| Abstract: | In the 1990s and in the beginning of the twenty-first century, there has been a
growing interest in understanding the main service quality dimensions that
customers use in evaluating the service quality level, which in turn determines their
level of satisfaction. This paper examines the level of customer satisfaction in ATM
service delivery with reference to Dashen Bank. The paper, using primary and
secondary sources of data, has shown that ATM service customers in the case
company use different service quality dimensions (attributes). Service quality is
usually defined as the degree of alignment between customers' expectations and
their perceptions of the service received. In this paper, SERVQUAL was used as
technique to measure customer satisfaction in Dashen bank ATM service delivery.
The aim is to explore the most important strength and weaknesses of Dashen bank
in ATM service delivery. The growing importance of ATM machines as another
service delivery channel by banks to their customers lead to a number of
supposition and deductions, made on the value creation of ATM service delivery
and its extent of use. In the light of this, a profound and comprehensive study was
conducted with the aim to first, determine the extent of use and satisfaction of ATM
service delivery and secondly determine the type of customer expectations on ATM
service delivery with reference to Dashen Bank.Measurement was accomplished by
the subtracting expectation from perceptions resulting in a service quality score (gap
score). Positive or zero scores would reflect ideal or adequate service quality
offered by the bank. A negative score would be indicative of a service experience
that did not meet customer expectations. Using the SERVQUAL questionnaire
provided, quantifiable reasoning to the research questions in each dimension could
be obtained so that precision, objectivity and rigor replaced hunches, experience and
intuition as a means of investigating problem areas. |
