Impact of Self Service Technology Quality on Customer Satisfaction: A Case of Retail Banks in Western Province in Sri Lanka

Gunawardana  H.M.R.S.S.; D. Kulathunga; W.L.M.V. Perera

Gunawardana H.M.R.S.S. University of Kelaniya
D. Kulathunga University of Sri Jayewardenepura
W.L.M.V. Perera University of Kelaniya

Keywords: self service, technology, quality, customer satisfaction, sri lanka

Abstract

Rapid technological advancement in the banking environment drives Sri Lankan banks to adopt self-service technologies to deliver services via SMS banking, Internet banking and telephone banking facilities, Automated Teller Machines (ATM) etc. This study explored the perceived quality of the self-service technology of these services and its effect on customer satisfaction. The literature survey and in depth interviews helped to formulate quality dimensions: security, efficiency, eases of use, reliability and convenience and those dimensions were assessed through a questionnaire. This study surveyed 215 customers from branches of six dominating commercial banks located in Western Province of Sri Lanka. Data were subjected to Principal Component Analysis and retained factors were regressed using multiple regressions to assess the impact of quality dimensions on customer satisfaction. The results revealed that reliability and convenience have positive impacts on customer satisfaction but efficiency has a negative effect.

Author Biographies

Gunawardana H.M.R.S.S., University of Kelaniya

Gunawardana, H.M.R.S. is a Senior Lecturer at the Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya in Sri Lanka. He earned his Master of Science in Management degree from the University of Sri Jayewardenepura, Sri Lanka. His research interests are Consumer Psychology, Human IT Interaction and Tourism. Some of his works have been published in international conferences including Asian Academy of Management, Malaysia.

D. Kulathunga, University of Sri Jayewardenepura

Kulathunga, D. is a Senior Lecturer at the Department of Information Technology, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka. He earned his PhD from Chubu University, Japan. His research interests are software engineering, computer networks and social networking. Some of his works have been published in international conferences including Japanese Journal of Administrative Science in Japan.

W.L.M.V. Perera, University of Kelaniya

Perera, W.L.M.V is a former Assistant Lecturer at the Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya in Sri Lanka and presently she works for Bank of Ceylon as a Management Trainee. She earned her first degree in Bachelor of Business Management Marketing from the University of Kelaniya. Her research interests are consumer behaviour, human IT interaction and Green Marketing and some of her works have been published in international conferences including Peradeniya University International Research Sessions in Sri Lanka.

References

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