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We Understand Your World

HDFC BANK
HEAD OFFICE
RESIDENCY ROAD
SRINAGAR
KASHMIR

A Training Report
On
“Expectations and Perception of customers towards
the HDFC Bank”

Conducted at

HDFC Bank Residency Road,

Srinagar Kashmir.

Submitted to

H.N.B.Gharwal University

Srinagar, Garwal, Uttarakhand

In Partial fulfillment of the requirement for the award


of degree

BACHELORS IN BUSINESS ADMINISTRATION (BBA)

Session (2007-2010)
Submitted by: Project
guide:

Mohd. Zubair Malik. Mr. Adil


Nisar

Relatio
nship Manager

Graphic Era University Dehradun.

PREFACE

Someone has rightly said that practical


experience is far better and closer to the real world
than mere theoretical exposure. The practical
experience helps the students to view the real
business world closely, which in turn widely
influences their perceptions and understanding of the
real situation.
The research work entitled “Expectations and
Perception of customers towards the HDFC BANK”
aims to know customer awareness regarding to HDFC
Bank Residency Road, Srinagar and the products
offered by it.
The present report is a part of project that contains
the work done by me during the training period at
HDFC Bank Residency Road, Srinagar, Kashmir.
True to the core, a properly executed
industrial training helps a lot in providing linkage
between the student and the industry. It develops the
awareness of industrial approach to problem solving
based on a broad understanding of the mode of
operation of industrial organization.
This project has offered me an opportunity to
put all my efforts and the theoretical knowledge to
practice and enhance my knowledge, and at the same
time, given me practical experience in the field of
marketing. It is surely going to help me in my future
projects too.
I sincerely hope that this project will prove
pure knowledge imparting, though provoking, and
thus stimulating future research work on these
guideline.
CONTENTS

S. NO. LIST OF CONTENTS

1 OBJECTIVES.

2 PROFILE OF HDFC BANK.


3 CITY OFFICE, RESIDENCY ROAD,
SRINAGAR.

4 SERVICES PROVIDED BY HDFC BANK.

5 INTRODUCTION TO THE TOPIC.

6 METHODOLOGY AND
QUESTIONNAIRE.

7 OBSERVATION AND FINDINGS.

8 DISCUSSION.

9 CONCLUSION.

10 RECOMMENDATION.

11 BIBLIOGRAPHY.
ACKNOWLEDGEMENT

In the name of ALLAH, the most merciful,


beneficent and the most knowledgeable who
provides us the courage and zeal to work. We feel
immense pleasure to present our gratitude to all the
people who made it possible to carry out our summer
training program.
We especially thank Mr. Zubair Iqbal (Cluster
Head, HDFC Bank Srinagar) under whose supervision
this project has been a success. We thank our project
guide, Mr. Adil Nisar (Investment Relationship
Manager) for providing us Proper direction, for
spending his valuable time and rendering all possible
guidance, wherever needed. He has not left a single
chance to encourage us in our work. We are highly
indebted to the staff of HDFC Bank for their generous
help and cooperation, all the time we spent there.
We are thankful to all the professors, faculty
members and non-teaching staff of Department of
Management Studies for their proper guidance.
Last but not the least we pay our thanks to all
the respondents for their cooperation and all those
who else helped us during this project. It was a good
learning experience at HDFC Bank. We hope that
other students also get such opportunities in future.
OBJECTIVES
OF THE
STUDY

The main objectives of the research project


“Expectations and Perception of customers towards
HDFC Bank” are:
1. To study the type of Service Encounter preferred
by Bank customers.

2. To determine the needs and expectations of


Bank customers.

3. To study how far the Bank has been able to fulfill


the needs and expectations of customers.

4. To measure the level of satisfaction among the


customers.

