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Self-service
Investigating the effect of banking
perceived quality of self-service
banking on customer satisfaction
Alireza Pooya 263
Department of Management, Ferdowsi University of Mashhad,
Mashhad, Iran, and Received 31 December 2018
Revised 7 June 2019
7 October 2019
Mehran Abed Khorasani and Simin Gholamian Ghouzhdi Accepted 30 November 2019
Faculty of Economics and Business Administration,
Ferdowsi University of Mashhad, Mashhad, Iran

Abstract
Purpose – This study aims to measure the effect of customers’ technology readiness and the quality of
electronic services on customer satisfaction.
Design/methodology/approach – The statistical sample included 410 respondents from 24 branches of
a private bank. The sampling method was questionnaire. Because of the structural and organizational
similarity of private banks and the elimination of nuisance variables, a bank with the most branches and
customers has been selected. To test the model, equation modeling was performed to test the hypotheses. Data
were collected through a self-developed structured questionnaire, which served as the measurement tool as
well.
Findings – The results of the study showed that technology readiness has a significant and positive effect
on customer satisfaction through the quality of self-service. Moreover, the intermediate role of perceived value
in this regard was confirmed; however, the role of trust was not confirmed.
Originality/value – Previous studies have considered technology readiness as an effective factor in the
quality of self-service and customer satisfaction. In this study, apart from quality of service in self-service
banking and customer satisfaction, two variables of trust and perceived value have been investigated. An
attempt has also been made to address some questions, including “what the effect of customer technology
readiness on perceived value of self-services as well as customer satisfaction is?” and “how it is possible to
improve self-service quality in modern banking based on customer expectations?” or “what effects variables
such as trust and perceived value have on customer satisfaction?” Having a glance at the studies done before,
it can be understood that so far, there has been no study done using a mixture of these variables, yet societies’
demands for self-service operations grow day by day. It is, therefore, mandatory to study the prerequisites
associated with any actions before one is taken. The paper contributes in the following way: trust and
perceived value are added to the the study because of their role in customer satisfaction. In addition, for the
first time, variables have been studied, which had never been under focus in any studies in developing
countries before.
Keywords Perceived value, Technology readiness, Quality of self-service,
Trust and customer satisfaction, Self-service quality
Paper type Research paper

1. Introduction International Journal of Islamic

Every successful organization tends to win higher levels of customer satisfaction for the and Middle Eastern Finance and
Management
services it provides. Retaining customers in the long time is more beneficial than attracting Vol. 13 No. 2, 2020
pp. 263-280
new ones. Customers who are fully satisfied with the organization will share their positive © Emerald Publishing Limited
1753-8394
experiences with others, and they will be acting as a channel of word-of-mouth advertisement DOI 10.1108/IMEFM-12-2018-0440
IMEFM for the organization and consequently reduce the cost of attracting new customers. In a
13,2 competitive world, a customer is never in need for an organization; however, the reverse is
true. This issue is especially important for banks because of the fact that they are firstly in
constant contact with customers and then because competition among banks and financial
institutions is on rise. The new methods of providing banking services is one of the most
important factors in creating competitive advantage and success for banks. It can also
264 contribute to attracting new customers and winning their satisfaction. Today, in the world, to
get their customer satisfaction and ease of doing things, banks provide customers with new
ways every day and consider this to be a necessity.
On the other hand, given the community’s welcome to self-service banking, in the future,
many banking affairs will be carried out through self-service banking, and more advanced
equipment, with higher capabilities will be available. Most probably, bank branches will
also be eliminated by then. Along with the recent developments in banking systems,
customers have more expectations from the banking network. So, this way, all customers
are willing to receive high-quality services, experience faster banking operations and receive
special attention from bank employees. Therefore, identifying the effective factors on
improving the quality of banking services and providing solutions to its deficiencies
are necessary. In fact, today, customer satisfaction and service quality are considered to be
critical issues in most service industries. Delivering high-quality services at affordable
prices will continuously create competitive advantages for such organizations. These
advantages include the creation of competitive barriers for competitors, increased customer
loyalty, the production and delivery of services, reduced marketing costs, attaining more
profit and so on. Given the increasing power of customers‘ choice because of the large
number of private, government as well as financial and credit institutions, there is a
necessity for these banks to identify the factors affecting customer satisfaction. This is
important and inevitable. Iran, whose population is close to 80 million, is located in
southwestern Asia. The cause of doing this research in Iran is its similarity with many other
developing countries that are changing their strategies in the banking system.
Today, the benefits of self-service banking are obvious, and their impact on economic,
social and environmental issues such as cost savings, increased efficiency, closer
supervisions and internal controls and the dealing with issues like money laundering are
known. From a business perspective, there is little perception of the use of self-service
banking and the type of self-service that is more of an interest to customers. With regard to
internet banking services, it is important for marketing researchers to think more about
factors which drive customers toward more use of self-service operations (Vazifehdoost
et al., 2014).
What separates this research and other studies in the field of services from western
studies is the relatively long history of self-service affairs in the USA and Europe; these
services started with the first ATMs[1] in latter countries in 1970s. However, self-service
operation is a relatively new concept in the former group. In addition, studies done in
developed countries into self-service have been carried out in various service sectors of the
community, for example, tourism industry (Kelly et al., 2017). In Iran, as a developing
country, banks have been pioneered in this field and perhaps the largest sector in the
country offering self-services; yet, there is still a long way even for them to go.
Although in the field of e-banking and customer satisfaction, studies have been
conducted in Iran and similar studies have been carried out in other countries, the results of
this research are presented in another statistical population with cultural differences.
Nevertheless, the very research is important because customer satisfaction and the quality
of bank self-service operations as a private service-provider organization are of high
importance. The importance is even more critical, especially because of the fact that these Self-service
organizations have entered a competitive environment, and as the statistics show, the use of banking
these services is on rise.

