Exploring information seeking behaviour of users of self service banking technologies in Zambia
Date
2012-01-20
Authors
Kamyalile, Simuchimba
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Abstract
Developments in the information technology sector have forced banks to introduce and upgrade Self Service Banking Technologies (SSBTs). Use of SSBTs requires that appropriate information is available and accessible. The information seeking behaviour of users of SSBTs in Zambia is not known; and this study explores this behaviour in relation to Automated Teller Machines (ATMs), Mobile banking and Internet banking services.
The main objective of the study was to explore the information seeking behaviour of SSBT users by trying to understand their information needs, the use of the SSBTs and also by identifying some of their information sources and problems they face in accessing self service banking information.
The study was both qualitative and quantitative in nature. Questionnaires and interviews were used to collect data. One hundred and fifty (150) questionnaires were distributed and one hundred and ten (110) questionnaires were returned. For data analysis, the Software Package for Social Science (SPSS) version 15 was used as well as qualitatively making inferences of data.
The findings of the study revealed that most of the SSBTs users used ATMs in preference to Mobile and Internet banking. Some of the information needs of SSBTs users identified in the study were information on the location of ATMs and technological information. SSBTs users also need information on how much banks charged for using SSBTs. The findings indicated that the major information sources that most SSBT customers used were the commercial banks. Inadequate resources were ranked first as one of the challenges that users of SSBTs faced.
The findings reveal that SSBT users need to be availed more information in an appropriate format in order for them to effectively use the banking services. Awareness campaigns can be carried out by commercial banks so as to inform the SSBT users on the available banking services. Mobile and Internet banking services in Zambia were only deployed in 2008 thus the need to educate and train customers about the merits of using them.
The study recommended that commercial banks should provide information services using more accessible information formats, channels and sources. Commercial banks can take advantage of email addresses to electronically inform customers on the status of SSBTs. Unlike paper based documents, commercial banks can use emails and short message services (SMS) to reach a wider audience at one time. Furthermore, commercial banks can use their websites to display information on SSBTs. Information provision by commercial banks can assist them to tailor design their banking services in order to meet its customer’s information requirements. The commercial banks should also increase awareness campaigns and internet access to bank customers. The awareness campaigns should be carried out in various local languages to ensure that most of the customers are sensitized. The commercial banks can offer customers training on how to use SSBTs. Bank customers will become sensitized on benefits of using SSBTs.
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Keywords
information services(banking)--Zambia , Business information services--Zambia , Banks and banking--Automation--Zambia