5. To suggest means for improvement, regarding


service, development and maintenance of the
Bank.
PROFILE
OF
HDFC
The Housing Development Finance Corporation
Limited (HDFC) is amongst the first to receive an
approval from the Reserve Bank of India (RBI) to set
up a bank in the private sector, as part of the RBI’s
liberalization of the Indian Banking Industry.
Foundation of this bank has been laid down by Mr.
Hasmukhbhai Parekh. He was the founder and
chairman of this bank. Bank has been incorporated in
1994 with the name of ‘HDFC Bank Limited’ with its
registered office at Mumbai, India.
HDFC Bank is India’s premier housing finance
company and enjoys an impeccable track of records
in India as well as in international markets. Its
outstanding loan portfolio covers well over a million
dwelling units. HDFC has developed significant
expertise in retail mortgage loans in 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.
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 and 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 cores values-Operational
Excellence, Customer Focus, product Leadership and
People.
HDFC Bank is headquartered in Mumbai. The
Bank at present has an enviable network of over 746
branches and 1647 ATMs spread over 230 cities
across India. All branches are linked on an online
real-time basis. Customers are serviced through
Phone banking. 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 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 1060
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.

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 Machine (ATM).
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 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 its market position, expertise and
technology to create a competitive advantage and
build market share.
CITY OFFICE
RESIDENCY ROAD
SRINAGAR

HDFC Bank started operation in Srinagar in 18th


January 2005. HDFC Bank started its work with only
five persons with liability service only but from March
2006 it started its advance section also. Presently Mr.
Zubair Iqbal is the Cluster Head of HDFC Bank,
Srinagar. He is a dynamic personality known for his
dedication and hard work. The office is managed and
run by Mr. Iftikhar Ahmad (Branch Manager), a man
with polite attitude.
The total employee strength of this office is more
than seventy; all dedicated and committed to their
work. The office has a well maintained and managed
sections i.e. liability section, advance section etc.
The internal layout of the office is very attractive and
due care is taken to maintain its beauty and charm.
All the employees have good communication skill
and a proper discipline. Official working time of the
office is from 9:30 am to 3:30 pm. Office remains in
function for six days of the week and every effort is
being put to provide customers a problem free
banking facility. All the grievances and problems of
the customers, if any, are solved with a kind attitude
in the office. Numbers of services are being provided
to customers, some of them are as:
1. Customers are provided with Tele banking
facility.
2. Home delivery of Kit (account opening) is also
provided.
3. Customers get instant alerts about their account
information.

4. Preferred customers are taken with special care


and are bestowed with every possible help.
A proper hierarchy is maintained at this office, which
is evident from the chart below:

HIERARCHY
CHART
Cluster Head (Mr. Zubair Iqbal)

Branch Manager (Mr. Iftikhar)

Backup Teller Relationship Assistant


BM Authorizer Manager BM
(Ms.Nisha) (Mr. Ajaz) (Mr.Adil) (Mr.Rafi)
(Mr. Zeeshan) (Mr. Atif)

CSM SSM
Personal Tellers
Bankers (Ms. Wajida)
(Mr. Haris)
(Mr.Yasir) CSE
BM= Branch Manager
CSM= Current Account Sales Manager
SSM = Savings Account Sales Manager
CSE = Contract Sales Executive

PRODUCTS
AND SERVICES
OFFERED BY
HDFC BANK
PRODUCTS OFFERED BY HDFC BANK.
1.ACCOUNTS AND DEPOSITS.
• SAVINGS ACCOUNT: These accounts are
primarily meant to inculcate a sense of
saving for the future, accumulating funds
over a period of time. Whatever your
occupation, we are confident that you will
find the perfect banking solution.
• SALARY ACCOUNT: Salary account is a Zero
Balance Account which earns interest on
your savings from salary at a competitive
rate fixed by the bank from time to time.
There is no fee applicable for branch
transactions and you receive banking
statements once every six months.
• CURRENT ACCOUNT: A Current account is
ideal for carrying out day-to-day business
transactions. With the HDFC Bank Regular
Current Account, you can access your
account anytime, anywhere, pay using
payable at par cheques or deposit cheque at
any HDFC bank branch. Current Account
requires you to maintain an average
quarterly balance of only Rs. 10,000.