2. Theoretical foundations
2.1 Customer satisfaction
Satisfaction is concerned with customer situation of being effectively compensated in a 265
purchasing circumstance in exchange of certain cost (Jeong et al., 2016). Oliver (1999)
determined the concept of satisfaction as an enjoyable complementary activity that a
customer feels when he or she is using the service or product. This means that the customer
feels the act of consuming satisfies some needs, desires and goals. She/he also believes this
complementary activity to be enjoyable.
Jamal and Naser (2002) define customer satisfaction as the sense or attitude of a customer
toward a product or service after using it. The two researchers state that customer
satisfaction is the main result of the marketer’s activity, which acts as a link between the
various stages of consumer purchasing behavior. Customer satisfaction is a result obtained
from the comparison the customer draws between before the purchase with after-purchase
perceived real performance and the cost paid as well (Beerli et al., 2004). Customer
satisfaction is the result of customer perception in a transaction or relationship, in a way
that the price is equal to the ratio of the quality of service provided to the price and customer
payment (Hallowell, 1996). In Boon-itt’s article (2015), the concept of “customer information
satisfaction” (CIS) is defined as a summary affective response of varying intensity that
follows consumption and is stimulated by focal aspects of sales activities, information
systems (websites), digital products/services, customer support, after-sales service and
company culture. Moreover, Anderson and Srinivasan (2003) defined e-satisfaction as
consumers’ judgment of their internet retail experience compared with their experience with
other online or traditional retail stores.
In this research, customer satisfaction is measured in terms of e-satisfaction with criteria
such as customer satisfaction.

2.2 Perceived quality of self-service

Quality of service is the general notion of customer judgment about service delivery
(Hussain et al., 2015). Perceived quality has been traditionally defined as a major
determinant of customer satisfaction (Boonlertvanich, 2019). Aker (1997) stated that
perceived quality should be considered in two different areas, service quality and product
quality. In the service sector, its quality assessment is performed during the service delivery
process. Every customer contact is a moment to create trust and is an opportunity to either
satisfy or dissatisfy customers. And, service quality goes back to satisfy customer
expectations and even exceed beyond that (Pakurár et al., 2019). In the field of banking
services, service quality is defined as the customer attitude or opinion regarding the
betterment of services provided in the bank environment (Al-Hawari et al., 2009).
Functionality, convenience, enjoyment, quality assurance and security are different
dimensions of service quality in this research. Despite many limitations, this type of service
system is designed and used to provide better services for customers so that they can receive
their desirable services without a need to refer to staffs directly. The reasons behind offering
self-services may include reducing costs, increasing satisfaction, winning loyalty as well as
attracting new customers (Bitner et al., 2002).
IMEFM 2.3 Technology readiness
13,2 Technology readiness refers to people’s ability to adapt to a new piece of technology to
achieve their goals in life (Parasuraman, 2000) To adapt to new technologies, namely,
mobile commerce, social networking and cloud computing, Parasuraman and Colby (2015)
have updated the index of technology readiness according to latest changes of measurement
scales. Several studies have used technology readiness 2.0 (TRI2.0) to test the acceptance of
266 cutting-edge technologies such as mobile payment, mobile social networks, internet banking
service and self-service technologies (SSTs) (Zaidi et al., 2016; Tam and Oliveira, 2017).
Technology can have positive or negative effects, which means customers’ beliefs and
behaviors in using technology can be positive or negative. Parasuraman (2000) considered
four dimensions for technology readiness that embrace the same positive or negative
feelings of people. These dimensions are measured in levels of optimism, innovation,
discomfort and insecurity, described in the following sentences. Optimism that has a
positive relationship with technology and customers believe that technology, while being
flexible and controlling, can help to make services easy and efficient. Innovation, as the
second dimension, has a positive side and fulfills customers’ desires for using new
technology. Discomfort, as the third one, gives customers negative feelings of being
controlled; and insecurity is the result of lack of confidence in the technology and its
capabilities in practice. This factor also displays the customers’ negative feelings.

