ALPHA UNIVERSITY COLLEGE

SCHOOL OF GRADUATE STUDIES

ASSESSMENT OF FACTORS AFFECTING CUSTOMERS’

SATISFACTION IN AUTOMATED TELLER MACHINE SERVICE
(THE CASE OF DASHEN BANK SHARE COMPANY IN ADDIS ABABA)

BY: ERMIYAS GOSA

ID NO. MBA/08/046/08

ADVISOR: TIBEBE BESHAH (PhD)

A THESIS SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES OF ALPHA

UNIVERSITY COLLEGE IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE MASTER OF BUSINESS ADMINISTRATION (MBA) DEGREE

ADDIS ABABA, ETHIOPIA

JULY, 2017
 DECLARATION

I, Ermiyas Gosa declare that this research paper titled “Assessment of Factors Affecting
Customers’ Satisfaction In Automated Teller Machine Service (The Case of Dashen Bank Share
Company In Addis Ababa)” is my original work, and has not been presented for a degree or
diploma in any other university, and it is in partial fulfillment of the requirements for the Master of
Business Administration (MBA) degree.

Name: Ermiyas Gosa

Date:

Signature:___________________
 Alpha University College
School of Graduate Studies

ASSESSMENT OF FACTORS AFFECTING CUSTOMERS’ SATISFACTION IN

AUTOMATED TELLER MACHINE SERVICE (THE CASE OF DASHEN BANK SHARE
COMPANY IN ADDIS ABABA)

By
Ermiyas Gosa

Advisor: Tibebe Beshah(PhD)

I, the advisor, declare that, to the best of my knowledge, this thesis is the research product of my
advisees Mr. Ermiyas Gosa, and complies with the regulations of Alpha University College's
School of Graduate Studies and meets the accepted standards with respect to originality and quality.

Signature Date

Addis Ababa, Ethiopia

July, 2017
 Alpha University College

School of Graduate Studies

Assessment of Factors Affecting Customers’ Satisfaction In Automated Teller Machine Service

(The Case of Dashen Bank Share Company In Addis Ababa)
By

Ermiyas Gosa

We, the undersigned, members of the Board of Examiners of the final open defense by Ermiyas
Gosa have read and his thesis titled “Assessment of Factors Affecting Customers’ Satisfaction In
Automated Teller Machine Service (The Case of Dashen Bank Share Company In Addis Ababa)”,
and examined the candidate. This is, therefore, to certify that the thesis has been accepted in partial
fulfillment of the requirements for the degree of Master of Business Administration.

Signed by the Examining Committee:

External Examiner Signature Date

Internal Examiner Signature Date

Advisor Signature Date

Dean of Graduate Program Coordinator Signature Date

 ACKNOWLEDGEMENT
The process of Master's thesis was a wonderful learning process filled with challenges and
rewards. A thesis at this level requires not only commitment and personal sacrifice of the
researcher, but also it depends on the support and sacrifices of many others including families,
friends and associates.

First and foremost, I would like to thank my almighty God, for his support, guidance and
protection. Next, I would like to express out deep gratitude thanks for my advisor Tibebe
Beshah (PhD), for his constrictive advice and valuable comments, without his assistance and
regular follow up the paper would not have been in its present form.

In addition, I would like to provide thanks to Dashen Bank ATM users and staffs for their
contribution of helping me by giving the required information to achieve the goal of the study.

Finally, I want to thank my secretary W/ro Getenesh Endalamaw who have helps me in typing
and editing the paper.

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ACRONYMS
ATM- Automated Teller Machine
DB- Dashen Bank
E- banking- Electronic Banking
E-channel- Electronic Channel
E-portal- Electronic Portal
E-servqual- Electronic Service Quality
PDA- Personal Digital Assistance
PIN- Personal Identification Number
POP- Point of Purchase
POS- Point of Sale
SMS- Short Message Service
SPSS- Statistical Packages for the Social Sciences
SQ- Service Quality

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LIST OF TABLES

Table 1: Summary of Sample Branches & Sample Size.......................................................................29

Table 2: Reliability Statistics for respective Dimensions.....................................................................32
Table 3: Demographic Characteristics of Respondents........................................................................33
Table 4: Tangibility Dimensions (Factors)...........................................................................................36
Table 5: Reliability Dimensions (factors).............................................................................................37
Table 6: Responsiveness Dimensions (factors)....................................................................................38
Table 7: Convenience Dimensions (Factors)........................................................................................39
Table 8: Security Dimensions (Factors)...............................................................................................40
Table 9: Assurance Dimensions (Factors)............................................................................................41
Table 10: Table 10: Empathy Dimensions (Factors)............................................................................42
Table 11 Accessibility Dimensions (Factors).......................................................................................43
Table 12: Speed Dimensions (Factors).................................................................................................44
Table 13: Overall satisfaction of ATM service in Dashen Bank...........................................................45
Table 14: Correlation Analysis.............................................................................................................47

LIST OF FIGURE
Figure 1: Conceptual Framework.........................................................................................................27

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 ABSTRACT
The major challenge faced by banks is how to satisfy customers and identifying the core methods or
factors to attain high level of customer satisfaction in ATM services. In this modern age of technology
customers’ expectation is so high that banks need to provide excellent services to attract, retain,
satisfy and create customer loyalty. The main purpose of this study is to assess important factors
(dimensions) affecting customers’ satisfaction in Automated Teller Machines (ATMs) service of
Dashen Bank S.C. The study employed a quantitative methods based on descriptive research design
with convenience sample consists mainly of respondents in different professions at the age of above18
years. Self-administered questionnaire, which consists of demographic characteristics and survey
questions both in Amharic and English, was distributed to 400 Dashen Bank ATM users.16 ATMs
were selected in order to reach ATM users in different parts of Addis Ababa. Instrument development
was based on reviewing related literatures and discussing with concerned academicians and
practitioners in the area of ATM service and customer satisfaction. To accomplish this, a
questionnaire survey was conducted by taking the most important ATM service quality dimensions that
were identified by several researchers from literature review. The data from the questionnaires were
analyzed through frequency, percentage and mean as well as through correlation analysis with the
help of SPSS statistical software program. According to the findings, among the nine service quality
dimensions, Tangibility, convenience, security, assurance, empathy, accessibility and speed
dimensions are found highly important dimensions for overall customer satisfaction. However, in
reliability and responsiveness were found to be low on customer's perception and that are not good
enough dimensions for customer satisfaction in this study and also the findings show that, all of the
selected service dimensions have a significant and positive relationship with customer satisfaction.
Because of limited research experience, Financial constraint, time as well as Geographical location,
the study was limited by selected branches of Dashen bank ATM card users in Addis Ababa, that may
not be the sample representative of the whole ATM bank service user of the country. Hence, this may
slightly impair the quality of the study. Finally, this paper will help Dashen Bank understands what its
customers perception is towards its ATM service. This will in turn help it focus on the dimensions that
customers believe its ATM service is performing weakly and which service dimensions it should build
and improve on.

Key terms:, ATM service quality dimensions, customer satisfaction.

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 Table of Contents
ACKNOWLEDGEMENT......................................................................................................................i
ACRONYMS........................................................................................................................................ii
LIST OF TABLES...............................................................................................................................iii
LIST OF FIGURE................................................................................................................................iii
ABSTRACT...........................................................................................................................................iv
CHAPTER ONE...................................................................................................................................1
INTRODUCTION.................................................................................................................................1
1.1. Background..............................................................................................................................1
1.2. Statement of the Problem........................................................................................................4
1.3. Basic Research Questions.........................................................................................................5
1.4. Objectives of the Study............................................................................................................5
1.4.1. General Objective..........................................................................................................5
1.4.2. Specific Objectives........................................................................................................5
1.5. Significance of the Study..........................................................................................................5
1.6. Delimitation of the Study.........................................................................................................6
1.7. Limitation of the Study.............................................................................................................6
1.8. Organization of the Paper........................................................................................................6
CHAPTER TWO..................................................................................................................................7
LITERATURE REVIEW......................................................................................................................7
2.1. Definition of ATM.....................................................................................................................7
2.2. The Advent of the ATM............................................................................................................7
2.3. ATM Networks..........................................................................................................................8
2.4. Service......................................................................................................................................8
2.5. Service Quality..........................................................................................................................9
2.6. E-banking................................................................................................................................10
2.7. Types of E-banking.................................................................................................................10
2.8. Traditional service Versus E- service......................................................................................11
2.9. Benefit of ATM.......................................................................................................................12
2.10. Factors Contributing to Poor ATM Services............................................................................13
2.11. ATM in Ethiopia......................................................................................................................14
2.12. Future Prospects of ATM........................................................................................................15
2.13. Customer Expectations...........................................................................................................16
2.14. Customer Perception on Service............................................................................................16

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 2.15. Factors that Influence Customers Perception and Expectation..............................................17
2.16. Customer Satisfaction............................................................................................................18
2.17. Customer Satisfaction Models................................................................................................21
2.18. Conceptual Framework..........................................................................................................27
CHAPTER THREE.............................................................................................................................28
RESEARCH DESIGN AND METHODOLOGY...............................................................................28
3.1. Research Design.....................................................................................................................28
3.2. Population, Sample and Sampling Techniques.......................................................................28
3.3. Types of Data and Tools/ Instruments of Data Collection......................................................30
3.4. Procedures of Data Collection................................................................................................31
3.5. Methods of Data Analysis.......................................................................................................31
3.6. Ethical Consideration..............................................................................................................31
CHAPTER FOUR...............................................................................................................................32
DATA PRESENTATION, FINDINGS AND INTERPRETATION...................................................32
4.1. Overview................................................................................................................................32
4.2. Reliability Analysis..................................................................................................................32
4.3. Demographic characteristics of respondents.........................................................................33
4.4. Results from Questionnaires..................................................................................................36
4.5. Relationship between ATM Service Quality Dimensions and Customer Satisfaction through
Correlation Analysis................................................................................................................46
4.6. Discussion...............................................................................................................................48
4.7. Summary of the Chapter........................................................................................................51
CHAPTER FIVE.................................................................................................................................53
CONCLUSION AND RECOMMENDATION...................................................................................53
5.1. Conclusion..............................................................................................................................53
5.2. Recommendation...................................................................................................................54
5.2.1. Recommendation for practice......................................................................................54
5.2.2. Recommendation for Future Research.........................................................................55
REFERENCES....................................................................................................................................56
Appendix I: Questionnaire in English.................................................................................................61
Appendix II: Questionnaire in Amharic.............................................................................................66

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 CHAPTER ONE
INTRODUCTION

1.1. Background

The world is changing very fast in all aspects such as socially, politically, economically,
technologically, financially etc. Hence, the lifestyle and test of human being are also changing
rapidly. Banks as service providing institutions need to attract, retain and satisfy their
customers through utilizing various methods and tools to stay in the industry they compete
with their rivals. Electronic banking (e-channel) which includes; internet banking, Automated
Teller Machine (ATM), telephone banking and SMS is one way of delivering their services to
their respective customers in addition to working through the conventional one.
(Munir ,2015).ATM is most recognized e-banking channel as compare to other e-channels in
Ethiopian banking industry.(Gardachew ,2010).

Automated Teller Machine (ATM) is a computerized machine that permits bank customers to
gain access to their accounts with a magnetically encoded plastic card and a code number. It
enables the customers to perform several banking operations without the help of a teller, such
as to withdraw cash, make deposits, pay bills, obtain bank statements, effect cash transfers.
ATM was invented in the early 1960s by John Shepherd-Barron who was a Scottish national
born in India. Automated Teller Machines (ATMs) were the first well-known machines to
provide electronic access to customers (SultanSingh& Ms. Komal, 2009) With advent of
Automatic Teller Machines (ATM), banks are able to serve customers outside the banking
hall. ATM is designed to perform the most important function of bank. It is operated by
plastic card with its special features. The plastic card is replacing cheque, personal attendance
of the customer, banking hour’s restrictions and paper based verification. ATMs have made
hard cash just seconds away all throughout the day at every corner of the globe. ATMs offer
24/7 banking services to bank customers like cash withdrawal, fund transfer, balance inquiry,
bill payment, accept deposits, fast cash delivery, cheque book request, access to credit card
statements etc – by using a plastic, magnetic-strip card and personal identification number
issued by the financial institution(Vijay,2011).

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Customer Satisfaction

As indicated by Lovelock (2004) many researchers conceptualize customer satisfaction as “an

individual’s feeling of pleasure (or disappointment) resulting from comparing the
perceived performance or outcome in relation to the expectation.”
Ankit (2012) points out that, customers have different levels of satisfaction as they have
different attitudes and experiences as perceived from the company. In discussing the issue of
Customer’s satisfaction, Ankit also proposed that, it is affected by the importance placed by
the customers on each of the attitudes of the product/ service in question. Customer
satisfaction measurement allows an organization to understand the key drivers that create
satisfaction or dissatisfaction; and what is really driving their satisfaction during a service
experience. Kotler (1998) points that; the key to achieving organizational goals consists in
determining the needs and wants of target markets and delivering the desired satisfactions
more effectively and efficiently than competitors. Marjo (2009) found out that, the
counterparts of satisfaction are always expectations and experiences whereby level of
expectations will create a basis and comparison base for experiences, whenever experience is
less than expectation, the customer will be dissatisfied; when experience equals expectation,
the customer will be indifferent; when experience is greater than expectation, the customer
will be satisfied.
Service companies have since recently focused on customers in order to improve
competitiveness. Customer satisfaction is one of the important outcomes of marketing
activity. In the competitive banking industry, customer satisfaction is considered as the
fundamental of success. Satisfying customers is one of the main objectives of every business.
Businesses recognize that keeping current customers is more profitable than having to
win new ones to replace those lost. Management and marketing theorists emphasize the
importance of customer satisfaction for a business’s success. (Mick &Fournier, 1999).

So as to increased interest in conducting a research on the relationship between ATM service

dimensions and bank customers satisfaction ,to the best of the researcher’s knowledge,
different research conducted outside of Ethiopia, however, little empirical research has
actually been conducted on the topic in Ethiopia case especially from the perspective of
factors affecting ATM customers’ satisfaction; very few studies have focused on studying

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determinants of e-servqual assuming that service quality dimension has a direct impact on
customer satisfaction. For this reason, the researcher believes that the proposed study
provided a unique contribution to fill the literature gap and offer a remedy for the existing
bank management difficulties regarding customer satisfaction and ATM service.

