Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs))

Owusu Alfred; Harriet Akosua Dwomoh

doi:doi:10.11648/j.ajomis.20170204.13

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Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs))

Owusu Alfred, Harriet Akosua Dwomoh

Published in American Journal of Operations Management and Information Systems (Volume 2, Issue 4)

Received: 30 August 2017 Accepted: 19 September 2017 Published: 5 November 2017

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Abstract

The study investigated customer satisfaction level towards self-service technology within the Ghanaian banking industry. Specifically, the objectives of the study were to identify customers’ attitudes towards Technology Based Self-Service, to measure customers’ satisfaction level with Technology Based Self-Service, to establish the SSTQUAL variable that had the most significant impact on the respondents’ satisfaction levels towards Technology Based Self-Service and finally to establish the challenges customers had with Technology Based Self-Service. This study cross sectional research design hence, quantitative methodology was adopted. The study employed probability sampling specifically simple random sampling to select the study participants. Subsequently, the study used the Krejcie and Morgan (1970) sampling table to determine the sample size for the 7500 population size. Based on the table, the sample size for this study was 365 with a 95% confidence interval and 5% error of margin. Since the study was guided on the principles of quantitative methodology, this study used questionnaires solicit data for the data. The study distributed 365 questionnaires to the undergraduate students of the University of Education-Winneba, Kumasi campus. From the questionnaires distributed, a total of 175 completed questionnaires were returned to the researcher. Out of these, 135 were usable for analysis, giving an effective response rate of 41.54%. Data was subsequently analyzed using descriptive statistics such as Mean and Standard deviation. Inferential statistics included Pearson correlation, multiple regression (enter method) were used for the relationship analysis. Findings from this study showed that SSTs that ensured functionality, enjoyment, assurance, design and convenience in its setup or operation had the most significant impact on the respondents satisfaction levels towards SSTs, on this score it is recommended that banking institutions should try as much as possible to ensure that all its subsequent SSTs that may be introduced to its market segment are able to meet all these requirement in their operations.

Published in	American Journal of Operations Management and Information Systems (Volume 2, Issue 4)
DOI	10.11648/j.ajomis.20170204.13
Page(s)	97-104
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

Customer Satisfaction Level, Self Service Technology, SSTQUA

References

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APA Style

Owusu Alfred, Harriet Akosua Dwomoh. (2017). Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs)). American Journal of Operations Management and Information Systems, 2(4), 97-104. https://doi.org/10.11648/j.ajomis.20170204.13

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ACS Style

Owusu Alfred; Harriet Akosua Dwomoh. Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs)). Am. J. Oper. Manag. Inf. Syst. 2017, 2(4), 97-104. doi: 10.11648/j.ajomis.20170204.13

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AMA Style

Owusu Alfred, Harriet Akosua Dwomoh. Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs)). Am J Oper Manag Inf Syst. 2017;2(4):97-104. doi: 10.11648/j.ajomis.20170204.13

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@article{10.11648/j.ajomis.20170204.13,
  author = {Owusu Alfred and Harriet Akosua Dwomoh},
  title = {Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs))},
  journal = {American Journal of Operations Management and Information Systems},
  volume = {2},
  number = {4},
  pages = {97-104},
  doi = {10.11648/j.ajomis.20170204.13},
  url = {https://doi.org/10.11648/j.ajomis.20170204.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajomis.20170204.13},
  abstract = {The study investigated customer satisfaction level towards self-service technology within the Ghanaian banking industry. Specifically, the objectives of the study were to identify customers’ attitudes towards Technology Based Self-Service, to measure customers’ satisfaction level with Technology Based Self-Service, to establish the SSTQUAL variable that had the most significant impact on the respondents’ satisfaction levels towards Technology Based Self-Service and finally to establish the challenges customers had with Technology Based Self-Service. This study cross sectional research design hence, quantitative methodology was adopted. The study employed probability sampling specifically simple random sampling to select the study participants. Subsequently, the study used the Krejcie and Morgan (1970) sampling table to determine the sample size for the 7500 population size. Based on the table, the sample size for this study was 365 with a 95% confidence interval and 5% error of margin. Since the study was guided on the principles of quantitative methodology, this study used questionnaires solicit data for the data. The study distributed 365 questionnaires to the undergraduate students of the University of Education-Winneba, Kumasi campus. From the questionnaires distributed, a total of 175 completed questionnaires were returned to the researcher. Out of these, 135 were usable for analysis, giving an effective response rate of 41.54%. Data was subsequently analyzed using descriptive statistics such as Mean and Standard deviation. Inferential statistics included Pearson correlation, multiple regression (enter method) were used for the relationship analysis. Findings from this study showed that SSTs that ensured functionality, enjoyment, assurance, design and convenience in its setup or operation had the most significant impact on the respondents satisfaction levels towards SSTs, on this score it is recommended that banking institutions should try as much as possible to ensure that all its subsequent SSTs that may be introduced to its market segment are able to meet all these requirement in their operations.},
 year = {2017}
}

