Abstract
The concept customer retention has received a considerable attention from a few decades in both areas as academic and industry. In the dynamic market environment, customer retention is seen as much important factor to compete in the market. Banks deals very closely to their customers, find, and fulfill their needs. Due to the technological advancement, banks are offering technology based services to the customers, the aim is to have a competitive advantage in satisfying their customer needs and hence to retain their customers. This research attempts to find the technology based ATM service quality, that how the customer are satisfied with it and hence being retained with the bank. The study will find the factor of ATM service quality that are helpful in retaining the customers. Data was collected from different banks of Pakistan and result depicts that the satisfaction of the bank customers with ATM service quality leads to retain the customer with the bank. Hence, the manger should need to focus on the quality ATM service to their customers, to retain their customers with the Banks.
Highlights
Advancement in Technology and communication the service industry found the different channels of delivery for providing the best services to their customers
Discussion of results: The literature on electronic service quality postulates that the delivery of high service quality is an important factor for achieving high customer satisfaction (Fassnacht and Koese, 2006; Khan, 2010)
This study was conducted to determine the dimensions of Automated Teller Machine (ATM) service quality of the relative importance of the dimensions in predicting over all ATM quality
Summary
Advancement in Technology and communication the service industry found the different channels of delivery for providing the best services to their customers. Electronic delivery channels are widely accepted in business and in public for providing the best services to customers for interaction and communication (Parasuraman and Zinkhan, 2002; Bauer, Hammerschmidt and Falk, 2005). Most of the prior studies were conducted on service quality, perceived service quality dimensions, customer perception, customer satisfaction and service loyalty (Khan, 2010; Mosahab et al, 2010; Narteh, 2013). ATM Service quality, customer satisfaction and customer retention has not explored ever before (Khan, 2010: Narteh, 2013). The bank management can make decisions for improving and maintaining the ATM service quality
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