INTERNET BANKING & CUSTOMER RETENTION-A STUDY ON THE IMPACT OF INTERNET BANKING ON CUSTOMER RETENTION OF HDFC BANK
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1 ITERET BAKIG & CUSTOMER RETETIO-A STUDY O THE IMPACT OF ITERET BAKIG O CUSTOMER RETETIO OF HDFC BAK GAURAG TRIVEDI*; RICHARD REMEDIOS** *SEIOR LECTURER S.V.E.T COMMERCE & BBA COLLEGE JAMAGAR **PRICIPAL S.V.E.T COMMERCE & BBA COLLEGE JAMAGAR ABSTRACT The key purpose of the study is to find out the impact of internet banking to retain customers in the context of HDFC Bank LTD, Joggers Park branch, Jamnagar. There are some key factors that have an important impact on customer retention in the internet banking. The main findings of the study will indicate that the factors, which are Service Quality, Responsiveness, Security and Privacy, Assurance, and Reliability, have impacts on customer retention in terms of Internet Banking of HDFC Bank LTD, Joggers Park branch, Jamnagar. In the study, the factors are being treated as the Independent variables and Customer Retention as the Dependent variable. It will be a causal study aimed to measure that, the existence of or a change in Independent variables causes or leads to a change in the Dependent variable. This study is based on the primary data to understand the level of Service Quality, Responsiveness, Security & Privacy, Assurance, and Reliability and their impact on the retention of customers in the context of internet banking of HDFC Bank LTD, Joggers Park branch, Jamnagar. The information for this research have been gathered by a questionnaire survey among the customers of HDFC Bank LTD, Joggers Park branch, Jamnagar. We have distributed questionnaires among respondents, who are the clients of HDFC Bank LTD, Joggers Park branch, Jamnagar and use their internet banking service. A random sampling technique was adopted to do the survey. After analysis, we got significant results of both the dependent and independent variables. From this, now we can get a clear idea that how internet banking impacts on customer retention. KEYWORDS: Internet, Banking, Responsiveness, Retention, Questionnaire, Independent.. Introduction of the study: For last few years, internet banking is a very common service that is provided by most of the commercial banks in India. HDFC Bank Ltd. is one of them. ow internet banking is a very popular form of transaction among peoples. In this research study the researcher conducted a research on A causal study on the influence of Internet Banking in Customer retention in the context of HDFC Bank LTD, Joggers Park branch, Jamnagar.. The main objective of this research is to identify the key factors that influence the internet banking and helps to retain 28
2 customers of HDFC Bank LTD, Joggers Park branch, Jamnagar. By this research we will able to know that which factors and how they influence internet banking of HDFC Bank LTD, Joggers Park branch, Jamnagar to retain customer..2 Statement of the Problem: By this study, researchers will investigate the impact of Internet Banking on customer retention. HDC Bank Ltd. is a well-established Bank over the last few years, but due to rise in customer complaints and customers preferring- banking services of other banks, it has come to the light that their Internet banking service quality is not one of the best compared to their other banking services. So, in this research we shall find the factors (that they need to look at or do further research) of Internet Banking that can help them to improve service quality and retain customers..3 Purpose of the Study: The purpose of this study is to find out the factors of internet banking that can impact to retaining customer in the context of HDFC Bank Ltd. It will help the researchers to look into the overall condition of internet banking service of HDFC Bank Ltd..4 Objective of the study: To understand the internet banking system of Mutual Trust Bank Ltd To identify the problems of internet banking system of Mutual Trust Bank Ltd. To find out the problem of client and employees to changes in internet banking of HDFC Bank Ltd. To identify the problem in operation of internet banking in the banks website. To know the terms, rules and condition of internet banking given by HDFC Bank Ltd. to their clients. To provide suggestions for the improvement of the internet banking system of the bank..5 Methodology of the study: We have got all the relevant information from my working experience in HDFC Bank, their Annual report, various brochures, HDFC Bank web site. There are two sources from which we have collected data, primary source and secondary source. Primary Data:. The information, which is gathered from MTBL while I worked with them. 2. Personal observation. 3. Face to face conversation with the officers. 4. Face to face conversation with the clients. 5. Working at different desks of the bank. 29
