A STUDY ON USERS' SATISFACTION TOWARDS THE

ELECTRONIC PAYMENT SYSTEM IN INDIA

Ghana Shyam Kafley1*, M. Chandrasekaran2

1*
Research Scholar, PG and Research Department of Commerce, N.M.S.S. Vellaichamy

Nadar College, Madurai, India

2
Assistant Professor, PG and Research Department of Commerce, N.M.S.S. Vellaichamy

Nadar College, Madurai, India

1*
Corresponding Author Email:ghana02154@gmail.com

ABSTRACT:

The Indian payment system has changed from paper-based payments to electronic

payments over the past decade. Nobody had thought a few years before that in India e-

payment will grow that much. Although it was a new idea, the e-payment system was very

successful. E-payment is a virtual service used as a physical cash replacement. Cashless

transactions are becoming increasingly important and have many growth potentials in India.

After the demonetization cashless transaction has increased. This study is based on the

updated D&M IS Success Model of DeLone and McLean. This paper aims to find the level of

users' satisfaction regarding the electronic payment system in Madurai District. For this study

seven factors has been consider to measures the users’ satisfaction. The result of the study

shows that Service quality, Security, Trust, Convenience, Perceived usefulness and System

use significantly influence the users' satisfaction.

Keyword: Satisfaction, e-payment, D&M IS Success Model, Security, Trust

1. INTRODUCTION

E-payment has become the need of an hour. With the change in technology and

lifestyle, people are now looking for convenience from shopping to make payments.Through

e-payment users' can perform all the financial activities like transfer of money, payment for

shopping, bill payment, booking tickets, and chickening their financial statements at any

time.With the increase in the use of the internet in India, e-payment has also grown in recent

years. The main reasons for the growth of e-payment in India are the growing use of

smartphones and the internet.Internet charges have been nominal as compared to the past

decade. Even the government of India is keen on the promotion of digital payment. The

government has taken various steps to promote digital payment in India. Electronic payment

system means any financial transaction that occurs without cash or any cheque, which means

payment done through computers or any smartphone with the help of the internet is known as

e-payment (Mamta et al., 2016).The banking sector and other e-payment service

providersplay an essential role as a means of financial transaction that can provide customers

with fast and convenient money transaction facilities (Chavosh et al., 2011).The Users'

satisfaction refers to how customers are pleased with the service provider's product and

services. The customer's satisfaction is the outcome of a business transaction that is equal to

or higher than his/her standards. Banks have also started a virtual banking system to meet

customer expectations and satisfaction. In India, various e-payment services are provided by

the banks such as Internet banking, mobile banking, Credit card, Debit card, and Mobile

wallets such as Paytm, BHIM, Google Pay, and Phone Pay are there to meet the requirement

as per users' convenience from small to large payment.

2. REVIEW OF LITERATURE AND HYPOTHESIS DEVELOPMENT

E-payment is any exchange of funds initiated via an electronic communication

channel (Shon and Swatman 1998).E-payment system is defined as a form of financial

commitment facilitated by electronic communications involving the buyer and the seller

(Dennis 2004). E-payment systems are payments made in money exchange in the electronic

commerce environment by electronic means (Kaur & Pathak 2015).In today's dynamic

market, consumer satisfaction and efficiency have long played an essential role in survival

and growth (Yap & Kew 2007).

The first D&M IS Success Model was developed by the DeLone and McLean in 1992

(DeLone& McLean1992) in which they studied the factors that contribute to information

systems success. After then years they aging they modified the D&M IS success Model and

name them Updated D&M IS Success Model (DeLone& McLean 2003). The Update D&M

IS Success has six factors such as Information Quality, System Quality Service quality,

Intention to use, users'satisfaction and Net benefit. The Update model D&M IS Success

Model says that system can be evaluated based on information, system and service quality;

These attributes affect the intent to use and users' satisfaction. As a result of using the system,

there will be some benefits (positive or negative) will affect user satisfaction and further use

of the information system.

Customer satisfaction is how happy a customer is with the product/service delivered

and is closely connected to emotional faith (Geyskens et al., 1996). Customer satisfaction is

defined as customers' feelings of delight, fulfilment, and desire towards a service offered

(Thaichon& Quach 2015).Due to poor e-banking implementation, some banks have lost

customers, and electronic banking has helped increase customer satisfaction, particularly

corporate ones (John &Roitimi 2014).

