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Abstract
Introduction
Chatbots have become an integral part of digital banking, offering seamless and efficient customer service. However, their adoption in Islamic banking raises unique challenges, particularly in fostering user satisfaction and loyalty, as emotional and personal connections are often limited.
Objectives
This study analyzes the factors influencing user satisfaction and adoption of the Aisyah BSI chatbot, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). The study explores constructs such as habit, behavioral intention, and use behavior, offering insights into their roles in shaping user engagement.
Method
A quantitative approach was adopted, utilizing a structured questionnaire to collect data from 68 respondents who were users of the Aisyah BSI chatbot. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the relationships among variables, including performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, behavioral intention, and use behavior.
Results
The findings reveal that habit significantly influences behavioral intention, and behavioral intention mediates the relationship between habit and use behavior. Conversely, constructs such as performance expectancy, effort expectancy, social influence, and price value showed no significant impact on behavioral intention or use behavior. The model demonstrated a good fit, with an SRMR value of 0.094.
Implications
The study highlights the importance of fostering habitual use and strengthening behavioral intention to enhance user satisfaction with banking chatbots. These findings provide actionable recommendations for improving chatbot design and strategy, particularly in the Islamic banking sector.
Originality/Novelty
This research extends the application of the UTAUT 2 framework to a culturally specific context, contributing to the theoretical understanding of chatbot adoption in Islamic banking and offering practical insights for enhancing user engagement.
Keywords
Article Details
Copyright (c) 2024 Hasna Hanifah Isnaini , Tulasmi Tulasmi
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References
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Azizi, S. M., Roozbahani, N., & Khatony, A. (2020). Factors affecting the acceptance of blended learning in medical education: Application of UTAUT2 model. BMC Medical Education, 20(1), Article Number 367. https://doi.org/10.1186/s12909-020-02302-2
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Coimbra, R. R., Brito, C. M., & De Oliveira Sampaio, D. (2023). Hedonic and utilitarian motivations and their relationship with cultural dimensions, life satisfaction and the attributes of supermarkets: An international study on consumer behavior. Cogent Business & Management, 10(2), 2202024. https://doi.org/10.1080/23311975.2023.2202024
Cortez, P. M., Ong, A. K. S., Diaz, J. F. T., German, J. D., & Singh Jagdeep, S. J. S. (2024). Analyzing Preceding factors affecting behavioral intention on communicational artificial intelligence as an educational tool. Heliyon, 10(3), e25896. https://doi.org/10.1016/j.heliyon.2024.e25896
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Gharaibeh, M. K. (2023). Measuring student satisfaction of Microsoft Teams as an online learning platform in Jordan: An application of UTAUT2 model. Human Systems Management, 42(2), 121–130. https://doi.org/10.3233/HSM-220032
Gumasing, M. J. J., Ong, A. K. S., Sy, M. A. P. C., Prasetyo, Y. T., & Persada, S. F. (2023). A machine learning ensemble approach to predicting factors affecting the intention and usage behavior towards online groceries applications in the Philippines. Heliyon, 9(10), e20644. https://doi.org/10.1016/j.heliyon.2023.e20644
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Hmoud, H., Shishan, F., Qasem, Z., & Bazi, S. (2023). The effect of Arabic language type on banking chatbots adoption. Heliyon, 9(10), e20686. https://doi.org/10.1016/j.heliyon.2023.e20686
Hoang-Tung, N., Kojima, A., & Kubota, H. (2017). Transformation from intentions to habits in travel behavior: An awareness of a mediated form of intention. Transportation Research Part F: Traffic Psychology and Behaviour, 49, 226–235. https://doi.org/10.1016/j.trf.2017.07.001
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Kwateng, K. O., Atiemo, K. A. O., & Appiah, C. (2019). Acceptance and use of mobile banking: An application of UTAUT2. Journal of Enterprise Information Management, 32(1), 118–151. https://www.emerald.com/insight/content/doi/10.1108/jeim-03-2018-0055/full/html
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Nikolopoulou, K., Gialamas, V., & Lavidas, K. (2020). Acceptance of mobile phone by university students for their studies: An investigation applying UTAUT2 model. Education and Information Technologies, 25(5), 4139–4155. https://doi.org/10.1007/s10639-020-10157-9
