RURAL CUSTOMERS AWARENESS AND SATISFACTION ON E- BANKING. Pollachi.

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1 RURAL CUSTOMERS AWARENESS AND SATISFACTION ON E- BANKING S.LOGANAYAKI 1 M.KANAGAMANI 2 1 Assistant Professor, PG Department of Commerce with Computer Applications, NGM College, Pollachi. 2 Research Scholar, PG Department of Commerce with Computer Applications, NGM College, Pollachi. ABSTRACT The internet has changed the operations of many businesses and has been becoming a powerful channel for business, marketing and communication. Banking sector is of no exception, where the internet technology has changed the design and the way of delivering the various services and as a result the industry has made continuous innovations - especially in the field of communications and information technology - that ultimately led to the emergence of the idea of what is known as the "online banking". Banking is now no longer confined to the branches where one has to approach the branch in person, to withdraw cash or deposit a cheque or request a statement of accounts. In internet banking, any inquiry or transaction is processed online without any reference to the branch at any time. Providing internet banking is increasingly becoming a need to have than a nice to have service. The net banking, thus, now is more of a norm rather than an exception in many developed countries due to the fact that it is the cheapest way of providing banking services. The present study aims to investigate attitudes and expectations of the internet banking users and also to study the awareness and satisfaction level of rural customers about the various e-banking services. The study has been carried out with the help of both primary and secondary data. A sample size of 105 respondents, both male and female, was selected as the sample unit for the study. Convenience sampling method has been followed to choose the sample. Percentage analysis is used for data analysis. The study found that the majority of the respondents are satisfied with the employees response and available facilities followed by processing time, knowledge and safety of e-banking transactions. Keywords: Rural Customers-Awareness and Satisfaction- e-banking services offered. INTRODUCTION In the era of globalization and with the increasing competition in all the fields around the world many companies have modified their strategies, so they can reach their customers around the world easier and cheaper. However the rapid growth of systems that rely on electronic technology - especially those relating to the internet and personal computer - led to a significant change in the exchanging of products and services. Many service organizations have adopted modern technology to reduce costs and enhance customer service quality, delivery, and standardize core service offerings. In addition a lot of non-banking companies entered the banking industry by offering products and financial services, giving the customers a lot of options and alternatives to carry out their banking transactions, this difficulty of the business process in the financial sector forces the banks to develop an alternative technological channel to attract customers and improve their perception. The rapid technological diffusion makes the internet the best way to provide customers with banking services regardless of the 20 icmrrjournal@gmail.com

2 limits of time and geography. And that's what makes banks consider the internet as an important part of their strategic plans. The financial services industry has been recently open to historic transformation. So called e- developments are emerging and advancing rapidly in all areas of financial intermediation and financial markets: e-finance, e-money, e-banking, e-brokering, e-insurance, e-exchanges and even e- supervision. Electronic banking has been around for some time in the form of automatic teller machine and telephone transactions. More recently, it has been transformed by the internet, a new delivery channel for banking services that benefits both customers and banks. Access is fast, convenient, and available around the clock, whatever the customer s location. Plus, banks can provide services more efficiently and at substantially lower costs. Electronic banking also makes it easier for customers to compare banks services and products, can increase competition among banks, and allows banks to penetrate new markets and thus expand their geographical reach. REVIEW OF LITERATURE Aderonke and Charles (2010) found that Banks customers who are active users of e-banking system use it because it is convenient, easy to use, time saving and appropriate for their transaction needs. Also the network security and the security of the system in terms of privacy are the major concerns of the users and constitute hindrance to intending users. Wai-Ching Poon (2008) identified ten significant factors related to the users adoption of e-banking services. Security and Privacy were the major sources of dissatisfaction, play an important role in determining the users acceptance of e-banking services with respect to different segmentation of age group, education level and income level. The other factors such as accessibility, convenience, design and content were sources of satisfaction. Furst, et.al. (2002) developed statistical models to explain why banks choose to adopt internet banking and why some choose to offer a relatively wider array of internet banking products and services. They also investigated whether offering internet banking affects a bank s profitability. The result revealed several significant differences in the profile of banks that offer internet banking and those that do not. They observe that internet bank rely more heavily in non-internet income and less on core deposits for funding than non internet banks do. In addition, the study revealed that Internet banks have more accounting efficiency ratio and higher return on equity than non-internet banks. Heggade (2000) studied the bank-customer relationship in India. He analyzed responses of 11 different classes of bank customers like businessman, salaried persons, advocates etc. He analyzed customer s views on one hand and employees view on other hand. He concludes that there is low correlation among the different occupations and satisfaction from services in the PSBs. Sullivan (2000) found that internet banks in 10 th Federal Reserve District incurred higher expenses but also generated higher fee income and conclude that the measures of profitability for internet banks are similar to the non-internet banks. Booz Alien and Hamilton (1997) conducted a global survey covering 386 retail and corporate banking institution in 42 countries to assess the strategic impact of internet banking on the financial service industry. According to the study, there is huge perception gap between North American/ European and Japanese banks regarding the future interne banking. North European banks except internet banking to become the most important retail channel within 10 years, but Japanese bank except traditional branches to become the most important channel icmrrjournal@gmail.com

