THE IMPACT OF ATM BANKING SERVICE QUALITY ON CUSTOMERS’ SATISFACTION: IN THE CASE OF COMMERCIAL BANK OF ETHIOPIA

Abstract

This paper aims as investigating the impact of Automated Teller Machine (ATM) banking service quality on customer satisfaction in commercial bank of Ethiopia. In order to achieve the objective of this study and answer the research questions the researcher adopted explanatory research design. The data collected ware analyzed by using descriptive statics such as mean and standard deviation. In addition correlation and regression analysis were conducted with the help of Statistical Package for Social Scientist (SPSS) version 22. To investigate the impact, the researcher prepare questionnaire wear distributed to 400 customers of the CBE in four selected branches of each district in Addis Ababa using convenient sampling. It aimed to determine the level of customer’s satisfaction on ATM banking service based on service quality dimension (reliability, responsiveness, assurance, tangibility and, Convenience). Findings reveal that the higher the ATM service quality, the higher the level of customer satisfaction it provides. The study then concludes that ATM service quality determines customer satisfaction. The study recommended that increase customer satisfaction, commercial bank of Ethiopia should focus on improving ATM machine service quality