Artificial intelligence service agents: a silver lining in rural India

Title

Artificial intelligence service agents: a silver lining in rural India

Creator

Ravi H.; Vedapradha R.

Description

Purpose: The study aims to examine the impact of an artificial intelligent service agent (AISA) on customer services to the rural population provided by KAYA, Kotak Life's AI-enabled insurance chatbot avatar that offers quality insurance services. Design/methodology/approach: Multi-stage cluster sampling method was adopted to collect the responses from the 707 customers across the rural population of southern states of India. SPSS V.2 and Smart PLS 4 were used to apply simple percentage analysis, multiple linear regression analysis, and structural equation modeling (SEM) to validate the hypothesis. The dependent variables are economic performance and market performance based on the independent variables: efficiency, security, availability, enjoyment and contact. Findings: The study revealed that efficiency and security are the highest predictors and the most influencing variables in predicting the economic and market performance of the insurance companies in determining the quality of service when rendered through AISA among the customers. Efficiency, security, availability, contact and enjoyment are the critical dimensions of AISA. It has a more significant impact on quality service (claim processing) to the rural population. It improves the economic and market performance among the insurance companies and the rural population. Originality/value: Customers need convenience when making claims. Even little challenges might lead to stress and unhappiness, depending on the situation. Restrictions on where customers can file claims may not be the most outstanding service insurance firms can offer, given rising travel and commuting costs and widening geographical borders. Customers value proactive communication from service providers about the status of their insurance claims. 2023, Emerald Publishing Limited.

Source

Kybernetes, Vol-53, No. 8, pp. 2662-2678.

Date

2024-01-01

Publisher

Emerald Publishing

Subject

Artificial intelligence service agents (AISA); Economic; Insurance; Market

Coverage

Ravi H., School of Business and Management, CHRIST (Deemed to be University), Yeshwanthpur Campus, Bangalore, India; Vedapradha R., Department of Commerce, Mount Carmel College, Autonomous, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 0368492X

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/K-09-2022-1239

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85151938135&doi=10.1108%2fK-09-2022-1239&partnerID=40&md5=355137dc97468fc45f371131fabbe213