CustomersFinancialNeedssatisfactionandSelf-serviceTheCaseofATMs资源-CSDN文库

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This study was conducted to achieve two main objectives. Firstly it assesses the effect of low cost services, security and privacy and ease of use on customers’ financial needs satisfaction of Automatic Teller Machines (ATMs). The study also assesses if there is a difference in customers’ financial needs satisfaction due to gender, age or academic qualification. Based on survey responses from 132 users, the results indicate that only privacy and security contributes significantly to the customers’ financial needs satisfaction. The results also revealed that the demographic characteristics of users make no difference in the financial needs satisfaction of ATMs users. An important implication of this study is that the results of it brought with them the need for Jordanian banks to put more emphasis on the different aspects of privacy and security, to decrease or remove the cost of ATMs usage and to introduce a good training to ATMs users. ### 自动取款机（ATM）在满足客户金融需求中的作用及自助服务技术：约旦案例研究 #### 摘要与背景介绍本文基于一项针对约旦自动取款机（ATM）用户的研究，旨在探讨低费用服务、安全隐私以及易用性对客户金融需求满意度的影响，并进一步分析性别、年龄或学历是否会影响客户的金融需求满意度。研究结果显示，只有安全性和隐私对客户金融需求满意度有显著影响；而用户的性别、年龄或学术资格并未对满意度造成明显差异。 #### 重要发现与启示 1. **安全性与隐私的重要性**：研究发现，安全性与隐私是影响客户金融需求满意度的关键因素。这意味着银行需要更加重视这些方面，确保客户在使用ATM时感到安全。这包括但不限于加强ATM设备的安全措施，如提高密码保护级别、采用更先进的生物识别技术等，同时也要加强对客户个人信息的保护。 2. **降低或免除使用费用**：研究表明，尽管低费用服务未被直接证实能显著提升客户满意度，但考虑到市场竞争激烈，降低甚至取消ATM使用费可以作为一种策略来吸引和保留客户。对于银行而言，这是一个重要的考虑因素，尤其是在客户越来越注重成本效益的当下。 3. **提供良好的培训和支持**：为了确保客户能够充分利用ATM提供的各种功能和服务，银行需要提供足够的培训和支持。这不仅有助于提升客户满意度，还能减少因操作不当导致的问题。例如，通过举办定期的教育活动或提供在线教程来帮助客户熟悉ATM的操作流程。 #### 技术创新与用户体验 1. **技术创新**：随着技术的发展，ATM也在不断进化。例如，引入无卡交易功能、支持移动支付等新兴技术不仅可以提升用户体验，还可以增加安全性。银行应该积极探索并应用最新的技术成果，以适应市场需求的变化。 2. **人机交互（HCI）**：ATM作为一项重要的自助服务技术，其界面设计对用户来说至关重要。一个直观、易于理解的用户界面能够显著提升使用体验。因此，银行在开发新功能时，应该充分考虑用户的需求和使用习惯，确保界面既美观又实用。 #### 结论安全性与隐私是影响客户金融需求满意度的关键因素。此外，降低使用费用以及提供良好的培训和支持也是重要的考量点。银行应当关注技术创新和人机交互设计，不断提升用户体验。未来的研究可以进一步探索不同文化背景下用户对ATM的接受度及其影响因素，以便为全球银行业提供更多有价值的信息。

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International Journal of Business and Social Science Vol. 3 No. 9; May 2012

191

Customers’ Financial Needs satisfaction and Self-service Technology Banking: The

Case of Automatic Teller Machines (ATMs) in Jordan

Fawzi Al Sawalqa

Accounting Department; Financial & Administrative Sciences Faculty

Tafila Technical University

Tafila-Jordan

Abstract

This study was conducted to achieve two main objectives. Firstly it assesses the effect of low cost services,

security and privacy and ease of use on customers’ financial needs satisfaction of Automatic Teller Machines

(ATMs). The study also assesses if there is a difference in customers’ financial needs satisfaction due to gender,

age or academic qualification. Based on survey responses from 132 users, the results indicate that only privacy

and security contributes significantly to the customers’ financial needs satisfaction. The results also revealed that

the demographic characteristics of users make no difference in the financial needs satisfaction of ATMs users. An

important implication of this study is that the results of it brought with them the need for Jordanian banks to put

more emphasis on the different aspects of privacy and security, to decrease or remove the cost of ATMs usage and

to introduce a good training to ATMs users.

