a study on the customer response towards mobile banking

CHAPTER 1

INTRODUCTION

STUDY OF CONSUMER BEHAVIOUR ON MOBILE BANKING

Introduction

Customer satisfaction, a business term, is a measure of how products

and services supplied by a company meet or surpass customer expectation. It is

seen as a key performance indicator within business and is part of a balanced

scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become

a key element of business strategy.

Organizations need to retain existing customers while targeting non-

customers; Measuring customer satisfaction provides an indication of how

successful the organization is at providing products and/or services to the

marketplace.

Customer satisfaction is an abstract concept and the actual manifestation

of the state of satisfaction will vary from person to person and product/service

to product/service. The state of satisfaction depends on a number of both

psychological and physical variables which correlate with satisfaction

behaviours such as return and recommend rate. The level of satisfaction can

also vary depending on other factors the customer, such as other products

against which the customer can compare the organization's products.

The measures of customer satisfaction involve a survey with a set of

statements using a scale. The customer is asked to evaluate each statement in

terms of their perception and expectation of performance of the service being

measured.

The tremendous advances in technology and the aggressive infusion of

information technology had brought in a paradigm shift in banking operations.

Internet banking that has revolutionized the banking industry worldwide has

turned out to be the nucleus issue of various studies all over the world. However


there has constantly been a significant gap between bankers and customers with

regard to mobile banking in India. The purpose of this project is to help fill

significant gaps in knowledge about the mobile banking landscape in India. The

project presents data, drawn from a survey of opinion of mobile banking users

and their satisfaction level. It investigates the extent of usage, the profile of

customers and response towards mobile banking using univariate statistical

analysis. It was also found that there is significant gap between the perception

of the customers and the service providers i.e. the bankers.

After Internet Banking, Mobile Banking or M-Banking has become the buzz

word in the industry. It’s a fact that Internet Banking has given a boost and has

shown a successful way to consider it as a good alternative procedure against

physical branch banking. Now where ever you are, you can access your bank

account and you can do lot more things like checking your account balance,

transfer to some other account, pay your utility bills online and so on, just by

comfortably sitting at your home or office. But, the technical disadvantage of

Internet Banking is, you have to have internet connectivity and a computer.

And here Mobile Banking comes into the picture to address the basic limitation

of Internet Banking.

If we only consider Asian developing countries, the availability of mobile

connectivity is really huge. Where one may not find out a landline telephone or

an internet connection, but still in those remote places getting mobile

connectivity is not difficult at all with technology advancements.

So, Mobile Banking has given the traditional banking a newer look “Anywhere

Banking”. Now you don’t need a PC or a laptop with internet connectivity, just

you need your cell phone with you. Considering the Asian economy countries

like China, India and Korea have seen the mobile boom in last one decade .In

Korea, more than 70% of the entire population is carrying mobile.


There are over 200 million mobile phone subscribers in India and the number

continues to explode. Financial services companies are now working with

mobile payment players like mChek to offer innovative mobile phone solutions

to urban and rural Indian population.

Mobile banking has the potential to bring a whole host of people that have

no/little access to land lines/internet connections onto the electronic platform –

an innovative way to generate financial inclusion. To do so successfully will

require customer training, technology stabilization and managing carefully the

‘know your customer’ issues.


CHAPTER 2

RESEARCH DESIGN


Research Methodology

In order to learn, study, assimilate, absorb and then reasonably rationalize

only theoretical knowledge is not enough. Analysis from the theory is totally

incomplete without a practical angle. Keeping this in mind, the research has

been conducted on “Customer Response towards mobile banking”. The area

selected is New Bel Road area of Bangalore.

The aim was to gain practical knowledge about the consumer behavior.

This practical aspect is an invaluable source of knowledge in the study of this

important branch that is marketing.

2.1 Background of the study

ATM and internet banking have been around in India for a while. While

both modes have had some success, penetration and use levels have been

moderate.

While ATMs offer convenience, they pose a perceived security threat in India

given instances of mugging around them. Senior citizens and women appear

reluctant to use ATMs if they have a choice to go to a branch and withdraw

money in safety. The security situation in India shows little sign of


improvement and therefore a large scale proliferation of ATMs will remain a

challenge. Internet banking, on the other hand, relies on PC and internet

penetration. Estimates suggest that there are approx 40 million internet users

which are expected to rise to 100 million soon – despite this growth, penetration

and use levels remain low, especially in non-metro areas. Research also

suggests that internet banking is picking up amongst the target user group.

While internet penetration and use in India is relatively low, mobile phone

penetration is much higher and growing rapidly. There are over 200 million

mobile phone subscribers in India and the number continues to explode.

Financial services companies are now working with mobile payment players

like mChek to offer innovative mobile phone solutions to urban and rural Indian

population. Reserve Bank of India has restrictions on non-bank involvement in

money transfer. Therefore, development of mobile financial services

applications is being sponsored primarily by banks in India.

2.2 Statement of the problem

Though Bangalore has surpassed the silicon valley of USA in software

exports and technological innovations, the level of mobile banking users in the

city is substantially low. Though the citizens for checking mails, browsing,

chatting etc use mobile it is not used for banking transaction on large scale. The

study is conducted to analyze the usage of mobile for banking purpose. The

study is conducted to highlight the reasons for customer’s preference to mobile

banking and measure their satisfaction level the study is titled “A study on

customer response towards mobile banking”.


2.3 Need and importance of the study

1. To understand the profile of the customers availing mobile banking

facility.

2. To understand the attitude of users towards mobile banking contents.

2.4 Objectives of the study

1. To know about the level of awareness of mobile banking among the

people who use this service.

2. To know the level of usage of mobile banking.

3. To analyse the gap between the perceptions of banks offering services

and the customers availing the facility.

4. To understand the usage pattern and preference of the customers with

regard to frequency, place and banks.

5. To understand the attitude of the users making banking transactions

through the mobile.


2.5 Research Procedure

The process of designing a research study involves many inter-related

decisions. The most significant decision is the choice of research approach as it

determines how the information is obtained.

Selecting particular tool for data collection, the research has adopted the

Descriptive Research method. This method focus in seeking insights into the

general nature of the problem and to focus on the relevant variables that needs

to be considered to carry on the research. Through exploratory research the

researcher can establish priorities among the research questions for the learning

about the practical problems of carrying out the research.

