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Customers' Demographic Profile and Satisfaction in E-Banking

Services: A Study of Indian Banks

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 Customers’ Demographic Profile and Satisfaction in E-
Banking Services: A Study of Indian Banks
Vijay M. Kumbhar1
Assistant Professor in Economics,
Rayat Shikshan Sanstha Satara’s,
Abasaheb Marathe College, Rajapur (Maharashtra) India 416702
vijay.kumbhar9@gmail.com
Abstract
The present study focuses on demographic profile of the customers and its
relationship with perception of service quality, service value and overall satisfaction in e-
banking. Required data was collected through survey of the customer (N= 190) of Indian
public and private sector banks in Satara city. Collected data was analyzed using SPSS
19.0, descriptive statistics, Mann-Whitney U and Kruskal Wallis Test was used to test
hypothesis under study. A statistical result of empirical study shows that, demographic
characteristics (except gender) were influencing perceived service quality, perceived value
and satisfaction in e-baking. The present study indicates that, perceived service quality,
perceived value from e-banking service and overall satisfaction in e-banking were differ by
age group, level of education, profession of the customers and income level of the
customers. However, there was no difference in perception of service quality, perceived
value and overall satisfaction in e-banking by gender. Therefore, author recommends to the
bankers and service designers to develop their service and features of e-banking service according
to the special needs of the customers belonging to various age groups, level of education,
profession and income level.
Basically, young customers (below 25) expect more features in e-banking because they
have good idea about using modern services. Therefore, banks should enhance their services
according to their expectations also, but don’t ignore expectations of elder customers. Customers
belongs to more than 35 years expects easiness in the using e-banking services. Highly educated
peoples have skill of using IT based service but semi literate and low educated peoples have not
right idea about using IT based service. Therefore, e-banking services should design with
considering needs and difficulties in using e-banking services for low educated peoples. Every
profession and peoples from various income groups needs some different service features from e-
banking. Expected service features would create positive environment to getting more perceived
value and satisfaction. Therefore, banks should develop their e-banking services according to
expectations of various business and professions and income groups.
Keywords: E-banking, Service Quality, Perceived value, Customer Satisfaction, Demographics

