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Vysya Bank

Introduction

The banking industry in India has witnesses several changes over the last decade. The

expectations of the customer have increased after the entry of private sector banks and foreign

banks to the banking industry by the recommendations of the Narasimhan committee. As the

banking industry is facing stiff competition, banks must deliver a good customer service in order

to attain a competitive advantage in today’s competitive banking environment. Delivering a good

Customer service is must for success and survival in today’s environment.

In the evaluation of services of banking industry there is no much difference in service product

and price. The only differentiator for a bank would be the way in which services are being

delivered by bank and in what way it is different from other banks. If proper service is not

delivered there are chances for customers to switch to competitor banks.

If customers are happy with the service rendered by the bank, they will stay with the bank and

create a bond with the bank. They will help the bank in attracting new customers through word

of mouth advertising. A good customer service also increases productivity, improves employee

morale, financial performance and profitability and leads to higher market shares.

Numerous technological products have been introduced over the last decade. It has an impact on

the way in which bank works and. Traditional purpose of the bank was to mobilize the savings of

the customer and provide loans to other customers from the savings made. But now the purpose

of the bank has changed widely. Today’s banks even provide insurance and mutual fund

services.

Many studies have been done with regard to service quality, customer satisfaction. But no

research has been done in particular on customer service. This study has been done to measure

customer service on various aspects in Karur Vysya Bank which is one of the growing private

sector banks in today’s banking industry and also try to provide some suggestions to improve

customer service being delivered by them.

Objectives

To know whether the bank has been able to meet the expectations of the customers with

To know about the responsiveness of the staff members in rendering service to customers

To analyze the customer expectations from bank towards improving the quality of service

Research Methodology

Type of Research: The type of research that was used for this study is Descriptive research.

Descriptive studies are those studies which are concerned with describing the characteristics

of a particular individual (or) group.

Sampling Technique: The sampling technique used for this study is Stratified Random sampling

which is a Probability Sampling.

Sample Size: The sample size of this study is 250. The information was collected from 50

respondents of different KVB branches – Karur, Verrarakium, Namakkal, Erode, and

Vellore.

Sources of data: Primary data required for the study has been collected through Questionnaire.

Secondary information was collected from the journals, magazines and website resources.

• Chi-square test

• ANOVA test

• Correlation

• Regression analysis

• Discriminant analysis

• Conjoint analysis

• Weighted average method

CHI-SQUARE TEST:

Association between occupation and type of account from KVB

Null hypothesis: There is no significant association between occupation of the respondent and

type of account from KVB.

Table 1

Count

OCCUP Total

business employee student others

TYPE savings 38 56 1 50 145

current 8 8 1 1 18

others 1 1 0 0 2

savings and 29 5 0 1 35

current

savings and 3 10 0 3 16

rd

savings/curre 5 6 0 4 15

nt and others

savings,curre 14 4 0 0 18

nt and others

current and rd 1 0 0 0 1

Total 99 90 2 59 250

Chi-Square Tests

(2-sided)

Pearson Chi-Square 69.665(a) 21 .000

Likelihood Ratio 73.381 21 .000

Linear-by-Linear 23.106 1 .000

Association

N of Valid Cases 250

Directional Measures

Std. T(b)

Error(a)

Nominal by Lambda Symmetric .102 .040 2.421 .015

Nominal TYPE .000 .000 .(c) .(c)

Dependent

OCCUP .172 .065 2.421 .015

Dependent

Goodman and TYPE .089 .022 .000(d)

Kruskal tau Dependent

OCCUP .131 .027 .000(d)

Dependent

Symmetric Measures

Value Approx.

Sig.

Nominal by Phi .528 .000

Nominal

Cramer’s V .305 .000

N of Valid Cases 250

INFERENCE:

In the cross tabulation, the relationship between occupation (independent variable) and type of

account (dependent variable) is being narrated

The chi-square test reveals that there is association between level of income and type of loan. At

95% confidence level, the significance level is 0.05, the output is giving a significance level of .

000 which is lesser than 0.05. Thus, the null hypothesis is rejected. So, there is association

between the variables.

The Cramer’s V value is .305. So, there is moderate level of association between occupation and

type of account. The lambda value is .000. The lambda value tells us that there is 0% error

reduction in predicting the type of loan if the income level is known Thus, we can conclude that

occupation help in predicting the type of account.

