service quality evaluation on e-banking..hitesh
TRANSCRIPT
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Service Quality Evaluation on
E-Banking
Of
Kotak Mahindra Bank
Dharmendra Khairajani
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Flow of the Presentation
Introduction of Company Profile
Introduction of Topic
Literature Review Research Methodology
Data Analysis
Findings & Conclusions
Suggestions
Bibliography
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Introduction of Company
Kotak Mahindra is one of India's leading financial institutions,
offering complete financial solutions that encompass every
sphere of life
The group has a net worth of over Rs. 2,900 corer, employs
around 8,800 people in its various businesses and has adistribution network of branches, franchisees, representative
offices
Satellite offices across 282 cities and towns in India and
offices in New York, London, Dubai and Mauritius. The Group
services around 2 million customer accounts.
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Introduction of Topic
In the India internet banking is a form of self servicetechnology. The numbers of Internet users have increased
dramatically.
But most of them are reluctant to provide sensitive personalinformation to E-banking because they do not trust e-
commerce security in India.
This project investigates the E-Banking Service quality ofKotak bankas well partially we can aware of factors which
are affecting the acceptance of e-banking services among
customers
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Literature Review Liu and Arnett (2000) identified five critical dimensions of online
service quality its include quick response, assurance, follow-upand empathy. Security, correct transaction, customer control on
transaction (personalization), order tracking facilities and privacy
are other important factors in the online service that affect the
customer satisfaction.
Jun and Cai (2001) identified 17 service quality dimensions of E-Banking service quality. These are Reliability, Responsiveness,
Competence, Courtesy, Credibility, Access, Communication,
Understanding the customer, Collaboration, Continuous
improvement, Content, Accuracy, and Ease of use, Timeliness,
Security and divers features. Ravi Mahil, Vidya Sagar (2007) identified five online service
quality dimensions (responsiveness, reliability, competence,
access and security) and their relationships with the customer
satisfaction.
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(Hans H. Bauer, Maik Hammerschmidt
and Tomas Falk March 2004)
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Research Objective
Primary Objective
Service Quality evaluation in the E-banking.
Secondary Objective Important parameters for service quality from Customer
perspective.
To check what are need of the customer at the time of using E-banking ofKotak Bank.
To understand the key driver of the E-banking growth
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Research Design
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Descriptive Study (Concern with finding)-
For Study Purpose. The Questionnaire is dividend in to three
part of gathering detail. Second part of the to getting detail of
the all the factor consider as service quality.
Last part of the questionnaire is used for the demographic
detail of the customer.
Rating Scales are use in like Dichotomous, Single Response
scales, Multiple-Response Scale, Likert Scale-Summated
Rating
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Sampling Technique
Non-Probability Convenience sampling in this study to easy
and to get less expensive data and accurate data collection.
I have chosen the elements to be included because customerbelieves they are the representatives.
Its easy to find the customer who had use or will use internet
banking service.
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Sample Size
A customer and employee of the bank whos having at list 0-6
year experience of the E-Banking for the same use by me.
In Ahmedabad area and its all the customer of some specificarea to conduct this detail of the study.
Out of 250 customer there are 46 customer profile and detail
are missing and not complete to evaluate them so its notconsiders in the study
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Data Collection Method
Customers with at least 0-6 months of experience in E-banking
in Ahmedabad are identified by visiting retail branches/ATM
branches of banks.
All the Data are collected on the base ofPrimary with the
help of the Questionnaire.
All the questions are bifurcate into the seven dimensions and
then after data collections and analyses are done from excel
2007 software.