1
Research Scholar, Dept. of Economics, Shivaji University, Kolhapur (Maharashtra) India, 416004
 Customers’ Demographic Profile and Satisfaction in E-
Banking Services: A Study of Indian Banks
Introduction
Advances in electronic banking technology have created new ways of handling banking
transactions, especially via the online banking channel. A feature of the banking industry across the
globe has been that it is increasingly becoming turbulent and competitive, characterized by an
increasing trend towards internationalization, mergers, takeovers and consolidation of the banking
industry (Kesseven et al , 2007). With the advancement of science and technology the modern
market has gone a buyer’s market i.e. customer oriented market. Banking institutions are one of the
most important service industries which provide various products in the services marketing with
the changing dimensions of service sector; bank customers also expect convenient and modern
banking products and services. To convey with this customer’ desire the banks to change towards
the modern banking. Information and Communication Technology (ICT) have changed means of
business and methods of operations in various businesses. Similarly, the banking industry also
changed according to need of hours in the electronic era and almost all banks in the world are
developing them a virtual bank. Virtual banking is nothing but e-business in banking industry, it
may also be referred as branchless banking. Virtual banking is an e-banking model in which bank
operates without the presence of physical branches. Basically virtual banking includes all non-
traditional and electronic means of banking such as ATM, Phone Banking, Internet Banking (IB),
Credit Cards and Debit Cards etc. A special feature of virtual banking is the physical absence of the
person seeking banking services at the premises and out of premises even in abroad.
1.0 Objectives of the Study
Many studies were found that, there is positive relationship between customers’
demographic profile and perception relating to e-service. Based on prior research, the present study
intended to find relationship between customers’ demographic profile and service perception in e-
banking setting. Specific objectives of the study are:
1. To assess relationship between customers’ demographics and perceived service quality of
e-banking services.
2. To assess relationship between customers’ demographics and perceived service value in e-
banking services.
3. To assess relationship between customers’ demographics and customers’ satisfaction in e-
banking services.
2.0 Review of Literature
Related literature evidenced that, the use of the internet as a new alternative channel for the
distribution of financial services. Application of internet has become a competitive necessity
instead of just a way to achieve competitive advantage with the advent of globalization and fiercer
competition. (Gen et, al. 2006). E-Banking is a major invention that has changed the business of
banking. World over banks are reorienting their strategies towards new opportunities offered by e-
banking (Malarvizhi, 2011), she mentioned that, Educational status is an important socio-economic
factor for analyzing user’s perception on e-banking. Many studies have investigated the effects of
the customers’ demographic characteristics such as age, gender and educational level on their
attitude towards different banking technologies and individual acceptance of new technology (Al-
Somali et al 2008). Sohail and Shanmugham (2004) mentioned that age, educational qualification,
accessibility to the Internet, awareness of E-banking and customers’ resistance to change were
significantly affecting on adoption of e-banking in Malaysia. Gan et. al. (2006) mentioned that
demographic variables (age, gender, marital status, ethnic background, educational qualification,
employment, income, and area of residence) influence consumer decision making process in
adoption of e-banking. Other researchers also posited that, educational profile is one of the
important factor in adoption of e-baking and customers’ satisfaction in e-banking i.e. (Jain ,2006;
Liao and Cheung,2003)
A review of the existing literature indicates a wide variance and confusion in the
definitions of customer satisfaction. According to Oliver, (1980; 1994) satisfaction is defined as
pleasurable fulfillment. That is, the consumer senses that consumption fulfills some need, desire,
goal, or so forth and that this fulfillment is pleasurable. Customer satisfaction is a post-purchase
response that occurs as the result of comparing pre-purchase expectations and perceived
performance (disconfirmation). It is a consumer's state of being as a result of consumption
experience. Consequently, the level of e-satisfaction is also determined by the quality of e-services,
the price level and e-purchasing process (Ming Wang, 2003). Literature on e-consumers
