IMPACT OF SERVICE QUALITY ON PERFORMANCE …VFSTR Journal of STEM Vol. 2, No. (2016) 2544-2062 E.Hari Prasad and G. V. Bhavani Prasad 10 IMPACT OF SERVICE QUALITY ON PERFORMANCE OF

VFSTR Journal of STEM Vol. 2, No. 2 (2016) 2544-2062

E.Hari Prasad and G. V. Bhavani Prasad 10

IMPACT OF SERVICE QUALITY ON PERFORMANCE OF BANKS (A Comparative Study of Selected Bank Branches in Rural Areas of Karimnagar District in Telangana)

E. Hari Prasad* G.V. Bhavani Prasad**

Dr. E. HARI PRASAD

Associate Professor, Dept. of Business Management Vaageswari College of Engineering,

Karimnagar, Telangana State [email protected], +91 9490072311.

Prof. G. V. BHAVANI PRASAD

Principal, Dept. of Business Commerce and Management, Kakatiya University,

Warangal, Telangana State [email protected], +91 9848193906.

ARTICLE HISTORY

Received 15 September 2016

Revised 25 October 2016

Accepted 1st November 2016

Available online 20 December 2016

GRAPHICAL ABSTRACT

ABSTRACT

The banking industry in the service sector plays dominant role

in the economy of the nation and citizens living in such

economies are highly utilizing the electronic based banking

services. Banks are creating value in the economy by extending

their sophisticated value added banking services. For this, there

is a high competition between public and private sector banks.

Public sector banks have been enjoying the high share in the

market while private sector banks have been providing high

quality of services to attract customers. To maintain this

dominance in the banking industry, the quality of services being

provided and should meet or exceed expectations of customers.

There is significant relationship between quality of service

rendered and the profitability of banks. Hence, an attempt is

made to study the impact of service quality on profitability of

banks.

Keywords: Service Quality, Profitability, Net Profit, Public

Sector Banks, Banking Industry

© 2016 VFSTR Press. All rights reserved 2544-2062| http://dx.doi.org/xx.xxx/xxx.xxx.xxx

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INTRODUCTION

Liberalization, Privatization and Globalization

(LPG), leads to industrial growth and

technological advancement and raised the

importance of realignment of operational

strategies to meet the demands of the dynamic

customers. Customer focus is the top priority to

all firms in the service sector. Now, satisfaction of

the customers is the most important task of

managers in organizations. Banking institutions

are not exception to this. Bank managers are

taking initiative steps to meet this target and to

enhance the performance of the bank. Effective

strategy deployment with quality service is only

the way to make such initiatives successful. By

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mailto:[email protected]



providing the qualitative services to customers

banks can attract and retain more numbers of

customers and increase their profits level.

Notably, the service quality in banks plays a vital

role to earn high returns. Performance of the bank

is positively correlated to the service quality.

Providing the best service quality is viewed as the

pre requisite for the success of service

organizations like banks.

Review of Literature

It is relevant to refer briefly to the previous studies

and research conducted in the related areas of the

subject to find out and to fill up the research gaps.

The following are the some studies conducted by

the eminent authors and practitioners on the area

of service quality of banks and its impact of

performance of banks.

(T.Vanniarajan, 2006), examined the relationship

between service quality and profitability in the

banking industry and identified the positive

impact of dimensions of service quality (empathy,

assurance, reliability, tangibility and

responsiveness) on customers’ satisfaction and

customers’ satisfaction on the net profit result.

They opined that create, maintain and enhance the

appropriate service quality to customers were the

essentials to banks to increase net profits.

(Manzoor, 2011), done the study on the impact of

e-banking on the profitability of Pakistani banks.

The study found that e-banking has increased the

profitability of banks in Pakistan; it had enabled

the banks to meet their costs and earn profits even

in the short span of time. The illiteracy of

customers is not regarded as a major hurdle in

provision of their products and services. For

banks, the main motive to adopt e-banking is to

increase their clientage and to retain their

customers. The profitability of banks had

augmented in transitioning to e-banking medium.

(Dr. Madhukant K. Patel, 2011), were studied the

service quality and customer satisfaction among

Private sector and Public sector banks and their

impact on financial performance by comparing the

public and private sector banks in Gujarth State.

