The AI-Driven Future of Mobile Finance: Understanding User Perceptions in Bangladesh
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This paper investigates the relationship between user perception factors and AI-driven user experience in Bangladeshi mobile financial services. Two factors for AI-driven user experience (AI-hedonic user experience and AI-recognition user experience) and five factors for user perception—user-friendliness, personalization, trust, relationship commitment, and user satisfaction—are used in the research. The population of this study was the users of the MFS industry in Bangladesh. The study comprises 226 respondents, using a convenience sampling technique. The study showed that three user perception variables—user-friendliness, relationship commitment, and user satisfaction—positively and significantly affected AI-driven hedonic and recognition user experiences. Alone, the trust generated a positive, significant impact on AI-driven hedonic user experiences. Personalization, however, was found to have no substantial or positive effect on the hedonic, recognition, and AI-driven user experiences among Bangladeshi MFS users. Therefore, mobile financial organizations should increase customer trust and implement more customized AI-driven solutions to enhance brand competency and gain a sustainable competitive advantage.
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