International Journal of Business and Management Tomorrow

Vol. 1 No. 1

Alternative Banking Channels and Customers

Satisfaction: An Empirical Study of Public and
Private Sector Banks

Vijay M. Kumbhar , M. A. SET, NET, GDC&A, DIT and M. Phil (Economics) and recently, he has submitted
PhD Thesis in Alternative Banking and Its Impact on Customers Satisfaction to Shivaji University, Kolhapur

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ABSTRACT
The present empirical study focuses on identifying key factors that have influences
customers satisfaction in alternative banking service provided by public and private sector banks.
For the purpose of the present study primary data were collected using likert scale based
questionnaire. Result of this study shows that, there was significant relationship between age,
education and profession of the bank customers and customers satisfaction in alternative
banking. There was significant relationship between service quality, band perception and
perceived value with overall customer satisfaction in alternative banking. Factor analysis test
indicates

that,

efficiency,

security/assurance,

cost

effectiveness,

problem

handling,

responsiveness, fulfillment and accuracy were first factors, Perceived value, brand perception,
contact facilities, convenience, system availability and easy to use are second factor and
compensation is third factor. Overall result directs that, bankers should consider the facts and
enhance service quality of alternative banking services in order to increase customers
satisfaction and its further adoption also.
JEL: G20, G21
Keywords: Alternative Banking, Service Quality, Brand Perception, Perceived value,
Satisfaction

1.1 INTRODUCTION
Technology in the banks is presently catching up with a high level of development around
the world. The gaps between the Indian banks and their counterparts in the technologically
advanced countries are gradually narrowing down. The world has witnessed an information and
technological revolution of late. This revolution has touched every aspect of public life including
banking (Siam, 2006). Since two decades, due to an increasingly competitive, saturated and
dynamic business environment, retail banks in many countries have adopted customer-driven
philosophies to address the rapid and changing needs of their customers (Walker et al., 2008).
Technological advances have changed the world radically, altering the manner in which
individuals conduct their personal and business affairs. Over the past two decades in particular,
the banking industry has invested substantial resources in bringing ICT to customers. The
banking industry is undergoing through the significant technological changes; it has several
impacts on customer satisfaction and loyalty. It has revolutionised every industry including
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banking in the world by rendering faster and cost effective delivery of products and services to
the customers. According to Chakrabarty, (2007) core banking solution enables banks to extend
the full benefits of ATM, tele-banking, mobile banking, internet banking, card banking and other
multiple delivery channels to all customers allowing banks to offer a multitude of customercentric services on a 24x7 basis from a single location, supporting retail as well as corporate
banking activities.
Now, Indian banks are investing heavily in the technologies such as branch automation
and computerization, core banking, tele-banking, mobile banking (M-banking), internet banking,
automated teller machine (ATMs), data warehousing etc. ICT innovations in the previous few
years have changed the landscape of banks in India (Mittal and Dhingra, 2007; Kour and Kour,
2011). Today public sector and private sector banks are offering online banking services. Various
alternative channels to provide easy and any where banking are properly thought of. The process
of bank computerization was started since 1985 in public sector banks in India. However, some
private sector banks have started computerization prior to the public sector banks in India. The
banks in India are using ICT not only to improve their own internal processes but also to increase
facilities and services to their customers.
A customer satisfaction is an ambiguous and abstract concept. Actual manifestation of
the state of satisfaction will vary from person to person, product to product and service to
service. The state of satisfaction depends on a number of factors which consolidate as
psychological, economic and physical factors. The quality of service is one of the major
determinants of the customer satisfaction, which can be enhanced by using ICT available to
survive. The banks in India are using Information Technology (IT) not only to improve their own
internal processes but also to increase facilities and services to their customers1. Particularly, in
the banking sector ICT is one of the most important tools, because it provides many suitable
alternative banking channels to the customers. It brings connivance, customer centricity, enhance
service quality and cost effectiveness in the banking services. Even now, customers are
evaluating their banks based on availability of high-tech services. Therefore, implementation of
ICT in the banking business continues to improve the banking service. Many researchers from
USA, UK, Finland, Malaysia, Taiwan, etc. have proved that the use of technology positively
affects the customers satisfaction in banking industry. But some researches evidenced that,

RBI, Report on Trend and Progress of Banking in India 2008-09, pp 140

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technology based banking service cant satisfy the each and every need of the customers and
each type of customers. There are may be some possibilities of gaps between customers
expectations and actual service perception in ICT based banking service, which leads to
customer dissatisfaction. Hence, there is a need to assess the impact of alternative banking
services on customers satisfaction in Indian context to study the level of satisfaction, problems
and areas of further improvements.

