Journal of Accounting and Management Vision

Journal of Accounting and Management Vision

The Role of Artificial Intelligence in the Transformation of Banking Services A Conceptual Model of the Interaction between AI-Based Security and Customer Loyalty in Financial Services

Document Type : Original Article

Authors
Sepideh Khalafi 1
Shafieh alsadat Pardechi 2
samira solouki 2
1 Assistant Professor, Faculty of Finance & Accounting, Iranian eUniversity, Tehran, Iran
2 Science in Financial Engineering Risk Management, Facutly Of Finance & Accounting, Iranian eUniversity, Tehran, Iran
Abstract
With the development of new technologies, especially artificial intelligence (AI), the financial services industry has undergone a fundamental transformation. In the meantime, information security and customer loyalty have become increasingly important as two key factors in the success of banks in the digital space.
This study was conducted with the aim of investigating the effect of the use of artificial intelligence on customer loyalty in online financial services, and considering the mediating role of perceived security, digital trust, and customer satisfaction. The present study was an applied study conducted with a descriptive-survey method and its statistical population was active users of digital banking services in Iran. The data were collected through a standard questionnaire and analyzed using structural equation modeling and SmartPLS software.
The results showed that artificial intelligence significantly increases perceived security and indirectly strengthens customer loyalty to digital financial services by enhancing customer trust and satisfaction. The conceptual model of the study also had a good fit. These findings can help bank managers and system designers to increase customer security, trust, and loyalty through targeted use of smart technologies and gain a sustainable competitive advantage in the banking industry.
Keywords
Artificial intelligence
cybersecurity
digital banking
digital trust
customer loyalty

Subjects