A

STUDY FOR CUSTOMER PERCEPTION TOWARD MOBILE BANKING

SERVICES. A STUDY CONDUCTED WITH SPECIAL REFERENCE TO
SBI BANK.

Submitted to LKCTC (affiliated to the L.K.Gujral PTU)

Is partial fulfillment of the requirements for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by: supervisor
Varsha Dr. Rupinder Sampla
2131485 Professer
MBA-A
DEPARTMENT OF MANAGEMENT
LKCTC
2021-2023

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 Table of content

s.no Chapter Page no.

1 Introduction of the topic

2 Review of literature

3 Objective of the study

4 Research methodology

References

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 Chapter-1
INTRODUCTION

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 INTRODUCTION
Customer perception is the opinions, feelings, and beliefs customers have about your brand. It
plays an important role in building customer loyalty and retention as well as brand reputation and
awareness.
Customer perception is a “process during which an individual acquires knowledge about the
environment and interprets the information according to his/her needs , requirements and
attitudes.”-as defined by F.G. crane and klarke (1994) , G.D. Harrell, G.L. Frazier(1998)
According to the business dictionary, customer perception or customer perception is a
“marketing concept that encompasses a customer‘s impression, awareness, or consciousness
about a company or its offerings.”

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 SBI BANK

State bank of India (SBI) a fortune Company, is an Indian multinational. public sector banking
and financial services statutory body headquartered in Mumbai. The rich heritage and legacy of
over 200 years, accredits SBI as the most trusted bank by Indians through generations.

SBI, the largest Indian bank with 1/4th market share, serves over 45 Crore customers through its
vast network of over 22,000 branches, 62617 ATMs/ADWMs, 71,968 BC outlets, with an
undeterred focus on innovation, and customer centricity, which stems from the core values of the
bank- service, transparency, ethics, politeness and sustainability.

The bank has successfully diversified businesses through its various subsidiaries i.e. SBI general
insurance, SBI life insurance ,SBI mutual fund, SBI card, etc. it has spread its presence globally
and operates across time zones through 229 offices in 31 foreign countries.

Mobile banking is defined as “ the use of a mobile phone to access a bank account, credit card
account , or other financial account”. Mobile banking can be done either by accessing the banks
web page through the web browser on one’s mobile phone, via text messaging or by using the
bank ‘s application downloaded to the mobile phone”. Mobile banking services currently
provides a large varieties of services such as fund transfer, payment services , balance enquiry ,
mini statement services, mobile top ups, cheque book request , m-commerce, that is top up of the
Dish TV , tatasky, sun direct etc, life insurance premium payments, bill payments such as EB
bills, telephone bills , shopping bills etc.

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SMS alerts to the mobile phone regarding all these banking related services as well as ATM
usage is considered the most convenient factor of mobile banking services.

STATEMENT OF THE PROBLEM

Banks that are providing various services for the customer is varying from period to period based
on the up graduation of the technology. Mobile banking that the customer to make all the
activities of the customer to be easily done within fraction of a second without waiting for
anyone at the same time the banks have to be dynamic in their technology to satisfy the
customer. This mobile banking services provide facility in an easy and faster fund transfer, utility
bill payments etc, anywhere anytime even through this competitive environment customer
services is a high challenging task. This study focus on identifying the factors and those factors
which influence them to prefer mobile banking service of state bank of India.

The growth in mobile banking industry is very vast carrying money in walter was the concept of
past ,in future by using mobile banking services people will be able to perform many kind of
financial transactions. Mobile banking will provide service for both debit and credit card holder.

