Analyzing the Requirements and Effects of Using Artificial Intelligence in Customer Communication Systems in Financial and Credit Institutions (Case Study: Saderat Bank of Iran)
Subject Areas : Multimedia Processing, Communications Systems, Intelligent SystemsSeyed Mehdi Hoosini 1 , Nader Safeqhi Lavasani Nia 2 , Leila Niroomand 3
1 - Ph.D Student, Department of Communication, North Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Adjunct professor, Department of Communication, East Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Associate Professor, Department of Communication, East Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Artificial intelligence, public relations, fuzzy Delphi, Saderat Bank, technology,
Abstract :
Abstract
This research was conducted with the aim of analyzing the requirements and effects of using artificial intelligence technology in customer communication systems in financial and credit institutions. General was paid in Saderat Bank of Iran. The informants of the research included 212 banking experts. With the initial examination of 31 indicators as requirements and 44 indicators as the effects of artificial intelligence implementation in the field of public relations, identifying and then using the fuzzy Delphi approach, 21 and 27 indicators were respectively extracted as meaningful indicators and using factor analysis exploratory, were classified. The results indicate that in the discussion of prioritizing the requirements, the strategic, behavioral and contextual elements with coefficients of 0.98, 0.84 and 0.94, respectively, can explain the requirements of implementing artificial intelligence in the development of public relations, and the priority of the elements is 1 respectively. ) strategic, 2) contextual and 3) behavioral and in the discussion of prioritizing the effects, decision-making element, competitiveness and innovation with coefficients of 0.54, 0.62 and 0.57, respectively, can be the effects of implementing artificial intelligence in the development of public relations. explain Therefore, it can be said that the priority of the elements are 1) competitiveness, 2) innovation and 3) decision making. Also, the results showed that the effect of investing in artificial intelligence is effective on the development of public relations in Saderat Bank of Iran with a path coefficient of 0.32 and a t-statistic value of 4.42.
Introduction: Public relations of banks, due to the high volume of communication with a large group of audiences who refer to them daily and request information, have to use new methods to meet many of their needs in relation to providing good service to customers. be used to inform and change the attitude of the audience and respond to customers with sufficient speed and accuracy. In this way, a phenomenon that is not only a necessity but an undeniable requirement in the current situation. Also, the speed of information is the main element that has forced smart public relations to traditional public relations in order to motivate customers to use new banking services based on new technologies, including artificial intelligence. Therefore, according to the topics raised and according to whether new technologies, including artificial intelligence, can affect the intelligent public relations of banks, the current research aims to examine the requirements and effects of artificial intelligence on public relations (case of study: Bank of Saderat). The main question that the researcher seeks to answer is, what kind of model is the appropriate native model for the requirements and effects of artificial intelligence on public relations? And also, by conducting this research, we aim to identify both the causal and central factors, the necessary and intervening platforms in the formation of this model, and the strategies that lead us to this model, and at the same time, identify the consequences of the implementation of this indigenous model with the help of experts.
Method: In order to conduct the present research, two meta-analysis and Delphi methods were used. In the first part of the research, in order to identify the requirements and effects of artificial intelligence on public relations, a qualitative approach based on the meta-analysis method was used. In the second part of the research, it was used to localize the model according to experts. The study community includes two groups of academic experts and experts. According to the survey conducted in the community of experts, the number of 473 people from the community had the desired characteristic, according to Cochran's rule with a certain sample size, the number of 212 experts is considered as a sample. For sampling, a judgmental sampling method was used, and an electronic questionnaire was designed and provided to people, and the questionnaires were collected until the number of 212 valid questionnaires was reached; continued. In order to reach the final indicators, fuzzy Delphi and experts' opinion polls were used, and finally, the indicators of the requirements and effects of artificial intelligence in public relations were considered.
Results: The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation. In order to determine the significance of the identified indicators, fuzzy Delphi technique was used and the results showed that 21 of the 31 identified indicators are significant from the point of view of experts. The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation.
