European Journal of Scientific Research ISSN 1450-216X Vol.74 No.1 (2012), pp. 143-153 EuroJournals Publishing, Inc.

. 2012 http://www.europeanjournalofscientificresearch.com

Rural Customer Preferences of Banking Services in India- Factor Analysis and Reliability Test
P. Kannan Head, Department of Management Studies, N.P.R. College of Engineering & Technology Natham and Research Scholar, Anna University of Technology Coimbatore, Coimbatore E-mail: kannanace08@gmail.com Tel: 9786144800 M. A. Suresh Kumar Asst. Professor, Dept. of Management Studies, Advanced Management College, Bangalore E-mail: sureshkumar4481@yahoo.com Tel: +91 9739872498 R. Saravanan Director, School of Management, Sri Krishna College of Technology, Kovaipudur, Coimbatore E-mail: saravananrangaswamy@yahoo.co.in Tel: 9443267897 Abstract Service quality is interesting field to evaluate the customer satisfaction of services offering by any service concern. This study has objective of to examine the rural consumer preference about the banking services in Dindigul District. This study focuses on the bank service quality levels through SERVPERF measuring scale (Croin, 1992) in rural market. The tool was applied with122 respondents from rural area in Dindigal District, Tamil Nadu. This research describe that The 22 indices variable Cronbachs Alpha co efficient (0.943), The Eigen value of 16 to .05 it not satisfy the expected level one. This study concludes that most of the private bank likes ICICI, Federal bank etc., project to entre rural market. Rural people have less knowledge about the banking services but they have enough knowledge in micro finance. Keywords: SERVPERF, Banking, Rural market, Perception, Preferences

Introduction
With a jump in the Indian economy from a manufacturing sector, that never really took off, to a nascent service sector, Banking as a whole is undergoing a change. A larger option for the consumer is getting translated into a larger demand for financial products and customization of services is fast becoming the norm than a competitive advantage. With the Retail banking sector expected to grow at a rate of 30% [Chanda Kochhar, ED, ICICI Bank] players are focusing more and more on the Retail and are waking up to the potential of this sector of banking.

Rural Customer Preferences of Banking Services in India- Factor Analysis and Reliability Test

144

Statement of the Problem

Service sector emerging in rural market is the main fact for this study. There is an insufficiency of research dealing with SERVPERF in rural areas. It is well known that 70% of potential marketing gains are observed in rural. Hence, it would be beneficial and interesting to have more current research in this area. The research that is available concerning service sectors is confined with rural area only. This research is mainly deals with rural areas that are belonging to provisional needs. Another reason behind is now unquestionable that the face of the Indian consumer is changing. This is reflected in a change in the urban and rural household income pattern. The direct fallout of such a change will be the consumption patterns and hence the banking habits of Indians. At the same time, India compares pretty poorly with the other economies of the world that are now becoming comparable in terms of spending patterns with the opening up of our economy. This study will help the Indian banking sector about the customer expectation and their preferences of banking services especially in rural market.

Need of the Study

Rural India has approximately 500 million people who, until now, have had limited access to traditional banking services simply because most commercial banks found it too uneconomical to serve them. These people live in 600,000 odd villages across Indias vast terrain and are in the market for banking products that are typically a hundredth the size of a banking product in the United States or Europe and at a tenth the size and cost of a product in urban India. (Manish Khera et. Al) Banks have faced extraordinary global consolidation and new sources of competition from other financial intermediaries form local and international. Rural India covered by NGOs self help group with effective lending of micro finance. Going by international standards, a large portion of the Indian population is simply not bankable taking profitability into consideration. On the other hand, the financial services market is highly over-leveraged in India. Competition is fierce, particularly from local private banks such as HDFC and ICICI, in the business of home, car and consumer loans. This study avail the rural customer preference towards banking services in rural area.