satisfaction realizes that there are different factors of e-customers satisfaction than formal
customer, e-satisfaction are modeled as the consequences of attitude toward the e-portals (Chen and
Chen, 2009). Hossain and Leo (2009) mentioned that, increase in service quality of the banks can
satisfy and develop attitudinal loyalty which ultimately retains valued customers. Parasuraman et
al, (1985; 1988; 2005) mentioned that there is very strong relationship between quality of service
and customer satisfaction. They mentioned that, Efficiency Fulfilment, System availability,
Privacy, Responsiveness, Compensation and Contact are important dimensions of service quality.
However, Schaupp and Bélanger (2005) mentioned that, Privacy, Merchandising, Convenience,
Trust, Delivery, Usability, Product Customization, Product Quality and Security plays significant
role in e-service quality. All related literature shows that, Ease of use, Security, Privacy,
Information Quality, system availability, efficiency, accuracy, assurance, Cost-effectiveness, speed
of services, customer centricity, reliability and responsiveness, problem handling, compensation are
core dimensions of e-baking service quality. Some of the research work evident that, brand
perception and perceived value of the service is important issue in customer satisfaction (Woodruff
et al, 1983). Swedish Customer satisfaction Barometer (SCSB) and American Customer
 satisfaction Index (ACSI) recommends perceived value in the measuring customer satisfaction. All
this literature directs that, service quality, brand perception and perceived value are core drivers of
customer satisfaction. Therefore, required data was conducted using these three elements of e-
baking service in the present study. Based on literature review author has formulated followings
null hypothesis;
1. Null H1= Perception of service quality, perceived value and overall customer satisfaction
in e-banking is not differ based on gender of the customer
2. Null H2= Perception of service quality, perceived value and overall customer satisfaction
in e-banking is not differ based on age group of the customer
3. Null H3= Perception of service quality, perceived value and overall customer satisfaction
in e-banking is not differ based on education of the customer
4. Null H4= Perception of service quality, perceived value and overall customer satisfaction
in e-banking is not differ based on profession of the customer
5. Null H5= Perception of service quality, perceived value and overall customer satisfaction
in e-banking is not differ based on income level of the customer
3.0 Material and Methods
Required data was collected through 526 responses of 190 customers of public and private
sector banks in Satara city of Maharashtra state in India. Responses were collected using 5 point
Likert scale based questionnaire (1= Strongly Disagree, 2=disagree, 3=Neutral, 4=Agree and 5=
Strongly Agree) and short discussions with the respondents. The respondents for this study (N=190)
was selected through convenience sampling method and are limited to the Credit Card (N=56) and
Debit/ATM card users (N=147), Electronic Fund Transfer facilities users (N=145), MICR clearing
facilities users (N=141), Internet baking users (N=30) and Mobile banking service users (N=10) of
six commercial banks i.e. State Bank of India, Bank of Baroda, Corporation Bank, IDBI Bank Ltd.
Axis Bank Ltd and HDFC Bank Ltd. Multiple choice was allowed to those respondents, who are
using two or more than two of the services under present study. Therefore, total numbers of
responses were more than numbers of responde nts.
The survey instrument consist positively worded statements relating to 12 service quality
dimensions, perceived value and overall satisfaction in respected service. All 12 dimensions were
not applied in each questionnaires only related and appropriate dimensions were used for developing
questionnaire for the specific e-banking service i.e. Credit Card, Debit/ATM card, EFT and MICR.
However, in case of ATM, Internet banking and Mobile banking all 12 dimensions were applied.
After collection of the data, all data was aggregated and consolidated according to service quality
dimensions and average scores were used for data analysis. The data were analyzed by using SPSS
18.0 software and Mann-Whitney U test and Kruskal Wallis Test were performed to test hypothesis
along with descriptive statistics.
4.0 Demographic Profile of the Respondents
Graph 1 indicates demographic information of the (N=190) respondents, consisting 17.4%
of State Bank of India, 14.7% of Bank of Baroda, 13.2% of Corporation Bank, 18.4% of IDBI
Bank, 15.8% of Axis Bank and 20.5% of HDFC Bank (63.7% of Public Sector and 36.3% of
private sector Banks). Graph 1 also indicates that, 10% of Credit Card users and 28% of
Debit/ATM card users, 27% of Electronic Fund Transfer facilities users, 27% of MICR clearing
facilities users, 6% of Internet baking users and 2% of Mobile banking service users.

