AMBO UNIVRSITY

COLLAGE OF BUSINESS AND ECONOMICS

DEPARTMENT OF MANAGEMENT
THE EFFECT OF ATM SERVICE QUALITY ON CUSTOMER
SATISFACTION

(IN CASE OF CBE IN AMBO BRANCH)

A PROPOSAL SUBMITED TO DEPARTMENT OF MANAGEMENT

FOR PARTIAL FULFILMENT OF REQUIRMENT FOR THE
BACHELOR OF ART DEGREE IN MANAGEMENT

By: 1. Dereje Demis A/UR24890/11

2. Gemechu Tesfaye A/UR25583/11

3. Arega Besha A/UR25514/11

4. Webalem Mekonnen BRB/0174/10

5. Ayantu Mulatu

6. Yerosan Guluma

Advisor: Abebe Techan

APRIL, 2021
AMBO, ETHIOPIA
 ACKNOWLEDGEMENT
First and for most, we would like to thanks almighty GOD with his mother; who helped us in
every direction where we are doing this paper.

Secondly, our gratitude goes to our dearest advisor Mr. Abebe Techan for his sincere
willingness, frank approach in order to be with us during the preparation of this proposal and
completion of the forthcoming research paper.

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 Table of Contents
Contents Page

ACKNOWLEDGEMENT......................................................................................................................i
ABSTRACT............................................................................................................................................iv
ACRONYMS..........................................................................................................................................v
CHAPTER ONE........................................................................................................................................1
1. Introduction...........................................................................................................................................1
1.1. Background to the Study................................................................................................................1
1.2. Statement of the Problem...............................................................................................................3
1.3. Research Questions.........................................................................................................................4
1.4 Objective of the Study.....................................................................................................................4
1.4.1 General Objective.....................................................................................................................4
1.4.2 Specific objectives.....................................................................................................................4
1.5 Scope of the Study............................................................................................................................4
1.6 Significance of the Study.................................................................................................................4
1.7 Organization of the Study...............................................................................................................5
CHAPTER TWO.......................................................................................................................................6
2. Literature Review.................................................................................................................................6
2.1 The Concept of ATM.......................................................................................................................6
2.1.1 Evolution of ATM.....................................................................................................................6
2.1.2 Operation of ATM....................................................................................................................6
2.1.3 ATM Services............................................................................................................................7
2.1.4 Importance of ATM..................................................................................................................7
2.2 ATM Services quality and Customer Satisfaction.....................................................................8
CHAPTER THREE.................................................................................................................................10
3. Methodology.....................................................................................................................................10
3.1. Area of Study................................................................................................................................10
3.2. Research Design............................................................................................................................10
3 .3 Target population of the study.....................................................................................................10
3.4 Sample Size Determination...........................................................................................................10
3.5 Sampling Technique......................................................................................................................11

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 3.6 Source of Data................................................................................................................................11
3.7 Data collection methods.................................................................................................................11
3.8 Data Presentation and Analysis....................................................................................................11
3.9. Ethical Consideration...................................................................................................................12
3.10 Work plan and budget break down............................................................................................13
3.10.1 Work Plan.................................................................................................................................13
3.10.2 Budget break down...................................................................................................................14
References................................................................................................................................................15

iii
 ABSTRACT
The study focuses on the effect of ATM service quality on customer satisfaction in CBE Ambo
branch. The relevant data for this study will be collected from primary and secondary source.
The primary data will be collected from distribution both open and close ended questionnaire to
the respondents. The secondary data will be collected from through reading different text books
and written materials about ATM service. The researcher’s will use convince sampling
techniques, the reason for this sampling technique is, it’s difficult to get all users of ATM service
in CBE Ambo branch. The collected data will be effectively processed, analyzed and presented
by using percentage and tabulation. Finally, after the relevant data will be collected from the
respondents through questioner; the data analysis will be made to examine the effect of ATM
service on customer satisfaction.

