*Head, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka
**Assistant Lecturer, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka
Online published on 11 April, 2014.
The aim of this paper was to identify the impact of customer participation on ATM service quality. Convenience sampling technique was used to collect the data from a sample of 100 customers who hold ATM cards from Peoples’ bank, HNB, Commercial bank, and Bank of Ceylon in Jaffna district. A questionnaire was used to collect the data. The statistical tests used in the analysis of data included descriptive statistics, correlation analysis, and regression analysis.The results show that customers evaluate Technology-Based Self-Service in terms of service quality. For management, it is very important to understand the attributes that are the base for customer evaluations, whether they have the positive or negative effect on service quality. Service companies need to learn the important aspects of their ATM Service and how these relate to their customers and the overall service level of the company.
Customer participation, service quality, ATM
