tailieunhanh - The Role of Automated Banking Service in Customer Retention

The study is important as the research provides a practical insight into banking in Australia concerning the role of automated banking services for retaining customers. Research findings indicated a significant influence of bank automated service quality on retention rates. | The Role of Automated Banking Service in Customer Retention Mohammad Al-hawari and Tony Ward Central Queensland University Abstract Bank automated services which include ATMs telephone and internet banking are a relatively new method of delivering bank services to retail customers. These delivery methods have become an increasingly important technique to retain customers in today s dynamic banking environment. This study empirically investigated the relationship between three automated banking services and customer retention. The study is important as the research provides a practical insight into banking in Australia concerning the role of automated banking services for retaining customers. Research findings indicated a significant influence of bank automated service quality on retention rates. In particular ATMs and telephone banking played a vital role in retaining customers while internet banking was not found to have a significant role. It is essential for bank managers to focus on automated service quality in order to increase retention rates. These delivery methods require banks to continue to encourage customers to use bank automated delivery services. Keywords Bank Automated Services Retention ATM Internet Banking Telephone Banking Introduction The main aim of this research is to examine the impact of customer perceptions of automated service quality on the retention of retail customers. It is proposed that customer perceptions and preferences have a very important impact on a bank s success. Analysing markets based on customer perceptions designing a service delivery system that meets customer needs and enhancing the level of service performance are very important objectives for banks to gain and retain a competitive advantage Brown and Swarts 1989 . Current studies in service delivery indicate the direct impact of customer perceptions of service quality on customer retention Ranaweera and Neely 2003 Boulding et al 1993 . However because the growth of .