AN ASSESSMENT OF CUSTOMER SATISFACTION ON ATM SERVICE QUALITY (THE CASE OF COMMERCIAL BANK OF ETHIOPIA, IN EAST DISTRICT)

Abstract

Banks connect technology, skilled human resource and delivery outlets to sell their products in a way that customers find them convenient to buy. Ensuring customer satisfaction is the driver of success in today’s dynamic business environment. CBE envisions building competitive edge in every aspect to become a world class commercial bank by the year 2025. Moreover, its corporate strategy accords values to its customers as essential actors in all its undertaking of fulfilling customers’ expectations.The general objective of this thesis is to assess the level of customers’ satisfaction with ATM service at Commercial Bank of Ethiopia in the case of East District.Descriptive research design is used in thisresearch. Primary data was collected through the administration of close ended questionnaires to the customers which are selected through convenience sampling method. The target population that is select for this specific study is various customers of CBE who are users of the CBE’s ATMs and residing in East district.Non-probability sampling was used to select the sample. Frequency, percentage and mean scores were used to assess the ATM service and measure customer satisfaction of CBE ATM service.Analysis of responses indicates that: CBE ATM machines does not provide 24/7 services or all the time, service provided is not accurate and consistent, service doesn’t consider disabled individuals, education and direction on usage of the services are not adequate. Regarding factors that affect CBE ATM’s and challenges they encountered while entertaining the service clients reflect that telecommunication/ network problems significantly affect service availability and performance. Therefore, there is need to improve on the communication link by the banks negotiating with Ethio Tel Com to avoid interruptions which results in communication break between the ATM and main server resulting failure to process the transaction accurately. In addition, the bank should work hard to create knowledge and awareness on means of usage among the clients through brochures, leaflets and instructional videos embedded within the machine itself and social media platforms.