3 Secondary data: Data gathered within the organization itself. Data gathered from Texts Internet sources. General reports. Annual reports. Official documents.6 Limitations of the study: There were some limitations of doing the study: Due to the time constraint, the data has only been collected from the clients of HDFC Bank Ltd. Jamnagar branch only, which may fail to represent the factual scenario of the relationship between measurable variables. We faced some limitations to collect some information about internet banking of HDFC Bank as these were not so available for the general peoples. Respondents were too busy to read the questions properly and tick the answer just for the sake of completing the survey quickly. So there is no guarantee that the data collected is 00% correct and hence while analyzing the researcher has considered level of significance. Time constraint was also one of the factors that curtailed the scope of the study..7 Conceptual Frame Work: Service Quality Responsiveness Privacy and Security Customer Retention Assurance Dependent variable Reliability Independent variable 220
4 .8 Research Questions:. Does Service Quality affect Customer retention in context of HDFC Bank? 2. Does Responsiveness affect Customer retention in context of HDFC Bank? 3. Does security and Privacy affect Customer retention in context of HDFC Bank? 4. Does Assurance affect Customer retention in context of HDFC Bank? 5. Does Reliability affect Customer retention in context of HDFC Bank?.9 Hypothesis:. Service Quality affects Customer retention in context of HDFC Bank. 2. Responsiveness affects Customer retention in context of HDFC Bank. 3. Privacy and Security affects Customer retention in context of HDFC Bank. 4. Assurance affects Customer retention in context of HDFC bank. 5. Reliability affects Customer retention in context of HDFC bank..0 Research Design: As shown in the diagram of the conceptual framework of the research there are five independent variables and one dependent variable. The conceptual framework also shows that there is a direct relationship between the Independent variables and the dependent variable. It is very important to explore the type & intensity of this relationship so that the earlier mentioned purpose of the study can be met. The study will enable the bank to understand the factors of internet banking which actually helps to improve the Customer retention. Thus they can plan for their future plan of action or strategies and try to provide a good internet banking service to retain more customers.. Sampling Method: The sampling methods that have been adopted for the research is as follows: Sampling Technique: A systematic random sampling method has been used where every 3rd customer arriving in the branch will be contacted. Among those whoever fall under the criteria of holding an account and use internet banking for more than a year & visiting the branch at least once every two weeks will be interviewed. Sample Size: clients were interviewed who are using internet banking of HDFC Bank. So the sample size is..2 Data Analysis: For data analysis purpose, SPSS software have used as it provides in-depth investigation in data analysis and visualization. Reliability analysis, regression analysis and co-relation analysis have used to analysis of the data. Stepwise regression analysis can be carried out to test hypotheses to find which independent variable(s) individually and collectively provide a 22
5 meaningful contribution towards the explanation of the dependent variable noted that if an investigator wishes to determine whether some conceptually newer measures add anything to the depending variable. MS Excel has also used to carry out calculations in some cases. The researchers have investigated Internet banking Factors impact in Customer retention of HDFC Bank, Joggers Park, Jamnagar. Frequency Table: The sample size of the research consists of 20 male and 0 female respondents. 66.7% of male and 33.3% of female customers participates in this survey which is shown at below. Among the responding 0 customers age was between 5-25 years, customers age was between years, 6 customers age was between years and 3 customers age was between 46 and above which is shown below. There are three occupation ranges in the survey. There were 9 respondents, who are service holders which is 63.3%, 4 are businessman which is 3.3% and 7 who are student with 23.3%. Statistics Age Gender Occupation Valid missing Age Frequency Percent Valid Percent Cumulative Percent valid to above
