swati awasthi hdfc report

7/24/2019 Swati Awasthi Hdfc Report

1/65

SRI SAI UNIVERSITY

PALAMPUR (H.P)

SUMMER TRAINING REPORT

ON

SERVICE QUALITY OF HDFC BANK

(Sessi! "#$%&"#$')

SUBMITTED TO& SUBMITTED BY&

M. He*+, S-+i A-+s/i

Assis+! P0ess MBA 1 23 Se*ese

De4. O0 M+!+5e*e! Re5. N. 6$%#$"#2#

Department of Management Page 1


2/65

PREFACE

This project report attempts to bring under one cover the entire hard work and dedication put in

by me in the completion of the project work on Service Quality of HDFC bank

! have e"pressed my e"periences in my own simple way ! hope who goes through it will find it

interesting and worth reading #ll constructive feedback is cordially invited

S$#T! #$#STH!



3/65

#C%&'$()D*+)&T! am filling indebtedness and gratefulness to +r Hemraj in S,! S#! -&!.),S!T/ for

providing me invaluable guidance and inspiration +y thanks are due to all workers specially +r

amit kumar development officer for helping me in collecting data by way of useful discussion

Further ! would like to recogni0e full support and cooperation of my family especially respected

mother and father without their support1 perhaps this study could not be completed +e specilly

thanks for my corporation to all my friends who devote their time and provide me every helping

hand and inspiration thought whole study period For the space constraints ! may have emmited

the blames of some other whose help was much appreciate ! hope my limitation would be

overlooked

S$#T! #$#STH!



4/65

INDE7

CONTENTS

2 !&T,'D-CT!'&

3 ,).!)$ 'F (!T),#T-,)

22 C'+4#&/ 4,'F!()

23 S),.!C) Q-#(!T/ !& 5#&%S

6 '57)CT!.)1 !+4',T)&C) #&D SC'4) 'F ST-D/

8 ,)S)#,CH +)TH'D'('*/

9 D#T# #(/S!S

: F!&D!&*S 'F TH) ,)4',T

; C'&C(-S!'&


5/65

CHAPTER-1

INTRODUCTION OF

HDFC BANK



6/65

INTRODUCTION OF HDFC BANK

Service with a smile:

Today s finicky banking customers will settle for nothing less The customer has come to reali0e

somewhat belatedly that he is the king The customer s choice of one entity over another as his

principal bank is determined by considerations of service Auality rather than any other factor He

wants competitive loan rates but at the same time also wants his loan or credit card application

processed in double Auick time He insists that he be promptly informed of changes in deposit

rates and service charges and he bristles with Bcustomary rage if his bank is slow to redress any

grievance he may have He cherishes the convenience of impersonal net banking but during his

occasional visits to the branch he also wants the comfort of personali0ed human interactions and

facilities that make his banking e"perience pleasurable !n short he wants financial house thatwill more than just clear his cheAue and updates his passbook@ he wants a bank that cares and

provides great services

So does HDFC bank meet these heightened e"pectations $hat are the customers perceptions

of service Auality of the banks $hich dimension of service Auality of HDFC bank is performing

well To find out answers to these Auestions ! undertook a survey of 3 branches of HDFC bank

# lot of surveys have been done in the past to understand the aspect of customer satisfaction and

to find out the customer friendly banks +y research is conducted to find out S),.!C)

Q-#(!T/ 'F HDFC 5#&% E



7/65

CHAPTER&$

$.$ COMPANY PROFILE



8/65

COMPANY PROFILE

The Housing Development Finance Corporation (imited HDFCG was amongst the first toreceive an in principle approval from the ,eserve 5ank of !ndia ,5!G to set up a bank in theprivate sector1 as part of the ,5!s liberalisation of the !ndian 5anking !ndustry in 2==8 Thebank was incorporated in #ugust 2==8 in the name of HDFC 5ank (imited1 with its registeredoffice in +umbai1 !ndia HDFC 5ank commenced operations as a Scheduled Commercial 5ankin 7anuary 2==9HDFC 5ank comprises of a dynamic and enthusiastic team determined to accomplish the visionof becoming a $orldIclass !ndian bank HDFC bank s business philosophy is based on our fourcore values I Customer Focus1 'perational )"cellence1 4roduct (eadership and 4eople Theybelieve that the ultimate identity and success of their bank will reside in the e"ceptional Aualityof people and their e"traordinary efforts They are committed to hiring1 developing1 motivatingand retaining the best people in the industry

BUSINESS FOCUSHDFC 5anks mission is to be a $orldIClass !ndian 5ank The objective is to build soundcustomer franchises across distinct businesses so as to be the preferred provider of bankingservices for target retail and wholesale customer segments1 and to achieve healthy growth inprofitability1 consistent with the banks risk appetite The bank is committed to maintain thehighest level of ethical standards1 professional integrity1 corporate governance and regulatorycompliance HDFC 5anks business philosophy is based on four core values I 'perational)"cellence1 Customer Focus1 4roduct (eadership and 4eople

+!SS!'& ST#T)+)&T 'F HDFC 5#&%J $orld Class !ndian 5ank

J 5enchmarking against international standards

J To build sound customer franchises across distinct businessesJ 5est practices in terms of product offerings1 technology1 servicelevels1 risk management andaudit K compliance

