Consumer Perception on Public vs Private Bank

Consumer perception on Public Bank versus Private Bank A survey Report Prakhar Agarwal (09FN-077) Ravi Jain (09FN-090) Sachin Gogia (09FN-094) Sandeep Agarwal (09FN-099) Saurabh Kumar (09FN-101) Sunay Jain (09FN-110) * CONTENTS Particulars Page No Executive Summary Introduction Methodology Data Analysis & Findings Recommendation Conclusion Bibliography Executive Summary Regulatory, structural and technological factors are significantly changing the banking environment throughout the world.One factor that is spurring the growth of the service economy in India is the liberalisation that has been ushered in by the government in the banking sector. The financial sector reform in India was designed to infuse â€Å"greater competitive vitality in the system†. In other words, financial liberalisation has led to intense competitive pressures and retail banks are consequently directing their strategies towards increasing customer satisfaction and loyalty through improved service qu ality. Retail banks are pursuing this strategy, in part, because of the difficulty in differentiating based on the service offering.Typically, customers perceive very little difference in the banking products offered by retail banks as any new offering is quickly matched by competitors. This research endeavours to fill the gap in the service quality by exploring the dimensions of customer perceived service quality in the context of the Indian retail banking industry. A set of service quality parameters, drawn from customers’ perceptions about service quality as well as the bank marketing and service quality literature using the RATER model have been drawn up.Finally, the research has drawn upon the findings of the service quality dimensions to contend the initiatives that banks’ managers can take to enhance employees’ skills and attitudes and instil a customer-service culture. This research will thus help bankers to know the ways in which how to improve customer perception towards the services provided by them. Introduction Perception: Perception is a process by which an individual select, organize & interpret stimuli in a meaningful picture of the world Also, we can describe as â€Å"how we see the world around us†. Perception is one of the objects studied by the science of consumer behaviour.Analyzing the works of scientists studying consumer behaviour, it is possible to make a conclusion that perception is presented as one of personal factors, determining consumer behaviour. Personal factors mean the closest environment of a human, including everything what is inside the person, his head and soul, characterizing him as a personality. Customer Perception: Customer perception is an important component of our relationship with our customers. Customer satisfaction is a mental state which results from the customer’s comparison of expectations prior to a purchase with performance perceptions after a purchase.A customer may m ake such comparisons for each part of an offer called ‘‘domain-specific satisfaction’’ or for the offer in total called ‘‘global satisfaction’’. Moreover, this mental state, which we view as a cognitive judgment, is conceived of as falling somewhere on a bipolar continuum bounded at the lower end by a low level of satisfaction where expectations exceed performance perceptions and at the higher end by a high level of satisfaction where performance perceptions exceed expectations. Customer Perception on Service These characteristics of service also make service unique and different from goods as described below a.Intangibility. b. Heterogeneity. c. Inseparability. d. Perishability. e. Non-returnable. f. Needs-match uncertainty. g. Interpersonal. h. Personal. i. Psychic. Like other industries, banking and financial services companies have reached the conclusion that the relationship with the customer should not (metaphorically and lit erally) end at the bank door. Customer access after the transaction adds value to the transaction. Definition of Banking Banking means accepting for the purpose of lending or investment, of deposits of money from the Public, repayable on demand or otherwise and withdraw able by cheques, draft, order or otherwise.Banking is a crucial economic function and forms an integral part of nation’s economy. A healthy banking system is essential for any economy striving to achieve good growth and yet remain stable in an increasingly global business environment. The Indian banking system, with one of the largest banking networks in the world, has witnessed a series of reforms over the past few years like the deregulation of interest rates, dilution of the government stake in public sector banks (PSBs), and the increased participation of private sector banks.The growth of the retail financial services sector has been a key development on the market front. Indian banks (both public and pri vate) have not only been keen to tap the domestic market but also to compete in the global market place. New foreign banks have been equally keen to gain a foothold in the Indian market. Fig. 2. 1-Segreation of banking industry The Banking Sector Today Depth Countrywide coverage Large number of players Increasingly sophisticated financial markets Technology Increasing use of technology in operations Poised to expand and deepen technology usage Diversification Emergence of integrated playersDiversifying capital deployment Regulation Robust regulatory system aligned to international standards Efficient monetary management Fig. 2. 2-Banking sector Sector Snapshot Indian Banking sector is dominated by Public sector banks (PSBs) which accounted for 72. 6% of total advances for all SCBs as on 31st March 2008. PSBs have rapidly expanded their foot prints after nationalisation of banks in India in 1969 and further in 1980. Although there is a restrictive entry/expansion for private and fore ign banks in India, these banks have increased their presence and business over last 5 years.Within the group of banks, foreign and private sector banks grew at higher rate than the industry from FY03 to FY08 primarily because of lower base effect and rapid expansion undertaken by these banks. In FY09, overall growth in credit and deposits was led by PSBs. However, growth of private and foreign banks was significantly lower in FY09 due to their high exposure to stressed sectors and problem at parent level for foreign banks. Size Total assets of US$ 335 billion Total deposits of US$ 279 billion Number of banks Over 290 scheduled banks Public sector: 27 Private sector: new – 9; old – 24 Foreign: 37Over 190 regional rural banks Branch network Over 66,000 branches Public sector: 46,000 Private sector: 5,500 Foreign: 190 Regional rural: 14,400 Source: ICICI bank Fig. 2. 