Artificial intelligence service agents: a silver lining in rural India
Abstract
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.
Keywords
Acknowledgements
The authors would like to confirm that the current research study did not receive any funding as the research was conducted by the authors themselves.
Citation
Ravi, H. and Vedapradha, R. (2023), "Artificial intelligence service agents: a silver lining in rural India", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-09-2022-1239
Publisher
:Emerald Publishing Limited
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