Customer Satisfaction of ATM Service: A Case Study of HSBC ATM

Dhaka University Journal of Marketing, Forthcoming

19 Pages Posted: 7 Jun 2007

See all articles by Rafiqul Islam

Rafiqul Islam

University of Dhaka

Samir Kumar

University of Dhaka

Pallab Kumar Biswas

University of Otago

Abstract

The Automated Teller Machine (ATM) is one type of innovation that can mechanically accept deposits, issue withdrawals, transfer funds between accounts, collect bills, and make small loans. This study aims at investigating the satisfaction levels of HSBC ATM cardholders (both staff and nonstaff) with respect to various aspects (promptness of card delivery, the performance of HSBC ATM, the service quality of ATM personnel etc.) of using HSBC ATM and their opinions on various other related issues (such as positive and inconvenient features of HSBC ATM, recommendation to improve the service quality etc.). This study is one type of exploratory research using convenience sampling technique where samples have been selected on the basis of convenience. Thus, projecting data beyond the sample is statistically inappropriate. This study only provides information for analyzing ATM scenario of HSBC. Though the samples were selected on a convenience basis and it may not represent the whole population, but still it is no less important for the HSBC management to consider the recommendations with due care for better customer service and for being in a better competitive position.

Keywords: ATM card, Machine breakdown, Unsuitable location, currency quality

JEL Classification: M39

Suggested Citation

Islam, Rafiqul and Kumar, Samir and Biswas, Pallab Kumar, Customer Satisfaction of ATM Service: A Case Study of HSBC ATM. Available at SSRN: https://ssrn.com/abstract=990242

Rafiqul Islam

University of Dhaka ( email )

University of Dhaka
Ramna, Dhaka, 1000
Bangladesh

Samir Kumar

University of Dhaka ( email )

University of Dhaka
Ramna, Dhaka, 1000
Bangladesh

Pallab Kumar Biswas (Contact Author)

University of Otago ( email )

P.O. Box 56
Dunedin, Otago 9010
New Zealand
+64 3 679 8108 (Phone)

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