eap_final
TRANSCRIPT
Da Nang University of Economics
Towson University Degree Programme
English for academic purpose
Project Report
ATM Services and Customer Behavior
By:
Doãn Việt Quang
Nguyễn Thị Ny
TUD-09
May,2010
ĐÀ NẴNG
ATM SERVICE AND CUSTOMER BEHAVIOR
Table of Contents
Chapter I: INTRODUCTION...............................................................................................1
1.1 Research background:.................................................................................................1
1.2 Research Objectives:..................................................................................................2
1.3 Research Questions:...................................................................................................3
1.4 Research limitations:..................................................................................................4
1.5 Research plan:.............................................................................................................5
Chapter II: Literature Review..............................................................................................6
Chapter III: Methodology.....................................................................................................7
Chapter IV: Research Findings............................................................................................8
Chapter V: Conclusion.........................................................................................................9
References..........................................................................................................................10
Appendix............................................................................................................................11
Appendix 1: Survey Form..............................................................................................11
Appendix 2: Table..........................................................................................................14
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ATM SERVICE AND CUSTOMER BEHAVIOR
Chapter I: INTRODUCTION
1.1 Research background:
An Automated Teller Machine (ATM) or the Automatic Banking Machine (ABM)
is a computerised telecommunications device that provides the clients of a financial
institution with access to financial transactions in a public space without the need for a
cashier, human clerk or bank teller. On most modern ATMs, the customer is identified by
inserting a plastic ATM card with a magnetic stripe or a plastic smart card with a chip
that contains a unique card number and some security information such as an expiration
date. Authentication is provided by the customer entering a Personal Identification
Number (PIN).The idea of self-service in retail banking developed through independent
and simultaneous efforts in Japan, Sweden, the United States and the United Kingdom. In
the USA Luther George Simjian was developed the first cash dispenser machine in June -
30-1960. The roll out of this machine, called Bankograph, was delayed a couple of years.
An experimental Bankograph was installed in New York City in 1961 by the City Bank
Of New York. A first Cash dispensing device was used in 1966 in Tokyo. ATM first used
in December 1972 in UK, which is designed by IBM2984.
OTHER NAMES FOR ATM MACHINE
1. Automated Transaction Machine
2. Automated Banking Machine
3. Cash Point (in Britain)
4. Money Machine
5. Bank Machine
6. Cash Machine
7. Hole-In-The-Wall, Bancomat (in various countries in Europe and Russia)
8. Multibanco ( in Portugal)
9. Any Time Money (in India)
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ATM SERVICE AND CUSTOMER BEHAVIOR
LOCATIONS
1. Locations means where ATM machines are placed
2. Near or inside the premises of banks
3. Shopping centres/ malls
4. Airports
5. Grocery stores
6. Petrol/gas stations
7. Restaurants
8. Any place large numbers of people may gather
1.2 Research Objectives:
Currently, ATM cards are being used worldwide, the figure of users are expanding
rapidly, and customers demands are higher and higher. The majority of people apply
ATM card to transfer and receive money more speedily and conveniently . Each of
customers have their own intention such as deposit currency recognition, acceptance, and
recycling ; paying routine bills, fees, and taxes (utilities, phone bills, social security, legal
fees, taxes, etc.) ; printing bank statements ; updating passbooks ; loading monetary value
into stored value cards ; and buying games online card and software. To reach the interest
and faithfulness of customers, most of marketing strategies are concentrating on their
clients. Therefore, the study about the quality of ATM services and the customer behavior
may be the two most important requirements which need to be done frequently and
constantly. Since then, we can serve the customers better, and satisfy them whenever they
use our services. This project is very essential which helps the banks know more about
the demands, satisfactions in using ATM service. Particularly, the study focus on the
ATM fees which have been advanced for years ago. In this time, there are many ideas
which are both for and against about the fees of ATM service, and the leaders can make a
decision more accurately.
To find out the demography of Da Nang people
To determine the bank that most of Da Nang people like
To specify the factors that influence the customers’ choose
To identify the response of customers about paying fees on ATM
services
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ATM SERVICE AND CUSTOMER BEHAVIOR
To discover the frequency of customers
To define the goals of customers use ATM service
To verify the level of customers’ satisfaction on ATM services
1.3 Research Questions:
After studying and collecting information, our group decided some questions to
research. First of all, we want to introduce the problems, and then state the solutions as
the following orders: administrative problems – research goals – identify essential
information. All of our study focus on Đà Nẵng’s market as it is the biggest city in the
central Vietnam, and also is one of the biggest cities in Vietnam in order to make a
conclusion for not only central but also other countries in Vietnam. From the results, we
will suggest some solutions to bank industry.
The first question is: “what is the problem of ATM users?”
ATM was appeared long time ago and known as an important tool in retail chain
of Vietnam banks. However, the proportion of ATM user is lower than other developing
countries. The question is “why are there still people who do not use ATM service?”
Many banks are trying to answer the question satisfactorily. Thus, we need to define the
reason and the behavior of customer.
The second question is: “What do banks need to do to attract the customers?”
We will do a research about the issues of using an ATM card. This information
may help banks to understand about their clients more clearly which are used to respond
better and attract more customers. Therefore, our group will study about the demands and
desires to produce some solutions.
