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Customer’s Level of Acceptance towards Loyalty of
the Select Commercial Banks At Kolar District-An
Empirical Study 1Khatijatul Kubra and 2S.M. Chockalingam,
1Karpagam Academy of Higher Education,
Coimbatore, Tamil Nadu.
2Department of Commerce,
Karpagam Academy of Higher Education,
Coimbatore.
Abstract The emergence of new generation banks and the establishment of the
branches of foreign banks have created a competitive environment for
Indian Banks due to their systematic, clear crystal and credible
organization. The banking industry is confronting a briskly modified
market, ultra-modern technologies, cutthroat competition and more
clamorous customers and the changing climate have presented anomalous
set of threats. Banking is a customer centred industry, therefore, the
customer is the locus and customer service is the demarcating factor. The
reason behind this change is the dynamic consumer desires and surmise.
With the emergence of economic transformation in the world, in general
and in India in particular, today’s banks have whip up with the prime
priority on technical and customer centred issues. Exemplary customer
service can augment the bank's competence to attract the plenteous
prospects, uphold the bank's profitability, lower bank operation costs, and
create greater customer loyalty. In this regard, the researcher has made an
endeavour to examine the service quality gap in the select commercial
banks in Kolar District. The study is confined only to the five public sector
commercial banks: Canara Bank, State Bank of Mysore, Vijaya Bank,
Corporation Bank and State Bank of India; and one new generation bank
i.e. Kotak Mahindra Bank. By adopting multi-stage sampling, 750
customers were selected. As an essential part of the study, the primary data
are collected from the 750 customers. Taking into consideration, the
objectives of the study, a questionnaire was prepared after exploration of
the available literature. The results of the study shows that there is a
significant difference in the acceptance level of the customers towards the
International Journal of Pure and Applied MathematicsVolume 117 No. 7 2017, 303-315ISSN: 1311-8080 (printed version); ISSN: 1314-3395 (on-line version)url: http://www.ijpam.euSpecial Issue ijpam.eu
303
loyalty of the Commercial Banks. It implies that there exists disagreement
among the customers regarding the loyalty statements. The study will
provoke the concerned authority to take the necessary decisive measures to
meliorate the service quality of the select commercial banks in Kolar
District.
Keywords: Banking services, service quality, service loyalty, service
performance.
International Journal of Pure and Applied Mathematics Special Issue
304
1. Introduction
The Banking Industry is confronting a novelty market like any other financial
services. Barbarious competition, more stringent consumers and the dynamic
climate have presented an exceptional set of threats. To meet the competition,
creating satisfied customer has become the main aim of each Bank. At the same
time, various banks are available with new offers, schemes, and services with
wide range of products. As a result, a customer has the range of choices where
the proper information can be gathered at cheap cost, and can take the
advantage of such competitiveness. Customer satisfaction is an abstruse concept
and the actual expression of the level of satisfaction changes among persons and
services. A satisfied customer is the best person to generate positive word of
mouth. Hence, the customer satisfaction can be treated as the essential attribute
for the success of business in today’s competitive business world to foster the
customer’s faith, captivate new consumers, increase business with the present
consumers, decrease the dissatisfied consumers with minimum mistakes,
augment the company’s profits and increase consumer satisfaction.
Banking is a customer centred industry, therefore, the customer is the locus and
customer service is the demarcating factor. The reason behind this change is the
dynamic consumer desires and surmise. With the emergence of economic
transformation in the world, in general and in India in particular, today’s banks
have whip up with the prime priority on technical and customer centred issues
2. Concept of Service Quality
A service is an intangible activity which takes place between the service
provider and consumer. The concept of service quality has gained attention in
the sports and recreational literature over the last two decades. Nowadays, with
the increased competition, service quality has been considered as an important
concept in maintaining the competitive advantage and retaining a good
relationship with the customers. Service quality is the difference between the
customers expectations of service consummation antecedent to the service
encounter and their perception of the service acquired. Service quality has an
absolute impact on the bottom line pursuance of the bank and thereby gain
competitive advantage through improved quality of services offered so that the
perceived service exceeds the service levels preferred by the customers.
