Self - Service Technology and Customer Satisfaction in Commercial Banks in Kenya

Abstract

The current proliferations of technologies have allowed service providers to incorporate many different technologies into the delivery of their services. These technologies have been implemented in the service encounter for the customer to use with varying degrees of success. In the Kenyan banking industry, self-service technology is being adopted to allow customers deliver service themselves using some form of a technological interface. There is still a great deal unknown about self-service technology, in particular its impact on consumer satisfaction. With that in mind, this study explores the relative impact of self-service technology on consumer satisfaction. Based on the literature review, the most frequently used SERVQUAL dimensions were chosen for this study namely; reliability, tangibility, communication, access, responsiveness, security, understanding and competence. Descriptive research was adapted and a questionnaire was administered through a structured interview to collect primary data. The conclusion of the research showed a significant relationship between self service channels such as ATMs, internet banking, mobile banking and customer satisfaction in Kenyan banks. Self service channels enhances reliability, responsiveness, ensures security of customer transactions and accessibility. Moreover, these channels help in keeping records accurately, provide more information for the customers and provide more punctuality, transparency accountability. Through the statistical testing of the multiple linear regression model adopted in the study, it was evident that responsiveness, tangibility and communications influence customer satisfaction. This means that self channels introduced by the bank should be able to significantly enhance communication, responsiveness and tangibility since they play a crucial role in ensuring customer satisfaction.