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References
Adli, M. R. S. C. D. (2023). A review of the acceptance on Learning Management System (LMS) using Unified Theory Acceptance and Use of Technology (UTAUT). Advanced International Journal of Business, Entrepreneurship and SMEs, 5(18), 22–32. https://doi.org/10.35631/AIJBES.518003
Amalia, I. S., Suryanto, T. L. M., & Wulansari, A. (2023). Analisis faktor penerimaan aplikasi iPusnas menggunakan Unified Theory of Acceptance and Use of Technology (UTAUT) [Analisis faktor penerimaan aplikasi iPusnas menggunakan Unified Theory of Acceptance and Use of Technology (UTAUT)]. Jurnal Nasional Teknologi Dan Sistem Informasi, 9(1), 45–54. https://doi.org/10.25077/TEKNOSI.v9i1.2023.45-54
Annamalai, N., Rashid, R. A., Munir Hashmi, U., Mohamed, M., Harb Alqaryouti, M., & Eddin Sadeq, A. (2023). Using chatbots for English language learning in higher education. Computers and Education: Artificial Intelligence, 5, 100153. https://doi.org/10.1016/j.caeai.2023.100153
Arisona, N., Rofianto, W., & Putriya, A. R. (2023). UTAUT 2 (Unified Theory of Acceptance and Use of Technology-2) and trust integration model towards behavioral intention to continue, willingness to recommend, and level of use. Studies and Scientific Researches. Economics Edition, 38. https://doi.org/10.29358/sceco.v0i38.558
Ay, M. H. C. (2023). User acceptance of online examination system using the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Letters in Information Technology Education (LITE), 6(1), 30–37. https://doi.org/10.17977/um010v6i12023p30-37
Azizi, S. M., Roozbahani, N., & Khatony, A. (2020). Factors affecting the acceptance of blended learning in medical education: Application of UTAUT2 model. BMC Medical Education, 20(1), Article Number 367. https://doi.org/10.1186/s12909-020-02302-2
Bialkova, S. (2024). How to optimise interaction with chatbots? Key parameters emerging from actual application. International Journal of Human–Computer Interaction, 40(17), 4688–4697. https://doi.org/10.1080/10447318.2023.2219963
Coimbra, R. R., Brito, C. M., & De Oliveira Sampaio, D. (2023). Hedonic and utilitarian motivations and their relationship with cultural dimensions, life satisfaction and the attributes of supermarkets: An international study on consumer behavior. Cogent Business & Management, 10(2), 2202024. https://doi.org/10.1080/23311975.2023.2202024
Cortez, P. M., Ong, A. K. S., Diaz, J. F. T., German, J. D., & Singh Jagdeep, S. J. S. (2024). Analyzing Preceding factors affecting behavioral intention on communicational artificial intelligence as an educational tool. Heliyon, 10(3), e25896. https://doi.org/10.1016/j.heliyon.2024.e25896
Etudaiye-Muhtar, F. O., Johan, S., Lawal, R., & Sakariyahu, R. (2024). Fintech, human development and energy poverty in sub-Saharan Africa. Journal of International Financial Markets, Institutions and Money, 91, 101931. https://doi.org/10.1016/j.intfin.2023.101931
Fardiansyah, A., Peristiowati, Y., & Alamudi, M. Y. (2023). Evaluasi penerimaan pengguna sistem informasi kesehatan dengan menggunakan model Unified Theory of Acceptance and Use of Technology (UTAUT) [Evaluation of user acceptance of health information systems using the Unified Theory of Acceptance and Use of Technology (UTAUT) model]. Jurnal Penelitian Perawat Profesional, 5(2), 843–848. https://doi.org/10.37287/jppp.v5i2.1566
Fauzi, A. S. (2022). Eksplorasi kepuasan dan loyalitas pelanggan dalam layanan bank dan fintech: Studi kualitatif [An exploration of customer satisfaction and loyalty in bank and fintech services: A qualitative study]. Journal of Mandalika Literature, 3(4), 207–212. https://doi.org/10.36312/jml.v3i4.1557
Firmansyah, R., Fauziah, Y., & Perwira, R. I. (2023). Analysis of factors affecting interest KAI Access application users using models Unified Theory of Acceptance and Use Of Technology 2 (UTAUT 2). Telematika, 20(2), 174–186. https://doi.org/10.31315/telematika.v20i2.8482
Følstad, A., & Brandtzaeg, P. B. (2020). Users’ experiences with chatbots: Findings from a questionnaire study. Quality and User Experience, 5(1), Article Number 3. https://doi.org/10.1007/s41233-020-00033-2
Garner, S., Rintoul, A., & Hill, S. R. (2018). Value-based pricing: L’enfant terrible? PharmacoEconomics, 36(1), 5–6. https://doi.org/10.1007/s40273-017-0567-4
Gerow, J. E., Ayyagari, R., Thatcher, J. B., & Roth, P. L. (2013). Can we have fun @ work? The role of intrinsic motivation for utilitarian systems. European Journal of Information Systems, 22(3), 360–380. https://doi.org/10.1057/ejis.2012.25
Gharaibeh, M. K. (2023). Measuring student satisfaction of Microsoft Teams as an online learning platform in Jordan: An application of UTAUT2 model. Human Systems Management, 42(2), 121–130. https://doi.org/10.3233/HSM-220032
