Service Quality of Mobile Banking Services in ICICI Bank Limited

Purpose: Mobile banking is the latest and most innovative service offered by Banks. The purpose of the study is to investigate the determinants of service quality of mobile banking services in ICICI. Methodology: This study was conducted by using empirical research and Cluster cum Simple random sampling method has been adopted for a sample size of 100 respondents using mobile banking services in ICICI bank Limited. Findings: 35 percent of the respondents are using the SMS mode of mobile banking services. The dimensions of service quality factors of mobile banking services maintained by ICICI Bank Ltd are Convenience, Responsiveness, Security, Accessibility, Assurance, Knowing the customer and efficiency mobile banking services. The factors that satisfy the customers’ level towards mobile banking services offered by ICICI Bank Ltd. are banking activities, banking products and other services. The reasons for using mobile banking services are Convenient services, Time-saving and quick service. Originality/Values: This paper shows that the mobile banking service quality dimensions are an important factor to satisfy the customers. The outcomes of this study enhance the knowledge on the performance of ICICI bank as well as customer satisfaction, which are in-valuable to all the bank managers and industry players in improving their services.

Many banks are started to provide mobile banking services. Mobile banking is a financial transaction conducted by logging on to the bank's website by using a handphone or cell phone [1]. The global smartphone penetration forecast shows that around 50 percent of mobile users worldwide are projected to own a smart In the present scenario, the banking sector of India is running in a dynamic challenge concerning both customer base and performance. Service quality is an indispensable competitive strategy to retain the customer base. Banks are trying to focus on customer satisfaction by giving them enhanced quality services. [4] So the study has examined the customer satisfaction and service quality of mobile banking services in ICICI Bank Ltd. The service quality of banking services has been measured using SERVQUAL (service quality) scale. In the present banking system, excellence in customer service and service quality is the most important tool for sustainable business growth.

Theoretical Background
This study predicts great Mobile banking potential in Indian banks as Indian banks will aim to target online banking users without regular access to the internet but are very likely to own mobile devices. This report of Vital Analytics recommended huge potential of mobile banking in India, as the study found that checking account balance is the most frequently cited reason by Urban Indian customers' for using Mobile Banking. This report has found that 40 million Urban Indians used their mobile phones to access their bank account balances followed by accessing the last three transactions [5]. This research work compared the Indian public sector and private sector banks in terms of customer satisfaction and to study the variety of service quality using the SERVQUAL model. This research work uses both the sources of information, i.e. primary and secondary sources and thereafter the SERVQUAL model has been used to identify the discrepancy in the service delivery system. Finally, the study concludes by giving some recommendations to improve in the area where these banks do not meet the expectation of their customers [6]. This paper focuses on adoption and usage of m-banking services among Indian banking industries as well as customers and include the challenges & difficulties of m-banking services like high charges, slow data transmission and insecurity. Customer is not much aware of mobile banking in compare with ATM, credit card, debit card, etc. [7]. This study focuses on m-banking performance with the help of special programmed called clients downloaded to the mobile device. This paper suggests solutions that have been designed to support multiple channels across the entire customer life cycle. This study identifies the mindset and analyses the security issues in Mobile banking among the banking customers in India. Primary data was collected from 65 respondents using an online questionnaire in this study. Secondary data was also used from the website of the Telecom Regulatory Authority of India (TRAI). The findings indicate that most of the respondents are using online banking facility from their respective banks. However, around 25 percent of customers are using Mobile banking and the remaining 75 percent are not [8]. This study examined the adoption and impact of Mobile banking on customers of different banks located in Delhi. A survey opinion of 200 customers was conducted. ANOVA and Factor Analysis have been used and there were five factors identified; Security/Privacy, Reliability, Efficiency and Responsiveness on the basis of understanding of customer's perception regarding Mobile banking. The results indicate that demographic factors can have a significant impact on customer perception [9]. This study also revealed on factors affecting mobile banking services-an empirical study on the adoption of mobile banking mode of services, presently the Internet technology has brought the third revolution to this world. In this study identifies mobile banking technology which is the third era of technology of banking sector after phone and net banking and comparatively its growth is phenomenal when compared to the first two eras. Even in India the Mobile Banking is growing fast because of the world's largest subscriber base in the mobile sector after China [10]. This study focused on changing consumer behaviour for mobile banking services in India that has been explored towards the consumer satisfaction of the new electronic payment service as mo-Journal of Service Science and Management bile banking and the factors influencing the adoption of mobile banking services. [11]. This study explains technologies in the banking sector have made our life very easy. This paper is to find out the awareness and level of Satisfaction towards ICICI bank Customers using ATM Service in Coimbatore city. For this study purpose, primary data were used and 100 respondents were collected in ICICI. Data were tabulated and analysed with the help of statistical tools to achieve the objectives of the study [12].

