Combine Effect of Automated Services and Traditional Services Quality on Customer Satisfaction: Evidence from Banking Sector of Pakistan

Abstract

In recent years, the use of technology to deliver the services has grown rapidly in banking sector and it made a significant impact on customer perception. In previous studies; automated service quality was proposed by the several studies to be an important antecedent of customer satisfaction. However, in traditional settings, human element is also considered a strong motivator of customer’s satisfaction. So the major objective of this research study was to explore the combined effects of automated service and traditional service quality (human interaction) on customer satisfaction. Furthermore, the investigation on customer satisfaction in automated services context, combine with traditional services quality is limited. However, we didn’t find any comprehensive study that has modeled these variables together. The research study was conducted through cross sectional field survey and self-administrated questionnaire was used in order to collect data in banking sector of Pakistan. Multiple regression analysis process was conducted to assess the effect of both services typology (automated and traditional) on customer satisfaction. The results have shown three main findings. First, it was found that automated service and traditional service quality (human interaction) both have direct significant effect on customer satisfaction. Second, the results find that an insignificant relationship between ATM services on customer satisfaction when moderated by Traditional Banking services, and directly this services play an important role to satisfy the customer. Thirdly, results found a strong positive significant association in Mobile banking services and internet banking services moderated by teller banking services.