 The quality of security assurances provided to consumers will have a significant

impact on their decision to adopt any e-payment system (Kim et. al., 2010). Security in e-

payment has a positive and significant relationship to use e-payment system (Lai 2017).

Security is one of the most significant factor influencing users' satisfaction while using

Electronic payment system (Adèr et. al., 2008).

Improving the banks' service standard will fulfil customers' satisfaction and build

attitudinal loyalty that eventually retains valued customers (Nadiri et al., 2009).The majority

of the users'are satisfied with the services provided by their banks, and users' are now looking

forward to better customer service (Gupta & Yadav2017).

A high degree of user confidence and trust in electronic payment system is one aspect

that contributes to the effective adoption of e-payment systems (Lim &Kurnia 2007).Trust

and security significantly determinants the users' use of the electronic payment system (Kim

et al., 2010).Trust was significant positive relationship with perceived usefulness (Dutot

2015; Salloum& Al-Emran 2018).

Electronic payment system is designed to benefit consumers mainly in terms of

convenience (Teoh et. al., 2013). E-payment system offers users' the convenience and

flexibility for online payment (Cimiotti& Dahl 2016). In order to provide better services to

customers, marketing and information technology focus on factors like convenience

(Anckar&D'incau 2002).

E-payment system is a way of making transaction or paying for goods and services

through an electronic medium, without the use of cash. The rate of adoption of E-payment is

positively and significantly affected by satisfaction of people. The emergence of E-commerce

has created new financial needs that in many cases cannot be effectively fulfilled by the

traditional payment system. This paper deals mainly with people's satisfaction about E-
payment system and the security measures used in online payment, also highlighted the issue

and significance of E-payment system. (Maiya, Umes 2020).

Digital payment is a convenient and convenient method for sending and receiving

money through digital modes. This study aims to identify customer preferences and

satisfaction levels in digital payment services. A convenience sampling study of 100

respondents in Pollachi Taluk used primary and secondary data to analyze consumer

awareness and satisfaction. The majority of respondents were female, aged between 20-35,

and unmarried. The top-ranked method of digital payments was RTGS, followed by Phone

pay, Paytm app, NEFT, RTGS, Net banking, debit card, digital wallet, Rupay card, Paypal,

and credit card. The growth of smartphone and internet penetration in Pollachi Taluk has

facilitated the adoption of digital payment. (M. Deepa 2021).

Based on the above literature review following hypothesis is developed for the study.

H1:Service Quality on e-payment system significantly determines the Ease of Payment.

H2:Service Quality on e-payment system significantly determines the Perceived usefulness.

H3: Security on e-payment system significantly determines the Perceived usefulness.

H4:Trust on e-payment system significantly determines the Perceived usefulness.

H5:Convenience on e-payment system significantly determines the Perceived usefulness.

H6:Convenience on e-payment system significantly determines thesystem use.

H7:Ease of Payment on e-payment system significantly determines theusers' Satisfaction.

H8:Perceived usefulness on e-payment system significantly determines theusers' Satisfaction.

H9:system use on e-payment system significantly determines theusers' Satisfaction.

3. FRAMEWORK OF THE STUDY:

This study is based on theupdated D&M IS Success Model of DeLone and McLean

2003. In this study additional factor has been consider to measures the users' satisfaction
towards e-payment system in Madurai District.Seven factors have been considered to

measure the users'satisfaction towards electronic payment system such as Service quality

(SQ), Security (SEC), Trust (TRU), Convenience (CON), Ease of Payment (EP), Perceived

usefulness (PU), System use (SU) and users'Satisfaction (US). Each factor has fivedifferent

statements for the better measurement of the respondent's level of opinion with regards to

users' satisfaction. Likert's five point scale is used to measure the respondent's opinion

ranging from 5 (Strongly agree) to 1 (Strongly Disagree). Figure 1 shows the framework of

the study.

