An empirical evaluation of US bank customer perceptions of the impact of technology on service delivery in the banking sector

Abstract

The instalment of customer friendly technology (such as menu driven automated teller machines, telephone and Internet banking services) as a means of delivering traditional banking services has become commonplace in recent years as a way of maintaining customer loyalty and increasing market share. Traditional brick and mortar banks are using technology to meet the competitive challenge posed by online banks, as well as a method of reducing the cost of providing services that were once delivered exclusively by bank personnel. The present research investigates some of the various roles technology plays in the US banking sector and how technology in general impacts the delivery of banking service. The authors developed a grid that might prove useful to bank managers when making decisions concerning the priority of implementation of service‐oriented technology. Key strategic implications are discussed to include ways banks can improve the level of technology‐based service they provide to their customers.