.!S!'& ST#T)+)&T 'F HDFC 5#&%



9/65

The HDFC 5ank is committed to maintain the highest level of ethical standards1 professionalintegrity and regulatory compliance HDFC 5ank s business philosophy is based on four corevalues such as@I2 'perational e"cellence

3 Customer Focus64roduct leadership

8 4eopleThe objective of the HDFC 5ank is to provide its target market customers a full range offinancial products and banking services1 giving the customer a oneIstep window for all hisLherreAuirements The HDFC 5ank plus and the investment advisory services programs have beendesigned keeping in mind needs of customers who seeks distinct financial solutions1 informationand advice on various investment avenues

5-S!&)SS ST,#T)*/J !ncreasing market share in !ndia s e"panding banking

J Delivering high Auality customer service

J +aintaining current high standards for asset Auality through

disciplined credit risk management

J Develop innovative products and services that attract targetedcustomers and address inefficiencies in the !ndian financial

sector

D!ST,!5-T!'& &)T$',%HDFC 5ank is headAuartered in +umbai The 5ank at present has an enviable network of over233= branches spread over 888 cities across !ndia #ll branches are linked on an online realItimebasis Customers in over 23> locations are also serviced through Telephone 5anking The 5ankse"pansion plans take into account the need to have a presence in all major industrial andcommercial centers where its corporate customers are located as well as the need to build astrong retail customer base for both deposits and loan products 5eing a clearingLsettlement bankto various leading stock e"changes1 the 5ank has branches in the centers where the &S)L5S) has

a strong and active member base

The 5ank also has a network of about over 393: networked #T+s across these cities +oreover1HDFC 5anks #T+ network can be accessed by all domestic and international .isaL+asterCard1.isa )lectronL+aestro1 4lusLCirrus and #merican )"press CreditLCharge cardholders

4,'+'T),



10/65

HDFC is !ndias premier housing finance company and enjoys an impeccable track record in!ndia as well as in international markets Since its inception in 2=;;1 the Corporation hasmaintained a consistent and healthy growth in its operations to remain a market leader inmortgages !ts outstanding loan portfolio covers well over a million dwelling units HDFC hasdeveloped significant e"pertise in retail mortgage loans to different market segments and also has

a large corporate client base for its housing related credit facilities $ith its e"perience in thefinancial markets1 a strong market reputation1 large shareholder base and uniAue consumerfranchise1 HDFC was ideally positioned to promote a bank in the !ndian environment

+#*)+)&T+r C+ .asudev has been appointed as the Chairman of the 5ank with effect from :th 7uly3>2> subject to the approval of the ,eserve 5ank of !ndia and the shareholders +r .asudev hasbeen a Director of the 5ank since 'ctober 3>>: # retired !#S officer1 +r .asudev has had anillustrious career in the civil services and has held several key positions in !ndia and overseas1including Finance Secretary1 *overnment of !ndia1 )"ecutive Director1 $orld 5ank and*overnment nominee on the 5oards of many companies in the financial sectorThe +anaging Director1 +r #ditya 4uri1 has been a professional banker for over 39 years1 andbefore joining HDFC 5ank in 2==8 was heading Citibanks operations in +alaysiaThe 5anks 5oard of Directors is composed of eminent individuals with a wealth of e"periencein public policy1 administration1 industry and commercial banking Senior e"ecutivesrepresenting HDFC are also on the 5oardSenior banking professionals with substantial e"perience in !ndia and abroad head variousbusinesses and functions and report to the +anaging Director *iven the professional e"pertiseof the management team and the overall focus on recruiting and retaining the best talent in theindustry1 the bank believes that its people are a significant competitive strength

T)CH&'('*/HDFC 5ank operates in a highly automated environment in terms of information technology andcommunication systems #ll the banks branches have online connectivity1 which enables thebank to offer speedy funds transfer facilities to its customers +ultiIbranch access is alsoprovided to retail customers through the branch network and #utomated Teller#T+sGThe 5ank has made substantial efforts and investments in acAuiring the best technology availableinternationally1 to build the infrastructure for a world class bank The 5anks business issupported by scalable and robust systems which ensure that our clients always get the finestservices we offerThe 5ank has prioritised its engagement in technology and the internet as one of its key goalsand has already made significant progress in webIenabling its core businesses !n each of itsbusinesses1 the 5ank has succeeded in leveraging itsmarket position1 e"pertise and technologyto create a competitive advantage and build market share

QUALITY POLICY$.SECURITY The bank provides long term financial security to their policy The bank doesthis by offering life insurance and pension products



11/65

".TRUST The bank appreciates the trust placed by their policy holders in the bank Hence1 itwill aim to manage their investments very carefully and live up to this trust

2.INNOVATION ,ecogni0ing the different needs of our customers1 the bank offers a range ofinnovative products to meet these needs

%.INTEGRITY

'.CUSTOMER CENTRIC

6.PEOPLE CARE ONE FOR ALL AND ALL FOR ONE

8.TEAM 9ORK

:.;OY AND SIMPLICITY

5-S!&)SSHDFC 5ank offers a wide range of commercial and transactional banking services and treasuryproducts to wholesale and retail customers The bank has three key business segments