Table 1 shows that, 82.1% of the respondents were male, 17.9 % were female. In terms of
age group, 20% were below 25 years, 34.7% of 25 to 35 years, 35.8% were 36 to 50 years and
9.5% were 51 to 60 years old out of 190 respondents. There were no respondent above 60 years
however; some retired persons from military and army were covered under study as samples.
Educational status of the respondents indicates that 4.2% of respondents were below HSC, 5.3% of
HSC, 49.5% of graduate and 41.1% of post graduates. There were 31.6% of employees and 36.3%
of businessmen as a core respondent who were using most of alternative channels. However, 13.7%
of professional (doctor, engineers, charted accountants, investment consultants, insurance agents
etc.), 14.2% of students and 4.2% of retired persons also covered in this study.

Table 1: Demographic Profile of the Respondents

Frequency Percent Frequency Percent
<1 Lakh 39 20.5 <HSC 8 4.2
1 to 3 Lakh 31 16.3 HSC 11 5.3
3 to 8 Lakh 70 36.8 Graduate 94 49.5
8 to 15 Lakh 27 14.2 Post Graduate 77 41.1
15 to 25 Lakh 9 4.7 Total 190 100.0
>25 Lakh 4 2.1 Employee 60 31.6
Dependents 10 5.3 Businessman 69 36.3
Total 190 100 Retired 8 4.2
Below 25 38 20 Student 27 14.2
25-35 66 34.7 Professional 26 13.7
36-50 68 35.8 Total 190 100.0
51-60 18 9.5 Female 34 17.9
Total 190 100 Male 156 82.1
Source: Survey Total 190 100
5.0 Descriptive Data Analysis
Numbers of studies in the services marketing have reported that these two constructs are
strongly related. Therefore we have collected data regarding demographics of respondents to assess
its relationship to customer satisfaction.
Table 2-A: Descriptive Statistics
95% Confidence Interval
for Mean
N Mean Std. Dev. Std. Error Lower Upper
Bound Bound
Service Female 34 3.6085 .48296 .08283 3.4400 3.7770
Quality Male 156 3.7795 .65758 .05265 3.6755 3.8835
Perceived Female 34 2.9212 .58899 .10101 2.7157 3.1267
Value Male 156 3.3247 .67971 .05442 3.2172 3.4322
Female 34 3.7132 .84192 .14439 3.4195 4.0070
Satisfaction Male 156 3.5128 .95453 .07642 3.3619 3.6638
Below 25 40 3.5935 .50609 .08002 3.4316 3.7554
Service 25-35 63 3.9032 .59019 .07436 3.7545 4.0518
Quality 36-50 69 3.7914 .63634 .07661 3.6386 3.9443
51-60 18 3.3911 .82326 .19404 2.9817 3.8005
Below 25 40 2.9878 .48699 .07700 2.8320 3.1435
Perceived 25-35 63 3.2748 .60485 .07620 3.1224 3.4271
Value 36-50 69 3.4530 .77564 .09338 3.2667 3.6394
51-60 18 2.9944 .68412 .16125 2.6542 3.3347
Below 25 40 3.7500 .73598 .11637 3.5146 3.9854
25-35 63 3.5238 1.0087 .12709 3.2698 3.7779
Satisfaction 36-50 69 3.4891 .95912 .11546 3.2587 3.7195
51-60 18 3.4167 .99262 .23396 2.9230 3.9103
<HSC 8 3.5175 .55623 .19666 3.0525 3.9825
Service HSC 11 4.0900 .57102 .17217 3.7064 4.4736
Quality Graduate 94 3.8065 .56213 .05798 3.6914 3.9216
PG 77 3.6539 .70718 .08059 3.4934 3.8144
<HSC 8 2.8938 .41819 .14785 2.5441 3.2434
Perceived HSC 11 3.2855 .78082 .23543 2.7609 3.8100
Value Graduate 94 3.2520 .67769 .06990 3.1132 3.3908
PG 77 3.2857 .69252 .07892 3.1285 3.4429
<HSC 8 3.0313 1.5948 .56386 1.6979 4.3646
HSC 11 3.7045 .81254 .24499 3.1587 4.2504
Satisfaction Graduate 94 3.5691 .87866 .09063 3.3892 3.7491
PG 77 3.5552 .93947 .10706 3.3420 3.7684
Note = Mean are based on responses taken on 5 point likert scale PG = Post Graduates

Table 2-A indicates demographics wise descriptive statistics of service perception and
satisfaction. Gender wise data shows that, Males were perceived more service quality (M= 3.77;
F=3.60 and M= 3.32; F=2.92) however, female were perceived more satisfaction than males (M=
3.51; F= 3.71). Age wise data shows that respondents belongs to age between 25 to 35 years were
perceived more service quality (25-35 age = 3.90> others), perceived value was higher in case of
respondents belong to 35 to 50 years old (35-50 age = 3.45> others) and overall satisfaction was
higher in respondents belongs to below 25 age group (Below 25= 3.75> others). Education wise
data shows that, perception regarding service quality was higher in case of respondents HSC and
graduates (4.09 and 3.80> others). Perceived value was poor in case of respondents less educated
than HSC (2.89 < others). Overall Satisfaction of HSC, graduate and post graduate respondents
were higher as compared to below HSC respondents (3.70; 3.56; 3.55> below HSC = 3.03). Table
2-B shows Profession wise and income wise descriptive statistics. Profession wise data shows that,
businessman and retired persons were perceived more service quality (3.93 and 3.81> others),
Businessman were perceived more value than others (3.47 > others) and overall satisfaction of
employees and students were higher than other respondents (3.64 and 3.69 > others). Income wise
data shows that, higher income group peoples were perceived more service quality than low
income group peoples (Above 15 Lakh 4.04 > others), perceived value was poor in case of
dependent respondents (2.72< others) and overall satisfaction was higher in case of respondents
belong to income group between 3 to 15 lakh and dependents (2.82 and 3.87 > others)

