Analysis of Survey CHAPTER -...

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CHAPTER 6

Analysis of Survey

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6.1 - Introduction 6.2 - Analysis of Data 6.3 - Reliability Analysis 6.4 - Factor Analysis 6.5 - Testing of Hypothesis 6.6 - Descriptive Statistical Analysis

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6.1 - INTRODUCTION

The present research work is study on the “Review of Customer Relationship

Management in Banking Sector”. The collected data has been tabulated in both the

forms like Simple Tabulation with one variable and Cross Tabulation having two

variables. The tabulated data has been analysed by using SPSS 17.0 consisting of the

following statistical techniques.

� Univariate Analysis: It has involved only one variable for analysis and the

methods related to this analysis include Simple Percentage method & Chi-

Square Test.

� Bivariate Analysis: It has involved only two variables and the methods related

to this analysis include Pearson Correlation and Chi-Square Test of two

variables.

� Multivariate Analysis: It has involved more than two variable at a time. It has

explained the associations among more than two variables simultaneously.

The methods include Factor Analysis.

� Hypothetical Analysis: The hypothesis which is formulated has been tested by

using Chi-Square Test & Kolmogorov Smirnov Test.

6.2 - ANALYSIS OF DATA

Facts, information, systematically collected and formally presented for the

purpose of drawing inferences. Statistical information collected Compiled and

presented for the purpose of establishing appropriate relationships between variables.

Both the primary and secondary data has been used for the purpose of analysis.

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The following table is presented to understand the distribution of the Customers

according to their age.

Age Frequency Percentage (%)

16-26 202 20.2

27-37 401 40.1

38-48 237 23.7

49 & above 160 16.0

Total 1000 100.0

Table 6.1: Age Category of Customers (Source: Compiled from the questionnaire)

Graph 6.1: Age Category of Customers

Inference : Table 6.1 and Graph 6.1 shows that, out of 1000 Banking customers

surveyed, 40.1% of customers are in the age group 27-37, 23.7% of the customers are

in the age group 27-48, 20.2% of the customers are 16-26 and 16.0% of customers are

in 49 & above. It is apparent that majority of the customers belong to the age group

27-37 and 38-48.

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The following table is presented to understand the distribution of the respondents

according to their Age category of selected four Banks.

Age State

Bank of India

Bank of Maha.

ICICI Bank

HDFC Bank Total

16-26 15 57 60 70 202

27-37 126 87 97 91 401

38-48 57 35 77 68 237

49 & above 52 71 16 21 160

Total 250 250 250 250 1000

Mean 2.584 2.480 2.1960 2.1600 2.3550

Std. Deviation 0.88435 1.13080 0.87673 0.93052 0.97669

Table 6.2: Age Category of Customers of Selected Banks

(Source: Compiled from the questionnaire)

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Graph 6.2: Age Category of Customers of Selected Banks

Inference : Table 6.2 and Graph 6.2 shows that, 250 customers of each bank selected

for study, 401 customers are in the age group 27-37 out of which maximum 126

customers of State Bank of India and minimum 87 customers from Bank of

Maharashtra, 237 customers are in the age group 27-48 out of which 77 customers

from ICICI Bank, 202 customers are 16-26 age group out of which maximum 70

customers from HDFC Bank and 160 customers are in 49 & above out of which

maximum 71 customers from Bank of Maharashtra. It is apparent that majority of the

customers belong to the age group 27-37 and 38-48.

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according to their level of education.

Education Frequency Percentage (%)

PG 286 28.6

GRADUATE 491 49.1

H.S.C. 161 16.1

S.S.C. 62 6.2

Total 1000 100.0

Table 6.3: Customers Education Level (Source: Compiled from the questionnaire)

Graph 6.3: Customers Education Level

Inference : Table 6.3 and Graph 6.3 shows that, out of 1000 Customers, 28.6% of

customers are having their level of education as Post Graduate. 49.1% of customers

having Graduate Level education, 16.1% of customers are educated upto H.S.C. and

6.2% of customers having S.S.C. level education. It is clear that Graduate and Post

Graduate is the level of education for most of the customers.

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according to their Education Level category of selected four Banks.

Education State

Bank of India

Bank of Maha.

