Published Paper Details:

The purpose of the study is to explore the role of self-service technology (SST) service quality in enhancing customer-bank relationships. Specifically, based on the commitment-trust theory of relationship marketing, the study aims to examine the effect of SST service quality on customer trust and customer commitment in the context of mobile banking in Thailand. To test research hypotheses, the study employed a quantitative survey of 226 respondents. Structural equation modeling was utilized for data analysis. Results indicated that SST service quality embracing convenience, functionality, perceived control, and security within the mobile banking context has a large direct effect on both customer trust and customer commitment, two key constructs of relationship marketing success. The current study has extended the understanding of technology-driven service quality to relationship marketing body of knowledge. For managerial implications, it is imperative for bankers to provide higher quality services of mobile banking by prioritizing service quality factors to develop ongoing relationships with their customers.