The Effectiveness of Marketing Strategies in Enhancing the Adoption of Intelligent Chatbots in Jordanian Islamic Banking Applications
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This research is focused on assessing the impact of marketing tools on increasing the likelihood of using intelligent chatbots in Jordanian Islamic banking applications, combining both the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). For the purpose of gathering evidence, a quantitative research design was used, with data collected via an online survey among Islamic bank clients (n=348). Structural equation modeling based on SmartPLS was utilized for testing the formulated hypotheses. The analysis found that marketing variables, including marketing campaign attractiveness, credibility of marketing communication, clear benefits perception, and marketing information availability, have a significant positive impact on the customer’s intention to use chatbots. The latter variable proved highly predictive of behavioral adoption as well. Particularly, marketing information availability turned out to be the strongest predictor among all other marketing variables. In other words, having sufficient access to relevant information allows reducing the users’ uncertainty and increasing their control, thus encouraging the desired behavior. The present paper is a valuable contribution to the existing literature since it expands existing technology adoption theories by adding marketing variables in a TAM-TPB model. Furthermore, it brings some insights into a scarcely researched area of Islamic banking in Jordan.
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