Although ATMs are convenient, they have taken away from personal interaction during bank transactions. But according to research by a Kansas State University professor, consumers still feel as though they have relational benefits with self-service technology, much as they do when doing business with a human.
The research by Kevin Gwinner, an associate professor of marketing at K-State, shows that the attributes of self-service technology, such as the Internet, kiosks and ATMS, are indirectly linked to a customer’s satisfaction and loyalty. Gwinner completed the research with Rebecca Yen, a professor at Yuan Ze University, Taiwan.
"People think that the Internet and other technology is quick and less complicated," Gwinner said. "We wanted to know what types of relationships were being built when there wasn’t a human to talk with."
Kevin Gwinner | EurekAlert!
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