ANOVA

Variance between the Number of years being customer of kvb and secured to deal with the

staff members

Null Hypothesis: There is no significant association between the mean ratings number of years

being customer of kvb and secured to deal with the staff members.

Table 2

SECURE

Sum of

Squares df Mean Square F Sig.

Between Groups .942 3 .314 1.222 .302

Within Groups 63.234 246 .257

Total 64.176 249

Inference:

At 95% confidence level, the significance level is 0.05; the output is giving a significance level

of .302 which is less than 0.05. Thus, the null hypothesis is rejected. So, there is significant

association between the mean ratings number of years being customer of kvb and secured to deal

with the staff members.

CORRELATION ANALYSIS

Relationship between age of the respondent and response towards space availability for

waiting in a bank

Table 3

Correlations

AGE SPACE

AGE Pearson Correlation 1 .081

Sig. (2-tailed) . .202

N 250 250

SPACE Pearson Correlation .081 1

Sig. (2-tailed) .202 .

N 250 250

Inference:

Since the correlation value 0.081 is between 0 and .25, there is low positive correlation between

age of the respondent and space availability for sitting.

REGRESSION ANALYSIS:

Table 4

Model Summary

Model R R Square R Square the Estimate

1 .301 .091 .071 1.06410

ANOVA

Sum of

Model Squares df Mean Square F Sig.

1 Regression 20.924 4 5.231 4.620 .001

Residual 209.476 185 1.132

Total 230.400 189

Coefficients

Unstandardized Standardized

Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 2.404 .325 7.398 .000

TYPE -.002 .038 -.004 -.048 .961

AGE -.167 .074 -.162 -2.242 .026

OCCUP -.130 .074 -.132 -1.747 .082

INCOME .294 .117 .186 2.514 .013

Model Summary

Model R R Square R Square the Estimate

1 .202 .041 .036 1.08410

2 .257 .066 .056 1.07273

3 .301 .091 .076 1.06124

ANOVA

Sum of

Model Squares df Mean Square F Sig.

1 Regression 9.448 1 9.448 8.039 .005

Residual 220.952 188 1.175

Total 230.400 189

2 Regression 15.209 2 7.604 6.608 .002

Residual 215.191 187 1.151

Total 230.400 189

3 Regression 20.921 3 6.974 6.192 .000

Residual 209.479 186 1.126

Total 230.400 189

Coefficients

Unstandardized Standardized

Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 2.607 .164 15.936 .000

OCCUP -.200 .071 -.202 -2.835 .005

2 (Constant) 2.083 .285 7.314 .000

OCCUP -.167 .071 -.169 -2.338 .020

INCOME .254 .114 .162 2.238 .026

3 (Constant) 2.400 .315 7.619 .000

OCCUP -.129 .073 -.131 -1.780 .077

INCOME .292 .114 .186 2.570 .011

AGE -.167 .074 -.163 -2.252 .025

Excluded Variables

Collinearity

Partial Statistics

Model Beta In t Sig. Correlation Tolerance

1 TYPE .026 .349 .728 .025 .941

AGE -.135 -1.865 .064 -.135 .958

INCOME .162 2.238 .026 .161 .957

2 TYPE -.011 -.148 .882 -.011 .894

AGE -.163 -2.252 .025 -.163 .937

3 TYPE -.004 -.048 .961 -.004 .892

BACKWARD STEPWISE REGRESSION

Model Summary

Model R R Square R Square the Estimate

1 .301 .091 .071 1.06410

2 .301 .091 .076 1.06124

ANOVA

Sum of

Model Squares df Mean Square F Sig.

1 Regression 20.924 4 5.231 4.620 .001

Residual 209.476 185 1.132

Total 230.400 189

2 Regression 20.921 3 6.974 6.192 .000

Residual 209.479 186 1.126

Total 230.400 189

Coefficients

Unstandardized Standardized

Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 2.404 .325 7.398 .000

TYPE -.002 .038 -.004 -.048 .961

AGE -.167 .074 -.162 -2.242 .026

OCCUP -.130 .074 -.132 -1.747 .082

INCOME .294 .117 .186 2.514 .013

2 (Constant) 2.400 .315 7.619 .000

AGE -.167 .074 -.163 -2.252 .025

OCCUP -.129 .073 -.131 -1.780 .077

INCOME .292 .114 .186 2.570 .011

Excluded Variables

Collinearity

Partial Statistics

Model Beta In t Sig. Correlation Tolerance

2 TYPE -.004 -.048 .961 -.004 .892

Inference:

The regression model of the following form has been used by entering four variables in the

model:

Y = a + b1x1 + b2x2 + b3x3 + b4x4

In the output of regression model the value of B gives all the coefficients of the model which are

as follows:

X1 = -0.167

X2 =- 0.130

X3 = 0.294

X4 = -0.02

a (constant) = 2.404

These values can be substituted in the above equation to get the value of Y(number of times

transacting in the ATM)

0.02(type of account)

From the above equation it can be inferred that, if the age decreases, no of times transacting the

atm increases. The best predictor variable is annual income with a higher coefficient of 0.294.

Only income is a positive coefficient. All the other variables are negative coefficients. Type of

account shows a t-value 0.961 which is not statistically significant.

The p-level is observed to be 0.001, indicating that the model is statistically significant. The R2

value is 0.066. The t-test for significance of individual dependent variable indicates that at the

significance level of 0.05(confidence level of 95%), only age, occupation and annual income are

statistically significant in the model.

In the output of forward regression, the regression ends up with 3 out of 4 independent variables

remaining in the regression model. The three variables are age, occupation and annual income.

These variables are statistically significant at 95% confidence level. F-test of the model is also

highly significant and R2 value is 0.091.

Backward stepwise Regression

In the output of forward regression, the result show that only age, occupation and annual income

remain in the model. The independent variables are statistically significant at 95% confidence

level. F-test of the model is also highly significant and R2 value is 0.091.

DISCRIMINANT ANALYSIS

Table 5

Group Statistics

Valid N (listwise)

RTGS Unweighted Weighted

yes AGE 54 54.000

OCCUP 54 54.000

QUALIFY 54 54.000

INCOME 54 54.000

no AGE 196 196.000

OCCUP 196 196.000

QUALIFY 196 196.000

INCOME 196 196.000

Total AGE 250 250.000

OCCUP 250 250.000

QUALIFY 250 250.000

INCOME 250 250.000

Eigenvalues

Canonical

Function Eigenvalue % of Variance Cumulative % Correlation

1 .044 100.0 100.0 .205

Wilks' Lambda

Wilks'

Test of Function(s) Lambda Chi-square df Sig.

1 .958 10.610 4 .031

Function

1

AGE .310

OCCUP .833

QUALIFY -.061

INCOME -.242

Structure Matrix

Function

1

OCCUP .918

AGE .507

INCOME -.306

QUALIFY -.068

Function

1

AGE .280

QUALIFY -.037

OCCUP .730

INCOME -.305

(Constant) -1.653

Function

RTGS 1

yes -.398

no .110

RTGS Prior Unweighted Weighted

yes .500 54 54.000

no .500 196 196.000

Total 1.000 250 250.000

Classification Results

Predicted Group

Membership

RTGS yes no Total

Original Count yes 34 20 54

no 97 99 196

% yes 63.0 37.0 100.0

no 49.5 50.5 100.0

Inference:

The discriminant function is able to classify 53.2% of the 250 objects correctly.

The value of Wilks’ lambda is 0.958 which is closer to 1 rather than 0. So, the discriminating

power of the model is not good.

The probability value of chi-square test indicates that discrimination between two groups is

highly significant because the significance value is 0.031 which is less than 0.05.

Among the four independent variables, the best predictor for RTGS awareness is occupation with

a higher coefficient of 0.730. Y is RTGS awareness.

Table 6

weighte

d

average

prompt service 63 65 57 39 26 56.667 2

quality of service 52 59 63 54 22 54.33 3

3

Reliability 81 53 54 35 27 58.4 1

staff conduct 34 51 50 91 24 48.667 4

Communication 20 23 26 32 149 32.2 5

Inference:

The respondents felt the important KVB service is reliability and the last preferred service by the

respondents is communication. It indicates they are not happy with the communication service

provided by KVB.

CONJOINT ANALYSIS

Table 7

Model Summary

Model R R Square R Square the Estimate

1 .718 .515 .445 17.31299

ANOVA

Sum of

Model Squares df Mean Square F Sig.

