An Exploratory Study on the Factors Affecting Customer Perception towards  Website Usefulness of Indian Banks

Charu Gupta; Sonia Gupta

doi:10.65301/dias.2015.11.1.274

Articles 22 Edition of DTR Oct 2014 – Sep 2015

DOI 10.65301/dias.2015.11.1.274

An Exploratory Study on the Factors Affecting Customer Perception towards Website Usefulness of Indian Banks

Authors

Assistant Professor, Department of Management, Delhi institute of Advanced Studies, Assistant Professor, Department of Computer Applications, Delhi institute of Advanced Studies

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74 Downloads

Published 2015-09-30

Pages 37-44

Abstract

Banking industry is advancing rapidly across the globe. With Banking industry is advancing rapidly across the globe. With technology affecting all spheres of life, banking industry too has not been left behind. Today, majority of the banks are offering Internet banking features and services to their customers that are banking features and services to their customers that are standardized in nature. To become successful in providing a rich customer experience, the banks need to understand which aspects of internet banking influence the customer behavior. The objective of the paper is to study the perception of the customers towards of the paper is to study the perception of the customers towards website usefulness which can be defined as a combination of website usefulness which can be defined as a combination of ' The 'Functionality' and 'Usability' attributes of the banks' websites. The study was undertaken on 150 users who avail e-banking services in Delhi-NCR. The data was analyzed using Factor Analysis, ANOVA and Levene' s t-test. Three factors namely 'Navigation', 'Content' and 'Response' were identified which influence the customer and 'Response' were identified which influence the customer perception towards Website Usefulness. The influence of perception towards Website Usefulness. The influence of demographic parameters like age, gender and occupation on these factors was also studied. It was found that age influences the factors was also studied. It was found that age influences the
Navigation factor only; gender does not influence the website's Navigation factor only; gender does not influence the website's usefulness while occupation influences all the three factors. The usefulness while occupation influences all the three factors. The
banks can use these research findings and incorporate the factors banks can use these research findings and incorporate the factors on their websites which would result in higher levels of customer on their websites which would result in higher levels of customer satisfaction

Keywords

Customer Perception E-banking Functionality Usability Website Usefulness

References

• Afrouz, F. (2006). Banks Employees' Perception Toward Implementation of E-Banking in Iran: A Comparative Study Among Governmental and Private Banks. Ph.D Thesis, Lulea University of Technology.
• Akrimi, Y., & Khemakhem, R.P. (2014). An Analysis of Perceived Usability, Perceived Interactivity and Website Personality and their Effects on Consumer Satisfaction. International Journal of Management Excellence, Vol. 2, No. 3, February, pp. 227–236.
• Alagheband, P. (2006). Adoption of Electronic Banking Services by Iranian Customers. Master’s Thesis, Lulea University of Technology.
• Anand, N. (2014). Mobile Banking Zooms as India gets Smarter. Business Standard, 13 August.
• Bauer, H.H. (2005). Measuring the Quality of E-Banking Portals. International Journal of Bank Marketing, Vol. 23, No. 2, pp. 153–175.
• B. SaiKrishna (2014). The Smartphone Boom in India.
• Calisir, F., Gumussoy, C.A., Bayraktaroglu, A.E., & Saygivar, E. (2011). Usability and Functionality: A Comparison of Key Project Personnel’s and Potential Users’ Evaluations. World Academy of Science, Engineering and Technology, pp. 204–207.
• Charif, L., Aronsohn, M., & Charif, H. (2006). E-Banking and Service Quality Online. Ph.D Thesis, Lunds Universitet, Campus Helsingborg.
• Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly, Vol. 13, No. 3, pp. 475–487.
• Fozia (2013). A Comparative Study of Customer Perception toward E-Banking Services Provided by Selected Private & Public Sector Banks in India. International Journal of Scientific and Research Publications, Vol. 3, Issue 9, September.
• Jain, D., & Dashora, D. (2013). Customer Perception about the Efficiency of E-Banking Services Offered by Commercial Banks: An Empirical Study. Prajnan, Vol. XLII, No. 1, pp. 65–81.
• Kalakota, R., & Whinston, A.B. (1997). Electronic Commerce: A Manager’s Guide. Addison Wesley.
• Lu, M.T., & Yeung, L.W. (1998). A Framework for Effective Commercial Web Application Development. Internet Research: Electronic Networking Applications and Policy, Vol. 8, No. 2, pp. 166–173.
• Malhotra, N.K. (2007). Marketing Research, Sixth Edition, Sage Publications Ltd.
• RBI Publication (2013). Mobile Banking Transactions in India – Operative Guidelines for Banks.
• RBI Publication (2014). Report of the Technical Committee on Mobile Banking.
• Safeena, R., Abdullah, & Date, H. (2010). Customer Perspectives on E-Business Value: Case Study on Internet Banking. Journal of Internet Banking and Commerce, Vol. 15, No. 1, April.
• Schiffman, L.G., & Kanuk, L.I. (2004). Consumer Behavior, Ninth Edition, Prentice-Hall, New Jersey.
• Shah, M., & Clark, S. (2009). E-Banking Management: Issues, Solutions and Strategies. Information Science Reference, Hershey, New York.
• Sreelatha, T., & Chandra Sekhar, C. (2012). Role of Technology in Indian Banking Sector. International Journal of Management & Business Studies, Vol. 2, Issue 4, October–December.
• Wandaogou, A.M.M., & Jalulah, S.P. (2011). Evaluation of Customer Satisfaction with Internet Banking Service Quality in the Banking Industry in Ghana. Master’s Thesis, Lulea University of Technology.

