BSSS Journal of Commerce : ISSN (Print) - 0975-2528, E-ISSN - 2582-4651, Vol.

XII, Issue-I
(2020), pp 30-48

A Study Of Bank Customer Experience In Relation To Technology

Innovation In Banking

Dr. Ajay Kumar Mishra1

Pinky Rajwani2
1
Professor, Institute of Excellence in Higher Education,Bhopal
2
Research Scholar, Barkatullah University, Bhopal

ABSTRACT
Consumers are the king of the market. Banks are greatly influenced by the consumer and
their needs. With the increase in population, demand for banking services has been
increasing. Many factors such as speed, service quality, competition, efficiency, effectiveness
etc. affects customer satisfaction. Overall performance of the organisation is linked with the
customer. Appropriate strategies and plans must be drawn up not only to satisfy customer but
also to retain them as consumer behaviour helps to judge the acceptability and reliability of
the bank. In the coming years banks will fully rely on information technology, so it becomes
very necessary to know the preference of consumer regarding technology innovations in
banking. Customer perception gives a better insight of the consumer’s understanding which
is an important factor in launching new technology innovations in banking. The primary
objective of technology is to bring ease in the banking environment. Modern concept of
banking specifically stresses on cost effectiveness, time effectiveness, convenience in banking
and offering customised services to the consumers for their better experience. Technology
has also entered the rural areas so that money management can become much efficient. As
majority of the Indian population lives in rural areas so it is very important and urgent need
to deliver very economical, convenient and cost effective services to satisfy rural customers.
There are many long term and short term impacts of the information technology on rural
areas every segment of society shows different behaviour towards banking technology based
on their habits, risk factor, convenience etc. The study focuses on influence of technology on
bank customer experience in relation to technology innovation in banking industry. The
paper also studies the challenges faced by the customers while usage of technology. As
consumer’s mind is a mystery, it is very difficult to understand their thought process. So the
exercise of collecting responses of the customers will help to build satisfaction and loyalty for
the customers.

Keywords - Customer, satisfaction, technology, perception, banking and effectiveness

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

INTRODUCTION

Finance is the backbone of an economy. Banking plays a major role in present business
world. Development of any country depends on its financial system. A bank is a financial
institution which deals with deposits and advances and other related services. It keeps savings
in the form of security and lends to the needy people. The growth can be attributed to banks
shifting focus to client servicing. Public as well as private sector banks are able to know the
significance of technology infrastructure, in order to improve customer experiences and gain
a competitive edge. With the help of versatile banking, banks are increasingly adopting an
integrated approach for asset- liability match, credit and derivatives risk management. (Tripti
Wadhe, 2015) there is positive effect on nationalised and old private sector banks profitability
while using e-banking. So the part of banking in Indian economy is major as it increases all
round economic growth of the country. (Manoj B. Makawana, 2011) New Opportunities
which needs to avail in coming future such as rural customers, retail lending good customers
service through technological innovations are highlighted in his study.

REVIEW OF LITERATURE

Satinder Singh and Ajay Deep Singh, 2016. The paper is concerned with the future
prospects of the technology and innovation in banking industry. The study shows that IT is
being mostly adopted by people of metros cities and developed areas. Most of the rural areas
are not being focused which need attention.

Ms.Fozia, Aligarh Muslim University, India, 2013.The research is conducted to know the
customer’s experience and their views regarding e-banking services. The technique which is
preferred to study significant relation between profession, age, gender and other factors with
the new internet services. The findings of the study depict that various age group of customer
and occupations of customers have different opinions towards the E-banking services.

Dr. Roshan Lal and Dr. Rajni Saluja , “E-Banking: The Indian Scenario”, Asia Pacific
Journal of Marketing and Management Review, Dec 2012. The purpose of the study is to
identify the E-Banking products and services. According to the paper it is proved that Indian
banks have made sincere effort to implement E-Banking but efforts should also be made to
popularize the E-Banking products and services. It shows younger generation is more
comfortable in adopting new techniques as compared to old generation.