3. Statement of the Problem
The challenge before the Banking sector today is to build up competitiveness
through improved service quality, thereby making the banks more market
focused. In India, lack of resources, absence of appropriate attitude, vision and
planning, strong resistance from the trade unions and indifferent attitude of
employees have made the banks slow in adapting the new techniques and
technologies for service quality management. Any bank floundering on this
International Journal of Pure and Applied Mathematics Special Issue
305
ground is likely to croak before hand. In the present competitive scenario of the
Indian Banking industry, a customer have to make a choice among various
service organisations by making a cost benefit analysis, due to which the
expectations of the consumers increase and they become more conscious about
the service quality. Distinctive customer service can augment the banks capacity
to attract affluent prospects, hike up the bank’s profitability, reduce the bank’s
cost of operation and build up ample consumer loyalty. In this context, the
researcher has made an attempt to examine the customer’s level of acceptance
towards the loyalty of the select commercial banks in Kolar District.
4. Objectives of the Study
The study has the following secondary objectives:
1. To examine the loyalty of the customers with their Commercial Banks in
Kolar District.
2. To offer suitable recommendations to enhance the quality of service
provided by the select Commercial Banks, based on the findings of the
study.
5. Hypothesis
The following null hypothesis has been formulated and tested.
H0: There is no significant relationship among the acceptance levels of the
respondents belonging to the different demographic profiles towards the loyalty
with the select commercial banks.
6. Scope of the Study
The study is confined only to the Savings Banks and Current Account holders who
have an account with the select commercial banks in Kolar District. The most
common 5 dimensions of the service quality namely, assurance, empathy,
reliability, responsiveness and tangibility are considered for the study. The
commonly used loyalty statements were used to measure the acceptance of the
customers towards the loyalty of the banks. The study is restrained only to five
public sector commercial banks: Canara Bank, State Bank of Mysore, Vijaya Bank,
Corporation Bank and State Bank of India; and one new generation bank i.e. Kotak
Mahindra Bank.
7. Sampling Design
There are 19 commercial banks in action in Kolar District as on March 2015. Of
which, 10 are Public Sector Banks and 9 are Private Sector Banks. Multistage
Sampling technique is adopted to collect primary data for the purpose of the
study. At the first stage, 6 commercial banks i.e. 5 public sector commercial
banks and 1 new generation bank which out- number in the branches are
selected out of 19 commercial banks. In the later stage, 40 per cent of the
International Journal of Pure and Applied Mathematics Special Issue
306
branches i.e. 25 branches are selected out of the 6 selected commercial banks. In
the last stage, 20 savings bank account holders and 10 current account holders
were selected from each branch on intended basis for the study. Therefore, the
sample size consists of 750 customers. The sampling distribution of the current
study is depicted in the following table.
Table 1: Sampling Distribution
Bank No. of Branches Samples
No
. o
f B
ran
ches
No
. o
f S
av
ing
s B
an
k
Acc
ou
nt
Ho
lder
s
No
. o
f C
urr
en
t
Acc
ou
nth
old
ers
Canara Bank 18 7 140 70
State Bank of Mysore 14 6 120 60
Kotak Mahindra Bank 09 4 80 40
Vijaya Bank 08 3 60 30
Corporation Bank 07 3 60 30
State Bank of India 06 2 40 20
Total 58 25 500 250
8. Research Design
The current study is experiential in nature, based on the survey technique. The
primary data was collected from 750 respondents as an essential part of the
study. Likert’s Scaling technique was used to construct the questionnaire. To
assess the appropriateness of the questions, a pre-testing of questionnaire was
done by contacting 30 respondents. Thereafter, necessary changes were
consolidated in the questions and their sequel. Journals, magazines, reports,
books and unpublished dissertations were referred to collect the secondary data.
Collected data have been incorporated in a master table and thereby tabulated to
arrive at appropriate conclusions. In order to study the customer’s level of
acceptance towards the loyalty of the customers towards select commercial
banks, paired ‘t’ test,‘F’ test, Analysis of Co-efficient of Variation and Percentage
Analysis have been employed.
