3.2 QUANTIFICATION AND MEASUREMENT OF AWARENESS LEVEL IN CRM PRACTICES
The scores of all the 600 sample respondents were calculated. The respondents were classified into three groups based on their average scores viz., Low, Medium and High.
Those who scored between 1–165 were classified as low category (i.e.) awareness level on brand is Low, those respondents who have scored between 165-180 were classified as ‘Medium’ category and those respondents who have scored above 180 were classified as ‘High’ category.
The following table gives the distribution of the total respondents based on their level of awareness on CRM in commercial banks.
TABLE 3.1
DISTRIBUTION OF TOTAL RESPONDENTS BY THE THEIR LEVEL OF AWARENESS OF CRM PRACTICES IN COMMERCIAL BANKS
Awareness level Private sector Public sector
Number of
Respondents Per cent Average score Number of respondents Per cent Average score
Low
(1-165) 35 35.0 93.17 218 43.6 94.44
Medium (165-180) 60 60.0 108.26 257 51.4 107.65
High (Above 180) 5 5.0 122.2 25 5.0 122.68
Total 100 100 103.68 500 100.0 102.64
Table 3.1 shows that out of 600 sample respondents, the awareness level of private sector banks constitute 100 sample respondents and public sector banks have 500 sample respondents whose awareness in coming in the category of medium / high.
3.2 Association between independent variables and level of awareness
The association between independent variables namely Age, Gender, Educational qualification, Marital status, Occupation, Annual income, Type of accounts maintained in this bank, Annual Accounting summary, Use of various services in % by banks, Total experience with this bank and awareness level of customers is examined.
Significance of the association of all the ten variable with level of awareness was analyzed by applying ‘Chi-square’ test.
The significance of relationship of all ten variables with the awareness score was analyzed by applying the statistical techniques ‘F’ and ‘Z’ tests.
3.2.1Age and level of awareness
Age play an essential role in determining the awareness level of customers. The old generation customers do not expect more services rendered by the banks, but the new generation customers, who live in a highly technology dominated environment expect more than the old generation customers. The respondents were classified as follows: Group A: up to 30 years; Group B: 31-50 years; and Group C: Above 51 years.
To test the hypothesis which states that the customers’ awareness level under different educational qualification groups does not differ significantly, Chi-square test was applied.
TABLE 3.2
AGE AND LEVEL OF AWARENESS: CHI-SQUARE TEST
Private sector Level of Awareness Total
Age Low Medium High
Group A 15(46.9) 14(43.8) 3(9.4) 32(100)
Group B 17(36.2) 29(62.8) 1(2.5) 47(100)
Group C 3(14.3) 17(76.2) 1(9.5) 21(100)
Total 35(35.0) 60(60.0) 5(5.0) 100(100)
Chi-square value = 10.757
Public sector Level of Awareness Total
Age Low Medium High
Group A 57(54.3) 44(41.9) 8(7.4) 109(100)
Group B 131(52.4) 114(45.6) 5(2.0) 250(100)
Group C 30(21.3) 99(70.2) 12(8.5) 141(100)
Total 218(43.6) 257(51.4) 25(5.0) 500(100)
Chi-square value = 47.506
Table 3.2 indicates that in case of private sector banks among the three groups of the respondents the awareness of the respondents belonging to group C (9.5%) is higher than the other two groups.
Table 3.2 indicates that in case of public sector banks among the three groups of the respondents the awareness of the respondents belonging to group C (8.5%) is higher than the other two groups. Group C customers are more in private sector banks when compared to public sector banks.
The calculated value of Chi-square (10.757) exceeds the table value (13.277) for 4 degrees of freedom at 1% level of significance. Hence, the hypothesis is not accepted. Therefore, it is inferred that there exists a significant association between the age of customers and their level of awareness on private sector banks.
The calculated value of Chi-square (47.506) exceeds the table value (13.277) for4 degrees of freedom at 1% level of significance. Hence, the hypothesis is not accepted. Therefore, it is inferred that there exists a significant association between the age of the customers and their level of awareness on public sector banks.
AVERAGE AWARENESS SCORE OF CUSTOMERS ON THE BASIS OF AGE
The average awareness score of the three groups of respondents classified based on their age is given in the table 3.3
TABLE 3.3
AGE AND AWARENESS SCORE: F-TEST
Age Number of respondents Per cent Average
Score F-Value
Private Sector
Group A 32 32 100.12
9.227*
Group B 47 47 102.17
Group C 21 21 103.41
Total 100 100 103.68
Public Sector
Group A 109 21.8 101.6
22.436*
Group B 250 50.0 100.54
Group C 141 28.2 106.86
Total 500 100 102.64
Table 3.3 indicates that the average score of the respondents belonging to group C (103.41) is higher than that of group B(102.17) and group A(100.12). To the hypothesis that the average score of the three groups of respondents classified based on their age is the same “F” test was applied.
It is found that the calculated value of “F” (9.227) is more than the table value (13.277) for 2 degrees of freedom at 1% level of significance. Hence, the hypothesis is not accepted. Therefore, it is concluded that there is a significant relationship between age of respondents and their awareness scores.
3.3.2 Gender and level of Awareness
Gender is one of the important factors which determine the awareness of the customers. Hence, an attempt was made to classify the sample respondents based upon their gender. To test the hypothesis, which states that there is no significant association between the level of awareness and gender of customers, chi-square test was applied.
TABLE 3.4
GENDER AND LEVEL OF AWARENESS: CHI-SQUARE TEST
Private sector Level of Awareness Total
Gender Low Medium High
Male(A) 19(39.6) 28(56.0) 1(4.4) 48(100)
Female(B) 16(30.8) 32(59.6) 4(9.6) 52(100)
Total 35(35.0) 60(60.0) 5(5.0) 100(100)
Chi-square value = 5.172
Public sector Level of Awareness Total
Gender Low Medium High
Male(A) 99(42.30) 134(47.1) 1(10.1) 234(100)
Female(B) 119(44.73) 123(45.86) 24(9.39) 266(100)
Total 218(43.6) 257(51.4) 25(5.0) 500(100)
Chi-square value = 25.549
From the table 3.4 it is found in the case of private sector, the medium and high level of awareness, the percentage of female customers are (69.2%) higher than that of male customers (60.4%).
From the table 3.4 it is found in the case of public sector the medium and high level of awareness, the percentage of male customers (57.2%) which is higher than that of female customers (55.25%).Female costumers are more in private sector banks when compared to public sector banks.
The calculated value of chi-square (5.172) exceeds the table value (9.21) for 2 degrees of freedom at 1% level of significance. Hence, the hypothesis is not accepted. Therefore, it is inferred that there exists a significant association between the gender and level of awareness in private sectors banks.
It is found that the calculated value of chi-square (25.549) exceeds the table value (9.21) for 2 degrees of freedom at 1% level of significance. Hence, the hypothesis is not accepted. Therefore, it is inferred that there exists a significant association between the gender and level of awareness in public sectors banks.
AVERAGE AWARENESS SCORES OF CUSTOMERS ON THE BASIS OF GENDER
The average awareness score of the two groups of sample customers based on gender is presented in the table 3.5.
TABLE: 3.5
GENDER AND AWARENESS SCORE: Z-TEST
Gender Number of respondents Per cent Average
Score Z-Value
Private Sector
Male(A) 48 48 102.22
1.802*
Female(B) 52 52 105.01
Total 100 100 103.68
Public Sector
Male(A) 234 46.8 101.62
5.121*
Female(B) 266 53.2 103.54
Total 500 100.0 102.64
* Significant at 1%