2.4 Customer trust

Trust has been defined as the customer’s beliefs that the service provider will fulfill his or
her needs and will not take unexpected actions, resulting in negative outcomes
(Boonlertvanich, 2019). Trust is generated when a customer observes employees’ knowledge
and responsiveness, then separately evaluates this trust from other service quality
dimensions (Boonlertvanich, 2019).

2.5 Perceived value

Perceived value acts as the main component of the whole process of giving the right product
or service to the right customer on the right time. Perceived value also provides the chance
of relative prices for organizations (Hussain et al., 2015). Previous studies have illustrated
that service quality drives customers’ perceived value. If customers spend less money, time
and energy with regard to the received service quality, they will perceive better perceived
value of services (Howat and Assaker, 2013; Yu et al., 2014).

3. Research background
The role of trust is investigated by Kundu and Datta (2015) as an intermediate variable
between customer satisfaction and the quality of electronic services in e-banking. The
results of this study have showed that banking service providers should work on improving
and amending the components of trust and dimensions of services quality that can affect
trust. YuSheng and Ibrahim (2019) detected the role of service innovation in the relationship
between service delivery, customer satisfaction and loyalty in the banking sector of Ghana.
In their research, a conceptual framework was developed by using partial least squares
structural equation modeling (PLS-SEM). Boon-itt (2015) examined the integration of SSTs
and their compliance with technology acceptance models in Thai digital banking. The
results of their studies have indicated that as an introductory factor, technology readiness
affects the quality of self-services and will improve customer satisfaction. In their research,
Kao and Lin (2016) examined the relationship between the quality of electronic services and
variables such as customer satisfaction and loyalty. They proposed a hierarchical model of
the quality of banking services that has two dimensions, namely, delivery quality (including Self-service
ease of use, quality of information, technical quality and attractiveness of choice banking
alternatives) and output quality (including credit, emotional benefits and functional
benefits); in this model, each aspect positively influenced loyalty and brand special value
through customer confidence and satisfaction. Hosseiny and Sohrabi (2013) in their research
have showed that customer perceptions of different aspects of quality such as the system of
services, behavioral and mechanical services and the accuracy of exchange of services
exceed their expectations; in other words, the selected customers are satisfied with the 267
services of the Parsian Bank.
The effects of service quality dimensions and SSTs are investigated by Vazifehdoost
et al. (2014) on customer satisfaction in Iran’s private banking industry (Qavamin Bank).
The results of this study indicate that three factors, including guarantee, accountability,
physical and tangible factors, have a direct relationship with customer satisfaction. The two
factors of reliability and empathy do not have a statistically significant effect on customer
satisfaction and are not suitable indicators of predicting customer satisfaction in terms of
services provided by the bank. Khorshidi et al. (2014) measured the gap between the
customer’s expectation of banking services and the existing status. This measurement is
done based on the quality model of hierarchy services in terms of interaction quality, output
and physical quality. The results of this study showed that there is no significant difference
between the expected time and output value between the expected and the existing status.
The effect of self-service quality on customer loyalty and behavioral intention as well as
customer satisfaction as intermediate variable is investigated (Iqbal et al., 2018). The quality
of self-service was measured based on dimensions extracted from Lin and Hsieh (2011).
These dimensions include functionality, convenience, enjoyment, quality assurance and
security. The results of this study showed that customer satisfaction directly and indirectly
had a positive and significant relationship with service quality, loyalty and behavioral
intention. Hossain and Leo (2009) evaluated service quality in retail banking in the Middle
East in general, and Qatar in particular, based on different levels of customers’ perception
regarding service quality. This indicates that customers’ perception is the highest in the
tangibles area and the lowest in the competence area. To clarify and extend the
conceptualization and measurement of customer satisfaction in the Islamic banking sector,
Estiri et al. (2011) have revealed that service quality in Iranian banking adopting the
commercial format of Islamic services has a two-factor structure: value proposition quality
and service delivery quality.
The service quality of the internet banking and its implication on customer satisfaction
and e-customer loyalty is considered in the research carried out by Muslim (2016). The
results of this study have indicated that internet banking service quality, including four
dimensions of personal need, site organization, user friendliness and efficiency of websites,
has a positive relationship with e-customer satisfaction and loyalty. Hapsari et al. (2016)
investigated the inter-relationship among service quality, perceived value and customer
satisfaction. The results of their study illustrate that perceived value plays a partial
mediating role between the service quality and customer satisfaction constructs. Felix (2017)
determined the relationship between service quality and customer satisfaction in Banque
Populaire du Rwanda, Kigali branches. The findings of his study showed a significant and
positive relationship between service quality and customer satisfaction while comparing
dimensions, namely, customer loyalty with reliability, responsiveness and assurance.
Narteh (2018) integrated the SERVQUAL (service quality) and bank service quality (BSQ)
models and moderated the resulting scale with price to examine the service quality and
customer satisfaction with retail bank services in Ghana. Their study provides insight into
IMEFM customer behavior with the quality of retail bank services in Ghana (Barua et al., 2018). A
13,2 perceived reliability-based customer satisfaction model in an SST, which is developed and
tested by applying a global structural equation model. The model results of banking SST
users specify how the reliability of SSTs is perceived by the users.
Relationships among service quality, customer satisfaction, trust and loyalty in a retail
banking service are investigated by Boonlertvanich (2019). This study also focuses on
268 investigating the moderating roles of the main bank and wealth status of customers on such
relationships. The results of this study indicate that customer-perceived service quality
directly and indirectly affects, via satisfaction and trust, attitudinal and behavioral loyalty.
The mediating role of satisfaction and trust was also significant, suggesting that, in addition
to the positive correlation between service quality and customer loyalty, higher service
quality also leads to higher customer satisfaction and trust and, eventually, to customer
loyalty. The study carried out by Robertson et al. (2016) had investigated the influence of
different SSTs on customer satisfaction, continued usage of SSTs, trust in the service
provider and positive word-of-mouth regarding the SST. In this research, reliability, ease of
use, enjoyment, perceived control and speed are considered as the main factors on customer
satisfaction with SSTs. These factors affect customer intention of reusing SSTs. It is found
that satisfaction with SSTs is linked with users’ continued use of SSTs, but is not a barrier to
users’ adoption of newer SST forms.
In this research, in addition to quality of services in the area of self-service banking and
customer satisfaction, the reliability and perceived value of customers will also be studied.
The customer technology readiness variable for using self-service banking services will be
considered as an independent variable. So far, there has been no study conducted combining
these variables in the developing countries; yet, the community demands for self-services
are on rise, and it is necessary to study the prerequisites for its implementation before any
measure is taken.

