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The IUP Journal of Services Marketing
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This issue contains five research papers and a research note. The paper "Use and Effectiveness of New Technologies in Indian Banking: A Study" by B K Jha, S L Gupta and Puneet Yadav, aims at studying the different technologies used in the Indian banking sector as well as the advantages and disadvantages of the adoption of new technologies and their applications.

Enterprises around the world are focusing their investments on their core business processes and are increasingly looking at outsourcing their non-core business processes. The paper "Outsourcing of Finance and Accounting Operations: The Feasibility of the Vertical in the Indian Context" by Y Malini Reddy and Madan Ramachandran, quantifies the ability to effectively utilize the available resources, while focusing upon one's core competency, thus ensuring a profitable value proposition.

The paper "Measuring Pakistani Mobile Cellular Customer Satisfaction" by Muhammad Mohsin Butt and Ernest Cyril de Run, explores the factors contributing to customer satisfaction in Pakistani mobile cellular services. This paper aims at expanding the body of knowledge by exploring those factors, which contribute towards satisfying the customers of Pakistani mobile cellular services. The service providers in Pakistani mobile cellular industry must realize that apart from competitive pricing, attention also needs to be paid to the core service delivery, in terms of signal quality and network coverage.

The paper "Understanding Mobile Phone Usage Pattern Among College-Goers" by Subhash Jha, provides a snapshot of the Indian youth market for mobile phones. The study sheds light on how gender, monthly voucher amount and years of owning mobile phones, influence the usage pattern of this device.

The paper "Role of Service Marketing in Banking Sector" by Hitendra Bargal and Ashish Sharma, attempts to understand how service quality plays an important role in the banking sector. Though banks have come across many changes in their functioning, customer satisfaction still remains the ultimate reality for the future of any banking organization.

The research note on "Theme Restaurants and Bars in India: The Factors Behind Their Growth" by Kisholoy Roy, analyzes the growing demand of theme bars in metros. Theme restaurants and bars, as a retail concept, have been observed to appeal to customers, and have thus proved to be a lucrative endeavor for many retailers in India.

- A Srikant
Consulting Editor.
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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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Services Marketing

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