The establishment of banks in Ethiopia traces it origin to over 100 years. The agreement that
was reached in 1905 between Emperor Minelik II and Mr.MaGillivray, representative of the
British owned National Bank of Egypt, marked the introduction of modern banking in
Ethiopia. Following the agreement, the first bank called Bank of Abysinia was inaugurated on
Feb.16, 1906 by the Emperor. The Bank was totally managed by the Egyptian National Bank.
Sofia and Seid( 2005).According to National Bank of Ethiopia report Currently,16 private and
2 public bank exist throughout the country with the use of sophisticated technology like using
of electronic banking channel which includes; internet banking, Automated Teller Machine
(ATM), Mobile banking and So on is one way of delivering their services to their respective
customers in addition to working through the conventional one. ATM is most recognized e-
banking channel as compare to other e-channels in Ethiopian banking industry.

Dashen Bank is a privately owned company established in 1995 in accordance with the
“Licensing and supervision of Banking business proclamation No. 84/1994” of Ethiopia to
undertake commercial banking activities. The bank obtained its license from the National
Bank of Ethiopia on September 1995 and started normal business activities on the first of
January 1996.The first eleven founding share holders were business men and professional that
agreed to combine their financial resources and expertise to form this new private bank.

The name derived from the highest peak in the country, mount Dashen and aspires to be
unparalleled in banking industry. Headquartered in Addis Ababa, the bank is one of the
biggest private bank in Ethiopia which operates through a network of 258 branches, nine
dedicated forex bureaus,224 ATMs and 958 point of sale(pos) terminals spread across the
length and breadth of the nations. Dashen is the most reputable brand in the domestic banking
market; a reputation earned through consistent delivery of values and preeminence unmatched
by its competitors.

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The bank also works in partnership with leading brands in electronic payments
industry(American Express, Visa, MasterCard & union pay cards) and prominent money
transfer operators(western union, Money Gram, Express Money, Dahabshiil, Transfast,
Ezermit, Ria&Dawit money transfer.

The Dashen Bank ATM is available 24 hours a day, seven days a week and 365 days a year
providing service to Dashen Debit Cardholders and American express card holders, union pay
card holders and Master Cardholders coming to the country. Available services on Dashen
Bank ATMs are::Cash withdrawal, Balance Inquiry, Mini-statement, Fund transfer between
accounts attached to a single card ,PIN(Personal Identification Number) change ,PINunblock.
(Dashen bank S.C intranet portal)

1.2. Statement of the Problem

Currently ATM technology has grown rapidly. Every bank has its own network of ATM in
branches, hotels and other locations in order to provide excellent service, to build a centre of
attention, maintenance of customers and ultimately to create customer satisfaction.

However, the major challenge faced by banks is how to satisfy customers and identifying the
core methods or factors to attain high level of customer satisfaction in ATM services. In this
modern age of technology customers’ expectation is so high that banks need to provide
excellent services to attract, retain, satisfy and create customer loyalty.

Mekonnen (2013) reported that, few problems that dissatisfy customers while using ATM in
private and public banks in Addis Ababa includes; dysfunction of ATM due to network,
insufficient cash in the ATM, break down of ATMs, late delivering and linking the PIN and
ATM Card, failure of getting ATM in the nearby location, unable to deliver the captured card
to the customer timely and Bank’s doesn’t keep their promises.

The existence of these problems depicts failure of the bank to address the role of service
quality dimensions and the researcher was inspired to conduct a study in order to identify and
evaluate key service factor affecting customers’ satisfaction in ATM service in the case of one
of Ethiopian privately owned banks, Dashen Bank S.C. and consult Management of the bank

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on the methods to minimize and vanish the dissatisfying factors and work for high level of
customer satisfaction.

1.3. Basic Research Questions

The study tried to answer the following questions

 What are the most significant factors (dimensions) that ATM users weighted most to
their satisfaction?
 Is there any considerable association between the factors and customers’ satisfaction
in Dashen bank ATM banking?

1.4. Objectives of the Study

1.4.1. General Objective

The main purpose of the study was to identify the significant factors (service quality
dimensions) affecting customers’ satisfaction in ATM service in one of privately owned
Banks in Ethiopia i.e. Dashen Bank S.C. the case in Addis Ababa.

1.4.2. Specific Objectives

 To identify most significant factors (dimensions) that ATM users weighted most to
their satisfaction.
 To identify the major problems faced by customers in using ATM services.
 To examine their association between the factors and customers’ satisfaction in
Dashen ATM banking.
 To assist Dashen bank in identifying the gap which affect the quality of service of
ATM & to suggest possible corrective action .

1.5. Significance of the Study

Introduction of new technologies in the banking industry has led to the introduction of e-
banking services in the Ethiopian banking industry. One of these new e-banking channels of
service outlets is ATM banking. Customers in Ethiopia banks are becoming accustomed to
using ATM in time of need in the normal bank working hours or when the banks are closed.
ATM users in Dashen bank S.C are seeking quality of ATM service to maximize their

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satisfaction. This study, therefore, is significant to provide information that would help the
management of the bank to evaluate and improve the overall ATM customer satisfaction
levels in DB. In addition, it helps the researcher to acquire knowledge and practical
experience and also for the partial fulfillment of the requirements for masters degree in
business administration. Furthermore, it will help as a source document and as a stepping
stone for those researchers who want to make further study on this area.

1.6. Delimitation of the Study

This study was intended to assess factors affecting customers’ Satisfaction in Automated
Teller Machine Service in Dashen bank with nine dimensions in Addis Ababa. However, due
to time, energy, financial and other constraints, the scope of the study is limited to the
information that was gathered from the selected premises of ATM service users of Dashen
bank in Addis Ababa. It would be sound if the researcher would consider the entire ATM
users in Addis Ababa/entire the country. Hence, this study doesn’t address all ATM users of
Dashen bank in Addis Ababa & entire the country. Therefore, the views of the customers
other than the selected branch are not addressed.

1.7. Limitation of the Study

Because of limited research experience, financial constraint, time as well as Geographical

location, the study is limited to selected few branch’s of Dashen bank ATM card users in
Addis Ababa that may not be the sample representative of the whole ATM bank service of the
country. Hence, this may slightly impair the quality of the study.

1.8. Organization of the Paper

This paper contains five chapters; chapter 1 entitled ‘Introduction’ is contain background,
statement of the problem, research questions, objective of the study, significance of the study,
scope of the study and limitation of the study. Review of related literatures is presented in
chapter two. The 3rd chapter contains the research design and methodology part of the study
while data presentation, findings and interpretation is presented in the fourth chapter. Finally,
conclusion and recommendations are forwarded in the fifth chapter.

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 CHAPTER TWO
LITERATURE REVIEW

2.1. Definition of ATM

ATM stands for Automated Teller Machine. It’s a specialized computer that makes it
convenient to manage your money. For example, almost all ATMs allow you to withdraw
money. At some ATMs, you can print a statement (a record of your account activity or
transactions); check your account balances (the amount of money in your accounts right now);
transfer money between your accounts. You can usually access the most services at an ATM
that’s operated by your own bank. (www.hands on banking.org). Another definition of ATM
is a computerized machine that permits bank customers to gain access to their accounts with a
magnetically encoded plastic card and a code number. It enables the customers to perform
several banking operations without the help of a teller, such as to withdraw cash, obtain bank
statements, effect cash transfers (www.businessdictionary.com).

According to Sultan and Komal (2009)Automated Teller Machines (ATMs) were the first
well-known machines to provide electronic access to customers. With advent of Automatic
Teller Machines (ATM), banks are able to serve customers outside the banking hall. ATM is
designed to perform the most important function of bank. It is operated by plastic card with its
special features. The plastic card is replacing cheque, personal attendance of the customer,
banking hour’s restrictions and paper based verification. ATMs have made hard cash just
seconds away all throughout the day at every corner of the globe. ATMs allow you to do a
number of banking functions – such as withdrawing cash from one’s account, making balance
inquiries and transferring money from one account to another by using a plastic, magnetic-
stripe card and personal identification number issued by the financial institution.

2.2. The Advent of the ATM

By the end of the 1960s, however, times were changing, and a broader segment of the
population–more comfortable with the idea of self-service and more willing to trust
unfamiliar technologies–was willing to give automated banking to try. In 1967, a Scottish
inventor named John Shepherd-Barron was sitting in the bathtub when he had a flash of

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genius: If vending machines could dispense chocolate bars, why couldn’t they dispense cash?
Barclays, a London bank, loved the idea, and Shepherd-Barron’s first ATM was installed in a
branch on Enfield High Street not long afterward. Unlike modern ATMs, Shepherd-Barron’s
did not use plastic cards. Instead, it used paper vouchers printed with radioactive ink so that
the machine could read them. The customer entered an identification code and took her/his
cash–a maximum of £10 at a time. The first automated banking machine in the U.S. was devised by
a Dallas engineer and former professional baseball player named Donald Wetzel. Wetzel’s machine
used plastic cards like the ones we use today. (Instead of radioactive ink, the cards stored account
information in magnetic strips.) In September 1969, a Chemical Bank branch on Long Island installed
the first of Wetzel’s machines.(www.theathelantic.com).

2.3. ATM Networks

The ATMs of a bank are connected to the accounting platform of the bank through ATM
switches. Inter-bank ATM networks are created by setting up apex level switches to
communicate between the ATM switches of different banks. The inter-bank ATM networks
facilitate the use of ATM cards of one bank at the ATM(s) of other banks for basic services
like cash withdrawal and balance enquiry. Banks owning the ATMs charge a fee for providing
the ATM facility to the customers of other banks. The ATM deploying bank from the card
issuing banks recovers this fee referred to as ‘interchange fee’. However the interchange fee is
not fixed across banks and depends on the terms of bilateral / multilateral arrangements.
Banks with larger ATM network treat interchange fee as an important stream of revenue.
Sultan and komal (2009), Business Intelligence Journal about impact of ATM on customer
satisfaction.

2.4. Service
Kotler(2000) defined service as any activity or benefit that one party offers to another which
is essentially intangible and does not result in the ownership of anything, and it may or may
not be tied to a physical product similarly, Gronroos (1984) defined service as an activity or
series of activities of more or less intangibles nature that normally, but not necessarily, take
place in interactions between the customer and service employees and/or physical resources
or goods and or systems of service provider, which are provided as solutions to customer
problems.

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2.5. Service Quality
Different authors define service quality in different ways :-(Parasuraman et al.,1985)defined
service quality as customers' evaluation between service expectation and service performance.
They compared customers' responses regarding their perceived quality of services and their
pre-purchase expectations.

It is also known that service quality represents the answers for some questions like, what is
expected by customers, delivered, and the deviations between the expectation and delivery.

Asubonteng et al. (1996) describe, Service quality can be defined as “the difference between
customers’ expectations for service performance prior to the service encounter and their
perceptions of the service received”.

According to Gronroos (1994) there are three types of service quality outcome, the technical
quality, the function quality and the corporate image:

1. The technical quality, which involves what the core service received by customer from the
service delivery.

2. Functional quality, which involves the manner in which the service is delivered. This
concerns the psychological interaction between the buyer and the seller perceived in a
very subjective way, and would include elements such as:Attitudes and behavior of
employees, approachability of service personnel, accessibility of service, appearance and
personality of personnel, relationship between employees and interrelationships between
employees and customers.
3. Corporate image dimension of quality is the result how consumers perceive the firm, and
it is expected to be built up mainly by the technical and functional quality of its services
and will eventually affect service perceptions.

Similarly, Lehtinen,u. andLehtinen J.R (1991) offered another model with three dimensions of
service quality: physical, interactive and corporate. Physical quality is about the quality of
physical products involved in service delivery and consumption. Interactive dimension refers
to the interaction between the customers and the service organization employees. Corporate

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quality refers to the corporate image as perceived by the customer. Parasuraman et al. (1985)
suggested the ―Gap Model in order to serve as a framework for further research.

2.6. E-banking
E-banking means: - an electronic payment system that enables customers of a bank or other
financial institution to conduct a range of financial transaction through the financial institution
website. E-banking offers new values to customers, that it is cheap or even free to customers
(Sathye, 1999). E-banking in general is not tied to time or place. It has also been argued that
e-banks are more likely to change in response to customers demands (Brogdon, 1999). E-
banking has the advantage that the customer avoids traveling to and from a bank branch. In
this way, e-banking saves time and money, provides convenience and accessibility, and has a
positive impact on customer satisfaction (Mols, 1998). Customers can manage their banking
affairs when they want, and they can enjoy more privacy while interacting with their bank. It
has been claimed that e-banking offers the customer more benefits at lower costs (Mols,
1998).

2.7. Types of E-banking

There are many electronic banking delivery channels to provide banking service to customers.
Among them ATM, POS, Mobile banking and internet banking are the most widely used and
discussed below.

2.7.1. ATM

Automated Teller Machine (ATM) is a machine where cash withdrawal can be made over the
machine without going in to the banking hall. It also sells recharge cards and transfer funds; it
can be accessed 24 hours/7 days with account balance enquiry (Fenuga, 2010).

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2.7.2. POS

Point of sale (POS) also sometimes referred to as point of purchase (POP) or checkout is the
location where a transaction occurs. A "checkout" refers to a POS terminal or more generally
to the hardware and software used for checkouts, the equivalent of an electronic cash register.
A POS terminal manages the selling process by a salesperson accessible interface. (Shittu O.,
2010).

2.7.3. Mobile Banking

Mobile banking (also known as M-Banking) is a term used for performing balance checks,
account transactions, payments, credit applications and other banking transactions through a
mobile device such as a mobile phone or Personal Digital Assistant (PDA). The earliest
mobile banking services were offered over SMS, a service known as SMS banking. Mobile
banking is used in many parts of the world with little or no infrastructure, especially remote
and rural areas. This aspect of mobile commerce is also popular in countries where most of
their population is un-banked. In most of these places, banks can only be found in big cities,
and customers have to travel hundreds of miles to the nearest bank. The scope of offered
services may include facilities to conduct bank and stock market transactions, to administer
accounts and to access customized information (Tiwari R., 2007).

