Assessment of Factors Affecting Customers’ Satisfaction in Automated Teller Machine Service (The Case of United Bank S.C. in Addis Ababa)
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Date
2014-06
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Addis Ababa University
Abstract
Purpose-The main purpose of this study is to assess the most important factors (dimensions)
affecting customers’ satisfaction in Automated Teller Machines (ATMs) service of United Bank
S.C.
Design/methodology/approach- The study employed a quantitative methods based on a
convenience sample consists mainly of respondents in different professions at the age of above
18 years. Self-administered questionnaire, which consists of demographic characteristics and
survey questions both in Amharic and English, was distributed to 379 United Bank ATM users.
20 ATMs were conveniently selected in order to reach ATM users in different parts of Addis
Ababa. Instrument development was based on reviewing related literatures and discussing with
concerned academicians and practitioners in the area of ATM service and customer satisfaction.
Findings- The researcher finds out that convenience, empathy, tangibility and speed are the
most significant customer satisfaction dimensions of ATM service in United Bank S.C.
Research limitations/ Implications- the study employed convenience sampling technique to
choose sample respondents who are ATM users of United Bank in ATMs located in Addis Ababa.
The non-probability sampling technique was employed due to lack of access to customers’ list
because of the bank’s policy. The sample was taken only from Addis Ababa and may not
represent the entire ATM service customers of United Bank S.C.
Practical implications- UB Managers in all levels will be benefited from the findings of the
research in order to better off ATM service quality and increase customer satisfaction through
applying the identified service quality dimensions.
Originality/Value- The research is one of the few original studies in the area of ATM service
particularly in the assessment of the important dimensions affecting customers’ satisfaction
Description
Keywords
customers’ satisfaction, ATM, United Bank S.C.