Customer Perception Towards Internet Banking CHAPTER 1 INTRODUCTION Internet Banking Internet banking in simple terms means, it does not involve any physical exchange of money, but it’s all done electronically, from one account to another, using the Internet. Internet banking is just like normal banking, with one big exception. You don’t have to go to the bank for transactions. Instead, you can access your account any time and from any time and from any part of the world, and do so when you have the time, and not when the bank is open. For busy executives, students, and homemakers internet-banking is virtual blessing. No more talking precious time off from work to get a demand draft made or a cheque book issued. Banks offer Internet banking in tow main ways. An existing bank with physical offices can establish a Web site and offer Internet banking to its customers in addition to its traditional delivery channels. A second alternative is to establish a “virtual,” “branchless,” or “Internet-only” bank. The computer 1
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Customer Perception Towards Internet Banking
CHAPTER 1
INTRODUCTION
Internet Banking
Internet banking in simple terms means, it does not involve any physical
exchange of money, but it’s all done electronically, from one account to
another, using the Internet. Internet banking is just like normal banking, with
one big exception. You don’t have to go to the bank for transactions. Instead,
you can access your account any time and from any time and from any part
of the world, and do so when you have the time, and not when the bank is
open. For busy executives, students, and homemakers internet-banking is virtual
blessing. No more talking precious time off from work to get a demand draft made or
a cheque book issued.
Banks offer Internet banking in tow main ways. An existing bank with physical
offices can establish a Web site and offer Internet banking to its customers in
addition to its traditional delivery channels.
A second alternative is to establish a “virtual,” “branchless,” or “Internet-only”
bank. The computer server that lies at the heart of a virtual bank may be
housed in an office that serves as the legal address of such a bank, or at some
other location.
Virtual banks may offer their customers the ability to make deposits and
withdraw fund via automated teller machines (ATMs) or other remote delivery
channels owned by other institutions.
Online system allow customers to plug into a host of banking services from a
personal computer by connecting with the bank’s computers over telephone
wires the convenience can be compelling. Not only is travel time reduced, but
ATM machines, telephone banking or banking by mail are often unnecessary.
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Customer Perception Towards Internet Banking
And, technology continues to make online banking once attempted only by
computer enthusiasts, easier for the average consumer.
Banks use a variety of names for online banking services, such as PC banking,
home banking electronic banking or Internet banking.
Can one imagine life without paper cash? Money has always been part of human
emotions. And although it is difficult to imagine that all those years of savings
at the bank is now just a whole bunch of bits and bytes, it is becoming a
reality and the sooner people adjust to it, the better it is.
1.4OBJECTIVES OF THE STUDY
The main objective of the study was to evaluate the customer perception towards
internet banking.
1. To find out the underlying factors of customer perception towards internet
banking.
2. To design and standardize a measure to evaluate customer perception.
3. To suggest implications of customer perceptions for bankers and other
stakeholders.
4. To open new avenues for further research.
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Customer Perception Towards Internet Banking
CHAPTER 2
LITERATURE REVIEW
2.1 Online/ Internet Banking
According to Joseph et al. (1999) they investigated that the influence of internet on the
delivery of banking services. They found six underlying dimensions of e-banking
service quality such as convenience and accuracy, feedback and complaint
management.
They also suggested that some dimensions such as responsiveness, reliability and
access are critical for both traditional and internet banks. (Jun and Cai 2001)
Jayawardhena (2004) According to that transforms the original SERVQUAL scale to
the internet context and develops a battery of 21 items to assess service quality in
internet banking. They have suggested that an Exploratory Factor Analysis (EFA) and
a Confirmatory Factor Analysis (CFA), these 21 items are condensed to five quality
dimensions: access, website interface, trust, attention and credibility.
IAMAI report on online banking 2006. 43% of online banking users haven’t started
online financial transaction because of security reasons, 39% haven’t started because
they prefer face to face, 22% haven’t started because they don’t know how to use, for
10% sites are not user friendly and for 2% banks are not providing the facility of
internet banking. According to research 68% of the customers cannot say that when
they will be starting the financial transactions through internet. Maximum numbers of
online banking users are male and maximum of them are in age the group of 25-35.
