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=
y x
s s
y y x x
n
R
) )( (
1
1
Where n is number of pairs of data, x and y are the means for x and y respectively, s
x
and s
y
represent the standard deviations for the x-values and y-values.
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 46
3 RESULTS AND DISCUSSION
Fig 1: Correlation between Iodine Number and Surface Area for Activated Carbon
Prepared from Bituminous Coal, Carbonised at 800C and Activated under same
conditions with different chemicals. (Source: Adapted from Cuhadaroglu and Uygun,
2008.) [14]
Fig .2: Correlation between Iodine Number and Surface Area for Activated carbon from
Jute Stick Char under same conditions but different Activation temperatures. (Source:
Adapted from Asadullah et al., 2007) [15]
y = 0.625x + 223.8
R = 0.957
0
200
400
600
800
1000
1200
1400
0 500 1000 1500 2000
I
o
d
i
n
e
N
u
m
b
e
r
(
m
g
/
g
)
BET Surface Area (m
2
/g)
y = 0.94x - 120.3
R = 0.968
200
250
300
350
400
450
500
550
600
400 450 500 550 600 650 700 750 800
I
o
d
i
n
e
N
u
m
b
e
r
(
m
g
/
g
)
BET Surface Area (m
2
/g)
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 47
Fig. 3: Correlation between Bulk Density and Surface Area for different samples of
Activated carbon used in industrial processes in Iran. (Source: Adapted from Soleimani
and Kaghazchi, 2008) [5]
Fig. 4: Correlation between Bulk Density and Surface Area of Activated carbon from
different raw materials by both physical and chemical activation (Source: Adapted from
Yusufu et al., 2012) [16]
y = -0.069x + 555.9
R = 0.477
440
450
460
470
480
490
500
510
800 900 1000 1100 1200 1300 1400 1500
B
u
l
k
D
e
n
s
i
t
y
(
k
g
/
m
3
)
BET Surface Area (m
2
/g)
y = -0.001x + 1.621
R = 0.904
0.3
0.4
0.5
0.6
0.7
0.8
0.9
600 700 800 900 1000 1100
B
u
l
k
D
e
n
s
i
t
y
(
g
/
c
m
3
)
BET Surface Area (m2/g)
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 48
Fig.5: Correlation between Surface Area and Ash Content of Activated carbon from Olive
Mill Waste Chemically activated with KOH (Source: Adapted from Moreno-Castilla et al.,
2001) [17]
Fig. 6: Correlation between Surface Area and Ash Content of Different samples of
Activated carbon used in industrial processes in Iran (Source: Adapted from Soleimani
and Kaghazchi, 2008) [5]
y = -178.8x + 1718.
R = 0.978
0
200
400
600
800
1000
1200
1400
1600
1800
2000
0 2 4 6 8 10
B
E
T
S
u
r
f
a
c
e
A
r
e
a
(
m
2
/
g
)
Ash Content (%)
y = -48.06x + 1305.
R = 0.747
0
200
400
600
800
1000
1200
1400
1600
0 2 4 6 8 10
B
E
T
S
u
r
f
a
c
e
A
r
e
a
(
m
2
/
g
)
Ash Content (%)
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 49
Fig. 7: Correlation between Bulk Density and Ash Content of Activated carbon from Palm
Oil Shell Physically activated at 750C( optimum conditions for different sizes) (Source:
Adapted from Vitidsant et al., 1999) [18]
Fig. 8: Correlation between Bulk Density and Ash Content of Activated carbon from
different raw materials by both physical and chemical activation (Source: Adapted from
Yusufu et al., 2012) [16]
y = 0.002x + 0.474
R = 0.517
0.3
0.35
0.4
0.45
0.5
0.55
0.6
0 5 10 15 20 25 30 35 40
B
u
l
k
D
e
n
s
i
t
y
(
g
/
c
m
3
)
Ash Content (%)
y = 0.002x + 0.566
R = 0.623
0.4
0.45
0.5
0.55
0.6
0.65
0.7
0.75
0.8
0.85
0.9
0 20 40 60 80 100
B
u
l
k
D
e
n
s
i
t
y
(
g
/
c
m
3
)
Ash Content (%)
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 50
Fig. 9: Correlation between Iodine Number and Ash Content of Activated Carbon from
Fluted Pumpkin Seed Shell by Chemical activation (Source: Adapted from Verla et al.,
2012) [19]
Fig. 10: Correlation between Iodine Number and Ash Content of Activated Carbon from
Palm Oil Shell Physically activated at 750C( optimum conditions for different sizes)
(Source: Adapted from Vitidsant et al., 1999) [18]
The Iodine number values and the BET surface area were highly correlated (Fig.1 and
Fig.2). About 96% - 97% of the variation in iodine number can be explained by variations
in the surface area. This is probably the reason why in liquid phase applications, the iodine
number remains the basic quality test for adsorptive capacity of carbon, a measure of the
y = -3.142x + 286.5
R = 0.572
230
235
240
245
250
255
260
265
270
6 8 10 12 14 16 18
I
o
d
i
n
e
N
u
m
b
e
r
(
m
g
/
g
)
Ash Content (%)
y = -6.496x + 574.0
R = 0.596
0
100
200
300
400
500
600
700
0 10 20 30 40 50
I
o
d
i
n
e
N
u
m
b
e
r
(
m
g
/
g
)
Ash Content (%)
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 51
available surface area for adsorption processes. A similar trend of high correlation
between iodine number and surface area was observed elsewhere [18].
