CHAPTER 4: DATA ANALYSIS AND FINDINGS 4.

0 Introduction
In this chapter the researcher is required to analyse the data that has been achieved through primary and secondary data collection with the help of qualitative method and quantitative research methods. The basic aim of this research work is to exploration of the issue that is the impact of self service on employees of a bank therefore massive data was required to gain the objectives. Therefore, the researcher emphasis on collection of primary data collection that is acquired through survey which comprises of closed ended questions and moreover the secondary data has been collected through different journals and articles in order to reach the goal of this research. Following are the results of primary and secondary collected data.

4.1 Interpretation drawn from primary data Demographic Results

Technology does not require the age group, level of education, status or any such background therefore the results are interpreted by expressing the collected data that shows there is not such biasness while data was collecting for this research work.

GENDER

AGE

EDUCATION

POSITION

Male Female

66% 34%

18-24 25-31 32-38 39-45 46-52 52-59

10% 29% 37% 17% 2% 5%

100%

High School Graduate Post Graduate Others

08% 23% 41% 28%

Student Employed Others

18% 70% 12%

TOTAL

100%

100%

100%

Table 4.0

The table 4.0 above shows the respondents of different age group, gender, and position and education level. It illustrates that 66% respondents were male while 34% respondents were female who took a part in this survey. If we look at the age group of respondents, the age group of 32-38 are more respondents as it clearly shows they are 37% of respondents while 29% respondents were from age 25-31. Moreover the result shows that 41% respondents were post graduates while 23% respondents were graduates. It shows that most of the respondents were educated and young age people meanwhile their current status illustrates that 70% respondents are employed in different organization. This means that they are the people who are more engaged with work and due to which their every minute is countable for them.

Usage of Computers
Technology has made things so easy; its a type of industry which rapidly changes. Every second day the experts come with advancement in existing systems or they provide the new product to the consumers. Computers have made life as easy as it became the necessity for each and every individual. Hence, most of the things have now become computerized and people are required to learn more about computer and technology in order to run the daily life and moreover things outside their personal life. The question was asked from respondents to know the hours or time they spend on using computers.

HOURS 0-5 6-9 10-19 20-29 Above 30

PERCENTAGE 10% 9% 17% 39% 25%

Table 4.1

The above Table 4.0 shows the hourly percentage of computer usage by respondents on weekly basis. 39% respondents stated that they are spending 20-29 hours on using computer while some of them as 25% said they are using computers more than 30 hours in a week. There are few people who uses computer rarely due to their needs and requirements at the age they are currently. It shows that computer has become vital for the people who like to facilitate themselves because it offers them everything in their palm.

Perception and experience of self-service technologies

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, smartphones and computers for their personal lives and business dealings. As the IT felt that consumers love to use new technologies since it facilitates them a lot so they are keep on bringing changes to the technology

according to the needs and wants of consumers. Wireless connectivity is the only device that can connect consumers even from remote areas in order to solve their problems by themselves. Consumers expect much more from IT and their chosen business organization to offer them the latest technologies in order to do things by themselves which they can do it.

Perception and Experience of Self-Service Technologies

70 70 60 60 55 50 40 40 35 31 30 24 20 20 18 20 17 12 10 8 15 11 5 4 16 15 15 20 13 8 6 13 10 5 30 29 35 40 66 My particular service requirements are better served by people rather than SELF-SERVICE TECHNOLOGIES I need to know that someone is there to listen to me if I have a question or problem when using SELFSERVICE TECHNOLOGIES I prefer to deal face-to-face with customer service people compared with SELF-SERVICE TECHNOLOGIES I feel like I am more in control when dealing with customer service people than using SELF-SERVICE TECHNOLOGIES I like to communicate with people when services are being provided I am more reassured by dealing face-to-face with customer service people compared with SELFSERVICE TECHNOLOGIES I find that SELF-SERVICE TECHNOLOGIES can be frustrating to use I prefer face-to-face contact to explain what I want and answer my questions compared with SELFSERVICE TECHNOLOGIES I need to know that someone is their to fix problem caused by SELF-SERVICE TECHNOLOGIES if they occur I like to have someone to whom I can complain about if I need to when using SELF-SERVICE TECHNOLOGIES

19

21
14

10

11 4 1

3 0 Strongly Disagree

Disagree

Neautral

Agree

Strongly Agree

Figure 4.0

The above figure 4.0 illustrates the perception and experience of consumers regarding self-service technologies. There is a strong agreement with most of the questions that were asked from the respondents. 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 the issue should be solved within complain. 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 while some of the people are agreed with using self-service technologies that can use it and have an experience of using selfservice technologies.

Intentions of using Banks self-service

Technology offered businesses such a platform that can be used as an alternative of human resources since its efficiency and accuracy has been seen in most of the organization. Advance technology has been using rapidly in service industry since it replaces human resources with a machine that can work more fast. 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).