Sampling Technique

Sample is the fraction of population. Sampling is a technique or a method

of selection of samples. According to the Random Sampling Method it is

assumed that entire population is Homogeneous and the samples are selected in

such a way that each and every unit of population has equal chance of

occurrence or equal probability of occurrence.

Sampling Population

The population of mobile banking users in areas of New Bel Road is

estimated to be 1000. From the above users, 50 respondents were selected based

largely on random sampling method.


Instrumentation Technique

Primary data generation was necessary to obtain the information

pertaining to the research problem in the study. The need for primary data

requires that a questionnaire is to be developed. Developing a suitable

questionnaire is the most challenging aspect of the research.

A questionnaire, which is also familiarly known as “interview schedule”

with a format consisting of questions sequentially ordered to obtain the

information that are relevant to the objectives of the study. The questions in the

questionnaire can be broadly classified into two major categories.

A. Open ended questions

B. Closed end questions.

Actual collection of Data

Collection of original facts by the researcher forms primary data. There

are two types of data collection:

1. Primary data, and

2. Secondary data.

Primary Data:

Information collection specifically for the purpose of investigation, as on

one hand is known as primary data or raw data. These are not readily available.

This research work mainly depends on questionnaire. With reference to these

questionnaires were distributed to the respondents to collect the required data.

In case of busy respondents the information was asked orally and filled by the

researcher himself. The questionnaires thus collected were administered to the

sample and analyzed.


Secondary Data

Secondary data are those collected from interviewing party, secondary

data includes data for the study and includes appropriate materials from

journals, bank websites, text books, and information from internet has also been

required wherever necessary.

Statistical Techniques adopted

Statistical tools like bar chart, pie chart, frequency, percentages, averages

and column charts have been used to study.

2.6 Limitations of the study

1. The sample size was restricted to hundred customers.

2. Resources like time and cost was a constraint.

3. The study was conducted in Bangalore city. So the findings and

conclusion drawn are applicable to Bangalore only.

4. The methods used for analysis and interpretation purpose may have some

limitations of their own and some errors can always creep in.

5. The sample size is small; hence the result cannot be generalised.


CHAPTER 3

INDUSTRY PROFILE


Industry Profile

History of Banking in India

Without a sound and effective banking system in India it cannot have a

healthy economy. The banking system in India should not only be hassle free

but it should be able to meet new challenges posed by the technology and many

other external and internal factors.

For the past three decades India's banking system has several outstanding

achievements to its credit. The most striking is its extensive reach. It is no

longer confined to only metropolitans or cosmopolitans in India. In fact, Indian

banking system has reached even to the remote corners of the country. This is

one of the main reasons of India's growth process.

The government's regular policy for Indian bank since 1969 has paid rich

dividends with the nationalization of 14 major private banks of India.

The first bank in India, though conservative, was established in 1786.

From 1786 till today, the journey of Indian Banking System can be segregated

into three distinct phases. They are as mentioned below:

Early phase from 1786 to 1969 of Indian Banks.

Nationalisation of Indian Banks and up to 1991 prior to Indian banking

sector Reforms.

New phase of Indian Banking System with the advent of Indian Financial

& Banking Sector Reforms after 1991.

To make this more descriptive, I prefix the scenario as Phase I, Phase II and

Phase III.


Phase I

The General Bank of India was set up in the year 1786. Bank of

Hindustan and Bengal Bank came to India at later stages. The East India

Company established Bank of Bengal (1809), Bank of Bombay (1840) and

Bank of Madras (1843) as independent units and called it Presidency Banks.

These three banks were amalgamated in 1920 and Imperial Bank of India was

established which started as private shareholders banks, mostly Europeans

shareholders.

In 1865 Allahabad Bank was established and first time exclusively by

Indians, Punjab National Bank Ltd. was set up in 1894 with headquarters at

Lahore. Between 1906 and 1913, Bank of India, Central Bank of India, Bank of

Baroda, Canara Bank, Indian Bank, and Bank of Mysore were set up. Reserve

Bank of India came in 1935.

During the first phase the growth was very slow and banks also

experienced periodic failures between 1913 and 1948. There were

approximately 1100 banks, mostly small. To streamline the functioning and

activities of commercial banks, the Government of India came up with The

Banking Companies Act, 1949 which was later changed to Banking Regulation

Act 1949 as per amending Act of 1965 (Act No. 23 of 1965). Reserve Bank of

India was vested with extensive powers for the supervision of banking in India

as the Central Banking Authority.

During those day’s public has lesser confidence in the banks. As an

aftermath deposit mobilization was slow. Abreast of it the savings bank facility

provided by the Postal department was comparatively safer. Moreover, funds

were largely given to traders.


Phase II

Government took major steps in this Indian Banking Sector Reform after

independence. In 1955, it nationalized Imperial Bank of India with extensive

banking facilities on a large scale especially in rural and semi-urban areas. It

formed State Bank of India to act as the principal agent of RBI and to handle

banking transactions of the Union and State Governments all over the country.

Seven banks forming subsidiary of State Bank of India was nationalized

in 1960 on 19th July, 1969, major process of nationalization was carried out. It

was the effort of the then Prime Minister of India, Mrs. Indira Gandhi. 14 major

commercial banks in the country were nationalized.

Second phase of nationalization Indian Banking Sector Reform was

carried out in 1980 with seven more banks. This step brought 80% of the

banking segment in India under Government ownership.

The following are the steps taken by the Government of India to Regulate

Banking Institutions in the Country:

1949: Enactment of Banking Regulation Act.

1955: Nationalisation of State Bank of India.

1959: Nationalisation of SBI subsidiaries.

1961: Insurance cover extended to deposits.

1969: Nationalisation of 14 major banks.

1971: Creation of credit guarantee corporation.

1975: Creation of regional rural banks.

1980: Nationalisation of seven banks with deposits over 200 crore.

After the nationalization of banks, the branches of the public sector bank

India rose to approximately 800% in deposits and advances took a huge jump

by 11,000%.


Phase III

This phase has introduced many more products and facilities in the

banking sector in its reforms measure. In 1991, under the chairmanship of M.

Narasimham, a committee was set up by his name which worked for the

liberalization of banking practices.

The country is flooded with foreign banks and their ATM stations. Efforts

are being put to give a satisfactory service to customers. Phone banking and net

banking is introduced. The entire system became more convenient and swift.

Time is given more importance than money.

