Volume : 2 | Issue : 1 | Jan 2013 ISSN No 2277 - 8160

Research Paper

Commerce

Consumer Perception on Service Quality in Banking Sector A. R. Sudhamani

Assistant professor, Department of commerce, Bhaktavatchalam Memorial College for Women, Korattur, Chennai - 600080.

Dr. N. Kalyanaraman Associate Professor & Head (E), D.G. Vaishnav College, Chennai. ABSTRACT
This paper Attempts to pin point the most original morphological features of the Biology of filariae Per Se and those which are important for triggering regulatory process in the Arthropod Vector and uncontrolled Pathogenic Process in the Vertebrate host. The following stages are considered the Motile egg or Newly-Hatched larva, the Microfilaria, in the Lymphatic or Blood Vessels of its Vertebrate Host. Migratory properties through the Lymphatic system, maturation, Mating and finally egg laying in the tissue the reach. This synthesis is based on Parasite morphological features and their functional inter predation.

KEYWORDS: Customer Perception, Perception, Service Quality, Customer satisfaction

I. Introduction Banking sector in India is currently passing through an existing and challenging phase. The purpose of a bank would get defeated in case they are unable to create more customers on an ongoing basis and more importantly to retain their customers. This leads for effective marketing which comprises understanding customers and their financial service needs, predicting their behavior and ultimately influencing their decision making. Customer satisfaction is dynamic and to be studied regularly, increasing awareness, living standards and urbanization has led to increase in the changing preferences and the same has forced the marketers to change their product features, packaging styles and distribution channels. Banks need to be customer focused and provide innovative products, convenience banking with Anytime, Anywhere and Anyway access and informed relationship management to the customer needs. Technological innovation in banking services is an opportunity to create a different market. These technologies can be used by the customers independently without interaction of an employee. II. Review of Literature A definite need to do an extensive review on literature is required to pursue with further research in this context of customers perception and so the researcher has made this attempt to study about it in the HDFC banks in Chennai. The basic guiding reviews are discussed below. Berry et al., (1985) says that service quality is defined as how well the service meets or exceeds the customer expectations on a consistent basis. Parasuraman et al., (1988) reveals that service quality is determined by the differences between customer expectations of service providers performance and their evaluation of the services they received. Oliver (1989) reveals to explore the contention that service quality influences among other things, levels of customer satisfaction. Asubonteng et al., (1996) says that service quality is the difference between customers expectations for service performance prior to the service encounter and their perceptions of the service rendered. Gefan (2002) conducted that service quality is the subjective comparison that consumers make between the quality of service that they want to receive and what they actually get. Joshua A J and Moli P Koshi (2005) that expectation and perception of service quality in old and new generation banks observed that the performance of the new generation banks across all the service quality dimensions are better than those of old generation banks. Sandip Gosh Hasra and B L Srivatsava (2009) in their study indicated that the bank should pay attention to these dimension of service quality and pay more attention to dimension of assurance - empathy to increase loyalty to a company, willingness to pay, customer commitment and customer trust. The above discussed literature has tested the services quality with respect to several attributes, wherein this is a study with respect to the most predominant metropolitan city named Chennai in India. This study will be a value addition to the literature of Customer perception in service industry. III. Research Methodology A sample of 100 respondents from 4 branches of HDFC banks were selected according to the convenience and 25 respondents from each branch respectively. A structured questionnaire with two sections was designed (Shamsher Singh 2011). Section A consists of demographic analysis and Section B was designed to measure the service attribute values being delivered by banks. The 9 statements were measured on a Five point Likert scale, 5 indicates strongly agree and 1 indicates strongly disagree. SPSS 15.0 version of one way ANOVA and percentage analysis were exploited for this study. 3.1 Objectives of the Study The purpose of this study is mainly to focus on the customer perception of service quality of the private sector bank by the following. 1. To study the customers perception about service quality in the private sector banks. 2. To identify the areas that bank needs to improve the quality of services. IV Analysis and Discussion Demographic Representation Table (4.1) Frequency distribution of socio-demographic variables (n=100) Variables Gender Male Female Age <20 years 21-30 years 31-40 >40 Profession Student Employed Business Others Monthly Income <10000 10001-20000 20001-30000 >30000 Period of banking < 1 year 1-2 years 2-3 years >3 years F 54 46 5 25 40 30 5 50 40 5 5 17 35 43 5 25 40 30 % 54% 46% 5% 25% 40% 30% 5% 50% 40% 5% 5% 17% 35% 43% 5% 25% 40% 30%

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Volume : 2 | Issue : 1 | Jan 2013 ISSN No 2277 - 8160

