An Assessment of Customers’ Satisfaction on ATM Service Delivery with Reference to Dashen Bank

Abstract

In the 1990s and in the beginning of the twenty-first century, there has been a growing interest in understanding the main service quality dimensions that customers use in evaluating the service quality level, which in turn determines their level of satisfaction. This paper examines the level of customer satisfaction in ATM service delivery with reference to Dashen Bank. The paper, using primary and secondary sources of data, has shown that ATM service customers in the case company use different service quality dimensions (attributes). Service quality is usually defined as the degree of alignment between customers' expectations and their perceptions of the service received. In this paper, SERVQUAL was used as technique to measure customer satisfaction in Dashen bank ATM service delivery. The aim is to explore the most important strength and weaknesses of Dashen bank in ATM service delivery. The growing importance of ATM machines as another service delivery channel by banks to their customers lead to a number of supposition and deductions, made on the value creation of ATM service delivery and its extent of use. In the light of this, a profound and comprehensive study was conducted with the aim to first, determine the extent of use and satisfaction of ATM service delivery and secondly determine the type of customer expectations on ATM service delivery with reference to Dashen Bank.Measurement was accomplished by the subtracting expectation from perceptions resulting in a service quality score (gap score). Positive or zero scores would reflect ideal or adequate service quality offered by the bank. A negative score would be indicative of a service experience that did not meet customer expectations. Using the SERVQUAL questionnaire provided, quantifiable reasoning to the research questions in each dimension could be obtained so that precision, objectivity and rigor replaced hunches, experience and intuition as a means of investigating problem areas.