Author

  • Mohammed-Aminu Sanda

    • Division of Industrial Work Environment, Department of Business Administration, Technology and Social Sciences, Luleå University of Technology, SE 971 87 Luleå
    • Sweden

  • Eric Arhin

    • Department of Organization and Human Resource Management, University of Ghana Business School, PO Box LG 78, Legon, Accra, Ghana
    • Ghana

Abstract

This study explored the issue of whether the use of the Automated Teller Machines (ATM) as a service delivery tool in the banking industry of many developing countries has achieved its intended objective of increasing the effectiveness of customer service provision and reducing the workload of bank tellers. The purpose is to understand customers’ behaviour towards the use of ATM as a banking service delivery tool, and the influence of such customer-usage behaviour on the banks’ human resource capacity building, in terms of employee workload relief and performance. This is because most banks in subSaharan African countries have introduced the ATM in bids to satisfying customers’ service needs and making the work of employees easier. Data was collected using questionnaires that were administered to bank customers who use the ATM facility, as well as bank managers. The findings showed that though most bank customers who use the ATM services perceive the ATM as a convenient, reliable, accurate and suitable service delivery tool for their banking transactions; they still underutilize the ATM’s service capacity by choosing to go to the banking halls to make cash withdrawals of amounts that could be obtained from the ATMs. It is also found that by virtue of this customer behaviour of not using the ATM’s to their full potential, the relief that it is expected to provide bank tellers is not realized. It is concluded that because of customer behavioral challenges to the effective utilization of the ATM technology, banks in developing economies not benefiting from its full potential as a customer service delivery tool, and also as a strategic workload reliever for tellers who service customers inside the banking halls. Keywords : Automated teller machine; customer behavior; bank teller; workload reliever; developing economy

Keywords

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How to Cite

Sanda, M.-A., & Arhin, E. (2011). Using ATMs as Workload Relievers for Ghanaian Bank Tellers: The Customer Behavioral Challenge. Journal of Economics and Behavioral Studies, 3(1), 13-21. https://doi.org/10.22610/jebs.v3i1.251

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Section

Research Paper

Published in

Vol. 3 No. 1 (2011) Growth, Governance & Service Delivery View issue contents

Published

2011-07-15

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