Key words:  Commercial Bank of Ethiopia (CBE), automated teller machine (ATM), customer
satisfaction, service quality.

iv
ACRONYMS
ATM: Automated Teller Machine

CBE: Commercial Bank of Ethiopia

CPU: Central Processing Unit

ICT: Information and Communication Technology

PIN: Personals Identification Number

v
 CHAPTER ONE
1. Introduction

1.1. Background to the Study

In banking industry, Electronic services are revolutionizing the way business is conducted.
Electronic Based business models are replacing conventional banking system and most banks are
rethinking business process designs and customer relationship management strategies. It is also
known as e-banking, online banking which provides various alternative e-channels to using
banking services i.e. ATM, credit card, debit card, internet banking, mobile banking, electronic
fund transfer, electronic clearing services etc. however, as per Ethiopia e-banking scenario ATM
and mobile banking are most acknowledged than other e-channels.[CITATION Sin09 \l 1033 ]

In the age of modern technology, the banking sector is considered as life blood of global
business. Innovation in technology increases the efficiency of banking operations and system to
increase the competitive market share. Banking industry is fast growing with the use of
technology. In the last few decades, information technologies have changed the banking industry
and have provided a way for the banks to offer differentiated products and services to their
customers [CITATION Bar14 \l 1033 ]. Electronic based business models are replacing conventional
banking system and most banks are rethinking business process designs and customer
relationship management strategies. It is also known as e-banking, online banking which
provides various alternative e-channels to using banking services, that is ATM, credit card, debit
card, internet banking, mobile banking, electronic fund transfer, electronic clearing services etc. [
CITATION Sin09 \l 1033 ].

Automated Teller Machine (ATM) refers to a machine that acts as a bank teller by receiving and
issuing money to and from the ATM account holders/users (Singh, 2009). ATM cards are fast
replacing confounding withdrawal forms as a convenient way of getting your money from banks.
A smart person no longer needs to carry a wallet-full of paper money; rather, what he/she needs
to do is to fish out an Automated Teller Machine (ATM) card from his/her pocket, insert it in the
slot of the machine, punch in a few details and go home with hard cash [ CITATION Sin09 \l 1033 ].

1
In Africa, ATMs are being introduced for the first time and we must understand the new users
who live within a culture, which may bring new factors into the adoption curve. It concentrates
on urban Africa but the approach can be generalize to cover other public (and personal)
technologies, as well as other developing markets, African banking industry is witnessing an
unprecedented competition.

In Ethiopia, banking services offer different services like mobile banking, internet banking, SME
banking, credit card, Short Message Service (SMS) banking, foreign currency account,
Automated Teller Machine services, locker service, and loan and advances. Commercial Bank of
Ethiopia (CBE) is the first bank in Ethiopia to introduce ATM service for local users. Currently,
CBE has more than 20 million account holders and the number of Mobile and Internet Banking
users also reached more than 1,736,768 as of June 30 th, 2018. Active ATM card holders reached
more than 5.2 million. As of December 31, 2018, 2361 ATM machines and 12,057 POS
machines were available (CBE, 2018). Moreover, due to lack of appropriate infrastructure and
related problems (frequent breakdown of ATM service, ATM machines being out of cash, cards
being blocked, unreliability of ATM service, lack of sufficient technicians who solve breakdown
of ATM machine in all bank). It failed to increase customer satisfaction and profitability.
Therefore, the researcher prompts to investigate and find out the factors affecting customer
satisfaction towards the use of ATMs cards at state owned Commercial Banks in Ambo Town.

Greater part of today's bank transactions take place somewhere else other than in branch
premises [CITATION Kri06 \l 1033 ]. Though, the aim of these services is to satisfy customers, there
is a need to understand customer awareness, Perception and importantly the level of satisfaction.
Efforts are direct to attract and retain customers by offering them a basket of tailor made
schemes support by a state of the art distribution system (the ATMs). The whole exercise is
helping banks to serve their customers fast and avoid human intervention totally. And for the
customers, ATMs offer hassle-free cash withdrawal. No more fighting with the bank's teller for
change and fresh notes. The total cash movement through ATMs in Africa is already between
Millions of Birr (local currency) every year. In future, things are going to be even more different
and challenging. The ATM has become a medium for non-cash transactions such as payment of
bills, insurance payments, printing of statements or even accessing the internet [ CITATION Kri06 \l
1033 ].

