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Banking Customer Attitudes toward ATM Service in Nepal

Prakash Shrestha
2020 International Journal of Advances in Scientific Research and Engineering  
This research aims to examine factors influencing customer attitudes toward ATM service. This research followed the descriptive research design for fact-finding and identifying adequate information about factors influencing customer attitudes towards ATM service in Nepalese commercial banks. This study is based on primary data. For the survey, 150 questionnaires were distributed to ATM user customers. Out of 150, only 121 (80.67%) usable questionnaires were returned. The results show that most
more » ... lts show that most of the customers have positive attitudes towards ATM services in terms of responsiveness, convenience, ease of use, and speed. It is evidenced that Nepalese commercial banks have adopted ATMs as the way for providing efficient and effective services to their customers. _______________________________________________________________________________ INTRODUCTION Technology plays a major role in today's service marketing [1] . An automated teller machine (ATM) is used for providing banking services in today's context. It refers to a computerized telecommunications system. It offers access to financial transactions in a public space to the customers of banks and financial institutions without the need for a cashier, assistance, or bank teller. The ATM is a mix of computer programs, record-keeping systems and a cash vault in one place that allows the customers to enter the systems with a plastic card with a personal identification number (PIN). It also allows the customers to a special code number in the computer terminal connected to the computerized records for 24 hours a day [2] . [3] argued that an ATM means neither, "avoids travelling with money" nor "anytime with money" but certainly implies both, because ATMs were the first well-known machines to provide bank customers access to electronic money and transactions, which is more convenient than banking hall and hour transaction [4] . With the beginning of ATMs, today's financial institutions are able to efficiently and effectively serve customers outside the banking lobby uninterrupted throughout a whole day without the barriers of fix time and periods. An ATM is operated by a plastic card with its special features [5] . It is intended to perform the major function of banking activities. This ATM card is replacing human-based operations such as cheque clearing, checking of account balances, utility bills payment, money transfers, personal attendance to customers, banking hour's restrictions, and other paper-based verification [6] . The ATM has made cash at bank just seconds away all through the day at everywhere of the globe that allows banking customers to perform a number of transactions like making balance inquiries, withdrawing cash from personal account, making deposits and fund transfer from one account to another and electronic business transactions [7] . Today, the use of ATM in banking transactions is increasing worldwide. The practice of ATM cards brought up dramatic changes in withdrawing money in the Nepalese financial sector also. The country has witnessed a swift growth in banking transactions with the increasing use of information and telecommunication technologies in the Nepalese banking sector. Nepalese commercial banks are increasing their technology-based services day by day. As the banking sector is totally a service-oriented industry, the banks and financial institutions are also offering different services to their customers in Nepal. ATM service is one of the important services that enhance value to banking customers. Before adopting this service, they consider many factors such as a safe and convenient location, a sufficient number of ATMs, a user-friendly system and ATM functionality [8] . Customer prefers also 24 hours of service, accurateness, and well-located locations as part of ATM service [9] . Likewise, [10] observed that many organizations invest resources in information technology in order to achieve benefits such as improved customer services, increased efficiency or productivity, and competitiveness in the market. Likewise, adequate numbers of ATMs, convenient and secure location, and user-friendly system, speed, minimum errors, high uptime, cash backup, cost and service coverage are essential service quality aspects of ATM service [11] . In a similar way, a customer gives more focus on ATM delivery system that fulfils their needs and maximize operational performance is an essential dimension for a bank to achieve and sustain competitive
doi:10.31695/ijasre.2019.33652 fatcat:b3psqe2o2jfhffrzhlldfvrrdi