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
- To know the customer satisfaction towards SBI ATM services offering tamil language.
- 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 Size – The 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
GENDER | NO. OF RESPONDENT | PERCENTAGE |
Male | 25 | 50 |
Female | 25 | 50 |
Total | 50 | 100 |
Source: Primary data
It is inferred that 50% of the respondents are both male and female.
TABLE 2
RESPONDENT’S AGE
AGE | NO. OF RESPONDENTS | PERCENTAGE |
18-25 | 9 | 18 |
26-35 | 23 | 46 |
36-45 | 10 | 20 |
46-55 | 4 | 8 |
Above 56 | 4 | 8 |
Total | 50 | 100 |
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 QUALIFICATION | NO. OF RESPONDENTS | PERCENTAGE |
UPTO SSLC | 23 | 46 |
SSLC | 9 | 18 |
HSC | 9 | 18 |
Diploma | 5 | 10 |
UG | 4 | 8 |
Total | 50 | 100 |
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 STATUS | NO. OF RESPONDENTS | PERCENTAGE |
MARRIED | 36 | 72 |
UNMARRIED | 14 | 28 |
Total | 50 | 100 |
Source: Primary data
It is inferred the 72% of the respondents are married.
TABLE 5
RESPONDENT’S SATISFACTION ABOUT SBI ATM TAMIL LANGUAGE SERVICE
PARTICULARS | NUMBER OF RESPONDENTS | PERCENTAGE |
Yes | 45 | 90 |
No | 5 | 10 |
Total | 50 | 100 |
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 Qualification | YES | NO | TOTAL |
UPTO SSLC | 22 | 1 | 23 |
SSLC | 8 | 1 | 9 |
HSC | 7 | 2 | 9 |
Diploma | 4 | 1 | 5 |
UG | 4 | 0 | 4 |
TOTAL | 45 | 5 | 50 |
Observed Frequency (Oi) | Expected Frequency (Ei) | (Oi-Ei)2 | (Oi-Ei)2/Ei |
22 | 20.7 | 1.69 | 0.0816 |
1 | 2.3 | 1.69 | 0.7348 |
8 | 8.1 | 0.01 | 0.0012 |
1 | 0.9 | 0.01 | 0.0111 |
7 | 8.1 | 1.21 | 0.1494 |
2 | 0.9 | 1.21 | 1.3444 |
4 | 4.5 | 0.25 | 0.0556 |
1 | 0.5 | 0.25 | 0.5000 |
4 | 3.6 | 0.16 | 0.0444 |
0 | 0.4 | 0.16 | 0.4000 |
TOTAL | 3.3226 |
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. | Ranks | 1 | 2 | 3 | 4 | 5 | 6 | 7 | Mean | Weighted Average | Rank |
Weighted Average | 7 | 6 | 5 | 4 | 3 | 2 | 1 | ||||
Factors | |||||||||||
1 | Immediate problem solving for the customer queries | 35 | 0 | 0 | 9 | 6 | 0 | 0 | 299 | 10.68 | 2 |
2 | Safety and Security | 9 | 11 | 0 | 9 | 17 | 4 | 0 | 224 | 8 | 5 |
3 | Lowest service charges | 20 | 15 | 5 | 5 | 0 | 0 | 0 | 275 | 9.82 | 3 |
4 | Easy to understand | 38 | 0 | 2 | 10 | 0 | 0 | 0 | 316 | 11.28 | 1 |
5 | Availability of information | 0 | 20 | 0 | 11 | 9 | 0 | 10 | 201 | 7.18 | 7 |
6 | Convenience | 2 | 5 | 23 | 10 | 2 | 4 | 4 | 217 | 7.75 | 6 |
7 | Customer service | 0 | 7 | 34 | 0 | 9 | 0 | 0 | 239 | 8.54 | 4 |
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
- 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.
- Ingle K.B.,(2013), Insurance and Banking, Chandralok Prakashan, Kanpur, First Edition.
- 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.