Exploring the Nexus of ATM Service Quality, Customer Satisfaction, and Loyalty in the Private Banking Sector in Bangladesh
Md. Amdadul Hoque, Ferdous Jahan, Fahmida Begum
The study's primary objectives are to look at the link between service quality, customer satisfaction, and customer loyalty in ATM services provided by private commercial banks in Bangladesh. A cross-sectional study has been conducted with a structured questionnaire to collect data from 300 ATM users of private banks in Bangladesh. The collected data was tested using structural equation modeling (SEM) techniques with SMART PLS-4.0. The study found that service quality variables like functionality, enjoyment, security, customization, design, and convenience are significantly correlated with customer satisfaction, However, assurance is insignificantly linked to customer satisfaction. The study also revealed that customer satisfaction substantially affects customer loyalty. The study's findings are expected to act as valuable inputs to bank management to take appropriate measures to reduce the service quality gaps of ATM to fulfil customer expectations. This study contributes to the existing literature by uniquely focusing on the interplay between ATM service quality, customer satisfaction, and loyalty in the context of Bangladesh's emerging economy. Emphasizing the need for context-specific strategies, it addresses a research gap regarding self-service technology service quality (SSTQUAL) in Bangladeshi private banks, providing valuable insights for formulating effective and tailored strategies.
Keywords: Service quality, ATM, Customer Satisfaction, Customer loyalty, Bangladesh