9/


12/65

through the growing branch network1 as well as through alternative delivery channels like #T+s14hone 5anking1 &et 5anking and +obile 5ankingThe HDFC 5ank 4referred program for high net worth individuals1 the HDFC 5ank 4lus and the!nvestment #dvisory Services programs have been designed keeping in mind needs of customerswho seek distinct financial solutions1 information and advice on various investment avenues The

5ank also has a wide array of retail loan products including #uto (oans1 (oans againstmarketable securities1 4ersonal (oans and (oans for TwoIwheelers!t is also a leading provider of Depository 4articipant D4G services for retail customers1providing customers the facility to hold their investments in electronic form HDFC 5ank wasthe first bank in !ndia to launch an !nternational Debit Card in association with .!S# .!S#)lectronG and issues the +astercard +aestro debit card as well The 5ank launched its creditcard business in late 3>>2 5y +arch 3>2>1 the bank had a total card base debit and credit cardsGof over 28 million The 5ank is also one of the leading players in the merchant acAuiringEbusiness with over =>1>>> 4ointIofIsale 4'SG terminals for debit L credit cards acceptance atmerchant establishments The 5ank is well positioned as a leader in various net based 53Copportunities including a wide range of internet banking services for Fi"ed Deposits1 (oans1 5ill

4ayments1 etc

Treasury$ithin this business1 the bank has three main product areas I Foreign )"change and Derivatives1(ocal Currency +oney +arket K Debt Securities1 and )Auities $ith the liberalisation of thefinancial markets in !ndia1 corporates need more sophisticated risk management information1advice and product structures These and fine pricing on various treasury products are providedthrough the banks Treasury team To comply with statutory reserve reAuirements1 the bank isreAuired to hold 39M of its deposits in government securities The Treasury business isresponsible for managing the returns and market risk on this investment portfolio



13/65

CHAPTER&$

$." SERVICE QUALITY

IN BANKS



14/65

S),.!C) Q-#(!T/ !& 5#&%S!n the days of intense competition1 the banks are no different from any other consumer marketingcompany !t has become essential for the service firms in general and banks in particular toidentify what the customers reAuirements are and how those customer reAuirements can be met

effectively !n the days where product and price differences are blurred1 superior service by theservice provider is the only differentiator left before the banks to attract1 retain and partner withthe customers Superior service Auality enables a firm to differentiate itself from its competition1gain a sustainable competitive advantage1 and enhance efficiency The benefits of service Aualityinclude increased customer satisfaction1 improved customer retention1 positive word of mouth1reduced staff turnover1 decreased operating costs1 enlarged market share1 increased profitability1and improved financial performance The construct of service Auality has therefore been asubject of great interest to service marketing researchersService Auality has been defined by various e"perts in various ways as@ Service Quality is thedifference between customers e"pectations for service performance prior to the serviceencounter and their perceptions of the service received #ccording to *efan BService Auality is

the subjective comparison that customers make between the Aualities of service that they want toreceive and what they actually get 4arasuraman says1 Service Auality is determined by thedifferences between customers e"pectations of services providers performance and theirevaluation of the services they receivedService Auality is the delivery of e"cellent or superior service relative to customer e"pectations Service Auality is recogni0ed as a multidimensional construct $hile the number of dimensionsoften varies from researcher to researcher1 there is some consensus that service Auality consistsof three primary aspects@ outcome Auality1 interaction Auality1 and physical service environmentAuality 'utcome Auality refers to the customers assessment of the core service which is theprime motivating factor for obtaining the services eg money received from #T+G !nteractionAuality refers to the customers assessment of the service delivery process1 which is typically

rendered via a physical interface between the service provider1 in person1 or via technicaleAuipment1 and the customer !t includes1 for instance1 the consumers evaluation of the attitudeof the service providing staff The physical service environment Auality dimension refers to theconsumers evaluation of any tangible aspect associated with the facilities or eAuipment that theservice is provided inL with !t includes1 for e"ample1 the physical conditions of an #T+machineThe most popular dimensions of service AualityIIfeatures 0i>e 3i*e!si!s +!5i@


15/65

R E S P

O N S I

V E N

E S R E I

! " I

I # $

! S

S %

R !

N &

E

E

M

P !

# '

$

# ! N

( I"

I I #

2 !t is the first approach to add and mi" the customers religious beliefs and cultural values withother Auality dimensions

3 !t provides for multiIfaced analysis of customer satisfaction

6 !t links Auality with customers satisfaction and service encounter

8 !t provides information at several levels1 already organi0ed into meaningful groupings

9 !t is a proven approach1 which results in usable answers to meet customers needs

: !t is empirically grounded1 systematic and well documented5anks managers can use the RATER model and its dimensions first to identify the followingissues@

DIMENSIONS OF SERVICE QUALITY



16/65

$.TANGIBILITY@ This dimension deal with modern looking eAuipments and visualappealing part of banks

".RELIABILITY@ This dimension has a direct positive effect on perceived service Aualityand customer satisfaction in banking institutions 5anks must provide error free service andsecure online transactions to make customers feel comfortable

