Assessment of customer satisfaction in the use of ATMs: the case of CRDB Bank

The main objective of this research paper was to assess customer satisfaction in the use of ATMs with respect to flexibility, efficiency and reliability. The research is a descriptive design using three ATMs from Kinondoni, Ilala and Temeke districts. By definition, customer satisfaction is the individual’s perception on the performance of the product or service in relation to his/her expectation. The extent to which a firm fulfills a customer’s needs, desire and expectations is vital especially in the banking industry in countries like Tanzania where there is a stiff competition of local and international banks and related financial institutions. Automated Teller Machines (ATMs) allow customer to access their accounts twenty four hours a day, seven days a week, hence increase customer satisfaction. Primary data were collected through 160 questionnaires, interviews, and observation, while secondary data were collected through books, researches, journals, internet and reports. Findings revealed that respondents also satisfied with the flexibility and efficiency of ATMs, and dissatisfaction was great in the lack of reliability of these ATMs in that lack of cash, power-cut and lack of maintenance acted as barriers to access services of ATMs.