Customer’s perception and satisfaction towards services of public & private sector banks

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International Journal of Management (IJM) Volume 7, Issue 6, September–October 2016, pp.77–88, Article ID: IJM_07_06_009 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=7&IType=6 Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication CUSTOMER’S PERCEPTION AND SATISFACTION TOWARDS SERVICES OF PUBLIC & PRIVATE SECTOR BANKS Kesari Singh and Nitin Gupta School of Business Management & Liberal Arts, Shoolini University of Biotechnology & Management Sciences, Solan, H.P. INDIA. ABSTRACT Indian Banking has gone tremendous changes over time and the entry of private sector banks has transformed the Indian banking both structurally and functionally. In this competitive banking environment, customer satisfaction is considered as most imperative factor for the success of banks. To attain the high level of customer satisfaction and to retain the customer base, it is important for the banks to deliver quality services to its customers. Hence, the study analyzed relative customer satisfaction levels of private and public sector banks. The issue is of importance to address the often raised concerns of differences in working and quality of services provided by public and private sector banks. A sample of 900 customers from the three northern region states viz. Punjab, Haryana and Himachal Pradesh was selected for the primary survey. Well-structured questionnaire was used to collect data. Customer perception and satisfaction was studied through various parameters viz. effectiveness, accessibility, cost, tangibles, reliability and empathy. Association between these indicators with the socio-economic variables viz. age, gender, occupation, annual income and area was studied through chi-square test. Public sector banks were more cost effective whereas, private sector did better in terms of tangibles. Private sector banks were comparatively more reliable due to proficiency in service delivery. Key words: customer satisfaction, private sector banks, public sector banks, service quality. Cite this Article: Kesari Singh and Nitin Gupta, Customer’s Perception and Satisfaction towards Services of Public & Private Sector Banks. International Journal of Management, 7(6), 2016, pp. 77–88. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=7&IType=6 1. INTRODUCTION Indian Banking has gone through enormous changes since independence. Introduction of new technologies, economic uncertainties, fierce competition and changing demand of customers created a competitive scenario for banks. In today’s fast moving life and highly competitive environment, the banking sector has to understand and analyze the customer’s perception and requirements for service quality. To attain the high level of customer satisfaction and to retain the customer base, it is important for the banks to deliver quality services to its customers. The term service quality can be termed as a significant determinant of competitiveness for establishing the sustainable and satisfying relationships with customers. Persuraman http://www.iaeme.com/IJM/index.asp 77 editor@iaeme.com
Kesari Singh and Nitin Gupta et.al (1992) defined service quality as the customer’s comparison between service expectation and service performance. Customer satisfaction is a measure of how products and services provided by any organization meet the expectation of a customer. The efficiency of the banking sector depends on how it delivers the services to its existing customers. To survive in this competitive environment, it is important for banks to provide fast and efficient services to its customers. However, even after offering wide range of services, there exists a gap between the services offered by banks and the expectations of the customers. In this fast changing scenario, it is important that banks should go for customer segmentation and provide reliable, independent, impartial opinion and tailored treatment that customers now expect. Customer satisfaction is a vague and theoretical concept and actual expression of the state of satisfaction will vary from person to person and service to service (Kanojia and Yadav, 2012). Hence, the present study was undertaken with an objective to compare the perception and customer satisfaction towards quality of services provided by the public and private sector banks. 