In identifying the effects of the implementation of artificial intelligence in the development of public relations, the literature review showed the indicators of ideation and involvement in different and creative tasks, identifying and analyzing the target audience, creating individual and effective messages for the target audience, increasing the effectiveness in the campaign management process, Empowering the decision-making process, increasing the effectiveness in the crisis management process, helping to promote the institution-product, monitoring, tracking and reporting the media, automation, conducting market research (competitors, trends, etc.), gaining a competitive advantage, managing and monitoring the media effectively. Social, increasing the speed of data collection and processing, increasing efficiency, saving time, accurate measurement and evaluation, creating content (press releases, articles, social media content), reducing the workload of employees, making creative decisions based on data, facts and trends and not relying on inner feelings, increasing the efficiency of managing daily tasks, creating new experiences in line with increasing brand value, developing activities that create added value, developing consulting activities for customers, developing effective customer relationships, understanding customer preferences, understanding purchasing patterns and customer habits, optimizing project management, optimizing event planning, developing strategy and business planning in the field of communication, developing data leadership skills, developing the application of data science in decision making, developing governance, compliance and policy, increasing statistical awareness, Workflow management, increasing problem-solving capabilities, developing creative skills, developing access to audiences through communication channels, increasing the speed of comprehension and understanding of information by audiences, consensus of different areas of expertise, identifying problems and opportunities in a practical way, efficient use of resources. Rare, creation and preservation of organizational culture and memory, digital asset management quality and increasing information security were identified as the effects of implementing artificial intelligence in the development of public relations. In order to determine the significance of the identified indicators, fuzzy Delphi technique was used and the results showed that 27 of the 44 identified indicators are significant from the point of view of experts. The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation.
Discussion: In order to determine the significance of the identified indicators, fuzzy Delphi technique was used and the results showed that 27 of the 44 identified indicators are significant from the point of view of experts. The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation.
ابوالفتحی، اکبر و امین، بابازاده سنگر. (1399). بررسی تاثیر ابزار روابط عمومی در پیشبرد اهداف خدمات الکترونیک (مطالعه موردی: شورای اسلامی شهر ارومیه)، پایان نامه کارشناسی ارشد، موسسه آموزش عالی آذرآبادگان.
حقیقی، محمدرضا و محمد، سلطانی فر. (1393). بررسی مشکلات، موانع و راهکارهایی در جهت ایجاد و بهبود روابط عمومی الکترونیک، مطالعات رسانه¬اي، 9(24)، 180-200.
شاه محمدی، بیتا؛ سید محمد، دادگران و علی، محمد اسلامی. (1396). نقش روابط عمومی الکترونیک، در استفاده از خدمات بانکداری الکترونیک توسط مشتریان بانک سپه، پایان نامه کارشناسی ارشد، دانشگاه آزاد اسلامی واحد تهران مرکزی.
غفوری، داود؛ علی، جعفری و علی، گرانمایه پور. (1399). نقش تکنولوژی های نوین ارتباطی بر ابعاد توسعه در ایران، پایان نامه دکتری تخصصی، دانشگاه آزاد اسلامی واحد اردبیل.
مانی فرد، آیدین و بهنام، برزگر. (1401). بررسی موانع استفاده بهینه از فناوری اطلاعات در سازمان و بهبود روابط عمومی الکترونیک، پایان نامه کارشناسی ارشد، موسسه آموزش عالی روزبهان.
Al Hila A, Eitedal MS, Alhelou M, (2017). The Impact of Applying the Dimensions of IT Governance in Improving e-training -Case Study of the Ministry of Telecommunications and Information Technology in Gaza Governorate. International Journal of Engineering and Information Systems. 2017; 8:194-219.
Alansari. Y, & Al-Sartawi. A. M. A. M, 2021, IT governance and E-banking in GCC listed banks, Procedia Computer Science, 183(4), 844-848.
Al-Sartawi A. Does it pay to be socially responsible? Empirical evidence from the GCC countries. International Journal of Law and Management. 2020c; 62(5):381-394.
Al-Sartawi A. Information technology governance and cybersecurity at the board level, International Journal of Critical Infrastructures. 2020d; 16(2):150-16.
