<![CDATA[Purpose: Purpose: The study examines how self-service business intelligence affects customer satisfaction in terms of system quality, user training effectiveness, data accessibility, and the moderating effect of non-technical user. It aims to clarify the relationships between these variables and how they affect the experiences of customers in businesses that use self-service business intelligence tools in technology-based small businesses in Lagos State Nigeria. Design/methodology/approach: The study adopts quantitative research design using survey method, The sample size of 250 was established with the Research Advisor Table, with a confidence level of 95% and a margin of error of 5%. To mitigate the problem of non-response, suitable actions were implemented, resulting in the incorporation of an extra 75 respondents, constituting 30% of the initial sample. The modification yielded a final sample size of 325 from various industries including retail, finance, manufacturing and healthcare. A structured and validated closed-ended questionnaire was used for data collection. A total of 300 copies of the questionnaire were filled and returned for analysis, with a response rate of 92.0%. Relationships between constructs, the moderating effect of non-technical user independence and customer satisfaction were investigated using regression analysis. Findings: Findings show that customer satisfaction is greatly impacted by self-service business intelligence (system quality, user training effectiveness, and data accessibility) of technology-based small firms in Lagos State Nigeria. The inverse relationship between the moderating role of non-technical user independence shows that a greater degree of independence combined with less support may result in mistakes that reduce customer satisfaction. Limitations and Research Implications: Future research should adopt constructs that were not used in this study.Practical implications: The study's practical application indicates that in order to assist non-technical end users in handling data responsibly, organisations should invest in robust self-service business intelligence systems, extensive training programs, and easy access to data in addition to support mechanisms. Originality/value: The study sheds light on the intricacy of self-service business intelligence and customer satisfaction with a focus on independent non-technical user. It provides practitioners and scholars looking to maximise the usage of self-service business intelligence with enlightening inputs.]]>
