Customer experience with self-service technologies in the banking sector: evidence from Nigeria

Abstract

This study investigates experiential indicators within the retail banking sector. Specifically, the paper examines the drivers and outcome of self-service technologies experience and customers' satisfaction. A survey research design was used to generate data from a densely populated Nigerian university and was analysed using the structural equation modelling partial least square technique (SEM-PLS). Findings show that perceived ease of use and perceived usefulness of banks' self-service technologies are strong indicators of customers' cognitive experience, and in turn influences customers' satisfaction. Perceived ease of use was also found to directly predict perceived usefulness and customer satisfaction. An interesting, but surprising result was that perceived usefulness did not directly predict customer satisfaction, meaning that customers expect the performance of banks' self-service technologies to be a basic requirement. This perceived usefulness is therefore not necessarily a factor influencing customers' satisfaction. These findings and important implications for bank managers were discussed herein.

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