European Journal of Molecular & Clinical Medicine

ISSN 2515-8260 Volume 7, Issue 10, 2020

Impact Of E- Banking Services With Customer Attitude

And Satisfaction With Special Reference To Chennai
District
*N. Saravanan,
(P/T, Ph.D Research Scholar), PG & Research Department of Commerce, Vivekanandha College of
Arts & Sciences for Women, (Autonomous), Namakkal District.
** Dr. R. Leelavathi
(Research Supervisor), PG & Research Department of Commerce, Vivekanandha College of
Arts & Sciences for Women, (Autonomous), Namakkal District.

Abstract
Today’s world is one with increasing online access to services. One part of this which is growing
rapidly is online banking. Customer satisfaction is imperative for the incessant survival of any
organization around the world. Purpose – This study aims to provide an analysis of the customer
attitude and customer satisfaction toward three banking services technologies namely, automated
teller machines (ATMs), mobile banking and internet (online) banking. The study started by
conducting an correlation and Regression analysis, on the valid responses received from a
convenience sample of bank customers. This research work intends to investigate the impact of E-
banking variables on Customer Attitude and customer satisfaction in Chennai District. Data has
been gathered through questionnaire from 200 E-banking users as respondents, from different
region in Chennai district. Results of the study have revealed that there is momentous relationship
between service quality dimensions and customer satisfaction in E-banking in Chennai District.
Through this study we can conclude that service quality in E-banking leads to satisfied customers
needs and wants and thus banks can gain competitive advantage by offering better-quality services
to their customers in today’s emulous world. The result implicated that the internet banking service
quality dimensions have a significant impact on the customer satisfaction of internet banking
customers. Each of the dimension namely efficiency, system availability, fulfillment, privacy,
contact, responsiveness and contact individually contribute 70% to the overall customer satisfaction
in internet banking. The paper provides empirical evidence to show that the internet banking
service quality dimensions area an important factor to satisfy the customers since each of them is
positively related to customer satisfaction.

Keywords: E-banking Services Quality, Customer Satisfaction, Customer Attitude.

I. INTRODUCTION
Technology has played a vital role in today’s world. Internet has made this world a Global village and
the same has revolutionized the banking industry. Conversion from the manual based ledger system to
systemized processes and the overture to internet based facilities has given a new facet to the banking
sector. The competition in banking sector augmented over the last few years and to stay competitive,
banks are espousing novel tools and techniques to attain customer retention and satisfaction and E-
Banking is one tool towards it.
A. Definition

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“E-banking is defined as the automated delivery of new and traditional banking products and services
directly to customers through electronic, interactive communication channels. E-banking is of
paramount significance in meeting user anticipations. Customer satisfaction leading to gain loyal
customers can be achieved by delivering high quality services. The rest of the world, Asian consumers
are on the quick move to digital banking. There are no doubts that automation of banking procedures
has unlocked new door of prospects for banking sector in Chennai District. The main Endeavour of
this article is to study the relative importance of service characteristics, identified through customer
satisfaction that are needed to be ensured by the provider of e-banking facility in gaining customer
satisfaction in Chennai District.

B. Concept Of Customer Satisfaction

Internet banking is an electronic payment system that enables customers of a financial institution to
conduct financial transactions on a website operated by the institution, such as a retail bank, virtual
bank, credit union or building society. Online banking is also referred as Internet banking, e-banking,
virtual banking and by some other terms. This new channel has added a new dimension to the concept
of customer satisfaction and how it can be affected in a positive way. All organizations exist and strive
to become an integral part of the lives of their customers and therefore always strive harder to keep
satisfying their customers through better channels of delivering their offerings.

C. Measurement of service quality

There are many factors which have an impact on customer satisfaction, one of the most important
being service quality. Due to the varying nature of the products offered in manufacturing sector and in
the services sector the definition and measurement of service quality, it was seen could not be the same
for both. Especially, in the present era, with the emergence of internet as a major channel of service
delivery, the need for a scale to measure the service quality in electronic media of services was felt
strongly. Hence, service quality was taken up by the research scholars specifically in terms of the e-
services which lead to the development of various models that helped in measuring e-service quality in
the services sector.

