Service quality in automated teller machines: An empirical investigation.

Abstract

Purpose – The aim of this paper is to identify the dimensions of Automated Teller Machine (ATM) service quality and to evaluate customers’ perceptions of the relative importance of these dimensions.

Design/methods/approach – A structured questionnaire gleaned from the literature and focused group studies was used to collect data from 530 ATM customers of 15 banks in Ghana. Descriptive statistics, exploratory and confirmatory factor analysis, as well as multiple regression, were used to identify the relative importance of the dimensions of ATM service quality.

Findings – The paper identified five dimensions of the “ATMqual” model. In order of importance, these dimensions are reliability, convenience, responsiveness, ease of use and fulfillment.

Practical implications – The variables of the ATMqual scale provide practical levers for bank managers to improve customer experience with ATMs. The relative importance of the factors identified in the study also provide managers with a guide as to which issues to focus on in order to improve the efficiency and effectiveness of the ATMs.

Originality/value – The paper provides a theoretical basis for conceptualising ATM service quality. The resulting dimensions, referred to as the ATMqual, thus address the paucity of a robust research in conceptualising and testing the dimensions of ATM service quality. Apart from the improved theoretical insight, the dimensions identified also provide bank managers with better understanding of and means to better manage customers’ ATM experiences.