Vol. 3 Issue 1 25 November, 2018 UdaipurPaci c University Journal of Social Sciences Vol. 3, Issue 1 25 November, 2018, Udaipur It is a pleasure to present you before the third issue

Issue 1 25 November, 2018 UdaipurVol. 3

Gandhian Philosophy in Literature: Narrations from Prominent Novelist

Dr. Swati Gokharu, Narendra Kumar Prajapati

Usage and Preference of Digitalized Media for Tourism Amongst Youth of Udaipur

Dr. Shilpa Kanthalia, Dr. Usha Chouhan

Service Quality Effect on Satisfaction of Customers' of Banks: An Analytical Study

of Public and Private Sector Banks of Udaipur (Rajasthan)

Dr. Ashish Adholiya, Shilpa Adholiya

Section 3 of The Patents Act 1970, Vs. Article 27.1 of The Trips Agreement

Manoj Joshi, Dr. Om Prakash

Work Life Balance of Dual Career Couples of Udaipur, Rajasthan

Dr. Sheela Dashora

Library Automation- A Study of Library Automation in Medical College Libraries

of Madhya Pradesh

Dr. Asha Galundia, Dr. Bindu Lodha, Dr. Pratibha Lodha

Creativity of Educational Advertisements in Vernacular Newspaper and Human

Psychology

Nivedita Manish, Dr. Subhash Sharma

A Study on Consumer Technical Awareness with Regard to Security and Privacy in

Automated Teller Machine/ Cards (Debit/ Credit)Services in Udaipur City

Dr. Anil Jain, Dr. Apurva Sarupria, Ankita Kothari

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Pacic University Journal of Social Sciences 25 November, 2018, Udaipur

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Pacic University Journal of Social Sciences 25 November, 2018, UdaipurVol. 3, Issue 1

It is a pleasure to present you before the third issue of the Pacific University

Journal of Social Sciences and Humanities a broad scope journal. This journal

covers our entire spectrum of subjects ranging from management to law to

history, geography, psychology, and many more. As we know, there are a

number of journals which may cover the above specified areas, but this journal

is unique in that it encourages authors to submit their research papers

addressing the scientific aspects together with practical aspects also.

The intrusion of technology and social media in our lives has changed the way

we work the way we socialise, the way we relate to one another in professional

and personal lives. This journal is our way of keeping pace with today’s rapid

changes in education which ultimately will effect all aspects of our life.

Keeping this goal in mind we have accepted research papers from a broad

spectrum of subjects. I am amazed by the sheer number of articles that keep on

coming for the journal, which shows the creative energy and research

enthusiasm of the contributors.

I would like to take this opportunity to thank the editorial board members for

their dedication and commitment to the standards for which the journal

aspires. Finally, I thank all the authors, reviewers and readers for their quality

work, suggestions and support for making this journal a success.

Editorial

Dr. Bhawna DethaDean, Faculty of Social Sciences & Humanities

PAHER University

25 November, 2018, UdaipurPacic University Journal of Social Sciences

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Gandhian Philosophy in Literature: Narrations from Prominent Novelist

Abstract

Mahatma Gandhi Was the most inuencing socio- political figure of early 90's who sacrifice his life for the sake of motherland. He devoted his knowledge and career and struggled for India's freedom and development. He was an contemporary issue to discuss and immense source of writing for the writers of that era. Different discipline like history, sociology, politics, literature and philosophy have a great impact of his ideology and he was the central figure for the writings of the novelist who characterized different characters in their writings who were depicting the change in the society due to Gandhian freedom struggle. He taught the people of India to live in peace and harmony, to love all humans and to follow a disciplined life. The non-violence principle of Gandhiji changed the lives of many people and introduced a technique of perseverance, resistant to evil and untruth. He became the center of all socio-political developments. The Satyagraha movement inspired the local people to protest against evils and misconduct. It created a strong bond of love and compassion which united the people irrespective of their caste, creed, colour, religion. Gandhiji was an idol of truth. He was a spokesperson who opposed the inhuman behavior like exploitation of slaves, discrimination of people, abusement of poor and weak and broadly supported equality of all and introduced the new technique to win over the evils. These philosophies and principle of Gandhiji were revealed in the novels of R K Narayan , Munshi Premchand and Raja Rao. The characters of the novel directly or indirectly exhibited the Gandhian philosophy or his views.

Keywords: Freedom Struggle, Gandhian Philosophies, Socio-political Developments

Dr. Swati GokharuAssociate Professor

Department of Social Science & Humanities, Pacific University, Udaipur (Rajasthan)

Narendra Kumar PrajapatiResearch Scholar

Pacific University, Udaipur (Rajasthan)

Introduction

Indian writings of the period between 1920 and 1947 can be noted as an era of nationalism with the spread of Gandhian philosophy and M.K. Naik, an eminent critic regarded this period as “the Gandhian whirl world” (Naik 114) with an unprecedented awakening of a distinctive national unity” (Naik 116).“Some are born great, some achieve greatness, and some have greatness thrust upon 'em.” (Twelfth Night Act IIScene5) This is very applicable to Gandhiji. He is born and brought in a normal background, but his principles

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gained from his experience made him a great and best individual.

He became the motivational source of depiction of characters not only in politics but all related areas like sociology, literature, philosophy and many more. He was a man of ideology and dedicated his life for the sake of motherland and became a source of inspiration for the local masses who sacrificed their lives for freedom of India. All the writers of that particular area explored and disseminated Gandhian views for creating a attraction towards the ideology of truth and non-violence. The writers were attracted towards distinctive philosophy and were keen to write about Gandhiji's Satyagrah, simplicity, humanitarian values and the power of non violence. These Gandhian philosophies were well established by R.K. Narayan, one of the best writers of Indian English.

Munshi Premchand era was the era of freedom struggle where the Swaraj Movement was in air and all the Indians rich or poor, male or female, young or old were eagerly participating in the movement on one call of Mahatma Gandhi. This freedom struggle and Swaraj movement can be conceptualized through the writings of the authors of that particular time. The prime time included the non-cooperation movement, Swadeshi movement and other freedom movements carried out in the leadership of freedom fighters to ensure Swaraj. The characters in the Munshi Premchand's novels depict the variety of icons who are dedicated to sacrifice their life for the nation. One of the character Jalpa depicts a matured Indian lady who was fighting against the inequality and injustice offered by the Britishers. One of the Simon observed that women should be an independent creature and should be given rights to lead her own life without any compulsion of man companionship. It should be believed that she can herself find a living and live on her own with freedom and a proper status should be given to her to force her in decision making like participation in freedom struggle.

In Premchand's Karmbhumi, this has been depicted through the female characters like Sukhda, Naina, etc. who had a deep sense of patriotism for their country and were eagerly participating in the freedom struggle. Munshi Premchand has written Karmbhumi inspired from the Satyagraha of Gandhi and beautifully revealed

the participation of middle class Indian women in political movement to free India from the atrocities and brutalities of British government faced by the common person. The middle class women were the real heroes who were exposed to the exploitation of Britishers and were forced to live a suppressed life.

Mahatma Gandhi and Munshi Premchand both had a high respect for females and believed that they are more powerful than males. Both of them considered that women can face the problems of life with more courage and have an instinct to bear challenges. They can tolerate pain and struggle more successfully and so Mahatma Gandhi also insisted to active participation of women in India's freedom movement. One of the greatest poetesses Sarojini Naidu was also present at this time and she herself was a freedom fighter and inuenced marked participation of women in Swaraj movement to make India free. She created a positive image of women on the society with a sound belief that this fact should share equality with men and no longer is weaker to save the perils and are more keen to sacrifice their lives for the liberation of the nation.

Munshi Premchand was the renowned novelist of this time and all the women characters were chosen from the real life stories to depict the revolutions against the British government undertaken during the period in Indian society. Some of the important ones are- Karbandi, Shrabbandi, Swadeshi Apnao movement, etc. The most renowned novel Karmbhumi of Munshi, select incredible women characters like Sukhda, Naina, Renuka, Munni, etc. who participated bravely in all the revolutionary struggle.

The Karmbhumi has an incident which shows that after the arrest of Lala Smarkant, Sukhda and Renuka Devi all went to meet him in prison and said that there is no discrimination between rich and poor and both have the right to lead a healthy life. They asked whether poor are not living beings and opposed the powerful rich society.

Sukhda and Naina both struggled to make land free from the government so that houses of poor people could be constructed and set an example before the society. Sukhda was arrested and Naina was shot dead by her husband because she revolted against his wish and after that the

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municipality returned back the land to the poor people to cover the sacrifice of Naina. The novelist quoted that the struggle was started by a Devi and ended by the self sacrifice of another Devi. The Karmbhumi novel highlights a progressive and patriotic instinct in the poor employees for betterment. Sarat willingly accepted the powerful status of women and her independent entity but was afraid of taking it beyond the four walls of the family. Resulting the women were kept inside the house and they were unaware of the political and economic conditions of the country and these characters were confined to the narrow social premises. Munshi Premchand's characters in Karmbhumi are well acquainted with the freedom movement and actively participated in all discussions. They arranged meeting and organized people to achieve freedom, but were not allowed to come in forefront. They created a image in the minds of people that freedom is a necessity and we certainly want independent as everyone wants to enjoy a free life, perhaps except the need of women cooperation in the freedom struggle and strongly believed that characters like Premchand, Sukhda and Munni have all the political consciousness to take the movement forward. It was rightly said that women not only have the right to free but also the rights to fight for freedom. It is a moral right as well as a moral duty to claim freedom.

The women in Premchand's novel crossed their family boundaries and entered diverse social fields. The women of all categories from upper and lower class, from urban and rural background actively participated in national movements, for eg., Munni and Saloni Kaki in Karmabhumi. The rural portrayal of women is done successfully by the writer in Karmbhumi. Saloni is a rebellious character who is oppressed by the bureaucrats and revolted against the government officials. She protested and stand firm in front of the bullets and social abusement of the officers and even she spit on the face of the officer in an offensive mood who was bothering the poor villagers for tax payment. She never surrendered and used abused language to the officer on each strike of hunter. The revolutionary women of this time also revolted against tax collection in the rural area and the Zamindari system. The unbeatable characters of Saloni Kaki and Munni laid an important role in village by cooperating against tax collection.

Munni also was sent to prison due to her active protest and participation in such social movements. Thus we can say that Premchand's novel are full of feminine characters who were courageous and bold enough to raise their voice against the brutalities of Britishers as well as Indians who were of ideology that women are only objects to be used. The characterisation of the units in the writings of Premchand depicts the social change in the outlook of women as well as her increased role for freedom.

Munshi Premchand is considered to be the greatest writer who uncovered the real social structure and was consciously writing the reality of the culture of the country. He belonged to Uttar Pradesh which became the hub of the Indian freedom movement. Premchand was interested in political activities of Indian National Congress and he even resign from his Government job to actively participate in the freedom movement in response to Gandhiji's call for non-co-operation. "He regarded himself not as a teacher but as a modest soldier in the battle for the nation's freedom struggle, the soldier whose weapon was the pen" (Amrith Rai 1952). He was a confirmed nationalist and what was a blind follower of Mahatma Gandhi who changed the political scenario of India with non-violence and non cooperation movements. The Jalianwala Bagh Massacre in April 1919 opened the eyes of people who had some illusions in their mind regarding the Britishers. Premchand attended the public meeting held where the inuence of Gandhi's personality was magical as well as eternal which gave inspiration to abandon the government job for the sake of motherland. He was inuenced by charismatic symbol of self reliance and was filled with national vigor to actively participate in different movements led by Gandhiji. But with all these changing interest he never stopped writing and wrote for various journals, magazines to share his thoughts with the public and inuence them effectively. "The events around him were subconsciously inuencing Premchand. On the one hand, he was deeply inuenced by the events in Russia where the Bolsheviks had captured power and on the other the noncooperation movement started by Mahatma Gandhi had its impact on his mind" (Shahdara, 1981).

Mahatma Gandhi exercised a tremendous inuence on him. He made several attempts to



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meet him. The first one he made was in 1928, but he came back disappointed. Mahatma Gandhi later on called him for a discussion on the question of a common language for India. He stayed with him for four days in 1935, and he was so deeply moved by his magnetic personality that his faith in his leadership grew deeper and more abiding.

The idealism of that age which was based on humanism had its effect on Premchand, was a part of his nature and not just the effect of a contemporary trend or movement. Therefore, on the human plane, he forgot all the distinctions of caste and creed, or class and ideology and embraced the real man of esh and blood with all the warmth of his heart. The broad spectrum of Premchand political canvas displayed the fictional socio- political, economic and communal life of three decades of Gandhian era. the Premchand's novels were contemporary with no boundations and taking edge of all aspects of life. His short stories elaborated the socio economic problems faced by the masses due to political unrest. He has all reference for Gandhi and his socio-political philosophy but he wrote with a rational attitude. He believed struggle as a powerful weapon to fight against the wrong and the balanced attitude is required to win the materialistic objectives which are dedicated to life. The aesthetic values of present social life are merged into socio ethical values and humanism.

Conclusion

During India's freedom struggle many colonial residents took active participation in making India free from the clutches of Britishers so that people could live in free country. Munshi Premchand changed the social picture and delineated female characters who struggled to make India free and participative in all the physical and mental activities and took a daring step to prove themselves equal to man when it came to freedom of the nation. The female characters in the novel tried to create their individual identity by showing self respect but they prove to be socially aware about the political distress of the society and moral conditions of its residents. The people were inuenced to a large extent showing need of freedom and women were the best example to explain the miserable condition.

Premchand's espousal of the cause of India's freedom is therefore singularly free him

chauvinism or irrational hatred of the British whom he, in fact, admired in many ways. His sight highlighted the ignorant masses, slavery and superstitions which led the glorious civilization to degrade. He was a man who represented the Indian mind in his writings and a fascinating picture of life was depicted in his short stories.

The Indian novelists of that era propelled the masses to follow the Gandhian philosophy to act and indulge themselves in the freedom struggle. The socio economic development of the people was inuenced by the writings of prominent writers and they motivated the general mass to actively participate in the various reforms and movements which took place for the freedom struggle of India. The author tried to compile the best of the writings of three prominent writers of that time namely Premchand who was an inuential writer and tried to raise voice against social malfunctions.

References

Agrawal. S (2018). Gandhian Philosophy and Vision in Raja Rao's Kanthapura. Veda's Journal of English Language and Literature, 5, 12-15. http://joell.in /wp-content/ uploads/ 2018/10 / GANDHIAN- PHILOSOPHY- AND-VISION- 12-15-Dr-Shuchi-Agrawal.pdf

Goyal. R (2016). Rural Narratives Fusion of Covention and Revolution. Research Scholar- An Intenational Refereed e-Journal of Literary E x p l o r a t i o n s , 4 , 2 8 8 - 2 9 7 , h t t p : / / researchscholar. co. in/ downloads/49-dr.-ruchi-goyal.pdf

Kaushal. P (2014). Inuence of Gandhian Thought on the Indian National Movement in Malgudi. International Journal of English Language, Literature & Humanities, 2, 262-275, http:// ijellh. com/ wp-content/ uploads/ 2014/ 07/ 25-262-275.pdf

Kumar. R (2017). Impact of Gandhian Philosophy in Kanthapura. Journal of Research in Humanities and Social Science, 5, 35-36, http:// www. questjournals. org/ jrhss/ papers/ vol5-issue10/H5103536.pdf

Kumar. S (2017). Gandhian Ideology: A Study of Raja Rao's Kanthapura. International Journal of Advanced Research and Development, 2, 248-249



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Mercant i . S (2015) . From Indianness to Humanness: Raja Rao and the Politics of Truth. h t t p s : / / w w w . r e s e a r c h g a t e . n e t / publication/ 279962247_ From_ Indianness_ to_ Humanness_ Raja_Rao_ and_the_ Politics_of_ Truth.

Prabhakaran. P & Govindarajan.V (2019). Gandhian Ideology in the Novels of R K Narayan. International Journal of Information and Computing Science, 6, 347-349 http:// ijics.com/ gallery/46-june- 1309.pdf

Prabhakar. R (2016). Gandhi's Ideology- Raja Rao- Moorthy in Kanthapura. International Journal

of Research- Granthaalyah, 4, 87-94. h t t p : / / granthaalayah .com/ Articles/ Vol4Iss2/ 10_IJRG16_ A02_57.pdf

Shah. P (2017). Gandhian Philosophy in Raja Rao's Kanthapura. Pune Research- An International Journal in English, 3, 1-8 http:// puneresearch. com/ media/ data/ issues/ 5a07cfd0ec644.pdf

Sinha G. (2017). Raja Rao's Kanthapura as a Microcosm of the Indian Ethos and Culture Embodied in a Tale for Freedom from Foreign Rule. International Journal of Research- Granthaalyah, 5, 362-367. granthaalayah. com/ Articles/ Vol5Iss6/ 44_IJRG17_A06_397.pdf ·



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Usage and Preference of Digitalized Media for Tourism Amongst Youth

of Udaipur

Abstract

Globally, hospitality and tourism, is one of the most affected sector by the digital development. With the increase in competition the players in travel industry are always searching for latest and innovative ways to reach their customers at various levels and fulfill their needs by offering them tailor made packages. With the advent of digitalized world, social media and web portals have led to disruptive invasion in tourism industry. Today's youth is constantly engaged on such medias not only through desktops but also through their personal electronic devices which provides them the ease of connectivity. This has made easier for the travelling organizations to inform, endorse, attract and retain the people all over the globe. Looking deeper into this aspect, an attempt has been made through this research paper to throw light on the usage and preference of social media and web portals for tourism by the youth of Udaipur. For the purpose of data collection, a well-structured questionnaire was administered to 122 respondents from the age 18- 30 years. This paper also highlights the problems and challenges faced during travel due to usage of digitalized media.

Keywords: Digitalized Media, Social Media, Web Portals, Travel and Tourism Industry, Youth

Dr. Shilpa KanthaliaAssistant Professor

FMS, JRNRV, Udaipur (Rajasthan)

Dr. Usha ChouhanAssistant Professor

FMS, JRNRV, Udaipur (Rajasthan)

Tourism in India

Tourism is significant for the country's economy and is growing rapidly worldwide. The World Travel and Tourism Council analyzed that tourism contributed 16.91 lakh crore (US$240 billion) or 9.2% in India's GDP in 2018 and assisted 42.673 million jobs, 8.1% of its total employment. The sector is speculated to grow at an annual rate of 6.9% to 32.05 lakh crore (US$450 billion) by 2028 (9.9% of GDP). India's medical tourism sector is projected to grow to US$7–8 billion by 2020. In 2014, 184,298 foreign patients traveled to India to seek medical treatment.