Literature Review
Bahia and Nantel, (2000) developed Bank Service Quality (BSQ) scale to measure the qulity perceptions in banking activities. Shafie and Azmi (2004), their working paper 001 stated that CARTERs six dimensions (Compliance, Assurance, Reliability, Tangibles, Empathy, and Responsiveness) were conceptualized as a proposed framework for measuring quality of services in Islamic banks. RAMACHANDRAN V. K. AND MADHURA (2004) examines the impact of changes in banking policy and structure on the rural economy, and on the rural poor in particular. Jiaqin Yang et al., (2005) examined that application of e- banking of several local banks in rural areas through a case study. He investigated that trends and level of prevalence of on-line banking. Biswa Swarup Misra (2006) studied to analyse the problem is confined to some particular sponsor banks or states in the activities of RRBs (Regional Rural Bank). Vanniarajan T. and B. Anbazhagan (2007) applied SERVPERF scale to measure customer perception of retail banking. ASTRID A. DICK (2007) found that the nature of bank competition across markets is strikingly similar. McKinsey (2007) studied excellence in retail banking (ERB) is an approach for assessing the linkages between strategy, capability and performance in retail banking. Uppal R.K. (2009), stated that all bank groups should put in place the right kind of systems to further cut down on service time and renter instantaneous services to the customer, those banks only survive in the rat race for market shares in the days. Stefan Schfer (2009) studied measuring integration of EU (Europe Union) retail banking. Mohammed and Leo (2009), evaluated that service quality in retail banking in the Middle East in general, and Qatar .Their result indicates that customers perception is highest in the tangibles area and lowest in the competence area. Uma Sankar Mishra et al., (2010) stated that public and private banks mostly focus on people (staffs of the banks) factor for improving customer

145

P. Kannan, M. A. Suresh Kumar and R. Saravanan

satisfaction and public sector banks need to redefine the customer service parameter in order to compete with the nationalized private sector banks both in profitability and corporate image. Aleksandra and Boris (2010) studied that validate the perceived retail banking service scale in the small transitional economy of Europe and measure the service quality, customer satisfaction relationship and the role of perceived value. Kambiz and Seyed ( 2011) designed a new model which includes 25 indices and 7 quality dimensions such as, general quality of process, general quality of output, skills and behaviors, accuracy, diversity of services, speed, and servicescape (tangibles). Pascaline Dupas et al., (2011) suggested that while simply expanding access to banking services (by, for instance, lowering financial barriers to ownership) will benefit a minority, broader success may be unobtainable unless the quality of services is simultaneously improved. Singh S.P & Sunayna ( 2011) investigated the level of service quality of private banks from the customers perspective and assessing their satisfaction of services Private Banks provide. GBADEYAN R. A. & AKINYOSOYE O. O. (2011) examined that customers choice of banks is influenced by the quality of ebanking services. Mohd. Adil, (2011) applied SERVPERF 22 items scale has used to assess the quality of services. The study found that customers of urban bank branch are more satisfied with the service quality, than those of rural branches. Reena Roy et al., (2011) investigated the factors that are associated with customer satisfaction among the customers of Indian Foreign Banks in Tamil Nadu. Aminu Sanda and Eric ArhinThe (2011), studied understanding customers behaviour towards the use of ATM as a banking service delivery tool in Ghana, and the impact of such usage behaviour on the banks human resource capacity building, in terms of employee workload relief and performance. Uppal R.K. (2011) conclude from his study that foreign banks and new private sector banks are much better in performance as compared to our nationalized banks in the post-banking sector reforms period. Indian banking industry, particularly for public sector banks to make them efficient and strong, to compete with the global banks. Santhiyavalli G. (2011), studied customer satisfaction of State Bank of India customer to measure the service quality. She found the result empathy has maximum score among other dimensions. Vijay Mahajan, studied that posits two sets of causal variables for institutional performance: (i) Internal Practices Attitudes (IPAs); and (ii) mechanisms for client interface that either enhance or prevent access by the rural poor and women. Radomir et al., study revealed that human resources have the greatest impact on customers satisfaction with bank territorial units and that both Convenience and Efficiency and Bank personnel are the dimensions that bank management should consider in their efforts to improve and maintain the service quality level. Satchidananda Sogala stated in his study need for financial inclusion of the rural community for Indias development and the important role.

