HUMAN-MACHINE INTERACTION IN BANKING INDUSTRY WITH SPECIAL REFERENCE TO ATM SERVICES

This study investigates the Human-Machine interaction in Banking Industry with special reference to Automated Teller Machines (ATM) services. The influence of technology over product innovation in banks is enormous. Banking services of the 21st century have more or less become a necessity, undeniably patronized by both rich and average well-to-do citizens of every country. The services provided are aimed at ensuring comfort, convenience and security of the customer, expressed in varied forms from mechanical to electronic, to ensure fast and rapid delivery of services intending at satisfying the customer. Indeed, customer satisfaction is critical in banking services. The level at which customers are satisfied with the services of the banks, extrapolate the future status of the banks. The present paper rests on the fact that customer satisfaction is one of the major factors in measuring the performance of the banks. The paper examines the relationship between various ATM facilities, factors affecting the choice of ATM and its interplay with customer satisfaction. The research study is based on the primary data for a period of 2016-2017. This research chooses a sample of 300 bank customers as the subject and collects data by simple random sampling. Data was obtained through survey questionnaires. The data was analyzed using SPSS 19.0 and SEM-PLS software. The Demographic Variables, Bank related Variable, Availability, Accessibility and Satisfaction are positively correlated. The Customer Satisfaction is heavily influenced by Availability, Accessibility of ATM services.