The Effect of Self-Service Technologies on Customer Experiences in Banking: The Case of Ghana

Abstract

The surge in self-service technologies (SSTs) adoption in the banking industries across the globe has changed customers' banking experiences. Customers have developed a passion for SSTs which has affects their intentions to save with a bank. The positive effects of employing SSTs in the banking industries are evident in literature however, little is known on how SSTs affect customer experiences in the banking industries of developing countries like Ghana. The study involved a sample of 384 banking customers in Ghana. The study confirms the positive effects of SSTs adoption on customer experiences. The study establishes that customers' adoption of SSTs is influenced by their perception of SSTs usefulness and ease of use which increases their satisfaction level. The study finds out that when SSTs are deployed individually, they have no effect on customer experiences in the banking sector. However, when the individual SSTs are combined in usage, they collectively produce a positive effect on customer banking experience.