276

Business Intelligence Journal

August

Impact Of Atm On Customer Satisfaction

(A Comparative Study of SBI, ICICI & HDFC bank)

Sultan Singh, Ms. Komal, (Ph.D.)

Abstract:
This paper presents the impact of ATM on customer satisfaction. This is a comparative study of three major banks i.e. State Bank of India, ICICI bank and HDFC bank. This paper has been divided into two sections. First section presents the introduction of ATM, brief history of three Banks compiled through the literature available in the field. It also includes the review of the various services provided by the three banks under study. Second section presents the result obtained on the basis of the data collected for the three banks. A sample of 360 respondents equally representing each bank has been taken through questionnaire. Data has also been collected through interview also. Then various statistical tools have been used accordingly to compile the result.

KEY WORDS: ATM, Customer satisfaction, Fees, Problems, ATM services, Banks.

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009

Sultan Singh, Ms. Komal

277

Introduction

ATM means neither avoids traveling with money nor any time money, but certainly implies both. Slim ATM cards are fast replacing confounding withdrawal forms as a convenient way of getting your money from banks. In a way, they are rewriting the rules of financial transaction. A smart person no longer needs to carry a walletfull of paper money on his person. All he needs to do is fish out an ATM (automated teller machine) card, insert it in the slot, punch in a few details and go home with hard cash. Automated teller machines (ATMs) were the first well-known machines to provide electronic access to customers. With advent of Automatic Teller Machines (ATM), banks are able to serve customers outside the banking hall. ATM is designed to perform the most important function of bank. It is operated by plastic card with its special features. The plastic card is replacing cheque, personal attendance of the customer, banking hours restrictions and paper based verification. ATMs have made hard cash just seconds away all throughout the day at every corner of the globe. ATMs allow you to do a number of banking functions such as withdrawing cash from ones account, making balance inquiries and transferring money from one account to another using a plastic, magnetic-strip card and personal identification number issued by the financial institution.

The Indian ATM industry has seen explosive growth in recent times. ATMs represent the single largest investment in the electronic channel services for the Banks. In India, HSBC set the trend and set up the first ATM machine here in 1987. Since then, they have become a common sight in many of our metros. Automated Teller Machines (ATMs) have gained prominence as a delivery channel for banking transactions in India. Banks have been deploying ATMs to increase their reach. While ATMs facilitate a variety of banking transactions for customers, their main utility has been for cash withdrawal and balance enquiry. As at the end of October 2007, the number of ATMs deployed in India was 31,078. According to some estimates the total cash movement through ATMs across India was around Rs. 70,000 crore in FY 06. Clearly, industry watchers forecast a bright future for ATMs in India. While the ATM is a great service for customers, for the banks it means immense savings on the cost of operations. While a typical cash transaction carried out in a banks branch premise would cost Rs 40 that in an ATM will only cost Rs18translating into a cost saving of Rs 22 per transaction.

ATM Networks
The ATMs of a bank are connected to the accounting platform of the bank through ATM switches. Inter-bank ATM networks are created by setting up apex level switches to communicate between the ATM switches of different banks. The inter-bank ATM networks facilitate the use of ATM cards of one bank at the ATM(s) of other banks for basic services like cash withdrawal and balance enquiry. Banks owning the ATMs charge a fee for providing the ATM facility to the customers of other banks. The ATM deploying bank from the card issuing banks recovers this fee referred to as interchange fee. However the interchange fee is not fixed across banks and depends on the terms of bilateral / multilateral arrangements. Banks with larger ATM network treat interchange fee as an important stream of revenue.

