An Empirical Analysis of Satisfaction of Selected Customers Availing ATM Services of ICICI Bank

Banking industry has been the mainstay of Indian economy. Lately its competitiveness has increased manifold. In order to enhance their customer base banks have been introducing innovative services including that of high quality ATM facility. In the present research paper, an attempt has been made to identify various factors from amongst 26 aspects of ATM services. Using factor analysis technique, these aspects have been further reduced to seven factors. Numerous customers of respondent organization, i.e., ICICI Bank have been contacted to measure their satisfaction level with regard to the ATM facility. The results of the study have greater practical utility as the analysis of the factors will lead to better understanding and will contribute towards further improvement in the quality of ATM services