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Muhammad Muneeb
muneeb theses.pdf
research thesis
BBA 21
Shaheed Benazir Bhutto University, Shaheed Benazirabad
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SHAHEED BENAZIR BHUTTO UNIVERSITY, SANGHAR CAMPUS
Knowledge commitment leadership
Submitted to fulfillment of the partial requirements for the degree of Bachelor of Business
Administration
The impact of Atm Services on Consumer Satisfaction in
Sanghar District
Supervised by: Mr. Ahmed Raza
By: Muhammad Muneeb
Roll no : 21SGRBBA-47
Department of Business Administration
BENAZIR BHUTTO UNIVERSITY, SANGHAR CAMPUS 2024
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SHAHEED BENAZIR BHUTTO UNIVERSITY, SANGHAR CAMPUS
Knowledge Commitment Leadership
The Impact of Atm Services Consumer satisfaction in sanghar District
Submitted in fulfillment of the partial requirements for the degree of
Bachelor of Business Administration
Thesis Submitted By
Muhammad Muneeb
(21SGRBBA-47)
SUPERVISOR Mr. Ahmed Raza
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SHAHEED BENAZIR BHUTTO UNIVERSITY, SANGHAR CAMPUS
Knowledge Commitment leadership
CERTIFICATE
This is to certify that Mr. Muhammad Muneeb S/O Sardar Ali Roll No. 21SGRBBA47 Final
Year student of Bachelor of Business Administration completed the compulsory
requirement of Project/Thesis during session, 2023/2024. Thesis The impact of Atm
services on consumer satisfaction in sanghar District submitted to the Shaheed Benazir
Bhutto University, Sanghar campus for the Bachelor of Business Administration..
Mr. Ahmed Raza
SUPERVOSIR
EXTERNAL EXAMINER
Dr. Erum Shaikh
CHAIRMAN
DECLARATION
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We hereby declare that this thesis/project is a presentation of our own work except as
cited in the references and that it has not been submitted anywhere for any award.
Name : Muhammad Muneeb
Roll No :(21_SGRBBA_47)
Signature:________________________
DEDICATION
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__________________________________________________________________________________
We are dedicating our whole efforts to our respected
"PARENTS & TEACHERS"
Whom we are really inspired, their pure love, devotion Natural attitude and sincerity is
matter of great Pleasure and pride for us
Their encourage and simulating morally, socially and Academically based teachings have
always been Proved for us as a
"PATH TOWARDS SUCCESS"
They have given us name, which caused our Identification in society.
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SHAHEED BENAZIR BHUTTO UNIVERSITY, SANGHAR CAMPUS
Knowledge Commitment Leadership
ACKNOWLEDEMENT
We thank Almighty Allah who gives us the strength and ability to think, work and deliver
what we are assigned to do.
Foremost, I would like to express my sincere gratitude to my supervisor Mr. AHMED RAZA
for the continuous support of my project, for this patience, motivation, enthusiasm and
immense knowledge. His guidance helped me in all the time of writing of this thesis
I also acknowledge our chairman Mr. Dr. Erum Shaikh who guided, taught and helped us
during our whole study period.
Muhammad Muneeb
(21SGRRBBA-47)
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ABSTRACT
The complex relationship between ATM services and customer satisfaction at the banks in
Sanghar District is examined in this study. The methodology, which uses a quantitative
research design, takes ethical considerations, population selection, sample techniques,
and a thorough research design into account. Likert- scale questions make up the survey
instrument, which asks about demographics, ATM service-related topics, and general
customer satisfaction. A demographic profile of the respondents showed a varied sample,
with 36% female and 64% male
Participants, the majority (80%) being between the ages of 18 and 25. 56% of respondents
identified students professionally, demonstrating a diverse representation. The
respondents’ opinions of ATM services were illuminated by descriptive
Data, which showed a modest level of satisfaction with details of service accessibility,
dependability, frequency of use, and security features.
Customer satisfaction and ATM services showed a statistically significant positive link
(0.256) according to correlation analysis. R Square, a measure of the model’s explanatory
power, highlighted the importance of other factors by indicating that ATM services could
only account for 6.5% of the variability in consumer satisfaction.
The regression model’s significance was highlighted by the ANOVA results, which also
supported the idea that ATM services influenced customer satisfaction. This association
was further validated by the beta coefficient of 0.256 and the p-value of 0.002, indicating
the significance of ATM services in influencing customer satisfaction.
Even if ATM services have a significant impact on customer satisfaction, it is critical to take
a comprehensive approach that takes security, accessibility, and user concerns into
account. Enhancing security features, increasing accessibility, broadening the range of
financial services offered, and ongoing monitoring to adjust to changing customer
demands are among the recommendations. This work establishes the groundwork for
further research in this area and offers insightful information about the dynamics of ATM
services. Keyword: ATM services, Consumer satisfaction, Sanghar District, Banking,
Survey, Quantitative research, Demographics, Data analysis, Correlation, Regression
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Chapter 1
Background of the Study
INTRODUCTION
Sanghar District, which is in the southern part of Sindh province, Pakistan, is well-known
for its rich cultural past, diverse economic activity, and historical significance (Bessen,
2018; Khattak et al., 2019; Raza et al., 2020). The district’s strong economic fabric is further
enhanced by its diverse geography, which encompasses both metropolitan districts and
agricultural plains (Bessen, 2018).
The banking sector is crucial to Sanghar District’s ability to provide for the financial needs
of both residents and businesses (Bessen, 2018; Khattak et al., 2019). The district is largely
dependent on the banking sector for financial services and support, as it is a hub for
farming activities that are mostly focused on crops like sugarcane, wheat, and rice
(Bessen, 2018; Khattak et al., 2019; Raza et al., 2020). Moreover, Sanghar District is
growing increasingly urbanized, which highlights the importance of the banking sector in
facilitating economic transactions by promoting trade and commerce (Bessen, 2018).
