Impact of Self-Service Technologies’ Dimensions in Banks on Customer Satisfaction

Abstract

The present study investigates the impact of Self-Service Technologies (SSTs) on customer satisfaction in the banking sector of Quetta, Pakistan, focusing on key service quality dimensions including responsiveness, reliability, convenience, fulfillment, ease of use, and security & privacy. A structured questionnaire was administered to 327 bank customers, and data were analyzed using SmartPLS and SPSS to assess reliability, validity, and structural relationships. The measurement model demonstrated acceptable internal consistency (Cronbach’s α > 0.70) and composite reliability, while discriminant validity was established through cross-loadings and HTMT criteria. Regression analysis revealed that responsiveness (β = 0.157, p < 0.01), reliability (β = 0.116, p < 0.05), fulfillment (β = 0.178, p < 0.01), and security & privacy (β = 0.318, p < 0.001) significantly predict customer satisfaction, whereas convenience (β = -0.002, p > 0.05) and ease of use (β = 0.092, p > 0.05) were non-significant. The model accounted for 45.6% of the variance in customer satisfaction (R² = 0.456, F(6, 320) = 44.63, p < 0.001). Findings suggest that secure, reliable, and responsive SSTs with effective fulfillment of customer needs are critical to enhancing satisfaction and retention in the local banking context.