Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Impact of Artificial Intelligence-Based Marketing on Banking Customer Satisfaction: Examining Moderating Role of Ease of Use and Mediating Role of Brand Image

Dr. Khaled Mohammed Ahmed Alqasa
Assistant Professor, Department of Management, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia, Faculty of Administrative Sciences, University of Aden
Keywords: Artificial Intelligence, Brand Image, Satisfaction, Customization, Saudi Arabia.


Modern technology has made it possible to provide consumers with customized messages and products. The primary objective of this paper is to investigate the impact of AI-based service quality, AI-driven interaction, AI-driven customization, and E-WOM on brand image and customer satisfaction among Saudi Banks' clients. This study also investigated the moderating role of usability and the mediating role of brand image. The data was gathered from Saudi bank branch clients using random sampling. The study's valid response rate was 60.27 percent. This study utilized Smart PLS 3.3.9 to analyze the collected data. The study revealed that brand image positively and significantly influences customer satisfaction. In addition, AI-based service quality, AI-driven interaction, and AI-driven customization positively correlate with brand image. The study's findings also supported the mediating function of brand image. This study assists Saudi banking sector strategists utilize technology to enhance consumer satisfaction. Academics can also use the study's findings for future research.

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