How Swiss financial service providers can gain
ground over the U.S. ones in adopting conversational
In today’s fast changing world, the adoption of new technologies is of strategic importance for all kinds of enterprises. One of the current fast-moving technologies is conversational AI and financial service providers have been adopting it across the world. However, the technology has not yet been widely adopted in Switzerland. This research argues that the reason for it can be found in national culture and manifests it with a comparison between the U.S. and Switzerland – two countries with similar market conditions but a different adoption rate.
This research starts with an outline of the current definition of conversational AI and depicts a market snapshot on the usage of the technology before diving into the topic of technology acceptance explained on the Technology Acceptance Model (TAM). The model represents the bridge towards national cultures which is explained based on Hofstede’s cultural dimensions. The research contribution examines the differences between the U.S. and Swiss cultures and puts it into the context of the conversational AI maturity in both countries. The cultural differences are used to describe the gap between the maturity of the two countries. The divergence in Switzerland is explained based on national culture resulting in five design principles related to three of Hofstede’s six cultural dimensions most relevant for this context: Long-Term Orientation, Uncertainty Avoidance, and Individualism. These three dimensions are the foundation for the developed design principles suggesting how to gain ground over the U.S. in adopting conversational AI at Swiss financial service providers overcoming national culture-driven barriers.
This thesis was conducted based on existing research in order to present a snapshot on conversational AI, to explain the TAM, and the cultural dimensions. The finding section and hence research contribution is a combination of secondary literature review as well as primary research conducted through market expert interviews from Swiss financial service providers. The findings were challenged again by the experts and validated as being of great value.
Fehlmann, Stephan, 2021
Art der Arbeit Master Thesis
Betreuende Dozierende Martin, Andreas
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Studiengang: Business Information Systems (Master)