The Role of E-CRM, AI Chatbot Usage and E-Service Quality on Digital Transformation in Financial Industry
Abstract: Digital transformation has emerged as an important strategy for financial institutions to enhance operational efficiency and enhance customer experience in the digital business environment. This study aims to examine the relationships of Electronic Customer Relationship Management (E-CRM), Artificial Intelligence (AI) chatbot usage, and e-service quality with digital transformation in the financial industry. A quantitative research approach was conducted using data collected from 280 users of digital financial services in Jakarta using purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that E-CRM, AI chatbot usage, and e-service quality each have a positive and significant association with digital transformation. E-CRM shows the strongest association with digital transformation among the three examined factors, indicating that effective digital customer relationship management plays a more prominent role in supporting digital transformation than the other examined factors. The proposed model explains 42.4% of the variance in digital transformation (R² = 0.424), indicating a moderate level of explanatory power. This study adds to existing research by integrating E-CRM, AI chatbot usage, and e-service quality into a unified framework for explaining digital transformation in the financial industry. The findings also provide practical implications for financial institutions by emphasizing the importance of strengthening customer relationship management, improving AI-enabled customer services, and maintaining high-quality digital services to support digital transformation initiatives. Keywords: Digital Transformation, E-CRM, AI Chatbot, E-Service Quality, Financial Services