Numbers of female users are very less i.e. 17% only. More than 60% of the people
who are having accounted with have accounts in 3-4 banks.
Meuter et al. (2000) according to that the internet banking can give business-to-
business transactions are the fastest growing segment of technology-driven services
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Customer Perception Towards Internet Banking
and they have also identified critical incidents of the customer satisfaction and
dissatisfaction with technology-based services.
The Indian Internet Banking Journey In 2001, a Reserve Bank of India survey
revealed that of 46 major banks operating in India, around 50% were either offering
Internet banking services at various levels or planned to in the near future. According
to a research report, (India Research, Kotak Securities, May 2000.) while in 2001,
India's Internet user base was an estimated 9 lakh; it was expected to reach 90 lakh by
2003. Also, while only 1% of these Internet users utilized the Internet banks services
in 1998, the Internet banking user base increased to 16.7% by mid- 2000.
According to Gönroos (1982), customers distinguish the quality of customer
interactions that take place during service delivery (functional quality) and the quality
of the outcome the customer receives in the service encounter (technical quality).
Internet banking, much like its predecessor ATM, is fundamentally a new channel of
distribution of e-banking which can deliver traditional banking products and services.
Since the introduction of ATM consumers of the modern world are using remote basic
banking services and have developed a very high degree of comfort in doing so.
In the initial years of internet, the banks promoted their core capabilities through the
Internet like products, channels and advice. After some time, they entered the market
of Internet commerce as distributors/ providers of their own products and
services.Most of the banks avoided Internet banking as they simply could not see the
benefits of using it. As stated by Polatoglu & Kin (2001) the average transaction cost
to the institution using internet banking is only one twentieth of the transaction cost of
a typical bank teller.
E-Commerce and Internet Banking in India
With the enactment of the IT Act, 2000 (Information Technology Act) by the
Government of Indiawhich came into effect from the October 2000 a lot have been
streamlined related to the e-commerce and internet banking/ e-banking. In context of
banking (e-banking), the main purpose of this act was to provide legal recognition to
all electronic transactions and other means of Electronic Commerce. Reserve bank of
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Customer Perception Towards Internet Banking
India, which has set the working group has been working as a supervisory body and a
watchdog on the different aspect of the Internet banking. In India, the pioneer bank for
internet banking was ICICI bank initially for some of its services. The ICICI bank and
many other Indian banks use the Internet banking system for providing online internet
banking solutions for their customers.
In the present scenario most of the renowned Indian commercial banks like SBI and
its associates, IOB, BOM, etc. have been providing Internet banking services since
long. There is a clear need to develop a better understanding of how consumers
estimate these services and develop internet banking loyalty. The Service class is the
main factors to determining the achievement/failure of the e- commerce (Santos,
2003). Computerized service quality has been tending to lag behind because
researchers have been focus on the issues of usability and dimension of use (Al-
Hawar, 2005). Therefore, the customerperception of the service quality has a
significant impact on the bank’s achievement. According to Mols (1999) the internet
banking is a revolutionary distribution channel that offers much less ready time and a
higher spatial convenience than traditional branch banking with considerably lower
fee shape than conventional transport channels. Internet banking reduces not simplest
operational fee to the bank however additionally leads to higher levels of patron pride
and retention.As an end result net banking could be very attractive to the banks and
clients who now have higher recognition to new technology. (Polatoglu and Ekin,
2001, Mols, 2000, Sathye, 1999, Wisner and Corney, 2001)
Filotto et al. (1997) illustrated that the recognition quotes of ATM have been better
amongst younger customers. Further, Barnett (1998) findings proved that younger
consumers are greater signs in both nations. The general end result shows that
customers in each nation have evolved an advantageous mind-set and that they deliver
a good deal significance to the emergence of e-banking.
