A STUDY ON ARTIFICIAL INTELLIGENCE–DRIVEN CUSTOMER SATISFACTION TOWARDS GOLD LOAN SERVICES WITH SPECIAL REFERENCE TO MUTHOOT FINANCE
Deepika1, , B.Vimalraj2
Deepika
Assistant Proffesor, Department of Management Studies,
Kangeyam Institute of Technology, Kangeyam – 638108,
Tamilnadu, India
Vimalraj
II-MBA,
Department of Management Studies, Kangeyam Institute of Technology,
Kangeyam – 638108, Tamilnadu, India
ABSTRACT
The rapid integration of Artificial Intelligence (AI) in financial services has significantly transformed the gold loan sector in India. AI-enabled technologies such as automated loan processing, chatbots, and predictive analytics are increasingly being used to enhance service efficiency and customer experience. In this context, the present study examines customer satisfaction towards AI-driven gold loan services at Muthoot Finance. The study aims to evaluate customer perception, level of engagement, and the impact of AI-based services on overall satisfaction. A descriptive research design was adopted, and primary data were collected from 100 customers using a structured questionnaire. The collected data were analyzed using descriptive statistics, correlation, regression, and ANOVA techniques. The findings of the study reveal that a significant majority of customers expressed satisfaction with AI-enabled gold loan services. The results indicate that 93 percent of respondents fall under satisfied categories, while 85 percent reported active engagement with AI-based service features. The correlation analysis showed a moderate positive relationship between engagement and customer satisfaction (r = 0.486), and the regression and ANOVA results confirmed that engagement in AI services significantly predicts customer satisfaction (p < 0.05). The study concludes that AI adoption has positively influenced customer experience by improving service speed, convenience, and interaction quality. It suggests that continued investment in AI, along with enhanced customer awareness and data security measures, can further strengthen customer satisfaction and competitive advantage in the gold loan sector.
Keywords: Artificial Intelligence, Customer Satisfaction, Gold Loan Services, Digital Lending, NBFC.