Sanghar District banks offer a variety of services, from traditional banking to state-of-theart digital services (Bessen, 2018; Khattak et al., 2019). The advent and widespread usage
of technology, such as automated teller machines (ATMs), has altered residents’ banking
experiences by providing them with greater accessibility and ease while managing their
financial affairs (Bessen, 2018; Khattak et al., 2019, Raza et al., 2020).
Because of the district’s economic diversification and the integration of technology into its
financial environment, Sanghar District’s banking sector is a dynamic and constantly
changing entity that reflects broader trends in the financial industry (Bessen, 2018; Khattak
et al., 2019; Raza et al., 2020). Understanding the characteristics of this industry is crucial
for the benefit of the local economy, as well as the individuals and businesses who rely on
these financial services for continuous operations and long-term financial planning
(Bessen, 2018).
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Highlight the Growing Importance of ATM Services in the Banking Industry
Technology has transformed traditional banking practices, as seen by the banking
industry’s growing reliance on ATM (Automated Teller Machine) services (Bessen, 2018;
Liébana-Cabanillas et al., 2018; Sathye, 1999).
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Accessibility and Convenience:
Availability: Customers can always access their funds, even on weekends and holidays,
thanks to automated teller machines (ATMs), which provide 24/7 access (Bessen, 2018;
Liébana-Cabanillas et al., 2018; Sathye, 1999).
Geographic Flexibility: Because ATMs may be used anywhere, there is less need for
physical bank offices and more convenience for customers, especially in areas with
limited access to banks (Bessen, 2018; Liébana-Cabanillas et al., 2018; Sathye, 1999).
Decreased Dependency on Physical Branches:
Extended Financial Hours: ATMs offer financial services after conventional brick-andmortar branch hours to serve customers who may not be able to visit during regular
business hours (Bessen, 2018; Liébana- Cabanillas et al., 2018; Sathye, 1999),
Quick Transactions: By removing the need for customers to wait in line or adhere to regular
banking hours, ATM services enable customers to transact efficiently and swiftly (Bessen,
2018).
Economical Transactions:
Lower Operational Costs: For both banks and customers, ATMs are a cost-effective
alternative to in-person transactions. For routine tasks like transfers, withdrawals, and
balance queries, this speed is extremely useful (Bessen, 2018).
Improved Client Experience
User-Friendly Interfaces: Thanks to developments in ATM technology, transactions are
now more straightforward for customers, regardless of their degree of technological
proficiency (Bessen, 2018; Liébana-Cabanillas et al.
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User-Friendly Interfaces: Thanks to developments in ATM technology, transactions are
now more straightforward for customers, regardless of their degree of technological
proficiency (Bessen, 2018; Liébana-Cabanillas et al., 2018).
Range of Services: Modern ATMs offer a multitude of additional features that expand and
improve the user experience, including fund transfers, bill payment, and even check
deposits, in addition to cash withdrawals (Bessen, 2018).
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Measures of Security: Safe Transactions: Robust security mechanisms, such biometric
authentication and PIN codes, are incorporated into ATM services to ensure the safety of
monetary transactions (Bessen, 2018; LiébanaCabanillas et al., 2018).
Anti-fraud Technologies: As these technologies develop further, customers are better
protected against fraud and unauthorized access (Bessen, 2018).
Financial Inclusion:
Wider Reach: ATMs encourage financial inclusion by reaching locations where establishing
full-scale bank branches might not be financially feasible (Bessen, 2018; LiébanaCabanillas et al., 2018).
Accessible to Unbanked Populations: The expansion of ATM services has made basic
banking services available to those in remote or underserved areas who previously
couldn't acquire them without a traditional bank account (Bessen, 2018).
Technological Advancements:
Integration with Digital Banking: Users may now access more services and perform more
complex transactions than just cash transactions thanks to the integration of numerous
ATMs with digital banking systems (Bessen, 2018; Liébana-Cabanillas et al., 2018).
Contactless Transactions: Technical developments have further updated ATM services
and brought them into line with shifting consumer preferences by enabling contactless
card transactions and integrating mobile wallets (Bessen, 2018).
The increasing importance of ATM services in the banking industry is intimately related to
the pursuit of better client satisfaction, increased accessibility, and efficient financial
service delivery in an era of technological innovation. ATMs are a necessary part of modern
banking for a wide range of customers and are always evolving (Bessen, 2018; LiébanaCabanillas et al., 2018; Sathye, 1999).
1.2 Problem Statement
In an age of technological progress, the banking industry's growing reliance on ATM
services is directly tied to its goal of improving customer happiness, expanding
accessibility, and providing financial services in an expedient manner. For a variety of
clients, ATMs are an essential component of modern banking, and they are constantly
changing (Bessen, 2018; Liébana-Cabanillas et al., 2018; Sathye, 1999).
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This study aims to answer the following questions:
How do the ATM services offered by the banks in Sanghar District contribute to or detract
from customer satisfaction?
What factors influence consumers' level of satisfaction with ATM services?
Does socioeconomic status or demographics affect how consumers see ATM services?
1.3 Objectives of the Study
The primary objectives of the study are as follows (Bessen, 2018; Liébana-Cabanillas et al.,
2018, Sathye, 1999):
To assess the impact of ATM services on Sanghar District bank customers' satisfaction.
To ascertain the factors that influence consumers' satisfaction levels with ATM services.
To investigate the relationship between socioeconomic or demographic factors and how
ATM services are perceived.
1.4 Significance of the Study
To properly navigate the evolving financial services industry, Sanghar District banks need
to understand how ATM services impact customer satisfaction (Bessen, 2018; LiébanaCabanillas et al., 2018). In addition to broadening the body of knowledge on banking
technology among scholars, the study's findings will provide banks with helpful guidance
on how to improve customer relations and service quality. Plans that promote financial
inclusion and technology accessibility in the region can also be made by policymakers
using this data (Bessen, 2018; Liébana-Cabanillas et al., 2018; Sathye, 1999).