Intentions of using Bank's Self-service Machines

Assuming I had access to Bank self-service machines, I intend to use it Given that I had access to Bank self-service machines, I predict that I would use it. 39 33 27 20 10 13 9 8 22 19

Strongly Disagree

Disagree

Neautral

Agree

Strongly Agree

Figure 4.1

The above figure 4.1 demonstrates the opinion of respondents concern with the opportunity of using banks self-service technologies. 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.

Usage of banks self-service

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. In fact, it is an individual to technology services supply (Dabholkar, 1994).

Usage of Bank's Self-Service

39% Yes No

61%

Figure 4.2

Figure 4.2 illustrates the agreement of respondents with a statement of being agree or disagree with the usage of self-services technology of banks. The figure shows that 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.

Frequently using self-services

The respondents were asked how often they use self-services technologies of banks. Since the banks have invested huge amount of capital and the IT is struggling a lot with producing effective and reliable devices to the entire world.

Frequently Using Self-Services

Everytime 20% Occasionally 46% Mostly 34%

Figure 4.3

Respondents were asked like how often they use such a competitive service that banks is offering to them. According to the results of survey 46% of respondents use selfservice 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.

Why consumers like to use self-services?

Self-service technologies are providing different and quite reliable services that are easy to used it and they are really useful technologies. According to study of Weijters, Schillewaert, Rangarajan, and Falk (2005), for instance, the factors of Technology Acceptance Model show positive influence of the consumers attitude toward selfscanning. However to some extent there is a difference between ATM and bank related to consumers attitude while using phone services but usage of ATM and bank are easy to use it (Curran and Meuter, 2005). Though, both of these factors do not have any such relation with the attitude of consumers towards online banking.

Reasons for using self-service of Bank

30% 30% 25% 25% It is faster to carry out transactions myself rather than served by employees The instruction of self-service machine is clear and it is easy for me to use 16% 13% I feel safer to enter my personal information myself rather than tell service employee I do not want to talk to people Banks self-service machines are accessible

20%

15%

9% 10% 7%

5% I do not want to wait in line during the rush hour 0%

Figure 4.4

The above figure illustrates the reasons behind using self-service technologies in consumers perspective. 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.

4.2 Interpretation drawn from secondary data

As we know that best personnel can lead the organization towards success, HSBC is leading the banking industry in terms of utilization of advance technologies. According to Harrison (2005), HSBC has invested heavily in technology and the learning sessions of their employees. Initially the employees were having problems with learning of new technologies but gradually they were getting better and the company lead towards success of advance technologies. According to John Adams (2012), the company has to pay $1. 92 billion as a fine and the IT system of HSBC should be monitored and review by external party that will cost the company hundreds and millions of dollars extra.

HSBC in United Kingdom operates more than 1800 places that include more than 8000 individuals in higher position at 42 levels. 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.

4.3 Conclusion
Advance technology has been using rapidly in service industry since it replaces human resources with a machine that can work more fast. According to Berry (2011), 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). 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 the issue should be solved within complain. 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. According to John Adams (2012), the company has to pay $1. 92 billion as a fine and the IT system of HSBC should be monitored and review by external party that will cost the company hundreds and millions of dollars extra. 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.

4.4 Limitation
The researcher had to select 60 samples from a sum of population. The only drawback of this research work is limited samples since the nature of this research work is such that over 18 years of human being could be a sample of population. The researcher had to collect primary data by conducting a survey of close ended questions. Moreover secondary data has been all used for this research work and the data was collected through journals and articles. The collection of data is unbiased and reliable due to which the researcher will be able to do conclusion and recommendation of this research work.

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.

List of References Berge Z. L. (2011), Sustaining Distance Training: Integrating Learning Technologies into the Fabric of the Enterprise. San Francisco: Jossey-Bass Press, 56-98. Berry, Leonard L. (1999), Discovering the Soul of Service. New York: Free Press. Bitner, Mary Jo. (1995), Building Service Relationships: Its All about Promises, Journal of the Academy of Marketing Science, 23 (4), 246-51. Dabholkar, Pratibha A. (1994), Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes, Journal of Consumer Research, 100-118. Harrison, R. (2005), Main one is Learning and Development. New York: Prentice Hall Press, 145-267. Kauffman, Robert J. and Laura Lally (1994), A Value Platform Analysis Perspective on Customer Access Information Technology, Decision Sciences, 767-94. Meuter, Matthew L. and Mary Jo Bitner (1998), Self-Service Technologies: Extending Service Frameworks and Identifying Issues for Research, in Marketing Theory and Applications, Dhruv Grewal and Connie Pechman, eds. Chicago: American Marketing Association, 9, 12-19.