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Even though CBE are taking advantage of the technological advancement and introducing ATM,
There was general out Cary from CBE. There are constraints to low transaction that result along
queues .thus causing dissatisfaction among customers who use ATM service and the bank
customers usually complain of poor ATM service quality especially at the end of the month
when the civil servants withdraw their monthly salary. Although a few studies are conduct with
ATM service related with customer satisfaction until now there is not enough research conduct
on the effect of ATM service quality on customer satisfaction in Ethiopia commercial context.
So from the researchers point of view, it became important assess the effect of ATM service
quality based on customer satisfaction.

1.2. Statement of the Problem

The use of ATM is a new way of accessing banking services necessitate by customers` business
needs and is enable by fast changing technology like Internet. Due to achievements brought
about by increased utilization of Information and Communication Technology (ICT) in society,
the banking industry has introduce ATM. ATMs provide a new method of dispensing customer
services which are expect to increase efficiency, sales performance, and enhance customer
satisfaction [ CITATION Bat14 \l 1033 ].

As ATMs cross-new borders and pervade different cultures, it is imperative to understand the
role of cultural characteristics on people’s Perception of, attitudes towards, and action on the
machine [ CITATION Pra04 \l 1033 ]. In a nutshell, ATM is very important worldwide in that it
facilitates Provision of mini bank statement, Cash withdrawal, Cash deposit, transfer of funds
from one account to another, Balance enquiry, Purchase of some utilities like electricity and fuel,
Bill payments, and no need to carry a large amount of cash. [ CITATION Pra04 \l 1033 ]

The review of literatures suggests that most of the studies on the effect of ATM in providing
bank services and customer satisfaction have been done in countries like USA, UK, Malaysia,
Singapore, Finland, and Australia [ CITATION PGe06 \l 1033 ]. The use of ATM system of banking
has received different perceptions. One of the views is it may not have really create customer
satisfaction for bank clients, and the other is that, it may have despite of all the merits of the
ATMs, customers still complaint of shortfalls on the use of the system such as; network break
downs of ATMs, retention of customers cards, limited knowledge on the use of ATM cards, and
its operation in just a few languages. In most previous research certainly no sufficient work has

3
been done in CBE with regard to ATM services and customer satisfaction issues. The research is
provoked to study effect of ATM service quality on customer satisfaction in CBE Ambo branch
so the researcher’s main focus will be service quality delivered promoting to investigate of
ATM, find out the effect of ATM service quality and customer satisfaction in CBE in Ambo
branch.

1.3. Research Questions

 What is the level of CBE ATM service customer satisfaction in Ambo town?
 What are the factors contributing to CBE ATM services problems in Ambo town?

 What can be done to improve the quality of CBE ATM service in Ambo town?

1.4 Objective of the Study

1.4.1 General Objective

The General objective of this study is to assess customer satisfaction on ATM service in CBE in
Ambo town.

1.4.2 Specific objectives

The paper will make an attempt to accomplish the following specific objectives:

 To examine the level of CBE ATM service in customer satisfaction in Ambo town
effectiveness of ATM services.
 To investigate the factor contributing to CBE ATM service problems in CBE Ambo
town.
 Providing possible remedies to improve the quality of CBE ATM service in Ambo town.

1.5 Scope of the Study

The topic of the study wills the effect of automated teller machine (ATM) use on customer
satisfaction. The effectiveness of the ATM services quality on customer’s satisfaction will be
measured by using questionnaires. The study will conduct at CBE Ambo branch. Other branches
of CBE are not include on the study, because of it needs high man power, finance and time.

