The Importance of Image as a Competitive Strategy: An
Exploratory Study in Commercial Banks

Leonard, Myron; Spencer, Austin P.

doi:10.1108/02652329110001062

Cited by 25 publications

(10 citation statements)

References 1 publication

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“…The managers agreeing to the notion that ATM helps clients banking needs, cut down long queues in the banking halls, and allow banking officials more time to interact with customers, show that the ATMs can be used to enhance service delivery and banks corporate images towards improved sales and market share. This finding is consistent with Leonard & Spencer's (1991) observation that a great majority of consumers perceived banks with ATMs as being either very successful or somewhat successful. It also relates to Essinger's (1999) argument that the role of technology in today's international financial community has changed significantly and is not only assisting with keeping record, but is also powering delivery systems, trading decisions, support systems and clearing and settlement systems.…”

Section: Managers Assessment Of Atms' Service Functionssupporting

confidence: 91%

Using ATMs as Workload Relievers for Ghanaian Bank Tellers: The Customer Behavioral Challenge

Sanda¹,

Arhin²

2011

JEBS

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This study explored the issue of whether the use of the Automated Teller Machines (ATM) as a service delivery tool in the banking industry of many developing countries has achieved its intended objective of increasing the effectiveness of customer service provision and reducing the workload of bank tellers. The purpose is to understand customers' behaviour towards the use of ATM as a banking service delivery tool, and the influence of such customer-usage behaviour on the banks' human resource capacity building, in terms of employee workload relief and performance. This is because most banks in sub-Saharan African countries have introduced the ATM in bids to satisfying customers' service needs and making the work of employees easier. Data was collected using questionnaires that were administered to bank customers who use the ATM facility, as well as bank managers. The findings showed that though most bank customers who use the ATM services perceive the ATM as a convenient, reliable, accurate and suitable service delivery tool for their banking transactions; they still underutilize the ATM's service capacity by choosing to go to the banking halls to make cash withdrawals of amounts that could be obtained from the ATMs. It is also found that by virtue of this customer behaviour of not using the ATM's to their full potential, the relief that it is expected to provide bank tellers is not realized. It is concluded that because of customer behavioral challenges to the effective utilization of the ATM technology, banks in developing economies not benefiting from its full potential as a customer service delivery tool, and also as a strategic workload reliever for tellers who service customers inside the banking halls.

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Section: Managers Assessment Of Atms' Service Functionssupporting

confidence: 91%

Using ATMs as Workload Relievers for Ghanaian Bank Tellers: The Customer Behavioral Challenge

Sanda¹,

Arhin²

2011

JEBS

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“…The banking industry has tried to take advantage of the productivity and customer service gains associated with technology by the provision of ATMs which consumers can use to carry out day-to-day banking transactions. Leonard and Spencer (1991) found that a great majority of customers perceived banks with ATMs as being either very or somewhat successful.…”

Section: Literature Reviewmentioning

confidence: 99%

ATM user attitudes: a neural network analysis

Davies

Moutinho

Curry

1996

Marketing Intelligence &Amp; Planning

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Shows how neural networks can bring together psychometric and econometric approaches to the measurement of attitudes and perceptions. Uses a neural network to analyse data collected from a sample of ATM users on their perceptions of ATM service. Uses the weights of connections from input nodes to hidden nodes to label the hidden nodes to represent particular respondent attitudes. Uses the network to analyse the impact of explanatory (input layer) variables on the hidden layer attributes, and through these on the endogenous (output layer) variables-satisfaction with ATMs, likelihood of recommendation to others, extent and frequency of use. Defines four user types, characterized as "disaffected youth", "technophobes", the "pro-technology" segment, and the "cost conscious" segment. Gives some ideas on how banks could address the needs of each segment.

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“…It has also been reported [4][5] that in spite of the advantages of these new technologies, still a large number of customers fmd it difficult to use ATM, because they feel embarrassed and degraded due to lack of know how of using these technologies. Investigations revealed two opinions by the customers quotes; first non verbal communication, self independence, or no value judgment associated with ATMs and secondly; impersonality, fear of technology or vision problems [6].…”

Section: Introductionmentioning

confidence: 99%

Evaluating customer perceptions towards ATM services in financial institutions; A case study of Pakistani Banks

Khawaja

Manarvi

2009

2009 International Conference on Computers &Amp; Industrial Engineering

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Use of Automatic Teller Machines (ATMs) has seen a tremendous rise in the past few years in Pakistan. This investigation is based on establishing reasons of this increasing trend from the perspective of new technologies being introduced by service sector organizations especially banks in this country. The research was based on lessons learnt in use of ATMs in other countries and evaluating the personality, benefit and behavioral responses of the customers through quantitative analysis based on a questionnaire covering all these attributes of customers. The results were analyzed using statistical tools. It was observed that customers preferred convenience of use of ATMs when the banks started converting the software to their national language as well as the availability of more number of ATMs in near vicinity of customers. The study confrrmed that a huge potential market existed for foreign banks to open their branches in limited locations and connect these to all other ATMs networks and could reap the benefits of their businesses in over 160 Million people economy.

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The Importance of Image as a Competitive Strategy: An Exploratory Study in Commercial Banks

Cited by 25 publications

References 1 publication

Using ATMs as Workload Relievers for Ghanaian Bank Tellers: The Customer Behavioral Challenge

Using ATMs as Workload Relievers for Ghanaian Bank Tellers: The Customer Behavioral Challenge

ATM user attitudes: a neural network analysis

Evaluating customer perceptions towards ATM services in financial institutions; A case study of Pakistani Banks

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