1.2 ALTERNATIVE BANKING

Customers are now looking for multiple delivery channels and flexible as well as
convenient working hours neither the clock nor the geographical locations are constraints.
Therefore, almost all Indian commercial banks are providing services through the various
alternative e-channels, it is called as Alternative Banking (Shrotriya, 2007 and Kumbhar,
2009). There are various means of alternative banking i.e. Core banking Solution (CBS), ATM,
POS Terminals, Mobile Banking, Internet Banking, Credit Cards, Debit Cards, EFT, RTGS,
MICR clearing etc.

1.3 OBJECTIVES OF THE STUDY

Theoretically, alternative banking channels will enhance good performance of banking
services and increases the level of customer satisfaction by providing anytime, anywhere and
multi way banking services including varieties of services, convenience, speed, efficiency,
security and cost effectiveness. However, various annual reports of the Bank Ombudsman
Scheme of the RBI indicate that the use of ICT specifically after 2003 has created various
problems relating to the banking services. Therefore, this study is carried out to fulfill the
following adjectives:
1) To identify the factors of customers satisfaction in alternative banking.
2) To make comparative analysis of customer satisfaction in public and private banks.
3) To identify the major factors affecting on the customers satisfaction in alternative
banking.

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1.4 REVIEW OF LITERATURE

Customer satisfaction is buzzword today, once here everyone using this customers
satisfaction is affected by the importance placed by the customers on each of the attitudes of the
product/ service. Customer satisfaction measurement allows an organization to understand the
key drivers that create satisfaction or dissatisfaction; and what is really driving their satisfaction
during a service experience. Customer satisfaction is the state of mind that customers have about
a company when their expectations have been met or exceeded over the lifetime of the product or
service (Kevin Cacioppo, 1995 and Kumbhar, 2010). It is also feeling or attitude of a customer
towards a product or service after it has been used. According to Oliver (1980) satisfaction
appears to mediate changes between pre-exposure and post-exposure attitudinal components. It is
a major outcome of marketing activity whereby it serves as a link between the various stages of
consumer buying behavior (Jamal & Nasser, 2002). When customers pay money to buy a service
he has some minimum expectations from the transaction. These expectations from the purchase
have to be met substantially, if not entirely for the customer to become a loyal customer of the
service (Akbar and Parvez, 2009). These expectations are fulfilled of a promises- quality, fair
price, availability, after sale services, complaints handling process, information, and variety etc.
the customers are demanding high quality of services and low prices or charges. Better quality
for the same cost is the motto of the customers. Sometimes they are prepared to overlook
inconveniences also to avail better services at a low cost. Various empirical researches show that
there is significant and positive relationship in service quality and customer satisfaction. Berry
(1990) mentioned that there are ten 'Quality Values' which influence satisfaction behaviour i.e.
Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental
Teamwork, Front line Service Behavior, Commitment to the Customer and Innovation.
Rueangthanakiet Pairot, (2008) defined Customers satisfaction as the company's ability to fulfill
the business, emotional, and psychological needs of its customers. However, customers have
different levels of satisfaction as they have different attitudes and experiences as perceived from
the company.
Increase in service quality of the banks can satisfy and develop attitudinal loyalty which
ultimately retains valued customers (Kumbhar, 2010). There is very strong relationship between
quality of service and customer satisfaction (Parasuraman et al, 1985). The higher level of
perceived service quality results in increased customer satisfaction. When perceived service
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quality is less than expected service quality customer will be dissatisfied (Jain and Gupta, 2004
and Kumbhar 2011). Parasuraman, Zeithaml and Berry (1988) posited that if there is expected
quality of service and actual perceived performance is equal or near about equal there is
customers can be satisfy, while a negative discrepancy between perceptions and expectations a
performance-gap as they call it causes dissatisfaction, a positive discrepancy leads to consumer
delight. The relationship between expectation, perceived service quality and customers
satisfaction have been investigated in a number of researches (Zeithaml, et al, 1996). An
expectation is minimum requirement of service quality by service providers to the meet
customers wants and needs. According to Parasuraman et al (1985, 1988) perceived service
quality is viewed as the degree and direction of discrepancy between customers' perceptions and
desires.
The branding is considered as the procedure of creating a brand image which keeps
consumers. It is what separates identical products from each other, or its competitors. Marketing
literature including NCSI and ACSI literature examined positive of the link between the
satisfaction and the brand image, the brand reputation (Wafa et al 2009) and indicates that, the
nature and amount of a consumer's experience with an evoked set of brands. Brand reputation
has significant impacts on customer satisfaction (Woodruff et al 1983). A consumer's beliefs
about