2.7.4. Internet Banking

Internet banking allows customers of a financial institution to conduct financial transactions

on a secure website operated by the institution, which can be a retail or virtual bank, credit
union or society. It may include of any transactions related to online usage. Banks
increasingly operate websites through which customers are able not only to inquire about
account balances, interest and exchange rates but also to conduct a range of transactions.
Unfortunately, data on Internet banking are scarce, and differences in definitions make cross-
country comparisons difficult (Alabar& Timothy, 2012).

2.8. Traditional service Versus E- service

The following part will explain why the traditional service quality concepts cannot directly be
applied to e-service quality by showing the main differences between these two services.

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There are some key differences between traditional and e-services. There are also differences
between self-service and e-service.

The differences between traditional and e-services are as follows Surjadjaja, Ghosh and
Anthony(2003) stated that in a traditional service, only the employees are involved in the
interface of the service encounter. In e-service, on the other hand, ICT (Information
communication technology) or employees are involved in the interface through the power of
Internet/intranet. Moreover, during an e-service encounter, the customers are restricted to
hearing and viewing however, in traditional services, customers can experience the service by
using all their senses. Traditional service is restricted by distance and opening hours, whereas
e-service has substantially removed these barriers. The differences between self-service and e-
service relate to the following aspects. In self-service operations, the customer has to go to
ICT center, for example cash point, to receive the service. In e-service, a customer can
conveniently receive the service through the Internet at home or other places. E-service is
more flexible than self-service which is constrained by the location. Also in self-service the
functionality of ICT is mostly customized with little personalization. In e-service, the
functionality of the ICT is modified to offer personalized service.

2.9. Benefit of ATM

ATM has several contribution to the banking industry, on one hand it add values to customer
satisfaction in terms of giving quality services , on the other it enables, the bank to gain more
competitive advantage over their rivals through the provision of superior service delivery
(Gbandeyan , Gbonda, &Omar,2011). According to Khan (2010) the use of ATM has
rendered new ventures regarding the service quality dimensions and banks are delivering new
choices and channel alternatives to their customers. ATM, which is the most commonly
utilized electronic distribution channel, allows customers to carry out their foremost banking
transactions, such as balance inquires, transfer funds, withdrawals 24 hours a day. Davies et
al.(1996) cited in ALHawari etal.(2005). Cabas(2001) cited in Khan(2010) pointed out that
investment opportunities, cost reduction, customers satisfaction and competitiveness are taken
as the basic motives behind the installation and addition of new ATM to the existing network.
This is because technological developments such as ATM has devised ways to organizations

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in order to offer superior services for customers' satisfaction (Surjadaja etal;2000 cited in
Khan;2010).

Moreover, Moutinho(1992) pointed out that ATM facilities came out in speed of transactions
and saved time of customers.

Benefit with the Dashen bank card, you can:

Access your money 24*365, without limitation for bank working hours; operate multiple
accounts with a single card, withdraw up to 5000 birr per day per card subject to the balance
in your account, Purchase goods and services up to 8000 per day per card at any Dashen bank
merchant, check the balance of all accounts linked to the card and obtain mini statement that
lists the last ten transactions in any of your accounts linked to your card.
Eligibility
A saving account holder with Authority to operate the account in individual capacity.

A current account holder(only for a current account in individual name or proprietorship

/company). (Dashen bank S.C intranet portal).

2.10. Factors Contributing to Poor ATM Services

Dysfunction of ATM due to network

A failure of network isn’t good for business, for IT and for employees. Every network
administrator knows that much. down time impact on productivity, disrupts business services
and causes financial crises .There are different reason for failure of networks in ATM from
those the majors are faults ,errors or discards in network devices ,mismanagement of
devices ,server hardware failure ,power outage etc….(vinod, 2013).

Electric power interruptions

A power outage (also called a power cut ,a power blackout ,power failure) is a short term or
long term losses of electric power to a particular area. There are difference causes of power
outage some are:-

Weather: is probably the most well known reason for power outage .if the weather condition
is not suitable for a given country occurrence of power interruption is high.

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Power supply: - limited power supply is responsible for a service disruption in nationwide.

Planned outage:-in order to provide routine maintenance to electricity infrastructure power

will be out in advance. Those causes that listed out above have a negative impact on ATM
service, this may lead dissatisfaction on service of ATM. (Sanpatrici cio,2013).

Delivering pin and ATM without usage awareness

Missing of awareness to customers create a fraud of ATM in different categories. in general

ATM fraud can include any deliberate criminal technique which involve the use of ATM to
obtain something of value to the performer. The most common types of ATM fraud include
card theft, accessing pin of others and cash trapping.(kennickelletal.,1997).

Lack of adequate cash in ATM

Rohan ven katarmakishnan published, on Feb,22,2017 why ATM do not have cash? the
reason is because of “overdraw “mean peoples withdrawing more money than they have and
also there is lack of follow up regarding balance of ATMs from system to load a cash.

In addition to the above factors the following also have significant role for poor ATM
services; Unable to get ATM in the nearby location(shortage of number of ATMs),Capture of
Card by ATM and failure to deliver the captured card to the customer timely, The Banks
incompetence to keep promises(reliability problem),Lack of dispute handling problem such as
customers may not get cash timely after the ATM deducts money from the customers’
account, The core banking system and the ATM system are not parallel (offline/disconnection
between the core banking and ATM systems),There is no online support available to
customers through technological channels and Notification is not given to the customer when
ATMs are down due to bank’s system failure also contribute for weak services of ATM.

2.11. ATM in Ethiopia

Recent years evidenced that electronic based business models are replacing conventional ones
and organizations are rethinking business process designs and customer relationship
management strategies. Banks are no exception to this transformation; a use of Information
and Communication Technology (ICT) is revolutionizing the banking services through

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various unthinkable innovations Islam,Biswas and Kumar (2007) cited on vijay(2011). Now
Ethiopian banks are spending money in ICT infrastructure to offer e-banking services to their
customers. It provides various alternative e-channels to using banking services e.g. ATM,
debit card, internet banking, mobile banking, electronic fund transfer etc. Vijay (2011)
declares that “recently banking industry in different countries has shown their interest
transition in improving SQ from traditional branches to electronic channels. Accordingly,
many of them have relied more on EBS (Electronic Banking Services) with significant growth
in electronic facilities such as Internet, computer, ATMs, telephone and mobile phones”.
However, as per Ethiopian e-banking scenario ATM is most acknowledged e-banking channel
as compared to other e-channels.

2.12. Future Prospects of ATM

According to Zaman and Chowdhury (2012) for more than a decade, the rapid advancement
in information and communication technology has significantly and drastically affected the
banking industry across the globe. As a result banks and other financial institutions have
forced to improve their services through the application of Information Technologies, which
has become a tool that facilitates banks' organizational structures, business strategies,
customer services and related functions. They state that the recent " 'Information Technology
(IT) revolution' has exerted far-reaching impact on economics, in general, and the financial
service industry, in particular" and from the financial service industry, the banking sector was
the first to entertain such rapid globalization and get benefited significantly from that
development. In the rest of the world the application of technology based banking service
such as ATM is well developed while in Ethiopia such practice is quite low. Actually DB has
been playing a significant role in providing technology based banking services such as ATM
and point of sales in the past years, and recently mobile banking and internet banking . The
trend shows that without the application of the technology conducting banking service may
not be achievable in the coming years. As a result banks in Ethiopia, DB in focus should pave
a way to this emerging banking technology in such a way that the challenges will be
minimized and opportunities will be effectively utilized.

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2.13. Customer Expectations
Customer expectations are beliefs about a service that serve as standards against which
service performance is judged (Zeithamlet al.,1993);what customers think a service provider
should offer rather than what might be on offer. Expectations are formed from a variety of
sources such as the customer’s personal needs and wishes (Parasuramanet al.,1988)

Customer expectations are internal standards that customers use to judge the quality of a
service experience. Customers' expectations about what constitutes good service vary from
one business to another. Customer expectations embrace several different elements, including
desired service, adequate service, predicted service, and a zone of tolerance that falls between
the desired and adequate service levels (Lovelock & Wright, 2001).

Desired service: the "wished for" level of service quality that a customer believes can and
should be delivered.
Adequate service: the minimum level of service that a customer will accept without being
dissatisfied.
Predicted service: the level of service quality a customer believes a firm will actually deliver
Zone of tolerance: the range within which customers are willing to accept variations in
service delivery. The inherent nature of services makes consistent service delivery difficult
across employees in the same company and even by the same service employee from one day
to another. The extent to which customers are willing to accept this variation is called the
zone of tolerance. A performance that falls below the adequate service level will cause
frustration and dissatisfaction, whereas one that exceeds the desired service level will both
make happy and surprise customers, creating the "customer delight". Another way of looking
at the zone of tolerance is to think of it as the range of service within which customers don't
pay explicit attention to service performance. When service falls outside this range, customers
will react either positively or negatively.

2.14. Customer Perception on Service

Customer perceived service can be defined as a global judgment or attitude relating to the
superiority of a service relative to competing offerings. Perceived service quality results from
comparisons by consumers of expectations with their perceptions of service delivered by the

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suppliers. It is argued that the key to ensuring good service quality perception is in meeting or
exceeding what customers expect from the service. Thus, if perception of the actual service
delivered by the supplier falls short of expectation, a gap is created which should be addressed
through strategies that affect the direction either of expectations or perceptions, or both
(Parasuramanet al.1988).

Biljana and Jusuf (2011) describe that Perception is an opinion about something viewed and
assessed and it varies from customers to customers, as every customer has different beliefs
towards certain services and products that play an important role in determining customer
satisfaction. In many cases, customer perception is subjective, but it provides some useful
insights for organizations to develop their marketing strategies.

Providing high level of quality service has become the selling point to attract customers
Attention and is the most important driver that leads to satisfaction. Therefore, as many
Academicians and Practitioners agree, customer perception and customer satisfaction are very
closely linked together, because if the perceived service is close to customer’s expectations it
leads to satisfaction.

2.15. Factors that Influence Customers Perception and Expectation

Because expectations play such a critical role in customer evaluation of services, marketers
needs to have a control over these factors as well, but many of the forces that influence
customer expectation are uncontrollable. Those factors that determine customers’ perception
and expectation of quality service are:

A. Explicit service promises:- are personal and non-personal statement about the service
made by the organization to customers. The statements are personal when they are
communicated by salespeople or service or repair personnel; they are non personal when
they come from advertising, brochures, and other written publications. Explicit service
promises are one of the few influences on expectations that are completely the control of
the service provider. Promising exactly they will ultimately be delivered would seem a
logical and appropriate way to manage customer expectations and ensure that reality first
the promises. All types of explicit service promises have a direct effect on desired service

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 expectation. If the sales visit portray a banking service that is available 24 hours a day,
customer’s desires for that service (as well as the service of competitors) will shaped by
this promise. Explicit service promises influence the level of both desired service and
prediction service. Zeithamal and Bitner(2004).

B. Implicit service promises: - are service-related cues other than explicit promises the lead
to inferences about what the service should and will be like. These quality cues are
dominated by price and the Tangibles associated with the service. In general, the higher
the price and the more impressive the Tangibles, the more a customers will expect from
the service.

C. Word-of-mouth communication:- The importance of word-of-mouth communication in

shaping expectations of service is well documented. These personal and sometimes non
personal statements made by parties other than the organization convey to customers what
the service will be like and influence both predicted and desired service. Word of mouth
tends to be very important in services that are difficult to evaluate before purchase and
direct experience of them. Experts (including consumer reports, friends, and family) are
also word-of-mouth sources that can affect the levels of desired and predicted service.

D. Past experience: - Past experience, the customer’s previous exposure to service that is
relevant to the focal service, is another force in shaping predictions and desires. The
service relevant for prediction can be previous exposure to the focal firm’s service. For
example, you probably compare each stay in a particular hotel with all previous stay in
that hotel. (Zeithamal&Bitner, 2004).

2.16. Customer Satisfaction

Satisfaction could be the pleasure derived by someone from the consumption of goods or
services offered by another person or group of people or it can be the state of being happy
with a situation. Satisfaction further leads to customer retention which leads to repeat
purchase and increased the extent for relationship building and positive word of mouth (Jenet,
2011).

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Harkiranpal(2006) cited in to Hansemark and Albinsson (2004) defined satisfaction as an
overall customer attitude towards a service provider, or an emotional reaction to the
difference between what customers anticipate and what they receive, regarding the fulfillment
of some need, goal or desire. Oliver (1997) defined satisfaction as a judgment following a
consumption experience - it is the consumer’s judgment that a product provided (or is
providing) a pleasurable level of consumption-related fulfillment. Kotler (2000) defined
satisfaction as a person’s feelings of pleasure or disappointment resulting from comparing a
product’s perceived performance (or outcome) in relation to his or her expectations. Several
factors affect customers’ satisfaction that is the kind of products that banks offer to its
customers can cause customer satisfaction or dissatisfaction. Consumers do not buy a product
or service for their own sake. Customers bought product to acquire benefits that the product
offers. They bought it to satisfy a need. Products therefore exist for what they fulfill in terms
of consumer needs. Vijay (2011) states that it is the essential feature of benefit that the buyer
expects to receive from savings account is not buying a passbook, or a card, the customer is
buying a safe deposit that earns an interest and so comparatively, when the interest rate
offered by one bank in relation to other banks is low, it will cause dissatisfaction to that
customer.

Quality of service is one of the major determinants of the customer satisfaction Parasuraman,
Zeithaml and Barry (1985), (1998), (Cronin & Taylor, 1992). Many researchers and experts
mentioned that, service quality can be enhanced by using advanced information and
communication technology (ICT). “e-customer is an individual or corporate one who are
using e-portals to purchase, ordering, receiving information and paying price / charges
through various types of e-channels” i.e. internet banking, mobile banking, ATM, POS, credit
cards, debit cards and other electronic devises. Customer is a stakeholder of an organization
who provides payment in exchange for the offer provided to him by the organization with the
aim of fulfilling a need and to maximize satisfaction. So therefore, to make certain customer
satisfaction businesses must pay attention on service quality, and in an online banking
context, e-service quality is the focus. Zeithaml, Parasuraman, and Malhotra (2000) developed
e-SERVQUAL as an efficient version of the traditional SERVQUAL model to quantify
electronic service quality in the setting of the Internet. This multi-item scale has seven

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dimensions; efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and
contact.

