Incentive under market system along with informational symmetry to boost up customer attitude toward self-service banking: a proposal

With the aim to explore the implications of increased self-service banking, this paper argues that PCBs have failed to exploit the potentials of self-services. This is because it bases its customer-service designs on an incomplete business model. Offering incentive under market system along with informational symmetry can enhance self-services. This proposition ensures the business model to be complete and places itself as an add-on to behavioural intention theories in literature. Using economic theory of consumer choice and behaviour, the impact of value configurations of the proposal is evaluated and found it to be influential, over other forms, in changing customer's beliefs, intentions, attitudes and behaviours. Informational symmetry in this market may undercut possibilities of getting framed, which can further influence customer's desires for increased self-services. Under the proposed model, PCBs can marginalise its operating cost and users can gain monetarily in proportion to its number of transactions on monthly basis.