1.

Meaning of Literature Review

• Provides an overview and a critical evaluation of a body of literature relating to a research topic
or a research problem.
• Analyzes a body of literature in order to classify it by themes or categories, rather than simply
discussing individual works one after another.
• Presents the research and ideas of the field rather than each individual work or author by itself.
A literature review often forms part of a larger research project, such as within a thesis (or major research
paper), or it may be an independent written work, such as a synthesis paper.
2. Purpose of a literature review
A literature review situates your topic in relation to previous research and illuminates a spot for
your research. It accomplishes several goals:
• Provides background for your topic using previous research.
• Shows you are familiar with previous, relevant research. • evaluates the depth and breadth of
the research in regards to your topic.
• Determines remaining questions or aspects of your topic in need of research
1.Byers and Lederer, (2001) concluded that it was changing consumer attitudes rather than bank cost
structures that determines the changes in distribution channels; they added that virtual banks can only be
profitable when the segment that prefers electronic media is approximately twice the size of the segment
preferring street banks.
2.Nancy et al. (2001) study found that customers’ complain about computer logon times which are usually
longer than making a telephone call. In addition, respondents felt that they have to check and recheck the
forms filled in online, as they are worried about making mistakes.
3.White and Nteli (2004) conducted a study that focused on why the increase in Internet users in the UK
had not been paralleled by increases in Internet usage for banking purposes. Their results showed that
customers still have concerns with the security and the safety aspects of the Internet.
4.Akinici et al. (2004) studied on ,” Adoption of internet banking among sophisticated consumer
segments in an advanced developing country”, and developed an understanding of consumers' attitudes
and adoption of Internet banking among sophisticated consumers. The research methodology utilized
random sample of academicians, demographic, attitudinal, and behavioral characteristics of Internet
banking (IB) users and non-users for investigation. The analyises revealed significant differences between
the demographic profiles and attitudes of users and non-users. IB users were further investigated, and three
sub-segments were defined according to a set of bank selection criteria. Finally, based on the similarities
between various Web-based bank services, four homogeneous categories of services were defined.
5.Laukkanan ,Sinkkonen and Laukkanen, (2006) study on ,” Segmenting bank customers by
resistance to mobile banking”, highlighted about the role of self efficacy in bank customers risk
perceptions towards the internet banking .Further , it demonstrated that psychological barriers are even
higher determinants of the resistance than the usage and value , which are constructs related to ease of use
and to the usefulness determining the acceptance .The research methodology included Analysis of Variance
as a tool to analyze the statistical differences .Measurement development was faced based upon the
Consumer resistance theory.
6.Bauer , Malike and Falik , (2006) study revealed that the quality of e-banking portals has a significant
impact on the consumers quality perception in the internet providing banks which serves a promising start
for the best establishment of an effective quality management .The empirical model study validated a
measurement model for web –quality model based on security , trust , basic service quality , value , trust ,
responsiveness , buying service quality to achieve the best customer satisfaction.
7.El-Sherbini et al. (2007) investigated through his study on,”Bank customer Behavior perspectives
towards internet banking services in Kuwait “the customers perspectives of internet banking, their
perceived importance for it, usage patterns and problems rising on its utilization. The paper discussed the
strategic implications of the research findings. Empirical data were gathered from bank customers in Kuwait
to achieve the research objectives. All bank customers in Kuwait were considered as population of research
interest. The results showed the perceived importance of internet banking services by customers, current
and potential use of IB services in Kuwait and problems perceived by bank customers in using IB. The
research paper main hypothesis tested that top five services that were considered relative important in
Kuwait banks were "Review account balance", "Obtain detailed transactions histories, "Open accounts",
Pay bills" and Transfer funds between own accounts.
8.Shanker, D., Singh, H. and Wadud, M. (2008), “A comparative study of banking in China and India,
nonperforming loans and the level playing field” It has become common in literature to compare India
and China two remarkably growing economies but these comparisons often do not take into account the
institutional differences between two countries. We have in this paper done a comparative analysis of
banking institutions in China and India taking into accounts the contentious issue of nonperforming loans
along with the issue of use of banks to provide countervailable subsidies to exporting organizations. Our
research shows that the efficiency differences between banks in these two countries can be directly related
to institutional difference between two countries and any comparative study between two countries not
taking into consideration these institutional differences may lead to misleading results.
9.Agarwal R., Rastogi S., Mehrotra A., (2009), “Customers‟ perspectives regarding ebanking in an
emerging economy” Determining factors affecting customer perception and attitude towards and
satisfaction with e-banking is an essential part of a bank's strategy formulation process in an emerging
economy like India. To gain this understanding in respect of Indian customers, the study was conducted on
respondents taken from the northern part of India. The major findings depict that customers are influenced
in their usage of e-banking services by the kind of account they hold, their age and profession, attach highest
degree of usefulness to balance enquiry service among e-banking services, consider security & trust most
important in affecting their satisfaction level and find slow transaction speed the most frequently faced
problem while using e-banking.
