BANKING BREAKTHROUGH IN IMPROVING CUSTOMER EXPERIENCE WITH SELF-SERVICE TECHNOLOGY

The largest private bank in Indonesia mostly establishes the digitalization trend. Its latest digital product is a self-service technology called Customer Service Digital. It is a self-service kiosk machine projected to replace conventional customer service. Given that investments in these systems' development are incredibly high, knowledge of which factors affect individuals' intentions to use this machine can be of great importance. This study used the UTAUT model (Unified Theory of Acceptance and Use of Technology) to combine the trust model. The data was collected by distributing questionnaires to 252 respondents who are customers of private banks in Indonesia. The empirical research results indicated that some components of the UTAUT model, together with trust, have a statistically significant influence on the intention to use customer service digital machines. This paper also gains new insights regarding the intention of using Customer Service Digital in Indonesia private banks that can serve for managerial purposes.