Table 2-B: Descriptive Statistics

95% Confidence
Std. Interval for Mean
N Mean Std. Dev. Lower Upper
Error
Bound Bound
Employee 62 3.5473 .66923 .08499 3.3773 3.7172
Businessman 66 3.9352 .57462 .07073 3.7939 4.0764
Service Retired 8 3.8138 .33991 .12018 3.5296 4.0979
Quality Student 28 3.4939 .47323 .08943 3.3104 3.6774
Professional 26 4.0115 .67650 .13267 3.7383 4.2848
Total 190 3.7489 .63219 .04586 3.6584 3.8394
Employee 62 3.1394 .66753 .08478 2.9698 3.3089
Businessman 66 3.4765 .66167 .08145 3.3139 3.6392
Perceived Retired 8 3.0325 .53657 .18971 2.5839 3.4811
Value Student 28 2.9268 .46866 .08857 2.7451 3.1085
Professional 26 3.3723 .80461 .15780 3.0473 3.6973
Total 190 3.2525 .68083 .04939 3.1551 3.3500
Employee 62 3.6492 .79116 .10048 3.4483 3.8501
Businessman 66 3.4432 .99884 .12295 3.1976 3.6887
Retired 8 3.3438 1.3883 .49085 2.1831 4.5044
Satisfaction Student 28 3.6964 .74646 .14107 3.4070 3.9859
Professional 26 3.4808 1.1267 .22098 3.0257 3.9359
Total 190 3.5487 .93644 .06794 3.4147 3.6827
Dependents 10 3.4020 .39462 .12479 3.1197 3.6843
< 3 Lakh 104 3.7922 .58518 .05738 3.6784 3.9060
Service 3 to 15 Lakh 70 3.7090 .71582 .08556 3.5383 3.8797
Quality >15 Lakh 6 4.0417 .54481 .22242 3.4699 4.6134
Total 190 3.7489 .63219 .04586 3.6584 3.8394
Dependents 10 2.7270 .59440 .18797 2.3018 3.1522
<3 Lakh 104 3.3142 .74768 .07332 3.1688 3.4596
Perceived 3 to 15 Lakh 70 3.2350 .57997 .06932 3.0967 3.3733
Value >15 Lakh 6 3.2633 .30277 .12360 2.9456 3.5811
Total 190 3.2525 .68083 .04939 3.1551 3.3500
Dependents 10 3.8750 .62639 .19808 3.4269 4.3231
< 3 Lakh 104 3.3413 1.0228 .10030 3.1424 3.5403
Satisfaction 3 to 15 Lakh 70 3.8286 .65461 .07824 3.6725 3.9847
> 15 Lakh 6 3.3333 1.6482 .67289 1.6036 5.0630
Total 190 3.5487 .93644 .06794 3.4147 3.6827
Note = Mean are based on responses taken on 5 point likert scale
6.0 Hypothesis Testing
H1: Gender: Table 3 indicates that, service quality (U= 2371.00, Z = -.967, sig= .333) perceived
value in e-banking services (U= 2352.50, Z = -.762, sig= .446) and overall satisfaction in e-
banking (U= 2497.50, Z = -.532, sig= .595) were not differed by gender. It reveals that,
gender is not important factor in perception of service quality, perception of value and
satisfaction in e-banking.
Table 3: Test Statisticsa
Service Quality Perceived Value Overall Satisfaction
Mann-Whitney U 2371.000 2352.500 2497.500
Wilcoxon W 2966.000 14287.500 3092.500
Z -.967 -.762 -.532
Asymp. Sig. (2-tailed) .333 .446 .595
Result Accept Accept Accept
a. Grouping Variable: Gender

