A Refereed Monthly International Journal of Management
A Comparative Study on Usage and Customers Satisfaction of Banking Services in Anand and Kheda Districts of Gujarat State, India
Author
|
Dr. Bhautik A. Patel
Deputy Accountant
Sardar Patel University
Vallabh Vidyanagar
Gujarat, India
|
Dr. Brijesh M. Patel
Project Fellow – UGC SAP – III
G.H. Patel Postgraduate Institute of Business Management
Sardar Patel University
Vallabh Vidyanagar, Gujarat, India
|
Abstract
In past, Indian banking sector was not developed due to it most of the transactions through informal way such as money lender, cooperative society and many others. With the advent of time, development of trade, commerce and industry Indian banking sectors have been growing rapidly. Total saving deposit with commercial banks were Rs. 10,937 crores in the year 1980-81 and which increased to Rs. 40,31,177 crores in the year 2018-19. Moreover, Indian Government has taken various steps such as Jan Dhan Yojans, opining new branches of banks in rural areas, allow private sector to starts banks and others to make better banking services available to customers. Due to these efforts village people are able to get different products and services of bank easily. Hence, present study attempts to analyze usage and satisfaction towards banking services of rural customers of Anand and Kheda Districts. It has been found from this study that fixed deposit is the only constant variable of expectation and satisfaction level of banking services among respondents in both districts i.e. Anand and Kheda.
Keywords: Banking Services, Customers Satisfaction, Awareness of Banking Services
Introduction
The cooperative bank has played an important role in the area of agricultural and rural development in the country. It has also developed the allied agricultural sector and has emerged as the most important source of institutional credit in the agricultural sector. Cooperatives provide both short and medium term loans to farmers. Long-term loan is made available by Primary Land Development Banks and Central Land Development Banks. The present study is concerned with the agricultural Credit utilization advanced by the cooperatives, we have largely focused our attempt on the study of District Central Cooperative both at all India Level and State Level. The farmers get credit through cooperative societies, which are regulated by Cooperative Societies Act. Each society grants short-term credit up to eighteen months for carrying out current agricultural operations. It also provides medium term loans for a period ranging between two to five years.
REVIEW OF LITERATURE
Husanbana (2004) studied about customer service in rural banks. He found that the rural customers are not aware of the purpose for which loans are available and how they can avail them. Customers generally do not know the complete rules, regulations and procedures of the bank because the bank personnel do not take interest in educating their customer.
Mishra J.K. and Jain M. (2007)carried out various dimensions of customer satisfaction in nationalized and private sector banks. The study analysed that there has been ten factors and five dimensions of customer satisfaction for nationalized and private sector banks respectively and concluded that satisfaction of the customers have an invaluable asset for the modern organizations, providing unmatched competitive edge; it helps in building long term relationship as well as brand equity.
Hasanbanu (2004) found that the rural consumers are not aware of purpose for which loans are available and how they can avail them. Consumers generally do know the complete rules, regulations and procedures of the banks because the bank personnel do not take interest in educations their consumers.
Rao Chilumuri Srinivasa (2013) found out that the consumer’s awareness about the services provided by the SBI is less, particularly regarding all internet banking services the awareness is very low and so bank have to educate and create awareness to consumers by organizing campaign in the rural area. He suggested that all services of the SBI should directly communicate with farmers, small businessmen, self-help groups, students and people of small town, clarify those all doubts and creating awareness.
Gurumoorthy N. (2001) studied on the history and progress of ATM banking in the world and particularly the Indian experience in ATM banking. Also, he stated that computerization of branches, introduction of cash management products, remote access logins for corporate, mobile banking, internet banking and ATM banking are a few ways by which bankers use technology today to beat the competition.
Ndubisi, Nelson Oly, and Wah Chan Kok (2005) conducted a study on the Malaysian banking sector. The study concluded that banks can generate customer satisfaction by exhibiting trustworthy behaviour, commitment to service, communicating information to customers efficiently and accurately, delivering services in a competent manner, handling potential and manifest conflicts skilfully, and improving overall customer relationship quality.