• FIXED DEPOSITS: If you believe in long-term


investments and wish to earn higher
interests on your savings, NOW is the time
to invest your money in HDFC Bank’s Fixed
Deposit.
2.NETBANKING
Net Banking lets you manage your account from the
comfort of your mouse - anytime, anywhere.
3.CREDIT CARDS ONLINE
Access your Credit Card account anytime, anywhere.
4. PHONE BANKING/MOBILE BANKING
Access your bank account and conduct a host of
banking transactions and enquiries through your
mobile, with our unique Mobile Banking/Phone
Banking service.
5.ATM
24-hour access to cash, view mini-statement, order
cheque books, recharge your prepaid card... all from
HDFC’s wide network of over 1200 ATMs.
6.ONEVIEW
One View is a revolutionary service from HDFC Bank
that allows you to manage multiple accounts in
different banks through one single online interface.

7.CARDS
• CREDIT CARDS: Besides arming you with
unmatched spending power, HDFC Bank’s
Credit Cards are designed to meet your
unique needs.
• DEBIT CARDS: HDFC Bank Debit Cards give
you complete and instant access to the
money in your accounts without the risk or
hassle of carrying cash.
• PREPAID CARDS: Our Prepaid Cards have
been tailored to answer your travel and
gifting needs.
8. PAYMENT SERVICES
With HDFC Bank's payment services, you can bid
goodbye to queues and paper work. Our range of
payment options make it easy for you to pay for a
variety of utilities and services.
• VERIFIED BY VISA: You can shop securely
online with your existing Visa Debit/Credit
card.
• NET SAFE: With this you can shop online
without revealing your HDFC Bank Credit
Card number.
MERCHANT SERVICES: Accept all Visa,
MasterCard, Credit and Debit cards at your
outlets through your website and
experience hassle free payment
acceptance.
• PREPAID MOBILE REFILL: You can now
recharge your Prepaid Mobile Phone with
this service.
• BILL PAY: You can pay your telephone,
electricity and mobile phone bills at your
convenience through the Internet, ATMs, our
mobile phone and telephone - with Bill Pay,
HDFC’s comprehensive bill payment
solutions.
• VISA BILL PAY: You can pay your utility bills
from the comfort of your home using HDFC
Bank Visa credit card and forget long queue
and late payments forever.
• INSTA PAY: With this you can pay your bills,
make donations and subscribe to magazines
without going through the hassle of any
registration.
• DIRECT PAY: Shop or Pay bills online without
cash or card. Debit your account directly
with HDFC’s Direct Pay service.
• SMART PAY (with credit cards): With Smart
Pay, paying your electricity, telephone,
mobile phone, water bills, and gas and
insurance premia payments becomes easy
like never before.
• VISA MONEY TRANSFER: Transfer funds to
any visa card within India at your own
convenience.

• E-MONIES NATIONAL ELECTRONIC FUNDS


TRANSFER: This helps you to transfer funds
from your account to other Bank accounts
across India free of cost.
• RELIGIOUS OFFERINGS: Now you can donate
to your favourite temple or organization
easily and securely using HDFC Bank’s Net
Banking.
9. IMPERIA/CLASSIC/PREFFERED BANKING
• HDFC BANK IMPERIA BANKING: HDFC Bank
Imperia Premium Banking program is
designed for the royalty of today. It seeks to
enhance the exclusivity that you are
accustomed to and pampers you with
services that other can only dream about.
HDFC BANK PREFFERED BANKING: With
HDFC Bank’s Preferred Program, your
comfort always comes first. Ideal for
seasoned professionals or businessmen, this
program will provide you with a banker
dedicated to take care of all your banking
and investment needs. It also means you
get preferential rates on various banking
products and other exclusive benefits.

• HDFC BANK CLASSIC BANKING: Becoming


an HDFC Bank Classic customer entitles you
to a host of benefits, including a bouquet of
preferentially priced products and
specialized Investment solutions.
10. INVESTMENT AND INSURANCE
HDFC Bank ensures your money is not just in safe
hands; it also works to your advantage. We help you
invest wisely through our financial and investment
services. HDFC’s Investment options are:
• MUTUAL FUNDS: Investing through the
Mutual Fund route to meet your varied
investment objectives.
• GENERAL AND HEALTH INSURANCE:
Complete protection for your business,
health, travel & more.
• BONDS: A secure investment avenue giving
you stable returns with tax benefits.
• FINANCIAL PLANNING: You can plan your
investments to meet your financial goals.
• EQUITIES & DERIVATIVES: This option helps
you to leverage your vast information
repository and transact online.

