| Abstract: | The aim of this paper was to look at the effect of ATM service quality on customer satisfaction at
Dashen bank in Addis Ababa. The research objective focus on the effective ATM service
quality: tangibility, convenience, responsiveness, efficiency, reliability, assurance, security and
privacy and empathy on customer satisfaction. The study was conducted based on data collected
from customers and management of the bank through questionnaires and unstructured interview.
The questions were focused to evaluate the extent of customer satisfaction regarding ATM
services of the bank in eight service quality dimensions towards ATMs. To achieve the research
objective the research adopted a descriptive research design; using both qualitative and
quantitative approach. The quantitative methods was based on descriptive research design with
convenience sample consists mainly of respondents in different professions at the age of above 18
years. Self-administered questionnaire, which consists of demographic characteristics and survey
questions both in Amharic and English, a sample of 300 was taken distributed and of which 200
Dashen Bank ATM users samples were considered valid. Out of 404 ATMS, 20 ATMs terminals
were selected in order to reach ATM users in different parts of Addis Ababa. Source of data was
primary data and primary data were collected by using 5-point Likert-Scale. To accomplish this, a
questionnaire survey was conducted by taking the most important ATM service quality dimensions
that were identified. The data from the questionnaires were analyzed through frequency, percentage
and mean as well as through correlation and regression analysis with the help of SPSS version 21
statistical software program. According to the findings, among the eight service quality dimensions:
Tangibility, convenience, security, assurance, empathy, reliability, responsiveness and efficiency
dimensions are found highly important dimensions for overall customer satisfaction. Descriptive
result shows that customer are highly satisfied with tangibility dimension; however, in assurance
found to be lowest customer's perception that are not good enough dimensions for customer
satisfaction in this study. Furthermore; the outcome of inferential statics shows that all of the selected
service quality dimensions have positive relationship with customer satisfaction with reliability
highest value followed by tangibility dimension. The researcher recommend that the bank needs to
train and equip its supporting staffs related with ATM , has to give equip and nice location of the
ATMs area and assure customers by no means pin never be hacked through technology and to
overcome various ATM problems that the bank should have to put effective ATM management. |