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

278

Business Intelligence Journal

August

Inter-connectivity of ATM Networks for enhanced access

Inter-connectivity of ATM Networks provides access to the customers to use any ATM in the country irrespective of the bank with which the customer is banking. There are a number of ATM network switches such as CashTree, BANCS, Cashnet Mitr and National Financial Switch (NFS). In addition, most ATM switches are also linked to VISA or MasterCard gateways.
Charges levied by banks
REVISED FEE STRUCTURE FOR ATMs Service For use of own ATMs for any purpose For use of other bank ATMs for balance enquiries Charges Free (with immediate effect)

of India was constituted on 1 July 1955. Today, SBI has a phenomenal 9,559 branches and its ATM network is spread across 6,473 of its own locations& total 8,000ATMs including of those of its associate banks. State Bank of India is a successor to Imperial Bank of India, which was established in 1921. The bank came into being on 1.7.1955 through the State Bank of India Act, 1955. States of India joined the State Bank Group as subsidiaries under the State Bank of India (Subsidiaries Banks) Act, 1959. State Bank of India has the following seven Associate Banks (Abs) with controlling interest ranging from 75% to 100%. State Bank of Bikaner and Jaipur (SBBJ) State Bank of Hyderabad (SBH) State Bank of Indore (SBIr) State Bank of Mysore (SBM) State Bank of Patiala (SBP) State Bank of Saurashtra (SBS) State Bank of Travancore (SBT) ICICI Bank India is the largest private sector bank. Its banking products and financial services are some of the superior ones. The reach and market of ICICI Bank is unmatched in India as yet. It offers a countrywide network of 1,000 branches and 3,680 ATMs reaching out to your doorsteps. Founded by the Government of India in the 1960s, it was one of the three financial institutions set up to finance large industrial projects

Free (with immediate effect) * No bank shall increase the charges prevailing as on December 23, 2007 (i.e. the date of release of Approach Paper on RBI website) * Banks which are charging more than Rs.20 per transaction shall reduce the charges to a maximum of Rs.20 per transaction by 31-Mar08 * Free - with effect from April 1, 2009.

For use of other bank ATMs for cash withdrawals

Providing relief to millions of users, the RBI has also said from April 1, 2009, customers using the inter-bank ATMs (ATMs of other banks) for cash withdrawals or balance enquiries will not be charged any fee. As of now, customers have to pay Rs 50 as annual charges for using the ATM facility of their bank, while charges ranging from Rs 20-Rs 50 per transaction are levied for the inter-bank ATM transactions. Customers are also paying anything between Rs 10- Rs 20 for making balance enquiries through inter bank ATMs.

Brief History Of The Banks

The State Bank of India (SBI) is the oldest and largest bank in the country. Its origins go back to the first decade of the 19th century, when the Bank of Calcutta was established on 2 June 1806. The bank got its present name after an Act of Parliament in May 1955 and the State Bank

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009

Sultan Singh, Ms. Komal

279

Earlier known as Industrial Credit and Investment Corporation of India, it did not entertain retail customers and was thus not a bank in the literal sense. It was in the 1990s that a subsidiary was set up in the name of ICICI Bank to take up retail banking services including deposits, credit cards, loans etc. In 2002, the ICICI Bank was merged back with the ICICI and the result was the ICICI Bank Limited operational now.

The Housing Development Finance Corporation (HDFC) Bank is one of the first banks in India to offer its customers the bill pay facility. HDFC Bank is also a leader in online purchase (using the HDFC Bank DirectPay product). The bank also offers its customers a free personalized payable-at-par chequebook and services like real time gross settlement and national electronic fund transfer. HDFC Bank was among the first to receive an in principle approval from the RBI to set up a bank in the private sector as part of the liberalization of the Indian banking industry in 1994. The bank was incorporated in August 1994. The bank has 1,148branches and 1,647ATMs network spread across the country.

explained that banks in India have traditionally claimed the strength of their networks based on the number of branches. The logic was that the increase in branch network corresponds to more transactions, more business and therefore more profits. Not unlike the rest of Asia, where branch rationalization first started in Japan and then spread across the continent, this logic is steadily getting reversed in India. Kaul Urvashi (2007) in his article, ATM: The Power of Cash explained the importance and benefits of ATM, the players in the Indian market and presented various satistical data concerning the growth of ATM. Manager FSDNCR Corporation India Pvt. Ltd. (2008) in his article, ATMs: Changing Fundamentals stressed that he Indian ATM industry has seen explosive growth in recent times and Banks have committed to substantial capital outlays on ATM deployment, recognizing the significance of the 3 Ms Maintenance, Monitoring and Management of the ATMs to make the self service channel a reliable and profitable one.