11. PRIVATE BANKING


At HDFC Bank, we understand the value of your time
and the opportunities it holds for you. Your personal
financial investment needs might get overlooked,
while you attend to your business and professional
needs. In line with this, we are pleased to offer to
you customized solutions for your existing portfolios
and regular investable surpluses. This offers
Investment Advisory Service research – based advice
to optimize returns on your investment portfolio
across a range of financial instruments, keeping in
line with your profile and investment objectives. Your
existing portfolio is analyzed to advice you on
rebalancing to obtain an optimum asset mix. Here, a
dedicated advisor regularly guides you through the
evolution of new market opportunities, to evaluate
and restructure your existing investment portfolio.
12. LOANS

Whatever one needs, HDFCs range of loans can help:


• PERSONAL LOANS: A wedding in the family?
Maybe your house needs renovation? Our
range of Personal Loans brings you one step
closer to your dreams.
• HOME LOANS: Get the home of your dreams
with a little help from HDFC Bank’s home
loan facility.
• EDUCATIONAL LOANS: This option helps you
to bridging gap between your and your
higher education.
• TWO WHEELER/NEW CAR LOANS: With
flexible payment options and easy
repayment, our Two Wheeler/New car Loan
offers the perfect excuse to purchase that
bike you've always wanted and drive away
the car of your dreams.
• GOLD LOANS: With HDFC Bank's Gold Loan,
you can get an instant loan against your
gold jewellery and ornaments. The
procedure is simple, documentation is
minimal and approval is quick.
• LOANS AGAINST PROPERTY: Get a loan
against your residential or commercial
property. Flexibility to choose between an
EMI based loan or an Overdraft.
• LOANS AGAINST SECURITIES: Get an
overdraft against your securities like Equity
Shares, Mutual Fund Units, GOI Relief
Bonds, LIC Policies, NSC, KVP, UTI Bonds
(6.60% ARS Bonds & US64 Bonds).
• LOANS AGAINST RENTAL RECIEVABLES:
HDFC’s Loan against Rent Receivables gives
you the perfect opportunity to supplement
your cash flow.

INTRODUCTION
TO THE
TOPIC
Change is the key to winning and retaining
leadership in the world market. In the hyper
competitive international market, only such business
organizations those are prepared to make the leap
beyond traditional hierarchies will thrive and survive.
An organization that is not kind and receptive to
change will begin to stagnate, decay and eventually
fade away.
The Banking and Finance industries are
experiencing a period of dramatic change, which has
been brought about by competitive pressures in the
industry in the form of financial institutes, foreign
banks, and private banking. In this ever changing
and competitive banking environment, the future
success or failure of an individual bank would be
largely dictated by range and quality of service it
offers to the customers. The essential adjunct of any
bank is to understand and anticipate customers’
needs and cater to them. A winning company
continuously exceeds customer expectations.
Meeting customer’s expectations will only satisfy
them, exceeding their expectations will delight them.
Present generation of customers is widely different
from the previous generations. More and more
customers today are high achievers with greater
technical knowledge. From the customers’ point of
view, the most vivid impression of service occurs in
the “SERVICE ENCOUNTER” when the customers
interact with the service firm. It is in the service

encounter that customers receive a snapshot of the


organization’s service quality, and each encounter
contributes to the customer’s overall satisfaction and
willingness to do business with the organization
again. From the organization’s point of view, each
encounter thus presents an opportunity to prove its
potential as a quality service provider and to
increase customer loyalty. A service encounter
occurs every time a customer interacts with the
service organization. Encounter can occur without
direct human contact (remote encounter) such as
customer interacts with a bank through ATM system.
In many organizations such as insurance companies
the most frequent type of encounter occurs between
end customer and the company over phone (phone
encounter). Last encounter is the one that occurs
between an employee and a customer in direct
contact (face to face encounter). In face to face
encounter the customer also plays a role in creating
quality service for himself through his behavior
during the interaction.
PARAMETERS USED BY CUSTOMERS TO DETERMINE
SERVICE QUALITY
In order to determine customer satisfaction it
becomes obligatory to determine what customers’
value in service. When we determine what customers
value in service or in product, it becomes easy to
determine, to what extent customers are satisfied.
Customers