Service quality
H1 Ease of Payment

H2Security H7

H3 Perceived usefulness H8 Users’ Satisfaction

Trust
H4 H9

H5 H6 System use
Convenience

Figure 1: Framework of the Study

4. RESEARCH METHODOLOGY

This study was done in the Madurai District of Tamil Nadu, India, from January 2021

to March 2021. This study is based on both primary and secondary data. The questionnaire is

the main tool for primary data collection. The systematic questionnaire was prepared to

collect the necessary information from the respondents covering all the study aspects.

According to the study's need, secondary data was collected from different sources like
journals, books, magazines, and websites.Convenient sampling method was used to collect

the date due to covid 19. The sample size was determined by the Cochran's formula were the

size of the population in unknown can be calculated by using the following formula:

1.96²(𝜎)²
n=
𝑒²

Here,

n= sample size

e= Estimated Error

A small pilot study was done with the sample size of 50 for estimating the appropriate sample

size at 95 % level of confidence and estimated error at 4%. The standard deviation was taken

from the overall satisfaction related statements.

1.96∗1.96 (32)²
= = 245.8624
4²

The required sample size for the study is 246.

Path analysis was done through IBM SPSS Amos V26.

5. DATA ANALYSIS AND INTERPRETATION:

(A) Personal Details of the Respondents

Table 1: Personal details of the respondents

Particulars No. of Respondents Percentage

Age

Below 30 90 36.6

31-40 67 27.2

41-50 52 21.1

Above 51 37 15.0

Total 246 100.0

 Gender

Male 128 52

Female 118 48

Total 246 100.0

Educational Qualification

Up to Higher secondary 48 19.5

Graduate/ Diploma 75 30.5

Post Graduate/ Professional 113 45.9

No Proper Education 10 4.1

Total 246 100.0

Occupation

Student 48 19.5

Government sector 63 25.6

Private sector 54 22.0

Business 57 23.2

Agricultural 24 9.8

Total 246 100.0

Source: Primary Data

Table 1 shows the personal details of the respondents. Majority of the respondent that

is 36.6 percentages are Below 30 years, followed by 31-40 years that is 27.2 percentage, 41-

50 years is 21.2 percentage and Above 50 is 15 percentage. Majority of the respondent are

Male which is 52 percent and Female 48 percent. Majority of the respondent having

educational qualification of Post Graduate/ Professional which is 45.9 percentage followed by

graduate/diploma which is 30.5 percentage, up to higher secondary is 19.5 percentage and 4.1

percent does not have proper education. Most of the respondent are government sector
employee i.e. 25.6 percent followed by business which is 23.2 percent, private sector

employee is 22 percent, student is 19.5 percent and agriculture is 9.8 percent.

(B) Usage of Different Types of E-Payment Methods

Table 2:Usage of Different types of E-Payment Method

Particulars No. of Respondents Percentage

Internet banking 46 18.7

Mobile banking 27 11.0

Credit card 34 13.8

Debit card 90 36.6

Mobile wallets 49 19.9

Total 246 100.0

Source: Primary Data

Usage of Different types of E-Payment Method

Figure 2: Usage of Different types of e-payment method

Above Table 2 show the usage of different types of e-payment methods. It is clear

from the above Table 2 most preferred e-payment method is debit card which is 36.6 percent
followed by mobile wallets which is 19.9 percent, internet banking i.e., 18.7 percent, credit

card 13.8 percent and mobile banking 11 percent.

(C) Structural Equation Modeling(SEM):

SEM model was ran on the eight variable using IBM SPSS Amos V26 namely

Service quality (SQ), Security (SEC), Trust (TRU), Convenience (CON), Ease of Payment

(EP), Perceived usefulness (PU), System use (SU) and users' Satisfaction (US). The

Following Figure 3 was obtain after running the application.