10.Khan M. S., Mahapatra S. S., (2009), “Service quality evaluation in internet banking: an empirical
study in India” Demographic analysis of data reveals that gender is hardly a bias for use and evaluation of
service quality of i-banking in most of the cases across various categories of customers. A valid
mathematical model is proposed to assess the overall service quality using regression analysis. The results
show that customers are satisfied with quality of service on four dimensions such as reliability, accessibility,
privacy/security, responsiveness and fulfilment, but least satisfied with the 'user-friendliness' dimension.
The empirical findings not only prioritise different parameters but also provide guidelines to bankers to
focus on the parameters on which they need to improve.
11.Alain Y. C., Keng B. O., Binshan L., Boon I. T., (2010) "Online banking adoption: an empirical
analysis" showed that perceived usefulness, trust and government support all positively associated with
the intention to use online banking in Vietnam. Contrary to the technology acceptance model, perceived
ease of use was found to be not significant in this study.
12.Murillo R. H., Llobet G., Fuentes R. (2010) “Strategic online banking adoption”, found out that
bank-specific characteristics are important determinants of banks‘ adoption decisions, competition also
plays a prominent role. The extent of competition is related to the geographic overlap of banks in different
markets and their relative market share in terms of deposits. In particular, banks adopt online banking
services earlier in markets where their competitors have already adopted this technology.
13.Oliveira P., Eric V. H., (2011), “Users as service innovators: The case of banking services” Found
that 55% of today's computerized commercial banking services were first developed and implemented by
non-bank firms for their own use, and 44% of today's computerized retail banking services were first
developed and implemented by individual service users rather than by commercial financial service
providers. Manual precursors to these services – manual procedures that carried out functions similar to
computerized services in our sample – were almost always developed by users as self-services.
14.Mas I., (2011), “Capturing the Potential of M-Payments in India, This article discusses the potential
of using mobile phones to greatly increase access to financial services in developing countries, and reviews
the main success factors in a mobile banking project.
15.Sudhakar A. M., Suryanarayana, (2011), “Emerging mobile banking scenario and its adoption in
India: A study”, With broadband communication technological developments and mobile phones
penetration(481 million by June 2009) into common man's life have triggered major thrust in the Banking
service sector of India. With Mobile Banking- a revolutionary approach to banking transactions has created
a strong connectivity between customers and the banks as both will transact with minimum cost and in
minimum time. It is a timely and its cost effective services can deliver mobile money to non-banked poor
people and will induce economic growth of the country. This article discusses the status of Mobile Banking
in India and other countries with emphasis on data security and standards and its implication on banking
sector
16.V. Raja, Joe A. (2012), “Global e-banking scenario and challenges in banking system”, This paper
is an attempt to explore the various levels of internet banking services provided by banks using the
secondary data. It also compares the traditional banking systems with net banking. It lists out the various
advantages of internet banking and the successful security measures adopted by different banks for secured
banking transactions. It also analyzes how E-banking can be useful for banking industry during this global
financial melt down.
17.Van B., Paul, Veloso, Francisco M. and Oliveira, P., (2012), “ Innovation by Users in Emerging
Economies: Evidence from Mobile Banking Services”, This paper examined the extent to which users
in emerging economies innovate, and whether these innovations are meaningful on a global stage. To study
this issue, the researcher conducted an empirical investigation into the origin and types of innovations in
financial services offered via mobile phones, a global, multi-billion dollar industry where emerging
economies play an important role. The researcher used the complete list of mobile financial services, as
reported by the GSM Association (GSMA), and collected detailed histories of the development of the
services and their innovation process. Analysis of this study shows that 85% of the innovations in this field
originated in emerging markets. The researcher also conclude that at least 50% of all mobile financial
services were pioneered by users, approximately 45% by producers, and 5% jointly by users and producers.
Additionally, services developed by users diffused at more than double the rate of producer-innovations.
Finally, the researcher observed that three quarters of the innovations that originated in emerging markets
have already diffused to OECD countries and that the (user) innovations are therefore globally meaningful.
18.Suriyamurthi, S., Mahalakshmi, V., & Arivazhagan, M. (2013) stated that in the cutthroat
competition where every bank is focusing on retaining and attracting new customer, relationship
marketing is the key element which should be adopted by the banks. They also found that banking
sector is one of the major service sector and the business of banks is more or less dependent on
the customer services and satisfaction. Banks should increase their services and make good
relationship with the customer.
19.Amruth Raj Nippatlapalli (2013) In his research paper “A Study on Customer
Satisfaction of Commercial Banks: Case Study on State Bank of India”. This paper present
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."Banking in
India originated in the last decades of the 18th century. The first banks were The General Bank of
India, NOW which started in 1786, and Bank of Hindustan, which started in 1790; both are now
defunct. The oldest bank in existence in India is the State Bank of India, which originated in the
Bank of Calcutta in June 1806, which almost immediately became the Bank of Bengal. This was
one of the three presidency banks, the other two being the Bank of Bombay and the Bank of
Madras, all three of which were established under charters from the British East India Company.
For many years the Presidency banks acted as quasi-central banks, as did their successors. The
three banks merged in 1921 to form the Imperial Bank of India.