2.16.1. Factors that Affect Customer Satisfaction

Matzler and Sauerwein (2002) classify factors that affect customer satisfaction in to three
factor structures:-

1. Basic factors: - these are the minimum requirements that are required in a product to
prevent the customer from being dissatisfied.
2. Performance factors: - these are the factors that lead to satisfaction if fulfilled and can
lead to dissatisfaction if not fulfilled. These include reliability and friendliness.
3. Excitement factors: - these are factors that increase customers’ satisfaction if fulfilled
but does not cause dissatisfaction if not fulfilled which include project management.

2.16.2. Customer Satisfaction in e-banking

During the recent years, the development of e-channels has dramatically changed the rules
and operation in the banking industry (Gunasekaran& Love,1999).Aladwani (2001)
mentioned that while the industry has moved instantly to deploy and offer new banking
services via e-channels for customers and in consequence the e-banking services have
boomed promptly.

Today, several financial institutions are endeavoring to emphasize customer –oriented

services. For this sake, it is crucial to implement new banking services in order to develop and
keep better relationships with customers. Hence building up competitive predominance almost
depends on customers’ satisfaction with banking service. It is recognized that banks gaining
higher customer satisfaction will have a conspicuous marketing ascendancy because the
higher customer satisfaction is associated with greater revenues, increased cross-sell rations;
higher customer retention and bigger market share (Gonzalez et.al., 2004).

Customers want to transact their banking transactions at any time and location convenient for
their life style. Wise and Ali (2009) argued that many banks want to go invest in ATMs to
reduced branch cost since; customers prefer to use them instead of a branch to transact

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business. According to Joseph and Stone (2003), the ability in order to deliver services via
technology appears to be correlated with high satisfaction with services deemed most
important to customers. These include high start-up investment costs of computers and
telecommunication and licensing requirements. Absences of financial networks that link
different banks, frequent power interruption: Lack of reliable power supply is a key challenge
for smoothly running e-banking in Ethiopia. Resistance to changes in technology among
customers and staff due to lack of awareness on the benefits of new technologies, fear of risk,
lack of trained personnel in key areas, tendency to be content with the existing structures and
people may be resistance to new payment systems(Gardachew,2010).

Building customer relationship by adopting new technology is a backbone for all

organizations in general, and Companies in service industries in particular. Issues like:
customer satisfaction, service quality, customer perception, customer loyalty, are the main
concerns of the nowadays service companies, which improves organization’s performance
and translates into more profits. Customer satisfaction leads to repeat purchases, loyalty and
customer retention.

The increase of customer satisfaction can contribute to economic growth of the country by
making funds available for investors to borrow as well as financial deepening in the country.
But in order to survive in the competitive banking industry and to increase their financial
performance and customer satisfaction banks have to improve the business service quality
level continuously that will satisfy their customers giving a direct boost to enhance their
banking performance in all spheres. Blodgett, Wakefield, and Barnes(1995).

2.17. Customer Satisfaction Models

Different models clarify different theories of customer satisfaction.

2.17.1. SERVQUAL/ E- SERVQUAL

Parasuraman, Zeithamal and Berry (1988) built a 22-item instrument called SERVQUAL for
measuring consumer perceptions of service quality. The original study by Parasuraman et al.
(1988) presented ten dimensions of service quality.

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Tangibles: the appearance of physical artifact and staff members connected with the service
(accommodation, equipment, staff uniforms, and so on).Reliability: the ability to deliver the
promised service. Responsiveness: the readiness of staff members to help in a pleasant and
effective way. Competence: the capability of staff members in executing the service.
Courtesy: the respect, thoughtfulness, and politeness exhibited by staff members who are in
contact with the customer. Credibility: the trustworthiness and honesty of the service
provider. Security: the absence of doubt, economic risk, and physical danger. Access: the
accessibility of the service provider. Communication: an understandable manner and use of
language by the service provider. Understanding the customer: efforts by the service provider
to know and understand the customer.
After refinement, these ten dimensions above were later reduced to five dimensions as below:
Tangibility: physical facilities, equipment, and appearance of personnel. Reliability: ability to
perform the promised service dependably and accurately. Responsiveness: willingness to help
customers and provide prompt service. Assurance: knowledge and courtesy of employees and
their ability to inspire trust and confidence. Empathy: caring individualized attention the firm
provides to its customers.
Since customer satisfaction has been considered to be based on the customer’s experience on
a particular service encounter, (Cronin & Taylor, 1992) it is in line with the fact that service
quality is a determinant of customer satisfaction, because service quality comes from outcome
of the services from service providers in organizations. Regarding the relationship between
customer satisfaction and service quality, Oliver (1993) first suggested that service quality
would be antecedent to customer satisfaction regardless of whether these constructs were
cumulative or transaction-specific.

In relating customer satisfaction and service quality, researchers have been more precise about
the meaning and measurements of satisfaction and service quality. Satisfaction and service
quality have certain things in common, but satisfaction generally is a broader concept,
whereas service quality focuses specifically on dimensions of service. “Customer satisfaction
is based upon the level of service quality that is provided by the service providers”.
(Saravana&Rao, 2007).

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2.17.2. SERVPERF

The performance based service quality (SERVPERF) was identified by Cronin and Taylor
(1992). Cronin and Taylor proposed the SERVPERF instrument, which is a more concise
performance-based scale; an alternative to the SERVQUAL model. The perceived quality
model postulates that an individual’s perception of the quality is only a function of its
performance. Cronin et al. (1994) continue to debate between the effectiveness of
SERVQUAL and SERVPERF for assessing service quality. The authors remained
unconvinced of both, that including customer expectations in measures of service quality is a
position to be supported, and that SERVPERF scale provides a useful tool for measuring
overall service quality. Moreover, Lee et al. (2000) empirically compare SERVQUAL
(performance minus expectations) with performance-only model (SERVPERF). The authors
also conclude that the results from the latter appeared to be superior to the former. It has been
acknowledged that such approach limits the explanatory power of service-quality
measurement.

2.18 Related work

General details of studies on dimension of e-service quality(ATM) conducted in different

countries across the world over a period of years are elaborated below in order to give a better
understanding of the study.

Narteh and Owusu-Frimpong (2011) conducted study in Ghana to determine the dimensions
of ATM service and their relation with customer satisfaction. The survey employed a
convenience and systematic sampling methods and a self completion questionnaire were
administered to 650 ATM users of 15 banks in Ghana. The results indicate that reliability,
ease of use, accuracy, convenience and responsiveness are all significant dimensions of ATM
service quality. Further analysis indicated that ATM service quality is positively related to
customer service satisfaction. However, only reliability, convenience and accuracy
dimensions have a significant impact on customer satisfaction. The study therefore suggested
that managers who intend to improve ATM service experience of customers should focus on
the reliability, convenience and accuracy dimensions of the ATMs.

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Khan (2010) investigated significant dimensions of ATM service quality and its effect on
customer satisfaction in Pakistan. He used questionnaires to collect the data from a
convenience sample of 500 customers of multinational and national Banks. The results
indicated that convenience, efficient operation, security and privacy, reliability and
responsiveness are significant dimensions of ATM service quality and that ATM service
quality positively and significantly contributes toward customer satisfaction.

Kumbhar (2011) conducted empirical study to identify key factors that have influence on
customers satisfaction in ATM service provided by public and private sector banks. He
identified various dimensions of ATM service quality as System Availability, Fulfillment and
Efficiency, Security & Responsiveness, Easiness, Convenience, Cost Effectiveness and
Problem Handling and Contact. For the purpose of finding factors affecting customer
satisfaction primary data was collected using schedule. Results showed that a cost
effectiveness, easy to use and security and responsiveness in ATM service were most
important factors affecting customer satisfaction.

Katono (2011) identified the most important e-service quality evaluation dimensions in
Uganda, focusing specifically on automatic teller machines (ATMs). The study established
that Tangibility, card issues, reliability and location are the most important service quality
evaluation dimensions of ATMs in Uganda.

Amha Tesfaye (2012) conducted service quality dimensions that influence for satisfaction in
ATM in public bank, He identify various dimensions of service quality of ATM such as
reliability, responsiveness, ease of use, convenience, fulfillment and security. According to the
findings customers satisfy with the ATM service to be exceptionally easy to use, reliability
and highly secure from fraud.

Yoo and Douthu (2001) identified the most important e-service quality dimensions that affect
customer satisfaction. The result of the study show that, ease use, design, speed and security
are the most important factors that have significant impact on customer satisfaction. Yang and
jun (2002) also identified that, security, reliability, responsiveness, accessibility, and design
are the most important dimensions that affect customer satisfaction. Assurance, design,
customer service and order management presented by crisonbal et.al as well as hongixiu li

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andReima(2009)alsoproposed,reliability,responsiveness,security,empathy,fulfillment,design,i
nformation and personalization are the most important dimensions that affect customer
satisfaction.(International journal of e-service quality, 2009).

AL-Hawari etal.(2005)proposed five items of ATM service dimensions including sufficient

number of ATM, secure locations , user friendly system, conveniently location and ATM
functions. Lovelock(2000) cited in Khan(2010) singled out that secure, convenient location ,
adequate number of ATM , user friendly system and functionality of ATM are the dimensions
of ATM service quality . Dilijonas etal. (2009) identified five ATM dimensions namely:
sufficient number of ATMs, search locations, user friendly, convenient locations and ATM
functionality (such as withdrawal, money transfer and balance checking). Ganguli and
Roy(2010) came out with four dimensions namely customer service , technology security and
information quality ,technology convenience and technology usage easiness and reliability.
Sabita (2013) recommends that, banks should focus on important aspects of user friendliness,
ATM functionality and availability of transaction receipts, security and privacy as well as
frequent monitoring and maintenance of ATMs.

From the above mentioned studies we can realize that there is no agreement among
researchers with regard to dimensions of ATM banking service quality. For the purpose of
measurement of service quality involving interactions between the service provider and the
customer, SERVQUAL and SERVPERF scales are most commonly used. But there are no
generally accepted dimensions and no such standard scale for measuring service dimension in
case of ATM banking. According to the SERVQUAL model, service quality can be measured
by identifying the gaps between customers’ expectations of the service to be rendered and
their perceptions of the actual performance of service.

E-SERVQUAL/ SERVQUAL is modified based on the following nine dimensions from the
literature of e-service quality dimensions (ATM) appropriate for this study:

1. Tangibility: Tangibility in ATM refers to the physical characteristics associated with

the service which deals about appearance, design of card, note received from ATM
and so on.

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 2. Reliability: Refers the ability of ATM to provide accurate and dependable services;
consistently performing the service right.
3. Responsiveness: A bank willingness to assist its customers by providing fast and
efficient ATM service performances; the willingness that employees exhibit to
promptly and efficiently solve customer requests and problems regarding to ATMs.
4. Assurance: Diverse features that provide confidence to customers of ATM service.
(Such as ATM service knowledge, politeness and trustworthy behavior from
employees).
5. Empathy: The bank readiness to provide each customer with personal ATM service.
(such as providing information about types of ATM services at individual level, giving
concentration by the bank in regarding ATM service for every user and so on).
6. Accessibility: approachability and ease of contact. For example, existence of sufficient
number of ATM, accessibility of ATM anytime and anywhere& accessibility of recent
and historical data in ATM.
7. Security: The customer feeling free from danger, risk or doubt including physical
safety, financial security and confidentiality when they used ATM services in banks..
8. Convenience: Suitability of ATM service delivery process (method).
9. Speed: Rate at which ATM service is delivered. (Such as dispense of cash on time,
existence of quick card delivery after using ATM services and about processing speed
of ATM transactions).

The researcher found out from reviewing the literatures that e-SERVQUAL Model is a better
frame work for the study conducted due to the following reasons;

The e-SERVQUAL instrument has been widely applied in a variety of service industries
including banks ,the Model is well proven conceptually as well as practically, the Model is
broadly accepted by well-known researchers in the area of service quality and customer
satisfaction, the researcher believes that the Model is a good means to answer the research
objective and questions of the study being undertaken, the researcher considers that the Model
is a road map to assess relevant response from Respondents and e-SERVQUAL/ SERVQUAL
remain the most complete attempt to conceptualize and measure service quality.

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2.18. Conceptual Framework

The conceptual framework indicates that the crucial process, which is useful to show
the direction of the study.

E –servqual model

Tangibility

Reliability

Responsiveness

Convenience

Customer
Perceived service quality quality Satisfaction

Security

Assurance

Figure 1: Conceptual Framework

Empathy Source: Hongxiu.L. and Reima.S.(2009) “E-S-QUAL”

Accessibility

Speed

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 CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY

The aim of this study was to assess the factors affecting customer satisfaction in Automated
Teller machine service. To achieve such objective the research design, population, sample and
sampling techniques, types of data, instrument of data collections, validity and reliability,
procedures of data collection , methods of data analysis and ethical considerations were
briefly discussed which are the essential components for the study.

3.1. Research Design

Descriptive type of study with quantitative approach was employed since the major focus of
the research is assessing the factors (service quality dimensions) affecting customer
satisfaction in ATM service in Dashen bank S.C, by identifying determinants of ATM service
quality and their impact on customer satisfaction and by examine the association between the
dimensions with customer satisfaction in Dashen ATM banking.

3.2. Population, Sample and Sampling Techniques

3.2.1. Population

ATM users whose accounts are maintained in Dashen bank in Addis Ababa area were the
population of this study and found to be 365,492 at the end of March 2017. (The first day
when questionnaire has begun distributed).

3.2.2. Sample

Due to the bank’s policy of keeping its customers’ list confidential and also it is actually
impossible to carry on a probability sampling because there was no point in time during which
all customers are available. So as to this, it is not possible to contact everyone who may
consider as a sample. Since, the number of population under this study continues each day, a
cutoff point was made in order to determine the sample size and it was determined to be 400
by applying the sample size determination of Taro Yamane (1967) at confidence level of 95%
and 5% margin of error for a total population of 365,492 as at March, 2017.

