Usage of AI in Market Orientation, Learning Orientation And Technological Orientation On Organisational Performance: An Empirical Study Of Banking Sector Of India

Abstract

This study aims to empirically validate the significance of Artificial Intelligence (AI) in market orientation (MO), technological orientation (TO), and learning orientation (LO) and its effects on the organizational performance (OP) of the banking sector. It is clear from the previous literature that learning, market, and technological orientation play a noteworthy role in augmenting the performance of banking companies by cultivating the capabilities of organizational members in-depth, inspiring active learning, and producing new knowledge. Explanatory research methods and a quantitative research strategy were used in the study. The responses from 256 respondents were utilized as the data source, and the questionnaire was self-administered. To assess the proposed hypotheses and find answers to the research questions, an investigation was carried out using Smart PLS software. The outcomes of the investigation revealed that the usage of AI in market and technological orientations has a strong and positive effect on OP, whereas LO has no significant or lesser effect on OP. As a result, it is strongly advised that the banking sector implement and configure market and technological orientations as a source of competitive advantage to attain superior performance in the banking sector.