Service Quality Evaluation on E-Banking Of

Kotak Mahindra Bank

Dharmendra Khairajani

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Flow of the Presentation

Introduction of Company Profile Introduction of Topic Literature Review Research Methodology Data Analysis Findings & Conclusions Suggestions Bibliography
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Introduction of Company
Kotak Mahindra is one of India's leading financial institutions, offering complete financial solutions that encompass every sphere of life The group has a net worth of over Rs. 2,900 corer, employs around 8,800 people in its various businesses and has a distribution network of branches, franchisees, representative offices Satellite offices across 282 cities and towns in India and offices in New York, London, Dubai and Mauritius. The Group services around 2 million customer accounts.

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Introduction of Topic
In the India internet banking is a form of self service technology. The numbers of Internet users have increased dramatically. But most of them are reluctant to provide sensitive personal information to E-banking because they do not trust ecommerce security in India. This project investigates the E-Banking Service quality of Kotak bank as well partially we can aware of factors which are affecting the acceptance of e-banking services among customers
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Literature Review
Liu and Arnett (2000) identified five critical dimensions of online service quality its include quick response, assurance, follow-up and empathy. Security, correct transaction, customer control on transaction (personalization), order tracking facilities and privacy are other important factors in the online service that affect the customer satisfaction. Jun and Cai (2001) identified 17 service quality dimensions of EBanking service quality. These are Reliability, Responsiveness, Competence, Courtesy, Credibility, Access, Communication, Understanding the customer, Collaboration, Continuous improvement, Content, Accuracy, and Ease of use, Timeliness, Security and divers features. Ravi Mahil, Vidya Sagar (2007) identified five online service quality dimensions (responsiveness, reliability, competence, access and security) and their relationships with the customer satisfaction.
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(Hans H. Bauer, Maik Hammerschmidt and Tomas Falk March 2004)

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Research Objective
Primary Objective
Service Quality evaluation in the E-banking.

Secondary Objective
Important parameters for service quality from Customer perspective. To check what are need of the customer at the time of using Ebanking of Kotak Bank. To understand the key driver of the E-banking growth
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Research Design
Descriptive Study (Concern with finding) For Study Purpose. The Questionnaire is dividend in to three part of gathering detail. Second part of the to getting detail of the all the factor consider as service quality. Last part of the questionnaire is used for the demographic detail of the customer. Rating Scales are use in like Dichotomous, Single Response scales, Multiple-Response Scale, Likert Scale-Summated Rating
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Sampling Technique
Non-Probability Convenience sampling in this study to easy and to get less expensive data and accurate data collection. I have chosen the elements to be included because customer believes they are the representatives. Its easy to find the customer who had use or will use internet banking service.

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Sample Size
A customer and employee of the bank whos having at list 0-6 year experience of the E-Banking for the same use by me. In Ahmedabad area and its all the customer of some specific area to conduct this detail of the study. Out of 250 customer there are 46 customer profile and detail are missing and not complete to evaluate them so its not considers in the study

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Data Collection Method

Customers with at least 0-6 months of experience in E-banking in Ahmedabad are identified by visiting retail branches/ATM branches of banks. All the Data are collected on the base of Primary with the help of the Questionnaire. All the questions are bifurcate into the seven dimensions and then after data collections and analyses are done from excel 2007 software.

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Dimensions/Variable Reliability (X1) V-1 V-2 V-3 V-4 Accessibility (X2) V-5 V-6 V-7 User-friendliness (X3) V-8 V-9

Variable Define/Dimensions Information which is provides you is accurate E-bank of bank site which you are open is properly open for use Information and other detail which is share on site is easy to understand Can you use easily all the information which is share on the site Rate your satisfaction level with your bank technology in E-banking Do you agree your bank approaches to you by site E-banking language is easy to understand for your use Does your bank provide your all the information regards your transaction and service which your taken How would your rate your bank support for your personal requirement

V-10 How do your rate about your privacy of account Privacy/security (X4) V-11 Is your e-bank secure for your any transactions V-12 Does your bank provide site security alerts on your accounts V-13 Is your e-bank easy to navigate and simple to use Efficiency (X5) V-14 How do you rate your bank account (Login/Logout) access speed V-15 How do you rate that to find policy and its statement on your e-bank V-16 How do you rate that the bank take care problems properly Responsiveness (X6) V-17 How do you rate that personnel knowledge and the skills V-18 Rate your satisfaction level to interact with Customer service representative at your bank V-19 How your rate your e-bank performs the service right at the first time Fulfillment (X7)
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Data Analysis
Demographic Profile
Answer Male Female Total Response 181 24 205 Percentage 89 12 100