1 Regression 21977.965 10 2197.796 7.332 .000

Residual 20682.035 69 299.740

Total 42660.000 79

Coefficients

Unstandardized Standardized

Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 39.526 2.054 19.247 .000

VAR00001 23.451 4.006 .632 5.854 .000

VAR00002 11.210 4.055 .302 2.765 .007

VAR00003 -.740 3.951 -.020 -.187 .852

VAR00004 -6.674 3.864 -.183 -1.727 .089

VAR00005 .687 3.442 .021 .200 .842

VAR00006 .733 3.355 .022 .219 .828

VAR00007 -3.868 3.388 -.118 -1.142 .258

VAR00008 -1.313 3.574 -.044 -.367 .715

VAR00009 5.198 3.626 .175 1.434 .156

VAR00010 -4.894 4.362 -.141 -1.122 .266

Inference:

Savings account is represented by variable 1 as per coding scheme. Its utility is equal to 23.41.

The utility for variable 2, representing current account is 11.210. The utility for variable 3,

representing fixed deposit account is -.740. The utility for variable 4, representing recurring

deposit is -6.674. The utility for others is -3.796.

The utilities of <1year, <5years, and <10years are given by numbers 0.687, 0.733 and -3.868 as

shown against variables 5, 6 and 7. The utility for >10 years is 2.488.Vehicle loan has the utility

-1.313, Housing loan has the utility 5.198 and Personal loan has the utility -4.894. Finally, the

utility for others is 1.009.

(Max – Min)

Type of account Savings 23.41 = 23.41 – (-6.674)

Current 11.210 = 30.084

Fixed deposit -0.740

Recurring deposit -6.674

others -3.796

Number of years <1 year 0.687 = 2.488 – (-3.868)

<5 years 0.733 = 6.356

<10 years -3.868

>10 years 2.488

Type of loan Vehicle loan -1.313 = 5.198 – ( - 4.894)

Housing loan 5.198 = 10.092

Personal loan -4.894

Others 1.009

From the above table we can conclude that the type of account is the most important attribute for

the customer. There are two indicators for this:

1. The range of utility value is highest (30.084) for the type of account.

2. The highest individual utility value of this attribute is first level that is i.e., 23.41

Type of loan seems to be the second most important attribute as its range of utilities is 10.092.

The last attribute in relative importance is the number of years that customers having transaction

with the bank and the utility range is 6.356.

COMBINATION UTILITIES

The total utility of any combination can be calculated by picking the attribute levels of our

choice. For example, the possible combination is Type of account – Current (23.41), Number of

years - >10years (2.488) and Type of loan-Housing loan (5.198) i.e, 31.096

It also infers the customer who is having current account and number of years having transaction

with the bank preferred type of loan is Housing loan. The customers who will have recurring

deposit and number of transactions less than 10 years with the bank not preferred personal loan.

Findings:

• There is no association between the income level of the respondent and the type of loan

• There is association between occupation of the respondent and type of account

• There is no association between age of the respondent and reasons for choosing kvb

• There is no significant association between income level of the respondent and attitude

towards interest rate

• There is no significant association between the Occupation of the respondent and mobile

banking promptness of information

• There is no significant association between the type of account and availability for

enquiry & listening to problems

• There is significant association between the number of years being customer of kvb and

secured to deal with the staff members

• There is significant association between the qualification of the respondents and attitude

towards infrastructure facilities

• there is low negative correlation between occupation and number of times transacting in

ATM

• There is low positive correlation between age of the respondent and space availability for

sitting

• There is low positive correlation between type of loan availed by the respondent and

attitude towards procedure for procuring loan

Using Regression analysis, it is found that Number of times transacting in the ATM mainly

depends on the Occupation and Annual Income of the respondent.

Using Discriminant analysis, it is found that the discriminant function classified 60.4% of the

250 objects correctly. The best predictor for RTGS awareness was qualification of the

respondents than other variables which included occupation, income and number of earning

persons.

• Type of account was found to be the most important attribute at given levels

of attributes.

• It was found that the combination utility comprising of type of account as Current

account, transacting with the bank for more than 10years and housing loan as the type of

loan would be the best combination

The respondents felt the important KVB service is reliability and the last preferred service by the

respondents is communication. It indicates they are not happy with the communication service

provided by KVB.

