CHAPTER FOUR
Introduction
In this chapter, we will focus on the characteristics of the respondents in terms of age, gender
and how long they have been using debit cards for. We will also look at the findings of the
research and see how they answer the research questions formed in chapter 1 above. Lastly, there
will be a summary at the end of the chapter rounding up everything that has been discussed.
Characteristics of Respondents
Age
17 - 19 20 - 22 23 - 25 Above 26
A majority of the respondents were aged 23 to 25 and above 26.
Gender
Male Female Rather not say
A slightly larger portion of the respondents identified as male.
Findings
Results for effectiveness of debit cards in delivering satisfaction to customers
Linkert scale showing satisfaction of customers across dif-
ferent elements
14
12
10
0
Ease of use Security features Availability of POS Transaction speed Customer service
(PIN, fraud alerts) machines
1 2 3 4 5
a. Ease of use
A mean satisfaction score shows a value of 3.78. Using percentages as a way to obtain inference
from the data, about 63% of respondents state that debit cards are relatively easy to use with 34%
expressing that they are very satisfied.
b. Security features
A mean satisfaction score for security features was found to be an average rating of 4.06,
showing that the general perception of the respondents is one of satisfaction. Interpreting the
results based on percentages shows that only 34% of respondents are highly satisfied with the
current security features offered by debit cards with 31% being neutral.
c. Availability of POS
The mean satisfaction score was found to be 3.28 showing most respondents are neither satisfied
nor dissatisfied when it comes to the availability of POS at merchant shops and locations. 28% of
respondents claimed to satisfied and dissatisfied respectively however only 13% of respondents
would say they are highly satisfied.
d. Transaction speed
A mean satisfaction score for security features was 2.84 which shows that on average
respondents have a quite a negative experience heading towards neutral. Going deeper, 34% of
respondents are neutral when it comes to the transaction speed of ATMs, expressing neither
satisfaction nor dissatisfaction. As for the rest of the respondents, there is a split down the middle
equally diving those who are satisfied and dissatisfied.
e. Customer service
The mean satisfaction score found was 3.41, showing that the general perception is neutral.
However, there is a majority of respondents who lean on the end of dissatisfaction represented by
a percentage of 47% showing that a majority are not happy with the service.
Overall, the satisfaction score had a standard deviation of about 1.44 showing that the perception
of respondents were somewhat similar when taking into account all the benefits offered by debit
cards.
Linkert scale showing overall satisfaction of respondents
Very dissatisfied
Dissatisfied
Neutral
Satisfied
Very satisfied
0 5 10 15 20 25
Series 1
The mean value on the overall satisfaction is 4.8. The general consensus among the respondents
is positive in nature with 68.8% claiming to be satisfied with their overall experience with debit
cards while 18.8% claim to be highly satisfied. This seems to slightly disagree with the findings
when we look directly look at how customers attribute the benefits of debit cards to their
satisfaction. Therefore, results here can most likely be attributed to the convenience debit cards
bring and the basic function that they carry out.
When asked if they would be willing to advise their friends and peers to get a debit card, all
respondents agreed that they would. This shows that despite any negative experiences, the
respondents have a somewhat emotional connection to debit cards.
Results for benefits of debit cards in carrying out daily transactions
Benefits of debit cards
Payments
Shopping
ATM withdrawals
Budgeting
Security (avoiding carrying around cash)
Convenience
0 2 4 6 8 10 12 14 16 18 20
Series 1
According to the data, the main benefits offered by debit cards are convenience, ATM
withdrawals, security, and budgeting.
Most respondents derive their benefits from the convenience offered by debit cards as well as
ATM withdrawals with about with 56.3% of respondents expressing that these are their major
reasons for using debit cards. Following closely behind, we see that security is another reason to
get debit cards that resonates with most respondents with a percentage vote of 53.1%. Lastly,
budgeting is also another reason some respondents have adopted the use of debit cards.
Results for challenges that come with using debit cards in daily life
Challenges faced by customers
Durability
Hidden charges (ATM fees)
Unavailability of POS
Poor customer service
Card loss / theft
Network / transaction issues
0 5 10 15 20 25 30
Series 1
According to the data collected, the major challenges faced by most respondents are network
issues, card loss, and hidden charges.
It seems a majority of respondents amounting 87.5% of respondents have experienced network
and connectivity issues when trying to carry out transactions using ATMs. 34.4% have
experienced either card loss or theft and hidden charges such as ATM fees. 28% worry about the
availability of POS. About 25% are dissatisfied with the customer service when they contact
them about any debit card related problems.
How challenges have impacted customer satisfaction
Reduced customer satisfaction greatly Reuced customer satisfaction moderately
Reuduced customer satisfaction slightly No substantial impact
45.2% of the respondents have responded to having felt a moderate decrease in satisfaction
levels due to these challenges with 19.4% experiencing great reduction in satisfaction. 53.1% of
respondents say that they do not feel the need to contact customer support frequently, suggesting
that a majority if the time services run smoothly. And when customer service is contacted, it is
usually a positive experience with only 6.3% reporting that they have been left dissatisfied.
Conclusion
In this chapter, we looked at some of the characteristics of the respondents as well as their
responses when asked different questions regarding debit cards in order to determine whether
they are satisfied or not.