Wan, et. al. (2003) in their study among Hong Kong bank customers found that ATM was the most frequently adopted feature, followed by internet banking and telephone banking was the least frequently adopted. Beliefs about possession of certain positive attributes of the channels were predictive about the adoption of ATM and internet banking than adoption of branch banking and telephone banking.
OBJECTIVES OF STUDY
1. To study about awareness of banking services in rural areas.
2. To analyze the expectation and satisfaction level of banking services in rural areas of selected districts.
RESEARCH METHODOLOGY
The population defined for this research paper was limited to the users of banking services in selected districts of Gujarat state. In this study non-probability convenient sampling method has been used. Total 200 respondents (100 respondents from Anand district and 100 respondents from Kheda district) were surveyed to find out the objectives of the study. The descriptive research design has been used.
Both primary and secondary data collection methods were adopted for the purpose of the study. A structured questionnaire was used for primary data collection. The respondents were asked indicate their usage and satisfaction level regarding banking services and faced problems while using banking services at bank.
DATA ANALYSIS AND INTERPRETATION
The following table presents demographic profile of respondents for the study.
Table-1 Taluka wise Sample respondents
|
District
|
|
Anand
|
Kheda
|
|
Taluka
|
Frequency
|
Percent
|
Taluka
|
Frequency
|
Percent
|
|
Borsad
|
1
|
1.0
|
Galteshwar
|
50
|
50.0
|
|
Khambhat
|
49
|
49.0
|
Thasra
|
50
|
50.0
|
|
Umreth
|
50
|
50.0
|
Total
|
100
|
100.0
|
|
Total
|
100
|
100.0
|
|
|
|
The above table shows that each district 100 respondents are taken for the study, in Anand district, three taluka have selected for the survey and in Kheda district two taluka have selected.
Table-2 Demographic profiles of respondents
|
|
Anand
|
Kheda
|
|
Age
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
15-30 years
|
48
|
48.0
|
32
|
32.0
|
|
31-40 years
|
24
|
24.0
|
29
|
29.0
|
|
41-60 years
|
24
|
24.0
|
31
|
31.0
|
|
Above 60 years
|
4
|
4.0
|
8
|
8.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
|
Gender
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Male
|
81
|
81.0
|
88
|
88.0
|
|
Female
|
19
|
19.0
|
12
|
12.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
|
Type of Ration Card
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
APL
|
68
|
68.0
|
67
|
67.0
|
|
BPL
|
32
|
32.0
|
33
|
33.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
|
Annual Income
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Up to Rs. 50,000
|
31
|
31.0
|
36
|
36.0
|
|
Rs. 50,001 – Rs. 1,00,000
|
26
|
26.0
|
24
|
24.0
|
|
Rs. 1,00,001 – Rs. 3,00,000
|
15
|
15.0
|
22
|
22.0
|
|
Rs. 3,00,001 - Rs. 5,00,000
|
18
|
18.0
|
10
|
10.0
|
|
More than Rs. 5,00,000
|
10
|
10.0
|
8
|
8.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
|
Occupation
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Labour work
|
18
|
18.0
|
16
|
16.0
|
|
Farming
|
17
|
17.0
|
44
|
44.0
|
|
Private Job/Service
|
27
|
27.0
|
14
|
14.0
|
|
Government Job/Service
|
10
|
10.0
|
8
|
8.0
|
|
Housewife
|
5
|
5.0
|
4
|
4.0
|
|
Student
|
17
|
17.0
|
14
|
14.0
|
|
Business
|
6
|
6.0
|
0
|
0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
|
Education
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Illiterate
|
11
|
11.0
|
9
|
9.0
|
|
Primary schooling
|
7
|
7.0
|
23
|
23.0
|
|
S.S.C./H.S.C
|
27
|
27.0
|
26
|
26.0
|
|
Graduate
|
34
|
34.0
|
33
|
33.0
|
|
Post Graduate
|
14
|
14.0
|
9
|
9.0
|
|
Diploma
|
7
|
7.0
|
0
|
0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
Table-3 Available infrastructure amenities of Public/National Bank in villages
|
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Yes
|
99
|
99.0
|
28
|
28.0
|
|
No
|
1
|
1.0
|
72
|
72.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
It can be observed from the above table that 99 per cent respondents of Anand district were said the availability of public /national bank in their village whereas 72 per cent respondents of Kheda district were said unavailability of public/national bank in their village.
