Customer Satisfaction of ATM Service

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Customer Satisfaction of ATM Service: A Case Study of HSBC ATM Dr. Md. Rafiqul Islam Dr. Samir Kumar Sheel Pallab Kumar Biswas * Abstract: The Automated Teller Machine (ATM) is one type of innovation that can mechanically accept deposits, issue withdrawals, transfer funds between accounts, collect bills, and make small loans. This study aims at investigating the satisfaction levels of HSBC ATM cardholders (both staff and nonstaff) with respect to various aspects (promptness of card delivery, the performance of HSBC ATM, the service quality of ATM personnel etc.) of using HSBC ATM and their opinions on various other related issues (such as positive and inconvenient features of HSBC ATM, recommendation to improve the service quality etc.).…show more content…
The Hongkong and Shanghai Banking Corporation Limited (HSBC) also introduced the ATM facility in 1999. Different studies have been conducted by the internal management of this bank to have an idea about customer satisfaction about various banking products of HSBC, but no study has been undertaken to identify the level of customer satisfaction with respect of various aspects of HSBC ATM. But as day-by-day the use of ATM is increasing, it is important to make a study to gain insight about the level of customer satisfaction with respect to various aspects of HSBC ATM and to identify the problem areas and proposed recommendation leading to improvement. This study is such an attempt. The main objectives of the study can be stated as below: (a) To examine the level of nonstaff customer satisfaction associated with various aspects of HSBC ATM (such as promptness of card delivery, the performance of HSBC ATM, the service quality of ATM personnel etc.); (b) To examine the level of staff customer satisfaction associated with various aspects of HSBC ATM; and (c) To make policy recommendations to improve the service quality of HSBC ATM. 1.3 Rationale of the Study: The findings of the study will provide information to use in analyzing the current ATM situation of HSBC. As the use of ATM services is increasing day-by-day, on the part of the bank, it is important to have an idea about what the ATM users are thinking about various features
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