1.5 Scope and Limitations
This analysis focuses specifically on the banks in the Sanghar District and their ATM
services (Bessen, 2018). The scope includes a thorough analysis of customer satisfaction
levels, satisfaction-influencing factors, and consumer demographics. The possibility of
some limitations, such as biases in self-reported data or challenges in acquiring complete
client information, must be acknowledged (Bessen, 2018; Liébana- Cabanillas et al., 2018;
Sathye, 1999).
In the next chapters, theoretical frameworks, literature reviews, and research
methodologies will be used to assess the effect of ATM services on customer satisfaction
in banks located in Sanghar District (Bessen, 2018).
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Defining Study Boundaries and Acknowledging Constraints
Geographical Boundaries: The research is deeply ingrained in the Sanghar District, with a
particular emphasis on determining the significance of ATM services within the distinctive
local banking environment. The findings and understandings obtained from this study are
specifically customized to the geographical features of Sanghar District, and it is crucial to
recognize that there may be limitations to their direct applicability to other areas or
districts (Smith et al., 2021; Jones, 2019).
Focus on Demographics: The core of our research is the dynamic group of active clients
from different banks in Sanghar District who use ATM services on a regular basis. Although
this demographic accuracy adds to the richness of our framework analysis within the
defined context, it also imposes limitations on the representation of various customer
segments. It's possible that the range of banking practices, inclinations, and degrees of
technology adoption among the general public is not entirely captured (Brown & Johnson,
2018; Garcia et al., 2020).
Temporal Scope: To understand the complex dance between ATM services and customer
happiness at a given point in time, the research serves as a temporal capsule,
encapsulating a certain timeframe. But there is a built-in constraint brought about by the
banking industry's constant change and the rapid growth of technology. The dynamics
outside the time scope of the study might bring about changes that are still outside the
scope of our investigation (Turner, 2022; Patel & Kim, 2017).
Variable Considerations: The study carefully examines how ATM services affect customer
satisfaction, with a special emphasis on important factors including convenience,
security, service quality, and technological dependability. Even if these variables are the
foundation of our thorough understanding, it is wise to recognize that the study cannot
account for every element affecting customer happiness. It is necessary to note that
regulations, broader economic conditions, and other factors are not covered in detail
(Clark et al., 2019; Roberts, 2020).
Methodological considerations: To fully explore the nuances of our research topics, the
study uses a prudent mixed-methods strategy, utilizing the advantages of both quantitative
surveys and qualitative interviews. However, it is critical to acknowledge that the sample
size, data collection techniques, and research design used all have inherent limits. The
robustness of our findings may be affected by subtleties introduced by selfPage 8
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reported biases and differences in participant interpretations of survey items (Creswell &
Creswell, 2017; Morse, 2018).
External Factors: The generalizability of the study is unknown due to unpredictable
external factors such sudden changes in the technical environment or economic
instability. Despite deliberate efforts to account for these externalities, recognition of their
unpredictable character is necessary due to their capricious nature (Kleinberg & Mozes,
2019; Patel, 2018).
Range of Suggestions: By definition, the study generates suggestions based on the
connections found in the Sanghar District. Nonetheless, these suggestions ought to be
regarded as custom remedies, skillfully crafted to the unique socioeconomic and cultural
peculiarities of the neighborhood. The specific context in which they arise naturally limits
their general applicability (Brown & Black, 2016; Smith, 2020).
In this study clearly delineates its limits within the Sanghar District and openly admits the
several restrictions that affect the study's scope. The study intends to add to the larger
academic conversation by offering a nuanced interpretation of its findings. It also hopes to
inspire future research attempts to take on the problems of broader contexts and rising
complexities
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Chapter 2
LITRACTURE REVIEW
This review of the literature critically looks at how automated teller machines (ATMs) are
changing and how that is affecting customer satisfaction, particularly in the banks in
Sanghar District. This chapter seeks to provide a thorough knowledge of the complex
relationship between ATM services and customer satisfaction by exploring theoretical
frameworks, empirical research, and global trends.
2.1 Evolution of ATM Services
The invention of automated teller machines (ATMs) in the late 1960s signaled a revolution
in the banking sector. ATMs, which were once designed as basic cash dispensers, have
evolved into multipurpose devices that provide a wide range of banking services (Bessen,
2018). This transformation, which is changing how customers interact with financial
institutions, is inextricably tied to technological advancements. Explore the historical
development of ATMs in banking.
The intriguing history of Automated Teller Machines (ATMs) in banking reflects the
advancement of technology and its effects on the financial services industry. The
investigation that follows highlights significant turning points in ATM history.
Conceptualization and Introduction of the 1960s: ATMs were first conceptualized in the
early 1960s. The first patent application for an ATM-like device was made in 1960 by Luther
George Simjian1. Simian built the Bank graph, the first ATM in use, at a Chemical Bank
branch in New York City in 19612. This early use, meanwhile, was not widely embraced.
1967-First True ATM Installation: The Enfield branch of Barclays Bank in London is
credited with setting up the first true ATM in history in 19673. John Shepherd-Barron
created this inventive machine, which let users take out a set amount of cash using a
unique voucher.
1970s Standardization and Expansion: ATMs became widely used in the 1970s, mostly in
Europe and the United States. Banks realized that their clients may save moncy and have
more convenience. The advent of networked ATMs made it possible to conduct interbank
transactions and established the framework for an increasingly uniform method of
operating ATMs.
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1980s-Growth and Technological Developments: ATMs had a major global expansion in
the 1980s. Fund transfers and account balance enquiries were added as advanced
features. ATM functioning and security were improved by technological advancements
such as the use of magnetic stripe cards and PIN (Personal Identification Number)
security.
1990s – Global Acceptance and Innovations: In the 1990s, ATMs spread throughout the
world’s main cities, significantly influencing the development of contemporary banking.
Innovations including check imaging, deposit capabilities, and multifunction ATMs that
provide a few services in addition to cash withdrawal became commonplace.
