276 Business Intelligence Journal August

Impact Of Atm On Customer Satisfaction

(A Comparative Study of SBI, ICICI & HDFC bank)

Sultan Singh, Ms. Komal, (Ph.D.)

Abstract:
This paper presents the impact of ATM on customer satisfaction. This is a comparative study of three
major banks i.e. State Bank of India, ICICI bank and HDFC bank. This paper has been divided into two
sections. First section presents the introduction of ATM, brief history of three Banks compiled through
the literature available in the field. It also includes the review of the various services provided by the
three banks under study. Second section presents the result obtained on the basis of the data collected
for the three banks. A sample of 360 respondents equally representing each bank has been taken through
questionnaire. Data has also been collected through interview also. Then various statistical tools have been
used accordingly to compile the result.

KEY WORDS: ATM, Customer satisfaction, Fees, Problems, ATM services, Banks.

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009 Sultan Singh, Ms. Komal
Introduction
ATM means neither “avoids traveling with
money” nor “any time money,” but certainly
implies both. Slim ATM cards are fast replacing
confounding withdrawal forms as a convenient
way of getting your money from banks. In a way,
they are rewriting the rules of financial transaction.
A smart person no longer needs to carry a wallet-
full of paper money on his person. All he needs to
do is fish out an ATM (automated teller machine)
card, insert it in the slot, punch in a few details and
go home with hard cash.
Automated teller machines (ATMs) were the
first well-known machines to provide electronic
access to customers. With advent of Automatic
Teller Machines (ATM), banks are able to serve
customers outside the banking hall. ATM is
designed to perform the most important function of
bank. It is operated by plastic card with its special
features. The plastic card is replacing cheque,
personal attendance of the customer, banking
hour’s restrictions and paper based verification.
ATMs have made hard cash just seconds away all
throughout the day at every corner of the globe.
ATMs allow you to do a number of banking
functions – such as withdrawing cash from
one’s account, making balance inquiries and
transferring money from one account to another
– using a plastic, magnetic-strip card and personal
identification number issued by the financial
institution.
S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction
277
The Indian ATM industry has seen explosive
growth in recent times. ATMs represent the single
largest investment in the electronic channel
services for the Banks. In India, HSBC set the
trend and set up the first ATM machine here in
1987. Since then, they have become a common
sight in many of our metros. Automated Teller
Machines (ATMs) have gained prominence as a
delivery channel for banking transactions in India.
Banks have been deploying ATMs to increase their
reach. While ATMs facilitate a variety of banking
transactions for customers, their main utility has
been for cash withdrawal and balance enquiry. As
at the end of October 2007, the number of ATMs
deployed in India was 31,078. According to some
estimates the total cash movement through ATMs
across India was around Rs. 70,000 crore in FY
06. Clearly, industry watchers forecast a bright
future for ATMs in India. While the ATM is a
great service for customers, for the banks it means
immense savings on the cost of operations. While
a typical cash transaction carried out in a banks
branch premise would cost Rs 40 that in an ATM
will only cost Rs18translating into a cost saving of
Rs 22 per transaction.
ATM Networks
The ATMs of a bank are connected to the
accounting platform of the bank through ATM
switches. Inter-bank ATM networks are created
by setting up apex level switches to communicate
between the ATM switches of different banks.
The inter-bank ATM networks facilitate the use
of ATM cards of one bank at the ATM(s) of other
banks for basic services like cash withdrawal and
balance enquiry. Banks owning the ATMs charge a
fee for providing the ATM facility to the customers
of other banks. The ATM deploying bank from the
card issuing banks recovers this fee referred to as
‘interchange fee’. However the interchange fee is
not fixed across banks and depends on the terms of
bilateral / multilateral arrangements. Banks with
larger ATM network treat interchange fee as an
important stream of revenue.
278 Business Intelligence Journal August

