How AI Shapes Customer Engagement in Banking: The Roles of Satisfaction and Proactive Personality

As AI reshapes service delivery, this study examines how AI-enabled service experiences influence customer engagement in Saudi Arabia’s banking sector. Grounded in social exchange theory and social cognitive theory, it explores the mediating role of customer satisfaction and the moderating effect of proactive personality. Survey data from 325 customers across 13 banks were analyzed using hierarchical regression and Hayes’ PROCESS macro with 5,000 bootstrap samples to test moderated mediation. Results show that AI experiences enhance engagement directly and indirectly through satisfaction. Proactive personality strengthens the satisfaction–engagement relationship. The findings offer theoretical contributions and practical guidance for banks adopting AI technologies.