مجلة الأصيل للبحوث الاقتصادية والإدارية
Volume 10, Numéro 1, Pages 137-158
2026-04-30

The Impact Of Using Artificial Intelligence Applications On Enhancing Customer Experience In The Banking Sector: A Case Study Of "crédit Populaire D’algérie " (cpa) – Khenchela Branch-



Authors : Zerguine Soraya .

Abstract

This study investigates the impact of Artificial Intelligence (AI) on customer experience at (CPA) Bank – Khenchela Branch. Using a 30-item questionnaire analyzed via SPSS, the research examined five dimensions: perceived value, efficiency, trust, satisfaction, and ease of use. Results confirm a significant positive impact of AI across all dimensions, with Ease of Use showing the strongest correlation (r = 0.990). The study recorded an excellent reliability score (Cronbach’s Alpha = 0.987). It concludes that AI applications are essential for enhancing the banking journey and recommends continuous infrastructure development to further deepen customer trust.

Keywords

Artificial Intelligence ; Customer Experience ; Digital Banking

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