Page 1 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
Available online: https://ejbss.org/ P a g e | 356
Customer Satisfaction towards Mobile Banking
Dr.B.Indirapriyadharshini, R.Ramya, A.Gomathi & N.Giri
ABSTRACT
Innovation in the field of banking information and telecommunication technologies
have drastically changed the structure of financial system and particularly the banking
system by lowering the transactional costs and reducing systematic information. Mobile
banking (M-banking) is the latest medium which enables the customer to access their bank
accounts. Bank offers m-banking as a less expensive alternative for traditional banking.
Therefore, this study is undertaken to identify the level of satisfaction of the customers
towards mobile banking. For this purpose, Primary data was collected from 107 customers
residing in Pollachi through structured questionnaire method. Sample was chosen using
convenience sampling technique. Data collected has been analyzed using simple percentage
analysis, weighted average ranking method and chi-square test. The results indicate that
majority of the customers use mobile banking services for P2P payments and fund transfer.
Chi-sqaure test discloses that, there is a significant association between the level of
satisfaction and age, educational qualification and monthly income of the customer.
Keywords: Mobile banking – Satisfaction – Customer - Banking Services
_______________________________________________________________________
Dr.B.Indirapriyadharshini,Assistant Professor, Department of Commerce (E-Commerce), Nallamuthu Gounder Mahalingam
College,Pollachi
R.Ramya ,Assistant Professor, Department of Commerce with Computer Application, Nallamuthu Gounder Mahalingam
College, Pollachi.
Page 2 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
Available online: https://ejbss.org/ P a g e | 357
A.Gomathi, Assistant Professor, Department of Commerce (B&I), Nallamuthu Gounder Mahalingam College, Pollachi.
N.Giri, Assistant Professor, Department of Commerce (SF), Nallamuthu Gounder Mahalingam College, Pollachi
INTRODUCTION
Mobile banking is a service provided by a bank or financial institution that allows its
customer to conduct financial transactions using a mobile device such as a smart phone or
tablet. Unlike the internet banking it uses software, usually an App, provided by the financial
institution. Mobile banking is usually available on 24- hour basis. Some financial institution
has restriction on certain transactions. Transactions through mobile banking include latest
transactions, account balances, electronic bill payments, fund transfers and P2P payments.
Hence, it is imperative to identify the satisfaction of customers reside in small towns like
Pollachi (Coimbatore District) towards mobile banking. With this backdrop, the present
study has been undertaken.
REVIEW OF LITERATURE
Shilpa and Veena (2018) found that majority of the customers are positively using
mobile banking service offered by SBI in Mysore. Panda and Misra (2017) found that rural
customers are satisfied with the e-banking services provided by the banks. Al Muhirat(2016)
reveal that Saudi banks have accomplished consumer loyalty by improving their e- administrations and increasing electronic exchanges. Chandran (2014) states that, inclusive
growth can be achieved only when a common man at the remotest locations in the country
can access mobile banking. Palani (2012) found that mobile banking users face many
problems from telecom operators and mobile hands set they use. Khan and Mahapatra
(2009) found that the two dimensions, namely ‘Privacy/Security’ and ‘Fulfilment’ are not
contributing significantly towards the overall service quality. Singh and Malhotra (2004)
said that the huge advances in innovation and the forceful infusion of data innovation had
gotten an outlook change in banking operations.
Lustsik (2004) defines E-Banking services as a variety of e-channels for doing
banking transactions through Internet, telephone, TV, mobile, and computer. Banking
customers’ desires and expectations with regard to service are expanding, as technology
advances and improve.
Page 3 of 9
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
Available online: https://ejbss.org/ P a g e | 358
OBJECTIVES OF THE STUDY
The main objectives of the present study are the following:
1. To identify the customer preference on Mobile banking
2. To know the level of satisfaction towards Mobile banking
3. To suggest suitable measures to improve Mobile banking services
RESEARCH METHODOLOGY
Data
Research design chosen for the present study is empirical. The study is based on primary data
and secondary data. Primary data was collected using structured questionnaire. Secondary
data has been collected from various journals, magazines and websites.
Sample
A sample of 107 customers residing in Pollachi was selected using convenience sampling
technique.
Framework of analysis
Data collected was analyzed using simple percentage, weighted average square method and
chi-square test.
RESULTS AND DISCUSSION
Findings of the study is presented in the following paragraphs
a. Simple Percentage Analysis
Socio – Economic Profile
Out of the 107 customers taken for the study 60 per cent reside in rural area and majority of
them belong to the age group ranging between 18 years to 25 years. As regards to education,
40.4 per cent are post graduates and 62 per cent are married. 42 per cent of the customers
