March Ijmmr 2

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IJMMR Volume 2, Issue 3 (March, 2011) ISSN 22296883

Sri Krishna International Research & Educational Consortium

http://www.skirec.com

28

The Journal of Sri Krishna Research & Educational Consortium

I N T E R N A T I O N A L J O U R N A L O F

M A R K E T I N G A N D

M A N A G E M E N T R E S E A R C H

International ly Indexed & Listed Referred e-Journal

AN EMPIRICAL STUDY ON

CUSTOMERS PREFERENCE TOWARDS SERVICE QUALITY

(WITH SPECIAL REFERENCE TO SELECTED BANKS IN

ODISHA)

DR. B.CHANDRA MOHAN PATNAIK*; DR. IPSEETA SATPATHY**;

PRAKASH KUMAR PRADHAN***

*School of Management KIIT University Bhubaneswar Odisha

E-mail: [email protected] [email protected]

**School of Management KIIT University Bhubaneswar Odisha

E-mail: [email protected]

***School of Management KIIT University Bhubaneswar Odisha

E-mail: [email protected]

In the past, banking was concerned only with borrowings and lending activities.

But at present banking is catering entire requirement of individual customer and

is emerging as potential sector for the consistent growth of business. Customer

retention is of the top priority of the banks. All banks are surging ahead to

project themselves as the most preferred bank by customers as they are becoming

more sophisticated in their needs and are increasingly demanding higherstandard service. To them service means customer satisfaction, customer delight,

excellent service delivery and customer relationship etc. In recent years, a

number of private players and foreign banks have entered the Indian market and

made it more competitive. The survival and growth of a bank not only depends on

its ability to provide qualitative service to its customers but in building a long-

term mutually beneficial and trust worthy relationship with its customers. In the

present study, the researchers decide to undertake a research study with regard

to customers preference towards banking attributes.

KEYWORDS: customer preference, service quality, total score, ideal score &

least score.

INTRODUCTION

In this electronic era, the service sector has

been showing promising signs across the

globe. Competition and technological

advancement are the twin factors that have

brought about unimaginable changes in

customer services. India is also sailing in

accordance with current global trends. In

our country, the service sectors


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29

contribution to the national economy is to

be perceived at the macro angle. Banks in

India are characterized by huge network of

branches supported by strong banking

system and their products and channel of

distribution capabilities can be matched

with those of the leading internationalbanks. Banks desiring to become global

must have carved a niche for themselves in

India and other well established markets,

says a report of consultancy major Ernest

and Young, as they would be major source

of revenue generators of the financial

system. External service quality, which

refers to the quality of service delivered to

the customers, has gained importance in

the light of increasing customers

estimations, and changing customer

preferences. External service qualityoffered to customers in generally referred

to as service quality. Providing high

quality service enhances customer

retention rates, helps to attract new

customers through positive word of mouth

advertising, increase productivity, leads to

higher market share, financial performance

and profitability. With the emergence of

new generation banks, introduction of

technology, competition and deregulation

etc., new dimensions to customer service

have been added. In the present scenario,

customers delight, has been a buzzword in

banking. The external and internal service

quality in banks is a compulsory

requirement for the survival of banks in

the industry.

OBJECTIVE OF THE STUDY

To study the customer satisfactionin banks under study

To identify the factors with regardto service quality

To analyze whether there is anydifference in attitude with regard to

service quality for different banks

To make comparative analysis ofcustomers satisfaction in various

banks.

To suggest appropriate steps forimprovement.

LIMITATIONS OF THE STUDY

The study is restricted to theselected branches of Odisha only.

The study is restricted to customersof AXIS Bank, UCO Bank and

Punjab National Bank only.

The sample is limited; it may notrepresent scenario of all the

customers preference.

The period of study conducted forthe period of 4 months i.e. May

2010 to August 2010.

