Impact of Robo-advisors and Artificial Intelligence on Customer Service Performance at Personal Finance Industry

As a response to market demands, the financial sector has placed a strong emphasis on streamlining decision-making processes, maximizing procedural efficiency through collaboration with the financial technology (fintech) sector, robotization, and the practicing artificial intelligence. These efforts are also becoming a key component of how firms providing financial services to compete on the market. The customer service performance makes the assumption that customers would priorities their demands and make decisions in order to maximize their personal happiness. The goal of this research is to identify the empirical findings about robo-advisors and artificial adoption that influence customer satisfaction with personal financial planning made possible by contemporary technology. PLS-SEM, validity and reliability test and Spearman's rho correlation were used for quantitative analysis of robo-advisor in order to compare data from different finance companies. 39 finance companies were approached to collect data online. A valid sample size of 166 employees used for data analysis. SmartPLS 4 software used to measure the hypothesized model. Findings revealed significant relationship of each construct.