Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Customer Experience of Banking Self-Service Technologies in India′s An Empirical Study

Author(s): Thirupathi Chellapalli

Purpose: This study investigates the factors that influence overall customer experience in the acceptance of self-service technologies (SSTs) i.e. ATM in the retail banking sector. Methodology: Cross-sectional survey and purposive sampling techniques were used to collect data of 437 customers from four major cities of India i.e. Hyderabad, Delhi, Mumbai, and Kolkata. The data was analysed and interpreted by using Factor Analysis and Structural Equation Modelling (SEM). Major findings: The findings lend support to hypothesis that all the considerable factors i.e. Convenience, Services cape, Technology Interface, Transactional Security, Transactional Reliability, Speed were found supportive and significant, except social environment contribution to overall customer experience in the usage of ATM banking. Implications of the research: The study provides insights for bank managers to address the key factors contributing to the delivery of superior experience in the current competitive scenario.

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