India is a diverse country in the world with many travel and tourism attractions. Most of the foreigners like to visit India to spend a memorable and mesmerizing holiday trip experience of their life. Each state of India is unique in itself offering varied travel attractions such as wild safaris, desert safaris, warm hospitality, luxurious journey, natural wonders, art and culture, adventurous activities, spiritual places, and historical places.

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India follows the tradition of “Atithi Devo Bhava”

Digital Media

Any media that is encoded in machine-readable formats is termed as digital media. Digital media can be created, viewed, modified, distributed and preserved on digital electronics devices. The ubiquity of digital media and its inuence on society proposes that we are at the outset of a new era in industrial history, called as the Information Age, which is leading to a paperless society and virtual world. Digital media has an important, broad and complex impact on society and culture. Digital media combined with personal computing has led to disruptive innovation in tourism, public relations, entertainment, education, publishing, journalism, commerce and politics.

Social media is the latest catch word in Internet Marketing in recent years. Social media is the term used to portray platforms that connect people together for the exchange of information. The most popular social media platforms are: Facebook, Twitter, Google+, Pinterest, Instagram, Tumblr, LinkedIn, Stumble Upon and YouTube.

The changing technology at a rapid pace and upcoming recent trends and developments have totally changed the face of the tourism industry. One such important factor in the transforming face of the tourism industry is the social media. Recently, it has been observed that digital media has significantly contributed in overall growth of global tourism. Therefore, digital media plays an indispensable role in tourism industry.

Digital media has changed tourism in following ways:

1. Transfer of information – Various tools of social media helps in disseminating recent trends and information about tourism industry to large number of people all over the world.

2. Feedback – social media tools like Facebook reviews and Instagram Business help people to give their feedback on the hotels, cafes and other places they have visited.

3. Time - The emergence of travel and tourism

apps has made the task easier and faster for searching the best tourist destination.

4. International Relations – Tools like Facebook, Twitter, Instagram has made possible for travel& tour organizations and tourists to reach out to a larger number of the audience around the world. This has led to a remarkable rise in the international relations of the countries.

5. Loyalty Programs – Travel agents and organizations can effectively design the loyalty programs and offer to their customer through the tools of social media so that they can be retained for a longer period of time.

6. Keeping Updated – Digital media via innumerable apps has helped the tourism industry to stay updated with the recent trends and technology in this constantly changing scenario.

7. Tourism Marketing – Most of the travel agents and companies use social media to endorse their products to reach out to a larger number of audiences.

8. Blogs – Presently, every travel and tourism organization has their own blogs to promote their tours and content for people and the analytics tools help these organizations to devise the number of people reading their content.

Review of Literature

OrhanIcoz, Anil Kutuk and OnurIcoz (2018) in their research paper “social media and consumer buying decisions in tourism: the case of Turkey” discussed the inuence of social media on travel decision making process. It also highlighted the online buying trends of travelers and the relationship between traveler's demographics and variables like usage of social media, obtaining information from social media, the action of buying, inuence and the intention to share travel experience. They used survey method for data collection and Structural Equation Modeling for data analysis. The findings indicated positive relationships between the variables studied.

Ashish Kumar Rathore, Umesh Chand Joshi, P.

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VigneswaraIlavarasan (2017) in their research paper “Social Media Usage for Tourism: A case of Rajasthan Tourism” studied the role of social media in the tourism industry of Rajasthan. The study highlighted the major value determinants to t o u r i s m d e p a r t m e n t f r o m o p p o r t u n i t y perspective. It was found that importance of digitalized media is increasing hence the tourism department need to focus on these areas. The study suggested that the right mix of promotion through social media and official website could benefit the tourism department. The study discussed the challenges of social media such as legal and administrative compliance by the tourism organizations of travel related information.

Nindyta Aishyah Dwityas and Rizki Briandana (2017) in their paper “social media in travel decision making process” studied the travel decision making process with the usage of social media with special reference to Indonesian traveler community members. They used interview method for data collection. The study was based on connect of theory of travel buying behavior. It concluded that social media plays a significant role in form of source of information which helps the travelers in every stage of decision making for travel. The study recommended a model of travel decision making process via usage of social media and also suggested marketing strategies for tourism industry to retain customers.

Gergely Rathonyi (2013) in his research paper on “Inuence of Social media on tourism- especially among students of the University of Debrecen” studied the various digital applications in tourism and examined them from the view of demand and supply in context of tourism which was based on participation of users. The data was collected through questionnaire to find out social media usage among students while planning a leisure travel trip. The study indicated that social media applications provide tourism companies an opportunity to easily reach the people at mass level. The finding revealed that majority of respondents use social networking sites almost every day but they don't really use it for trip planning process.

John Fot is , Dimitr iosBuhal is and Nicos Rossides(2012) in their research paper “Social media use and impact during holiday travel

planning process” focused on role and impact of social media on the process of whole holiday planning. The paper revealed that social media is mostly used for sharing experience after the holiday travel. It also highlighted that there is strong correlation between the perceivedlevel of inuence from social media and changes implemented in holiday plans before finalizing the decision. It is also found that people trust user generated content more than the content on official tourism websites.

Research Methodology

Objectives of the Study

To study the usage of Social Media and Web portals for tourism by the youth of Udaipur.

To analyze the preference of Social Media and Web portals for tourism amongst the youth of Udaipur.

To suggest some measures to overcome the problems and challenges faced during travel due to usage of social media and Web portals.

Hypotheses

Ho : There is no significant correlation between preferences of male and female respondents for the selected reasons which have impact on travelling decisions through digitalised media.

Ha : There is significant correlation between preferences of male and female respondents for the selected reasons which have impact on travelling decisions through digitalised media.

Research Design : Exploratory Research

Sample Design:

Universe of the study consists of Youth of Udaipur from age 18 years to 30 years.

The sample of research study was selected through Purposive Sampling Method.

Sample size consists of 122 respondents out of which 61 were male and 61 were female from Udaipur.

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Data Collection Tools

Primary Data: A structured Questionnaire comprising 18 questions was prepared to collect data from youth of Udaipur. Questionnaire consists of two sections: Section I focusses on demographic profile of respondents and Section II contains the questions regarding preference and usage of social media and web portals for making travel decision.

Secondary Data: It was collected through books, websites, journals, travel magazines, blogs, and newspapers.

Data analysis Techniques

Percentage Analysis, Rank Correlation, Ranks were assigned on the basis of priority sorting methods. DATA ANALYSIS

Section 1: Demographic Analysis

In terms of age, majority of respondents i.e. n = 77, 63.11% belongs to the age group of 24- 26 years.

Representing the area of residence of respondents, majority of respondents i.e. n= 98, 80.32% were from urban area.

According to qualification, majority of respondents i.e. n= 75, 61.47% were post graduate.

Majority of respondents i.e. n=60, 49.18% are having monthly salary between Rs. 10,000 to Rs 20,000

Section 2: Analysis of Usage and Preference of Digitalized Media for Travel Decisions

Majority of respondents i.e. n=86, 70.49% prefer online medium as compared to ofine medium i.e. n=36, 29.50% for making travel decisions

Majority of respondents i.e. n=112, 91.80% found digitalized media as a helpful tool to plan their travel.

Majority of respondents i.e. n=52, 42.62% used social media platforms and travelling apps for planning their travel within a duration of 6-12 months followed by the number of respondents i.e. n=40, 32.78% who used it within a duration of 12 months or more.

Following tables (1 to 5) reveals the ranks given by the respondents for various digital / social media platforms, travelling apps and problems faced during travel planning through digitalized media:

Table 1: Most Preferred Digital Media Platforms for Making Travel Decisions

Table 2: Most Preferred Social Media Platforms for Making Travel Decisions


Plat forms

Rank %

Google search

I 41.80

Wikipedia

II 36.88

Customer review sites III 16.39

You tube IV 4.92

Total 100

Platforms

Rank %

Instagram

I 42.62

Facebook

II 25.40

Whats app

III 13.11

Snapchat IV 8.19

Twitter V 4.92

Linked In VI 4.09

Google plus VII 1.63

Total 100

Table 3: Most Preferred Travelling Apps for Making Travel Decision

Ap ps

Rank %

Make my trip

I 21.31

OYO

II 16.39

Goibibo

III 13.11

Trivago

IV 11.48

Trip advisor

V 10.66

Booking.com VI 9.02

Cleartrip VII 7.38

Yatra VIII 5.74

Holiday IQ XI 4.10

Expedia X 0.82

Total 100

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Source : Primary Data




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Hypothesis Testing

The rigorous review of literature in the relevant field revealed that women are involved differently from men in their consumption of tourism. (Swain,1995). Touristic behaviors happen in public travel spaces, which are politicized, sexualized, subjective, and gendered. Studies also revealed that women's touristic experiences, movements, and freedoms are governed to some degree by a structure of patriarchal social control (Wilson & Little,2008).

Therefore, the need was felt to formulate the research hypothesis to observe the behaviours and

preferences among male and female respondents with respect to travel decisions. Considering this view, following assumptions have been made for the present study:

H : There is no significant correlation between o

preferences of male and female respondents for the selected reasons which have impact on travelling decisions through digitalised media.

H : There is significant correlation between a

preferences of male and female respondents for the selected reasons which have impact on travelling decisions through digitalised media.


Table 5 : Degree of Problems / Challenges Faced During The Travel Planning Through Social Media Platform and Traveling Apps

Problems / Challenges Rank %

Security and privacy issues I 20.49

Misguiding pictures II 18.03

Improper grievance redressal mechanism III 16.39

Threats of virus / bugs IV 15.57

Outdated information V 13.93

Unreliable information VI 9.84

Incomplete information about services provided VII 5.74

Total 100

Table 6: Rank Correlation

Reasons for Preference

Location pictures

Promotional offers

Services offered

Reviews and rating

References through social media friends

Rank(male)

1

3

5

4

2

Difference

-1

-2

1

1

1

D2

1

4

1

1

1

��D 2 = 8

Rank(female)

2

5

4

3

1

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Figure 1 : A Model for Travel Decision making process through Digitalized Media


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promotional schemes and policies (seasonal, festival , etc.) offered to the customer, variety of miscellaneous services offered, features of web portals like easy access, prompt uploading, upgraded information, etc. and referrals / recommendations by friends, relatives on social networking sites.

The second components highlight the problems encountered by the users during the travel planning through digitalized media. The study revealed the problems such as obsolete of unreliable informations, threats virus / bugs, misleading informations and pictures provided by travel portals to attract customers, lack of effective

grievances redressal mechanism, lack of awareness about regulatory norms and improper legal compliance, privacy and trust issues among users, annoying popup adds and cookies, etc.

Both the above mentioned components inuenced every stage of decision making process i.e. planning a travel, researching the information available on digitalized media regarding travel destination and packages, evaluating the alternatives available in digital media, selecting the most suitable option for travel considering the price, services offered, promotional offers, etc. executing the selected travel plan and lastly sharing the experiences on digital media after the travel.


The rank correlation coefficient (ρ) was calculated, by comparing the ranks generated from the total scores given by 61 male and 61 female respondents . The calculated value of ρ was found to be 0.6 which justifies that there is a significant correlation between preferences of male and female respondents for the selected reasons which have impact on travelling decisions through digitalised media.

DiscussionThe below process model has been constructed from the analysis of present research study :

The above model depicts the three major components affecting travel decisions through digitalized media which are as follows:

1. Variables inuencing decision making

2. Problem / challenges faced due to digitalized media in tourism

3. Decision making process

The first component of the model consists of variables inuencing travel decision making related to such as price / budget of the travel package offered attractive location features highlighted on Digital Media platforms, various

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The interaction of these three components leads to the final travel decisions and also affects the future travel plans.

Conclusion

The study revealed that Google search was the most preferred digital medium by Youth for making travel decisions.

Instagram and Facebook were found to be most preferred social media platform while Make my Trip and OYO were the most preferred travelling apps.

Easy usage, accessibility, prompt uploading, acurate and detailed information, effective comparative ratings respectively, were the main reasons for preferring the above mentioned digital mediums.

Security and privacy issues, Misguiding pictures, Improper grievance redressal mechanism were the major highlighted problems faced by travellers while making travel decisions through digitalised media during the study.

The results indicated that there is a significant correlation between preferences of male and female respondents for the selected reasons which have impact on travelling decisions through digitalised media. Thus, it can be concluded that the preferences for choosing digital media for travel decisions are almost similar among both, the male and female travellers.

Suggestions

Nowadays, people tend to book trips on the click. Travel organisations should construct the booking process smooth and user-friendly for the customers by launching a webpage adapting to all devices.

Travel organisations should develop mobile apps for adding convenience to the service and gathering valuable data for designing effective marketing strategies.

Prompt response through email is considered

to be an effective online marketing tool in tourism. This ensures that tourists' enquiries and concerns are dealt timely with relevant and personalized message.

The travel companies should create such websites, apps and portals which ensure security and privacy of customers.

The information and pictures shared on digital media should be authentic and fair to develop and enhance trustworthy relationships with travellers.

References

Dwityas, N.A., Brandana,R. (2017). Social Media in Travel Decision making process. International Journal of Humanities and Social Science.7(7). 193-201.

Fotis,J., Buhalis,D., Rossides,N. (2012). Social Media Use and Impact during the holiday travel planning process. Springer-Verlag.

Icoz.O, Icoz.A, Icoz.O. (2018). Social Media and Consumer buying decisions in tourism: The Case of Turkey. Pasos, 16 (4), 1051-1066.

Rathonyi,G. (2013). Inuence of Social Media on Tourism- especially among students of the University of Debrecen. Applied Studies in Agribusiness and Commerce. 105-112.

Rathore,A.K., Joshi,U.C., Ilavarasan,P.V. (2017). 5th International Conference on I.T. and Quantitative Management 2017, Procedia Computer Science. 122. 751-758.

Swain, M. (1995). Gender in tourism. Annals of Tourism Research. 22(2), 247–266

Wilson, E., & Little, D. E. (2008). The solo female travel experience: Exploring the 'geography of women's fear'. Current Issues in Tourism.11 (2), 167–186.

https:// uhurunetwork.com/ social-media- and-tourism- marketing/

https:// www.tandfonline.com/ doi/full/ 10.1080/ 14616688.2018.1486878



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Service Quality Effect on Satisfaction of Customers' of Banks: An

Analytical Study of Public and Private Sector Banks of Udaipur

(Rajasthan)

Dr. Ashish AdholiyaAssistant Professor

Pacific Business School (Affiliated to RTU), Udaipur (Rajasthan)

Shilpa AdholiyaResearch Scholar and PGT (Commerce)

Central Academy Sr. Sec. School, Sardarpura, Udaipur (Rajasthan)

Abstract

The elements of service quality and attaining the satisfaction of clients for the services offered by the banks of Udaipur showed that prior researches operational and geographical scope do not offered accord over the subject, to affirm the issues and patterns of these variables which direct service quality offered by the banks and consumer satisfaction. At present all the public, private, foreign, and international banks' role in retail banking is imperative and offers several financial services to urban, semi-urban, and rural clients to keep up client reliability, trust, confidence to attain the 100% consumer loyalty and satisfaction for the bank. Yet, there are some observations pointed by the researchers that few public, private and international banks don't offer significance to client satisfaction and it is because of lack of concentration on measurement of service quality and consumer loyalty. In such manner, this analytical paper centers with a reason to report the results and findings of existing research works to recognize and characterize the elements of valued service delivery and fulfillment of bank customers towards all the banking services in global context including India. The commitment of the research work is comprehensively focused in particular on quality of service and clients' satisfaction in public, private, and international banks of the city Udaipur. This analytical research work will assist to identify key service dimensions and the level of satisfaction and would also be helpful to identify importance of satisfaction assessment. The geographical scope of the research work is the customers of public, and private sector banks of Udaipur district of Rajasthan, and operational scope is confined to service quality and the customer satisfaction only. The research confirms that satisfaction of the bank customer for the services offered by the bank majorly depends on the effectiveness of the services.

Keywords : Bank, Quality of Service, Customer Satisfaction, Effectiveness, Udaipur

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Introduction

The service sector in Indian economy is regarded as the tertiary sector of Indian economy and incorporates a wide range of sectors, for example, banking, School and College Education, Tours and Travels, Insurance, Hotels and Restaurants, Financial Exchange Services, Transportation, Public Service Centres, Telecommunication and Network, Courier and Logistics and so forth other different services. Service sector is one of the most driving contributors in the nations' GDP, and due to this it has the attention of the researchers according to the area of interest in the Industry specifically. In order to nourish and boost the growth in the service sector especially in banking RBI and Government of India had liberalized the banking through reformation of banking through pr ivat izat ion, l ibera l izat ion in banking restrictions, positive affirmation for integration of global and competitive banking practices, financial inclusion, and many more. All these privatization, globalization, and liberalization practices in banking are intended to increase the customer base for banks and the satisfaction of the customers for the banking services. So, it becomes imperative to assess the customers' level of satisfaction for the services offered by the banks.

The present research work is focused on assessing the gap or differences between the expected and the actual service quality and effectiveness for the services offered by the banks to their customers. Subsequently when the normal or expected degree of bank service to be given to the clients are more prominent than the real degree of administration given by any association, at that point the administration quality offered is considered as low and the other way around. Parasuraman et al. (1985) proposed the very initial model in this regard to quantify the customers' perception for the quality of services offered by the banks. In spite of certain arguments on this service quality model, the determinants represented in the model for estimating the service quality are observed to be dependable and could be utilized in different circumstances and been rehearsed by numerous analysts. As this model consolidates five determinants (focused on all the dimensions of service quality and customer interaction) as the parameter of service quality in banks, it made it possible to achieve to explore the research questions unequivocally.

Related Studies And Hypothesis

Singh et al. (2011) in their comparative study of private, public and foreign banks' banking services and their customer satisfaction for the overall service quality primarily focused on assessing the customers' perception for the service quality. The major service dimensions covered as service dimension were transactional service and information technology enabled other banking services. The major issues for which customers' satisfaction was observed less for nationalized bank was employee behavior and infrastructure and for foreign and private bank for higher charges, lack of proper communication etc were revealed as the major driving variable for which customer satisfaction was found comparatively lower than other service quality variables.

