Citation

Lim, Kah Boon and Yeo, Sook Fern and Aw Yong, Lay Sin and Tan, Cheng Ling (2026) Customer Brand Preferences in the Age of AI: A Study of the Malaysian Banking Sector. In: ICBIM 2025: 2025 the 9th International Conference on Business and Information Management, 19 -21 September 2025, Bangkok, Thailand.

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Abstract

The use of artificial intelligence (AI) in banking in Malaysia is becoming more and more prominent. The introduction of AI technology has increased the significance of digital transformation since it may completely change an industry and dictate which businesses succeed. This study mainly focusses on investigation of factors affecting bank customers' brand preferences. Stimulus-Organism-Response (SOR) theory was employed in this study. The data of this study was collected from 201 respondents with knowledge of banking services related to artificial intelligence technology. The independent variables which are included in this study are interaction, information, accessibility and customization while brand experience act as the mediating variable. The dependent variable of this study is brand preference. Our result revealed that all hypotheses were supported. Based on the research findings, bank employees and employers should be mindful of interaction, information, accessibility and customization since these factors significantly influence brand experience and preference, which in turn influences the customers’ bank choosing. Additionally, the study's findings convey customers of banks instructive information and understanding. The outcomes help users comprehend the notion of AI systems and how they may help individuals achieve their desired degree of satisfaction by doing useful tasks.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Interaction, Information, Accessibility, Customization, Brand Preference
Subjects:	H Social Sciences > HG Finance > HG1501-3550 Banking
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	02 Mar 2026 00:48
Last Modified:	02 Mar 2026 00:48
URII:	http://shdl.mmu.edu.my/id/eprint/15384

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