Szerző szerinti böngészés "Salloum, Siba"

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    The impact of artificial intelligence on customer relations – the case of the banking sector
    Salloum, Siba; Vida, Viktória; DE--Gazdaságtudományi Kar
    This thesis examines whether artificial intelligence in French banking really improves customer relations or just optimizes internal operations. It puts AI in the context of modern marketing and service management, and examines how tools such as machine learning, neural networks, chatbots and virtual assistants help to customize offers, guide the customer journey and reduce waiting times. At the same time, it is emphasized that trust and the presence of skilled, empathetic employees are still important. The study uses a quantitative, inductive survey of French bank customers to assess factors such as demographics, preferred communication channels, awareness of AI, perceived service quality and the importance of human interaction. The findings show that customers clearly recognize the benefits of AI saving time, simplifying administrative processes and improving access to information. However, they continue to rely on human advisors for more complex problems. Overall, the results show that AI can most effectively strengthen customer relationships when combined with reliable and well-trained human support.