2. REVIEW OF LITERATURE Customer satisfaction is one of the major determinants of performance and efficiency of a bank. Profitability of the bank depends upon the quality of services it can deliver to its customers. Continuous improvement in the quality of services is also required to survive in the competitive environment. Some of the studies conducted on customer satisfaction with respect to services provided by the public and private sector banks in India have been summarized below: Aurora and Malhotra (1997) in their study titled, “Customer Satisfaction: A Comparative Analysis of Public and Private Sector Banks” analyzed the level of customer satisfaction and some marketing strategies in both private and public sector banks in India. On studying the parameters of satisfaction it was found that routine operations, price, situational, environment, technology and interactive were the six factors of customer satisfaction among public sector banks. But in private sector banks researcher found seven factors of satisfaction out of which staff factor was ranked first and situational factor was the lowest ranked among all seven. It was concluded that public sector banks should develop strategies for proper training and development of bank staff, regular market surveys, designing customized services, avoiding long queues in bank and maintaining attractive décor. Only then public sector banks will be able to compete with private sector banks. Debashis and Mishra (2005) measured customer satisfaction in branch services provided by public sector banks in northern India. About 1200 customers were surveyed and it was found out that computerization, accuracy in transactions, attitude of staff and availability of staff mostly influence customer satisfaction. Least important factor was promotion of the products and various schemes. Mishra and Jain (2007) conducted a study of nationalized and private sector banks to know the constituent dimensions of customer satisfaction. Two stage factor analyses technique was used to arrive at the dimensions of customer satisfaction. On analyzing it was found that vigilance, competence, advancement in services, reliability, vision, responsiveness, reach, cost effectiveness and efficient process were the constituent factors of customer satisfaction for nationalized banks, whereas service quality, reliability, competence, efficient process, customization, ATM facility, vision, vigilance, simplicity of system and brand image were the essential factors for private sector banks. Mengi (2009) conducted an empirical study to evaluate and compare the service quality offered to the customers by public and private sector banks of Jammu. SERVQUAL (service quality) scale was used to determine different dimensions of service quality and chi-square test was performed to understand the impact of SERVPERF (service performance) dimensions (tangibility, reliability, responsiveness, assurance and empathy) on customer satisfaction. Study revealed that the customers of public sector banks were more satisfied with the service quality offered as compared to those of private sector banks. Rao and Lakew (2011) in their study on “Service Quality Perceptions of Customers: A Study of the Customers’ of Public Sector and Private Sector Commercial Banks in India”, examined the service quality perceptions of customers of public and private sector banks in the city of Visakhapatnam. Total 300 http://www.iaeme.com/IJM/index.asp 78 editor@iaeme.com
Customer’s Perception and Satisfaction towards Services of Public & Private Sector Banks respondents were surveyed using the universally accepted SERVQUAL model in which 42 quality measuring parameters were used under the five dimensions of service quality i.e. tangibles, reliability, assurance, responsiveness and empathy. It was concluded that out of all variables reliability and assurance were rated highest while the tangibles dimension got the lowest score. Moreover, the study revealed that there was the strong dissimilarity in service quality perceptions between customers of private sector and public sector banks. Dharmalingam and Kannan (2011) carried out an empirical study to evaluate the service quality of new private sector banks in Tamilnadu. Data was collected from 240 respondents from three private sector banks i.e. ICICI Bank, AXIS Bank and HDFC Bank. On analyzing it was judged that from all selected variables of customer perception, tangibles were rated highest and product variety area was rated lowest among all. Bilamge (2011) in “A Comparative Study of Customer Perception Towards Services Rendered by Public Sector and Private Sector Banks”, evaluated and compared the customer satisfaction level in ICICI bank and State Bank of India. The results of the study revealed that behavior of the ICICI Bank staff was friendlier than that of State Bank of India. As compared to SBI, token system and upholding of ATMs in ICICI Bank was highly treasured by all the customers. It was concluded that vital services were lacking in both the banks. Virk and Mahal (2012) analyzed the customer satisfaction level of Public and Private Sector Banks by conducting a comparative study in Chandigarh City. The study revealed that branch facilities were positively correlated with teller services, relationship with managers, mutual