What is it about?
Most experts agree that self-service technologies (SSTs) are the future of banking services. Banks are aggressively deploying cash recycling ATMs to optimize costs and banknote recycling efficiencies. However, does consumers' receptiveness towards them enhance their service quality perceptions and satisfaction? This paper examines whether technological optimism and perceived service quality of SSTs are capable of working together in harmony in delivering consumers' satisfaction.
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Why is it important?
Our findings conclude that consumers who are less optimistic about a particular SST are more likely to be pleasantly overwhelmed when its' reliability improved, as compared to their highly optimistic counterparts (whose level of satisfaction remains almost static when its reliability increased). Furthermore, convenience, functionality, and reliability are the main deliverables that banks should focus on when deploying their SSTs.
Perspectives
Amid the slow adoption and fragmented deployment of mobile payments and e-Wallets, cash still remains as the 'king' for regular and petty transactions among consumers in developing economies. Therefore, it is expected that the traditional role of ATMs in dispensing and recycling cash remains relevant for banks in the next decade.
Muhammad Iskandar Hamzah
Universiti Teknologi MARA
Read the Original
This page is a summary of: Modeling the contingent role of technological optimism on customer satisfaction with self-service technologies, Journal of Enterprise Information Management, March 2020, Emerald,
DOI: 10.1108/jeim-09-2019-0295.
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