The financial system of India has shown a great deal of resilience. It is

sheltered from any crisis triggered by any external macroeconomics shock as

other East Asian Countries suffered. This is all due to a flexible exchange rate

regime, the foreign reserves are high, the capital account is not yet fully

convertible, and banks and their customers have limited foreign exchange

exposure.

Nationalization of Banks in India

The nationalization of banks in India took place in 1969 by Mrs. Indira

Gandhi the then prime minister. It nationalized 14 banks then. These banks were

mostly owned by businessmen and even managed by them.

Central Bank of India.

Bank of Maharashtra.

Dena Bank.

Punjab National Bank.

Syndicate Bank.

Canara Bank.

Indian Bank.

Indian Overseas Bank.

Bank of Baroda.


Union Bank.

Allahabad Bank.

United Bank of India.

UCO Bank.

Bank of India.

Before the steps of nationalization of Indian banks, only State Bank of

India (SBI) was nationalized. It took place in July 1955 under the SBI Act of

1955. Nationalization of Seven State Banks of India (formed subsidiary) took

place on 19th July, 1960.

The State Bank of India is India's largest commercial bank and is ranked

one of the top five banks worldwide. It serves 90 million customers through a

network of 9,000 branches and it offers -- either directly or through subsidiaries

-- a wide range of banking services.

The second phase of nationalization of Indian banks took place in the

year 1980. Seven more banks were nationalized with deposits over 200 crores.

Till this year, approximately 80% of the banking segment in India was under

Government ownership.

Schedule Commercial Banks in India

The commercial banking structure in India consists of

I. Scheduled commercial banks in India.

II. Unscheduled banks in India.

Scheduled Banks in India constitute those banks which have been included

in the Second Schedule of Reserve Bank of India (RBI) Act, 1934. RBI in turn

includes only those banks in this schedule which satisfy the criteria laid down

under section 42 (6) (a) of the Act.

As on 30th June, 1999, there were 300 scheduled banks in India having a

total network of 64,918 branches. The scheduled commercial banks in India

comprise of State bank of India and its associates (nationalized banks (19),


foreign banks (45), private sector banks (32), co-operative banks and regional

rural banks.

"Scheduled banks in India" means the State Bank of India constituted

under the State Bank of India Act, 1955 (23 of 1955), a subsidiary bank as

defined in the State Bank of India (Subsidiary Banks) Act, 1959 (38 of 1959), a

corresponding new bank constituted under section 3 of the Banking Companies

(Acquisition and Transfer of Undertakings) Act, 1970 (5 of 1970), or under

section 3 of the Banking Companies (Acquisition and Transfer of Undertakings)

Act, 1980 (40 of 1980), or any other bank being a bank included in the Second

Schedule to the Reserve Bank of India Act, 1934 (2 of 1934), but does not

include a co-operative bank".

"Non-scheduled bank in India" means a banking company as defined in

clause (c) of section 5 of the Banking Regulation Act, 1949 (10 of 1949), which

is not a scheduled bank".

Overview of the Banking Structure in India

The structure of the banking system in India consists of two parts

1. Unorganised Sector, and

2. Organised Sector.

The organized sector comprises of money lenders and indigenous bankers. The

organized sector consists, of commercial banks, cooperative banks and regional

rural banks. Beside these institutions which provide short-term credit to

business, there are number of specialized terms lending institutions which

provide long term requirements of industry agriculture and foreign trade. The

Reserve Bank of India, the central bank of the country is at apex of the banking

structure in India.


Cooperative Banks

The cooperative banks and societies have been playing very useful role in

meeting the requirements of people in the rural areas. The cooperative banks,

originated with the enactment of the cooperative credit societies Act of 1904.

The Act provided for the establishment of credit societies Act, 1912 provided

for the establishment of co-operative central banks by a union of primary credit

societies. The Maclagan committee appointed in 1914 recommended the

establishment of a state cooperative Apex bank. Following this, central

cooperative banks were established in many provinces. But the cooperative

movement to cater to the needs of agriculturists received momentum only

during the post-independence period.

The co-operative Banking Structure in India is a pyramid type of a 3 Tire

structure comprising

1. Primary agricultural cooperative credit societies, at the village level.

2. District central cooperative banks at the district level.

3. The state cooperative bank at the state level.

Primary co-operative credit societies

The primary co-operative credit societies function at the base of the

cooperative credit system. There are primary credits co-operative societies,

service co-operative societies, marketing society’s etc. They are specialized

institutions discharging specific functions. These societies raise funds by way of

share capital, deposits from member’s non-members and loans from district

central cooperative banks.

Primary agricultural credit cooperatives provide short-term loans,

medium term loans to farmers to buy seeds, fertilizers, implements etc.

The agriculture marketing societies help farmers in securing good prices

for the products produced by them, by means of marketing. The land mortgage


(now called land developed banks) banks provide long term loans to farmers to

buy capital equipment and make permanent improvements on the land. Most of

the cooperative credit banks, apex banks, commercial banks or regional rural

banks. The primary agricultural credit societies which occupy a predominant

position in the cooperative structure are socio-economic organizations

established for betterment of the members in particular and the local people in

general.

Central Cooperative Banks

A central cooperative bank is a federation of primary credit societies in a

specified area. They are established in each district to serve as a refinancing

agency to the primary credit societies. The primary societies are the members of

these banks. Since the membership is open only to co-operative societies, the

central cooperative banks are called “pure central banks”. The central

cooperative banks obtain funds from the state cooperative apex bank. They also

borrow from commercial banks and NABARD. They carry on commercial

banking activities in the concerned districts like accepting deposits from the

societies and the public, advancing loans (short and medium) to primary co-

operative societies on the security of first class gilt-edged securities. They also

discount cheques and hundies of cooperative organizations. They also act as

“balancing centres” making available temporary excess funds of one primary

cooperative society to another which is need of them.

State Co-operative Banks

The state co-operative banks operating at the top of cooperative credit

structure are a federation of central cooperative banks. They are also known as

“APEX Basks”. They act as watch dog of the co-operative banking structure in

the state. They receive deposits from the public and local boards, municipalities

etc., Further, they receive loans at call and short notice from the commercial


banks and the Reserve Bank of India. The state governments contribute a

certain portions of their working capital. They lend money to central

cooperative banks which in turn lend it to primary societies. They act as inter

mediatory between the state co-operative bank and primary credit societies.