Inter-connectivity of ATM Networks for of India was constituted on 1 July 1955. Today,
enhanced access SBI has a phenomenal 9,559 branches and its
ATM network is spread across 6,473 of its own
Inter-connectivity of ATM Networks provides locations& total 8,000ATMs including of those of
access to the customers to use any ATM in the its associate banks.
country irrespective of the bank with which the
customer is banking. There are a number of ATM • State Bank of India is a successor to Imperial
network switches such as CashTree, BANCS, Bank of India, which was established in
Cashnet Mitr and National Financial Switch 1921.
(NFS). In addition, most ATM switches are also
linked to VISA or MasterCard gateways. • The bank came into being on 1.7.1955 through
the State Bank of India Act, 1955.
Charges levied by banks
REVISED FEE STRUCTURE FOR ATMs • States of India joined the State Bank Group
Service Charges as subsidiaries under the State Bank of India
For use of own
ATMs for Free (with immediate effect)
(Subsidiaries Banks) Act, 1959.
any purpose
For use of other
bank ATMs
• State Bank of India has the following seven
Free (with immediate effect)
for balance Associate Banks (Abs) with controlling
enquiries interest ranging from 75% to 100%.
* No bank shall increase the charges prevailing
as on
December 23, 2007 (i.e. the date of release of State Bank of Bikaner and Jaipur (SBBJ)
For use of other
Approach Paper on RBI website)
bank ATMs
* Banks which are charging more than Rs.20
for cash with-
drawals
per transaction shall reduce the charges to a State Bank of Hyderabad (SBH)
maximum of Rs.20 per transaction by 31-Mar-
08
* Free - with effect from April 1, 2009. State Bank of Indore (SBIr)

Providing relief to millions of users, the RBI
has also said from April 1, 2009, customers using
the inter-bank ATMs (ATMs of other banks) for
cash withdrawals or balance enquiries will not be
charged any fee. As of now, customers have to
pay Rs 50 as annual charges for using the ATM
facility of their bank, while charges ranging from
Rs 20-Rs 50 per transaction are levied for the
inter-bank ATM transactions. Customers are also
paying anything between Rs 10- Rs 20 for making
balance enquiries through inter bank ATMs.
Brief History Of The Banks
The State Bank of India (SBI) is the oldest
and largest bank in the country. Its origins go
back to the first decade of the 19th century, when
the Bank of Calcutta was established on 2 June
1806. The bank got its present name after an Act
of Parliament in May 1955 and the State Bank
State Bank of Mysore (SBM)
State Bank of Patiala (SBP)
State Bank of Saurashtra (SBS)
State Bank of Travancore (SBT)
ICICI Bank India is the largest private sector
bank. Its banking products and financial services
are some of the superior ones. The reach and
market of ICICI Bank is unmatched in India as yet.
It offers a countrywide network of 1,000 branches
and 3,680 ATM’s reaching out to your doorsteps.
• Founded by the Government of India in
the 1960’s, it was one of the three financial
institutions set up to finance large industrial
projects