4. Research hypotheses and conceptual model

In this section, with the study of relationships presented, a conceptual model, which has
been obtained through research background and literature, will be introduced.
Many studies have taken place on the concepts of service quality and customer
satisfaction in banks (Felix, 2017; Ghafari et al., 2013; Hosseiny and Sohrabi, 2013;
Vazifehdoost et al., 2014). In the meantime, Rangriz et al. (2013) conducted a study on
electronic services. A notable point related to electronic and self-service operations in
organizations providing service is the level of customer readiness, the perceived usefulness
and its ease of use. According to Lin and Hsieh (2007), customer technology readiness is the
most important factor in the quality of self-service operations. That is to say, customers’
high levels of technology readiness give way to high levels of service quality. Besides,
Vize et al. (2013) and Boon-itt (2015) say that this factor plays a crucial role in customers’
perception of quality of self-service operation levels; therefore, it is expected that higher
levels of customer technology readiness results in their higher perception of the quality of
self-service operations. On the other hand, Chen et al. (2009) stated that technology readiness
is a determining factor in customer e-satisfaction. There are also other studies that assert
this relationship like Cristobal et al. (2007). Looking at the literature, it can be seen that
perceived value affects customer satisfaction (Hsu et al., 2013; García-Fernández et al., 2018;
Lam et al., 2016; Prebensen and Xie, 2017). Many scholars have also supported the
relationship between the two perceived value and perceived quality (Konuk, 2018; García-
Fernández et al., 2018). Trust is some considerable predictive factor to assess banks’ service
quality (Hsieh and Hiang, 2004). Also, articles of Marakanon and Panjakajornsak (2017) and
Konuk (2018) support the relationship between perceived quality and trust. Studies by Self-service
Saleem et al. (2017) and Setiawan and Sayuti (2017) have also referred to the relationship banking
between trust ad satisfaction.
Most studies with different models have evaluated the effective factors of the quality of
service load and have entered a small number of variables. In the meanwhile, electronic
banking or mobile banking has been studied separately, while this study has been studied
on all self-service and quality of customer perceived services. To complete this research, two
variables involved in customer satisfaction (perceived value (Hsu et al., 2013) and trust 269
(Hsieh and Hiang, 2004)) are added to the research while making an attempt to answer a
question by explaining the service quality foundations. For instance, how to improve the
quality of self-service in modern banking, based on customer expectations? And, what role
variables such as trust and perceived value of customers play in customer satisfaction?
In addition to services quality in the area of self-service banking and customer
satisfaction, the valuables of reliability and perceived value of customers will also be studied
in this research. In addition, the variable of customer technology readiness for using self-
service banking will be considered as an independent variable. The relationship between
customer technology readiness and perceived value of self-service operations and customer
satisfaction with mediatory role of perceived value have been adopted from the Boon-itt
(2015) study. The relationship between perceived value of self-service operations on
customer satisfaction with mediatory role of trust have been adopted from the study of
Kundu and Datta (2015) (Figure 1).
According to the conceptual model, hypotheses under study are stated as follows:

H1. Customer technology readiness affects customer satisfaction through perceived

service quality.
H2. Technology readiness through perceived quality of self-services affects customer
satisfaction with the intermediate role of trust.
H3. Technology readiness through the perceived quality of self-services affects
customer satisfaction with the intermediate role of perceived value.

