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stated as below:
(a) To examine the level of non staff customer satisfaction associated
with various aspects of ATM (such as promptness of card delivery, the
performance of ATM, the service quality of ATM personnel etc.)
(b) To examine the level of staff customer satisfaction associated
with various aspects of ATM and
(c) To make policy recommendations to improve the service quality of
ATM.
Abstract
One of the cardinal components of the banking industry is ATM service
and the extent to which customers feel comfortable to patronize its
service. This study therefore investigates ATM service and customer
satisfaction in the Upper East region of banks. More specifically, the
study looked at ATM service quality and customer satisfaction and
factors that influence ATM usage. The study uses primary data
collected from 200 respondents using convenience and simple random
sampling methods. The logistic regression model was used to analyze
the data. Multicollinearity and heteroskedasticit were corrected using
the variances inflation factor (VIF) and robust standard errors
respectively. The results suggest that customer’s satisfaction could be
improved by convenience, security and privacy and reliability of the
ATM services, as evidenced by a p-value of 0.0000 at 1% significance
level. The results further indicate that convenience, security and
privacy have positive effects on customer satisfaction at 1%
significant levels, whereas reliability has negative effects on customer
satisfaction at 1% significant levels. Also, security and privacy, ATM
user fees, educational level and location of the ATM are found to be
the major factors that influence customers’ willingness to use a
particular ATM services in the studied area.It is recommended that,
management of the various banks in the region should use
participatory approaches to ensure active involvement of its
customers with regards to ATM operations and policies safeguarding it
usage
Keywords:
ATM; customer satisfaction; Indian banks; private sector banks; public
sector banks Keywords: Automated teller machine, Customer
satisfaction, Logistic regression, Banks
. Introduction
Banking system can be traced to medieval and early renaissance
Italy, to the rich cities in the north like Florence, Venice and Genoa,
the Bardi and Peruzzi families dominated banking in the 14 th century
Florence, establishing branches in many parts of Europe. The most
famous Italian Bank was the Medic banks, established by Giovanni
medic in 1397. During the 20th century, developments in
telecommunication and computing resulting in major changes to
ways banks operated and allowing dramatically increasing size and
geographical spread. The late 2000’s financial crisis saw significant
number of bank failures including some of the world’s largest bank
and thereby raising much debate about banking regulations (Walter,
2012). The first decade of the 21st century also saw the culmination
of the technical institution in banking over the previous thirty (30)
years and saw a major shift away from traditional bank branches to
internet banking (Charles, 2006).
Banking has long been problematic because local banks are often
unstable and corrupt as such governments and various industries
rely on international banks (UN report, 1995). In the years after
independence, governments heavily regulated the banking sector
and placed its limit on international competition. In recent decades,
banking reforms has been a priority of International Monetary Fund
(IMF) and World Bank (Walter, 2012).
Banking services in the Gold Coast was exclusively provided by two
expatriate banks functioning as Commercial Banks and the Central
Gold Coast Bank (Vidal et. al, 1999). Since the inauguration of the
Gold Coast Bank as the Central Bank of the then Gold Coast (1953)
and its maturity to the Central Banks after independence in 1957,
there has been the influx of a number of Commercial, Investment,
Merchant, Development and Private Banks among others. Banking
services contribute to the socio-economic development of every
country. Banking creates employment opportunities to citizens of
various countries. That is, banks helps in the day to day transactions
of businesses and also provides security to customer’s income.
Banking facilitates many developmental projects by granting loans.
Banks contribute to the development of the country. They perform a
lot of functions in the economy amongst which includes issue of
money (in the form of bank unit and current accounts subject to
cheque or payment at the customer’s order), netting and settlement
of payments, credits intermediation (banks borrow and lend back - to
- back on their own account as middleman), credit quality
improvements through diversification of the bank’s assets and
capital and maturity transformation [that is banks borrow more on
demand debt and short term debt, but provide more long term loans]
(ibid).
