Abstract
In recent years, the use of technology to deliver the services has grown rapidly in banking sector and it made a significant impact on customer perception. In previous studies; automated service quality was proposed by the several studies to be an important antecedent of customer satisfaction. However, in traditional settings, human element is also considered a strong motivator of customer’s satisfaction. So the major objective of this research study was to explore the combined effects of automated service and traditional service quality (human interaction) on customer satisfaction. Furthermore, the investigation on customer satisfaction in automated services context, combine with traditional services quality is limited. However, we didn’t find any comprehensive study that has modeled these variables together. The research study was conducted through cross sectional field survey and self-administrated questionnaire was used in order to collect data in banking sector of Pakistan. Multiple regression analysis process was conducted to assess the effect of both services typology (automated and traditional) on customer satisfaction. The results have shown three main findings. First, it was found that automated service and traditional service quality (human interaction) both have direct significant effect on customer satisfaction. Second, the results find that an insignificant relationship between ATM services on customer satisfaction when moderated by Traditional Banking services, and directly this services play an important role to satisfy the customer. Thirdly, results found a strong positive significant association in Mobile banking services and internet banking services moderated by teller banking services.
Highlights
Service quality has seen as the major way to increase organizational performance and an important way of organizing a flourishing business in recent economies [1]
The study proposed by Patricio et al has further explore to measure the quality of services of different banking services through various delivery channels such as automated and traditional channels, and found that prevailing services quality with a single delivery channel has an important effect on other channel like traditional services prevail, the quality matters relating to automated banking services should be observed as complementary to the quality issue of normal traditional services associated rather than substitute to each other
Main purpose of the study is to find the impact of the relationship among customer expectation from automated banking services quality, traditional service quality and customer satisfaction in Rawalpindi/Islamabad, in this study, the sample population consisted of bank customers in Rawalpindi/Islamabad over 18 years of age
Summary
Service quality has seen as the major way to increase organizational performance and an important way of organizing a flourishing business in recent economies [1] It remains considerable the important issue in the literature of marketing. Due to the intensive growth in technology automated channel of delivering a variety of banking services has become a common trend among the banks and considered the important issue in marketing literature. The literature provided limited empirical investigation that despite the intensive growth and use of technology, the traditional services are at a standstill way of making the relationship with customers. This study will empower policy makers of financial institutions and banking sectors to know what strategic decisions are required for enhancing customer satisfaction in the current market turbulence and will get customers faithfulness and will increase the profit as well
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