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

Nedra Bahri Ammari (Department of Marketing, IHEC of Carthage, Carthage, Tunisia)
Abir Hsouna (Department of Marketing, IHEC of Carthage, Carthage, Tunisia)
Mounia Benabdallah (Swiss UMEF University, Geneva, Switzerland) (University de Toulon, CERGAM, Toulon, France)
Anish Yousaf (Department of Marketing and Strategy, IBS Hyderabad, IFHE University, Hyderabad, India)
Abhishek Mishra (Department of Marketing, Indian Institute of Management Indore, Indore, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 24 December 2021

Issue publication date: 6 April 2022

528

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 of banks, on customers' post-purchase behavioural reactions, such as complaints, negative word-of-mouth (NWOM) and supplier change. The 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 behaviour 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 self-service technology 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 behaviour.

Practical implications

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

Originality/value

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

Keywords

Citation

Bahri Ammari, N., Hsouna, A., Benabdallah, M., Yousaf, A. and Mishra, A. (2022), "Consumer responses to the failure of self-service banking technology: moderating role of failure stability", International Journal of Bank Marketing, Vol. 40 No. 3, pp. 458-483. https://doi.org/10.1108/IJBM-05-2021-0192

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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