A Study on Customer Perception towards Adoption of Self Service Technologies (SSTs) in Banking with Reference to Jhansi City

1. INTRODUCTION

The SSTs have proved to be a revolution in the Indian banking system as it has outreaching effects in this digitalised world. Modern banking system offers a wide range of products and services to enhance its customer base and built a strong relationship with its clients. In this competitive world, today PSUs too are ensuring similar banking services, especially SSTs as their private counterparts, giving a neck to neck competition to them. These SSTs usually include services like ATM facility, mobile banking and internet banking which are seen to be common in today‘s digitalised world. In competitive environment customers need efficiency, speedy and quality services, for the completion of day to day transactions. This includes immediate banking resolution through the use of self-service technology, this noteworthy development gain customer confidence and trust towards the banks. In present world the customers are using internets and engaging him or her by adopting self service technology of banks. This significant development is beneficial aspect for banks and gaining popularity among bank customers, but still there are some significant hurdles, banks need to tackle to increase no of self service users and it also an urgent need to make the services more customer-centric in relation to

1. To analyse the influence of demographic variables on perceived usefulness, perceived ease of use, Behavioural Intention and attitude. 2. To analyse the reasons of Non acceptance of Self Service Technologies.

1. Title of the study: A study on factors affecting to adoption of SSTs in Banking with reference to Jhansi City 2. Area of the Study: Jhansi City 3. Time Period of the study: 2019 4. Research Design: Descriptive Design 5. Sampling Technique: Simple Random Sampling 6. Sample Size: Total 450 respondents were taken as sample size. 7. Sampling Unit: Bank Customer 8. Data Collection: the data for the title ―A study on factors affecting to adoption of SSTs in Banking with reference to Jhansi City‖ have been collected from both the sources. As primary source a schedule method was adopted and as secondary information different bank websites, journals, news papers and thesis was studied. performed.

1. As hypothesis, the Relationship between External variables and Behavioural intention is tested 2. Hypothesis testing for significant difference among mean responses of the various groups of respondents with respect to Perceived Usefulness, Perceived Ease of Use, Attitude towards SSTs Usage and Behavioural Intention of SSTs is done.

Chawla and Joshi (2018) analyzed demographic variable influence user‘s attitude towards the adoption of mobile banking. In their study author tested moderating effect of demographic variables by using TAM and the Diffusion of Innovation (DOI) model. The result showed that age, gender, qualification, occupation, income and experience moderating variables significantly affect user attitude towards adoption of mobile banking. While other moderator factor such as educational background has not showed any effect on user attitude. L.M. Ashoka and D. Ramaprabha (2018) indicated certain factors which were important for adoption of mobile banking, perceived risk, perceived ease of use, perceived cost, security, and trust. author found security is the important factor for the success of mobile banking its enhance trust towards adoption of mobile banking where as other factor like perceived risk shown negative effect on usage of mobile banking and author found that region didn‘t matter for adoption of mobile banking and also concluded that cost cut and security level enhance usage rate of mobile banking adoption. Suresh and Singh (2017) in their study on Changing Consumer behaviour for mobile banking services in India has stated that there are substantial changes seen in the tele-communication sector in the nineteen nineties which have brought a revolution in the sector on the development front. This has led to mushrooming of mobile users in India which is a boon for the ICT. Viewing this trend the mobile banking service has also envisaged a way of banking though convenience and has developed the usage of self service banking in India too. The consumers‘ inclination towards mobile banking is highly associated with the demography, motivation, bank preference, knowledge of technology and computer knowledge. The satisfaction of consumers for mobile banking can be measured through the increasing number of mobile banking

technology and also it should reach every person. The mobile banking service is developing at a gigantic pace in not only in India but around the globe and so this new era in banking should be welcomed with an open hand and mind and pace up with the developing World. Kapadia M. J and Vaghela Pratik Singh (2016) in their study author considered TAM factor perceived usefulness perceived ease of use, attitude and other variable Trust, social influence, perceived risk and self efficacy influence student intention to use of internet banking. He found that perceived ease of use, perceived usefulness and attitude positively affect student intention for usage of internet banking and other than TAM variable, trust, self efficacy, and social influence had positively influenced on perceived ease of use and perceived usefulness. While perceived risk negatively influence on perceived usefulness and perceived ease of use. In this research author found trust is most important factor which influences student behavioral intention towards adoption of internet banking. Charles Sang kiprono keter (2015) analysed determinants of self services banking technology in Kenya they discussed about different factor responsible for influencing customer towards the usage of self service banking technologies the emphasized that SSTs should be adapted in order to increase convenience, performance of the banks as well as customers and it also cuts cost by making aware of different SSTs like ATM, telephone banking mobile services and making customer aware of the self service banking technology is dependent on customer usage / adoption in order to justify investment cost. He analysed four dependent variables which increases SSTs adoption they are perceived risk, ease of use, facilitation conditions and fourth was need of interaction. Author concluded in his research that the young people of age 35 uses more SSTs because they are aware of computers. These studies and further more studies have outspoken of the importance and the changing trend of Self Service Technologies in India. They truly reveal that only development of self service technologies reaching and benefitting the urban population does not solve the problem but true development in modern paperless banking will be seen where customers do not face difficulties in usage and there is adoption of these new services.