ICICI Bank

HDFC Bank Total

PG 54 75 69 88 286

GRADUATE 112 73 161 145 491

H.S.C. 62 81 12 6 161

S.S.C. 22 21 8 11 62

Total 250 250 250 250 1000

Mean 2.2080 2.1920 1.8360 1.7600 1.9990

Std. Deviation 0.88082 0.96273 0.65331 0.70455 0.83408

Table 6.4: Customers Education Level of Selected Banks


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Graph 6.4: Customers Education Level of Selected Banks


for study, 286 customers are having their level of education as Post Graduate out of

which 88 customers from HDFC Bank. 491 customers having Graduate Level

education out of which maximum 161 customers from ICICI Bank and minimum 73

customers from Bank of Maharashtra, 161 customers are educated upto H.S.C. out

which maximum 81 from Bank of Maharashtra and 62 customers having S.S.C. level

education out of which maximum 22 customers from State Bank of India. It is clear

that Graduate and Post Graduate is the level of education for most of the customers.

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according to their income category.

Income Frequency Percentage (%)

High 275 27.5

Medium 588 58.8

Low 137 13.7

Total 1000 100.0

Table 6.5: Income Category of Customers (Source: Compiled from the questionnaire)

Graph 6.5: Income Category of Customers

Inference : Table 6.5 and Graph 6.5 shows that, out of 1000 customers surveyed,

58.8% of customers are having medium income, 13.7% of the customers are having

low income and 27.5% of the customers are having high income, it shows that most of

the customers are belonging to the middle class and it can be a measure for

determining their socio-economic status.

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according to their Income Level customers of selected four Banks.

Income State

Bank of India

Bank of Maha.

ICICI Bank

HDFC Bank

Total

High 45 48 88 94 275

Medium 157 146 144 141 588

Low 48 56 18 15 137

Total 250 250 250 250 1000

Mean 2.0120 2.0320 1.7200 1.6840 1.8620

Std. Deviation 0.61102 0.64548 0.58906 0.58906 0.62718

Table 6.6: Income Category of Customers of Selected Banks


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Graph 6.6: Income Category of Customers of Selected Banks

Inference : Table 6.6 and Graph 6.6 shows that, 588 customers are having medium

income out of which maximum 157 customers from State Bank of India and

minimum 141 customers from HDFC Bank, 137 customers are having low income

out of which maximum 56 customers from Bank of Maharashtra and 275 customers

are having high income out of which maximum 94 customers from HDFC Bank, it

shows that most of the customers are belonging to the middle class and it can be a

measure for determining their socio-economic status.

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according to their Experience of doing Banking Transaction.

Experiences Frequency Percentage (%)

Below 5 Years 248 24.8

5 – 15 Years 449 44.9

Above 15 Years 303 30.3

Total 1000 100.0

Table 6.7: Banking Experiences of Customers (Source: Compiled from the questionnaire)

Graph 6.7: Banking Experiences of Customers

Inference : Table 6.7 and Graph 6.7 shows that, out of 1000 customers revealed that,

44.9% of customers are having 5 to 15 years experiences of doing Banking

transaction, 30.3% of the customers are having above 15 years experiences and 24.8%

of the customers are having below 5 years experiences of doing Banking

Transactions.

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according to their Experience of doing Banking Transaction of Different Banks.

Experiences State

Bank of India

Bank of Maha.

ICICI Bank

HDFC Bank

Total

Below 5 Years 35 52 79 82 248

5 – 15 Years 101 77 135 136 449

Above 15 Years 114 121 36 32 303

Total 250 250 250 250 1000

Mean 2.3160 2.2760 1.8280 1.8000 2.0550

Std. Deviation 0.70579 0.78632 0.65738 0.64627 0.74062

Table 6.8: Banking Experiences of Customers of Selected Banks


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Graph 6.8: Banking Experiences of Customers of Selected Banks


for study, 449 customers are having 5 to 15 years experiences of doing Banking

transaction out of which maximum customers from HDFC Bank, 303 customers are

having above 15 years experiences out of which 136 customers are from HDFC Bank

and 248 customers are having below 5 years experiences of doing Banking

Transactions out of which maximum 121 customers from Bank of Maharashtra.

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according to their preference giving while cash withdrawal.

