IMSM-R Department of Economics
Balasubrahmanyam Annam Narasimha rao Yallapragada
Understanding Customer Attitudes towards
A case study on ATMs
Masters Thesis Masters in Service Management Research
Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 Information@kau.se www.kau.se
Over the past years we’ve been inspired and encouraged by a lot of people around us, especially professors, co-students and friends. It has been a great pleasure working with them. This master thesis has been written in a part of International Masters in Service Management Research (IMSM-R) program, Economics Department, Karlstad University during term 2004-2005.
First of all, we thank Almighty. Without HIS strength this paper does not exist.
We wish to express our deepest gratitude to Lars Haglund, Pro-Vice Chancellor, Karlstad University for his valuable guidance and support during the thesis writing. Without his valuable comments and suggestions, the thesis writing could have been more difficult to complete.
We also like to thank Erik Sundstrom, Economics Department, Karlstad University for his guidance and support during the whole process of the thesis writing.
We would like to thank Professor Markus Fellesson, Economics Department, Karlstad University for his valuable guidance and support in IMSM-R program.
We would like to thank each and everyone who supported and co-operated us in this IMSM-R program.
A special thanks to our greatest source of inspiration and encouragement from Parents, Friends and Well wishers. Thank you for everything!
Finally, we thank Karlstad University for providing us a truly inspiring and relaxed environment for studies.
In the present society technological innovations are playing significant role in every phase of human life, human interaction with machines has become essential in service sector. In the past a number of efforts have been made in the literature of service marketing to understand how companies can better deliver their services with the help of self-service technology. In this present situation companies have many possibilities to realize service offerings with huge investments in self-service technologies, as the technology became the driving force to service the customers effectively and helpful in delivering the services.
Nowadays it become challenging for the companies to serve customers effectively with in a prescribed time providing the right products with lower cost. To get rid of this issue most of the organizations are showing interest to employ self-service technologies (Like ATMs, ticket vending machines, online auctions, etc..,). The purpose of the thesis can be traced to the fact that a large part of the service sector is changing from personnel-based delivery to technology-based self-service. The theoretical problem of the present study is to concentrate on service marketing and service quality in order to provide a better understanding of customers’ attitudes and preferences towards technology-based selfservices (ATMs).
So far many researchers have addressed customers’ attitudes towards the technologybased self-service delivery from a service quality perspective. The present paper on service quality and self-service based on technology concerns of expected use rather than actual use and customers expectations about new self-service technologies. To reach the purpose we conducted a pilot case study to know the customers attitudes towards technology (speed, accuracy, ease of use, privacy) using ATMs and their perception towards self-service technologies. For date collection we did 26 open interviews and 150 interviews with the help of questionnaire and the data analysis is based on both qualitative and quantitative methods, supported by the qualitative information and literature...
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