The present Indian banking sector has about 400 million bank accounts as on January 2015 (http:// businesstoday.intoday.in/) which is an indication that the banking sector is surely flourishing like never before. This can be attributed to the financial inclusion and with the advent of Self Service Technology (SST). Self service technology (SST) had helped the banks expand its operations by giving quality and convenient service to the customers. As the motto behind adopting self service technology (SST) is to provide the best service to the customers which leads to customer satisfaction and loyalty.

Unlike the traditional banking transactions, where personnel involvement was more but of latest technology i.e. “self service technology” (SST) has replaced the personnel. Automation has surely reduced the human efforts and made the banking transactions fast convenient and very innovative, giving full satisfaction to customers. The concept of anywhere any time banking have caught the attention of customers and made the baking transactions more pleasurable and as per the convenient.

The main aim behind service quality is customer satisfaction and their perceptions and expectation. It means higher the perceptions, excellent the service. It both are equal it is good and if expectation are not met it is bad.

REVIEW OF LITERATURE:

Joseph et al. (1999) evaluated the impact of electronic banking on the service delivered by the banks to its customers. Researchers reviewed that when customers were in direct contact with the technology (such as internet banking), they can exercise better control, whereas when there was absence of direct contact (such as telephone banking), lesser control was perceived. Sample of 440 electronic banking customers were taken and 300 usable questionnaires were analyzed. Six factors model was used to adequately represent the data, and the factors chosen were convenience, accuracy, efficiency, queue management, accessibility and customization. The study examined customers’ perception towards electronic banking services, attributes of electronic banking services and consumer perception of e-banking. The study suggested that banks should provide statements of all transactions; customers should be provided toll free numbers; and banks should also develop electronic banking facilities to meet the needs of elderly and disabled people.

Zeithaml (2002) focused on service delivery through electronic channels. The study presented the definition, conceptualization and measurement of electronic service quality, and then offered some ideas for future research. As the author focused on measuring the service quality of web based services, therefore, E-SQ has been divided into two scales; E-SQ core scale and recovery scale. Efficiency, reliability and privacy form the core scale which could be used to measure customer perception of service quality. However, responsiveness, compensation and contact were to be known as recovery scale. The overall construct of E-SQ was identified first in terms of its dimensions, then its attributes that compare each dimension. The author concluded that demographic, behaviour and experience also affect E-SQ which was not included in the study but needs to be investigated.

Manoharan (2007) highlighted the e-payment system in India and its performance impact on Indian banking sector. The author described that competition in banking industry had forced the banks to rethink the way they operate their business. So, e-banking has made it possible to find alternate banking practices. In the study, the author divided the payment system in India into three parts, i.e., large value payment system, retail payment system, and retail electronic system. Each one includes different categories of e-payment. The author studied the performance of various Indian payment systems in the last three years in which RTGS emerged as the principal payment system in India for wholesale payment. The study focused that having a huge opportunity of e payment system in India still 90 per cent of transactions were cash based. So, an effort should be made to increase the use of e-payment, and RBI should make efforts to strengthen the legal framework of electronic banking system.

Singh and Malhotra (2007) made an attempt to discover factors affecting a bank’s decision to adopt internet banking in India. The study was based on 88 banks comprising of public, private and foreign banks covering financial years from 1997 to 2005. The results of the study showed that large banks having high fixed expenses, high income and expenditure tend to use more technology. Banks had used internet banking as complementary channel to existing branch network. However, the private and foreign banks were quick adopter to internet banking than public sector banks. The adoption of this innovation by other banks increases the probability that a decision to adapt will be made as it has increased the profitability and productivity of banks.

GAPS IN EXISTING LITERATURE:

The above literature found answers related to the service quality and self service technology in the banking sectors there is gap in the literature for finding out the perception of customers towards service of the banks prior to use of self service technology and post use of self service technology in banking sectors.

NEED OF THE STUDY:

Technology has become the fuel for rapid change. Therefore measurement and management of service quality is fundamental issue for survival and growth of service companies. But in order to value quality a firm must first know its customers and what kind of service they consider of high quality.

OBJECTIVES OF THE STUDY:

· To know the customers perception of the service quality prior to use of self service technology in public and private sector banks in study

· To know the customers perception of the service quality post use of self service technology in public and private sector banks in study

HYPOTHESIS:

H0 – There is no significant difference on customers perception of the service quality prior to use of self service technology.

SCOPE OF THE STUDY:

The scope of the study is restricted to the extent of measuring the prior and post use of self service technology on service quality of banks in study as perceived by the customers.

LIMITATION OF THE STUDY:

As the sample size has been the limiting factor, therefore the findings could not be generalized for the entire population.

There might be substantial changes in customer perception with regard to the service quality of banks over a period of time. Thus, this study is time constrained.

SOURCES OF DATA:

Primary Data

The primary data was collected by administering a structured questionnaire. The questionnaire consists of following parts.

Pre-testing / Pilot Study:

The questionnaire so developed was subjected to pre-testing, during the pretesting the questions were analysed to check the reliability and comprehensibility of the questionnaire. Necessary corrections were made in the questionnaire. The corrections mainly pertained as per the wordings and instructions provided.

