Evaluating the effectiveness of customer satisfaction management on automated deposit terminal services
Mntumni, Siphiwo Shadrack
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The technology evolution in the banking sector industry has brought about multiple self-service channels to customers. Most banking customers are using these channels to open, use and manage their accounts. The channels also serve as a form of research platforms that customers use to explore more about existing products that their banks offer. Customers use these channels to resolve issues and receive notification without physically visiting their banking branches. Today a number of customers are interacting with their financial institutions via these channels. However, not every customer has taken full advantage of these self-service channels. There are still many customers who still prefer the traditional way of banking, namely to visit their bank branch and let their banking transaction be facilitated through a bank teller. The banking sector continues to introduce, educate, inform and encourage its customers to make use of self-service channels, declaring them as quicker, cheaper, and more convenient ways for customers to transact with their financial institutions. The main aim of this study was to evaluate the effectiveness of customer satisfaction management on Automated Deposit Terminal Services (ADT), which is one of the self-service channels that the banking sector provides to its customers. In the literature review, other similar self-service channels are discussed in detail, which include internet (online) banking, mobile/cell phone banking, telephone banking, automated teller machine (ATM) banking, electronic wallet and the Automated Deposit Terminal (ADT) banking, which is the system under review in this study. The study was conducted in the Gauteng Province, where 100 business customers were interviewed through self-administered questionnaires. The study revealed that, in general, there is a great need for self-service channels with the exception of telephone banking. There is also appreciation for these channels as they allow business customers to focus on their core business functions as banking can be done at any time of the day. Overall, most business customers who are currently using the self-service channels are satisfied with the accessibility and efficiency of the ADT machine points. However, the areas where the system can be improved include the number of notes that can be deposited, the option that ADT machines be able to take coins and provide customers with loose change. It can be concluded that if banks can take note of the limitations of the ADTs as cited in this study, this could be the new way of doing banking, which will see an increase in the number of people using the banking institution to save their money. It is recommended that banks conduct periodic mini-surveys on customer satisfaction in order to respond to customers’ needs.