Keywords: ATMs, technological innovations, customers’ financial needs satisfaction, low cost service, privacy

and security, ease of use, Jordan

1. Introduction

ATMs are almost classified as new technology in context of developing country. ATMs introduced to markets

since the 1970s (Mauldin, Sutherland & Hofmeister, 1978). ATMs can offer significant benefits to both banks and

customers. By using ATMs, customers can deposit or withdraw cash, transfer funds from one account to another,

inquire about account balance and request for cheque books and account statement (Liao, Shao, Wang & Chen,

1999; Karamala & Anchula, 2011). By automating services that were previously completed manually, ATMs can

reduce the costs of servicing some customer demands. These potential benefits are multiplied when banks share

their ATMs, allowing depositors of other banks to access their accounts through a bank’s ATM (Mcandrews,

2003). According to Adepoju and Alhassan (2010), ATM is a computerized telecommunications device that

provides the customers of a bank with access to financial transactions in a public space without the need to visit

the bank. In today’s ATMs, the customer is identified by inserting a plastic ATM card with a magnetic stripe or a

plastic smartcard with a chip that contains a unique card number and some security information. Security is

provided entering a personal identification number (PIN).

Jordan has 25 banks. These include 13 commercial banks, 9 foreign banks, 3 Jordanian Islamic banks and 1

foreign Islamic bank (Central Bank of Jordan, 2012). Jordanian banks weathered of the international financial

crises and its results relatively well. Measured by assets operating in Jordan, Jordanian banks activity witnessed a

7.3% rise in 2009. Total deposits, a major activity driver in this sector, managed to post a healthy 12.1% increase

in the twelve month by the end of 2009 (Bank Audi, 2010). According to Retail Banking Research (2011),

demand from customers and cost cutting have been the most important drivers of ATM growth on a worldwide

basis currently. In 2010, rapidly growing volumes of ATM cash withdrawals in Asia-Pacific, Central and Eastern

Europe and the Middle East and Africa helped to encourage many deployers to continue expanding their ATM

estates. Retail Banking Research expects the global installed base of ATMs to increase by 42% to about 3.2

million installations by 2016. The ATM markets of Asia-Pacific, Central and Eastern Europe and the Middle East

and Africa will expand significantly faster than other regions.

This research comes to investigate some aspects of ATMs in context of Jordan. In particular, this research tries to

assess the extent of achieving the customers’ financial needs satisfaction by empirically investigated the role of

three important factors in achieving the anticipated satisfaction. These factors include low cost services, security

and privacy and ease of use (see Figure 1).

192

Figure 1: Study’s theoretical model

The importance of this study comes from that it, to the best of my knowledge, is the first study to investigate this

relationship with its different components in Jordan. In addition, it has been argued that despite the pervasiveness

of ATMs technology, it is surprising that it has not yet received any significant attention in the academic literature

(Introna & Whittaker, 2006). Consequently, the current study seeks to answer the following two research

questions from the perspective of Jordanian banks customers:

Question 1: Do the different aspects of ATMs contribute significantly to the satisfaction of financial needs of

ATMs users in Jordan?

Question 2: Is there a difference in customers’ financial needs satisfaction due to gender, age or academic

qualification?

The reminder of the paper is organized as follows. Section two presents the relevant literature in the subject and

hypotheses to be tested. Section three describes data collection process, study variables and statistical techniques

adopted. Section four reports the finding of the study. Section five discusses and concludes the study.

2. Previous Literature and hypotheses development

Banks have usually tried to use technology initially for internal use and communication and later as a tool to serve

their customers. In this context, Jun and Cai (2001) stated that, “Customers perceptions of service quality and

their satisfaction are profoundly influenced by their service encounters” (p. 277). Beginning in the early 1970s

and following the introduction of credit cards, the next important technology was the development of ATMs

which started to perform most of the teller duties in the bank.

ATMs network contributed significantly in performing most of the customers’ financial services in a reliable way

(Giannakoudi, 1999). According to Mcandrews (2003) ATMs can offer significant advantages to both banks and

customers. The machines can enable depositors to withdraw and deposit cash at more convenient times and places

than during banking hours at branches. At the same time, by automating services that were previously completed

manually, ATMs can reduce the costs of servicing some customer demands. These potential advantages are

multiplied when banks share their ATMs with others, allowing depositors of other banks to access their accounts

through a bank’s ATM.

For a person to use ATMs, they should be cheap, ease of use, secret and safety. However, safety related to privacy

and security. In respect to the ATMs service costs in Jordan, I have seen some variety in the applicable fees. Some

Jordanian banks charge their customer some fees against the usage of their ATMs on a monthly basis. On the

other hand, some banks introduce the ATMs services free to their customers. In respect to the sharing ATMs, the

ATM bank’s owner is usually charge those customers who hold other banks cards. In this context, Mcandrews

(2003) argued that the decision by banks to share their ATMs is partially determined by the terms under which

different banks agree on. In particular, there are several prices that can be charged to or collected by the three

main parties involved in an ATM transaction, the cardholder or the customer, the cardholder’s bank, and the ATM

owner.

Aspects of ATMs

Low cost services

Privacy and security

Ease of use

ATMs users

Financial needs satisfaction

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