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 N
n= 2
(1+ N (e ) )

n=365,492/1+365,492(.05)2
=399.56=400
n signifies the sample size
N signifies the population under the study
e signifies the margin error

3.2.3. Sampling Techniques

The sampling technique that was employed for this study is non - probability sampling since,
the respondents don't have an equal chance of being selected. In non-probability sampling,
elements are chosen by chance, there is no way to estimate the probability of any one element
being included in the sample. Also, no assurance is given that each item has a chance of being
included; it is quick, inexpensive and convenient. Selection of the sample from the population
was made through convenience. 400 structured Questionnaires were distributed to customers
of the bank at 16 selected ATM premises based on number of ATM customer’s base and
volume of transaction from the total of 137 ATM venues located in different parts of Addis
Ababa. Out of distributed questionnaire, 369 were properly completed and returned. The
aforementioned method is chosen for this study because identifying and accessing a particular
customer easily is difficult.

Table 1: Summary of Sample Branches & Sample Size

Questionnaires that
Category of Districts Name of Branches
were Distributed
North Megenagna, Gola,Taitu& T/anbesa 100
East Bole, Ednamall, 100
Bolemedhanialem&Gurdshola
West Mexico,Abakoran,Tana&Mesalemia 100
South Saris,kera,Goffa and BisrateGebereal. 100
Total 16 400

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3.3. Types of Data and Tools/ Instruments of Data Collection
3.3.1. Types of Data

In order to find sufficient and relevant information about the study, both primary and
secondary data were used. The primary data was collected using items in the questionnaire
were selected by assessing related literatures in the field of customer satisfaction and service
quality for electronic banking. Secondary data was collected from books, magazines, Portal of
Dashen bank related to e-banking, Journals and related articles and website information were
used as secondary data sources for the study.

Instruments of Data collection

By employing Self-administered questionnaire and other collaborators who helped the

researcher in data distribution and collection, a total of thirty seven items spread on nine
categories of customer satisfaction dimensions, each consists of 4 items and 1 overall
customer satisfaction were distributed to ATM customers and employees of DB. So, the final
questionnaire consisted of 37 fitting items for the study.

3.3.2. Validity and Reliability

The precision with which things are measured in a study is expressed in terms of validity and
reliability. These two are related because if a measure is valid then it is reliable. Validity
represents how well a variable measures what it is supposed to measure. Reliability refers to
the extent to which the data collection techniques or analysis procedure will yield consistent
findings.(Saunders et. al., 2003).

The validity of the instrument was established using 16employees of Dashen Bank and
16Customers conveniently selected from branches. Another approach for the validity of a
measuring instrument to be supported the survey question was made from literature review
and frame of reference to ensure result of validity. Testing the items in the questionnaire in
order to check the instrument’s reliability using Cronbach’s Alpha and found to be 0.946
which is significantly higher than the generally accepted value of greater than or equal to
0.7(Nunnally& Bernstein,1994). It indicates high overall internal consistency among the
items.

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3.4. Procedures of Data Collection
In order to remove difficulty to handle, raising problems of interpretation, and researcher bias;
respondents were asked to give their perception of the service quality level of ATM services
on a 5–pointscale (likert scale) (1=Strongly Disagree, 2=disagree, 3=Neutral, 4=Agree and 5=
Strongly Agree) .The researcher conveniently selected the participants (both internal and
external customers of the Bank).

3.5. Methods of Data Analysis

Descriptive statics, correlation and reliability analysis were applied. Descriptive statistics was
used to describe a set of data in terms of its frequency, percentage and mean for appropriate
interpretation, analysis and present the data that were collected from respondents with regards
to the factors affecting in customer satisfaction on ATM service. In addition correlation
analysis was used to show the relationship between ATM service quality dimensions and
customer satisfactions as well as reliability test were examined in order to check the
instrument’s reliability by using Cronbach’s Alpha.

3.6. Ethical Consideration

All information gotten from the respondents was treated with confidentiality without
disclosure of the respondent identity. Moreover, no information was modified or changed
hence, the information gotten is presented as collected and all literatures collected for the
purpose of this study was appreciated in the reference list.

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 CHAPTER FOUR
DATA PRESENTATION, FINDINGS AND INTERPRETATION

4.1. Overview

In this chapter, data presentation, findings and interpretation are intensively discussed from
the analysis output. Descriptive statistics, correlation analysis and reliability statics have been
appropriately applied here under by obtained results from SPSS version 20.0, in order to come
up with an overall better result of the research studied.

Findings of this study with other studies also discuss in this section. Finally, the results of
findings briefly summarized.

4.2. Reliability Analysis

The Cronbach’s alpha reliability test has been used to identify the validity of items used in
survey. According to (Nunnally& Bernstein,1994)the alpha of a scale should be greater than
0.7 for items to be used together as a scale. Therefore, minimum0.7 coefficient alpha values
accepted to finalize the item validity. As shown in Table 2, all dimensions have appropriate
reliability.

Table 2: Reliability Statistics for respective Dimensions

Dimensions in the Cronbach's Number

Questionnaire Alpha of Items
Tangibility .797 4
Reliability .772 4
Responsiveness .750 4
Convenience .853 4
Security .895 4
Assurance .869 4
Empathy .904 4
Accessibility .859 4
Speed .867 4
Grand .946 36

Source: Own Survey, 2017

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The reliability statistics for respective dimensions indicates high overall internal consistency
among the four items representing in each dimension. In deciding which item to retain or
delete, the criterion of Cornbach Alpha can be used .An item-cornbach alpha below 0.7
indicates that reducing number of questions or = or above 0.7 indicates that retain the
questions. Based on this criterion, all four items in each dimension are retained.

4.3. Demographic characteristics of respondents

This section is designed to discuss the general demographic characteristics of respondents

such as gender, age, educational background, Profession etc…of the respondents which were
consisted in the first part of the questionnaire.

Customer profile and use of ATM services

In this sub section Demographic variables are processed and analyzed by frequencies and
percents by using tables and figures.

Table 3: Demographic Characteristics of Respondents

Value Frequency %
Gender Male 223 60.4
Female 146 39.6
Total 369 100
Age 18-25 107 29.0
26-30 100 27.1
31-40 88 23.8
41-50 54 14.6
51-60 18 4.9
Above 60 yrs 2 .5
Total 369 100
Educational High school 39 10.6
background Diploma 195 27.1
First Degree 100 52.8
Masters degree 35 9.5
Others - -
Total 369 100

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 Value Frequency %
Profession Employee 273 74
Self employed 94 25.5
Retired 2 .5
others - -
Total 369 100
Monthly income Up to 1,000 7 1.9
1001-3000 71 19.2
3001-5000 79 21.4
5001-10000 131 35.5
Above 10000 81 22.0
Total 369 100
Status of ATM usage < 6 month 43 11.7
6 month -1 yr 56 15.2
1-2yr 95 25.7
>2yr 175 47.4
Total 369 100
How frequently do use 1-3 times 158 42.8
ATM card per month 4-8 times 97 26.3
9-12 times 44 11.9
over 12 times 70 19.0
Total 369 100
Type of account Saving account 317 85.9
linked with ATM Current account 31 8.4
Hybrid account 11 3.0
Other account - -
Merge of different accounts 10 2.7
Total 369 100
Your preferable local 12:00-6:00 morning 93 25.24
time to use ATM 6:01-12:0 afternoon 119 32.25
services 12:01-6:00 night 148 40.11
12:00-6:00 mid night noon 9 2.4
Total 369 100
Source: Own Survey, 2017

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As the above table 3 in Gender item shows that 60.4% of our respondent were male, whereas,
the remaining 39.6%were female.

In Age item shows that 29% of my respondents were found on the age of from 18-25,
27.1%were found on the age of from 26-30, 23.8% were found on the age of from 31-40,
14.6% were found on the age of from 41-50, 4.9% were found on the age of from 51-60 and
only .5% was found in the age of above 60.

In educational background item shows that 10.6% of the respondents are High school
students, 27.1% of the respondents are diploma holders, 52.8% of the respondents are first
degree holders and the remaining 9.5% of the respondent are second degree holders.

As the above table 3 in profession item shows that 74% my respondents were employees,
25.5% of my respondent self employed & the remaining 0.5% of my respondent were ticked
in the questionnaire as others without specify it.

In monthly income item respondents of the sample who earn monthly income between 5001
and10000 (35.5%) are dominant customers of DB ATM banking while 22% of respondents
earn Above 10000, 21.4% lies in 3001-5000 income categories. The remaining 19.2% and
1.9% goes to income category of 1001-3000 and up to 1000 respectively.

In status of ATM usage item shows that how long respondents used ATM banking since they
hold DB ATM card. The first two category of the respondents who used ATM service from
<6 month -1 yr were 26.9% out of total sample and from 1yr -2 yr lie on 25.7% out of total
sample where us the remaining and dominant categories of respondent from >2yr cover
47.4% from the total sample.

In item that shows how frequently respondents used ATM service within a Month. According
to the table3out of total sample respondents use DB ATM service 1-3 times 42.8% ,26.3%
used 4-8 times ,19 % used over 12 times and the remaining 11.9 % used 9-12 times per
month.

In item types of account linked with ATM card depicts that the majority of respondents’
accounts linked with their ATM card is saving account (85.9%), 8.4% goes to current

Page | 35
account, 3% were linked in hybrid account and the remaining 2.7% is that merge of different
accounts.

In table 3 last item variable shows the favorable time respondents chose to use ATM service
within 24 hours in a day. The table above shows that respondents preferred to use ATM
banking in time off-working teller hours which totals 42.51% (40.11% in night time and 2.4%
in the mid night). The remaining dominant respondents that used ATM in afternoon and
morning that cover 57.49% (32.25% afternoon and 25.24% in the morning).

4.4. Results from Questionnaires

4.4.1. Survey Questions

This section presents all the relevant outputs of the data analyzed from the usable
questionnaires collected through self-administered primary data. Tables, frequencies, means
and standard deviation are used to discuss the results obtained from SPSS version 20.0.

Table 4: Tangibility Dimensions (Factors)

Strongly Strongly
Disagree Neutral Agree Mean Std.
Items Disagree Agree
Dev.
N % N % N % N % N %
Appearance of ATM 34 9.2 49 13.3 38 10.3 195 52.8 53 14.4 3.49 1.165
are attractive
Excellence currency 12 3.3 49 13.3 42 11.4 185 50.1 81 22 3.74 1.045
note receive from ATM
Accessibility of printing 52 14.1 64 17.3 65 17.6 106 28.7 82 22.3 3.27 1.357
mini statement
Design of card is 16 4.3 44 11.9 29 7.9 139 37.7 141 38.2 3.93 1.152
attractive and easy to
hold
Over all 3.61 0.934
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017)

As indicated in the above Table 4 items1, 52.8 percent of the respondents agree on issues of
appearance of ATM are attractive. The mean values 3.49 of respondents showed that there is

Page | 36
 an agreement on the stated issue. Moreover, 50.1 percent of the respondents agreed that there
is excellence currency note receive from ATM of DB and its mean value were 3.74. Therefore, it
is possible to conclude that DB has attractive ATM appearance and provide excellence currency
note.

Regarding item 3 of Table 4,28.7 percent of respondents agreed there is Accessibility of

printing mini statement with a mean value of 3.27 which is greater than the neutral value (x=3)
this confirm that most of respondents agree on the issue raised.

In relation to item 4 of Table 4, 37.7 percent of respondents agreed on the Design of card is
attractive and easy to hold with a mean value of 3.93 highly greater than the neutral
value(x=3).So, respondents agreed on Design of card attractiveness and easy to hold.

In general in all items of Tangibility dimension most of the respondents have agreed in DB
S.C.ATM a service which is proved with a mean value of 3.61.

Table 5: Reliability Dimensions (factors)

Strongly Strongly
Disagree Neutral Agree Mean Std.
Items Disagree Agree
Dev.
N % N % N % N % N %
DB ATM functions all 93 25.2 141 38.2 43 11.7 67 18.2 25 6.8 2.43 1.234
the time

DB ATM provides 40 10.8 135 36.6 69 18.7 80 21.7 45 12.2 2.87 1.221
accurate and consistent
services
There is available cash 35 9.5 135 36.6 60 16.3 73 19.8 66 17.9 3.00 1.289
in the ATM at any time
Cash withdrawal limit 65 17.6 107 29 52 14.1 88 23.8 57 15.4 2.90 1.359
from a specific account
in a day is sufficient
Over all 2.80 0.984
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017).
Based on the responses provided, mean was calculated and hence, a rank order was made to
assess how the above reliability items affect DB customers on ATM service satisfactions. As
indicated in table 5, the overall mean value show that, respondents disagreed on reliability

Page | 37
 dimensions. Accordingly, DB ATMs were not functioning all the time, Lack of accurate and
consistent services, Cash withdrawal limit from a specific account in a day is not sufficient
and the last items were indifferent one, with a mean values of 2.43, 2.87, 2.90 and 3.00
respectively.

The above result show that Dashen bank has a problem on reliability of ATM services and
most respondents disagreed on this dimension with mean value of 2.8.So that, this require the
bank to identify why ATMs do not function all the time, what is the hindrances inhabited the
provision of accurate and consistent services and by what percent should enlarge cash
withdrawal limit to improve customer satisfaction. This is important to the bank to address
reliability problem.

Table 6: Responsiveness Dimensions (factors)

Strongly Strongly
Disagree Neutral Agree Mean Std.
Items Disagree Agree
Dev.
N % N % N % N % N %
Employees of your 46 12.5 171 46.3 20 5.4 108 29.3 24 6.5 2.71 1.197
bank are never being
too busy to respond
your requests
Breakdown of DB 47 12.7 106 28.7 67 18.2 111 30.1 38 10.3 2.96 1.229
ATMs are fixed
promptly
ATM cards are 51 13.8 118 32 62 16.8 89 24.1 49 13.3 2.91 1.281
promptly replaced
DB provides timely 42 11.4 119 32.2 67 18.2 91 24.7 50 13.6 2.96 1.252
help-desk services
about ATM.
Over all 2.88 0.937
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017)

Page | 38
As indicated in table 6, the overall mean value show that, respondent disagreed on
responsiveness dimensions. Accordingly, employees of the bank are being too busy to
respond customer requests, Lack of replacing ATM cards promptly as well as their is a
weakness on fixing ATMs problem promptly when there is break down of ATM and low
responsiveness to provides timely help-desk services about ATM with a mean values of 2.71,
2.91 ,2.96 and 2.96 respectively .The above result show that Dashen bank has a problem on
responsiveness of ATM services and most respondents disagreed on this dimension with
mean value of 2.88. This implies that, by assigning sufficient staff try to maximize the
responsiveness of staff, as much as possible try to respond replacement of card promptly and
also fixing ATMs problem promptly as well as provide response timely help-desk services
about ATM are essential things to improve Responsiveness problem.

