The impact of ATM services on customer satisfaction in Indian banks

The aim of this paper is to understand the impact of ATM services on the customer satisfaction in Indian banking sector. The study has used the primary data of customer satisfaction survey (N = 400). The data was collected using a structured questionnaire designed to ascertain the satisfaction levels. ANOVA and factor analysis was used to identify significant factors and frequency analysis was used to analyse customer satisfaction. The ATM services have a positive impact on the customer satisfaction; if proper functioning is ensured by the banks, there will be significantly higher customer satisfaction. The research has been carried out primarily in urban area and hence cannot be generalised on all India basis. The banks can utilise the finding to improve the services of ATMs and can enhance the overall satisfaction of their customers. The paper identifies the significant factors which the banks may take care to enhance the customer satisfaction.