Investigating the effect of perceived quality of self-service banking on customer satisfaction

Purpose - This study aims to measure the effect of customers’ technology readiness and the quality of electronic services on customer satisfaction. Design/methodology/approach - The statistical sample included 410 respondents from 24 branches of a private bank. The sampling method was questionnaire. Because of the structural and organizational similarity of private banks and the elimination of nuisance variables, a bank with the most branches and customers has been selected. To test the model, equation modeling was performed to test the hypotheses. Data were collected through a self-developed structured questionnaire, which served as the measurement tool as well. Findings - The results of the study showed that technology readiness has a significant and positive effect on customer satisfaction through the quality of self-service. Moreover, the intermediate role of perceived value in this regard was confirmed; however, the role of trust was not confirmed. Originality/value - Previous studies have considered technology readiness as an effective factor in the quality of self-service and customer satisfaction. In this study, apart from quality of service in self-service banking and customer satisfaction, two variables of trust and perceived value have been investigated. An attempt has also been made to address some questions, including “what the effect of customer technology readiness on perceived value of self-services as well as customer satisfaction is?” and “how it is possible to improve self-service quality in modern banking based on customer expectations?” or “what effects variables such as trust and perceived value have on customer satisfaction?” Having a glance at the studies done before, it can be understood that so far, there has been no study done using a mixture of these variables, yet societies’ demands for self-service operations grow day by day. It is, therefore, mandatory to study the prerequisites associated with any actions before one is taken. The paper contributes in the following way: trust and perceived value are added to the the study because of their role in customer satisfaction. In addition, for the first time, variables have been studied, which had never been under focus in any studies in developing countries before.