Urban co-operative Banks

Urban co-operative banks are similar to commercial banks in their

operation. Normally, person living in certain urban areas. Classes like traders,

merchants, professionals and salaried classes are members of urban co-operative

banks. In some banks, there is a provision for admitting only individuals as

members. They are lending and borrowing institutions like commercial banks.

These banks generally accept current, savings and fixed deposits. They provide

loans only to their members. All major cities in India are having a good number

of co-operative banks.

Land Development Banks

Besides short term and medium term loans, agriculturists also require

long term loans for effecting permanent improvement in land, for purchase of

pump sets, tractors, digging up of wells etc. To cater to the long term needs of

agriculturists, land development banks have been meet the long term credit

requirements of the agriculturists. It is a two tier structure with central land

development banks at the state level and primary land development banks at the

taluk or district level. The banks of Tamilnadu, Bombay, Andhra Pradesh and

Karnataka are of this type. In states like Gujarat, Uttar Pradesh, and Jammu and

Kashmir, there is a unitary structure, i.e.; the Apex land development banks

operate directly through their own branches at the district or taluk level. Today

all states are having land development banks. The land development banks

obtain funds mainly by the issue of long term debentures. The debentures are


guaranteed by the state government and are subscribed by the life insurance

corporation banks and state bank of India.

They specialize in granting loans against agricultural land. They lend

money at low rates of interest. Now days the land development banks are giving

long term loans to land owners to buy agricultural machinery and equipments,

digging of wells, installation of pump sets etc. They give loans only for

productive purposes.

Miscellaneous Functional Societies

In recent years, co-operative societies have been set up to serve a number

of useful purposes. Housing co-operatives have been organized on federal

structure. At the state level, there are central co-operative societies and at the

local level there are primary house building co-operative societies the central

co-operative housing corporation obtains funds through the issue of debentures

guaranteed by the state government. All the primary housing societies are the

members of the central housing corporation.

There are consumer co-operative societies which are employees of a

particular organization and consumers in a locality from either a credit or non-

credit society. Non-credit societies are formed with a view to sell consumer

products at reasonable prices.

Regional Rural Banks (RRBs)

The limited role played by commercial banks in providing rural credit

and the weakness and deficiencies of co-operative banks in providing credit to

small and marginal farmers, rural artisans and the weaker sections of the

society, led to the appointment of a working group. In July, 1975, the

government of India appointed a working group under chairmanship of Sri M.


Narasimhan to review the position of rural lending to targeted groups. The

working group identified various weaknesses of the commercial banks and co-

operative credit agencies and felt that these institutions would not be able to fill

the regional and functional gaps in the rural credit system and therefore,

recommended a new type of institution. Accepting the recommendations the

government promulgated it the regional rural banks act, 1976. The object of

setting up the regional rural banks was to develop the rural economy by

providing for the development of agriculture, trade, commerce, industry and

other productive activities in rural areas, credit and other facilities, particularly

to small and marginal farmers, agriculture labourers artisans and small

entrepreneurs.

The regional rural banks are generally sponsored by major commercial

banks with the participation of state and central governments. To start with, 5

regional rural banks were set up on 2nd October 1975. The share capital of the


regional rural banks is provided by the central government up to 50 percent,

state governments, up to 15 percent, and the balance is subscribed by the

sponsored commercial bank. The management of the regional rural bank is

vested in 9 member board of directories headed by a chairman appointed by the

government of India. The central government and the sponsoring bank nominate

3 members each to the board, and the state government nominates 2 members.

The sponsor bank, besides subscribing to the capital, provides assistance to it in

several ways, such as, financial accommodation, deputation of managerial and

other staff and arranging the recruitment of staff and their training. They are

required to provide credit adequately to the development of agriculture, to small

and marginal farmers, agricultural labourers, and meet the credit needs of rural

poor who are taking up self-employment activities.


Mobile Banking

Mobile banking (also known as M-Banking, SMS Banking etc.) is a term used

for performing balance checks, account transactions, payments etc. via a mobile

device such as a mobile phone. Mobile banking today is most often performed

via SMS or the Mobile Internet but can also use special programs called clients

downloaded to the mobile device.

The advent of the Internet has revolutionized the way the financial services

industry conducts business, empowering organizations with new business

models and new ways to offer 24x7 accessibility to their customers.

The ability to offer financial transactions online has also created new players in

the financial services industry, such as online banks, online brokers and wealth

managers who offer personalized services, although such players still account

for a tiny percentage of the industry.

Over the last few years, the mobile and wireless market has been one of the

fastest growing markets in the world and it is still growing at a rapid pace.

According to a study by financial consultancy Celent, 35% of online banking

households will be using mobile banking by 2011, up from less than 20% today.

Upwards of 70% of bank center call volume is projected to come from mobile

phones. Mobile banking will eventually allow users to make payments at the

physical point of sale. "Mobile contactless payments” will make up 10% of the

contactless market by 2011.

Many believe that mobile users have just started to fully utilize the data

capabilities in their mobile phones. In Asian countries like India, China,

Bangladesh, Indonesia and Philippines, where mobile infrastructure is


comparatively better than the fixed-line infrastructure, and in European

countries, where mobile phone penetration is very high (at least 80% of

consumers use a mobile phone), mobile banking is likely to appeal even more.

This opens up huge markets for financial institutions interested in offering value

added services. With mobile technology, banks can offer a wide range of

services to their customers such as doing funds transfer while travelling,

receiving online updates of stock price or even performing stock trading while

being stuck in traffic. According to the German mobile operator Mobilcom,

mobile banking will be the "killer application" for the next generation of mobile

technology.

Mobile devices, especially smart phones, are the most promising way to reach

the masses and to create “stickiness” among current customers, due to their

ability to provide services anytime, anywhere, high rate of penetration and

potential to grow. According to Gartner, shipment of smartphones is growing

fast, and should top 20 million units (of over 800 million sold) in 2009 alone.

In the last 4 years, banks across the globe have invested billions of dollars to

build sophisticated internet banking capabilities. As the trend is shifting to

mobile banking, there is a challenge for CIOs and CTOs of these banks to

decide on how to leverage their investment in internet banking and offer mobile

banking, in the shortest possible time.

The proliferation of the 3G (third generation of wireless) and widespread

implementation expected for 2005–2010 will generate the development of more

sophisticated services such as multimedia and links to m-commerce services.


