THE EFFECT OF AUTOMATIC TELLER MACHINE SERVICE QUALITY ON CUSTOMER SATISFACTION AND ITS IMPACT ON LOYALTY (FUTURE PROSPECT ) (The Case of Dashen Bank S.C)

Abstract

Currently the banking service is well equipped with innovations and as the application of the technology in the banking industry is becoming so significant firms have made huge investment on technology based banking and shifting from bricks and mortar banking to such branchless mode of banking . Following such shift customers are also shifting to technology based banking service due to perceived usefulness, convenient to use, privacy and freedom of mobility. Thus the objective of the study was to examine the effect of ATM Service quality dimensions on customer satisfaction and future prospects of ATM in the case of DB. With a high emphasis, a quantitative approach based on a convenience sampling technique was used, in which a structured survey questionnaire was employed to collect data from the customers. For data analysis a descriptive and inferential statistics were used while to aid computation SPSS Version 20 was applied. The results of the study reveal that the effect of ATM service quality dimensions on customer satisfaction and future prospects of ATM is direct and significant.To improve the service delivery the bank has to increase features and improve the facilities of the technology based banking service in such a way that customers can receive a wider range of financial services.