2.RESPONSIVENESS@ Customers e"pect that the banks must respond their inAuirypromptly ,esponsiveness describes how often a bank voluntarily provides services that areimportant to its customers ,esearchers e"amining the responsiveness of banking services havehighlighted the importance of perceived service Auality and customer satisfaction

%.ASSURANCE@ Customer e"pects that the bank must be secured and the behavior of theemployees must be encouraging

'.EMPATHY individual attention1 customi0ed service and convenient banking hours are verymuch important in today s service

!n order to achieve better understanding of service Auality in banking sector1 the proposed fiveservice Auality dimensions are conceptuali0ed to illustrate the overall service Auality of thebanking in relation to customers and providers perspective5anking was in the sector featuring medium goods and higher customer producer interactions1since in banking1 consumers and service providers interact personally and the use of goods is at amedium level Hence1 in banking1 where there are high customerIproducer interactions1 theAuality of service is determined to a large e"tent by the skills and attitudes of people producing

the servicess or acti!n the case of services1 because customers are often either direct observers of theproduction proceve participants1 how the process is performed also has a strong influence on theoverall impression of the Auality of service # wellIperformed service encounter may evenovercome the negative impression caused by poor technical Auality as well as generate positivewordIofImouth1 particularly if customers can see that employees have worked very hard tosatisfy them in the face of problems outside their control )mployees are part of the process1which connects with the customer at the point of sale1 and hence employees remain the key tosuccess at these service encounters or moments of truthE !t is these encounters with customersduring a service that are the most important determinants of overall customer satisfaction1 and acustomer s e"perience with the service will be defined by the brief e"perience with the firm s

personnel and the firm s systems The rudeness of the bank s customer service representative1

the abruptness of the employee at the teller counter1 or the lack of interest of the person at thecheck deposit counter can alter one s overall attitude towards the service1 perhaps even reversingthe impression caused by high technical Auality#nother important service Auality factor1 competence1 is defined by whether the bank performsthe service right the first time1 whether the employees of the bank tell customers e"actly whenservices will be performed1 whether the bank lives up to its promises1 whether customers feelsafe in their transactions with the bank and whether the employees show a sincere interest in



17/65

solving the customers problems !n short1 this dimension is related to the banks ability to perform the promised service accurately and dependably 4erforming the service dependably andaccurately is the heart of service marketing e"cellence $hen a company performs a servicecarelessly1 when it makes avoidable mistakes1 and when it fails to deliver on promises made toattract customers1 it shakes customers confidence in its capabilities and undermines its chances

of earning a reputation for service e"cellence!t is very important to do the service right the first time !n case a service problem does crop up1by resolving the problem to the customer s satisfaction1 the company can significantly improvecustomer retention However1 companies fare best when they prevent service problems altogetherand fare worst when service problems occur and the company either ignores them or does notresolve them to the customer s satisfaction4erforming the service accurately is perhaps the most important factor in service Aualitye"cellence The cost of performing the service inaccurately includes not only the cost of redoingthe service but also the cost associated with negative wordIofImouth generated by displeasedcustomers !n case of services1 the factory is the field #gain1 services are intangible and hencethe criteria for flawless services are more subjective than the criteria for defectIfree tangible

goods Hence for most services1 customers perceptions of whether the service has been

performed correctly1 and not providerIestablished criteria1 are the major determinants ofreliabilityThe service Auality factor tangible is defined by whether the physical facilities and materialsassociated with the service are visually appealing at the bank These are all factors that customersnotice before or upon entering the bank Such visual factors help consumers form their initialimpressions # crucial challenge in service marketing is that customers cannot see a service butcan see the various tangibles associated with it I all these tangibles1 the service facilities1eAuipment and communication materials are clues about the intangible service !f unmanaged1these clues can send to the customer s wrong messages about the service and render ineffectivethe marketing strategy of the company 'n the other hand1 improving Auality through tangiblesmeans attention to the smallest details that competitors might consider trivial /et1 these visibledetails can add up for customers and signal a message of caring and competence



18/65

CH#4T), I6'57)CT!.)S1

!+4'T#&C)1 SC'4)'F ST-D/



19/65

RESEARCH OB;ECTIVE

The objective of the study is as follows@NOTo e"amine the essential dimensions of service Auality ie ,#T),I ,eliability1 assurance1tangibles1 empathy and responsiveness of HDFC bank and its effect on customer s satisfaction

NOTo find out the perception of the customers relating to the service Auality offered by the banks

NOTo know which dimensions of service Auality of the bank is better

NOTo identify which dimension of service Auality needs improvement so that the Auality ofservice of HDFC banks is enhanced

IMPORTANCE AND SCOPE OF THE STUDYThe study would try to throw some insights into the e"isting services provided by the banks1perceptions and the actual service Auality of the bank The results of the study would be able torecogni0e the lacunae in the system and thus provide key areas where improvement is reAuiredfor better performance and success ratio !n the days of intense competition1 superior service isthe only differentiator left before the banks to attract1 retain and partner with the customersSuperior service Auality enables a firm to differentiate itself from its competition1 gain asustainable competitive advantage1 and enhance efficiency