5. Research methodology
5.1 Statistical population
The research is applicable in terms of purpose and descriptive regarding the method of data
collection. It is also can be categorized as correlational types of studies. The statistical

Figure 1.
The research
conceptual model
IMEFM population in this research includes customers of the branches of a bank called Eghtesade
13,2 Novin in the city of Mashhad in Iran. Because of the structural and organizational similarity
between private banks and the elimination of nuisance variables, this private bank with the
most branches and customers than others was selected. The research from the beginning to
the end, took seven months from June to December 2016, and data were collected in October
of the same year.
270 The method of collecting samples was random categorization. In general, the use of
structural equation technique requires a large sample size. Many factors play a role in
determining the required sample size in the modeling of structural equations that include the
distribution of multivariate data, estimation technique, model complexity, missing data,
mean reciprocation error variance and so on. Based on the number of operational variables
in this study, the minimum sample size is 410 respondents selected from some branches of
the Eghtesade Novin bank in the city of Mashhad in Iran.

5.2 Data collection

The minimum sample size was 410 respondents selected from the branches of Eghtesade
Novin bank in Mashhad city. Then, 460 questionnaires were distributed among customers
of bank branches. The total number of questions in the questionnaire is 410. Questions
regarding the independent variable of this study (technology readiness) have been compiled
from 14 items, which are derived from the questionnaire of Meuter et al. (2003). The second
part of the questions relates to one of the intermediate variables called the quality of self-
service operations. It features 16 items extracted from the Lin and Hsieh questionnaire
(2011). The third part of the questions relates to the dependent variable (e-satisfaction),
which is extracted from the studies by Anderson and Srinivasan (2003) and has three terms.
In the next section, questions related to the perceived value, which is the intermediate
variable, are three items that have been extracted from research by Shamdasani et al. (2008).
The questions associated with trust, which is the intermediate variable, are five and are
taken from Bauer et al. (2005). The questionnaire was compiled in Likert’s five-point scale.
Instrument reliability was also evaluated using Cronbach’s a coefficient. Analysis of
hypotheses was done using AMOS v.18 software and statistical package for social sciences
(SPSS v.19).

6. Results
To provide a precondition for structural equation modeling, the correlation between the
variables of the research was studied. The scale of the variables of the research is that of
interval, and the correlation between them as the basis for statistical analysis is Pearson
correlation. The correlation coefficients of all the variables of the research and the mean and
their standard deviation are presented in Table I. All correlation coefficients are significant.
The Kaiser-Meyer-Olkin (KMO) shows whether the sample size for this research is
sufficient or not. This index is measured from zero to one. If this number is close to one
(higher than 0.5), it means that the sample size is sufficient, and if it is less than 0.5 and
closer to zero, then the sample size is not appropriate. If all the variables of the factor
analysis equation have a great correlation (e.g. all above 90 per cent), the factor analysis
cannot produce valid results because of the fact that this default has been neglected.
Bartlett’s symmetry index shows the observance of this default. Table II shows the results
of these tests.
Reliability test is done using Cranach’s a coefficient. In this section, the amount of
coefficient obtained for the research variables after confirming validity is presented in Table III.
Considering that for all variables this value is higher than 0.7, it can be said that the instrument Self-service
has an appropriate reliability. banking
By fitting the structural model by partial least squares method, the value of each of the
coefficients of the model, i.e. path coefficients between the variables, is calculated. Given the path
coefficients and the significant numbers reported in the software output model, the relationships
between variables can be examined and the research hypotheses can be tested as well. Table IV
contains the factor loads and meaningful numbers of items that are the basis for testing the
research hypotheses.
271
As shown in Table IV, the elongation and skewness of all data are between 61. This
indicates that data are normal. In addition, in the fitted factor analysis model, the factor load
of all items at the confidence level of 0.95 is significant. Therefore, none of the items in the
questionnaire was deleted. The basis for the item significance is that the level of significance
for them is below 0.05. In the end then, 41 items from the questionnaire were analyzed.
After verifying the validity and reliability of the research tool by analyzing the data of
the questionnaire, the following structural equation model is obtained. It should be noted
that in this model – optimism (TR1), innovation (TR2), discomfort (TR4) and insecurity
(TR3) – as the dimensions of the technology readiness and the quality aspects of self-
services, including functionality (SQ1), convenience (SQ2), enjoyment (SQ3), quality
assurance (SQ4) and security (SQ5), performed the role of observed variable. In the