Generally, an expected inverse relation exists between density and surface area [13]. This
assertion is confirmed by the nature of the high coefficient of determination (R
2
= 0.9040)
in Fig. 4. Although a relatively weak correlation (R =0.6908) exist between density and
surface area as shown in Fig. 3, about 48% of the variation in density may be accounted for
by variations in the surface area. Bulk density may there only be used for approximate
estimation surface area (adsorption capacity for that matter).
The ash content is known to interfere with pore structure development and hence adversely
affect adsorption. High ash content may therefore correspond to low surface area [20]. As
shown in Fig. 5 and Fig. 6, there is a strong correlation between surface area and ash content.
For activated carbon from the same raw material and prepared in similar manner (olive mill
waste activated with KOH), about 97% of the variations in the surface area are explained by
the variations in ash content (Fig.5). A similar trend is observed in the same work when
H
3
PO
4
was used as activating agent [17]. However, for activated carbon samples from
different precursors, variations in surface area may only be explained by about 75%
variations ash. The Disparity could be a reflection of degree of variation in the chemical
composition of each raw material which reflects in the inorganic residues after combustion,
the ash content. A positive correlation exists between the density of activated carbon and the
ash content (Fig. 7 and Fig. 8). Variations in density may be explained by variations in ash
content by 50-60%. The observed trend in ash and density is expected as both parameters
impact negatively on surface area as seen in the foregoing analysis.
Generally, the inorganic residues that make up the ash (such as SiO
2
, Na
2
O) are non
adsorptive and therefore high ash content in an activated carbon sample may correspond
to low iodine number. Although there is a general negative correlation between the iodine
number and ash content (Fig. 9 and 10), the ash content is not as strongly correlated to the
iodine number (R
2
= 0.60). The ash content could perhaps only be used as a rough estimate
of the iodine number and any other measure of activity.
4 CONCLUSION
The studies conducted on some selected quality indices of activated carbon ( BET Surface
area, Iodine number, ash content and bulk density) from randomly selected scholarly
articles on the subject matter gave an indication of a very strong correlation between
Iodine number and Surface area( R
2
= 0.9684 and 0.9577). Disparities in the correlation
between density and surface area as well as ash content and surface area, show that ash
and density may only be useful for approximate estimation of surface area or when the
carbon samples are from the same raw material and produced in like manner. Though
moderate, a correlation exist between bulk density and ash content (R
2
= 0.517 and 0.6236).
The ash content may also be used as an approximate forecast of Iodine number (R
2
~ 0.60).
REFERENCES
[1] Daintith, J. (2004), Oxford Dictionary of Chemistry, Fifth Edition, Oxford University
Press,U.K., page 121
[2] Seader ,J.D. and Henley E.J.(2007),Separation Process Principles, Second Edition, John Wiley
and Sons ,NJ , U.S.A, pages 551-554
[3] Activated Carbon Manufacture, Structure and Properties (2006), Cameron Carbon
Incorporated, Accessed on 20
th
October, 2013 from
http://www.cameroncarbon.com/documents/carbon_structure.pdf
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 52
[4] Cooney, D.O.,(1995), Activated Charcoal in Medical Applications, Marcel Dekker, New York
[5] Soleimani, M. and Kaghazchi, T. (2008), Activated Hard Shell of Apricot Stones: A promising
Adsorbent in Gold Recovery, Chinese Journal of Chemical Engineering, 16 (1), 112-118
[6] Adinata, D., Daud, W.M.A., Aroua, M.K. (2007), Preparation of Activated Carbon from Palm
shell by Chemical Activation, Bioresource Technology, 98 , 145- 149
[7] Qureshi, K., Bhatti, I., Kazi, R., Ansari, A.K., (2008), Physical and Chemical Analysis of
Activated Carbon Prepared from Sugarcane Bagasse and Use for Sugar Decolourisation,
International Journal of Chemical and Biological Engineering, 1(3), 144-148
[8] Bello, O.S., Ahmad, M.A., Siang, T.T., (2011), Utilisation of the Cocoa Pod Husk for the
Removal of Remazol Black B Reactive Dye from Aqueous Solutions: Kinetic, Equilibrium and
Thermodynamic Studies, Trends in Applied Sciences Research, 6 (8): 794-812
[9] ASTM Committee E02 on Terminology (2005), ASTM Dictionary of Engineering Science and
Technology, 10
th
Edition, Mayfield PA.