Table-4 Available infrastructure amenities of Private Bank in villages
|
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Yes
|
49
|
49.0
|
3
|
3.0
|
|
No
|
51
|
51.0
|
97
|
97.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
The above table shows the availability of private bank in their village, most of respondents said in their village no private bank service available.
Table-5 Available infrastructure amenities of Cooperative Bank in villages
|
|
|
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Yes
|
48
|
48.0
|
3
|
3.0
|
|
No
|
52
|
52.0
|
97
|
97.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
The above table shows the availability of cooperative bank in their village, most of respondents said in their village no cooperative bank service available.
Table-6 Account holders in Bank
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Yes
|
94
|
94.0
|
91
|
91.0
|
|
No
|
6
|
6.0
|
9
|
9.0
|
|
Total
|
100
|
100.0
|
100
|
100.0
|
It can be observed from the above table that 94 per cent respondents were having bank account in Anand district whereas 91 per cent respondents were having bank account in Kheda district.
Table-7 Frequency period of usage of Bank Account
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Less than 1 years
|
7
|
7.4
|
10
|
11.0
|
|
1-5 years
|
33
|
35.1
|
37
|
40.7
|
|
6-10 years
|
23
|
24.5
|
17
|
18.7
|
|
11-15 years
|
14
|
14.9
|
13
|
14.3
|
|
More than 15 years
|
17
|
18.1
|
14
|
15.4
|
|
Total
|
94
|
100.0
|
91
|
100.0
|
The above table reflects that most of respondents 35.10 per cent of respondents in Anand district and 40.7 per cent of respondents in Kheda district used bank account from 1 to 5 years.
Table-8 Frequency of Visit to Bank
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Once a Week
|
4
|
4.3
|
9
|
9.9
|
|
Once a Fortnight
|
3
|
3.2
|
8
|
8.8
|
|
Once a Month
|
15
|
16.0
|
28
|
30.8
|
|
Quarterly
|
5
|
5.3
|
7
|
7.7
|
|
Bi-annually
|
0
|
0
|
1
|
1.1
|
|
Annually
|
0
|
0
|
1
|
1.1
|
|
Whenever Required
|
67
|
71.3
|
37
|
40.7
|
|
Total
|
94
|
100
|
91
|
100.0
|
It can be observed from the above table that 4.30 per cent respondents (4) visited bank once in a week, 3.20 per cent respondents (3) visited bank once in a fortnight, 16.00 per cent respondents (15) visited bank once in a month, 5.30 per cent respondents (5) visited bank quarterly, 67 per cent respondents (71.30) visited bank whenever required in Anand district.
Whereas, in Kheda district 9.9 per cent respondents (9) visited bank once in a week, 8.80 per cent respondents (8) visited bank once in a fortnight, 30.8 per cent respondents (28) visited bank once in a month, 7.70 per cent respondents (7) visited bank quarterly, 1.10 per cent respondents (1) visited bi-annually and annually and 40.7 per cent respondent (37) visited bank whenever required.
Table-9 Types of bank account holder
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Saving account
|
88
|
94.6%
|
72
|
79.1%
|
|
Current account
|
87
|
93.5%
|
9
|
9.9%
|
|
Recurring account
|
23
|
24.7%
|
2
|
2.2%
|
|
Fixed deposit account
|
45
|
48.4%
|
52
|
57.1%
|
|
Loan account
|
44
|
47.3%
|
47
|
51.6%
|
It can be concluded from the above table that 94.60 per cent respondents were having saving bank account in Anand district, followed by 93.5 per cent respondents were having current bank account, 24.7 per cent respondents were having recurring bank account, 48.4 per cent respondents were having fixed deposit account and 47.3 per cent respondents were having loan bank account.