fund services and telephone enquiry which contribute in large extent towards customer satisfaction. Further it was concluded that private sector banks emphasize more upon building their clients and are better equipped with modern infrastructure as compared to public sector banks. Gupta et.al (2013) compared the customers’ perception of service quality of public and private banks of Delhi and NCR using SERVQUAL method. The questionnaire consisting five key dimensions namely tangibles, reliability, responsiveness, assurance and empathy was circulated among 200 respondents using simple random sampling technique. Study revealed that private banks satisfied their customers with good services and they had successfully implemented tangible factors like modern equipments, infrastructural facilities, quality of materials used etc. Further, it was explored that most of the respondents felt that the employees of private banks were very keen to satisfy their customers whereas on other hand customers of nationalized banks felt that the employees were least bothered about their customers. Gill and Arora (2013) conducted a comparative analysis of level of customer satisfaction towards services provided by public and private sector banks. Two public sector banks selected for the study include Punjab and Sind Bank and Union Bank of India and the private banks include HDFC bank and IDBI bank. Primary survey of 200 customers was conducted using convenient sampling method in three major cities of Punjab namely Amritsar, Jalandhar and Ludhiana. It was analyzed that private banks need to work on gaining faith of customers as customers still don’t feel secured while dealing with terms and conditions given by private banks whereas public banks enjoy the hierarchical trust as they are older in Indian financial system. Further study revealed that public banks need to work more on technology and overall décor to survive in the market. The literature highlighted various factors which determine the customer perception and satisfaction towards the service quality. However, the evidences of association between socio-economic variables and customer satisfaction with respect to public and private sector banks are limited. Hence, the study was undertaken to get a broader view on the variation in the perception and level of satisfaction of customers across socio-economic variables. Anita (2014) in her research article presented the customer satisfaction level between public and private sector banks to get a bird’s eye view of customer satisfaction practices being adopted by selected banks. It was also analyzed that customers were more satisfied with the private sector banks than public sector banks http://www.iaeme.com/IJM/index.asp 79 editor@iaeme.com
Kesari Singh and Nitin Gupta and customer satisfaction is largely dependent upon products availability in the banks rather than locations of the bank. 3. MATERIAL AND METHODS The study was carried out in three states viz. Punjab, Haryana and Himachal Pradesh in northern region of India. One city was purposively chosen from each selected state. Major consideration in selecting these cities for detailed survey was taken as the availability of all the chosen banks in the selected city. Thus, three cities viz., Shimla in Himachal Pradesh, Panchkula in Haryana and Mohali in Punjab were taken for the purpose of survey for customer satisfaction. Finally, a sample of 300 customers of the selected banks (150 private + 150 public) from each state was interviewed using convenience sampling method. In this process, total sample of 900 customers was studied to fulfill the objective of customer satisfaction. For the selection of banks, two separate lists of public and private sector banks operating in the selected states were prepared, using the relevant data published by Indian Banks Association. Public and private sector banks were arranged on the basis of their total assets. A random sample of three banks each were selected from the lists of public and private sector banks for conducting the survey for analyzing the customer satisfaction of the services provided by the two groups of banks. The banks so selected for the detailed study included Bank of India, Union Bank of India, Punjab & Sind Bank in the category of public sector banks and ICICI Bank, Axis Bank, Indus Ind Bank in private sector bank category. A well-structured questionnaire was used during the surveys to collect data from the selected customers. Responses were collected by using likert scale. Parameters taken to study the customer satisfaction included effectiveness, accessibility, cost, tangibles, reliability and empathy. These parameters were further evaluated on the basis of different indicators and the association between customer satisfaction indicators and socio- economic variables was studied to get a clear picture of the