these

brands

are

derived

from

personal

use

experience,

word-of-mouth

endorsements/criticisms, and/or the marketing efforts of companies. Perceived brand

performance which is above or below the norm, but within the indifference zone, leads to
confirmation. Positive or negative disconfirmation results when perceived brand performance
affects customer satisfaction (Woodruff et al 1983). Some of the marketing research shows that
the brand loyalty achieved through the satisfaction with brand performance. Brands that are high
in brand equity are organization powerful assets. They can lead to customer satisfaction and
customer loyalty. Wafa MSallem et al (2009) and Sondoh et al,(2007) Some of the empirical
researches shows that there are two brand image benefits, i.e. appearance enhances and
functional have significant impacts on satisfaction and loyalty intention.
Perceived value also one of the important factors which influencing customers
satisfaction in service setting. Perceived value is compression between price or charges paid for
the services by the customer as sacrifice of the money and utility derived by service perception.
In this study we have assessed overall satisfaction also it can be say cumulative satisfaction. It is
overall perception and concluded remark of the customer regarding alternative banking channel
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used by customers. The overall remark of the customer is based on his/her expectations about
various aspects of service quality and actual service he/she perceived by the particular bank.

1.5 HYPOTHESIS OF THE STUDY

Based on review of literature and discussions with experts followings hypothesis were
formulated to be testing;
Hypothesis-1:
H1(null) - Overall customers satisfaction in the alternative banking services is not
differ based demographic characteristics.
H1(alt) - Overall customers satisfaction in the alternative banking services is differ
based demographic characteristics.

Hypothesis-2:
H2 (null) - There is no significant relationship between service quality dimensions
and overall customer satisfaction in alternative banking
H2 (alt) - There is a significant relationship between service quality dimensions
and overall customer satisfaction in alternative banking
Hypothesis-3:
H3 (null) - Band perception and perceived value not have a significant relationship
with overall customer satisfaction in alternative banking.
H3 (alt) - Band perception and perceived value have a significant relationship with
overall customer satisfaction in alternative banking.
Hypothesis 4
H4 (null) All service quality dimensions under study was similarly influencing
customers satisfaction in alternative banking.
H4 (alt) All service quality dimensions under study was similarly influencing
customers satisfaction in alternative banking.

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1.6 RESEARCH METHODOLOGY

Present study is based on primary data sources; collected through survey of 150
respondents. Primary data was collected through survey and short interviews of bank customers
(Satara City, Maharashtra State) who are using alternative banking channels. All respondents were
selected using convenience sampling method due to lack of proper information and availability of
time.
Approximately 25% of commercial banks from public and private sector banks which
have a maximum level of branch automation and providing most of the alternative banking
services in the Satara City. For the selection of banks we have conducted primary investigation
to investigate the availability of the alternative banking services. We found that State Bank of
India, Bank of Baroda, Corporation Banks and IDBI Bank Ltd. from public sector and HDFC
Bank Ltd. and Axis Bank Ltd. from private sector banks are providing almost of alternative
banking services. We have selected approximate 25 to 35 respondents from each selected banks
and total 190 predictive samples for in-depth and qualitative investigation. We have selected the
sample from employed, professional persons, businessmen, students and retired persons. The
previous research (Ndubisi & Sinti, 2006; Thomas Meyer, 2008; Mattila et al, 2003; Sanmugam,
2004; Mathews and Slocum, Jr. 1969; Plummer, 1971; Vasya and Patrik, 2006; Noor and Ali,
2009) proved that near about 75 to 85 per cent users of electronic banking service were
professional, graduates or highly literates, holding an executive post, young employed or selfemployed, having good income, resides in urban areas, having knowledge of computer and
proficient in the English language.
Survey questionnaire was developed through review of literature and discussions with
experts and all responses were recorded based on five point likert scale form 1= sternly disagree to
5 = strongly agree. Primary questionnaire was tested using Cronbachs alpha reliability test and
only those dimensions were used which having alpha value 0.700 or more. Collected data was
analyzed through SPSS 18.0, particularly; descriptive statistics, Multiple correlation, KruskalWallis test, Mann-Whitney Test and Principal Component Analysis (PCA) was performed
according to the requirement of the study.