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BSSS Journal of Commerce : ISSN (Print) - 0975-2528, E-ISSN - 2582-4651, Vol. XII, Issue-I
(2020), pp 30-48

Vishal Mohan Goel and Gania Goel, 2012. The research is focused on the correlation of
different independent variables on the preference of customer on technology used in banks.
Findings prove that also safety and security is the major factor for customers for not using
internet banking and convenience in shopping is the reason behind using technology. Banks
need to improve the security system and avoid hacking of accounts of the customers.

K.T. Geetha and V. Malarvizhi, 2012, the paper is investigating the factors that affect the
influence of technology services among the customers in Indian context. It also focuses on
the level of concern regarding security and privacy issues. The findings show that banks
should provide necessary guidance and training to the customers so that they are willing to
adopt E-banking facility of the bank.

OBJECTIVES OF THE STUDY

1. To study the factors influencing customer satisfaction in relation to technology

innovation in banking.

2. To find the challenges faced by customers while using technology.

3. To give suggestions for improvement in services provided by banks.

HYPOTHESIS OF THE STUDY

1. H01- There is no significant influence of gender of customer on preference of technology in

banking.

2. H02 - There is no significant influence of education level of customer on preference of

technology in banking.

RESEARCH METHODOLOGY

The present study is descriptive in nature undertaken to study the bank customer experience
in relation to technology innovation in banking. The study is based on survey to know the
level of customer satisfaction. The main object of descriptive research is to study the present
situation. In study related to social environment the descriptive research is known as ex post
facto research. There is no control on variables, in which he seeks to measure preference of
people, satisfaction level, awareness level, or similar data.

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

The research is mainly based on Indian banking industry so, the universe for the research is
Indian banking industry which includes various banks like commercial banks, cooperative
banks etc. Population is customers of various banks which have their accounts in the banks.
The customers mostly include those who use various technology innovations introduced by
banks other than branch banking. Our sample is selected from the population itself possessing
the similar characteristics as that of the whole population.

SAMPLE SIZE- Sample size is 100 bank customers from various banks of Bhopal city and
some rural areas of M.P and U.P.

TECHNOLOGY INNOVATIONS SELECTED FOR STUDY- The technology is selected on

the basis of the observation during the pilot survey which proved majority of the techniques
used by bank customers while transacting are-

 ATM Facility
 Internet Banking
 Telephone Banking
 Mobile banking
As whole banking system revolves around these four technology innovations in banking
industry which has changed the experience of the customers. So, for the present study these
are selected as a base for measuring customer satisfaction in relation to technology
innovations in banking.

In the research, interview method and questionnaire method is used to collect data from
respondents. It was an unstructured interview in which some people were interviewed and
were asked to share their experiences while using technology in banks. In the questionnaire
there are number of questions printed in specific format. Primary data is mainly used in the
study.

In order to measure the customer satisfaction in relation to technology innovation in banking

customer satisfaction is considered as a variable with metric data and technology innovation
as constant. So it is univariate in nature and customer satisfaction is measured on Likert scale.
Statistical method used for analysis will be Mean and Standard Deviation.

For the study of the influence of demographic variables such as influence of age, gender and
education level of customer on preference of technology, multivariate analysis will be done.

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BSSS Journal of Commerce : ISSN (Print) - 0975-2528, E-ISSN - 2582-4651, Vol. XII, Issue-I
(2020), pp 30-48

As customer satisfaction is a dependent variable and metric. On the other hand age, gender
are non-metric independent variables (in case of two categories i.e. male and female then
hypothesis testing T test will be used as it becomes bivariate analysis) and education is non-
metric independent variable, One Way ANOVA if it is analysed individually or Two Way
ANOVA will be used as analysis technique if combined effect is seen.

