https://mbajournals.in/index.php/JoGM <p><strong>NOLEGEIN-Journal of Global Marketing </strong>is a peer reviewed journal and provides a platform to discuss new issues in the area of Global strategic marketing planning. The journal also seeks to advance the quality of research by publishing papers introducing or elaborating on Global competitive strategy and Global strategic alliances. It's a biannual journal, started in 2018. </p> en-US [email protected] (Journal Manager) [email protected] (Admin) Sat, 06 Jun 2026 08:14:52 +0000 OJS 3.3.0.5 http://blogs.law.harvard.edu/tech/rss 60 https://mbajournals.in/index.php/JoGM/article/view/1895 <p>The growing use of Artificial Intelligence (AI) in banking has changed how customers interact with financial services. Banks are now using AI-powered chatbots to provide quick help, make services more efficient, and improve how customers engage. This study looks at customer engagement, experience, intention to continue using these services, and loyalty toward AI banking chatbots among Gen Z and Millennial users in the Junagadh and Rajkot districts of the Saurashtra region, Gujarat, India. The main goal is to understand how using AI chatbots affects customer experience and how these factors influence customers’ intentions to keep using chatbot services and their loyalty to banks that offer them. Structured questionnaires were given to 250 people from the study area. The findings show that 80% of respondents actively engage with AI banking chatbots, which indicates that young users are more accepting of AI in banking. The results also indicate that customer engagement has a significant impact on customer experience, which strongly affects the intention to continue using these services. Moreover, the intention to continue positively influences customer loyalty towards banks that provide AI chatbot services. The study recommends that improving chatbot usability, responsiveness, and reliability can boost customer experience and encourage ongoing use, ultimately increasing customer loyalty in digital banking.</p> Khushboo Vasani, Amul Kotadia, Nilesh Khanderiya Copyright (c) 2026 NOLEGEIN-Journal of Global Marketing https://mbajournals.in/index.php/JoGM/article/view/1895 Sat, 13 Jun 2026 00:00:00 +0000