3 STATEMENT OF THE PROBLEM India has an extensive network of bank branches in rural areas established by commercial banks, the main rationale for concern about the parallel rural banking system is provided by its implications for financial inclusion. Within the Indian financial sector, the role of the rural banks is important but not apparently pre-eminent. The rural banking system is clearly more inclusive of low income families than those provided by the commercial banks. Yet rural banks have, for a number of years, been regarded as the step-child of the banking system in India. This paper discusses development of internet banking in rural areas. The applications of internet banking of several rural consumers in rural areas are investigated and examined. It is of great interest to know that the rural customers are really aware of their e-banking services offered by their banks, How they utilize the particular bank service?, Are they really satisfied with their services rendered by the banks?, In what areas they are not satisfied, and how to improve the performance of e-banking services?. The present study aims to find out answers for the above mentioned questions. SCOPE OF THE STUDY The rural banking system in India has an essential role in the rural development of the country. Beginning with co-operative credit structure followed by rural branches of commercial banks and then Regional Rural Banks s the institution structure has grown and expanded during the last 68 years since independence. In spite of these expansion programmers, a large segment of rural economy is still beyond the reach. The success of any bank depends on the facility what they provides to their customers. The study mainly deals with awareness and satisfaction level of rural bank customers. The study is limited to the rural customers in Udumalpet taluk. This information helps to understand the performance of online banking in rural areas. OBJECTIVES OF THE STUDY The primary objective of this study is to investigate attitudes and preference of the internet banking users. To study the awareness of rural customers about the e-banking. To analyze the frequency of using e-banking services. To know the most influencing factor in using e-banking services. To find out the level of satisfaction among rural customers. RESEARCH DESIGN Data was collected to achieve the aforesaid objectives from primary and secondary sources. The primary data has been collected through structured questionnaire on convenience sampling and it was collected from 105 respondents who belong to different educational, occupational and income group from Udumalpet taluk. The secondary data is gathered from different sources of literatures like Journals, Magazines, Textbooks and Websites. The data collected are analyzed using simple percentage. FINDINGS OF THE STUDY Interpretation: The table-1 shows that majority (60%) of the respondents are male. Most (54%) of the respondents belong to the age group of below 30 years. Most (52%) of the respondents are unmarried icmrrjournal@gmail.com

4 Majority (71%) of the respondents have completed under graduate/ post graduate degree. Majority (51%) of the respondents are working in private concern. The percentage of respondents are high (45%) in case of those respondents whose income range is above Rs. 1,00,000. Table-1 - Demographic details of the respondents Demographic Factor Number of Respondents Percentage (%) Gender Male Female Age Below 30 Years Years Years Above 55 Years 7 7 Marital Status Single Married Educational Qualification Upto SSLC HSC UG/PG Others 3 3 Occupation Government Employee Private Employee Business people Others Annual Income Upto Rs.50, Rs.50,001 to Rs. 1,00, Above Rs. 1,00, Interpretation: From the table-2 it can be observed that 95% of the respondents are aware about the e-banking. Table-2 - Awareness of e-banking Options Number of Respondents Percentage (%) Yes No icmrrjournal@gmail.com