9. Review of Literature
Benjamin Osayawe Ehigie (2006)1attempted to peruse the effect of customer
expectations, perceived service quality and satisfaction on the loyalty of the
customers in Nigerian Banks. A survey was undertaken incorporating the
qualitative technique to analyse the customer’s expectations from the Banking
1Benjamin Osayawe Ehigie, “Correlates of Customer Loyalty to their Banks”, International Journal
of Bank Marketin, Vol. 24, No. 7, Pp .494-508, 2006.
International Journal of Pure and Applied Mathematics Special Issue
307
services. On the basis of these techniques measurement scales were evolved to
amplitude the variables used for the study. For the qualitative research, the
respondents include 18 participants for focus group discussion and 24 for in-
depth interview. On the other hand the quantitative survey had 247 bank
customers whose response was collected by using questionnaire. The
participants had Savings Bank Account, Current Account and Electronic
Accounts with the banks.
Usha Lenka, Damodar Suar, Pratap K.J. Mohapatra (2009)2 made an attempt to
examine whether service quality of Indian commercial banks augment customer
satisfaction that sustains customer loyalty. The data were collected from 350
consumers of scheduled commercial banks in Orissa. The questionnaire focused
on socio demographic, human, technical and tangible aspects of service quality,
customer satisfaction and loyalty. The results of the study suggest that better
human, technical and tangible aspects of the bank branches boosts customer
satisfaction and loyalty. The impact of human aspects is more than the technical
and tangible aspect on the customer satisfaction which inturn leads to customer
loyalty. It concludes that the advanced service quality of banks can help to
retain the consumers.
Rizwan Ali, Gao Leifu, Ramiz-ur-Rehman (2014)3 attempted to analyse as to
how service quality, confidence and prominence effects customer loyalty in the
Banking industry in Pakistan.A set of hypothesis was developed and a
methodology was outlined for testing them. The response was collected from
645 bank customers. . The findings can note that service quality, confidence,
prominence has a positive influence of consumer loyalty. There is also a strong
positive correlation among the three factors of customer loyalty. Most of the
respondents showed their trust towards private banks in Pakistan. A major part
of respondents also believed that the services of the foreign banks are
outstanding and better than the public and private banks
10. Research Gap
Limited efforts have been made by the researchers in terms of correlating the
service quality, satisfaction and loyalty in the banking sector. The studies
reviewed have not looked into the level of importance of the factors influencing
the customers to prefer a particular bank for transaction, consumer’s satisfaction
towards the services of the commercial banks, customer’s perception towards
the perceived level of service quality, comparison between the expected and
perceived levels of service quality, and loyalty of the customers with their banks
in a single study. Thus, the present study is different from the studies
undertaken so far by filling these gaps.
2Usha Lenka, Damodar Suar, Pratap K.J. Mohapatra, “Service Quality, Customer Satisfaction, and
Customer Loyalty in Indian Commercial Banks”, The Journal of Entrepreneurship Vol. 18, No. 1, 2009.
Rizwan Ali, Gao Leifu, Ramiz-ur-Rehman, “Factors Influencing Customer Loyalty of Banking
Industry: Empirical Evidence from Pakistan”, International Journal of Learning and Development, Vol.
04, No. 2, 2014.
International Journal of Pure and Applied Mathematics Special Issue
308
11. Customers’ Level of Acceptance towards Loyalty
The concept of customer loyalty has acknowledged much consideration from
both academicians and practitioners in various industries. The existence of
perpetrated and often inherited relationship between a customer and his bank is
limited in the new market place. In order to increase the customer loyalty, many
banks have introduced innovative products and services. Being able to build
customer loyalty is considered as the basic factor in acquiring market share and
developing a defensible competitive advantage in today’s aggressive market.
Therefore, the managers must apprehend the factors and causes which dominate
the loyalty of the customers towards their banks. As it is always challenging and
costly to attract the new customers, the bankers must always try to find new
approach to detain their accustomed consumers and focus on the numerous
factors which amplify the loyalty among the bank customers. In this quandary,
an attempt was made to analyse the acceptance level of the respondents towards
their loyalty with the select commercial banks.