Some basic tools are used for various purposes such as data entry is done using MS EXCEL
and SPSS is used for statistical analysis for accuracy and completeness of data. Percentages,
frequencies, bar graphs, pie charts, are also used for data analysis and interpretation in the
research.

BANKING TECHNOLOGY

Evolution of technology has made a way for many technology based services for its
customers in get facilitated by banks in the form of convenience, ease, efficiency and
flexibility in transacting with bank. Most of the services are Self Service Technologies which
provide independence to the customers in maintaining their accounts and direct involvement
of customer without any outside influence of any other party. Internet has caused a
technology revolution in banking industry which has fully changed the face of banking.
Technology has made banking customer centric because of the satisfaction provided to
existing customer and to attract new customers.

RURAL BANKING THROUGH TECHNOLOGY

Various rural areas of India are spread in majority of the regions. Rural India needs
special attention in terms of financial services, educational facilities, infrastructure, basic
necessities etc. Proper Banking system is a major requirement of rural areas because it creates
an organised and transparent financial system. Technology has also entered these areas so
that money management can become much efficient. As majority of the Indian population
lives in rural areas so it is very important and urgent need to deliver very economical,
convenient and cost effective services to satisfy rural customers. There are many long term
and short term impacts of the information technology on rural areas. It will impact the
economic growth and development of the nation with improvement in the financial products
and services for the villagers. Imparting financial literacy is necessary because rural people
are educated and fluent in using technology while banking. But many challenges and barriers
are there in this segment of India which does not easy access of technology.

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

CUSTOMER SATIFACTION AND PERCEPTION REGARDING TECHNOLOGY IN

BANKING

Customer perception is the factor which decides the success and failure of the goods and
services in the market. Many decisions of business enterprises are surrounded by customer
perception, as he has the main role play in the market, his choices are considered very
important while introducing anything in the market. It is a very complex task to assess the
level of satisfaction of customers because perceptions, attitudes, beliefs etc vary from person
to person. Psychology of the client is very important to understand so that we can know how
to satisfy them and increase their trust in banking.

MAJOR FACTORS AFFECTING CUSTOMER SATISFACTION

There are many factors which influence customer satisfaction which are as follows-

 CONVENIENCE AND AVAILABILITY- Customers always feel satisfied if the

technology is available anytime and anywhere. It is beneficial for the banks to provide
ATMs at very nearby places to the customer with proper cash availability. 24/7
availability of the e-banking facilities make them feel relieved from the system of limited
operating hours.
 ACCURACY- Accuracy must be maintained in order to gain the confidence of the
customers. Providing the services on time, providing the phone banking and other
important facilities to the customers and remaining committed to them.
 RESPONSIVENESS- All the employees must be ready to help at any time, proper
electronic banking facilities with updated software, applications and latest features should
be provided to the customers.
 SECURITY- Today’s consumer is very reluctant in using online methods of banking
because of security issues which sound very risky to them. So banks should try to
increase the security level so that there is no loss of customer’s money during internet
banking transactions.
 ACCESSIBILITY- Consumer should have high level of internet accessibility at home or
at work. The internet connectivity with usability of related applications, convenience in
conducting banking transactions especially in terms of time saving and proper knowledge
of the procedure will help a consumer to adopt the technology innovations in banking
without any confusion and fear.

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BSSS Journal of Commerce : ISSN (Print) - 0975-2528, E-ISSN - 2582-4651, Vol. XII, Issue-I
(2020), pp 30-48

DATA ANALYSIS

In order to get accurate quantitative results, it should have a backup of qualitative research to
explore key characteristics of banks products and services from the perspectives of the
customers. The study identified four different technology based services offered by the banks
including ATM services, internet banking, mobile banking and telebanking. Different
attributes related to these services are listed to get satisfaction or acceptability using Likert’s
5 point scale. The scale consists of options i.e. 1. Highly satisfied, 2 satisfied, 3 neutral, 4
dissatisfied, 5 highly dissatisfied. The qualitative scores will be converted into quantitative
information using scores and frequencies.

