How personality and relationship affect customers' adoption of advanced self service technology in branch banking

摘要

Self Service Technology (SST) in brick-and-mortar outlets advances from pure transaction processing to elaborate pro-active sales functions, where customers can be addressed directly as part of interactive marketing and customer relationship management approaches. This opens up new ways to reach customers for transaction intensive industries like financial services. SST may be used to increase revenues by cross or up-selling instead of just cost-cutting by lowering transaction costs. Customer adoption of in-branch SST like ATMs or kiosk systems might take different courses than those of internet sales platforms and previous research suggests a high influence of personality traits as well as customer relationship characteristics.We extend well proven technology adoption models by moderating effects from personality traits and customer relationship characteristics. Using survey and customer account data from customers of a European retail bank, we identify relevant moderating effects. Our study contributes by the transfer of SST adoption models to the specific research domain and the integration of moderating effects into adoption models by using additional external data.