Exploring the Underlying Relationship between Satisfaction and Continuance amongst ATM Customers

Cherian Thomas and Dr.N. Sundaram

Indian bank customers have been witnessing a series of technical issues with Automated Teller Machines (ATM) which is leading to cash reimbursement problems. In such a juncture, this study plans to study as to how banks in India are sustaining the satisfaction of ATM customers and thus helping them to continue using ATM. The study was conducted in Bengaluru urban, Karnataka, India since the same place was acknowledged as the place bustling with a rich number of ATMs as per the 2016 report of State Level Bankers’ Committee, Karnataka. The results revealed that satisfaction and income were able to predict the continued use of ATM whereas age did not. It also showed that women continued using ATM more than men. This study would help restore that long lost satisfaction of ATM customers with the banks and show a new path towards continued usage of ATM for years to come.

Volume 12 | 03-Special Issue

Pages: 469-479

DOI: 10.5373/JARDCS/V12SP3/20201281