Effects of automated teller machine service quality on customer satisfaction: Evidence from commercial bank of Ethiopia

Abstract

The banking industry has seen the emergence of numerous service delivery channels, automated teller machines (ATMs), telephone banking, and online banking. Global financial systems and mature competition have been compelled to research the importance of consumer satisfaction. Thus, this study aimed to examine the effects of automated teller machine service quality on customer satisfaction in commercial banks of Ethiopia in the Afar regional state, Northeast Ethiopia. To this end, cross-sectional data were collected through a questionnaire from a sample of three hundred forty-six (346) ATM users selected from Semera-logia City, Asyaita, and Awash Town. To identify the dimensions of automated teller machine service quality and their relationship with customer satisfaction, confirmatory factor analysis and structural equation modeling (SEM)) through SPSS and AMOS 23.0 data analysis software were used. The findings indicate that convenience, reliability, ease of use, fulfillment, and security/privacy of ATM service quality dimensions are positively and significantly associated with customer satisfaction. The results of this study can help banks' management improve the quality of their ATM services to increase overall customer satisfaction. To ensure continued customer satisfaction, banks are encouraged to make the ATM service more convenient, reliable, user-friendly, secure, and fulfilling. They should also constantly update and differentiate their ATM service quality aspects to build a competitive advantage and boost their profitability.

Keywords

• Afar region
• ATM
• Customer satisfaction
• Service quality