SCOPE OF STUDYThe scope of this research is to identify the service Auality of HDFC bank This research is basedon primary data and secondary data This study only focuses on the dimensions of service Aualityie ,#T), !t aims to understand the skill of the company in the area of service Auality that areperforming well and shows those areas which reAuire improvement The study was done takingtwo branches of HDFC bank into consideration The survey was restricted to the bank customersin Delhi only



20/65

CH#4T),I8RESEARCH

METHODOLOGY



21/65

RESEARCH METHODOLOGY

DATA SOURCE

Pi*+ D++The primary data was collected by means of a survey Questionnaires were prepared andcustomers of the banks at two branches were approached to fill up the Auestionnaires TheAuestionnaire contains 3> Auestions which reflect on the type and Auality of services provided bythe banks to the customers The response of the customer and that is recorded on a grade scale ofstrongly disagree1 disagree1 uncertain1 agree and strongly agree for each Auestion The filled upinformation was later analy0ed to obtain the reAuired interpretation and the findings

Se?!3+ D++!n order to have a proper understanding of the service Auality of bank a depth study was done

from the various sources such as books1 a lot of data is also collected from the official websitesof the banks and the articles from various search engines like *oogle1 yahoo search andanswerscom

RESEARCH DESIGNThe research design is e"ploratory till identification of service Auality parameters (ater itbecomes descriptive when it comes to evaluating customer perception of service Auality of thebanks

Des?i4i>e ese+?/1 also known as s+isi?+< ese+?/1 describes data and characteristics

about the population or phenomenon being studied Descriptive research answers the Auestionswho1 what1 where1 when and how

#lthough the data description is factual1 accurate and systematic1 the research cannot describewhat caused a situation Thus1 descriptive research cannot be used to create a causal relationship1where one variable affects another !n other words1 descriptive research can be said to have a lowreAuirement for internal validity

The description is used for freAuencies1 averages and other statistical calculations 'ften the bestapproach1 prior to writing descriptive research1 is to conduct a survey investigation Qualitativeresearch often has the aim of description and researchers may followIup with e"aminations of

why the observations e"ist and what the implications of the findings

RESEARCH SAMPLE



22/65

S#+4(!&* 4(#&@Since it is not possible to study whole universe1 it becomes necessary to take sample from theuniverse to know about its characteristics

NOSampling -nits@ Customers of HDFC bank

NOSample TechniAue@ ,andom Sampling

NO,esearch !nstrument@ Structured Questionnaire

NOContact +ethod@ 4ersonal !nterview

S#+4() S!P)@The work is a case of HDFC 5ank1 one of the largest bank of !ndian banking industry togetherrepresenting over 39 per cent of the market share of !ndian banking space The survey wasconducted in the city of Delhi with two branches of HDFC 5ank1 with 9> customers asrespondent

DATA COLLECTION TOOL

2 Strongly disagree

3 Disagree

6 &either agree nor disagree

8 #gree

9 Strongly agree

(ikert scaling is a bipolar scaling method1 measuring either positive or negative response to astatement The Auestionnaire consists of two parts The first part consists of three Auestionsconcerning the demographic information of the respondent such as the name1 age1 educationalAualifications and income The second part consisting of 2< Auestions e"ploring the respondent sperception about the service Auality of HDFC For evaluation of service Auality of HDFC bankservice Auality dimension of reliability1 assurance1 tangibility1 empathy and responsiveness isused in order to evaluate the actual service Auality of HDFC bank



23/65

LIMITATIONS OF THE STRATEGY

The study is only for the HDFC 5ank confined to a particular location and a very smallsample of respondents Hence the findings cannot be treated as representative of theentire banking industry

The study can also not be generali0ed for public and private sector banks of the country

,espondents may give biased answers for the reAuired data Some of the respondents didnot like to respond

,espondents tried to escape some statements by simply answering neither agree nordisagreeE to most of the statements This was one of the most important limitation faced1as it was difficult to analyse and come at a right conclusion



24/65

CHAPTER&'

DATA

ANALYSIS

D#T# #(/S!SQues #ge



25/65

AGE CATEGORY FREQUENCY PERCENTAGE CUMULATIVE PERCEN

$:&"2 Ye+s 2> 3> 3>

"%&" Ye+s 2; 68 98

2#&2' Ye+s 29 6>


26/65

From the table and graph above it can be seen that

3>M respondents age are 2< to 36 years

68M respondent s age are 38 to 3= years

6>M respondent s age are 6> to 69 years

2:M respondent s age are 69 to above years

Qes. E3?+i!+< +


27/65

Sales

%NDER(!RD%!#E

(R!D%!#E

POS# (R!D%!#E

INTERPRETATION

From the table above it can be seen that

NO3:M respondents are -nder graduate

NO8>M respondents are *raduate

NO68M respondents are 4ost graduate



28/65

Ques2 HDFC bank has modern looking eAuipment

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY

DISAGREE9 2> 2>

DISAGREE 39 9> :>

UNCERTAIN 2: 63 =3

AGREE 8 < 2>>

TOTAL 9> 2>>

Sales

S#RON($ DIS!(REE

DIS!(REE%N&ER#!IN

!(REE

INTERPRETATIONHDFC bank has modernIlooking and hiItech eAuipments Here analysis show that most of therespondents disagreed with this statement #mong the total respondents 9>M disagreed1 63Mwere neutral and


