CUSTOMERS’ PERCEPTION OF ATM SERVICES

ABSTRACT
This study was embarked upon to examine customers’ perceptions of ATM services in Benin City. The purpose of the study is to ascertain customers’ rating as regards to their level of satisfaction with ATM service quality.
In order to obtain necessary information for this study, both primary and secondary data were used. Primary data were obtained from field survey with the use of questionnaire as an instrument for data collection together with observations.
The data collected from the field work were analyzed using satisfaction index, percentage frequency or rating and descriptive method. Information from the library, internet, newspapers formed the major source of secondary data. The major findings were that customers/users of ATM are to a reasonable extent satisfied with the level of service they received from using the ATM, while in the case of dissatisfaction in the charges and surcharges for using the machine. Based on the findings, it is recommended that banks should pay close attention to their ATM users or customers perception with the service quality they are offered.

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The most significant development in recent time that has substantially influenced business operations and activities in the banking industry is the introduction of Automated Teller Machine simply referred to as (ATM).
ATM allows a bank customer to conduct his banking transaction from both his bank and other banks. In fact, it is a self service highly computerized cash dispensing machine that allows bank customer to conduct certain bank transaction such as withdrawal ,account balance enquires ,account transfer etc.
As a result of this, ATM has been defined as an automatic bank note dispenser that uses electronic device and computer software/hardware to enable payment at either bank premises or sales off site locations .The concept (ATM) as known today was first introduced in 1936 by LUTHER GEORGE SIMJAIN. A working prototype came about in 1969 and DOCUTEL (an American company) with DON WETZEL, was issued patent for it in 1973.
However, the most similar in function to today’s type was introduced in United Kingdom in 1973. Nigeria joined the developed world in it’s introduction and use in 2005 through the effort of Central Bank of Nigeria (CBN).The introduction of ATM has remarkably enhanced the convenience, speed, and volume of business transactions bringing relief to bank’s customers as well as reducing the difficulties of withdrawing cash in banking hall. Today there are Nigerians from all walks of life using ATM for different services, it no longer reserved for the upper class in the society, now you can see students, traders etc, making use of their debit cards and cash cards on the system (ATM) cash withdrawals, pay utility bills etc. MOBAREK (2007) establish speed of operation and waiting time as important predictors of ATM service quality. Among the many changes in the introduction of money counting machine or automated teller machine (ATM) is to reduce workload and meet customer demand. This has simplified the operation of many banks such as the counting of money by bank tellers and manual recording of cash deposit. MOUTINHO (1992) established that (ATM) facility resulted in speed of transactions and save time of customers.

Despite the tremendous impact ATM has made to banking services, it is still presently been characterized with many problems like; case of stock card in the machine, debiting account without payment, network failure. The question one would ask is whether the banks know how their ATM customer/users feel about these problems as they could be a dissatisfying factor from using the ATM. To provide solution to these problems that may arise. Call for the banks to constantly identify and understand the perception of customer wit ATM services quality in order to provide a convenient manner that enables the customer/users maximize better satisfaction. This research seeks to study consumer perception of ATM service in the banking industry.