Investigating the impact of artificial intelligence stimuli on customer engagement and brand relationship quality in the retail banking industry
The integration of artificial intelligence (AI) into mobile banking operations has become increasingly prevalent, with many banks leveraging AI to enhance their service offerings and operational efficiency. This study investigates the impact of various AI stimuli (perceived anthropomorphism, perceiv...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2025-06-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2025/06/RMR21-1-94-106.pdf |
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