Banks selected for the Study:

· Public Sector Banks

a. State Banks of Hyderabad (SBH)

b. Andhra Bank (AB)

SAMPLE DESIGN:

Random Sampling is chosen for the research

SAMPLE SIZE:

The sample size of 800 units were selected for the study. A sample size of 390 respondents from 39 branches of SBH, 410 respondents from 41 branches of Andhra bank were chosen for the study.

DATA ANALYSIS METHOD:

The responses obtained from the respondent through pre-developed and pre-tested questionnaire has been analyzed by using different statistical techniques viz., Mean, Standard Deviation, z test and Paired z test

DEMOGRAPHIC PROFILE OF RESPONDENTS:

The data is collected from the respondents of two Public Sector Banks (Andhra Bank and SBH). The table drawn hereunder reveals the demographic profiles Viz., Gender, Age and years of association with the bank, years of the usage of the technology, usage of banking technological services in past 30 days, of responses were obtained from the respondents for current study.

Gender:

The following table shows the numbers relating to the Gender of the respondents and their percentage in study of banks.

Gender of the Respondents:

	Andhra Bank	SBH	Total
Gender	No. of Respondents (%)	No. of Respondents (%)	No. of Respondents (%)
Male	266 (64.9%)	270 (69.2%)	536 (67 %)
Female	144 (35.1%)	120 (30.8%)	264 (33 %)
Total	410	390	800

The distribution of gender out of 800 respondents 67 percentage are male of which Andhra bank 64.9, SBH 69.2. The 33 percent belongs to the female gender of which Andhra bank 35.1, SBH 30.8. It can be inferred from the above table and figure that majority (67%) of the respondents are males and minority (33%) are females.

Age

The following table shows the numbers relating to the Age of the respondents and their percentage in study of banks.

Age of the respondents

Age of the Respondents

Andhra Bank

SBH

Public Sector

Banks

No. of Respondents

No. of

Respondents

Upto – 30

109

(26.6%)

(18.7%)

182

(22.7%)

31-40

130

(31.7 %)

163

(41.8%)

293

(36.7%)

41-50

123

(30 %)

125

(32.1%)

248

(31 %)

51-60

(11.7%)

(7.4%)

(9.6%)

The age of the respondents of the 800 respondents are in the following range i.e., 22.7 percent respondents are below the age group of 30 years. 36.7 percent of the respondents are between 31-40 years, 31 percent of the respondents are from 41-50 years and 9.6 percent of the respondents are in the age group of 51 to 60 years. The table shows that the maximum number of the respondents are from the age group of 31-40 years and minimum numbers of the respondents are from 51-60 years of age group, i.e. 9.6 percent.

The table also reveals that the 22.7% respondents belong to upto 30 years of age, 36.7% respondents 31-40 years of age, 31% respondents 41-50 years of age and 11.7% respondents 51-60 years of age for public sector banks.

Responses of Public Sector Bank Customers and their Perception of the Service Quality Prior to the use of Self Service Technology

That the majority of the respondents agree with the statement for “The service process of the bank is clear” (78.4%), “The bank provide convenient operating hours to customers” (75.9%), “Using the service of the bank requires a little effort” (75.7%), “A clear privacy policy stated when customer use the service of the bank” (75.4%), “The service of the bank is up-to-date” (75.1%) and “The service of the bank well known” (74.6%). None of the respondent strongly disagrees for the statement “Each service item/function is error free” (0%) followed by, “The service of the bank is well known”, “The layout of the bank aesthetical and appealing” and “The bank understand customers specific needs” (0.1%). Neutral response for the statement, “each service item/function is error free” (28.3%).

Responses of Public Sector Bank Customers and their Perception of the Service Quality Post use of Self Service Technology

That the majority of respondents agree for the statements “Service process of the SST of the bank is clear” (82.6%), “The SST of the bank is up-to-date” (82 %), “SST of the bank are easily accessible by customers” (81.8%), “Customer feel safe in transacting with the bank” (79.9%), “Customer get smooth service with the help of SST of the bank” (77.5%) followed by, “The SST of the bank have interesting additional function” (77.1%). And the respondents disagree for the statement “Operation of the SST of the bank is interesting” (2.5%). Neutral response for the statement “Each service item/function SST is error free” (27.6%).

Hypothesis Testing

H₀: There is no significant difference on customers perception of the service quality

prior and post use of self service technology in public sector banks.

Group Statistics on Customers Perception of the Service Quality Prior and Post use of Self Service Technology in Public Sector Banks

Sector	Prior and Post SST Service Quality	Mean	N	Std. Deviation	Std. Error Mean
Public	PRIOR_SQ	3.8153	800	.44290	.01566
Public	POST_SQ	3.8915	800	.42302	.01496

Result of Hypothesis Testing on Customers Perception of the Service Quality Prior and Post use of Self Service Technology in Public Sector Banks

Sector

Prior and Post SST Service Quality

z - value

Sig.

(2-tailed)

Result

Public

PRIOR_SQ - POST_SQ

3.774

799

.000

Significant

The result of the hypothesis testing reveals p-value (.000) is less than 0.05. Therefore, it is concluded that the null hypothesis is rejected which means that there is significant improvement in service quality of public sector banks after adoption of self service technology.

CONCLUSION:

It is concluded that the service process of SST of bank is clear in public sector bank post use of SST.

SUGGESTIONS:

Based on the analysis it is suggested that though noticeable change is seen in the customers perception towards public sector banks post use of SST, it can be stated more improved services can be provided by offering more attractive operations of the SST to the customers for further improvement

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