Mobile banking business models

A wide spectrum of Mobile/branchless banking models is evolving. However,

no matter what business model, if mobile banking is being used to attract low-

income populations in often rural locations, the business model will depend on

banking agents, i.e., retail or postal outlets that process financial transactions on

behalf telecom companies or banks. The banking agent is an important part of

the mobile banking business model since customer care, service quality, and

cash management will depend on them. Many telecom companies will work

through their local airtime resellers. However, banks in Colombia, Brazil, Peru,

and other markets use pharmacies, bakeries, etc.

These models differ primarily on the question that who will establish the

relationship (account opening, deposit taking, lending etc.) to the end customer,

the Bank or the Non-Bank/Telecommunication Company (Telco). Another

difference lies in the nature of agency agreement between bank and the Non-

Bank. Models of branchless banking can be classified into three broad

categories - Bank Focused, Bank-Led and Nonbank-Led.

Bank-focused model

The bank-focused model emerges when a traditional bank uses non-traditional

low-cost delivery channels to provide banking services to its existing customers.

Examples range from use of automatic teller machines (ATMs) to internet

banking or mobile phone banking to provide certain limited banking services to

banks’ customers. This model is additive in nature and may be seen as a modest

extension of conventional branch-based banking.


Bank-led model

The bank-led model offers a distinct alternative to conventional branch-based

banking in that customer conducts financial transactions at a whole range of

retail agents (or through mobile phone) instead of at bank branches or through

bank employees. This model promises the potential to substantially increase the

financial services outreach by using a different delivery channel (retailers/

mobile phones), a different trade partner (telco / chain store) having experience

and target market distinct from traditional banks, and may be significantly

cheaper than the bank-based alternatives. The bank-led model may be

implemented by either using correspondent arrangements or by creating a JV

between Bank and Telco/non-bank. In this model customer account relationship

rests with the bank

Non-bank-led model

The non-bank-led model is where a bank does not come into the picture (except

possibly as a safe-keeper of surplus funds) and the non-bank (e.g telco)

performs all the functions.

Mobile Banking Services

Mobile banking can offer services such as the following:

Account Information

1. Mini-statements and checking of account history

2. Alerts on account activity or passing of set thresholds

3. Monitoring of term deposits

4. Access to loan statements

5. Access to card statements

6. Mutual funds / equity statements


7. Insurance policy management

8. Pension plan management

9. Status on cheque, stop payment on cheque

10. Ordering check books

11. Balance checking in the account

12. Recent transactions

13. Due date of payment (functionality for stop, change and deleting of

payments)

14. PIN provision, Change of PIN and reminder over the Internet

15. Blocking of (lost, stolen) cards

Payments, Deposits, Withdrawals, and Transfers

1. Domestic and international fund transfers

2. Micro-payment handling

3. Mobile recharging

4. Commercial payment processing

5. Bill payment processing

6. Peer to Peer payments

7. Withdrawal at banking agent

8. Deposit at banking agent

Especially for clients in remote locations, it will be important to help them

deposit and withdraw funds at banking agents, i.e., retail and postal outlets that

turn cash into electronic funds and vice versa. The feasibility of such banking

agents depends on local regulation which enables retail outlets to take deposits

or not.

A specific sequence of SMS messages will enable the system to verify if the

client has sufficient funds in his or her wallet and authorize a deposit or


withdrawal transaction at the agent. When depositing money, the merchant

receives cash and the system credits the client's bank account or mobile wallet.

In the same way the client can also withdraw money at the merchant: through

exchanging sms to provide authorization, the merchant hands the client cash and

debits the client's account.

Investments

1. Portfolio management services

2. Real-time stock quotes

3. Personalized alerts and notifications on security prices

Support

1. Status of requests for credit, including mortgage approval, and insurance

coverage

2. Check (cheque) book and card requests

3. Exchange of data messages and email, including complaint submission

and tracking

4. ATM Location

Content Services

1. General information such as weather updates, news

2. Loyalty-related offers

3. Location-based services

Based on a survey conducted by Forrester, mobile banking will be attractive

mainly to the younger, more "tech-savvy" customer segment. A third of mobile

phone users say that they may consider performing some kind of financial

transaction through their mobile phone. But most of the users are interested in


performing basic transactions such as querying for account balance and making

bill payment.

Challenges for a Mobile Banking Solution

Key challenges in developing a sophisticated mobile banking application are:

Interoperability

There is a lack of common technology standards for mobile banking. Many

protocols are being used for mobile banking – HTML, WAP, SOAP, XML to

name a few. It would be a wise idea for the vendor to develop a mobile banking

application that can connect multiple banks. It would require either the

application to support multiple protocols or use of a common and widely

acceptable set of protocols for data exchange.

There are a large number of different mobile phone devices and it is a big

challenge for banks to offer mobile banking solution on any type of device.

Some of these devices support J2ME and others support WAP browser or only

SMS.

Overcoming interoperability issues however have been localized, with countries

like India using portals like R-World to enable the limitations of low end java

based phones, while focus on areas such as South Africa have defaulted to the

USSD as a basis of communication achievable with any phone.

The desire for interoperability is largely dependent on the banks themselves,

where installed applications (Java based or native) provide better security, are

easier to use and allow development of more complex capabilities similar to

those of internet banking while SMS can provide the basics but becomes

difficult to operate with more complex transactions.


Security

Security of financial transactions, being executed from some remote location

and transmission of financial information over the air, are the most complicated

challenges that need to be addressed jointly by mobile application developers,

wireless network service providers and the banks' IT departments.

The following aspects need to be addressed to offer a secure infrastructure for

financial transaction over wireless network:

1. Physical part of the hand-held device. If the bank is offering smart-card

based security, the physical security of the device is more important.

2. Security of any thick-client application running on the device. In case the

device is stolen, the hacker should require at least an ID/Password to

access the application.

3. Authentication of the device with service provider before initiating a

transaction. This would ensure that unauthorized devices are not

connected to perform financial transactions.

4. User ID / Password authentication of bank’s customer.

5. Encryption of the data being transmitted over the air.

6. Encryption of the data that will be stored in device for later / off-line

analysis by the customer.

Scalability & Reliability

Another challenge for the CIOs and CTOs of the banks is to scale-up the mobile

banking infrastructure to handle exponential growth of the customer base. With

mobile banking, the customer may be sitting in any part of the world (true

anytime, anywhere banking) and hence banks need to ensure that the systems

are up and running in a true 24 x 7 fashion. As customers will find mobile

banking more and more useful, their expectations from the solution will


increase. Banks unable to meet the performance and reliability expectations

may lose customer confidence. There are systems such as Mobile Transaction

Platform which allow quick and secure mobile enabling of various banking

services. Recently in India there has been a phenomenal growth in the use of

Mobile Banking applications, with leading banks adopting Mobile Transaction

Platform and the Central Bank publishing guidelines for mobile banking

operations.