Ahmed et al. (2013) in their study on customer satisfaction in bank of Bangaladesh studies the SERVQUAL model to assess the relationship between the customer satisfaction and service dimensions of banks. The study confirmed that customer satisfaction for the service quality is same in both private and public sector commercial banks, except the assurance for which private bank customers' satisfaction was found higher than the public sector bank customers. The study also recommended that public sector bank should work more on improving their service quality.

Quet et al. (2015) in their study on service quality effect on customer satisfaction discussed that personal characteristic such as gender inuences the satisfaction level. The study confirmed that female customers look for higher quality and standards in service than the male counterparts. The study also ensured that service dimensions such as tangibility, assurance, responsiveness, reliability, and empathy are significantly associated with the customers' level of satisfaction for the banking services. The study recommended that bank professional should improve their competence for the service rendering for better customer satisfaction.

Yousuf (2017) in his study on impact of service quality of customer satisfaction revealed that among major service quality dimensions bank customers' of Karachi gave less importance to the empathy service quality parameter, and higher importance was observed for responsiveness,



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reliability, tangibility and assurance. The author a l so ment ioned tha t l ibera l iza t ion and privatization of banking in Pakistan had improved the bank customers' expectation for the richness of service quality.

Many researchers (Bharwana et al. (2013), Hussain et al. (2014), Omar et al. (2015)) in their research works confirmed that service quality is a significant dimension of customer satisfaction. Their researches presented proportional relationship between the service quality and customer satisfaction means higher would be the customer perceived service quality higher would be the related satisfaction of the customers and vice versa. In a study of Ibrahim et al. (2016), banks' infrastructure or tangibility (hardware accessories, advancements of machines, ambience, staff proficiency with the machine system, promptness etc.) is an important factor which is directly associated with the customers' satisfaction for services offered by banks. The study confirmed the relationship between the customer retention and tangibility of the services offered. Khan and Fasih (2014) confirmed the same for the relationship between higher technical infrastructure and improvement, and the customer satisfaction. Kashif et al. (2015) while studying the SERVQUAL model and its relationship with the customer satisfaction revealed that all the service quality dimensions are positively associated with the customer satisfaction and reliability among all the other dimensions has its own significance on customer satisfaction. Study performed by Al-Azzam (2015) confirmed the importance of service promptness and responsiveness as a significant dimension which inuences the customers' satisfaction significantly. Good and higher service promptness and customer service responses lead into higher customer satisfaction. While discussing over the empathy as service quality dimension Flick (2015) confirmed that empathy has significant and positive relationship with the customer satisfaction. The study recommended that lack of empathy in service offering by the employees to customer negatively affect the quality and customers' perceived satisfaction. So, on the basis of aforementioned literature following hypothesis was drawn and put under statistical observation.

H : The Service Quality Variables (Reliability, 1

Assurance, Tangibility, Empathy, and Responsiveness) have no significant impact on Customer Satisfaction.

H : The Service Quality Variables (Reliability, 1a

Assurance, Tangibility, Empathy, and Responsiveness) have significant impact on Customer Satisfaction.

Research Process Followed

For the present research work SERVQUAL model of service quality proposed by Parasuraman in 1988 was chosen with its six service variables or dimension such as “Reliability, Assurance, Tangibility, Empathy, Responsiveness and C u s t o m e r S a t i s f a c t i o n ” . Q u e s t i o n n a i r e administered with the aforementioned service quality dimensions incorporated 32 different statements on five point Likert scale and customer respondents were asked to rate their opinion over it. 6 Statements were administered under reliability presenting trust and confidence of customer over service, 5 statements were administered under tangibility presenting infrastructural capacity of banks, 4 statements were administered under empathy presenting the personal touch and care of customers, 8 statements were administered under responsiveness presenting promptness of the bank and bank employee for rendering the service, 4 statements were administered under assurance presenting trust and confidence over service and quality, and remaining 5 statements were administered to enquire about the customer satisfaction for different dimensions.

In point of fact to attain the research objectives and to examine the significance of the stated research hypothesis, 150 bank customers of both public and private sector banks of Udaipur was sampled as respondents of the research work. The customers were sampled through convenience sampling and the parameter of convenience was restricted to those customers who can understand the need of research and can also understand the significance of service quality and customer satisfaction in parallel. The respondents were comprised of good combination of male and female respondents, r e s p o n d e n t s o f d i f f e r e n t o c c u p a t i o n a l background. IBM statistics software SPSS 23.0 was used for statistical analysis, and reliability analysis, and linear regression was used to test the hypothesis.



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Figure 1: Research Framework Service Quality Dimensions


Reliability

Assurance

Tangibility

Empathy

Responsiveness

CustomerSatisfaction

Data Analysis and Interpretation of Customer Satisfaction and Service Quality Relationship

Reliability Measurement: In order to measure the customer responses quality Cronbach's alpha (α) reliability statistical test was performed over the dataset produced through the feedback given by the respondents of administered question sets. The reliability test measure internal consistency as well as biasness of the dataset and that led to make the interpretation over the data quality for further statistical analysis. Table 1 presented below is the statistical output the test statistics of service quality dimensions and customer satisfaction statements.

Table 1: Reliability Cronbach's Α Statistics of Service Quality Dimensions and Overall

Satisfaction

Dimension N (Statements) α Value

Service Reliability 6 0.709

Service Assurance 4 0.711

Service Tangibility 5 0.769

Service Empathy 4 0.723

Service Responsiveness 8 0.712

Customer Satisfaction 5 0.816for Services

Source: Statistically Computed

Above statistics of reliability test revealed that all the listed service quality dimensions' alpha (α) values are higher to 0.70 which led into an interpretation that sampled bank customers' responses do not have biasness for the statements and no identity matrix is found for the responses. So, data is of good quality and can be used for further statistical analysis.

Pearson Correlation Analysis : In order to measure the significance of relationship among the customers' opinion for the service quality dimensions and their overall satisfaction for the banking services in totality Pearson Correlation test was performed.

Table 2: Relationship Between Customers' Opinion for The Service Quality Dimension and Overall Satisfaction for Banking Services

Source: Statistically Computed

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Correlations

Overall Satisfaction

Opinion For Service

Dimensions

Pearson Correlation .726**

Sig. (2-tailed) .000

N 150

**. Correlation is significant at the 0.01 level - (2 tailed)


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Relationship statistics through Pearson correlation was presented in the above table between customers' opinion for the service quality dimension and overall satisfaction for banking services revealed that a positive and strong association is there in between the customers' opinion for the service quality dimensions and their overall satisfaction for banking services. The statistics of the relationship scored 0.726** at 0.01 (2-tailed) significance level. So, it could conclude that a positive and proportional relationship is there in between the customers' opinion for service quality and customer satisfaction for the service qualities offered to them by banks. It was assessed throughout the research process that customer with higher positive response for the service quality statement has higher satisfaction level, so it is recommended that banks should focus on each service dimension equally and should also focus on statistical significance of the service quality statements for customer satisfaction.

Linear Regression Test : In order to measure the individual service quality dimension or variables' impact on customers' satisfaction linear regression test was performed. The statistical outputs of the test also led into getting the composite impact of service dimensions on customers' satisfaction for banking services.


Table 3: ANOVA Analysis of Service Quality Variables Impact on Customer Satisfaction

ANOVA a

Model Sum ofSquares

df

MeanSquare

F Sig.

1

Regression

18.119 5

5.115

4.139 .002b

Residual

163.336

144

1.236

Total

181.455

149

a. Dependent Variable: Customer Satisfaction

b. Predictors: (Constant), Reliability, Assurance, Tangibility, Empathy, Responsiveness

Source: Primary Data

Above table of relationship analysis or impact significance analysis through ANOVA test helped to identify that for constant variables of service dimensions and dependent variable i.e. customer satisfaction F value is found 4.139 at 5, 144 level degree of freedom, and the significance score of the F value was found .002, lesser to standard

significance value .05. This all statistic results into confirmation of the impact of service dimension variables are significant on customer satisfaction for banking services. So, on the basis of the above statistics of ANOVA it is to be conclude that null hypothesis H1 is to be rejected and corresponding alternate hypothesis H1a is to be accepted “The Service Quality Variables (Reliability, Assurance, Tangibility, Empathy, and Responsiveness) have significant impact on Customer Satisfaction”.

Table 4: Coefficients of Service Quality Variables Impact on Customer Satisfaction

Coefcientsa

Model

UC SC t Sig.β

Std. Error β

1

(Constant)

3.106

.197 4.226 .000

Reliability

.756

.116 .623 3.718 .000

Assurance .423 .108 .206 3.196 .000

Tangibility .349 .045 .289 2.913 .001

Empathy .238 .042 .196 2.600 .009

Responsiveness .331 .136 .218 2.869 .004a. Dependent Variable: Customer Satisfaction

Source: Primary Data (UC- Unstandardized Coefcient,SC- Standardized Coefcient)

Coefficients statistics of service quality variables impact on customer satisfaction is presented in the above table revealed beta values significance of the independent variables (“Reliability, Assurance, Tangibility, Empathy, and Responsiveness”), and sig. difference presented the difference between unstandardized and standardized coefficients, so for the service reliability (t=3.718, Sig.=.000), for service assurance (t=3.196, Sig.= .000), for service tangibility (t=2.913, Sig.= .001), for service empathy (t=2.600, Sig.= .009), and for service responsiveness (t=2.869, Sig.= .004) the statistical values showed significance and confirmed their significant impact on customers' satisfaction for service quality.

T-Test for Comparative Difference: Comparative difference in the public and private bank customers' opinion for the service quality dimensions is performed through T-test. The statistics of the test are hereunder:

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Table 5 : T-test To Measure Difference Between Public and Private Banks' Customers' Opinion for Service Quality Dimensions and Satisfaction


Variables

PrivateBanks’MeanScore

PublicBanks’MeanScore

T Sig.

Reliability

4.14

2.98

6.164 .000

Assurance

4.28

2.96

8.79 .000

Tangibility

3.21

3.47

-2.12 .029

Empathy

3.90

2.76

4.54 .000

Responsiveness

4.05

2.97

7.12 .000

Satisfaction 3.60 4.63 -5.32 .000


From the above statistics of customer opinion differences for the service quality dimensions offered by the public and private banks it was identified that mean score of private bank customers' opinion is found greater for reliability, assurance, empathy, and responsiveness. For remaining variables of service dimensions public sector bank customers' opinion for tangibility and overall customer satisfaction is found higher. It is because of overall availability and presence of different public sector banks' services.

Conclusion

Generally, all the commercial banks in India have been rivaling the same sort of products and services to their customers; so, subsequently the key difference can be created through offering the good quality services for the better support of the bank clients. So, the competition in the industry is intense, and only one can win who can identify and work upon the principal service factors that can positively inuence the consumers' satisfaction, with this reference the bank customers of Udaipur city were sampled as respondents of the study. The present research works' statistical output revealed that a l l the service qual i ty dimensions (“Reliability, Assurance, Tangibility, Empathy, and Responsiveness”) are relatively important for the customers' satisfaction, and all the service quality dimension has significant effect on customers' perceived satisfaction level for the banks' services. One noticeable issue identified

while the comparative assessment of public and private bank customers' opinion for the service quality that except tangibility for all the other service quality dimensions private bank customers' opinion is greater to the public sector bank customers. But, in totality customer of public sector banks were found with higher satisfaction t h a n t h e p r i v a t e b a n k c u s t o m e r s . I t i s recommended that more customer respondents and broader geographical coverage can result into more specific results about the service quality dimensions, for future mobility as the service dimension can be added to the SERVQUAL model as this dimension will focus on getting the customers' view point about the web based and mobile based banking services and their efficiency.

References

Ahmed K., & Chowdhury T.A. (2013), “Measuring Customer Satisfaction in Nationalized Commercial Banks and Private Commercial Banks of Bangladesh through SERVQUAL Model”, International Review of Business and Social Sciences Vol. 2, Issue 4, pp. 11-22.

Al-Azzam D.A.F.M. (2015), “The Impact of Service Quality Dimensions on Customer Satisfaction: A Field Study of Arab Bank in Irbid City, Jordan,” European Journal of Business and Management, Vol. 7, No. 15, pp. 45-53.

Bharwana T. K., Bashir M., & Mohsin M. (2013), “Impact of Service Quality on Customers' Satisfaction: A Study from Service Sector especially Private Colleges of Faisalabad, Punjab, Pakistan,” International Journal of Scientific and Research Publications, Vol. 3, No. 5, pp. 1-7.

F l i c k U . ( 2 0 1 5 ) , “ I n t r o d u c i n g r e s e a r c h methodology: A beginner's guide to doing a research project,” United Kingdom: Sage.

Hussain R., Nasser A.A., & Hussain Y. K. (2014), “Service Quality and Customer Satisfaction of a U A E b a s e d A i r l i n e : A n e m p i r i c a l investigation,” Journal of Air Transport Management, pp. 167-175.

Iberahim H., Taufik N.K.M., Adzmir A.S.M., & Saharuddin H. (2016), “Customer Satisfaction on Reliability and Responsiveness of Self Service Technology for Retail Banking

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Services,” Procedia Economics and Finance, Vol. 37, No. 3, pp. 13-20.

Kashif M., Suzana S., Shukran W., & Rehman M. A. (2015), “Customer satisfaction and loyalty in Malaysian Islamic banks: a PAKSERV investigation,” International Journal of Bank Marketing, Vol. 33, No. 1, pp. 23-40.

Khan M.M. & Fasih M. (2014), “Impact of Service Quality on Customer Satisfaction and Customer Loyalty: Evidence from Banking,” Pakistan Journal of Commerce and Social Sciences, Vol. 8, No. 2, pp. 331- 354.

Omar H. F. H., Saadan D. K. B., & Seman, P. K. B. (2015), “Determining the Inuence of the Reliability of Service Quality on Customer S a t i s f a c t i o n : T h e C a s e o f L i b y a n , ” In ternat ional Journal o f Learning & Development, Vol. 5, No. 1, pp. 86-89.

Parasuraman A. & Zeithaml V. A. (1988), “SERVQUAL: A multiple-item scale for

measuring consumer perceptions of service quality,” Journal of Retailing, Vol. 64, No.1, pp. 12-40.

Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985), “A conceptual model of service quality and its implications for future research,” Journal of Marketing, 49, pp. 41-50.

Quyet T.V., Vinh N.Q., & ChangT. (2015), “Service Quality Effects on Customer Satisfaction in Banking Industry,” International Journal of u- and e- Service, Science and Technology, Vol.8, No. 8, pp.199-206.

Singh S., & Arora R., (2011), “A Comparative Study of Banking Services and Customer Satisfaction in Public, Private and Foreign Banks,” Journal of Economics, Vol. 2, No. 1, pp. 45-56.

Yousuf K. (2017), “The Impact of Service Quality on Customer Satisfaction in Banking Sector of Karachi” , Market Forces , Col lege of Management Science, Vol. 12, No. 1, pp. 15-28.

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Abstract

Is section 3(d) compatible with the TRIPS agreement? Did India fully comply with its obligations under the TRIPS agreement particularly? The obligation under article 27 of the agreement has been significant controversy among the foreign pharmaceutical companies, leading to an important 3(d), litigation between the Swiss pharmaceutical company, no worries, and Union of India. This paper argues, unambiguously that section 3(d) does not violate the mandate of article 27 of the TRIPS. This paper will examine this, limited question by reference to, important TRIPS exibility, allowing India to shape its patent regime, particularly section 3(d). This paper will discuss in brief the relevant, Madras high Court judgment of nowhere this on section 3(d) as a compatible aspect. This paper, lastly argues that section 3(d) is fully compliant, with article 27 of the TRIPS, and any further challenge, if any 2 section 3(d) before WTO, would not hold, water.

Keywords : Section 3(d), TRIPS, Article 27

Introduction

Indian patent regime, has undergone various significant changes with 3 major amendments in the patents act 1970, in 1999, 2001 and 2005 to make it fully compliant with the WTO's, World Trade Organization, TRIPS agreement. By the 2005, patent amendment, India fulfilled its obligation under the TRIPS agreement, by introducing product patents. No, Indian patent law was fully compliant with the TRIPS agreement. By the way of 2005 patent amendment, section, 3(d) of the patents act 1970, also came to be significantly amended. This amended section, 3(d) of the patents act, became a major talking point for foreign pharmaceutical companies. No, as per the amended section, 3(d) new form of the known substance could not be put in table, unless it showed a significant enhancement in efficacy over the known efficacy of the previous product.

Section 3(d) has been at the center of controversy. The objective and intention of section 3(d), raising concerns that this section, “3(d) was designed in such a way as to stymie their patents right. They have expressed their fear that section 3(d) would not allow them to get their inventions patented in India, which now called for a tougher patentability standards. They also expressed their opinion. Section, 3(d) did not comply with article 27 of the TRIPS agreement” (Jabade, 2012).

Section 3 of The Patents Act 1970, Vs.

Article 27.1 of The Trips Agreement

Manoj JoshiResearch Scholar

PAHER University, Udaipur (Rajasthan)

Dr. Om PrakashDirector

Law College Banswara, (Rajasthan)

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This paper argues that section 3(d) is fully compliant with article 27 of the TRIPS Agreement. This paper will discuss an exam in the Madras high Court judgment in Novartis Ag Vs Union of India, to answer the compatibility aspect. This paper will also discuss TRIPS exibility, which allowed India to enact, its patent law particularly section 3(d) in consonance with its national public health concerns.

This paper concludes that section 3(d) is fully compatible with article 27 of the TRIPS agreement and if any future challenges posed to it in WTO, it will stand up to scrutiny. This paper will refer to Madras High Court judgment only that in brief. The people will not discuss the NOVARTIS judgment of the supreme Court as this issue of section 3(d) is compliance was not touched by it.

What is “Section 3(d)”?

“Section 3(d)” was amended by the 2005 patents amendment in the principal act of the patents act 1970. The 2005 patents amendment was the third and the last amendment, carried out by India in order to fully comply with the TRIPS agreement. “Section 3(d)” is hereby being reproduced for examination as under:

“Section 3(d)” “what are not inventions?”

The unimportant disclosure of the new category of the already known substances which does not conclude into the improvement of the known level of adequacy for the substance or the straight and obvious revelation of new characteristics or a unknown use of the well known substances or of the ignorable exploitation a known practice, mechanization or contraption excluding that if such realized procedure results in the another item or make use of less than one new reactant.

