Customer Motivations: Use and Non‐use of Automated Banking

The results are presented of an exploratory study on customer motivations towards the use and non‐use of an automated teller machine with data collected from a total of 208 customers of a financial institution. An analysis of results based on demographic variables reveals significant differences between users and non‐users in terms of education only. Results also show that convenient accessibility of a financial institution and avoidance of waiting lines are the principal reasons for using the automated teller. Furthermore, in comparison with non‐users, the user group is more likely to believe the automated teller improves service quality, reduces the financial institution′s operating costs, presents no personal or financial risks, and is simple to use. The non‐user group for its part prefers dealing with human tellers, finds the machine complex to use, and associates personal and financial risks with the use of the automated teller.