RIJS

Volume 2, Issue 2 (February 2013)

A Journal of Radix International Educational and Research Consortium

ISSN: 2250 3994

RIJS
RADIX INTERNATIONAL JOURNAL OF RESEARCH IN SOCIAL SCIENCE

CUSTOMER PERCEPTION TOWARDS BANKING SERVICES (A Study of selected public and private banks in Gulbarga)
KARIGOLESHWAR, Assit.Professor Dept. of Commerce and Management Govt. First Grade College Farahatabad. Tq:Dist: Gulbarga. WAGHAMARE.SHIVAJI Professor, Dept. of Commerce Gulabarga University Gulbarga.

ABSTRACT

The bank system is facing challenges with stiff competition and advancement of technology. It becomes imperative for service providers to meet or exceed the target customers satisfaction with quality of services expected by them. Hence, the present research attempted to study customers perception of quality of services, both staff behaviour bank physical facilities and IT enabled services in terms of its constituent factors in public sector and private sector banks. Customer satisfaction is the state of mind that customers have about a bank when their expectations have been met or exceeded over lifetime of the service. Clearly defining and understanding, customer satisfaction can help any bank to

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identify opportunities for services innovation and serve as the basis for performance appraisal and reward system. In order to retain customers banks have to provide better quality services.

Also through the present study, the objective is assess the extent of use of services especially the IT enabled services in these banks and to analyze the constituent factors affecting customer satisfaction with the quality of services. The present study was conducted in public sector and private sector banks of Gulbarga. Multistage random sampling was used for selection of sample. While selecting the branch, care was taken to see that branch should provide at least five IT enabled services. This step was followed to have Intra Bank comparison with the likert scale measurement. The study shows that the customers of public banks were not satisfied with the employee behaviour and infrastructure, while respondents of private banks were not satisfied with high charges, accessibility and communication.

Keywords: SBI-state bank of India, HDFC- Housing Development Finance Corporation Limited, ATMAutomatic teller machine, RTGS- real time gross settlement, NEFT- national electronic money transfer.

INTRODUCTION

Private and foreign banks have entered in Indian banking sector because of the advent of liberalization policy and RBIs easy norms have given birth and created a cutthroat competition amongst banks for acquiring large customer base and market share. The Indian banking system has the largest branch network spread over a vast area. In the era of cut throat competition, the survival of any bank depends upon the satisfied customers. In this competitive market, irrespective of public, private and foreign banks, every bank need to deliver a more efficient, customer-focused and innovative offering than ever before to

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retain their existing customer and attract more number of prospective customers like other industries.

In the present new customer oriented era, every customer demands better services and advanced kind services from the banks, for that banking sector is striving hard to become increasingly customer-centric in order to survive and stay in the market for a longer period. Service quality, customer satisfaction, customer retention, customer loyalty, customer delight are major challenges for private and public sector banks. Most of the literature review referred in the present paper reveals that as compared to public sector, private sector bank customers level of satisfaction is comparatively more in India. In this paper, the customer perception towards services provided by SBI bank and HDFC bank of Gulbarga has been discussed. The attributes like Internet banking, ATM service, timing, attitude of staff, etc. of both the banks have been compared. The study reveals that HDFC bank is providing better services to its customers than SBI bank.

BRIEF INTRODUCTION ABOUT SELECTED BANKS

STATE BANK OF INDIA (SBI)

State Bank of India (SBI) (NSE: SBIN, BSE: 500112, LSE: SBID) is the largest banking and financial services company in India by revenue, assets and market capitalization. It is a state-owned corporation with its headquarters in Mumbai, Maharashtra. As of March 2012, it had assets of US$360 billion and 14,119 branches, including 173 foreign offices in 37 countries across the globe. Including the branches that belong to its associate banks, SBI has 21,500 branches.SBI is a regional banking behemoth and is one of the largest financial institutions in the world. It has a market share among Indian commercial banks of about 20% in deposits and loans.[2] The State Bank of India is the 29th most reputed company in

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the world according to Forbes.[3] Also, SBI is the only bank featured in the coveted "top 10 brands of India" list in an annual survey conducted by Brand Finance and The Economic Times in 2010. As of 31 March 2012, the bank had 173 overseas offices spread over 34 countries.