customer satisfaction towards selected services provided by the banks. The questionnaire consisted of the questions related to each selected parameters of different indicators of satisfaction towards banking services used by the customers and about the suggestions of the customers for possible improvement in these services. Data collected was analyzed using chi square test. 4. RESULTS AND DISCUSSIONS The present study attempted to measure the customer’s satisfaction with respect to the services provided by public and private sector banks. Various parameters viz. service effectiveness, accessibility, cost, tangibility and bank reliability were used to measure the customer satisfaction. These parameters were further evaluated by recording the customer responses towards various service quality indicators. Responses were collected by using likert scale. The association between selected indicators and the socio-economic variables viz. age, gender, educational qualification, occupation annual income and area, was studied by using chi-square test to get a clear picture of the customer satisfaction with regard to banking services. The results of chi square test have been presented below. 4.1. Effectiveness Indicators and Customer Satisfaction The customer responses towards effectiveness indicators were studied to know the level of customer satisfaction with respect to the service quality of both public and private sector banks. Results of the study have been given in the table 4.1 below. H0; 1: There is no significant relationship between socio-economic variables and effectiveness indicators. http://www.iaeme.com/IJM/index.asp 80 editor@iaeme.com
Customer’s Perception and Satisfaction towards Services of Public & Private Sector Banks Table 4.1 Association between Socio-Economic Variables and Effectiveness Indicators (Chi Square Analysis) Socio-economic Variables Effectiveness Indicators Bank Age Gen EQ OCC AI Area Group Courteous and friendly employee Public .029* Ns ns .027* ns ns behavior Private ns Ns ns ns .003* ns Public .029* Ns ns ns ns ns Recognition as a valued customer Private ns Ns ns ns .007* ns Bank maintains customer Public .011* Ns ns .038* ns ns confidentiality Private ns Ns ns ns ns ns Bank provides fast and efficient Public ns .035* ns ns ns ns services Private ns Ns ns ns .002* ns Trained and knowledgeable bank Public ns ns ns ns ns ns personnel Private ns ns .005* ns ns ns Public ns .049* Ns .025* ns ns Bank have good reputation Private ns ns ns ns ns ns Feeling of security in bank Public .011* ns ns .007* ns ns transactions Private ns ns ns ns .035* ns Note: Gen-Gender, EQ-Educational Qualification, OCC-Occupation, AI-Annual Income **; non-significant, p>0.05, *; significant, p
Kesari Singh and Nitin Gupta association between gender and quality of bank services was found to be significant. However, in case of private sector banks, opinion varied with the income meaning thereby, higher income group found the private bank services to be fast and efficient. As far as the capabilities of the bank staff was concerned, educational qualification of the respondents was found to be having a significant relationship in case of private banks which implies that customers with higher qualification were of the opinion that the private banks had well trained and knowledgeable staff. No significant relationship between capabilities of the bank staff with any of the socio-economic variables was found in case of public sector banks. While comparing the public and private sector banks in terms of reputation, opinions varied with gender and occupation but only in case of public sector banks. It infers that public banks had a good reputation among its female customers. When it comes to the feeling of security in bank transactions, opinion varied with age and occupation in case of public sector banks and varied with income in case of private sector banks because the relationship was found to be significant in these variables. It denotes that the higher income customers of private banks feel secure while making transactions whereas, in case of public sector banks, higher age group customers feel more secure making transactions. No significant relationship was found between effectiveness indicators and the area (rural, semi-urban and urban). Hence, it can be concluded that socio-economic variables viz. age, gender and occupation had a significant association with effectiveness indicators in case of public sector banks. Educational qualification and annual income of the respondents were found to be having significant relationship with the effectiveness indicators in case of private sector banks. 