REVIEW OF LITERATURE

In view of the fact that customer

satisfaction is indispensable in the banking

organization, many government and non-

government agencies as well as individual

academicians and practitioners undertook

various studies. Oliver (1980) expressed

their view about customer satisfaction that

customer satisfaction is a feeling or

attitude of a customer towards a product or

service after it has been used and is

generally described as the full meeting of

ones expectation. Codatte (1987) argued

that customer develops norms for product

experience and these, rather than

expectation from a brands performance,

determine the confirmation/

disconfirmation process. Westbrook(1991) has argued that in addition to the

cognitive components as both coexist and

make independent contribution to the

satisfaction judgments. Levesque (1996)

conducted a study to confirm and

reinforced idea that unsatisfactory


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customer service leads to drop in customer

satisfaction and willingness to recommend

the service to a friend. This would in turn

lead to an increase in the rate of switching

by customers. East (1997) suggested that

customer satisfaction is a major outcome

of marketing activities whereby it servesas a link between the various stages of

customer buying behavior. If the

customers are satisfied with a particular

service offering after its use, then they are

likely to engage in repeat purchase and try

time extensions. Researchers like Jamal

(2002) and Campbell (2006) have

evaluated services of banks in term of

customer satisfaction parameters and ,

therefore, have made good contribution in

the field of research in the area. However,

human customer is a complex organism,always changing with changing times, the

preference and priorities also do not

remain static which change his/her

perception about the satisfaction or

dissatisfaction regarding the services he/

she gets from banks. Taking this into

consideration, the above studies lose their

relevance and there is need to conduct a

fresh study on the subject. It is against this

backdrop that the present study is

undertaken with a view to fill up this gap.

RESEARCH UNIVERSE AND

METHODOLOGY

With reference to the selection of the

research universe the state of Odisha has

been selected with specifications to the

compulsions of the geographical territory,

linguistic boundary, and administrative

settlement commonness. Odisha is an

Eastern Indian state, the state boundaries

are on the Bay of Bengal Sea. South-

Andhra Pradesh, West Chhattisgarh and

Jharkhand, North- West Bengal having atotal area of 1,55,707 Square Kilometers

with total population of 36,706,920 ( as

per Indian census survey-2001) ,

population density 236 per Square

Kilometers, Sex Ratio 972 literacy rate of

63.61%. The state is comprising of 30

districts (Administrative Divisions) and 58

Sub-Divisions.

SAMPLING PLAN

In support to the objective of the researchthere is a primary research through

questionnaire administration method in the

field through stratified random sampling

method covering the state through

regional, geographical, economic, cultural,

lingual and settlement wise and to analyze

the data. Total 350 questionnaire served,

284 customers responded which is

81.14%. This includes 103 respondents are

of AXIS bank customers, 94 are PNB bank

customers and rest are of UCO bank of

various branches in Odisha. In order tomeasure the levels of satisfaction with

regard to various attributes, a five point

scale, viz. extremely satisfied, satisfied,

neither satisfied nor dissatisfied,

dissatisfied, extremely dissatisfied, is

being used.

TABLE-1

Area Questionnaire served Response Percentage of response

Urban Population

Bhubaneswar

Bramhapur

Cuttack

50

50

50

38

32

43

45.75%


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IJMMR

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TABLE-2: CREDIBILITY AND CUSTOMIZATION ATTRIBUTES:

Banks Equation Ideal Score Equation Least score

AXIS BANK 10x 3 x103 3090 10 x -1 x103 -1030

PNB 10 x3 x94 2820 10 x -1 x 94 -940

UCO BANK 10 x3 x87 2610 10 x -1 x 87 -870

TABLE-3: SERVICE CONSISTENCY, ACCESS AND

SERVICE COMPONENTS ATTRIBUTES


AXIS BANK 8 x3 x103 2472 8 x -1 x103 -824

PNB 8 x 3 x94 2256 8 x -1 x 94 -752

UCO BANK 8 x 3 x87 2088 8 x -1 x87 -696

TABLE-4: INNOVATION AND EMPLOYEE BEHAVIOR ATTRIBUTES


AXIS BANK 7 x3 x 103 2163 7 x -1 x 103 -721

PNB 7 x 3 x 94 1974 7 x -1 x 94 -658

UCO BANK 7 x 3 x 87 1827 7 x -1 x 87 -609

TABLE-5: RECORD MAINTENANCE, RESPONSIVENESS

AND RELIABILITY ATTRIBUTES


AXIS BANK 10x 3 x103 3090 10 x -1 x103 -1030

PNB 10 x3 x94 2820 10 x -1 x 94 -940

UCO BANK 10 x3 x87 2610 10 x -1 x 87 -870


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33

FINDINGS OF THE STUDY

TABLE-6: CUSTOMER SATISFACTION LEVEL WITH REGARDS TO

CREDIBILITY AND CUSTOMIZATION ATTRIBUTES OF

AXIS BANK, PNB AND UCO BANK.

Service Quality

Aggregate score of Different banks

AXIS

BANK

PUNJAB NATIONAL

BANK

UCO BANK

Proper security arrangement at the Bank 261 200 168

Confidentiality of A/cs details 266 215 175

Satisfaction Locker Service 254 229 150

Good image of the bank 260 230 141

Updating Information 279 231 161

Individual attention problem 274 208 126

A bank employee is always at the

information 264 227 190

Prompt service by bank 246 242 171

Sufficient cash at the centre 262 228 158

Bank staff providing necessary

information 253 195 154

Total Score 2619(84.76) 2205(78.19) 1594(61.07)

Ideal Score 3090 2820 2610

Least Score -1030 -940 -870

No. of Respondents 103 94 87

Source: Compiled from field survey

Note: The calculated values of aggregate scores of different level of satisfaction are shown inAnnexure A, B and C respectively.


7/19

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38

Employees should be giventraining to improve their attitude

Banks should arrange meetingswith their customers to promptness

in providing the services.

It is advisable for all the banksunder study to keep a separate

complaint-cum suggestion

box/book to enable customer to

offer suggestions and complaints.

The working hours of the banksmust be flexible as possible. The

operating hours of banks must be

extended depending upon the need

and desire of the customers.

Provision for separate inquirycounter at all the banks would be

very useful especially to the

illiterate. Efficient, knowledgeable,

courteous, competent and versatile

front line staff is the prime

requirement for all the banks

surveyed.

As so many customer using ATMcards, there should be required

more ATM machine for the

convenience of the customers.

In rural and semi-urban area moreATM counters is required.

The bank must try to find out thespecific needs of different

customers, so that suitable package

of services can be made available

to them.

It is believed that the suggestionoffered above, if properly

implemented, go a long way in

ensuring customer satisfaction in

the banks under study.

CONCLUDING NOTE

The banking sector in India is undergoing

major change due to competition and the

advent of technology. The customer is

looking for quality services which can

provide him/her satisfaction. Creditability,customization, consistency in service

components, innovation, employee

behavior, record maintenance,

responsiveness and reliability are

identified as key factors influencing

customer service quality. The banks in

this e-banking era, should try to innovate

products that suits the attitude of customer.

In the present study from the customers

preference level point of view AXIS bank

comes with better score followed by PNB

and UCO bank comes next. Researchstudies can be undertaken that map the

entire psychographics of the customers

that would enable the banks to adopt

strategic marketing method to woo new

customers.

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Marketing ,London:Prenice.-Hall.

17.Ellen Garbarino, &Marks,S.Johnson,(1999), The

Difference Rates of Satisfaction

,Trust, and Commitment in

customer Relationship, Journal of

Marketing,Vol.63,pp70-87.