Here we analyse the customer satisfaction in relation to technological innovation in banking

by using statistical tools like mean, standard deviation, ANOVA, T-Test on the primary data
collected from various bank customers. These tools have their relevance based on the
objectives and hypothesis of the study.

Table 1: Descriptive Analysis of Respondent Profile

Descriptive Statistics

N Minimum Maximum Sum Mean Std. Deviation

GENDER 100 1.00 2.00 142.00 1.4200 .49604

AGE 100 1.00 5.00 289.00 2.8900 1.36991

OCCUPATION 100 1.00 5.00 266.00 2.6600 1.44404

LOCATION 100 1.00 2.00 166.00 1.6600 .47610

QUALIFICATION 100 1.00 4.00 270.00 2.7000 1.17637

Valid N (listwise) 100

Statistics

GENDER AGE NAMEOFBANK OCCUPATION QUALIFICATION LOCATION

N Valid 100 100 100 100 100 100

Missing 0 0 0 0 0 0

Mean 1.4200 2.8900 2.6600 2.7000 1.6600

Std. Deviation .49604 1.36991 1.44404 1.17637 .47610

Variance .246 1.877 2.085 1.384 .227

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

Graphical Representation of Respondent Profile

Table 1: Gender of Respondents

Frequency Percent Valid Percent Cumulative Percent

Valid 1 MALE 58 58.0 58.0 58.0
2 FEMALE 42 42.0 42.0 100.0
Total 100 100.0 100.0

Figure - 1
Gender of Respondents

Table 2: Age of Respondents

Frequency Percent Valid Percent Cumulative Percent

Valid 1 (18-25 YRS) 19 19.0 19.0 19.0

2 (26-35 YRS) 24 24.0 24.0 43.0

3 (36-45 YRS) 24 24.0 24.0 67.0
4 (46-50YRS) 15 15.0 15.0 82.0
5 (50 ABOVE) 18 18.0 18.0 100.0
Total 100 100.0 100.0

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BSSS Journal of Commerce : ISSN (Print) - 0975-2528, E-ISSN - 2582-4651, Vol. XII, Issue-I
(2020), pp 30-48

Figure - 2
Age of Respondents

Table 3 : Qualification of Resondents

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 (ILLETERATE)
21 21.0 21.0 21.0

2 (HIGHER SEC.) 25 25.0 25.0 46.0

3 (GRADUATE) 17 17.0 17.0 63.0
4 (P.G) 37 37.0 37.0 100.0
Total 100 100.0 100.0

Figure - 3
Quaification of Respondents

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

Table 4 : Occupation of Resondents

Frequency Percent Valid Percent Cumulative Percent

Valid 1 (BUSINESS) 23 23.0 23.0 23.0

2 (SALARIED) 39 39.0 39.0 62.0

3 (PROFESSIONAL) 5 5.0 5.0 67.0

4 (STUDENT) 15 15.0 15.0 82.0

5 (HOUSEWIFE) 18 18.0 18.0 100.0

Total 100 100.0 100.0

Figure - 4
Occupation of Respondents

Table 5 : Location of Respondents

Cumulative
Frequency Percent Valid Percent
Percent

1 (RURAL) 34 34.0 34.0 34.0

Valid
2 (URBAN) 66 66.0 66.0 100.0
Total 100 100.0 100.0

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(2020), pp 30-48

Figure - 5
Location of Respondents

Table 6: NAME OF BANK

Cumulative
Frequency Percent Valid Percent Percent
Valid AXIS BANK 2 2.0 2.0 2.0
BANK OF BARODA 4 4.0 4.0 6.0
BANK OF India 4 4.0 4.0 10.0
CANARA BANK 2 2.0 2.0 12.0
CENTRAL BANK OF
4 4.0 4.0 16.0
INDIA
CORPORATION BANK 1 1.0 1.0 17.0
HDFC 3 3.0 3.0 20.0
IDBI 2 2.0 2.0 22.0
INDIAN OVERSEAS
1 1.0 1.0 23.0
BANK
KOTAK 1 1.0 1.0 24.0
ORIENTAL BANK OF
5 5.0 5.0 29.0
COMMERCE
PUNJAB NATIONAL
8 8.0 8.0 37.0
BANK
STATE BANK OF India 49 49.0 49.0 86.0
UNION BANK OF India 1 1.0 1.0 87.0
UNION BANK OF India 13 13.0 13.0 100.0
Total 100 100.0 100.0