According to the study Public sector banks are

performing better that private sector banks in

terms of Reliability, Assurance, Empathy and

convenience, while private sector banks are good

at Responsiveness and Tangibility. They

measured financial parameters like Advances,

Deposits, Net Profit, Return on Equity, Return of

Asset and analyzed the association between

service quality and financial performance of the

bank. When a bank has a high service quality score

its financial performance is also likely to be good.

(Krishnamoorthy, 2013), analyzed the impact of

service quality on customer relationship



management (CRM) in the banking sector in

Tamil Nadu State. The study noticed that out of 5

dimensions in the service quality, only three

dimensions namely tangibles, responsiveness and

empathy had positive impact on customer

relationship management. The remaining two

service quality dimensions like assurance and

reliability had least impact on customer

relationship management.

(Priya, 2015), studied the impact of total quality

management (TQM) practices on the performance

of public sector commercial banks and found that

there was positive relationship between TQM in

banks and customers’ satisfaction. .

Implementation of TQM in commercial banks

improved the customer satisfaction. So, it is

essential to all commercial banks enhance the

skills of employees by providing needed training

and motivation and retain efficient employees to

uninterrupted maintenance of TQM to improve

banks’ competitive advantages.

(Nmadu, 2016), conducted a study on the impact

of the quality of banking services on the

profitability of banks in Nigeria and found that

there was no significance difference in between

service quality of banks and deposits, volume of

turnover and profitability of banks. In the Nigeria

banks should organize their operations according

to needs of their customers’ needs. They opined

that, in the service sector, reactions related to

quality appear very quickly as a result, there is

possibility of close relation with customers, which

affects banks become even stronger due to the

strong competition.

Need of the Study

Several studies have been made to investigate the

impact of service quality on performance of bank

by considering the opinions of urban customers on

service quality. Such studies have contributed

substantially to the literature on bank

performance. Their findings may not be

applicable to banks in rural areas due to

differences in social, cultural, economic,

educational and technological aspects.

To the best of the researcher’s knowledge, there is

no existence of previous research work

particularly in Indian rural customers in

concerning the opinions of rural customers on

service quality. Therefore, this study is

particularly intended to examine the determinants

of rural bank customers in bank performance in

rural India. The results of this study are expected

to fill the gap in literature by scrutinizing the

various service quality dimensions of the bank in

rural India to determine the performance.

Objectives of the Study

The following are the main objectives of the

present paper:



• To measure and analyze the quality of

services provided by public sector and

private sector Banks in rural areas of

Karimngar district of Telangana State,

India by using SERVQUAL model.

• To examine the impact of service quality

on profitability of the banks.

Methodology

The Indian Banking is an essential component of

the service industry. The share of banking within

the service industry is very significant. Services

in Indian banks are mostly branch – based among

the public sector banks, while the private and

foreign banks are making strides into full scale

technology enabled banking (like net banking).

Therefore an attempt has been undertaken to carry

out an impact of service quality on performance of

the banks.

Data Collection

The study conducted by taking three banks, one

from public sector (SBH), one from private sector

(HDFC) and one from Regional Rural Banks

(RRBs).

The required data was collected from two sources

namely Primary Data and Secondary Data.

Primary data relating to the opinions of customers

on service quality of the selected banks was

collected through structured questionnaire from

the existing bank customers. Data relating to the

profits of banks is collected from secondary

source. Profits of selected banks were collected

from annual reports of concerned bank for a period

of 10 years from 2005-06 to 2014-15.

Sampling Unit

The sample unit consists of customers of the

public sector, the private sector banks and RRBs

of rural areas in Karimnagar district of Telangana

State in India. The respondents are farmers,

Employees, Business People and SHGs.

Size of the Sample

Table – 1 SAMPLE SIZE

Particulars No.

No. of Mandals Selected for the study

(10% of the Total 57 Mandal in the

District)

6

No. of Banks Selected (SBH, DGB &

HDFC) 3

Target Groups (Farmers, Employees,

Business People and SHG 4

No. of Respondents from each group 10

Total Sample Size (6*2*4*10)

+(6*1*3*10 for HDFC Bank) 660

No of respondents responded 630

% of response 95.45

Analysis of Data

The study aims at establishing the impact of

service quality dimensions on the profit of the

bank. Service quality dimensions (Reliability,

Assurance, Tangibles, Empathy and

Responsiveness – RATER) have been taken as the



variables representing the profits of the banks.

