| Along with digitalization of the finance industry, self-service banking facilities are playing an increasingly significant role in banking services, which, ATM has become one of the most popular and publicly accepted device. The ATMs are capable of providing money transfer, withdrawal and saving services, as well as other useful and convenient functions, such as pin-code alteration and account information enquiry, on a 24/7 basis.From the perspective of the bank, appropriate management and operation of self-service facilities may bring following vital benefits: alleviating counter tellers'occupation rate, minimizing customer queuing; optimizing structure of intermediary income, improving intermediary incomes through profits from the self-service devices; properly controlling cash on hand in the self-service devices, as well as decreasing ratio of non-interest assets.This essay is based on data collected from a certain branch of a commercial bank, concerning operation and management of self-service facilities, utilization of the ATMs, as well as analysis on how the ATMs are helpful to accommodate customers and improve mobility of banking services; Meanwhile, in the context of assets and liability structure optimization, there has been a visible trend to improve structure of intermediary businesses by promoting self-service facilities, as it is a reliable approach to increase and diversify incomes from intermediary businesses.In this essay, data collection and analysis is focused on the following matters:statistics of customer preference in using ATM devices; ratio of each service of the ATMs to be used; and analysis on why cash withdrawal is the only commonly used ATM service, while other services, such as cash saving, transfer and payment collections, tend to be brought to the branch counters. Furthermore, there are transaction statistics regarding ATM devices in above-mentioned branch, consisting of number of transactions in different hours, comparison between different year and month, as well as analysis on transaction peak hours in public holidays. With all these statistics and analysis, it is proposed that banks are able to more accordingly promote the self-service facilities, strengthen management over self-service devices, and subsequently relieve occupation rate of the counters.In terms of assets and liabilities, in the case of ATM cash management, the cash on hand in ATMs is part of the cash in hand of the branch, which is a sort of non-interest assets. When these assets are kept more than enough, the branch's asset and liability scheme, as well as profit margin may get adversely affected; while on the other hand, when they are less than enough, customer experience may be damaged. In this sense, it is critical for the bank to meet a balance point between the two extremes.This essay consists of five parts:Part I is a brief introduction on self-service devices utilized in the branch, and respective features and functions, which are to provide a knowledgebase for analysis on customer behavior patterns in the following passages; Part II is to depict how customers are currently using the ATMs, and to conclude their behavior patterns; Part III is attempting to analyze customer behaviors in using ATMs, and trying to come to rationalization proposals on how to improve ATM cash management in accordance with different time intervals; Part IV is to analyze current situation of cash on hand management in ATMs, in order to find out an optimized level of cash on hand; and Part V is a conclusion to the analysis, with proposals of action plans.This essay is attempting to analyze customer behavior patterns and cash management measures regarding ATM facilities, from the perspective of an operator inside the commercial bank. The goal of this essay is to provide the decision makers of the bank with feasible proposals to more effectively stream customers away from the counter, and to allocate cash in hand for the ATMs in a more accurate fashion. |
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