EXPANSION OF THE CUSTOMERS IN THE USING OF ATMS CASE STUDY ON THE JORDANIAN COMMERCIAL BANKS

The recent trends to the customer favor self-service to manage their financial and the customers increased their banking awareness and the most important electronic channels is the ATM, which is one of the more prevalent electronic channels, and most commonly used by customers where there is a easy to use for diverse banking services. The problem of the study there is a lot of customers continue access to banking services, especially cash withdrawal through branches of the bank , so that the main objective sought by the study is to see how the expansion of Jordanian banks in relation to ATM, , and to know the reasons that prevent the expansion in the use of ATM by customers, in particular the existence of overcrowding lasting banks and the existence of queues of customers, despite the expansion of banks in ATM also ,and to investigate the problem of the study we have two hypothesis :H01 - There is no statistical relationship between the existence of obstacles in the bank and the customers don’t expand in using the ATM. H02 - There is no statistical relationship between a sense of customers the obstacles and their demographic variables. The researchers designed a questionnaire to solicit the views of customers of commercial banks about the ATM through likert scale, the study distributed (120) questionnaire has been recovered (108), and the percentage is 90%.and the study concluded the following results: 1- The study rejected of the null hypothesis and accepted the alternative hypothesis fore the two hypotheses. 2- There is no statistical relationship between the existence of obstacles in the bank and the customers don’t expand in using the ATM. 3- There is no statistical relationship between a sense of customers the obstacles and their demographic variables. Research has recommended that the commercial banks should do marketing plan that aimed to increase banking awareness among customers towards the ATM and services provided through it, and introduce them the advantages and the benefits they receive, such as saving time, effort and cost, etc., and especially customers the elderly and those with low incomes.