Research Methodology
Descriptive research design was used to study the perception of service quality among rural Bank. The primary data was collected based on convenience sampling method. The total rural Population in Dindigul district is 13, 53, 808 with 8 blocks. That is 62.63 per cent of total population of Dindigul district. SERVPERF scale was used to collect primary data from 130 (0.03% of total rural population) samples from rural customers in Dindigul district. 122 (93.82%) samples were qualified. The secondary data was collected from the articles, newspapers, books and internet. The percentage method, Weighted Average Method one way ANOVA, reliability test and factor analysis were used to measure the quality of Banks in rural areas. The collected data have been analyzed with the help of SPSS16.0 package. The scope of this study is to know the service quality of Banks in rural areas. This study shows the present level of quality of services and indicates the area for improvement.

Objective of the Study

The primary objective of the study is to examine the consumer preference towards the banking services in rural areas. The Secondary objective is

Rural Customer Preferences of Banking Services in India- Factor Analysis and Reliability Test

146

To conform whether rural consumer demographic factors influence the perception and preference of the rural customer. To assess who offer better quality of banking services among different type of banks (public, private and cooperative bank). To study the major factors responsible for their satisfaction.

Hypothesis Testing
The objectives of the study will justify with following hypothesis assumption. This study tests the following null hypothesis. Type of bank, Designation and Age group of the customer didnt influence the Perception about bankers Service Quality Qualification, Income level and visiting frequency didnt influence the perception of about bankers Service Quality The objective of the study is fulfilling with the analysis and interpretation. That was discussed below.

Result and Discussion

The table 1 shows results of demographic details that 61.7% are male and 38.3 % are female (=1.38, = 0.488 and 2 =6.533), 43.3% of the respondents come under age group of below 20 (=2.27, = 1.364 and 2 = 45.333). The young blood has quick decision making and easy to move alternative. 45% of the respondents family earn below 3,000 and 33.3% respondents family earn 3001 to 10,000 (=1.93, = 1.113 and 2 = 79). Those who are earning more, their expectation and perception level will vary with those who are earning less. Another important factor to determine the service preferences is intelligence of the respondents. Most of the rural people have lots of experiences, but 10% of the rural population is Illiterate and 28.3% are UG degree holders (=3.65, = 1.487 and 2=15.2). Need, wants, desire vary based on income level, educational qualifications, age group, designation and their family setup like qualification, respondents designation also disturbs the service preferences. The individual behavior has lots of difference based on their job profile. This study found that 36.7% of the respondents are students and others. Students have account with bank for their education loan and clearance of scholarship etc., (=3.63, = 1.322 and 2=27.66). Among 120 samples 86 (71.7%) people have account with public bank. In the initial periods public banks are operate in rural areas for providing agriculture loans and Government subsidiary. 18 (15%) respondents are having account on cooperative bank and 16 (13.3%) respondents are having private bank account (=1.43, = 0.742 and 2=79.4). 45% of the respondents have habit of visiting bank once in a month and 15% of the respondents are visiting once in quarterly (=3.85, = 1.358 and 2=73.6).
Table 1: Demographic details of the respondents
No 74 46 120 52 20 20 20 8 % 61.7 38.3 100 43.3 45.33* 1.346 16.7 16.7 16.7 6.7 2.27 1.38 0.488 2 6.53* Demographic details Account with Public bank Private Bank Cooperative bank Total Frequency to visit Once in a week Twice in a week Once in fortnight Once in Month No 86 16 18 120 12 6 16 54 % 71.7 13.3 15.0 100 73.60* 1.358 3.85 10.0 5.0 13.3 45.0 79.4* 1.43 .742 2

Demographic details Gender Male Female Total Age Group Below 20 21 to 30 31 to 40 41 to 50 51 & Above

147
Table 1:

P. Kannan, M. A. Suresh Kumar and R. Saravanan

Demographic details of the respondents - continued
120 12 18 20 34 22 14 120 100 10.0 15.0 1.487 15.2* 3.65 16.7 28.3 18.3 11.7 100 Once in 3 month More than that Total Designation Former Daily Wager Professional Self Employee Students and others Total No 12 4 120 18 14 120 10 16 26 24 44 120 % 10.0 3.3 100 15.0 11.7 100 8.3 13.3 21.7 20.0 36.7 100 1.93 1.322 3.63 27.66* 2 79*

Total Qualification Illiterate Schooling Diploma U.G P.G Others Total

Family Income No % Below 3000 54 45.0 3001 to 10000 40 33.3 10001 to 20000 10 8.3 Source: Primary Data *significant at 5% Level.