As per the previous literature we found that income is one the vital elements for
increasing e-banking. More youthful clients and men are extra comfortable in using e-
banking. Comfort and accuracy, feedback and criticism management, performance,
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Customer Perception Towards Internet Banking
queue management the accessibility and customization were located to be number one
dimensions of e-banking service nice. In mild of the above findings, the existing look
at is undertaken in Indian determine adjustments over the years. context to discover
patron perceptions approximately on-line banking services.
2.2 Customer Perception of Internet Banking
As we are being different individuals tend to see the world in our own special
ways. Individual act and react on the basis of their thinking, nature and
philosophy of life not on the basis of reality. For understanding consumer
behavior, one must try to understand his perception.
Every individual perceives the world through his own perception. “Because
individual make decision and take action based on what they perceive to be
reality, it is important that marketers should understand the whole implication
of perception and its related concepts. So that can more readily determine
what factors influence consumers to buy.
The world as we see is different than what it is in reality. Once year as per
one’s perception, not what really set?
People working in an organization differ in their action due to difference of
opinion.
It is a source of one’s knowledge about the world.
Every individual perceives the world through his senses like hearing, touch,
smell, and sight, awareness of heat, cold, pain and pleasure.
People working in an organization differ in terms of physical feature like age and
sex, background characteristics like training and education and one’s personality
traits like aggressiveness, submissions, optimistic. All these factors help in the
formation of one’s perception.
Meaning of Perception:
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Customer Perception Towards Internet Banking
“Perception includes all those process by which an individual receives
information about his environment – seeing, hearing, and tasting, feeling and
smelling”.
The primary benefit regarding E-banking is that its availability 24 hours an afternoon
and seven days per week. Client’s belief and life style plays an essential function in
increase of, net banking system. (Rogers 1983), analyzed customer’s attitudes towards
the direct banking, Compatibility, with the consumer existing lifestyles (Lockett and
littler 1997). The banking enterprise has been present process modifications given that
mid-1990s, in the form of modern use of the data technology and improvement in
electronic trade (Kalakota and Whinston, 1996). This improvement made e–banking
pose as a chance to the conventional department operations, no matter the fact that
digital trade remains, developing and is rapidly converting (Harris and Spence2002;
Turbin et al. 2002). According to Jeevan (2000) the internet banking enables banks to
provide low cost and excessive fee introduced economic services. US internet-
enterprise argues that sooner or later banks are finding that a whole on-line banking
approach is essential for success within the more and more aggressive financial
services marketplace. Hasan (2002) initiate that the online banking has been came out
as a important policy for banks to attract and maintain customers. With reference to
75 % of Italian banks has been adopted various form of the internet banking for the
time developed country: for instance, e–money has been become 1993-2000. The
observer also discovered that the better likelihood of adopting energetic net banking
activities is through larger banks, banks with higher involvement in off-stability sheet
sports, beyond performance and better department community.
Mishra (2005) in his paper defined the blessings and the security worries
approximately internet banking. In these lines according to Mishra, that the
progressed patron gets right of entry to, imparting of extra offerings, accelerated
customer loyalty, attracting new clients are the number one drivers of net banking.
But in a survey conducted with the aid of the web banking affiliation, member
establishments rated security as the maximum vital difficulty of on-line banking.
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Customer Perception Towards Internet Banking
Nyangosi et al. (2009) accumulated customers' critiques concerning the importance of
e-Banking and the adoption tiers of various e-Banking technologies in India and
Kenya. They have highlighted the developments of e-banking describe the facts and
traits approximately what is being studied. The idea behind this kind of studies is to
observe frequencies, averages, and different statistical calculations. Although this
research is noticeably correct, it doesn’t acquire causes at the back of a situation .
Descriptive studies are used to gain statistics regarding the modern-day repute of the
phenomena to explain "what exists" with recognize to phenomena to describe "what
exists" with respect to variables or situations in a situation. The strategies involved,
variety from the survey which describes the fame quo, correlation look at which
investigates the relationship between variables, to developmental research which are
trying to find to determine adjustments over time.