Explanation

“With the end goal of this condition, salts, easters, ethers, polymorphs, metabolities, unadulterated structure, molecule estimate, isomers, blends of isomers, edifices, mixes and different subordinates of realized substance will be viewed as a similar substance, except if they vary essentially in properties concerning adequacy.”

What is Article 27 of the Trips Agreement?

The Article 27 of the “TRIPS agreement” offers the guidelines related to the patentable subject matter as stated here under:

I. Subject to the provisions of paragraphs 2 and 3 patents shall be available for any innovations, regardless of whether items are forms, all fields of innovation, gave that they are new, contribution, imaginative advance and are equipped for modern application. Subject to section 4 of article 65, passage 8 of article 70, section 3 of this article, licenses will be accessible and patent rights charming without segregation with regards to the spot of development, the field of innovation and whether items are imported or privately delivered.

II. Members, may reject from patentability creations, the counteractive action inside their domain of the business misuse of which is important to ensure Order open or profound quality, including to secure human, creature or vegetation or wellbeing, or to evade genuine partiality to nature, gave that such avoidance isn't made only on the grounds that the abuse is precluded by their law.

III. Members may likewise prohibit from patentability

a. Diagnostic. Remedial plants and careful strategies for the treatment of people or creatures;

b. P l a n t s a n d c r e a t u r e s o t h e r t h a n microorganisms, and basically organic procedures for the generation of plants or creatures other than non-natural and microbiological forms. Be that as it may, individuals will accommodate the security of plant assortments either by licenses or by a compelling Sui generis framework, or by any mix thereof. The arrangements of this sub passage will be inspected 4 years after the date of section into power of the WTO, agreement.

Flexibilities under Trips Agreement

The WTO's TRIPS agreement contains and provides for certain exibilities which can be resorted to by the developing and the least developed countries in the enactment of their domestic intellectual property laws with regard to pharmaceutical products. Following are the important TRIPS articles which provide for exibilities to the member countries while enacting their domestic IPR (Intellectual Property Rights) legislation:


Article 8 (Principles)

1. Members may, in defining or changing the laws and guidelines, embrace estimates important to secure general wellbeing and sustenance, and to advance the open enthusiasm for divisions of imperative significance to their financial and mechanical improvement, furnished that such measures are reliable with the arrangements of this understanding.

2. Appropriate measures, furnished that are steady with the arrangements of this agreement, might be expected to keep the m a l t r e a t m e n t o f p r o t e c t e d innovation rights by right holders or the retreat to rehearses which absurdly limit exchange or unfavorably inuence the worldwide exchange of innovation.

Articles 30, exceptions to rights Conferred

Individuals may give constrained special cases to the selective rights presented by a patent, gave that such exemptions don't preposterously strife with the ordinary misuse of the patent and don't nonsensically bias the real interests of the patent-proprietor, assessing the real enthusiasm of the outsiders.

A r t i c l e 3 1 ( o t h e r u s e w i t h o u t authorization of the right holder)

Where the law of part takes into account other utilization of the topic of a patent without the approval of right holder, including use by the legislature or outsiders approved by the administration, the accompanying arrangements will be regarded:

A. Authorization of such utilize will be considered on its individual benefits;

B. Such use may possibly be allowed if before such use, the proposed client has attempted endeavors to get approval from the correct holder, on sensible business terms, and conditions that such endeavors have not been fruitful inside a sensible time of the time. This prerequisite might be deferred by a part on account of national crisis or different conditions of extraordinary earnestness, or on account of open noncommercial use. In circumstance of national crisis or different

conditions of outrageous earnestness, the right-holder will, by the by, be informed when sensibly practicable. On account of open non-business use, where the legislature or temporary worker, without making a patent hunt, knows, or has self evident grounds to realize that a legitimate patent is or will be utilized by or for the administration, the correct holder will be educated expeditiously;

C. The extent of the degree and length of such utilize will be restricted to the reason for which i t was approved, and on account of semiconductor innovation, will be for open noncommercial use or to cure a training, decided after legal or authoritative procedure to be hostile to aggressive;D. Such utilize will be nonexclusive.

E. Such utilize will be known, assignable, aside from with that piece of the endeavor or altruism which appreciates such use;

F. A n y s u c h u t i l i z e w i l l b e a p p r o v e d overwhelmingly for the supply of the local market, of the part, approving such use;

G. Authorization for such utilize will be obligated, subject to satisfactory security of the genuine enthusiasm of the individual so approved, to be ended if and when the conditions which prompted it, stop to exist and are probably not going to repeat. The skillful expert will have specialist to survey, upon spurred demand, the proceeded with presence of these conditions;

H. The right holders will be paid sufficient compensation in the conditions of each case, considering the monetary estimation of the approval;

I. The lawful legi t imacy of any choice identifying with the approval of such use will be liable to legal survey or other autonomous audit by an unmistakable higher specialist in that part;

J. Any choice identifying with the-compensation gave in regard of such restriction gave in regard of such use will be liable to legal survey o r o t h e r a u t o n o m o u s a u d i t b y a n unmistakable higher expert in that part;

K. Members are not obliged to apply the conditions put forward in sub sections b and f, where such use is allowed to cure a training


22


decided after legal or authoritative procedure to be hostile to aggressive. The need to address hostile to focused practices might be considered in deciding the measure of compensation in such cases. Capable experts will have the specialist to deny end of approval, if and when the conditions which lead to such approvals are probably going to repeat.

L. Where such use is approved to allow the abuse of a patent ("the second patent") which can't be misused without encroaching another patent, ("the main patent"), the accompanying extra conditions will apply;

i. The creation guaranteed in the second patent will include an imperative specialized development of extensive monetary essentialness in connection to the innovation asserted in the primary patent;

ii. The proprietor of the primary patent will be qualified for a cross permit on sensible terms to utilize the development asserted in the second example; and

iii. The utilize approved in regard of the primary patent will be known, assignable acknowledge with the task of the second patent;

Therefore, the TRIPS agreement provides for these inbuilt exibility framework to be used by member Nations, in the enactment of their domestic laws to suit their national and public health care concerns.

Doha Declaration on Trips and Public Health

Doha declaration on TRIPS and public health was adopted on 14th Nov 2001 by the WTO member countries. This Doha declaration address the concerns of public health and access to affordable medicines raised by developing countries to address the prevention of disease like HIV, tuberculosis and malaria. Paragraph 4 of the Doha dec lara t ion i s quie t s ignificant for our examination. Paragraph 4 of Doha declaration is reproduced their under “TRIPS agreement does not and should prevent members from taking measures to protect public health. Accordingly, while reiterating our commitments to the TRIPS agreement, we affirm that the agreement can and should be interpreted and implemented in a

manner supportive of WTO member's right to protect public health and in particular, to promote access to medicines for all” (nopr.niscair.res.in).

In this connection, we reaffirm the right of WTO members to use, to the full, the provisions in agreement, which provide exibilities for this purpose. Therefore, Doha declaration also provides enough elbowroom for members to enact their domestic laws in their national public health and access to medicines concerns.

Novartis AG Vs Union of India

A patent application was filed by Novartis in 1995 for its imatinibmeylate, a beta crystalline form of imatinib in free base. Known as Gleevec this patent application was kept in mailbox. Gleevec was used for the treatment of chronic myeloid leukemia. The said patent application was rejected by the Patent office on the ground that it did not fulfill the enhanced efficacy requirement of “Section 3(d)”. Following are the two issues take up for consideration by the Madras high court:

i. Whether Indian courts had jurisdiction to adjudicate upon the issue that “Section 3 (d)” was in compliance with article 27 of the TRIPS agreement and whether Indian courts could grant a declaratory relief in this respect.

ii. Whether “Section 3(d)” was violative of article 14 of the Constitution of India. While deciding issue number 1 the madras high court categorically held that courts in India didn't have jurisdiction to adjudicate upon an issue which pertain into compliance compatibility of municipal law with that of an international treaty or law. The madras high court held that since the nature of international law is contractual in nature and since it incorporate certain inbuilt dispute settlement provisions; therefore; the dispute with regard to compatibility of a national law with that of an international treaty should be dealt by the dispute settlement body of the WTO .The Madras High Court referred to article 64 of the TRIPS agreement which clearly provides for a mechanism of dispute settlement by its dispute settlement body and therefore ruled that if Novartis was aggrieved by the rejection of its patent application on the


23


ground of “Section 3(d)”'s noncompliance with article 27 of the TRIPS agreement then it should approach the dispute settlement body of the WTO which was the appropriate forum for adjudication of this issue.

The Madras High Court also held that “Indian courts could not in such a situation grant a declaratory relief in favour of the Novartis as Novartis if granted a declaratory relief could not compel Indian Parliament to amend and enact a law in its favor. The Madras High Court further held that there were exibilities is contained under the TRIPS agreement which could be applied and resorted to by the member countries to address their National Public Health concerns and SS2 affordable medicines.”

The Madras High Court finally held that “Section 3(d)” of the patents Act 1970 was not violative of article 14 of the Constitution of India.

Therefore, the Madras High Court judgement is crystal clear as it categorically held that in case of c o n i c t b e t w e e n a M u n i c i p a l L a w a n d international law the Municipal Law will prevail and secondly the court held that Novartis should take the issue of violation of international law to the dispute settlement body of the WTO which is the appropriate forum to decide the issue of violation of international law.

Section 3(D) Confirms to Article 27 of the Trips Agreement

Novartis had challenged rejection of i ts application for patent before the Madras High Court on the ground that “Section 3(d)” was not in compliance with article 27 of the TRIPS agreement. As we have earlier reproduced both “Section 3(d)” and article 27 of the TRIPS agreement. Article 27 of the TRIPS agreement cast out the exceptions to the patents which we can record them at the exibility provisions namely Novelty and intensive step paragraph to of article 27 specifically provides for exclusions from patentability those inventions to be resorted to by member Nations within their geographical scope the avoidance of the commercial over accessible use of which is essential to defend the order public or morality incorporating the protection of human being or botanical plat life or medial health and well being or to avoid not iceable pre judice to the environment nearby that such exclusion is not

made nearly because the exploitation or the access and unlawful use is strictly prohibited by the law.

“Section 3(d)” was amended by India by way of its last 2005 patent Amendment Act The purpose undoubtedly was to ensure protection of Public Health concerns and to ensure access to affordable medicines. The main objective of amendment to “Section 3(d)” was to put a check on the practice of ever greening of patents by the multinational Pharma Companies on mere modifications of their existing patents. The purpose of “Section 3(d)” was to keep the free Wallace modifications of existing patent at bay thereby promoting and encouraging the real invention based on the criteria of enhanced efficacy aspect incorporated in “Section 3(d)”. Therefore, India amended “Section 3(d)” using to the hilt the inbuilt exibility provisions provided as exceptions to patentability not only under article 27 but also under article 30, 31 of the TRIPS agreement and under Doha declaration. India was fully justified in amending “Section 3(d)” in the interests of its National Public Health and access to affordable medicines.

The multinational companies have always had an attitude of exploiting their patent rights to continue for eternity on frivolous modifications minting money at the cost of the expensive patented drugs which public at large find difficult to afford as these patented medicines are made available to them at exorbitant prices. Many Scholars argued that “Section 3(d)” is a bold legislative move that has become successful in preventing the practice of ever greening of patents and this bold move has paved the way for other member Nations to follow suit

Conclusion

“Section 3(d)” is a unique act of Indian Parliament which has effectively put a check on the practice of ever greening of existing patents and paved the way for their inventions by promoting the heart care research and development activities in the field of pharmaceuticals. This section discourages the frivolous inventions on minor modifications to be patentable unless these inventions pass and qualify the rigor of enhanced efficacy criteria. India has effectively used all the available exibility in designing in enacting this unique provision of higher patentability standard under “Section 3(d)”

“Sect ion 3 (d)” i s not a departure f rom


24


International practices to regulate the patenting of derivatives and new users. The argument of Novartis to the effect that “Section 3(d)” was not compatible with article 27 of the TRIPS agreement does not hold water. If Novartis challenges action 3(d) compliance before the WTO, then India may successfully withstand the challenge India has resorted to the inbuilt exibilities.

Specifically, under paragraph 1 and 2 of the article 27 of the TRIPS agreement. Article 27 of the TRIPS mandates that “patents shall be available for any inventions, whether products or processes, in all fields of Technology, provided that they are new, involve and inventive step and are capable of industrial application.” Therefore, the text of article 27 contents inbuilt criteria giving a leeway to the member Nations to incorporate: these criteria, namely, Novelty, inventive step etc. in

their national laws India to has adopted these criteria of Novelty and inventive step apart from “Section 3(d)” “enhanced efficacy criteria in the patents Act 1970 it can which is an extension of Novelty and inventive step. It can be summed up that Novartis will fail if it challenges “Section 3(d)” in the WTO. Now MNCs will have to get into real research and development active by investing their efforts to produce original invention which could pass the test of patentability Under India's 3(d) test.

References

Jabade (2012). "Patents: A Background", Perspectives in Nanotechnology.

Web References

Niscair – Online Periodical Repository - nopr.niscair.res.in


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26

Dr. Sheela DashoraAssociate Professor

Pacific Business School, Udaipur (Rajasthan)

Abstract

Work-Life Balance (WLB) is a well established concept by now. Work-pattern and the workplace have undergone several changes post the 18th century industrial revolution thus giving a new dimension to the concept of WLB. The number of nuclear families increased with the passage of time. The concept of the “ideal home” also gradually faded in which males earned and the female spouses looked after the homes. As female education grew, along with the increase in employment opportunities, today, most households have both the parents working in order to augment the family income.

The awareness about the need to create suitable conditions for the employees enabling them to maintain a healthy balance between their work and their personal desires and life increased. In order to enhance productivity and improve retention of employees, the companies were forced to consider WLB as an important incentive. The companies could not ignore WLB anymore. With this realization various schemes were introduced by the companies to sustain retention and improve productivity. However, India still lacks in this area and references to Work-Life Balance policies in India are not very common.

Keywords : Work-Life Balance (WLB), Workplace, Dual Carer Couples, Nuclear Family, Working / Non working

Introduction

The work force is seeing gradual increase in Dual career couples. Due to economic needs and social demands, the role of working women has assumed significance all over the world. This has forced working women to develop a career as robust as their male counterparts while at the same time sustaining active engagement in personal life. Working couples find that they have little time for themselves due to the ever-increasing work pressure. In this knowledge era ,due to modern technological gadgets like smart phones, notepads, etc. encroaching in our lives, work life and personal life have integrated thus creating stress on personal and professional fronts. This is affecting our emotional, physical, and social well-being. Thus, maintaining proper work-life balance is necessary for dual career couples to have a good quality of life.

The term “dual-career” was first oated in 1969 by a European academic couple. Since then this term has been used frequently. “Coupled careers”, “Conjoint career couple” or “Coordinated career” couple is some other expressions used. However, the last two terms refer to couples who are both pursuing careers in the same field or who have similar work activities. Therefore, they are colleagues in profession as well as partners in

Work Life Balance of Dual

Career Couples of Udaipur, Rajasthan



27

life. Rapports draw a distinction between dual career couples and are dual-earner families.

The reason behind such a distinction between dual-career and dual-earner couples is that several problems are particularly relevant to the situation when both partners want to pursue careers. These problems can be classified into two areas: geographical mobility and family responsibilities – which, according to the results presented in the remainder of the report, not only but to a higher degree affect careers of women more than careers of men in dual-career couples. This might be indicated by the fact that also for women holding academic degrees it is true that: “although education does raise women's pay, it does so less for women than for men”. The general reason behind this very well- established fact is often attributed to gender differences in career paths. Different attitudes toward work and the struggle to balance work and family responsibilities, but also gender segregation of occupations and discrimination might “restrict women from attaining the highest positions, compared to men with similar backgrounds and education”. Specifically for the 'academic world', there is strong evidence that married faculty women receive less prestigious positions and institutional rewards.

What is Work Life Balance?

All the roles we assume like that of boss, employee, subordinate, spouse, parent, child, sibling, friend, and community member “demand our time, energy and commitment to fulfill. Work-family or work-life conict occurs when the cumulative demands of these many work and non-work life roles are incompatible in some respect so that participation in one role is made more difficult by participation in the other role.”

This report conceptualizes “work-life conict to include role overload (RO) (having too much to do and too little time to do it in) as well as role interference (when incompatible demands make it difficult, if not impossible, for employees to perform all their roles well). Role interference, in turn, can be divided into two factors: family to work interference (FTW) and work to family interference (WTF).” In the first case, interference occurs when family-role responsibilities hinder performance at work (i.e., a child's illness prevents attendance at

work; conict at home makes concentration at work difficult). In the second case, interference arises when work demands make it harder for an employee to fulfill their family responsibilities (i.e., long hours in paid work prevent attendance at a child's sporting event, preoccupation with the work role prevents an active enjoyment of family life, work stresses spill over into the home environment and increases conict with the family). In this sense, then, work-life conict can be seen to have two major components: the practical aspects associated with time crunches and scheduling conicts (i.e., an employee cannot be in two different places at the same time), and the perceptual aspect of feeling overwhelmed, overloaded or stressed by the pressures of multiple roles.”

Review of Literature

Doble N. & Supriya M.V. (2010) highlighted on how to improve efficiency and productivity of the organization as whole.. Flexible time, part time, work from home or child care facilities for their children are some of the ways to increase the productivity of the working couples. These have b e e n r e c e n t l y i n i t i a t e d b y t h e v a r i o u s organizations. This helps the working mothers to focus more on work.

Brummelhuis L.L.T. & Der Lippe T. V. (2010) emphasized on adoptability of the working couple in the organization as a friendly with supportive supervisors will increase the morale of the working couple. The environment and culture of the organization increases the moral of the working couples and help them in maintain work life balance.

Chawla D.& Sondhi N. (2011) highlighted that “ when women have greater job autonomy they experience positive work life balance and also the more conducive the work environment the more the commitment towards organization. This helps to motivate the women staff to involve in decision making process and leads to executing the work at the desired level.”

Mathew R. V.& Panchanatham N. (2011) identified “that women entrepreneurs in India have to play multiple roles which leads to stress and health related issues among women. Work life balance for women entrepreneurs is adversely affected with increase in work hours. The need of the hour is multidimensional talent employee. The


women employees already proved their presence in the work force because of their ability and capability of delivering the job. Hence it is quite natural that this leads to stress and health related issues among working women. Not only in case of women, are men also exposed to such hazards.”

