Evaluating the Role of Contact Center Applications in Enhancing Customer Experience in Banks
DOI:
https://doi.org/10.63282/3050-9416.IJAIBDCMS-V7I2P113Keywords:
Contact Center Applications, Customer Experience, Banking Technology, Artificial Intelligence, Structural Equation Modeling, Omnichannel BankingAbstract
In the digital banking era, customer experience (CX) has become a primary determinant of competitive differentiation and long-term profitability. Contact center applications have evolved from operational support units into strategic customer engagement platforms integrating artificial intelligence (AI), omnichannel communication, analytics, and core banking systems. This study evaluates the role of contact center technological capability in enhancing customer experience and customer loyalty in banking institutions. Drawing upon Service Quality Theory, the Technology Acceptance Model, and the Resource-Based View, the paper proposes and develops a structural equation model (SEM) linking technological capability to operational efficiency, service quality, customer experience, and customer loyalty. Human-centric system architecture is presented to illustrate technological integration across layers. The study contributes theoretically by positioning contact center capability as a strategic digital resource and empirically by proposing measurable constructs suitable for Q1/Q2 journal evaluation. Managerial implications emphasize strategic IT investment alignment for sustainable competitive advantage.
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