The relationship between service quality of banking kiosk and customer satisfaction: the moderating role of technology readiness

Abstract

Purpose The aim of this empirical study is to investigate an integrated model that captures the way service quality of banking kiosks (BK-SQ) exerts its impacts on customer perceived value and customer satisfaction and the moderating mechanism of technology readiness (TR) in the quality–satisfaction relationship in the banking sector in Vietnam. Design/methodology/approach An offline survey was conducted to obtain responses from 604 users of banking kiosks in Vietnam. Exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used for data analysis. The moderating effect of TR was examined following the product indicator method. Findings The results validate significant positive correlations between BK-SQ, customer perceived value and customer satisfaction. Among six service quality dimensions, convenience is the most significant factor in predicting perceived service quality. The study also delineates how TR can moderate the link between service quality and customer satisfaction. Research limitations/implications Future studies may make further attempts to incorporate other human and demographic factors as a moderator into the research model. Practical implications Bank managers should strive to improve the operations of banking kiosks based on six aspects and increase TR levels of customers to boost customer satisfaction with banking kiosks. Originality/value The study contributes to the literature on service quality and self-service technologies (SSTs) by offering critical insights into how banks can make use of influence mechanisms in the model to enhance service quality and customer satisfaction.