ANALYSIS OF CUSTOMER SATISFACTION AND POST-USAGE BEHAVIOUR TOWARDS ATM SERVICES OF PRIVATE SECTOR BANKS IN PUDUCHERRY REGION

  • K. MADAVAN et al.

Abstract

ATM is the most modern computerized telecommunication electronic device that enables customers, to conduct financial transactions generally outside the normal banking hours without the need of a human clerk or a bank teller. The study is an attempt to study and identify the purpose of using ATM, analyse the customer satisfaction on the various aspects of ATM Services and examine the impact of customer satisfaction on post usage behavior towards ATM Services in Puducherry region.  Based on a sample of 100 customers in Puducherry region, descriptive and inferential analysis are carried out. Descriptive analytical tools like Frequency (Percentage) tables, Percentage analysis and Mean Rankings are used to analyse the customer profile, purpose and customer satisfaction on various aspects of ATM Services.  Pearsons Correlation Analysis is used to test the hypothesis. The study reveals that customer satisfaction on Cash Availability and Number of ATMs have significant impact on the post usage behavior of customers towards ATM Services in Puducherry region. The study suggests that management of Private Banking Institutions should give more attention on the ATM functionality and maintenance aspects.  The private Banks should study and understand the customers needs, wants and preferences towards the banking services including ATM service and should take more steps to increase their customers satisfaction which leads to increase the loyalty of customers towards their services.

Published
2019-12-26
Section
Articles