Customer satisfaction with ICICI bank ATMs in Tiruvarur district Kumaran.C Research scholar, Government Arts College, Karur

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1 Online Open Access publishing platform for Management Research Copyright 2010 All rights reserved Integrated Publishing association Case study ISSN Customer satisfaction with ICICI bank ATMs in Tiruvarur district Research scholar, Government Arts College, Karur ABSTRACT The influence of technology over product innovations in banks is enormous. ICICI Bank is the largest private sector banks. This study aims at analyzing the satisfaction levels of the customers of ICICI Bank holding ATM cards in Tiruvarur district with respect to some aspects such as the service quality of ATM personnel, location, sufficient number of ATMs in the district, regularity in working of ATMs, their impact on overall performance and their opinions on various other related issues. 120 customers were selected on random basis. Mean levels of satisfaction of the respondents were calculated using SPSS. The customers are highly satisfied with the availability of cash in the ATMs and the quality of currency notes in the ATMs being ranked 1st and 2nd. The features like security safety privacy and behavior of ATM personal were moderately satisfied. The respondents were not satisfied with the availability of complaint book, location aspect and number of ATMs in the city. Keywords: Customer satisfaction, ATM, People notion. 1. Introduction The trend in banking has evolved from cash economy and transformed to cheque economy which has further been converted to plastic card economy. Fierce competition from inter and intra bank group along with the global forces have compelled the banks to adopt the technological changes to face the electronic age. The influence of technology over product innovations in banks is enormous. ICICI Bank is the largest private sector banks. It started its operation in India in Since then, it is their strategic decision to bring all modern technologies. One of the channels of banking service delivery is through the ATMs or Automatic Teller Machines of which the traditionally and primary use was to dispense cash upon insertion of a plastic card and its unique Personal Identification Number (PIN). ATM is such type of innovation that can mechanically accept deposits, issue withdrawals, transfer funds between accounts and collect cheques. This study aims at analyzing the satisfaction levels of the customers of ICICI Bank holding ATM cards in Tiruvarur district with respect to some aspects such as the service quality of ATM personnel, location, sufficient number of ATMs in the district, regularity in working of ATMs, their impact on overall performance and their opinions on various other related issues. This study is a type of exploratory research using random sampling technique. As the samples were selected on a random basis and it may represent the whole population, and therefore it may prove to be important for the ICICI Bank management to consider the recommendations with due care for being in competitive position for better customer service. 414

2 2. Statement of the Problem Customer Satisfaction with ICICI bank ATMs in Tiruvarur district The ICICI Bank introduced the ATM facility since its inception and today is the bank having largest number of ATMs in the country. As the use of ATM is increasing day by day, it is important to study the insight about the level of customer satisfaction with respect to various aspects of ICICI Bank ATM and to identify the problem areas and proposed recommendation leading to improvement. This study one of such an attempt. 3. Objectives of the Study The main objectives of the study can be stated as below: 1. To examine the level of customer satisfaction associated with various aspects of ICICI Bank ATM. 2. To make policy recommendations to improve the service quality of ICICI Bank ATM. 4. Research Methodology The population defined for this study was limited to the ATM users of ICICI Bank in Tiruvarur district. In this study random sampling technique has been used and 120 customers were selected on random basis. Both primary and secondary data were used for the purpose of the study. One set of structured questionnaire was used to collect primary data for the study. Data have been analyzed by using descriptive statistics. Mean levels of satisfaction of the respondents were calculated. By using these mean levels of satisfaction, information has been provided to use in analyzing the situation. Weighted Average Scores have also been calculated using SPSS between various aspects of ATMs regarding their level of satisfaction and then ranking was done determining the aspect contributing the most towards the overall satisfaction of customers. 4.1 Findings The results of the study are given below; 4.2 Level of Customer Satisfaction The survey findings with respect to the level of customer satisfaction with various aspects can be shown in the following table 1. Table 1: Level of Customers Satisfaction with Various Aspects S.No. Particulars No. of Respondent s (N) Weighted Sum Average Level of Satisfaction Rank 1. Promptness of the delivery of ATM Card The service quality/ behavior of ATM personnel/ guard Safety security Privacy Cash Availability in ATM Cash withdrawal (Correctness /

3 Promptness) 6. Quality of Notes Availability of Pay in slips / Deposit Envelops etc Availability of Power Back up /Generator / Inverter Location Aspect of ATMs Sufficient number of ATMs Complaint book availability Overall performance of ATM Source: Primary data The table 1 indicates that the average level of satisfaction of ATM customers is more than neutral state which is denoted by 3 with respect to all the aspects except sufficiency of number of ATMs in the district, location aspect, availability of power backup and complaint book at ATM booth, where the mean score was found less than 3. Therefore these aspects need more attention and shows good scope of improvement. Further, on the basis of weighted sum, ranking is done against various aspects of ATM in order to know which aspect contributes the most towards maximizing the satisfaction and which one gives a negative effect. 4.3 Knowledge about the features of ICICI Bank ATMs The respondents in question 2 were requested to answer whether they know all the features of ICICI Bank ATM and whether they ever use the facilities other than cash withdrawal. The results are given below: Table 2: Knowledge of Features of ATM other than Cash Withdrawal Knowledge about the features of ICICI Bank ATM No. of Respondents % Yes Use of Features by knowledgeable persons other than Cash Withdrawal Yes % No TOTAL No % Total % Source: Primary data It can be seen from the above table 2 that out of 120 respondents, 78 (65%) have knowledge of the features of ATM other than cash withdrawal and 67 (85.89%) of them make use of the other features. 4.4 Suggestions to Improve Service Quality In order to improve the service quality, the respondents made some recommendations which are quantified on the basis of importance in the following table: Table 3: Suggestions to Improve Service Quality S.No. Suggestions No. of Respondents % 416