5 Interpretation: The table-3 states that 49% of the respondents are know about the e-banking through the friends, 11% of respondents are know about the e-banking through the neighbors and 26% of respondents are know about the e-banking through the newspaper and 14% of respondents are know about the e-banking through the advertisement. Thus, it is concluded that majority of the respondents are aware about the e-banking through their friends. Table-3 Source of Awareness Source Number of Respondents Percentage (%) Friends Neighbors Newspaper Advertisement Interpretation: From the table-4 inferred that 43% of the respondents feel that the e-banking provide the good customer service, 19% of the respondents prefer the e-banking because of low cost and 38% of the respondents think that the e-banking save the time. It found that the majority of the respondents (43%) prefer the e-banking for good customer service. Table -4 Preference of using e-banking Preference Number of Respondents Percentage (%) Good customer service Low cost Save time Interpretation: The table-5 shows that 29% of the respondents are using e-banking below one year, the highest percentage (41%) of respondents are using from two to three years, 20% of the respondents are using from three to five years and only 10% of the respondents are using more than five years. Thus, it is found that majority of the respondents are using e-banking for the period from two to three years. Table -5 Period of using e-banking Preference Number of Respondents Percentage (%) Below one year Two to Three years Three to Five years Above Five years Interpretation: From the table-6 it can observe that 7% of the respondents are using e-banking for the purpose of deposit, 53% of the respondents are using e-banking for the purpose of withdrawal and 24

6 30% of the respondents are using e-banking for the purpose of fund transfer and the balance 10% of respondents are using for other purpose like balance enquiry, accounts statement ect.,. The majority (53%) of the respondents are using e-banking for the purpose of withdrawal. Table-6 Purpose of using e-banking Purpose Number of Respondents Percentage (%) Deposit 7 7 Withdrawal Fund transfer Others Interpretation: The table-7 indicates that out of 105 respondents, 37% of the respondents are visiting the bank to make deposit and 20% of the respondents are visiting the bank for the reason to get advice for investment options and 27% of the respondents are visiting the bank to inquire about a balance and 16% of the respondents are visiting the bank to withdraw cash. It found that the majority of respondents (37%) are visiting the bank to make deposit. Table- 7 Reason for visiting the bank Reasons Number of Respondents Percentage (%) To make deposit To get advice for investment options To inquire about a balance To withdraw cash Interpretation: The table-8 reveals that out of 105 respondents, 22% of the respondents are use the e- banking services less than two times in a month, 50% of respondents use two to five times in a month, 20% of the respondents use five to ten times in a month and only 8% of the respondents use the e- banking more than ten times in a month. The majority of the respondents are using the e-banking services two to five times in a month. Table - 8 Frequency of using e-banking in a month Time Number of Respondents Percentage (%) Less than two time Two to five times Five to ten times More than ten times 8 8 Interpretation: The table-9 shows that 21% of the respondents are feel that the e-banking services are safety, 43% of the respondents are feel that it save the time, 22% of the respondents are feel that it is 25 icmrrjournal@gmail.com

7 convenient to use, 15% of the respondents are think that it is easy to process. Time saving is a major factor that influencing the customer to use the e-banking services. Table - 9 Factor influencing usage of e-banking Factors Number of Respondents Percentage (%) Safety Time saving Convenient Easy process Interpretation: Table-10 presents that satisfaction level of the respondents with services provided by the e-banking. Majority of the respondents are highly satisfied with the processing time of e-banking. Only one respondent is highly dissatisfied regarding safety of e-banking. On average majority of the respondents are satisfied with services of the e-banking. HS- Highly Satisfied, S- Satisfied, NSND- Neither Satisfied Nor Dissatisfied, DS- Dissatisfied, HDS- Highly Dissatisfied. Table - 10 Satisfaction level of customers Factors Number of Respondents HS S NSND DS HDS Safety 39(37%) 55(52%) 6(6%) 4(4%) 1(1%) Available facilities 32(30%) 59(57%) 13(12%) 1(1%) 0(0%) Response 34(32%) 61(58%) 8(8%) 2(1%) 0(0%) Processing time 40(38%) 57(54%) 7(7%) 1(1%) 0(0%) Knowledge to proceed 38(36%) 57(54%) 9(9%) 1(1%) 0(0%) SUGGESTIONS To Bankers: The banks should take up the responsibility of educating the customers and all the benefits of internet banking. There is a need felt in the banks to promote the online banking services and proper promotional activities are not taking place. Banks need to appeal to customers who may not be technologically sophisticated, and should not require an engineering degree to get started or use the service. Guidance should be provided by the bank in rural areas to aware more about E-banking. Banks are need to concentrate in safety of e-banking. Banks should take necessary steps to increase the speed and processing of internet banking. Banks may take proper attention in e-banking services better than now. To Customers: Customers should get information before using e-banking services. Customers should maintain the secret password carefully icmrrjournal@gmail.com

