Effect Of Technology on Customer Satisfaction: ATM Utilization in The Commercial Bank of Ethiopia, Hawassa District

This study investigates the impact of Automatic Teller Machines (ATMs) on customer satisfaction at the Commercial Bank of Ethiopia in the Hawassa District. Employing an explanatory research design and a quantitative methodology, data were gathered from 385 ATM users via questionnaires and analyzed using statistical methods such as frequency, percentage, mean, standard deviation, correlation, and regression. Findings indicate that customer satisfaction is significantly influenced by several factors, including comprehensiveness, customization, easiness, employee knowledge, assurance, security, and convenience. Comprehensiveness emerged as the most dominant factor, where fast service, fulfilling financial needs, and sensible charges were highly valued by customers. Customization also contributed significantly to satisfaction, with easy-to-use ATM cards meeting specific customer requirements. Easiness, reflected in clear instructions and user-friendly language, along with knowledgeable employees who can address technical issues, were also critical. Assurance and security, ensuring safe transactions and confidentiality of personal data, further enhanced customer trust and satisfaction. Recommendations include enhancing comprehensive services, improving customization, ensuring ease of use, increasing employee knowledge through continuous training, providing positive assurances to customers, strengthening ATM security, and expanding the ATM network in high-traffic areas to improve accessibility and convenience.