a study on the consumer perception towards …

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“A STUDY ON THE CONSUMER PERCEPTION TOWARDS

MOBILE BANKING SERVICES OF STATE BANK OF INDIA”-

WITH SPECIAL REFERENCE TO KOLLAM DISTRICT”

Aiswarya Sivarajan, Juby Rachel Philip, Abymon A

Department of Commerce and Management

Amrita School of Arts and Sciences

Amrita Vishwa Vidyapeetham

Amritapuri

Email: [email protected]

Abstract

Technology has turned into an inevitable part of all industries across the globe. This is especially true in the case of

banking industry, where the technology plays an important role in fostering the banking sector. Currently banks

have adopted wireless services and mobile technology in their operations to provide their customers with upgraded

services; from bill payments through mobile phones to receiving marketing updates while they are stuck in a traffic

jam. In India, the scope of mobile has been widely used by the SBI. Being one of the pioneers in providing mobile

banking application services to their customers, SBI has been successful in introducing many such applications that

has made banking a much easier business for their customers. This paper is an effort to study about the customer’s

preference on the different mobile applications of SBI, their satisfaction level towards various applications and also

to find out the acceptance of these applications by the customers of SBI.

Keywords: Banking, consumer perception, Mobile banking applications

1.INTRODUCTION

In India banking industry has elaborated various financial rearrangement that would create a shift from all the

traditional banking approaches to digitalized banking services to gratify the customers requirements. Mobile

banking in India is increasing rapidly because customers finds it more easy and comfortable way for doing banking

transactions. Thus digitalized banking services has taken a step further in its digital platform through applications to

access account information and other services provided by the banks. This type of digitalized banking services will

diminish branch level transaction and in due course of time it will make ease for customer service pressure, thus

declines the operating cost for banks. The operational strike on black money known as demonetization which made

a dramatic change in the functioning as well as products and services of banks. Which created a more exigency

towards digitalization of banks and created a situation to withdraw cash transactions completely.

SBI provides lot of mobile application which provide banking services to the customers as per their requirements.

These application can be downloaded to the smartphones from app store and are free to experience the freedom to

access anywhere anytime the banking services. Some of the most commonly used mobile applications of SBI are

SBI ANYWHERE ,SBI –E-PAY,YONO,SBI-QUICK SBI-BUDDY.

YONO is the latest application of SBI where the users savings bank account can be opened digitally using new

YONO app and portal.SBI ANYWHERE is a banking app which launched for SBIS retail banking clients where the

client can get easy access to the retail bank account using the smart phone. SBI-EPAY is a payment service by SBI

which provides electronic connection with various banks and financial institution on the other hand merchants thus

they create a e-commerce transaction among the customers , merchants and financial institution .SBI-QUICK is a

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banking service which is free of cost where you can give a missed call or a SMS to know about your account

balance ,mini statement and more. SBI-BUDDY it is known as the mobile wallet on the smart phones which can be

used to transfer money to other wallets users and bank accounts ,anytime ,anywhere. Thus mobile banking is a cost

effective method and banks offer such services at lesser cost so that all customers get access to it. Therefore our

project objectives are as follows

To determine the customer preference towards mobile banking products of SBI.

To know the satisfaction level of customers towards mobile banking services of SBI.

To ascertain the acceptance level of mobile banking products of SBI among the customers.

To find out if there is asignificant relation between Gender & mobile banking apps

This paper points out the study to determine the various SBI mobile applications provided by the bank .It

also studies the customers satisfaction and preference of these mobile banking application Which would

help us to know the acceptance level of digitalized banking services provided by SBI.

2.HYPOTHESIS

H0:There is no relationship between gender & use of mobile banking applications among the respondents

H1:There is a slight relationship between gender & use of mobile banking applications among the respondents

3.LITERATURE REVIEW

Simplice A.Asongu ,Nicholas M Odhiambo (2017): A study that enquire into the relationship between mobile

banking & inclusive development that includes quality of growth , in equality and poverty. The conclusion that can

be drawn out is that mobile banking application will play a supreme role in responding to the problems of deficient

growth, inequality & poverty of the developing countries.

NidhiSingh, Neena Sinha(2016): This study is concerned with mobile banking which states that the banking sector

has to create more consciousness to the customers regarding the banking services provided by the banks. This study

also reflects the alteration of traditional method of transaction used by the customers by adding mobile banking

services.

Preeti Singh(2011):The study finds out that there are several problems applicable to mobile banking services.

According to this study from the customers point of view security, standard of services provided by banks, mobile

operations are some of the analytical issues or challenges faced by mobile banking in India.

Hsiu-Fen-Lin(2011):This study proves that the new technological improvements in banking services like mobile

banking have improved to a great extent which promotes the customers to follow the new banking services like

mobile banking .The results of this study states that some of the advantages of mobile banking helped the customers

to accept the mobile banking services provided by the banks.