Gumasing, M. J. J., Ong, A. K. S., Sy, M. A. P. C., Prasetyo, Y. T., & Persada, S. F. (2023). A machine learning ensemble approach to predicting factors affecting the intention and usage behavior towards online groceries applications in the Philippines. Heliyon, 9(10), e20644. https://doi.org/10.1016/j.heliyon.2023.e20644
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hameed, F., Qayyum, A., & Khan, F. A. (2024). A new trend of learning and teaching: Behavioral intention towards mobile learning. Journal of Computers in Education, 11(1), 149–180. https://doi.org/10.1007/s40692-022-00252-w
Harsano, I. L. D., & Suryana, L. A. (2014, October 30). Factor affecting the use behavior of social media using UTAUT 2 model. Proceedings of the First Asia-Pacific Conference on Global Business, Economics, Finance, and Social Sciences, Singapore, 1-3 August 2014. https://ppm.telkomuniversity.ac.id/factor-affecting-the-use-behavior-of-social-media-using-utaut-2-model/
Haugeland, I. K. F., Følstad, A., Taylor, C., & Bjørkli, C. A. (2022). Understanding the user experience of customer service chatbots: An experimental study of chatbot interaction design. International Journal of Human-Computer Studies, 161, 102788. https://doi.org/10.1016/j.ijhcs.2022.102788
Hmoud, H., Shishan, F., Qasem, Z., & Bazi, S. (2023). The effect of Arabic language type on banking chatbots adoption. Heliyon, 9(10), e20686. https://doi.org/10.1016/j.heliyon.2023.e20686
Hoang-Tung, N., Kojima, A., & Kubota, H. (2017). Transformation from intentions to habits in travel behavior: An awareness of a mediated form of intention. Transportation Research Part F: Traffic Psychology and Behaviour, 49, 226–235. https://doi.org/10.1016/j.trf.2017.07.001
Hoo, W. C., Ching, K. Y. P., Cheng, A. Y., Saeed, K., & Shaznie, A. (2023). An examination on the factors that influence the intention to use chatbots in Malaysia. International Journal of Management and Sustainability, 12(3), 380–390. https://doi.org/10.18488/11.v12i3.3457
Jeon, S.-K., Kwon, M.-W., & Lee, S.-H. (2020). A study on the factors of satisfaction & WOM regarding to financial institutions internet and smartphones application on-line usage of financial customers. Journal of the Korea Convergence Society, 11(8), 183–194. https://doi.org/10.15207/JKCS.2020.11.8.183
Kallel, A., Ben Dahmane Mouelhi, N., Chaouali, W., & Danks, N. P. (2024). Hey chatbot, why do you treat me like other people? The role of uniqueness neglect in human-chatbot interactions. Journal of Strategic Marketing, 32(2), 170–186. https://doi.org/10.1080/0965254X.2023.2175020
Korea Institute of Design Research Society, & Kim, B. T. (2023). A study on data visualization UX design to improve fintech service satisfaction. Korea Institute of Design Research Society, 8(1), 573–582. https://doi.org/10.46248/kidrs.2023.1.573
Kuhail, M. A., Thomas, J., Alramlawi, S., Shah, S. J. H., & Thornquist, E. (2022). Interacting with a chatbot-based advising system: Understanding the effect of chatbot personality and user gender on behavior. Informatics, 9(4), 81. https://doi.org/10.3390/informatics9040081
Kwangsawad, A., & Jattamart, A. (2022). Overcoming customer innovation resistance to the sustainable adoption of chatbot services: A community-enterprise perspective in Thailand. Journal of Innovation & Knowledge, 7(3), 100211. https://doi.org/10.1016/j.jik.2022.100211
Kwateng, K. O., Atiemo, K. A. O., & Appiah, C. (2019). Acceptance and use of mobile banking: An application of UTAUT2. Journal of Enterprise Information Management, 32(1), 118–151. https://www.emerald.com/insight/content/doi/10.1108/jeim-03-2018-0055/full/html
Mahmud, A, Susilowati, N, Sari, &, & N, P. (2021). Investigating factor of behaviour intention and usage of SISKEUDES in Central Java Indonesia. Journal of Management Information and Decision Sciences, 25(1S), 1–13. https://www.abacademies.org/abstract/investigating-factor-of-behaviour-intention-and-usage-of-siskeudes-in-central-java-indonesia-13373.html
Mogaji, E., Balakrishnan, J., Nwoba, A. C., & Nguyen, N. P. (2021). Emerging-market consumers’ interactions with banking chatbots. Telematics and Informatics, 65, 101711. https://doi.org/10.1016/j.tele.2021.101711
Nikolopoulou, K., Gialamas, V., & Lavidas, K. (2020). Acceptance of mobile phone by university students for their studies: An investigation applying UTAUT2 model. Education and Information Technologies, 25(5), 4139–4155. https://doi.org/10.1007/s10639-020-10157-9
Ong, M. H. A., Yusri, M. Y., & Ibrahim, N. S. (2023). Use and behavioural intention using digital payment systems among rural residents: Extending the UTAUT-2 model. Technology in Society, 74, 102305. https://doi.org/10.1016/j.techsoc.2023.102305
Parhamnia, F. (2022). Investigating mobile acceptance in academic library services based on Unified Theory of Acceptance and Use of Technology Model (UTAUT-2). The Journal of Academic Librarianship, 48(5), 102570. https://doi.org/10.1016/j.acalib.2022.102570
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