Factors Influencing the Usage of Artificial Intelligence in Improving Customer Satisfaction in Selected Commercial Banks in Mwanza City, Tanzania

Purpose This study investigates the influence of Artificial Intelligence (AI) on customer satisfaction within commercial banks in Mwanza, Tanzania, focusing on three primary factors: perceived usefulness, perceived benefits, and perceived ease of use of AI. Design/methodology/approach The research employs a cross-sectional design, gathering data from 180 respondents through questionnaires, which were analyzed quantitatively and presented in tables and charts. Findings The findings indicate that demographic factors, such as gender and education level, significantly affect the adoption of AI technologies in banking. The perceived usefulness of AI is shown to have a positive correlation with customer satisfaction, while the perceived benefits, including enhanced ease and efficiency in transaction processing, further bolster this relationship. Additionally, the perceived ease of use of AI is linked to its adoption, suggesting that user-friendly AI applications are more likely to be embraced by customers. Originality The originality of this study lies in its comprehensive examination of the factors that affect AI utilization in enhancing customer satisfaction, with implications for revenue generation, operational efficiency, strategic decision-making, risk management, and ethical considerations. The insights gained are valuable for various stakeholders, including academic researchers, policymakers, banking professionals, and regulatory bodies. Practical Implications Practically, the study underscores the necessity of considering demographic and socio-cultural factors when implementing AI technologies. It highlights the significant role of AI applications, particularly chatbots, in driving organizational innovation within commercial banks. Social Implications Socially, the research advocates for continuous monitoring of technological advancements in AI, recommending that banks benchmark against best practices, allocate appropriate budgets for technology and infrastructure, and maintain a balance between technological integration and information security to protect client privacy