Abstract
Purpose. This study focuses on bank credit card businesses and explores the impact mechanism of artificial intelligence (AI) on customer loyalty. To this end, an integrated model is constructed and validated to reveal how two core AI applications (service interaction and personalized marketing) affect loyalty through different psychological pathways, while also examining the moderating role of customer technology readiness.
Theoretical Framework. This study develops a theoretical model specific to the credit card domain, distinguishing between AI service interaction and AI personalized marketing. The model introduces customer technology readiness as a moderating variable and integrates technology adoption and customer relationship management theories to systematically reveal the mechanisms of AI's impact.
Methodology. A quantitative survey method is employed, targeting active credit card holders of major banks in China, with a goal of collecting 500 valid responses. Data analysis is conducted using SPSS and the PROCESS macro program, employing regression analysis, bootstrap mediation tests, and moderated mediation models.
Findings. The study expects to verify that: both types of AI applications directly and positively influence customer loyalty; customer experience and perceived value play key mediating roles; and customer technology readiness positively moderates the effects of AI on experience and value.
Conclusion and Recommendations. This study enriches theoretical understanding of AI mechanisms in the financial services sector. Practically, it recommends that banks: plan technology deployment based on the differential effects of AI applications; design functionalities focusing on experience and value; implement differentiated strategies according to customer technology readiness; establish a comprehensive evaluation system; and adhere to data security and privacy ethics.
研究目的。本研究聚焦银行信用卡业务，探究人工智能（AI）对客户忠诚度的影响机制。为此，构建并验证一个整合模型，揭示AI两类核心应用（服务交互与个性化营销）通过不同心理路径影响忠诚度，并探讨客户技术准备度的调节作用。
理论框架。研究构建了聚焦信用卡领域的理论模型，区分AI服务交互与个性化营销两类应用。模型引入客户技术准备度作为调节变量，整合技术采纳与客户关系理论，系统揭示AI的作用机制。
方法论。采用定量问卷调查法，面向中国主要银行活跃信用卡持卡人，目标收集500份有效数据。使用SPSS与PROCESS宏程序，通过回归、Bootstrap中介检验及有调节的中介模型进行验证。
发现。研究预期验证：AI两类应用均能直接正向影响忠诚度；客户体验与感知价值发挥关键中介作用；客户技术准备度正向调节AI对体验与价值的影响。
结论和建议。本研究丰富了AI在金融细分领域的机制理论。实践上建议银行：依据AI应用差异规划技术部署；聚焦体验与价值进行功能设计；根据客户技术准备度实施差异化策略；建立综合评估体系；严守数据安全与隐私伦理。