Perception of Attribute of Automated Teller Machines among Consumers in Ghana

Perceptions of Automated Teller Machines (ATMs) attributes are seen as providing a basis for effective marketing strategies for consumers’ usage of ATMs. The overall aim of this study was to examine attributes of ATMs services with the view to assess the relative importance of different perceptual variables in explaining consumers’ usage patterns in Ghana. The implication of such association would be crucial for bank marketers who are actively devising strategies and practices aimed at increasing ATM usage. The research approach adopted was exploratory using survey method. Convenience sampling technique was adopted as the selection of the sample was based purely on the willingness of consumers to participate in the study. Quantitative technique was employed using questionnaire items adopted from previous research. With the help of SPSS program, the collected data for the study were analyzed using descriptive statistics technique. Frequency tables were used to present results of the analysis. The analysis and results revealed that three key perceptual factors are influential in determining ATM usage, namely, relative advantage, compatibility, and trial ability. The study suggests that bank marketers should provide adequate information for consumers of ATMs services on adoption of the innovation to lessen the perceived risks.