assistants, customer attitude, perceived risk, and customer engagement within a single framework. Additionally, the role of conversational marketing in Iran has not received adequate attention. This research specifically investigated how the acceptance factors of conversational assistants influenced customer attitudes and how these attitudes impacted customer engagement with the brand, while considering the moderating role of perceived risk in the relationship between attitude and customer engagement.Materials & MethodsThis study employed a quantitative research methodology, utilizing a survey research strategy and a cross-sectional time frame. The primary objective was to describe and explain the impact of acceptance factors for conversational assistants on customer attitudes and brand engagement, while considering the moderating role of perceived risk. The statistical population consisted of customers from both private and public banks in Isfahan City with a convenience sampling method employed for participant selection. Initially, the theoretical foundations of the research scales were reviewed to extract relevant scales, after which a Likert-scale questionnaire was developed. This standardized questionnaire was refined by the authors and comprised two sections: the first section gathered demographic information, while the second section contained specialized questions related to the study variables. To assess validity, the content validity of the questionnaire was confirmed by academic experts. Subsequently, convergent and divergent validity were evaluated using the Fornell-Larcker criterion. Reliability was assessed through Cronbach's alpha coefficient, composite reliability coefficient, and McDonald's omega. Data analysis was conducted using Structural Equation Modeling (SEM) and confirmatory factor analysis, employing SPSS version 25 and Smart PLS 3.0 software. Research FindingsThe first hypothesis demonstrated a statistical value of 5.269, which exceeded the critical value of 1.96. This indicated that the hypothesis was accepted, revealing a path coefficient of 0.218, which signified a positive and significant effect of perceived usefulness on attitude. Similarly, perceived ease of use exhibited a positive and significant impact on attitude with a path coefficient of 0.166 and a statistical value of 3.288. Perceived enjoyment also had a positive and significant effect on attitude reflected by a path coefficient of 0.154 and a statistical value of 3.376. Additionally, perceived trust showed a strong positive influence on attitude with a path coefficient of 0.406 and a statistical value of 9.346. Based on the path coefficients, it was evident that perceived trust (0.406) had the most significant impact on attitude followed by perceived usefulness (0.218). The 5th hypothesis indicated that the statistical value of 3.319 surpassed the critical value of 1.96, establishing that attitude had a positive and significant effect on customer engagement with the brand as indicated by a path coefficient of 0.136. Furthermore, the results from the 6th hypothesis demonstrated that perceived risk with a statistical value of 6.361 moderated the relationship between attitude and customer engagement with the brand.Discussion of Results & ConclusionThe emergence of conversational marketing coupled with advancements in AI and digital technologies has significantly enhanced marketing strategies. This approach shifts traditional one-way marketing communications to dynamic two-way interactions, emphasizing customer-centric engagement, real-time responsiveness, personalization, and adaptability. Such a transformation fosters deeper and more meaningful connections with customers. By recognizing the importance of conversational marketing and its impressive outcomes for the banking industry, this study investigated the impacts of factors influencing the acceptance of conversational assistants on customer attitudes and brand engagement, while also considering the moderating role of perceived risk. The findings indicated that factors, such as perceived usefulness, ease of use, trust, and enjoyment, significantly influenced customers' positive attitudes toward the brand. A positive experience with these technologies not only enhanced customer loyalty, but also encouraged active participation. By addressing perceived risks through education and increasing customer awareness of the security and effectiveness of conversational assistants, banks can build trust and establish more durable relationships. This enhancement of customer knowledge allows banks to design more effective marketing strategies and deliver services that are better aligned with customer needs. In summary, this study demonstrated that the banking industry can positively influence customer attitudes and brand engagement by focusing on the factors that affect the acceptance of conversational assistants.
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