Customer perceptions of smart human–AI service experiences and revisit intention: The mediating effects of pleasure, arousal, and dominance and the moderating role of digital literacy

The rapid digital transformation of public systems has improved interactions between governments and citizens. In Morocco, while efforts to digitalize public administration continue, the integration of artificial intelligence presents new challenges due to structural and technical limitations. This study explores the openness of Moroccan civil servants to adopting artificial intelligence solutions and examines the role of change management in facilitating this process. A quantitative approach was employed, with 129 civil servants from key ministries – Education, Finance, and Health – completing an online questionnaire. These ministries were selected due to their critical importance in the public system and their frequent interactions with citizens. Furthermore, they played a central role in the National Administrative Reform Plan (2018–2022), which emphasized digital transformation as a key pillar in advancing e-government. The collected data were analyzed using SPSS, enabling a comprehensive analysis of the factors influencing AI adoption. The findings reveal that while younger civil servants are more open to AI, over 40% of respondents pointed to insufficient digital skills as a major barrier to artificial intelligence integration. The study underscores the importance of effective change management strategies, highlighting that strong leadership and clear communication are essential in promoting artificial intelligence receptiveness and ensuring seamless integration within Morocco’s public sector.

The primary aim of this study is to delve into the factors influencing individuals’ readiness to embrace financial technology (FinTech) services in Bangladesh. Specifically, the study focused on Bangladeshi fintech consumer’s knowledge about contemporary digital financial tools, such as mobile-based payment service apps. Data collection was carried out using a survey questionnaire tailored to the Bangladeshi context. Participants were invited to participate in the survey, and their responses were gathered upon their consent. A five-point Likert scale, ranging from ‘1’ for ‘Strongly Disagree’ to ‘5’ for ‘Strongly Agree,’ was employed to gauge the questionnaire items. The final sample size was 450 respondents. To assess the hypotheses, a 5% significance level was employed, with data analysis conducted using SPSS software. The findings underscore a positive and statistically significant impact of financial literacy, digital literacy, and financial self-efficacy on the adoption of FinTech services in Bangladesh. Collectively, these variables elucidate 48.20% of the variance (R2=0.482) in predicting individuals’ adoption behavior of FinTech. Financial self-efficacy (β = 0.574; t-value = 8.394) has the highest effect on FinTech adoption compared to the other two factors. Additionally, a substantial correlation coefficient (r=0.634) is present between digital literacy and FinTech adoption. This study contributes to the extant literature on FinTech services by providing valuable insights that enhance scholars’ understanding of the emerging financial technologies’ significance and their predominant impacts within the Bangladeshi FinTech ecosystem. These findings hold implications for policymakers, financial institutions, and stakeholders seeking to promote FinTech adoption and foster financial inclusion in Bangladesh.

In the retail environment, customers are stimulated by the look and feel of a store and how it is laid out. Certain store elements create an atmosphere that attracts customers to certain outlets as their preferred shopping destination. Therefore, retailers need to ensure the customers’ shopping experience is enjoyable. This study aimed to examine the influence of atmospheric store elements on the factors that influence customers` satisfaction. A quantitative, cross-sectional, descriptive study was conducted in four retail outlets in Cape Town, South Africa, with data collected through a structured questionnaire distributed to the outlets’ customers. A systematic random sample of 388 responses was achieved. The information collected was analyzed using relevant descriptive and inferential statistics. Although small, positive correlations were found between the independent variables (cleanliness, lighting, music, floor adverts, employee efficient service, employee appearance) and the dependent variables (positive image of store, pleasant mood, time spent in store, intention to revisit store). As such, the study highlighted the importance of store atmospherics to the factors that encourage customers` satisfaction. Since little research has been done into store atmospherics in the South African context of grocery stores, this study has contributed new knowledge in this field.