20.Vyas, V., & Raitani, S. (2014) opined that there are many drivers of switching behavior in the
banks. Particularly they found nine critical factors which contribute in switching the banks. One
very interesting driver is customer satisfaction in all the drivers which contribute in the switching
behavior of customers. So again we can’t ignore that customer satisfaction of the major factors
among. Banks should come out with the strategies that increase the customers satisfaction.

21.Pareek, V. (2014) research opined with a remark that out of several factors few causal
fundamental factors like product attributes, employee characteristics, customer convenience,
bank tangibles, cost of transactions and customer communication contributes in customer
satisfaction in Indian banks. Interestingly convenience one of the 4 P.s i.e. marketing mix was
found to be an unimportant in deciding customer satisfaction in Indian banks (studied banks).

22.Rahi, S. (2015) research findings show customers are more loyal towards those banks who are
facilitating internet banking services. Also good brand image build relationship between banks and
customer and enhance the customer loyalty toward bank. He also concluded that those banks that
are giving the internet banking services to their customers, loyalty of those customers are more
towards the banks. He also suggested that if the brand image also plays a significant role between
loyalty of the customers and internet banking. The role of brand image is positive in making a
positive relationship between customers and internet banking.

23.Machogu, A. M., & Okiko, L. (2015) research brought to light that with e-banking
complexities on customer satisfaction. Results shows that there are factors which leads to customer
satisfaction particularly in e-banking, which is one of the very important and fast growing way of
doing banking. Factors are accessibility, convenience, security, privacy, content, design, speed,
fees and charges have influence on customer satisfaction where the other factors notified have no
significant influence.

24.Ameme, B., & Wireko, J. (2016) claimed in his research that in today’s competitive world
where technology plays a very important role and if we talk about banking sector or industry there
is a positive relationship between technology and customer satisfaction. They also stated that
satisfaction of customers is not merely introducing innovative products and services rather it is
much more than that. They also found that if the bank wants to become the market leader in the
competitive environment it must use the innovation approach in all the aspects like products and
services. Also there is a significant relationship between technological innovation and cost. As the
innovation increase the cost is also increase.