4.2. Access Indicators and Customers’ Satisfaction The accessibility of banking services was studied through various indicators like availability of ATMs, user friendly internet & mobile banking facilities, branch network, adequate customer service etc. The results have been presented in the table 4.2. H0; 2: There is no significant relationship between socio-economic variables and access indicators. Table 4.2 Association between Socio-economic Variables and Access indicators (Chi Square Analysis) Socio-Economic Variables Accessibility Indicators Bank Age Gen EQ OCC AI Area Group Availability of sufficient number of Public ns ns ns ns ns ns ATMs Private .000* ns ns ns .003* ns User friendly Internet and mobile Public ns ns .045* ns ns ns banking facility Private .000* .005* ns .015* .008* ns Public ns .012* ns ns ns ns Short waiting time at the counter Private .001* ns .033* ns ns ns Public ns ns ns ns ns ns Wide bank branch network Private .001* ns ns .000* ns ns Adequate customer services & Public ns ns ns ns ns ns support of the bank Private ns ns ns ns ns ns Note: Gen-Gender, EQ-Educational Qualification, OCC-Occupation, AI-Annual Income http://www.iaeme.com/IJM/index.asp 82 editor@iaeme.com
Customer’s Perception and Satisfaction towards Services of Public & Private Sector Banks **; non-significant, p>0.05, *; significant, p
Kesari Singh and Nitin Gupta Private Ns ns ns ns ns Ns Adequate Processing Charges for Public Ns ns ns ns ns Ns using the services Private Ns ns ns ns ns Ns Note: Gen-Gender, EQ-Educational Qualification, OCC-Occupation, AI-Annual Income **; non-significant, p>0.05, *; significant, p
Customer’s Perception and Satisfaction towards Services of Public & Private Sector Banks relationship existed between socio-economic variables like age, gender and educational qualification and tangible indicators, which implies that opinion of the customers towards information access, decor, appearance of employees and availability of modern technology varies with these variables. On other hand, in case of public sector banks, no association between socio-economic variables viz. age, gender and qualification and tangible indicators was found. It implies that higher age and income group customers of private banks were comparatively more satisfied with the access to account statement and other information provided by these banks. In terms of the décor of the banks, satisfaction level varied with age and qualification of the customers in case of private banks and it varied with occupation in public banks. It is because the salaried class do not give much importance to the décor of the public sector banks whereas, well qualified and higher age customers being more judgmental in terms of private sector banks. It has also been revealed that in case of both the bank groups, no significant relationship was found between the area and tangible indicators of customer satisfaction. As far as the appearance and dressing sense of the staff was concerned, there was found a significant relationship between this indicator and the age, gender, qualification and income of the customers because the customers of private banks were highly demanded. Only occupation was found to be significantly related to appearance of the public bank staff. In terms of availability of the modern equipments, significant relationship was found with occupation and income in public banks meaning thereby, higher income and self-employed customers were comparatively more satisfied with these modern equipments because the salaried class and low income group were not very technology savvy. On the contrary, in private sector banks, age and qualification had significant relationship with this indicator implying that higher age group and business as well as self-employed customers were comparatively more satisfied with the modern techniques. 4.5. Reliability Indicators and Customer Satisfaction Reliability was studied in terms of identification and correction of errors in service delivery also the interest taken by the banks in resolving the issues. The findings have been presented in table 4.5. H0; 5: There is no significant relationship between socio-economic variables and reliability indicators. Table 4.5 Association between socio-economic variables and Reliability indicators (Chi Square Analysis) Socio-Economic Variables Reliability Indicators Bank Age Gen EQ OCC AI Area Group Identifies and correction of errors in Public .049* ns ns .026* .036* Ns service delivery Private ns ns ns ns ns Ns Sincere interest taken by staff in Public Ns ns ns ns ns Ns solving the problems Private .006* ns ns ns ns Ns Note: Gen-Gender, EQ-Educational Qualification, OCC-Occupation, AI-Annual Income **; non-significant, p>0.05, *; significant, p