Figure 3: Path Analysis

(D) Model Fit Summary

Table 3: Model fit summary of Structural Equation Model

Indices Value Suggested value

Absolute Model Fit

Chi-square value 59.884

DF 13
 P- Value <0.001 < 0.05

RMSEA 0.121 <0.08 ( Hair et al. 2006)

GFI 0.946 > 0.90 (Hu and Bentler, 1999)

Incremental Model Fit

CFI 0.975 > 0.90 (Daire et al., 2008)

NFI 0.969 > 0.90 (Daire et al., 2008)

TLI 0.969 > 0.90 (Daire et al., 2008)

AGFI 0.851 > 0.90 ( Hair et al. 2006)

Parsimonius Model Fit

CMIN/DF 4.606 < 5 ( Hair et al., 1998)

From the above table 3 it is found that the calculated P value is less than 0.001 which

is less than 0.05, Chi - square value is 59.88 which is not high value compared to degree of

freedom which is 13 so, there is no need of modification of indices, Root Mean Square Error

of Approximation (RMSEA) is 0.121 which is very close to the acceptable vale of 0.08 and

Goodness of Fit Index is 0.946 which is more than acceptable value of 0.9 so with respect to

absolute model the present is considered fit.

With respect to incremental model fit Comparative Fit Index (CFI) is 0.975, Normal

Fit Index (NFI) is 0.969 and Tucker Lewis Index (TLI) is 0.969 which is more than the

suggested value of 0.9 and Adjusted Goodness of Fit Index (AGFI) is 0.851 is very close to

suggested value of 0.9. It indicates that the present model is considered fit with respect of

incremental model fit.

CMIN/DF of the present model is 4.606 which is less than the suggested value of less

than 5 so, Parsimonius model fit i.e minimum discrepancies is good in the present model.
 Present model is considered as over identified since, Number of distinct sample

moments are 44, number of distinct parameters to be estimated is 31 and degrees of freedom

is (44-31) is 13.

Testing of Hypotheses

Table4: Un Standardized Estimates

Estimate S.E. C.R. P Label

EP <--- SQ -.107 .036 -2.993 .003

PU <--- SEC .275 .058 4.745 ***

PU <--- TRU .172 .062 2.769 .006

SU <--- CON .399 .032 12.660 ***

PU <--- CON .297 .060 4.975 ***

PU <--- SQ .303 .063 4.811 ***

US <--- PU .223 .036 6.138 ***

US <--- EP -.034 .056 -.620 .535

US <--- SU -.125 .063 -1.991 .046

Source: Statistical Analysis out put

Table 5:Standardized Regression Weights

Estimate

EP <--- SQ -.188

PU <--- SEC .256

PU <--- TRU .166

SU <--- CON .629

PU <--- CON .267

PU <--- SQ .290
 Estimate

US <--- PU .438

US <--- EP -.037

US <--- SU -.141

Source: Statistical Analysis out put

H1: Service Quality on e-payment system significantly determines the Ease of Payment.

Standardised estimate regression weights between Service quality and Ease of

payment is-0.188 which indicated service quality is negatively impact the endogenous

variable Ease of payment. P- value is 0.003 which is less than 0.05 and Critical ratio is -2.993

which is more than plus / minus 1.96 so the estimates are more significant. It is concluded

that Service quality is creates negative impact on Ease of payment.

H2: Service Quality on e-payment system significantly determines the Perceived usefulness.

Standardised estimate regression weights between Service quality and Perceived

usefulness is 0.166 which indicated service quality creates positive impact on the endogenous

variable Perceived usefulness. P- value is less than 0.001 which is less than 0.05 and Critical

ratio is 4.811 which is more than plus / minus 1.96 so the estimates are more significant. It is

concluded that Service quality is creates positive impact on Perceived usefulness.

H3:Security on e-payment system significantly determines the Perceived usefulness.

Standardised estimate regression weights between security on E-Payment system and

Perceived usefulness is 0.256 which indicated Security on E-Payment system creates positive

impact on the endogenous variable Perceived usefulness. P- value is less than 0.001 which is

less than 0.05 and Critical ratio is 4.745 which is more than plus / minus 1.96 so the estimates

are more significant. It is concluded that Security on E-Payment system creates positive

impact on Perceived usefulness.

H4:Trust on e-payment system significantly determines the Perceived usefulness.

Standardised estimate regression weights between Trust on E-Payment system and

Perceived usefulness is 0.256 which indicated Trust on E-Payment system creates positive

impact on the endogenous variable Perceived usefulness. P- value is 0.006 which is less than

0.05 and Critical ratio is 2.769 which is more than plus / minus 1.96 so the estimates are more

significant. It is concluded that Trust on E-Payment system creates positive impact on

Perceived usefulness.