Family Income 20001 to 30000 30001 & Above Total

1.113

Factor Analysis
Table 2 shows that descriptive statistics and factors analysis results. From the table 2 grand mean of all 22 indices is 3.321. The Eigen value of 16 to .05 it not satisfy the expected level one. Figure 1 Scree plot is the final method to confirm the reliability of the measuring tool. As per the expectation the Scree Plot graph clearly shows that the amount of variability of each factors is in descending order. The conducted exploratory factor analysis confirmed the proposed factor structure and indicates that five factors (i.e., Reliability, Responsiveness, assurance, Tangible and Empathy). The exploratory factor analysis also provided evidence for the unidimensionality of the measures as all indicators loaded high on their respective factor.
Table 2: Total Variance Explained
Mean 3.38 3.37 3.23 3.63 3.37 3.33 3.18 3.02 3.00 3.30 3.33 3.23 3.52 3.38 3.33 3.40 3.28 3.50 3.45 3.42 3.20 3.20 Std. Deviation 1.070 .934 .976 .879 .970 1.032 .996 .996 1.004 1.009 .813 .923 .907 .842 .748 .803 .900 1.152 1.028 1.206 1.017 1.254 Total 16.553 Initial Eigenvalues* % of Variance 46.226 10.337 7.914 5.925 4.840 4.009 3.470 2.963 2.098 1.760 1.711 1.436 1.330 1.200 1.044 .901 .696 .609 .564 .410 .296 .261 Cumulative % 46.226 56.563 64.476 70.401 75.241 79.251 82.721 85.684 87.781 89.541 91.252 92.688 94.018 95.218 96.262 97.163 97.859 98.468 99.032 99.442 99.739 100.000

Component 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

2.758

1.372

0.845

0.471

Grand Mean =3.321 *Extraction Method: Principal Component Analysis

Rural Customer Preferences of Banking Services in India- Factor Analysis and Reliability Test
Figure 1: Scree Plot

148

Reliability Test
Table 3 indicates the mean, standard deviation and Cronbachs Alpha and variance of the reliability test. The 22 indices variable Cronbachs Alpha co efficient (0.943) is more to the expected value of 0.70. the each dimensions also reach the expected value of Cronbachs Alpha coefficient reliability (0.875), responsiveness (0.820), assurance (0.788), tangible (0.807) and empathy (0.932). the mean value analysis reliability got more (3.397) and responsiveness got less (3.133).
Table 3: Means, standard deviations, Cronbachs alpha coefficients and Variance
N of Items 5 4 4 4 5 22 Mean 3.397 3.133 3.346 3.350 3.353 3.321 Std. Dev 0.144845 0.154353 0.123962 0.053774 0.143457 0.040823 Cronbach's Alpha Coefficient 0.875 0.820 0.788 0.807 0.932 .943 Variance .021 .025 .015 .003 .020 023

Variables in Service quality Reliability Responsiveness Assurance Tangible Empathy Over all

Overall Attitude of Rural Customers towards Banking Services

Table 4: Overall Attitudes of banking services in rural market
Weighted score analysis Cooperative Public Bank Private bank bank A B A B A B 98 0.82 20 0.17 8 0.07 560 4.67 88 0.73 56 0.47 2220 18.50 312 2.60 426 3.55 2384 19.87 584 4.87 632 5.27 890 7.42 190 1.58 300 2.50 6152 1194 1422 51.27 9.95 11.85

Frequency and percentage analysis Cooperative Public Bank Private bank bank No % No % No % 98 5.18 20 5.68 8 2.02 280 14.80 44 12.50 28 7.07 740 104 142 39.11 29.55 35.86 596 146 158 31.50 41.48 39.90 178 9.41 38 10.80 60 15.15 1892 100 352 100 396 100 Total Weighted Average Score A=Weighted score , B= Average weighted score