Whereas, in Kheda distirct 79.1 per cent respondents were having saving bank account, 9.9 per cent respondents were having current bank account, 2.2 per cent respondents were having recurring bank account, 57.1 per cent respondents were having fixed deposit bank account and 51.6 per cent respondents were having loan bank account.
Table-10 Awareness about banking services
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Fixed Deposits
|
57
|
61.3%
|
70
|
76.9%
|
|
Crops insurance
|
81
|
87.1%
|
52
|
57.1%
|
|
Loan
|
87
|
93.5%
|
67
|
73.6%
|
|
Recurring
|
47
|
50.5%
|
10
|
11.0%
|
|
Credit/Debit Cards
|
50
|
53.8%
|
47
|
51.6%
|
|
ATM service
|
86
|
92.5%
|
61
|
67.0%
|
|
Kishan Credit cards
|
52
|
55.9%
|
30
|
33.0%
|
|
Internet Banking
|
48
|
51.6%
|
27
|
29.7%
|
|
Mobile Banking
|
49
|
52.7%
|
26
|
28.6%
|
|
Demand Draft Facility
|
45
|
48.4%
|
13
|
14.3%
|
|
Personal Insurance
|
50
|
53.8%
|
12
|
13.2%
|
|
Safe/Locker
|
46
|
49.5%
|
18
|
19.8%
|
|
Saving Account
|
47
|
50.5%
|
38
|
41.8%
|
It can be observed from the above table that in Anand district banking service as loan was maximum 93.50 per cent respondents were aware of it, followed by another banking services such as ATM service (92.50 per cent), crop insurance (87.10 per cent), Fix deposits (61.30 per cent), kishan credit card (55.90 per cent), credit/debit card (53.80 per cent), personal insurance (53.80 per cent), recurring (50.5 per cent), internet banking (51.60 per cent), safe/locker (49.50 per cent), etc. in rural areas.
Whereas, in Kheda district rural areas banking service as fixed deposit was maximum 76.9 per cent respondents were aware of it, followed by another banking services such as loan (73.6 per cent), ATM service (67 per cent), crops insurance (57.1 per cent), credit/debit cards (51.6 per cent), etc. in rural areas.
Table-11 Usage of different types of banking services
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Fixed Deposits
|
55
|
59.1%
|
50
|
54.9%
|
|
Crops insurance
|
32
|
34.4%
|
28
|
30.8%
|
|
Loan
|
47
|
50.5%
|
44
|
48.4%
|
|
Recurring
|
19
|
20.4%
|
0
|
0
|
|
Credit/Debit Cards
|
28
|
30.1%
|
26
|
28.6%
|
|
ATM service
|
72
|
77.4%
|
39
|
42.9%
|
|
Kishan Credit cards
|
16
|
17.2%
|
7
|
7.7%
|
|
Internet Banking
|
17
|
18.3%
|
5
|
5.5%
|
|
Mobile Banking
|
12
|
12.9%
|
10
|
11.0%
|
|
Demand Draft Facility
|
6
|
6.5%
|
12
|
13.2%
|
|
Personal Insurance
|
23
|
24.7%
|
7
|
7.7%
|
|
Safe/Locker
|
9
|
9.7%
|
12
|
13.2%
|
|
Saving Account
|
47
|
50.5%
|
39
|
42.9%
|
It can be observed from the above table that in Anand district 77.40 per cent respondents were using banking services as ATM service, followed by other banking services like fix deposits (59.10 per cent), loan and saving bank account (50.50 per cent), crop insurance (34.40 per cent), credit/debit cards (30.10 per cent), internet banking (18.3 per cent) etc. in rural areas.