D. Consumer attitudes
Consumer attitudes toward the usefulness of and willingness to use Internet e-retail banking were
identified and measured. The customers’ attitude toward various bank technologies is not the same
and is influenced by different factors.

II. REVIEW OF LITERATURE

Goudarzi (2013) provide an overview of the extant research into the relationships between trust and
Internet banking adoption as perceived by banks’ customers. They covered empirical studies on the
factors of trust and the adoption of Internet banking. Hanafizadeh, Keating ( 2014) focused on Internet
banking adoption. Their findings revealed that interest in the topic of Internet banking adoption had
grown significantly. Keskar and Pandey (2018) identify relevant works in Internet banking between
2002 and 2016. Their findings indicate that issues such as cyber-security, trust, and web-design and
their effects on customer loyalty, customer retention, and customer satisfaction have not been
investigated in depth. The major limitation of the study is that the authors failed to present the
antecedents of customer satisfaction in the Internet banking literature. Thus, this literature review aims
to fill this gap in our current knowledge about the antecedents predicting customer satisfaction in
Internet banking.

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III. E-SERVICE QUALITY AND INTERNET BANKING

As the channels of service delivery shifted from traditional to electronic, the need for a scale to
measure the e-service quality was felt. Scale was based on twelve dimensions namely: informational fit
to task, interaction, trust, response time, design, intuitiveness, visual appeal, innovativeness, flow,
emotional appeal, integrated communication, business processes, and substitutability. The researchers
have tried to use the conventional e-service quality models for the measurement of service quality in
internet banking.
A. E- Banking Services
➢ Efficiency
➢ System Availability
➢ Fulfillment
➢ Privacy
➢ Contact
➢ Responsiveness
➢ Website Design

B. Bill Payment Service

Almost all banks have tie-ups with various utility companies, service providers and insurance
companies, across the country. One can facilitate payment of electricity and telephone bills, mobile
phone, credit card and insurance premium bills. To pay bills, all we need to do is complete a simple
one-time registration for each biller. We can also set up standing instructions online to pay your
recurring bills, automatically.

C. Fund transfer
One can transfer any amount from one account to another of the same or any another bank. Customers
can send money anywhere in India .Once we login to our account, we need to mention the payees’
account number, his bank and the branch. The transfer will take place in a day or so, whereas in a
traditional method, it takes about three working days.

D. Credit Card With Internet Banking

Customer’s Credit card users have a lot in store. With Internet banking, customers can not only pay
their credit card bills online but also get a loan on their cards. Not just this, they can also apply for an
additional card, request a credit line increase and we can forbid if we lose our credit card, we can
report lost card online.

D. Railway Pass
Indian Railways has tied up with ICICI bank and we can now make our railway pass for local trains
online. The pass will be delivered to us at our doorstep. But the facility is limited to Mumbai, Thane,
Nashik, Surat and Pune. The bank charge quite nominal service tax for these services.

E. Investing Through Internet Banking

Opening a fixed deposit account cannot get easier than this. One can now open an FD online through
funds transfer. Online banking can also be a great friend for lazy investors. Now investors with
interlinked demat account and bank account can easily trade in the stock market and the amount will
be automatically debited from their respective bank accounts and the shares will be credited in their
demat account. Moreover, some banks even give the facility to purchase mutual funds directly from
the online banking system.
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F. Recharging Your Prepaid Phone

Now there is no need to rush to the vendor to recharge prepaid phone, every time when talk time runs
out. We just need to top-up our prepaid mobile cards by logging in to Internet banking. By just
selecting our operator's name, entering our mobile number and the amount for recharge, our phone is
again back in action within few minutes.

G. Shopping at Your Fingertips

Leading banks have tie ups with various shopping websites. With a range of all kind of products, we
can shop online and the payment is also made conveniently through our account. We can also buy
railway and air tickets through Internet banking.

H. E-Service Quality and Customer Satisfaction

Customer Satisfaction is a phenomenon of particular importance in the evaluation process of a
shopping, consumption, or product or service usage experience and is therefore vital in long term
consumer responses. Oliver defined customer satisfaction as a judgment that a product or service
feature, or the product or service itself, provide a pleasurable level of consumption related fulfillment,
including levels of under or over fulfillment.

