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As banking firms attempt to attract and retain customers, a default is to add technological services (most recent mobile banking), even though previous studies have found that bank tellers are most impactful to overall customer satisfaction. This research studies mobile banking services impact on overall customer satisfaction, and discovers that bank tellers still have a more significant overall impact on customer satisfaction, even for those who say they prefer self-service. However, the impact of independent and interdependent cultural differences altered these findings. Chinese consumers placed greater importance on mobile banking than American consumers.

Overall Customer Satisfaction with Banking Services (Mobile, Online, ATM, and Bank Teller): Comparison between the U.S. and China