Volume : I, Issue : IX, June - 2012

Account Holders perceptions towards Self Service Technologies: a study of selected Private Sector Banks

Dr A Kumar, Prof Ankur Gangal

Abstract :

Purpose: Today’s consumers are more aware and educated than ever before. And thus have also become highly demanding of quality and timeliness of services. The fulfillment or neglect of their demands is surely met by the appropriate consumer behavior. The banking sector in its response, through technological interface, is trying to quench this thirst of their customers. ATMs, Net–banking and Tele–banking have become common place and consumers are becoming compatible to these Self Service Technologies to avail services. However cost effective the SSTs may seem, there is quite an investment in setting them up. With such a commitment by the banking organizations, a question is raised – Whether these SSTs are able to impact the consumer behavior positively. In order to examine this question, we are attempting to test the perception of account holders towards the Self Service Technologies provided by three Private Sector Banks – ICICI Bank Ltd, HDFC Bank Ltd and Kotak Bank Ltd. Methodology: We would be using a Schedule to survey a sample size of 150 respondents. We would be undertaking NonRandom Convenient Sampling. Research Limitations: We would only be taking responses of people in the geographic boundary of Ahmedabad. Practical Implications: With such high investments, it is imperative to examine the impact (if any) of these SSTs on the consumer behavior, which we are trying to elicit through this study. We would also be able to comment on the level of Customer education towards SSTs. And we would be able to suggest any modifications in the services by the banks which can lead to removal of negative perceptions and/or generation of a positive perception in the minds of the account holders.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr A Kumar, Prof Ankur Gangal Account Holders perceptions towards Self Service Technologies: a study of selected Private Sector Banks Indian Journal of Applied Research, Vol.I, Issue.IX June 2012

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