Consumer Characteristics and Technology Based Self Service Banking Service Quality: Evidence from Delhi NCR Region

Technology based self service banking (TBSSB) refers to automated banking services availed by the customers using an assortment of technology based banking channels like ATM banking, Mobile Banking, Internet banking and Interactive Voice Response (IVR) Phone banking without interacting with bank employees. The aim of this study to explore the characteristics of TBSSB customers and to understand the effect of their characteristics (Gender, Age, Education, Occupation, Income) on four TBSSB service quality dimensions (Convenience, Reliability & Security, Responsiveness, Personalization). Data is collected from 414 TBSSB customers who are above 18 years of age and use at least one mode of automated banking services. Data is analyzed with the help of Levene’s test of homogeneity of variance, t test, one-way analysis of variance (ANOVA) to assess the significant difference. The results show the significant influence of Age on Reliability & Security dimension, and Education on Personalization dimension. Post hoc analysis is also used for the detailed analysis. The research suggest bank management to give due importance to the characteristics of the automated banking customers at the time of service design and service provision to enhance customers’ perceptions of TBSSB service quality.