6 Gender Frequency Percent Valid Percent Cumulative Percent Valid Male Female Occupation Frequency Percent Valid Percent Cumulative Percent Valid Service Business Student Reliability Analysis: % Scale: All Variable Case Processing summary Case valid Excuded Service Quality and Customer Retention: Reliablity Statistic Cronbach s Alpha of Item Interpretation: Here the alpha value is 0.896, which is more then 0.5. So, the question is clear to the audience. 223
7 Responsiveness and Customer Retention: Cronbach s Alpha of Item Interpretation: Here the alpha value is 0.883, which is more then 0.5. So, the question is clear to the audience. Security & Privacy and Customer Retention: Cronbach s Alpha of Item Interpretation: Here the alpha value is 0.839, which is more then 0.5. So, the question is clear to the audience. Assurance and Customer Retention: Cronbach s Alpha of Item Interpretation: Here the alpha value is 0.825, which is more then 0.5. So, the question is clear to the audience. Reliability and Customer Retention: Cronbach s Alpha of Item Interpretation: Here the alpha value is 0.825, which is more then 0.5. So, the question is clear to the audience. 224
8 Regression Analysis: Service Quality and Customer Retention: Variables Entered/Removed Variable Method Variables Entered Removed Service Quality a. Enter a. All requested variables entered. b. Dependent Variable:Customer Retention Summary R R Square Adjusted R Square Std.Error of the estimate.826 a Sum of Squares a. Predictors:(Constants).Service Quality AOVA b df Mean Square F Regression Residual a. Predictors:(Constants).Service Quality b. Dependent Variable:Customer Retention a Coefficients a Unstandardized Standardized t B Std.Error Beta (Constant) Service Quality a. Dependent Variable:Customer Retention 225
9 Interpretation: Here the value of 2 is.682 means 68.2%. That mean the effect of service quality on customer retention is 68.2%. Responsiveness and Customer Retention: Variables Entered/Removed b Variables Entered Variable Removed Method Reponsiveness a. Enter a. All requested variables entered. b. Dependent Variable: Customer Retention Summary Adjusted R R Square R Square Std.Error of the estimate.82 a a. Predictors:(Constants).Responsiveness Sum of Squares df AOVA b Mean Square F Regression Residual a. Predictors:(Constants). Responsiveness b. Dependent Variable: Customer Retention a 226
10 Coefficients a Unstandardized Standardized t B Std.Error Beta (Constant) Responsiveness a. Dependent Variable:Customer Retention Interpretation: Here the effect of responsiveness on customer retention is 67.5%. Security & Privacy and Customer Retention: Variables Entered/Removed b Variables Entered Variable Removed Method Privacy and Security a. Enter a. All requested variables entered. b. Dependent Variable:Customer Retention Summary Adjusted R R Square R Square Std.Error of the estimate.749 a a.predictors:(constants).privacy and Security 227
11 Sum of Squares df AOVA b Mean Square F Regression Residual a a. Predictors:(Constants). Privacy and Security b. Dependent Variable:Customer Retention Coefficients a Unstandardized Standardized t B Std.Error Beta (Constant) Privacy and Security a. Dependent Variable: Customer Retention.00 Interpretation: Here the value of 2 is.560. That s mean the effect of privacy and security on customer retention is 56%. Assurance and Customer Retention: Variables Entered/Removed b Variables Entered Variable Removed Method Assurance a. Enter a. All requested variables entered. b. Dependent Variable:Customer Retention 228
12 Summary Adjusted R R Square R Square Std.Error of the estimate.707 a a. Predictors:(Constants). Assurance Sum of Squares df AOVA b Mean Square F Regression Residual a. Predictors:(Constants). Assurance b. Dependent Variable:Customer Retention a Coefficients a Unstandardized Standardized t B Std.Error Beta (Constant) Assurance a. Dependent Variable:Customer Retention Interpretation: Here the value of 2 is.500. That means the effect of assurance on customer retention is 50%. 229
13 Reliability and Customer Retention: Variables Entered/Removed b Variables Entered Variable Removed Method Reliability a. Enter a. All requested variables entered. b. Dependent Variable:Customer Retention Summary Adjusted R R Square R Square Std.Error of the estimate.762 a a. Predictors: (Constants). Reliability Sum of Squares df AOVA b Mean Square F Regression Residual a. Predictors: (Constants). Reliability b.dependent Variable: Customer Retention a Coefficients a Unstandardized Standardized T B Std.Error Beta (Constant) Reliability a.dependent Variable:Customer Retention 2