[10] Frank Desilva, (2000) Activated Carbon Filtration, Accessed on 11
th
November, 2013 from
http://www.resintech.com/pdf/activatedcarbonfiltration.pdf
[11] Faulkner, D.W., Urbanic, J.E., Ruckel, R.W. (1987), Activated Carbon for Precious metal
Recovery, Academic Paper Presented at the 110
th
Annual Meeting of the Society of Mining
Engineers and the Metallurgical Society, Denver, CO. February 23-27, 1987
[12] Adsorptive Characteristics, Indo German Carbon Limited (IGCL), Accessed on 11
th
November, 2013 from http://www.igcl.com/php/activated_carbon.php
[13] Saleh, N.J., Ismaeel, M.I., Ibrahim, R.I., Zablouk, M.A., Amer, A. (2008), Preparation of
Activated Carbon from Iraqi Reed, Engineering & Technology Journal, Vol. 26, No. 3.
[14] Cuhadaroglu, D. and Uygun, O.A. (2008), Production and Characterisation of Activated
Carbon from Bituminous Coal by Chemical Activation, African Journal of Biotechnology, 7
(20), 3703- 3710
[15] Asadullah, M., Rahman, M.A., Motin, M.A. and Sultan, M.B. (2007), Adsorption Studies on
Activated Carbon Derived from Steam Activation of Jute stick Char, Journal of Surface Science
Technology, 23, (2), 73-80.
[16] Yusufu M.I., Arihu C.C. and Igbabul B.D. (2012), Selection and Characterisation of Activated
Carbon from Selected Local Raw Materials, African Journal of Pure and Applied Chemistry,
6(9), 123-139
[17] Moreno-Castilla, C., Carrasco-Marin, F., Lopez-Ramon, V.M., Alvarez-Merino, M.A., (2001),
Chemical and Physical Activation of Olive - Mill Waste Water to Produce Activated Carbon,
Carbon 39 (2001) 1415-1420.
[18] Vitidsant, T., Suravattanasakul, T., Damronglerd, S.,(1999), Production of Activated Carbon
from Palm Oil Shell by Pyrolysis and Steam Activation in a Fixed Bed Reactor, ScienceAsia 25
(1999): 211-222
[19] Verla, A. W, Horsfall (Jnr), M., Verla, E.N., Spiff, A.I., Ekpete, O.A.,(2012), Preparation and
Characterisation of Activated Carbon from Fluted Pumpkin Seed Shell, Asian Journal of
Natural and Applied Sciences, Vol. 1 No.3
[20] Devi, V.B., Jahagirdar, A.A., Ahmed, M.N.Z., (2012), Adsorption of Chromium on Activated
Carbon Prepared from Coconut Shell, International Journal of Engineering Research and
Applications, Vol. 2, Issue 5.
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Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 53
Customer Satisfaction of Internet Banking in
Bangladesh: A Case Study on Citibank N.A
K. M. Anwarul Islam
1
; & Umme Salma
2
1
Senior Lecturer, Department of Business Administration, The Millennium University, Bangladesh
2
Lecturer, Department of Computer Science and Engineering, Bangladesh University, Bangladesh
ABSTRACT
The concept of E-banking or internet banking has been practiced by
Citibank N.A successfully over the years. E-banking applications enable an
account holder to gain control over the cash positions. Customization is
another benefit for both the bank and the user if e-banking is used instead
of traditional banking. It makes it easier for the user to carry out day to day
transactions. Citibank via CitiDirect Online banking streamlines banking
activities by giving authorized access to certain authorized users at every
level of the organization to corporate accounts. An easy to use web
interface allows this procedure. Citibank N.A has achieved success in this
field of e-banking and has been named the Best Internet Bank by Global
Finance in the previous years. The Study was carried out using
questionnaires survey from clients and multiple regression with
satisfaction factors are found using SPSS software. The results clearly
indicate that internet banking plays an important role in customer
satisfaction. A very significant task is to understand the risks of customer
satisfaction of internet banking and rectify the errors wherever possible.
