A STUDY ON RURAL CUSTOMERS AWARENESS AND PERCEPTION TOWARDS ATM SERVICES OF PUBLIC SECTOR BANKS IN GOBICHETTIPALAYAM TALUK OF ERODE DISTRICT

Dr.Gayathri Balakrishnan R.

Volume : VI, Issue : IX, September - 2016

A STUDY ON RURAL CUSTOMERS AWARENESS AND PERCEPTION TOWARDS ATM SERVICES OF PUBLIC SECTOR BANKS IN GOBICHETTIPALAYAM TALUK OF ERODE DISTRICT

Dr. Gayathri Balakrishnan R.

Abstract :

The banking sector is one of the biggest service sectors in India and now–a–days is in a way to attract the biggest market of Asia in investment. The banking sector today is focusing on how to provide efficient services to its customers. The Indian Banking System consists of various financial institutions whose objective is serving the people who belong to urban as well as rural for their financial and economic needs. This research is a survey of rural customers perception towards ATM services offered by the public sector banks in Erode district. For, the purpose of this analysis is to measure customer’s awareness and perception with regard to ATM services offered by public sector Indian banks in Gobichettipalayam Taluk of Erode district. Questionnaire is the main tools for collecting the respondents’ awareness and their opinion about the perception in utilizing the ATM services. Convenience sampling technique has been utilized for selecting the 110 respondents. The collected opinion of the selected respondents have subdued into various tables by using the statistical tools like percentage analysis, mean and Anova analysis. The researcher found three–fourth of the selected rural customers have more awareness about the usage of ATM services and their perception level at the high in utilizing ATM services offered by the public sector banks in Gobichettipalayam Taluk of Erode district. But one–fourth of the respondents have faced problems in utilizing ATM services like lake of understand the usage of ATM services, lake of knowledge for inserting ATM card in to ATM machine and how to operate the ATM machine in an efficient way