18.Jamal, Ahmand,(2002), CustomerSatisfaction and Retail Banking :An

Assessment of some of the Key

antecedents of Customer

Satisfaction in Retail Banking,

International Journal of Banking

Marketing,Vol.20,No.4,pp146-60

19.Levesque, T.Berry and McDougall,G.H;(1996),

Determination of Customer

Satisfaction in Retail Banking

,International Journal of

Marketing,Vol.14,No.7pp.12-20.

20.Oliver. R.L; (1980), CognitiveModel of the Antecedents and

Consequences of Satisfaction

Decision,Journal of Marketing

Research,Vol.17,pp.460-9.


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40

21.Westbrook, R.A. and Oliver. R.L.(1991), Development Better

Measures of Consumer Satisfaction:

Advance in Consumer Research,

Journal of Marketing, Vol.8.

nnexure-A

Customers level of satisfaction with regard to service quality of AXIS BANK

Service Quality Level of satisfaction

Extremely

satisfied

satisfied Neither

Satisfied

nor

dissatisfie

d

Dissatisfied Extremely

dissatisfied

scores

3 2 1 0 -1

Credibility and Customization Attributes

Proper security arrangement at

he Bank 74 15 11 1 2

263-

2=261

Confidentiality of A/cs details 82 12 8 1 0

266-

0=266

Satisfaction Locker Service 76 10 8 7 2

256-

2=254

Good image of the bank 85 3 5 4 6

266-

6=260

Updating Information 92 2 3 2 4

283-

4=279

Individual attention problem 86 7 5 2 3

277-

3=274

A bank employee is always at

he information 84 5 6 4 4

268-

4=264

Prompt service by bank 79 6 4 7 7

253-

7=246

Sufficient cash at the centre 81 9 4 6 3

265-

3=262

ank staff providing

necessary information 76 11 8 3 5

258-

5=253


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41

Service consistency, access and service components Attribute

Consistency in staff

performance 83 8 9 1 2

274-

2=272

Honest Bank staff 77 6 5 8 7

248-

7=241

asily approachable manager 79 5 8 7 4

255-

4=251

xtension of banking hours 82 4 2 6 9

256-

9=247

asily assemble ATM 93 3 3 2 2

288-

2=286

Polite and courteous bank

staff 89 5 3 2 4

280-

4=276

Consistency in the Computer

operations 82 6 8 5 2

266-

2=264

Punctuality in opening the

branch 91 7 2 1 2

289-

2=287

nnovation and employee Behavior Attributes

xcellent output from ATM 89 5 6 1 2

283-

2=281

Immediate rectification of

ATM 73 9 8 6 7

245-

7=238

Clear answer for the question 82 6 5 3 7

263-

7=256

Willingness to help 85 10 6 1 1

281-

1=280

Regularly sending bank

statements 87 8 7 0 1

284-

1=283

availability of bank staff for

needs 93 4 2 1 3

289-

3=286

Listening 96 2 2 2 1

294-

1=293

ecord maintenance, Responsiveness and Reliability Attributes

Clarity of communication by74 11 8 4 6

252-


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42

bank 6=246

Staff displaying discreet 72 8 7 9 7

239-

7=232

Trusting 81 12 6 2 2

273-

2=271

Competent Service 85 6 5 5 2

272-

2=270

Understanding specific need 79 8 4 7 5

257-

5=252

ank staff encouraging 74 13 8 5 3

256-

3=253

Simple and easy to operate

procedure 69 14 11 6 3

246-

3=243

Maintenance of records 76 10 9 4 4

257-

4=253

Neat and comfortable interior

of the bank 90 4 3 2 4

281-

4=277

positive attitude towards

customers 95 2 2 1 3

291-

3=288


nnexure-B

Customers level of satisfaction with regard to service quality of PNB

Service Quality Level of satisfaction

Extremely

satisfied

satisfiedNeither

Satisfied nor