Pagnana C E. , Lerob D S & Wadsworth S M M. (2011) highlighted that “working couples are adopting off-shifting work where one of the spouse is working in an unscheduledshift. Off-shifting gives security to the couple that at least one of the parents is with children although this results in fatigue, stress and less family time. This helps the couples to manage their time properly and at the same time this helps the parents to take care of their growing children.”

Devadoss and Minnie (2013) opined that “the inuence of work related stress on work-life imbalance based on expert's opinion. The data analyzed by means of Combined Overlap Block Fuzzy Cognitive Mapping (COBFCM) model and identified a work related stressor that exhibit greater ability to strike a proper balance between work and family domain.”

Hayman J & Rasmussen E (2013) has made an important finding that “work life balance is equally important for male employees as it is for female employees. Therefore organizational leaders and HR managers should include male employees while forming work life balance policies. The work life balance affects both the female and male employees also. Hence the interest and problems of the male employees should not be ignored.”

Marafi H (2013) identifies “issues faced by employees in education sector when they have to work on weekends or take any special classes other than the scheduled ones. These employees experience negative work-life balance and health

issues. This leads to family disturbance and ultimately leads to de-motivation and also scope for turnover. However, if adequate compensation is provided and prior information is given this will help to reduce the negative effect of work life of the employee.”

Ojo Ibiyinka Stella Salau Odunayo Paul, and Falola Hezekiah Olubusayo (2014) this study analyzed the work-life balance issues in the African continent, with special references focused on three sectors namely Banking, Education and Power Sector. The various types of work-life balance initiatives which were available in these sectors explored and the barriers to implementation of the work-life balance were identified. This study concluded that work-life balance policies must include strategic plans of organizations.

Dhas and Karthikeyan (2015) point out that work/life balance has become a predominant issue in the workplace. It is “effectively managing the juggling act between paid work and other activities that are important to us - including spending time with family, taking part in sports and recreation, volunteering or undertaking further study. It can help to build strong communities and productive businesses.”

Adholiya A. et. al. (2017) in the study on “Work Life Balance Study on Working Women of Udaipur” mentioned that work life for working women is quite necessary to manage their both personal and professional roles in an organized form. Women respondents of the study confirmed that work life imbalance result into several p r o f e s s i o n a l , p e r s o n a l , h e a l t h r e l a t e d , psychological conicts etc., and a significant difference was observed in the responses of the working women of different sector that lead into a conclusion of sector wise difference in work life imbalance in the working women.


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Title of The Study :

“Study on Work Life Balance of Dual Career Couples of Udaipur”

Objective(s) of Study :

To study the work life balance of dual career couples and the factors that affects their work life balance.

To study the problems they are facing as working couples.

Type of Research :

Descriptive Survey Design

Sample Size and Method of Selecting Sample :

50 dual career couples of Udaipur, Rajasthan

Data Collection :

Primary Data : Structured Questionnaire

Secondary Data : Web sites & Past Research

Scope of Study:

Geographical Scope of the Study: The geographical scope of the study was confined to the working couples of the Udaipur city. While selecting the working couples the study was not limited to any of the sector so the working or dual career couple of both public and private sector unit were chosen.

Operational Scope of the Study: Work life balance of dual career couple, factors their inuence the quality of work life of dual career couple.

Limitation of Study :

1. Scope of the study was limited to the working couple of Udaipur.

2. Time and approaching to the right working couple having interest in research was a limitation.

Data Interpretation and Analysis

Table 1: Persons Who are Satisfied with Present Job are

Satisfied Yes No

No. of respondent 40 10

% of respondent 80 20


From the above table it could be interpreted that among 50 respondents, 40 (80%) respondents are fully satisfied with their present jobs and 10 (20%) respondents are not satisfied with present jobs. So, it could conclude that majority of the sampled dual career couples of Udaipur were satisfied with present job.

Table 2: Benefits of Dual Working Couple

Working couple No. of % of respondent respondent

More earnings 20 40

Mental satisfaction 15 30

Improving standard 10 20

of living

All of them 5 10


Among 50 respondents, 20(40%) respondents opined that dual career couples have more earning benefits, 15 (30%) respondents opined that they are working for mental satisfaction, 10 (20%) dual career couple are working for improving standard of living and 5 (10%) respondents confirmed that they draw all the aforementioned benefits as dual career couple.

Table 3 : The Plan to Have Children

Plan to children No children & Yes, Having Planning to children have any





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Among 50 respondents, 30 (60%) dual career respondents have no children and not even planning to have any, 20 (40%) respondents are having children. So, the respondents in terms of children have good mix of population.

From the above table it could interpret that among 50 respondents, 32 (64%) respondents answer was yes which led into making interpretation that children affect job choices of both, and 18 (36%) respondents answer was no, which led into making interpretation that children do not inuence their opinion for job choices.

Table 4 : Frequency Distribution of Respondents' Opinion for Children Inuence

on Job Choices

Children affect job choices Yes No




Table 5 : Respondents Earning More

Earning Husband Wife




From the above table and graph it could interpret that among 50 respondents, 42 (84%) dual career respondents confirmed that husbands are earning higher to wives and remaining 8 (16%) respondents agreed that wives are earning higher to husbands.

Table 6 : Respondents Opinion for Career as Priority

Career Husband Wife




From the above table and graph it could interpret that among 50 respondents, 30 (60%) dual career respondents confirmed that husbands take career on priority and remaining 20 (40%) respondents agreed that wives took the career on priority.

Table 7 : Frequency Distribution for Who Takes Decisions in Family

Decision Husband Wife Both

No. of respondent 10 20 20

% of respondent 20 40 40


From the above table and graph it could interpret that among 50 respondents, 10 (20%) respondents agreed that husbands took the decisions in family, 20 (40%) respondents agreed that wives took the decision in family, and remaining 20 (40%) respondents agreed that both husbands and wives jointly took family decisions.

From the above table and graph it could interpret that among 50 respondents, 35 (70%) respondents agreed that they have time for each other, and remaining 15 (30%) respondents agreed that they do not have sufficient time for each other.

Table 8 : Respondents Opinion for Having Time for Each Other

Time for each other Yes No




Table 9: Respondents Opinion for Who Takes Responsibility for Maintaining

Household Chores

Responsibility Husband Wife Both





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From the above table and graph it could interpret that among 50 respondents, 10 (20%) respondents agreed that husbands took the responsibility of household chores in family, 30 (60%) respondents agreed that wives took the responsibility of household chores in family, and remaining 10 (20%) respondents agreed that both husbands and wives jointly took family household responsibility.

From the above table and graph it could interpret that among 50 respondents, 15 (30%) respondents agreed that husbands took leaves from work to take care for sick child, parents and pet, 25 (50%) respondents agreed that wives took leaves from work to take care for sick child, parents and pet, and remaining 10 (20%) respondents agreed that both husbands and wives jointly took leaves from work to take care for sick child, parents and pet.

Table 11 : Frequency of Respondents' Opinion for Spending Time in Other Family Functions

Family function Yes No Sometimes




From the above table and graph it could interpret that among 50 respondents, 20 (40%) respondents agreed that they spend time in other family functions, 25 (50%) respondents agreed that they do not spend time in other family functions, and remaining 5 (10%) respondents agreed that sometimes they spend time in family functions.

Table 12: Frequency of Respondents' Opinion for Discussion of Problems with

Each Other

Problem discuss Yes No Sometimes




From the above table and graph it could interpret that among 50 respondents, 25 (50%) respondents agreed that they discuss their problems with each other, 20 (40%) respondents agreed that they do not discuss their problems with each other, and remaining 5 (10%) respondents agreed that sometimes they discuss their problems with each other.

Table 13 : Frequency of Respondents' Opinion for Having Conicts Because of

Professional Life

Conict Usually Usually not




From the above table it is analyzed that among 50 respondents, 30 (60%) respondents agreed that they have conicts in their life due to professional career, and remaining 20 (40%) respondents agreed that they do not have usual conict due to their professional life.

Table 14: Frequency of Respondents' Opinion As Long They Want to Stay in One City

Stay in one city 0-1 yrs 1-2 yrs 3-4 yrs More than 4 yrs

No. of 20 15 10 5

respondent% of respondent 40 30 20 10


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Table 10 : Respondents Opinion for Who Take Leaves From Work to Take Care for

Sick Child, Parents and Pet

Leave Husband Wife Both




Vol. 3, Issue 1

From the above table it is analyzed that among 50 respondents, 20 (40%) respondents agreed that they want to stay in one city up to 1 year, 15 (30%) respondents want to stay for 1-2 yrs, 10 (20%) respondents preferred to stay for 3-4 yrs and remaining 5 (10%) respondents preferred to stay for more than 4 yrs in one city.

Table 15 : How Frequently Respondents Changed Their Long Term Career Goals Because

of Issues Involved in Dual Career Couple

Career No. of % of respondent respondent

Yes, I changed my long 18 36term career goals

Yes, my partner 12 24changed his/her long term career goals

No 20 40


Among 50 respondents, 18 (36%) respondents changed long term career goals, 12 (24%) respondents agreed that their partners had changed his/her long term career goals, 20 (40%) respondents not changed their career goals.

Findings & Conclusion

Getting caught in the work/life balance trap will continue to be an ongoing challenge for dual career couples. People who have found balance in both career and home life advise careful planning and personal effort. One should plan, prioritize and schedule as efficiently as possible and shall not be afraid of hard work. If a person has control over the conditions in his workplace it is work-life balance. When an individual feels satisfied about both his personal life and his occupation it is WLB. “It mutually benefits the individual, business and society when a person's personal life is balanced with his or her own job. The work-life balance strategy offers a variety of means to reduce stress levels and increase job satisfaction in the employee while enhancing business benefits for the employer. In our increasingly hectic world, the work-life strategy seeks to find a balance between work and play.” Following are the findings of the research work:

40 (80%) respondents are satisfied with present

job and 10 (20%) respondents are not satisfied with present job.

20(40%) respondents confirmed that dual career couples have more earning benefits,

15 (30%) respondents rated that they are working for mental satisfaction, 10 (20%) dual career couple respondents working for improving standard of living and 5 (10%) respondents confirmed that they draw all the aforementioned benefits as dual career couple.

30 (60%) dual career respondents have no children and not even planning to have nay,

20 (40%) respondents are having children.

32 (64%) respondents answer was yes which led into making interpretation that children affect job choices of both, and 18 (36%) respondents answer was no.

42 (84%) dual career respondents confirmed that husbands are earning higher to wives and remaining 8 (16%) respondents agreed that wives are earning higher to husbands.

30 (60%) dual career respondents confirmed that husbands take career on priority and remaining 20 (40%) respondents agreed that wives took the career on priority. 10 (20%) respondents agreed that husbands took the decisions in family, 20 (40%) respondents agreed that wives took the decision in family, and remaining 20 (40%) respondents agreed that both husbands and wives jointly took family decisions.

35 (70%) respondents agreed that they have time for each other, and remaining 15 (30%) respondents agreed that they do not have sufficient time for each other.

10 (20%) respondents agreed that husbands took the responsibility of household chores in family, 30 (60%) respondents agreed that wives took the responsibility of household chores in family, and remaining 10 (20%) respondents agreed that both husbands and wives jointly took family household responsibility.

15 (30%) respondents agreed that husbands took leaves from work to take care for sick child, parents and pet, 25 (50%) respondents agreed that wives took leaves from work to take care for sick child, parents and pet, and remaining 10 (20%) respondents agreed that


32


both husbands and wives jointly took leaves from work to take care for sick child, parents and pet.

20 (40%) respondents agreed that they spend time in other family functions, 25 (50%) respondents agreed that they do not spend time in other family functions, and remaining 5 (10%) respondents agreed that sometimes they spend time in family functions.

25 (50%) respondents agreed that they discuss their problems with each other, 20 (40%) respondents agreed that they do not discuss their problems with each other, and remaining 5 (10%) respondents agreed that sometimes they discuss their problems with each other.

30 (60%) respondents agreed that they have conicts in their life due to professional career, and remaining 20 (40%) respondents agreed that they do not have usual conict due to their professional life.

20 (40%) respondents agreed that they want to stay in one city upto 1 year, 15 (30%) respondents want to stay for 1-2 yrs, 10 (20%) respondents preferred to stay for 3-4 yrs and remaining 5 (10%) respondents preferred to stay for more than 4 yrs in one city.

12 (24%) respondents agreed that their partners had changed his/her long term career goals, 20 (40%) respondents no changed their career goals.

“The way in which dual-career couples devote their time and divide their responsibilities gives insight into the importance they place on work and family roles. A line of thinking that has gained traction in terms of helping dual-career couples negotiate their time is to re- conceptualize their lives as consisting of three careers – his, hers, and the career of the family. A large number of dual career couples in India are playing a significant role for economic growth. This study focused on identifying the factors that associated with dual career couples' satisfaction and their quality of work life. It is observed that successful family life carries over into one's career and makes one more satisfied with personal achievements in the context of dual career couples.”

Dual career couples in Udaipur enjoy very little Work-life balance as they have to face several work life balance issues and challenges such as “long working hours, increased work responsibility, excessive overtime hours, non-encouraging work environment and limited work exibility.” The ability to successfully combine work, family commitments and personal life is important for the well-being of couples. Following are the major conclusions of the research work:

From the above findings we can conclude that majority of respondents are satisfied with their present job in Udaipur.

They are mentally satisfied and improve their standard of living.

Some have no children plan and some have planning.

Respondents said that there job choices are affected their children.

The husbands are earning more than their wife, and career priority is higher among husbands.

More wife are takes family decision than three husband. Majorly both have time for each other.

Wife takes responsibility for maintaining household chores. Wife take leaves when their child get sick.

Majorly respondents are able to spent their time for family function.

Husbands discuss their problem with their partner. There are less respondent who have conicts due to professional life.

Majorly couple met in a year and there are less respondents who change their career goals for their partner.

References

Adholiya A. and Adholiya S. (2017). “Work Life Balance Study of Working Women of Udaipur District”, Pacific University Journal of Social Sciences, Vol. 2, Issue 1, November 25, 2017, PP. 16-26.

Colleen E. Pagnana, Donna S. Lerob and Shelley M. MacDermid Wadsworth (2011). It doesn't always add up: examining dual-earner couples' decision to off-shift Community, Work & Family Vol. 14, No. 3, 297-316.


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Deepak Chawla and Neena Sondhi (2011), Assessing Work-Life Balance Among Indian Women Professionals, The Indian Journal of Industrial Relations, VoL 47, No. 2, October 2011.

Geetha Subramaniam, Balasundram Maniam Ershad Ali (2011). Can workplace exibility have an effect on women's lifestyles and work life balance? International Journal Of Business Research, Volume 11, Number 4.

Hama Marafi (2013). Perception of Work Life Balance-An Investigation of Education Sector of East and West Asian Journal of Business Management 5(1): 174-180.

Jhilam (2017). “Dual Career Couples in Kolkata and Their Stressful Work Life Balance,” I n t e r n a t i o n a l J o u r n a l o f R e s e a r c h – GRANTHAALAYAH, 5(3).

Lieke L.Ten Brummelhuis & Tanja Van Der Lippe (2010). Effective work-life balance support for various household structures

H u m a n R e s o u r c e M a n a g e m e n t , March–April, Vol. 49, No. 2, Pp. 173–193, Published online in Wiley Inter Science.

Niharika Doble and M.V. Supriya(2010). Gender Differences in the Perception of Work-Life. Balance Management Volume 5, Anna University India.

Rincy V. Mathew and N. Panchanatham (2011). An exploratory study on the work-life balance of women entrepreneurs in south India, Asian Academy of Management Journal, Vol. 16, No. 2, 77–105.

h t t p : / / b a l a n c i n g - c a r e e r - m o t h e r i n g . suite101.com/ article.cfm/ strategies_ for_ work_ life_ balance

http://www.fastcompany.com/ blog/ fast-company-staff/ fast-company-blog/ how-working-mo thers- find-worklife-balance

h t t p : / / b a l a n c i n g - c a r e e r - m o t h e r i n g . suite101.com/ article.cfm/ strategies_ for_ work_ life_ balance


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35

Library Automation- A Study of Library Automation in Medical

College Libraries of Madhya Pradesh

Dr. Asha GalundiaLibrarian

Pacific Institute of Management, Udaipur (Rajasthan)

Dr. Bindu LodhaLibrarian

Pacific College of Law, Udaipur (Rajasthan)

Dr. Pratibha LodhaLibrarian

Pacific Institute of Hotel Management, Udaipur (Rajasthan)

Abstract

Inventions of computer and Information Technology tools and practices are considered as an option of development and continuous progression. Use of computer based advanced information technology is widely accepted in the libraries also and conventional library system had transformed into digital libraries. The software and other information technology tools are offering several competitive benefits to the students especially to the medial college students. The present research work is focused on assessing the library automation in the medical college libraries in Madhya Pradesh. The research work will put light on the integration of information technology and automation in government and private medical colleges of Madhya Pradesh.

Keywords: Library, Automation, Information Technology, Software, Medical Colleges, Library System

Introduction

Present time is the age of Information Technology. Inventions of computer and Information Technology tools and practices are considered as an option of development and continuous progression. Now a day, Libraries use computer and Information technology to store and retrieve information from anywhere. In libraries to store, broadcast and retrieve information various technique are used like computer, internet, network, word processing etc and use IT in various library activities like Acquisition , Cataloguing, Circulation etc. The present research paper aims to identify the status of automation of medical college libraries in Madhya Pradesh. To serve the objective descriptive research design is used and primary data is collected from 10 respondents with the help of questionnaire. Data is analyzed with the help of frequency distribution it has been concluded.

Literature Review

Sinha and Satpathy (2004), in “Library Automation and Networking for Managing Library and Information Services” revealed the history of library automation in brief. It traces the establishment of networks and use of

Vol. 3, Issue 1

Figure 1 : Automation of Library Functions


36

information technology in library services in Indian scenario. The article reviews what library automation is and why it is needed and the areas of library automation and networking. It concludes that the success of library automation and networking depends mainly upon the proper planning and appropriate decision taken by the authorities from time to time.

Kumar and Saini (2014) conducted some study over medical college libraries of Rajasthan so as to know the status of library automation and networking and established a profound need of enhanced use of IT skills in medical libraries so as to promote healthcare needs and evidence based practice.

