Abstract

Although chatbots are not yet widely implemented in mobile banking applications in Morocco, they represent a promising technological advancement poised to transform customer interactions. This study examines Moroccan clients' perceptions of chatbot integration in banking services and their intention to adopt this innovation. Grounded in the Technology Acceptance Model (TAM) (Davis, 1989) and Flow Theory (Csíkszentmihályi, 1990), the research explores how perceived ease of use, perceived usefulness, and user experience influence chatbot adoption in mobile banking. A quantitative survey was conducted among Moroccan bank clients, complemented by qualitative interviews to gain deeper insights into the observed relationships. This mixed-method approach enhances the robustness of findings and contextualizes chatbot adoption in Morocco’s evolving banking sector. Previous research on AI-driven banking solutions suggests that chatbot adoption is influenced by perceived usefulness, perceived ease of use and perceived security (Köylüoğlu & Acar, 2024), other studies indicate that chatbot adoption is largely driven by perceived compatibility and perceived usefulness (Trivedi, 2019). In the Moroccan context, factors such as that social influence, expected effort, and perceived playfulness in AI systems also play a crucial role (Elkhatibi et al., 2024). Findings confirm both opportunities and challenges in chatbot implementation, highlighting key factors that shape customer engagement and trust. The results are consistent with prior studies showing that while chatbots enhance customer experience and streamline banking services, concerns over privacy and the lack of human-like interaction may hinder full adoption. These insights provide valuable implications for financial institutions seeking to enhance digital banking experiences through AI-driven automation.

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