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An analysis of the relationships between human, technological and physical factors in the retail banking sector

Michela C. Mason (), Francesco Massara () and Francesco Raggiotto ()
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Michela C. Mason: University of Udine
Francesco Massara: Università IULM
Francesco Raggiotto: University of Udine

Italian Journal of Marketing, 2022, vol. 2022, issue 2, No 5, 249-266

Abstract: Abstract In the light of the increasingly massive implementation of technology in retail settings, the present research aims at exploring the relationships between interacting factors of the retail servicescape: human interaction, automated service, and atmosphere, and their impact on customer satisfaction regarding the service. We develop a theoretical framework to understand the relationships between the single components of the servicescape and we empirically test our framework within the context of retail banking services. We develop a moderated mediation model on a sample of 1346 retail banking customers. We find that the human factor mediates the relationship between self-service technologies and satisfaction, and that this mediation is negatively moderated by a favourable perception of the banking service atmosphere. Theoretical and managerial implications are discussed.

Keywords: Self-service technologies; Customer behaviour; Customer satisfaction; Banking services (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s43039-022-00048-x

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