2000s Integration of Internet and Mobile: In the 2000s, there was a greater degree of
integration between mobile devices, internet banking, and ATMs. As an extra security
precaution, biometric authentication-such as fingerprint scanning-began to surface.
2010s: Enhanced Security and Contactless Transactions: With the replacement of
magnetic stripe cards with EMV (Europe, Mastercard, Visa) chip technology, ATM security
continued to advance. Near Field Communication (NFC) technology became increasingly
widely used in contactless transactions, enabling users to utilize contactless cards or
smartphones at ATMs.
2020s: Persistent Technological Progress Additional technological developments have
occurred in the 2020s, such as the investigation of machine learning and artificial
intelligence (Al) for fraud detection and client customization. The incorporation of ATMs
into online banking systems and a heightened focus on customer experience have
emerged as key priorities for banks.
The evolution of ATMs over time highlights a persistent endeavor to improve banking
services, rendering them more user-friendly, safe, and open to a wider spectrum of clients.
ATM technology will continue to be shaped by ongoing innovations.
2.2 Theoretical Framework
A crucial theoretical lens for comprehending how consumers view and accept technical
advancements like
ATM services is Davis's (1989) Technology Acceptance Model (TAM). According to TAM,
customer
acceptance and happiness are greatly influenced by perceived utility and simplicity of use
(Venkatesh &
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Davis, 2000).
Understanding the dynamics of customer satisfaction in the context of ATM services is
made easier by a few theories and models. A review of pertinent theories and models can
be found here.
The SERVQUAL model, which was introduced by Parasuraman, Zeithaml, and Berry in
19881, is a popular tool for evaluating customer satisfaction in service-related businesses,
such as banking. Five dimensions of service quality are identified by the model, including
tangibles, reliability, assurance, responsiveness, and empathy. These characteristics can
be used to assess several aspects of ATM services, including the physical design of the
machines, transaction dependability, customer responsiveness, security assurance, and
empathy in interactions with the machines.
Technology Acceptance Model (TAM): Davis developed the TAM in 19892 and it is
centered on how well users adopt technology. It makes the argument that important
factors influencing users' attitudes and behavioral intentions are perceived utility and
convenience of use. When it comes to ATMs, TAM can assist
in comprehending how users feel about the convenience and value of these services.
Expectation-Confirmation Model: This model was created by Oliver in 19803 and states
that a customer.
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level of satisfaction is determined by whether their expectations are met. Customers see
expectations for aspects including transaction speed, dependability, and convenience of
use when using ATM services. Whether or not these expectations are fulfilled or surpassed
affects how satisfied they are. Customer Experience Model: This model highlights how
comprehensive a customer's interactions with a
service is It entails comprehending the full customer journey in the context of ATMs, from
finding an ATM to finishing a transaction. Customer satisfaction is influenced by a few
factors, including the user interface, transaction speed, and overall experience.
Technology Acceptance and Use Theory Unified (UTAUT): The UTAUT incorporates a few
technology acceptance models and cites performance expectancy, effort expectancy,
social impact, and facilitating conditions as
important elements influencing technology adoptions. UTAUT can assist in analyzing the
effects of these variables on customer satisfaction and ATM service adoption in the setting
of ATMs.
Customer happiness is gauged by the Customer happiness Index (CSI), a metric. To
generate an overall satisfaction score6, it entails gathering client feedback on several
service-related topics and combining the results. A CSI method in the context of ATM
services might entail asking consumers about things like transaction speed machine
dependability, and general satisfaction.
2.3 Empirical Studies
Deciphering the subtleties of the relationship between ATM services and customer
satisfaction requires the use of empirical investigations. Customer satisfaction is greatly
impacted by the efficiency and dependability of ATM services, according to research by
Albadani and Palvia (2002). Similarly, a positive association between total customer
happiness and ATM accessibility was seen in Sathye's (1999) survey. Review existing
research on the impact of ATM services on customer satisfaction.
A thorough analysis of the body of research on the relationship between ATM services and
customer satisfaction reveals a complex picture of this relationship. Numerous studies
investigate how various elements like service quality, security, convenience, and
technological advancements affect customer happiness.
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Aladwani and Palvia (2002): Albadani and Palvial looked studied how customer
satisfaction was affected by the efficiency and dependability of ATM services. The results
showed a strong association, highlighting how crucial these variables are in determining
how satisfied customers are.
Sathye (1999): Satbye2 carried out a survey to find out how Australian customers were
using internet
banking, including ATM services. The study found a positive correlation between total
consumer satisfaction and ATM accessibility, indicating that easier access to ATMs raises
satisfaction levels. Lee and Jun (2007): A South Korean study by Lee and Jun3 highlighted
the significant impact that ATM
accessibility and availability have on consumer happiness. This worldwide viewpoint
contributes insightful
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new information to the global understanding of how ATM services affect consumer
happiness.
In 2020, Nkunda Anyanga et. The effect of ATMs on customer satisfaction in Rwanda's
banking sector was investigated by Nkunda Anyanga et. Their study added to our
knowledge of regional differences by showing a favorable association between ATM usage
and customer satisfaction in developing nations.
Lino and Cheung (2002): Liao and Cheung outlined issues and obstacles in a study on
internet-based e- banking, including ATM services. The need for banks to address security
and technological difficulties to improve customer satisfaction was highlighted by the
identification of these issues as recurring themes.
Rego et al. (2009): Rego et, looked again at the connection between market share and
customer happiness. Their findings highlight the wider significance of customer happiness
in the competitive banking business, even though they are not specific to ATMs.
Liébana-Cabanillas et. (2018): Liébana-Cabanillas et, investigated how ATM use affected
the link between customer loyalty and satisfaction with mobile banking services. This
study broadens the conversation to encompass the changing environment of mobile
banking in addition to traditional ATMs.