4
1.6 Significance of the Study

The researchers will augment the following main significance: primarily the outcome of the
study may be helping the organization to understand the ways of service quality and customer
satisfaction in ATM service.

The finding of the study may help as an initial insight for other researchers who are interested to
go through a detail study for the future. The researchers’ study may be contributed the body of
knowledge, experience to other related area of study. It also shows or helps the service quality on
customer satisfaction level to customer.

1.7 Organization of the Study

This research will cover five chapters. The first chapter deals with background of the study,
statement of the problem, objective of the study, scope of the study and Significance of the study.
The second chapter will provide review of related literatures that has collected by the
researchers, the third chapter, explicates about the methodology, determination of sample size,
sampling design and techniques.

5
 CHAPTER TWO
2. Literature Review

2.1 The Concept of ATM

ATM is typically made up of the Central Processing Unit (CPU) for controlling the user interface
and transaction devices, magnetic or Chip card reader for identifying the customer, display
which is used by the customer for performing the transaction, function buttons usually close to
the display or a Touch screen used to select the various aspects of the transaction and a record
printer which provides the customer with a record of a transaction [CITATION Cro97 \l 1033 ]

Most ATMs are connected to interbank networks, enabling people to withdraw and deposit
money from machines not belonging to the bank where they have their account or in the country
where their accounts are held thus enabling cash withdrawals in local currency [CITATION Cro97 \l
1033 ], and they are often identified by signs above them indicating the name of the bank owning
them.

2.1.1 Evolution of ATM

ATM is said to have evolved from early cash dispenser and is said to have first been introduced
in the early 1970s. The dispensers were operated by a token inform of a punch card. This enabled
a customer to withdraw as sachets of suitable values of bank notes. These sachets processed and
then returned the card to the customers. Another source has it that ATM concept was started
around 1967, and that it was first installed in End field town, on the London Borough of End
field by Barclays Bank. [CITATION Tho \l 1033 ]

This is said to have been accredited to John Shepherded Baron, although George Simon
registered patent in New York and Don Wetzel and two other Engineers from Ductal Company
also registered patent in April 1973 [ CITATION Tho \l 1033 ]. In the second generation, it was
improved to the extent that made it possible to count proved money.

2.1.2 Operation of ATM

ATMs typically connect directly to their ATM Controller via either a dial-up modem over a
telephone line or directly via a leased line. Leased lines are preferable because they require less

6
time to establish a connection [ CITATION Mus10 \l 1033 ]. It is observed that, most modern
ATMs, the customer are identified by inserting a plastic ATM card with a magnetic stripe or a
plastic smartcard with a chip that contains a unique card number. Security is provided by the
customer entering a Personal Identification Number (PIN). For one to access ATM service, he/
she (the card holder) has to insert the card (magnetic stripe card) into the machine (ATM), which
then reads the stripe and makes contact with the central computer to confirm the validity of the
card which is either accepted or rejected depending on whether it is valid or not. When accepted,
the customer then punches his/ her PIN number, which is then verified according to its
compatibility with the information stored in the card. After which it then performs the service
requested of like (issuing cash, accepting cash/ check deposit, balance enquiry, mini-statement)
etc., and finally ejects the card. [ CITATION Mus10 \l 1033 ]

2.1.3 ATM Services

Worldwide, ATMs have made it easy for ATM users to get some bank services out of bank
offices which inter alia include provision of mini bank statement, cash withdrawal, cash deposit,
transfer of funds from one account to another, balance enquiry, purchase of some utilities like
electricity and air time, bill payments, and tax payments.

2.1.4 Importance of ATM

Today ATM machine is just like a boon for everyone. This is one of the best services provided
by the banking industry to every one having an account in a bank [CITATION Akr \l 1033 ].
Actually, ATM provides 24 hours service, meaning that ATMs provide service around the clock.
The customer can withdraw cash up to a certain limit during any time of the day or night
[ CITATION Akr \l 1033 ].

