Investigating customer attitude towards Automated Teller Machine; (a case study at GCB Bank Limited)
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Date
July, 2015
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Abstract
ATMs serve the primary purpose of allowing people to withdraw money from their bank accounts from virtually anywhere in the world. The machines work by reading the magnetic strip of an ATM or debit card. This study seeks to examine customers’ attitude towards ATM services at Ghana Commercial Bank (GCB) Limited. The study was quantitative in nature and adopted descriptive and explanatory research approach. The population for the study consisted of all customers of GCB in Ashanti region of Ghana. Using convenience sampling technique, 30 customers each were selected from the five branches used for the purpose of this study (Bekwai, Bantama, KNUST, Suame and Adum). Structured questionnaires were used to collect primary data and analysis was done using frequencies, percentages, mean, standard deviation, one sample t-test, and binary logistic regression. The study revealed that four demographic variables of customers significantly affected the use of ATMs at GCB. These were gender, education, occupation, and level of income. The type of account operated (be it savings or current), did not significantly influence the usage of ATM services. The study indicated that, the majority of the customers had GCB’s ATM card. And they mostly used either once or twice a month. The customers of GCB were satisfied with the existing ATM locations, speed of response, convenience of service, 24/7 service accessibility, the process of money withdrawn under ATM scheme, and the easy of login. The major challenges faced by customers when using GCB’s ATM were, unreliable network system, machine out of order, valid limit on amount of cash withdrawn, wrong debits, reduction in balance without cash payment, card gets blocked or locked up, and machine out of cash. The study found out that males were more likely to use ATM services more than females. The researcher recommends that, for banks to fully realize the potential benefits of customers using its ATM facilities, it must have special promotional packages to attract females unto the ATM service.
Description
A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement for the degree of
Master of Business Administration (Strategic Management and Consulting).