HOUSING DEVELOPMENT FINANCE CORPORATION LIMITED (HDFC) :

Housing Development Finance Corporation Limited , more popularly known as HDFC Bank Ltd, was established in the year 1994, as a part of the liberalization of the Indian Banking Industry by Reserve Bank of India (RBI). It was one of the first banks to receive an 'in principle' approval from RBI, for setting up a bank in the private sector. The bank was incorporated with the name 'HDFC Bank Limited', with its registered office in Mumbai. The following year, it started its operations as a Scheduled Commercial Bank. Today, the bank boasts of as many as 1412 branches and over 3275 ATMs across India. At present, HDFC Bank boasts of an authorized capital of Rs 550 crore (Rs5.5 billion), of this the paid-up amount is Rs 424.6 crore (Rs.4.2 billion). In terms of equity share, the HDFC Group holds 19.4%. Foreign Institutional Investors (FIIs) have around 28% of the equity and about 17.6% is held by the ADS Depository (in respect of the bank's American Depository Shares (ADS) Issue). The bank has about 570,000 shareholders. Its shares find a listing on the Stock Exchange, Mumbai and National Stock Exchange, while its American Depository Shares are listed on the New York Stock Exchange (NYSE), under the symbol 'HDB'.

REVIEW OF LITERATURE

Research without review of literature is just like searching a black cat in the dark night. It implies that if researcher does so, it ultimately turnout to be a futile exercise. Therefore, review of literature is necessary for systematic research. Keeping this in view and to gain

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stock of present research work concerning chosen area, researcher intends to review literature as listed below:

Abdul Qawi Othman & Lynn Owen (2008) in their article titled on Adopting and measuring customer service quality (sq) in Islamic banks: a case study in Kuwait finance house he stated that, the operation of Islamic bank derives from the Islamic Law and thus differs in spirit, cultural background and practice from conventional bank operations. This study indicates that it is important for Islamic banks to put cultural differences at the front when adopting SQ, and suggests a new model to measure SQ called CARTER, which is based on 34 items. Finally, the study suggests a scenario plan for KFH to adopt SQ and shows the importance of training to do so. [1]

Ahmad Jamal, Kyriaki Anastasiadou (2009) in their article entitled Investigating the effects of service quality dimensions and expertise on loyalty investigated the effects of service quality dimensions on customer loyalty. The paper finds that reliability, tangibility and empathy are positively related to customer satisfaction, which in turn is positively related to loyalty. Furthermore, while expertise is negatively related to loyalty, it positively moderates the link between satisfaction and loyalty. [2]

Akram Jalal-Karim, Allam M. Hamdan (2010), in their article on the impact of information technology on improving banking performance matrix: Jordanian banks as case study examined that the affects of information technology (IT) on the Jordanian banking industry for the period of 2003-2007. The researchers examined the level of using IT by 15 Jordanian Banks for a period of five years, and then explore the impression on improving the performance of two forms of matrix. The results of measurements indicated that there is an impact on the use of MIS in Jordanian banks in the market value added (MVA), Earnings per Share (EPS), Return on Assets (ROA), Net Profit Margin (NMP). [3]

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Christine Ennew (1996) in his paper on Good and bad customers: the benefits of participating in the banking relationship examined the extent to which participation in the banking relationship occurs and the implications of this for quality of service. It was found that the development of effective customer relationships is the key element of marketing strategies in the service sector. The ability of an organization to develop and maintain a relationship with its customers will be dependent on their willingness to participate. [04]

Durgesh Pattanayak (2011), in his article on Effect of TQM on customer satisfaction in Indian banking industry, attempted that, to close the research gap of relationship between TQM and Customer satisfaction. So the objective is to find out the association between the multidimensionality of TQM and Customer satisfaction in the banking industry in the Indian context. Customer satisfaction is important for banking industry. In addition, implementation of TQM in banking industry helps improving customer satisfaction. So using TQM banks can be benefited by satisfying consumers. [05]

Kamath (1979) conducted a study on the Marketing of bank service and customer service with special reference to the customers of the branches of Syndicate Bank in Bombay City. The study concluded that quick and better services offered by a bank would be the most important variable in attracting and retaining a bank customer. Price has less relevance in the marketing mix of banking products and services. [06]