Whereas, in rural areas of Kheda district 54.90 per cent respondents were using banking services as fixed deposit account followed by using banking services such as loan (48.4 per cent), ATM service (42.9 per cent), corps insurance (30.8 per cent) etc in rural areas.
Table-12 Source of Information of Banking Services
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Friends and Relatives
|
87
|
92.6%
|
76
|
83.5%
|
|
Village Friend
|
35
|
37.2%
|
39
|
42.9%
|
|
Television
|
46
|
48.9%
|
43
|
47.3%
|
|
Hoadinig & poster
|
52
|
55.3%
|
30
|
33.0%
|
|
Bank Employee
|
54
|
57.4%
|
49
|
53.8%
|
|
Newspaper
|
59
|
62.8%
|
39
|
42.9%
|
|
Teacher
|
16
|
17.0%
|
10
|
11.0%
|
|
Village Leader
|
3
|
3.2%
|
6
|
6.6%
|
It can be identified from the above table that maximum respondents received information about banking services from friends/relatives in both selected districts of rural areas, followed by obtained information from newspaper and bank employee etc.
Table-13 Importance of banking services
|
Descriptive Statistics
|
District
|
|
Usage
|
Anand
|
Kheda
|
|
Mean
|
Mean
|
|
Fixed Deposits
|
5.82
|
6.89
|
|
Loan
|
7.19
|
6.05
|
|
Saving Account
|
7.50
|
6.34
|
|
Debit cards
|
6.15
|
5.04
|
|
Credit card
|
6.10
|
4.38
|
|
Demand Draft Facility
|
5.87
|
3.48
|
|
Personal Insurance
|
6.83
|
3.68
|
|
Crops insurance
|
7.02
|
3.81
|
|
ATM Service
|
7.89
|
4.62
|
|
Safe/Locker
|
6.05
|
3.14
|
|
Internet Banking
|
5.61
|
3.07
|
|
Mobile Banking
|
5.60
|
3.03
|
|
ECS/RTGS/NEFT
|
4.62
|
2.52
|
It can be observed from the above table that among people from rural areas considered ATM as most important service, followed by, saving account, loan, corps insurance and personal insurance based on their mean statistics in Anand district. Whereas, in Kheda district fixed deposit was considered most important banking service based on respondents mean score.
Table-14 Problems faced while using Banking Services
|
Anand
|
Kheda
|
|
|
Frequency
|
Percent
|
Frequency
|
Percent
|
|
Lack of information
|
76
|
85.4%
|
37
|
42.5%
|
|
Due to Illiteracy/language
|
27
|
30.3%
|
28
|
32.2%
|
|
More Documents required
|
41
|
46.1%
|
33
|
37.9%
|
|
Cumbersome procedure
|
47
|
52.8%
|
30
|
34.5%
|
|
Rude Behaviour of the staff
|
48
|
53.9%
|
15
|
17.2%
|
|
More time consuming
|
42
|
47.2%
|
16
|
18.4%
|
|
Inconvenient banking hours
|
23
|
25.8%
|
9
|
10.3%
|
It can be observed from the above table that 76 respondents were facing problems of lack of information about banking services, 48 respondents were facing problems regarding rude behaviour of the staff , 47 respondents were facing problems of cumbersome procedure, 42 respondents were facing problems of more time consuming process, 41 respondents were facing problems of requirement of more documents, 27 respondents were facing problems due to illiteracy/language and 23 respondents were facing problems of inconvenient banking hours in rural areas of Anand district.
Whereas, in Kheda district 37 respondents were facing problems of lack of information about banking services, followed by facing problems such as more documents required, cumbersome procedure, due to illiteracy/language, more time consumer and inconvenient banking hours in rural areas.
