THE EFFECT OF ATM SERVICE QUALITY ON CUSTOMER’S SATISFACTION AND LOYALTY: AN EMPIRICAL ANALYSIS

Abstract

Technology has made the life faster and easier. With the growth of technology, every sector has upgraded them to be competitive in the market. With the introduction of latest technology, customer satisfaction comes into picture. Banks are also using technology for satisfying the customers. The bank offers various services to their customer to satisfy them. Automated Teller Machine (ATM) services if one of them. Customer satisfaction is the prime objective of Banks. This research work is aspiring to examine the ramification of Automated Teller Machine (ATM) service qualities on overall customer satisfaction. Survey method was used to collect data. Information from 211 ATM users was collected from different places of Kurdistan region using a structured questionnaire. A pilot survey was conducted to ensure all dimensions meets to its objectives of research. SPSS-22 was used for analyzing the data. To recognize the service quality components of ATM and their association with overall customer satisfaction descriptive analysis, correlation and coefficient and regression test and ANOVA test were used. Results indicates that majority of dimensions are significantly correlated with overall customer satisfaction. At the end, few recommendations were made for improvement of ATM service quality.

Keywords

• ATM services dimensions
• convenient
• customer satisfaction
• ease of use
• fulfillment
• reliability
• responsiveness
• security
• privacy