2.3Rationale of the Study
Till now various researches has taken place regarding customer perception towards
internet banking in banking sector. The research will explore factors which affect
perception towards net banking of the customer the research will help many marketers
to understand customer perception in banking sector today’s cut throat competition in
the banking sector, rely on word of mouth, where perception and understanding their
needs and their requirements is the key to success of the banking sector.
Customer information or feedback forms the basis of the continuous improvement and
new innovation in value added service quality.
The minor research report provides the much needed information about the perception
of the customers on internet banking.
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Customer Perception Towards Internet Banking
CHAPTER 3
RESEARCH METHODOLOGY
3.1 RESEARCHMETHODOLOGY
The Study- The study was exploratory in nature with study technique utilized for
information for data accumulation.
Sample Design
Population-The population for the study was the internet banking users of different
public and private sectors banks of at least Mathura (GLA University) region.
Sampling Frame- The study was conducted on the banking customers who have
been internet banking with the public or private sector banks located in the Mathura
(GLA University) Region for at least one year. Both, the public sector and private
sector internet banking customers wereincorporated into the specimen outline for the
study. Therefore, the sample frame for the study was the internet banking users of
public and private sector banks in the Mathura (GLA University) region during the
data collection phase of study.
Sampling Element– Individual internet banking customers was used as the sampling
elements of the study.
Sampling Techniques- Non-probability purposive sampling technique was used.
The study would include equal representation on the demographic variable gender
and proportionate representation on profession, and income to ensure that the
demographic variables do not affect the results of the study and also to ensure that
the results of the study are suitable for drawing generalizations for at least Mathura
(GLA University) region.
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Customer Perception Towards Internet Banking
Sample size- The overall sample size for the study was 202 internet banking
customers. The sample was divided into demographic groups as discussed above
under the sampling technique point.
Tools for Data Collection– Extensive review of literature have indicated that the
variable of the study have been extensively studied in the western context, and
therefore, standardized measures are available to evaluate the variable. However, the
availability of bank services in India differs significantly from what they are
available in the western developed countries. Therefore, the expectations of the
Indian bank customers from the banking organizations are also likely to be different.
Therefore, it is pertinent to develop measures that are suitable for evaluating the
variables in Indian context. Questionnaire was based on the extensive survey of
literature was prepared after discussions with the bank service providers, experts in
the area of banking services and consultants working in the area of banking services.
Separate measures were developed to measure the variable (customer perception) of
the study. A standardized questionnaire which was adapted from Almohaimmeed
B.M., 2012 comprising of 29 questions and accordingly used for data collection. The
responses were collected on a Likert type scale of 1 to 5 for the variable.
3.2 TOOLS USED FOR DATA ANALYSIS
Internal Consistency: Item to total correlation was applied on the data
collected on all the variables for evaluating internal consistency of the
measures. Item having lower than standard correlation coefficient was
dropped from the measures.
Reliability: Reliability of all four measures was established separately.
Cronbach Alpha reliability coefficient was calculated using SPSS 20
separately for all the measures. Reliability of factors identified through
factor analysis also evaluated through calculation of Cronbach Alpha.
Factor Analysis: Principle component analysis was carried out with
Varimax rotation and Kaiser normalization. The measure was checked for
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Customer Perception Towards Internet Banking
sample adequacy and sphericity using KMO and Bartlett test. The factors
extracted through PCA were named and described.
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Customer Perception Towards Internet Banking
CHAPTER 4
RESULTS DISCUSSION AND ANALYSIS
4.1 Internal Consistency
Consistency of all the factors in the questionnaires was checked through item to total
correlation. Under this correlation of every item with total was measured and the
computed value was compared with standard value (0.112815 for 100 respondents).
The factors having item to total correlation lower than the critical value, were declared
as inconsistent and dropped from the questionnaire.