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009 Sultan Singh, Ms. Komal
• Earlier known as Industrial Credit and
Investment Corporation of India, it did not
entertain retail customers and was thus not a
bank in the literal sense.
• It was in the 1990’s that a subsidiary was set
up in the name of ICICI Bank to take up retail
banking services including deposits, credit
cards, loans etc.
• In 2002, the ICICI Bank was merged back
with the ICICI and the result was the ICICI
Bank Limited operational now.
The Housing Development Finance
Corporation (HDFC) Bank is one of the first banks
in India to offer its customers the bill pay facility.
HDFC Bank is also a leader in online purchase
(using the HDFC Bank DirectPay product). The
bank also offers its customers a free personalized
payable-at-par chequebook and services like real
time gross settlement and national electronic fund
transfer.
• HDFC Bank was among the first to receive
an ‘in principle’ approval from the RBI to set
up a bank in the private sector as part of the
liberalization of the Indian banking industry
in 1994.
• The bank was incorporated in August 1994.
• The bank has 1,148branches and 1,647ATMs
network spread across the country.
Review Of Literature
Agnihotri Peeyush (2001) in his paper ‘ “ IT
way of getting cash” explained the working of
ATM, ATM penetration per million persons in
Asian countries and the system of security –how it
works and also the frauds of ATM.
Simhan Raja (2003) in his article, “Shared ATM
networks gain favour” explained the importance
of shared network of ATM in Indian banks.
Puri and Kamath (2004) in their article, “Indian
Banks: Bigger, Better & Remote Controlled”
S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction
279
explained that banks in India have traditionally
claimed the strength of their networks based on
the number of branches. The logic was that the
increase in branch network corresponds to more
transactions, more business and therefore more
profits. Not unlike the rest of Asia, where branch
rationalization first started in Japan and then
spread across the continent, this logic is steadily
getting reversed in India.
Kaul Urvashi (2007) in his article, “ATM: The
Power of Cash” explained the importance and
benefits of ATM, the players in the Indian market
and presented various satistical data concerning
the growth of ATM.
Manager FSDNCR Corporation India Pvt.
Ltd. (2008) in his article, “ATMs: Changing
Fundamentals” stressed that he Indian ATM
industry has seen explosive growth in recent times
and Banks have committed to substantial capital
outlays on ATM deployment, recognizing the
significance of the 3 Ms – Maintenance, Monitoring
and Management – of the ATMs to make the self
service channel a reliable and profitable one.
Research Methodology And Data
Base
The present study is of analytical and
exploratory nature. Accordingly, the use has been
made of primary as well as secondary data. The
secondary data have been collected mainly from
RBI monthly bulletins, Financial Express political
weekly, various newspapers and other literature
available in the field. To know the problems of
ATM structured questionnaires have been used
to collect the data from customers using ATM
services. To analyze the data, various statistical
techniques such as average, std. deviation and
normal distribution have been used as per the
requirement of the data. F test has also been used
to analyze the variances.
Objectives Of The Study
The paper aims to examine the scenario of ATM
in three major banks. In this broader framework, an
280 Business Intelligence Journal
attempt is made to achieve the following specific
objectives:
1. To analyze the present ATM facilities
provided by SBI, ICICI & HDFC Bank.
2. To examine the factors affecting the choice
of ATM.
3. To examine the impact of ATM on customer
satisfaction by appraising the problems faced
by the customers.
4. To analyze the post purchase behavior of
customers regarding the different banks
under study.
Hypothesis
1. There is no significant difference in ATM
facilities provided by SBI, ICICI & HDFC
Bank
Data Anaysis
Business Intelligence Journal - August, 2009 Vol. 2 No. 2
August
2. There is no significant difference in the
factors affecting the choice of ATM in SBI,
ICICI & HDFC Bank.
3. There is no significant difference in the
impact of ATM on customer satisfaction in
SBI, ICICI & HDFC Bank.
4. There is no significant difference in the post
purchase behavior of customers in SBI,
ICICI & HDFC Bank.
Data Collection
Primary data has been collected through
questionnaire. A sample size of 360 respondents
has been taken including 120 for each bank i.e. SBI,
ICICI & HDFC bank. A personal visit has been
made to these banks to know about the branches &
ATM facilities provided by these banks.
2009 Sultan Singh, Ms. Komal 281

The present paper entitled “Impact of ATM Table-1

on customer satisfaction” focus that customer Reasonability of fee charged
satisfaction is one of the major factors measuring Name Highly Rea- Highly
the performance of the banks. This paper examines Can’t Unrea-
of the Reason- son- Unrea-
say sonable
Bank able able sonable
the customer satisfaction level in the three banks
under study with special reference to problems
a) SBI 12 66 18 12 12
faced, responses about the fee charged and post
purchase behavior of the consumers after using b)
ATM. The paper also examines the relationship ICICI - 36 66 18 -
Bank
between various ATM facilities, factors affecting
the choice of ATM and its interplay with customer c)
satisfaction. HDFC 12 24 24 48 12
Bank
The customer satisfaction level has been
analyzed in two terms i.e. material customer
satisfaction (MCS) level and abstract customer Table-1.1
satisfaction (ACS) level. Customer satisfaction Satisfaction level regarding the fees charged
in material sense denotes the aggregate position Name of the Bank Satisfaction Level
a) SBI 69%
of the banks in terms of fee charged, frequency b) ICICI Bank 63%
with which problems are faced and post purchase c) HDFC Bank 56%
behavior of the customers. In abstract sense,
customer satisfaction level denotes the position of
the banks in terms of post purchase behavior, the satisfaction level for fee charged

