The Impact of Cognitive versus Affective Aspects on Consumer Usage of Financial Service Delivery Channels



possible explanation for this relationship can be found by looking at the results for the
constructs of perceived service quality of both the technology-based and the human-based
channels. These perceptions, specific to the delivery channels, are stronger predictors of
usage of the bank Internet service, showing that the more relevant perceptions determining
usage are the ones related to the characteristics of the delivery channels and not those related
to global evaluation of the bank as a whole. For the Internet-based channel, it could be that
the more one is known and receives personalized attention in the branch, the more one will
increase usage of an impersonal channel, as corresponding to a desire for anonymity and a
lower need to contact and obtain the service through human tellers. Recall that, for the
respondents with Internet-based access, the variable ‘preference for dealing with
technological interfaces’ was significant and positively related to channel usage.

Perceived service quality of the technology-based channel represents a significant
influence over channel usage for both the telephone-based and the Internet-based channels.
An interesting aspect is that this influence is stronger than the influence of the general
construct of perceived service quality for these channels. This may suggest that bank
managers should favor elements that increase perceptions of service quality specific for these
technology-based channels, such as service consistency across remote channels, clear
instructions on how to use the channels and personalized service.

Perceived communication efforts was found to be a significant contributor to explain
the branch usage frequency. An interesting finding is that this is the channel characterized by
face-to-face interactions, highlighting the potential of this channel for advising on bank usage
and as a communication vehicle about new products/ channels/ procedures.

The branch sample, effectively demonstrated the contrast with technology-based
channels, for which both cognitive and affective variables acted as significant predictors of
channel usage frequency. A possible explanation can be that, for almost all the banks’
business life, branches were the sole delivery channel. So, for users of this channel there
might be no innovation related to the human-interface. This lack of glamour, of novelty, of
surprise in the delivery channel can explain usage decisions being motivated only by
cognitive reasons and not by the affective factors considered in the analysis. Moreover, this
result represents an avenue for improvement in the branch network, especially for the high
value-added banking operations or for cross-selling opportunities.

Overall, cognitive determinants play a significant role in explaining usage frequency
of the delivery channels studied.

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