A Research Proposal on Assessing the Automated Teller Machine (Atm) Service Quality of Commercial Bank of Ethiopia (CBE) In Addis Ababa
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Date
2025-01-15
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AAU.
Abstract
This research aims to evaluate the quality of Automated Teller Machine (ATM) services offered
by the Commercial Bank of Ethiopia (CBE) in Addis Ababa. The primary objective is to analyze
customer perceptions and satisfaction levels regarding CBE’s ATM services, ultimately striving
to enhance service quality and boost customer retention. The study provides a comprehensive
understanding of user experiences by examining key factors such as reliability, responsiveness,
ease of use, security and privacy, convenience, and overall service fulfillment. A mixed-methods
approach was employed to collect data, incorporating both surveys and interviews with
customers in Addis Ababa. The findings highlight the significant role of improving ATM service
quality in fostering customer satisfaction and loyalty. This study not only provides actionable
insights for CBE to improve its service offerings, but it also proposes tactics for improving the
whole banking experience for customers in Ethiopia. The study included 384 respondents chosen
using Kothari's (2004) sample size selection technique, with a fantastic return rate of 93.75%
from 360 successfully returned questionnaires, which formed the foundation of the analysis and
interpretation. The study found that overall customer satisfaction obtained a modest rating
(mean score: 3.5984), indicating area for development in terms of ease and overall satisfaction
with CBE services. To improve the CBE's ATM services in Addis Ababa, constant monitoring,
user-friendly design, high security, and increased accessibility through better placement and
support should be addressed