usually determine service quality along five (5)


dimensions, which can be used to determine
customer satisfaction. These are:
1. RELIABILITY
2. RESPONSIVENESS
3. ASSURANCE
4. EMPATHY
5. TANGIBLITY

RELIABILITY: The ability to perform the promised


service dependably and accurately.

RESPONSIVENESS: The willingness to help customers


and to provide prompt service.

ASSURANCE: The knowledge and courtesy of


employees and their ability to convey trust and
confidence.

EMPATHY: The provision of caring individualized


attention to customers.

TANGIBILITY: The appearance of physical facility


equipment personal and communication material.
METHODOLOGY
AND
QUESTIONNARE
In this research design we have adopted
EXPLORATORY TYPE OF RESEARCH. The aim of this
study was to know about what where the
expectations of customers from HDFC Bank and what
is there perception towards bank. Also, has HDFC
Bank succeeded in fulfilling the dreams of its
customers or not and what is the market position of
the bank?
SAMPLE SIZE:
A sample of 300 HDFC Bank customers was
taken. The customers were approached at the bank
branch of the valley and outside the branch.
DATA COLLECTION:
The data that we have used in this project is
both secondary as well as primary data.
2. PRIMARY DATA: For the collection of primary data,
the main research instrument was questionnaire. In
order to facilitate respondents’ expression a
structured type of schedule was used containing:-
• Dichotomous type
• Multiple choice
• Open Ended type &
• Closed End Type particularly that of rating scale
type so as to get accurate information about
HDFC Bank and its Service.
Primary data was also collected by the observation
method. Some personal interviews of different
persons were conducted to share their experience
regarding the present policies and services provided
by the Bank.
1. SECONDARY DATA: The main city office Srinagar
and all the persons working for the HDFC bank were
the main source for collection of secondary data.
Records of past years (Jan-2005 to Feb-2008) reveal
that numbers of customers are adding to the list of
HDFC Bank. This is evident from the graph below:
Association of customers with the
bank

80% 75%
70% 60%
60% 50%
50%
40% 35%
30%
20%
10%
0%
Dec'2005 Dec'2006 Dec'2007 Mar'2008
Internet was used to get the latest insight about the
services and facilities of the HDFC Bank.

The Questionnaire that was used as a source of primary data is as overleaf:

QUESTIONNARE
Name of the Respondent: ____________________________________
Occupation: ____________________________________
Account-No: ____________________________________

1. How often do you visit HDFC Bank in a month?


a) 1 to 3 times b) 4 to 6 times c) 7 to 9 times d) above 9 times
2. Below written are various types of service encounters. Please rate them in
terms of your preference and satisfaction to transact through.
Encounter type Not so liked Greatly liked
• Directly visiting 1 2 3 4 5
to bank.
• Banking through 1 2 3 4 5
phone.
• Banking through 1 2 3 4 5
internet.
3. Customer Complaint Management of HDFC Bank is:
a) Excellent b) Good c) Average d) Below Average
Strongly Strongly
Disagree agree
4. Employees of HDFC Bank give 1 2 3 4 5
you individual attention.
5. You feel safe in transaction with 1 2 3 4 5
HDFC Bank.
6. Are employees of HDFC Bank cooperative?
7. Has HDFC Bank convenient business hours?
8. For each of the following statements, circle the number that indicate how HDFC Bank service compares
with the level you expect.
Lower than my Same as my Higher than
Desired service desired service desired service
level level level

• Prompt Service 1 2 3 4 5

• Courteous Employees 1 2 3 4 5

9. What do you like about HDFC Bank as compared to the other banks of the sate?
____________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
__

10. Do you have any service issue about HDFC Bank?

______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________

11. Any comments or suggestions for HDFC Bank.

_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
____

Thank you for your support.