efficiency of facilities provided and the example 80%

of others using the ATM of the same bank. 70%

60%

Material Customer Satisfaction 50%

40%
a) SBI
b) ICICI Bank
Level (MCS) 30%
c) HDFC Bank

20%

Material customer satisfaction level has been 10%

0%
examined on the basis of three variables i.e. Satisfaction Level

reasonability of the fee charged, frequency with

which problems are faced and the post purchase
behavior of the customers.
1. Fee Charged
Fee charged by the banks is one of the variables
taken for checking customer satisfaction level. If
customer feels that the fee charged by the bank is
reasonable then he is satisfied and vice-versa. Five
degrees of reasonability have been taken and they
are coded as 5, 4, 3, 2, &1. There is direct relation
between fee charged and customer satisfaction.
Fig.-1
Table-1 shows the responses number of per
person regarding the fee reasonability. Table-1.1
& fig.-1 shows the coded results in percentage
term.
2. Problems Faced
Second parameter for measuring MCS level
is problems faced by the consumers while using
ATM of a particular bank. If consumers are facing
problems more frequently, customer satisfaction
level will be less and vice-versa. There is indirect
relation between the problems faced and the
customer satisfaction. Three degrees namely

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

282 Business Intelligence Journal August

often, rarely and never have been taken and they Satisfaction level for Problem s

have rated as 3, 2, & 1 respectively.

Table-2 73%
82%

Frequency of problems faced a) SBI

b) ICICI Bank
Problems Often Rarely Never c) HDFC Bank
Card gets blocked
a) SBI 24 36 60
b) ICICI Bank - 66 54 78%
c) HDFC Bank 12 48 60
Machine out of cash
a) SBI 42 48 30
b) ICICI Bank 60 42 18
c) HDFC Bank 42 72 6 Fig.-2
No printing of statement Table-2.1 & fig.-2 reveals the coded results.
a) SBI 30 24 66
b) ICICI Bank 36 42 42 Coding for the three degrees of various problems is
c) HDFC Bank 60 42 18 3, 2 & 1 respectively. As exhibited by the table the
Machine out of order customer satisfaction level for problems is highest
a) SBI 36 48 36
b) ICICI Bank 42 48 30 in SBI i.e. 82%, and ICICI & HDFC are on number
c) HDFC Bank 48 66 6 two and three with 78% and 73% respectively. It
Old notes means people are not facing problems more often
a) SBI 24 30 66
b) ICICI Bank 24 36 60 in SBI.
c) HDFC Bank 42 54 24
Wrong amount of statement 3. Post Purchase Behavior
a) SBI - 24 96
b) ICICI Bank - 24 96
c) HDFC Bank - 42 78 Post purchase behavior has been analyzed
Poor visibility of statement through two statements. If they are agreeing with
a) SBI 6 24 90
b) ICICI Bank 30 36 54 these statements then their customer satisfaction
c) HDFC Bank 6 60 54 level is rated to be high. There are five degrees
Reduction in balance without
cash payment for each statement and they are rated as 5,4,3,2 &
a) SBI - 18 102 1 accordingly. Post purchase behavior has direct
b) ICICI Bank 6 30 84
c) HDFC Bank 6 48 66 relation with customer satisfaction level.
If any other, please specify
a) SBI - 6 114
b) ICICI Bank - 6 114 Table-3
c) HDFC Bank - 6 114 Post purchase Strongly Unde- Dis- Strongly
Agree
Table-2 exhibits the frequency of the problems Behavior
Continue to
Agree cided agree Disagree

faced by the customer in the three banks. use this

ATM in
future
a) SBI 36 78 - 6 -
Table-2.1 b) ICICI
36 84 - - -
Bank
c) HDFC
48 60 12 - -
Bank
Satisfaction level regarding the problems Recommend
this
Name of the Bank Satisfaction Level ATM to
a) SBI 82% others
b) ICICI Bank 78% a) SBI 12 36 60 12 -
c) HDFC Bank 73%
b) ICICI
12 78 30 - -
Bank
c) HDFC
24 70 26 - -
Bank

