Adoption of artificial intelligence-supported digital banking applications and their impact on customer loyalty

The rationale of this paper is that AI-enabled digital banking applications enhance consumer experiences and customer relationships; however, holistic findings on the impact of these applications on customer satisfaction and loyalty, beyond their benefits and adoption, are limited. The study aims to reveal the impact of AI-powered digital banking applications on customer loyalty by examining consumer adoption, experience, and satisfaction levels. The theoretical basis is grounded in an integrated research model that correlates variables from the technology acceptance model and the expectation confirmation model. The data and research methods comprise 510 participants using AI-enabled banking applications in T & uuml;rkiye, employing a quantitative research design and an online survey technique. The data obtained were analysed using structural equation modelling (PLS-SEM). The findings indicate significant effects of perceived ease of use on perceived usefulness, as well as the relationship between perceived usefulness and confirmation on satisfaction. Furthermore, significant effects of satisfaction on continuance intention and continuance intention on customer loyalty were found. However, the direct effect of satisfaction on customer loyalty is not significant. This result suggests that satisfaction plays an indirect role in the formation of customer loyalty through continuance intention. Therefore, satisfaction and continuance intention are critical variables in strengthening customer loyalty in AI-enabled digital banking. Increasing customer satisfaction may not be sufficient for enhancing customer loyalty: banks must devise strategies to support customers' intentions to use applications regularly.