AN ASSESSMENT OF CUSTOMER SATISFACTION ON AUTOMATED TELLER MACHINE SERVICE: THE CASE OF COMMERCIAL BANK OF ETHIOPIA (West Addis Ababa District)

Abstract

The purpose of this study is to assess the ATM service and to identify the gap in order to maximize the usage of the service and satisfy the customer and also to attract new customers. Now a days, Banks are applied to develop alternative service channels due to technological changes, to fulfill the customer desire, to gain competitive advantage and improve their financial service through innovation products, maximize the profitability, enhance the market share, and achieve the customer loyalty. The significant of the study is to assess and analyzes the ATM service on customer satisfaction and finds a solution for the identified problems. Findings from this study will assist management of the banks to know the problems associated with ATM service and to facilitate the customer with quality service. In the competitive world, ATM service is used as a strategic tool by the banking sector to attract & retain customers. The research design of this study is descriptive method that used to investigate research objectives and questions. The study uses quantitative and qualitative research approach. Both primary and secondary source of data used. The researcher applies purposive sampling technique to collect the data. The study uses Descriptive statistics to interpret data. Total of 400 questionnaires were distributed to ATM services users of the 13 grade 3 and 12 grade 4 branches in WAAD. The major finding of the study is customers are getting benefit from ATM, they have face challenge and they are satisfied with the level of ATM service. From the data collected & result of the analysis, the study concluded that Benefit of ATM service attribute shows the highest positive customer perception. But, challenge of ATM service attribute reveals the least customer perception result. Therefore, the bank should realize a competent advantage by emphasizing benefits on ATM service and the bank should improve the challenges that face by customers.