Open AccessCustomer satisfaction under heterogeneous services of different self-service technologies
Author(s) -
Shamim Hossain,
Xiaoyan Zhou,
Mst Farjana Rahman
Publication year - 2019
Publication title -
management and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.254
H-Index - 11
eISSN - 2069-8887
pISSN - 1842-0206
DOI - 10.2478/mmcks-2019-0007
Subject(s) - customer satisfaction , business , customer retention , customer advocacy , marketing , service quality , profit (economics) , customer to customer , service (business) , economics , microeconomics
This study aims to evaluate the customer satisfaction of different self-service technologies (SST) when different SSTs provide various services. This study compares overall customer satisfaction according to the four types of SSTs (Mobile Channel SST, ATM SST, Telephone SST and online SST) when SSTs provide heterogeneous services. We used both primary and secondary data. Primary data consisted of a survey questionnaire applied to a final sample size of 400 people. Data analysis was performed via ordered logistic regression. The results showed that customer satisfaction on different SSTs for different services positively associate with overall customer satisfaction in the banking sector, and this study finds customer satisfaction of mobile banking (MB) more positively associate than other SSTs with customer satisfaction. This study conducted on one profit-making organization (bank) of Bangladesh. Therefore, the geographic bases of SST contexts limit the extension of our findings. Future investigation is needed for evaluating the customer satisfaction on non-profit organizations and educational sector. Understanding what factors determine customer’s satisfaction in the different services provided by each SSTs contribute to manage and coordinate multiple services delivered by various SSTs and to know the process of improving the customer satisfaction across the services offered. Previous investigations were focusing on the customer satisfaction when provided services and/or SSTs are homogeneous, but this study examines the customer satisfaction when both services and SSTs are heterogeneous. This study significantly impacts both the management and research of developing operations strategies for organizations.