Preferences Frequency Percentage (%)

ATM 522 522

Bank Withdrawal 221 22.1

Both 257 25.7

Total 1000 100.0

Table 6.9: Cash Withdrawal Preferences of Customers (Source: Compiled from the questionnaire)

Graph 6.9: Cash Withdrawal Preferences of Customers

Inference : Table 6.9 and Graph 6.9 shows that, out of 1000 customers revealed that,

52.2% of customers are having cash withdrawal preferences towards A.T.M. cash

withdrawal, while 22.1% of the customers are preferences to Bank Cash Withdrawal

and 25.7% of the customers are having both the side in cash withdrawal situation.

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The following table is presented to understand the distribution of the customers

according to their attitude about Requirement of CRM practices in Banking Sector.

Attitude Frequency Percentage (%)

Highly Favorable 255 25.5

Favorable 479 47.9

Neutral 152 15.2

Unfavorable 75 7.5

Highly Unfavorable 39 3.9

Total 1000 100.0

Mean 2.1640

Std. Deviation 1.01594

Table 6.10: Attitude of Customers towards CRM


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Graph 6.10: Attitude of Customers towards CRM


479 customers are having highly favorable attitude towards Customer Relationship

Management, 255 customers favorable, 152 Neutral, 75 are unfavorable and 39 are

Highly Unfavorable. The study reflects the positive attitude of the customers towards

requirement of CRM in Banking Sector.

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The following table is presented to understand the level of awareness of the customers

towards Customer Relationship Management.

Attitude Frequency Percentage (%)

Very Low 38 3.8

Low 106 10.6

Neutral 168 16.8

High 461 46.1

Very High 227 22.7

Total 1000 100.0

Mean 3.7330


Table 6.11: Awareness Level of Customers towards

Customer Relationship Management


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Graph 6.11: Awareness Level of Customers towards

Customer Relationship Management


46.1% of customers are having high awareness level towards CRM, 22.7% of

customers are having very high awareness level, 16.8% of customers are Neutral,

10.6% of customers are having low awareness level and 3.8% of customers are very

low awareness level. The study clearly indicates that customers are having high

awareness level towards CRM and they understand CRM means alternate marketing

approaches of bank.

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The following table is presented to understand the distribution of the respondents on

the opinion about Bank should enhance customer loyalty.

Experiences Frequency Percentage (%)

Yes 787 78.7

No 213 21.3

Total 1000 100.0

Table 6.12: Opinion about Bank should enhance customer loyalty (Source: Compiled from the questionnaire)

Graph 6.12: Opinion about Bank should enhance customer loyalty


78.7% of customers are considering bank should enhance customer loyalty and 21.3%

of the customers are not agree that there is no need of enhance customer loyalty by

bank. It is clearly indicates that there is need of enhance customer loyalty which

permit them to start CRM practices, that can easily enhance customer loyalty.

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according to their agreement about satisfy with service quality offered by bank.

Level of Agreement Frequency Percentage (%)

Strongly Disagree 13 1.2

Disagree 35 3.5

Undecided 81 8.1

Agree 719 71.9

Strongly Agree 152 15.2

Total 1000 100.0

Mean 3.9620


Table 6.13: Opinion of Customers towards satisfy with

service quality offered by bank


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Graph 6.13: Opinion of Customers towards satisfy with

service quality offered by bank


15.2% of customers are strongly agree that service quality offered by bank. 71.9% of

customers agree, 8.1% of customers neither agree nor disagree, 3.5% of customers

disagree and 1.3% of customers strongly disagree. It is clear from the study that the

majority of the customers agree that good service quality offered by bank and they are

satisfied with that.

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according to their agreement about Service influences the Customers to continue with

their Existing Bank.

Extent to Influences Frequency Percentage (%)

Very Large Extent 188 18.8

Large Extent 502 50.2

Medium Extent 142 14.2

Some Extent 102 10.2

Not at All 66 6.6

Total 1000 100.0

Mean 2.3560


Table 6.14: Opinion of Customers towards Service influences

the Customers to continue with their Existing Bank


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Graph 6.14: Opinion of Customers towards Service influences

the Customers to continue with their Existing Bank

Inference : Table 6.14 and Graph 6.14 reveals that, out of 1000 customers surveyed,

18.8% of customers the opinion that service influences to continue with their Existing

Bank to a very large extent while 50.2% of consumes opinioned that it influences to a

large extent. 14.2% of the customers felt that service influences to a medium extent.

