The determinants impact on opening and using ATM account

Abstract

Today, ATM (automated teller machine) card is just like a friend for everybody in

Vietnam. This is one of the best services provided by the banking industry to every one

having an account in a bank. There is a direct relationship between the service quality of

ATM card and the level of customer satisfaction. Customer satisfaction and customer

loyalty are very important in the present world. This study investigates significant

dimensions of ATM service quality, customer satisfaction, customer trust and their

effect on customer loyalty. To explain customer loyalty level, this study follows Lin and

Wang (2005) model that customer loyalty should be measured along with the factors as

service quality, customer satisfaction and customer trust. The questionnaire was used to

collect the data from a convenience sample of 300 customers of banks in Ho Chi Minh

city. SEM (structural equation modeling) results indicate that service quality, customer

satisfaction and customer trust positively and significantly contributes toward customer

loyalty. The thesis makes a significant contribution to the banking management because

some empirical findings are available dealing with this aspect of ATM card service in

the Vietnamese banking sector.

Keywords: service quality, customer satisfaction, customer trust, customer loyalty.