The Impact of Technology based Self Service Banking Service Quality on Customer Loyalty

Abstract

The technology based self service banking (TBSSB) refers to banking services availed by customers using electronic banking channels, without any interaction with bank employees. This paper examined the impact of TBSSB service quality dimensions on customer loyalty. A survey was conducted to collect data from customers of different banks, using a questionnaire. The sample size of 414 was divided into two sub-samples of equal size. The dimensions (factors) were identified by conducting an exploratory factor analysis (EFA) on first sub-sample using SPSS 16.0 software. Factor structure was confirmed by conducting confirmatory factor analysis (CFA) using AMOS 20.0 software on the second sub-sample. The proposed TBSSB SQ-Customer Loyalty conceptual model was tested for uni-dimensionality, reliability, and validity. Four proposed hypotheses were tested using structural equation modelling (SEM) with the help of AMOS 20.0. Out of four TBSSB service quality dimensions, Personalization is the only dimension that is found to have positive significant effect on customer loyalty. This study will guide banks about the critical technology based banking factors that need to be focused upon for increasing customer loyalty.

Keywords: Technology based Self Service Banking, Exploratory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Modelling, Customer Loyalty

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