27-09-2013, 02:49 PM
A Micro Study of Automated Teller Machine Service Quality and Women Customer
Satisfaction In Chennai
Introduction
The changing business environment offers challenges and opportunities to the organizations.
The changing women customers‘ perception of quality poses unique challenge. Excellence
in quality has become an imperative for organizational sustainability (Lewis et al., 1994). The
developments of technologies have enabled organizations to provide superior services for
women customers‘ satisfaction (Surjadjaja et al., 2003). The number of bank women
women customers preferring to use self- service delivery systems is on the increase. This
preference is attributed to increased autonomy in executing the transactions.
Banks are increasing their technology-based service options to remain competitive. The ATM
is an innovative service delivery mode that offers diversified financial services like cash
withdrawal, funds transfer, cash deposits, payment of utility and credit card bills, cheque
book requests, and other financial enquiries. Researchers have stated that users‘ satisfaction is
an essential determinant of success of the technology-based delivery channels (Tong, 2009;
Wu & Wang, 2007).
ATMs in India
The country has witnessed a rapid growth in the introduction and diffusion of information
and telecommunication technologies (ICT) in its banking sector. The promulgation of
Electronic Transaction Ordinance in 2002 ushered a new era in the use of electronic medium
and revolutionized almost all the paradigm of business activities. Presently, all financial
institutions are using this method. However, banks in particular are vigorously pursuing
different channels available for e-banking. The banks are aggressively promoting issue and
use of ATM cards, credit cards, debit cards, and smart cards.
Discussion and Conclusion
The main purpose of this study was to identify the significant dimensions that shape women
customers‘ perception of ATM service quality and the effect of ATM service quality on
women customers‘ satisfaction in Chennai banking sector. The present study presented and
examined a model to explain how convenience, efficient operation, security and privacy,
reliability, and responsiveness positively and significantly affect women customers‘
perception of ATM service quality, and how the ATM service quality influences the women
customers‘ satisfaction. ```