An Investigation into how Self-service Banking Technology affects Customer-employee Interactions; A HSBC Employee's Perspective

Abstract

This dissertation is an investigation into how self-service banking technologies affect customer-employee interactions within HSBC bank. Despite previous studies on consumer attitudes and adoption towards self-service technologies, little has been researched from an employee's perspective. Academics such as Di Pietro et al. (2014) have suggested that in a self-service banking technology setting, the employee's roles are impacted, as many consumers do not require assistance with using these self-service channels. It is further pointed out, that if consumers can complete their banking queries on an independent basis, the role of the employee could be substituted for the self-service method (Di Pietro el al. 2014). The research aims to provide a critical insight and analysis into how self-service technologies within banks are affecting the employee and consumer interaction levels and how this is impacting the customer relationship. Current literature illustrates a gap in knowledge regarding this subject; therefore this study will assist in closing this gap. The subject of self-service technologies, including banking technologies and employees' were researched thoroughly and provided a basis for the methodology section of this study. For the type of data needed to answer the aim and objective of this study, a qualitative approach was found to be the most suitable method. As this study is from a HSBC employee's perspective it was fitting to use this type of method as it deals with opinions and attitudes. Semi-structured interviews were conducted with 5 frontline HSBC employees', with a variety of lower and senior level staff members participating. Interviews were recorded, transcribed and kept on a secure drive to ensure anonymity of all respondents involved. The data collected was then coded, to locate any predetermined and emergent themes that could then be further analyzed. This data was then used to conduct the results and discussion section of this study, constantly linking and relating back to the literature to draw conclusions. Conclusions have been made based on the findings and discussion of the research, and recommendations for further study about this topic have been made.