H5:Convenience on e-payment system significantly determines the Perceived usefulness.

Standardised estimate regression weights between convenience of E-Payment system

and Perceived usefulness is 0.267 which indicated convenience of E-Payment system creates

positive impact on the endogenous variable Perceived usefulness. P- value is less than 0.001

which is less than 0.05 and Critical ratio is 4.976 which is more than plus / minus 1.96 so the

estimates are more significant. It is concluded that convenience of E-Payment system creates

positive impact on Perceived usefulness.

H6:Convenience on e-payment system significantly determines the system use

Standardised estimate regression weights between convenience of E-Payment system

and System Use is 0.629 which indicated convenience of E-Payment system creates positive

impact on the endogenous variable System Use. P- value is less than 0.001 which is less than

0.05 and Critical ratio is 12.660 which is more than plus / minus 1.96 so the estimates are

more significant. It is concluded that convenience of E-Payment system creates positive

impact on System Use.

H7:Ease of Payment on e-payment system significantly determines the users' Satisfaction.

Standardised estimate regression weights between Ease of payment and users'

satisfaction is -0.037 which indicated ease of payment creates negative impact on the

endogenous variable users' satisfaction. P- value is 0.535 which is more than 0.05 and Critical
ratio is -0.620 which is less than plus / minus 1.96 so the estimates are not significant. It is

concluded that ease of payment creates impact on users' satisfaction.

H8: Perceived usefulness on e-payment system significantly determines the users'

Satisfaction.

Standardised estimate regression weights between perceived usefulness and users'

satisfaction is 0.438 which indicated perceived usefulness creates positive impact on the

endogenous variable users' satisfaction. P- value is less than 0.001 which is less than 0.05 and

Critical ratio is 6.138 which is more than plus / minus 1.96 so the estimates are more

significant. It is concluded that perceived usefulness creates positive impact on users'

satisfaction.

H9:system use on e-payment system significantly determines the users' Satisfaction.

Standardised estimate regression weights between system use and users' satisfaction is

-0.141 which indicated system use creates positive impact on the endogenous variable users'

satisfaction. P- value is 0.046 which is less than 0.05 and Critical ratio is -1.991 which is

more than plus / minus 1.96 so the estimates are more significant. It is concluded that system

use creates negative impact on users' satisfaction.

6. RESULT AND DISCUSSION:

There are four exogenous variables and four endogenous variables are considered for

this study. The covariance between exogenous variables is strong enough and intercepts of

endogenous variable which indicates collective set of variances of exogenous variable

towards endogenous variable is Ease of payment is 0.04, perceived usefulness is 0.87 and

system use is 0.44. This indicates that perceived usefulness is having highest intercept

followed by system use and ease of payment. Final outcome which is derived by intercept of
users' satisfaction is 0.15 which indicates that every change of 1.00 in exogenous variable

there will be a change of 0.15 in endogenous variable.

7. CONCLUSIONS AND RECOMMENDATION:

India is the transformation phase where government is trying it’s all possible

measures to promote digitization in every sector. Various initiatives have been taken from

both government and e-payment services provider. Users are satisfied with the current e-

payment system running in India. Based on the findings of the study e-payment system

currently running in India can be made easy for users to use since there is gap of

technological skills among users uneducated people find difficulty in using the system. There

is always room for improvement if e-payment services provider improves its quality, speed

and security in India e-payment system will reach the new heights.

Based on the results we can conclude that user friendliness of electronic payment,

terms and conditions of the transactions, convenient and easiness of the transaction, charges

for the service, high secure transactions, protection of privacy were highly satisfied with the

electronic payment users meanwhile safe and secure, difficulties of access, reliable for the

transaction, suitable for the all category peoples were low score of the customer satisfaction.

Further results indicated that there is no significant difference among satisfaction levels of

using electronic payment service when classified by respondent’s education qualification and

there is significant difference among satisfaction levels of using electronic payment service

when classified by respondent’s age group. Security and privacy are the component of trust

which is the main important factors determines adoption of electronic payment for the user

satisfaction.
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https://doi.org/10.34293/commerce.v9i3.4048