The above table show the demography of the sample. Here total 450 is the sample size. In this sample the average age is 29.4 years. This sample is composite of Male and Female in approx equal number. The sample has mostly post graduates‘ respondents. The most of the respondents comes under employment category. The average annual income of the sample is Rs 134000/ Summary of Hypothesis Testing

Ho: There is no relationship between perception towards mobile baking and high tech services offered Banks. H1: There is a relationship between perception towards mobile baking and high tech services offered Banks Chi – Square, Sig. Value p =.005 H1 Accepted Ho: There is no relationship between perception towards physical and mental effort and high tech services offered Banks. H1: There is a relationship between Chi – Square, Sig. Value p =.015 H1 Accepted mental effort and high tech services offered Banks. Ho: There is no relationship between perception towards internet banking and high tech services offered Banks. H1: There is a relationship between perception towards internet banking and high tech services offered Banks. Chi – Square, Sig. Value p =.009 H1 Accepted Ho: There is no relationship between perception towards benefits on idea and high tech services offered Banks. H1: There is a relationship between perception towards benefits on idea and high tech services offered Banks. Chi – Square, Sig. Value p =.001 H1 Accepted Ho: There is no encouragement made by Friends, Relatives, family Members to reduce physical and mental effort in adoption of any SSTs offered by banks. H1: There is an encouragement made by Friends, Relatives, family Members to reduce physical and mental effort in adoption of any SSTs offered by banks. Chi – Square, Sig. Value p =.030 H1 Accepted perception towards internet banking and advertisement. H1: There is a relationship between perception towards internet banking and advertisement. p =.002 Ho: There is no encouragement made by Friends, Relatives, family Members on perception towards using internet banking. H1: There is encouragement made by Friends, Relatives, family Members on perception towards using internet banking. Chi – Square, Sig. Value p =.000 H1 Accepted Ho: There is no encouragement made by Friends, Relatives, family Members on perception using of SSTs is a beneficial idea. H1: There is encouragement made by Friends, Relatives, family Members on perception using of SSTs is a beneficial idea. Chi – Square, Sig. Value p =.003 H1 Accepted

Ho: The intention to use SSTs in future is no depend on encouragement of Friends, Relatives and Family Members. H1: The intention to use SSTs in future depends on encouragement of Friends, Relatives and Family Members. Chi – Square, Sig. Value p =.000 H1 Accepted

is no depend on range of Bank products H1: The intention to use SSTs in future depends on range of Bank products. p =.016

1. In the study total 450 respondents was taken sample size, whose average age is 29.4 years. This sample is composite of Male and Female merely in equal number. The sample has mostly post graduates‘ respondents including both bankers and Customers. The average annual income of 2. It is found in the study there is significant difference between male and female for their mean responses respect to perception on internet banking, and regulations of banks, safe and secure customers information. 3. It is found in the study there are significant differences in the means response among male and female with respect to trust on traditional banking lesser intention to use SSTs. 4. It is found in the study that there is a significant difference in Mean Response of the various Age groups customers with respect to perceived Usefulness, Perceived Ease of Use, Attitude towards SSTs Usage, Behavioral Intention. 5. It is found in the study that there is a significant difference in Mean Response of the among the customers of different Occupation with respect to perceived Usefulness, Perceived Ease of Use, Attitude towards SSTs Usage, Behavioral Intention. 6. It is found in the study that there is a significant difference in Mean Response of the among the customers of different Income Level with respect to perceived Usefulness, Perceived Ease of Use, Attitude towards SSTs Usage, Behavioral Intention. 7. It is found in the study that there is a significant difference in Mean Response among the customers of different Banks with respect to perceived Usefulness, Perceived Ease of Use, Attitude towards SSTs Usage, Behavioral Intention. 8. It is found in the perceived Usefulness study that there is a significant difference in Mean Response among the customers of different Education Level with respect to ―SSTs Usage Saves time compare to traditional banking‖. 9. It is found in the Perceived Ease of Use study that there is a significant difference in Mean Response among the customers of different Education Level with respect to ―SSTs are easy to learn and Easy option to understandable language‖. 10. It is found in the study of Attitude towards SSTs Usage, that there is a significant difference in Mean Response among the customers of different Education Level with respect to ―SSTs Usage helps in reduction of

The present study has identified that perception towards adoption of SSTs is depends on the different demographical variables like Age, Gender, Education, Occupation and Income etc. The perception of male respondents is different from the perception of female. In this study, there are no. of groups has been identified on the basis of their Age, Education, Occupation and Income. The mean responses of these different groups‘ have significant difference with respect to perceived usefulness, perceived ease to use, attitude towards SSTs Usage, Behavioural intention to use SSTs, service efficiency of Bank and Trust towards SSTs.

Chawla and Joshi (2018). The Moderating Effect of Demographic Variables on Mobile Banking Adoption: An Empirical Investigation, Global Business Review, Vol. 19, Issue no. (3) https//www.researchgate.net. L.M. Ashoka and D. Ramaprabha (2018) A Study of TAM Model in the usage of Mobile Banking Services, International Journal of Advanced Research and Development, Volume 3, Issue 1, pp. 109-113, https://www.advancedjournal.com. Suresh, S., & Singh, T. (2017) A Study of Changing Consumer Behavior for Mobile Banking Services in India. International Journal on Arts, Management and Humanities ,Vol. 6, Issue (2), pp.72-75. Kapadia, M., J. and Vagehla, Pratiksinh (2016) An Application of Technology Acceptance Model in understanding Students Behavioural Intention for use of Internet Banking in Surat City, https://www.researchgate.net. Charles Sang Kiprono Keter (2015) Determinants of Self Service Banking Technology in Kenya: International Journal of Management Technology, Vol.3, No.1, pp. 39-56, https://www.eajournals.org.

Research Scholar, Institute of Economics and Finance, Bundelkhand University, Jhansi vaishali.vaish31@gmail.com