Chapter One — 1.1 Background to the Study

In recent years, Automated Teller Machine (ATM) Usage has emerged as a critical factor shaping customer retention across organizations operating in and around Selected Commercial Banks in Nigeria. As institutions grapple with the pressures of globalization, regulatory reform, and shifting stakeholder expectations, understanding how automated teller machine (ATM) usage relates to customer retention has become an important area of both scholarly and practical concern.

Within the context of Selected Commercial Banks in Nigeria, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of automated teller machine (ATM) usage on customer retention, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

Despite a growing body of literature on automated teller machine (ATM) usage, there remains limited consensus on the precise nature of its relationship with customer retention, particularly within Selected Commercial Banks in Nigeria. Many organizations continue to make decisions about automated teller machine (ATM) usage without a clear, evidence-based understanding of how those decisions ultimately affect customer retention. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Automated Teller Machine (ATM) Usage on customer retention in Selected Commercial Banks in Nigeria.
2. To assess the extent to which automated teller machine (ATM) usage influences customer retention within the study area.
3. To identify the challenges associated with automated teller machine (ATM) usage in relation to customer retention.
4. To recommend strategies for optimizing automated teller machine (ATM) usage in order to improve customer retention.

1.4 Research Questions

1. What is the effect of automated teller machine (ATM) usage on customer retention in Selected Commercial Banks in Nigeria?
2. To what extent does automated teller machine (ATM) usage influence customer retention within the study area?
3. What challenges are associated with automated teller machine (ATM) usage in relation to customer retention?
4. What strategies can be adopted to optimize automated teller machine (ATM) usage in order to improve customer retention?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around customer retention. For managers and practitioners within Selected Commercial Banks in Nigeria, the study provides practical insight into how automated teller machine (ATM) usage can be better managed. Finally, it contributes to the academic literature on finance / banking by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

In terms of scope, this MSc study confines itself to Selected Commercial Banks in Nigeria, focusing specifically on how automated teller machine (ATM) usage relates to customer retention within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.