29/65

Qes." T/e @+!=s 4/si?+< 0e+es +e >is+ 2>>

Sales

DIS!(REE

%N&ER#!IN

!(REE

INTERPRETATION

HDFC bank s physical facilities are visually appealing From this statement ! found that 2;persons agreed 3= persons were uncertain and 8 persons disagreed This means 9


30/65

Qes.2 T/e @+!=s e?e4i! 3es= e*4 2>

UNCERTAIN 32 83 93

AGREE 2< 6: >

TOTAL 9> 2>>

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

HDFC bank s employees appear neat Here analysis shows that majority were neutral #mongthe total respondent 32 respondents were neutral1 2< people agreed and : respondents strongly



31/65

agreed The rest disagreed From analysis ! found that some respondents agreed with thisstatement but most of the respondents think the employees of the HDFC bank appear neat

Qes.% M+ei+i?e (s?/ +s 4+*4/is+ 2>>

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($

!(REE



32/65

INTERPRETATION+aterials associated with the service are visually appealing at HDFC bank Here 6:Mrespondents agreed with this statement and :M strongly agreed with this statement 88M wereneutral that is most and 28M disagreed There was no respondent who strongly disagreed Hencein general it can be concluded that materials associated with the services such as pamphlets or

statements are visually appealing

RELIABILITY DIMENSION OF SERVICE QUALITY (Qesi!s ' :)

Ques9 $hen the bank promises to do something by a certain time1 itdoes so


PERCENTAGE

STRONGLY

DISAGREE

3 8 8

DISAGREE 3: 93 9:

UNCERTAIN 9 2> ::

AGREE 28 3< =8

STRONGLY

AGREE

6 : 2>>

TOTAL 9> 2>>



33/65

Sales

S#RON($ DIS!(REE

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

+y sample si0e was 9> Here analysis shows that among the total respondents 3: respondentsdisagreed and 28 respondents agreed with this Auestion #lso ! found that 9 people were neutraland 3 people strongly disagreed Hence ! concluded that majority of them disagreed that the bankwhen promises to do something by certain time1 it does so

Qes. 6 9/e! /+>e + 4@


34/65

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

$hen you have a problem1 HDFC bank shows sincere interest in solving it #fter analysing thisstatement ! found that most of the respondents agreed ie 93M respondents agreed #lso ! foundthat 3i?e i5/ /e 0is i*e.


PERCENTAGE

STRONGLYDISAGREE 3 8 8

DISAGREE < 2: 3>

UNCERTAIN 2; 68 98



35/65

AGREE 2; 68 >

TOTAL 9> 2>>

Sales

S#RON($ DIS!(REE

DIS!(REE

!(REE

S#RON($ !(REE

%N&ER#!IN

INTERPRETATION

Total sample si0e was 9> Here analysis shows that among the total respondents 2; people agreedwith this statement They think that HDFC bank performs the services right the first time :people strongly agreed with this statement #lso 2; people were neutral and the rest of therespondents disagreed and strongly disagreed

Qes.: T/e @+!= i!siss ! e 0ee e?3s.


PERCENTAGE



36/65

DISAGREE ' $# 2>

UNCERTAIN $# "# 2#

AGREE "2 %6 86

STRONGLY

AGREE

$" "% $##

TOTAL

'# $##

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

5ank insists on error free records HDFC bank has proved from my analysis that it surely insiston error free records as 8:M respondents agreed with this statement and 38M strongly agreed

'nly 2>M respondents disagreed and no one strongly disagreed

RESPONSIVENESS DIMENSION OF SERVICE

QUALITY (Qesi! $")



37/65

Qes. E*4


38/65

INTERPRETATION)mployees in the bank tell you e"actly when the services will be performed +ajority of therespondents agreed with this statement 3:M respondents were uncertain #t the same time 2:Mdisagreed and 23M Strongly disagreed with this statement

Qes. $# E*4e 4*4 se>i?e


PERCENTAGE

DISAGREE 9 2> 2>

UNCERTAIN 2: 63 83

AGREE 3; 98 =:

STRONGLY

AGREE

3 8 2>>

TOTAL 9> 2>>



39/65

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

+ost of the respondents agreed with this statement #ccording to my analysis1 employees inHDFC 5ank give prompt service #mong the total respondents agreed respondents were 3; andstrongly agreed were 3 2: people were neutral and 9 disagreed There was no respondent whostrongly disagreed with this statement

Qes.$$ E*4


40/65

Sales

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

)mployees in HDFC bank are willing to help you $ith this statement no one disagreed orstrongly disagreed Strongly agreed were = people ie 2


41/65

TOTAL '# $##

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

)mployees in HDFC 5ank ltd are never too busy to respond to your reAuest #fter analy0ing thisstatement ! found that most of the respondents agreed with this statement #mong the totalrespondents 33M strongly agreed and 98M agreed 22 respondents were neutral and 2 respondentdisagreed &o one strongly disagreed