Table-15 GAP between Expectation and Satisfaction of banking services
|
|
Anand
|
Kheda
|
| |
Expectation
|
Satisfaction
|
|
Expectation
|
Satisfaction
|
|
| |
Mean
|
Mean
|
GAP
|
Mean
|
Mean
|
GAP
|
|
Fixed Deposits
|
3.13
|
3.38
|
0.26
|
3.65
|
3.42
|
-0.23
|
|
Loan
|
3.94
|
4.16
|
0.22
|
3.07
|
3.04
|
-0.02
|
|
Saving Account
|
3.99
|
4.23
|
0.24
|
3.04
|
3.16
|
0.12
|
|
Debit cards
|
3.35
|
3.77
|
0.41
|
2.89
|
2.74
|
-0.15
|
|
Credit card
|
3.41
|
3.59
|
0.17
|
2.47
|
2.60
|
0.13
|
|
Demand Draft Facility
|
3.24
|
3.83
|
0.59
|
2.25
|
2.47
|
0.22
|
|
Personal Insurance
|
3.74
|
3.76
|
0.01
|
2.45
|
2.63
|
0.18
|
|
Crops insurance
|
3.64
|
3.90
|
0.27
|
2.43
|
2.44
|
0.01
|
|
ATM Service
|
4.28
|
3.77
|
-0.51
|
2.64
|
2.73
|
0.09
|
|
Safe/Locker
|
3.28
|
3.66
|
0.38
|
2.36
|
2.36
|
0.00
|
|
Internet Banking
|
3.21
|
3.50
|
0.29
|
2.35
|
2.43
|
0.08
|
|
Mobile Banking
|
3.16
|
3.37
|
0.21
|
2.10
|
2.21
|
0.11
|
|
ECS/RTGS/NEFT
|
2.96
|
3.18
|
0.22
|
2.00
|
2.05
|
0.05
|
It can be observed from the above table that the mean of expectation and satisfaction from positive hence they are banking services of fixed deposits, loan, savings account, debit cards, credit card, demand draft facility, personal insurance, crops insurance, safe/locker, internet banking, mobile banking and ECS/RTGS/NEFT are more satisfied while ATM services is having negative score, therefore people in rural areas are dissatisfied from this services in rural areas of Anand district.
In Kheda district saving account, credit card, demand draft facility, personal insurance, crops insurance, ATM services, safe/locker, internet banking, mobile banking and ECS/RTGS/NEFT are found positive mean score while fix deposit, loan and debit card are found negative mean score hence they are dissatisfied from banking services in rural areas.
HYPOTHESIS TESTING
H0: There is no significance difference in the mean rank of Expectation level of banking service across respondents of districts.
Table-16 Mann-Whitney U Test of Expectation level of banking service across respondents of districts
|
|
Ranks
|
Test Statistics
|
|
|
District
|
N
|
Mean Rank
|
Sum of Ranks
|
Mann-Whitney U
|
Wilcoxon W
|
Z
|
Asymp. Sig. (2-tailed)
|
|
Fixed Deposit
|
Anand
|
94
|
89.13
|
8378.00
|
3913.000
|
8378.000
|
-1.030
|
.303
|
|
Kheda
|
91
|
97.00
|
8827.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Loan
|
Anand
|
94
|
112.88
|
10611.00
|
2408.000
|
6594.000
|
-5.292
|
.000
|
|
Kheda
|
91
|
72.46
|
6594.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Saving Account
|
Anand
|
94
|
111.85
|
10513.50
|
2505.500
|
6691.500
|
-5.023
|
.000
|
|
Kheda
|
91
|
73.53
|
6691.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Debit cards
|
Anand
|
94
|
101.55
|
9545.50
|
3473.500
|
7659.500
|
-2.256
|
.024
|
|
Kheda
|
91
|
84.17
|
7659.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Credit card
|
Anand
|
94
|
109.96
|
10336.00
|
2683.000
|
6869.000
|
-4.500
|
.000
|
|
Kheda
|
91
|
75.48
|
6869.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Demand Draft Facility
|
Anand
|
94
|
108.93
|
10239.50
|
2779.500
|
6965.500
|
-4.210
|
.000
|
|
Kheda
|
91
|
76.54
|
6965.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Personal Insurance
|
Anand
|
94
|
117.15
|
11012.00
|
2007.000
|
6193.000
|
-6.372
|
.000
|
|
Kheda
|
91
|
68.05
|
6193.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Crops insurance
|
Anand
|
94
|
116.21
|
10924.00
|
2095.000
|
6281.000
|
-6.121
|
.000
|
|
Kheda
|
91
|
69.02
|
6281.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
ATM Service
|
Anand
