Factors Related to the Impact of Artificial Intelligence on Financial Service of Siam Commercial Bank: A Case Study of Bangkok Metropolitan Region

Abstract

The purposes of this research were (1) to study the factors of attitudes, service usage behavior, service quality, product/service and the impact of artificial intelligence on financial service of Siam commercial bank: A case study of Bangkok metropolitan region and (2) to analyze the factors that affected the use of artificial intelligence to customers. This research was quantitative research that used a survey questionnaire to collect data from 405 samples with a purposive sampling method and used descriptive statistics and Multiple Regression Analysis to test a hypothesis. The results from this research found that attitude factors, service usage behavior factors, service quality factors, and product/service factors affected the use of artificial intelligence to customers of Siam commercial bank: A case study of Bangkok metropolitan region at the 0.05 level of significance. Therefore, financial institutions can apply the results of this research to plan and develop strategies to expand channels that can satisfy customers' needs thoroughly and in accordance with the changing circumstances of the environment in a sustainable manner.