The data on profits of selected banks have been

arrived from the annual reports of the selected for

the period 12 years.

In order to check the impact of service quality of

banks on performance of selected banks,

cumulative annual growth rate (CAGR) and mean

score of performance indicators like deposits,

advances, net profits and return on assets (RoA) of

concerned banks and weighted average score of

opinions of bank customers on overall service

quality were considered and established

relationship among the variables with help of t-

test.

Comparative Evaluation of Service Quality of

Selected Banks

An attempt was made to find out the service

quality level in the selected banks under study. A

comparative statement is prepared with the gap

scores of select banks and compared with the

overall average gap score to know the quality level

in the selected three banks. Lower gap score

against the overall average gap score indicates

higher quality level and vice versa. That means

lower the gap score higher the quality level and

higher the gap score lower the quality level.

Average gap score of service quality factors of

selected three banks was presented in the table-2.

Overall gap score of these three select banks stood

at 0.572. The gap score of TGB (0.40) was low

compared to SBH (0.86) and HDFC bank (0.87).

This indicates that customers rated high and were

satisfied with the service quality given by TGB

against SBH and HDFC bank. Individual factors’

gap score is concerned, TGB has low gap score,

against the other two banks under study, for four

factors namely ‘Reliability’, ‘Responsiveness’

‘Assurance’ and ‘Empathy’. In the ‘Tangibles’ all

the three banks have the high gap score (0.81) than

the average gap score (0.71).



The table-3 shows the comparison among

select banks (SBH, TGB and HDFC) in

respect to overall satisfaction variables. Mean

and standard deviation of variables are

considered for comparison. Co-efficient of

Variance is applied and tested the significance

relation of overall satisfaction variables

among selected banks. The average SD of

TGB (0.55) and HDFC bank (0.70) is less

than overall standard deviation (0.74). The

CV of the said banks (12.14 and 15.84

respectively) is also less than the overall CV

(17.01). The standard deviation and co-efficient

of variance of SBH are greater than the overall

average SD and CV.

Deposits of Selected Banks

The details of deposits raised by selected State

Banks of Hyderabad (SBH), Telangana Grameena

Banks (TGB) and HDFC Bank are presented with

the help of table-3. According to the data the

highest average score was recorded in respect of

deposits of SBH against total commercial banks

showing 1.60 per cent of the total deposits of all

commercial banks in the country. For the 10 years

period (2006-2015) HDFC bank recorded the

highest average growth rate in respect of deposits.

An average of 24.42 per cent of growth rate in

Table – 2 AVERAGE GAP SCORE OF SERVICE QUALITY FACTORS

SBH TGB HDFC Overall

Sl.

No. Categories

Expected

SQ(E)

Actual

SQ (P)

SQ Gap

(E-P)

Expected

SQ(E)

Actual

SQ (P)

SQ Gap

(E-P)

Expected

SQ(E)

Actual

SQ (P)

SQ Gap

(E-P)

SQ Gap

(E-P)

