Importance-performance analysis is utilised to compare the perceptions held by bank customers regarding selected service delivery technologies (SDTs) such as automated teller machines (ATMs), telephone banking and internet banking. Bank patrons in the United Kingdom and the United States are surveyed to examine which service delivery factors they consider to be most important toward assessing the performance of SDTs offered by banking institutions. Customer views are plotted onto importance-performance grids which offer banking strategists a straightforward, graphic illustration of service factors that patrons consider to be salient and well-addressed by current installations of bank SDTs in each respective nation. The grids also offer heuristic decision guides for translating customer perceptions into strategic allocations of organisational investments toward SDTs.

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This study compares bank customer perceptions within the United Kingdom and the United States regarding selected bank service delivery technologies (including automated teller machines, automated menu-driven telephone answering services and Internet banking services). In particular, an important-performance analysis identifies service factors that customers consider to be salient and well-performed through current service delivery technologies offered by banking industries in each respective nation. Also discussed are selected service factors that customers indicate may require relatively less attention or more strategic investments by bank organizations..

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