The Role of Artificial Intelligence in Customer Service Delivery: Evidence from Metbank

Abstract

Artificial Intelligence (AI) stands as the most revolutionary new technology in the past century and has altered how economies and societies interact with technology. This research aims to explore the role of AI within the Zimbabwean banking sector and assess its impact on customer service delivery. The role of AI on customer service was found to be key in improving efficiency and accessibility. However, challenges such as security, technical issues and limitations in personalisation are also a grim reality of the technology. Banks in Zimbabwe can enhance customer satisfaction and trust while providing exceptional experiences in the digital era. A qualitative research design was employed to gain in-depth knowledge of customers' attitudes and experiences. The study sample consisted of 50 bank customers in Harare, selected using convenience sampling. An interview guide was used as the research instrument, covering demographic information, perceptions of AI and customer engagement. The findings reveal both positive and negative aspects of using the systems. Customers appreciated the convenience and time-saving benefits but expressed concerns about security, technical glitches and the lack of personal touch. The study findings suggest that customers generally have a positive perception of AI but desire a balance between automation and human assistance. Recommendations for improving customer service and engagement include customer education, optimising user experience, offering personalised services, strengthening security measures, continuous employee training and collaboration with regulatory authorities.