The Effect of Banking Automation Perception on Customer Satisfaction in the Banking Sector of UAE: Kesan Persepsi Automasi Perbankan terhadap Kepuasan Pelanggan dalam Sektor Perbankan UAE

Shaikha Jaafar Ali Mohammad; Farah Laili Muda @ Ismail

doi:10.33102/sainsinsani.vol9no1.617

Authors

Shaikha Jaafar Ali Mohammad Pusat Pengajian Teras, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia
Farah Laili Muda @ Ismail Pusat Pengajian Teras & Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia

DOI:

https://doi.org/10.33102/sainsinsani.vol9no1.617

Keywords:

Banking Automation Perception, Customer Satisfaction, Financial Services

Abstract

Abstract: Automation is becoming an integral part of banking services all around the world. Modern banking is increasingly relying on automation to improve customer service and gather feedback via automated techniques. The literature reported lots of evidence on the great advantages of automation for banks and how it improves customer satisfaction. However, banking automation could raise job insecurity among the employees of the banks and increase the fear of downsizing due to the redundancy of the workforce which may affect their behavior with customers and reduces their satisfaction. Prior studies did not provide evidence on how to maintain customer satisfaction due to automated banking services while keeping a low level of job insecurity, particularly in the UAE banking industry. Therefore, the aim of this paper is to identify the impact of banking automation perception of bank staff on customer satisfaction in the United Arab Emirates (UAE). The finding of this study showed that the banking industry is embracing automation to improve overall performance and satisfy customers. The adoption of automation in the banking sector in the UAE has helped banks reduce overall costs while improving client satisfaction. Employees who develop a positive perception of banking automation as a tool that improves their ability to serve clients effectively should contribute to higher levels of customer satisfaction but there is a concern about job security. Therefore, understanding and managing employee perception of banking automation is critical for banks to provide great client experiences and preserve human resources from downsizing and lay-offs.

Abstrak: Hari ini, automasi menjadi sebahagian daripada perkhidmatan perbankan di seluruh dunia. Perbankan moden semakin bergantung pada automasi untuk meningkatkan perkhidmatan pelanggan dan mengumpul maklum balas melalui teknik automatik. Literatur melaporkan banyak bukti tentang kelebihan besar automasi untuk bank dan cara ia meningkatkan kepuasan pelanggan. Walau bagaimanapun, automasi perbankan boleh menimbulkan ketidakamanan pekerjaan di kalangan pekerja bank dan meningkatkan ketakutan untuk mengecilkan saiz kerana lebihan tenaga kerja yang boleh menjejaskan tingkah laku mereka dengan pelanggan dan mengurangkan kepuasan mereka. Kajian terdahulu tidak memberikan bukti tentang cara mengekalkan kepuasan pelanggan yang tinggi disebabkan perkhidmatan perbankan automatik sambil mengekalkan tahap ketidakamanan pekerjaan yang rendah, terutamanya dalam industri perbankan UAE. Oleh itu, matlamat kertas kerja ini adalah mengenal pasti kesan persepsi automasi perbankan kakitangan bank terhadap kepuasan pelanggan di Emiriah Arab Bersatu (UAE). Dapatan kajian ini menunjukkan bahawa industri perbankan menerima automasi untuk meningkatkan prestasi keseluruhan dan memuaskan hati pelanggan. Penggunaan automasi dalam sektor perbankan di UAE telah membantu bank mengurangkan kos keseluruhan sambil meningkatkan kepuasan pelanggan. Pekerja yang membangunkan persepsi positif terhadap automasi perbankan sebagai alat yang meningkatkan keupayaan mereka untuk memberi perkhidmatan kepada pelanggan dengan berkesan seharusnya menyumbang kepada tahap kepuasan pelanggan yang lebih tinggi tetapi terdapat kebimbangan mengenai keselamatan pekerjaan. Oleh itu, memahami dan mengurus persepsi pekerja terhadap automasi perbankan adalah penting bagi bank untuk menyediakan pengalaman pelanggan yang hebat dan memelihara sumber manusia daripada pengecilan saiz dan pemberhentian pekerja.

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