Rafiqul et al (2005) noted that the banking industry like any other
industry faces a lot of challenges in its operations that minimize the
level of customer satisfaction. Some of the challenges include;
accessibility of accounts when customers are not near their mother
banks and long waiting time in the banking hall. This can be minimized
by widening the infrastructural base of the banks. It has also been
observed overtime that management of banks put their focus on
treasury and corporate business whiles the operational side is often
ignored. The operational side is as important as other segments of
banking and banks should strengthen and give incentives to those
involved in the operational business. Another area in the banking
industry where a lot of progress should be made is the e-banking.
Although small and medium banks are now offering online services to
their customers, the large banks with more expanded branches
network and a large number of customers are required to move more
expeditiously so as to optimally utilize the e-banking network. This will
not only lower the transaction cost but will also help in improving the
customer services (Rafiqul et al., 2005).
satisfaction /dissatisfaction with retail banking does not stem from the
same elements. Rather, some elements of service quality if improved,
improve customer satisfaction however other elements may not
improve satisfaction but merely act to keep dissatisfaction at bay or
at best, reduced dissatisfaction alone. The purpose of this paper is to
understand the impact of ATM on the customer satisfaction in Indian
banking sector by studying the satisfaction level of the customers .
(2)
And for the second objective (factors that influence the usage of
ATM service) as;
(3)
Table 4.1 shows the frequencies and percentages of age and sex
distribution of respondents. From the table males are the most
frequent users of ATMs with a percentage score of 72.5% whilst
females (27.5%) are the least users of ATM. It was also realized that
the youth who fall between the ages of fifteen to twenty five (15- 25)
and are predominantly students use ATMs more often as they
represent 41.5% of respondents. The least users are customers of
various banks who are above the forty five (45) years of age.
Source of Data
Primary data constitutes the main sources of data for this research.
The sample size considered is 200 bank staffs and non staffs
(customers) in the studied area. Convenience and simple random
sampling techniques was used to select the sample units and both
structured and semi structured questionnaires were administered to
collect the data.
2 Literature review
Customer satisfaction is an important theoretical as well as practical
issue for most marketers and consumer researchers (Churchill and
Suprenant, 1982; Goode and Moutinho, 1995; Piercy, 1996; Naser et al.,
1999). Customer satisfaction is a major outcome of marketing activity
whereby it serves as a link with various stages of consumer buying
behaviour. For instance, if customers are satisfied with a
particular service offering after its use, then they are likely to engage
in repeat purchase and try line extensions (East, 1997). Customer
satisfaction is widely recognised as a key influence in the formation of
consumers’ future purchase intentions (Taylor and Baker,
1994).Satisfied customers are also likely to tell others of their
favourable experiences and thus engage in positive word-of-mouth
advertising (File and Prince, 1992). This positive word-of-mouth
advertising is particularly useful in collectivist Asian cultures like
India where social life is structured in a way to improve social
relationships with others in the society (Hofstede, 1980). Dissatisfied
customers, on the other hand, are likely to switch brands and engage
in negative word-of-mouth advertising. A study conducted by Levesque
and McDougall (1996) confirmed and reinforced the idea that
unsatisfactory customer service could lead to a drop in customer
satisfaction and willingness to recommend the service to a friend. This
would lead to increase in switching by customers. So, the significance
of customer satisfaction and customer retention in strategy
development for a ‘market-oriented’ and ‘customer-focused’ firm
cannot be underestimated (Kohli and Jaworski, 1990). Customer
satisfaction can be considered as the essence of success in today’s
highly competitive world of business.
5 the costs of customer acquisition are much higher than the costs of
retention(Reichheld and Sasser, 1990).
3 Methodology
3.1 Data collection method
The main instrument used for data collection in this research was the
questionnaire; there sponses have been collected by means of face-to-
face interviews by author.