OBSERVATIONS
AND
FINDINGS
OF THE
PROJECT
After analyzing Bank and its customers,
following observation has been made.

1. POSITIVE THINGS ABOUT HDFC


BANK
What do customers of HDFC Bank feel good about
this bank and its service? It is clear from the graph,
that out of 300 sample of customers, 24% said that
HDFC Bank has prompt service, 15% said that
employees of HDFC Bank are courteous, 07% said
that SMS alert facility is good, 05% said that ATM
service is excellent, 07% said quick cheque clearance
is being done, 05% of the customers said HDFC has
approachable management, 04% Net banking facility
is provided, 06% said transparency is there, 06%
said money is easily being transferred, 05% said
quickest availability of loans is there, 06% said loan
is provided against less mortgage, 05% said HDFC
bank has Demat account facility, 05% said that
information about mutual funds are given.
HDFC Bank has a list of good things when it
comes to the banking. It has maintained a good
relationship with the customers.

2. NEGATIVE THINGS ABOUT HDFC


BANK.
As per the customers HDFC Bank has a dark side
also. Respondents out of a sample size of 300, 20%
customers said that timing is not convenient, 21%
said branches are very less, 15% said ATMs are few,
11% said that HDFC needs high minimum balance to
open an account,5% said that it has flat rate of
interest,4% said that lack of overdraft facility is
there, 5% said that HDFC Bank has remote control
operation as its head office is at Mumbai,8% said
that housing loan is not being provided by HDFC
Bank, and 11% said that charges deducted on loan
and others are too high.

3. HOW OFTEN DO CUSTOMERS VISIT


THE
BANK IN A MONTH.
CUSTOMERS' VISIT TO HDFC BANK INA
MONTH

0.35
30%
0.3
25% 25%
0.25
20%
0.2 Series2
0.15 Series1
0.1
0.05
0
1 to 3 4 to 6 7 to 9 Above 9
times times times times

As per the customer’s response, 25% customers visit


bank 1 to 3 times in a month, 20% customers visit
bank 4 to 6 times in a month, 25% customers visit to
the bank 7 to 9 times in a month and 30% customers
of the total sample size visit to the bank branch more
than 9 times in a month.
4. A COMPARATIVE ANALYSIS
BETWEEN
HDFC AND OTHER BANKS OF
KASHMIR

COMPARATIVEANALYSISOFHDFCBANK
WITHOTHERBANKS

0.8 70%
0.7
0.6
0.5
0.4
0.3 25%
0.2
0.1 5%
0
same as better than poor than
other banks other banks other banks

As per customers response, 25% of the customers


out of a sample of 300 said that HDFC Bank has
same service as of the other banks in the valley, 70%
of the customers said that its service is better than
rest of the banks of the state and only 5% of the total
sample size said that its service is poor than other
banks of the state.
5. SERVICE PERCIEVED BY THE
CUSTOMERS

According to the customers, out of 300 customers

60%
who were asked about the service provided by HDFC
Bank, 13% of them replied that service provided is
above expectation, 57% said that it is same as their

50%
expectation and 30% said that HDFC Bank’s service
is below expectation.

6. CUSTOMER COMPLAINT
MANAGEMENT

CU

60%
Customer complaint management of HDFC Bank as
per respondents is, 5% said that it is excellent, 55%
said that it is good, 30% said that it is average and
10% said that it is below average.

7. TIMING OF HDFC BANK PERCIEVED


BY
THE CUSTOMERS.

BU
Out of a sample of 300 customers 95 feel that
timing at HDFC Bank is convenient as per their needs
but 91% of the customers feel that it is not
convenient and HDFC Bank needs to change its
timing. Also customers said that on Saturday bank
should be open till late hours as other days.

8. ATTITUDE OF EMPLOYEES
TOWARDS
CUSTOMERS
Customers feel that employees of HDFC Bank are to
some extend behaving in a proper manner but some
of the employees are not courteous enough. 42% of
the customers feel that behavior of employees is
good, 46% said that their behavior is satisfactory and
12% said that they have a poor behavior.

