AUTOMATED BANKING SERVICES CONSUMPTION BY ADULTS WITH LOW FORMAL EDUCATION LEVELS

This paper aims to understand the automated banking services consumption in automated teller machines (ATMs) by adults with low education levels. Data were collected in two bank agencies in one city in Brazil. Through content analysis and using the service dominant logic (SDL) as theoretical background, interviews and field observations were analyzed qualitatively. Results indicate a certain portfolio of services consumed in the bank, also indicating the way ATMs are used, usually in the presence of an intermediate, which implies loss of the purpose of a self-service technology. The paper concludes with implications for practice and further research.