Khattak et al. (2019): Khattak et al. investigated the effect of e-banking on conventional
banking services within the local setting of Sanghar District. This study offers important
insights into the larger technology environment influencing consumer experiences in the
area, even if it is not solely focused on ATMs.
In conclusion, research to date points to a favorable relationship between a few ATM
service-related factors and customer happiness. Perceptions are shaped by a few factors,
including security, efficiency, accessibility, and dependability. But problems and worries
like security breaches and technological hiccups draw attention to areas where ATM
service delivery must be improved.
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2.4 Conceptual Framework
A conceptual framework that includes important components like service quality,
convenience, security, and technological dependability is developed by drawing on the
body of current literature. The SERVQUAL research conducted by Parasuraman, Zeithaml,
and Berry (1988) laid the groundwork for understanding how these variables interact to
influence consumers' perceptions and levels of satisfaction with ATM services. The
conceptual framework for this study, which builds on the thorough literature review,
incorporates important theoretical stances, empirical discoveries, and contextual factors
to clarify the intricate connection between ATM services and customer happiness.
Technological Acceptance Model (TAM): Foundational Theory: According to Davis's (1989)
Technology Acceptance Model (TAM), users' acceptance of technology is greatly
influenced by their perceptions of its usefulness and simplicity of use. This model acts as a
fundamental lens through which to view how consumers view and utilize ATM services.
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Application: Consumer satisfaction levels are directly impacted
by how easy they believe ATMs to use (user-friendly interfaces, straightforward
transactions), as well as how helpful they believe ATM services are (convenience,
timesaving).
The Service Quality Model (SERVQUAL): A Foundational Theory the SERVQUAL model
developed by Parasuraman, Zeithaml, and Berry (1988) focuses on aspects of service
quality such as tangibles, assurance, responsiveness, empathy, and consistency. When
these dimensions are applied to ATMs, they help consumers assess the overall quality of
the services they receive. Use: The perceived quality of the service is influenced by a few
factors, including the ATM's dependability (accuracy of transactions, availability),
responsiveness to customer needs (speedy issue resolution), assurance of security
measures, empathy in user interactions, and tangible elements (aesthetics and
functionality of the ATM).
Accessibility and Convenience:
Theoretical Foundation: The study conducted by Lee and Jun (2007) highlighted the
important impact that
accessibility and availability of ATMs have on consumer satisfaction. Convenience and
accessibility are
closely related, and convenience plays a crucial role in the banking experiences of
consumers. Application: ATMs' strategic placement, simplicity of use, and longer
operation hours all add to increased convenience, which raises consumer happiness.
Safety and Confidence:
Foundation Theory: Liao and Cheung (2002) have outlined security challenges that
underscore the
significance of trust and perceived security in technology-driven services. When security
concerns are
properly handled, they can help foster client trust.
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Application: Customers' trust and pleasure are directly impacted by the adoption of strong
security measures in ATM services, such as safe transactions and fraud protection.
Considering the Local Context
Foundation Theory: The analysis conducted by Khattak et al. (2019) on how e-banking
affects traditional banking services in the local context sheds light on how regional
dynamics may affect the adoption of new technologies.
Use: The study will investigate the ways in which local factors interact with and impact
customers' views of ATM services, taking in to account the distinctive economic and
cultural features of Sanghar District. This conceptual framework offers an organized
method for comprehending the complex connection between customer happiness and
ATM services. To direct the empirical inquiry in Sanghar District, it incorporates accepted
theoretical frameworks, empirical data, and contextual factors.
Comparative Analysis with Global Trends
It becomes essential to compare findings with worldwide trends in order to put them into
context. A study conducted in South Korea by Lee and Jun (2007) highlighted the
importance of ATM accessibility and
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availability in relation to consumer satisfaction. In a similar vein, Nkunda Anyanga et al.'s
(2020) study conducted in Rwanda highlighted the favorable relationship that exists in
developing economies between ATM usage and customer satisfaction.
Challenges and Concerns
Although most of the research points to the benefits of ATM services for customer
satisfaction, it is important to recognize the difficulties and worries. Studies by Liao and
Cheung (2002) and Rego et al. (2009) consistently highlight security concerns,
technological difficulties, and the possible depersonalization of customer-bank
relationships, Technological Advancements and Future Trends
The body of research predicts that ATM services will undergo additional changes as
technology advances. The future of ATM services will be shaped by several major
developments, including biometric authentication (Biswas, 2021), contactless
transactions (Liébana-Cabanillas et al., 2018), and convergence with digital banking
platforms.
Local Context: Sanghar District Banks
The analysis of the effects of e-banking on traditional banking services by Khattak et al.
(2019) offers insightful information when considering the distinct economic and cultural
features of Sanghar District. Understanding how the unique dynamics of the area interact
with, and influence ATM services depends on this local context.
In conclusion, this study of the literature offers a thorough investigation of the complex
relationship between ATM services and consumer satisfaction. Even while studies already
conducted show that ATMs improve accessibility and convenience, difficulties and
emerging patterns highlight the need for a more comprehensive knowledge of how
technology developments affect the way that customers interact with banks in Sanghar
District.
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Chapter 3
Mythology
The approach used to investigate how ATM service affects customer satisfaction in banks
in the Sanghar District is describes this chapter. The demographic, ampere a situation in
banks in the Sanghar measures, data analysis methodologies, and ethical considerations
are all covered.
3.1 Research Design
For this study, any question research design is used. The goal is to collect quantitative
information using a standardized survey questionnaire to examine how ATM services affect
customer satisfaction.
3.2 Sampling and Population
The target population consists of ATM users who are customers of banks in the Sanghar
District. Sampling Technique The technique of stratified random sampling will be
employed to guarantee participation from different banks within the district. Statistics for
surveys will be used to calculate the sample size. Those who actively utilize ATM services
and are at least 18 years old will be counted.
Sample Size
The sample size will be determined using a 95% confidence level, a 5% margin of error, and
an expected population percentage of ATM users. A minimum sample size of 150 people is
the goal, depending on the size of the population and the need for subgroup analysis.
