The relationship between digitalization and customer incivility in the banking context: Case of higher learning students in Tanzanian universities

Abstract

Digitalization has played a critical role in significant transformation of banking sectors in the global context by altering the quality of service delivery. Introduction of digital tool like online banking, automated customer service, mobile applications and customer’s chat-boats, has transformed mode of service delivery from traditional face to face interaction in to digital interface although digitalization has various positive impact to both customer and employee, such as convenient, and accessibility, but  overdependence on digital interaction, may compromise of service interaction  and affect customer satisfaction especially in event of system failure, confusion, scamming and system hackers. This challenge call for attention among practitioners in banking industries, to analyze effectively model under which the digital platform would operate efficiently without compromising quality of services, thus resolve problem of  incivility of Digitalization. This study try to explore the relationship between digitalization and customer incivility in banking context based on underdevelopment landscape of third world countries where technology and infrastructure is not well developed. This research adopted Service Encounter Model, Technology Acceptance Model, Aggression Displacement Theory, Cognitive Dissonance Theory and Social Exchange Theory as theoretical frameworks. This study used cross sectional research. Study involved 411 respondents where 381 were bachelor and masters students from Dodoma University (UDOM), Mzumbe University, and Sokoine University of agriculture (SUA). While 30 was staff from National Microfinance Bank (NMB) and Cooperative Rural Development Bank (CRDB). Quantitative data were collected based on the research objectives and analyzed through descriptive statistics and regression analysis was applied for inferential statistics. It was found that there is positive correlation between customer incivility and digitalization especially when customer dissatisfied with the services due to network fail and reduces face to face interaction which might increase anonymity. Study recommend banking personnel to design more efficient system, ensure regular intervention to handle customer complaints and inquiries especially when there is system fail and  invest in technological- infrastructure to enhance effectiveness and reliability of their online services so as to stimulate its adoption to their customers.