3.2 Development of research instrument
3.2.1 Step 1
In order to develop a questionnaire, the personal interviews of the
bank managers were carried out at the branch level as well as
regional headquarters levels of these banks located in Delhi. The
printed materials about the ATM services provided by these banks
were also collected. Various books, journals and banks websites were
also referred to develop the questionnaire. The questionnaires items
were selected on the basis of literature review and discussion with the
branch managers and customers of the banks and what service they
look for in an ATM.
3.2.2 Step 2
Based on the information gathered and study material collected from
these banks, the following characteristics were short listed for further
study:
availability of cash
•
Sampling plan
In this survey the sample size decided was 400. This is fairly large
enough to represent the population. Further It was decided that 100
respondents will be surveyed to make equal representation of each
selected bank.3
Sampling procedure: How should the respondents be chosen To obtain
are presentative sample, a probability sample of population
respondents were divided equally among the four selected banks. In
each bank simple random sampling method was adopted. In simple
random sampling every member of the population has an equal chance
of being selected in sample.4
Contact methods
: In this research the intercept interview method was adopted because
it is not possible to take appointment from a large number of
respondents. Respondents were told about the purpose of this
research and were helped in understanding any particular question in
case there was any need. Sufficient time was given to respondents to
go through the questionnaire before recording their responses. The
questionnaire was administered to 400 respondents at different
locations in Delhi, Gurgaon, Noida, Faridabad and Ghaziabad. Most of
the responses have been collected either r from the branches or from
the ATMs. Some of there sponses were also collected from institution
and marketplaces so as to make it more representative in nature.
Author has taken due care so as not to influence the respondent while
recording the responses. Also the author has ensured that no personal
bias or distortion take place while recording the responses.
4 Data analysis
The total sample size is 400 respondents. The respondents were
primarily within the20–40 years category with majority of them having
either graduate or post-graduate education, employed in the private
service category. Table 1 illustrates the characteristics of the sample
utilised in this study.
6 Future research
This research focused on determinants of ATM service quality and its
effect on customer satisfaction. However, the research did not study
the association between customer satisfaction and retention of
customers. Additional research may well explore the relationship
between these two constructs. Age has a significant effect on the
pattern of use of technology-based services. Generally the youth
prefer to use innovative and technology-based delivery channel like
ATM that offer multiple benefits and autonomy of executing the
transaction (Wan et al., 2005). The old age people are generally shy
of use of ATM because of perceived risk of failure, complexity,
security and lack of personalised service. Future research should
explore the association between age and attitude and determine its
effects on the ATM service quality and customers’ satisfaction .Similar
research can be undertaken in rural area to find the differences
between the customer satisfaction level between urban and rural
customers.
7 Managerial implications
The rapid increase in number of automated delivery channels and
customers’ preference to use ATM because of multifaceted attributes
are placing pressure on banks to respond aggressively to meet the
customers’ needs. The study provides necessary input to the bank
management to increase customers’ satisfaction through improving
ATM service quality. The focus should not be on ATM service quality
dimensions only. This aspect should be augmented and integrated
with other aspects of the service quality of banks for satisfaction of
customers. To further improve the service quality, ATM service should
be able to provide enhanced interactivity, diversified offerings, and
facilitate customers to participate in improving the service encounter
with ATM and make it a memorable and pleasant experience. The
banks should focus not only on the satisfaction of ATM users, but also
aim at delighting them to ensure their retention .Banks should develop
strategies to motivate non-users through awareness, education,
extending personalized services, and demonstrating the functions of
ATMs. Quick response to customers’ needs and queries about the
ATM-related services are important to improve the service standards
of ATM. This would facilitate customers to participate in improvement
of service quality, learn and perform, and have a pleasant experience
through two-way communication. Banks should make a commitment to
redress the service failures of ATMs. The banks under study may
identify more locations for establishing new ATMs; however, if it is not
possible either due to non-availability of space or resources crunch,
they can have mutual understanding in sharing of their ATMs so that
customers are able to do ATM transaction in the places where there is
no ATM of their own bank. This will further enhance the customer
satisfaction.