Moutinho, Luiz and Douglas T Brownlie (1989) in his article titled on Customer Satisfaction with Bank Services: A Multidimensional Space Analysis explored the nature and direction of the satisfactions that are delivered to consumers of bank services. It was revealed that respondents had high levels of satisfaction with regard to the location and

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accessibility of branches and ATMs, and acceptance of the current levels of banking fees; but expressed some caution in their evaluation of new and improved service. [07]

Neha Dixit & Dr. Saroj K Dutta (2010), in their article entitled Acceptance of E-banking among Adult Customers: An Empirical Investigation in India pointed out that in a country like India there is a need for providing better and customized services to the customers which can be make possible through e-banking. The people have positive perception about online banking, should be treated with the great value. [08]

Thaneswor Gautam, M.B.A. Sanjaya Dhital, M.B.A, MS (IT) (2004) , in their study on Customer satisfaction in Nepalese commercial banks study clearly showed that customers are more satisfied with the second-generation joint venture banks. To be more specific, customers were found satisfied with those banks where customers had to spend less time on waiting, and the employees' behavior was good. Observation techniques, focus group survey, and other qualitative research will be more fruitful to analyze the problem more rigorously in future. [09]

Uma G. Gupta and William Collins (1997), in their study on The impact of information systems on the efficiency of banks: an empirical investigation mentioned that, Financial institutions, and banks, in particular, are one of the largest investors in information systems (IS) and information technologies (IT) and there are indications that this trend is likely to continue. However, there is growing concern that IS investments are not yielding the anticipated results, an issue that is of grave concern to many CEOs and top managers. More specifically, reports on the role of IS in achieving business goals, improving productivity, and enhancing customer service in banks. [10]

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Vijay M. Kumbhar, in his article on Alternative Banking Channels and Customers Satisfaction: An Empirical Study of Public and Private Sector Banks stated that, the present empirical study focuses on identifying key factors that have influences customers satisfaction in alternative banking service provided by public and private sector banks. Overall result directs that, bankers should consider the facts and enhance service quality of alternative banking services in order to increase customers satisfaction and its further adoption also. [11]

NEED FOR THE STUDY

It is clear from the review of literature that banking is very important service sector which is the life blood to the economy but it totally depends on its way of serving to its customers. Because today there are N number of banks and financial institutions are there. So there is a need to retain their customers and invite prospective customer by offering excellent services. The basic requirement for conducting this study was to examine the customer feedback and their knowledge about various services provided by the HDFC and SBI Banks in Gulbarga region. The study was conducted to find out the level of satisfaction about the services provided by both the banks among its customers. The study will help the bank in analyzing the reasons as to why the customers are not using the services that are provided by the bank. It will help the bank to finalize its marketing strategy by suggesting few marketing steps that would help the bank in obtaining larger market share. With the help of the study, the bank can also frame certain competitive marketing strategies to outperform the market leader.

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OBJECTIVE OF THE STUDY

1. To find to evaluate customers perception of the services provided by the bank in terms of i)bank staff behavior, ii)bank physical facilities, modern equipment, working hour, iii)bank networking, safety, service charges and iv)return on deposit and banking overall services. 2. At the same time it intends to come out comparison of banking services offered by public and private sector bank with special reference SBI and HDFC bank

RESEARCH METHODOLOGY

The present study is based on both primary data and secondary data. The information relating to the customer perception towards services provided by both the banks viz. SBI and HDFC banks of Gulbarga city are collected on the convenient basis with the help of questionnaire. The total sample size of the study is 100 consisting 50 from SBI and 50 from HDFC bank. The SBI bank represents the public sector whereas HDFC bank represents private sector bank. Each representative bank has been evaluated on 16 parameters. The degree of perception of customers on the parameters is quantified by using a 5-point Likert scale {a) Very Satisfied = 5, b) Satisfied = 4, c) Neutral = 3, d) Dissatisfied = 2, e) Very Dissatisfied = 1}, by the researcher in order to measure the perception of respondents about service offered by the both banks. Each question in terms of statement is included after having been verified their discriminating power statistically. 16 parameters identified for the study in terms of bank staff behavior, bank physical facilities, modern equipment, working hour, bank networking, safety, service charges and return on deposit and banking overall services.