Table 1: Item to total correlation for the measure evaluated
S.no
.
Item
Code
Questionnaire Value Consistency Result
1 P1 “using Internet banking enables me
to conduct banking transactions more
quickly”
.463 Consistent Accepted
2 P2 “Using Internet banking enables me
to conduct banking transactions
anytime.”
.385 Consistent Accepted
3 P3 “using Internet banking makes it
easier for me to conduct banking
transactions”
.471 consistent Accepted
4 P4 “Using Internet banking enables me
to mange my bank account (s) more
effectively”.
.437 Consistent Accepted
5 P5 “Internet banking is very useful in
conducting my banking
transactions”.
.410 Consistent Accepted
6 P6 “it was easy for me to learn how to .358 Consistent Accepted
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Customer Perception Towards Internet Banking
use Internet banking to conduct
banking transactions”
7 P7 “Conducting banking transactions
through the Internet banking website
does not require a lot of mental
effort”.
.350 Consistent Accepted
8 P8 “the interaction with the internet
banking website is clear and
understandable”
.522 Consistent Accepted
9 P9 “it was easy for me to become skilful
at using Internet banking”
.447 Consistent Accepted
10 P10 “Internet banking is very easy to
use”.
.473 Consistent Accepted
11 P11 “I intend to continue using Internet
banking for doing some of my
banking transactions”
.366 Consistent Accepted
12 P12 “I will continue using internet
banking for performing some of my
banking transactions”.
.432 Consistent Accepted
13 P13 “I will use Internet banking to
conduct most of my banking
transactions”
.422 Consistent Accepted
14 P14 “My bank is trusted as an Internet
banking provider”.
.349 Consistent Accepted
15 P15 “I rely on Internet banking as a
trusted medium of financial
transactions”
.397 Consistent Accepted
16 P16 “Overall, I trust Internet banking to
perform my banking transactions”
.519 Consistent Accepted
17 P17 “I feel assured that legal structures,
such as the bank’s terms and
.396 Consistent Accepted
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Customer Perception Towards Internet Banking
conditions regarding the use of
Internet banking protect me from
problems when using the Internet
banking website”
18 P18 “I feel assured that technological
structures on the internet banking
website make it safe for me to
conduct banking transaction there”.
.356 Consistent Accepted
19 P19 “I feel confident that legal and
technological structures adequately
protect me from problems when
using Internet banking”
.444 Consistent Accepted
20 P20 “I feel that internet banking website
has enough safeguards to make me
feel comfortable using it for my
baking transactions”
.383 Consistent Accepted
21 P21 “I feel that the Internet banking
website, in general is a robust and
safe environment in which to
perform banking transactions”.
.417 Consistent Accepted
22 P22 “My bank is competent in providing
excellent Internet banking services”.
.500 Consistent Accepted
23 P23 “My bank has the capability to meet
its Internet banking customer’s
needs”.
.446 Consistent Accepted
24 P24 “my bank knows how to provide
excellent Internet banking services”
.433 Consistent Accepted
25 P25 “my bank generally is an expert at
providing Internet banking services”
.448 Consistent Accepted
26 P26 “my bank is honest with its Internet
banking customers”
.461 Consistent Accepted
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Customer Perception Towards Internet Banking
27 P27 “My bank is trustful in its dealing
with my Internet banking
transactions”.
.448 Consistent Accepted
28 P28 “My bank is acting in my best
interest”.
.410 Consistent Accepted
29 P29 “my bank would be ready and
willing to do its best to assist and
support me with using its internet
banking”
.463 Consistent Accepted
Table1 shows that all the items/measures are consistent and therefore all are accepted.
4.2 Reliability
Cronbach Alpha, methods have been applied to calculate reliability of all items in the
questionnaire. Reliability test using SPSS software and the reliability test measures are
given below:
Table 2: Reliability statistics for customer perception of internet banking
Cronbach's Alpha Cronbach's Alpha Based
on Standardized Items
No. of Items
.889 .889 30
It is considered that the reliability value more than 0.7 is good and it can be seen that
in almost all the reliability methods applied here, reliability value is quite higher than
the standard value, so all the items in the questionnaire are highly reliable.