Application distribution

Due to the nature of the connectivity between bank and its customers, it would

be impractical to expect customers to regularly visit banks or connect to a web

site for regular upgrade of their mobile banking application. It will be expected

that the mobile application itself check the upgrades and updates and download

necessary patches (so called "Over The Air" updates). However, there could be

many issues to implement this approach such as upgrade / synchronization of

other dependent components.

Personalization

It would be expected from the mobile application to support personalization

such as:

1. Preferred Language

2. Date / Time format

3. Amount format

4. Default transactions

5. Standard Beneficiary list

6. Alerts


Mobile Banking in the world

This part of the mobile commerce is very popular in countries where most of

their population is unbanked. Countries like Sudan, Ghana and South Africa

received this new commerce very well. In Latin America countries like

Uruguay, Paraguay, Argentina, Brazil, Venezuela, Colombia, Guatemala and

recently in Iran banks like Persian, Tejarat, Mellat, Saderat, Sepah, Edbi and

Bankmelli offer this service. Guatemala has the support of Banco industrial.

Mexico released the mobile commerce with Omnilife, Bancomer and a private

company (MPower Ventures). Kenya's Safaricom (Part of the Vodafone Group)

has had the very popular MPESA Service - mainly used to transfer limited

amounts of money, but has been increasingly used to pay utility bills. Zain in

2009 launched their own mobile money transfer business known as ZAP in

Kenya and other African countries.


CHAPTER 4

ANALYSIS & INTERPRETATION OF

DATA


Analysis and Interpretation

The findings are summarized in the following section:

Table no.1

Showing gender wise classifications of Respondents

Sl. No Gender No. Of Respondents Percentage

1 Male 35 70

2 Female 15 30

Total 50 100

Analysis:

The female user’s represents 30 percent of the sample size while 70

percent of the users are male.

.


Chart no.1

Graph showing gender wise classification of respondents

Male Female0%

10%

20%

30%

40%

50%

60%

70%

80%

70%

30%

Perc

enta

ge

Interpretation:

Majority of the mobile banking customers are men and a majority of

women are yet to adopt this technology


Table no.2

Age wise classification of respondents

Sl. No Age (in Years) No. Of Respondents Percentage

1 20 – 25 10 20

2 26 – 30 23 46

3 31 – 35 8 16

4 36 – 40 5 10

5 Above 41 4 8

Total 50 100

Analysis:

From the above table it is clear that the respondents were chosen

from all the age groups. There were 21% respondents from the age group

ranging between 20-25 years; 46% of the respondents between 26-30 years;

19% of the respondents between 31-40 years; 4% of the respondents falling

above the age group of 41 years. It is significant that the number of

respondents in the age group of 26-30 years is optimum.


Chart no.2

Showing the age wise classification of the respondents

20%

46%

16%

10%8%

20 - 2526 - 3031- 3536 - 40Above 41

Interpretation:

From the above chart it is clear that age group ranging between 20

years to 40 years and above, the respondents is not divided equally. There was

least number of people in the category of above 41 which they may be thinking

that mobile banking is not so secure. While majority of respondents belong to

the age group 26-30.


Table no.3

Education wise classifications of the respondents

Sl. No Education No. Of Respondents Percentage

1 Post Graduates 25 50

2 Graduates 16 32

3 Diploma Holders 5 10

4 Others 04 08

Total 50 100

Analysis:

From the table, it is very much clear that most of the respondents

were post graduates; they constituted 50% of the total number of

respondents. Out of total respondents 32% were graduates; 10% were

diploma holders; 08% of the respondents were have completed their basic

education.

Chart 3


Sowing education wise classifications of the respondents

Post Graduates

Graduates

Diploma Holders

Others

0% 10% 20% 30% 40% 50% 60%

50%

32%

10%

8%

Percentage

Interpretation:

From the above data, we can interpret that majority of respondents

were postgraduates, who have knowledge about mobile banking and ready to

transact their bank accounts by using mobile. After the post graduates the

graduates and diploma holders were the respondents who are interacting.

Table no.4


Showing details of occupation of the respondents

Sl. No Occupation No. of Respondents Percentage

1 Self – Employed 05 10

2 Salaried 33 66

3 Students 08 16

4 Housewives 04 08

Total 50 100

Analysis:

From the table, it can be said that salaried respondents 66% occupy

the major portion of the total. And next are the students who are 16% occupy

the second position and self – employed, housewife’s and professional

people are in next positions respectively.

Chart no.4


Graph showing the occupation of the respondents

Self - Employed Salaried Students Housewives0%

10%

20%

30%

40%

50%

60%

70%

10%

66%

16%

8%

Perc

enta

ge

Interpretation:

From the above data, we can interpret that the business community and

housewives is yet to avail this facility. The reasons could be attributed to

difficulty in maintaining accounts as very less transactions are involved.

Table no.5


Table showing details of income of the respondents

Sl. No Income Group No. Of Respondents Percentage

1 < 10,000 7 14

2 10,001 – 20,000 13 26

3 20,001 – 30,000 8 16

4 >30,001 22 44

Total 50 100

Analysis:

From the above table it is clear that 14% of the respondents lied in

the income group of less than Rs.10,000; 26% respondents were in the

income group of Rs.10,001 to 20,000; 16% of the respondents were from

income group of Rs.20,001 to 30,000; and the rest 44% of the respondents

were from income group of Rs.30,001 and above.


Chart no.5

Showing the income earned monthly by the respondents

< 10,000

10,001 - 20,000

20,001 - 30,000

> 30,001

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

14%

26%

14%

45%

Percentage

Inco

me

Grou

p

Interpretation:

Major number of respondents was in the income group of above

Rs. 30,001. These were the respondents from salaried who had good

knowledge of the mobile banking. There were good number of respondents

from the income group of Rs.10,001 – 20,000 but these people transact

because of the maintenance charges by the banks.

Table no.6


Table showing awareness of mobile banking


1 Yes 38 76

2 No 12 24

Total 50 100

Analysis:

It is well clear from the chart that majority of people 76% o people who use

mobile banking are well aware of it .

