THE IMPACT OF SERVICE QUALITY ON COSTOMERS’ SATISFACTION (THE CASE OF ATM SERVICES IN UNITED 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. Thus the objective of the study was to examine the effect of ATM Service quality dimensions on customer satisfaction of ATM in the case of UB. 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. Also with less emphasis a qualitative method which is a structured interview was used to collect data from the bank. For data analysis a descriptive and inferential statistics were used while to aid computation SPSS was applied. The results of the study reveal that the effect of service quality dimensions on customer satisfaction of ATM is direct and significant. Also the results show that the effect of customer satisfaction ATM is direct and significant. More than 60% of respondents signed on positively showing that customers have interest and found out convenient to use the banking technology instead of having interaction with human tellers. It also allows customers to transact their banking service quickly, it saves time, their personal information is not misused by their bank, and support service is good. Hence it can be concluded that the overall application of UB ATM banking has a bright future in the Ethiopian banking industry and UB has a chance to mobilize the potential customers and reap more profits through provision of quality service using the banking technology as an interface. To improve the service delivery and thereby standardize the service offering the bank has to work hard more on the technology based banking.