A Study On Customer Satisfaction Towards Atm Services Offered In Tamil Language With Special Reference To Sbi Bank In Sivakasi

DR.(MRS.) A. MUTHUMARI, M.B.A.,M.PHIL.,PH.D.

Assistant Professor, Department of Business Administration,

         The Standard Fireworks Rajaratnam College for women,

Sivakasi.

ABSTRACT

 Automated Teller Machine (ATM) has effectively reached large volume of customers at lower cost. Now a day, most of the banks can using their e-banking services through ATM’s.  ATM services play a key role to minimize the customers time and energy. ATM services also provides tamil language for easy access and understanding of all people for their convenience. For this study focus on customer satisfaction towards SBI Bank ATM services offered in tamil language, it helps the people to use ATM services securely and easily without any help of others.

Key Words: ATM, Banks, E-Banking, Customer Satisfaction.

INTRODUCTION

ATM has become one of the most revolutionized components of today’s economic growth. ATM is a powerful value added tool to attract new customers and retain the existing ones. The potential competitive advantage of e-banking lies in the areas of cost reduction and satisfaction of consumer needs. ATM helps banks to retain their existing customers, improve customer satisfaction, increase banks activities, reduce administrative and operational cost and more importantly improve banks’ competitive position.

LITERATURE REVIEW

Ashutosh Arun and Archana Singh (2019), “Customer Satisfaction towards ATM

Services – A Comparative study of Punjab National Bank and Axis Bank”, for this research concluded that majority of respondents in both the banks dissatisfied with the ATM Grievance Settlement. Hence it is suggested the banks to developed and improvise the proper mechanism to resolve the grievance settlement, as it leads to customer comfort and satisfaction.

Renuka and Paulraj (2014), “Customers Satisfaction towards Automated Teller

Machine”, this study concluded that the ATM facility has been extended to all account holders of all the banks. Though it is clear from this study that all the respondents are fully satisfied with the functioning of ATMs, Bank could retain its existing customers and attain new customers.

Kumbhar V.M, (2011), “Customers’ Satisfaction in ATM Service: An Empirical

Evidences from Public and Private Sector Banks in India” for this study aimed that to provide a preliminary comparative investigation of the customer satisfaction in ATM service of public and private sector banks in India. For empirical evidences indicates that customer perception about efficiency, security and responsiveness, cost effectiveness, problem handling and compensation and contact service related to ATM services is low in both public and private sector banks. Therefore both types of banks should aware about these aspects of ATM service to enhance customers satisfaction. 

OBJECTIVES OF THE STUDY

  1. To know the customer satisfaction towards SBI ATM services offering tamil language.
  2. To identify the factors influencing SBI ATM services offering tamil language.

SCOPE OF THE STUDY

 The current research is a descriptive and customer oriented study, to understand the  Customers satisfaction towards SBI ATM Services offered in tamil. This research helps to identify the nature and factors influencing customer satisfaction of SBI ATM Services in Sivakasi.

HYPOTHESIS

Ø H0: There is a significant relationsip between educational qualification of the respondents and satisfaction towards SBI ATM Tamil Language Service.

METHODOLOGY

a) Research design

Research Design is the basic framework which provides guidelines for the rest of research process. The research design followed for this study is Descriptive research design  b) Sources of Data

The study has mainly depended on primary data. The primary data were collected through a structured questionnaire.

c) Sampling Plan

The sample design is a definite plan for obtaining a sample from a given population.  

Sampling Technique – The technique adopted for the study is non-probability sampling technique of convenience sampling.

Sample SizeThe study has depended on primary data. Primary data were collected through a sample survey with a questionnaire. The sample size is 50 respondents for the research. d) Statistical tool used

The technique used in analyzing the collected data is known as tools for analyzing data. The tool used in this study is as follows:

  • Percentage analysis
  • Chi-Square Test Analysis
  • Weighted Average Method

ANALYSIS AND INTERPRETATION OF DATA

TABLE 1

RESPONDENT’S GENDER

GENDERNO. OF RESPONDENTPERCENTAGE
Male2550
Female2550
Total50100

Source: Primary data

It is inferred that 50% of the respondents are both male and female.

TABLE 2

RESPONDENT’S AGE

AGENO. OF RESPONDENTSPERCENTAGE
18-25918
26-352346
36-451020
46-5548
Above 5648
Total50100

Source: Primary data

It is inferred the 46% of the respondents are in the age group of 26-35 years who are preferring ATM services of State Bank of India.

TABLE 3

RESPONDENT’S EDCUATIONAL QUALIFICATION

EDUCATIONAL QUALIFICATIONNO. OF RESPONDENTSPERCENTAGE
UPTO SSLC2346
SSLC918
HSC918
Diploma510
UG48
Total50100

Source: Primary data

It is inferred the 46% of the respondents are upto SSLC who are preferring tamil language in SBI ATM services.

