Customer’s Choice amongst Self Service Technology (SST) Channels in Retail Banking: A Study Using Analytical Hierarchy Process (AHP)

In the retail banking context, convergence of technologies has given birth to different channels of distribution like Automatic Teller machines (ATM), internet banking, and mobile banking. This enables the customer to avail the banking services at any time and any where. These technological interfaces are known as self service technologies (SSTs). Customers availing banking services through these SSTs get more benefits in terms of time, cost and energy. Despite these benefits the customer trial, adoption and repeat usage of SSTs vary among banking customers. Although the kinds of service one can avail from these SST are similar, the patronage among the SSTs differs. The SST channel choice could be attributed to various factors viz., Nature of service to be availed or purpose, Perceived risk, Requirements and Benefits. When it comes to predicting customer priority among alternatives, Analytical hierarchy process (AHP) has been proved as an effective technique. This paper explores the factors influencing customer choice of SSTs by employing AHP technique.