The third question is:” Is Đà Nẵng one of the potential visions of banks?”
Đà Nẵng is the third biggest city in Vietnam, and it has favorable conditions to
develop its economist. It is one of the most potential cities in investment and
development, and especially the huge customers’ market. Hence, the question is “Do
people really like ATM service?”, and “Should banks invest and develop the ATM using
market in”. These problems require us to study the ATM using demands of Đà Nẵng
people and the structure in ATM user in there. We will concentrate on studying about the
structure of customer.
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ATM SERVICE AND CUSTOMER BEHAVIOR
1.4 Research limitations:
During the research, we as the following factors.
Time:
We cannot collect information and complete the report in a short time without
making mistakes. Besides, there are many exercises to do in class.
Scale:
With the narrow scope, the research cannot reflect the accurate problems.
Books and resources:
Currently, there are a small number of individual or organization do the
research about “ATM Service and Customer Behavior”. Therefore, we do not
have much more materials to consult and to support for our report.
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ATM SERVICE AND CUSTOMER BEHAVIOR
1.5 Research plan:
The table below provides the processes of our research
Task details By Date
Brainstorm the topicWe brainstormed about the ATM
to discuss the topicNy and Quang
18th – 20th
May, 2010
Find information:
We went to the banks and searched
from the internet to find the
information
Ny and Quang20th – 21st
May,2010
Prepare Introduction
We used the information for
preparing the introduction of our
project
Quang22nd –
24thMay,2010
Finalize the Research
Report ProposalNy
25th – 26th
May,2010
Conduct presentation We used MS PowerPoint to present Quang27th-31st
May,2010
Design a questionnaire formFrom the objectives of the project,
we design the questionnaireNy
1st- 3nd
June,2010
Distribute it to 30
respondentsNy and Quang
4th – 7th
June,2010
Record our data in Excel We use Excel to produce the data Quang8th – 10th
June,2010
Analyze the data in Report.
Provide summaries,
conclusion and
recommendations in the
final report.
The data are analyzed Ny and Quang11st – 15th
June,2010
Conduct presentation by
showing the slides in Power
Point.
Ny and Quang16th-18th
June,2010
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ATM SERVICE AND CUSTOMER BEHAVIOR
Chapter II: Literature Review
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ATM SERVICE AND CUSTOMER BEHAVIOR
Chapter III: Methodology
This research was conducted by questionnaire and investigated the satisfaction of
customers on using ATM services. A total of 30 questionnaires were distributed with 30
random respondents. The questionnaire provided opened and closed question responses
for additional comments. No personal information was collected, and this survey was
voluntary and anonymous. After getting information, the data will be analyzed by
statistics method.
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ATM SERVICE AND CUSTOMER BEHAVIOR
Chapter IV: Research Findings
Table 1: The table show the percentage of male and female were questioned
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ATM SERVICE AND CUSTOMER BEHAVIOR
Chapter V: Conclusion
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ATM SERVICE AND CUSTOMER BEHAVIOR
References
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ATM SERVICE AND CUSTOMER BEHAVIOR
Appendix
Appendix 1: Survey Form
Questionnaire
Dear,
We are Towson students. We are doing our project about “ATM service and customer
behavior”. To complete this project, we need your cooperation. All the information is
guaranteed to use for this research.
Please answer these questions below:
1. What is your gender? Male
Female
2. How old are you?18 and up to 25 years old
25-30 years old
Over 30 years old
3. What is your monthly income?Under 1mil
1 mil and less than 5 mils
5-10 mils
Over 10 mils
4. Do you use ATM card currently? Yes (then answer the next questions)
No (please stop here. Thanks!)
5. What is the name of the bank(s) you are using?( you can choose more than one)Agriculture Bank (AgriBank)
Sacom Bank
Dong A Bank
Exim Bank
Maritime Bank
Others: .................................................................................................
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ATM SERVICE AND CUSTOMER BEHAVIOR
6. What are factors influence your decision on using ATM services of a bank?
FactorsNot very important
Not important
ImportantQuite
importantVery
important Prestige and safe of a
bankThe branch system of a
bankThe speed of transaction
High interest rateHigh density of ATM
machine7. What are your purposes when you use ATM? (you can choose more than one)
Send and withdraw cash
Receive salary
Pay school fees
Transfer and receive money
Others: .................................................................................................
All of them
8. How many times do you use ATM per month?1-3times
3-5times
5-7times
Over 7times
9. What are ATM’s functions, which you are usually, using?
NeverVery
seldomRarely Sometime Usually Often
Deposit and withdraw
cash
Paying bills
Transfer and receive
money
Receive salary
10. Are you satisfied with the density of the ATM machine?Very dissatisfied
Dissatisfied
Normal
Satisfied
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ATM SERVICE AND CUSTOMER BEHAVIOR
Very satisfied
11. Can you provide me the location of the ATM machine that you are usually use? How far is it from your house or your office? ..............................................................................................................................
12. What do you think about the location of the ATM machine you are using?Very far
Far
Normal
Near
Very near
13. If the bank collect fee when you use functions of ATM, do you continue to use it?
Yes
No
THANKS FOR YOUR COOPERATION!
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Appendix 2: Table
14