Muruganandham et al. (2016) conducted a survey with structured Questionnaire and appraise the present status of automation in Medical College libraries Affiliated to the Tamil Nadu Dr. M. G. R. Medical University, Chennai. Researcher observed that 33.34% of the Medical College libraries were not automated due to Lack of computer facilities, Inadequate finance, Lack of IT skilled Manpower; lack of attitude towards automation and unsatisfactory library software problems. Only` 66.66% of Medical College libraries are automated to show that the libraries must be updated on the current scenario and the other libraries will follow these updates.

Research Objectives

1. To compare the status of library automation in government and private medical college libraries of Madhya Pradesh.

2. To study various issues of library automation such as library activities, software etc. in the medical college libraries of Madhya Pradesh.

Hypotheses

1. As the current status, library automation of the medical college libraries of Madhya Pradesh is satisfactory in some circumstances.

2. A lack of latest and more efficient automation software packages.


2. MGM Medical

College, Indore

8. Shri Auribindo Inst.

Of Medical

Sciences, Indore

3. Gajra Raja Medical

College, Gwalior

9. L. N. Medical

College &

Research Centre,

Bhopal

4. Netaji Subhash

Chandra Bose

Medical College,

Jabalpur

10. Peoples College of

Medical Sc. &

Research Centre,

Bhanpur

5. Sagar Medical

College, Sagar

11. Index Medical

College Hospital &

Research Centre,

Indore

6. Shyam Shah

Medical College,

Rewa

12. Ruxmaniben

Deepchand Gardi

Medical College,

Ujjain

Library Automation

Usually computers are used in Automation. So we can say that automation is the way of automate a process or system using computer. In libraries automated techniques are used for various tasks like as: library application, serial control, catalog, acquisition and circulation control etc. Library automation is a technique by which maximum information can be retrieve at the least cost of time and effort. Library automation helps reader to get information as fast as possible, this will completely focus the law of Dr. Ranganathan “Save the time of reader”. Now-a-day automation in library is mandatory. This will not only complete the work of libraries but also provide best services to reader/user.

Vol. 3, Issue 1

S.

No.

Name of College S.

No.

Name of College

1. Gandhi Medical

College, Bhopal

7. Medical College &

Hospital,

Bairagarh, Bhopal

Table 1 : Medical Colleges in Madhya Pradesh

Source : Authors Computed


37


Sl. Type No. of PercentageNo. Libraries

1 Number of 8 80

automated libraries

2 Number of non- 2 20

automated libraries

Total 10 100

Sl. Type No. of Perce-No libraries ntage

1 Completely automated 4 40

2 Partially automated 2 20

3 Initial stages 2 20

4 Non automated 2 20

Total 10 100

Types of Management

Table 2 : Types of Management

Sl. No Type of No. of Percentage Management Libraries

1 Government 6 60

2 Private aided 4 40

Total 10 100


Figure 2: Type of Management

The data analyzed in the above table 2 and pie-diagram 2 showed that the number of medical college is Private aided 4 (40%) and Government Colleges are 6 (60%). It is well established fact that government participation in medical education is high compared to private sector.

Number of Medical College Libraries Automated

Table 3: The Number of Medical College Libraries Automated


Figure 3: The Number of Medical College

Libraries Automated


Status of Automation in Different Medical College Libraries

Table 4: Status of Automation in Libraries


Figure 4 : Status of Automation in Libraries


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GovernmentGovernmentGovernment

PrivatePrivatePrivate

Type of ManagementType of ManagementType of Management


38


In order to ascertain the extent of the automation of the libraries the librarians were asked to indicate the extent of automation of the libraries. It is observed from the data as shown in the table 4 and pie diagram 4 out of 10 libraries. 4 (40 %) libraries are completely automated and 2 (20 %) libraries are partially automated. It is observed that 2 (20%) libraries are in Initial stage of automation and 2 (20 %) libraries have not provided information regarding automation.

The Different Types of Library Softwares Used

Table 5 : Library Software in Use

S. Software's No. of %No. libraries

1 SOUL -- --

2 LIBSYS 1 10

3 EASYLIB 2 20

4 CDS/ISIS -- --

5 WIN/ISIS -- --

6 ARCHIVES -- --

7 SANJAY -- --

8 SUCHIKA -- --

9 LIBRARIAN -- --

10 ULYSIS -- --

11 LIBMANN -- --

12 LIB MANAGER -- --

13 MINISIS -- --

14 LIBRIS -- --

15 MAITTRAYEE -- --

16 LIBRA -- --

17 GRANTHALAYA 2 20

18 LIBSOFT 1 10

19 OTHERS 2 20

20 NO SOFTWARE 2 20

21 TOTAL 10 100

Figure 5: Library Software in Use

Librarians were asked to provide the details about the use of software in their libraries. It is observed from the data as shown in the table 5, it is observed that 1 (10%) library use LIBSYS software and that 2 (20%) libraries use EASYLIB software, 2 (20%) libraries use GRANTHALAY software, 1 (10%) libraries use LIBSOFT software and 2 (20%) libraries are using other software (i.e. KOHA, CRM (Campus Resource Management), Access application, In house software cell, Campus Guru, Library Management System). The other software's such as CDS/ISIS, WIN/ISIS, ARCHIVES, SANJAY, LIBRARIAN, ULYSIS, SLIM, ILIMS, WILISYS, GOLDENLIBRA, LIBMANN, LIB MANAGER, TLMS, MINISIS, LIBRIS, MAITTRAYEE, LIBRA AND THRISHNA are not used in any library. 2 (20 %) libraries there is no software use for library automation.

Automated Library Activities in

Medical Libraries Table 6 : Automated Library Activities

Sl.� Library � Init-� Comp-� No

No.� Activities iated leted Activities

1� Acquisition� 6� 2� 2

2� Cataloguing� 4� 3� 3

3� Serial Control� 6� 2� 2

4� Circulation� 0� 8� 2

5� Information � 7� 1� 2 Retrieval Services

6� SDI/CAS Services� 8� 0� 2

7� Budgeting� 0� 0� 10

8� OPAC� 4� 3� 3

9� Administration� 0� 0� 10

10� Any other� 0� 0� 10


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Source : Author Computed


39


Figure 6: Automated Library Activities


Table 6 and graph figure 6 shows Library Software used in many library activities. It shows that 6 libraries initially and 2 library completely used software in acquisition and serial control, 7 libraries initially and 1 library completely used software in information retrieval services, 4 libraries initially and 3 library completely provide OPAC facilities, 8 library completely used software in circulation, 8 library initially used software in circulation activities in library routine works.

Testing of Hypotheses

The status of hypotheses tested against findings is discussed here.

1. As the Current status, library automation of the medical college libraries of Madhya Pradesh is satisfactory in some circumstances. Out of 12 medical college libraries, 10 libraries responded, in that 10 colleges, 80% libraries are automated and use the library software's and it has been found that 20 % libraries are not automated. (Table-1.2 & Table 1.3) It has been found that out of 10 libraries, 4 (40 %) libraries are completely automated and 2 (20%) libraries are partially automated. 2 (20%) libraries is initial stage of automation, and 2 (20 %) have not automated.

2. It has been found that out of 35 libraries, the 2 library staff is training in the use of SOUL software, in 4 libraries staff training in the use of LIBSYS and EASYLIB software. It is seen that 3 libraries staff training in the use of CDS/ISIS software. The 2 libraries staff training in the use of WIN/ISIS software. It is

seen that only 1 library staff training for ELIB software and 2-3 libraries staff training for other software such as: CASCI, Campus Guru, KOHA, New GenLib, D Space and Libsoft Therefore, hypothesis stands proved.

Conclusion

Out of those libraries, only 8 libraries are automated to use the library software's and 2 libraries are non- automated libraries. In order to ascertain the extent of the automation of the libraries the librarians were asked to indicate the extent of automation of the libraries. 4 libraries are completely automated, 2 libraries are partially automated, 2 libraries are in Initial stage of automation and 2 libraries have not automated. At present time many new software's available like: E-Granthalaya, Libsys, Koha, SOUL, Easylib, Granthalaya, Libsoft, Sanjay, Maitrayee, cr2, Suchika, Catman, Trishna, Tul ib , SLIM, NewGenLib, etc. Librarians were asked to provide the details about the use of software in their libraries, we are observed that 1 library use LIBSYS software, 2 libraries use EASYLIB software, 2 libraries use GRANTHALAY software, 1 libraries use LIBSOFT Software.Automation are so much useful, constructive and effective in medical college library. With the help of computers we can do many library housekeeping works rapidly like as: acquisition control, serials control, circulation control, classification, cataloguing, indexing, networking, information services, reference services, Information retrieval, information store, and managerial works etc. In the medical field students or teacher required well up to date study material quickly. Combination of computer hardware and software make the medical library completely automated.

References

Bhatt, A. (2012). “An analytical study of the medical college libraries of Gujarat in the age of information technology.”

Linshan Shen (2012). “Framework of Distributed Medical Images Library for Medical Research and Educat ion” , S ix th In ternat iona l Conference on Internet Computing for Science and Engineering.

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40


Murugandham, G. (2016). “A Survey of Library Automation in Medical and Dental College Libraries affiliated to the Tamilnadu Dr. M. G. R. Medical University, Chennai”, International Journal of Library and Information Science, Vol. 6(1), Jan-mar (2016), ISSN 22314911.

Satpathy, S.K. (2013). “Perception on Medical

College Libraries Systems and Services of Odisha.” DESIDOC Journal of Library & Information Technology, 33(2).

Ziqiang Zhu, (2012). “Discussion on application of VPN technology in library management system”, IEEE Symposium on Robotics and Applications ISRA).

Vol. 3, Issue 1


41

Creativity of Educational Advertisements in Vernacular

Newspaper and Human Psychology

Abstract

Advertisements are the backbone of any business. Advertising welcomes your intended interest group to assess how your item or administration measures facing your rivals, says Gerard Tellis, author of "Effective Advertising: Understanding When, How, and Why Advertising Works. Advertising in simple terms is a means of communication usually adopted by product manufacturers for promotion or creating awareness among potential customers regarding the benefits of their respective products. Advertising in itself is a very vast subject and ever growing. Advertising strategies and market scenarios have changed over the years and it is almost impossible to predict how to go about with an advertising strategy without completely understanding psychology of advertising.

The psychology of advertising includes many different elements such as visual appeal and message, but one of the major factors to keep in mind while creating an advertisement is perception. Perception in advertising relates to a consumer's impression of a particular product or service that may not be rooted in truth. Without perception in advertising, businesses may find it harder to make their products appeal to consumers. Vernacular newspaper publishers work hard to create positive relationships with members of the community to build a loyal customer base. As a publisher's reputation grows, community members begin to trust the company for providing timely and accurate information and often begin to believe that a trusted local publisher won't do business with companies that are untrustworthy. By advertising with a trusted local newspaper that has a loyal customer base, you can build a positive reputation in the community simply through this association.

But, so far vernacular newspapers have not yet started working on the creative elements of the advertisements. If we narrow down to our study area to the education segment's advertisements, these are more informative in a much cluttered manner and effects human psychology.

Keywords : Human Psychology, Vernacular Newspapers, Creativity , effectiveness

Nivedita ManishResearch Scholar

PAHER University, Udaipur (Rajasthan)

Dr. Subhash SharmaAssociate Professor

Faculty of Management, PAHER University, Udaipur (Rajasthan)

Vol. 3, Issue 1


42

Introduction

Creativity means innovation, new thinking or out of the box thinking”. In advertising context, creativity is defined as “the ability to produce useful ideas, originality, and imagination of the capacity of joining two or more elements to form a new unity or purpose.”The impact of educational advertisements in vernacular newspapers depend upon the creativity of the ads Creativity or designing depends upon copy design or layout, colours used in advertisement, themes, appeals & USP or the central idea of advertisement. Creativity in a message determines what to say & how to say.

In the words of Alfred Politz “Advertising creativity has to follow rules which are guided by well defined purpose, by an analysis of thoughts supplied by imagination, by selection of the useful once which meet the purpose.”

“The success of advertising and its effect on human psychology depends upon the quality of the message or copy of advertisement creativity. One of the most important components of developing & effective ad campaign is the advertising message. Message generation & creation is an inevitable activity for developing good advertisement” . It is the beginning of creativity. Underline all these messages are a creative strategy that involves determining what the advertising message will say or communicate & creative tactics dealing with how the message strategy will be implemented or executed.

Advertisement messages should be designed in proper & psychological manner in order to inuence the prospective customer. The message should contain & appeal for creating human interest & it must arouse attention in the first place to the target audience. Creative approaches & messages tactics are very important in creating a copy of an advertisement as they give new dimension to it.

The new approach of innovation management is the cornerstone of a successful campaign and it is the trademark of an imperative advertisement. The business structure is changing and talented human resource is in the demand for high future prospects. "The most important function of an agency is designing creative ads" (Tellis, 1998: 93). Creativity means something prominent to change

the mindset of the viewers and thoughts which create value for the advertising agencies.

Even though the perception of creativity depends on the culture and the individual, creativity has been considered just as critical in its own right (Koslow, Sasser, & Riordan, 2003; Smith & Yang, 2004; White & Smith, 2001). Stone, Besser, and Lewis (2000) showed that people prefer advertisements that are creative by analyzing memorability, recall, and likeability as advertising effects Smith et al.: Modeling the Determinants and Effects of Creativity in Advertising

The Parts That Makeup an Ad

An ad is constructed from a number of specific elements, or parts. While there are an infinite number of variations on how these parts can be assembled, the basic ingredients rarely change. In a lot of ways, it's not that different from how homes are designed and built.

Each part of an ad has a specific job to do. The creative challenge is to develop the parts and then put them together in the most effective way. Here's what each part does.

Headline : “It is the most important part of the ad, because almost no one will read the ad without fist looking at the headline. We read newspapers and magazines by quickly “scanning” each page.”

Headlines : “It act as the hook that catches our attention and draws us into the ad. It is the single most important part of the ad—if it doesn't work, our ad fails because no one reads it. The secret of an effective headline is to appeal to the reader's curiosity, self-interest or sense of humor.”

Body copy : “It explains the headline, provides details and lets you elaborate on what you are offering customers. The content of a newspaper ad should be simple, straightforward and clear. Body copy expands benefits offered in the headline. Awareness and image-building ads tend to rely more heavily on body copy—people want & expect some details. Make sure that the body copy in your ads is consistent with the headline and includes all the main facts you want prospective customers to know. At the same time, body copy needs to be very clear, to the point and as brief as possible.”

Logo or visual identity : “It should always be



43

prominent. Not only does this communicate that you are a professional, over time it builds increased awareness of the company. If company logo is distinctive and strong, people who have seen it in the newspaper will soon notice it.”

Tag line or Slogan : “It is used to close out ad effectively. Think of the tag line as a written version of logo—it says something important about your company and should be used wherever your logo appears. Tag lines are also important because if you advertise on radio, your tag line will take the place of your logo. These few words need to be chosen carefully and should not be changed once you have settled on them.”

Illustrations : “It creates interest and help to communicate your central message. If you include illustrations or photographs in your ads, make sure the images are consistent with your message. People pay more initial attention to pictures than words (Austin).”

Layout, by effective use of different size type, bold type and color make it more impeccable. To withdraw the attention from other sections of the newspaper, rather than relying on readers who intentionally browse ads. Combine large, clear formatting with succinctness and ad will maybe become the first or only ad readers notice. (A.Blake)

Vernacular Newspaper Educational Advertisements and their Appearance

The structure of the Indian Newspaper industry continues to be highly fragmented and regional dominant. According to IRS (Indian Readership Survey) of the total print publications in the country, around 90 percent consists of Hindi and other Vernacular languages. Regional dominance is not typical of only vernacular papers; even English news dailies have managed to gain dominance only in specific pockets. Large print media players like HT Media, Jagran Prakashan, Dainik Bhaskar, Eenadu or Deccan Chronicle have region-specific reach.

Newspapers are a time-honored place for traditional advertising, still effective in the 21st

century. Creating advertisements for newspapers requires a different set of tactics than other traditional media. Newspapers present unique benefits and drawbacks to advertisers from the relatively limited creative options newspaper ads provide. Seeking a bit of advice before creating a newspaper advertisement can boost your ad's effectiveness. (David Ingram) . A local newspaper will have a smaller circulation than the regional one, but it may target your market better. It is also generally cheaper to place a newspaper ad in the local paper.


The main objective of the study is to evaluate the effect of creative advertising in education segment's on human psychology The primary survey was conducted to know the effect of creative advertising in education segment's on human psychology by selecting a sample of 80 students who took admission in the college after graduation. These students were asked about the effect of creative ads on selection of educational institutes by them. The results of the survey are discussed below:

Interpretation:

Above chart shows that 45% of the respondents are saying that they are satisfied and 35% respondents are not satisfied by available advertisements

Hypothesis Testing

H :Creative advertising in education segment's O1

have no effect on students decision to select college for higher studies.


Chart 1: Satisfaction of Respondents


454545353535


44


Table 1: Rating of Respondents

Statements Excellent Good Average Poor Total

Helps in selection of

college

25 9 13 12 59

Gives true and correct

information

8 2 5 6 21

Total 33 11 18 18 80

S. No.

Observed .freq.

Expected. Freq.

O -

E

(Obs-exp)^2

(Obs-exp)^2/Expected freq

1 25 24.3375 0.6625 0.43890625 0.018034155

2 9 8.1125 0.8875 0.78765625 0.09709168

3 13 13.275 -0.275 0.075625 0.005696798

4 12 13.275 -1.275 1.625625 0.122457627

5 8 8.6625 -0.6625 0.43890625 0.050667388

6 2 2.8875 -0.8875 0.78765625 0.272781385

7 5 4.725 0.275 0.075625 0.016005291

8 6 4.725 1.275 1.625625 0.344047619

Total

80

80

0

5.855625

0.995924788

V = (c - 1) (r – 1) = (4 - 1) (2 – 1) = 3 × 1 = 3

Calculated value =0 .995294

Tabular value = 7.815

Level of significance 5%

The calculated value 0.995294 is less than the tabulated value, so, Hypothesis H is accepted that 0

interprets creative advertising in education segment's have no effect on students decision to select college for higher studies

Conclusion

It's the time of cut throat competition in advertising world. To succeed in this type of competition and capture a place to market, every business and industrial enterprise needs to have effective advertising and publicity for their products and services.