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1.7 RESULTS
1.7.1 DEMOGRAPHIC OF THE RESPONDENTS
Table-1 indicates the descriptive analysis for demographic information indicated that
among the analyzed samples (N=190),consisting 17.4% of SBI, 14.7% of BOB, 13.2% of Corp
Bank, 18.4% of IDBI Bank, 15.8% of Axis Bank and 20.5% of HDFC Bank (63.7% of Public
Sector and 36.3% of private sector Banks). Out of 190 respondents 82.1% of the respondents
were male, 17.9 % were female. In terms of age group, 20% were below 25 years, 34.7% of 25
to 35 years, 35.8% were 36 to 50 years and 9.5% were 51 to 60 years old. There were no
respondent above 60 years however; some retired persons from military and army were covered
under study as samples. Educational status of the respondents indicates that 4.2% of respondents
were below HSC, 5.3% of HSC, 49.5% of graduate and 41.1% of post graduates. There were
31.6% of employees and 36.3% of businessmen as a core respondent who were using most of
alternative channels. However, 13.7% of professional (doctor, engineers, charted accountants,
investment consultants, insurance agents etc.), 14.2% of students and 4.2% of retired persons
also covered in this study. Income profile of the respondents shows that there were 20.5% of
below Rs. 1lakh, 16.3% of 1to 3 lakh, 36.8% of 3 to 8 lakh, 14.2% of 8 to 15 lakh, 4.7% of 15 to
25 lakh, 2.1% of above 25 lakh and 5.3% of dependents.
Table 1: Demographic Profile of the Respondents
Items
Frequency Percent Valid Percent
SBI
33
17.4
17.4
BOB
28
14.7
14.7
COPB
25
13.2
13.2
IDBI
35
18.4
18.4
Axis
30
15.8
15.8
HDFC
39
20.5
20.5
Total
Female
Male
Total
Below 25
25-35
36-50
51-60
Total
<HSC
HSC
Graduate

190
34
156
190
38
66
68
18
190
8
10
94

100
17.9
82.1
100
20
34.7
35.8
9.5
100
4.2
5.3
49.5

100
17.9
82.1
100
20
34.7
35.8
9.5
100
4.2
5.3
49.5

Cumulative Percent
17.4
32.1
45.3
63.7
79.5
100
17.9
100
20
54.7
90.5
100
4.2
9.5
58.9

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Post Graduate
Total
Employee
Businessman
Retired
Student
Professional
Total
<1 Lakh
1 to 3 Lakh
3 to 8 Lakh
8 to 15 Lakh
15 to 25 Lakh
>25 Lakh
Dependents
Total
Source: Survey

78
190
60
69
8
27
26
190
39
31
70
27
9
4
10
190

41.1
100.0
31.6
36.3
4.2
14.2
13.7
100
20.5
16.3
36.8
14.2
4.7
2.1
5.3
100.0

41.1
100.0
31.6
36.3
4.2
14.2
13.7
100
20.5
16.3
36.8
14.2
4.7
2.1
5.3
100.0

Vol. 1 No. 1

100.0
31.6
67.9
72.1
86.3
100
20.5
36.8
73.7
87.9
92.6
94.7
100.0

1.7.2 COMPARATIVE OVERALL CUSTOMER SATISFACTION

Various previous researches proved that there was variation in customer satisfaction in
public and private sector banks. It was realized that there was a significant difference in customer
satisfaction as concern to bank type Table 2 indicates that most of respondents of private sector
banks rated the level of satisfied (60.00%) and strongly satisfied (17.78%) for front office
services and Satisfied (64.44%) strongly satisfied (2.22%) for core banking services. The Table
further indicates the service provided through currency counting machine which is most
satisfactory in private sector banks because 51.43% customers rated that it was satisfactory and
10.48% are rated that it is strongly satisfactory services in public sector banks. EFT service and
MICR service of public sector banks was very satisfied because 51.43% and 10.48% EFT service
user and 56.73 and 5.77% MICR service users rated these services satisfied and strongly satisfied
respectively.

