Modelling satisfaction with ATMs

Modelling satisfaction with ATMs

INTRODUCTION

Due to ever increasing competition within banking services, in terms of both prices and banking products, overall consumer satisfaction is playing a vital role in marketing management, since it is widely assumed and assessed to determine repeat sales, positive word of mouth recommendations and, most importantly, customer brand loyalty.

With the globalisation of companies now increasing, cross-cultural studies are becoming more important, particularly with new market places opening up in the old communist systems of Eastern Europe. For international marketers, consumer satisfaction is now one of the primary goals to strive for. Without satisfaction, brand loyalty — important for continuity reasons — is highly unlikely.

There have been numerous calls in the managerial literature for more efforts to be devoted by marketing executives to the measurement of customer satisfaction and the use of the resulting data in managerial marketing.

This paper is divided into four sections:

first developments in the Hungarian and UK banking systems are examined; secondly, the methodology and data collection are discussed; thirdly, the empirical results from estimating the hypothesised model are reviewed; and finally, the managerial implications are analysed.