Managing self-service technology service quality to enhance e-satisfaction

Abstract

Purpose – The purpose of this paper is to address, by integrating the self-service technology (SST) adoption and technology acceptance models, the service quality of self-service technologies (SQ-SSTs) by empirically testing a comprehensive model that capture the antecedents and consequences of SQ-SSTs to predict e-satisfaction in the context of digital banking in Thailand. Design/methodology/approach – A questionnaire was constructed and responses were obtained from 222 respondents who have a complete digital banking experience (both online and mobile banking). Hypotheses were tested using structural equation modelling, following a mediating analysis process. Findings – Results show that technology readiness (TR) as the antecedent has an influence on SQ-SSTs, which in turn improve e-satisfaction. The paper also found that even though SQ-SSTs can positively influence e-satisfaction, perceived value partial mediates the link between SQ-SSTs and e-satisfaction. Research limitations/implications – Further research should investigate the possible influence that some situational factors may have on the model. Factors, such as waiting time and the presence of other customers, should be taken into consideration in future studies. Practical implications – Managers may, therefore, particularly wish to consider TR and customers’ perceived value when trying to offer SSTs to the customer. Originality/value – The results contribute to the literature in information systems and service marketing by highlighting a key mechanism through which firms can enhance SQ-SSTs and e-satisfaction.