10.2% of customers are said that some extent and 6.6% of customers are opinioned

that it does not influence at all. The study shows that Service Quality influences to a

large extent towards Continuity with existing bank.

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the opinion about improving services by trained staff.

Opinion Frequency Percentage (%)

Yes 721 72.1

No 279 27.9

Total 1000 100.0

Table 6.15: Opinion about improving services by trained staff (Source: Compiled from the questionnaire)

Graph 6.15: Opinion about improving services by trained staff


72.1% of customers are agree that service should be improved by trained staff and

27.9% of the customers are not agree about improving service by trained staff. It is

clearly indicates that there is bank should appoint trained staff and improve service

the benefit of the customers and society.

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the opinion about improving services by trained staff for their bank.

Opinion State

Bank of India

Bank of Maha.

ICICI Bank

HDFC Bank

Total

Yes 151 147 208 215 721

No 99 103 42 35 279

Total 250 250 250 250 1000

Mean 1.3960 1.4120 1.1680 1.1400 1.2790

Std. Deviation 0.49005 0.49318 0.37462 0.34768 0.44873

Table 6.16: Opinion about improving services by

trained staff of selected banks


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Graph 6.16: Opinion about improving services by

trained staff of selected banks


721 customers are agree that service should be improved by trained staff out of which

151 customers of State Bank of India suggested that service should be improved and

279 customers are not agree about improving service by trained staff out of which

minimum 35 customers from HDFC Bank. It is clearly indicates that there is State

Bank of India and Bank of Maharashtra should appoint trained staff and improve

service the benefit of the customers and society.

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according to their opinion towards benefits of CRM in Banking Sector.

Productive Frequency Percentage (%)

Highly Productive 242 24.2

Productive 502 50.2

Difficult to say 101 10.1

Unproductive 68 6.8

Highly Unproductive 87 8.7

Total 1000 100.0

Mean 2.2560


Table 6.17: Opinion of Customers towards productive benefits

of CRM in Banking Sector


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Graph 6.17: Opinion of Customers towards productive benefits

of CRM in Banking Sector


50.2% of customers the opinion that CRM provides productive benefits while 24.2%

of consumes opinioned that it is high productive. 10.1% of the customers are

undecided, 6.8% of the customers termed as unproductive. 8.7% of customers termed

as highly unproductive. The study clearly indicates that the most of the customers are

considering that productive benefit of CRM in Banking Sector even of different

selected four banks customers also agree the same.

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according to their satisfaction level regarding the performance and services of the

banks.

Satisfaction Level Frequency Percentage (%)

Very Poor 48 4.8

Poor 88 8.8


Good 588 58.8

Excellent 138 13.8

Total 1000 100.0

Mean 3.6800


Table 6.18: Satisfaction level customers regarding the

performance and services of the banks


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Graph 6.18: Satisfaction level customers regarding the

performance and services of the bank


58.8% of customers the opinion that satisfaction level of regarding performance and

services of banks is Good while 13.8% of consumes opinioned as Excellent. 13.8% of

the customers are undecided, 8.8% of the customers termed as poor. 4.8% of

customers termed as Very poor. Majority of customers are of the opinion that they

are satisfied with the existing level of performance and services of their banks.

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the opinion about CRM attract new customers.


Yes 801 80.1

No 199 19.9

Total 1000 100.0

Table 6.19: Opinion about CRM attract new customers (Source: Compiled from the questionnaire)

Graph 6.19: Opinion about CRM attract new customers


80.1% of customers are agree for CRM attract new customers and 19.9% of the

customers are not agree about CRM attract new customers. It is clearly indicates that

there is need of CRM in Banking Sector for attracting new customers and to the

benefit of customers and society.

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the opinion about CRM ensure basic and key facilities and services.


Yes 775 77.5

No 225 22.5

Total 1000 100.0

Table 6.20: Opinion about CRM ensure basic and key facilities and services (Source: Compiled from the questionnaire)

Graph 6.20: Opinion about CRM ensure basic and key facilities and services


77.5% of customers are agree for CRM ensure basic and key facilities and services,

22.5% of the customers are not agree. It is clearly indicates that there is CRM ensure

basic and key facilities and services and provides guidance to customers.

