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The role of automated banking service in customer retention
conference contributionposted on 06.12.2017, 00:00 by Mohammad Al-HawariMohammad Al-Hawari, Antony WardAntony Ward
Bank automated services, which include ATMs, telephone, and internet banking, are a relatively new method ofdelivering 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.