I. Company To Improve Reputation & Image

Customer satisfaction is considered to be one of the most important competitive factors and as the best
indicator of a company’s profitability. Additionally, customer satisfaction will impel company to
improve their reputation and image, to reduce customer defection, and enhance attention towards the
customer needs. This will lead to creation of barriers to switching, and improvement in business
relationships with their customers.

J. Quality Services Boost Customer Satisfaction

Service quality has been recognized as a dominant factor in keeping competitive advantage and
sustaining satisfying relationships with customers. Service quality is one of the factors contributing to
customers’ satisfaction judgments. Service quality in banking websites may boost customer
satisfaction because in internet banking a customer can access a variety of financial transaction. They
found that e-service quality dimension: efficiency, interactivity, security, information, ease of use and
content were the key factors to affect customer satisfaction in the e-banking service.

K. Determine Customers Satisfaction

The attributes of e-service quality which predict customer satisfaction, tried to determine if satisfied
customers use more online banking features than less satisfied customers and also tried to identify
characteristics of less satisfied customers. They found that satisfaction could be generated by
improving courtesy, content, timeliness and product and services offered. The services offered being
the most important factor in driving internet banking satisfaction.

L. Internet Banking
➢ Efficiency: The ease and speed of accessing and using the site.
➢ Fulfillment: The extent to which the site’s promises about order delivery and item availability
are fulfilled.
➢ System availability: The correct technical functioning of the site.
➢ Privacy: The degree to which the site is safe and protects customer information.
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➢ Responsiveness: Effective handling of problems and returns through the site.

➢ Website design: The degree of ease of navigating through and using the website. Which the
site compensates customers for problems.
➢ Contact: The availability of assistance through telephone or online representatives.
➢ Dimensions: a framework was developed for the present study, to develop the relationship
between E-service quality in Internet Banking and customer satisfaction.

III. STATEMENT OF THE PROBLEM

Earlier while traditional banking was the only option, the customers had to go to the bank in person to
conduct any banking transaction such as money transfer, withdrawal, deposits etc. Then emerged the
concept of Electronic banking which provides various services to the customer’s satisfaction.
Electronic banking services include Internet banking, Automated Teller Machines, Debit/Credit cards,
e-cheque, smart cards, RTGS, NEFT etc. These services help to manage and use one’s bank account
such as verifying balance of the accounts, transfer of money from one person to another.

IV. SCOPE OF THE STUDY

The study helps in knowing how far the modern banking services are used by the customers. The
study further extends and helps to develop an increasing association with the customer’s satisfaction
through modern Technology services. Today the customer demands the banking services for 24
hours. In the modern age, the entire banking structure has been changed due to widespread internet
technology. Now all the aspects of economy such as commerce, trade, import, export, purchase and
sale of goods is relying upon electronic banking services. Future research can be done in analyzing the
comparative performance of E-Banking services provided by private sector as well as public sector
banks. The study has been done on the usage of these services by the customer’s satisfaction.

V. OBJECTIVES
➢ To Identify the Various Dimensions of Internet Banking Service Quality in Chennai District.
➢ To Examine the Relationship Between the Customer Satisfaction and the Various Internet
Banking Service Quality Dimensions in Chennai District.
➢ To Study the Impact of the Internet Banking Service Quality Dimensions on the satisfaction of
customers & Customer Attitude in Chennai District.

SAMPLING SIZE
The samples of the survey were people living in Chennai District that have been users of Internet
Banking system of SBI and Indian bank for at least one year. This ensured that all respondents had
sufficient experience in internet banking. The resulting sample (valid) comprised of 194 valid
questionnaires out of 200 people that were asked to participate in the survey.
SAMPLING DESIGN
The man of science should decide the approach of choosing a sample or what's popularly referred to as
sample style. Samples may be either chance samples or non-probability samples. In this study, we used
non-probability samples.
SAMPLING TECHNIQUE
The convenient sampling method is used in our study. When population parts area unit designated for
inclusion within the sample supported the convenience of access, it can be called as convenient
sampling.