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The following table is presented to understand the distribution of the

respondents regarding factors that important to Retail Marketing

Important Factors Frequency Rank

CRM helps to build customer loyalty 392 VI

CRM attract new customers 410 V

CRM benefits banks performance & productivity 381 VII

CRM promotes customers awareness 472 I

CRM should be implemented in Banking Sector 466 II

CRM create all round friendly environment 420 IV

CRM help to Customers 459 III

Table 6.21: Factors that important to CRM in Banking Sector


Note: Total is more than sample size due to multiple choices

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Graph 6.21: Factors that important to CRM in Banking Sector

Inference : Table 6.21 and Graph 6.21 reveals that CRM promotes customers

awareness, CRM should be implemented in Banking Sector and CRM help to

Customers have been emerged first three important factors that are necessary required

to CRM in Banking Sector. Customers also responded positive towards it can used for

CRM create all round friendly environment, CRM attract new customers and CRM

helps to build customer loyalty. The study reflects the positive attitude of the

customers towards CRM in Banking Sector.

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according to their agreement for Conveyance in about CRM practices of your Bank.

Conveyance Frequency Percentage (%)

Irritatingly bad 57 5.7

Not Satisfactory 98 9.8

Neutral 101 10.1

Fairly good 602 60.2

Very good 142 14.2

Total 1000 100.0

Mean 3.6740


Table 6.22: Opinion of Customers towards

Conveyance in about CRM practices of your Bank


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Graph 6.22: Opinion of Customers towards

Conveyance in about CRM practices of your Bank


14.2% of customers feels Very Good conveyance about CRM practices of your bank

while 60.2% of consumes opinioned as Fairly good. 10.1% of the customers are

Neutral at their opinion, 9.8% of the customers termed as not satisfactory. 5.7% of

customers termed as Irritatingly Bad conveyance about CRM practices of your Bank.

It is clear from the study that majority of customers are of the opinion that they feel

fairly good and very good conveyance about CRM practices of your bank.

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according to their opinion about main Purpose of CRM in Banking Sector.

Factor Affecting Frequency Percentage (%)

Retention of existing customers 302 30.2

Enhances customers loyalty 332 33.2

Prevalent customers at levels 138 13.8

Attract new customers 228 22.8

Total 1000 100.0

Mean 2.2920


Table 6.23: Opinion of Customers towards main

purpose of CRM in Banking Sector


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.

Graph 6.23: Opinion of Customers towards main

purpose of CRM in Banking Sector


30.2% of customers said that Retention of existing customers while 33.2% of

consumes told that Enhances customers loyalty. 13.8% of the customers are feels that

Prevalent customers at levels, 22.8% of the customers think that Attract new

customers. It is clear from the study that majority of customers are of the opinion that

they main purpose of CRM are Enhances customers loyalty and Retention of existing

customers.

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The following table is presented to understand the distribution of the

respondents regarding Problems of Banking Sector.

Problems of Retail Marketing Frequency Rank

Technology 417 III

Customer service 462 I

Implementation of new accounting standards 381 VII

Competition 432 II

Transparency and Disclosures 387 VI

Corporate Governance 402 IV

Know Your Customer Guideline 398 V

Table 6.24: Problems of Banking Sector


Note: Total is more than sample size due to multiple choices

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Graph 6.24: Problems of Banking Sector


reveals that Customer service, Competition and Technology have been emerged first

three important problems that are faced by banking sector. Customers also responded

towards Corporate Governance, Know Your Customer Guideline and Transparency

and Disclosures. The study clearly indicates that the problems of banking sector

majorly related with CRM and customers are ready to take overcome from these

problems and require proper CRM practices in Bank.

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the opinion about big challenge for the bank is customer retention.


Yes 784 78.4

No 216 21.6

Total 1000 100.0

Table 6.25: Opinion about Big challenge for bank to retention of customer (Source: Compiled from the questionnaire)

Graph 6.25: Opinion about Big challenge for bank to retention of customer


78.4% of customers are agree for big challenge for bank to retention of customer,

21.6% of the customers are not agree. It is clearly indicates that there is customer

retention in bank are big challenge facing by banks though it is clear from the study

that CRM is necessary to overcome with this.

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the opinion about CRM creates customer awareness about different services offered

by bank.


