The Role of Artificial Intelligence in Customer Satisfaction and Its Implementation Challenges in the Saudi Arabian Banking Sector

The study aimed to examine the impact of artificial intelligence on customer satisfaction and the challenges Saudi Arabian banks face in implementing this cross-cutting technology. The study used a survey design and collected responses from 100 participants, mainly bank customers and bank officials. The result revealed that artificial intelligence (AI) is positively and significantly correlated with customer satisfaction (CS). This suggests that customer satisfaction tends to rise in tandem with the application of AI in banking. The mediation analysis result showed that Ease of Use only mediates 9.82% of the relationship between AI and CS, and it is not statistically significant (β=0.0607 (95% Cl: -.0246, .146), z=1.39, p=0.163. The study provides practical insights for Saudi Arabian banks, highlighting the need to enhance the adoption of AI to promote customer satisfaction. It also outlines frameworks for minimizing challenges and barriers against the implementation of AI, including the promotion of data security and customer privacy.