The results show that the majority of the users of internet banking are
satisfied with the internet banking. Citibank also needs to be aware of
future threats of internet banking and introduce new techniques to combat
hacking, phishing, pharming and other unethical practices. It is also
evident that those who use traditional banking want to switch to internet
banking so the prospect of internet banking is very prosperous for Citibank
N.A and Bangladesh.
Keywords: Customer Satisfaction, Internet Banking, Citibank N.A,
Bangladesh.
1 INTRODUCTION
n the present world money is circulated all over the globe. Globalization, technological
advances and other factors money is circulating unimaginably .Financial Institutions
mainly Banks play a pivotal role in matching a depositor and lenders and channeling
money and making the economy more efficient. Although the history of Banking goes
back to the 14th century in Europe but Banks are now everywhere. Banks in Bangladesh
play a significant role compared to other financial Institutions.
I
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 54
Although there are different types of banks specialized for different purposes and with
different brands and capital structure, they are regulated by standards such as the BASEL
standards (to keep a minimum amount of capital, BASEL II etc. Banks offer a wide range of
products and services to appeal to different customers and be competitive in the market place.
Amongst the 10 commercial banks which operate in Bangladesh Citi Bank N.A has a unique
position in the minds of clients and regulatory bodies. The Company is a part of the CITI
Group which was founded in 1812 and operates in more than 104 countries worldwide.
However the competition in the banking industry has intensified more than ever before.
Global financial crisis, stock market crash, recessions and other factors affected the
banking industry. So banks should position themselves at a unique place in the minds of
the customers by offering attractive offers such as higher interest rates or by offering
superior service to the customers. Services include financial advice, flexible rates or dates
of payment, portfolio management etc.
Internet banking is a service offered to the customers which includes viewing the balances
on accounts, checking the transactions, downloading useful information, transfer of funds,
paying third parties, making loan applications etc from a secured website of the bank.
Online banking has opened up a new field of competition for banks. To operate online an
individual needs the customer number and password. Online banking has started in the
1980s but it is relatively a new concept in Bangladesh.
Customer satisfaction is positively related to Internet Banking. It is believed that customers are
the king of the market place today. The competition in the banking industry is intensifying and
it is the banks priority to satisfy its respective customer. The research aims to establish positive
relationships between Internet Banking and Customer Satisfaction.
2 OBJECTIVE OF THE STUDY
- To analyze the level of customer satisfaction of internet banking in Bangladesh. To
give a brief idea of internet banking
- To give the readers an idea of the internet banking operations of Citibank N.A
Bangladesh
- To identify the relationships of the use of internet banking and customer satisfaction.
3 SCOPE OF THE STUDY
The paper gives the readers an idea of the financial giants Citigroup and Citibank N.A. It
also makes the reader aware of the operations of Citibank N.A and the internet banking
service of the bank in Bangladesh. However Citibank N.A only provides corporate
banking and the study cannot be related to consumer banking.
4 STATEMENT OF THE PROBLEM
The researcher will investigate the impact of internet banking on customer satisfaction of
the Clients of Citibank Bangladesh. There has been research in this field by many
researchers and for this reason the research has been carried out to analyze the factors of
internet banking those results in customer satisfaction.
The Customers are treated as the king of the market place. For a bank like Citi with a very
narrow customer base, customer satisfaction is the main priority. Citi Bank handles its
online banking activities through CitiDirect. CitiDirect online banking is one of the
largest technology investments of Citigroup which allows superior online banking
facilities for their clients. The technology allows a web based banking platform to make
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 55
banking activities easier for the clients and the employees. Allows performing your
corporate banking functions in one security-protected place and provides you a
centralized access to your account information in real time from a networked device.
Online banking satisfies the customers because of the independent variables
convenience, speed, quick confirmation, user friendliness, trustworthiness and safety. The
dependent variable is customer satisfaction. A conceptual framework will demonstrate the
variables. Models on customer satisfaction will also be shown based on step wise
regression by the use of SPSS software.
5 PURPOSE OF THE STUDY
The purpose of the study is to determine the factors of internet banking which has an
impact on the customer satisfaction. Although Citibank N.A operates in all over the world
but Citibank N.A. has a very narrow operation base in Bangladesh and limited to serving
the financial needs of the leading businesses, corporate houses and offers services to local
banks. To become successful the company has to provide superior client service to satisfy
the customers. The research was conducted to show how the various qualities of internet
banking is related to customer satisfaction.
