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Impact assessment of ATM on customer satisfaction of banks in Ghana:a case study of Kumasi,Ghana

Author

Listed:
  • Boateng, Elliot
  • Amponsah, Mary
  • Serwaa-Adomako, Akosua

Abstract

Bank customers are selective with the banks to transact with since everyone wants the best service for their money. Asa result, there is competition in the banking sector. Each bank wants to give quality services and products to keep up existing customers and broaden their customer base as well. The purpose of this study is to find out if customer needs for direct service transactions with bank employees in the banking halls has reduced due to Automated Teller Machines (ATM) provided for Ghanaians at customer service points. The essential dimensions of an ATM service quality and its effect on customer satisfaction is also examined. Questionnaires were administered to users and nonusers of Automated Teller Machines, as well as bank staffs, to source data for the study. An analysis of data was done with descriptive statistics and the chi-square test. About the scope of the study, the results showed that, the demand for direct service transactions with bank employees had reduced with the ATM introduced in Ghana. ATM service quality dimensions that produced an effect on customer satisfaction were the reduced time spent on transactions, delivery of renewed ATM cards on time as well as safety during withdrawals at ATM service points. In conclusion, when Banks in Ghana enhance on the ATM service quality dimensions that impact on customer satisfaction, they shall increase their customer base, cut workload on bank staff and increase their turnover.

Suggested Citation

  • Boateng, Elliot & Amponsah, Mary & Serwaa-Adomako, Akosua, 2014. "Impact assessment of ATM on customer satisfaction of banks in Ghana:a case study of Kumasi,Ghana," MPRA Paper 63927, University Library of Munich, Germany, revised 20 Oct 2014.
    • Handle: RePEc:pra:mprapa:63927
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    File URL: https://mpra.ub.uni-muenchen.de/63927/1/MPRA_paper_63927.pdf
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    References listed on IDEAS

    as
    1. Kumbhar, Vijay, 2011. "Factors affecting on customers’ satisfaction an empirical investigation of ATM service," MPRA Paper 32713, University Library of Munich, Germany.
    2. Mohammed-Aminu Sanda, 2011. "Using ATMs as Workload Relievers for Ghanaian Bank Tellers: The Customer Behavioral Challenge," Journal of Economics and Behavioral Studies, AMH International, vol. 3(1), pages 13-21.
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    Cited by:

    1. Stephen E. Ughulu & Abraham O. Agbonkhese, 2020. "E-Banking Payment Instruments and Deposit Money Banks' Performance in Nigeria: An Empirical Investigation," Journal of Accounting, Business and Finance Research, Scientific Publishing Institute, vol. 9(1), pages 1-11.
    2. Stephen E. Ughulu & Abraham O. Agbonkhese, 2020. "E-Banking Payment Instruments and Deposit Money Banks' Performance in Nigeria: An Empirical Investigation," Journal of Accounting, Business and Finance Research, Scientific Publishing Institute, vol. 8(3), pages 97-107.

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    More about this item

    Keywords

    automated teller machine; customer satisfaction; service quality;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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