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RESULTS AND DISCUSSION

TABLE-1: OPINION OF RESPONDENTS ABOUT THE BANK STAFF BEHAVIOR WHILE RENDERING SERVICES TO THE CUSTOMERS.
Statements Name of the bank Banks fulfills its promises at the time indicated Banks staff have the knowledge to answer all questions of customers Bank gives individual attention to all its customers Bank staff are not too busy to respond to customers requisition SBI HDFC SBI HDFC SBI HDFC SBI HDFC 07(14%) 35 13(26%) 65 06(12%) 30 11(22%) 55 07(14%) 35 12(24%) 60 13(26%) 65 09(18%) 45 26(52%) 104 29(58%) 116 19(38%) 76 22(44%) 88 11(22%) 44 23(56%) 92 18(36%) 72 17(34%) 68 03(06%) 09 04(08%) 12 08(18%) 24 09(18%) 27 06(12%) 18 08(16%) 24 04(08%) 12 10(20%) 30 09(18%) 18 03(06%) 06 11(22%) 22 05(10%) 10 19(38%) 38 04(08%) 08 03(06%) 06 08(16%) 16 04(08%) 04 01(02%) 01 06(12%) 06 03(06%) 03 07(14%) 07 03(06%) 03 02(04%) 02 04(08%) 04 50(100%) 170 50(100%) 200 50(100%) 168 50(100%) 183 50(100%) 142 50(100%) 187 50(100%) 157 50(100%) 163 Very Satisfied Satisfied Neutral Dissatisfied Very Dissatisfied total

The table no.1 reveals the opinion of respondents about the staff behavior by chosen banks for the present study. Firstly fulfillment of their promises at the time indicated are concerned 34% of respondents of SBI bank are satisfied; where as 40% of respondents in case of HDFC bank. Secondly 34% of SBI bank respondents are satisfied about the staff knowledge to answer all questions of customers; where as 37% in case of HDFC bank is concerned. Thirdly 28% of SBI bank respondents are satisfied about individual attention to all its customers are concerned; where as 37% of respondents in case of HDFC bank. Finally 31% of SBI bank respondents are satisfied about staff leaser to respond to its customers requisition is concerned; where as 33% from HDFC bank. Average responses for the above statements of SBI bank respondents are 3.185; whereas HDFC is 3.665. In the ultimate analysis, it can be stated that HDFC bank staff behavior is superior one when compare with

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the SBI bank. This may probably due to the reason that employees of SBI are relatively mix over burdened as they have to manage and operate certain government sponsored schemes and other welfare services.

TABLE-2: OPINION OF RESPONDENTS ABOUT THE BANK PHYSICAL FACILITIES, MODERN EQUIPMENT AND WORKING HOUR.

Statements

Name of the bank

Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied

total

Service

materials

like

pamphlets,

SBI HDFC

09(18%) 45 13(26%) 65

27(58%) 108 26(52%) 104

06(12%) 18 07(14%) 21

05(10%) 10 03(06%) 06

05(10%) 03 01(02%) 01

50(100%) 184 50(100%) 197

statements, notice board, broachers etc are always appear at the bank About banks physical facilities i.e.

SBI HDFC

13(26%) 65 14(28%) 70

24(48%) 96 25(50%) 100

06(12%) 18 04(08%) 12

04(08%) 08 04(08%) 08

03(06%) 03 03(06%) 03

50(100%) 190 50(100%) 193

seating, parking, lighting, ATMs, safe locker, ventilation etc. Bank has modern equipment and tools

SBI HDFC

20(40%) 100 22(44%) 110 06(12%) 30 11(22%) 55

18(36%) 72 19(38%) 76 19(38%) 76 23(46%) 92

07(14%) 21 04(08%) 12 09(18%) 27 07(14%) 21

03(06%) 06 03(06%) 06 11(22%) 22 05(10%) 10

02(04%) 02 02(04%) 02 05(10%) 05 04(08%) 04

50(100%) 201 50(100%) 206 50(100%) 160 50(100%) 182

Bank operating hours are convenient

SBI HDFC

Source Field Survey

The table no.2 depicts the responses of the customers regarding the bank physical facilities, modern equipment and working hour which are very important to provide good service. In this context, firstly 37% of SBI bank respondents satisfied with reference to the service materials like pamphlets, statement, notice board, broachers etc are concerned; where as 39% of respondents are satisfied in case of HDFC bank. Secondly About banks physical facilities i.e. seating, parking, lighting, ATMs, safe locker etc. are concerned 38% of SBI bank

