Attitude Toward Self-Service Technologies Among Retail Customers Of Commercial Banks In Tanzania: The Case Of National Micro-Finance Bank

ABSTRACT 

This study informs of the attitude toward Self-Service Technologies among retail customers of commercial banks in Tanzania using the data generated from the retail customers of the National Micro-finance Bank. It attempts to uncover the types of Self-Service Technologies offered by National Micro-finance Bank, the attitudes of retail customers towards Self-Service Technologies, and the most preferred SelfService Technologies offered by the bank. The cross-sectional design was used to collect data from 200 retail customers and five managers customer experience selected from the five branches of the National Micro-finance Bank. Data were collected through questionnaire self-administered to 200 retail customers and interviews with the branch managers customer experience in the five branches. The quantitative data were analyzed descriptively through SPSS, version 20, while the qualitative data were analyzed through content analysis. The analysis of data revealed that Self-Service Technologies offered by the National Micro-finance Bank are Automatic Teller Machine service, Simbanking, Mobile banking, Internet banking, and NMB click. The Automatic Teller Machine and Mobile banking are the most preferred services by retail customers while the Internet banking is the least. Generally, the majority of the respondents had negative attitude towards the use of Self-Service Technologies. Further analysis revealed that the negative attitude is contributed by the lack of knowledge to use the technologies and some cultural beliefs. The study concludes that retail customers have limited knowledge of the advantages of the Self-Service Technologies which contributes to very limited use of the technologies. It is, therefore, recommended that the retail customers are educated about the advantages of the services in terms of time and cost