Kesari Singh and Nitin Gupta socio-economic variables (gender, educational qualification and area) had no significant association with reliability indicators, which implies that all the customers irrespective of gender, qualification and area had the same opinion regarding reliability of the bank services. Hence, public sector banks need to work sincerely towards troubleshooting the errors and emissions. 4.6. Empathy Indicators and Customer Satisfaction Empathy dimension deals with the approach of the banks towards its customers in understanding their specific needs, having convenient operating hours and complaint handling. The level of satisfaction of the customers towards empathy indicators has been analyzed in table 4.6. H0; 6: There is no significant relationship between socio-economic variables and Empathy indicators. Table 4.6 Association between socio-economic variables and Empathy Indicators (Chi Square Analysis) Socio-Economic Variables Empathy Indicators Bank Age Gen EQ OCC AI Area Group Public Ns Ns ns ns ns ns Convenient operating hours Private Ns Ns ns ns .040* ns Public Ns Ns ns .019* ns ns Personal attention to customers Private Ns .037* .000* ns ns ns Public Ns Ns ns .003* ns ns Consideration of specific needs Private ns Ns ns ns ns ns Public ns Ns ns ns ns ns Effective complaints handling Private ns Ns ns ns ns ns Note: Gen-Gender, EQ-Educational Qualification, OCC-Occupation, AI-Annual Income **; non-significant, p>0.05, *; significant, p
Customer’s Perception and Satisfaction towards Services of Public & Private Sector Banks 5. CONCLUSION Public sector banks should work to win the confidence of salaried class and lower age group customers specially students as these banks had a better image in the eyes of customers of higher age group, businessmen and self-employed people. On the contrary, private sector banks should give much attention to the lower income group customers also because the higher income group found the services provided by the se banks to be more effective. However, mobile and internet banking was a matter of concern for the public and private sector banks but the issues varied. Private sector banks need to make these services more user friendly to the level of lower income group customers, salaried class and students as well. Conversely, public sector banks have to create awareness among its customers about these services so that they feel confident in using these services. As far as reliability and cost effectiveness are concerned, public sector banks should focus on developing some mechanism for the correction of errors in service delivery and also should pay attention towards timely refund in case of unsuccessful transactions etc. Private sector banks should be little more transparent in fee and other charges. As far as the tangibility is concerned, there are high expectations from the private sector banks in terms of well-dressed staff, attractive décor and access to account statements and other information. On the contrary, public sector banks should also attempt to be at par with private sector banks in the times to come. Both the private and public sector banks have been empathetic towards their customers because it is the need of the hour in today’s competitive world. REFERENCE [1] Parasuraman, A., Zeithanl, V. A. and Berry, L.L. A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing 49, 1985, pp. `49-50. [2] Kanojia, D., and Yadav, D. R. Customer Satisfaction in Commercial Banks- A Case Study of Punjab National Bank. International Journal of Trade and Commerce 1(1), 2012, pp. 90-99. [3] Aurora, S., and Malhotra, M. Customer Satisfaction: A Comparative Analysis of Public and Private Sector Banks. Decision 24(1-4), IIM Calcutta, 1997, pp. 109-130. [4] Mishra, J. K., and Jain, M. Constituent Dimensions of Customer Satisfaction: A Study of Nationalized and Private Banks. Prajnan-NIBM Pune 35(4), 2007. [5] Mengi, P. Customer satisfaction with Service quality: An empirical study of public and private sector banks. The IUP Journal of Management Research 8(9), 2009, pp.7-17. [6] Rao, K. R. M, and Lakew, T. B. Service Quality Perceptions of Customers: A Study of The Customers of Public Sector and Private Sector Commercial Banks in India. International Journal of Research in Commerce & Management 2(11), 2011. [7] Dharmalingam, S., and Kannan, K. V. Customer Perception on Service Quality of New Private Sector Banks in Tamilnadu - an Empirical Study. Journal on Banking Financial Services and Insurance Research (JBFSIR) 1(5), 2011. [8] Bilamge, P. C. A Comparative Study Of Customer Perception Towards Services Rendered By Public Sector And Private Sector Banks. Indian Journal of Commerce & Management Studies 2(2), 2011, pp.110-113. [9] R. Ramachandran and Dr. S. Sekar, “A Study on Customer Relationship Management (CRM) Effectiveness in Private Banks, Tiruchirappalli”. International Journal of Management (IJM), 5(12), 2014, pp. 12–23. [10] Virk, N. and Mahal, P. K. Customer Satisfaction: A Comparative Analysis of Public and Private Sector Banks in India. Information and Knowledge Management 2, 2012, pp. 1-8. http://www.iaeme.com/IJM/index.asp 87 editor@iaeme.com
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