Customer Self Service Technology and Customer Patronage of Deposit Money Banks in Rivers State

2020 British journal of marketing studies  
This study investigates the relationship between Customer Self Service Technology and Customer Patronage of Deposit Money Banks in Rivers State. The objectives of the study were to investigate the influence of Customer Self Service Technology on Customer Patronage. The study adopted the survey research design. The choice of this survey approach is because it will scientifically look at the situation on ground and will empirically analyze it to get result that can be attributable to the
more » ... ble to the accessible population. Based on the research questions, a research questionnaire was designed and four hundred and seventy five (475) copies were distributed to the sample population which was determined by convenient sampling techniques. After data cleaning, a total of three hundred & twenty one (321) copies of the distributed questionnaire were retrieved. These copies were analyzed and the hypotheses were tested using the Spearman Rank Correlation Coefficient with the aid of SPSS Version 21.0. The result revealed that there is a significant relationship between Automated Teller Machine and repeat purchase, Automated Teller Machine and referral, Internet banking and repeat purchase, Internet banking and referral. The result also revealed that customer technology adoption positively influences the relationship between customer self-service technology and customer patronage in deposit money banks in Rivers State. The study concluded that consumer orientation should be applied whenever banks are adopting new techniques that will service the need of their customers for better satisfaction. The study recommends that Banks should invest more on technologies that will ensure efficiency in serving customer and overall satisfactions of the customers. Customer satisfaction should be kept in mind as banks upgrade existing systems or while buying new systems altogether. 2 of products or services and even become loyal customers and not to think of switching to another banks. Today's fast-paced world is becoming increasingly characterized by technology-facilitated transactions. Growing numbers of customers interact with technology to create service Outcomes instead of interacting with a service firm employee. Self-service technologies (SSTs) are technological interfaces that enable customers to produce a service independent of direct service employee involvement. Examples of SSTs include automated teller machines (ATMs), automated hotel checkout, banking by telephone, and services over the Internet, such as Federal Express package tracking and online brokerage services. Currently, handling day to day banking operations cannot be separated from the use of computer technology in order to achieve effectiveness and efficiency, especially in meeting the demands of customers. The application of technology such as self-service technology (SST) in on-line banking system, internet banking, mobile banking, mobile phone-based (phone banking), the use of Automatic Teller Machine (ATM) is one of bank's strategies in retaining and satisfying customers and in creating a competitive advantage in an effort to compete with other banks. According to Bobbitt and Dabholkar (2001) rapid use of technology in self-service technology indicates that consumers have changed how they access various services, including accessing banking services. This is evident from the growing number of products or services using technology and the growth of the role of technology in a manufacturer-customer interaction which has been very rapid since the beginning of the 21st century (Parasuraman, 2000; Howard & Worboys, 2003) . As customer service is an essential factor in the current market place, retailers are adopting self-service technologies (SSTs) to improve the quality of service. Technological interfaces enable companies to delight their customers instantly by allowing them to solve their problems using technology (Bitner et al., 2002) . Banks that deliver successful self-service solutions undoubtedly carve a niche for their selves and have a different orientation. They create an experience that customers genuinely want, find valuable and are excited about. They then deliver that experience in a way that customers control. This mindset shift from "self-service" to "digital do-it-yourself" can make a huge difference in customers' adoption rates. Importantly, the most successful banking self-service strategies encourage customers to opt in; they do not simply foist self-service upon their customers, with the expectation that they will comply. In other words, self-service should not be something banks do to their customers. It should be a channel they develop with their customers. This means designing self-service solutions that are simple to use, address the needs of customers (not banks), and allow customers to control their experience.
doi:10.37745/bjms/vol8.no2.pp1-25.2020 fatcat:4kogi7h6lffmtkj24lueqfuutu