3-Indusrty size Measuring Customer Perception in the Banking Industry The domestic Indian economy is an i ncreasing pie which offers extensive economies of scale that only large banks will be in a position to tap. With the phenomenal increase in the country's population and the increased demand for banking services; speed, service quality and customer satisfaction are going to be key differentiators for each bank's future success.Thus it is imperative for banks to get useful feedback on their actual response time and customer service quality aspects of retail banking, which in turn will help them take positive steps to maintain a competitive edge. The working of the customer's mind is a mystery which is difficult to solve. This exercise in the context of the banking industry will give us an insight into the parameters of customer satisfaction and their measurement. This vital information will help us to know how banks can build satisfaction amongst the customers and customer loyalty in the long run which is an integral part of any business.We can recognize where we need to make changes to create improvements and determine if these changes, after implemented, have led to increased customer satisfaction. Need and Importance of the Study One of the most important developments in banking sector has been the growth of the financial industry over the past two decades. The benefits of financial industry can be seen in the form of large scale industrial development, increased employment opportunities, higher turnover as well as revenue generation to the government and also increase in export of goods and services. Investments play a vital role on the part of the customers.A real investor does not simply throw his or her money random investment. Today banks have a relationship management approach with their clients. Banks are offering more customized solutions to their clients. Everything revolves around the customer and banks via with their innovative and quality products to suit their clients. Today the bottom line for any customer is convenience understanding and evalua ting the customers perception on the service ;amp; products of a bank has without doubt become a need, which propels the body to structure itself for better performance and service.Indian Overseas Bank has ensured that whoever comes in for cash withdrawal will receive his/her cash within five to ten minutes. Fig. 3. 2-Reliability Assurance * Employee’s knowledge and courtesy and the ability of the firm and its employees to inspire trust and confidence. * Every customer treated with utmost care * Problem solved with great enthusiasm. * Customers are assured * the money they invest is secure * the interest rate that is being provided to them is at par or higher. * the money they have invested will be returned to them as and when required with proper interest. Empower their customer contact people * Regularly train them in skills to build trust and loyalty between employees and customers. * Assigned some of their staff members to build relationships with the customers by getting to know them personally. Fig. 3. 3-Assurance Tangibility The appearances of physical facilities, equipments, personnel and communication materials. * Entire premise is air-conditioned. * Computerized systems in place – quick, accurate and efficient service can be provided to the customers. * Tables and chairs are conveniently located. * Personnel always have a cheerful and helping behaviour.Fig. 3. 4-Tangibility Empathy * The caring, individualized attention the firm provides its customers. * Employees are always polite humble and helpful. * Ready to go out of the way. * Regularly holds seminars and training workshops for employees so that they can understand the consumer better and thus serve them better. Fig. 3. 5-Empathy. Responsiveness * The willingness to help the customer and provide him with immediate and fast service. * Prompt at providing customers with information and services they seek. * Prompt when it comes to resolving complaints of customers. The customers, in their feedback form, mentioned this as one of the most important factor that has prompted them to continue with this bank. Fig. 3. 5-Responsiveness Source of Data The researcher proposed to gather the required data through primary data . Primary data are those which are collected afresh and for the first time, and thus happen to be original in character. It will be collected through questionnaires method. Universe The proposed study is to find out the services rendered by the Public and Private Sector Banks to their Customers. The population is uncountable and is considered as infinite.However, the proposed sample for the study from Private Sector Banks and Public Sector Banks is 120. Sampling Method The universe of the study is the account holders of Public and Private Sector banks and the sampling technique adopted will be convenient sampling method. Statistical Tools and Techniques The collected data have been analyzed with the help of percentage analysis. Limitations of the Stu dy The time spent for canvassing the bankers and customers to get the questionnaire filled was considerable. Further, there was reluctance on the part of customers to respond the questionnaire.The cost and time factors are the other limitations. However adequate care was taken to collect unbiased data. Data Analysis ;amp; Findings We have based our survey on RATER model (given by Parasuraman), thus considering the effect of Age, Occupation and Income on various parameters defined by RATER. During our analysis we will focus on various combinations of Age, Income and Occupation and various parameters of RATER model:- During our study we have maintained weights for various options which are maintained underneath:- 1 for Strongly Disagree 2 for Disagree 3 for Neutral 4 for Agree for Highly Agree We have divided our analysis in two parts a. Those who have accounts in both Private and Public Banks and thus have firsthand experience with both the banks b. Those who have accounts with only one of the banks(i. e either in Private Bank and Public Bank) and thus during analysis we have taken their perception about other bank thus the analysis may be biased based on their perception Analysis for those who have account with both Private and Public Banks:-1. Based on AGE Group Fig4. 