Documentos de Académico
Documentos de Profesional
Documentos de Cultura
ON
_______________
________________
-_____________________
--_________________________
______________________
ACKNOWLEDGEMENT
________
_____________
DECLARATION
I hereby declare that this Project Report titled Service
quality of HDFC bank Submitted by me to Rukmini Devi
Institute of Advance Studies is a Bonafide work
undertaken by me and has not been submitted to any
other University or Institution for the award of any
degree diploma / certificate or published any time
before.
_________
___________
Date:
(__________)
/ 201
INDEX
CONTENTS
1. INTRODUCTION
2. COMPANY PROFILE
3. SERVICE QUALITY IN BANKS
4. RESEARCH OBJECTIVE
5. RESEARCH METHODOLOGY
6. DATA ANALYSIS
7. FINDINGS OF THE REPORT
8. CONCLUSION
9. RECOMMENDATIONS
10. BIBLIOGRAPHY
11. ANNEXURE: QUESTIONNAIRE
INTRODUCTION OF BANKING
Service with a smile:
Todays finicky banking customers will settle for nothing less. The customer has
come to realize somewhat belatedly that he is the king. The customers choice
of one entity over another as his principal bank is determined by considerations
of service quality 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 quick time. He insists that he be promptly informed of changes in
deposit rates and service charges and he bristles with customary 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 personalized human interactions and
facilities that make his banking experience pleasurable. In short he wants
financial house that will more than just clear his cheque and updates his
passbook: he wants a bank that cares and provides great services.
So does HDFC bank meet these heightened expectations? What are the
customers perceptions of service quality of the banks? Which dimension of
service quality of HDFC bank is performing well? To find out answers to these
questions I undertook a survey of 2 branches of HDFC bank.
A lot of surveys have been done in the past to understand the aspect of customer
satisfaction and to find out the customer friendly banks. My research is
conducted to find out SERVICE QUALITY OF HDFC BANK.
Corporate Social Responsibility (CSR) which will govern all the Sustainability
and CSR-related activities of the Bank and further develop our CSR policy. In
this first Business Responsibility Report, we have showcased the four main
aspects of business responsibility at HDFC Bank, which are Corporate
Governance, Environmental Responsibility, Social Responsibility and
Stakeholder Relationships.
COMPANY
PROFILE
BUSINESS FOCUS
HDFC Bank's mission is to be a World-Class Indian Bank. The
objective is to build sound customer franchises across distinct
businesses so as to be the preferred provider of banking
services for target retail and wholesale customer segments,
and to achieve healthy growth in profitability, consistent with
the bank's risk appetite. The bank is committed to maintain the
highest level of ethical standards, professional integrity,
corporate governance and regulatory compliance. HDFC Bank's
business philosophy is based on four core values - Operational
Excellence, Customer Focus, Product Leadership and People.
3. Product leadership.
4. People.
*
through
*
Develop innovative products and services that attract
targeted
Customers and address inefficiencies in the Indian
financial
Sector.
11
DISTRIBUTION NETWORK
HDFC Bank is headquartered in Mumbai. The Bank at present
has an enviable network of over 1229 branches spread over
444 cities across India. All branches are linked on an online
real-time basis. Customers in over 120 locations are also
serviced through Telephone Banking. The Bank's expansion
plans take into account the need to have a presence in all
major industrial and commercial centers where its corporate
customers are located as well as the need to build a strong
retail customer base for both deposits and loan products. Being
a clearing/settlement bank to various leading stock exchanges,
the Bank has branches in the centers where the NSE/BSE has a
strong and active member base.
The Bank also has a network of about over 2526 networked ATMs across these
cities. Moreover, HDFC Bank's ATM network can be accessed by all domestic
and international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and
American Express Credit/Charge cardholders.
PROMOTER
HDFC is India's premier housing finance company and enjoys an impeccable
track record in India as well as in international markets. Since its inception in
1977, the Corporation has maintained a consistent and healthy growth in its
operations to remain a market leader in mortgages. Its outstanding loan portfolio
covers well over a million dwelling units. HDFC has developed significant
expertise in retail mortgage loans to different market segments and also has a
large corporate client base for its housing related credit facilities. With its
experience in the financial markets, a strong market reputation, large
shareholder base and unique consumer franchise, HDFC was ideally positioned
to promote a bank in the Indian environment.