Table 7: Convenience Dimensions (Factors)

Strongly Strongly Mean Std.

Disagree Neutral Agree
Items Disagree Agree
Dev.
N % N % N % N % N %
DB ATMs are 37 10 74 20.1 45 12.2 165 44.7 48 13 3.30 1.216
conveniently located
DB ATM waiting time is 35 9.5 44 11.9 60 16.3 151 40.9 79 21.4 3.52 1.220
acceptable
There are adequate 31 8.4 87 23.6 50 13.6 131 35.5 70 19 3.33 1.257
number of DB ATM
stations in the area I am
living
ATM banking 3 0.8 28 7.6 64 17.3 129 35 145 39.3 4.04 .971
transaction is easy to use
Over all 3.55 .976
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017) .

As indicated in the above Table 7, items1, 44.7 percent of the respondents agree on issue of
DB ATMs are conveniently located. The mean value is 3.30of respondents showed that there
is an agreement on the stated issue. Moreover, 40.9 percent of the respondents agreed that,
there is acceptable waiting time in ATM service of Dashen Bank and its mean value were

Page | 39
3.52. Therefore, it is possible to conclude that waiting time is short and locations are
convenient for ATM services.

Regarding item 3 of Table 7, 35.5 percent of respondents agreed the number of ATM that are
found in there respondent were adequate with a mean value of 3.33 which is greater than the
neutral value (x=3) this confirm that, most of respondents agree on the issue raised.

In relation to item 4 of Table 7, 35 percent of respondents agreed on the ATM banking

transaction is easy to use which is mean value 4.04 highly greater than the neutral
value(x=3).So, respondents agreed on the last item under convenience dimensions.

In general in all items of convenience dimension, most of the respondents agreed in DB S.C.
ATM service which is proved with a mean value of 3.55

Table 8: Security Dimensions (Factors)

Strongly Strongly
Disagree Neutral Agree Mean Std.
Items Disagree Agree
N % N % N % N % N % Dev.

I believe that DBs 44 11.9 68 18.4 49 13.3 166 45.0 42 11.4 3.25 1.227
infrastructure is reliable
for correcting
erroneously transaction
I trust DB to handle my 29 7.9 74 20.1 30 8.1 133 36.0 103 27.9 3.56 1.296
personal information
DB ATM locations are 31 8.4 75 20.3 37 10 115 31.2 111 30.1 3.54 1.328
highly secured
Due to security reason, 53 14.4 69 18.7 109 29.5 84 22.8 54 14.6 3.04 1.255
in ATM banking
service , DB recover
any loss
Over all 3.35 1.113
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017)

As indicated in the above Table 8, items1, 45 percent of the respondents agree on issue of
DBs infrastructure is reliable for correcting erroneously transaction. The mean value was 3.25

Page | 40
 of respondents showed that there is an agreement on the stated issue. Moreover, 36 percent of
the respondents agreed that, they have trust on their personal information regarding ATM
service of Dashen Bank and its mean value were 3.56.

Regarding item 3 of Table 8, 31.2 percent of respondents agreed, the locations of DB ATM
were highly secured with a mean value of 3.54 which is greater than the neutral/moderate
value (x=3) this confirm that most of respondents agree on the issue raised.

The last item number 4 indicates in above Table 8, 22 percent of respondents agreed on the
Due to security reason in ATM banking service , DB recover any loss which have a mean
value 3.04

Therefore, in all items of security dimension most of the respondents agreed in DB S.C. ATM
service which is proved with a mean values of 3.35 and it is possible to conclude that a good
security have on Dashen Bank ATM services to protect their customers from risk and bad
feeling.

Table 9: Assurance Dimensions(Factors)

Strongly Strongly
Disagree Neutral Agree Mean Std.
Items Disagree Agree
Dev.
N % N % N % N % N %
Dashen Bank staff have 21 5.7 69 18.7 27 7.3 188 50.9 64 17.3 3.55 1.145
required skills and knowledge
to carry out the service
DB provides 24/7 e-based 51 13.8 67 18.2 56 15.2 151 40.9 44 11.9 3.18 1.260
monitoring and assistance for
ATM services that need
immediate support
Employees show good manner, 23 6.2 59 16 59 16 148 40.1 80 21.7 3.55 1.174
courtesy and friendliness of
contact personnel
Employees are always Ready 23 6.2 54 14.6 49 13.3 155 42 88 23.8 3.62 1.175
to help you
Over all 3.48 1.008
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017).

As indicated in the above Table 9, items1, 50.9percent of the respondents agreed on issue
ofDashen bank staff have required skills and knowledge to carry out the service. The mean

Page | 41
 value is3.55 of respondents showed that, there is an agreement on the stated issue. Moreover,
40.9 percent of the respondents agreed that, DB provides 24/7 e-based monitoring and
assistance for ATM services that need immediate support and its mean value were 3.18.
Therefore, it is possible to conclude that respondent have an assurance of electronic based
service monitoring and assistance that need immediate support in 24 hrs in all days with
skilled and knowledgeable staff of Dashen Bank.

In above item 3 of Table 9, 40.1 percent of respondents agreed, employees show good
manner, courtesy and friendliness of contact personnel with a mean value of 3.55 which is
highly greater than the neutral/moderate value (x=3) this confirm that, most of respondents
agree on the issue raised.

The last item number 4 show in above Table 9, 42 percent of respondents agreed on Dashen
Bank employees are ready to help customers, which have a mean value 3.62.

Generally, in all items of Assurance dimension most of the respondent agreed in DB S.C’s
ATM services which provides evidence with a mean values of 3.48.

Table 10: Empathy Dimensions(Factors)

Strongly Strongly
Disagree Neutral Agree Mean Std.
Items Disagree Agree
Dev.
N % N % N % N % N %
Providing Information 38 10.3 74 20.1 63 17.1 120 32.5 74 20.1 3.11 1.281
about types of ATM
services at individual level
Concentration gives by the 25 6.8 65 17.6 64 17.3 151 40.9 64 17.3 3.44 1.164
bank in regarding ATM
service for every user
Specific individual needs 28 7.6 85 23 83 22.5 95 25.7 78 21.1 3.29 1.245
are understood by
employees of DB
DB ATM services have 74 20.1 70 19 35 9.5 123 33.3 67 18.2 3.10 1.430
their customer’s best
interest at heart.
Over all 3.24 1.131
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.(2017) .

As indicated in the above Table 10, item 1, 32.5 percent of the respondents agreed on issue of
Providing Information about types of ATM services at individual level. The mean value of
3.11 showed that, there is an agreement on the stated issue. Moreover, 40.9 percent of the

Page | 42
 respondents agreed that, Concentration gives by the bank in regarding ATM service for every
user and its mean value were 3.44. Therefore, it is possible to conclude that respondent can
accesses information regarding types of ATM services in DashenBank with attention for
every user.

In above item 3 of Table 10, 25.7 percent of respondents agreed, Specific individual needs
are understood by employees of DB with a mean value of 3.29 which is greater than the
neutral/moderate value (x=3) this show that, most of respondents have a positive perception
on this item that found under Empathy dimensions.

In final item in the above Table10show that, 33.3 percent of respondents agreed on Dashen
bank ATM service have their customer’s best interest at heart which have a mean value 3.10.

Therefore, in all items of Empathy dimension most of the respondent agreed in DB S.C’s
ATM service which confirm with a mean value of 3.24.

Table 11: Accessibility Dimensions (Factors)

Strongly Strongly Mean Std.

Items Disagree Neutral Agree
Disagree Agree Dev.
N % N % N % N % N %
Sufficient number of ATM exist at 63 17.1 46 12.5 75 20.3 147 39.8 38 10.3 3.13 1.266
a reasonable distance to access
transaction in time of need
Anytime and anywhere can access 37 10 59 16 45 12.2 142 38.5 86 23.3 3.49 1.281
DB ATM
Both recent and historical data in 35 9.5 57 15.4 59 16 136 36.9 82 22.2 3.46 1.255
ATM of DB, customer can easily
access
Customers have an access to 43 11.7 48 13 78 21.1 112 30.4 88 23.8 3.41 1.297
provide service feedback
Over all 3.37 1.069
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017) .

As indicated in the above Table 11, item 1, 39.8 percent of the respondents agreed on, there is
Sufficient number of ATM exist at a reasonable distance to access transaction in time of need.
The mean value 3.13showed that, there is an agreement on the stated issue. Beside, 38.5
percent of the respondents agreed that, anytime and anywhere can access DB ATM and its

Page | 43
mean value were 3.49 which is highly greater than the neutral/moderate value (x=3).
Therefore, it is possible to conclude that Dashen bank have sufficient number of ATM at a
reasonable distance to access transaction anytime and anywhere.

In above item 3 of Table 11, 36.9 percent of respondents agreed that, they can access Both
recent and historical data in ATM of DB with a mean value of 3.46 which is greater than the
neutral/moderate value (x=3) this show that, most of respondents delighted on this item that
found under Accessibility dimensions.

In final item show in the above Table 11, 30.4 percent of respondents agreed on Customers
have an access to provide service feedback about ATM, which have a mean value
3.41.Generally, in all items of Accessibility dimension that mention before, most of the
respondent agreed in DB S.C’s ATM service which provide confirmation with a mean value
of 3.37.

Table 12: Speed Dimensions (Factors)

Strongly Strongly
Disagree Neutral Agree
Items Disagree Agree Mean Std.
Dev.
N % N % N % N % N %
Dispense of cash from 25 6.8 35 9.5 51 13.8 178 48.2 80 21.7 3.68 1.117
ATM on time
Existence of quick card 22 6 45 12.2 25 6.8 182 49.3 95 25.7 3.76 1.139
delivery after using ATM
service
Processing speed of 29 7.9 30 8.1 36 9.8 179 48.5 95 25.7 3.76 1.155
transaction is acceptable
ATM card and pin 46 12.5 61 16.5 34 9.2 151 40.9 77 20.9 4.41 1.320
number are linked on
time.
Over all 3.90 1.003
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017).

As indicated in the above Table 12, items1, 48.2 percent of the respondents agreed on issue of
DB ATMs are dispensing cash from ATM on time. The mean value of 3.68 indicated that,

Page | 44
there is an agreement on the stated issue. Moreover, 49.3 percent of the respondents agreed
that, there is existence of quick card delivery after using ATM service and its mean value
were 3.76. Therefore, it is possible to conclude that in Dashen bank ATM cash is dispense
promptly as well as there is existence of quick card delivery after using ATM service.

Regarding item 3 of Table 12, 48.5 percent of respondents agreed that, Processing speed of
transaction is acceptable with a mean value of 3.76 which is highly greater than the neutral
value (x=3) this confirm that, most of respondents agreed on the issue raised.

In relation to item 4 of Table 12, 40.9 percent of respondents agreed on Dashen bank ATM
card and pin number are linked on time which is mean value 4.41 highly greater than neutral
value(x=3) and also in all items that are found under each dimension. In general, respondents
agreed on the last item under speed dimensions.

Generally, in all items of speed dimension, the majority of the respondents agreed in DB S.C.
ATM service. Additionally, this dimension that has a highest mean value which is 3.90, when
we compare from the other dimensions that addressed before.

Table 13: Overall satisfaction of ATM service in Dashen Bank

Strongly Strongly
Disagree Neutral Agree Mean Std.
Items Disagree Agree
N % N % N % N % N % Dev.

Overall satisfaction 12 3.3 79 21.4 49 13.3 171 46.3 58 15.7 3.35 1.091
of ATM service in
DB
N.B. Mean value >3 high/agree mean=3 moderate/neutral and mean <3 low/disagree Fred D.
(2017)

As indicated in the above Table 4.12, 46.3 percent of the respondents agreed on issue Overall
satisfaction of ATM service in DB. The mean values 3.35of respondents indicated that there
is an agreement on the stated issue. So, therefore, it is possible to conclude that majority of
respondent are satisfied in regarding of ATM services that provide in Dashen bank S.C.

Page | 45
4.5. Relationship between ATM Service Quality Dimensions and
Customer Satisfaction through Correlation Analysis

Correlation analysis deals with relationships among variables and helps to gain insight into
the direction and strength of relation between the variables. Correlation coefficients take
values between -1 and 1 these have the following meanings: Values under zero indicate a
negative correlation, value equal to zero indicate uncorrelated and values over zero indicate
positively correlated. The sign of the correlation coefficient defines the direction of the
relationship. The absolute value indicates the strength of the correlation. A correlation result
which is between 0.1 and 0.39 indicates a weak correlation among variables, a result which is
between 0.4 and 0.69 shows a moderate correlation, a result between 0.7 and 0.99 indicates a
strong correlation among variables, while a result which is equal to 1 indicates perfect
correlation. (Dancey & Reidy, 2004). In order to assess the relationship between the 36 items
with overall customer satisfaction correlation analysis was conducted.