1 Reliability 4.88 4.02 0.86 4.83 4.5 0.33 4.88 4.03 0.85 0.71

2 Assurance 4.90 4.10 0.80 4.82 4.65 0.17 4.90 4.10 0.80 0.56

3 Tangibles 4.90 4.09 0.81 4.83 4.02 0.81 4.90 4.09 0.81 0.56

4 Empathy 4.89 4.00 0.89 4.77 4.41 0.36 4.90 4.00 0.90 0.43

5 Responsiveness 4.88 3.92 0.96 4.79 4.46 0.33 4.90 3.92 0.98 0.60

Total 24.45 20.13 4.32 24.04 22.04 2.00 24.48 20.14 4.34 2.86

Average 4.89 4.03 0.86 4.808 4.408 0.40 4.90 4.03 0.87 0.572

Ranks 2 1 3

Source: Primary Data

Table – 3 COMPARATIVE STATEMENT OF OVERALL SERVICE QUALITY

Variables SBH TGB HDFC TOTAL

Mean SD Mean SD Mean SD Mean SD

Overall

Service

Quality

3.97 0.83 4.40 0.57 4.4 0.57 4.23 0.71

SQ

Meeting Needs of

Customers

4.07 0.84 4.45 0.56 4.27 0.71 4.25 0.73

Overall

Satisfaction

4.04 0.89 4.53 0.53 4.51 0.51 4.34 0.72

Loyalty

towards the

Bank

4.2 0.95 4.61 0.58 4.45 0.84 4.41 0.82

Recommen

dations To

Relatives and Friends

4.35 0.90 4.65 0.50 4.45 0.84 4.51 0.73

Average 4.13 0.88 4.53 0.55 4.42 0.70 4.35 0.74

CV =

(SD/Mean

*100)

21.31 12.14 15.84 17.01

Source: Primary Data



respect of HDFC bank, 19.07 per cent in respect

of Telangana Grameena Bank and 14.36 per cent

in respect of SBH was recorded. SBH stood first

in share of deposits against the total commercial

banks’ deposits during the period. Out of total

deposits raised by the SCBs, 1.6 per cent relating

to the SBH, 0.33 per cent relating to the HDFC

bank and 0.043 per cent relating to the TGB.

Hypothesis

H0:

There is no significance relationship

between the service quality of banks

and rise in the deposits of banks.

H1:

There is significance relationship between

the service quality of banks and rise in

the deposits of banks.

Table – 4

Deposits of Selected Banks

(Rs. In Crores)

Sl.

No. Year

Deposits % of Deposits to All Banks

SBH TGB HDFC Total CBs SBH TGB HDFC

1 2006 34024.6 1011.44 55796.82 2109049 1.61 0.04 1.72

2 2007 41502.67 1261.75 68297.94 2611933 1.59 0.04 2.14

3 2008 50108.3 1444.18 100768.6 3196939 1.57 0.04 2.14

4 2009 62448.91 1790.43 142811.58 3834110 1.63 0.04 2.63

5 2010 72970.72 2261.05 167404.44 4492826 1.62 0.04 3.18

6 2011 88627.87 2600.94 208586.41 5207969 1.7 0.04 3.21

7 2012 98731.91 2920.67 246706.45 5909082 1.67 0.04 3.53

8 2013 117270 3444.92 296246.98 6934280 1.69 0.04 3.56

9 2014 120868 4155.43 367337.48 7913443 1.53 0.04 3.74

10 2015 130166 4890.33 496009.2 8898901 1.46 0.05 4.13

Mean 816718.9 2182.3 169031.09 51108532 1.61 0.04 3.00

CAGR 14.36 19.07 24.42

% to All

Banks 1.6 0.0043 0.33

Overall SQ 3.97 4.4 4.4

Source: Compiled from the annual reports of the SBH, TGB and HDFC & RBI



To test the hypothesis t-test is conducted between

SBH and HDFC bank, SBH and TGB and TGB

and HDFC banks and proved that there is

significance relationship between service quality

of banks and deposits raised by banks in the case

of SBH and HDFC and TGB and HDFC banks i.e.

public sector banks and private sector banks.

Advances of Selected Banks

The details of advances provided to various

sectors by selected banks are presented in the

table-5. According to the data the highest average

score was recorded in respect of advances of SBH

against total commercial banks showing 16.13 per

cent of the total advances of all commercial banks

in the country. For the 10 years period HDFC

bank recorded the highest average growth rate in

respect of advances.

Result of t-test

Factors Pair – 1 Pair – 2 Pair - 3

SBH HDFC SBH TGB TGB HDFC

Avg. Deposits 816718.9 169031.1 816718.9 2182.3 2182.3 169031.1

% of All Banks 1.6 0.33 1.6 0.043 0.043 0.33

CAGR 14.36 24.42 14.36 19.07 19.07 24.42

Overall SQ 3.97 4.40 3.97 4.40 4.40 4.40

t-Value 5.10 2.39 2.65

t-table @ 5% 2.10

H0 Rejected



Table – 5 Advances of Selected Banks

(Rs. In Crores)

Sl.