8 Customers are requested to updating the new technologies in e-banking. Customers are advised to use the e-banking services in proper way. CONCLUSION In the technological era every transaction are over through electronic. Internet banking has evolved rapidly over the years with technological advances and increasing number of internet users across various regions. It has developed as an effective distribution channel for banking products and services. It helps to attract customers, also do banking anywhere without opening branch. Various services provided and available anytime, anywhere which increased its popularity. The efficiency of e- banking is fully dependent on how it is used by rural area bank customer. It optimizes the time and money of rural area bank customer as well as banking organization. It concluded that most of the customers are using e-banking and they are satisfied with the services provided by banking industry. The benefit which is driving most of the banks toward e-banking is the reduction of overall costs. With e-banking, banks can reduce their overall costs in two ways: cost of processing transactions is minimized and the numbers of branches that are required to service an equivalent number of customers are reduced. With all these benefits, banks can obtain success on the financial market. REFERENCES 1. Aderonke and Charles (2010), An Empirical Investigation of the Level of Users Acceptance of e-banking in Nigeria, Journal of Internet Banking and Commerce, Vol.15 (1). 2. Booz-Allen & Hamilton (1997), Worldwide Survey-A Huge Perception Gap between Japanese and American/European Banks Regarding Internet Banking. 3. Furst K., Lang W.W., Nolle D.E. (2002), Internet banking: developments and prospects, Program on Information Resources Policy, Centre for Information Policy Research, Harvard University, April. 4. Heggade O.D. (2000), Banker-Customer Relationship in India, New Delhi, Mohit publication. 5. Liao Z. & Wong W.K. (2008), The determinants of customer interactions with internetenabled e-banking services, Journal of the Operational Research Society, Vol.59(9), pp Nadim Jahangir and Noorjahan Begum (2008), The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking, African Journal of Business Management, Vol.2(1), pp Pavlou P.A. (2003), Consumer acceptance of electronic commerce-integrating trust and risk with the technology acceptance model, International journal of electronic commerce, Vol.7(3), pp Pikkarainen T., Pikkarainen K., Karijaluoto H. and Pahnila S. (2004), Customer acceptance of on-line banking: an extension of the technology acceptance model, Internet Research, Vol.14(3), pp

9 9. Sathya Swaroop Debashish and Bishnu Priya (2003), "E-Banking in India -Major Development and Issues", Pranjana, Vol.6(1), Jan Jul., pp Suh B. and Han L. (2002), Effect of trust on customer acceptance of internet banking, Electronic commerce research and application, Vol.1, pp Sullivan R.J. (2000), How Has the Adoption of Internet Banking Affected Performance and Risk at Banks?, A Look at Internet Banking in the Tenth Federal Reserve District, Federal Reserve Bank of Kansas City, Financial Industry Perspectives, December, pp T.C. Edwin Cheng, David Y.C. Lam, and Andy C.L. Yeung (2006), Adoption of internet banking: An empirical study in Hong Kong, Decision Support Systems, Vol.42(3), pp doi: /j.dss , Tooraj Sadeghi and Kambiz Heidarzadeh Hanzaee (2010), Customer satisfaction factors (CSFs) with online banking services in an Islamic country in Iran, Journal of Islamic Marketing, Vol.1(3), pp Wai-Ching Poon (2008), Users adoption of e-banking services, Journal of Business & Industrial Marketing, Vol.23(1), pp Yap K., D.Wong, C. Loh and R. Bak (2010), Offline and online banking - where to draw the line when building trust in e-banking, International Journal of Bank Marketing, Vol.28(1), icmrrjournal@gmail.com

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