UNDERSTANDING THE USABILITY OF INTERACTIVE FINANCIAL CHATBOTS TECHNOLOGY

The use of chatbots for customer service in the financial sector has increased significantly in recent years. However, customer satisfaction with chatbot interactions remains a concern for financial institutions. This study investigates how the interactive features associated with financial chatbots, such as personalized responses, visual aids, gamification, and sentiment analysis can enhance customer satisfaction. Adopting an interpretive qualitative research approach, semi-structured interviews were conducted with banking customers who had used chatbots as part of a customer service encounter. Thematic analysis was employed to analyze the data, and the findings suggest that personalization, natural language processing, empathy, and emotional intelligence are crucial factors which enhance customer satisfaction when it comes to chatbot interactions. The study also highlights the potential of advanced technologies such as sentiment analysis and voice recognition to enhance engagement and personalization as part of chatbot interactions. Overall, the study provides guidance for financial institutions seeking to implement or improve their chatbot customer service offerings, and it advances knowledge around the use of chatbots in the financial sector.