H2: Age Group: Table 4 revels that, perception of service quality (χ 2 =10.829, df =4, sig.= .045)
and overall satisfaction also differ (χ 2 =13.313, df =4, sig.= .010) were differed based on age
groups of the respondents. However, perceived value was (χ 2 =4.313, df =4, sig.= .230) not
significantly differed by age groups of the respondents. It indicates that, only perception of
service quality and overall satisfaction was differing by age groups of the customers in e-
banking.
Table 4: Test Statisticsa,b
Service Quality Perceived Value Overall Satisfaction
Chi-Square 10.829 4.313 13.313
df 4 4 4
Asymp. Sig. .045 .230 .010
Result Reject Accept Reject
a. Kruskal Wallis Test b. Grouping Variable: Age DF=4, cr. 9.488

H3: Educational Level: Table 5 revels that, perception of service quality (χ2 =10.707, df =3, sig.=
.005). Perceived value (χ2 =9.083, df =3, sig.= .001) and overall customer satisfaction (χ2
=14.151, df =3, sig.= .009) were differed based on education level of the respondent. It
indicates that level of education plays significant role in service quality perception,
perception of service value and overall customer satisfaction.
Table 5: Test Statisticsa,b
Service Quality Perceived Value Overall Satisfaction
Chi-Square 10.707 9.083 14.151
df 3 3 3
Asymp. Sig. .005 .001 .009
Result Reject Reject Reject
a. Kruskal Wallis Test b. Grouping Variable: Education DF=3, cr.7.815

H4: Profession: Table 6 reveals that, perception of service quality was not differ based on
professions (χ2 =6.251, df =4, sig.= .181). However, perceived value (χ2 =12.072, df =4, sig.=
 .009) and overall satisfaction (χ2 =11.661, df =4, sig.= .004) were differed based on
profession of the respondents. It indicates that, type of profession plays significant role in
perceived value and satisfaction in e-banking.
Table 6: Test Statisticsa,b
Service Quality Perceived Value Overall Satisfaction
Chi-Square 6.251 12.072 11.661
df 4 4 4
Asymp. Sig. .181 .009 .004
Result Accept Reject Reject
a. Kruskal Wallis Test b. Grouping Variable: Profession DF=4, cr. 9.488

H5: Income Level: Table 7 reveals that, perception of service quality (χ 2 =11.744, df =3, sig.=
.008) and perceived value was differ (χ 2 =7.979, df =3, sig.= .043) based on income level of
the respondents. However, overall satisfaction was not significantly differ (χ 2 =5.711, df =3,
sig.= .127) based on level of income. It indicates that, income level didn’t influencing overall
satisfaction in e-banking but it affects perception of service quality and perceived value in e-
banking.
Table 7: Test Statisticsa,b
Service Quality Perceived Value Overall Satisfaction
Chi-Square 11.744 7.979 5.711
df 3 3 3
Asymp. Sig. .008 .043 .127
Result Reject Reject Accept
a. Kruskal Wallis Test b. Grouping Variable: Annual Income. DF=3, cr.7.815

7.0 Conclusions and Managerial Implication

The present study direct that, there was no difference in perception of service quality,
perceived value and overall satisfaction of male and female. However, service quality, perceived
value and overall satisfaction was differ based on age group wise, educational level wise,
profession wise and income level wise. Therefore, author recommends to the bankers and service
designers to develop their service and service features according to the demographic profile of the
existing customers and expected new customers. Basically, young customers (below 25) expect
more good service quality through e-banking because they have good idea about modern services.
Therefore, banks should enhance their services according to expectations also, but don’t ignore
expectations of elder customers. Highly educated peoples have skill of using IT based service but
semi literate and low educated peoples have not right idea about using IT based service. Therefore,
e-banking services should design with considering needs and difficulties in using e-banking
services for low educated peoples. Every profession and peoples from various income groups needs
some different service features from e-banking. Expected service features would create positive
environment to getting more perceived value and satisfaction. Therefore, banks should develop
their e-banking services according to expectations of various business and professions and income
groups.
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