How AI-Enabled Services Drive Value Co-Creation: Roles of Personalization, Engagement, and Expectation Confirmation
Description
This dataset contains survey responses from 479 active mobile banking users in Malaysia collected between February and April 2025. The study examines how AI-enabled service delivery, service quality, perceived data security, personalization/interactivity, customer engagement, and expectation confirmation influence customer value co-creation intentions in digital banking environments. Data were collected using a structured questionnaire administered to respondents with prior experience using AI-enabled banking features, including chatbots, personalized recommendations, fraud alerts, and automated financial services. The final dataset consists of validated responses after data screening and quality checks. The repository includes: • Cleaned respondent-level dataset (N = 479) • Codebook describing all variables and measurement items • README documentation The dataset supports replication of the analyses reported in the associated manuscript and may be used for research on artificial intelligence, digital banking, customer engagement, service quality, personalization, expectation confirmation, trust, and value co-creation. To protect participant confidentiality, all direct and indirect identifiers, including IP addresses, email addresses, device identifiers, and other personally identifiable information, have been removed prior to public release. Keywords: Artificial Intelligence, Digital Banking, Customer Engagement, Value Co-Creation, Personalization, Service Quality, Expectation Confirmation, Perceived Data Security, Malaysia, PLS-SEM.