12
MANAGEMENT
Mr. C.M. Vasudev has been appointed as the Chairman of the Bank with effect
from 6th July 2010 subject to the approval of the Reserve Bank of India and the
shareholders. Mr. Vasudev has been a Director of the Bank since October 2006.
A retired IAS officer, Mr. Vasudev has had an illustrious career in the civil
services and has held several key positions in India and overseas, including
Finance Secretary, Government of India, Executive Director, World Bank and
Government nominee on the Boards of many companies in the financial sector.
The Managing Director, Mr. Aditya Puri, has been a professional banker for
over 25 years and before joining HDFC Bank in 1994 was heading Citibank's
operations in Malaysia.
The Bank's Board of Directors is composed of eminent individuals with a
wealth of experience in public policy, administration, industry and commercial
banking. Senior executives representing HDFC are also on the Board.
Senior banking professionals with substantial experience in India and abroad
head various businesses and functions and report to the Managing Director.
Given the professional expertise of the management team and the overall focus
on recruiting and retaining the best talent in the industry, the bank believes that
its people are a significant competitive strength.
TECHNOLOGY
HDFC Bank operates in a highly automated environment in terms of
information technology and communication systems. All the bank's branches
have online connectivity, which enables the bank to offer speedy funds transfer
facilities to its customers. Multi-branch access is also provided to retail
customers through the branch network and Automated Teller (ATMs).
The Bank has made substantial efforts and investments in acquiring the best
technology available internationally, to build the infrastructure for a world class
bank. The Bank's business is supported by scalable and robust systems which
ensure that our clients always get the finest services we offer.
The Bank has prioritized its engagement in technology and the internet as one
of its key goals and has already made significant progress in web-enabling its
core businesses. In each of its businesses, the Bank has succeeded in leveraging
13
QUALITY POLICY
SECURITY: The bank provides long term financial security to
their policy.
The bank does this by offering life insurance and pension products.
TRUST: The bank appreciates the trust placed by their policy holders in the
bank. Hence, it will aim to manage their investments very carefully and live up
to this trust.
INNOVATION: Recognizing the different needs of our customers, the bank
offers a range of innovative products to meet these needs.
INTEGRITY
CUSTOMER CENTRIC
PEOPLE CARE ONE FOR ALL AND ALL FOR ONE
TEAM WORK
JOY AND SIMPLICITY
14
BUSINESS
HDFC Bank offers a wide range of commercial and transactional banking
services and treasury products to wholesale and retail customers. The bank has
three key business segments.
Wholesale Banking Services The Bank's target market ranges from large, bluechip manufacturing companies in the Indian corporate to small & mid-sized
corporate and agri-based businesses. For these customers, the Bank provides a
wide range of commercial and transactional banking services, including
working capital finance, trade services, transactional services, cash
management, etc. The bank is also a leading provider of structured solutions,
which combine cash management services with vendor and distributor finance
for facilitating superior supply chain management for its corporate customers.
Based on its superior product delivery / service levels and strong customer
orientation, the Bank has made significant inroads into the banking consortia of
a number of leading Indian corporate including multinationals, companies from
the domestic business houses and prime public sector companies. It is
recognized as a leading provider of cash management and transactional banking
solutions to corporate customers, mutual funds, stock exchange members and
banks.
wide array of retail loan products including Auto Loans, Loans against
marketable securities, Personal Loans and Loans for Two-wheelers.
It is also a leading provider of Depository Participant (DP) services for retail
customers, providing customers the facility to hold their investments in
electronic form. HDFC Bank was the first bank in India to launch an
International Debit Card in association with VISA (VISA Electron) and issues
the MasterCard Maestro debit card as well. The Bank launched its credit card
business in late 2001. By March 2010, the bank had a total card base (debit and
credit cards) of over 14 million. The Bank is also one of the leading players in
the merchant acquiring business with over 90,000 Point-of-sale (POS)
terminals for debit / credit cards acceptance at merchant establishments. The
Bank is well positioned as a leader in various net based B2C opportunities
including a wide range of internet banking services for Fixed Deposits, Loans,
Bill Payments, etc.
