Adoption of Self-Service Technologies and the Impact on Perceptions of Service Quality

In the current scenario technological innovations are playing significant role in every phase of human life, human interaction with machine has become essential in service sector. In the past, a number of efforts have been made in the literature of service marketing to understand how banks can better deliver their services with the help of self service technology. In this present situation banks have many possibilities to realize service offering with huge investments in self service technologies, as the technology became the driving force in giving service to the customers effectively. Surly self service technology is a boon for banking sector benefiting both the bank and the customers.

The present paper on service quality and self-service technology based on technology concerns of the expected use rather than actual use and customers expectations about new self-service technologies. To reach the purpose we conducted a pilot case study of Public and Private banks customers to know their attitudes towards technology (speed, accuracy, ease of use, privacy) using ATMs, E-banking, Mobile banking etc and their perception towards self-service technologies. In this context we took the feedback of 800 respondents from the different banking sectors with the help of a questionnaire and the data analysis is done using both qualitative and quantitative methods, supported by the qualitative information and literature reviews.

Finally in terms of important findings: It is observed that the maximum respondents were happy with the public sector banks prior to use of SST.