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Diana L. Haytko · Christina S. Simmers

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Customer Service Quality and Loyalty Technology Adoption and User Behaviour AI in Service Interactions

Abstract

Purpose The purpose of this paper is to explore the effects of human interaction versus interactions with technology in overall customer satisfaction with banking services, specifically, tellers versus Automated Teller Machines (ATMs) vs online transactions. All types of interactions are important in services, yet their level of importance is changing as the environment change. Design/methodology/approach Two studies were conducted through surveys with students who had a bank checking account; six item measures were used to examine human interaction, interaction with an ATM, interaction with an online banking service and overall satisfaction with the specific bank. Multiple regression analyses were conducted to determine the effects of the interactions on overall satisfaction. Findings The findings from the two studies show that while the human encounter was more important before online banking became so prevalent, the convenience of online banking has displaced the importance of human interaction. However, there were gender differences in that males, more than females, remain influenced by teller transactions. Research limitations/implications The study utilizes student samples, which could be biased. However, students are also users of banking services so they represent a traditional target market for financial service firms. Practical implications The results are informative for managers when planning and implementing new online services in the financial industry. Originality/value This paper draws together research on interpersonal interactions and technological interactions to examine the effects on overall satisfaction. Given the proliferation of technological advances, understanding how these technologies impact customer satisfaction is vital.

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References

1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 2000Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters 1998Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing 1999A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery 2000The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda 2000Technology Infusion in Service Encounters 1984Consumer Reactions to Product Failure: An Attributional Approach

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