dissatisfied

Dis

satisfied

Extremely

dis

satisfied

scores

3 2 1 0 -1


Proper security arrangement at the

ank 63 9 3 9 10

210-

10=200


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43

Confidentiality of A/cs details 65 11 5 6 7 222-7=215

Satisfaction Locker Service 67 12 8 3 4 233-4=229

Good image of the bank 70 10 6 2 6 236-6=230

Updating Information 68 13 5 4 4 235-4=231

Individual attention problem 61 12 7 8 6 214-6=208


information 69 8 9 3 5 232-5=227

Prompt service by bank 74 9 6 1 4 246-4=242

Sufficient cash at the centre 72 8 3 4 7 235-7=228

ank staff providing necessary

information 56 12 9 11 6 201-6=195

Service consistency, access and service components Attributes

Consistency in staff performance 64 11 6 9 4 220-4=216

Honest Bank staff 72 8 9 1 4 241-4=237

asily approachable manager 69 10 9 5 1 236-1=235

xtension of banking hours 54 13 7 8 12

195-

12=183

asily assemble ATM 63 12 10 4 5 223-5=218

Polite and courteous bank staff 75 6 9 1 3 246-3=243


operations 63 9 8 8 6 215-6=209

Punctuality in opening the branch 65 13 6 7 3 227-3=224


xcellent output from ATM 69 12 5 3 5 236-5=231

Immediate rectification of ATM 71 6 3 9 5 228-5=225

Clear answer for the question 64 4 8 7 11 208-11=197

Willingness to help 60 8 6 9 11

202-

11=191

Regularly sending bank67 13 4 5 5 231-5=226


17/19


18/19




45


Proper security arrangement at the

ank 48 14 6 9 10

178-

10=168

Confidentiality of A/cs details 47 16 9 8 7 182-7=175

Satisfaction Locker Service 46 10 6 11 14164-14=150

Good image of the bank 41 9 12 13 12

153-

12=141

Updating Information 45 12 11 10 9 170-9=161

Individual attention problem 33 14 12 15 13

139-

13=126


information 50 17 10 6 4 194-4=190

Prompt service by bank 39 19 18 9 2 173-2=171

Sufficient cash at the centre 34 18 22 11 2 160-2=158

ank staff providing necessary

information 44 8 12 17 6 160-6=154

Service consistency, access and service components Attributes

Consistency in staff performance 53 10 9 5 10 188-10=178

Honest Bank staff 49 13 15 3 7 188-7=181

asily approachable manager 56 15 8 2 6 206-6=200

xtension of banking hours 38 20 16 9 4 170-4=166

asily assemble ATM 37 17 12 13 8 157-8=149

Polite and courteous bank staff 43 21 18 2 3 189-3=186


operations 46 19 21 1 1 196-1=195

Punctuality in opening the branch 41 23 10 6 7 159-7=152


xcellent output from ATM 41 13 17 5 11 166-11=155

Immediate rectification of ATM 39 15 13 12 8 160-8=152


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46

Clear answer for the question 45 11 19 2 10 176-10=166

Willingness to help 46 19 8 9 5 184-5=179

Regularly sending bank

statements 54 7 13 11 2 189-2=187

availability of bank staff for needs 50 14 18 4 1 196-1=195

Listening 43 23 11 7 3 186-3=183

ecord maintenance, Responsiveness and Reliability Attributes

Clarity of communication by bank 47 18 13 3 6 190-6=184

Staff displaying discreet 35 22 5 12 3 164-3=161

Trusting 55 18 9 1 4 210-4=206

Competent Service 43 12 17 13 2 170-2=168

Understanding specific need 40 24 9 5 9 177-9=168

ank staff encouraging 58 11 7 8 3 203-3=200

Simple and easy to operate

procedure 51 13 18 1 4 197-4=193

Maintenance of records 60 15 3 3 6 213-6=207

Neat and comfortable interior of

he bank 46 8 11 16 6 165-6=159

positive attitude towardscustomers 49 9 21 6 2 186-2=184


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