An Assessment of the Use of Automated Teller Machine in the

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An assessment of the Use of Automated Teller Machines in the banking industry: the Case of CRDB Bank

1. Background of the Study
The tremendous growth and development of technological advancement has been the driving force of the market nowadays. The diffusion of the internet has revolutionized the business arena.  The use of the Internet is changing high-tech marketing overnight while different industries have been trying to utilise it as part of their marketing approach. It does not only reconfigured the way different firms do business and the way the consumers buy goods and services but it also become instrumental in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel (Donthu and Garcia, 1999). 

Using automated teller machine has emerged for at least two critical reasons. The first one is that notion that it serves as a substitute path and network other than conventional branch channels for employees to contact banks. In this information technology generation, more and more employees, especially youth and teenagers who are considered to accept modern and advance technology easily, are accessing remote mediums-telephone banking and other forms of banking services which include desktop banking and other virtual banking-to carry out or conduct their financial operations and activities. These online users and customers and target market does not even need more management and administration over their personal finances while valuing their time as they can access this “anytime, anyplace, anywhere” with their customised access to financial services (Jordan and Kats, 1999).

The second reason for the introduction and initiation of using automated teller machine is the increase of electronic commerce or electronic marketing as firms and enterprises model, which establishes a corresponding demand of electronic payment progression as well as transactions offered by banking firms and financial...
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