|
94
|
124.51
|
11704.00
|
1315.000
|
5501.000
|
-8.374
|
.000
|
|
Kheda
|
91
|
60.45
|
5501.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Safe/Locker
|
Anand
|
94
|
107.53
|
10107.50
|
2911.500
|
7097.500
|
-3.836
|
.000
|
|
Kheda
|
91
|
77.99
|
7097.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Internet Banking
|
Anand
|
94
|
106.51
|
10011.50
|
3007.500
|
7193.500
|
-3.573
|
.000
|
|
Kheda
|
91
|
79.05
|
7193.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Mobile Banking
|
Anand
|
94
|
108.72
|
10220.00
|
2799.000
|
6985.000
|
-4.173
|
.000
|
|
Kheda
|
91
|
76.76
|
6985.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
ECS/RTGS/NEFT
|
Anand
|
94
|
108.68
|
10215.50
|
2803.500
|
6989.500
|
-4.176
|
.000
|
|
Kheda
|
91
|
76.81
|
6989.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
The Mann-Whitney U test applied for check the mean rank difference of respondents, the above table presents all banking services p value are less than 0.05. Hence, it can be said that there is significance difference in the mean rank of expectation level of banking service across respondents of districts. Except banking service of fixed deposit p value is more than 0.05, for fixed deposit null hypothesis cannot be rejected. Hence, it can be said that there is no significance difference in the mean rank of Expectation level of banking service across respondents of districts.
H0: There is no significance difference in the mean rank of satisfaction level of banking service across respondents of districts.
Table-17 Mann-Whitney U Test of Satisfaction level of banking service across districts
|
|
Ranks
|
Test Statistics
|
|
|
District
|
N
|
Mean Rank
|
Sum of Ranks
|
Mann-Whitney U
|
Wilcoxon W
|
Z
|
Asymp. Sig. (2-tailed)
|
|
Fixed Deposit
|
Anand
|
94
|
94.95
|
8925.00
|
4094.000
|
8280.000
|
-.518
|
.604
|
|
Kheda
|
91
|
90.99
|
8280.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Loan
|
Anand
|
94
|
115.14
|
10823.50
|
2195.500
|
6381.500
|
-5.932
|
.000
|
|
Kheda
|
91
|
70.13
|
6381.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Saving Account
|
Anand
|
94
|
114.38
|
10752.00
|
2267.000
|
6453.000
|
-5.805
|
.000
|
|
Kheda
|
91
|
70.91
|
6453.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Debit cards
|
Anand
|
94
|
111.71
|
10501.00
|
2518.000
|
6704.000
|
-4.953
|
.000
|
|
Kheda
|
91
|
73.67
|
6704.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Credit card
|
Anand
|
94
|
109.20
|
10265.00
|
2754.000
|
6940.000
|
-4.302
|
.000
|
|
Kheda
|
91
|
76.26
|
6940.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Demand Draft Facility
|
Anand
|
94
|
116.80
|
10979.50
|
2039.500
|
6225.500
|
-6.301
|
.000
|
|
Kheda
|
91
|
68.41
|
6225.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Personal Insurance
|
Anand
|
94
|
113.26
|
10646.00
|
2373.000
|
6559.000
|
-5.363
|
.000
|
|
Kheda
|
91
|
72.08
|
6559.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Crops insurance
|
Anand
|
94
|
118.74
|
11161.50
|
1857.500
|
6043.500
|
-6.808
|
.000
|
|
Kheda
|
91
|
66.41
|
6043.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
ATM Service
|
Anand
|
94
|
111.00
|
10434.00
|
2585.000
|
6771.000
|
-4.783
|
.000
|
|
Kheda
|
91
|
74.41
|
6771.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Safe/Locker
|
Anand
|
94
|
115.28
|
10836.00
|
2183.000
|
6369.000
|
-5.884
|
.000
|
|
Kheda
|
91
|
69.99
|
6369.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Internet Banking
|
Anand
|
94
|
111.44
|
10475.50
|
2543.500
|
6729.500
|
-4.870
|
.000
|
|
Kheda
|
91
|
73.95
|
6729.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