In todays market place customers are exposed to many commercials, logos, jingle, banner
etc. The competition in the banking sector is also becoming crowded. Customers are
treated as the king and most banks are almost in a state of a Tug of War in order to
attract or retain customers. One thing that will make a particular bank extraordinary is
satisfaction of the customers. Almost all banks are introducing new features on banking
facilities such as notifications being sent to account holders if a new transaction is made, e-
alerts etc .In such a competitive market place it is necessary for banks to make things
easier for their customers. This research is aimed to show positive relationships between
determinants of internet banking such as convenience, speed, quick confirmation, privacy,
user friendliness, trustworthiness, and safety and customer satisfaction in the context of
Citibank N.A Bangladesh.
6 LITERATURE REVIEW
6.1 Online Banking
Online banking is the fastest growing service that banks can offer in order to gain and
retain new customers (Moody, 2002). The rise of Internet Banking is also due to its number
of benefits for both the provider and the customer as well. From the banks perspective
these are mainly related to cost savings (Sathye, 1999; Robinson, 2000) and Internet
Banking remains one of the cheapest and more efficient delivery channels (see Pikkarainen
et al., 2004). Arunachalam and Sivasubramanian (2007) content that Internet banking is
where customer can access his or her bank account via the Internet using PC or mobile
phone and web-browser. Ongkasuwan and Tantichattanon (2002) defined Internet
banking service as banking service that allows customers to access and perform financial
transactions on their bank accounts from their Computers with Internet connection. Kim et
al. (2006) predicted that 87% of community banks would offer Internet banking in 2003 to
meet consumers needs, and asserted that, Internet banking has advantages for banks to
maintain competition, to save costs, to enhance mass customization, marketing and
communication activities, and to maintain and attract consumers. On-line, real-time
banking services have now become a birth right of the customer as the customer demands
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 56
the flexibility of operating an account in any branch of a bank irrespective of which branch
the account was domiciled (Bank Away, 2001).
E-service quality can be explained as an overall customer evaluation about e-service
delivery in the marketplace which is virtual Santos, J. (2003)
6.2 Customer Satisfaction
A satisfied customer will repeat the purchase of the product and convey positive messages
about it to others (Dispensa, 1997; Metawa and Almossawi, 1998). The complex nature of
services coupled with the growing province of the service sector has increased the need for
better customer satisfaction. Banking and financial services are an important part of the service
industry (Mishkin, 2001). Customer satisfaction is typically defined as a post consumption
evaluative judgement concerning a specific product or service (Gunderson, Heide and Olsson,
1996. The most widely accepted conceptualization of the customer satisfaction concept is the
expectancy disconfirmation theory (McQuitty, Finn and Wiley, 2000).
According to Saha and Zhao (2005), customer satisfaction is defined as a collection of
outcome of perception, evaluation and psychological reactions to the consumption
experience with a product/service. In other words, Saha and Zhao further defined
customer satisfaction as a result of a cognitive and affective evaluation where some
comparison standard is compared to the actually perceived performance. If the
performance perceived is less than expected, customers will be dissatisfied. On the other
hand, if the perceived performance exceeds expectations, customer will be satisfied.
7 RESEARCH QUESTIONS
- Does safety facilities of internet banking effect customer satisfaction in the context
of Citibank Bangladesh?
- Does Convenience facilities of internet banking effect customer satisfaction in the
context of Citibank Bangladesh?
- Does User-Friendliness of internet banking effect customer satisfaction in the
context of Citibank Bangladesh?
- Does Quick Confirmation facilities of internet banking effect customer satisfaction
in the context of Citibank Bangladesh?
- Does Privacy facility of internet banking effect customer satisfaction in the context
of Citibank Bangladesh?
- Does Speed of internet Banking effect customer satisfaction in the context of
Citibank Bangladesh?
- Does Trustworthiness of internet Banking effect customer satisfaction in the
context of Citibank Bangladesh?
8 HYPOTHESIS
- Safety facilities of internet banking effect customer satisfaction in the context of
Citibank Bangladesh.
- Convenience facilities of internet banking effect customer satisfaction in the context
of Citibank Bangladesh.
- User-Friendliness of internet banking effect customer satisfaction in the context of
Citibank Bangladesh.
- Quick Confirmation facilities of internet banking effect customer satisfaction in the
context of Citibank Bangladesh.
- Privacy facility of internet banking effect customer satisfaction in the context of
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 57
Citibank Bangladesh.
- Speed of internet Banking effect customer satisfaction in the context of Citibank
Bangladesh.