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Dimensions/Variable Variable Define/Dimensions
Reliability (X1) V-1 Information which is provides you is accurate
V-2 E-bank of bank site which you are open is properly open for use
V-3 Information and other detail which is share on site is easy to understand
Accessibility (X2)
V-4 Can you use easily all the information which is share on the site
V-5 Rate your satisfaction level with your bank technology in E-banking
V-6 Do you agree your bank approaches to you by site
User-friendliness
(X3)
V-7 E-banking language is easy to understand for your use
V-8
Does your bank provide your all the information regards your transaction and service
which your taken
V-9 How would your rate your bank support for your personal requirement
Privacy/security (X4)
V-10 How do your rate about your privacy of account
V-11 Is your e-bank secure for your any transactions
V-12 Does your bank provide site security alerts on your accounts
Efficiency (X5)
V-13 Is your e-bank easy to navigate and simple to useV-14 How do you rate your bank account (Login/Logout) access speed
V-15 How do you rate that to find policy and its statement on your e-bank
Responsiveness (X6)
V-16 How do you rate that the bank take care problems properly
V-17 How do you rate that personnel knowledge and the skills
V-18 Rate your satisfaction level to interact with Customer service representative at your bank
V-19 How your rate your e-bank performs the service right at the first time
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Data Analysis
Answer Response Percentage
Male 181 89
Female 24 12
Total 205 100
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Demographic Profile
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Data Analysis
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Correlations between each dimension
Dimensions (X1) (X2) (X3) (X4) (X5) (X6) (X7)
(X1) 1
(X2) **0.71 1
(X3) **0.37 **0.091 1
(X4) **0.38 **0.28 **0.64 1
(X5) **0.06 *0.081 **0.39 **0.44 1
(X6) **-0.2 *0.018 *0.022 *0.265 *0.015 1
(X7) **-0.19 *0.066 **-0.13 **0.48 **-0.18 *0.751 1
* Correlation is significant at the 0.05 level (2-tailed).
** Correlation is significant at the 0.01 level (2-tailed).
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Important Dimensions of Respondent
Mean
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Relationship between overall service
quality
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Note: - R Square = 93.38%, Adjusted R Square = 96.64%
Independent Variable Coefficients Standard Error T-Stat P-Value
Constant Zero 1.661 0.577 7.680 0.000
Reliability (X1) 0.613 0.244 3.740 0.003
Accessibility (X2) -0.155 0.073 -2.777 0.021
User-friendliness (X3) -0.103 0.076 -2.255 0.005
Privacy/security (X4) 0.032 0.021 1.669 0.066
Efficiency (X5) -0.012 0.023 -2.665 0.004
Responsiveness (X6) 0.865 0.038 38.266 0.001
Fulfillment (X7) 0.895 0.014 0.693 0.587
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Findings
Reliability (X1), Accessibility (X2), User-friendliness (X3),Efficiency (X5), Responsiveness (X6) are influence the servicequality of E-banking
Privacy/security (X4), Fulfillment (X7) are the need to
improve the quality of the service from the bank side.
It to make security and fulfillment are the first priority for theE-banking service at the Bank.
In compare to all the dimensions responsiveness are moreinfluence the service quality.
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Customers are satisfied with the reliability of the servicesprovided by the bank.
They are not very much satisfied with the dimension User
friendliness
The result indicates that the two dimensions, viz.Privacy/Security and Fulfillment are not contributing
significantly towards the overall service quality.
In the E-banking should focus on the Privacy and Fulfillment
of the customer. In the extended of this study can be made on the Bank
perspective.
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Conclusion
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Recommends of my study is to the bankers and the service
designers to develop their service and service futuresaccording to the demographic profile of the customers and
expected to new customers and the based on the
7dimensions.
Bank should enhance their services according to expectations But dont ignore expectation of the elders and forget the
privacy and security of the account.
On the time of research I had seen that there are low literate
people had facing problem on the basis of the E-banking use
so it should be design to consider to them.
Focus on the Security and Privacy of the account and its
details.
According to the expectations of the customer company had to
develop the E-banking to compete in this world. 20
Suggestions
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Limitations
Small Sample size may not represent the all the populations.
Its can be include the many other questions and dimensions.
It can be make as Bank perspective.
It can be done as the state or country wise.
Data are collected Ahmedabad city only.
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Bibliography Dr. Shapoor Zarei United Arab, Emirates (December 2010) Electronic Service
Quality Evaluation Methods for Online-Banking System.
Arunachalam, L. and Sivasubramanian, M. (2007) The future of Internet Banking inIndia Academic Open Internet Journal, Vol. 20
Mahmood H Shah (2005) Survey of Critical Success Factor in e-Banking
Hanna-Maija, Vainio (2006) Article on Internet Banking and Customer Acceptance
Parasuraman, A., Zeithaml, V.A and Berry, L.L. (1988)SERVQUAL: A multipleitem scale measuring consumer perceptions of service quality, Journal of Retailing,Vol. 64, No. 1
http://www.internetworldstats.com/asia/in.htm/AsiaInternetStats/Site
Links/India http://aboutus.kotak.com/kotak-mahindra-group/our-story.html
http://www.moneycontrol.com/kotakmahindrabank/board-of-directors/KMBL
www.acadjournal.com
www.kotak.com
http://www.xycoon.com/descriptivestatistics.html
http://www.inderscience.com GIM_Ghandhinagar 22