SERVPERF Dimension Overall Attitude Strongly Disagree Disagree Moderate Agree Strongly Agree Total

149

P. Kannan, M. A. Suresh Kumar and R. Saravanan

Table 4 described the overall attitude of the rural customer towards their banking experience. Percentage and weighted average method was applied to know the overall perception of the customer. Based on the percentage analysis 31.50% of the respondents have agreed the public bank services have good but only 9.41% are strongly agree. In Private Banks 41.48% of the respondents agreed and 10.80% are strongly agreed. In cooperative banks 39.90% of the people agreed the services of cooperative banks services and 15.15% are strongly agreed. Based on the score has given in each variable like highly satisfied (5), satisfied (4), moderate (3), dissatisfied (2) and highly dissatisfied (1). The weighted average method analysis described that public bank got 51.27 weighted average score compare with private bank (9.95) and cooperative bank (11.85). the major reason is most of the rural people have account in public bank and cooperative bank very few are having private bank.

Hypothesis Testing
Table 5 and 6 projected the results of hypothesis testing. The null hypotheses are analyzed by one way ANOVA.

Family Income of the Customer didnt Influence their Perception and Satisfaction
From the table 5 (a), out of 22 indices only 4 variables are Keeping records correctly, knowledgeable employees, Feeling safe in bank transaction and Neatness of employees has not significance at 5% level others are significant. It indicates that income of the customer didnt affect their perception and satisfaction towards service quality of banking services.

Customer Qualification didnt Influence Perception and Satisfaction

Table 5: Hypothesis testing
(b)Qualification F Statistics (Combined) Mean F Sig. Square 2.431 2.231 .056* 2.553 3.194 .010 2.756 3.152 .011 1.892 2.617 .028 1.002 1.069 .381* 4.929 5.507 .000 2.858 3.143 .011 2.853 3.136 .011 1.613 1.643 .154* 2.397 2.503 .034 .841 1.287 .274* 1.456 1.762 .126 1.310 1.633 .157 .791 1.121 .353* 1.114 2.079 .073* 2.354 4.126 .002 1.747 2.273 .052* 3.190 2.560 .031 1.386 1.330 .257* 6.390 5.159 .000 3.375 3.619 .004 2.716 1.784 .122* (c)Age Group F Statistics (Combined) Mean F Sig. Square 7.265 7.786 .000 2.744 3.397 .012 3.211 3.670 .008 1.311 1.740 .146* 5.790 7.506 .000 4.111 4.289 .003 3.872 4.346 .003 1.909 1.990 .101 1.106 1.100 .360* 1.869 1.890 .117* 1.397 2.199 .073 2.444 3.065 .019 .394 .470 .758* 3.686 6.088 .000 2.349 4.718 .001 2.998 5.320 .001 2.594 3.468 .010 6.469 5.631 .000 3.983 4.172 .003 8.165 6.683 .000 3.044 3.153 .017 5.508 3.835 .006

(a)Family Income F Statistics (Combined) Component Mean F Sig. Square 1 5.708 5.782 0 2 4.06 5.329 0.001 3 2.41 2.67 0.036 4 1.771 2.403 0.054* 5 2.196 2.45 0.05 6 9.757 12.804 0 7 5.067 5.964 0 8 4.16 4.722 0.001 9 2.617 2.747 0.032 10 4.05 4.436 0.002 11 0.657 0.994 0.414* 12 4.738 6.603 0 13 1.217 1.503 0.206* 14 1.958 2.943 0.023 15 2.199 4.37 0.003 16 1.066 1.69 0.157* 17 3.375 4.684 0.002 18 8 7.302 0 19 5.507 6.109 0 20 7.666 6.186 0 21 4.777 5.277 0.001 22 6.967 5.028 0.001 *Not significant at 5% level

Rural Customer Preferences of Banking Services in India- Factor Analysis and Reliability Test

150

Table 5 (b) also stated that out of 22 variables only 13 variables had significance at 5% level. It indicates that qualification of the customer didnt affect their perception and satisfaction towards service quality of banking services activities in rural market.