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TY  - JOUR
T1  - Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs))
AU  - Owusu Alfred
AU  - Harriet Akosua Dwomoh
Y1  - 2017/11/05
PY  - 2017
N1  - https://doi.org/10.11648/j.ajomis.20170204.13
DO  - 10.11648/j.ajomis.20170204.13
T2  - American Journal of Operations Management and Information Systems
JF  - American Journal of Operations Management and Information Systems
JO  - American Journal of Operations Management and Information Systems
SP  - 97
EP  - 104
PB  - Science Publishing Group
SN  - 2578-8310
UR  - https://doi.org/10.11648/j.ajomis.20170204.13
AB  - The study investigated customer satisfaction level towards self-service technology within the Ghanaian banking industry. Specifically, the objectives of the study were to identify customers’ attitudes towards Technology Based Self-Service, to measure customers’ satisfaction level with Technology Based Self-Service, to establish the SSTQUAL variable that had the most significant impact on the respondents’ satisfaction levels towards Technology Based Self-Service and finally to establish the challenges customers had with Technology Based Self-Service. This study cross sectional research design hence, quantitative methodology was adopted. The study employed probability sampling specifically simple random sampling to select the study participants. Subsequently, the study used the Krejcie and Morgan (1970) sampling table to determine the sample size for the 7500 population size. Based on the table, the sample size for this study was 365 with a 95% confidence interval and 5% error of margin. Since the study was guided on the principles of quantitative methodology, this study used questionnaires solicit data for the data. The study distributed 365 questionnaires to the undergraduate students of the University of Education-Winneba, Kumasi campus. From the questionnaires distributed, a total of 175 completed questionnaires were returned to the researcher. Out of these, 135 were usable for analysis, giving an effective response rate of 41.54%. Data was subsequently analyzed using descriptive statistics such as Mean and Standard deviation. Inferential statistics included Pearson correlation, multiple regression (enter method) were used for the relationship analysis. Findings from this study showed that SSTs that ensured functionality, enjoyment, assurance, design and convenience in its setup or operation had the most significant impact on the respondents satisfaction levels towards SSTs, on this score it is recommended that banking institutions should try as much as possible to ensure that all its subsequent SSTs that may be introduced to its market segment are able to meet all these requirement in their operations.
VL  - 2
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Author Information

Owusu Alfred

Department of Marketing, Kumasi Technical University, Kumasi, Ghana
Harriet Akosua Dwomoh

Department of Marketing, Provident, Insurance, Kumasi, Ghana

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Owusu Alfred, Harriet Akosua Dwomoh. (2017). Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs)). American Journal of Operations Management and Information Systems, 2(4), 97-104. https://doi.org/10.11648/j.ajomis.20170204.13

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ACS Style

Owusu Alfred; Harriet Akosua Dwomoh. Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs)). Am. J. Oper. Manag. Inf. Syst. 2017, 2(4), 97-104. doi: 10.11648/j.ajomis.20170204.13

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AMA Style

Owusu Alfred, Harriet Akosua Dwomoh. Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs)). Am J Oper Manag Inf Syst. 2017;2(4):97-104. doi: 10.11648/j.ajomis.20170204.13

