CUSTOMERS’ EXPERIENCES WITH ATM: A COMPARATIVE ANALYSIS OF GCB AND BARCLAYS BANK ATM SERVICES

Abstract

This study investigated the experiences of Ghana Commercial Bank (GCB) and Barclays bank customers with Automatic Teller Machines (ATMs) in the Tamale Metropolis. Primary data were collected in 2011 from a randomly sampled 80 ATM users by means of a semi-structured questionnaire. The data were analysed using descriptive statistics and multiple regression analysis. The study revealed that, the main reasons why customers prefer ATM to other e-banking services include convenience, speed, security, reliability and cost effectiveness of ATM services. Machine running out of cash, link failure and long time in dispensing cash were found to be the most occurring ATM challenges. The findings showed that, in all cases, these challenges were perceived to occur more often with GCB ATMs than in Barclays bank ATMs. The mean customer satisfaction level was found to be 61.8% and 69.4% respectively for GCB and Barclays bank ATM users. The study established a significant difference in the mean customer satisfaction between customers of GCB and Barclays bank. Eventually, the study found the critical ATM customer satisfaction parameters to be promptness of card issue, service quality of ATM personnel, quality of notes, machine performance, safety and security, cost effectiveness, and service quality of ATM personnel. Based on the beta values, the three most important determinants of satisfaction were found to be promptness of card issue, safety and security, and cost effectiveness. Management of these banks must take into account these factors in designing and implementing ATM based policy reforms.