Year

Advances % of advances to All

Banks

No

. SBH TGB HDFC Total CBs SBH TGB HDFC

1 2006 20863.0

2 605.93 35061.26 1507077 1.38 0.04 2.33

2 2007 28109.2

5 750.49 46944.78 1931189 1.46 0.04 2.43

3 2008 35848.7

5 1001.41 63426.89 2361914 1.52 0.04 2.69

4 2009 43676.1

7 1296.38 98883 2775549 1.57 0.05 3.56

5 2010 53040.0

7 1610.78 125831 3244788 1.63 0.05 3.88

6 2011 64720.3

1 1966.16 159983 3942082 1.64 0.05 4.06

7 2012 77052.3

1 2362.37 195420 4611852 1.67 0.05 4.24

8 2013 92171 2775.46 239720.6

4 5393158 1.71 0.05 4.44

9 2014 98886 3531.1 303000.2

7 6139045 1.61 0.06 4.94

10 2015 105053 4162.54 365495 6499829 1.62 0.06 5.62

Mean 619419.

88 2006.26

163376.5

8 3840648.3

16.1

3 0.05 4.25

% to All

Banks 16.13 0.0522 4.25

CAGR 16.54 21.25 26.42 15.47

Overall SQ 3.97 4.4 4.4

Source: Compiled from the annual reports of the SBH, TGB and HDFC & RBI

An average of 26.42 per cent of growth rate in

respect of HDFC bank, 21.25 per cent in respect

of Telangana Grameena Bank and 16.54 per cent

in respect of SBH was recorded. SBH stood first

in share of the total commercial banks’ advances

during the period. Out of total advances provided

by the SCBs, 16.13 per cent relating to the SBH,

4.25 per cent relating to the HDFC bank and 0.052

per cent relating to the TGB.

Hypothesis

H0:



and advances provided by banks.



H1:


the service quality of banks and

advances provided by banks.

Result of t-test Pair - 1 Pair - 2 Pair - 3

Factors SBH HDFC SBH TGB TGB HDFC

Avg. Advances 619419.88 163376.58 619419.88 2006.26 2006.26 163376.58

% of All Banks 16.13 4.25 16.13 0.052 0.052 4.25

CAGR 16.54 26.42 16.54 21.25 21.25 26.42

Overall SQ 3.97 4.40 3.97 4.40 4.40 4.40

t-Value 5.01 2.39 2.56

t-table @ 5% 2.10

H0 Rejected

To test the hypothesis t-test is conducted between

SBH and HDFC bank, SBH and TGB and TGB

and HDFC banks and proved that there is


of banks and advances given by banks in the case

of SBH and HDFC and TGB and HDFC banks i.e.

public sector banks and private sector banks.

Net Profits of Selected Banks

Table – 6 furnishes the net profit details of selected

banks. According to the table it is found that the

highest average score was recorded in respect of

deposits of HDFC bank against total commercial

banks showing 5.32 per cent of the total profits of

all commercial banks in the country. During the

study period HDFC bank recorded the highest

average growth rate in respect of net profits. An

average of 27.92 per cent of growth rate in respect

of HDFC bank, 20.77 per cent in respect of

Telangana Grameena Bank and 11.92 per cent in

respect of SBH was recorded. HDFC stood first in

share of profits against the total commercial

banks’ profits during the period. Out of total

profits earned by the SCBs, 5.32 per cent relating

to the HDFC bank, 1.10 per cent relating to the

SBH and 0.05 per cent relating to the TGB.



Table – 6

Net Profit of Selected Banks

(Rs. in Crores)

Sl.

No. Year

Net Profit % of NP to All Banks

SBH TGB HDFC Total

CBs SBH TGB HDFC

1 2006 427.04 17.45 871 24584 1.74 0.07 3.54

2 2007 505.5 10 1141 31204 1.62 0.03 3.66

3 2008 556.99 10 1590 42721 1.3 0.02 3.72

4 2009 615.81 39.88 2245 52765 1.17 0.08 4.25

5 2010 822.71 54.9 2948.7 57109 1.44 0.1 5.16

6 2011 1166.24 45.1 3926.4 70332 1.66 0.06 5.58

7 2012 1298.27 36.24 5167.07 81700 1.59 0.04 6.32

8 2013 1250.22 49.28 6726.28 91200 1.37 0.05 7.38

9 2014 1019.51 63.62 8478.38 171538.47 0.59 0.04 4.94

10 2015 1317.13 115.17 10215.92 190251.48 0.69 0.06 5.37

Mean 897.94 44.16 4330.98 81340.5 1.1 0.05 5.32

% to All Banks 1.10 0.05 5.32

CAGR (%) 11.92 20.77 27.92

Overall SQ 3.97 4.4 4.4

Source: Compiled from the annual reports of the SBH, TGB and HDFC Bank & RBI

Hypothesis

H0:



and net profits earned by banks.