Customer Age Group didnt Determine the Customer Perception and Satisfaction
The table 5 (c) describes one of the Reliability variables Keeping records correctly, Employee oblige the requests of customers in responsiveness and Employees are trustworthy, Feeling safe in bank transaction in assurance had not significance at 5 % level. Out of 22 variables 18 variables had significance at 5% level. It indicates that age of the respondents did not influence the perception and satisfaction of the customer.
Table 6: Hypothesis testing
(b) Types bank F Statistics (Combined) Mean F Sig. Square 4.239 3.878 .023* 2.061 2.417 .094 .186 .193 .825 1.454 1.912 .152 2.983 3.296 .040* 2.708 2.613 .078 2.026 2.080 .129 .243 .242 .786 2.484 2.527 .084 5.213 5.506 .005* .169 .253 .777 1.124 1.326 .269 .948 1.155 .319 .137 .190 .827 1.050 1.903 .154 .906 1.414 .247 .032 .039 .962 4.669 3.675 .028* 2.533 2.457 .090 5.353 3.855 .024* 3.309 3.321 .040* 2.587 1.663 .194 (c)Frequency to visit F Statistics (Combined) Mean F Sig. Square 2.906 2.720 .023 2.865 3.648 .004* 5.705 7.657 .000* .940 1.229 .300 2.858 3.339 .007* 2.799 2.832 .019* 2.752 3.011 .014* 1.605 1.665 .149 .804 .791 .558 1.105 1.089 .370 .910 1.400 .230 1.276 1.530 .186 .817 .992 .426 2.758 4.455 .001* 3.227 7.279 .000* 1.324 2.151 .064 .383 .463 .803 3.361 2.714 .024* 3.834 4.103 .002* 2.533 1.799 .119 3.940 4.339 .001* 3.515 2.363 .044*

(a) Gender F Statistics (Combined) Component Mean F Sig. Square 1 2.468 2.175 .143 2 2.941 3.438 .066 3 .376 .393 .532 4 .290 .373 .542 5 1.794 1.923 .168 6 .768 .720 .398 7 .007 .007 .935 8 .054 .054 .817 9 5.076 5.212 .024* 10 1.355 1.334 .250 11 1.003 1.524 .220 12 .263 .307 .581 13 3.363 4.194 .043* 14 .672 .948 .332 15 .063 .111 .740 16 .203 .313 .577 17 2.877 3.631 .059 18 7.932 6.237 .014* 19 6.236 6.159 .014* 20 5.806 4.094 .045* 21 4.112 4.074 .046* 22 7.722 5.077 .026* *Significant at 5% Level

Gender of the Respondents didnt Influence their Perception and Satisfaction

Table 6(a) indicates that all variables in empathy have significant at 5% level. The gender of the respondents didnt affect the perception towards empathy. Employee oblige the requests of customers in responsiveness and Feeling safe in bank transaction, in assurance had significant at 5 % level. Out of 22 variables 14 variables had not significant at 5 % level, it indicates the gender of the respondents may influence the perception and satisfaction.

Types of Banks didnt Influence the Perception and Satisfaction

Table 6(b) exploited that out of 22 variables only 6 variables had significant at 5% level. Being sincere to solve problems and performing the service right at first time in reliability, Employees are trustworthy

151

P. Kannan, M. A. Suresh Kumar and R. Saravanan

in assurance and Easy to operate account, Different income earning options, Providing prompt information to customers in empathy are significant. All the variable in responsiveness and tangible are not significant at 5% level. It indicates that type of the banks influence in responsiveness and tangible dimensions.

Visiting Frequency didnt Influence the Perception and Satisfaction

Table 6(c) exploited that out of 22 variables 11 variables had significant at 5% level other not significant. Being sincere to solve problems and Keeping records correctly in reliability variables had not significant at 5% level others significant. Employees willingness to help and Employee obliges the requests of customers in responsiveness indices had not significant at 5% level. Up to date equipments and Physical facilities in tangible variables has significance at 5% level. Different income-earning options in empathy had not significant in 5% level others had significance at 5%.