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Table 2: Comparative Overall Satisfaction in Alternative Banking (%)

Public Banks Private Banks
Strongly Dissatisfied
0.00
0.00
Dissatisfied
4.76
0.00
Front Office Neutral
22.86
22.22
Services
Satisfied
54.29
60.00
Strongly Satisfied
18.10
17.78
Numbers of Respondents
120
70

All Banks
0.00
2.38
22.54
57.14
17.94
190

Strongly Dissatisfied
Dissatisfied
Core
Neutral
Banking
Satisfied
Service
Strongly Satisfied
Numbers of Respondents
Strongly Dissatisfied
Dissatisfied
Service of Neutral
CC Machine Satisfied
Strongly Satisfied
Numbers of Respondents

0.00
7.69
30.77
50.00
11.54
99
0.00
9.52
28.57
51.43
10.48
120

0.00
4.44
28.89
64.44
2.22
50
0.00
8.89
28.89
57.78
4.44
70

0.00
6.07
29.83
57.22
6.88
149
0.00
9.20
28.73
54.60
7.46
190

Strongly Dissatisfied
Dissatisfied
Neutral
EFT Service
Satisfied
Strongly Satisfied
Numbers of Respondents
Strongly Dissatisfied
Dissatisfied
MICR
Neutral
Service
Satisfied
Strongly Satisfied
Numbers of Respondents

0.00
4.81
32.69
56.73
5.77
100
0.00
1.02
30.61
58.16
10.20
98

0.00
6.67
33.33
57.78
2.22
49
0.00
2.33
32.56
60.47
4.65
43

0.00
5.73
33.01
57.25
3.99
149
0.00
1.67
31.58
59.31
7.43
141

Note: Percentage of ranting calculated based on customers of public and private sector banks
separately

Table 3 reveals that public sector banks Credit card and ATM service are providing
satisfactory credit card and ATM service, because 55.26% and 5.26% of customers belongs to
public sector a banks rated that credit card was satisfactory and strongly satisfactory. The
68.93% and 10.68% of customers of public sector banks rated as ATM was satisfactory and
strongly satisfactory respectively. However, satisfaction in internet banking services was
approximately same in private and public sector banks. Near about 50% of customers were rated
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that internet banking service was satisfactory in both. While, 50% customers of private sector
rated that mobile banking service is satisfactory in private sector banks. However, only 178%
customers of public sector banks are satisfied in mobile banking services.
Table 3: Comparative Overall Satisfaction in Alternative Banking (%)
Pub. Banks Pvt. Banks All Banks
Strongly Dissatisfied
0.00
0.00
0.00
Dissatisfied
5.26
25.00
15.13
Credit
Card Neutral
34.21
25.00
29.60
Services
Satisfied
55.26
37.50
46.38
Strongly Satisfied
5.26
12.50
8.88
Numbers of Respondents
38
16
54
Strongly Dissatisfied
2.91
0.00
1.45
Dissatisfied
6.80
4.55
5.67
ATM Service
Neutral
10.68
13.64
12.15
Agree
68.93
72.73
70.82
Strongly Agree
10.68
9.09
9.88
Numbers of Respondents
103
44
147
Strongly Dissatisfied
0.00
0.00
0.00
Dissatisfied
0.00
0.00
0.00
Internet
Neutral
50.00
50.00
50
Banking Service
Satisfied
45.00
50.00
47.5
Strongly Satisfied
5.00
0.00
2.5
Numbers of Respondents
20
10
30
Strongly Dissatisfied
0.00
0.00
0.00
Dissatisfied
0.00
0.00
0.00
Mobile Banking
Neutral
83
50
66.67
Service
Satisfied
17
50
33. 33
Strongly Satisfied
0
0
0
Numbers of Respondents
6
4
10
Note: Percentage of ranting calculated based on customers of public and private sector
banks separately