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009 Sultan Singh, Ms. Komal 283

Table-3 depicts the responses of the users Prob- Post Pur- % of

Name of Fee
Charged lems
regarding their post purchase behavior after using chase Be- Total total
the Bank Faced havior marks
ATM.
b) ICICI
378 2514 978 3870 77%
Table-3.1 Bank
Name of the Satisfaction Result as % of c) HDFC
Bank Level Total 336 2370 994 3700 73%
Bank
a) SBI 912 76%
b) ICICI Bank 978 82%
c) HDFC Bank 994 83%

79%
Post Purchase Behavior
78% 79%

77%

76%
77%
75%
76%
83% 74%
a) SBI
73%
b) ICICI Bank
73%
c) HDFC Bank 72%

71%

70%
82% a) SBI b) ICICI Bank c) HDFC Bank

Fig.-4
Fig.-3
Table-4 & fig.-4 shows clearly that in SBI
Table 3.1 and figure 3 envisages the coded material satisfaction level is highest, 2nd is ICICI
results after giving weightings. The highest rating and 3rd is HDFC.
is of HDFC with 83%, then ICICI is having 82% So, material customer satisfaction is highest
and SBI is third with 76% as for as post purchase in SBI, then ICICI and last is HDFC among the
behavior is concerned. three banks. This result is also supported by the
secondary data. For example, according to the
Overall Material Customer Satisfaction Outlook Best Bank Award, which was given in
Level Nov. 2007, SBI is the 1st largest bank in India,
ICICI is the 2nd largest bank and HDFC is the 3rd
After considering all the elements of customer largest bank in India.
satisfaction they are combined together to
find out the overall customer satisfaction level
in materialistic terms. The overall customer Abstract Customer Satisfaction
satisfaction level is the combination of three Level (ACS)
parameters i.e. fee charged, frequency of the
problems faced and the post purchase behavior. Abstract customer satisfaction level has been
examined through the deep study of the various
Table-4 parameters of customer satisfaction. Three
parameters have been chosen for this purpose i.e.
Prob- Post Pur- % of
Name of Fee factors affecting choice of ATM, the purpose for
Charged lems chase Be- Total total
the Bank Faced havior marks which ATM is often used and the problems faced
a) SBI 414 2658 912 3984 79% while using ATM.

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

284 Business Intelligence Journal August

1. Factors affecting choice of ATM Table-.1

Example of V. Un V. Un
Imp Neutral
While choosing ATM of a particular bank others Imp Imp Imp
customer takes care of some things. a) SBI 5% 20% 35% 20% 20%
b) ICICI
They are known as factors affecting the choice 5% 30% 40% 15% 10%
Bank
of ATM. c) HDFC
10% 35% 30% 15% 10%
Bank
Table-5
Trust and
V. Imp Imp Neutral
Un V. Un Table-5.1 reveals that performance of HDFC is
security Imp Imp
114 6 better as compared with SBI and ICICI. In case
a) SBI - - - of HDFC 45% people are regarding it important
(95) (5)
b) ICICI 120 while this percentage is 35% & 25% in case of
- - - -
Bank (100)
c) HDFC 108 6 6 ICICI & SBI respectively.
- -
Bank (90) (5) (5)
Speed 2. The purpose for which ATM is most
66 54
a) SBI
(55) (45)
- - - often used
b) ICICI 60 48 6 6
-
Bank (50) (40) (5) (5) ATM does not mean the plastic card and PIN
c) HDFC 36 72 6 6
- (Personal Identification Number) but the services
Bank (30) (60) (5) (5)
Example of for which you can use it are the most important
others
6 24 42 24 24 part. These services are cash/cheque deposit, fast
a) SBI
(5) (20) (35) (20) (20) cash withdrawal, view account balances & mini
b) ICICI 6 36 48 18 12 statements and request a chequebook or account
Bank (5) (30) (40) (15) (10)
c) HDFC 12 42 36 18 12 statement.
Bank (10) (35) (30) (15) (10)
Convenience
in use
Table-6
78 42 Cash/Cheque Very
Often Rarely Sometimes Never
a) SBI - - - deposit often
(65) (35)
b) ICICI 72 30 12 6 6 30 30 54
- a) SBI -
Bank (60) (25) (10) (5) (5) (25) (25) (45)
c) HDFC 90 30 36 36 12 6 30
- - - b) ICICI Bank
Bank (75) (25) (30) (30) (10) (5) (25)
42 30 18 6 24
Cost c) HDFC Bank
(35) (25) (15) (5) (20)
42 48 24 6 Fast cash
a) SBI -
(35) (40) (20) (5) withdrawal
b) ICICI 66 42 12 114 6
- - a) SBI - - -
Bank (55) (35) (10) (95) (5)
c) HDFC 84 24 12 120
- - b) ICICI Bank - - - -
Bank (70) (20) (10) (100)
108 6 6
c) HDFC Bank - -
Table-5 envisages the frequency of the respective (90) (5) (5)
View account
importance of the various factors for choosing balances
ATM in the three banks. & mini-
Among all the factors affecting example of statements
48 24 24 12 12
others is one, which is the clear indicator of the a) SBI
(40) (20) (20) (10) (10)
customer satisfaction. People will purchase ATM b) ICICI Bank
48 42 6 18 6
(40) (35) (5) (15) (5)
of a particular bank on the basis of other’s example 48 36 12 24
if customers using it previously are satisfied. c) HDFC Bank -
(40) (30) (10) (20)

