The changes staring in the face of bankers relates to the fundamental way of banking-which is undergoing rapid transformation in the world of today, in response to the forces of completion productivity and efficiency of operations, reduced operating margins better asset/liability management, risk management, any time and any where banking. Automated Teller Machines are considered to be product development or, perhaps more appropriately, as innovation in the delivery of financial services. Automated Teller Machines (ATMs) have gained prominence as a delivery channel for banking transactions in India. While studying the switching behaviour or bank clients, availability of technology based services is found to be a major reason for clients to switch banks. Hence banks have to work on that area to understand the needs of the client and have to implement strategies to satisfy the needs in order to existing clients and attract new clients.
Marketing strategy, Customers, Customer satisfaction, ATM, Banking services