Suggestions

• It is found that the income of the respondent does not help in predicting the type of loan,

48 respondents whose income is above 1lac have availed loan compared to 32

respondents whose income is below 1lac, who have availed loan. So the bank must try to

provide more loan facilities to the customers below 1lac.

• It is found that occupation helps in predicting the type of account. Majority of the

respondents are having savings account. It is suggested that bank must encourage attract

more business men to open current account and other type of accounts with the bank

• It is found that age is not helpful in predicting the reasons for choosing the bank. It is

found that 113 respondents have chosen kvb because of its quality of service. It is found

that KVB customers are not satisfied with the communication service if, they improve

they can attract more customers with different age groups.

• It is found that only 14 respondents have availed Internet Banking facility. It is suggested

that bank must create some awareness and benefits about Internet banking.

• It is found that the respondents between the income group of >3lacs and <5lacs have

better attitude about the interest rate. It is suggested that bank must try to meet the

expectations of the customers in other income groups.

• It is found that respondents who are business man have given a good rating about the

prompt information of the mobile banking. It is suggested that bank must try to meet the

expectations of customers with different occupation by providing prompt information.

• It is found that respondents who are having savings and current account felt that staff

member’s availability for enquiry and listening to problems as good. It is suggested that

bank must ensure the availability of staff members to meet the requirements of other

account holders.

• It is found that respondents who are transacting with the bank for less than one year felt

that they can have secured dealings with the staff members of the bank. It is suggested

that the bank must try to improve the credibility of the staff members

• It is found that respondents who have studied SSLC have given a good rating about the

infrastructure facilities of the bank. It is suggested that the bank must try to improve the

infrastructure facilities.

• It is found that respondents who are business man have higher number of transactions in

the ATM. It is suggested that the bank must encourage even other type of customers to

transact in the ATM because it will reduce the waiting time in the branch.

• It is found that respondents who are in the age group >60 have felt that space available

for sitting as not sufficient. It is suggested that bank must provide additional space for

sitting.

• It is found that respondents who availed vehicle loan felt that procedure for availing loan

as easy. It is suggested that bank has to make the procedure for availing all the types of

loans as easy.

• It is found that different age groups, occupation and qualification do not play an

important role in determining the number of times transacting in the ATM rather than

income of the respondent. Hence it is suggested that the KVB should try to encourage all

types of customers to transact in the ATM.

• It is found that occupation of the respondent was the best predictor in determining the

RTGS awareness when compared to other factors like age, income and qualification of

the respondent. It is suggested kvb must try to increase RTGS awareness by educating all

types of customers.

• It is found that a customer who is having current account and number of years having

transaction with the bank preferred type of loan is Housing loan. It is suggested that the

bank must try to encourage all types of customers to avail all types of loans.

• It has been found that the respondents are not satisfied with the service of

communication. It is suggested that KVB must try to improve its communication service.

Conclusion

In the current market scenario, especially in banking sector ‘customer service’ is regarded as the

nerve system. Each and every operation calls for skillful planning, control and execution of a

bank’s activities so that they don’t lose their customers. The Karur Vysya Bank Ltd (KVB) one

of the private sector banks, since its inception has come up on with very good achievements. If

the bank takes some steps to improve infrastructure facilities, increase the usage of technological

products it would be able to remove small pitfalls and defects. The bank must try to concentrate

on the promotion of bank’s products and services. The bank should provide some need based

training programme to the customers towards different transaction, it may facilitate to improve

customer satisfaction.

Vysya Bank

Abstract

Customer service is the backbone for any bank. The main purpose of this study is to examine

various components of customer service being delivered by Karur Vysya Bank. An empirical

study was be done to understand customer service being delivered by Karur Vysya Bank. The

sample size was 250. The study was done in certain semi-urban and rural places in Tamilnadu.

The results show that KVB has to encourage more current accounts. This study also found that

the usage and awareness of technology products is very low. The main reason for choosing Karur

Vysya bank by most of the respondents was Quality of Service. In this study, the authors have

given suggestions towards the effective ways to improve customer service.

i

Assistant professor (SG), VITBS, VIT University, Vellore-14 E-mail Id: vaa72@yahoo.co.in

ii

Assistant professor (SG), VITBS, VIT University, Vellore-14 E-mail Id: varshinisuba@yahoo.com

iii

Student, VITBS, VIT University, Vellore-14 E-mail Id: cbshravanthi@yahoo.co.in

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