TABLE 4

RESPONDENT’S MARITAL STATUS

MARITAL STATUSNO. OF RESPONDENTSPERCENTAGE
MARRIED3672
UNMARRIED1428
Total50100

Source: Primary data

It is inferred the 72% of the respondents are married.

TABLE 5

RESPONDENT’S SATISFACTION ABOUT SBI ATM TAMIL LANGUAGE SERVICE

PARTICULARSNUMBER OF  RESPONDENTSPERCENTAGE
Yes4590
No510
Total50100

Source: Primary data

It is inferred the 90% of the respondents satisfied about SBI ATM Tamil language service.

 TABLE 6

CHI-SQUARE TEST

AIM

To obtain the relationship between the Educational Qualification of the respondents and satisfaction about SBI ATM Service in Tamil Language.

NULL HYPOTHESIS (H0) – There is no significant relationship between the Educational Qualification of the respondents and satisfaction about SBI ATM Service in Tamil Language.

ALTERNATE HYPOTHESIS (H1) – There is significant relationship between the Educational Qualification of the respondents and satisfaction about SBI ATM Service in Tamil Language.

Educational QualificationYESNOTOTAL
UPTO SSLC22123
SSLC819
HSC729
Diploma415
UG404
TOTAL45550
Observed Frequency  (Oi)Expected Frequency  (Ei)(Oi-Ei)2(Oi-Ei)2/Ei
2220.71.690.0816
12.31.690.7348
88.10.010.0012
10.90.010.0111
78.11.210.1494
20.91.211.3444
44.50.250.0556
10.50.250.5000
43.60.160.0444
00.40.160.4000
  TOTAL3.3226

Expected frequency of any cell =

[(Row total for the column of that cell) * (Column total for the column of that cell)]

Grand Total

X 2=∑  ((Oi – Ei)2/Ei) Degree of freedom    = 3.3226                                                                                               = (r – 1) (c -1) = (5-1) (2-1)                                                                                         = 4                                                                                                       

Calculated Value   = 3.3226

Table Value           = 9.488

Calculated Value <Table Value Null hypothesis is rejected. 

Therefore calculated value of chi-square is 3.3226. The table value at 0.05 Degree of level of significance is 9.488. Since the calculated value is greater than the tabulated value, the null hypothesis is rejected.

Inference

There is significant relationship between the Educational Qualification of the respondents and satisfaction about SBI ATM Service in Tamil Language.

TABLE 7

FACTORS INFLUENCING SBI ATM SERVICE OFFERING TAMIL LANGUAGE

S. No.Ranks1234567MeanWeighted AverageRank
Weighted Average7654321
Factors
1Immediate problem solving for the customer queries3500960029910.682
2Safety and Security91109174022485
3Lowest service charges2015550002759.823
4Easy to understand38021000031611.281
5Availability of information02001190102017.187
6Convenience2523102442177.756
7Customer service073409002398.544

Source: Primary data

Most of the respondents have ranked easy to understand as the first attribute, Immediate problem solving for the customer queries as the second attribute, lowest service charges as the third attribute, customer service as the fourth attribute, Safety and Security the fifth attribute, Convenience as the sixth attribute and availability of information as the seventh attribute which attributes offered tamil language through ATM services in SBI, Sivakasi.

SUGGESTION

  • The bank has to meet the needs and improve the innovative technologies to satisfy the customers for the proper use of tamil language in easy way to reach new customers.
  • The bank provided enhanced customer services through simple tamil language to improve customer’s relationship.
  • Ensure the good connectivity and proper communication of information through tamil language for new and existing customers.  

 CONCLUSION

From this research it can be concluded that, Bank has become a necessary survival weapon and improving economic development. Banks have to upgrade and constantly think of new innovative customized packages and services to remain competitive. The study finds that the bank customers are not satisfied with proper communication of information through tamil language. It means that customers expect the bank to send messages through tamil language for the purpose of easy understanding. It improves the e-banking services to satisfied existing customers and attract the new customers in future. 

 REFERENCES

  1. Ashutosh Arun and Archana Singh (2019), “Customer Satisfaction towards ATM Services – A Comparative study of Punjab National Bank and Axis Bank”, Vol., 4, Issue 8, PP : 134 – 139.
  2. Ingle K.B.,(2013), Insurance and Banking, Chandralok Prakashan, Kanpur, First Edition.
  3. Renuka and Paulraj (2014), “Customers Satisfaction towards Automated Teller

Machine”, Vol. 4, Issue 5, PP: 333 – 336. 

  • Radha V.,(2012), Banking Theory, Law and Practice, Prasanna Publishers & Distributors, First Edition.
  • Vijay M. Kumbhar (2011), “Customers’ Satisfaction in ATM Service: An Empirical

Evidences from Public and Private Sector Banks in India”, Management Research and Practice, Vol.3, Issue 2, PP: 24-35.

  • Vasant desai.,(2009), Banks and Institutional Management a New Orientation, Himalaya Publishing House, Mumbai, First Edition Reprint.
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