Page | 46
Table 14: Correlation Analysis
Responsiv Conveni Overall
Tangibility Reliability Security Assurance Empathy Accessibility Speed
eness ence satisfaction
Tangibility Pearson
1 .519** .566** .702** .573** .658** .644** .670** .745** .739**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Reliability Pearson
.519** 1 .726** .496** .506** .573** .605** .683** .586** .621**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Responsivenes Pearson ** ** ** ** ** ** ** **
.566 .726 1 .606 .503 .602 .640 .682 .592 .664**
s Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Convenience Pearson ** ** ** ** ** ** ** **
.702 .496 .606 1 .699 .716 .725 .733 .730 .768**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Security Pearson ** ** ** ** ** ** ** **
.573 .506 .553 .699 1 .767 .762 .604 .656 .717**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Assurance Pearson ** ** ** ** ** ** ** **
.658 .573 .602 .716 .767 1 .778 .681 .742 .793**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Empathy Pearson ** ** ** ** ** ** ** **
.644 .605 .640 .725 .762 .778 1 .744 .708 .815**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Accessibility Pearson ** ** ** ** ** ** ** **
.670 .683 .682 .733 .604 .681 .744 1 .815 .820**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Speed Pearson ** ** ** ** ** ** ** **
.745 .586 .592 .730 .656 .742 .708 .815 1 .827**
Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
Overall Pearson
.739** .621** .664** .768** .717** .793** .815** .820** .827** 1
satisfaction Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 .000
**. Correlation is significant at the 0.01 level (2-tailed). N=369
Source: Own Survey, 2017

Page | 47
The results in table 14 indicate that, there exists a strong and positive relationship with all
independent variables excluding reliability, responsiveness with customer satisfaction where
as in reliability and responsiveness dimensions there is moderate and positive relationship
exist. Tangibility and customer satisfaction (r = 0.739, p < 0.01), reliability and customer
satisfaction (r =0.621, P < 0.01), Responsiveness and customer satisfaction (r = 0.664, P <
0.01),convenience and customer satisfaction (r = 0.768, p < 0.01), security and customer
satisfaction (r =0.717 P < 0.01), Assurance and customer satisfaction (r = 0.793, P < 0.01),
empathy and customer satisfaction (r = 0.815, p < 0.01), Accessibility and customer
satisfaction (r =0.820, P < 0.01), Speed and customer satisfaction (r = 0.827, P < 0.01).

So as to this, it is possible to conclude that, in all dimensions there is a positive and highly
significant relationship.

4.6. Discussion

The findings of this study show that, customers of Dashen bank satisfied with the ATM service
dimensions of Tangibility, convenience, security, assurance, empathy, accessibility and speed.
However, in responsiveness and reliability of the ATM service dimensions were found to be low
on customer's perception. The findings also show that all of the selected service quality
dimensions have a significant and positive relationship with customer satisfaction.

Narteh and Owusu-Frimpong (2011) conducted a study in Ghana to determine the dimensions
of ATM service and their relation with customer satisfaction. The survey employed a
convenience and systematic sampling methods and a self completion questionnaire were
administered to 650 ATM users of 15 banks in Ghana. They identify that reliability, ease of
use, accuracy; convenience and responsiveness are key dimensions of ATM service quality.
Finally further analysis indicated that ATM service quality dimensions are positively related
to customer satisfaction. Also only reliability, convenience and accuracy dimensions have a
significant impact on customer satisfaction. The study therefore, suggested that managers who
intend to improve ATM service experience of customers on the rest dimensions of ATM
services that identify above.

The above study is supported this study in convenience dimension; it is most important
factors affecting customer satisfaction in ATM service and also has positive and significant

Page | 48
relationship with customer satisfaction.However, indifferent with reliability dimensions
because in above study, on reliability dimension of ATM services were found to be high on
customer's perception.

The findings of this study show that, customers of Dashen bank satisfied with the ATM service
dimensions of Tangibility, convenience, security, assurance, empathy, accessibility and speed.
However, in responsiveness and reliability of the ATM service dimensions were found to be low
on customer's perception. The findings also show that all of the selected service quality
dimensions have a significant and positive relationship with customer satisfaction.

Kumbhar (2011) conducted empirical study to identify key factors that have influence on
customer’s satisfaction in ATM service provided by public and private sector banks. He
identified various dimensions of ATM service quality as; System Availability, Fulfillment and
Efficiency, Security & Responsiveness, Easiness, Convenience, Cost Effectiveness and
Problem Handling and Contact. Finally, the analysis showed that a cost effectiveness, easy to
use and security and responsiveness in ATM service were most important factors affecting
customer satisfaction and also have positive and significant relationship.

The above study is supported this study in security dimension; it is most important factors
affecting customer satisfaction in ATM service and also has positive and significant
relationship with customer satisfaction.However, indifferent with responsiveness dimension,
because in the above study, on responsiveness dimension of ATM service were found to be
high on customer's perception.

The findings of this study show that, customers of Dashen bank satisfied with the ATM service
dimensions of Tangibility, convenience, security, assurance, empathy, accessibility and speed.
However, in responsiveness and reliability of the ATM service dimensions were found to be low
on customer's perception. The findings also show that all of the selected service quality
dimensions have a significant and positive relationship with customer satisfaction.

Amha Tesfaye(2012) conducted service quality dimensions that influence for satisfaction in ATM
in public bank, He identify various dimensions of service quality of ATM such as reliability,
responsiveness, ease of use, convenience, fulfillment and security. According to the findings
customers satisfy with the ATM service to be exceptionally easy to use, reliability, fulfillment

Page | 49
& highly secure from fraud. However, responsiveness and convenience of the ATM service
were found to be low on customer's perception. The findings also show that all of the selected
service quality dimensions have a significant and positive relationship with customer
satisfaction.

The above study is supported this study in security and responsiveness dimensions however,
indifferent with reliability and convenience dimension because in the above study on reliability
dimension of ATM service were found to be high on customer's perception and most customer
dissatisfy in convenience dimension of ATM service additionally, both studies have positive and
significant relationship in security, responsiveness, reliability and convenience dimensions.

The findings of this study show that, customers of Dashen bank satisfied with the ATM service
dimensions of Tangibility, convenience, security, assurance, empathy, accessibility and speed.
However, in responsiveness and reliability of the ATM service dimensions were found to be low
on customer's perception. The findings also show that all of the selected service quality
dimensions have a significant and positive relationship with customer satisfaction.

Khan (2010) investigated significant dimensions of ATM service quality and its effect on
customer satisfaction in Pakistan. He used questionnaires to collect the data from a convenience
sample of 500 customers of multinational and national Banks. The results indicated that
convenience, efficient operation, security and privacy, reliability and responsiveness are
significant dimensions of ATM service quality and that ATM service quality dimensions have
positively and significantly contributes toward customer satisfaction.

The above study is supported this study in security and convenience dimensions however,
indifferent with reliability and responsiveness dimensions because in the above study on
reliability and responsiveness dimensions of ATM service were found to be high on customer's
perception. Additionally, both studies have positive and significant relationship in security,
convenience, responsiveness and reliability dimensions.

Generally, according to the findings of this study, customers of Dashen bank satisfied with the
ATM service dimensions of Tangibility, convenience, security, assurance, empathy, accessibility
and speed. However, in responsiveness and reliability of the ATM service dimensions were found

Page | 50
to be low on customer's perception. The findings also show that all of the selected service quality
dimensions have a significant and positive relationship with customer satisfaction.

4.7. Summary of the Chapter

Currently Dashen Bank ATM banking is being delivered to its more than 365,492 customers in
Addis Ababa since in month of March. This research identifies and examines the factors of ATM
service dimensions which affect customer satisfaction. A descriptive method was employed and
primary data was collected using self-administered questionnaires from a sample of 400
individual customers of Dashen Bank and from that 369 questionnaires completed and returned.
The study has been done through applying primary data and analyzed in the way through
descriptive statistics and correlation analysis to come up with enhanced result. The descriptive
statistics produces magnificent results using frequencies and percentages in demographic
variables as well as mean and standard deviation with frequency and percentage used in survey
questions. Male respondent, saving account holders, those respondent found in the age of 18-25,
employee who earn 5001-10000 per month were found to be prominent users of ATM banking of
Dashen Bank S.C. Additionally, most number of respondent are first degree Holders and use
ATM service 1-3 times per month usually at night (12:01-6:00 local time) as well as most
respondent status of their ATM usage is greater than two years. The researcher identified nine
dimensions from related literatures with concerned academicians and practitioners in the field of
ATM banking and customer satisfaction. Among the nine service quality dimensions those seven
items(Tangibility, convenience ,security, assurance, empathy, accessibility and speed) that
respondents delighted in each item excluding reliability and responsiveness, in those two items
respondents were not agreed or satisfied However, all dimensions that identify in this study have
positive and significant relationship.

Reliability test was done before proceeding further analysis and found to meet much higher than
the required minimum standard. Furthermore, the correlation between service quality dimensions
and customer satisfactions was analyzed. Accordingly, the result indicated that there exists a
Positive and significant relationship between all nine dimensions of service quality and customer
satisfaction although, the degree of the relationship varies. Relatively the highest correlation was
found between Speed and customer satisfaction (0.827).Followed by Accessibility (0.820),
Empathy (0.815), Assurance (0.793), Convenience (0.768), Tangibility (0.739), Security (0.717),
Responsiveness (0.664) and Reliability (0.621) respectively.

Page | 51
The findings also indicate that, there is a Positive and statistically significant relationship between
overall service quality dimensions and customer satisfaction. This means that better service will
assure higher customer satisfaction which leads to delighted customers that lead to increased
revenue since, maintaining customer satisfaction is key to retaining customers and boosting the
profitability of banks.

Page | 52
 CHAPTER FIVE

CONCLUSION AND RECOMMENDATION

5.1. Conclusion

It is well known that all banks in Ethiopia are competing head-to head in order to win the
heart and minds of bank customers. ATM service is one of the tools used for strategic battling
against one another in the banking industry. Dashen Bank, as one of the competing banks, has
started ATM banking to reach its customers beyond time and space limitation.

Among the nine service quality dimensions majority were found to be the most important
Dimensions for overall customer satisfaction. Reliability and responsiveness were not
significant enough to have good explaining power on overall customers’ satisfaction. The
researcher concludes that Dashen Bank has not yet been achieving these determinants as
essential ones due to:

 Low level agreement of respondents in the area of functionality of ATMs in the

service time.
 Low level agreement of respondents regarding the accuracy and consistency of
service delivery.
 Low level agreement of respondents on fixing breakdown of DB ATMs promptly.
 Low level agreement of respondents on replacing ATM cards promptly.
 Low level agreement of respondents regarding availability of sufficient Cash
withdrawal limit from a specific account in a day.
 Low level agreement of respondents on availability of timely help-desk services to
ATM.
 Low level agreement of respondents to respond customers requests by employees of
the bank without being too busy.

Therefore, the bank needs to be give attention to change their services towards customer’s
satisfaction.

Page | 53
The study answered basic research questions raised by the researcher and meet the general as
well as the specific objectives of the research.The correlation analysis show, positive and
highly significant relationship between each dimensions and customer satisfaction. The
researcher concludes that, Dashen Bank had good enough in all dimensions excluding
reliability and responsiveness dimensions. To make significant enough in two dimensions
taking proper measure by the bank’s Management is essential in order to take advantage in
customer satisfaction to stand in the leadership position in today’s ATM banking business.

5.2. Recommendation
5.2.1. Recommendation for practice

Based on the findings and conclusions of the study, the researcher forwards the following
recommendations to the management of the banks. Reliability dimension is one of the most
important factors influencing customer satisfaction. But, customers of the bank were less
satisfied with this dimension. The bank managers should enhance the reliability on the bank
services by making ATMs functional at all time, providing accurate and consistent ATM
service, making available of cash at any time and enhancing cash withdrawal limit from a
specific account in a day.

It is obvious that if customers do not have reliability on the banking services it is meaningless
to talk about the success and good will of the bank. Therefore, the bank should handle its
customers so well to achieve its organizational aims. Finally, it is valuable to confirm that
customers are the key for any business organization’s success.

Responsiveness dimension is also considered as one of the most important factors influencing
customer satisfaction. However, customers of the banks were less satisfied in terms of the
responsiveness dimensions. One way of addressing this could be by decreasing load of tasks
on employees of bank to make them free to respond customer’s requests, fixing break down
of ATM promptly, promptly replacing ATM cards as much as possible and providing timely
help-desk services for addressing the problems of ATMs in DB. This is to say, the bank
management should focus on this factors to maximize customer satisfaction.

Page | 54
5.2.2. Recommendation for Future Research

From the findings of this study, it was confirmed that majority of dimensions are most
important factor for customer satisfaction in Dashen Bank S.C .However, the dimensions of
Reliability and responsiveness were found to be low on customer's perception . In case of
correlation analysis, all Nine ATM service quality dimensions have a positive relation with
customer satisfaction of DB ATMs. However, the researcher did not have sufficient time to
conduct further detailed research. The geographical area of the study only included in Addis
Ababa even if i didn’t address all ATM premises and users that found in A.A. Therefore, it is
difficult to generalize the study by including all other banks (branches)that found in regions
and in all Addis Ababa that provide ATM Service in DB. So as to this, other researchers can
conduct further study by including more ATM services premises of DB as well as by adding
more ATM service quality dimensions to gauge a better understanding and even ask
customers which services they would like to add to the current ATM services being provided.
Therefore, other researchers can conduct further studies by considering the above stated
limitations.

Page | 55
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Appendix I: Questionnaire in English

ALPHA UNIVERSITY COLLEGE

MASTERS IN BUSINESS ADMINISTRATION
Questionnaire for customers of Dashen Bank S.C ATM users regarding “Factors
Affecting Customer Satisfaction in Automated Teller machine service”

Dear respondents,

This questionnaire is designed to obtain information about “factors affecting customer

satisfaction in Automated Teller machine service-The case of Dashen bank S.C in Addis
Ababa”. The information shall be used by the researcher to fulfill partial requirement for
obtaining MA in Business Administration. The study is entirely for academic purpose and the
information will be kept confidential.
Therefore, the researcher kindly requests you to provide to the best of your knowledge
reliable and genuine information, which will be a valuable input for the findings to meetthe
intended objective.
If you have any inquiry, please do not hesitate to contact me and I am available as per your
Convenience (Tel 0912-70-28-24 or e-mail ermiyasgosa1@gmail.com)
General Instruction:-
 There is no need of writing your name
 In all cases where answer options are available please tick ()

Thank You, for your cooperation and timely response in advance.