Table 2: Gender and Acceptance towards the Loyalty with the Banks
Gender No. of Respondents Mean Score Standard Deviation Co-variation
Male 600 31.24 4.09 13.09
Female 150 30.99 4.39 14.17
Total 750 31.19 4.15 13.31
Source: Primary Data
Comparison of Acceptance between the Male and Female Respondents t Value D.F Table Value at 5% Result
0.673 748 1.963 Not significant
The calculated ‘t’ value (0.673) is less than the table value (1.963) at 5 per cent
level of significance. The test is insignificant. Thus, no significant difference is
found between the acceptance level of male and female respondents towards
loyalty to their banks. Therefore, the null hypothesis (Ho) is accepted. The
mean acceptance score of the male respondents (31.24) is high, followed by
female respondents (30.99). It reveals that male respondents have a higher
acceptance level towards loyalty with their banks. Moreover, the variation in the
acceptance level (13.09 per cent) is low among the male respondents. This
means that there exists consistency in the acceptance level of male respondents
towards the loyalty with their banks.
Table 3: Type of Account and Acceptance towards the Loyalty with the Banks
Type of Account No. of Respondents Mean Score Standard Deviation Co-variation
Savings bank account 500 31.11 4.24 13.63
Current account 250 31.35 3.96 12.63
Total 750 31.19 4.15 13.31
Source: Primary Data
International Journal of Pure and Applied Mathematics Special Issue
309
Comparison of Acceptance between the Current and Savings Bank Accountholders
t Value D.F Table Value at 5% Result
0.753 748 1.963 Not significant
The calculated ‘t’ value is (0.753) less than the table value (1.963) at 5 per cent
level of significance. Therefore, no significant difference is found between the
acceptance levels of the current and savings bank accountholders towards
loyalty with their banks in Kolar district. Therefore, the null hypothesis (H0) is
accepted. Since the mean acceptance score of the current accountholders (31.35)
is high, they have higher amount of loyalty with their banks. The variation in
the acceptance level is high among the savings bank accountholders (13.63%),
followed by the current accountholders (12.63%) towards loyalty with their
banks in Kolar District.
Table 4: Banks Belongs to and Acceptance towards Loyalty
Bank No. of Respondents Mean Score Standard Deviation Co-variation
Canara Bank 210 32.43 3.95 12.18
State Bank of Mysore 180 30.10 4.43 14.72
Kotak Mahindra Bank 120 29.78 3.99 13.40
Vijaya Bank 90 30.78 3.85 12.51
Corporation Bank 90 32.03 3.58 11.18
State Bank of India 60 32.30 3.81 11.80
Total 750 31.19 4.15 13.31
Source: Primary Data
Relationship between the Bank and Acceptance Source of Variation D.F Sum of
Squares
Mean
Squares
Calculated
Value
Table
Value at
1%
Result
Between groups 5 926.684 185.337 11.517 3.042 Significant
Within groups 744 11973.051 16.093
Total 749 12899.735
The calculated ‘F’ value is (11.517) greater than the table value (3.042) at 1 per
cent level of significance. Hence, a significant relationship is found among the
acceptance levels of the respondents belonging to different commercial banks
towards loyalty. Therefore, the null hypothesis (Ho) is rejected. The mean
acceptance score of the respondents belonging to Canara Bank (32.43) is high,
followed by the customers of the State Bank of India (32.30). Thus, the customers
of the Canara Bank have a higher acceptance level towards loyalty. Besides, the
variation in the acceptance level (14.72 per cent) is high among the customers of
the State Bank of Mysore and it is low (11.18 per cent) among the customers of the
Corporation Bank. It is concluded that there exists consistency in the acceptance
level of the the customers of the Corporation Bank towards the loyalty.