1.7.3 Hypotheses testing

There are various tests available for hypotheses testing; however, we have used KruskalWallis One-Way Analysis of Variance Test, spearmans rho non-parametric correlation and
Mann-Whitney U Test as non-parametric tests, because the collected data in the present study is
qualitative data and normally distributed. Hence, it need to analysis using non-parametric tests.
The Kruskal-Wallis test is a one-way analysis of variance by ranks. It tests the null hypothesis
that multiple independent samples come from the same population. Unlike standard ANOVA, it
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does not assume normality, and it can be used to test ordinal variables (SPSS 19.0 User manual).
It is a nonparametric alternative to one-way ANOVA is given by the Kruskal-Wallis test (Landau
and Everitt, 2004, pp 156-157) and it is a very powerful test for one-way analysis of variance for
measurements by rank of k independence samples. H0 tested is that k samples come from the
same population (Majumdar, 2010, pp 424-426; Hanagal, 2009, pp 10.10-10.12). In this method
the scores of k samples are first considered as belonging to the same series. Rank of each score
is then ascertained from K combined sample series. The smallest score is assigned rank 1st and
the largest n, where, n = n1 + n2 + nk. For each of the samples, sum of rank are worked out. If
H0 is true, that is, k samples are actually drawn from the same population, and then KruskalWallis statistics, designated as H, follows a distribution similar to Chi-Square with df = k-1
proved that the size of all k samples is not too small.
Hypothesis-1:
Most of previous researches mentioned that gender, age, education; profession and level
of income affect customers satisfaction in banking services. Therefore, we have tested this
hypothesis to know what is actual impact of the demographics and customer satisfaction in
alternative banking services? The Kruskal-Wallis Chi Square tests (non parametric test) were
performed to overall satisfaction in the alternative banking services was differing or not by
demographic characteristics group. In order to test this hypothesis The Kruskal-Wallis tests for
several independent (gender, age, education, income level and profession) and one dependent
variable (overall satisfaction) was performed (Nahmens and Ikuma, 2009 pp 586 and Khalid et
al, 2000). According to Kruskal-Wallis large values of H (Chi-Squire) lead to rejection of the
null hypothesis and same or less than table value lead to accept null hypotheses (Kruskal-Wallis,
1952). Chi-Square values of Gender (X2 =0.217 , df =1, sig.= .462) and Level of Income (X2 =
7.154 , df =6, sig.= .307) Age (.057) are found significant. It leads to accept null hypotheses
(H1a and H1e) and reject alternative hypothesis. However, Chi-Squire values of Age (X2 =13.313
, df =4, sig.= .010), Educational level (X2 =12.241 , df =4, sig.= .016) and Profession (X2
=14.165 , df =4, sig.= .015) are found insignificant and leads to reject null hypothesis (H1b, H1c,
H1d) and accept alternative hypothesis. Descriptive statistics also shows that there was
significant relationship between age, education and profession while level of customer
satisfaction of male and female, as well as respondents of belongs to different income groups is
almost same (Table 4)
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Table 4: Hypothesis Test Summary Kruskal Wallis H Test

(Demographics and Overall Customer Satisfaction)
Null Hypothesis N
Calcu.
Table
df Sig. Decision
Value
Value
X2
X2
1
190
0.217
3.841
1 .462 Retain null hypothesis.
H a Gender
190
13.313
9.488
4 .010 Reject null hypothesis.
H1b Age
1
190
12.241
9.488
4 .016 Reject null hypothesis.
H c Education
1
190
14.165
9.488
4 .015 Reject null hypothesis.
H d Profession
7.154
12.592
6 .307 Retain null hypothesis.
H1e Level of Income 190
Asymptotic significances are displayed. The significance level is .05.
Hypothesis-2:
The second hypothesis of this study has been tested using correlation test. Here
spearmans rho non-parametric correlation test was performed to understand correlation
between each of service quality dimensions and overall customer satisfaction in alternative
banking. As per SPSS 19.0 user manual multiple correlation test is useful to assess relation
between multiple independent variable and one dependent variable. Therefore, we have
performed spearmans rho non-parametric correlation test and result shows that there was a
significant relationship between all dimensions and overall customer satisfaction, it leads to
accept null hypothesis. Therefore we have rejected null hypothesis (H2) and accepted alternative
hypothesis. However, Table 5 indicates all dimensions are significantly correlated to overall
customer satisfaction except responsiveness. Therefore, we have accepted alternative hypothesis
and rejected null hypothesis.
Table 5: Correlation Between Service Quality Dimensions and
Customer Satisfaction (Spearmans Correlation)
Overall Satisfaction
r
1.000
Overall Satisfaction
Sig. (2-tailed)
.
r
.519**
System Availability
Sig. (2-tailed)
.000
r
.547**
E-Fulfilment
Sig. (2-tailed)
.000
r
.573**
Accuracy
Sig. (2-tailed)
.000
r
.560**
Efficiency
Sig. (2-tailed)
.000
r
.594**
Security/Assurance
Sig. (2-tailed)
.000
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r
.208**
Sig. (2-tailed)
.005
r
.585**
Easy to Use
Sig. (2-tailed)
.000
r
.598**
Convenience
Sig. (2-tailed)
.000
r
.541**
Cost Effectiveness
Sig. (2-tailed)
.000
r
.646**
Problem Handling
Sig. (2-tailed)
.000
r
.324**
Compensation
Sig. (2-tailed)
.000
r
.626**
Contact
Sig. (2-tailed)
.000
*Correlation is significant at the 0.05 level (2-tailed).
**Correlation is significant at the 0.01 level (2-tailed).
Responsiveness