- Trustworthiness of internet Banking effect customer satisfaction in the context of
Citibank Bangladesh
9 VARIABLES FOR THE RESEARCH
The Dependent variable is customer satisfaction and the Independent variables are Speed,
Convenience, Quick confirmation, User friendliness, Safety, Privacy, and Trustworthiness.
- Speed: Speed is a vital factor of internet banking as speed is the differentiating factor
of manual and internet banking .People expect internet banking to be faster than
manual banking.
- Convenience: Internet banking gives you the opportunity to do other tasks while you
check your cash positions or account details on the net from your mobile phone or
other peripherals such as tabs, laptop etc.
- Quick Confirmation: Quick Confirmation gives you a direct relief and gives you a
notification via email whenever a payment or deposit is made. Internet banking does
not involve humans in the banking process so quick confirmation gives the user a
relief that the banking process is carried out successfully.
- User-Friendliness: An in-depth knowledge of the internet option is not required by the
users. However certain security codes, steps and procedures are required and online
assistance is there to assist users to help them solve problems.
- Safety: Safety issues are a matter of concern for users and internet features enables
customers to carry out banking activities via mail or sms without much attention of
the people surrounding the person. Encryption techniques, internal controls, security
codes and proper web hosting measures are taken by the banks authority to avoid
unethical practices.
- Privacy: The personal information of the users is kept very confidential and
information are not disclosed. Security codes are required in various steps of the
internet banking process to avoid security breaches.
- Trustworthiness: In order to secure information and avoid security breaches such as
hacking, sniffing, tapping, spoofing, phishing and other unethical practices public and
private encrypted keys are used. A trusted third party which is the certification
authority is used for this reason.
- Customer Satisfaction: Kotler (2000) defined satisfaction as: a persons feeling of
pleasure or disappointment resulting from comparing a products perceived
performance (or outcome) in relation to his or her expectations. Customers are
treated as the king of the market place and there are a huge number of marketers who
are trying to successful either by market share of by other measures such as
profitability, market growth etc. The term Customer Satisfaction is frequently used in
marketing. Customers have expectations of products and services in their minds. If
the products or services of a company meet the customers expectations they are
satisfied. The aim of most marketers in todays market place is to delight the
customers. That is to exceed the customer expectations by a greater degree and delight
them. In this research Customer Satisfaction is the Dependent Variable which depends
on the independent variables mentioned above.
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 58
10 METHODOLOGY
10.1 The Research Design
The type of study that will be carried out to test the hypothesis and to answer the research
questions will be a causal study. This type of study will show a cause and effect
relationship of the independent and dependent variables. As shown in the diagram of the
conceptual framework of the research there are seven independent variables and one
dependent variable. So a change in the independent variables (speed, convenience,
privacy, safety, quick confirmation, user friendliness, and trustworthiness) will change the
dependent variable (customer satisfaction). So to investigate the research questions and
test the hypothesis a causal study is required.
The study will be a causal explanatory research because it explains the relationships among the
independent and dependent variables and how a change in the independent variable changes
the dependent variable. A causal explanatory research goes further beyond than indication
relationships between variables it also indicates the direction of the relationship. The research
will be carried out once due to shortage of budget, time and convenience.
10.2 Sampling Method
Non probability sampling technique is used for the research. To be more specific
purposive sampling is used because of a limited access to the customers who use internet
banking at Citibank, usually junior officers are sent to carry out banking tasks for the
company. Selected clients are surveyed who were accessible for surveying and had
expertise in the field of online banking.
10.3 Sample Size:
The sample size will be forty (20 user and 20 non-user). The reason for selecting such a
small sample is that Citibank has a very narrow customer base in Bangladesh. But the
narrow base of customers is profitable for the bank. So it is not possible to carry out
research on a large sample of customers.
10.4 Sources of Data:
For collecting the data both primary and secondary sources are used.
Primary Sources:
- Conversations with bank employees and customers.
- Discussions with the employees of Citi Global Transactions Systems
department Questionnaires
Secondary Sources:
- Citibanks global and regional websites
- Various Publications and manuals
10.5 Data Collection Method: A quantitative data collection method is used for the
research. A structured questionnaire is designed. The questionnaire will comprise
questions of the independent and dependent variables. Each item will be rated on a likert
scale of (1 to 5) which ranges on a continuum from strongly agree to strongly disagree.
- Data Collection: The questionnaire is distributed among the 40 respondents (20 user
and 20 nonusers of internet banking). The questionnaire was surveyed by mail mostly
as Citi has corporate clients who are not much accessible for doing the survey. A few
questionnaires were surveyed personally at the branch of Citibank Gulshan branch.
