Characteristics that form customer value in banks: a research on ATMs
This study discusses how customers perceive services given by the banks. Characteristics added to regular services by the banks have been examined whether the customers see them as value or not. Following, these characteristics have been examined to construct a dimensional approach. Among others, ATM services have been selected and a sampling method has been used. Data has been collected by face to face survey. This research is used through multidimensional scaling analysis. As a result of the research, it has been determined that customers consider characteristics such as aesthetical appearance and use as characteristics that form customer value. Characteristics of aesthetics include accessibility, easiness of use of the ATM, coverage and security. Characteristics that are related to aesthetics but unrelated to use are touch-screen, color and nice design of the ATM unit. No use of ATM machine characteristics was found in the research.
Volume (Year): 1 (2009)
Issue (Month): 9 (May)
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