Chart no.6


Showing awareness of mobile banking

76%

24%

Respondents

YesNo

Interpretation:

We can easily interpret from the chart that most of the respondents who are

using mobile banking are well aware of it and rest 24% are not because of the

reason that they recently started using the service and are new to it.

Table no.7


Table showing frequency of mobile banking usage

Sl. No Frequency No. Of Respondents Percentage

1 Daily 07 14

2 Weekly 15 30

3 Monthly 22 44

4 As and when needed 06 12

Total 50 100

Analysis:

From the above table it is clear that significant number of customers uses

mobile banking monthly and corresponds to 44% of the total. Weekly customers

occupy 30% of the total respondents. But the remaining use net only when the

need arises.

Chart 7


Graph showing frequency of usage

14%

30%

44%

12%

DailyWeeklyMonthlyAs and When needed

Interpretation:

The analysis very clearly indicates that still a substantial percentage

(12%) of customers who have mobile banking use it only when required. They

need to be brought into the mainstream by their respective banks. So that the

banks can see that transaction rate increases. Most of the students and

housewife’s have a low frequency of transactions because of their income level.

Table no.8


Banks you use as your Mobile Banking service providers.

Sl. No Banks No. Of Respondents Percentage

1 SBI 23 46

2 ICICI 15 30

3 HDFC 13 26

4 Others 9 18

Total 50 100

Analysis:

From the above table we can easily analyze that maximum number of

respondents 23 used mobile banking service by SBI after that 15 and13

respondents used ICICI and HDFC respectively, while 9 respondents used other

banks as their service provider.

Chart no.8


Banks you use as your Mobile Banking service providers.

46%

30%

26%

18%

Respondents

SBIICICIHDFCOthers

Interpretation:

Here through this chart it can interpreted that people usually prefer public bank

like SBI over ICICI and HDFC for mobile banking .A majority of respondents

46% use SBI as their mobile banking service provider followed by ICICI and

HDFC.

Table no.9


Satisfaction from service provided by banks


1 Yes 28 56

2 No 22 44

Total 50 100

Analysis:

From table we get mixed reaction about the satisfaction from the mobile

banking service 56% of respondents said they are satisfied and 44% were not

satisfied.


Chart no.9

Satisfaction from service provided by banks

56%

44%

Respondents

YesNo

Interpretation:

From the above chart it can be interpreted that an ample amount of people 44%

were not satisfied by the services provided by their mobile banking service

provider which shows a need of creating a system for capturing responses from

unsatisfied customers and resolving their issues.


Table no.10

Showing purpose of usage

Sl. No Purpose No. Of respondents Percentage

1 A/c checking 10 20

2 Recent Transaction 06 12

3 Instruction to bankers 07 14

4 Operate between A/c 10 20

5 Ticket booking 02 4

6 Payment of bills 06 12

7 Online stock trading 07 14

8 Others 02 4

Total 50 100

Analysis:

From the table it is clear that there is no significant majority. 20% of the

respondents use mobile banking for A/c balance checking and operating

between A/c such as money transfer. 14% of the respondent’s use mobile

banking service to give instructions for bankers and to trade online. And very

few people use mobile banking for ticket booking (4%) and 12% of them use to

check recent transactions.


Chart no.10

Showing purpose of using the mobile banking

20%

12%

14%

20%

4%

12%

14%

4%

A/c balance check Recent Transaction Instructions to bankers

Operating between A/c Tcket booking Payment of Bills

Online Stock Trading Others

Interpretation:

Majority of the customers (20%) use the mobile banking to check their

account status as it might be a free service provided by the banker unlike

operating between two accounts for money transfer. This is a positive sign for

banker because he can increase the customer database by promoting their

mobile banking and also through positive word-of-mouth.


Table no.11

Showing the facilities provided by the banks

Sl. No Facilities No. Of respondents Percentage

1 Free bill payment 14 28

2 Password reset 25 50

3 Security enhancement 11 22

4International fund

transfer10 20

Total 50 100

Analysis:

From the analysis it is clear that many of the banks provide online

password reset. Major number of customer 50% voted that their banker provide

the password reset to easily remember their passwords. 28% of the banks

provide free bill payment. And 22% of the banks provide security enhancement

which is more important than others.

Chart no.11


Showing facilities provided by the banks

0%

10%

20%

30%

40%

50%

28%

50%

22%20%

Facilities Provided

Perc

enta

ge

Interpretation:

From the analysis it is clear that most of the banks provide online

password reset to change the passwords of customers. Which help the customer

to change their account password from time to time to keep the account secure,

so that the account security details cannot be guessed. And banks also provide

free bill payment to encourage usage of internet banking and to earn goodwill

for the bank.

Table no. 12


Awareness about the services offered by service providers


1 Yes 19 38

2 No 31 62

Total 50 100

Analysis:

From the above table it is clear that a majority of respondents 62% are not

aware of the services offered by their mobile banking service providers.

Chart no. 12


Awareness about the services offered by service providers

38%

62%

Respondents

YesNo

Interpretation:

From the above chart we can interpret that though mobile banking is a new

technology and it has a large scope in terms of usage a majority of respondents

are not aware of all the services they are offered .Only 38% people know about

all the services offered.


Table no.13

Table showing the ranking of factors considered for mobile

banking

Sl. No FactorsRankings

1 2 3 4 5

1 Response time 17 07 11 10 05

2 Security 22 08 07 10 03

3 Complaint resolution 12 13 09 06 10

4 Informative 10 13 12 05 10

5 Easy accessibility 15 10 10 09 06

6 Service charges 07 18 14 10 01

Analysis:

During the survey, respondents were asked to rank the different factors

that can have influence on mobile banking such as response time, security,

complaint resolution, informative, easy accessibility, service charges. Out of 50

respondents, 22 of them had given the first rank to the factor ‘security’, 17 of

them responded for ‘response time’ is more important factor, 15 of them

provided that their bank has ‘easy accessibility’. ‘Informative’ and ‘service

charges’ occupy the later last place in the mind of the respondents.

Chart no.13


Showing the ranking of factors considered for mobile banking

Response

Time

Secu

rity

Complaint R

esolution

Informati

ve

Easy

Accesib

ility

Servi

ce ch

arges

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

34%

44%

24%

20%

30%

14%14%16%

26% 26%

20%

36%

22%

14%

18%

24%

20%

28%

10%

6%

20% 20%

12%

2%

1 2 3 5

Perc

enta

ge

Interpretation:

It is evident that ‘security’ was the major factor that was considered by

the respondents as an important one which an account should have. ‘Response

time’ was the second important factor and ‘easy accessibility’ as third important

factor.