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PERIOD OF THE STUDY

The study has been conducted for a period of one year from January 2019 – Dec 2019.
AREA OF THE STUDY
The study has been undertaken only in Chennai District.
SOURCE OF DATA COLLECTION
The data required for the study is collected from both primary data and secondary data.
PRIMARY DATA
Questionnaire is main tool for collecting primary data. Questionnaire has been designed in a systematic
manner covering adequate and relevant questions which covers all aspects of the study. It is the
foremost extensively used methodology in varied economic and business surveys.

SECONDARY DATA
The background of the present study was collected from various sources which include Books,
journals, website and other related research work.

V. HYPOTHESIS
From the above objectives the following set of hypothesis were framed:
H1: Efficiency has a significant positive association with on Customer Satisfaction
H2: System availability has a significant positive association with Customer Satisfaction
H3: Fulfillment has a significant positive association with Customer Satisfaction
H4: Privacy has a significant positive association with Customer Satisfaction
H5: Responsiveness has a significant positive association with. Customer Satisfaction
H6: Website design has a significant positive association with. Customer Satisfaction
H7: Contact has a significant positive association with Customer Satisfaction

VI. DATA COLLECTION AND METHODS

➢ Customer demographics: The questions in this section were related to gender, age and
education.
➢ E-S-QUAL scale: Respondents in this section rated the Web site’s performance on each scale
item using a 5-point scale (1=strongly disagree, 5=strongly agree).
➢ E-RecS-QUAL scale: Respondents in this section rated the Web site’s performance on each
scale item using a 5-point scale (1=strongly disagree, 5=strongly agree).
➢ Customer satisfaction: Respondents in this section were asked to rate their satisfaction level
with the E-Service quality of the banks using a 5-point scale. (1=strongly disagree, 5=strongly
agree).

VII. DATA ANALYSIS

The Data collected through questionnaires was analyzed by testing it through Correlation and
regression analysis. Before conducting correlation on the data collected, it was put to descriptive
analysis to reveal the demographic characteristics of the respondents.
From the Tables 1 and 2, social-demographic characteristics of respondents indicate that majority of
the respondents who used internet banking is less than 25 years of age representing 61.9 percent. The
users of internet banking were mostly students, followed by the employees from the private sector,
while as the self-employed people and the ones employed in public sector used internet banking the
least. The majority of the users were males numbering 37 representing 58.7 percent while only 26
representing 41.3 percent were females. In terms of educational attainment, a great majority of them,
that is 44 respondents representing 69.8 percent have were post graduates, while only 30 percent were
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undergraduates. These findings indicate that internet banking users are mostly young males and are
mostly individuals with a good level of educational attainment.
Table-1 Demographic Characteristics of Respondents
variables Frequency Percent Valid Cumulative
percent percent
Occupation Public Sector 38 19.6 19.6 19.6
Valid Private sector 41 21.1 21.1 40.7
Business 5 2.6 2.6 43.3
Student 110 56.7 56.7 100.0
Total 194 100.0 100.0
Age
Valid <20 years 2 1.0 1.0 1.0
20-29 years 131 67.5 67.5 68.6
30-39 Years 40 20.6 20.6 89.2
40 and above 21 10.8 10.8 100.0
Total 194 100.0 100.0
Gender
Valid Male 111 57.2 57.2 57.2
Female 83 42.8 42.8 100.0
Total 194 100.0 100.0

Education Secondary
higher 2 1.0 1.0 1.0
secondary
valid Graduation 44 22.7 22.7 23.7
Post-
129 66.5 66.5 90.2
graduation
Others 19 9.8 9.8 100.0
Total 194 100.0 100.0
Residential
Area
valid Urban 164 84.5 84.5 84.5
Semi urban 19 9.8 9.8 94.3
Rural 11 5.7 5.7 100.0
Total 194 100.0 100.0
Annual
<200000 73 37.6 37.6 37.6
Income
Valid 200000-
46 23.7 23.7 61.3
400000
400000-
33 17.0 17.0 78.4
600000
>600000 42 21.6 21.6 100.0
Total 194 100.0 100.0

TABLE- 2 Correlations
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Correlation & EFF SA FUL PRI RES CON WD CS