Yes 798 79.8

No 202 20.2

Total 1000 100.0

Table 6.26: Opinion about CRM creates awareness about different services (Source: Compiled from the questionnaire)

Graph 6.26: Opinion about CRM creates awareness about different services


79.8% of customers are agree for CRM creates customer awareness about different

services offered by bank, 20.2% of the customers are not agree about that. It is clearly

indicates that there is CRM create awareness about different services offered by bank.

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according to their satisfaction level regarding prompt services in mean time of your

Banks.

Satisfaction Level Frequency Percentage (%)

Very Poor 52 5.2

Poor 81 8.1


Good 592 59.2

Excellent 142 14.2

Total 1000 100.0

Mean 3.6910


Table 6.27: Satisfaction level customers regarding the

prompt services in mean time of your Banks

Source: Compiled from the questionnaire)

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Graph 6.27: Satisfaction level customers regarding the

prompt services in mean time of your Banks


59.2% of customers the opinion that satisfaction level of regarding prompt services in

mean time of their bank is Good while 14.2% of consumes opinioned as Excellent.

13.3% of the customers are undecided, 8.1% of the customers termed as poor. 5.2% of

customers termed as Very poor. Majority of customers are of the opinion that they

are satisfied with the existing level of service in mean time of their banks.

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6.3 - RELIABILITY ANALYSIS

Before conducting Factor analysis, the scale of reliability is used to find out

the internal consistency of the variables to be used in Factor Analysis. Reliability is

synonymous with repeatability. It is a measurement that yields consistent results over

time is said to be reliable. When a measurement is prone to random error, it lacks

reliability. The reliability of an instrument places an upper limit on its validity. A

measurement that lacks reliability will also lack validity. If the scale of reliability is

close to 1, then it can be concluded that variables are suitable for conducting factor

analysis. Reliability analysis is a popular and frequently used SPSS methods of

measuring the internal consistency of the variables.

Cronbach Alpha(α) is designed as a measure of internal consistency. Alpha is

measured on the same scale as a Pearson correlation coefficient which varies between

0 and 1. The closer the alpha to 1, the greater the internal consistency of items in the

instrument being assessed.

Cronbach’s Alpha N of Items

0.385 6

Table 6.28: Reliability Analysis


Inference : Table 6.28 revealed that, the value of alpha is 0.385. It can conclude that

the variables are having high internal consistency and hence these variables are

considered to be suitable for conducting factor analysis.

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6.4 - FACTOR ANALYSIS

For the purpose of Factor Analysis, Hypothesis has to tested using Barlett’s

test of sphericity, from which the internal consistency and reliability among the

variables can be determine.

The following hypothesis is tested by using Barlett’s test of sphericity to determine

the internal consistency and reliability among the variables in the study.

Hypothesis 1

H0: There is no internal consistency and reliability among the variables selected in the

study for conducting factor analysis.

H1: There is an internal consistency and reliability among the variables selected in the

study for conducting factor analysis.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.511

Bartlett’s Test of Sphercity

Approx.Chi.Square Degree of freedom Significance Level

14.103 3

.003

Table 6.29: KMO and Bartlett’s Test of Hypothesis


Inference : It can be seen from the Table 6.29 that, the significance level 0.003 is less

than the assumed value 0.05. So we reject H0. This means that factor analysis is valid.

The value of KMO coefficient should be always more than 0.05. The table value

shows that it is 0.511. So this implies that factor analysis for data reduction is very

effective.

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6.5 - TESTING OF HYPOTHESIS

The specific relationship between variables, which is skeptically formulated,

should be empirically demonstrated by the hypothesis are tested. This is necessitates a

systematic research and empirical investigation, which result in proving the

hypothesis and facilitate theorizing of the observation.

The following hypothesis is tested to know the strong association among the various

demographic factors like Age, Education and Income.

Hypothesis 2

H0: There is no strong association among various demographic factors like Education,

Age and Income with the Awareness Level of the customers towards CRM in

Banking Sector.

H1: There is a strong association among various demographic factors like Education,

Age, and Income with the Awareness Level of the customers towards CRM in

Banking Sector.

The above hypothesis consists of three variables Education, Age and Income. These

variables are tested individually and they are formulated as hypothesis 2a, hypothesis

2b and hypothesis 2c as follows.

Hypothesis 2a

H0: There is no significant association between Education and the Awareness Level

of the customers towards CRM.