H1:


the service quality of banks and net

profits earned by banks.



Avg.Net Profits 897.94 4330.98 897.94 44.16 44.16 4330.98

% of All Banks 1.10 5.32 1.10 0.05 0.05 5.32

CAGR 11.92 27.92 11.92 20.77 20.77 27.92

Overall SQ 3.97 4.40 3.97 4.40 4.40 4.40

t-Value 8.12 4.49 3.53

t-table @ 5% 2.10

H0 Rejected Accepted Rejected



It is proved that there is significance relationship

between service quality of banks and net profits

earned by banks in the case of SBH and HDFC and

TGB and HDFC banks i.e. public sector banks and

private sector banks.

Return on Assets of Selected Banks

Table – 7 discloses the details of return on assets

of selected banks during the study period.

According to the table it is inferred that TGB

recorded highest average growth rate in respect

other banks under the study indicating 8.81 per

cent. The next position occupied by HDFC bank

with 3.88 per cent against total banks in the

country. An average of 2.36 per cent decline was

recorded in respect of SBH.

Table - 7

Return on Assets of Selected Banks

(in Per cent)

Sl.

No. Year

RoA % of RoA to All Banks

SBH TGB HDFC Total

CBs SBH TGB HDFC

1 2006 1.13 3.87 1.38 1.01 111.88 383.17 136.63

2 2007 1.15 7.58 1.33 1.05 109.52 721.9 126.67

3 2008 1.00 7.97 1.32 1.12 89.29 711.61 117.86

4 2009 0.91 8.67 1.28 1.13 80.53 767.26 113.27

5 2010 1.03 7.94 1.53 1.05 98.10 756.19 145.71

6 2011 1.22 8.47 1.58 1.10 110.91 770 143.64

7 2012 1.15 8.64 1.77 1.08 106.48 800 163.89

8 2013 0.99 8.9 1.90 1.04 95.19 855.77 182.69

9 2014 0.70 9.00 2.00 0.81 86.42 1111.11 246.91

10 2015 0.89 9.00 2.02 0.81 109.88 1111.11 249.38

Mean 1.02 8 1.61 1.02 100.00 784.31 157.84

% to All

Banks 1.02 784.31 157.84

CAGR (%) -2.40 8.81 3.88

Overall SQ 3.97 4.40 4.40

Source: Compiled from the annual reports of the SBH, TGB and HDFC Bank & RBI

Hypothesis

H0:



and return on assets of banks.

H1:


the service quality of banks and return

on assets of banks.





Avg. RoA 1.02 1.61 1.02 8.81 8.81 1.61

% of All Banks 1.02 157.84 1.02 784.31 784.31 157.84

CAGR -2.36 3.88 -2.36 8.81 8.81 3.88

Overall SQ 3.97 4.40 3.97 4.40 4.40 4.40

t-Value 3.18 5.67 2.44

t-table @ 5% 2.10

H0 Rejected

With the help of test, it is proved that there is


of banks and net profits earned by banks.

Conclusions

Customer satisfaction is important for business

firms. In the service sector, reactions related to

quality appear very quickly as a result of the close

connection to customers, which affects

organizations even more strongly due to the strong

competition. Therefore, quality improvement is

the prerequisite for survival and earning profits

from competitive advantages.

Commercial banks are not exception to this.

Service quality in commercial banks helps to

improve customer satisfaction and profitability.

Banks should improve their competitive

advantages by providing proper training to their

employees and retaining efficient employees.

This leads to high quality of services to their

customers. Higher service quality higher

performance of banks. This study established the

relationship between the service quality and

performance of banks.

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IMPACT OF SERVICE QUALITY ON PERFORMANCE …VFSTR Journal of STEM Vol. 2, No. (2016) 2544-2062 E.Hari Prasad and G. V. Bhavani Prasad 10 IMPACT OF SERVICE QUALITY ON PERFORMANCE OF