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

Figure 6 : Name of Bank

Table 7 : REASONS FOR USING BANKING TECHNOLOGY

Cumulative
Banking Technology Frequency Percent Valid Percent
Percent
Valid 24/7ACCESS 21 21.0 21.0 21.0
CONVENIENCE 16 16.0 16.0 37.0
COST EFFECTIVE 6 6.0 6.0 43.0
EASE OF USE 29 29.0 29.0 72.0
TIME SAVING 28 28.0 28.0 100.0
Total 100 100.0 100.0

Figure - 7
Reasons For Using Banking Technology

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(2020), pp 30-48

Table 8 : Most Preferred Technology

Cumulative
Technology Frequency Percent Valid Percent
Percent
Valid
ATM/DEBIT CARD 72 72.0 72.0 72.0

INTERNET BANKING 10 10.0 10.0 82.0

MOBILE BANKING 16 16.0 16.0 98.0
TELEBANKING 2 2.0 2.0 100.0
Total 100 100.0 100.0

Figure – 8
Most Preferred Technology

TESTING OF HYPOTHESIS

HYPOTHESIS I

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

H01- There is no significant influence of gender of customer on preference of technology in

banking.

T-Test

Table 9 : Group Statistics

GENDER N Mean Std. Deviation Std. Error Mean
Total 1 (MALE) 58 96.5862 11.99859 1.57549
2 (FEMALE) 42 96.6905 10.74423 1.65787

Table 10 : Independent Samples Test

Levene's Test for
Equality of
Variances t-test for Equality of Means
95% Confidence
Interval of the
Sig. (2- Mean Std. Error Difference
F Sig. T df tailed) Difference Difference Lower Upper
Total Equal variances -
1.828 .179 -.045 98 .964 -.10427 2.32809 4.51575
assumed 4.72428
Equal variances -
-.046 93.589 .964 -.10427 2.28707 4.43703
not assumed 4.64557

Interpretation-
Null hypothesis is not rejected as p value  0.05 i.e. 0.964. So, there is no significant
influence of the gender of the customers on preference of technology in banking.

HYPOTHESIS II
H02 - There is no significant influence of education level of customer on preference of
technology in banking.

Table 11 : Descriptive Statistics

Descriptive Statistics
95% Confidence Interval
Std. for Mean
N Mean Deviation Std. Error Lower Bound Upper Bound Minimum Maximum
1 21 93.4286 6.98979 1.52530 90.2469 96.6103 76.00 100.00

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(2020), pp 30-48

2 25 93.5200 11.29203 2.25841 88.8589 98.1811 71.00 124.00

3 17 99.3529 14.45225 3.50519 91.9223 106.7836 72.00 127.00
4 37 99.2973 11.44277 1.88118 95.4821 103.1125 64.00 121.00
Total 100 96.6300 11.43241 1.14324 94.3616 98.8984 64.00 127.00

Test of Homogeneity of Variances

Levene Statistic df1 df2 Sig.

1.824 3 96 .148

ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups 846.315 3 282.105 2.239 .089
Within Groups 12092.995 96 125.969
Total 12939.310 99

Robust Tests of Equality of Means

Total

Statistica df1 df2 Sig.

Welch 2.553 3 45.609 .067

a. Asymptotically F distributed.