H1: There is a strong association between Education and the Awareness Level of the

customers towards CRM.

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The following table 6.30 consists of the cross tabulated values between the Education

of the customers and their Awareness Level.

Education

Awareness Level

Total Very Low

Low Neutral High Very High

PG 4 25 30 182 45 286 GRADUATE 6 26 75 227 157 491 H.S.C. 16 37 41 46 21 161 S.S.C. 12 18 22 6 4 62 Total 38 106 168 461 227 1000

Table 6.30: Education * Awareness Level (Cross Table)


The following table 6.31 consists of the Chi-Square Test for the Education of the

customers and their Awareness Level values.

Description Value df Asymp.Sig. Person Chi-Square 239.227 12 .000 Likelihood Ratio 217.655 12 .000 Linear by Linear Association 99.949 1 .000 Number of Valid Cases 1000

Table 6.31: Chi-Square Analysis for Education * Awareness Level



than the assumed value 0.05. So we reject H0. This means that Education influences

the awareness level of the customers towards CRM. Hence it is confirm that,

Education can become a significant demographic factor in influencing the awareness

level of the customers towards the CRM in Banking Sector.

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The following graph 6.28 consists of the cross tabulated values between the Education


Graph 6.28: Education * Awareness Level (Cross Tabulation)

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Hypothesis 2b

H0: There is no significant association between Age and the Awareness Level of the


H1: There is a strong association between Age and the Awareness Level of the


The following table 6.32 consists of the cross tabulated values between the Age of the

customers and their Awareness Level.

Age

Awareness Level

Total Very Low


16-26 8 13 25 69 87 202 27-37 9 52 61 201 78 401 38-48 11 37 50 103 36 237 49 & above 10 4 32 88 26 160 Total 42 102 171 451 234 1000

Table 6.32: Age * Awareness Level (Cross Table)


The following table 6.33 consists of the Chi-Square Test for the Age of the customers

and their Awareness Level values.


Table 6.33: Chi-Square Analysis for Age * Awareness Level



than the assumed value 0.05. So we reject H0. This means that Age influences the

awareness level of the customers towards CRM. Hence it is confirm that, Age can

become a significant demographic factor in influencing the awareness level of the

customers towards the CRM in Banking Sector.

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The following graph 6.29 consists of the cross tabulated values between the Education


Graph 6.29: Age * Awareness Level (Cross Tabulation)

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Hypothesis 2c

H0: There is no significant association between Income and the Awareness Level of

the customers towards CRM.

H1: There is a strong association between Income and the Awareness Level of the


The following table 6.34 consists of the cross tabulated values between the Income of

the customers and their Awareness Level.

Income

Awareness Level

Total Very Low


HIGH 4 31 68 112 60 275 MEDIUM 14 42 72 312 148 588 LOW 20 33 28 37 19 137 Total 38 106 168 461 227 1000

Table 6.34: Income * Awareness Level (Cross Table)


The following table 6.35 consists of the Chi-Square Test for the Income of the

customers and their Awareness Level values.


Table 6.35: Chi-Square Analysis for Income * Awareness Level



than the assumed value 0.05. So we reject H0. This means that Income influences the

awareness level of the customers towards CRM in Banking Sector. Hence it is

confirm that, Income can become a significant demographic factor in influencing the

awareness level of the customers towards the necessity of CRM in Banking Sector.

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The following graph 6.30 consists of the cross tabulated values between the Income

values of the customers and their Awareness Level.

Graph 6.30: Income * Awareness Level (Cross Tabulation)

The following hypothesis is tested to know how Quality service effects the customers

to continue with existing bank. The hypothesis is tested by using Chi-Square test

(non-parametric)

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Hypothesis 3

H0: Quality Service doesn’t effects the customers to continue with existing bank and

do not motivate for Good Relationship.

H1: Quality Service does effects the customers to continue with existing bank and

motivate for Good Relationship.

Dimension Observed Expected Residual

Very Large Extent 188 200 -12.0

Large Extent 502 200 302

Medium Extent 142 200 -58.0

Some Extent 102 200 -98.0

Not at All 66 200 -134.0

Total 1000

Table 6.36: Observed and Expected values about Quality Service


The following graph 6.31 consists of the values of agreement towards Quality Service

which can surely effects the customers to continue with existing bank and motivate

for good relationship.