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 CHAPTER-2

REVIEW OF LITERATURE

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 REVIEW OF LITERATURE

1. Sonia bhatt(2020), in the study found that the Indian customers are ready to adopt mobile
banking more if it seems more trustable and reliable without a decent level of trust,
customers would not be completely spurred to utilize these systems. Numerous studies have
demonstrated the significance of trust, which enhances the level of motivation of the users
for using such new technology.
2. Raharja and tresna,2019, mobile banking is simply the usage of cell phone stations such
as mobile and personal digital assistants to contact banking system through wireless
application protocol. With the help of mobile banking , bank customers can avail banking
facilities such as information inquiry, account managing, bill payment and money transfers
etc.
3. According to Amit p.Wadhe, ShamraGhodke(2013), “To study consumer awareness &
perception towards usage of mobile banking”. The paper attempts to know the consumer
awareness and perception on mobile banking for people located in pune city. The researcher
explores the factors which help in penetrating the use of mobile banking among major
consumers. SPSS software was used to make cross tabulation, factor analysis and chi-square
test. As a result of factor analysis, 7 factors were extracted out of 21 original factors such as
usefulness of mobile banking, ease of use, and trust on banks, interest in using m-
banking,consumer awareness of mobile banking.
4. Nair,s,gopikumar,v; Asha, v IN “An empirical analysis of banking sector efficiency in
emerging economics” investigates how cost efficiency of Indian banks are affected by the
size, capitalization and non performing assests and realized the variation inefficiencies
relevant among the banks.
5. Dr . rejikumar G, Sudharani ravindra, conducted a study titled “an empirical study on
service quality perceptions and continuance intension in mobile banking context in india”
keeping in account of the issues faced by banks while grabbing more customers giving little
concern to the gigantic mobile incursion in the country. From the study they found out the
relationship between customer perception about service quality, customer satisfaction and
continuance intensions. It also interrogatives the factors concerning the continuance
decisions of the early users of m-banking services in kerala,india.

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6. Dr. T G manoharan; K, manikandan;S. manivel, conducted a study titled “factors
influencing customer satisfaction; A comparsion between banks and NBFCs”. They found
out that NPAs pose trouble ubiquitously to all the lenders in finance sectors including
NBFCs. Along with banks and FIs the prudential norms for asset clarification, income
recognition, provisions are equally serviceable to NBFCs, keeping in account of all these
circumstances, they made a suggestion that the advantages of securitization and
reconstruction of financial assets and enforcement of security interest act(2002) should also
be granted to NBFCs.
7. Raheem abdul a (2005) administrated a study in order to point out the factors adjudging the
satisfaction in the quality of parameters in public sector banks. The study throws light into
the areas where there is a need for improvement in order to withstand the competition set
forth by the newcomers in banking sector.
8. Chang.tung-zong(2004) ;evaluated out the complimentary effect of superior service quality
on business profitability ,he suggested a model depicting the positive linkage between
market orientation mad business performances.
9. Suresh chandar,G.S et al(2001) worked on to find out the indispensable factors of service
quality and to build up a tool to scale the service quality perceived by the customers with
accordance to the critical factors. The study helps to formulate the five factors of service
quality and developed an excellent instrument for measuring customer perceived service
quality.
10. Dr. birenchiswar conducted a study in handling the perception of customers and their
service delivery anticipations in selected banks, Indian journal of management.

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 CHAPTER-3
OBJECTIVE OF THE STUDY

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 OBJECTIVE OF THE STUDY

1. To study the customers expectations about internet banking

2. To study the advantages of internet banking
3. Problems faced by the customers
4. To suggest measures to improve internet banking

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 CHAPTER-4
RESEARCH METHODOLOGY

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 METHODLOGY OF THE STUDY

1.Data collection: A structured questionnaire Will be used to collect the primary data to answer
the research questions and objectives regarding customers on internet banking. The survey
question consist of questions to reflect different part of the study.

* Primary data: Primary data will be collected through face to face interaction with internet
bank accountholders, by meeting them in personal,

* secondary data : the secondary data used for the study are inclusive of the data collected from
the internet, catalogues, journals and magazines.

Methodology : the study was conducted on the basis of the survey through questionnaire given
to the respondents. Sampling design population: sample size: population of 100 , sample
technique: convenience, sampling and statistical tools; frequencies, ANOVA, T- test and chi-
square.

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CHAPTER-5
REFERENCE

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 REFERENCE

1. Amit P.W.ShamraoGhodke (2013), To study consumer awareness & perception towards

usage of mobile banking “IBMRD” s journal of management and research , ISSN: 2277-
7830 pp no.
2. Bhatt, s (2020, November), an empirical study of factors affecting adoption of M- commerce
in India. Journal of marketing advances and practices,3(1). 42-60.
3. Raharja P.S.J. and Tresna, R, 2019, Nobuyuki Kobayashi Seiko Shirasaka, Makoto loki
adoption of information and communication technology on enhancing business performance;
study on creative…, review of integrative business and economics research vol.8 no.3,pp 20-
30.

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