Al-Sartawi A. The Effect of Corporate Governance on the Performance of the listed companies in the Gulf Cooperation Council Countries. Journal of Business Administration. 2015; 11(3):705-725.
Ardila, M.M. (2020). The Rise of Intelligent Machines: How Artificial Intelligence is Transforming the Public Relations Industry. [Unpublished master thesis], University of Southern California.
Bag, S., Gupta, S., Kumar, A., & Sivarajah, U. (2021). An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. Industrial Marketing Management, 92, 178–189.
Balakrishnan, J., & Dwivedi, Y. K. (2021). Role of cognitive absorption in building user trust and experience. Psychology and Marketing, 38(4), 643–668.
Biswal, S.K. (2020). The Space of Artificial Intelligence in Public Relations: The Way Forward. In: Kulkarni, A., Satapathy, S. (Eds) Optimization in Machine Learning and Applications. Algorithms for Intelligent Systems. Springer, Singapore.
Bourne C (2022) Public Relations and the Digital: Professional Discourse and Change. Cham: Palgrave Macmillan.
Bourne, C. (2019). AI cheerleaders: Public relations, neoliberalism and artificial intelligence. Public Relations Inquiry, 8(2), 109-125.
Brown, R. (2009). Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications, UK.: Kogan Page.
Buhmann, A., & White, C. L. (2022). Artificial intelligence in public relations: role and implications. In The Emerald handbook of computer-mediated communication and social media (pp. 625-638). Emerald Publishing Limited.
Buhmann, A., & White, C. L. (2022). Artificial intelligence in public relations: role and implications. In The Emerald handbook of computer-mediated communication and social media (pp. 625-638). Emerald Publishing Limited.
Dwivedi, Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102-168.
Fares, O. H., Butt, I., & Lee, S. H. M. (2022). Utilization of artificial intelligence in the banking sector: A systematic literature review. Journal of Financial Services Marketing, 12(4):1-18.
Fountaine, T., McCarthy, B., & Saleh, T. (2019). Building the AI-powered organization. Harvard Business Review, 7(15): 63–73.
Fox, S., Todd, L. R., & Pendleton, J. (2014). Public relations leadership in corporate social responsibility. Journal of business ethics, 96, 403-423.
Galloway, C. ve L. Swiatek, (2018). Public Relations and Artificial Intelligence: It’s not (just) About Robots. Public Relations Review, 44, 734–740.
Goda, R., Kennedy, M., & Corbett, J. (2020). Artificial intelligence for sustainability: Challenges, opportunities, and a research agenda. International Journal of Information Management, 53, 102-104.
Gursoy, D., Chi, O. H., Lu, L., & Nunkoo, R. (2019). Consumer’s acceptance of artificially intelligent (AI) device use in service delivery. International Journal of Information Management, 49, 157–169.
Hosseini. M, Abdolvand. N, Harandi. S. R, 2022, Two-dimensional analysis of customer behavior in traditional and electronic banking, Digital Business, 2(2): 14-23.
Hu, Q., Lu, Y., Pan, Z., Gong, Y., & Yang, Z. (2021). Can AI artifacts influence human cognition? The effects of artificial autonomy in intelligent personal assistants. International Journal of Information Management, 56, 102250.
Hufman, M., & Malhotra, S & Nunkoo, R. (2018). Ai adoption advances, but foundational barriers remain. Mckinsey and Company. Available at: https://www.mckinsey.com/featured-insigh s/artificial-intelligence/ai-adoption-advances-but-foundational-barriers-remain (Accessed on 10 May 2021).
James, M. (2007). A review of the impact of new media on public relations: Challenges for terrain, practice and education. Asia Pacific Public Relations Journal, 8(1), 137-148.
Mardhika, H. (2023). How the Introduction of AI (Media Monitoring) Tools Affects the Field of Public Relations. Journal Manajemen Businis, 10(2), 555-569.