Co-efficient
Spear EFF Correlation 0.662* 0.519* 0.603* 0.418* 0.565*
1.000 0.634** 0.706**
man's Coefficient * * * * *
rho Correlation 0.429* 0.591* 0.500* 0.550*
SA 0.662** 1.000 0.625** 0.628**
Coefficient * * * *
Correlation 0.625* 0.488* 0.599* 0.478* 0.596*
FUL 0.634** 1.000 0.649**
Coefficient * * * * *
Correlation 0.429* 0.458* 0.479* 0.432*
PRI 0.519** 0.488** 1.000 0.679**
Coefficient * * * *
Correlation 0.591* 0.458* 0.634* 0.644*
RES 0.603** 0.599** 1.000 0.663**
Coefficient * * * *
0.500* 0.479* 0.634* 0.524*
CON 0.418** 0.478** 1.000 0.541**
* * * *
Correlation 0.550* 0.432* 0.644* 0.524*
WD 0.565** 0.596** 1.000 0.703**
Coefficient * * * *
Correlation 0.628* 0.679* 0.663* 0.541* 0.703*
CS .706** 0.649** 1.000
Coefficient * * * * *
** Correlation is significant at the 0.01 level ( 2- tailed).
The correlation analysis showed the various relationships that exist between various service quality
dimensions and customer satisfaction in internet banking. The detailed analysis of the correlation
matrix is as follows:

VIII. EFFICIENCY AND CUSTOMER SATISFACTION

The first variable according to frame of reference discussed in this research is the efficiency of internet
system, which refers to the ease of getting into the website of the bank and finding their required
products and services associated with it. Analysis of correlation matrix shows that the correlation
between efficiency and customer satisfaction is estimated to be 0.706]. This value indicates that there
is a very significant and positive correlation between the variables at 70%. This is the most highly
correlated dimension with customer satisfaction. The result confirms hypothesis1 which proposed a
positive significant relation between efficiency and customer satisfaction, the correlation exists at a
confidence level of 0.01.

A. System Availability And Customer Satisfaction

System availability refers to the correct technical functioning of the site. Analysis of correlation matrix
shows that the value of correlation between system availability and customer satisfaction is 0.628. This
value indicates that there exists a significant and positive relation between the two which a implying a
strong relation between the two. The result obtained, which shows a positive relation between the two
at confidence level of 99%, confirms hypothesis 2 which stated that there exists a positive significant
relation between system availability and customer satisfaction.

B. Fulfilment And Customer Satisfaction

Fulfillment is the extent to which the site’s promises about order delivery and item availability are
fulfilled. Analysis has shown that the value of correlation is 0.649 which indicates that there is a
positive and significant relationship between fulfillment and customer satisfaction. This confirms
hypothesis 3 at a significance level of 0.01.

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C. Privacy And Customer Satisfaction

Privacy is the major issue that the banks are now-a-days facing. Privacy includes providing security
regarding their personal information, data should not be shared and credit card information should be
kept secure. The study shows that privacy and customer satisfaction are positively correlated with each
other with the value of correlation being 0.679, revealing a positive and significant correlation, hence
confirming hypothesis 4.

D. Responsiveness And Customer Satisfaction

Responsiveness refers to the customers’ representative services offered to fulfill their requirement,
handle their quarries and solve complains etc. customer representative services are very attractive and
helpful in solving their problems. It also involves the timeliness i.e. prompt action to the customers’
complains, mailing transactions slips immediately and calling the customer back quickly in order to
resolve their matter. Analysis shows that the value of correlation is 0.663 indicating that there is a
strong positive relationship between responsiveness and customer satisfaction indicating that as the
responsiveness goes higher the customer satisfaction too goes in that higher direction. Confirming
hypothesis 5, the relationship between the two dimensions is significant at 0.01.

E. Contact And Customer Satisfaction

The availability of assistance through telephone or online representatives. This dimensions ha the
strongest correlation with customer satisfaction according to the analysis above. The value of
correlation between the two is 0.541, which means that the customer are highly satisfied with this
dimension and as better contact is established between the bank and the customers the customer
satisfaction goes higher significantly. Thus, accepting hypothesis 6 which proposed a positive
significant relation between contact and customer satisfaction.

