Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs))

Abstract

The study investigated customer satisfaction level towards self-service technology within the Ghanaian banking industry. Specifically, the objectives of the study were to identify customers’ attitudes towards Technology Based Self-Service, to measure customers’ satisfaction level with Technology Based Self-Service, to establish the SSTQUAL variable that had the most significant impact on the respondents’ satisfaction levels towards Technology Based Self-Service and finally to establish the challenges customers had with Technology Based Self-Service. This study cross sectional research design hence, quantitative methodology was adopted. The study employed probability sampling specifically simple random sampling to select the study participants. Subsequently, the study used the Krejcie and Morgan (1970) sampling table to determine the sample size for the 7500 population size. Based on the table, the sample size for this study was 365 with a 95% confidence interval and 5% error of margin. Since the study was guided on the principles of quantitative methodology, this study used questionnaires solicit data for the data. The study distributed 365 questionnaires to the undergraduate students of the University of Education-Winneba, Kumasi campus. From the questionnaires distributed, a total of 175 completed questionnaires were returned to the researcher. Out of these, 135 were usable for analysis, giving an effective response rate of 41.54%. Data was subsequently analyzed using descriptive statistics such as Mean and Standard deviation. Inferential statistics included Pearson correlation, multiple regression (enter method) were used for the relationship analysis. Findings from this study showed that SSTs that ensured functionality, enjoyment, assurance, design and convenience in its setup or operation had the most significant impact on the respondents satisfaction levels towards SSTs, on this score it is recommended that banking institutions should try as much as possible to ensure that all its subsequent SSTs that may be introduced to its market segment are able to meet all these requirement in their operations.