Customer Satisfaction And How ATM User’s Perceive ATM Services Within Yola-Metropolis
The study examines the customer satisfaction and how atm user’s perceive atm services within Yola-Metroplis. The study of 3 Nigerian Banks (Zenith Bank, Guarantee Trust Bank (GTB), Fidelity Bank).
The study adopted quantitative method. Questionnaire was used to collect dat from the staff of the 3 banks used as the study. Statistical package for social science (SPSS) with the close guidance of American Customer Satisfaction Index theory was used as the tool used for the analysis work. The software tools were used to analyze the collected data collected from the respondents for the purpose of analysis, the analysis is in the form of descriptive statistic, simple frequency table, percentage analysis, inferential statistic and person chi-square which are predicted in the next chapter.
The study reveals the following findings: The study find out there is significant relationship between satisfaction and expectations of ATMs users in Yola metropolis. There is significant relationship between satisfaction and perceived quality of ATMs users in Yola metropolis. There is significant relationship between satisfaction and perceived value of ATMs users in Yola metropolis.
The study concludes that customer satisfaction and expectations has significant impact on how ATM user’s perceive ATM services within Yola-Metropolis.
The study further recommends that: There is need for management of banks precisely Zenith Bank, Guarantee Trust Bank (GTB), and Fidelity Bank to re-evaluate on the type of activities that they initiate. Banks must improve the safety, provide accurate, timely information and make the use of ATM services easy in order to retain the customers. The satisfaction level of customers towards ATM service should always be known by banks, and to study the safety, assurance and flexibility of using the machine.
1.1 Background And Motivation
One of the sectors in the Nigerian economy that has recorded a dramatic revolutionary growth and expansion increasingly growing almost exponentially is the Banking sector, The Nigerian banking sector’s contributions to the Nigerian economy rose from a mere N6.84 billion in 1980 to well over N3 trillion in 2015 (Joseph, E. 2017) .
The banking sector has witness numbers of changes in recent years, starting with consolidation of banks to the introduction of cutting edge innovations on the use of Information Communications Technology. These changes have been adjudged to be radical, progressive, and developmental that set Nigerian banking sector in the right trajectory in the eyes of the world’s financial regulators, which was followed by numerous international awards (Premium Times 13th October, 2013).
Within a very short period of time banks worldwide have evolved with the introduction of groundbreaking technology in the method of rendering services to customers. In view of these developments in recent banking history, payment has gone from cheques to the use of smart cards (debit and credit cards). In most countries around the world and especially in Nigeria debit cards are more prominent (Pierce, 2001).
A lot of scholars have come up with various kinds of reasons attributing them the recent development of the banking sector worldwide. Top among the reasons is the aggressive adoption of Information Communication Technology by banks globally (Abor, 2004).
With the customer’s in mind new products and services that are adding value to the customers have been deliberately developed, tested, and implemented in the banking sector with the paramount aim of keeping depositor’s fund save and improve service to customers which is encapsulated in “access to funds with ease” in practice at almost every giving time without being limited to the banking hall experience.
No doubt, series of changes and developments saw the invention and use of the “automated teller machine” as part of the numerous information communication technology embraced by the banking sector. Initially, the automated teller machine popularly called the ATM was primarily designed to handle solely dispensing of cash but continues research and further development of ICT in the banking sector, saw the introduction of a whole lot of services that can be performed by the ATM’s (Abor, 2004).
1.2 Problem Statement
As highlighted in the background of the study, banking sector not just in Nigeria but Worldwide have introduced series of innovation technology that will guarantee security of depositor’s fund and increase access to services without being limited to any banking walls. The Automated Teller Machines (ATMs) were one of the major innovations in using technology to increase efficient banking services and experiences outside of the banking wall.
However, even with these technological innovations, the banking sector is still faced with numbers of growing concerns from customers. The problem of access to funds with ease is better imagined than experienced at many occasions within Yola metropolis. Long queues, limited amount to withdraw at a giving time, out of internet service machines, out of cash machine and many other challenges necessitated the question surrounding customer’s satisfaction on the use of ATMs within Yola metropolis.
1.3 Project Objective
The aim of this research work is to to determine some underlining factors that will necessitate customer satisfaction and how ATM user’s perceive ATM services within Yola-Metropolis. This objectives will be analysed using the following:
- Determine the customer’s expectation towards the use of ATM services.