F. Website design and customer satisfaction

The degree of ease of navigating through and using the website which the site compensates customers
for problems. According to the correlation matrix, there is a significant and strongly positive
relationship between website design and the customer satisfaction in internet banking. Website design
has a correlation of 0.704 with customer satisfaction, significant at 0.01, hence confirming hypothesis
7, which proposed the same.

Table- 3 Dependent Variable

Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta
1 (Constant) .421 .217 -1.942 .054
EFF .248 .070 .224 3.534 .001
SA .084 .061 .085 1.374 .171
FUL .095 .064 .089 1.480 .141
PRI .316 .056 .275 5.606 .000
RES .089 .054 .101 1.666 .097
CON 7.332E-005 .040 .000 .002 .999
WD .281 .054 .292 5.213 .000
a. Dependent Variable: CS

G. Regression
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The data was also analyzed through regression analysis. Regression analyses helped to understand the
impact of the e-service quality dimension on customer satisfaction. The regression analysis results are
as follows.
The values of the coefficients in the above Table 3 reveal the dimensions which have the most and the
least impact on the customer satisfaction through the p value that exists for each of them. The analyses
reveals that efficiency, privacy and website design have the highest impact on customer satisfaction as
the value of p is less than 0.05 for all the three dimensions. Hence, it’s concluded that these dimensions
namely, that efficiency, privacy and website design contribute most highly towards customer
satisfaction.
Table 4: Model Summary.
Model R R Square Adjusted R Std. Error of the
Square Estimate
1 .845a .715 .704 .34272
a. Predictors: (Constant (WD, PRI, CON, SA, FUL, RES EFF.
b. Dependent Variable: CS
The value of R square at 0.715 shows that the 71% of the variation in the customer satisfaction can be
attributed to the e-service quality dimensions while as the other 29.5% of the satisfaction is due to
factors other than the e-service quality of the banks. Hence it is clear by the above results that internet
banking service quality does have an impact on the customer satisfaction in internet banking in
Chennai District.

IX. LIMITATIONS OF THE STUDY

Every research is carry out under some limit and this research is not an exemption. Limitation of the
study are summarized as follows,
➢ The sample size of only 200 respondents was taken from the large population of Chennai
District.
➢ The inferences apply only to the respondents of Chennai District. It is not applicable to any
other place in Tamil Nadu.
A. Findings of The Study
➢ It’s concluded that these dimensions namely, that efficiency, privacy and website design
contribute most highly towards customer satisfaction.
➢ These findings indicate that internet banking users are mostly young males and are mostly
individuals with a good level of educational attainment.
➢ It is clear by the above results that internet banking service quality does have an impact on the
customer satisfaction in internet banking in Chennai District.
B. Suggestions of The Study
➢ There is lack of awareness about E-Banking usage among rural people.
➢ Banks should take necessary steps to create awareness among them about the various services
of E-Banking that are available and also the advantages of using such services.
➢ Demonstration of E-Banking should be provided to the customers to promote Electronic
banking. The banks should focus on the security issues regarding the confidential credentials
which are under the risk of hacking in the cyber world.
➢ The cost involved in using the Internet Banking services can be minimized in order to increase
the number of users of Internet banking.
➢ The E-Banking system should be enhanced to make online enquiry and online payment much
easier to the customers.

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X. CONCLUSION
This research paper aims make an original contribution to the existing knowledge by investigating the
impact of internet banking service quality on customer satisfaction and customer attitude in Chennai
District. The capital city of tamilnadu the various dimensions of the internet banking service quality
that were taken into consideration while making the study were: Efficiency, System Availability,
Fulfillments, Responsiveness, Privacy, Contact and website design. The study revealed that efficiency,
privacy and website design are the major integral determinants of internet banking services quality.
The empirical results show that there is a direct relationship between internet banking service quality
dimensions and customer satisfaction in the banking industry. An understanding of the factors,
revealed in the study, allows bank managers and policy makers to undeviating efforts and resources
most effectively and efficiently to increase the bank business in the long run and encourage new
customers to adopt internet banking and to retain the existing ones.

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