Conclusion
All the banking operations are leads to customer satisfaction, but in rural market the banking performance is different comparing to urban market. Rural market is a very fast growing market in India. They must know the updated knowledge about the market and the customer. Present day rural populations have enough knowledge to know update information in the society. The demographic factors like age group, qualification and income levels of rural customers are always disturbing their purchasing decision but it will not influence their perception and satisfaction towards getting banking services. Most of the rural people having account with public bank only but they got good services compare to private bank. The reason is private bank operate very less in rural area. Rural people have only one option to open account public bank or cooperative bank. In present days most of the private bank like ICICI, Federal bank etc., project to entre rural market. Rural people have less knowledge about the banking services but they have enough knowledge in micro finance. Overall satisfaction of the rural customer towards the service provided by the banks is good. All the banks should concentrate more on responsiveness.

Reference
[1] [2] [3] [4] [5] [6] [7] Abdul Qawi Othman and Lynn Owen (2001a), Adopting and Measuring Customer Service Quality (SQ) in Islamic Banks: A Case Study in Kuwait Finance House. International Journal of Islamic Financial Services, Vol. 3. No. 1. Aldlaigan AH and Buttle FA (2002). SYSTRA-SQ: A New Measure of Bank Service Quality. International Journal of Service Industry Management, 13(4): 362-381. Aleksandra and Boris (2010). Development, Validity and Reliability of PerceivedService Quality in Retail Banking and its Relationship With Perceived Value and Customer Satisfaction. Managing Global Transitions, Volume 8 Number 2 Summer 2010 187205. Aminu Sanda and Eric ArhinThe (2011), Using ATMs as Workload Relievers for Ghanaian Bank Tellers: The Customer Behavioral Challenge. Journal of Economics and Behavioral Studies, Vol. 3, No. 1, pp. 13-21, July 2011 (ISSN: 2220-6140) ASTRID A. DICK (2007), Market Size, Service Quality, and Competition in Banking, Journal of Money, Credit and Banking, Vol. 39, No. 1 (February 2007) Avkiran N. (1994) Developing an Instrument to Measure Customer Service Quality in Branch Banking, International Journal of Bank Marketing; 12(6), 10-18. Bahia K, Nantel J (2000). A Reliable and Valid Measurement Scale for the Perceived Service Quality of Banks. International Journal of Bank Marketing, 18(2): 84-91.

Rural Customer Preferences of Banking Services in India- Factor Analysis and Reliability Test [8] [9] [10] [11] [12] [13] [14] [15] [16] [17] [18] [19] [20] [21] [22] [23] [24] [25] [26] [27]

152

[28] [29] [30] [31]

