Assessment of Self-serving Technologies According to Customer’s  Continuous Usage of Self-Serving Banking Services

Golshahi, Behnam; Dorostkar Ahmadi, Nahid; Sadeghi, Nahid

doi:10.22054/IMS.2020.50333.1687

Document Type : Research Paper

Authors

¹ Faculty member, Management Department, AJA Command and Headquarters University, Tehran.(Corresponding Author: phd.behnam93@gmail.com)

² PhD, Production and Operations Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan

³ Master, Executive Management, Tehran

https://doi.org/10.22054/IMS.2020.50333.1687

Abstract

This study has the goal of assessing and prioritizing self-serving technologies with a combined approach to continuous usage of electronic banking services. To achieve this goal we used literature review and interviewing banking experts to determine parameters affecting continuous usage of self-serving technologies. And to prioritize these parameters we used paired comparison analysis questionnaires and fuzzy analytic hierarchy process.Validity of questionnaire was attained by content method and its stability was attained by calculating the rate of compatibility of aggregation matrix of experts’ opinions. Statistical population of this research includes 30 managers and deputy managers of selected Saman Banks’s branches in the region of northern Tehran which by snowball sampling method 12 of them were selected to participate in this study. Data analysis were done using fuzzy AHP and using MATLAB software. Analysis of data showed that self-serving services have different weighs according to three parameters of customer value, quality of service and customer readiness in which POS devices (0.662 weigh) have the most usability and importance from the view of banking experts. Other services rank as ATM (0.181). Mobile banking services (0.101) and Internet bank (0.056) respectively. In addition ranking of self-serving technologies according to 14 indexes also justifies the previous results.

Keywords

References

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Business Intelligence Management Studies

Assessment of Self-serving Technologies According to Customer’s Continuous Usage of Self-Serving Banking Services

References

References

Volume 9, Issue 34
January 2022
Pages 167-190

Assessment of Self-serving Technologies According to Customer’s Continuous Usage of Self-Serving Banking Services

References

References

Volume 9, Issue 34January 2022Pages 167-190

Volume 9, Issue 34
January 2022
Pages 167-190