| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 2 |
NO. 2 |
PAPER 7 |
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CUSTOMER ATTITUDES TOWARDS ATM BANKING |
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| D. Siva Subramanian * and S. Syamali** |
| * Reader and Head, P.G. & Research Department of Commerce, National College, Tiruchirapalli, India |
| ** Lecturer (SG) -in-Commerce, Seethalakshmi Ramaswamy College, Tiruchirapalli, India |
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| The applications of technology, along with product innovation, have brought about structural changes in the banking system. Off-site ATMs, On-Line Debit Cards, Anytime- Anywhere Banking are the latest jargons fast becoming familiar to all bank customers. These make the customers to move away from traditional branch banking and instead seek the convenience of remote electronic banking. Now banks have started offering their services through a plethora of delivery channels like ATMs, Tele Banking, Internet Banking and Mobile Banking, to name a few. Of these, the ATMs represent the most prominently visible use of technology by the bankers and the customers at large. To ensure economic viability of each ATM installation, each bank should evaluate its ATM strategy from the twin standpoint of customer service and profitability. This article highlights the customers’ attitude towards ATM banking in Tiruchirapalli from a study of 100 ATM cardholders of four banks, namely, SBI, ICICI, UTI, and IOB. |
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