Effectiveness should be measured in terms of a dependent variable. The ultimate criterion of ad's effectiveness is increased sales. Sale is an ultimate action and besides a change in consumer awareness, his knowledge of a product or a change in his attitude or the development of certain motivating factors are the considerations of ad's

2X =E

2(O-E)= 0.995294

Vol. 3, Issue 1



Table 2 : Chi-squence Test Ads Effect on Student Decision


22


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effectiveness. Creativity in advertising means different things to different people. Further an ad as a whole cannot b e tested with a target sample for the response. To know the advertisement effect on the targeted clients, it should be able to communicate desired information and develop favorable attitude towards the product.

Every ad must gain the exposure i.e. the readers must see the organistion message set in the ad. Without exposure, ad is bound to failure. So marketers need to collect information through different media types about the target audience exposure to a particular ad. Then they can review and improve on their strategy accordingly.

Attention value in any ad is important for an ad copy without which they are not effective. Now a days market belong to consumers, they are the new GOD of advertisers. Marketers need to impress and inuence the consumers to increase their sales or profits. “The current study focuses on the impact of informational content on consumer behavior. Its impact can be assessed from the fact that advertisements with more informational content were found to inuence more customers than advertisements with less informational content”. (Gupta, 2014) This means being able to communica te wi th prospec t ive c l i en t s . Advertisers need to design the ad of their products & services according to the need of customers and not as per their own likings. They must attract the target audience attention. A reader should be well informed about the product & brand. When one is able to grasp the message and understand it completely the ad we consider is effective.

Effective advertising especially in print media newspapers leverage the strengths of the advertising medium and communication of basic idea. There are unlimited chances to make promotions topical. The news is crisp each day and the promoting can be also. Advertisements should engage perusers, since papers are a perusing medium and their persues are data searchers.

Advertisers aim is to inuence the reader's mind and force them to buy the product or services after looking at the ad. This involves the measurement of attitude of the customers towards the product, service or organization in question both before and after the ad is released. Ad must lead to stimulate action or behavior of the consumer.

References

Leckenby, S. C. (1980). Students Attitude Towards Advertising:"Institutions vs Instruments". Journal of Advertising , 9 (2), 29-32.

Leonidas C. Leonidou, S. A. (Published online: 2010, Feb 01). An Integrated. Framework of Newspaper Advertising: A Longitudenal Analysis. Journal of Marketing Management , 759-797.

L i z M a c m a h o n , M . D . ( 2 0 1 1 ) . C r e a t i v e Benchmarking: A New Answer To An Old Question. Print And Digital Research Forum.

Mahboul, R. E. (2012). The Impact of Advertising Creativity on Customer Loyalty . P. 41+3.

Marthak, P . N. (2013) . Advert is ing and Advertising Effectiveness in. Global Research Analysis , 2 (3).

Media in Gujrat & Attitude towards Advertising. (2007). Nitro pdf Professionals.

Sharma, P. (2012). Advertising Effectiveness: “Understanding the Value of Creativity in Advertising”, a Review Study in India. Online Journal of Communication and media Technologies , 2 (3).

Shavit, S. L. (1998). Public Attitude Towards Advertising: Fvourable than You Might Think. Journal of Advertisign Research , 38 (4), 7-22.

Taylor, C. R. (2013). Hot topic in advertising Reserach. 32 (1), 7-12.

Terkan, R. (2014). Importance of Creative Advertising and Marketing According to University Students' Perspective. International review of Management and Marketing , 4 (3), 239-246.

Veksner, S. (2010). How To Make It As An Advertising Creative.

http://rme.sagepub.com/content/23/4/97.abstract

http://www.ojcmt.net/articles/23/231.pdf

http://www.scientificjournals.org/Journals2011/articles/1493.pdf

http://mediakit.thestar.ca/uploads/pdf/mw/effective_newspaper_ads.pdf



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https://ag.tennessee.edu/cpa/Information%20Sheets/cpa178.pdf

http://www.marketingpsychology.com/advertisingbook.pdf

h t t p : / / w w w . c h b a . c o m / u p l o a d s / So_You_Want_To_Advertise.pdf

http://pdf/docs/ebooks/original%20files/hbebook20120307.pdf

h t t p : / / w w w . i j s r p . o r g / r e s e a r c h - p a p e r -0415/ijsrp-p4044.pdf

http://www.mediaspacesolutions.com/blog/topic/newspaper-advertising

http://www.voyagernewspapers.com/



47

A Study on Consumer Technical Awareness with Regard to Security

and Privacy in Automated Teller Machine / Cards (Debit / Credit)

Services in Udaipur City

Abstract

The Indian Banking sector is undergoing significant changes and growth. But in later time there have been a multiplication of ATM fakes within the nation indeed and over the globe. Overseeing the hazard related with ATM extortion as well as reducing its affect is an vital issue that confront money related teach as extortion methods ended up more progressed with expanded events. The ATM is as it were one of numerous Electronic Reserves Exchange (EFT) gadgets that are helpless to extortion assaults. Numerous time clients have confronted issues in utilizing ATM. A common issue confronted by users is that money not being scattered and account still debited with comparable sum. It gets to be a really repetitive handle of getting this settled. This study assesses the technical awareness among the consumers regarding security and privacy while using ATM/Cards (Debit/Credit) in Udaipur City. Primary data was collected from 550 consumers who are using ATM/Cards (Debit/Credit) service by using convenient sampling method and by means of structured questionnaire. The data were analyzed using Kruskal Wallis and chi square test. The study revealed that demographic factor i.e. gender, age, education and occupation play an important role for measuring the level of technical awareness among the consumers with regard to security and privacy in ATM/Cards (Debit/Credit). It was also observed that except gender and age groups other demographic factors such as education and occupation directly affect the level of technical awareness among the consumers of Udaipur city.

Keywords : Automated Teller Machine, Banking, Technical Awareness, Security and Privacy

Dr. Anil JainAssociate Professor

Faculty of Management, Pacific Academy of Higher Education & Research University Udaipur, (Rajasthan)

Dr. Apurva SarupriaAssistant Professor

Faculty of Management, Pacific Academy of Higher Education & Research University, Udaipur (Rajasthan)

Ankita KothariResearch Scholar

Faculty of Management, Pacific Academy of Higher Education & Research University, Udaipur (Rajasthan)

Vol. 3, Issue 1


48

Introduction

The present-day modern period has supplanted these conventional money related disobedient from a paper and metal based cash to 'plastic money' within the shape of credit cards, debit cards etc. This has brought about within the expanding utilize of Automated Teller machine all over the world.

Nowadays ATMs are playing a vital role in banking sector, for easy accessing the account from anywhere in the world. One should possess good knowledge on this working and technologies used in ATMs. Within the current situation utilize of ATMs has ended up an imperative portion of human routine. This machine may be a telecommunicated and computerized gadget that gives administrations related to monetary exchanges to customers. In this exchange prepare, the client does not require the assistance of cashier, receptionist or bank teller.As the technology evolves, it also brings some sort of technical issues like customers didn't receive cash when their accounts are debited, customers didn't receive the slip of account balance. These are the problems which consumers should aware of to protect their security and privacy while using ATM/Debit /Credit cards.

Various Technical Issues

a. Cash not Received: Sometimes customers are facing problem with ATM when their account is debited. They didn't receive cash while the account is debited.

b. Not Aware About the Insertion Process: The most common problem known to all when one is new and do not know how to insert the ATM card. Thy wrongly insert the ATM card and this problem is more common with new ATM users who are not familiar with ATM machine.

c. Didn't Receive Receipt : Sometimes ATM machine does really badly with the customers. The bad thing is when one didn't able to receive slip of account balance. It happens when ATM machine get older or get some serious technical problem.

d. Browser Issues : A few anti -virus or firewall computer program can inuence your card installment. With snit virus program, please

include Transfer wise to the list of “secure dealers”. It would be ideal if you too make sure that any anti-virus or firewall program simply have introduced will permit pop ups.

e. Inadequate Balance : A common reason for a card being declined is a balance that is too low to support the requested transaction. You may have less money in your account than you thought, or a previously-made transaction, like a deposit, may not have cleared. Take into consideration both your request and the associated ATM fee.

f. Account Changes : If your account is frozen for any reason, your ATM card will likely be declined. For example, if you recently experienced a number of overdrafts, reported a card missing or stolen, or had a fraud alert put on your card, a machine will likely decline it and, in some cases, even retain the card and not give it back to you. If your card has expired, this, too can trigger a decline notice. Many financial institutions also limit how much money you can take from an ATM in a 24-hour period. If you've surpassed this number, your card may be declined.

g. Wrong PIN : If you enter the wrong PIN, or personal identification number, your card may be declined. In most instances, the machine will prompt you to retry the PIN, but if you enter it wrong repeatedly, the ATM may hold your card in an effort to ensure that it is not being used illegally by someone else

h. Glitches : Sometimes ATMs are undergoing service or exper ienc ing a computer malfunction that results in declined cards. ATMs can also be emptied of cash, especially on busy weekends. While most low or empty m a c h i n e s a u t o m a t i c a l l y p o s t a n “unavailable” icon of some sort to alert potential users to the problem, you may also experience a straight decline instead.

i. Problems of SMS alert of ATM : If server gets down. This kind of problem occurs in ATM system. You will be very disappointed when you didn't get any SMSregarding whether your money debited or credited.

Inspite of the fact that e-banking offerings are advertised with the help of all the banks, it may be need to discover out approximately whether or not



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all the banking clients are aware of the technical issues with regard to security and privacy of e-banking offerings. Hence, the importance of this study is to analyze “Consumertechnical awareness with regard to the security and privacy in Automated teller machine in Udaipur City”.

Literature Review

(Omari & Bamfo, 2012)Concluded that majority of ATM endorsers have a great information on the administrations advertised by the department ATM. The persuading variables for utilizing the department ATM administrations are security in carrying out banking exchanges, time sparing component and the adaptability in utilize. The demotivating variables that avoided respondents from utilizing the department ATM are high charges, specialized disappointments and unfavorable every day withdrawal limit.

(Curran & King, Investigating the human computer intearction problems with automated teller machine navigation menus)Concluded thatATMs have ended up portion of the present-day world's foundation. We anticipate ATMs for comfort as much as we anticipate a great transport benefit. In any case, as the administrations advertised develop, the ATM menu plans will be ended up more complicated. This may lead to the f rameworks ge t t ing to be indeed more confounding for clients and harder to select. It is suggested that ATM creators counsel broadly with ATM clients to assist them plan and make easy- to use and proficient ATM frameworks.

(Dhungel, Acharya, & Dhungel, 2012)Identified that most of the respondents have faced technical problems and have reported several technical problems like trapping of card, out of service machines, machines not properly functioning, no back up during load- shedding, system problems and software problems. Besides short expiry date, regular renewal and charges for renewal, blocking not done through SMS/phone when ATM card is lost, withheld of minimum balance, some banks have no network with other banks are also some issues of concern. These are the area where bankers should take care of to satisfy their customers.

(Adesuyi, Solomon, & Robert, 2013)Found that existing security foundation on ATMs isn't satisfactory sufficient to combat the advancing nature of ATM extortion, subsequently thisrequire

improved innovation on security. Moreover, the security measures embraced by a few banks are out of date, hence making the measures less noteworthy and permitting extortion at ATM. Measures and Rules on Electronic banking need satisfactory follow-up as these Benchmarks and Rules are excessive breached by some financial institutions. The current security execution does not proffer the satisfactory security fundamental to secure electronic exchanges, customers' data and reserves.

Objectives of Study

1. To analyze the distinction in consumer technical awareness regarding security and p r i v a c y w h i l e u s i n g A T M / C a r d s (Debit/Credit) throughout demographic factors (gender , age, educat ion and occupation)

2. To measure the level of technical awareness among the consumers regarding use of ATM/Cards (Debit and Credit) with respect to its security and privacy features.


Research purpose

Assessing the technical awareness among the consumers regarding security and privacy in Automated Teller Machine/Cards (Debit/Credit) in Udaipur City

Tools and Techniques

The key literature on security and privacy aspect in ATM/Cards (Debit/Credit) is reviewed on. Primary data was collected using questionnaire survey. Descriptive and inferential analysis was done and statistical tools such Kruskal Wallis and Chi-Square test employed SPSS version 23 to analyze the data

Research Questions

Is there any difference among the demographic factors i.e. age, gender, education, and occupation with regard to their technical awareness towards security and privacy while using Automated Teller Machine/Cards (Debit/Credit)?

What is the level of technical awareness among consumers categorized with the high, moderate and low related to their safety and privacy



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feature while using Automated Teller Machine/Cards (Debit/Credit)?

Hypothesis Development

H There is no significant difference among the 01

consumers with technical awareness towards security and privacy for ATM/Cards (Debit/Credit).

H There is no significant association among 02

consumers with the level of technical awareness with regards to security and privacy for ATM/Cards (Debit/Credit).

Population

For this research estimated population is 1500 c o n s u m e r s w h o a r e u s i n g s e r v i c e o f ATM/Card/Debit/Credit) in Udaipur City.

Sampling Technique

Convenience sampling techniques has been adopted to collect the response. Out of 1500 population, sample size of 550 were taken into for the collection of data from the respondents.

Frequency Percentage

Gender Male 366 66.5

Female 184 33.5

Age Below 30 141 25.6

31-45 169 30.7

46-62 134 24.4

Above 63 106 19.3

Education Primary 80 14.5

Secondary 122 22.2

Graduate 137 24.9

Post Graduate 211 38.4

Occupation Professional 160 29.1

Service 160 29.1

Business 160 29.1

Labor 70 12.7

Sub Business 160 29.1

Occupation Labor 70 12.7

Professional CA / CS 40 7.3

Engineer 40 7.3

Lawyer 40 7.3

Doctor 40 7.3

Service Govt. Ser 80 14.5

Pvt. Ser 80 14.5

Table 2 : Scale Item Dimensions


Technical Awareness

DIMENSIONS

VARIABLENAME

SCALE ITEM

V 1I will not get my card back if stuck in ATM

I am not completely aware about the p r o c e s s h o w t o insert ATM card

V 2

ATM/Cards( D e b i t & Credit)

S o m e t i m e s t h e machine does not accept the card as the balance is too low for t h e r e q u e s t e d transaction

V 3

ATM/Cards( D e b i t & Credit)

F r a u d s t e r c a n r e p l a c e h i s o w n machine with the o r i g i n a l b a n k machine in case of repairing and obtain all the confidential card data

V 4

Limitation of the study

Limited Geographical scope.

Sometimes respondents would not show proper interest while answering the questions

Reliability

The calculated value of Cronbach's Alpha is .800, which is more than the required standard reliability of .60 that means the instrument of this research is quite reliable.

Data Analysis and Interpretation

Analysis of Kruskal Wallis test on demographic factors for level of Technical awareness towards security and privacy for Electronic banking services

(a.) Gender

Based on Gender following sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:

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Table 1 : Frequency Distribution




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H01.1

There is no significant difference among the consumer gender groups with technical awareness towards security and privacy w h i l e u s i n g A T M / C a r d s (Debit/Credit) services

Ha1.1

There is a significant difference among the consumer gender groups with technical awareness towards security and privacy w h i l e u s i n g A T M / C a r d s (Debit/Credit) services

There is no significant difference among the consumer gender groups related to test variable that “I will not get my card back if stuck in ATM” for variable gender (Chi square= .396, df=1, p = 0.529), with a mean rank of test variable of 272.56 for male and 281.36 for female. There is significant difference among the consumer gender groups to test variable that “I am not completely aware about the process how to insert ATM card” for variable gender (Chi square= 9.277, df=1, p = .002), with a mean rank of test variable of 289.45 for male and 247.74 for female. There is no significant difference among the consumer gender groups to test variable that “Sometimes the machine does not accept the card as the balance is too low for the requested transaction” for variable gender (Chi square= 0.627, df=1, p = 0.429), with a mean rank of test variable of 271.78 for male and 282.90 for female. There is no significant difference among the consumer gender groups to test variable that “Fraudster can replace his own machine with the original bank machine in case of repairing and obtain all the confidential card data” for gender (Chi square= 1.402, df=1, p = 0.236), with a mean rank of test variable of 269.99 for male and 286.46 for female.

Inference Drawn

The null hypothesis is accepted, there is no significant difference among the consumer gender groups with technical awareness towards security a n d p r i v a c y w h i l e u s i n g A T M / C a r d s (Debit/Credit) services. Finally, it concludes that males and females have similar thinking about technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services

except for one test variable i.e. “I am not completely aware about the process how to insert ATM card”.

(B.) Age

Based on agefollowing sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:

There is not a statistically significant difference between the different age groups related to test variable that “I will not get my card back if stuck in ATM” for variable age group (Chi square= 1.240, df=3, p = .744), with a mean rank of test variable of 283.44 for age group below 30, 267.66 for Age group 31-45, 270.54 for age group 46-62, and 283.71 for age group above 63. There is no significant difference among consumer age groups related to test variable that “I am not completely aware about the process how to insert ATM card “for variable age group (Chi square= 4.653, df=3, p = .199), with a mean rank of test variable of 285.30 for age group below30, 287.83 for Age group 31-45, 268.66 for age group 46-62, and 251.44 for age group above63.There is no significant difference among consumer age groups related to test variable that “Sometimes the machine does not accept the card as the balance is too low for the requested transaction” for variable age group (Chi square= 4.214, df=3, p = .239), with a mean rank of test variable of 286.16 for age group below 30, 287.40 for Age group 31-45, 254.99 for age group 46-62, and 268.28 for age group above 63.There is no significant difference among consumer age

H01.2

There is no significant difference among consumer age groups with technical awareness towards security and privacy while using ATM/Cards(Debi t/Credi t ) services

Ha1.2

There is a significant difference among consumer age groups with technical awareness towards security and privacy while using ATM/Cards(Debi t/Credi t ) services

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groups related to test variable that “Fraudster can replace his own machine with the original bank machine in case of repairing and obtain all the confidential card data “for variable age group (Chi square= 7.207, df=3, p = .066), with a mean rank of test variable of 295.55 for age group below 30, 267.47 for Age group 31-45, 251.76 for age group 46-62, and 291.65for age group above 63.

Inference Drawn

The null hypothesis is accepted, there is no significant difference among consumer age groups with technical awareness towards security and privacy while using ATM/Cards (debit/credit) services. It means consumers of all age groups have similar thinking about above important factors of technical awareness towards security a n d p r i v a c y w h i l e u s i n g A T M / c a r d s (debit/credit) services. Finally, it concludes that a respondent who has young age have a similar inuence about technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services whatever a respondent has higher group of age.

