THE IMPACT OF TECHNOLOGY BASED SELF SERVICE BANKING SERVICE QUALITY ON CUSTOMER SATISFACTION: CASE OF NIGERIA BANKING SECTOR

The purpose of the research is to determine the impact of Technology Based Self-Service Banking (TBSSB) on customers’ satisfaction in the Banking Sector of Nigeria. Focus is given to five selected banks within Jimeta and Yola, in Adamawa state. The research determines the relationship among relevance, impact of speed of delivery, convenience, efficiency, reliability & security as well as their influence on customer satisfaction. The relevance attribute impact of the predictor construct on endogenous variable was discussed. The methodology approach employed was the survey questionnaire administered to the respective customers of TBSSB. 5 Hypotheses were formulated and tested using the Structural Equation Modelling-Partial Least Square (SEM-PLS.) A survey of 248 valid questionnaire instruments, were collected from the customers of TBSSB within Jimeta metropolis area and Yola.  Data obtained from the customers were analyzed using the SEM-PLS to determine the model outer loadings, discriminant validity, reliability, convergent validity, average variance extracted (AVE), and significance of path coefficient as well as relevance impact of the predictor construct on endogenous variable. The findings indicated that speed of delivery and reliability as TBSSB service quality attributes have significant impact on customer satisfaction. The result of the relevance test of impact of predictor shows that speed of delivery, convenience, and efficiency have small relevant impact on customer satisfaction, while reliability, convenience and efficiency to have medium impact on customer satisfaction. Security has a large impact on the endogenous variable. These research findings are important contributions to financial institutions, in decisions concerning aspects of TBSSB, such as customer satisfaction and retention, which ultimately influence customers’ uptake of the TBSSB option. The reliability and security aspects of the technology would ensure further gains and profitability in the financial sector.