In Ihe presenl silualion companies have many possibilities to realize service offeringsrn,rilh huge investmenl in selfservice lechnologies, as the lechnology became Ihe drivingrnforce 10 sen'ice Ihe CUSlomers e[fectively and helpfit! in delivering Ihe services, Noll' arndOlS il become challenging for Ihe companies 10 serre CIISlomers e[feClively ,rilh in arnprescrihed lillie pm"iding Ihe righl pmducls wilh Imrer COS I, To gel rid oflhis issue rno{lhe orga/'li~OIio/'ls are sholl'ing illleresl employ selj:sen'ice lechnologies (/ike.-J Tl1s,rnfick el rending machines. online (lilc/ions etc.).rnThe purpose oj'lhis Ihesis concenlrales on service lIIarkeling and service qualily in orderrn10 pro , 'ide a belfer underslOnding o{ cuslOmers' alfiludes and preferences wilhrnleelJllology based sel{serrice, The swdy specifically aillled al inl'esligaling Ihe alfiludesrnandsmisjilclionlcrels o(Dashen Bank ArM card holders wilh respeclto l'C/rious aspeclsrnle(liciel/(T, LOnl'enicnce, speed. risk. reliahilily, cOlllplexily, phl'Sical appearance elc.) ofrnusing /)ash"n Bonk ,-I TIl The slillh' also includes Ihe opinions o(euslolllers on l'(/riousrnother ,'('Iuled i .·S/(l'S ./(ch uS posilire (lnd Ile.!..!.u/iIT .Ii..J(/Il ,,· e.~ (~( D(lshen Bank .-1 T1.rnreo)lIlIJ}('nt/ulioJls to illl/)I"vl't.! /he serrin..' quO/il)' etc.rnTo IIchiel'e Ihe purl'osc, Ihe researcher used queslionnaire 10 colleCl Ihe daw ji-O lll arnslllllple si~e I!{ I 72 f l n I cord holders oj'Dashen Bank. Though Ihe sample lI 'ere selecredrn0/'1 (I cOl1l'l!nicl1ce hasis 11l1d il lIIay nol represen/ Ihe whole popular ion, bUI slill il is nornless illlporl{ll1ljiJl' Ihe /)oshen Bank lIIal1agemel1f 10 consider Ihe recommendalions " 'ilhrndue core/i)r beller CUS{() lIIer service amlfor being in a beller cOlllpel ilive posilionrnThe daw analysis is hosed on bOlh qllali/(ilive and quantilalive mel hods, sllpporled by Ihernquoli!alive in/orlllalion and IileralUre reviews, Finally, in terms of important findings,rn1110.1'1 o/Ihe users are lIIale, younger and more educaled people who earns a highlyrnincollle, In addilion, wilh regard to speed, risk, ease a/use and physical appearance, IhernlIlojorily o/Ihe respondel1ls have posilive alliludes with ATM service of Dashen bank.rnBill, " 'ilh regard 10 efficiency (wailing lime), convenience (accessibilily), and reliabililYrn(colIs i.l'lel1C) ) allrihulcs: Ihe lIIojorilv o(ATM card holders has u lIegmi,'e or un(ol'oroblernaffilllll"s 'l'ilh Ihc "I T 1,le)'l'ice o/Dusll('l1 hUlik