THE EFFECT OF ATM SERVICE QUALITY ON CUSTOMER SATISFACTION: IN CASE OF AWASH BANK MAIN BRANCH

Abstract

The objective of the study was to assess the effect of ATM service quality on customer satisfaction. To achieve the research objective explanatory research design and descriptive survey design was employed. The study is quantitative in nature .the target population was 850 ATM users customers and sample size 385 users customers selected by non-probable sampling techniques by is convenience sampling. Both primary and secondary data were used. The primary data was collected from respondents using questioners consists of five point likert scale and some open ended. This study used multiple linear regression models to analyze the data and the data were analyzed using SPSS version 20. The findings of this study revealed that a positive and significant relationship between Reliability, Tangibility, Assurance, Responsiveness and Accessibility with customer satisfaction on Awash Bank main branch ATMs. The study found that Reliability have positive effect and the most determinant variable of all of the others. Despite Accessibility have positively related but less significant, Furthermore, this study also manages to present demographic variables effects towards customer satisfaction and found that gender revealed a significant difference between male and female using ANOVA statistics, age is found that as significant. for profession, the analysis indicate that people at different profession have no same level of satisfaction on Awash Bank‟s ATM .and so forth for others demographic variables.