Automated banking services consumption by adults with low education levels

Authors

  • Gabriel Henrique Pimenta Isboli Universidade Estadual de Maringá
  • Olga Maria Coutinho Pépece Universidade Estadual de Maringá

DOI:

https://doi.org/10.12712/rpca.v12i1.11342

Abstract

This paper aims to understand the automated banking services consumption in automated teller machines (ATMs) by adults with low education levels. Data were collected in two bank agencies in one city of Brazil. Through content analysis and using the service dominant logic (SDL) as theoretical background, interviews and field observations were analyzed qualitatively. Results indicate a certain portfolio of services consumed in the bank, also indicating the way ATMs are used, usually in the presence of an intermediate, which implies a loss of purpose for self-service technology. The paper concludes with implications for practice and further research.

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Author Biographies

Gabriel Henrique Pimenta Isboli, Universidade Estadual de Maringá

Doutorando em Administração, pela Universidade Estadual de Maringá.

Olga Maria Coutinho Pépece, Universidade Estadual de Maringá

Doutora em Administração pela Universidade Federal do Paraná. Professora e pesquisadora da Universidade Estadual de Maringá.

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Published

2018-03-28

Issue

Vol. 12 No. 1 (2018)

Section

Artigos/Papers

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