An Assessment of Customer Attitude towards ATM: The Case of Awash International Bank S.C

Abstract

Consumer attitude influence consumer purchase behavior accordingly to this theory behavior is determined by intentions, which are also influenced by attitudes subjective norms. The general objective of this study was to assess the attitude of Awash International Bank customer towards ATM service. It is assumed that the study will provide basic data about customer attitude. Both primary and secondary data were collected so as to make to a complete study. Total sample of 200 customers involved in the study as a respondent. The secondary data was gathered from the company records, WebPages, journals, and books available in the library. The finding indicates ATM users are not flexible with the ATM language service being afraid of touching wrong button and have secured issues regardless of sending sensitive information. It’s clearly visible that speed, familiarity and security are important concerns identified by the bank management. ATM is more match the customer need and want. From the major findings the researcher can understand that ATM is more suitable than the human interaction by giving adequate service and consistency. The exactness of working transaction by an automated system is more precise than a traditional banking system. In addition, significant numbers of respondents didn’t face any failure during the process and it’s clear that the bank gives the right service at the first time that satisfied their customer as well as there is no gap between the company service delivery and expectations of the customer.