AN EMPIRICAL INVESTIGATION OF ATM SERVICE QUALITY AND CUSTOMER SATISFACTION: AN INDIAN PERSPECTIVE

Providing improved customer service has come to be imperative for banks to stay alive and develop, in the evolving liberalized banking sector, under reforms. The three thrust areas for the banking industry are size, speed and service. Central to the acceleration of speed of delivery of service in banking system is adoption of banking technology. The banks have recognized that they need to offer the conveniences of newer technologies to retain their existing customers. The ATM is the most visible and perhaps the most revolutionary element of virtual banking. The focus of this study has been on the satisfaction of the respondents availing ATM services provided by the banks. The present study depended both on primary and secondary sources.