04-07-2013, 03:14 PM
Analysis of Customer Satisfaction with reference to ATM Services in
Vellore District
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ABSTRACT
Today ATM machine is just like a boon for every one. This is one of the best services
provided by the banking industry to every one having an account in a bank There is a
direct relationship between the quality of ATM services and the level of customer
satisfaction. Customer satisfaction is very important in the present world. To analyse the
relationship between demographic variables and the level of satisfaction, a structured
questionnaire was used to collect the data from a convenience sample of 200 customers
of the various banks Percentage analysis and chi square tests are applied for analysis,
charts are prepared, cross tabulations are done to show the relationship between the
age, educational level and occupation with the using of ATM services.
Introduction
The banking has undergone a major change due to the adoption of E-banking. One of
the latest channels of distribution to be used in the financial services organizations is
electronic banking; this method was established in the mid 1990s, thereafter steadily
becoming more important (Allen et al, 2001). E-banking can offer speedier, quicker and
dependable services to the customers for which they may be fairly satisfied than that of
manual system of banking. E-banking system not only generates latest viable return, it also
offers its better dealings with customers (Jannatul Mawa Nupur, 2010). The most widely
used e-Banking instrument is the automatic teller machine (ATM) card. The Indian ATM
industry has seen explosive growth in recent times. ATMs represent the single largest
investment in the electronic channel services for the Banks. In India, HSBC set the trend and
set up the first ATM machine here in 1987. Since then, they have become a common sight in
many of our metros. ATMs have gained prominence as a delivery channel for banking
transactions in India. Banks deploy ATMs to increase their reach. As far as the customer
satisfaction is concerned with regard to e-banking services, ATM services play an important
role as they make easy of banking transactions for customers. The major objective of this
research is to identify and analyze the satisfaction level of ATM services by customers of
their respective banks
Literature Review
Recent advances in technology have created a surge in “technology-based self-service”
(Dabholkar et al. 2003) Literature related to customer satisfaction and ATM services are
reviewed and explained in this paper. Richard L. Oliver defines customer satisfaction, as
“Satisfaction is the customer’s fulfilled response. It is a judgment that a product or
service feature, or the product or service itself, provides a pleasurable level of
consumption-related fulfillment”.
Yi (1990) in his study titled ‘A Critical Review of Consumer Satisfaction’ stated
that customer satisfaction is a collective outcome of perception, evaluation and
psychological reactions to the consumption experience with a product and also states that
many studies found that customer satisfaction influences purchase intentions as well as
post-purchase attitude”
CONCLUSION
In view of the above study, overall satisfaction level of the customers of the various
banks in Vellore District is good. But some of the customers felt that the ATM services
of their banks have to be improved for their utmost satisfaction. The Researcher suggests
that the bankers in order to retain the customers, they must improve the safety, provide
accurate information and make easy for customers in using the ATM services.