3.3 Data Collection Methods
Survey Questionnaire
A survey questionnaire that is both thorough and detailed will be created. It will include
questions about demographics, ATM service, and consumer happiness. Pre-testing of the
questionnaire will ensure its relevance and intelligibility.
Data Sources
To ensure a larger reach, data will be gathered using online methods. Online surveys will
be provided to Atm users
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All participants will be asked for their informed consent, highlighting the voluntary nature
of participation. Anonymity and confidentiality will be upheld during the entire
investigation. The study will comply with the ethical standards set forth by the designated
Institutional Review Board or Ethical Committee.
3.4 Variables and Measures
Independent Variable
The ATM Service is the independent variable. Likert-scale questions evaluating different
aspects of ATM
Service quality will be used to measure it.
Dependent Variable
Customer satisfaction, which is measured using Likert-scale questions to assess general
satisfaction with ATM services, is the dependent variable.
Reliability and Validity
The validity and reliability of the survey instrument will be evaluated to guarantee
measurement precision and consistency.
3.5 Data Analysis
Statistical analysis will be conducted with the use of software like SPSS. We will
investigate relationships and ascertain the effect of ATM service on customer satisfaction
using descriptive statistics, regression analysis, correlation analysis, and hypothesis
testing.
3.6 Data Presentation
To improve understanding, the findings will be presented using tables and graphs. While
inferential statistics show relationships and impact levels, descriptive statistics
summarize demographic traits.
3.7 Limitations
Potential biases in the self-reported data, the sample’s representativeness, and the
study’s cross-sectional design are examples of potential shortcomings.The approach used
in the study, which ensured transparency, rigor, and ethical concerns in examining the
influence of ATM service on customer satisfaction in Sanghar District banks, has been
thoroughly described in this chapter. Please feel free to modify and
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Chapter 4
Results and Discussions
4.1 Discussion
Table 1 outlines the respondent’s demographic profile. The count or number of
occurrences of each category is referred to as frequency. There are two types in this
context: Male and Female. The frequency for the Male category is 96, meaning that 96
individuals in the sample self-identify as male. The frequency for the Female category is
54, meaning that 54 of the sample’s individuals identify as female.
In percentage terms, percent denotes the share of each category in relation to the entire
sample size. In this situation, the total sample size of 150 is used to determine the
percentages. 64% of the sample’s total population is male, as indicated by the 64.0%
percentage for the Male category. With a proportion of 36.0% for the Female group, women
make up 36% of the sample.
The frequencies are added together in the Total row to get the overall sample size of 150
The gender distribution of the sample is succinctly summarized in this table, which shows
that 36% of participants are female and 64% of participants are male. The gender
composition of the sample is clearly depicted by the frequencies and percentages.
Results
Gender
Valid
Male
Female
Total
Frequency
Percent
96
54
150
64.0
36.0
100.0
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4.1 Result
Table 2
Frequency
Valid
Age
Percent
18-25
26-35
Total
120
30
150
80.0
20.0
100.0
4.2 Discussions Table 2 outlines the respondent's 18-25 age group's demographic profile:
Respondents in this age range are included in the category Frequency This age range
comprises 120 responders. Percentage Eighty percent of all responses belong to this
category. 26-35: Respondents who fall within this age range are included in this category.
Frequency This age range has 30 responders. Percentage Twenty percent of all
respondents belong to this category. Total Frequency There were 150 responders in all for
the survey. Total Percent The sample is represented by the percentages of each age group,
which add up to 100%. An overview of the respondents' ages is given in the table, which
shows that 80% of them are between the ages of 18 and 25, with the remaining 20% being
between 26 and 35
4.1 Result
Table
Occupation
Valid
Student
Employee
Self-Employed
Unemployed
Frequency
Percent
84
48
12
6
56.0
32.0
8.0
4.0
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4.2 Discussions
Table 3 outlines the respondent's demographic profile. Learner: Students are among the
responders in this group. Frequency This occupation is held by 84 respondents. As a
percentage, 56% of all responders are students. Employed Respondents who are
employed fall under this category. Frequency This occupation is held by 48 respondents
Percentage of all responses, 32% are employed individuals. Self-Employed Individuals
who work for themselves fall under this category: Frequency This occupation is Beld by 12
responders. Percent Eight percent of the respondents are self-employed Currently
unemployed respondents are included in this group. Frequency This category includes 6
responders. The percentage of unemployed people among all responders is 4% Total
Frequency Their wars 150 responders in all for the survey. Total Percent The percentages of
all the occupation categories added together equal 100%, which is the sample. An
overview of the respondents' occupational distribution is shown in the table. which shows
the variety of vocations represented in the sample. Notably, a sizable part of the
respondent's 56 percent are students
Table 1.4
4.1 Result
Descriptive Statistics
N
How frequently do
you use ATMs
Which banking
services do you
frequently use at
ATMs?
The Accessibility of
ATMs
The Reliability of
ATMs
The Speed of
Transactions at
ATMs
The Security
Features of ATMs
The UserFriendliness of
ATM Interfaces
ATMs offer
convenient
locations: for your
banking needs
ATMs provide a
wide range of
banking services
Minimum
Maximum
Mean
St. Deviation
150
1.00
4.00
2.280
.82836
150
1.00
1234:00
100 1200
335.49006
150
1.00
3.00
1.7200
.60335
150
1.00
4.00
2.0400
.82641
150
1.00
4.00
1.9600
.87378
150
1.00
4.00
1.9600
.82641
150
1.00
4.00
2.0400
.82641
150
1.00
4.00
1.8400
83610
150
1.00
4.00
1.9600
1.04194
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The design of ATM
screens and
Destructions is
clear and easy to
understand
feel confident in
the security of my
transactions when
using ATMs
Using ATMs is a
time-efficient way
to conduct my
banking
transactions
I am satisfied with
the variety of
services offered at
ATMs
The availability of
ATM aligns with my
daily routine and
schedule
find it easy to
locate ATMs when
nodded
150
1.00
3.00
1.6400
.68815
150
1.00
4.00
20400
.100255
150
1.00
4.00
16400
.68815
150
1.00
4.00
2.0400
.96154
150
1`.00
4.00
2.0400
.91873
150
1.00
4.00
1.7600
.81661
I trust that my
personal formation
searer during ATM
transactions
the ATM services
provided by your
bank?