Research Model
Empirical study has been adopted. This study was conducted to assess and analyse the customer satisfaction and service quality of mobile banking services in ICICI bank ltd in Tiruchirappalli Town. This empirical study was conducted using the following methodology.

Statement of the Problem
Mobile banking can play a big role in taking banking services to the remote area. The competition in the banking sector is increasing rapidly as the number of players in the industry is increasing. Mobile banking is expected to improve banks service quality in a form of transactional convenience, saving of time, cost and quick transaction alert. Realizing the increase in mobile penetration in India, now banks and other financial institutions are offering various services through mobile phones. Hence, a research study is required to assess the customer satisfaction and service quality of mobile banking service in ICICI bank Limited to find answers for the following questions.  Are the customers satisfied with the mobile banking services offered by ICICI bank ltd.?  How is the service quality of mobile banking service maintained in ICICI bank Ltd.?  What will be the reason for using mobile banking service?  Whether the customers are facing any problems in mobile banking services offered by ICICI Bank Ltd.? In order to find out the reasons for the mentioned questions above, the researcher had framed the objectives below.
Objectives of the Study  To assess customer satisfaction towards mobile banking services offered by ICICI bank Ltd.  To analyse the mobile banking services under the dimensions of service quality.  To assess the main reasons for using mobile banking services.
Scope of the Study With the increasing penetration and usage of mobile banking, net banking and other internet banking facilities, the concerns with regard to safety and security of online banking transactions have also escalated Bank has advised that all the users and customers should set-up pin/password for mobile banking, reg-Journal of Service Science and Management ister/update the mobile number, e-mail ID for instant alerts keep a track of all banking transactions. Mobile banking as a service has been increasingly accepted as a medium through which customers may operate their account transactions anywhere and anytime. This study is confined to the customers within Tiruchirappalli Town. The study will be able to reveal that increase the level of satisfaction of the customers regarding the mobile banking services and the service quality of the mobile banking in ICICI bank. It also motivates them to use mobile banking services efficiently. It also helps banks to know whether the products or services they are offering are really satisfying the customers' needs. This study brings the attention of management towards the importance of training and development of customers of mobile banking. : There is a significant difference between age and respondents often use mobile banking services.

Data Collection & Tools Used
Both primary and secondary data are used for the study but the analysis was made mainly using primary data. The data regarding customer satisfaction and service quality of ICICI Bank Ltd. were collected through the well-structured questionnaire. The questionnaire was used to collect data from the respondents who are using mobile banking services in ICICI Bank Ltd. in Tiruchirappalli Town. The information has been collected from books, journals and websites from the internet. Percentage analysis, Chi-square, one-way ANOVA and Factor analysis have been used for the analysis and interpretation. The statistical tools are used to analyse the data to answer the objective structure.

Sampling Technique
A sample of 100 respondents is approached for the study and analysed. Cluster cum simple random sampling technique is used for the survey. Area of the study refers to Tiruchirappalli Town, TamilNadu. There are 12 ICICI branches in Tiruchirappalli Town and the population is 1,167,485 approximately. The researcher has taken only one branch for this study, i.e. Thillai Nagar branch.
With the known population, the sample size is determined for the study using the following formula by Dr. Todd L. Grande.
where n = sample size, z = confidence level (z score value), e = margin error, N = population size, p = population percent. Hence the sample size is equal to 385.
Form the known population of 1,167,485 with 4 percent margin of error at a 95 percent confidence level with 50 percent population. Therefore, the sample size is taken for the study is 100. Journal of Service Science and Management

