- 48 -
- 49 - employees and in particular within the Dutch banking sector. It has shown that employees in the banking sector have a positive attitude towards AI systems. The technology is considered to be useful for performing their tasks and when given the opportunity they are willing to use it.
Another gap that has been explored is the role of customer proximity as a moderating variable in the TAM. The results indicate that there is not a significant difference between the different levels of customer proximity. The finding that customer proximity does not have an effect on user acceptance indicates that the acceptance and usage behaviour is expected to be similar amongst the various roles within banks. This could indicate that, during the development and implementation phase, a role-specific approach is not needed to increase the employee acceptance of AI systems and a one-size-fits-all approach would suffice.
A third contribution is the conclusion that AI knowledge only has a minor positive effect on usage behaviour and is not a moderating variable in the TAM which is in contrast to prior research. Therefore it does not seem mandatory for banks to develop large scale training and communication programs to increase AI knowledge among their employees, or at least it would not result in a significant return on organization investments.
The fourth and final contribution is the creation of a new item by the author within the construct of Output quality which validated the statement that AI systems perform tasks better compared to humans.
Future research can address some of the limitations from this study. To test the generalisability, a similar research can be performed within the financial sector (e.g. insurance, pension funds) or other industries (e.g. retail, logistics) and a quota sampling technique can be used to ensure the different levels of customer proximity are represented sufficiently within the sample.
- 50 - Further research can address the limitation of a quantitative study by conducting research with a more experimental design to discover more in-depth insights in the motivations, perceptions and possible barriers of AI acceptance by employees. Future research can also include the level of end user involvement in the development and implementation of AI systems, as this might have an effect on the acceptance of AI systems.
AI systems will continue to have impact on employees for years to come and thus deserve sufficient academic attention. The possibilities of AI seem unlimited in a world of ‘high-tech’, but to ensure employee acceptance of this technology, the focus on ‘high-touch’ should not be disregarded.
- 51 -
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