Treasury
Within this business, the bank has three main product areas - Foreign Exchange
and Derivatives, Local Currency Money Market & Debt Securities, and
Equities. With the liberalization of the financial markets in India, corporate need
more sophisticated risk management information, advice and product structures.
These and fine pricing on various treasury products are provided through the
bank's Treasury team. To comply with statutory reserve requirements, the bank
is required to hold 25% of its deposits in government securities. The Treasury
business is responsible for managing the returns and market risk on this
investment portfolio.
16
SERVICE QUALITY
OF
HDFC BANK
17
19
RS
EO
P
S IV E
N
NE
S
L IA
E
R
B IL
TY
MP
E
HY
T
A
SU
A
A
R
EN
C
DIMENSIONS OF SERVICE
QUALITY
20
21
23
RESEARCH OBJECTIVE
AND
RESEARCH
METHODOLOGY
24
RESEARCH OBJECTIVE
The objective of the study is as follows:
To examine the essential dimensions of service quality i.e. RATERReliability, assurance, tangibles, empathy and responsiveness of HDFC bank
and its effect on customers satisfaction.
To find out the level of perception of the customers from the service quality
offered by the banks.
25
SCOPE OF STUDY
The scope of this research is to identify the service quality of
HDFC bank. This research is based on primary data and
secondary data. This study only focuses on the dimensions of
service quality i.e. RATER. It aims to understand the skill of the
company in the area of service quality that are performing well
26
RESEARCH METHODOLOGY
DATA SOURCE
Primary Data:
The primary data was collected by means of a survey.
Questionnaires were prepared and customers of the banks at
two branches were approached to fill up the questionnaires.
The questionnaire contains 20 questions which reflect on the
type and quality of services provided by the banks to the
customers. The response of the customer and the is recorded
on a grade scale of strongly disagree, disagree, uncertain,
agree and strongly agree for each question. The filled up
information was later analyzed to obtain the required
interpretation and the findings.
Secondary Data:
In order to have a proper understanding of the service quality
of bank a depth study was done from the various sources such
as books, a lot of data is also collected from the official
websites of the banks and the articles from various search
engines like Google, yahoo search and answers.com.
27
RESEARCH DESIGN
The research design is exploratory till identification of service
quality parameters. Later it becomes descriptive when it comes
to evaluating customer perception of service quality of the
banks.
Descriptive research, also known as statistical research,
describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how.
Although the data description is factual, accurate and
systematic, the research cannot describe what caused a
situation. Thus, descriptive research cannot be used to create a
causal relationship, where one variable affects another. In other
words, descriptive research can be said to have a low
requirement for internal validity.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing descriptive research, is to
conduct a survey investigation. Qualitative research often has the aim of
description and researchers may follow-up with examinations of why the
observations exist and what the implications of the findings are
RESEARCH SAMPLE
SAMPLING PLAN:
Since it is not possible to study whole universe, it becomes necessary to take
sample from the universe to know about its characteristics.
Sampling Units: Customers of HDFC bank
Sample Technique: Random Sampling.
28
SAMPLE SIZE:
The work is a case of HDFC Bank, one of the largest banks of Indian banking
industry together representing over 25 per cent of the market share of Indian
banking space. The survey was conducted in the city of Delhi with two branches
of HDFC Bank, with 50 customers as respondent.
1.
Strongly disagree
2.
Disagree
3.
4.
Agree
5.
Strongly agree
29
The study is only for the HDFC Bank confined to a particular location
and a very small sample of respondents. Hence the findings cannot be
treated as representative of the entire banking industry.
The study can also not be generalized for public and private sector banks
of the country.
Respondents may give biased answers for the required data. Some of the
respondents did not like to respond.
30
DATA
ANALYSIS
31
Ques. Age
AGE
CATEGORY
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
18-23 Years
10
20
20
24-29 Years
17
34
54
30-35 Years
15
30
84
35 Years and
above
16
100
TOTAL
50
100
32
Sales
18-23 Year
24-29 Year
30-35 Year
35 and above
INTERPRETATION
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
UNDER
GRADUATE
13
26
26
GRADUATE
20
40
66
POST
GRADUATE
17
34
100
TOTAL
50
100
33
Sales
UNDERGARDUATE
GRADUATE
POST GRADUATE
INTERPRETATION
From the table above it can be seen that.