Mikalef, P., & Gupta, M. (2021). Artificial intelligence capability: Conceptualization, measurement calibration, and empirical study on its impact on organizational creativity and firm performance. Information Management, 58(3), 103434.
Mohd Thas Thaker, M. A. B., Mohd Thas Thaker, H. B., & Allah Pitchay, A. B. (2018). Public relation activities in Islamic banking industry: An approach of circuit of culture (COC) model. Journal of Islamic Marketing, 9(2), 283-295.
Moore, S, Hübscher, R. (2021). Strategic Communication and AI: Public Relations with Intelligent User Interfaces. London: Routledge.
moraveski, B., (2019). Testing the Homogeneity of Non-Adopters of Internet Banking. Business and Economics Research Journal, 10(5): 699-708.
Mushtaque K, Ahsan K, Umer. (2015). A. IT Governance Issues in Banking Sector of Pakistan. Research Journal of Recent Sciences. 4(3): 9-15.
Nishant, R., Kennedy, M., & Corbett, J. (2020). Artificial intelligence for sustainability: Challenges, opportunities, and a research agenda. International Journal of Information Management, 53, 102-104.
Nwarize. C. p, Ogunleye. J, & Ariwa. E. (2023). AN INVESTIGATION OF FACTORS INFLUENCING NON-USERS’ RESISTANCE TO INTERNET BANKING ADOPTION IN NIGERIA, Thesis submitted to Cardiff Metropolitan University for the degree of Doctor of Philosophy.
pandora, G., (2019). Artificial intelligence and automation in financial services: the case of russian banking sector. Law and Economics Yearly Review, 8(1), 125-147.
Peterson, V. (2019). Development and evaluation of a low-cost and smart technology for precision weed management utilizing artificial intelligence. Computers and Electronics in Agriculture, 157, 339–350. https://doi.org/ 10.1016/j.compag.2018.12.048
Pollat. C. p, Ogunleye. J, & Ariwa. E. (2023). AN INVESTIGATION OF FACTORS INFLUENCING NON-USERS’ RESISTANCE TO INTERNET BANKING ADOPTION IN NIGERIA, Thesis submitted to Cardiff Metropolitan University for the degree of Doctor of Philosophy
Qadiri, R. M., Shabir, N., & Qadri, M. (2020). Conceptualizing possibilities of artificial intelligence in furtherance of the banking sector: an effective tool for improving customer relationship, customer service and public relations. 9(4): 220-233.
Rabbani, M. R., Lutfi, A., Ashraf, M. A., Nawaz, N., & Ahmad Watto, W. (2023). Role of artificial intelligence in moderating the innovative financial process of the banking sector: a research based on structural equation modeling. Frontiers in Environmental Science, 10, 2083.
Roetzer, P. (2018). The Future of AI in PR. Retrieved from https://www.youtube.com/watch?v=nfc1F_9qCv4, [Access Date: 03.09.2023].
Sanad Z Al-Sartawi A. (2016). Investigating the Relationship between Corporate Governance and Internet Financial Reporting (IFR): Evidence from Bahrain Bourse. Jordan Journal of Business Administration. 2016; 12(1):239-269
Seem, L. N., & Reevs, C. (2010). Public relations practitioners’ perception of the world wide web as a communications tool. Public relations review, 26(1), 31-51.
Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. Chartered Institute of Public Relations, 23.
Valin, J. (2018). Humans still needed: An analysis of skills and tools in public relations. Chartered Institute of Public Relations, 23.
Weiner, M. (2021). Artificial Intelligence: Don’t Believe the Hype. New York, NY: PR Week. Available at. https://www.prweek.com/article/1711702/artificial-intelligence dont-believe-hype (accessed 8 July, 2023). Ransbotham, S., Khodabandeh, S., Fehling, R., LaFountain, B., & Kiron, D. (2019). Winning with AI. MIT Sloan management review, 61180 (Available at: https://sloanreview.mit.edu/projects/winningwithai/?gclid=EAIaIQobChMI3Z7VKTC8AIVlNGWCh1b_goREAAY ASAAEgLJefD_BwE (Accessed on 10 May 2021).
