The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong

• Published in: Journal of financial services marketing Vol. 29; no. 2; pp. 292 - 305
• Main Authors: Ho, Shirie Pui Shan, Chow, Matthew Yau Choi
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 01.06.2024; Palgrave Macmillan
• Subjects: Artificial intelligence; Brand preferences; Economics and Finance; Finance; Financial Services; Marketing; Original; Original Article; Hong Kong China; China; Brand experience; Artificial intelligence; Brand preference

Artificial intelligence (AI) technologies are increasingly integral to our world, as they serve as the foundation for new value propositions and distinctive customer experiences. AI is crucial for offering better customer experiences, which strengthen the consumer–brand relationship and brand differ...