Research Methodology And Data Base

The present study is of analytical and exploratory nature. Accordingly, the use has been made of primary as well as secondary data. The secondary data have been collected mainly from RBI monthly bulletins, Financial Express political weekly, various newspapers and other literature available in the field. To know the problems of ATM structured questionnaires have been used to collect the data from customers using ATM services. To analyze the data, various statistical techniques such as average, std. deviation and normal distribution have been used as per the requirement of the data. F test has also been used to analyze the variances.

Review Of Literature
Agnihotri Peeyush (2001) in his paper IT way of getting cash explained the working of ATM, ATM penetration per million persons in Asian countries and the system of security how it works and also the frauds of ATM. Simhan Raja (2003) in his article, Shared ATM networks gain favour explained the importance of shared network of ATM in Indian banks. Puri and Kamath (2004) in their article, Indian Banks: Bigger, Better & Remote Controlled

Objectives Of The Study

The paper aims to examine the scenario of ATM in three major banks. In this broader framework, an

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

280

Business Intelligence Journal

August

attempt is made to achieve the following specific objectives: 1. To analyze the present ATM facilities provided by SBI, ICICI & HDFC Bank. 2. To examine the factors affecting the choice of ATM. 3. To examine the impact of ATM on customer satisfaction by appraising the problems faced by the customers. 4. To analyze the post purchase behavior of customers regarding the different banks under study.

2. There is no significant difference in the factors affecting the choice of ATM in SBI, ICICI & HDFC Bank. 3. There is no significant difference in the impact of ATM on customer satisfaction in SBI, ICICI & HDFC Bank. 4. There is no significant difference in the post purchase behavior of customers in SBI, ICICI & HDFC Bank.

Data Collection
Primary data has been collected through questionnaire. A sample size of 360 respondents has been taken including 120 for each bank i.e. SBI, ICICI & HDFC bank. A personal visit has been made to these banks to know about the branches & ATM facilities provided by these banks.

Hypothesis
1. There is no significant difference in ATM facilities provided by SBI, ICICI & HDFC Bank

Data Anaysis

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009

Sultan Singh, Ms. Komal

281 Table-1 Reasonability of fee charged

The present paper entitled Impact of ATM on customer satisfaction focus that customer satisfaction is one of the major factors measuring the performance of the banks. This paper examines the customer satisfaction level in the three banks under study with special reference to problems faced, responses about the fee charged and post purchase behavior of the consumers after using ATM. The paper also examines the relationship between various ATM facilities, factors affecting the choice of ATM and its interplay with customer satisfaction. The customer satisfaction level has been analyzed in two terms i.e. material customer satisfaction (MCS) level and abstract customer satisfaction (ACS) level. Customer satisfaction in material sense denotes the aggregate position of the banks in terms of fee charged, frequency with which problems are faced and post purchase behavior of the customers. In abstract sense, customer satisfaction level denotes the position of the banks in terms of post purchase behavior, the efficiency of facilities provided and the example of others using the ATM of the same bank.

Name of the Bank a) SBI b) ICICI Bank c) HDFC Bank

Highly Reasonable 12

Reasonable 66

Cant say 18

Unreasonable 12

Highly Unreasonable 12

36

66

18

12

24

24

48

12

Table-1.1 Satisfaction level regarding the fees charged

Name of the Bank a) SBI b) ICICI Bank c) HDFC Bank Satisfaction Level 69% 63% 56%

satisfaction level for fee charged

80% 70% 60%

Material Customer Satisfaction Level (MCS)

Material customer satisfaction level has been examined on the basis of three variables i.e. reasonability of the fee charged, frequency with which problems are faced and the post purchase behavior of the customers.