Interpretation :
Null hypothesis is not rejected as p value  0.05 i.e. 0.067. So, there is no significant
influence of the education level of the customers on preference of technology in banking.
Figure - 9

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

CHALLENGES/ PROBLEMS FACED BY THE CUSTOMERS

During the research work, it was observed that many challenges are faced by the customers.
These challenges will help future researchers also; as the problems might have a tentative
solution in future studies in this sector. The problems/ challenges are as follows-

 In rural areas, most of the ATMs are not in proper working condition and notes of
Rs.100 and Rs. 200 denominations are not available in ATMs.

 Less number of bank branches and very few ATMs are there in rural areas.

 There are no separate counters for senior citizens or women customers of the bank.

 Behaviour of the bank employees is very rude towards the customers especially in
rural areas.

 Banks don’t easily exchange the torn or soiled notes.

 Illiterate customers are not able to use the updated technology and are not given
proper education and awareness regarding the new techniques.

 Senior employees work very slow and they don’t have latest knowledge of
techniques to be used by the customers.

 Problem of cyber crime, hacking of confidential information and other security issues
are faced by the customers.

 UPI (Unified Payments Interface) of two banks cannot be used from one mobile
number.
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(2020), pp 30-48

 Delay in messages to be received after withdrawals or deposits in the account.

 Long queues in the rural banks, lack of infrastructure, no drinking water facility, no
proper sitting arrangement and lack of CSR create problems for customers.

 Grievance solution is very slow or sometimes the employees do not listen to the issues
of the customers because of the lack of time.

SUGGESTIONS AND RECOMMENDATIONS

On the basis of the survey conducted the data analysis and findings of the study. It is
observed that there are many areas where improvement is urgently needed. As the study
covers rural area also, most of the loopholes in banking services which are found there. Some
innovative and effective ways for improvement in banking services are also suggested. These
are as follows-

 Computer literacy and education regarding proper usage of technology must be given
especially in rural areas. Awareness regarding new techniques must be provided
through workshops and lectures conducted by bank employees.

 Marketing of mobile banking apps must be increased among rural people so that
digital banking can be availed in place of branch banking.

 Van banking service must be started in rural areas so that problem of long queues in
the branches can be reduced.

 Special staff must be there in rural banks to solve the grievances of the customers and
give updates from time to time to the illiterate rural people regarding their banking
services like loans, fixed deposit schemes, retirement schemes and insurance policies.

 Paperless banking must be encouraged by increasing the technology. Slips and

cheques which are used in banking transactions must be digitised and e-forms should
be used instead of paper slips.

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Dr. Ajay Kumar Mishra and Pinky Rajwani : A Study of Bank Customer Experience in Relation to
Technology Innovation in Banking

 AI-driven banking systems should come up soon. As, AI can help automate repetitive
processes and potentially improve customer service via chat bots.

 ATMs must give rise to Card less ATM Access, which will enable customers to
withdraw cash from an ATM using smart phones, even if the card is lost or left at
home.

 Charges on min balance and ATM charges must be deducted on the basis of the
income of the customer. As rural people and lower income group don’t find
technology to be cost effective.

CONCLUSION

As per the findings and analysis, the following section of the study consists of the
conclusions derived on the basis of the survey conducted on the bank customers. The
study is concerned with the consumer attitude regarding the new technological
innovations taking place in the Indian banking industry. The Banking sector is on the
way of digitisation in all the aspects of banking starting from opening an account to
transfers and investments. Traditional banking and branch banking is totally replaced
by such services provided by banks.
In the study, customers from various banks, locations, age groups, occupations and
educational qualifications are included in the sample for the survey work. The study
identifies specific relationships between variables such as gender, age, education and
location with the customer satisfaction level. The preferences of bank customers are
observed and all the related aspects are being minutely studied in order to derive the
conclusions and findings. The main focus was on the fulfilment of the main objectives
which aimed at finding whether banking technology is satisfactory or not. The
challenges faced while using technology and various improvement measures are
identified through discussions with the customers.

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