Understanding Customers Attitudes towards Technology-Based Self-Service : A Case Study on ATMs

Abstract: In the present society technological innovations are playing significant role in every phase of human life, human interaction with machines has become essential in service sector. In the past a number of efforts have been made in the literature of service marketing to understand how companies can better deliver their services with the help of self-service technology. In this present situation companies have many possibilities to realize service offerings with huge investments in self-service technologies, as the technology became the driving force to service the customers effectively and helpful in delivering the services. Nowadays it become challenging for the companies to serve customers effectively with in a prescribed time providing the right products with lower cost. To get rid of this issue most of the organizations are showing interest to employ self-service technologies (Like ATMs, ticket vending machines, online auctions, etc..,). The purpose of the thesis can be traced to the fact that a large part of the service sector is changing from personnel-based delivery to technology-based self-service. The theoretical problem of the present study is to concentrate on service marketing and service quality in order to provide a better understanding of customers’ attitudes and preferences towards technology-based self-services (ATMs). So far many researchers have addressed customers’ attitudes towards the technology-based self-service delivery from a service quality perspective. The present paper on service quality and self-service based on technology concerns of expected use rather than actual use and customers expectations about new self-service technologies. To reach the purpose we conducted a pilot case study to know the customers attitudes towards technology (speed, accuracy, ease of use, privacy) using ATMs and their perception towards self-service technologies. For date collection we did 26 open interviews and 150 interviews with the help of questionnaire and the data analysis is based on both qualitative and quantitative methods, supported by the qualitative information and literature reviews. Finally in terms of important findings: easy of use, speed, control and accuracy are the main attributes for service quality and customer satisfaction.