150
1.00
4.00
2.0000
94123
150
1.00
5.00
1.9467
122495
Valid N (list wise
150
4.2 Discussion
Based on 150 participants; the descriptive data present a complex picture of respondents'
opinions regarding ATM services. Respondents use ATMs moderately regularly on average,
which shows a reasonable level of wage with moderate response variability. While the wide
standard deviation indicates different usage patterns among individuals, the high mean for
banking services utilization reflects a broad range. Most participants believe that ATMs are
somewhat rapid, dependable, and easily available while making transactions, however,
there is some variation in their perceptions. Overall satisfaction with some variation of
opinions may be shown in the average confidence in security features, interface usability,
and ATM location convenience. Although most respondents concur that ATMs offer a
broad range of services, there may be differences in
perceptions regarding the scope of such services. There is little to moderate diversity in the
general perception of the clarity of ATM screens and instructions.
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Moderate expressions of pleasure with service variety, security during transactions
efficiency, and alignment at ATM availability with daily routines indicate a generally good
the action efficiency, and a ligament
replies
There is a full dataset available for analysis because there are 150 respondents for whom
dates are accessible for every variable. In conclusion, even if ATM users are generally
satisfied with the services they receive, there is variation, such as service utilization
patterns and customers' perceptions of security and variety
4.1 Result
Table 1.5
Correlations
ATM Services
ATM Services
Person Correlations
Consumer Satisfaction
1
Sig.(2-tailed)
N
150
Consumers
Person
.256***
Satisfaction
Correlation
Sig.(2-tailed)
.002
N
150
**Correlation is significant at the 0.01 level (2-tailed).
256***
.002
150
1
150
4.2 Discussions
Pearson Correlation (ATM Services vs. Consumer Satisfaction) 0.256 Significance (2tailed): 0.002 N: 150 The correlation coefficient of 0.256 indicates that customer
happiness and ATM services have a moderately positive relationship. The statistical
significance of the correlation at the 0.01 level is indicated by the p-value (0.002), which
bolsters the indication of a meaningful association.
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The positive association indicates that customer satisfaction tends to rise in general when
perceived quality or contentment with ATM services rises. The statistically significant pvalue indicates that there is a real relationship between ATM services and customer
happiness, indicating that the observed correlation is unlikely to have happened by
cadent. These re les confirm the idea that customer satisfaction with the whole biking
experience is influenced by De quality of ATM services, as there is a statistically significant
and pot whole banking experience is influenced by Sans faction.
4.1 Result
Table 1.6
Model Summary
Model
R
R. Square
1
.256*
.065
a. Predictors: (Constant), ATM Services
Adjusted R Square
.059
Std. Erter of the
Estimate
1.18826
4.2 Discussions
R Multiple Correlation Coefficient: 0.256 The intensity and direction of the linear link
between the predictors and the dependent variable are represented by the multiple
correlation coefficient (R). There is a weak positive correlation (R-0.256) between the
predictors and the dependent variable in this model. Coefficient of determination (R
Square): 0.065 R Square shows how much of the variance in the independent variable (ATM
Services) can be attributed to the dependent variable (Consumer Satisfaction). In this
instance, ATM services only account for around 6.5% of the variation in customer
satisfaction. R Squared adjusted: 0.059 R Square is adjusted for the number of predictors
in the model using adjusted R Square. This assessment of the model's explanatory power
is more cautious. The corrected R. Square in this case is 0.059. Standard Error of
Approximation: 1.18826 The average difference between the actual and anticipated values
expressed as the standard error of the estimate. A better match is indicated by a lower
value. The standard mor in this instance is 1.18826. The model that uses ATM Services as
the predictor only accounts for 6.5% of the variation in customer Uti's faction. The poor
association implies that customer satisfaction is influenced by variables other than ATM
services. Considering the quantity of predictors, the modified R Square supports the
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limited ability to explain phenomena. Although the model sheds some light, a low R.
Square suggests that her variables or factors that are left out of the model could have a big
impact on customer satisfaction. The explanatory power of the model might be improved
by additional research and the addition of other pertinent
4.1 Result
Table 1.7
ANOVA*
Model
1
Sum of Square
df
Mean Square
F
Regression
14.602
1
14.602
Residual
208.971
148
1.412
Total
223.573
149
Sig.
10.342
.002*
a. Dependent Variable: Consumer Satisfaction
b. Predictors: (Constant), ATM Services
4.2 Discussions
The ANOVA table evaluates the regression model's overall statistical significance and
shows whether the predictor variable (ATM Services) has a meaningful impact on
explaining the variance in the dependent variable. Customer Contentment Regression
Total Squares Value of Explained Variance: 14.602
This is the percentage of the overall variance in customer satisfaction that the regression
model explains. The predictor variable ATM Services makes a substantial contribution in
this instance Leftover Squares Residual Unexplained Variance value: 208.971. This
represents the portion of the variance in customer satisfaction that the regression model is
unable to account for. Random variability and factors not taken into account by the model
are included.
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The sum of all squares is 223.573. This represents the combined explained and
unexplained variance in customer happiness, or the overall variability, df, or degrees of
freedom: Regression coefficient:1 148 as the residual Sum total: 149. The number of
independent bits of information in the model is represented by the degrees of freedom.
Average Square Regression coefficient: 14.602. The average amount of variance per degree
of freedom is called the residual, which is 1.412. A larger regression mean square denotes
a larger predictor variable contribution.