Biswa Swarup Misra (2006). The Performance of Regional Rural Banks (RRBs) in India:Has Past Anything to Suggest for Future?. Reserve Bank of India Occasional Papers, Vol. 27, No. 1 and 2, Summer and Monsoon 2006, p.p. 89-118. Cgap Consumer Protection Policy Diagnostic Report India 2010. Gbadeyan r. A. & Akinyosoye o. O. (2011). Customers Preference for E Banking Services: A Case Study of Selected Banks in Sierra Leone. Australian Journal of Business and Management Research, Vol.1 No.4, July-2011 P.P 108-116. Grnroos C (1993). A Service Quality Model and its Marketing Implications. European Journal of marketing, 18(4): 36-44. Hazlina et al., (2011). Service Quality Analysis: An Application on Online Banking and ATM Facilities. International Conference on Economics and Finance Research, vol.4, IACSIT Press, Singapore p.p. 228- 232. Jiaqin ei al.,(2005). E-Banking in Rural Area - Recent Trend and Development: A Case Study, EBanking in Rural Area. Communications of the IIMA , Volume 5 Issue 4, p.p 63 -72. Kambiz and Seyed (2011), Full Length Research Paper A perceived service quality measurement scale in Irans retail banking market, African Journal of Business Management Vol. 5(5), pp. 1804-1810, 4 March, 2011. Karatepe OM, Yavas U, Babakus E (2005). Measuring Service Quality Of Banks, Scale Development and Validation. Journal of Retailing Consumer Services, j.jretconser.2005, 01.001 12(5): 373-383. Manish Khera et. al. ICICI Bank Extends Reach to Rural India: Innovative Business Model serves 300 Million People in 600,000 Villages. McKinsey & company (2007)Indian Banking: towards global best practices insights from industry bench marking surveys , Financial services practice, November, 2007 McKinsey & Company (2010). Indian Banking 2010-Towards a High-performing Sector. Mohammed Hossain and Shirley Leo (2009). Customer perception on service quality in retail banking in Middle East: the case of Qatar. International Journal of Islamic andMiddle Eastern Finance andManagement, Vol. 2 No. 4, 2009, pp. 338-350 Mohd. Adil, (2011). Assessing Service Quality at Public Sector Bank: A Comparative Study of Urban and Rural Customers. International Journal for Business, strategy & Management, Vol. 1, No. 1 jun 2011 pp.1-10. Pankaj and Roopa (2008). Planning the Retail Strategy. Tata Review, May 2008 pp.78-80. Pascaline Dupas et al., (2011). Supply and Demand Challenges in Banking the Rural Poor: Evidence from Kenya, July 22, 2011 Peters, J, (1999) Total SQ Management, Managing SQ, 29(l), 6-12 Quality Model an Empirical Study. International Conference on Software and Computer Applications, vol.9 , IACSIT Press, Singapore. Pp 142-146. RADOMIR et al., Improving Bank Quality Dimensions To Increase Customer Satisfaction. Rajeev Kumra(2008). Conference on Tourism in India Challenges Ahead. IIMK, 15-17 May 2008. Ramachandran V. K. and Swaminathan (2004). Financial Liberalization And Rural Banking In India, The Agrarian Constraint and Poverty Reduction: Macroeconomic Lessons for Africa organized by the International Development Economics Associates (IDEAs), Ethiopian Economic Association (EEA), and CODESRIA Addis Ababa, December 17 to 19, 2004 Reena Roy et al., (2011). Service Quality Gap of Foreign Banks in India using PZB Service Rob pearce (2004), Retail banking strategy, TD newcrest invester meetings, April, 14, 2004. Santhiyavalli G. (2011). Customers perception of service quality of State Bank of India - A Factor Analysis. International Journal of Management and Busuiness Studies, Vo l. 1, Issue 3, September 2011, 77- 84 Satchidananda Sogala, Enabling Rural Banking through Technology.

153 [32] [33] [34] [35] [36] [37] [38] [39]

P. Kannan, M. A. Suresh Kumar and R. Saravanan Shahril Shafie and Dr Wan Nursofiza Wan Azmi, (2004), Adopting And Measuring Customer Service Quality In Islamic Banks:A Case Study Of Bank Islam Malaysia Berhad, Journal of Muamalat and Islamic Finance Research, 2004, Vol. 1, No.1 Shanoo Bijlani(2010). Consumers Benefit as Traditional Jewelers Battle Brands. Solitaire international ,JANUARY 2010 pp.30-36. Singh S.P & Sunayna ( 2011), Analysis of Service Quality Gap and Customers Satisfaction in Private Banks Urukul Business Review (GBR), Vol. 7 (Spring 2011), pp. 13-18 Stefan Schfer (2009). EU Retail Banking: Measuring Integration, Deutsche Bank Research, Financial Market special, EU Monitor 63, April 16, 2009. Uma Sankar Mishra et al., (2010). Service Quality Assessment in Banking Industry of India: A Comparative Study between Public and Private Sectors. European Journal of Social Sciences, Volume 16, Number 4 (2010) 653 -669. Uppal R.K. (2009). Customer Service in Indian Commercial Banks: an Empirical Study. AsiaPacific Journal of Social Sciences, Vol.I (1), Jan-June 2009, pp.127-141. Uppal R.K. (2011). Banking Sector Reforms: Policy Implications and Fresh Outlook. Information Management and Business Review, Vol. 2, No. 2, Feb 2011, pp.55-64. Wiggins, S. and Rajendran (1987). Rural Banking in Southern Tamil Nadu: Performance and Management. Final Research Report, Department of Agricultural Economics and Management, University of Reading.