Consumer responses to the failure of self-service banking technology: moderating role of failure stability

Bahri Ammari, N, Hsouna, A, Benabdallah, M, Yousaf, A ORCID: https://orcid.org/0000-0002-5234-7474 and Mishra, A, 2022. Consumer responses to the failure of self-service banking technology: moderating role of failure stability. International Journal of Bank Marketing, 40 (3), pp. 458-483. ISSN 0265-2323

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Abstract

Purpose: The purpose of this study is to investigate the impact of dissatisfaction and anger, driven by the failure of the self-service technology (SST) of banks, on customers' post-purchase behavioral reactions, such as complaints, negative word-of-mouth and supplier change. Stability of the failure is proposed to moderate these relationships.

Design/methodology/approach: The proposed research model was tested through data collected from an online survey of a Tunisian sample of 300 respondents, using the scenario method.

Findings: The study validates the positive impact of dissatisfaction on anger and negative word-of-mouth, as well as that of anger on complaint behavior and negative word-of-mouth. The relation between dissatisfaction and negative word-of-mouth is mediated by anger. When the failure is stable, dissatisfied users of the SST seek to enhance their negative word-of-mouth and supplier change. The results also show that the stability of the failure enhances the effect of anger on complaint behavior.

Practical implications: Banks should invest efforts to accelerate the recovery of services to reduce consumer dissatisfaction and anger, and prevent adverse behavioral outcomes. Further, they need to ensure that failures are not repeated, as failure stability activates some otherwise non-significant behavioral outcomes like supplier change.

Originality/value: Previous works have focused on the impact of dissatisfaction and negative emotions for interpersonal services, but very few have come to associate dissatisfaction, anger, complaint, negative word-of-mouth, and supplier change in an integrative framework for an SST failure.

Item Type:	Journal article
Publication Title:	International Journal of Bank Marketing
Creators:	Bahri Ammari, N., Hsouna, A., Benabdallah, M., Yousaf, A. and Mishra, A.
Publisher:	Emerald
Date:	6 April 2022
Volume:	40
Number:	3
ISSN:	0265-2323
Identifiers:	Number Type 10.1108/ijbm-05-2021-0192 DOI 1762001 Other
Rights:	© 2021, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	05 Jun 2023 08:49
Last Modified:	05 Jun 2023 08:51
URI:	https://irep.ntu.ac.uk/id/eprint/49107

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