Evaluating customer perceptions towards ATM services in financial institutions; A case study of Pakistani Banks

Use of Automatic Teller Machines (ATMs) has seen a tremendous rise in the past few years in Pakistan. This investigation is based on establishing reasons of this increasing trend from the perspective of new technologies being introduced by service sector organizations especially banks in this country. The research was based on lessons learnt in use of ATMs in other countries and evaluating the personality, benefit and behavioral responses of the customers through quantitative analysis based on a questionnaire covering all these attributes of customers. The results were analyzed using statistical tools. It was observed that customers preferred convenience of use of ATMs when the banks started converting the software to their national language as well as the availability of more number of ATMs in near vicinity of customers. The study confirmed that a huge potential market existed for foreign banks to open their branches in limited locations and connect these to all other ATMs networks and could reap the benefits of their businesses in over 160 Million people economy.