26% respondents are under graduate.
40% respondents are Graduate.
34% respondents are Post graduate.
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
STRONGLY
DISAGREE
10
10
DISAGREE
25
50
60
UNCERTAIN
16
32
92
34
AGREE
TOTAL
50
100
100
Sales
STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE
INTERPRETATION
HDFC bank has modern-looking and hi-tech equipments. Here analysis show
that most of the respondents disagreed with this statement. Among the total
respondents 50% disagreed, 32% were neutral and 8% agreed. After analysis I
found that majority of the respondents think that HDFC Bank does not have
modern looking equipments or no hi-tech equipments.
DISAGREE
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
UNCERTAIN
29
58
66
AGREE
17
34
100
TOTAL
50
100
35
Sales
DISAGREE
UNCERTAIN
AGREE
INTERPRETATION
HDFC banks physical facilities are visually appealing. From this
statement I found that 17 persons agreed. 29 persons were
uncertain and 4 persons disagreed. This means 58% people
Were uncertain about this statement. Out of the total
respondents only 4% disagreed and no one strongly agreed or
disagreed with the statement. 17% people agreed that HDFC
banks physical facilities are visually appealing.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
10
10
UNCERTAIN
21
42
52
AGREE
18
36
88
12
100
DISAGREE
STRONGLY
AGREE
TOTAL
50
100
36
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGY AGREE
INTERPRETATION
HDFC banks employees appear neat. Here analysis shows that
majority were neutral. Among the total respondent 21
respondents were neutral, 18 people agreed and 6 respondents
strongly agreed. The rest disagreed. From analysis I found that
some respondents agreed with this statement but most of the
respondents think the employees of the HDFC bank appear
neat.
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
14
14
UNCERTAIN
22
44
58
18
36
94
AGREE
STRONGLY
AGREE
37
100
50
TOTAL
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY
AGREE
INTERPRETATION
Materials associated with the service are visually appealing at
HDFC bank. Here 36% respondents agreed with this statement
and 6% strongly agreed with this statement. 44% were neutral
that is most and 14% disagreed. There was no respondent who
strongly disagreed. Hence, in general it can be concluded that
materials associated with the services such as pamphlets or
statements are visually appealing.
RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 5 to 8):
Ability to perform the promised service dependably and accurately
Ques.5 when the bank promises to do something by a certain
time, it does so.
SCALE
FREQUENCY
STRONGLY
DISAGREE
DISAGREE
26
PERCENTAGE
4
52
38
CUMULATIVE
PERCENTAGE
4
56
10
66
AGREE
14
28
94
STRONGLY
AGREE
TOTAL
50
UNCERTAIN
100
100
Sales
STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
My sample size was 50. Here analysis shows that among the total respondents
26 respondents disagreed and 14 respondents agreed with this question. Also I
found that 5 people were neutral and 2 people strongly disagreed. Hence I
concluded that majority of them disagreed that the bank when promises to do
something by certain time, it does so.
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
UNCERTAIN
14
28
34
AGREE
26
52
86
39
STRONGLY
AGREE
14
TOTAL
50
100
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
When you have a problem, HDFC bank shows sincere interest in
solving it. After analyzing this statement I found that most of
the respondents agreed i.e. 52% respondents agreed. Also I
found that 28% were neutral with this statement and 6% were
committed with disagree. There was no one who strongly
disagreed. Hence HDFC bank can be said to be reliable.
Ques.7 The bank performs the service right the first time.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
STRONGLY
DISAGREE
DISAGREE
16
20
UNCERTAIN
17
34
54
40
AGREE
17
34
88
STRONGLY
AGREE
12
100
TOTAL
50
100
Sales
STRONGLY DISAGREE
DISAGREE
AGREE
STRONGLY AGREE
UNCERTAIN
INTERPRETATION
Total sample size was 50. Here analysis shows that among the
total respondents 17 people agreed with this statement. They
think that HDFC bank performs the services right the first time.
6 people strongly agreed with this statement. Also 17 people
were neutral and the rest of the respondents disagreed and
strongly disagreed.