Correlation
Variables Mean SD 1 2 3 4 5

Technological
readiness 3.66 0.69 1 – – –
Quality of self-services 3.59 0.69 0.779** 1 – – – Table I.
Trust 3.91 0.73 0.652** 0.570** 1 – – Mean, standard
Perceived value 3.69 0.86 0.700** 0.756** 0.554** 1 – deviation and
Customer satisfaction 4.05 0.76 0.622** 0.679** 0.554** 0.653** 1
correlation between
Note: **Significant at a confidence level of 99% variables

Variables KMO index Bartlett test

Technological readiness 0.875 0.000

Quality of self-services 0.842 0.000
Perceived value 0.709 0.000
Trust 0.716 0.000
Electronic customer satisfaction 0.852 0.000
Optimism 0.639 0.000
Innovation 0.686 0.000
Security 0.815 0.000
Discomfort 0.764 0.000
Table II.
Functionality 0.655 0.000
Convenience 0.677 0.000 Bartlett test results
Enjoyment 0.795 0.000 and KMO index for
Assurance 0.905 0.000 variables and
Security 0.761 0.000 research dimensions
IMEFM Variable Dimensions Cronbach’s a dimensions Cronbach’s a variables
13,2
Readiness for technology Optimism 0.707 0.909
Innovation 0.737
Security 0.869
Discomfort 0.807
Quality of self-services Functionality 0.753 0.917
272 Convenience 0.729
Enjoyment 0.818
Assurance 0.779
Table III. Security 0.829
Cronbach’s a Trust – – 0.872
coefficient of Perceived value – – 0.829
research variables Customer satisfaction – – 0.812

structural model, the variables themselves performed the role of latent variables. However,
given that the three variables of trust, perceived value and satisfaction have no dimension,
their associated items play the role of observed variable, and the three themselves take the
role of latent variables Figure 2.
In addition, the fit indices of the CFA model with their desirable values are presented in
Table V. These indices indicate the desired fitting of the measurement models and confirm
the significance of the factor loads of each observed variable to the corresponding variable.
For all hypotheses, the software calculates a path coefficient and a significant number,
and as shown in Table VI, they represent the confirmation or rejection of the defined
hypotheses.

7. Discussion and conclusion

H1: As previously mentioned, one of the most important factors in self-service quality
is the dimensions of customer technology readiness, including innovation, optimism,
discomfort and insecurity. This means that the higher levels of customer technology
readiness are followed by higher levels of services in bank branches. In other words, a
person with creativity, a positive spirit, with less difficulty and the feeling of security
tends to use a new technology, of which self-service is a part. Confirmation of the
impact of technology readiness on perceived quality of services is an approval of
studies by Lin and Hsieh (2007), Boon-itt (2015), Vize et al. (2013) and Chen et al. (2009).
When customers are eagerly ready to use technology, their demand for better quality of
services is higher. The higher the tendency for using more services is, the faster the
bugs are to be detected and corrected. As a result, the level of perceived service quality
improves.
In general, the quality of service is the consumers’ judgment about the service itself,
while satisfaction is his or her judgment of the emotional influence of services on consumer.
Service quality is all attempts made to improve the quality of services offered. This in turn
can bring higher levels of satisfaction for customers.
The variables of satisfaction can vary from industry to industry and from service to
service. In this research, the quality of self-services is considered as one of the factors
influencing customer satisfaction, and many studies have supported this hypothesis
(Cristobal et al., 2007; Boon-itt, 2015; Kassim and Asiah Abdullah, 2010; Chen et al., 2009,
and Vize et al., 2013). Quality dimensions include functionality, convenience, enjoyment,
Variable Dimensions Code Items Skewness Elongation Factor loads Significance Results
Self-service
banking
Technological Optimism F1 Q1
0.099 0.616 0.856 0.001 Significant
readiness Q2
0.890 0.945 0.771 0.001 Significant
Q3
0.657 0.733 0.644 0.001 Significant
Innovation F2 Q4
0.549
0. 052 0.639 0.001 Significant
Q5
0.628 0.020 0.692 0.001 Significant
Q6
0.801 0.924 0.745 0.001 Significant 273
Security F3 Q7 0.117 0.847 0.735 0.001 Significant
Q8
0.772 0.429 0.836 0.001 Significant
Q9
0.697 0.388 0.726 0.001 Significant
Q10
0.436 0.041 0.860 0.001 Significant
Discomfort F4 Q11
0.855 0.324 0.825 0.001 Significant
Q12
0.422
0.258 0.776 0.001 Significant
Q13 0.118
0.313 0.716 0.001 Significant
Q14 0.105
0.688 0.555 0.001 Significant
Quality of self- Functionality F5 Q15
0/755 0.313 0.573 0.001 Significant
services Q16
0/943 0.948 0.752 0.001 Significant
Q17
0/596 0.123 0.830 0.001 Significant
Convenience F6 Q18
0/777 0.354 0.639 0.001 Significant
Q19
0/002
0.0455 0.782 0.001 Significant
Q20
0/155
0.582 0.650 0.001 Significant
Enjoyment F7 Q21
0/137
0.704 0.808 0.001 Significant
Q22
0/307
0.650 0.770 0.001 Significant
Q23
0/591
0.676 0.736 0.001 Significant
Q24 0/092
0.693 0.663 0.001 Significant
Assurance F8 Q25 0/017
0.884 0.750 0.001 Significant
Q26
0/542
0.475 0.850 0.001 Significant
Security F9 Q27
0/173
0.956 0.797 0.001 Significant
Q28
0/801 0.055 0.724 0.001 Significant
Q29
0/442
0.698 0.702 0.001 Significant
Q30
0/060 0.797 0.550 0.001 Significant
Trust
F10 Q31
0/805 0.358 0.798 0.001 Significant
Q32
0/802 0.304 0.754 0.001 Significant
Q33
0/527
0.124 0.687 0.001 Significant
Q34
0/004
0.375 0.761 0.001 Significant
Q35
0/122
0.554 0.754 0.001 Significant
Value
F11 Q36
0/448
0.091 0.841 0.001 Significant
Table IV.
Q37
0/953 0.067 0.740 0.001 Significant
Q38
0/928 0.760 0.752 0.001 Significant Results of
Satisfaction
F12 Q39
0/835 0.686 0.736 0.001 Significant confirmatory factor
Q40
0/335
0.723 0.788 0.001 Significant analysis (CFA) for
Q41
0/257
0.814 0.798 0.001 Significant questionnaires items

