The Effect of Self-Service Banking Technology on Customer Satisfaction at NMB Bank.

Katanga,, Jossam (2024) The Effect of Self-Service Banking Technology on Customer Satisfaction at NMB Bank. Masters thesis, The Open University of Tanzania.

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Abstract

Modern technology plays a critical role in attracting and maintaining bank customers as it meets their needs by providing quality and efficient services. The present study aims at assessing the impact of self-service bank technology on customer satisfaction at NMB Bank. The descriptive research design was adopted as a study design employing questionnaires and interviews as data collection instruments. Random and purposive sampling techniques were employed to select 120 customers from six branches of NMB Bank. Descriptive statistics and inferential statistics were used to analyse collected data employing frequency, percentage, mean, standard deviation, and multiple linear regression. Analysis of the findings revealed four self-service bank technologies (SSBT) which were mostly used by NMB bank customers including NMB Internet bank, NMB ATM, NMB POS, and NMB Mobile. NMB ATM and NMB Mobile banking were preferred over Internet banking and POS due to the low level of knowledge of Internet usage among customers. Results also revealed a significant positive relationship between SSBT parameters and customer satisfaction. SSBT parameters; reliability, responsiveness, assurance, tangibility, and empathy were found to explain 99% of variations of customer satisfaction. The study concluded that reliability, responsiveness, assurance, tangibility, and empathy have a significant positive effect on customer satisfaction. However, empathy and tangibility are given less attention by customers compared to other SSBT parameters. The study recommends that banks should hire skilled workers in the customers' divisions to overcome business problems associated with SST and to ensure that customer concerns are handled professionally and promptly. Keywords: Modern technology, self-service bank technology, NMB bank.

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