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
10
10
UNCERTAIN
10
20
30
41
AGREE
23
46
76
STRONGLY
AGREE
12
24
100
50
100
TOTAL
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
Bank insists on error free records. HDFC bank has proved from
my analysis that it surely insist on error free records as 46%
respondents agreed with this statement and 24% strongly
agreed. Only 10% respondents disagreed and no one strongly
disagreed.
42
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
STRONGLY
DISAGREE
12
12
DISAGREE
16
28
UNCERTAIN
13
26
54
AGREE
18
36
90
STRONGLY
AGREE
10
100
TOTAL
50
100
Sales
STRONGLY DISAGREE
DISAGREE
UNCERTAIN
STRONGLY AGREE
AGREE
INTERPRETATION
Employees in the bank tell you exactly when the services will
be performed. Majority of the respondents agreed with this
statement. 26% respondents were uncertain. At the same time
16% disagreed and 12% strongly disagreed with this statement.
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
10
10
UNCERTAIN
16
32
42
43
AGREE
27
54
96
STRONGLY
AGREE
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
Most of the respondents agreed with this statement. According
to my analysis, employees in HDFC Bank give prompt service.
Among the total respondents agreed respondents were 27 and
strongly agreed were 2. 16 people were neutral and 5
disagreed. There was no respondent who strongly disagreed
with this statement.
FREQUENCY
PERCENTAGE
44
CUMULATIVE
PERCENTAGE
UNCERTAIN
12
24
24
AGREE
29
58
82
STRONGLY AGREE
18
100
TOTAL
50
100
Sales
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
Employees in HDFC bank are willing to help you. With this
statement no one disagreed or strongly disagreed. Strongly
agreed were 9 people i.e. 18% respondents strongly agreed, 29
people agreed i.e. 58% respondents agreed and 24%
respondents were neutral.
FREQUENCY
PERCENTAGE
45
CUMULATIVE
PERCENTAGE
DISAGREE
UNCERTAIN
11
22
24
AGREE
27
54
78
STRONGLY
AGREE
11
22
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
Employees in HDFC Bank ltd are never too busy to respond to
your request. After analyzing this statement I found that most
of the respondents agreed with this statement. Among the total
respondents 22% strongly agreed and 54% agreed. 11
respondents were neutral and 1 respondent disagreed. No one
strongly disagreed.
46
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
UNCERTAIN
13
26
34
AGREE
28
56
90
STRONGLY
AGREE
10
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
The employees of the bank are trustworthy. According to my
findings, 54% respondents agreed that employees at HDFC
bank are trustworthy. 13% respondents were neutral and 4%
respondents disagreed with this statement.
47
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
28
56
56
UNCERTAIN
64
AGREE
13
26
90
STRONGLY AGREE
10
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
The behavior of employees in HDFC bank instills confidence in you. Here
analysis shows that most of the people disagreed. Among the total respondents
28 respondents disagreed, 13 agreed and 5 strongly agreed. There was no
respondent who strongly disagreed. This means 56% respondent disagreed with
this statement.
48
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
10
10
UNCERTAIN
16
32
42
AGREE
23
46
88
STRONGLY
AGREE
12
100
TOTAL
50
100
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
INTERPRETATION
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
UNCERTAIN
18
22
AGREE
26
52
74
STRONGLY AGREE
13
26
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
From my analysis I found that 54% respondents agreed that
employees of HDFC bank have complete knowledge to answer
their questions. 26% respondents strongly agreed to this
statement and only 4% disagreed. 18% neither agreed nor
disagreed.
50
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
26
52
52
UNCERTAIN
12
24
76
AGREE
10
20
96
STRONGLY
AGREE
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
HDFC bank is not able to give individual attention to its
customers as out of the total respondents 54% disagreed with
this statement. 12% of the respondents were neutral and only
12% agreed and 2% strongly agreed. From this finding it can be
concluded that it is unable to give individual attention to its
customers.
51
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
UNCERTAIN
14
28
32
AGREE
27
54
86
STRONGLY AGREE
14
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPRETATION
HDFC bank has operating hours convenient to all its customers.