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 59
This was possible because of a prior notice from the branch officers of an arrival of a
client. The rest of the survey was done by e mail. A survey by email is cheaper than
other methods of surveying, easier to administer and free from errors.
- Data Collection Instrument: A structured Questionnaire is used in this research to
collect the data.
- Data Analysis: The Data Analysis will be done using for an in-depth investigation of
the data. Step-wise regression are used to test hypothesis and to find out individually
which independent variable contributes to the dependent variable. MS Excel is also
used to carry out calculations in some cases.
- Questionnaire Design: The design of the questionnaire is prepared with close-ended
questions. These questions were rated on a five point scale (from a continuum of
Strongly Agree, Agree, Neutral, Disagree to Strongly Disagree). ( The values are
1=Strongly Agree , 2= Agree, 3= Neutral , 4= Disagree, 5= Strongly Disagree.)
11 FINDINGS AND ANALYSIS
Hypothesis 1
H0: Speed of internet Banking doesnt affect customer satisfaction in the context of
Citibank Bangladesh
Ha: Speed of internet Banking affects customer satisfaction in the context of Citibank
Bangladesh
Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0.011. So,
Calculated P=0.01 < Critical P=0.05
So, at 95% confidence interval, the null hypothesis is rejected. Hence, Speed of internet
Banking affects customer satisfaction in the context of Citibank Bangladesh.
Hypothesis 2
H0: Convenience doesnt affect customer satisfaction in the context of Citibank Bangladesh
Ha: Convenience affects customer satisfaction in the context of Citibank Bangladesh
Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0.603. So, Calculated P=0.603 > Critical P=0.05. So, at 95% confidence
interval, the null hypothesis is accepted.
Hence, Convenience of Internet Banking does not affect customer satisfaction in the
context of Citibank Bangladesh.
Hypothesis 3
H0: Quick Confirmation of Transaction doesnt affect customer satisfaction in the context
of Citibank Bangladesh
Ha: Quick Confirmation of Transaction affects customer satisfaction in the context of
Citibank Bangladesh
Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
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Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0. 942. So,
Calculated P=0.942 > Critical P=0.05. So, at 95% confidence interval, the null hypothesis is
accepted.
Hence, Quick Confirmation of Internet Banking does not affect customer satisfaction in the
context of Citibank Bangladesh.
Hypothesis 4
H0: User-Friendliness doesnt affect customer satisfaction in the context of Citibank
Bangladesh
Ha: User-Friendliness affects customer satisfaction in the context of Citibank Bangladesh
Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0. 026. So, Calculated P=0.026 < Critical P=0.05.
So, at 95% confidence interval, the null hypothesis is rejected.
Hence, User-Friendliness of Internet Banking affects customer satisfaction in the context of
Citibank Bangladesh.
Hypothesis 5:
H0: Safety of user doesnt affect customer satisfaction in the context of Citibank
Bangladesh
Ha: Safety of user in the context of Citibank Bangladesh
Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0. 002. So, Calculated P=0.002 < Critical P=0.05.
So, at 95% confidence interval, the null hypothesis is rejected.
Hence, Safety of Users of Internet Banking affects customer satisfaction in the context of
Citibank Bangladesh.
Hypothesis 6
H0: Privacy of users doesnt affect customer satisfaction in the context of Citibank
Bangladesh
Ha: Privacy of users affects customer satisfaction in the context of Citibank Bangladesh
Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0. 407. So, Calculated P=0.407 > Critical P=0.05
So, at 95% confidence interval, the null hypothesis is accepted.
Hence, Privacy of Users of Internet Banking does not affect customer satisfaction in the
context of Citibank Bangladesh.
11.7 Hypothesis 7
H0: Trustworthiness doesnt affect customer satisfaction in the context of Citibank
Bangladesh
Ha: Trustworthiness affects customer satisfaction in the context of Citibank Bangladesh
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
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Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0. 035. So, Calculated P=0.035 < Critical P=0.05
So, at 95% confidence interval, the null hypothesis is rejected.
Hence, Trustworthiness of Users of Internet Banking affects customer satisfaction in the
context of Citibank Bangladesh.
Multiple Regression Analysis
By far, we have tested each of the variables individually with our dependent variables. But in
reality all the variables work together to determine the customer satisfaction. So, it highly calls
for multiple linearity tests of all the variables with the given dependent variable
H0: Customer Satisfaction is not a function of Speed, Convenience, Quick Confirmation,
User Friendliness, Safety, Privacy, and Trustworthiness together.