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respondents are satisfied; where as 39% in case of HDFC bank is concerned. Thirdly 40% of SBI bank respondents are satisfied about banks modern equipment and tools are concerned; where as 41% of respondents in case of HDFC bank. Finally 32% of SBI bank respondents are satisfied about bank operating hours are concerned; where as 36% from HDFC bank. Average opinion for the above statements of SBI bank respondents are 3.675; whereas HDFC is 3.890.Therefore, it is quite clear from the above figures that, HDFC bank has Edge over the SBI bank as per as concerned to the physical facilities, modern equipments and working hours. This may the reason because HDFC bank also extends banking hours for customers convenient purpose and also they are well furnished and attractive too.

TABLE-03: OPINION OF RESPONDENTS ABOUT THE BANK NETWORKING, SAFETY, SERVICE CHARGES AND RETURN ON DEPOSIT.

Statements

Name of the bank

Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied

total

Core-banking and bank networking

SBI HDFC

12(24%) 60 09(18%) 45 13(26%) 65 15(30%) 75 14(28%) 70 07(14%) 35 09(18%) 45 08(16%) 40

23(46%) 92 21(48%) 84 28(26%) 112 19(38%) 76 21(42%) 84 14(28%) 56 21(42%) 84 18(36%) 72

05(10%) 15 12(24%) 36 04(08%) 12 09(18%) 27 04(08%) 12 09(18%) 27 08(16% 24 10(20%) 30

07(14%) 14 05(10%) 10 03(06%) 06 04(08%) 08 07(14%) 14 18(36%) 54 07(14%) 14 08(16%) 16

03(06%) 03 03(06%) 03 02(04%) 02 03(06%) 03 04(08%) 04 02(04%) 02 05(10%) 05 06(12%) 06

50(100%) 184 50(100%) 178 50(100%) 197 50(100%) 189 50(100%) 184 50(100%) 174 50(100%) 172 50(100%) 164

Customer

feels

safe

about

the

SBI HDFC SBI HDFC SBI HDFC

transactions with the bank View about the service charges and the fines. Return on deposit with the bank

Source: Field Survey

The table no.03 depicts the opinion of respondents about the bank networking, safety, service charges and return on deposit. Firstly Core-banking and bank networking are

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concerned 37% of respondents of SBI bank are satisfied; where as 36% of respondents in case of HDFC bank. Secondly 39% of SBI bank respondents are satisfied about the customer feels safe about the transactions with the bank; where as 38% in case of HDFC bank is concerned. Thirdly 37% of SBI bank respondents are satisfied about the service charges and the fines are concerned; where as 35% of respondents in case of HDFC bank. Finally 34% of SBI bank respondents are satisfied about return on deposit with the bank is concerned; where as 34% from HDFC bank. Average responses for the above statements of SBI bank respondents are 3.685; whereas HDFC is 3.525. In the ultimate analysis, it can be stated that SBI bank is better one when compare with the HDFC bank. This may probably due to the reason that still more number of people are having more belief on the public sector rather than the private sector.

TABLE-04: OPINION OF RESPONDENTS ABOUT THE BANKING OVERALL SERVICES.

Statements

Name of the bank

Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied

total

Communication and prompt information about services View about technology based services i.e. e-banking, RTGS/NEFT, net-banking etc. Adequacy of service package offer to customers Overall satisfaction about the bank services