ASSURANCE DIMENSION OF SERVICE QUALITY

(Qesi!$2 $6)

Ques26 The employees of the bank are trustworthy


PERCENTAGE



42/65

DISAGREE % : :

UNCERTAIN $2 "6 2%

AGREE ": '6 #

STRONGLY

AGREE

' $# $##

TOTAL '# $##

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

The employees of the bank are trustworthy #ccording to my findings1 98M respondents agreedthat employees at HDFC bank are trustworthy 26M respondents were neutral and 8Mrespondents disagreed with this statement

Qes.$% T/e @e/+>i 0 e*4


43/65


PERCENTAGE

DISAGREE ": '6 '6

UNCERTAIN % : 6%

AGREE $2 "6 #

STRONGLY

AGREE

' $# $##

TOTAL '# $##

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

S

INTERPRETATION

The behavior of employees in HDFC bank instills confidence in you Here analysis shows thatmost of the people disagreed #mong the total respondents 3< respondents disagreed1 26 agreedand 9 strongly agreed There was no respondent who strongly disagreed This means 9:Mrespondent disagreed with this statement



44/65

Qes.$' Y 0ee< s+0e i! +!s+?i!s -i/ /e @+!=.


PERCENTAGE

DISAGREE ' $# $#

UNCERTAIN $6 2" %"

AGREE "2 %6 ::

STRONGLY AGREE 6 $" $##

TOTAL '# $##

Sales

1-t .tr

2n* .tr

3r* .tr

4t/ .tr

INTERPRETATION

$ith this statement most of the respondents agreed #mong the total respondents 36 agreed withthis statement and : strongly agreed 63M respondents were neutral and 2>M respondentsdisagreed 5ut there no one who strongly disagreed



45/65

Qes.$6 E*4e /e =!-


46/65

From my analysis ! found that 98M respondents agreed that employees of HDFC bank havecomplete knowledge to answer their Auestions 3:M respondents strongly agreed to thisstatement and only 8M disagreed 2


47/65

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

HDFC bank is not able to give individual attention to its customers as out of the totalrespondents 98M disagreed with this statement 23M of the respondents were neutral and only23M agreed and 3M strongly agreed From this finding it can be concluded that it is unable togive individual attention to its customers

Qes.$: T/e @+!= /+s 4e+i!5 /s ?!>e!ie! +


48/65

UNCERTAIN $% ": 2"

AGREE "8 '% :6

STRONGLYAGREE

8 $% $##

TOTAL '# $##

Sales

DIS!(REE

%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPRETATION

HDFC bank has operating hours convenient to all its customers 'ut of 9> respondents1 3;respondents agreed with this statement and only 3 respondents disagreed #lso ; respondentsstrongly agreed that the bank has operating hours convenient to its customers

Qes.$ T/e @+!= /+s i!eess @es + /e+.



49/65


PERCENTAGE

STRONGLY

DISAGREE

2 6 6

DISAGREE ' $# $6

UNCERTAIN $# "# 26

AGREE "' '# :6

STRONGLY

AGREE

8 $% $##

TOTAL '# $##

INTERPRETATION

HDFC bank has your best interests at heart Here analysis shows that 39 respondents agreed and; respondents strongly agreed with this statement 3>M were neutral and the rest disagreed and

strongly disagreed

Qes."# T/e e*4


50/65

AGREE "# %# "

STRONGLY

AGREE

% : $##

TOTAL '# $##

Sales

DIS!(REE%N&ER#!IN

!(REE

S#RON($ !(REE

INTERPREATION

)mployees of HDFC bank understand specific needs $ith this statement most of therespondents were neutral #mong the total respondents 3> respondents agreed and 8 respondentsstrongly agreed 9 respondents disagreed with this statement

+)#S-,!&* S),.!C) Q-#(!T/ D!+)&S!'&S+easuring the Auality of a service can be a very difficult e"ercise -nlike product where thereare specific specifications such as length1 depth1 width1 weight1 colour etc a service can havenumerous intangible or Aualitative specifications4arasuraman1 Peithaml1 and 5erry 2=


51/65


52/65

CHAPTER&6

FINDINGS OF THE

REPORT



53/65

FINDINGS OF THE REPORT

NOThe Re


54/65

They feel that the bank is unable to give them individual attention and its eAuipments are notmodern and sufficient for the bank

NOThere is not much gap between all the dimensions1 this shows that HDFC 5#&% is a betterservice provider in all the dimensions ie reliability1 assurance1 tangibility1 responsiveness and

empathy #s a result of which1 the customers are satisfied with the service offered by HDFCbank

CHAPTER&8

RECOMMENDATIONS



55/65

RECOMMENDATIONS

O,eliability is an obvious place to start Customers of the bank want to know their resourcesare safe and within trustworthy institutions # way to ensure this peace of mind would be to takesteps to ensure bank employees are well trained1 so each bank associate is able to offer complete

and comprehensive information at all times Consistent policies combined with a knowledgeablestaff will foster a high degree of institutional cohesion and reliability

NO,esponsiveness1 again when associated with a wellItrained staff and timely answers to serviceIrelated Auestions1 would make significant inroads into causing HDFC bank be regarded asresponsive Staff should be encouraged to present relevant options to banking customers in amanner that does not resemble salesmanship so much as a desire to serve