quality assurance and security of the service. Improving the quality of services increases the
likelihood of satisfaction, leading to behavioral outcomes such as commitment, willingness
to stay, the creation of a two-sided link between service provider and customer, better
customer tolerance toward service delivery bugs as well as positive promotions about bank
(Arasli et al., 2005). Thus, this hypothesis is confirmed as the main hypothesis of the
research. The confirmation of this hypothesis in this research is supported by Boon-itt
(2015). That is to say, the customer technology readiness, including the dimensions of
optimism, innovation, discomfort and insecurity, results in higher quality of self-service
delivery to customers. This will have a direct impact on customer satisfaction with such
services.
IMEFM H2: Higher and better service quality makes customers have more confidence in service
13,2 providers. Following the rejection of the impact of trust on customer electronic satisfaction,
logically, the hypothesis of the effect of technology readiness through self-service quality on
customer satisfaction with the role of trust intermediary is not confirmed either. Customers

274

Figure 2.
The research fitted
model

Index Acceptable value The value obtained in the model

Degrees of freedom (df) – 164

Chi-square ( x 2) 2df # x 2 # 3df 350.001
x 2 Significance 0.01 <p # 0.05 0.014
Chi-square optimized (df/ x 2) 2 < x 2/df # 3 2.134
Indices good fit (GFI) 0.80 # GFI < 0.95 0.852
RMS (Root mean squares remaining) 0 < RMR # 0.10 0.042
Table V. Comparative fit index (CFI) 0.90 # CFI < 0.97 0.938
The fit indices of RMSEA (Root mean squares estimated error) 0.05 < RMSEA # 0.08 0.074
theoretical research PGFI 0.50 # PGFI < 0.60 0.665
model PNFI 0.50 # PNFI < 0.60 0.769

