Wits Business School (ETDs)

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Subject: search.filters.subject.Customer Experience

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    Investigating the Consumer Implications of Artificial Emotional Intelligence (AEI) in the context of Digital Banking in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Reddy, Sanussha; Genga, Cheryl
    A revolution in human-computer interaction has been brought about by the swift developments of artificial intelligence (AI), especially following the emergence of artificial emotional intelligence (AEI). The integration of AEI in the South African digital banking industry was investigated in this master's thesis, along with the potential and limitations it represented. The study used a quantitative research technique to collect data from Gauteng region residents who use digital banking. Surveys were used to evaluate user experience, ethical issues, and the effect of AEI on consumer trust and privacy. The results showed that although AEI improved user experiences by offering emotionally intelligent and tailored interactions, it also brought up serious issues with data security, privacy, and the possibility of emotional abuse. Additionally, the study revealed a significant deficiency in the existing regulatory structures, which had difficulty keeping up with the rapid advancements in technology. By giving a thorough examination of how AEI affected user habits and banking practices, the study added to the body of knowledge in the academic community. It also made recommendations for digital banking institutions on how to create strong policies and frameworks for the moral use of AI technology. This study contributed to the wider conversations on AI ethics and legal requirements while also deepening our understanding of AEI in the context of digital banking
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    Big Data Analytics as a Customer Retention and Acquisition Strategy within South African Retail Banking
    (University of the Witwatersrand, Johannesburg, 2024) Kharidzha, Muano; Chalomba, Nakuze
    Big Data analytics in banking can lead to superior performance, but the industry is still working to understand its relationship with organisational impact. To stay relevant, banks should invest in big data analytics, offering customer-centric experiences for retention and acquisition strategies, as threats from non-banks threaten the banking space. This study offers a novel approach to investigating how the application of BDA in the form of personalised customer engagements, product offerings, and fraud detection in the South African banking environment can be used as a customer acquisition and retention strategy. A quantitative method of study was used, where digitally active banking customers were requested to complete an online survey. The study's overall conclusion is that, thanks to the considerable impacts of the above-mentioned BDA applications on customer experience, there is a positive correlation between BDA and customer acquisition and retention
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    The use of digital technologies by financial institutions to offer personalised offerings and bespoke customer experience in Gauteng
    (University of the Witwatersrand, Johannesburg, 2022) Mgoza, Zanele; Godspower-Akpomiemie, Euphemia
    Personalisation has become a crucial marketing strategy in the digital age. As a result, companies need to quickly adapt their tactics to include hyper- personalization and customer experience metrics. The use of digital technologies, such as Big Data Analytics and AI, ultimately determines the success of personalisation efforts. This study aims to outline how banks use these digital technologies to map out customer journeys and personas, allowing them to deliver personalised messages to customers