1-Depicting relationship between age and RATER model parameters a. For the Age Group ;lt;20 They believe that the tangible benefits are more in private banks as compared to public banks. * They are more than satisfied with the Reliability of Private Bank with respect to Public Bank * They believe that the responsiveness of private banks are notch higher than of public bank * They believe that the assurance provided by Private and public banks are almost of the same level. * They believe that the empathy shown by Private Bank employee to its customers are better than shown by Public bank Considering the above parameters and few other things they believe that overall Private Banks are slightly bet ter than Public Banks . For the Age Group 20-30 * They are satisfied with the tangible benefits provided by private banks as compared to public banks. * They are of the view that Reliability of Private Bank are in terms with Reliability of Public Banks. * They believe that the responsiveness of private banks are higher than that of public bank * They believe that the assurance provided by Private and public banks are almost of the same level. * They believe that the empathy shown by Private Bank employee to its customers are better than shown by Public bankConsidering the above parameters things they believe that overall Private Banks are better than Public Banks c. For the Age Group 30-40 * They are satisfied with the tangible benefits provided by private banks as compared to public banks. * They are of the view that Reliability of Private Bank is bit less than the Reliability of Public Banks. * They believe that the responsiveness of private banks are bit higher than that of publi c bank * They believe that the assurance provided by Private Banks is bit higher than provided by public banks. They believe that the empathy shown by Private Bank employee to its customers are almost same than shown by Public bank Considering the above parameters things they believe that overall Private Banks are satisfactory in compared to Public Banks d. For the Age Group 40-50 * They are not satisfied with the tangible benefits provided by private banks as compared to public banks.* They are of the view that Reliability of Private Bank is in terms with the Reliability of Public Banks. They believe that the responsiveness of private banks are same as that of public bank * They believe that the assurance provided by Private Banks is bit lesser than provided by public banks. * They believe that the empathy shown by Private Bank employee to its customers are almost same than shown by Public bank Considering the above parameters things they believe that overall there is not much diff erence in Private Banks and Public Banks e. For the Age Group 50-60 * They believe with the tangible benefits provided by private banks are of same level as compared to public banks. They are of the view that Reliability of Private Bank is in terms with the Reliability of Public Banks. * They believe that the responsiveness of private banks are slightly more satisfying than of public bank* They believe that the assurance provided by Private Banks is bit lesser than provided by public banks. * They believe that the empathy shown by Private Bank employee to its customers is a bit less than shown by Public bank Considering the above parameters things they believe that overall Public Banks are slightly better than Private Banks f. For the Age Group ;gt;60 They believe with the tangible benefits provided by private banks more satisfactory as compared to public banks. * They are of the view that Reliability of Private Bank is very less as compared to Reliability of Public Banks. * They be lieve that the responsiveness of private banks are in terms with responsiveness of public bank * They believe that the assurance provided by Private Banks is far less than provided by public banks. * They believe that the empathy shown by Private Bank employee to its customers is a far lesser than shown by Public bankConsidering the above parameters things they believe that overall Public Banks are far better than Private Banks Findings Based on Age Group: The Public Banks are the most preferred by the age group of ;gt;60 years with the Reliability being the highest scoring point of Public Banks over Private Banks. This may be attributed to the fact that they have been associated with Public Bank for very long time so a sort of relationship is developed between them. Also they are more prone to risk so they prefer Public Bank s as they are backed by Governments.On the contrary Private Banks are mostly preferred by age group segment of 20-30 years this may be attributed to the fact t hat most people in this group are working class and for them time is the most important factor so the services such as better Online Banking, better responsiveness provided by Private Banks make them more attractive to this segment 2. Based on Income Level Fig4. 2-Depicting relationship between income groups and RATER model parameters a. For the Income ;lt; 1. 5 L * They believe that the tangible benefits are more in private banks as compared to public banks. They are a bit more satisfied with the Reliability of Private Bank with respect to Public Bank * They believe that the responsiveness of private banks are notch higher than of public bank* They believe that the assurance provided by Private and public banks are almost of the same level. * They believe that the empathy shown by Private Bank employee to its customers are better than shown by Public bank Considering the above parameters and few other things they believe that overall Private Banks are slightly better than Public Ba nks b. For the Income 1. L-5L * They are more than satisfied with the tangible benefits provided by private banks as compared to public banks. * They are of the view that Reliability of Private Bank is slightly better than the Reliability of Public Banks. * They believe that the responsiveness of private banks are more satisfying than that of public bank * They believe that the assurance provided by Private and public banks are almost