50% 40% 30% 20% 10% 0% Satisfaction Level

a) SBI b) ICICI Bank c) HDFC Bank

Fig.-1

1. Fee Charged
Fee charged by the banks is one of the variables taken for checking customer satisfaction level. If customer feels that the fee charged by the bank is reasonable then he is satisfied and vice-versa. Five degrees of reasonability have been taken and they are coded as 5, 4, 3, 2, &1. There is direct relation between fee charged and customer satisfaction.

Table-1 shows the responses number of per person regarding the fee reasonability. Table-1.1 & fig.-1 shows the coded results in percentage term.

2. Problems Faced
Second parameter for measuring MCS level is problems faced by the consumers while using ATM of a particular bank. If consumers are facing problems more frequently, customer satisfaction level will be less and vice-versa. There is indirect relation between the problems faced and the customer satisfaction. Three degrees namely

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

282

Business Intelligence Journal

August

often, rarely and never have been taken and they have rated as 3, 2, & 1 respectively.

Satisfaction level for Problem s

Table-2 Frequency of problems faced

a) SBI b) ICICI Bank c) HDFC Bank Machine out of cash a) SBI b) ICICI Bank c) HDFC Bank No printing of statement a) SBI b) ICICI Bank c) HDFC Bank Machine out of order a) SBI b) ICICI Bank c) HDFC Bank Old notes a) SBI b) ICICI Bank c) HDFC Bank Wrong amount of statement a) SBI b) ICICI Bank c) HDFC Bank Poor visibility of statement a) SBI b) ICICI Bank c) HDFC Bank Reduction in balance without cash payment a) SBI b) ICICI Bank c) HDFC Bank If any other, please specify a) SBI b) ICICI Bank c) HDFC Bank Problems Card gets blocked Often Rarely Never 24 12 42 60 42 30 36 60 36 42 48 24 24 42 6 30 6 6 6 36 66 48 48 42 72 24 42 42 48 48 66 30 36 54 24 24 42 24 36 60 18 30 48 6 6 6 60 54 60 30 18 6 66 42 18 36 30 6 66 60 24 96 96 78 90 54 54 102 84 66 114 114 114

73%

82% a) SBI b) ICICI Bank c) HDFC Bank

78%

Table-2.1 & fig.-2 reveals the coded results. Coding for the three degrees of various problems is 3, 2 & 1 respectively. As exhibited by the table the customer satisfaction level for problems is highest in SBI i.e. 82%, and ICICI & HDFC are on number two and three with 78% and 73% respectively. It means people are not facing problems more often in SBI.

Fig.-2

3. Post Purchase Behavior

Post purchase behavior has been analyzed through two statements. If they are agreeing with these statements then their customer satisfaction level is rated to be high. There are five degrees for each statement and they are rated as 5,4,3,2 & 1 accordingly. Post purchase behavior has direct relation with customer satisfaction level.
Table-3
Post purchase Behavior

Table-2 exhibits the frequency of the problems faced by the customer in the three banks.

Table-2.1 Satisfaction level regarding the problems Name of the Bank a) SBI b) ICICI Bank c) HDFC Bank Satisfaction Level 82% 78% 73%

Continue to use this ATM in future a) SBI b) ICICI Bank c) HDFC Bank Recommend this ATM to others a) SBI b) ICICI Bank c) HDFC Bank

Strongly Agree

Agree

Undecided

Disagree

Strongly Disagree

36 36 48

78 84 60

12

6 -

12 12 24

36 78 70

60 30 26

12 -

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009

Sultan Singh, Ms. Komal

283
ProbFee Charged lems Faced 2514 2370 Post Pur% of chase Be- Total total havior marks 978 994 3870 77% 3700 73%

Table-3 depicts the responses of the users regarding their post purchase behavior after using ATM.
Table-3.1 Name of the Satisfaction Bank Level a) SBI 912 b) ICICI Bank 978 c) HDFC Bank 994 Result as % of Total 76% 82% 83%

