CHAPTER 5: CONCLUSION AND RECOMMENDATION

5.0 Introduction:
This is the last chapter of thesis that includes the findings and concludes the result followed by recommendation. The information was gathered through primary and secondary data collection methods that would lead the researcher to gain the objectives of this research work.

The consumers main experience with companies builds through frontline customer service employees. This frontline customer service team is an important asset for any company that provides customer services such as banks, hospitals, and telecommunication. For instance, one of IBM Canadas business units has 70,000 customer services encounter who are serving customers every day. Although,

technology has made the life of people so easy meanwhile it seems to be difficult for older age people and those who do not have much knowledge about technology. The main purpose of this research work is to find out the impact of self-services technologies of HSBC; the researcher concluded the results of findings on the following basis:

5.1 Discussion on the basis of objectives:

To identify and understand the relationship between self-service and employees in the banking industry. New technologies facilitate both consumers and businesses in terms of business transactions or personal daily life activities. It has been kept on driving the market place with the advancement or changes occur in technology. Consumers love to use

mobile devices such as tablets, smart phones and computers for their personal lives and business dealings. 70% and 66% of respondents were strongly agreed with statements that there should be someone who can solve the issue with technology if arises and they stated that someone should be always available to solve a problem as it arises. Moreover 60% respondents stated that they like to have face-to-face dealings with customer service staff rather than using technologies because they feel it is safer than doing something by them. On the other hand, if we look at the respondents only 24% respondents said that they do not feel comfortable when they are dealing face to face with customer service people. Hence, the results show that most of the consumers like to deal with customer service people rather than using self-service technologies.

To distinguish users and non-users of self-service technologies in terms of demographic characteristics and the Self-Service attributes convenience, reliability, and suitability, also its impact on employees performance in the organisation. According to Meuter et. Al. (2000), self-service technologies removes the linkage between customer and customer service employee and it enables them to produce a service without involvement of a customer service people. 61% respondents stated that they are using self-services of banks because they are aware of the technologies and they do something by themselves rather than doing it by customer service team while 39% respondents stated they do not use self-services of banks due to the risk of failure or loss of data or information they have got with banks. According to the results of survey 46% of respondents use self-service technologies of banks when customer service people are busy, 34% stated they use self-service technologies of banks most of the time because they have been using it for long time and this helped

them more than they ever thought of it. They got rid of standing in lines or a single deposit in their own account would make them to wait for long period. 20% respondents stated that they are using it most of the time because it is time consuming and easy to use it.

To examines the clients perceived attributes of banking self-service technologies in the banking business. According to Berry (1999), the purpose of advance technology is to reduce the cost, make efficient customer service, delivery of services become rapid and customers can be delighted with the competitive services they achieve (Kauffman and Lally 1994). Moreover it increases customer loyalty, satisfaction and distinguish through a technological status (Meuter and Bitner 1998). The figure shows that 30% of respondents do not like to stand in long line therefore; they like to use self-service technologies in order to do their own transactions. 25% respondents stated that it is easy and fast to do transactions by itself rather than waiting for the customer service employee to do the transaction. 16% and 13% respondents were agreed with the statement as self-service technologies are easy to use it. Demographic aspects such as Age and education level are the main things that really have a major impact on the usage of self-services technology of a bank. Young and educated people would like to use the self-service technologies since they are being in rush due to studies or jobs.

5.2 Discussion on the basis of questions:

How does self-service affects the performance of employees in the banking sector? Hence, the company had a lot of problems in human resource management. For example, training of employees within business units and all branches as employees were facing problems before adaption of new technology. The company was spending more than 15% of its revenue on the training and development of employees in order to get rid of the problems which they were facing after adaptation of advance technologies. According to Berge (2011), technology has brought lots of efficiency and effectiveness in employees learning system meanwhile they were being skilful and more active in their assigned duties.

What drives a customers use of different channels in a multi-channel service delivery system? Innovation in technologies has facilitate the firms to substitute the more traditional organization in to self-service technologies that can work the same as employee for the firm while some of the consumers do not feel comfortable with it. As it is obvious that self-services reduces the cost of a firm and provide such platform to consumers where they can do much more in less time without interaction of human being as a result it bring changes in performance of a firm. Service industry is such where consumers play as a co-producer of services for a firm. Hence, the delivery system can be affected within capacity of consumers usage that can either be effective for them and a firm or less productive which brings lot of impact on the operation of a company.

How do customers feel using self-service as an alternative service channel in their day to day banking? 39% of the respondents would like to use self-services of banks if they are required to use it while 33% of respondents stated that they would use it. Few of the respondents were strongly disagreeing with this opportunity whether they use banks self-services or they would use it if there would be such circumstances. Therefore, we can conclude that most of the respondents would like to use self-services of banks because they may feel to do transactions rapidly instead of waiting in the long line.

Which demographical characteristics affect the usage of self-service technologies of banks? According to the current survey, the people who are over 40 years old and those who lack knowledge of technology would like to use the services of customer service team because they do not feel comfortable while using technologies, that makes the firm to hire more IT staff and extra staff rather than being only dependent on technologies. For instance, people from Europe and Asia do not have that much knowledge about English so then how they will be able to serve themselves through using banks latest technologies. It can be concluded that age and education level along with reliability of such devices really affects the usage of self-services technologies of a bank.

What are the effects of the perceived attributes of self-service technologies on adopting this innovation? In particular, what is the degree of influence that perceived attributes have on usage of self-service technologies? The analysis of gathered data showed that demographic aspects are affecting the usage of self-services technologies of a bank. Demographic aspects such as Age and

education level are the main things that really have a major impact on the usage of self-services technology of a bank. Young and educated people would like to use the self-service technologies since they are being in rush due to studies or jobs. The study revealed that there are certain attributes that really affect the usage of self-service technologies, according to the survey result some of them would say it is not that much reliable while some of them were worrying about suitability of the usage and these attributes along with convenience showed a strong relationship between each other. Moreover this research study showed that convenience was one of most major factor while using banks self-service of technologies.

5.3 Recommendations
Banking industry matters a lot in todays world because globalisation has made the people really worry, inflation and unforeseen events are occurring in this world. Therefore, based on the results of this research study, there are certain things which should be really given importance by bank such as reliability, convenience and suitlabitly of the services. Reliability in this sector is a major factor while using the services of banks so the concentration of bank should be towards reliability of selfservice technologies that can hold the trust of consumers. Meanwhile the banks should give more importance to convenience when they are trying to scatter this service. These things will help bank to build a strong relationship with consumers and offer them suitable, reliable and safe environment for the usage of self-service technologies.

5.4 Scope for further research

This field or services need exploration of the issue that can make the consumers loyal or makes the firm to be more productive. Therefore, one should try to examine whether the findings of this research work is same and common in rest of the markets. One can also examine the effects of perceived attributes and demographic characteristics effect on self-service technologies in other sectors rather than banks.