Does Metaverse Banking Applications are Helpful in Fostering Customer Services? Evidence from Azerbaijan

Abstract

Metaverse technology enables banks to establish virtual branches where customers can interact with banking services, staff, and advisors in immersive virtual environments. However, the role of metaverse banking applications in satisfaction of customer was not addressed by the previous studies, therefore, this study addressed the role of metaverse banking applications in customer satisfaction. To fill this literature gap, this study developed a survey questionnaire and data was collected from the customers which was analyzed by using statistical tools. All the hypotheses proposed in this study to examine the role of metaverse banking applications in customer satisfaction was considered as supported which proved the positive role of metaverse banking applications in customer satisfaction of banking industry in Azerbaijan. Therefore, this study provided important implications for management of banking industry to promote customer satisfaction with the introduction of metaverse banking applications. Although the establishment of metaverse banking applications is tough, on the other hand, it has valuable outcomes.