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@article{10.11648/j.ajomis.20170204.13,
  author = {Owusu Alfred and Harriet Akosua Dwomoh},
  title = {Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs))},
  journal = {American Journal of Operations Management and Information Systems},
  volume = {2},
  number = {4},
  pages = {97-104},
  doi = {10.11648/j.ajomis.20170204.13},
  url = {https://doi.org/10.11648/j.ajomis.20170204.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajomis.20170204.13},
  abstract = {The study investigated customer satisfaction level towards self-service technology within the Ghanaian banking industry. Specifically, the objectives of the study were to identify customers’ attitudes towards Technology Based Self-Service, to measure customers’ satisfaction level with Technology Based Self-Service, to establish the SSTQUAL variable that had the most significant impact on the respondents’ satisfaction levels towards Technology Based Self-Service and finally to establish the challenges customers had with Technology Based Self-Service. This study cross sectional research design hence, quantitative methodology was adopted. The study employed probability sampling specifically simple random sampling to select the study participants. Subsequently, the study used the Krejcie and Morgan (1970) sampling table to determine the sample size for the 7500 population size. Based on the table, the sample size for this study was 365 with a 95% confidence interval and 5% error of margin. Since the study was guided on the principles of quantitative methodology, this study used questionnaires solicit data for the data. The study distributed 365 questionnaires to the undergraduate students of the University of Education-Winneba, Kumasi campus. From the questionnaires distributed, a total of 175 completed questionnaires were returned to the researcher. Out of these, 135 were usable for analysis, giving an effective response rate of 41.54%. Data was subsequently analyzed using descriptive statistics such as Mean and Standard deviation. Inferential statistics included Pearson correlation, multiple regression (enter method) were used for the relationship analysis. Findings from this study showed that SSTs that ensured functionality, enjoyment, assurance, design and convenience in its setup or operation had the most significant impact on the respondents satisfaction levels towards SSTs, on this score it is recommended that banking institutions should try as much as possible to ensure that all its subsequent SSTs that may be introduced to its market segment are able to meet all these requirement in their operations.},
 year = {2017}
}

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TY  - JOUR
T1  - Investigating Customer Satisfaction Levels with Self Service Technology Within the Banking Sector: (A Case Study of Automated Teller Machines (ATMs))
AU  - Owusu Alfred
AU  - Harriet Akosua Dwomoh
Y1  - 2017/11/05
PY  - 2017
N1  - https://doi.org/10.11648/j.ajomis.20170204.13
DO  - 10.11648/j.ajomis.20170204.13
T2  - American Journal of Operations Management and Information Systems
JF  - American Journal of Operations Management and Information Systems
JO  - American Journal of Operations Management and Information Systems
SP  - 97
EP  - 104
PB  - Science Publishing Group
SN  - 2578-8310
UR  - https://doi.org/10.11648/j.ajomis.20170204.13
AB  - The study investigated customer satisfaction level towards self-service technology within the Ghanaian banking industry. Specifically, the objectives of the study were to identify customers’ attitudes towards Technology Based Self-Service, to measure customers’ satisfaction level with Technology Based Self-Service, to establish the SSTQUAL variable that had the most significant impact on the respondents’ satisfaction levels towards Technology Based Self-Service and finally to establish the challenges customers had with Technology Based Self-Service. This study cross sectional research design hence, quantitative methodology was adopted. The study employed probability sampling specifically simple random sampling to select the study participants. Subsequently, the study used the Krejcie and Morgan (1970) sampling table to determine the sample size for the 7500 population size. Based on the table, the sample size for this study was 365 with a 95% confidence interval and 5% error of margin. Since the study was guided on the principles of quantitative methodology, this study used questionnaires solicit data for the data. The study distributed 365 questionnaires to the undergraduate students of the University of Education-Winneba, Kumasi campus. From the questionnaires distributed, a total of 175 completed questionnaires were returned to the researcher. Out of these, 135 were usable for analysis, giving an effective response rate of 41.54%. Data was subsequently analyzed using descriptive statistics such as Mean and Standard deviation. Inferential statistics included Pearson correlation, multiple regression (enter method) were used for the relationship analysis. Findings from this study showed that SSTs that ensured functionality, enjoyment, assurance, design and convenience in its setup or operation had the most significant impact on the respondents satisfaction levels towards SSTs, on this score it is recommended that banking institutions should try as much as possible to ensure that all its subsequent SSTs that may be introduced to its market segment are able to meet all these requirement in their operations.
VL  - 2
IS  - 4
ER  -

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