Impact assessment of ATM on customer satisfaction of banks in Ghana:a case study of Kumasi,Ghana.

Boateng, Elliot and Amponsah, Mary and Serwaa-Adomako, Akosua (2014): Impact assessment of ATM on customer satisfaction of banks in Ghana:a case study of Kumasi,Ghana. Published in: ADRRI JOURNAL OF ARTS AND SOCIAL SCIENCES , Vol. 7, No. 7(1) (30 October 2014): pp. 21-30.

Abstract

Bank customers are selective with the banks to transact with since everyone wants the best service for their money. Asa result, there is competition in the banking sector. Each bank wants to give quality services and products to keep up existing customers and broaden their customer base as well. The purpose of this study is to find out if customer needs for direct service transactions with bank employees in the banking halls has reduced due to Automated Teller Machines (ATM) provided for Ghanaians at customer service points. The essential dimensions of an ATM service quality and its effect on customer satisfaction is also examined. Questionnaires were administered to users and nonusers of Automated Teller Machines, as well as bank staffs, to source data for the study. An analysis of data was done with descriptive statistics and the chi-square test. About the scope of the study, the results showed that, the demand for direct service transactions with bank employees had reduced with the ATM introduced in Ghana. ATM service quality dimensions that produced an effect on customer satisfaction were the reduced time spent on transactions, delivery of renewed ATM cards on time as well as safety during withdrawals at ATM service points. In conclusion, when Banks in Ghana enhance on the ATM service quality dimensions that impact on customer satisfaction, they shall increase their customer base, cut workload on bank staff and increase their turnover.

• Item Type: MPRA Paper
• Language: English
• Keywords: automated teller machine, customer satisfaction, service quality
• Subjects: G - Financial Economics > G2 - Financial Institutions and Services > G21 - Banks ; Depository Institutions ; Micro Finance Institutions ; Mortgages

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