THE IMPACT OF TECHNOLOGY BASED SELF SERVICE BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION: A CASE STUDY OF THE NIGERIAN BANKING SECTOR

The purpose of the research is to determine the impact of Technology Based Self-Service Banking (TBSSB) on customers’ satisfaction in the Nigerian Banking Sector. Focus is given to five selected banks within Yola metropolis, in Adamawa state. The research determines the degree of impact of speed of delivery, convenience, efficiency, reliability & security as well as their influence on customer satisfaction. In this context, the speed of delivery, convenience, efficiency, reliability & security are considered as service quality factors associated with TBSSB. The methodology approach employed was the survey questionnaire administered to the respective customers of banks via TBSSB channels. Five hypotheses were formulated and tested using the Structural Equation Modeling-Partial Least Square (SEM-PLS). A survey of 248 valid questionnaire instruments, were collected from the customers of TBSSB within Yola metropolis. Data obtained from the customers were analyzed using the SEM-PLS to determine the reliability and validity of the model. Besides, the significance path coefficient as well as the degree of impact of the service quality factors of TBSSB on customer satisfcation were also determined. The findings indicate that speed of delivery and reliability has significant influence on customer satisfaction among other variables. Speed of delivery, convenience and efficiency has small impact on customer satisfaction while reliability seen as having medium degree of impact on customer satisfaction, while security has a large impact on the customer satisfaction. The research findings are of importance to both theory and practice. To theory, the research has developed a model for evaluating service quality factors associated with TBSSB in the Nigerian banking sectors. Practical wise, banks can use the model to understand the factors they should focus on while servicing their customers associated with the extent/degree of impact suggest that speed of delivery, convenience, and efficiency have small value on customer satisfaction. This is followed by reliability, convenience via TBSSB channels.