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009 Sultan Singh, Ms. Komal 285

Cash/Cheque Very
deposit often
Often Rarely Sometimes Never 1. Post Purchase Behavior
Request a
cheque book
or account
Post purchase behavior has been analyzed
statement through two statements. If they are agree with
6 30 12 12 60 these statements then their customer satisfaction
a) SBI
(5) (25) (10) (10) (50)
12 18 36 24 30 level is rated to be high. There are five degrees
b) ICICI Bank
(10) (15) (30) (20) (25) for each statement and they are rated as 5,4,3,2 &
c) HDFC Bank
36 24 18 18 24 1 accordingly. Post purchase behavior has direct
(30) (20) (15) (15) (20)
relation with customer satisfaction level.

Table-6 brings out that performance of HDFC Table-7

bank is best as far as frequency of using ATM Post pur-
Strongly Unde- Strongly
chase Agree Disagree
services is concerned. ICICI & SBI are at the 2nd Behavior
Agree cided Disagree

and 3rd number respectively. In case of SBI there Continue

to use this
are 45% customers who have never used cash ATM in
deposit service. future
36 78 6
a) SBI - -
(30) (65) (5)
Table-6.1
b) ICICI 36 84
Customers never using these services - - -
Bank (30) (70)
View Request c) HDFC 48 60 12
Cash/ account a cheque - -
Fast cash Bank (40) (50) (10)
Services Cheque balances book or Recom-
withdrawal
deposit & mini- account mend this
statements statement ATM to
a) SBI 45% - 6% 50% others
b ) ICICI 12 36 60 12
25% - 3% 25% a) SBI -
Bank (10) (30) (50) (10)
c) HDFC b) ICICI 12 78 30
20% - - 20% - -
Bank Bank (10) (65) (25)
c) HDFC 24 70 26
- -
Table-6.1 depicts that the %age of people not Bank (20) (58) (22)
using services is very low in case of HDFC, which
indirectly means services are very good. Second is Table-7 depicts the responses of the users
ICICI and 3rd is SBI. regarding their post purchase behavior after using
ATM.
Table-6.2
Customers using services very often Table-7.1
View Request Name of the Satisfaction Result as %
Cash/
Fast cash
account a cheque Bank Level of Total
Services Cheque
withdrawal
balances book or a) SBI 912 76%
deposit & mini- account b) ICICI
statements statement 978 82%
Bank
a) SBI 5% 95% 40% 5% c) HDFC
b) ICICI 994 83%
Bank
30% 100% 40% 10% Bank
c) HDFC
35% 90% 40% 30%
Bank Table-7.1 envisages the coded results after
giving weightings. The highest rating is of HDFC
Table-6.2 presents that on the basis of usage with 83%, then ICICI is having 82% and SBI is
rate HDFC is 1st, 2nd is ICICI and 3rd is SBI. third with 76% as for as post purchase behavior is
concerned