4 1 More user friendly machine Better customer service Prompt card delivery New ATM locations Increase in number of ATM More withdrawal limit Facility to pay utility Bills Increase of safety security Better currency quality Making more attractive decorations Source: Primary data 5. Concluding Remarks From the above analysis following conclusions can be drawn: The customers are highly satisfied with the availability of cash in the ATMs and the quality of currency notes in the ATMs being ranked 1st and 2nd The ATM customers are equally satisfied with promptness of delivery of ATM cards and correctness of cash withdrawn by them from ATM. 3. The features like security safety privacy and behavior of ATM personal were moderately satisfied. 4. The respondents were not satisfied with the availability of complaint book, location aspect and number of ATMs in the city. They have made strong recommendations regarding these points when they were asked to do so. 5. Some customers strongly commented on the non availability of power back up in case of break down. 6. Many of the customers were found having knowledge of other features of ATM except than withdrawal and most of them also make use of other features too. The most important thing which came out of the study that the Weighted Average Score of the overall performance of ICICI Bank ATM came to be 3.43 which is more than the neutral (i.e. 3). But this is just marginally higher. The ICICI Bank being the largest private sector bank must make its customer satisfaction base stronger in order to sustain in this world of competition. The management of ICICI Bank should seriously consider the recommendations made by their customers and take all necessary steps to follow the same. Acknowledgement Authors wish to acknowledge their respective supervisors and all those who had supported this work, authors had taken account of every detail to provide information properly to the reader. All the data obtained and produced in this research is of original work done by the concerned authors and they are responsible for the data collected, interpreted and published. if readers of this article found any data, details to be misguiding, misinterpreted, wrongly judged the same may be brought to the notice of the authors. Proper and necessary reference is given to all the works referred by authors and if any work is neglected it is non voluntary and can be added if brought to notice of the author. 6. References 417

5 1. V. Balu, Marketing Reserch and Consumer Behaviour, Sri Venkateswara Publications, Chennai,pp Memoria. C.B & Dr. Memoria. S (2006), Marketing Management Kidoh Mahal Allahabad. 3. Edward W. Cundiff, Richard R. Still, Norman A.P. Govant Prentice Hall of India (P) Ltd., New Delhi, Gundiff, Still and Gohoni (2002), Fundamentals of modern Marketing, Prentice Hall of India, New Delhi. 5. Joseph Tiffin and Ernest J. Mc. Cormick (1971), Industrial psychology, prentice Hall of India (P) Ltd., New Delhi. 6. K. Rajendran (1989), a psychological study of consumer behaviour towards Super Market, Annamalai University. 7. Larry D. Redin bough (1976), Retailing Management. A planning Approach, Mc. Graw Hill Irc, USA 8. Leon.G. Schiffman (2004), Lesliflazar Kanuk, Consumer Behaviour, Pearson Education Seventh Edition. 9. Matheues (1964), Marketing and Introductory analysis Mc Graw Hill book Co., New Yark 10. M.S. Raju, Dominique xardel (2004), Consumer Behaviour Vikas Publishing House (P) Ltd. 11. Peter D. Bennith Harold H. Kassarijian (1987), Consumer Behaviour, Prentice Hall of India (P) Ltd., New Delhi. 12. Philip Kotler (2001), Marketing Management Eleventh Edition. 13. Pillai and Bagavathi. R.S.N (1988), Marketing, Sultan Chand & Company limited, Ramnagar, New Delhi, 14. Rajan Nair, Marketing (1988), Sulthan Chand & Sons, New Delhi. 15. Reddy. P.N., Appannaiah. H.R, et al (1997),, Service Marketing, Himalaya Publishing house, India. 16. R.S. Deshpande (1982), Model Ideal Home for India, United Banked Corporation, Poona. 17. Rustorn S. Davar (1977), Modern Marketing Management with India context, Progressive Corporation (P) Ltd., Bombay. 18. Sherlakar S.A (1990), Marketing management Himalaya Publishing House, Bombay. 418

6 19. Thomas S. Robertson, Consumer Behaviour Scott (1970), Foreman and Co., Glenview III. 20. Valarie A, Zeithaml Mary Jo Bitner (2004) Service Marketing, 21. Varma. M.M & Agarwal. R.K (1988), Marketing Management forward Book Dept, Delhi. 22. William J. Stanton, Fundamentals of Marketing, Mc Graw Hill, (1985), International Book Company, Singapore Y.K. Bhusan Fundamentals of Business organization and management. Sultan Chand sons, New Delhi. 419

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