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Occupations Wise Group

Monthly Income Group

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Data Analysis
Correlations between each dimension
Dimensions (X1) (X2) (X3) (X4) (X5) (X6) (X7) (X1) 1 **0.71 **0.37 **0.38 **0.06 **-0.2 **-0.19 1 **0.091 **0.28 *0.081 *0.018 *0.066 1 **0.64 **0.39 *0.022 **-0.13 1 **0.44 *0.265 **0.48 1 *0.015 **-0.18 1 *0.751 1 (X2) (X3) (X4) (X5) (X6) (X7)

* Correlation is significant at the 0.05 level (2-tailed). ** Correlation is significant at the 0.01 level (2-tailed).
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Important Dimensions of Respondent Mean

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Relationship between overall service quality

Independent Variable Constant Zero Reliability (X1) Accessibility (X2) User-friendliness (X3) Privacy/security (X4) Efficiency (X5) Responsiveness (X6) Fulfillment (X7) Coefficients 1.661 0.613 -0.155 -0.103 0.032 -0.012 0.865 0.895 Standard Error 0.577 0.244 0.073 0.076 0.021 0.023 0.038 0.014 T-Stat 7.680 3.740 -2.777 -2.255 1.669 -2.665 38.266 0.693 P-Value 0.000 0.003 0.021 0.005 0.066 0.004 0.001 0.587

Note: - R Square = 93.38%, Adjusted R Square = 96.64%

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Findings
Reliability (X1), Accessibility (X2), User-friendliness (X3), Efficiency (X5), Responsiveness (X6) are influence the service quality of E-banking Privacy/security (X4), Fulfillment (X7) are the need to improve the quality of the service from the bank side. It to make security and fulfillment are the first priority for the E-banking service at the Bank. In compare to all the dimensions responsiveness are more influence the service quality.

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Conclusion
Customers are satisfied with the reliability of the services provided by the bank. They are not very much satisfied with the dimension User friendliness The result indicates that the two dimensions, viz. Privacy/Security and Fulfillment are not contributing significantly towards the overall service quality. In the E-banking should focus on the Privacy and Fulfillment of the customer. In the extended of this study can be made on the Bank perspective.

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Suggestions
Recommends of my study is to the bankers and the service designers to develop their service and service futures according to the demographic profile of the customers and expected to new customers and the based on the 7dimensions. Bank should enhance their services according to expectations But dont ignore expectation of the elders and forget the privacy and security of the account. On the time of research I had seen that there are low literate people had facing problem on the basis of the E-banking use so it should be design to consider to them. Focus on the Security and Privacy of the account and its details. According to the expectations of the customer company had to 20 develop the E-banking to compete in this world.

Limitations
Small Sample size may not represent the all the populations. Its can be include the many other questions and dimensions. It can be make as Bank perspective. It can be done as the state or country wise. Data are collected Ahmedabad city only.

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Bibliography
Dr. Shapoor Zarei United Arab, Emirates (December 2010) Electronic Service Quality Evaluation Methods for Online-Banking System. Arunachalam, L. and Sivasubramanian, M. (2007) The future of Internet Banking in India Academic Open Internet Journal, Vol. 20 Mahmood H Shah (2005) Survey of Critical Success Factor in e-Banking Hanna-Maija, Vainio (2006) Article on Internet Banking and Customer Acceptance Parasuraman, A., Zeithaml, V.A and Berry, L.L. (1988)SERVQUAL: A multiple item scale measuring consumer perceptions of service quality, Journal of Retailing, Vol. 64, No. 1 http://www.internetworldstats.com/asia/in.htm/AsiaInternetStats/Site Links/India http://aboutus.kotak.com/kotak-mahindra-group/our-story.html http://www.moneycontrol.com/kotakmahindrabank/board-of-directors/KMBL www.acadjournal.com www.kotak.com http://www.xycoon.com/descriptivestatistics.html http://www.inderscience.com GIM_Ghandhinagar

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