4.3 Factor Analysis
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Customer Perception Towards Internet Banking
Factor analysis is a statistical approach used to describe variability amongst
discovered, correlated variables in terms of a doubtlessly lower variety of unobserved
variables known as factors. For example, it is far feasible that variations in six
determined variables specially replicate the versions in unobserved (underlying)
variables. Element evaluation searches for such joint variations in reaction to
unobserved latent variables. The determined variables are modeled as linear mixtures
of the potential elements, plus "errors" phrases. Factor evaluation looks for
independent dimensions, which limits its applicability in organic sciences. Fans of
aspect analytic techniques believe that the facts received about the interdependencies
among found variables may be used later to lessen the set of variables in a dataset.
Factor analysis is not always used to any big degree in physics, biology and chemistry
but is used very heavily in psychometrics personality theories, advertising, product
control, operations research. Customers of factor evaluation believe that it enables to
deal with facts sets where there are huge numbers of determined variables, which can
be notion to mirror a smaller range of underlying/latent variables.
It is an address that requires a sample size. It is based on the alternation cast of the
variables involved, and correlations usually charge sample measurements before they
stabilize.
4.3.1 KMO (Kaiser Meyer Olkin) Test of Sample Adequacy and Bartlett’s
Test of Sphericity
KMO & Bartlett’s Analysis of Sphericity is a measurement of sampling capability that
is recommended to assay the case to capricious arrangement for the assay getting
conducted. In a lot of bookish and business studies, KMO & Bartlett’s analysis play
an important role for accepting the sample adequacy. While the KMO ranges from 0
to 1, the world-over accustomed basis is over 0.6. A 0.6 to 0.7 value shows average
sample adequacy, a value between 0.7 to 0.8 shows good sample adequacy, a value
between0.8 to 0.9 will show a very good sample adequacy and above 0.9 will be an
excellent one. Also, the Bartlett’s Analysis of Sphericity relates to the acceptation of
the abstraction and thereby shows the authority and adequacy of the responses.For
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Customer Perception Towards Internet Banking
Factor Analysis to be recommended suitable, the Bartlett’s Analysis of Sphericity
have to be beneath than 0.05
Table 3: KMO and Bartlett's Test Statistics
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy..839
Bartlett's Test of
Sphericity
Approx. Chi-Square 1810.650
Df 435
Sig. .000
The results of Table 3 indicate that the test of KMO (Kaiser-Meyer-Olkin) for sample
adequacy is okay as the test statistics is well above the minimum acceptable limit
(>0.70) and also the Bartlett’s Test statistics shows that it is significant at .000 level of
significance which means that the data under study is not spherical and hence passes
the Bartlett’s test of sphericity.
4.3.2 Scree plot
The scree plot graphs the eigenvalue against the factor number. You can see these
values in the first two columns of the table immediately above. From the third factor
on, you can see that the line is almost flat, meaning each successive factor is
accounting for smaller and smaller amounts of the total variance.
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Customer Perception Towards Internet Banking
Figure 1
Scree Plot
The above Scree plot graph shows thatfrom the third factor on, you can see that the
line is almost flat, meaning each successive factor is accounting for smaller and
smaller amounts of the total variance.
4.3.2 Factor Analysis for Customer Perception
The raw scores of 30 items were subjected to factor analysis to find out the factors that
contribute towards ‘customer perception’. After factor analysis eight factors were
identified.
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Customer Perception Towards Internet Banking
Table 4: Factor Analysis using Varimax Rotation Method of PCA
Facto
r No.
Factor name Eige
n
Valu
e
% of
variances
Explaine
d
Items converged Factor
Loadin
g
1. Promptness and
Efficiency
2.942 9.806 “Using Internet
banking enables
me to conduct
banking
transactions more
quickly”.