1. General information

A. Gender
Male  Female
B. Age
18 - 25 years  31 – 40 years 51 – 60 years 
26 - 30 years 41 – 50 years Above 60 years
C. Educational back ground
High school  Diploma Other (please specify)__________
Degree Master’s Degree

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 D. Profession
Employee  Self-employed  Retired 
Other (please specify) __________

E. Monthly Income(in birr)

Up to 1,000  3,001-5,000  Above 10,001
1,001- 3,000  5,001-10,000 
F. Status of ATM usage
Less than 6 Months  1 – 2 years 
6 Months – 1 year Above 2 years
G. How frequently do you use ATM card per month?
1-3 times  4-8 times  9-12 times Over 12 times
H. Type of your account linked with ATM card
Saving Account Hybrid Account Merge of different accounts
Current Account Other Accounts
I. Your preferable local time to use ATM service
12:00 – 6:00 (morning) 12:01 –6:00 (Night)
6:01 –12:00 (afternoon)  6:01 –11:59(midnight-noon)

2. The following section contains nine customer satisfactions

Dimensions (factors), please evaluate your experience in regard to each item

Tangibility dimension (factor)

Strongly Neutra Strongly

S.No. Items Disagree Agree
Disagree l Agree
1 Appearance of the ATM is
Attractive
2 Excellence currency note
received from ATM
3 Accessible of printing Mini
statement
4 Design of card is attractive
and easy to hold

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Reliability dimension (factor)

Strongly Neutra Strongly

S.No. Items Disagree Agree
Disagree l Agree
1 DB ATM functions all the
time
2 DB ATM provides accurate
and consistent services
3 There is available cash in the
ATM at any time
4 Cash withdrawal limit from
a specific account in a day is
sufficient
Responsiveness dimension (factor)

Strongly Neutra Strongly

S.No. Items Disagree Agree
Disagree l Agree
1 Employees of your bank are
never being too busy to
respond your requests.
2 Breakdown of DB ATMs
are fixed promptly

3 ATM cards are promptly

replaced

4 DB Bank provides timely

help-desk services about
ATM.
Convenience dimension (factor)

S. Strongly Strongly
No.
Items Disagree Neutral Agree
Disagree Agree
1 DB ATMs are conveniently
located
2 DB ATM waiting time is
acceptable
3 There are adequate number
of DB ATM stations in the
area I am living
4 ATM banking transaction is
easy to use

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Security dimension (factor)

S. Strongly Strongly
No.
Items Disagree Neutral Agree
Disagree Agree
1 I believe that DBs infrastructure is
reliable for correcting erroneous
transaction
2 I trust DB to handle my personal
information
3 DB ATMs locations are highly
secured
4 Due to security reason, in ATM
banking service , DB recover any loss

Assurance dimension (factor)

S. Strongly Strongly
No.
Items Disagree Neutral Agree
Disagree Agree
1 Dashen bank staff have required skills
and knowledge to carry out the service
2 DB provides 24/7 e-based monitoring
and assistance for ATM services that
need immediate support
3 Employees show good manner, courtesy
and friendliness of contact personnel
4 Employees are always Ready to help you

Empathy dimension (factor)

S. Strongly Neutra Strongly

No.
Items Disagree Agree
Disagree l Agree
1 Providing Information about types of
ATM services at individual level
2 Concentration gives by the bank in
regarding ATM service for every user
3 Specific individual needs are
understood by employees of DB
4 DB bank ATM service have their
customer’s best interest at heart.

Page | 64
Accessibility dimension (factor)

S. Strongly Strongly
No.
Items Disagree Neutral Agree
Disagree Agree
1 sufficient number of ATM
exist at a reasonable distance
to access transaction in time
of need
2 Anytime and anywhere can
access DB ATM
3 Both recent and historical
data in ATM of DB,
customer can easily access
4 Customers have access to
provide service feedback

Speed dimension (factor)

S. Strongly Strongly
No.
Items Disagree Neutral Agree
Disagree Agree
1 Dispense of cash from ATM
on time
2 Existence of quick card
delivery after using ATM
service
3 Processing speed of
transaction is acceptable
4 ATM card and pin number
are linked on time

General customer satisfaction on DB ATM

Strongly Strongly
Disagree Neutral Agree
Disagree agree
1. I am satisfied with the overall
ATM service of Dashen Bank S.C.

THANK YOU!!!

Page | 65
Appendix II: Questionnaire in Amharic
N.B. In this section, the previous questionnaires converted in to Amharic version as per
advices of linguistics person !!!
አልፋዩኒቨርሲቲኮሌጅ
ድኅረ ምረቃ ትምህርት ቤት
ቢዝነስ አስተዳደር (ኤም.ቢ.ኤ)ትምህርት ክፍል

በኤ.ቲ.ኤም አገልግሎት ላይ የደንበኞች እርካታ የሚወስኑ መለኪያች ዳሰሳ ላይ የሚሞላ መጠየቅ

ውድ ተሳታፊዎች

የዚህ መጠይቅ ዋና ዓላማ ለሁለተኛ ዲግሪ የማሟያ ጽሑፍ ለማዘጋጀት የሚረዳ መረጃ ለመሰብሰብ ሲሆን ይህም በዳሸን ባንክ
ኤ.ቲ.ኤም አገልግሎት ላይ የደንበኛን እርካታ የሚወስኑ መለኪያዎች ዳሰሳን ይመለከታል፡፡ ስለሆነም እርስዎ የሚሰጡት
መረጃ ከላይ ለተገለፀው ዓላማ ብቻ የሚውል፣ በሚስጥር የሚጠበቅ እንዲሁም ለሦስተኛ ወገን የማይተላለፍ መሆኑን ላረጋግጥ
እወዳለሁ፡፡ በመሆኑም የሚሰጡኝ መረጃ ተአማኒነት ያለው፣ ትክክለኛ መረጃ ሆኖ የታሰበለትን ዓላማ እንደሚያሳካ ተስፋ
አደርጋለሁ፡፡ መጠይቁን በተመለከተ ለሚኖርዎት ማንኛውም ጥያቄ በ 0912702824 ወይም በኢ-ሜይል
ermiyasgosa1@gmail.com ሊያገኙኝ ይችላሉ፡፡

በቅድሚያ ለሚያደርጉልኝ ትብብር እና ፈጣን ምላሽ ላመሰግን እወዳለሁ፡፡

መመሪያ
 ስምዎን መፃፍ አስፈላጊ አይደለም
 እባክዎን በመረጡት ሣጥን ውስጥ () ምልክት ያድርጉ
1. ጠቅላላ መረጃ
ሀ. ፆታ ወንድ  ሴት 
ለ. ዕድሜ 18 - 25  31 - 40  51 - 60 
26 - 30  41 - 50  ከ 60 በላይ 
ሐ. የትምህርት ደረጃ
ሁለተኛ ደረጃ  ዲኘሎማ ሌላ(እባክዎን ይግለፁ)
የመጀመሪያ ዲግሪ  2 ኛ ዲግሪ 
መ. የተሰማሩበት ሙያ
ተቀጣሪ  ራስን ቀጣሪ  ጡረተኛ 
ሌላ (እባክዎን ይግለፁ)
ሠ. ወርሃዊ ገቢ በብር
እስከ 1,000  ከ 3,001 - 5,000  ከ 10,000 በላይ 
ከ 1,001 - 3,000  ከ 5,001 - 10,000 

ረ. የኤ.ቲ.ኤም አጠቃቀም ሁኔታ

Page | 66
 ከ 6 ወር በታች c ከ 1 - 2 ዓመት c
ከ 6 ወር - 1 ዓመት c ከ 2 ዓመት በላይ c

ሰ. በወር በምን ያህል ድግግሞሽ የኤ.ቲ.ኤም አገልግሎት ይጠቀማሉ?

ከ 1 - 3 ጊዜ c ከ 9 - 12 ጊዜ c
ከ 4 - 8 ጊዜ c ከ 12 ጊዜ በላይ c

ሸ. ከኤ.ቲ.ኤም ካርድዎ ጋር የተገናኘው የባንክ ሂሳብዎ ዓይነት

የቁጠባ ሂሳብ c የሃይብሪድ c ከሁለትናከዝያ በላይ ሂሳብ c
የተንቀሳቃሽ ሂሳብ c ሌላ ዓይነት ሂሳብ c

ቀ. የኤ.ቲ.ኤም አገልግሎት ለማግኘት የሚመርጠት ሰዓት

ከ 12:00-6:00 ሰዓት(ጠዋት)c ከ 12:01-6:00 ሰዓት(ምሽት)c

ከ 6:01-12:00 ሰዓት(ከሰዓት በኅላ)c ከ 6:01-11:59 ሰዓት(ከሌለት-ንጋት)c

2. የዳሰሳ ጥያቄዎች
ቀጣዩ ክፍል የደንበኞች እርካታ ለመመዘን የሚረዱ 9 መለኪያዎች ይዟል እባክዎ እያንዳንዱን ነጥብ ከግል ተሞክሮዎ
በመነሳት ይገምግሙ፡፡

ውጫዊ መለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. የገንዘብ መክፈያ ማሽኑ ውጫዊ ገፅታ ይስባል
2. ጥራት ያለው የብር ኖቶች ከማሽኑ እቀበላለሁ
3. የሂሳቤን መረጃ የሚያሳይ እትም ያወጣል
4. የካርዱ ዲዛይን ለዓይን የሚስብ እና ለአያያዝ ምቹ ነው

የአስተማማኝነትመለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. የባንኩ ኤ.ቲ.ኤም በየትኛውም ጊዜ አገልግሎት ይሰጣል፡፡
2. የባንኩ ኤ.ቲ.ኤም አገልግሎት ትክክለኛ እና ወጥነት
አለው፡፡
3. በማንኛውም ጊዜ በኤ.ቲ.ኤም ሣጥን ውስጥ በቂ ገንዘብ
ይገኛል፡፡

Page | 67
ተ/ቁ መዘርዝሮች በፍፁም በጣም
አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
4. በቀን ለማውጣት የተፈቀደው ገንዘብ በቂ ነው፡፡

የምላሽ አሰጣጥ መለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. የባንኩ ሠራተኞች የደንበኛውን ጥያቄ ለመመለስ ሥራ
አይበዛባቸውም
2. ኤ.ቲ.ኤም በሚበላሽበት ሰዓት ወዲያው ይስተካከላል፡፡
3. ደንበኛው ካርዱ በሚጠፋበት ሰዓት ወዲያው ይተካለታል፡፡
4. ደንበኛው ለሚያጋጥመው ችግርም ሆነ ለሚያነሳው ጥያቄ
ፈጣን ምላሽ ያገኛል፡፡

የምቹነት መለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. የዳሸን ባንክ ኤ.ቲ.ኤሞች በአመች ቦታዎች ላይ ይገኛሉ
2. የኤ.ቲ.ኤም አገልግሎት ላይ ያለው ወረፋ ተቀባይነት አለው
3. እኔ በምኖርበት አካባቢ በቂ የኤ.ቲ.ኤም ጣቢያ አለ
4. የኤ.ቲ.ኤም የባንክ አገልግሎት አጠቃቀም ቀላል ነው

የደህንነት መለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. የተሳሳቱ የባንክ ሂሳብ እንቅስቃሴዎችን በማረም ረገድ
ዳሸን ባንክ አስተማማኝ አውታር እንደዘረጋ አምናለሁ
2. ከባንክ አገልግሎት ጋር በተያያዘ የግል መረጃ አጠባበቅ
ባንኩን አምነዋለሁ፡፡
3. የኤ.ቲ.ኤሞቹ ስፍራዎች ደህንነታቸው የተጠበቁ ናቸው፡፡
4. በደንበኞች ላይ ለሚደርስ ጥፋት መካሻ ይሰጣል፡፡

የእርግጠኝነት መለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. የዳሸን ባንክ ሠራተኞች የኤ.ቲ.ኤም አገልግሎት ለመስጠት
በቂ ክህሎት እና እውቀት አላቸው፡፡
2. የኤ.ቲ.ኤም አገልግሎት ላይ አስቸኳይ መፍትሄ ለሚሹ

Page | 68
ተ/ቁ መዘርዝሮች በፍፁም በጣም
አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
ችግሮች ሳምንቱን ሙሉ የ 24 ክትትልና ቁጥጥር ሥራ
አለ፡፡
3. የባንኩ ሠራተኞች በጥሩ ፀባይ፣ ትህትና እና በጓደኝነት
መንፈስ ያስተናግዳሉ
4. የባንኩ ሠራተኞች እርስዎን ለመርዳት ምንግዜም ዝግጁ
ናቸው፡፡

የአንድለአንድአገልግሎትመለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. የኤ.ቲ.ኤም አገልግሎት በተመለከተ እያንዳንዱ ደንበኛ
መረጃ ማግኘት ይችላል፡፡
2. ባንኩ የኤ.ቲ.ኤም አገልግሎትን በተመለከተ ለእያንዳንዱ
ደንበኛ በቂ ትኩረት ይሰጣል፡፡
3. የእያንዳንዱ ደንበኛ ፍላጎት ሠራተኞች ግምት ውስጥ
ያስገቡታል፡፡
4. እርስዎ የሚጠቀሙበት ባንክ ለእርስዎ ምርጥ የልብ ፍላጎች
አሉት
የተደራሽነት መለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. በተፈለጉ ጊዜ በአፋጣኝ ሊገኙ የሚችሉ የኤ.ቲ.ኤም ሳጥኖች
በአማካኝ ርቀትና በበቂ ቁጥር ይገኛሉ
2. ደንበኞች የኤ.ቲ.ኤም አገልግሎቶችን በማንኛውም ቦታ እና
ጊዜ ማግኘት ይችላሉ
3. የቅርብ ጊዜም ሆኑ ራቅ ያሉ የሂሳብ እንቅስቃሴዎች
በቀላሉ መመልከት ይቻላል
4. ደንበኞች ግብረ መልስ የመስጠት እድሉ አላቸው

የፍጥነት መለኪያ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. ከኤ.ቲ.ኤም ሳጥን ውስጥ ገንዘብ በፍጥነት ይወጣል
2. አገልግሎቱ ከተጠናቀቀ በኋላ ኤ.ቲ.ኤም ካርዱን በፍጥነት
ያወጣል
3. የኤ.ቲ.ኤምአገልግሎትሂደቱ ፈጣንነው

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ተ/ቁ መዘርዝሮች በፍፁም በጣም
አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
4. የኤ.ቲ.ኤም ካርዱ እናየመለያ ቁጥሩ በፍጥነት
ይያያዛሉ፡፡

አጠቃላይየደንበኞችእርካታ

ተ/ቁ መዘርዝሮች በፍፁም በጣም

አልስማማም አልወስንም እስማማለሁ
አልስማማም እስማማለሁ
1. በአጠቃላይ ሲታይ በዳሸን ባንክ ኤ.ቲ.ኤም አገልግሎት
ረክቻለሁ

አመሰግናለሁ!!

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