(C) Education

Based on education following sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:

There is a s ignificant di f ference among consumersat different education level related to test variable that I will not get my card back if stuck in ATM for variable education level (Chi square=

19.297, df=3, p = 0.000), with a mean rank of test variable of 310.79 for primary level of education, 308.14 for secondary level of education, 276.96 graduate level of education, and 242.30 for post graduate level of education. There is a significant difference among consumersat different education level related to test variable that I am not completely aware about the process how to insert ATM card for variable education level (Chi square=29.300, df=3, p = 0.000), with a mean rank of test variable of 328.77 for primary level of education, 315.22 for secondary level of education, 241.17 for graduate level of education, and 254.63 for post graduate level of education. There is a significant difference among consumersat different education level related to test variable that Sometimes the machine does not accept the card as the balance is too low for the requested transaction for variable education level (Chi square= 20.850, df=3, p = 0.000), with a mean rank of test variable of 207.29 for primary level of education, 268.68for secondary level of education, 286.14 graduate level of education, and 298.39 for post graduate level of education. There is a significant difference among consumersat different education level related to test variable that Fraudster can replace his own machine with the original bank machine in case of repairing and obtain all the confidential card data for variable education level (Chi square= 11.858 df=3, p = 0.008), with a mean rank of test variable of 227.47 for primary level, 290.97 for secondary level of education, 296.88 graduate level of education, and 270.89 for post graduate level of education.

Inference Drawn

The null hypothesis is rejected, there is a significant difference among consumers at different education level with technical awareness towards security and privacy while using ATM/Cards (debit/credit) services. It means consumers at different education level have a difference in thinking about the above important factors of technical awareness towards security and privacy while using ATM/cards (Debit/Credit). Finally, it concludes that a respondent who has a primary level of education have a different inuence about technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services whatever a respondent has a post-graduate level of education


H01.3

There is no significant difference among consumers at different education level with technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services.

Ha1.3

There is a significant difference among consumersat different education level with technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services.

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(D) Occupation

Based on occupationfollowing sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:

variable of 273.07 for Professional class, 302.21 for service class, 282.51 for business class, and 203.98 for Labor class.

Inference Drawn

The null hypothesis is rejected, there is a significant difference among consumers from different occupation with technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services. It means consumers from different occupation have a difference in thinking about the above important factors of technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services. Finally, it concludes that there is a different inuence about technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services among the consumers from different occupations such as Professional class, Service class, Business class, and Labor class.

(E.) Sub-Occupation

Based on sub-occupat ionfol lowing sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:

There is a significant difference among consumers from different sub-occupation related to test variable that “My confidential information may be accessed by others through Bluetooth” for variable sub-occupation (Chi square= 141.485, df=6, p = 0.000), with a mean rank of test variable of 322.40 for CA/CS, 370.65 for engineers, 134.03 for lawyers, and 153.61for doctors, 319.01 for government employees, and 393.76 for private employees. There is a significant difference among


H01.4

There is no significant difference among consumers from different o c c u p a t i o n w i t h t e c h n i c a l awareness towards security and privacy while using ATM/Cards (Debit/Credit) services.

Ha1.4

There is a significant difference among consumers from different o c c u p a t i o n w i t h t e c h n i c a l awareness towards security and privacy while usingATM/Cards (Debit/Credit) services.

H01.5

There is no significant difference among consumers from different sub-occupation with technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services.

Ha1.5

There is a significant difference among consumers from different sub-occupation with technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services.

There is a significant difference among consumers from different occupation related to test variable that “I will not get my card back if stuck in ATM” for variable occupation (Chi square= 97.184, df=3, p = 0.000), with a mean rank of test variable of 180.44 for Professional class, 311.73 for service class, 339.85 for business class, and 262.88 for Labor class. There is a significant difference among consumers from different occupation related to test variable that “I am not completely aware about the process how to insert ATM card” for variable occupation (Chi square= 65.314, df=3, p = 0.000), with a mean rank of test variable of 251.47 for Professional class, 255.57 for service class, 259.75 for business class, and 412.00 for Labor class. There is a significant difference among consumers from different occupation related to test variable that “Sometimes the machine does not accept the card as the balance is too low for the requested transaction” for variable occupation (Chi square= 46.059, df=3, p = 0.000), with a mean rank of test variable of 331.37 for Professional class, 290.32 for service class, 219.79 for business class, and 241.26 for Labor class. There is a significant difference among consumers from different occupation related to test variable that “Fraudster can replace his own machine with the original bank machine in case of repairing and obtain all the confidential card data” for variable occupation (Chi square= 20.309, df=3, p = 0.000), with a mean rank of test

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consumers from different sub-occupation related to test variable that “I will not get my card back if stuck in ATM.” for variable sub-occupation (Chi square= 97.441, df=6, p = 0.000), with a mean rank of test variable of 217.44 for CA/CS, 163.70 for engineers, 197.38 for lawyers, and 143.26 for doctors, 343.54 for government employees, and 279.91 for private employees. There is a significant difference among consumers from different sub-occupation related to test variable that “I am not completely aware about the process how to insert ATM card” for variable sub- occupation (Chi square=76.751, df=6, p = 0.000), with a mean rank of test variable of 199.69 for CA/CS, 262.16 for engineers, 248.90 for lawyers, and 295.11 for doctors, 342.28 for government employees, and 168.85 for private employees. There is a significant difference among consumers from different sub-occupation related to test variable that “Sometimes the machine does not accept the card as the balance is too low for the requested transaction” for variable sub- occupation (Chi square=70.155 df=6, p = 0.000), with a mean rank of test variable of 432.56 for CA/CS, 285.50 for engineers, 291.66 for lawyers, and 315.76 for doctors, 274.86 for government employees, and 305.78 for private employees. There is a significant difference among consumers from different sub-occupation related to test variable that “Fraudster can replace his own machine with the original bank machine in case of repairing and obtain all the confidential card data” for variable sub- occupation (Chi square=60.560 df=6, p = 0.000), with a mean rank of test variable of 339.66 for CA/CS, 282.14 for engineers, 340.4 for lawyers, and 130.08 for doctors, 280.75 for government employees, and 323.67 for private employees.

Inference Drawn

The null hypothesis is rejected, there is a significant difference among consumers from different sub-occupation with technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services. It means consumers from different sub-occupation have difference in thinking about the above important factors of technical awareness towards security and privacy while using ATM/cards (debit/credit) services. Finally, it concludes that a there is different inuence about technical awareness towards s e c u r i t y a n d p r i v a c y w h i l e u s i n g

ATM/cards(debit/credit) services among the consumers from different sub-occupation such as CA/CS, Engineers, lawyers, doctors, government employees and private employees.

Analysis of Chi square test on demographic factors for level of Technical awareness towards security and privacy for Electronic banking services.

(A.) Gender

Based on gender following sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:

From above cross tabulation & chi Square analysis have been made between level of technical awareness & male & female to evaluate the significant association between them. In this study overall four factors were considered for the dimension of technical awareness towards security and privacy while usingATM/Cards (Debit and Credit)services which are optimized into three levels known as low, moderate & high level. From the above cross table shows that consumers belong to high level of awareness i.e. 99(65.13%) and 53(34.21%) males & females respectively,consumers belong to low level of awareness i.e. 116(67.05%) and 57(32.94%) males & females respectively and consumers belong to moderate level of awareness i.e. 151 (67.11%) and 74(32.88%) males and females. Chi square analysis shows chi square value as .189 & its p-value is .910 which is greater than level of significance .05 thus the null hypothesis is accepted, which showsthere is no significant association among the consumers gender groups with the level of technical awareness towards security and privacy while


H02.1

There is no significant association among the consumers' gender groups with the level of technical awareness towards security and privacy while using ATM/Cards (Debit /Credit) services.

Ha2.1

There is a significant association among the consumers' gender groups with the level of technical awareness towards security and privacy while using ATM/Cards (Debit /Credit) services.

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using ATM/Cards (debit /Credit) services. The phi value of the above analysis is .019 which shows that there is no significant association among the consumers' gender groups with the level of technical awareness towards security and privacy while using ATM/Cards (debit /Credit) services.

(B.) Age

Based on age following sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services.

From above cross tabulation & chi Square analysis have been made between level of technical awareness &age to evaluate the significant association between them. In this study overall four factors were considered for the dimension of technical awareness towards security and privacy while usingATM/ Cards (Debit and credit) services which are optimized into three levels known as low, moderate & high level.From the above cross table, consumers belong to age group below 30 from which 48 (31.57%) are highly aware, 58(25.77%) are moderately aware and 35(20.23%) are low aware. Consumers belong to age group 31-45 from which 48(31.57%) are highly aware, 67(29.77%) are moderately aware and 54 (31.21%) are low aware. Consumers belong to age group 46-62 from which 28(18.42%) are highly aware, 55(24.44%) are moderately aware and 21(29.47%) are low aware. Consumers belong to age group above 63 from which28(18.42%) are highly aware, 45(20%) are moderately aware and 33(19.07%) are low aware. Chi square analysis shows chi square value as 8.367& its p-value is .212 which is greater

than level of significance .05 thus the null hypothesis is accepted, which showsthere is no significant association among the consumers age groups with the level of technical awareness towards security and privacy while using ATM/Cards (debit /Credit) services. The phi value of the above analysis is .123 which shows that there is no significant association among the consumers' age groups with the level of technical awareness towards security and privacy while using ATM/Cards (debit /Credit) services.

(C.) Education

Based on educationfollowing sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:

From above cross tabulation & chi Square analysis h a v e b e e n m a d e b e t w e e n l e v e l o f technicalawareness &education to evaluate the significant association between them. In this study overall four factors were considered for the dimension of technical awareness towards security and privacy whileusing ATM/Cards (Debit /Credit) services which are optimized into three levels known as low, moderate & high level. From the above cross table, consumers belong to primary level of education from which 18 (11.84%) are highly aware, 37(16.44%) are moderately aware and 25(14.45%) are low aware. Consumers belong to secondary level of education from which 46(30.26%) are highly aware, 52(23.11%) are moderately aware and 24(13.87%) are low aware. Consumers belong to graduate level of education


H02.2

There is no significant association among the consumers' age groups with the level of technical awareness towards security and privacy while using ATM/Cards (debit /Credit) services.

Ha2.2

There is a significant association among the consumers age groups with the level of technical awareness towards security and privacy while using ATM/Cards (debit /Credit) services

H02.3

There is no significant association among the consumers at different level of education with the level of technical awareness towards security and privacy while using ATM/ cards (Debit /Credit) services.

Ha2.3

There is a significant association among the consumers at different level of education with the level of technical awareness towards security and privacy while using ATM/ Cards (Debit /Credit) services.

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from which 40 (26.31%) are highly aware, 54(24%) are moderately aware and 43 (24.85%) are low aware. Consumers belong to Post Graduate level of education from which48(31.57%) are highly aware, 82 (36.44%) are moderately aware and 81(46.82%) are low aware. Chi square analysis shows chi square value as 16.731& its p-value is .010 which is lessthan level of significance .05 thus the null hypothesis is rejected and alternate is accepted, which showsthere is a significant association among the consumers at different level of education with the level of technical awareness towards security and privacy while using ATM/ Cards (Debit/Credit) services. The phi value of the above analysis is .174 which shows that there is a significant association among the consumers at different level of education with the level of technical awareness towards security and privacy while using ATM/ cards (Debit/Credit) services

(D.) Occupation

Based on occupationfollowing sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/credit) services:

above cross tab le consumers be long to Professional group from which 33 (21.71%) are highly aware, 64(28.44%) are moderately aware and 63(36.41%) are low aware. Consumers belong to service group from which 53(34.21%) are highly aware, 58(25.77%) are moderately aware and 49(28.32%) are low aware. Consumers belong to business group from which 44(28.94%) are highly aware, 69(30.66%) are moderately aware and 47 (27.16%) are low aware. Consumers belong to Labor group from which22(14.47%) are highly aware, 34(15.11%) are moderately aware and 14(8.09%) are low aware. Chi square analysis shows chi square value as 13.399 & its p-value is .037 which is less than level of significance .05 thus the null hypothesis is rejected and alternate hypothesis is accepted, which showsthere is a significant association among the consumers from different occupation with the level of technical awareness towards security and privacy while using mobile banking services. The phi value of the above analysis is .156 which shows that there is a significant association among the consumers from different occupation with the level of technical awareness towards security and privacy while using mobile banking services.

(E.) Sub Occupation

Based on sub-occupation following sub-hypothesis is formulated to test consumer technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services:


H02.4

There is no significant association among the consumers from different occupation with the level of technical awareness towards security and privacy w h i l e u s i n g A T M / C a r d s (Debit/Credit) services.

Ha2.4

There is a significant association among the consumers from different occupation with the level of technical awareness towards security and privacy w h i l e u s i n g A T M / C a r d s (Debit/Credit) services.

H02.5

There is no significant association among the consumers from different sub-occupation with the level of technical awareness towards security and privacy w h i l e u s i n g A T M / C a r d s (Debit/Credit) services.

Ha2.5

There is a significant association among the consumers from different sub-occupation with the level of technical awareness towards security and privacy w h i l e u s i n g A T M / C a r d s (Debit/Credit) services.

From above cross tabulation & chi Square analysis have been made between level of technical awareness &occupation to evaluate the significant association between them. In this study overall four factors were considered for the dimension of technical awareness towards security and privacy while using ATM/ Cards(Debit /Credit) serviceswhich are optimized into three levels known as low, moderate & high level. From the

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From above cross tabulation & chi Square analysis have been made between level of technical awareness &sub occupation to evaluate the significant association between them. In this study overall four factors were considered for the dimension of technical awareness towards security and privacy while using ATM/ Cards (Debit/Credit) services which are optimized into three levels known as low, moderate & high level. From the above cross table based on sub occupation professionals are categorized into CA/CS, Engineers, Lawyers and Doctors. The awareness level of each category as follows: consumers belong to CA/CS from which 11(7.23%) are highly aware, 20(8.88%) are moderately aware and 9 (5.20%) are low aware. Consumers belong to Engineers from which 8(5.26%) are highly aware, 15(6.66%) are moderately aware and 17(9.82%) are low aware. Consumers belong to lawyers from which 11(7.23%) are highly aware, 17(7.55%) are moderately aware and 12 (6.93%) are low aware.Consumers belong to Doctors from which3(1.97%) are highly aware, 12 (5.33%) are moderately aware and 25(14.45%) are low aware. Service class consumers are categorized into Government and private employees. The awareness level of Government employees is as follows: 31(20.39%) are highly aware, 32(14.22%) are moderately aware and 17(9.82%) are low aware and the awareness level of Private employees is as follows: 22 (14.47%) are highly aware, 26(11.55%) are moderately aware and 32(18.49%) are low aware. Chi square analysis shows chi square value as 38.875& its p-value is .000 which is less than level of significance .05 thus the null hypothesis is rejected and alternate hypothesis is accepted, which showsthere is a significant association among the consumers from different sub-occupation with the level of technical awareness towards security and privacy while using ATM/Cards (Debit/credit) services.The phi value of the above analysis is .255 which shows that there is a significant association among the consumers from different sub-occupation with the level of technical awareness towards security and privacy while using ATM/Cards (Debit/Credit) services.

Findings of the study

1. The level of technical awareness among the gender group is similar towards security and

p r i v a c y w h i l e u s i n g A T M / C a r d s (Debit/Credit) services which shows that the opinion of male group is much like whatever a respondent from female group. Statistical analysis also supports these findings.

2. The level of technical awareness among all the age groups is comparative which means that the opinion of younger and middle age group is much like whatever a respondent from elder and older age groups. Statistical analysis also supports these findings.

3. E d u c a t i o n w i s e a n a l y s i s g i v e s t h e information that the opinion of all the consumers varies regardless of their level of education which clearly shows that their level of technical awareness towards security and p r i v a c y w h i l e u s i n g A T M / C a r d s (Debit/Credit) goes on declining from high level of education to low level of education. Statistical analysis also support that highly educated groups have high awareness as compare to their counterparts.

4. Occupat ion wise analys is g ives the information that the opinion of all the consumers varieson the idea of their occupation. The study also found that the extent of technical awareness among the service class consumers is higher as compare to professionals, business class and Labor class. Further we analyzed that among professionals the level of awareness of CA/CS and lawyers is high as compare to engineers and doctors and among service class consumers government employees are more aware than private employees.

References

Adesuyi, F. A., Solomon, A. A., & Robert, Y. D. ( 2 0 1 3 ) . A S u r v e y o f A T M S e c u r i t y Implementation within the Nigerian Banking Environment. Journal of Internet Banking and Commerce, 1-16.

Aghaeirad, A., Fathi-Vajargah, B., & Afzali, M. (2012). Security and privacy issues of modern banking services in Iranian banks. Advances i n C o m p u t e r S c i e n c e a n d i t s Applications;Vol. 2, No. 2,, 357-364.

Bhatnagar, H. (2015). Awareness and Adoption of Technology In Banking Especially By Rural



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Area Customers: A Study of Udaipur Rural Belt. Pacific Business Review International, 38-45.

Chaudhari, A., Patil, M., & Sonawane, M. (2014). A Study on Awareness of E-Banking Services in Col lege Students of Bhusawal City. I N T E R N A T I O N A L J O U R N A L O F I N N O V A T I V E R E S E A R C H & DEVELOPMENT; Vol 3 Issue 1, 219-224.

Garko, A. B., Abdulkarim, S. A., Gambo, F. L., H.B/Kudu, A., & Salisu, A. (2015). Fraud Vulnerability among ATM Card Users In Nigeria. Dutse Journal of Pureand Applied Sciences1 (1), 5-10.

Saha, A. R., & Rahman, M. M. (2018). Automated Teller Machine Card Fraud of Financial Organizations in Bangladesh. Journal of

Computer Science Applicat ions and Information Technology.

https://bcespede.wordpress.com/

https://www.researchgate.net/publication/312203450_Examining_the_Security_Issues_of_Automated_Teller_Machine_Based_on_Revised_Technical_Acceptance_Model

https://www.worldwidejournals.com/paripex/recent_issues_pdf/2013/July/July_2013_1374047900_e453d_54.pdf

https://www.bankinfosecurity.com/atm-fraud-s i x - s t e p s - t o - i m p r o v i n g - c u s t o m e r -awareness-a-2207

https://www.quora.com/What-are-common-problems-with-ATM


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Vol. 3 Issue 1 25 November, 2018 UdaipurPaci c University Journal of Social Sciences Vol. 3, Issue 1 25 November, 2018, Udaipur It is a pleasure to present you before the third issue