“Using Internet
banking enables
me to conduct
banking
transactions
anytime”.
"Using Internet
banking makes it
easier for me to
conduct banking
transactions”.
“Using Internet
banking enables
.822
.835
.682
.646
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Customer Perception Towards Internet Banking
me to mange my
bank account (s)
more effectively”
2. Perceived Ease of Use 2.728 18.900 “Conducting
banking
transactions
through the
Internet banking
website does not
require a lot of
mental effort”.
“The interaction
with the internet
banking website
is clear and
understandable”.
“Internet banking
is very easy to
use”.
“Generally has a
kind intention
towards their
Internet banking
users”.
.760
.689
.535
.526
3. Perceived Service
Quality
2.536 27.355 “My bank is
competent in
providing
.524
20
Customer Perception Towards Internet Banking
excellent Internet
banking
services”
“My bank has the
capability to
meet its Internet
banking
customer’s
needs”.
“my bank knows
how to provide
excellent Internet
banking
services”
“my bank
generally is an
expert at
providing
Internet banking
services”
.657
.666
.522
4. Perceived Integrity 2.071 34.258 “my bank is
honest with its
Internet banking
customers”
“My bank is
trustful in its
dealing with my
Internet banking
transactions”
.770
.634
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Customer Perception Towards Internet Banking
5. Perceived Trust 2.030 41.026 “My bank is
trusted as an
Internet banking
provider”.
“I rely on
Internet banking
as a trusted
medium of
financial
transactions”
“Overall, I trust
Internet banking
to perform my
banking
transactions”
“I feel assured
that legal
structures, such
as the bank’s
terms and
conditions
regarding the use
of Internet
banking protect
me from
problems when
using the Internet
banking website”
.561
.720
.481
.574
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Customer Perception Towards Internet Banking
6. Intention to continue 1.897 47.350 “I intend to
continue using
Internet banking
for doing some
of my banking
transactions”.
“I will continue
using internet
banking for
performing some
of my banking
transactions”.
“it was easy for
me to become
skilful at using
Internet
banking”.
.691
.650
.449
7. TechnologicalStructur
e of banking Website
1.640 52.818 “I feel assured
that
technological
structures on the
internet banking
website make it
safe for me to
conduct banking
transaction
there”.
“I feel confident
that legal and
.794
.646
23
Customer Perception Towards Internet Banking
technological
structures
adequately
protect me from
problems when
using Internet
banking”.
“I feel that
internet banking
website has
enough
safeguards to
make me feel
comfortable
using it for my
baking
transactions”.
.513
8. Perceived Usefulness
1.542 57.959
“Internet banking
is very useful in
conducting my
banking
transactions”
“it was easy for
me to learn how
to use Internet
banking to
conduct banking
transactions”
.683
.555
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Customer Perception Towards Internet Banking
4.4 Description of Factors
1) Promptness and Efficiency: This factor has important for internet banking.
Determinant of research with a total variance of 9.806 Major element of this factor
includes, “ITEM P1-Using Internet banking enables me to conduct banking
transactions more quickly”, “ITEM P2- Using Internet banking enables me to conduct
banking transactions anytime”, “ITEM P3- Using Internet banking makes it easier for
me to conduct banking transactions”, “ITEM P4- Using Internet banking enables me
to mange my bank account (s) more effectively”.
2) Perceived Ease of Use: this factor determine the belief of customer in internet
banking Determinant of research with a total variance of 18.900 Major elements of
this factor include, “ITEM P5-Conducting banking transactions through the Internet
banking website does not require a lot of mental effort”, “ITEM P6-the interaction
with the internet banking website is clear and understandable”, “ITEM P7- Internet
banking is very easy to use, Generally has a kind intention towards their Internet
banking users”.
3) Perceived Service Quality: This factor shows ability of the internet banking
Determinant of research with total variances of 27.355 Major element of this factor
includes “ITEM P8-My bank is competent in providing excellent Internet banking
services”, “ITEM P9-My bank has the capability to meet its Internet banking
customer’s needs”, “ITEM P10-My bank knows how to provide excellent Internet
banking services”, “ITEM P11-My bank generally is an expert at providing Internet
banking services”.