- Evaluate the customer’s perceived quality of the ATM services.
- Assess the customer’s perceived value of the ATM services.
1.4 Research Question
- What are the customer’s expectations towards the use of ATM services?
- What are the customers perceived quality of the ATM services?
- What are the customer’s perceived value of the ATM services?
1.5 Research Hypothesis
- H01: There is no significant relationship between satisfaction and expectations of ATMs users in Yola metropolis.
- H02: There is no significant relationship between satisfaction and perceived quality of ATMs users in Yola metropolis.
- H03: There is no significant relationship between satisfaction and perceived value of ATMs users in Yola metropolis.
1.6 Scope of Study
This study is on the customer satisfaction and how ATM user’s perceive ATM services within Yola-Metropolis.
In carrying out this research, attention was focused on commercial banks with particular reference to Zenith Bank, Guarantee Trust Bank (GTB), Fidelity Bank in Yola-Metropolis. This is due to the fact they have been producing an extremely high performance in the banking industry. As such the research is geared to investigate the customer satisfaction and how ATM user’s has been perceiving ATM services within Yola-Metropolis.
Therefore, the target population are the customers of Zenith Bank, Guarantee Trust Bank (GTB), Fidelity Bank in Yola-Metropolis. The customers of the Zenith Bank, Guarantee Trust Bank (GTB), Fidelity Bank in Yola-Metropolis were chosen because they form a major part of the Banking consumer market in Nigeria. Thus their views would represent an accurate picture of customer satisfaction and how ATM user’s has been perceiving ATM services within Yola-Metropolis. The study will adopt the simple random sampling technique while data will be analyzed using the regression analysis method. The geographical area of the research will be the Zenith Bank, Guarantee Trust Bank (GTB), Fidelity Bank in Yola-Metropolis. At last, the study would be completed between September 2018 and April 2019 (8 months).
1.7 Significance of Study
This study will be relevant in making the management of Organizations aware of the role that customer satisfaction plays in improving ATM services. It will also help to understand how ATM user’s has been perceiving ATM services within Yola-Metropolis.
This study will also help the banking industry as it will make managers of Banks in Nigeria understand the importance of good ATM services provision and how it improves organizational performance and profitability. It will also show the need for corporate entities to develop good attitudes and relationship towards their customers.
This work will likewise be beneficial to scholars as it is an enhancement for past scholarly work of different researchers regarding the matter of customer satisfaction on ATM services and customer expectations in ATM services as it sheds more light to areas that haven’t been researched on.
Finally, the research will be beneficial to the society as it will introduce the public to concepts under customer satisfaction and how customers perceive ATM services. It will also show the public how their expectations toward a customer satisfaction are formed.
1.8 Operational Definition of Terms
An automated teller machine (ATM) is an electronic banking outlet that allows customers to complete basic transactions without the aid of a branch representative or teller.
The ability of an organization to be able to keep up with their customers so as to ensure brand success.
Customer expectancy are the various things such as attitude, values, quality, accessibility, reliability he or she expects to see or get because of their relationship with a brand or because of the identity and reputation a brand has.
1.9 Outline Of The Report
This research work cover a total layer of five chapters. Each chapter focuses on a specific agender which coordinate the work flow to make a whole document.
The introduction and background of the work is captured in Chapter one. A clear concise introduction, objectives of the study, and well defined problem are the make-up of chapter one.
The second chapter gives further dive into the work by trying to understand the contextual reality of the work in reference to similar work. The second chapter seeks to direct the research to the part in which it objectives and a contextual interpretation is drawn. This chapter talks about key component as it is related to the relevance of the research work from existing literature.
In line with the contextual position of the work, Chapter 3 will elaborated the theoretical frame work that will anchor the research work. Chapter 3 defines the research design, research instruments, and the actual type of research tool to deploy for the research that will best capture the realities of the work in line with its objective within the best theoretical frame.
Chapter 4 talks about the the findings of the work. The collated data will be analyzed using key indicators that are the ingredient of the selected theory employed for the research work.
The last and the final chapter is chapter 5. This chapter brings together the gotten data that was analyzed and take a position as the conclusion. It will further suggest some important highlights of either limitations or strength of the work that can be of great help to addressing the problem discovered in the work.
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