of the same level. * They believe that the empathy shown by Private Bank employee to its customers are slightly better than shown by Public bankConsidering the above parameters things they believe that overall Private Banks are slightly better than Public Banks c. For the Income 5L-10L * They are satisfied with the tangible benefits provided by private banks as compared to public banks. * They are of the view that Reliability of Private Bank is bit more than the Reliability of Public Banks. * They believe that the responsiveness of private banks are bi t higher than that of public bank * They believe that the assurance provided by Private Banks is almost same as provided by public banks. They believe that the empathy shown by Private Bank employee to its customers are slightly better than shown by Public bank Considering the above parameters things they believe that overall Private Banks are slightly better in compared to Public Banks d. For the Income ;gt;10L * They are satisfied with the tangible benefits provided by private banks as compared to public banks.* They are of the view that Reliability of Private Bank is lesser than Reliability of Public Banks. They believe that the responsiveness of private banks are same as that of public bank * They believe that the assurance provided by Private Banks is almost same level than provided by public banks. * They believe that the empathy shown by Private Bank employee to its customers are almost same than shown by Public bank Considering the above parameters things they prefer Public Bank as compared to Private Bank e. For the Income Not Applicable * They are satisfied with the tangible benefits provided by private banks as compared to public banks. They are of the view that Reliability of Private Bank is in terms with the Reliability of Public Banks. * They believe that the responsiveness of private banks are slightly more satisfying than of public bank * They believe that the assurance provided by Private Banks is bit more than provided by public banks. * They believe that the empathy shown by Private Bank employee to its customers is a bit more than shown by Public bank Considering the above parameters things they believe that overall Private Banks are much more satisfying than Private BanksFindings Based on Income Levels: The Private Banks are the most preferred by income group of ;gt;10 L. with Tangible benefits as the most differentiating Factor . This may be attributed to the fact that private banks provide customized services to the customers, also the t imings of public bank are more suited to them, the services such as mobile banking, online banking saves them lot of time which is of utmost importance to them. On the other hand Public Bank are most preferrd by middle class income group (i. e 5L;lt;Income;lt;10L) with assurance as most differentiating factor .This may be attributed to the fact that they are more prone to risk and for them safety of money is of utmost important. 3. Based on Occupation Fig4. 3-Depicting relationship between occupation and RATER model parameters a. For the Business Persons * They believe that the tangible benefits are more in private banks as compared to public banks. * They are a bit more satisfied with the Reliability of Private Bank with respect to Public Bank * They believe that the responsiveness of private banks are notch higher than of public bank * They believe that the assurance provided by Private and public banks are almost of the same level. They believe that the empathy shown by Private B ank employee to its customers are almost same than shown by Public bank Considering the above parameters and few other things they believe that overall Private Banks are almost as same as Public Banks on various parameters b. For the Service Person* They are more than satisfied with the tangible benefits provided by private banks as compared to public banks. * They are of the view that Reliability of Private Bank is slightly better than the Reliability of Public Banks. They believe that the responsiveness of private banks are more satisfying than that of public bank * They believe that the assurance provided by Private and public banks are almost of the same level. * They believe that the empathy shown by Private Bank employee to its customers are slightly better than shown by Public bank Considering the above parameters things they believe that overall Private Banks are slightly better than Public Banks c. For Students * They are satisfied with the tangible benefits provided by pri vate banks as compared to public banks. They are of the view that Reliability of Private Bank is bit more than the Reliability of Public Banks. * They believe that the responsiveness of private banks are bit higher than that of public bank * They believe that the assurance provided by Private Banks is almost same as provided by public banks. * They believe that the empathy shown by Private Bank employee to its customers are slightly better than shown by Public bank Considering the above parameters things they believe that overall Private Banks are slightly better in compared to Public Banks Findings Based on Occupation:-The Private Banks are the most preferred by students with tangible benefits is the most differentiating factor among banks. This may be attributed to the fact that students are tech savvy and the services provided by private bank in this regard is better also students don’t have much concern towards safety aspect as the amount of money involved is very small. On the other hand Business persons are indifferent to both banks as for them both are important their safety concerns (regarding huge money ) is appropriately addressed by Public Bank where as their time concerns are addressed appropriately by Private Banks .Analysis For Customers having accounts with only one type of Bank : The analysis is done for those customers who have banking accounts with either private banks or public banks but not both. Since, those customers have accounts in only one of the banking sectors i. e. either private or public; the inferences drawn will be based on their perception of the other banking sector without any practical banking experience. The inferences may have a biased opinion towards the banking system in which the customer hold an account and is thus only a suggestive indication of the customer perception towards both private and public banks.