The Impact Of Atm Service Failure On Customer Dissatisfaction Case Study Of Kcb Morogoro

ABSTRACT

This study was carried out in order to assess the impact of ATM service failure on customer dissatisfaction. The study was put in place to achieve three objectives namely; to assess the essential attributes of ATM service quality, to identify the extent to which service failure affects the attributes of ATM service quality, and lastly to analyze the relationship between ATM service failure and customer dissatisfaction. The study was conducted by using an explanatory case study design by taking KCB as a case study and collected data from customers and the management. Data were collected from customers through the use of questionnaires and from the management through interviews. Data were further analyzed qualitatively as well as quantitatively. The study has identified essential dimensions that determine the quality of ATM service according to their order of importance which includes convenience, reliability, security, effectiveness and responsiveness. It was also found out that, ATM service failure affects negatively the attributes of ATM service excluding security. Furthermore, it showed that there was no relationship between ATM service failure and customer dissatisfaction. However, it is recommended for further investigations on this area, given the contradictory outcome.