Name of the Bank

b) ICICI 378 Bank c) HDFC 336 Bank

Post Purchase Behavior

79% 78% 77% 76% 77% 79%

83%

76%
a) SBI b) ICICI Bank c) HDFC Bank

75% 74% 73% 72% 71% 73%

82%

70%

a) SBI

b) ICICI Bank

c) HDFC Bank

Fig.-4 Fig.-3

Table 3.1 and figure 3 envisages the coded results after giving weightings. The highest rating is of HDFC with 83%, then ICICI is having 82% and SBI is third with 76% as for as post purchase behavior is concerned.

Overall Material Customer Satisfaction Level

After considering all the elements of customer satisfaction they are combined together to find out the overall customer satisfaction level in materialistic terms. The overall customer satisfaction level is the combination of three parameters i.e. fee charged, frequency of the problems faced and the post purchase behavior.
Table-4 Name of the Bank a) SBI ProbFee Charged lems Faced 414 2658 Post Pur% of chase Be- Total total havior marks 912 3984 79%

Table-4 & fig.-4 shows clearly that in SBI material satisfaction level is highest, 2nd is ICICI and 3rd is HDFC. So, material customer satisfaction is highest in SBI, then ICICI and last is HDFC among the three banks. This result is also supported by the secondary data. For example, according to the Outlook Best Bank Award, which was given in Nov. 2007, SBI is the 1st largest bank in India, ICICI is the 2nd largest bank and HDFC is the 3rd largest bank in India.

Abstract Customer Satisfaction Level (ACS)

Abstract customer satisfaction level has been examined through the deep study of the various parameters of customer satisfaction. Three parameters have been chosen for this purpose i.e. factors affecting choice of ATM, the purpose for which ATM is often used and the problems faced while using ATM.

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

284

Business Intelligence Journal

August

1. Factors affecting choice of ATM

While choosing ATM of a particular bank customer takes care of some things. They are known as factors affecting the choice of ATM.
Trust and security a) SBI b) ICICI Bank c) HDFC Bank Speed a) SBI b) ICICI Bank c) HDFC Bank Example of others a) SBI b) ICICI Bank c) HDFC Bank Convenience in use a) SBI b) ICICI Bank c) HDFC Bank Cost a) SBI b) ICICI Bank c) HDFC Bank

Table-.1 Example of others a) SBI b) ICICI Bank c) HDFC Bank V. Un Imp Neutral Imp Imp 5% 20% 35% 20% 5% 30% 40% 30% 15% 15% V. Un Imp 20% 10% 10%

10% 35%

Table-5
V. Imp Imp 114 (95) 120 (100) 108 (90) 66 (55) 60 (50) 36 (30) 6 (5) 6 (5) 12 (10) 78 (65) 72 (60) 90 (75) 42 (35) 66 (55) 84 (70) 6 (5) 6 (5) 54 (45) 48 (40) 72 (60) 24 (20) 36 (30) 42 (35) 42 (35) 30 (25) 30 (25) 48 (40) 42 (35) 24 (20) Neutral 6 (5) 6 (5) 6 (5) 42 (35) 48 (40) 36 (30) 12 (10) 24 (20) 12 (10) 12 (10)

Un Imp 6 (5) 6 (5) 24 (20) 18 (15) 18 (15) 6 (5) 6 (5) -

V. Un Imp 24 (20) 12 (10) 12 (10) -

Table-5.1 reveals that performance of HDFC is better as compared with SBI and ICICI. In case of HDFC 45% people are regarding it important while this percentage is 35% & 25% in case of ICICI & SBI respectively.

