A study of customer satisfaction on select service dimensions with reference to ATMs and CDMs services in Oman

In order to provide better services to customers, banks have been using different types of online banking, ATMs, and CDMs. A very large proportion of bank customers use ATMs and CDMs for their routine operations. This study endeavors to gauge the customer satisfaction of ATM and CDM users using six dimensions- accessibility, convenience, efficiency, responsiveness, security & privacy, and reliability. These dimensions were selected based on the literature review and experts’ suggestions. Questionnaire, having closed ended questions only and duly tested in a pilot study, was used for primary data collection. A research model has been developed which consists of the six dimensions as response variables and customer satisfaction as latent variable. Descriptive statistics and structural equation modeling (SEM) technics were applied. The results revealed that all the selected dimensions are found to be significant in influencing the customer satisfaction level.