Attitude of Atm Customers-An Emperical Study

Indian banking has a long voyage with timely changes in its policies, procedures and practices. It has transformed from traditional to present technical savvy. Liberalization of Indian economy coupled with financial sector reforms had brought a paradigm shift Indian banking. Bank automation along with business processing, restructuring of banking activities have invited a number of changes in Indian banking sector like., Retail Banking which, offers versatile services. like, ATM, On-line banking, mobile banking, etc.. Among all these, ATM facility has been prioritized by the banking sector in India, which is a channel identified to reach the customers. Though growth in deployment of ATMs in the country from 2008 to 2015 registered by 30% pa.. Still an abundant scope to deploy more ATMs in the country. In spite of growth in size of ATMs as well as it penetration into the public, still atms are not in good lines of customers and untouched the hearts of customers. Perceptional differences have been often revealed by the customers at different platforms. Consequently, their attitude appears differently while in use of ATMs. The attributable reasons for such indifferent attitude with the customers while in usage may be because of their age, gender, education, social status etc.. Against this back ground a study is made to study the attitude of ATM customers in this attempt.

In this attempt survey method is applied with the help of a structured questionnaire designed and canvased among the selected sample of 400 atm users from 10 selected atm bunks of public sector banks. In order to study the attitude of atm users, two different locations in Andhra Pradesh are selected ie, Visakhapatnam (city) and Vizianagaram (town). Each one is different from other in respect of living standards, income sources, savings habits, life styles, connectivity with banking services, acceptance of bank facilities like atms. In this attempt attitude is studied in terms of dimensions like., convenience, security, and system adaptability. Also the attitude of atm customers towards each dimension are analysed with respect to their age, education, and social status.