2. The purpose for which ATM is most often used

ATM does not mean the plastic card and PIN (Personal Identification Number) but the services for which you can use it are the most important part. These services are cash/cheque deposit, fast cash withdrawal, view account balances & mini statements and request a chequebook or account statement.
Table-6
Cash/Cheque deposit

Table-5 envisages the frequency of the respective importance of the various factors for choosing ATM in the three banks. Among all the factors affecting example of others is one, which is the clear indicator of the customer satisfaction. People will purchase ATM of a particular bank on the basis of others example if customers using it previously are satisfied.

6 (5) 36 b) ICICI Bank (30) 42 c) HDFC Bank (35) Fast cash withdrawal 114 a) SBI (95) 120 b) ICICI Bank (100) 108 c) HDFC Bank (90) View account balances & ministatements 48 a) SBI (40) 48 b) ICICI Bank (40) 48 c) HDFC Bank (40) a) SBI

Very often

Often Rarely Sometimes Never

30 (25) 36 (30) 30 (25) 6 (5) -

30 (25) 12 (10) 18 (15)

6 (5) 6 (5)

54 (45) 30 (25) 24 (20)

6 (5)

6 (5)

24 24 (20) (20) 42 6 (35) (5) 36 12 (30) (10)

12 (10) 18 (15) 24 (20)

12 (10) 6 (5) -

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009
Cash/Cheque deposit Very often

Sultan Singh, Ms. Komal

285

Often Rarely Sometimes Never

Request a cheque book or account statement a) SBI

1. Post Purchase Behavior

Post purchase behavior has been analyzed through two statements. If they are agree with these statements then their customer satisfaction level is rated to be high. There are five degrees for each statement and they are rated as 5,4,3,2 & 1 accordingly. Post purchase behavior has direct relation with customer satisfaction level.
Table-7
Post purchase Behavior Strongly Agree Agree Undecided Disagree Strongly Disagree

6 (5) 12 b) ICICI Bank (10) 36 c) HDFC Bank (30)

30 (25) 18 (15) 24 (20)

12 (10) 36 (30) 18 (15)

12 (10) 24 (20) 18 (15)

60 (50) 30 (25) 24 (20)

Table-6 brings out that performance of HDFC bank is best as far as frequency of using ATM services is concerned. ICICI & SBI are at the 2nd and 3rd number respectively. In case of SBI there are 45% customers who have never used cash deposit service.
Table-6.1 Customers never using these services
Services Cash/ Cheque deposit View Request account a cheque Fast cash balances book or withdrawal & miniaccount statements statement

Continue to use this ATM in future a) SBI b) ICICI Bank c) HDFC Bank Recommend this ATM to others a) SBI b) ICICI Bank c) HDFC Bank 36 (30) 36 (30) 48 (40) 78 (65) 84 (70) 60 (50) 12 (10) 6 (5) -

a) SBI b ) ICICI Bank c) HDFC Bank

45% 25% 20%

6% 3% -

50% 25% 20%

12 (10) 12 (10) 24 (20)

36 (30) 78 (65) 70 (58)

60 (50) 30 (25) 26 (22)

12 (10) -

Table-6.1 depicts that the %age of people not using services is very low in case of HDFC, which indirectly means services are very good. Second is ICICI and 3rd is SBI.
Table-6.2 Customers using services very often
Services a) SBI b) ICICI Bank c) HDFC Bank Cash/ Cheque deposit 5% 30% 35% View account Fast cash balances withdrawal & ministatements 95% 40% 100% 90% 40% 40% Request a cheque book or account statement 5% 10% 30%

Table-7 depicts the responses of the users regarding their post purchase behavior after using ATM.
Name of the Bank a) SBI b) ICICI Bank c) HDFC Bank Table-7.1 Satisfaction Level 912 978 994 Result as % of Total 76% 82% 83%

Table-6.2 presents that on the basis of usage rate HDFC is 1st, 2nd is ICICI and 3rd is SBI.