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Graph 6.31: Quality Service effects customers to continue with existing bank

Description Values

Chi-Square 611.360

Df 4

Asymp.Sig. .000

Table 6.37: Chi-Square Test for Agreement about Quality Service


than the assumed value 0.05. So we reject H0. This means that Quality Service effects

the customers to continue with existing bank and do motivate good relationship.

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The following hypothesis is tested to know how Quality Service is significant in the

development of CRM in Banking Sector. The hypothesis is tested by using

Kolmogorov Smirnov test which is non-parametric.

Hypothesis 4

H0: Quality Service is not significant in the development of CRM in Banking Sector.

H1: Quality Service is highly significant in the development of CRM in Banking

Sector.

Dimension O.V. O.P. O.C.P. N.P. N.C.P. A.D.

(1) (2) (3) (4) (5) (6) (7)

Very Large Extent 188 0.188 0.188 0.2 0.2 -0.012

Large Extent 502 0.502 0.69 0.2 0.4 0.29

Medium Extent 142 0.142 0.832 0.2 0.6 0.232

Some Extent 102 0.102 0.934 0.2 0.8 0.134

Not at All 66 0.066 1 0.2 1 0

Total 1000

Table 6.38: Kolmogorov-Smirnov Test for testing

the importance of Quality Service


O.V. : Observed Value

O.P. : Observed Proportion

O.C.P. : Observed Cumulative Proportion

N.P. : Null Proportion

N.C.P. : Null Cumulative Proportion

A.D. : Absolute Difference

Inference : It can be seen from the Table 6.38 that, the largest absolute difference is

0.29 which is known as the Kolmogorov-Smirnov D value. The Absolute difference

value is exceeds the critical value, therefore the null hypothesis is rejected. It means

that Quality Service is highly significant in the development of CRM in Banking

Sector.

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6.6 - DESCRIPTIVE STATISTICAL ANALYSIS

The following table 6.39 represents the descriptive statistics values of the variables

V1, V2, V3, V4, V5, V6, V7, V8, V9, V10 & V11.

Variables A1 A2 A3 A4 A5 Total

Customer Retention (V1) 14 32 84 729 141 1000

Basic and key facilities (V2) 25 47 98 682 148 1000

Enhance Customer loyalty (V3) 10 17 53 792 128 1000

Practices throughout levels (V4) 14 36 91 697 162 1000

Employee approach (V5) 33 71 53 757 86 1000

Increase Relationship (V6) 10 26 52 802 10 1000

Frame customer data base (V7) 104 146 121 586 43 1000

Attract new customers (V8) 36 80 90 687 107 1000

Build customer loyalty (V9) 46 74 99 646 135 1000

Boosts customer confidence (V10) 100 113 66 600 121 1000

Performance & Productivity (V11) 83 99 89 651 78 1000

Table 6.39: Descriptive Statistical Values of Variables


A1 : Strongly Disagree

A2 : Disagree

A3 : Undecided

A4 : Agree

A5 : Strongly Agree

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The following table 6.40 represents the descriptive statistics analysis of the variables

V1, V2, V3, V4, V5, V6, V7, V8, V9, V10 & V11.

Variables Mean Std.

Deviation Total

Customer Retention (V1) 3.951 0.69071 1000

Basic and key facilities (V2) 3.881 0.80342 1000

Enhance Customer loyalty (V3) 4.011 0.58242 1000

Practices throughout levels (V4) 3.957 0.72227 1000

Employee approach (V5) 3.792 0.82305 1000

Increase Relationship (V6) 3.976 0.59647 1000

Frame customer data base (V7) 3.318 1.10458 1000

Attract new customers (V8) 3.749 0.88248 1000

Build customer loyalty (V9) 3.750 0.93925 1000

Boosts customer confidence (V10) 3.529 1.14825 1000

Performance & Productivity (V11) 3.542 1.04945 1000

Table 6.40: Descriptive Statistical Analysis of Variables


Inference : From the table 6.39 & 6.40, the variables from V1 to V11 are measured

on a Likert-Rating scale ranging from 1 to 5, with 1 being Strongly Disagree and 5

being Strongly Agree. The lowest mean being 3.318 and highest mean being 4.011. It

shows that the mean is consistent and it is good measure for analysis and conclusion.

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