ASSESSMENT ON CUSTOMER ATTITUDE TOWARD ATM SERVICE IN ETHIOPIA: THE CASE OF COMMERCIAL BANK OF ETHIOPIA

Abstract

Automated Teller Machine (ATM) is one of the most popular delivery channels. This study explores customer’s attitude towards ATM usage at commercial bank of Ethiopia. The main objective of this paper was identify the level of awareness of customers about ATM service, identify the challenges faced by customers while using ATM services and identifies factors that affect customer attitude towards ATM service. Causal research design was employed and data were collected from 297 customers. All the data have been analyzed by using the Statistical Package for Social Sciences (SPSS 16.0 version.). The findings of the study revealed that awareness of ATM banking, perceived usefulness, service satisfaction and ease of use had a positiveeffect oncustomer’s attitude towards ATM usage. On the other had perceived challenges had a negative relationship with customer attitude. Conversely, reliability didn’t show any significant relationship with customer attitude. This finding is paramount useful among the banks as it will assist with their various strategic resource allocation decisions on their ATM banking solutions.