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Research Article
Generative AI's Impact on Customer Satisfaction: A FinTech Perspective
Dr., Assistant Professor Khalil Israfilzade — ADA University (Baku) & Vytautas Magnus University, Marketing Department
Danylo Vlasenko — Vytautas Magnus University, Faculty of Economics and Management
Abstract
This study investigates how generative artificial intelligence tools influence customer satisfaction in FinTech by analysing functional, emotional, promotional and innovative value dimensions and their effect on user experience and loyalty.
Keywords
generative AIFinTechcustomer satisfactiondigital marketingAI in marketing