Ha: Customer Satisfaction is a function of Speed, Convenience, Quick Confirmation, User
Friendliness, Safety, Privacy, and Trustworthiness together.
Decision Rule: To reject the null hypothesis, the significance value must be less than the
significance level of 5%.
Decision: The critical P-Value is 0.05 because the confidence interval is 95% and the
calculated P-value is 0. 009. So, Calculated P=0.009 < Critical P=0.05
So, at 95% confidence interval, the null hypothesis is rejected.
Hence, Customer Satisfaction is a function of Speed, Convenience, Quick Confirmation,
User Friendliness, Safety, Privacy, and Trustworthiness together.
12 RESULTS AND DISCUSSION
The Independent Variables (Speed, Convenience, Quick Confirmation, User Friendliness,
Safety, Privacy, and Trustworthiness) were tested individually to find any linear relationship
with the dependent variable which is Customer Satisfaction. After the tests were being run I
have found that Speed, User friendliness, Safety and trustworthiness were the variables
which were proven to be statistically significant, However considering the fact all the seven
independent variables play a role in a macroeconomic environment together and test was
also statistically significant. Since Speed, User friendliness, Safety and trustworthiness were
found to leave a significant impact on customer satisfaction so Citibank N.A should focus
more on improving these factors to improve the customer satisfaction.
Figure: Existing users Satisfaction on Internet Banking.
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
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The chart was constructed using the results of the questionnaire survey on the users of internet
banking. The results of the survey show that 75% users are satisfied with the internet banking
facilities. This should help CitiBank N.A in retaining their customers. CitiBank N.A has a very
narrow customer base in Bangladesh so internet banking will play a significant role in
achieving success for the company. CitiBank N.A should try to maintain this in the long run.
Figure: Customers Willingness to switch to Internet Banking.
After carrying out the survey a study was carried out to find out how many non-users of
the internet banking are interested to switch to e banking. The chart shows that around
70% users have a positive attitude towards internet banking. Citibank N.A can convert
these non-users of internet banking to users by putting some marketing effort such as
advertisement or other practices. The study also shows that only a minimum percentage of
people have a negative attitude towards internet banking.
Derived Model
Customer Satisfaction= 1.844+ 0.398(Speed of Internet Banking).
Customer Satisfaction=4.87-3.52(User Friendliness of Internet Banking).
Customer Satisfaction= 4.79 0.352(Safety of Users)
Customer Satisfaction = 4.18-0.334(Trustworthiness of System)
Customer Satisfaction=5.95+0.16(Speed) + 0.08(Convenience)-0.06(Quick Confirmation)-
0.24(User-Friendliness)-0.35(Safety of Users)-0.22(Privacy of Users)-0.26(Trustworthiness
of System).
13 CONCLUSION
The research clearly indicates that those who use internet banking features of Citibank N.A are
satisfied the service. If the bank plans to expand the customer base of internet banking they
should focus more on speed, user friendliness, and safety and trustworthiness factors of
internet banking. Proper web-hosting is required for this reason. Customers should also be
made aware of unethical practices like sniffing, spoofing, phishing, pharming and other
malicious software which can be used by hackers. Attention should also be given in the
encryption of the information which is exchanged between the users and the bank. The study
also shows that people who are using manual banking prefer to switch to internet banking in
the future. So the study is very beneficial for both Citibank N.A and Bangladesh to get insights
about online banking relations with customer satisfaction. This study will also help other
companies who plan to convert to click and brick or click-only companies in the future.
Asian Journal of Applied Science and Engineering, Volume 3, No 1 (2014) ISSN 2305-915X
Copyright 2012, Asian Business Consortium | AJ ASE Page 63
14 RECOMMENDATION
It is suggested that a better research on customer satisfaction of Internet banking can be
carried out if more people become habituated with the internet in Bangladesh. At the
current situation Bangladesh is slowly improving its information technology base. The
connectivity of the internet of Bangladesh is expected to improve. A more useful and
effective research can be carried out in the near future if connectivity and network
improvements are witnessed by customers.
Moreover a study on a larger population sample is likely to give more accurate results. If
Citibank N.A increases its customer base and a survey is made on a larger sample will
give more accurate information. A research should be made by considering the users of
internet banking across all the major banks that are operating in the country. This will help
a particular bank to compare its satisfaction results with the industry average of customer
satisfaction results of internet banking in Bangladesh. To know the trend of customer
satisfaction of internet banking of Bangladesh a Longitudinal research should be carried
out instead of a cross-sectional research to get an idea of the changes of customer
satisfaction of internet banking.
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