Table-7.1 envisages the coded results after giving weightings. The highest rating is of HDFC with 83%, then ICICI is having 82% and SBI is third with 76% as for as post purchase behavior is concerned

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction

286

Business Intelligence Journal

August

So, if we examine the customer satisfaction in abstract sense then rating becomes totally different from material customer satisfaction level. The reason for this is that MCS level is high in case of SBI because people are not facing problems which due to the fact that mostly people are not using services frequently. Thus, according to abstract customer satisfaction HDFC is at 1st position, 2nd is ICICI and 3rd is SBI.

Customer Satisfaction
100% 80% Satisfaction Level 60% 40% 20% 0% 15

30

25

55 15 SBI

60 15 ICICI Bank Name of Bank

70 15 HDFC Bank

High degree Medium Degree Low Degree

Proof Or The Result

We can prove the results of ACS with MCS also. After considering all the three elements i.e. fee charged, frequency of the problems faced and post purchase behavior, they are coded. Customer satisfaction of the respondents has assumed to be distributed normally. So, the customer satisfaction of the respondents for these three variables is divided into three categories, below average, average and above average levels. The lower and the upper limits of the average level have been calculated on the basis of formula: The lower limit of average level= M-1s.d. The upper limit of average level= M-1s.d.

Fig.-5

Table-8 & fig.-5 shows clearly that average satisfaction level is highest in HDFC Bank, second comes the ICICI Bank and the third is SBI.

F-Test
Further F-test is applied to find out whether the difference in the customer satisfaction level of the three banks is significant or not. On the basis of the table-8 above
Table-9 Analysis of Variance Sum of Degree of Squares Freedom ( v) 4457.19 155.39 2 6

Sources Between groups Within groups

Mean Square 2228.59 25.89

Source: Dr. A.B.Bhatnagar; Measurement & Evaluation, P. 116-120 The below average, average and above average levels have been defined as low, medium and high respectively. The results after using this statistical method are as under:
Table-8 Customer Satisfaction level regarding ATM
Name of the Bank a) SBI b) ICICI Bank c) HDFC Bank Low Degree 18 (15) 18 (15) 18 (15) Medium Degree 66 (55) 72 (60) 84 (70) High degree 36 (30) 30 (25) 18 (15)

Calculated value of F = 86.07 Tabulated value of F = 5.14

Hence the calculated value is more than the tabulated value, the H 0 is rejected. It means that there is a significant difference between the various banks as far as customer satisfaction level is concerned.

Conclusion
It is concluded through this paper that material satisfaction level is highest in SBI, then second is ICICI Bank and third is HDFC Bank. This is due to the size of the respective bank and number of years of its establishment. But according to abstract

Business Intelligence Journal - August, 2009 Vol. 2 No. 2

2009

Sultan Singh, Ms. Komal

287

customer satisfaction i.e. in terms of efficiency and performance, HDFC Bank is at 1st position, 2nd is ICICI Bank and 3rd is SBI. The results are also shown clearly with the help of table and diagram.
Table-9 Customer Satisfaction Level Material Abstract Customer Customer Name of the Bank Satisfaction Satisfaction Level Level a) SBI 79% 55% b) ICICI Bank c) HDFC Bank 77% 73%
Custom er Satisfaction Level 80% 70% 60% 50% 40% 30% 20% 10% 0% MCS ACS

Table-9 & fig.-6 depicts that material customer satisfaction level is highest for SBI at 79%, 2nd is ICICI Bank with 77% and 3rd is HDFC Bank with 73%. Table also presents that average customer satisfaction level is highest in HDFC bank with 70%, in ICICI Bank it is 60% and SBI is at third place with 55%.

References
News updates & Events: ATMindia.com Log in.. Tribune Financial Express

60% 70%

79% 77% 73% 55% 60%

SBI ICICI HDFC

The Economics Times online

70%

RBI Monthly bulletin Dataquest: IT Giants 07 Express Computers Business Weekly Banknet India www.ibef,org Websites of banks

Fig.-6

S. Singh, Ms. Komal - Impact Of Atm On Customer Satisfaction