NO!ntangibles please customers just as much as tangibles in the banking industry 4eople tend tovisit the same branch of a bank over and over again -sually1 this is a location close to theirhome or their workplace !t is natural that customers become comfortable and habituated to these

branch banks1 for the same reason they develop familiarity with a neighborhood supermarket orconvenience store !t makes sense that bank employees would be encouraged to learn torecogni0e these regular customers1 learn their names1 and begin to identify their basic servicereAuirements

NO(earning to understand customers needs will allow bank associates to offer enhanced services1perhaps lowering customers banking costs and increasing their investment potential This couldalso open up the possibility of increased profits for banks1 for when perceived as more serviceand customer oriented1 they will1 in effect1 become a usefuland pleasant way to shopENO%eeping the bank with upItoIdate technologically are important factors +odern eAuipments1

new improved technology should be replaced with the old ones !f the staff inside is pleasant andwellIinformed1 in an aesthetically pleasing environment1 then customer satisfaction will be high

NOThe fiveIdimensional structure could possibly serve as a meaningful framework for tracking abank s service Auality performance over time and comparing it against the performance ofcompetitors !tems on some dimensions should be e"panded if that is necessary for reliability



56/65

NOThus1 the banking industries must continuously measure and improve these dimensions inorder to gain customers loyalty

CHAPTER&:

CONCLUSION



57/65

CONCLUSION

5ased on the study conducted it can be concluded that responsiveness1 assurance and reliabilityare the critical dimensions of service Auality of HDFC bank and they are directly related to

overall service Auality The factors that may delight customers tend to be concerned more withthe intangible nature of the service1 commitment1 attentiveness1 friendliness1 care1 and courtesyThe employees give prompt services1 always are ready to answer the Auestions and aretrustworthy The main sources of dissatisfaction appear to be cleanliness1 up to date technologymodern eAuipments1 and neatly dressed up employees The Tangibility dimension of serviceAuality of HDFC bank is highly disappointing and serious steps are needed to be taken toenhance this dimension Customers of the bank are dissatisfied with the empathy dimension Tosatisfy these customers1 the management can take some attempts1 noted earlier asrecommendationsThe study brings about the areas which reAuire urgent attention of the employees1 themanagement1 and the policy makers of the industry These are areas in which customers are

hugely dissatisfied with the services of the banks against their e"pectation This high degree ofdissatisfaction resulting from the services received clearly Auestions the design of services orsubseAuent response of the bank employees These limitations are too serious to be avoided asthese Auestion the frontIline people dealing with the customers and the approach of themanagement in taking customers seriouslyThe management should understand the benefits of service Auality !t include increased customersatisfaction1 improved customer retention1 positive word of mouth1 reduced staff turnover1decreased operating costs1 enlarged market share1 increased profitability1 and improved financialperformance !n the days of intense competition1 superior service is the only differentiator leftbefore the banks to attract1 retain and partner with the customers Superior service Aualityenables a firm to differentiate itself from its competition1 gain a sustainable competitive

advantage1 and enhance efficiency Thus1 improving service Auality leads to the customersatisfaction and1 ultimately1 to customer loyalty



58/65

CH#4T),I=

5!5(!'*,#4H/



59/65

BIBLIOGRAPHY

,eferences

%otler 4hilip1 marketing management1 4earson education1 23th editionG+alhotra % &aresh1 marketing research #n applied orientationG1 ,esearch design14rentice hall of !ndia pvt 9th editionG

Peithmal . #1 *rembler DD1 5itner +j1 and 4andit #@ Service +arketing !ntegrated

customer Focus across the FirmE 8th )ditionG+% ,ampal @ Service +arketing

$ebsiteswwwhdfcbankcomwwwhdfcindiacomwwwwikipediaorgwwwmarketresearchcom

http://www.marketresearch.com/http://www.marketresearch.com/


60/65

CH#4T),I2>

#&&)?-,)Q-)ST!'!,)



61/65

QUESTIONNAIRE

,espected SirL+adam

! am S$#T! #$#STH! student of S,! S#! -&!.),S!T/ 4#(#+4-,1 conducting a survey

on S),.!C) Q-#(!T/ 'F HDFC 5#&%E The following statements relate to your feelingsabout the HDFC bank 4lease show the e"tent to which you believe HDFC bank has the featuredescribed in the statement ! reAuest you to the option which in your opinion are believed to betrue

&ame@#ge@)ducational Qualifications

Q-)ST!'&S StronglyDisagreeDisagree &either

agree&ordisagree

#gree Strongly#gree

2HDFC bank has modern lookingeAuipment

3 The banks physical features are visually



62/65

appealing

6 The banks reception desk employees areneat appearing

8 +aterials associated with the service suchas pamphlets or statementsG are visuallyappealing at the bank

9 $hen the bank promises to do somethingby a certain time1 it does so

: $hen you have a problem1 the bankshows a sincere interest in solving it

; The bank performs the service right thefirst time


63/65

to all its customers

2= The bank has your best interests at heart

3> The employees of the bank understand

your specific needs



64/65



65/65

swati awasthi hdfc report

Documents