Dr.Rejikumar G, Sudharani Ravindran D(2012) in the journal of internet banking & commerce studied about the

factors affecting the prolongation decisions of the early adopter of mobile banking services. The study proved that

after choosing the new technology, the customer finds satisfaction in the quality frame work of the services

4.RESEARCH METHODOLOGY

The data for the survey was collected from SBI Banks in Kollam district. A well structured questionnaire served as

the primary source. 100 samples were taken from the customers of SBI for the study with the help of random

sampling method. Direct interview with the managers of various SBI branches served as the secondary

data.age,gender,occupationhave been included to acess their relation to the acceptance/use of mobile banking

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applications using Correlation.Customer satisfaction & preference was analysed with the help of percentage

analysis.

5.DATA ANALYSIS &RESEARCH

To study about the satisfaction & preference of mobile banking applications among the customers ,the below

question were asked:

Overall satisfaction of the respondents

Chart A given below shows total of 100 respondents where only 85 of them are using the

mobile baking applications while the remaining 15 are not availing the mobile banking applications. As

shown below we can see that majority of the respondnets are satisfied with the mobile banking whereas

only a few are dissastisfied.

CHART A:OVERALL SATISFACTION OF RESPONDENTS

Preference of different mobile banking applications

Chart B shows only 85% uses the mobile banking application and the remaining

does not use the mobile banking applications. It is understood from the chart that most preferred apps are

SBI e-pay, SBI anywhere & less preferred apps are SBI Buddy, SBI yono, SBI quick.

27

39

13

5

1

15

Extremely satisfied satisfied Neutral Dissatisfied Extremely dissastisfed

Not using mobile banking

OV

ERA

LL S

ATI

SFA

CTI

ON

IN

PER

CEN

TAG

E

SATISFACTION LEVELS

OVERALL SATISFACTION OF RESONPONDENTS


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CHART B:PREFERANCE OF DIFFERENT APPLICTIONS AMONG RESPONDNETS

Table C :

This table studies about the correlation between gender & use of mobile banking applications by the respondents

Correlations

respondents

gender

use of mobile

banking apps

by respondnets

respondents gender Pearson Correlation 1 .144

Sig. (2-tailed) .156

N 100 99

use of mobile banking

apps by respondnets

Pearson Correlation .144 1

Sig. (2-tailed) .156

N 99 99

Here ,the bivariate correlation coefficient is 0.144 which shows that there is slightly positive relationship between

gender & use of mobile banking applications. Correlation is significant as P value 0.156 and here we accept H1.

6.DISCUSSION

The charts A & B gives an idea about how the respondents are satisfied and which applications they have preferred

the most. Chart A shows that majority of the people are either extremely satisfied/satisfied with the mobile banking

28

11

24

13

9

15

0

5

10

15

20

25

30

SBI e-pay SBI Yono SBI Anywhere SBI Buddy SBI Quick Not using mobile banking

PR

EFER

ENC

E O

F A

PP

SIN

PER

CEN

TAG

E

DIFFERENT MOBILE BANKING APPLICATIONS

PREFERANCE OF MOBILE BANKING APPLICATIONS


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applications provided by SBI. The chart B shows that only two of the apps are most preferred and the others are not

much preferred by the respondents. This is because SBI E-pay & SBI anywhere provides various mobile banking

services such as selling & buying products online, fund transfer, bill payment..etc whereas the other application have

only a narrow scope of expansion. The Table 3 shows that there is only a slightly positive correlation 0.144 which

shows that there is a slight relation between gender & use of mobile banking applications.

7.LIMITATIONS OF THE STUDY

The study we conducted has certain limitations which recommends future researches.

Time was limited to collect data. So we recommend future researchers to take more time so that

generalizations can be made.

Sample could only be collected from 100 respondents so more studies can be done by collecting more

samples.

Scope of the project was confined to Kollam district future researches can be undertaken by including more

districts.


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REFERENCES

1.Mobile Banking Usage, Quality of Growth, Inequality and Poverty in Developing Countries(Nicholas M.

Odhiambo,2017)

2.A Study on Mobile Banking and its Impact on Customer's Banking Transactions: A Comparative Analysis of

Public and Private Sector Banks in India (NidhiSingh, Neena Sinha,2016)

3.Mobile Banking Services as Adoption and Challenges: A Case of M-Banking in India (Positive and Negative

impacts, Mobile Growth in India, Adoption Models and Mobile Technology)-(Dr. Vinod Kumar Gupta ,

RenuBagoria , Neha Bagoria,2013)

4. An empirical study on service quality perceptions and continuance intention in mobile banking context in

India(2012)- Dr. Rejikumar G, Sudharani Ravindran D

5.Online banking application and community bank performance(Ram.N.Acharya 2008)

6.Determinants of internet banking adoption by banks in India(Pooja Malhotra 2007)

7.Evaluating the state of competition of the Greek banking Industry(Anthony N.Rezitis 2010)

8. An empirical investigation of mobile banking adoption :The effect of innovation attributes and knowledge based

trust(Hsiu-Fen-Lin 2011)

9.Consumer’s attitude towards e-banking services in Islamic banks:The case of Sudan(Ilham Hassan Fathelrahman

Mansour 2014


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