SBI HDFC SBI HDFC

09(18%) 45 12(24%) 60 13(26%) 65 15(30%) 75

19(38%) 76 24(48%) 92 28(26%) 112 19(38%) 76

05(10%) 15 06(12%) 18 04(08%) 12 09(18%) 27

08(16%) 16 05(10%) 10 03(06%) 06 04(08%) 08

09(18%) 09 03(06%) 03 02(04%) 02 03(06%) 03

50(100%) 161 50(100%) 183 50(100%) 157 50(100%) 189

SBI HDFC SBI HDFC

11(22%) 55 09(18%) 45 05(10%) 25 08(16%) 40

22(42%) 88 20(40%) 80 23(46%) 92 26(52%) 104

06(12%) 18 09(18%) 27 08(16% 24 06(12%) 18

07(14%) 14 09(18%)18 09(18%) 18 06(12%) 12

04(08%) 04 03(06%) 03 05(10%) 05 04(08%) 04

50(100%) 179 50(100%) 173 50(100%) 164 50(100%) 178

Source: Field Survey

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The table no.04 discloses the opinion of respondents about the banking overall services. Firstly with regard to Communication and prompt information about services are concerned 32% of respondents of SBI bank are satisfied; where as37% of respondents in case of HDFC bank. Secondly 31% of SBI bank respondents are satisfied about the technology based services i.e. e-banking, RTGS/NEFT, net-banking etc; where as 37% in case of HDFC bank is concerned. Thirdly 37% of SBI bank respondents are satisfied about the many number of Services offered to customers; where as 35% of respondents in case of HDFC bank. Finally 36% of SBI bank respondents are satisfied about overall satisfaction

about the bank services are concerned; where as 35% in case of HDFC bank. Average decisions for the above statements of SBI bank respondents are 3.305; whereas HDFC is 3.615.To conclude, it can be stated that, HDFC bank services are superior to the SBI bank. Overall it can be stated that, both banks are providing satisfactory services only but even though HDFC providing excellent services than SBI bank.

CONCLUSION

The perceived quality of services provided by private sector bank (HDFC) is better than public sector bank (State bank of India) in Gulbarga city. It is evident that public sector banks have a strong presence in the market, but in recent times they are facing stiff competition from private sector banks in the range and quality of services offered. In the present scenario banks have to be service oriented in order to keep ahead of competition. It is prudent Public sector banks to concentrate on providing updated information to customers regarding the new services offered by them. They must also change their policies, customer service norms and service efficiency keeping in view the strategies adopted by private sector banks.

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REFERENCE

1). Abdul Qawi Othman & Lynn Owen Adopting and measuring customer service quality (sq) in islamic banks: a case study in kuwait finance house International Journal of Islamic Financial Services (2008) Vol. 3. No. 1

02) Ahmad Jamal, Kyriaki Anastasiadou Investigating the effects of service quality dimensions and expertise on loyaltyEuropean Journal of Marketing Volume: 43 Issue: 3/4 2009

3) Akram Jalal-Karim,

Allam M. Hamdan (2010), in their article on the impact of

information technology on improving banking performance matrix: jordanian banks as case study European, Mediterranean & Middle Eastern Conference on Information Systems 2010 () April 12-13 2010, Abu Dhabi, UAE

4) Christine 'I', Ennew, (1996). 'Good and bad customers: the benefits of participating in the banking relationship'. Tlte International Journal of Bank Marketing, Voi. 14, No.2, 5 13

5) Durgesh Pattanayak , Effect of TQM on customer satisfaction in Indian Banking industry, European Journal of Business and Management vol. 3, no. 2. (2011)

.6) Kamath, K M. (1979). 'Marketing of banking services with special reference to branches in Bombay of Syndicate Bank Customer service'. BMP thesis, NIBM, Pune

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7) Moutinho, Luiz and Brownlie, Douglas T. (1989). 'Customer Satisfaction with Bank Services: A Multidimensional Space Analysis'. The International Journal of Bank Marketing, Vo1.7, 1989

8) Neha Dixit & Dr. Saroj K Dutta Acceptance of E -banking among Adult Customers: An Empirical Investigation in India, Journal of Internet Banking and Commerce, Vol. 15 no. 2. (2010).

9) Thaneswor Gautam, M.B.A. Sanjaya Dhital, M.B.A, MS (IT), Customer satisfaction in Nepalese commercial banks, published in Journal of Management and Development Review, 2004

10) Uma G. Gupta and William Collins, The impact of information systems on the efficiency of banks: an empirical investigation Industrial Management & Data Systems 97/1 *1997+ 1016 MCB University Press [ISSN 0263-5577]

11) Vijay M. Kumbhar, Alternative Banking Channels and Customers Satisfaction: An Empirical Study of Public and Private Sector Banks International Journal of Business and Management Tomorrow Vol. 1 No. 1

12) Www. SBI.com

13) www.HDFC.com

14) wickipidia

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