Exploring the Impact of Artificial Intelligence on User Satisfaction and Acceptance in Digital Banking Services in Indonesia

In the digital transformation era, banks in Indonesia must innovate by adopting Artificial Intelligence (AI). However, user acceptance of AI-based services is still in its early stages, as evidenced by the fact that only a few company executives use AI to help determine strategy, financial design, and decision-making. Although some previous research has provided an understanding of AI-supported banking, it still needs to express what factors affect Artificial Intelligence fully. Therefore, this study was conducted by developing and integrating a research framework with an expectation confirmation (ECO) model to assess the magnitude of user satisfaction (SAT) and acceptance of digital banking services that incorporate artificial intelligence. A total of 307 responses were obtained using questionnaires and then analyzed using Structural Equation Modeling (SEM). The findings show that all aspects affect user satisfaction with digital banking, except customization. Similarly, user acceptance of AI-based digital banking is influenced by customer satisfaction and corporate reputation (CRP). Based on the findings of the impact calculations on SEM and IPMA (importance performance analysis), corporate reputation has more influence on the acceptance of AI digital banking than user satisfaction. Companies are advised to prioritize improvements that reflect corporate reputation, such as brand image, reliability, or customer support. Although the customization variable did not significantly impact the acceptance of AI-based digital banking, it still performed well. By identifying the factors influencing user satisfaction and acceptance of AI-powered digital banking, this study provides valuable insights for decision-makers on improving digital banking services using artificial intelligence.