The Effect of an ATM Card on the Saving Culture of Customers A Case Study on the Bank of Abyssinia

Abstract

An ATM card is a payment card that helps facilitate a financial transaction by deducting money directly from a consumer’s account to make the payment. Customers who use ATM cards frequently are more likely to spend more money than customers who use their cards rarely. This affects customers saving culture and this is a common problem for ATM card users. The main purpose of this thesis is to explore the effect of an ATM card on customers saving culture. It also assessed whether there is a link between being an active ATM Card user and spending of money. It further explored the contribution banks make towards the saving culture of customers through the facilitation of how ATM Cards are being utilised by the customer. The setting for the research was the Bank of Abyssinia and its selected five branches; the branches are chosen as they are identified as having a significant amount of active ATM Cards users. The study has applied a quantitative approach to address the aforementioned points of research. The finding of the study is that indeed there is a strong relationship between the use of an ATM Card and spending of money. Plus, the result also showed us that an ATM card affects customers saving culture. And banks contribution has a paramount effect on saving culture of customers. Finally, the study recommended Bank of Abyssinia to send an Alert/SMS message for every ATM card transaction, implement immediate deduction of account to make the customer feel the pain of payment, separation of ATM account & saving account is recommened and at last bank of Abyssinia should have to enable customers to choose their withdrawal limit by themselves.