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|Title: ||The Usage of Automated Teller Machine among Low Income Customers: a Case Study of Selected Banks|
|Authors: ||Oppong, Frank|
|Issue Date: ||19-Aug-2008|
|Series/Report no.: ||4719;|
|Abstract: ||Technology has altered the way banks provide service to their customers. Various technologies such as Automated Teller Machine (ATM), Internet and Telephone Banking systems have been introduced. Owing to these introductions, many banks are faced with a challenge of how best to segment and provide customers with a service that meet their needs.
Such segmentations have been based on demographic factors, perception and preference. Accordingly, this study seeks to investigate the attitude towards the use of Automated Teller Machine using similar segments. It, particularly seeks to investigate the attitude of the low - income group compared with the high - income
group. It also seeks to highlight the most preferred banking technology given ATM,
Internet and Telephone.
To aid the investigation, a questionnaire was designed and pre - test before being used for data collection. The sample was drawn from Standard Chartered Bank and Barclays Bank in Obuasi. Respondents include all customers in both banks from 18 years to 50years above. Results were subject to various tests and comparison made between the two banks.
The findings revealed a strong relationship between the usage frequency and what respondents like and dislike about the usage of ATM. These findings led to the
conclusion that perception and preferences are better determinant of attitude towards the use of ATM.
Based on the findings, the report discusses some recommendations required in the banking sector. The main recommendation was that the ATM should not be used for cash withdrawal, balance enquiries and mini statement. It also explores the scope and limitations of the study. It is hoped that further research would improve upon this study and provide more information on people's attitude towards' ATM usage and other banking technology.|
|Description: ||A thesis submitted to the College of Arts and Social Sciences, KNUST School of Business, 2008|
|Appears in Collections:||College of Arts and Social Sciences|
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