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Charu Gupta, Sonia Gupta . (2015). An Exploratory Study on the Factors Affecting Customer Perception towards Website Usefulness of Indian Banks. DIAS Technology Review, 11(1), 37-44.

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[1] • Afrouz, F. (2006). Banks Employees' Perception Toward Implementation of E-Banking in Iran: A Comparative Study Among Governmental and Private Banks. Ph.D Thesis, Lulea University of Technology.

[2] • Akrimi, Y., & Khemakhem, R.P. (2014). An Analysis of Perceived Usability, Perceived Interactivity and Website Personality and their Effects on Consumer Satisfaction. International Journal of Management Excellence, Vol. 2, No. 3, February, pp. 227–236.

[3] • Alagheband, P. (2006). Adoption of Electronic Banking Services by Iranian Customers. Master’s Thesis, Lulea University of Technology.

[4] • Anand, N. (2014). Mobile Banking Zooms as India gets Smarter. Business Standard, 13 August.

[5] • Bauer, H.H. (2005). Measuring the Quality of E-Banking Portals. International Journal of Bank Marketing, Vol. 23, No. 2, pp. 153–175.

[6] • B. SaiKrishna (2014). The Smartphone Boom in India.

[7] • Calisir, F., Gumussoy, C.A., Bayraktaroglu, A.E., & Saygivar, E. (2011). Usability and Functionality: A Comparison of Key Project Personnel’s and Potential Users’ Evaluations. World Academy of Science, Engineering and Technology, pp. 204–207.

[8] • Charif, L., Aronsohn, M., & Charif, H. (2006). E-Banking and Service Quality Online. Ph.D Thesis, Lunds Universitet, Campus Helsingborg.

[9] • Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Quarterly, Vol. 13, No. 3, pp. 475–487.

[10] • Fozia (2013). A Comparative Study of Customer Perception toward E-Banking Services Provided by Selected Private & Public Sector Banks in India. International Journal of Scientific and Research Publications, Vol. 3, Issue 9, September.

[11] • Jain, D., & Dashora, D. (2013). Customer Perception about the Efficiency of E-Banking Services Offered by Commercial Banks: An Empirical Study. Prajnan, Vol. XLII, No. 1, pp. 65–81.

[12] • Kalakota, R., & Whinston, A.B. (1997). Electronic Commerce: A Manager’s Guide. Addison Wesley.

[13] • Lu, M.T., & Yeung, L.W. (1998). A Framework for Effective Commercial Web Application Development. Internet Research: Electronic Networking Applications and Policy, Vol. 8, No. 2, pp. 166–173.

[14] • Malhotra, N.K. (2007). Marketing Research, Sixth Edition, Sage Publications Ltd.

[15] • RBI Publication (2013). Mobile Banking Transactions in India – Operative Guidelines for Banks.

[16] • RBI Publication (2014). Report of the Technical Committee on Mobile Banking.

[17] • Safeena, R., Abdullah, & Date, H. (2010). Customer Perspectives on E-Business Value: Case Study on Internet Banking. Journal of Internet Banking and Commerce, Vol. 15, No. 1, April.

[18] • Schiffman, L.G., & Kanuk, L.I. (2004). Consumer Behavior, Ninth Edition, Prentice-Hall, New Jersey.

[19] • Shah, M., & Clark, S. (2009). E-Banking Management: Issues, Solutions and Strategies. Information Science Reference, Hershey, New York.

[20] • Sreelatha, T., & Chandra Sekhar, C. (2012). Role of Technology in Indian Banking Sector. International Journal of Management & Business Studies, Vol. 2, Issue 4, October–December.

[21] • Wandaogou, A.M.M., & Jalulah, S.P. (2011). Evaluation of Customer Satisfaction with Internet Banking Service Quality in the Banking Industry in Ghana. Master’s Thesis, Lulea University of Technology.