Ranking


CHAPTER 5

SUMMARY OF FINDINGS

RECOMMENDATION &

CONCLUSION

Summary of Findings


1. The survey shows that a majority of users were between the age group of

26 – 30. The internet banking does not seem popular among the above 41

age group with only 8% representing the sample size.

2. Among the mobile banking users a significant percentage i.e. 82% of the

sample are post graduates and graduates and negligent percentage are

diploma holders and others.

3. Majority of the users are the salaried class who form 66% of the sample

size. The students are the next frequent user while self employed and

professional formed the next category.

4. The top layer of the society i.e. people drawing a salary of more than Rs.

30,001 every month are the maximum users of mobile banking, the next

being the 10,001 to 20,000 group. The mobile banking and the income

level seem to be directly proportional.

5. There are respondents who use mobile banking monthly (44%), weekly

basis (30%), daily basis (14%), and as and when required (12%). A

substantial number of respondents still use it only when required and the

banker have to attract such customers towards frequent usage

6. .A note worthy section of the customers use mobile banking to operate

between accounts and to check their account balance (20%) while the

others used it for giving instructions to bankers and online trading (14%),

payment of bills (12%), account statement generation (12%).

7. With respect to facilities provided by the banks online password reset

with 50% stood first in the minds of customers. Free bill payments 28%

and security enhancement 22% comes next.

8. The survey shows that 34% of the users feel response time is the most

important factor.

9. There was a highly positive response of 44% in the category of security.

Suggestions and Recommendations


1. The users among the female segment are quite low as compared to their

male counterparts. The banks need to educate housewives and working

ladies in order increase their customer base and to encourage the female

segment to use this facility.

2. The mobile banking is popular among the youth. If trend continues then

the banks would be catering only to the niche market, so efforts must be

made to bring in the age group of 40 and above.

3. Only the elegant and educated classes of the country like the graduated

and post-graduates do the mobile banking. The banks should also target

the non-graduates and business men.

4. The salaried part forms a majority of the population. The usage level

among the students, professionals and self-employed need to be increased

to a larger extent.

5. The survey shows that a majority of the users from the top layer of the

economic society i.e. people with an annual income of more than 30,001.

As the income decreases the mobile banking habits seemed to be

unpopular. Though mobile banking is catering to the needs of the higher

income group it is time that this facility flowed on to the lower group

income group also.

6. Above 40% of the users use mobile banking monthly. 15% of them use it

for daily this frequency of usage need to be increased through internet

advertising, promotional schemes, and promotional offers, value added

services etc...

7. The silver lining is that 50% of the customers receive information on

various promotions schemes. The bankers can here by send mails and

individual letters to the mobile banking users as well as the customers to

inform and educate the customer about the other facilities available.

5.3 Conclusion


Banks can have a tie-up with other banks so that the customers can

transact between accounts of various types of banks. Banks have to eliminate

the fear of security from the customers mind, make it more user friendly. They

also need to make ways for retrieving the passwords in case the customer has

forgotten. Banks need to promote this facility at par with other products and

services. The package needs to be updated quite frequently. Till date only a few

banks have adopted mobile banking into its threshold, more banks should come

up with such facilities.

If more and more banks adopt this technology then they could achieve

twin objectives:

Reduce the excess work force, and

Reduce the number of branches.

Mobile banking in India is set to explode; approximately 43 million urban

Indians used their mobile phones to access banking services during quarter

ending August, 2009, a reach of 15% among urban Indian mobile phone user.

Today, it is a known fact that a mobile phone is not just a communication tool

but a multitasking device that throws ample opportunities for businesses. The

mobile banking concept addresses the limitation of Internet banking. Still the

users face many problems right from the telecom operator to banks, the handset

to software application support for using services. Above that still there's lack of

trust while using mobiles for banking, so awareness needs to be created at large.


CHAPTER 6

BIBLIOGRAPHY

Bibliography


Marketing Management Philip KotlerBusiness Research Methods Donald. R. Cooper

Websites

www.google.co.in

www.wikipedia.com

www.hdfcbank.com

www.statebankofindia.com


ANNEXURE

QUESTIONNAIRE


Title: A Study on the customer response towards Mobile Banking.I am Anurag Asthana pursuing MBA from M.S Ramaiah College of Arts,

Science & Commerce. Please go through the following questionnaire and

identify the appropriate responses for each of them. There is no such thing as a

correct answer, therefore please feel free to respond.

Disclaimer: Your response via this questionnaire will be used strictly for

academic purposes. There will not be any commercial solicitation or usage of

the response in any kind / form whatsoever.

Name:

1. Sex:

2. Age Groupa. 20 -25 b. 26 – 30 c. 31 – 35 d. 36 – 40

e. Above 41.

3. Educational qualificationa. Post Graduate b. Diploma Holderc. Graduate d. Others Please Specify

4. Occupationa. Self Employed b. Salariedc. Student d. House Wifee. Professional

5. Monthly incomea. Less than 10,000 b. 10,001 – 20,000c. 20,001 – 30,000 d. Above 30,001

6. Are you well aware of mobile banking?

a. Yes b. No


7. How frequently do you use mobile banking? a. Daily b. Weeklyc. Monthly d. As and when needed

8. Which of the following banks do you use as your Mobile Banking service providers?

a. SBIb. ICICIc. HDFCd. Others

9. Are you satisfied with the services and facilities offered by your service provider?

a. Yes b. No

10.What is your purpose of using Mobile banking? a. Account balance check b. Recent Transactionc. Giving instructions to bankers d. Operate between accountse. Ticket booking f. Payment of billsg. Stock trading h. Others specify _________

11.Does your mobile banking service provide the following features?b. Free bill paymentc. Password reset

c. Security enhancement d. International Fund Transfers

12. Are you aware of all the services offered by your Mobile Banking service providers?a. Yes b. No


13. Please give your response on the following attributes with respect to 5 scale rating.

Very good

Good Neutral PoorVery Poor

Response Time

Security

Complaint Resolution

Informative

Easy Accessibility

Services Charges

14.Any other Suggestions

-----------------------------------------------------------------------------------------------------------------------------------------------------------------.

Thank You

a study on the customer response towards mobile banking

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