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SST and the Consumer Behaviour in Portuguese Financial Services

Author

Listed:
  • Maria Antónia Rodrigues

    (Faculdade de Economia, Universidade do Porto, Instituto Politécnico do Porto, Instituto de Contabilidade e Administração)

  • João F. Proença

    (Faculdade de Economia, Universidade do Porto)

Abstract

Financial services, especially commercial banking has been introducing new self-service technologies (SST), in the contact with customers, which allows the customer to accede service in an autonomous and timeless form. This paper discusses the behaviour of users and non-users of self-service technologies (namely, ATMs, call center/telephone, and internet) in Portuguese banking services. An empirical study was carried out by means of a questionnaire. Data were collected on 300 individuals, representing a sample, by region, gender and age group, of the Portuguese population, age 18 and over, and living in mainland Portugal. The results call for a user’s profile and consumer’s behaviour of SST. The SST users reveal a higher intention of repurchase, propensity to complain and higher price sensibility than the non-users. They are younger and middle-aged individuals, with a medium and high level of education. The main contribution of the paper is that banking managers that invest in SST may expect more sales (as a result of consumers with higher intention of repurchase), more opportunities of recovering the service (as a result of consumers with higher propensity to complain), but more price competitiveness (as a result of a consumer behaviour more price sensible). The paper put in evidence that SST use is not sufficient to determine consumer satisfaction and positive word-of-mouth, and it is not a barrier to bank switching.

Suggested Citation

  • Maria Antónia Rodrigues & João F. Proença, 2010. "SST and the Consumer Behaviour in Portuguese Financial Services," FEP Working Papers 358, Universidade do Porto, Faculdade de Economia do Porto.
    • Handle: RePEc:por:fepwps:358
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    References listed on IDEAS

    as
    1. Mick, David Glen & Fournier, Susan, 1998. "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 123-143, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    TSS (self-service technology); consumer’s behaviour; ATM; internet banking; telephone banking; Portugal;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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