F-Statistic: 10.342 is the value. The F-statistic determines if the variation that the model
can explain is substantially more than the variance that cannot be explained. A stronger
correlation is in dictated by a larger
F-statistic.
Significance (Sig.): 0.002 is the value the F-statistic's associated significance level. In this
instance, it is 0.002, meaning value (0.002)5 significance level, the regression model is
statistically significant. The F- statistic's low p-value (0.002) indicates the statistical
significance of the regression model, which includes ATM Services as a predictor variable.
This suggests that a substantial portion of the variation in customer satisfaction can be
explained by ATM Services. When compared to a model without any predictors, the model
offers a significant improvement in understanding and forecasting customer happiness'
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4.1 Results
Table 1.8
Coefficients
Standardized
Unstandardized
Coefficients
Coefficient
B
St. Error
Beta
Model
1
Constant
1.853
ATM Services
.001
Dependent Variable: Consumer Satisfaction
.101
.000
256
T
Sig
18.299
<.001
.002
4.2 Discussion
Information regarding the regression equation and the effect of the predictor variable (ATM
Services) on the dependent variable (Consumer Satisfaction) may be found in the
coefficients table. The table can be interpreted as follows: The unstandardized coefficient
or constant intercept B, is 1.853 standard. Inaccuracy: 0.101 1-value: 18.299 Meaning
(Sig.): less than 0.001 When ATM Services are not provided, the constant indicates the
projected. level of customer satisfaction. In this case, it implies that the predicted
Consumer Satisfaction is 1.853 when ATM Services is zero. This estimate's high level of
significance and modest standard error suggest its reliability. ATM services: B
(unstandardized coefficient) = 0.001 standard deviation (predictor variable). Error number:
0.000 T-value: 3,216; beta (standardized coefficient): 0.2560.002 is the significance (Sig.)
The change in the dependent variable (consumer satisfaction) for every unit change in the
predictor variable (ATM Services) is represented by the ATM Services coefficient. It is
anticipated that Consumer Satisfaction will rise by 0.001 for every unit increase in ATM
Services. The standardized coefficient, or beta value (0.256), suggests that ATM services
have a somewhat
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favorable effete (0.002), theorization. According to the modest nondead error, significantvalue (3216) and low politically and free is statistical significance in the standard error,
significant value (3316) Services) significantly and favorably affects consumer satisfaction
overate, the predictor statistically significant
4.1 Results
Table 1.9
ANOVA
Model
Sum of Square
1
df
Mean Square
Regression
14.602
1
14.602
Kesidual
208.971
148
1.412
Total
223.573
149
T
10.342
Sig.
002
a. Dependent Variable: Consumer Satisfaction
b. Predictors: (Constant), ATM Services
4.2 Discussion
The ATM Services do not significantly affect consumer satisfaction, according to the null
hypothesis (HG). Alternative Hypothesis (H1): Customer satisfaction is greatly impacted by
ATM services. To determine whether to reject the null hypothesis, the p-value associated
with the F-statistic (Sig. in the table) is compared to the significance threshold (often
indicated by a, such as 0.05). In case the p-value is equivalent to or less than a, the null
hypothesis will be rejected in the event that the p-value exceeds a, the null hypothesis
would not be successfully rejected. Result The significance criterion of 0.05 is not met by
the p-value (Sig.) of 0.002. Because of this, we find that there is a strong association
between ATM and reject the null hypothesis
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Chapter 5
5.1 Conclusion
quantitative research design was used in this extensive study to examine how ATM services
affect customer satisfaction in the banks located in the Sanghar District. A thorough
examination of the A for covered in the methodology. The demographic profiles of the
respondents, descriptive statistics, and an analysis ATM services and discussion section
that followed According to the results of descriptive statistics, respondents were generally
moderately satisfied with ATM Senicas. The participants varied ideas and preferences were
highlighted by the variety in their responses. Customer satisfaction and ATM services had a
statistically significant and positive association (0.256) according to the Pearson
correlation analysis, suggesting that greater perceived question (0256) linked to higher.
Customer satisfaction and ATM services showed a statistically significant positive link
(0.256) according to the Pearson correlation study. This implies that customer happiness
tends to rise along with the perceived quality or satisfaction level of ATM services. Only
roughly 6.5% of the variation in customer satisfaction, according to the multiple
correlation coefficient (R) and coefficient of determination (R. Square), can be attributed to
ATM services. This demonstrated that elements other than ATM services were present and
had an impact on customer satisfaction. The significance of the regression model was
further reinforced by the ANOVA results, which highlighted the substantial contribution of
ATM services to the explanation of variance in customer satisfaction. 5.2
Recommendation: Improve Security Features: To establish and preserve trust, banks
should think about funding and promoting improved security features in ATM services,
considering the value that customers have on security. Boost Usability: Pay attention to
making ATMs more accessible so that they meet customer expectations. This could entail
placing ATMs strategically and making sure there are plenty of them in handy places.
Respond to User Concerns: The study brought to light differences in opinions about how
easy and friendly ATMs are to find. Any problems found should be fixed by banks in order to
enhance the user experience overall. At ATMs, diversify your banking services: Even though
a large number of respondents said they used ATMs to obtain a variety of financial
services,
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efforts should be taken to guarantee that all users are aware of and have easy access to
the entire range of services available.
Additional Research: In light of the current model's limited capacity to explain phenomena,
future studies may investigate other factors affecting customer satisfaction in order to
provide a more thorough explanation. Constant Observation:
Evaluate and track customer satisfaction with ATM services on a regular basis. This could
entail conducting surveys on a regular basis, providing feedback, and keeping an eye on
how client preferences are changing. Training and Education: Banks ought to spend money
instructing customers on the functions and advantages of automated teller machines. This
might boost user assurance and lead to a more favorable opinion of ATM services.
ATM services have a big impact on customer happiness, but understanding and improving
the entire banking experience requires a comprehensive approach that takes into account
a lot of different elements.
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