Consumers towards Sustainable Banking: An Exploratory Study of Individual ATM Usage in the Hungarian Banking Industry

Vinkóczi, Tamás and Németh, Anikó (2025) Consumers towards Sustainable Banking: An Exploratory Study of Individual ATM Usage in the Hungarian Banking Industry. ECOCYCLES, 11 (2). pp. 1-8. ISSN 2416-2140

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Abstract

The design and use of banking services may be an important part of sustainability efforts. The implementation of automated teller machine (ATM) services and offerings has a considerable impact on the economic viability and sustainability of banks. The use of such services enhances the security of transactions and reduces paper-based environmental damage. In Hungary, the use of cash is still widely accepted, expected, and applied as a method of saving and paying money. Therefore, the aspects of sustainability and consumer interests indicate a similarity of interests in this country, which makes an analysis of the perception of the ATM user experience crucial. However, research tends to concentrate on the phenomenon of financial digitalization and fintech, which indicates a research gap in the field of research on consumer perception of ATM use. Therefore, the objective of this research is to explore the factors that influence ATM use through attitudinal research. The questionnaire survey resulted in a sample of 214. Data were processed using factor analysis to identify key factors of ATM use. The results suggest that simplicity and reliability factors influence bank customers' satisfaction with ATM usage. The high demand for access to cash is also indicated by the fact that ease of use and 24/7 access to ATMs are the most important issues for customers. The novelty of this study lies in its attempt to link the proportion of image use typical of the Central European region with sustainability goals, thereby highlighting that optimizing the user experience is key.

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