In recent years, the use of technology to deliver the services has grown rapidly in banking sector and it made\na significant impact on customer perception. In previous studies; automated service quality was proposed by the\nseveral studies to be an important antecedent of customer satisfaction. However, in traditional settings, human\nelement is also considered a strong motivator of customer�s satisfaction. So the major objective of this research\nstudy was to explore the combined effects of automated service and traditional service quality (human interaction)\non customer satisfaction. Furthermore, the investigation on customer satisfaction in automated services context,\ncombine with traditional services quality is limited. However, we didn�t find any comprehensive study that has\nmodeled these variables together. The research study was conducted through cross sectional field survey and\nself-administrated questionnaire was used in order to collect data in banking sector of Pakistan. Multiple regression\nanalysis process was conducted to assess the effect of both services typology (automated and traditional) on\ncustomer satisfaction. The results have shown three main findings. First, it was found that automated service and\ntraditional service quality (human interaction) both have direct significant effect on customer satisfaction. Second,\nthe results find that an insignificant relationship between ATM services on customer satisfaction when moderated by\nTraditional Banking services, and directly this services play an important role to satisfy the customer. Thirdly, results\nfound a strong positive significant association in Mobile banking services and internet banking services moderated\nby teller banking services.
Loading....