Customers’ Perceptions towards ATM Service: A Case Study of Dutch-Bangla Bank Ltd

Abstract

As a foundation to a discussion on ADC technology, it is important to clearly distinguish between the channel and the technology. For this report, we define the channel as the customer’s access point to a FSP – who or what the customer interacts with in order to access the financial service or bank account 1. For instance, customers can access financial services at a bank branch, which is a traditional channel. With the advancement of technology, the term Alternative Delivery Channels denotes a broader range of options through which a customer can now access financial services without visiting a branch. These include ATMs, Internet Banking, Agency Banking, Extension/Field Services2, Mobile Banking, and more recently Electronic or Mobile Wallets. These channels enable customers, FSP staff and agents to access banking services through technology solutions which are built either on Web, mobile or bespoke platforms. these channels extend the services of a branch through systems which are connected to the Core Banking System (CBS) of the FSP. E-Banking provides various alternative delivery channels for using banking services like ATMs, credit cards, debit cards, internet banking, mobile banking, electronic fund transfer (EFT), electronic clearing system etc. ATM is the most acknowledged than any other e-channels. The ATM industry has seen explosive growth in recent times. The present study has made an attempt to find out the perception of customers regarding various issues related to ATM service. The demographic relations among various issues are also highlighted in this study. To achieve the objectives a survey of 100 respondents who are using ATM services has been conducted and the collected data was analyzed with the help of SPSS by using appropriate statistical techniques. After banking hour transaction and advertisements influence customers most to adopt ATM service. But most of the customers have negative agreements regarding the factors, difficult to remember PIN of ATM card, it is more expensive than traditional banking, difficult for root level people, network problem and difficult to use card. Findings also support that younger people who are frequent users of ATM card, security/safety/privacy of ATM is ranked number one and represents maximum satisfaction of ATM users.