ATM gives convenience to bank`s customers, which means that now a days, ATMs are located
at convenient places, such as at the air ports, railway stations, universities, bus stands, hotels,
supermarkets, petrol stations, and not necessarily at the bank`s premises. He further argued that it
is to be noted that ATMs are installed off site (away from bank premises) as well as on site
(installed within bank`s premises) [CITATION Lov11 \l 1033 ].

7
ATMs provide mobility in banking services for withdrawal. Meaning that ATM reduces the
workload of bank`s staff – ATMs reduce the work pressure on bank`s staff and avoid queues in
bank premises [CITATION Lov11 \l 1033 ]. ATM provides service without any error – The
customer can obtain exact amount. There is no human error as far as ATMs are concerned
[ CITATION Kha13 \l 1033 ], ATM is very beneficial to travelers ATMs are of great help to
travelers. They need not to carry large amount of cash with them. They can withdraw cash from
any city across the country and even from outside the country with the help of ATM [ CITATION
Kha13 \l 1033 ].

ATM may give customers new currency notes – the customer also gets brand new currency notes
from ATMs. In other words, customers do not get soiled notes from ATMs. ATM provides
privacy in banking transactions of the customer – most of all; ATMs provide privacy in banking
transactions of the customer [ CITATION Kha13 \l 1033 ].

2.2 ATM Services quality and Customer Satisfaction

Recent advances in technology have created a surge in “technology-based self-service’’

[CITATION Waj \l 1033 ]. Literature related to customer satisfaction and ATM services quality
[ CITATION Oli97 \l 1033 ] defines customer satisfaction, as “Satisfaction is the customer’s fulfilled
response. It is a judgment that a product or service feature, or the product or service itself,
provides a pleasurable level of consumption-related fulfillment”.

[CITATION Jus16 \l 1033 ] Says in his book that „a satisfied customer will recommend excellent
products and services to their friends and help the enterprise to increase its market share and
profitability‟.

[ CITATION Jus16 \l 1033 ] examined the factors that influence customers‟ satisfaction on ATM
services includes costs involved, and the efficient functioning of ATM. The researchers of
customer satisfaction said that the banks’ ability to deliver the factors like convenience and
accessibility will probably impact on customer satisfaction. [ CITATION Jus16 \l 1033 ]

[ CITATION Lov11 \l 1033 ] Argued that ATM facility resulted in speed of transactions and saved
time for customers. [ CITATION Lov11 \l 1033 ] Identified that secured and convenient location;

8
adequate number of ATMs, user-friendly system, and functionality of ATM are the important
factors for the customer satisfaction.

Based on the prior studies, [ CITATION Moh06 \l 1033 ] compiled a list of five major items about
ATM service quality that include convenient and secured locations, functions of ATM, adequate
number of machines and user-friendliness of the systems and procedures. Most early studies
found location convenience influences most on bank selection. [ CITATION Moh06 \l 1033 ]

Many studies had investigated the effects of demographic profile such as age, educational
qualification, sex on the customers‟ attitude towards the acceptance of the new technologies. The
research on the relationship among young people and financial institution established that these
people have their accounts in more than one bank, because of need for convenience, requirement
of more services offered, and 24- hours' availability of ATM and location. [ CITATION Kha13 \l
1033 ]

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 CHAPTER THREE
3. Methodology
3.1. Area of Study
Ambo one of the cities of Western Shewa zone Oromia regional state of Ethiopian, located in the
western part of Ethiopia at distance of 117 km from the capital city Addis Ababa along Addis
Ababa to Nekemte road. This town has a latitude and longitude of 8°59′N37°51′E and an
elevation of 2101 meters. Ambo is the capital city of western shoe zone [ CITATION Oro06 \l 1033 ]
in this town majority of peoples speak Afaan Oromo language and majority of people are
followers of protestant religion and the others are followers of orthodox, Muslim, catholic ,and
Adventist.

