Title: Customer experience with self-service technologies in the banking sector: evidence from Nigeria

Authors: Chidera Christian Ugwuanyi; Joseph Ikechukwu Uduji; Chukwunonso Oraedu

Addresses: Department of Marketing, Faculty of Business Administration, University of Nigeria, Enugu Campus, Nsukka, Nigeria ' Department of Marketing, Faculty of Business Administration, University of Nigeria, Enugu Campus, Nsukka, Nigeria ' Procurement Department, University of Nigeria Teaching Hospital (UNTH), Ituku, Ozalla, Enugu, Nigeria; Department of Marketing, University of Nigeria, Enugu Campus, Nigeria

Abstract: This study investigates experiential indicators within the retail banking sector. Specifically, the paper examines the drivers and outcome of self-service technologies experience and customers' satisfaction. A survey research design was used to generate data from a densely populated Nigerian university and was analysed using the structural equation modelling partial least square technique (SEM-PLS). Findings show that perceived ease of use and perceived usefulness of banks' self-service technologies are strong indicators of customers' cognitive experience, and in turn influences customers' satisfaction. Perceived ease of use was also found to directly predict perceived usefulness and customer satisfaction. An interesting, but surprising result was that perceived usefulness did not directly predict customer satisfaction, meaning that customers expect the performance of banks' self-service technologies to be a basic requirement. This perceived usefulness is therefore not necessarily a factor influencing customers' satisfaction. These findings and important implications for bank managers were discussed herein.

Keywords: customer experience; perceived ease of use; PEOU; perceived usefulness; self-service technology; SST; Nigerian banking sector; PLS-SEM; systems/technology; Nigeria.

DOI: 10.1504/IJBSR.2021.115983

International Journal of Business and Systems Research, 2021 Vol.15 No.4, pp.405 - 425

Received: 21 Apr 2019
Accepted: 11 Nov 2019
Published online: 06 Jul 2021 *

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