Hypothesis-3:
A brand is an important factor in the selection of the bank as service provider either from
private or public sector. Mostly well-known banks were selected by the customers because it was
assumed that; good brand name and perception as per brand name can satisfy customers wants.
Hence, bank should provide better service as per their reputation. If customers getting good
perception according to the brand name customer will happy with that brand otherwise they will
switch to other bank. The concept of value derives from an economic framework and reflects the
utility and disutility encountered within any transaction. It provides a relationship between the
benefits received in the encounter and the overall price paid, including non-monetary
expenditure (Woodruff, 1983, Zeithaml, 1988) cited by Wilkins ,2005). Therefore, we have
tested this hypothesis in using spearmans rho non-parametric correlation test. Table 6 shows
that, there is significant relationship between band perception (r = .652** at .050 level) and
perceived value (r = .646** at .050 level) with overall customer satisfaction. Therefore we have
rejected null hypothesis and accepted alternative hypothesis based on this study.

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Table 6: Correlation Between Brand Perception, Perceived Value and Customer

Satisfaction
Overall Satisfaction
r
1
Overall Satisfaction
Sig. (2-tailed)
.
r
.652**
Brand Perception
Sig. (2-tailed)
.000
r
.646**
Perceived Value
Sig. (2-tailed)
.000
Correlation is significant at the 0.05 level (2-tailed).
**Correlation is significant at the 0.01 level (2-tailed).

1.7.4 PRINCIPAL COMPONENT ANALYSIS

Principal component analysis method was used to identify (Test hypothesis 4) the major
factors affecting on customers satisfaction in alternative baking services. Factor analysis is one
of the superior methods to understand most useful factors in the model (Widaman, 1993).
Before, conducting factor analysis, we have performed the Kaiser-Meyer-Olkin (K-M-O) and
Bartletts sphericity test to understand adequacy of the data for factor analysis. High values of
the Kaiser-Meyer-Olkin measure (close to 1.0) generally indicate that a factor analysis may be
useful with data (Marshall et al, 2007; Barco et al 2007). If the value is less than 0.50, the results
of the factor analysis probably won't be very useful. Bartlett's test of sphericity tests the null
hypothesis that correlation matrix is an identity matrix, which would indicate that variables are
unrelated and therefore, unsuitable for structure detection. Small values (less than 0.05) of the
significance level indicate that R-Matrix is not an identity matrix and a factor analysis may be
useful with data. Table 7 indicates that, in the present test the Kaiser-Meyer-Olkin (KMO)
measure was 0.819. Bartletts sphericity test also found highly significant; Chi-Square =
1170.841, df = 91 with a significance of 0.000 it provide support for validity of the factor
analysis of the data set and indicates that, factor analysis is appropriate.
Table 7: KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure
Approx. Chi-Square
Bartlett's Test of Sphericity df
Sig. Bartlett

.819
1170.841
91
.000

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Initial communalities2 are, estimates of the variance in each variable accounted for by all
components or factors. For principal components extraction, this is always equal to 1.0 for
correlation analyses. Extraction communalities are, estimates of the variance in each variable
accounted for by the components. The communalities (Table 8) labeled as Initial are before
extraction communalities and labeled as extraction are after extraction communalities. The all
communalities were high (above .400), which indicates that the extracted components represent
the variables well (Table 8).
Table 8: Communalities
Initial
Extraction
System Availability
1.000
.648
Fulfilment
1.000
.755
Accuracy
1.000
.517
Efficiency
1.000
.805
Security/Assurance
1.000
.764
Responsiveness
1.000
.641
Easy to Use
1.000
.486
Convenience
1.000
.497
Cost Effectiveness
1.000
.733
Problem Handling
1.000
.743
Compensation
1.000
.741
Contact Facilities
1.000
.621
Brand Perception
1.000
.682
Perceived Value
1.000
.724
Extraction Method: Principal Component Analysis.
Table 9 reveals that, the eigenvalues3 associated with each linear component before
extraction and after extraction. The eigenvalues associated with each factor represent the
variance explained by the particular linear component (Khan, 2006). First part of the table
labelled as Initial Eigenvalues indicates that, first factor accounting 40.32 % of variance in this
model. Second part of the table labelled as Extraction Sums of Squared Loadings indicating
same variance. However, third part labelled as Rotation Sums of Squared Loadings indicating
that first factor accounting 32.37% of variance. It is pretty good figure because total variance is
66.83%. It means, we lost only 35% approx. of the information content in our study. Rotation
has the effect of optimising the factor structure and one consequence for these data is that the
2

Communality is the squared multiple correlation for the variable as dependent using the factors as predictors. The
communality measures the percent of variance in a given variable explained by all the factors jointly and may be interpreted as
the reliability of the indicator
3
The eigenvalue for a given factor measures the variance in all the variables which is accounted for by that factor. The ratio of
eigenvalues is the ratio of explanatory importance of the factors with respect to the variables. If a factor has a low eigenvalue,
then it is contributing little to the explanation of variances in the variables and may be ignored as redundant with more important
factors.

