In the realm of Artificial Intelligence (AI), Chatbots have become a widely used technology for streamlining the services between organizations and consumers. The present study advances the understanding of human-AI interactions by producing new knowledge on chatbot affordances and customer value creation. While many organizations jumped on the trend and implemented chatbots as a new communication channel, less is known about chatbot affordances and how value creation take place from a consumer perspective. Using affordance concept as a lens this study uncoversnine affordances of banking chatbots and showcase how consumer value is created from these affordances. By undertaking a qualitative research approach, the study conducted semi structured interviews with six banking consumers from three different banks in Sweden to inductively gain rich insights. The results show how consumer value yield and fluctuate with different banking chatbot affordances in the three phases of Affordance Concept; Affordance Perception, Affordance Actualization and Affordance Effects. The study’s contribution is twofold. First, it proposes a conceptual model which includes useful insights to guide researchers towards understanding the consumer value creation from exploring the affordances of banking chatbots. Secondly, the study supports financial institutes to improve chatbot service’s usability and usefulness by incorporating the value creating affordances. Furthermore, the study identified areas for future research which provides a groundwork for researchers seeking to engage with the research area.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-479478 |
| Date | January 2022 |
| Creators | Gunathilaka, Chanaka |
| Publisher | Uppsala universitet, Informationssystem |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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