Modeling the contingent role of technological optimism on customer satisfaction with self-service technologies: A case of cash-recycling ATMs

Based on the E-Service Quality (E-SQ) model, this study investigates the effects of self-service technology (SST) quality attributes, specifically automated teller machines (ATMs), on customer satisfaction. The interaction effects of technological optimism on the abovementioned link are also examined. SST usage is conceptualized as a multidimensional construct that consists of five dimensions (reliability, security, convenience, functionality and responsiveness).

The data were collected through a survey of a sample of Malaysian participants who used cash-recycling ATMs. The proposed theoretical model was tested using partial least squares (PLS) structural equation modeling (SEM).

The results suggest that reliability, convenience, and functionality are critical factors that affect customer satisfaction in using ATMs. Technological optimism was found to weaken the relationship between reliability and customer satisfaction.

Considering the relative novelty of cash-recycling ATMs in the market, banks should ensure a smooth, error-free and accessible functioning of the system. Special attention has to be given to tech-savvy consumers whose higher level of optimism, with an increase of perceptions of reliability, may suppress their heighten sense of fulfillment. This customer group could be offered interactive digital engagement through mobile applications and social networking channels.

The E-SQ model is a helpful tool to understand the reasons underlying user satisfaction with cash-recycling ATMs. The results also contribute to the theoretical development of the E-SQ model through the integration of technological optimism as a contingent factor.