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relative importance of the three factors were equalized (Field, 2005). Figure 1 (The components
as the X axis and the corresponding eigenvalues as the Y axis) indicates visible display of the
factor loading.
Table 9: Total Variance Explained
Initial Eigenvalues

Extraction Sums of Squared Rotation Sums of Squared

Loadings

%
Total

of

Varia
nce

Cumul
ative %

Total

Loadings
%

of

Variance

Cumul
ative

Total

of Cumula

Variance tive %

5.646

40.328

40.328

5.646

40.328

40.328

4.533

32.379

32.379

2.409

17.209

57.537

2.409

17.209

57.537

3.451

24.647

57.026

1.301

9.294

66.831

1.301

9.294

66.831

1.373

9.805

66.831

.870

6.217

73.048

.653

4.663

77.711

.591

4.221

81.932

.511

3.649

85.581

.461

3.291

88.873

.406

2.899

91.772

10 .370

2.641

94.413

11 .287

2.048

96.461

12 .227

1.621

98.082

13 .155

1.107

99.189

14 .113

.811

100.00

Figure 1: Scree Plot

Extraction Method: Principal Component Analysis.

Rotation serves to make the output more understandable and is usually necessary to
facilitate the interpretation of factors, therefore we have performed rotted matrix (Shapiro, 2002).
The rotated component matrix (regression scores) table indicate factor loading. This is a matrix
of the factor loading for each variable onto each factor. Table 6.35 indicates that, most of
variables loaded highly onto the first and second factors and only one variable loading onto third

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factor. However, fulfillment (.735 in the first factor and .408 on the second factor) and system
availability (.471 in the first factor and .630 on the second factor) were loading on both factors.
Table 10: Rotated Component Matrixa
Factor 1
Factor 2
Efficiency
.868
Security/Assurance
.853
Cost Effectiveness
.825
Problem Handling
.773
Responsiveness
.735
Fulfillment
.735
.408
Accuracy
.626
Perceived Value
.827
Brand Perception
.806
Contact Facilities
.683
Convenience
.682
System Availability
.471
.630
Easy to Use
.606
Compensation
Eigenvalues
4.533
3.451
Variance
32.379
24.647
Cumulative Variance
32.375
57.026

Factor 3

.808
1.373
9.805
66.831

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

Table 10 indicates that, Efficiency, Security/Assurance, Cost Effectiveness, Problem Handling,

Responsiveness, Fulfillment and Accuracy are first factors and accounting 32.37% of variance in
the model. Perceived Value, Brand Perception, Contact Facilities, Convenience, System
Availability and Easy to Use are second factor and accounting 24.64% of variance in the model.
Compensation is third factor and accounting 9.80% of variance. All these three factors were
accounting total 66.83% of variance.

1.8 Conclusion and Implications

The present study evident that, there was significant relationship between age, education
and profession while level of customer satisfaction of male and female, as well as respondents of
belongs to different income groups is almost same. The correlation test shows that there was a
significant relationship between all dimensions and overall customer satisfaction in alternative
banking. There was also significant relationship between band perception and perceived value
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with overall customer satisfaction in alternative banking. It indicates that, bankers should
concentrate their efforts to enhance service quality, brand perception and perceived value in
alternative banking to increase the level of customers satisfaction. Factor analysis test indicates
that, efficiency, security/assurance, cost effectiveness, problem handling, responsiveness,
fulfillment and accuracy were first factors and accounting 32.37% of variance. Perceived value,
brand perception, contact facilities, convenience, system availability and easy to use are second
factor and accounting 24.64% of variance. Compensation is third factor and accounting 9.80% of
variance. Therefore, bankers should consider the facts and enhance service quality of alternative
banking services in order to increase customers satisfaction and its further adoption also.

Authors contact:Vijay M. Kumbhar

( M. A. SET, NET, GDC&A, DIT and M. Phil (Economics)
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