Table 5: Type of Bank and Acceptance towards Loyalty Type of Bank No. of
Respondents
Mean
Score
Standard Deviation Coefficient of
Variation
Public sector bank 630 31.46 4.13 13.13
New generation bank 120 29.78 3.99 13.40
Total 750 31.19 4.15 13.31
Source: Primary Data
International Journal of Pure and Applied Mathematics Special Issue
310
Comparison of Acceptance between Public Sector and New Generation Banks
Calculated
t value
D.F Table Value
at 1%
Result
4.096 748 2.582 Significant
The calculated ‘t’ value is (4.096) greater than the table value (2.582) at 1 per
cent level of significance. It is inferred that there is a significant difference
between the acceptance level of the customers of the public sector and new
generation banks towards loyalty. As a result, the null hypothesis is (Ho)
rejected. The mean acceptance score of the customers of the public sector banks
is (31.46) high, followed by the customers of the new generation bank (29.78).
Thus, the customers of the public sector banks have a higher acceptance level
towards loyalty. There exists a consistency in the acceptance level of the
customers of public sector banks (13.13%) towards loyalty in Kolar District.
Table 6: Respondents’ Level of Acceptance towards the Loyalty with the
Banks
Statements Level of Acceptance Total Mean
Str
on
gly
Ag
ree
Ag
ree
Nei
ther
Ag
ree
No
r D
isa
gre
e
Dis
ag
ree
Str
on
gly
Dis
ag
ree
I consider my bank’s services
are good.
82
(10.93)
161
(21.47)
153
(20.40)
321
(42.80)
33
(4.40)
750
(100.00)
2.92
My bank’s services are better than those of the
other banks.
69
(9.20)
221
(29.4)
156
(20.80)
268
(35.73)
36
(4.80)
750
(100.00)
3.03
In general, the quality of my bank’s service is
high.
122
(16.27)
149
(19.87)
122
(16.27)
293
(39.06)
64
(8.53)
750
(100.00)
2.96
I will say positive things about my bank to other
people.
44
(5.87)
245
(32.67)
174
(23.20)
218
(29.07)
69
(9.20)
750
(100.00)
2.97
I will recommend my bank to someone who seeks
my advice.
148
(19.73)
203
(27.07)
160
(21.33)
207
(27.60)
32
(4.27)
750
(100.00)
3.30
I will encourage my friends and relatives to do
business with my bank.
119
(15.87)
223
(29.73)
155
(20.67)
226
(30.13)
27
(3.60)
750
(100.00)
3.24
I consider my bank the first choice to transact
service.
139
(18.53)
278
(37.06)
153
(20.40)
131
(17.47)
49
(6.53)
750
(100.00)
3.44
I will do more business with my bank in the next
few years.
101
(13.47)
216
(28.80)
228
(30.40)
149
(19.87)
56
(7.47)
750
(100.00)
3.21
I will open an account with my bank branch only,
in the case I change my residence to any another
locality.
87
(11.60)
153
(20.40)
213
(28.40)
196
(26.13)
101
(13.47)
750
(100.00)
2.91
In every visit to my bank, I find better quality in
service.
152
(20.27)
165
(22.00)
184
(24.53)
194
(25.87)
55
(7.33)
750
(100.00)
3.22
Total 106
(14.13)
202
(26.93)
170
(22.67)
220
(29.33)
52
(6.93)
750
(100.00)
3.12
Source: Primary Data
Out of 750 respondents, 29.33% of the respondents disagree about their loyalty
with the commercial banks, followed by agree (26.93%), and neither agree nor
International Journal of Pure and Applied Mathematics Special Issue
311
disagree (22.67%). 14.13% and 6.93% of the respondents strongly agree and
strongly disagree in that order. The mean acceptance score reveals that the
respondents have a higher acceptance level towards thefirst choice of their bank
to transact service(3.44), followed by recommending the bank to someone who
seeks their advice (3.30). In case of ‘opening an account with their bank branch
only, while they change their residence to any another locality’, the respondents
have lower acceptance score (2.91).
12. Findings
1. The mean acceptance score of the male respondents is high (31.24),
followed by female respondents (30.99). It reveals that male respondents
have a higher acceptance towards loyalty with their banks. The variation
in the acceptance level (13.09) is less among the male respondents,
compared to female respondents (14.17). It means that the consistency
among male respondents is more than the female respondents towards
the loyalty with their banks.
