Automated Teller Machine and Marketing Implications in a Cashless Economy (A Study of Port Harcourt Metropolis)

The dawn of Automated Teller Machine (ATM) in conventionality with apex bank policy is swiftly changing the banking transactions in Nigeria. The ATM technology has in no doubt taken banking in Nigeria to a more scientific level for what it should be. The benefits range from receiving cash anywhere ATM is, and at any time of the day and determining the limits of cash an individual should carry at any point in time, thereby reducing crime rate and risk of being attacked. However, any technology advance is usually faced with some challenges of which ATM is not in exclusion. This paper presents a study of the marketing implications of ATM in a cashless economy. It aims at determining the extent to which the automatic teller machine (ATM) has improved the effectiveness, efficiency and service delivery of banks in Nigeria, analysis of how banks and customers have reacted to this new development brought about by advent of ATM is made. The factors affecting the full development of ATM in Nigeria as well as viable solution are clearly stated. The result of the study indicates that ATM has immensely enhanced bank transactions in Nigeria. Although customers and banks were facing some challenges, which is hoped, will be resolved in the nearest future.