4) Perceived Integrity: This factor shows the Integrity of banks toward its customer.
Determinant of research with a total variance of 34.258 Major elements of this factor
includes “ITEM P12-My bank is honest with its Internet banking customers”, “ITEM
P13-MY bank is trustful in its dealing with my Internet banking transactions”.
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Customer Perception Towards Internet Banking
5) Perceived Trust: This factor shows the trust of customer towards the internet
banking Determinant of research with a total variance of 41.026 Major elements of
this factor includes “ITEM P14-My bank is trusted as an Internet banking provider”,
“ITEM P15-I rely on Internet banking as a trusted medium of financial transactions”,
Overall, “ITEM P16-I trust Internet banking to perform my banking transactions”,
ITEM P17-I feel assured that legal structures”, “ITEM P18- such as the banks terms
and conditions regarding the use of Internet banking protect me from problems when
using the Internet banking website”.
6) Intention to continue: This factor realizes the future of internet banking.
Determinant of research with a total variance of 37.350 Major elements of this factor
includes “ITEM P19-I intend to continue using Internet banking for doing some of my
banking transactions”, “ITEM P20-I will continue using internet banking for
performing some of my banking transactions”, “ITEM P21-it was easy for me to
become skilful at using Internet banking”.
7) Technological Structure of banking Website: This factor show that Structure of
internet banking Website. Determent of research with total variances of 52.818 Major
element of this factor include “ITEM P22-I feel assured that technological structures
on the internet banking website make it safe for me to conduct banking transaction
there”, “ITEM P23-I feel confident that legal and technological structures adequately
protect me from problems when using Internet banking”, “ITEM P24-I feel that
internet banking website has enough safeguards to make me feel comfortable using it
for my baking transactions”.
8) Perceived Usefulness: this factor is useful to the customer Determent of research
with total variances of 57.959 Major element of this factor include “ITEM P25-
Internet banking is very useful in conducting my banking transactions”; “ITEM P26-it
was easy for me to learn how to use Internet banking to conduct banking
transactions”.
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Customer Perception Towards Internet Banking
CHAPTER 5
IMPLICATIONS, SUMMARY, SUGGESTIONS &
CONCLUSIONS
5.1 Implications of the Study
This research is intended to be useful for further research studies where
researchers wants to understand the service quality measure in the internet
banking.
This study is also intended to be useful contribution in understanding the level
of customer’s perception of service quality of the internetbanking.
This study is also intended to be useful contribution in understanding the level
of service quality based on customer’s perception of internet banking.
The managers of the bank will be benefitted with this study for understanding
the level of customer perception for formulating/ maintaining/ innovating the
service quality dimensions.
Reference of study can also be help for the students for their research.
Students for their further research may use the questionnaire of this study.
5.2 Suggestions of the Study
The analysis is based only on 202 respondents. If we increase the number of
customer then results may be more accurate.
For this study only one variable i.e. customer perception is analyzed. Thus to get
a good result at a broader perspective more variables could be included.
The similar study could be carried out considering other organizations from
other service sectors to generalize the result across service industry.
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Customer Perception Towards Internet Banking
The study resulted in the fact that there are some other factor also, which are
affecting customer perception. So similar kind of study can be done to evaluate
the effect of other variables on emotional intelligence.
5.3 Summary
The study has been divided into five chapters. The first chapter of this study was
Introduction which includes four sub-parts namely conceptual framework, Review,
Rationale and Objectives. In conceptual framework all definitions and introduction
about the topic was there. In literature review all researchers have been mentioned
which has been done previously, rationale has helped to understand the consumer
perception towards internet banking i.e. why we are doing this research, then next part
was objectives of this research which includes all the objects of this research, third
chapter is research methodology, which includes study (exploratory in nature), sample