2. The mean acceptance score of the current account holders is high
(31.35), compared to the savings bank account holders towards loyalty
with their banks as they transact frequently with the bank. The variation
in the acceptance level is high among the Savings Bank accountholders
(13.63), followed by current accountholders (12.63). It means that there
is less consistency among the Savings Bank account holders towards the
loyalty with their banks.
3. The mean acceptance score of the respondents of Canara bank is high
(32.43), followed by the customers of the State Bank of India (32.30),
followed by Corporation Bank (32.03), the least being the acceptance
score of Kotak Mahindra Bank (29.78). Thus the customers of Canara
Bank have a higher acceptance level and the customer Kotak Mahindra
Bank have a lowest acceptance level towards the loyalty with their
banks. The variation in the acceptance level is high (14.72 per cent)
among the customers of the State Bank of Mysore and is low (11.18
percent) among the customers of Corporation Bank. It indicates that
there exist more consistency among the customers of Corporation Bank
towards the loyalty with their banks.
4. The mean acceptance score of the customers of the public sector banks
is high (31.46) followed by the customers of new generation bank
(29.78). It indicates that the customers of public sector banks have
higher acceptance level towards the loyalty. The variation in the new
generation banks is high 13.40 among the customers of new generation
banks compared to the public sector banks (13.13). Therefore there
exists a consistency in the acceptance level of the customers of public
sector banks towards the loyalty with their banks.
5. Out of 750 respondents, 29.33% of the respondents disagree about their
loyalty with the commercial banks, followed by agree (26.93%), and
neither agree nor disagree (22.67%). 14.13% and 6.93% of the
respondents strongly agree and strongly disagree in that order. The mean
International Journal of Pure and Applied Mathematics Special Issue
312
acceptance score reveals that the respondents have a higher acceptance
level towards thefirst choice of their bank to transact service(3.44),
followed by recommending the bank to someone who seeks their advice
(3.30). In case of ‘opening an account with their bank branch only, while
they change their residence to any another locality’, the respondents
have a lower acceptance score (2.91).
13. Suggestions
1. The banks need to device appropriate schemes for the female customers
and should facilitate the female customers at the time of transacting the
business in order to increase the consistency in their loyalty.
2. A more critical aspect of marketing is to retain the customers, turn them
into loyalists and repeat the customers which has to be done by leveraging
customer segmentation models to enhance targeted offerings by
formulating appropriate schemes and facilities for both the current and
savings bank account holders. The select commercial banks should focus
on the needs of the savings bank account holders and design the services
accordingly.
3. The select commercial banks needs to make smart decisions through
loyalty analysis and future proof their business by employing the right
customer retention strategies in order to increase the consistency towards
the loyalty with their banks.
4. ‘On an average a loyal customer is worth upto 10 times as much as their
first purchase’ therefore, good customer service is the best strategy for the
select commercial banks. When customers are taken care of in sensitive
way, they are more likely to come back and often recommend others
about the same.
5. The select commercial banks should conduct surveys through the external
agencies so that the public reposes confidence on the results of the
surveys. Opinion polls should be carried out from time to time to
understand the perceptions of the customers about the banking services
of the commercial banks.
14. Conclusion
Service quality and all its dimensions have a indicative and absolute association
with the customer satisfaction and customer loyalty. Service quality analysis
makes an impact on the development of the customer loyalty concept and is a
contributory factor towards the customer satisfaction and customer loyalty.
The findings of the present research reveals that nearly one third of the
customers disagree with the loyalty of the customers whereas only seven
percent of the respondents strongly agree with the loyalty statements with their
banks. Moreover that consistency in the loyalty is less among the female
respondents, Savings Bank accountholders, new generation banks when
compared to male respondents, Current accountholders and public sector banks
International Journal of Pure and Applied Mathematics Special Issue
313
respectively. The commercial banks must breach with conventional, one-sided,
internally focused consumer initiatives and move toward a cognizant, customer
oriented model to escapade the potential of its most treasured customers. It’s
very important for the select commercial banks to remember the value behind
customer retention and customer loyalty.
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