Abstract
This paper sought to identify incidence of Automatic Teller Machines (ATM) service failures and evaluated customers coping strategies. Primary data were collected with structured questionnaire from 200 respondents. Convenience sampling technique was adopted for sample collection. The collected data were analyzed with mean and standard deviation. The result shows that ATM inability to issue receipt was considered the highest indicator of service failure while 20% of the respondents choose not to take any action, 46% took only private action and 24% of the respondents applied a combination of these strategic options in dealing with ATM service failures. This paper therefore recommends that customers need adequate information about their rights and should appropriately demand for it, banks management should be alive to their responsibilities of delivery quality services while banks regulatory agencies should not hesitate to impose penalties on any erring bank that continually deliver substandard services to her customers. Keywords: Automatic Teller Machines (ATM), Customers Coping Strategies, Ekpoma, Service Failure DOI: 10.7176/EJBM/13-13-05 Publication date: July 31 st 2021
Highlights
Nigerian banks in the post consolidation era had to invest huge amount in the acquisition of modern Information Technology (IT) in their desire to satisfy customers’ needs and retain them
This paper examined customers coping strategies with Automatic Teller Machines (ATM) service failure
Literature acknowledges that technologically driven transactions are more prone to service failures
Summary
Nigerian banks in the post consolidation era had to invest huge amount in the acquisition of modern Information Technology (IT) in their desire to satisfy customers’ needs and retain them. Majority of organizations considers customer satisfaction as a cardinal objective, Ennew and Shoefer (2003) as cited in Agbonifoh et al (2006) posit that not all services from the customer’s perspective are satisfactory This suggests that service failures can and do occur. Extant literature reveals that technological advancement and customers expectations are often the progenitors of service failure (Sengupta, Balaji, & Krishnan, 2015) In this modern era, technological applications have assumed a unique position as it serves as a measure of customer and operations support. Customers’ expectation borders extend to providing solutions to both explicit customer requests and implicit needs Arising from these many organization are confronted with numerous obstacles in their bid to attain operational efficiency as well as success in delivery outstanding services. A customer’s attempt at redressing the disappointing services received result in a situation where the customer is left with no option than to boycott the brand, inform others of their patronage experience or do nothing
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