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Characteristics that form customer value in banks: a research on ATMs

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  • Nilsun SARIYER

    (Onsekiz Mart University)

Abstract

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.

Suggested Citation

  • Nilsun SARIYER, 2009. "Characteristics that form customer value in banks: a research on ATMs," Finante - provocarile viitorului (Finance - Challenges of the Future), University of Craiova, Faculty of Economics and Business Administration, vol. 1(9), pages 134-139, May.
  • Handle: RePEc:aio:fpvfcf:v:1:y:2009:i:9:p:134-139
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    Keywords

    banks; customers; banking services; multidimensional scaling analysis;

    JEL classification:

    • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • G24 - Financial Economics - - Financial Institutions and Services - - - Investment Banking; Venture Capital; Brokerage

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