he influence of automation on the operational efficiency and customer experience in South African financial institutions

Abstract

While existing literature often explores the benefits of automation in terms of either operational efficiency or customer experience, few studies offer a holistic view that captures the relationship between the two ( Idha, 2024). Most studies examine either operational efficiency or customer experience in isolation. This study addresses this gap by exploring how improvements in one domain influence the other. The study investigates the influence of automation (Robotic Process Automation, Artificial Intelligence, and Machine Learning) on operational efficiency and customer experience within South African financial institutions. A mixed-methods approach was employed, utilizing primary quantitative survey data from banking employees and secondary customer experience data from industry reports. Grounded in the Technology Acceptance Model (TAM) and Task-Technology Fit (TTF) model, the study revealed that automation significantly enhances both operational efficiency (reducing processing times, errors, and costs) and customer satisfaction (increasing accessibility, personalization, and service speed), contingent on thoughtful implementation. The implications are theoretical, validating the combined use of TAM and TTF; managerial, offering insights for optimizing automation strategies; and policy- oriented, highlighting the need for supportive regulatory frameworks. These insights aim to guide South African banking institutions in leveraging automation for sustainable digital transformation.