Hypothesis Path coefficient p-value Significant no. Results

Technological readiness !
Quality of self-services 0.86 0.000 12.097 Hypothesis confirmation
Quality of self-services !
Electronic satisfaction 0.37 0.035 2.021 Hypothesis confirmation
Quality of self-services !
Customers’ trust 0.68 0.000 8.758 Hypothesis confirmation
Trust ! Electronic
satisfaction 0.15 0.069 1.820 Hypothesis rejection
Quality of self-services !
Table VI.
Perceived value 0.89 0.000 11.808 Hypothesis confirmation
Results of test Perceived value ! Electronic
hypotheses satisfaction 0.37 0.034 2.024 Hypothesis confirmation
who trust the service providers are likely to want a service relationship with their provider to Self-service
meet their expectations (Morgan and Hunt, 1994). Even when the environment and the external banking
environment are changing, customers believe that the service provider, rather than any other
measures, takes into account the interests of the customers to develop the relationship (Liu
et al., 2008). It is important to win customer trust to establish long-term relationships and to
increase their satisfaction. Many researchers have pointed out that customer confidence plays
an important role in their electronic satisfaction (Kundu and Datta, 2015; Boon-itt, 2015).
As trust can have a positive and significant effect on customer satisfaction, it is better to 275
improve the factors that can lead to customer confidence. Particularly, constant attention
must be paid to the security features of the machines and equipment of bank self-services to
increase customer satisfaction with self-services.
Many factors that affect customer satisfaction with e-banking services are presented in a
variety of research. These factors may include customer perceptions of the usefulness and
ease of services or their personal abilities, devices’ working properly, the availability of
enough cash in them, the usefulness and content of the service and finally, the accuracy and
time-saving factors (Salenejad et al., 2014).
In spite of numerous studies confirming this hypothesis, the hypothesis was not
approved. That is perhaps because there are many factors affecting customer satisfaction
and their impact is greater than trust. In addition, in this research, trust has been measured
with three questions; it is likely that by adding more questions other results are achieved.
H3: From the financial perspective, perceived value is created when less money is paid. It
means that value is the difference between the amount of money paid for a product or service
and its quality. When the money paid is little and the product is of good quality, then the
perceived value is positive. However, the functional value is an overall view of the value
obtained empirically. Researchers have argued that the quality of service can have a
significant and positive impact on the perceived value for customers (Ho and Ko, 2008; Boon-
itt, 2015). Perceived value is strengthened by the positive experiences of customers with
banking services. In fact, customers appreciate the value of using self-service operations
through a learning curve with the help of the satisfaction that they get when encountering
technology. Customer desirable values include ease of self-service use, remoteness and, as a
result, reducing conflicts of customers with employees of service provider, saving time and
money, technology potential in quick problem-solving. If customers perceive these benefits
and consider some of the benefits of SSTs, a better attitude and better perceived value are
obtained. Confirmation of this hypothesis is obtained by Boon-itt (2015) and Hsu et al. (2013).
The results of previous studies indicate that perceived value increases customer
satisfaction. Perceived value is a factor that comes after perceived quality and perceived
quality can be considered as a precondition for perceived value. Considering the
confirmation of the related hypothesis and the approval of the study by researchers such as
Boon-itt (2015), Lin (2007) and Hsu et al. (2013), H2 is also confirmed.
In studies on the relationship between perceived quality and perceived customer value in
online services and purchasing, it has been proved that perceived quality would strongly
affect perceived value (Bauer et al., 2005).

8. Practical suggestions
The findings of this study provide significant managerial and practical outcomes for
realizing customers’ attitude toward perceiving the quality of self-service on customer
satisfaction. The findings also help managers to understand the effect of customers’
technology readiness on their perceived service quality and ultimately, their satisfaction.
This way, managers are likely to make conscious decisions. According to people with higher
IMEFM awareness as well as their continuous increasing levels of expectation from services, it is
13,2 mandatory for companies to recognize customers’ needs through observations. They must
also focus their strategies on customers. In the service industry, companies can only provide
services in line with the needs of customers when they are aware of customers’ technology
readiness. As a result, customer perceived value will increase, and consequently, customer
satisfaction is achieved.
276 According to path analysis coefficients, self-service quality and its perceived value by
customers and the relationship between technology readiness and self-service quality have
the highest coefficients. Therefore, considering cultural factors, banks and financial
institutions should design environments in which self-services to be applicable and valuable
to all society strata. It should be noted that because such services in developing countries are
relatively new concepts and there is a lack of familiarity with electronic facilities on the part
of customers, authorities should provide customers with free training programs to increase
their technology readiness. For banks to gain competitive advantage and attract new
customers and retain their current customers, they are advised to reduce the cost of using
such services and create better infrastructures. In designing such systems, features such as
permanent access, proper installation and usage, accurate operation while being used and
the accuracy of receiving and presenting information must be taken into account. This is
how customers will experience high quality from the service provided.
According to coefficient analysis associated to self-service quality and customer trust,
the third piece of advice for banks to gain higher levels of trust would be achieved via
improving the self-service quality. Thus, in the design of such systems, features such as the
possibility of permanent access, launching and correct execution, flawless performance
during operation, no internet interruption and the accuracy of information exchange should
be taken into account. Considering the perceived quality dimensions of self-service, during
operation, bank systems should accurately receive recorded orders, provide services the way
promised, put forward quick solutions to possible problems during using, increase security
through related mechanisms, protect personal information, and to improve the quality, it is
suggested that access to these systems be permanent and possible. The followings are also
vital to be considered; systems must be observed not to act up, but ways of information
abuse on the internet must be blocked; websites provide customers with accurate and
reliable as well as relevant information for decision-making. In addition, the security of bank
systems has to be improved. Information about the transactions of individuals must be
protected as well.

Note
1. Automated teller machine.

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Corresponding author
Alireza Pooya can be contacted at: alirezapooya@um.ac.ir

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