Limitations of the Study
The study is limited to the geographical region of Tiruchirappalli town. Due to time constraints, the researcher has collected data from 100 respondents only. Table 1 showes that out of 100 respondents, It is inferred that majority of the To identify the service quality of mobile banking services in ICICI bank ltd, the factor analysis technique has been used. The 18 factors are identified namely Q1, Q2, Q3, ••• Q18 was given in Table 2.       To identify the respondents' level of satisfaction towards the mobile banking service in ICICI bank ltd, the factor analysis technique has been used. The 10 factors are identified namely S1, S2, S3, ••• S10 was given in Table 6.    Table 9 shows that clustering of stimulating factor in the level of satisfaction towards mobile banking services in ICICI bank limited. It shows that variables 4 services Q2, Q3, Q7 and Q9 are cluster as factor 1 and is named as "Banking activities". The next 3 variables Q1, Q5, Q8 are cluster as factor 2 and is named as "Banking products". The next 2 variables Q6, Q10 are cluster as factor 3 and is named as "Other services". The next 1 variable Q4 is cluster as factor 4 and is named as "Other services".    To identify the reasons for using mobile banking service, the factor analysis technique has been used. The 7 factors are identified namely F1, F2, F3, ••• F7 was given in Table 10.     Table 13 shows that clustering of stimulating factor in reasons for using mobile banking services. It reveals that 3 factors are identified as being the maximum percent variance accounted. The 3 Reasons R3, R4, R7 are cluster as factor 1 and is named as "Convenient service". The next 3 Reasons R1, R2, R5 are cluster as factor 2 and is named as "Time saving". The next 1 Reasons R6 are cluster as factor 3 and is named as "Quick service".

Results
Hence the reasons for using mobile banking services are given below: 1) Convenient service; 2) Time-saving; 3) Quick services. Table 14 shows the results of the association between monthly income and long customers in ICICI Bank Ltd. Hence the chi-square value is significant at 0.001 percent level. Therefore, H 1 alternative hypothesis is accepted and it is concluded there is a significant association between mobile income and long customer in ICICI bank ltd.
A one-way ANOVA was done with age as an independent variable and often used as mobile banking services dependent variable. Table 15 depicts the age and respondents often use mobile banking services. The significant at 0.10 percent level since H 1 alternative hypothesis is accepted. Therefore, it is concluded that there is a significant difference between age and respondents often use mobile banking services.

Findings
The majority (38 percent) of the respondents are in the age group of 21 -30 years. The result of the chi-square is significant at 0.001 percent level. Hence, H 1 alternative hypothesis is accepted. Therefore, there is a significant association between monthly income and long customer in ICICI Bank Ltd. The result of one-way ANOVA is significant at 0.10 percent level. Hence H 1 alternative hypothesis is accepted. Therefore, there is a significant difference between age and respondents often use mobile banking services.

Conclusion
With the increasing levels of globalization of the Indian banking industry, the competition in the banking industry has intensified. Nowadays it turns into a real form of banking is "Anytime and anywhere" banking. Service quality now acts as a competitive weapon. The present study reveals that the majority of respondents are satisfied with the banking activities, banking products, other services, and other services provided by ICICI mobile banking services. The factor analysis indicates that service quality of mobile banking services in ICICI bank Ltd convenience, responsiveness, security, accessibility, assurance, knowing the customer and efficiency are the major factors responsible for customer satisfaction of service quality stood at 67.114 percent regarding the services provided by ICICI Bank Ltd. Thus based on the percent level of customer satisfaction in ICICI Bank Ltd has a scope to improve the quality of the mobile banking service rendered to its customers to ensure their loyalty. To improve the service quality Journal of Service Science and Management bank can improve the security and reductions in risk through mobile devices are building the customer trust in mobile banking services. So bank must be careful about the security issues. Customer support for guiding the mobile banking application uses enhances the customer satisfaction and trust in bank and applications as well. The accessing of mobile banking should be still more convenient devices needed. Therefore creating awareness to inform the public about the benefits derived on the mobile banking services product.

Scope for Further Research
Further research can be done in bank wise study on service quality dimensions.
The mobile banking adoption and its opportunities and challenges can be explored. The qualitative research and quantitative research was done to develop the service quality measurement scale. So that future studies can think of improvement of the scale.