Self Service Technology and Customer Satisfaction in the Nigerian Online Sport Betting Industry

Ebuka Christian Ezenwafor, Adeola A. Ayodele, Panama, Amos Ejiroghene


The eruption in technological innovation is felt in every industry of which the service industry is not exempted. This study examines the effect of SST on customer satisfaction among customers of the sport betting industry in a typical growing economy. Although extant literatures are replete with the effect of SST on customer satisfaction, empirical investigation on the nexus between e-service quality andcustomer satisfactions in the fast-growing sport betting sector is inchoate hence, earns the need for the research.  The main objective is to empirically investigate on the nexus between SST and customer satisfaction. To achieve this objective, a survey research was adopted, and unit of analysis represented online bettors in Anambra state. Quota sampling andquestionnaire was the sampling technique and research instrument respectively. A sample size of was drawn using cochran’s formula for unknown population. The internal consistency of the instrument was tested using Cronbach alpha coefficient test, with the entire variable above 0.70. The data was processed using SPSS version 23 and hypothesized nexus between SST and customer satisfaction analysed using multiple regression analysis. The finding revealed that accessibility, security and website design have a positive and significant effect on customer satisfaction while reliability showed a positive but non-significant relationship amongst online bettors in Anambra state. It was recommended that sport betting industry should ensure that their website layout is easily navigated and understood; that they should draw knowledge from banks and bear the data cost bettors incur in the process of betting. Finally, they should ensure a quick and prompt pay-out facility.

Keywords: Self Service Technology, Customer Satisfaction, Online Sport Betting, Nigeria

DOI: 10.7176/EJBM/12-8-01

Publication date:March 31st 2020

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