3.2. Research Design

The researchers will use descriptive type of research design. It will be conducted for the purpose
of finding out the effect of ATM on customer satisfaction, in commercial bank of Ethiopia Ambo
branch. Descriptive research design will be used, because it describes the nature of the situation
as it exists in the time of study. For the purpose of the study the researchers will use both
qualitative and quantitative research approach.

3 .3 Target population of the study

The target population of the study will be the users of ATM in Ambo branch. According to data
obtained to the bank there are infinite users of ATM in Ambo branch. The infinite number of
customers, the researchers will take 69 customers of the bank as a sample. During the research at
commercial bank of Ethiopia Ambo branch, the researchers would prefer to know the gender of
the respondents who receive ATM services. At the result both genders will be customers of the
CBE Ambo Branch albeit in deferent degrees.

3.4 Sample Size Determination

The researchers will use non-probability sampling techniques. The reason to use this that of the
technique is difficult to get all customers of the bank in determination of sample size through the
approach based on precision rate and confidential, the researchers has to specify the precision

10
that he with respect of his estimate concerning the population parameters. The researchers will
use the formula to find out the sample size (n) of infinite population. [ CITATION Kot04 \l 1033 ]

n=z2.p.q/e2

n=sample size

z =the value of standard variety at a given confidence level to be worked

p=sample proportion

q=1-p

e= given precision rate or acceptable error

3.5 Sampling Technique

For the purpose of the study the researcher’s uses non probability sampling techniques among
this the researchers will use convenience sampling techniques, the reason for this sampling
technique is, it’s difficult to get all users of ATM services in CBE Ambo branch. Due to time and
budget constraint the researchers will prefer this technique.

3.6 Source of Data

In order to accomplish this study, the researchers will use both primary and secondary source of
data. Primary data gathered through questionnaires and secondary data will be gathered from
other researchers and different research related materials.

3.7 Data collection methods

To accomplish this study, the researchers will be prepared questionnaires for users of ATM
service. The question will be consisted open ended and close ended. Interview equations also
take part for data collection to asking customers how satisfied by the activities of ATM services.

3.8 Data Presentation and Analysis

After the relevant data have been collected, the researchers will edit, decode and classify the data
to make it suitable for further presentation and analysis. The collecting, processing and
organizing data will be presented in the form of tabulation and percentage which is based on
their appropriateness to the processing data. Then descriptive method of data analysis will be

11
employ to examine the finding of the study. The reason that the researchers uses descriptive
method is in order to clarify and describe both qualitative and quantitative data; the descriptive
method of analysis will be useful than others. Then, from the data which will be analyzed the
researchers will put conclusion by summarizing the main points about the study and also will
forward own recommendation.

3.9. Ethical Consideration

An address in the context of qualitative and quantitative research known as Ethical consideration.
The purpose of ethical consideration will be to enlighten the research as given research approach.
Ethical issue in the organization is important to conduct the study. This study basis on ethical
consideration of keeping secrets of the organization and investigate the problem. The researchers
must be developing confidentiality and respect all employees of the organization in order to
gather relevant information with the effect of ATM service on customer satisfaction in CBE
Ambo branch. The researchers should have to be honest when gathering accurate information’s.

12
3.10 Work plan and budget break down
3.10.1 Work Plan

No Activities Duration/ when to be done 2021

Apr
Apr
May
May

June

August
June

July
July

August
1 Problem Identification X
2 Research proposal writing X
3 Proposal Submission X
4 Proposal Defense X
5 Incorporating the correction into X
the proposal after defense
6 Questionnaire preparation X
7 Data collection X
8 Data Analysis X
9 Research submission X
10 Research defense X

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3.10.2 Budget break down
Material Unity/No Cost /unity Total cost

For printing relevant 20*3=60 2.0 120

documents for proposal
USB Flash disk drive 1*200=200 1.0 200
Pen 3 10.0 30
Pencil 2 2.0 4
Eraser 3 5.0 15
Printing paper 30 pageX3=90 2.0 180
Total 549

14
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