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

286 Business Intelligence Journal August

So, if we examine the customer satisfaction in Customer Satisfaction

abstract sense then rating becomes totally different
from material customer satisfaction level. The 100%
30 25 15

reason for this is that MCS level is high in case of 80%

Satisfaction 60%
SBI because people are not facing problems which Level 40%
55 60 70
High degree

due to the fact that mostly people are not using 20%
15 15 15
Medium Degree
Low Degree
services frequently. Thus, according to abstract 0%
SBI ICICI HDFC
customer satisfaction HDFC is at 1st position, 2nd Bank Bank

is ICICI and 3rd is SBI. Name of Bank

Proof Or The Result Fig.-5

We can prove the results of ACS with MCS Table-8 & fig.-5 shows clearly that average
also. After considering all the three elements i.e. satisfaction level is highest in HDFC Bank, second
fee charged, frequency of the problems faced and comes the ICICI Bank and the third is SBI.
post purchase behavior, they are coded. Customer
satisfaction of the respondents has assumed to be F-Test
distributed normally. So, the customer satisfaction
of the respondents for these three variables is Further F-test is applied to find out whether the
divided into three categories, below average, difference in the customer satisfaction level of the
average and above average levels. The lower and three banks is significant or not. On the basis of
the upper limits of the average level have been the table-8 above
calculated on the basis of formula:
Table-9
Analysis of Variance
The lower limit of average level= M-1s.d. Sum of Degree of Mean
Sources
The upper limit of average level= M-1s.d. Squares Freedom ( v) Square
Between
4457.19 2 2228.59
groups
Source: Dr. A.B.Bhatnagar; Measurement &
Within
Evaluation, P. 116-120 155.39 6 25.89
groups
The below average, average and above average
levels have been defined as low, medium and high Calculated value of F = 86.07
respectively. The results after using this statistical Tabulated value of F = 5.14
method are as under: Hence the calculated value is more than the
tabulated value, the H 0 is rejected. It means
Table-8 that there is a significant difference between the
Customer Satisfaction level regarding ATM various banks as far as customer satisfaction level
Name of Low Medium High is concerned.
the Bank Degree Degree degree

18 66 36
Conclusion
a) SBI
(15) (55) (30)
It is concluded through this paper that material
b) ICICI 18 72 30
satisfaction level is highest in SBI, then second is
Bank (15) (60) (25)
ICICI Bank and third is HDFC Bank. This is due
c) HDFC 18 84 18 to the size of the respective bank and number of
Bank (15) (70) (15)
years of its establishment. But according to abstract

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009 Sultan Singh, Ms. Komal 287

customer satisfaction i.e. in terms of efficiency Table-9 & fig.-6 depicts that material customer
and performance, HDFC Bank is at 1st position, 2nd satisfaction level is highest for SBI at 79%, 2nd is
is ICICI Bank and 3rd is SBI. The results are also ICICI Bank with 77% and 3rd is HDFC Bank with
shown clearly with the help of table and diagram. 73%. Table also presents that average customer
satisfaction level is highest in HDFC bank with
Table-9 70%, in ICICI Bank it is 60% and SBI is at third
Customer Satisfaction Level place with 55%.
Material Abstract
Customer Customer References
Name of the Bank
Satisfaction Satisfaction
Level Level
a) SBI 79% 55% News updates & Events: ATMindia.com
b) ICICI Bank 77% 60%
Log in………….. Tribune
c) HDFC Bank 73% 70%
Financial Express
Custom er Satisfaction Level

80%
79%
The Economics Times online
70% 77% 70%
73%
60%
60% RBI Monthly bulletin
50% 55%
SBI
40%

30%
ICICI
HDFC
Dataquest: IT Giants 07
20%

10% Express Computers Business Weekly

0%
MCS ACS
Banknet India
Fig.-6
www.ibef,org

Websites of banks

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction