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Artificial intelligence service agents: a silver lining in rural India

Hariharan Ravi (School of Business and Management, CHRIST (Deemed to be University), Yeshwanthpur Campus, Bangalore, India)
R. Vedapradha (Department of Commerce, Mount Carmel College, Autonomous, Bangalore, India)

Kybernetes

ISSN: 0368-492X

Article publication date: 7 April 2023

Issue publication date: 10 July 2024

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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. (2024), "Artificial intelligence service agents: a silver lining in rural India", Kybernetes, Vol. 53 No. 8, pp. 2662-2678. https://doi.org/10.1108/K-09-2022-1239

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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