The quality of ATM services and its impact on customer switching to another bank: A field study on a sample of ATM customers in Tripoli

Abstract

This research aimed to study the impact of ATM service quality on customer switching behavior to another bank, with an applied study on public banks operating in Tripoli. The study found a weak positive relationship at a statistical significance level (>0.05) between the dimensions of ATM service quality (reliability, ease of use, accessibility, security and privacy, convenience, customer service and support, and efficiency) and customer switching behavior to another bank. The correlation coefficient was (R=0.426) and the coefficient of determination was (0.182), reflecting a positive correlation between the independent and dependent variables. This means that (18.2%) of the change in customer switching behavior can be explained by the dimensions of ATM service quality. There are statistically significant differences at a lower level (0.05) in the average responses of the study sample regarding the quality of ATM service according to the gender variable in favor of females, while there are no differences regarding customer behavior of switching to another bank according to the gender variable. There are statistically significant differences at a lower level (0.05) in the average responses of the study sample regarding the quality of ATM service and customer switching behavior to another bank according to the age variable. There were no statistically significant differences at the 0.05 level in the mean responses of the study sample regarding ATM service quality based on educational qualifications and monthly income. However, there were differences in customer switching behavior based on these variables.