Exploring key factors which enhance bank retail customers' experience when using self-service technology

Abstract

The title of this dissertation is 'Exploring the key factors which enhance bank retail customers' experience when using Self-Service Technology'. The main objective is to identify what makes a customer's experience a positive one when using Self-Service Technology. Hence, the research question associated with the Literature Review is 'What factors affect customer experience when using SST?' In order to answer the gap found in the Literature Review, interviews were carried out with people from all walks of life, including lawyers, bank managers, students, white-collar workers and blue-collar workers. The interviews were formulated using mind maps in order to branch out questions that helped to answer the research question. When analysing results; axial coding, tables and matrices were used to facilitate the data analysis technique. The data was sorted according to key factor categories outlined in Chapter 2. After the results were analysed, recommendations were given as to how the bank can offer a better Self-Service Technology experience to satisfy the needs of its customers.