Tehnički vjesnik, Vol. 33 No. 5, 2026.
Izvorni znanstveni članak
https://doi.org/10.17559/TV-20260220003406
Research on the Retail Transformation Path of Commercial Banks Based on 'AI+' Digital Finance Technology
Ziyuan Zhang
; The Hong Kong Polytechnic University
Xiaowen Chen
; China CITIC Bank Qingdao Branch
Dengxian Zhang
; School of Hotel and Tourism Management, The Hong Kong Polytechnic University
Huiping Shang
; School of Management, Huazhong University of Science and Technology, Wuhan, China
Yi Liu
; School of Data Sciences, Zhejiang University of Finance and Economics, Hangzhou, China
*
* Dopisni autor.
Sažetak
This study aims to explore the impact of AI-driven digital finance technology on the retail transformation of commercial banks, focusing on the relationships among AI adoption, operational efficiency, customer satisfaction, and the challenges associated with AI integration. The study employs a quantitative research methodology, utilizing a structured survey distributed to key stakeholders within commercial banks. The data collected from 300 respondents is analyzed using multiple regression analysis to assess the strength and direction of these relationships. The findings reveal that AI adoption is significantly associated with enhanced retail transformation by improving operational efficiency and customer satisfaction. However, the study also highlights that AI-related challenges, such as technical issues and data privacy concerns, can negatively impact the effectiveness of AI integration. The analysis shows that while AI offers substantial benefits, these are contingent on how well banks manage the associated challenges. The study underscores the critical role of AI in driving retail transformation in the banking sector. To fully leverage AI's potential, banks must not only focus on adopting AI technologies but also proactively address the challenges that may arise during implementation. This dual approach will enable banks to achieve successful transformation and maintain their competitive edge in an increasingly digital economy.
Ključne riječi
AI adoption; customer satisfaction in AI integration; digital finance technology; operational efficiency; retail transformation.
Hrčak ID:
350423
URI
Datum izdavanja:
31.8.2026.
Posjeta: 0 *