Out of 50 respondents, 27 respondents agreed with this
statement and only 2 respondents disagreed. Also 7
respondents strongly agreed that the bank has operating hours
convenient to its customers.
52
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
STRONGLY
DISAGREE
DISAGREE
10
16
UNCERTAIN
10
20
36
AGREE
25
50
86
STRONGLY AGREE
14
100
TOTAL
50
100
INTERPRETATION
HDFC bank has your best interests at heart. Here analysis
shows that 25 respondents agreed and 7 respondents strongly
agreed with this statement. 20% were neutral and the rest
disagreed and strongly disagreed.
53
FREQUENCY
PERCENTAGE
CUMULATIVE
PERCENTAGE
DISAGREE
10
10
UNCERTAIN
21
42
52
AGREE
20
40
92
STRONGLY
AGREE
100
TOTAL
50
100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
INTERPREATION
Employees of HDFC bank understand specific needs. With this
statement most of the respondents were neutral. Among the
total respondents 20 respondents agreed and 4 respondents
strongly agreed. 5 respondents disagreed with this statement .
55
Points
11
1. TANGIBILITY (1 TO 4)
13.5
2. RELIABILITY (5 TO 8)
16
3. RESPONSIVENESS (9 TO 12)
14
13
56
dimension is lower than the first to dimension. They feel that the bank is unable
to give them individual attention and its equipments are not modern and
sufficient for the bank.
There is not much gap between all the dimensions, this shows that HDFC
BANK is a better service provider in all the dimensions i.e. reliability,
assurance, tangibility, responsiveness and empathy. As a result of which, the
customers are satisfied with the service offered by HDFC bank.
58
CONCLUSION
Based on the study conducted it can be concluded that
responsiveness, assurance and reliability are the critical
dimensions of service quality of HDFC bank and they are
directly related to overall service quality. The factors that may
delight customers tend to be concerned more with the
intangible nature of the service, commitment, attentiveness,
friendliness, care, and courtesy.
The employees give prompt services, always are
ready to answer the questions and are trustworthy. The main
sources of dissatisfaction appear to be cleanliness, up to date
technology modern equipments, and neatly dressed up
employees. The Tangibility dimension of service quality of HDFC
bank is highly disappointing and serious steps are needed to be
taken to enhance this dimension. Customers of the bank are
dissatisfied with the empathy dimension. To satisfy these
customers, the management can take some attempts, noted
earlier as recommendations.
The study brings about the areas which require
urgent attention of the employees, the management, and the
policy makers of the industry. These are areas in which
customers are hugely dissatisfied with the services of the banks
against their expectation. This high degree of dissatisfaction
resulting from the services received clearly questions the
design of services or subsequent response of the bank
employees. These limitations are too serious to be avoided as
these question the front-line people dealing with the customers
and the approach of the management in taking customers
seriously.
The management should understand the benefits of service
quality. It include increased customer satisfaction, improved
customer retention, positive word of mouth, reduced staff
turnover, decreased operating costs, enlarged market share,
increased profitability, and improved financial
Performance. In the days of intense competition, superior
service is the only differentiator left before the banks to attract,
retain and partner with the customers. Superior service quality
enables a firm to differentiate itself from its competition, gain a
59
RECOMMENDATIONS
60
61
BIBLIOGRAPHY
References
Kotler Philip, marketing management, (Pearson education, 12th edition)
Malhotra K. Naresh, marketing research (An applied orientation), Research
design,
(Prentice hall of India pvt. 5th edition)
Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing
Integrated customer Focus across the Firm (4th Edition)
M.K. Rampal: Service Marketing
Websites
www.hdfcbank.com
www.hdfcindia.com
www.wikipedia.org
www.marketresearch.com
62
ANNEXURE
QUESTIONNAIRE
Respected Sir/Madam
I am student of Rukmini Devi Institute of Advance
Studies, conducting a survey on SERVICE QUALITY OF
HDFC BANK. The following statements relate to your
feelings about the HDFC bank. Please show the extent
to which you believe HDFC bank has the feature
described in the statement. I request you to the
option which in your opinion are believed to be true.
Name:
Age:
Educational Qualifications
QUESTIONS
Strongly
Disagree
Disagree
Neither
agree
Nor
disagree
Agree
Strongly
Agree
64