14 Interpretation: The effect of reliability on customer retention is 58.%. Correlation analysis: Correlation analysis was conducted on all variables to explore the relationship between variables. The bivariate correlation procedure was subject to a two tailed of statistical significance at two different levels highly significant (p<.0) and significant (p<.05). 0.0 to 0.2 Very weak,negligible 0.2 to 0.4 Weak,low 0.4 to 0.7 Moderate 0.7 to 0.9 Strong,high,marked 0.9 to.0 Very strong, very high Hypothesis testing: Ho: null hypothesis = no relationship Ha: alternative hypothesis = relationship Relationship between Service Quality and Customer Retention: Correlations Customer Retention Customer Retention Pearson Corelation Service Quality.826** Service Quality Pearson Corelation.826** **. Correlation is significant at the 0.0 level (2-tailed). Interpretation: At 5% level of significance we cannot accept the null hypothesis as T value don t falls in (-2.02 to +2.02) and accept alternative hypothesis. So, according to the Pearson correlation test there is a relationship between service quality and customer retention, which is moderately significant. 23
15 Relationship between Responsiveness and Customer Retention: Customer Retention Pearson Corelation Correlations Customer Retention Responsiveness.82** Responsiveness Pearson Corelation.82** **. Correlation is significant at the 0.0 level (2-tailed) Interpretation: There is a moderately significant relationship between responsiveness and customer retention. Relationship between Security & Privacy with Customer Retention: Customer Retention Pearson Corelation Correlations Customer Retention Privacy and Security.749** Privacy and Security Pearson Corelation.749** **. Correlation is significant at the 0.0 level (2-tailed) Interpretation: According to the Pearson correlation test there is a relationship between security & privacy with customer retention, which is moderately significant. 232
16 Relationship between Assurance and Customer Retention: Customer Retention Pearson Corelation Correlations Customer Retention Assurance.707** Assurance Pearson Corelation.707** **. Correlation is significant at the 0.0 level (2-tailed) Interpretation: At 5% level of significance we cannot accept the null hypothesis as T value don t falls in (-2.02 to +2.02) and accept alternative hypothesis. So, there is a relationship between assurance and customer retention. Relationship between Reliability and Customer Retention: Customer Retention Pearson Corelation Correlations Customer Retention Reliability.762** Reliability Pearson Corelation.762** **. Correlation is significant at the 0.0 level (2-tailed) Interpretation: According to the test there is a moderately significant relationship between reliability and customer retention as the T value don t falls in (-2.02 to +2.02) and accept alternative hypothesis..3 Conclusion: The research clearly indicates that internet banking features of HDFC Bank Ltd. Helps to retain customers. If the bank plans to expand the customer base of internet banking they should focus 233
17 more on service quality, responsiveness, privacy & security, assurance and reliability factors of internet banking. Proper web-hosting is required for this. Customers should also be made aware of unethical practices like sniffing, spoofing, phishing and other malicious software which can be used by hackers. Attention should also be given in the encryption of the information which is exchanged between the users and the bank. More ever the bank should be more aware to make their internet banking service more quality full for their customers..4 REFERECES [] Guangying Hua, (April 2009), Internet Banking and Commerce, Journal of internet banking, vol. 4, no. [2] Asli Yuksel Mermod, (April 20), Internet Banking and Commerce, Journal of internet banking, vol. 6, no. [3] Chun Wang and Zheng Wang, (2006:07), The Impact of Internet on Service Quality in the Banking Sector [4] Pandachi K, Seetanah B and Appadu A, A STUDY O THE USE OF ITERET BAKIG AMOG SMEs I MAURITIUS [5] Anesh Maniraj Singh, (2004), Trends in South African Internet Banking, Aslib Proceedings, Vol.56, Iss: 3 pp [6] Blanca Hernández-Ortega, (December 2007), Internet Banking and Commerce, Journal of internet banking, vol. 2, no.3 [7] [8] Annual Report 202 of HDFC Bank Ltd. [9] HDFC Bank Ltd. website [0] 234
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