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CHAPTER ONE: Introduction
This chapter contains the Master’s Thesis, “The Impact of Technology-Based Self-Service Banking Service Quality on Customer Satisfaction.” The introduction is broken into the sections listed here.

Section 1.0 gives background information and introduces the phenomenon being investigated. Section 1.1 provides the research problem statement. Section 1.2 outlined the research questions.

Section 1.3 introduces the study’s aim and objectives. Section 1.4 discusses the significance of the research. Section 1.5 describes the scope and limits of the study. Finally, 1.6 outlines the thesis structure.

1.0 Background to the Study

Today, practically all Nigerian commercial banks offer automated services, often known as Technology Based Self Service Banking (TBSSB). Information Technology is regarded as one of the most significant developments in financial institutions.

As a result, technology has created new innovative services, market prospects, and commercial information systems (Chang, Cheung, & Cheng, 2002).

Mobile banking, Internet banking, automated teller machine banking, and tele banking are all examples of technology-based self-service banking, with the majority of them being comparable.

Furthermore, Technology-Based Self-Service is altering the way financial markets combine innovative resources with company deliverables (Wang and Harris, 2003). The rise of TBSSB has prompted the development of new ways for improving and facilitating customer satisfaction (Adewoye, 2013).

The transformation and growth of information systems in the banking business has contributed to inventions and improvements in emerging countries, introducing a new set of ICT processes (Avgerou, 2010).

The growth of TBSSB in developing nations has had a substantial impact on the success of online purchases, electronic commerce, service delivery, and the collaborative flow of information (Jayawardhena, 2004; Ombati et al, 2010).

TBSSB allows clients to execute services without the assistance of bank employees (Meuter, Bitner, Ostrom, & Brown, 2005). TBSSB comprises various types of computing devices used for bank transactions, such as Automated Teller Machines (ATM), electronic mobile banking, and online banking services, among others (Meuter, Ostrom, Roundtree, and Bitner, 2000).

According to Shih and Fang (2004, pp. 213-223), Technology Based Self-Service is a new sort of information system that allows clients to conduct transactions and financial operations online. It is an intriguing self-banking service in which a customer can complete various transactions without the assistance of a bank personnel.

There are numerous advantages to employing the automated TBSSB service, including reduced client influx, decreased operational costs, and simple self-service banking (Meuter et al., 2005).

These have improved Nigerian financial culture and successfully standardised company operations. The technology transaction has resulted in societal changes such as user control over operations, reduced restrictions, environmental management, and convenience, among others (Frank & Zion, 2012).

Globalisation in the banking sector has enhanced customer service delivery (Abd, Aziz, Pacha, and El, 2014). Customers must select services from a variety of options due to the new technological systems of the information age (Cavus et al., 2015). Customers can rely on the financial institution’s TBSSB services to be available 24 hours a day, seven days a week.

Different authors have defined service quality as the extent to which client expectations and demands are met (Bebli, 2010). Service quality ensures organisational performance and usefulness (Bavarsad, Azizi, Saghaeian, & Hozhabri, 2015; Yen, 2005).

The introduction and growth of TBSSB have been recognised as delivering service quality, which is a critical aspect in developing a competitive advantage (Ombati et al., 2010).

Customer satisfaction is a measure of how well the organization’s products or services fulfil the expectations of its customers. Customer satisfaction is important since it provides business owners with a metric to assist them manage and improve their firm.

According to the literature, clients gain from the following Technology Based Self-Service banking factors: speed of delivery, convenience of use, reliability, and efficiency, all of which are indicators of service quality, when measuring company continuity.

Electronic service quality is significantly related to information systems, Internet service quality, and total technical service quality (Rod, Ashill, Shao, & Carruthers, 2009).

Technology banking is linked to electronic telecommunications systems (13). Although several research have been conducted on self-service technology banking, they have only focused on one banking self-service platform (White & Nteli, 2004).

Over the last few decades, technological banking services have been in high demand because there are more providers of services than products in a global market. The focus is now on offering more e-services than actual services.

Technology has evolved dramatically, encouraging customers to be more proactive in using the efficient and speedy services given by institutions through self-service (Rose, 2013).

Younger individuals are more technologically savvy, educated, rich, and exposed, and are eager to adapt to the changing market. Implementing this new revolutionary technology is critical for the banking business. Customers see concepts differently. This study aims to investigate the effect of TBSSB on customer satisfaction.

1.1 Statement Of The Problem
Technology change in the financial industry has highlighted the importance of Technology Based Self-Service financial (Akinyele and Olorunleke, 2010). The financial banking sector’s usage of technological platforms necessitates a thorough understanding of technology-based services.

Yen (2005) used the Attribute Based Model (ABM) to investigate the relationship between technology-based service opportunities and customer satisfaction. The model was picked because it had a tool for measuring service quality.

He studied the relationship between the service quality option and technology. In his study, the potential of the Attribute Based Model was limited in its interface with technological services, i.e. contact between the client and the technology system.

The model was unable to explain how TBSSB service quality influences and interacts with customers. The ABM’s primary focus is on the customer’s decision-making process, making it valuable in the study of customer satisfaction when using self-service technologies, which has yet to be studied (Buell, Campbell, & Frei, 2010).

Jiang and Klein (2000) used the Discrepancy Theory of Satisfaction in Information Systems (IS) to study job satisfaction based on Maslow’s Hierarchy of Needs (14). This idea is commonly used in customer satisfaction and information systems research, as well as in the service economy to evaluate product or service delivery.

Although several research have been conducted on technology service banking, they have only focused on one banking application service channel (White & Nteli, 2004).

The Attribute Based Model and Discrepancy Theory of customer satisfaction were unable to account for various service options such as mobile banking, phone banking, automated teller machines, internet banking, and quick service delivery systems, to name a few.

As a result, this study examined all of TBSSB’s technology service alternatives, as well as how associated service quality affects customer satisfaction in five selected retail commercial banks in Adamawa State’s Jimeta city.

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