Mobile Banking
|
Anand
|
94
|
113.06
|
10627.50
|
2391.500
|
6577.500
|
-5.296
|
.000
|
|
Kheda
|
91
|
72.28
|
6577.50
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
|
ECS/RTGS/NEFT
|
Anand
|
94
|
111.28
|
10460.00
|
2559.000
|
6745.000
|
-4.846
|
.000
|
|
Kheda
|
91
|
74.12
|
6745.00
|
|
|
|
|
|
Total
|
185
|
|
|
|
|
|
|
It can be observed from the above table that Loan, Saving Account, Debit cards, Credit card, Demand Draft Facility, Personal Insurance, Crops insurance, ATM Service, Safe/Locker, Internet Banking, Mobile Banking and ECS/RTGS/NEFT p values are less than 0.05, null hypothesis can be rejected. Therefore, it can be concluded that there is significance difference in the mean rank of satisfaction level of banking service across respondents of districts. For the fixed deposit p value is more than 0.05, null hypothesis cannot be rejected. Hence, it can be said that there is no significance difference in the mean rank of satisfaction level of banking service across respondents of districts.
CONCLUSIONS
Banking services are vital for development of any nation. In developing country like India it is important for growth of agriculture, industry and service sector as well. In India Government initiates number of measures to provide banking services to urban and rural people. For the present study, respondents were asked regarding various banking services such as Saving account, fixed deposit, ATM, Loan, NEFT/RTGS, Internet Banking, safe locker service and others to know their satisfaction level. Anand district people were more using banking services compare to Kheda district. Lack of awareness, rude behavior of staff and more documents are main problems in facing using banking services by people of both districts. There is a negative gap of -0.51 between expectation and satisfaction level of customers in one service i.e. ATM in Anand district and negative gap of -0.23, -0.02 and -0.15 between expectation and satisfaction level of customers in services of Fixed deposit, loan and debit card respectively in Kheda district. Overall, there is no difference in expectation and satisfaction level of customers amongst other services. In nutshell, it can be said from the research that bank should do awareness programme for customers, behave properly and make easy process with less documents as well as provide services with customers’ expectations to attract more customers.
REFERENCES
1. Husanbana S., (2004), Customer Services in Rural Banks: An Analytical Study of Attitude of Different Types of Customers towards Banking Services, IBA bulletin, Vol. XXVI, No. 08, August, Pp. 21 – 25.
2. Mishra J. K. and Jain M. (2007), Constituent Dimensions of Customer Satisfaction: A
3. S. Hasanbanu (2004), Consumer Service in Rural Banks: An Analytical Study of Attitude of Difference types of Consumers towards Banking Services, IBA Bulletin, Vol. XXVI, No. 8, August, Pp. 21-25.
4. Chilumuri Srinivasa Rao (2013), Consumer Awareness in Rural India with special reference to E-Banking services of State Bank of India, PARIPEX - INDIAN JOURNAL OF RESEARCH, Vol-2, Iss 2, February, 46-48
5. Gurumoorthy N (2001), ATM Banking, IBA Bulletin, Vol. 23, No.8, Pp.14.
6. Nelson Oly Ndubisi and Chan Kok Wah (2005), Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction, International Journal of Bank Marketing, Vol. 23 Iss 7, Pp. 542 - 557
7. Wan, W W M., Luk, C-L and Chow, C.W.C. (2005), Customer’ Adoption of Banking Channels in Hong Kong, International Journal of Bank Marketing, Vol. 23, No. 23, Pp. 253 – 272.