Table 4.2: To study the banking sectorial facilities provided to the customers. Service Attributes Mean Square F Sig. 1.425 1.908 0.154 Location of ATM 0.747 1.434 2.795 0.066 Availability of Cash 0.513 0.122 0.143 0.867 Availability of Check Drop box 0.852 4.528 7.638 0.001 Credit Card Information 0.593 0.487 0.789 0.457 Internet Banking 0.616 1.161 1.777 0.175 Customer Care 0.653 0.292 0.39 0.678 Account Balance Enquiry 0.751 0.415 0.653 0.523 Printed Statement Of Transaction 0.635 0.378 0.677 0.51 Availability In Website 0.558 Hypothesis There is no satisfaction for customers about the services provided by the HDFC banks. Table 4.2 shows that the customers were satisfied with facilities like Location of ATM, f = 1.908 and P = 0.154, the value of P = 0.154 > 0.05. They also expressed their happiness about Availability of cash f = 2.795 and P = 0.666, the value of P = 0.666 > 0.05; in comparison to other ATMs in the city. Availability of cheque drop box f = 0.143 and P = 0.867, the value of P = 0.867 > 0.05 was a real delight to the customers of HDFC banks. It is hardly provided by many banks in the city. The facility of Internet banking; f = 0.789 and P = 0.457, the value of P = 0.457 > 0.05, was appreciated by the customers although several banks are providing the same service. Customer care taken by the sector was sincerely appreciated by the customers of HDFC; f = 1.777 and P = 0.175, the value of P = 0.175 > 0.05. Account balance enquiry f = 0.390 and P = 0.678, the value of P = 0.678 > 0.05, is a unique facility provided by the bank and the customers were happy about the

services with respect to the same. Printed statement of enquiry f = 0.653 and P = 0.523, the value of P = 0.523 > 0.05, was also preferred by the customers and the customers expressed that the services staffs were very friendly in delivering this service. Availability in website f = 0.677 and P = 0.510, the value of P = 0.510 > 0.05, with regard to this the customers expressed that the bank site was very user friendly. The last exceptional service about credit card information f = 7.638 and P = 0.001, the value of P = 0.001< 0.05, was also preferred by customers. The study reveals that customers were satisfied in services like location of ATM, availability of cash, availability of cheque drop box, internet banking, customer care, account balance enquiry, printed statement of transaction and availability in website were used by statistical tool by applying one way ANOVA. Credit card information has to be improved by the bank. Demographic analysis like gender, age, occupation and monthly income highly influence the customers perception about the bank services. For better service quality banks has to improve in order to attract a new customer. Hence the hypothesis is rejected as the customers were satisfied with all the services provided by the HDFC banks. V Conclusion Banks must pay attention on their functioning to compete with other banks. The banking sector in India is undergoing major change due to competition among the private and the public sector banks. The customer has high expectations for quality of services that the bank is providing to him to get satisfied. This study reveals that the customer service quality of the HDFC Bank is satisfactory; however the credit card information has to be improved further was the personal suggestion of certain customers. Today is a scenario of not just customer satisfaction but customer delight. Customer awareness has increased a very great extent compared to past when it was very less. Keeping this is mind the present organizations are in a need to keep running faster to remain in the same position and even faster to be on par with competitors. Recommendations and future scope Further research should make several extensions of the current study. The research needs to use more diversified random samples and should employ a factor analysis. The research can be undertaken in rural area for understanding the overall satisfaction on all India bases.

REFERENCES

Asubonteng, P., McCleary, K.J., Swan, J. (1996), "Servqual revisited: a critical review of service | quality", Journal of Services Marketing, 10 (6) 62-81. | Berry, Parasuraman and Zeithaml, "Quality Counts in Services, Too," Business Horizons, May- | June 1985, pp. 44-52. | Gefan, D., (2002), 'Customer Loyalty in e-Commerce', Journal of the Association of Information | System, 3(1), pp. 27-51. | Joshua A J and Moli P Koshi (2005): Usage Patterns of Electronic Banking Services by Urban Educated Customers: Glimpses from India, Journal of Internet Banking and Commerce, April 2011, vol. 16, no.1 | Oliver, R. L. (1989), Processing of Satisfaction Responses in Consumption:A Suggested | Framework and Research Propositions, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, 1-16. | Parasuraman A Zeithamal V.A and Berry L L (1988), SERVQUAL: A Multiple- Item Scale for | Measuring Consumer Perception of Service Quality, Journal of Retailing, Vol. 64, No1 | Sandip Ghosh Hazra and Kailash BL Srivastava (2009) Impact of service quality on customer | loyalty, commitment and trust in the Indian banking sector ICFAI Journal of Marketing | Management, vol .3 Nos3&4, pp. 75-95. | Shamsher Singh (2011), Asia-Pacific Business Review, Vol. VII, No. 3, pp. 84 97. |

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