9. CUSTOMERS SATISFIED WITH THE


BANK.

PER
In HDFC Bank, 76% of the customers are
satisfied with the bank and its service and have no
complaints ever made. But 24% of the customers are
not satisfied with the bank and have lots of complaint
s regarding Bank’s service etc.

10. OVERALL RATING TO THE HDFC


BANK.
After asking various questions to the customers

80%
of the HDFC Bank, HDFC Bank has got following
rating as per the expectations of the customers
towards the Bank. Evident from the graph above,

70%
21% of the customers said that bank has excellent
service and stands outstanding, 72% of the
customers feel that HDFC Bank is same as what they
expect, and rest 7% said that HDFC Bank is working

60%
below expectation.

50%
DISCUSSION
Looking at the above mentioned graphs and the
figures of customer expectations, perception of
customers towards the bank, it can be easily said
that on B.C.G matrix HDFC Bank can be treated as
STAR in Kashmir. The most important reason is the
service provided by HDFC Bank in comparison to
other Banks of the state.
There is a big potential market in Kashmir, which
needs to be harnessed so as to increase the
suggestions recorded during the survey showed that
some of the customers are dissatisfied with HDFC
Bank as such it gives an opportunity for HDFC Bank
to improve.
CONCLUSION
The bank, although a new comer in the valley,
has been able to develop and maintain a strong
image in the minds of the customers with 93% of the
customers satisfied with overall performance of the
bank, reason being the bank’s success in providing
good banking facilities to its customers. The bank
has been successful in developing and maintaining
strong relationship with its customers which is
evident from the fact that customers are getting
added to the list of HDFC bank breaking their long
term relationships with their previous service
providers.
HDFC Bank is having a strong position in
comparison to its big competitor in the valley J&K
Bank. The services provided by HDFC Bank are better
in comparison to other banks of the state.
RECOMMENDATIONS
It is clear from the survey that HDFC Bank provides
better service as compared to other Banks of the
valley, but they need to improve their services
because competition is increasing with the entry of
new Banks. In order to stay ahead of competition and
create a loyal and growing customer base the
following measures are recommended:
1. Some services which are being provided
by HDFC Bank in other parts of the country like
Tele-Banking, Internet Banking etc. must also be
introduced in Kashmir.
2. HDFC Bank should open more branches
and ATMs at various places, so that it becomes
easy for every customer to approach bank.
3. Business timing is not convenient as far as
the customer’s preference is concerned.
According to the observations 91% of the
customers are dissatisfied with the timing of
HDFC Bank and they suggest changing it. As per
customers timing at HDFC Bank should be
9:30a.m. to 5:p.m. Also customers suggest that
due to competition, bank should work till late
hours on Saturday instead of closing at 12:30
pm.
4. Residency branch is overcrowded, and
customer base of Residency Branch is too high.
For this purpose it needs to

increase its space, so that all the customers get


easily adjusted at the branch
5. Ladies and Gents need to be attended
separately by employees. It will make Bank to
work even more efficiently, because customers
are given less time.
6. Customers are delighted when they are
given attention, so bank should give its
customers proper time so as to retain them in
future.
7. Customers have very high information
needs that must be satisfied both with regards
to the company policies as well as the various
products and services of the bank.
8. The bank needs to go for aggressive
marketing of its products and services to
increase the awareness level among the
customers through advertising on newspapers,
banners, hoardings etc.
9. Repeat advertising on cable television
must be there so as to move the customers to
higher levels of motivation for using the
products and services of HDFC.
10. Involvement of branch employees in promoting
new products and services is also very
important, mainly because

they are people in direct contact with the


customers and are therefore in a position to
motivate them.
11. There should be specialized marketing cells at
the branch headed by professionals for
promotion of various products and services
offered by the bank.
12. Customer problems need to be resolved
satisfactorily because customers whose
problems are satisfactorily resolved often
become more company loyal. This can be done
by removing barriers that makes it difficult for
customers to complain, and developing effective
response for customers’ complaint.
13. Improving level of customer satisfaction
requires greater customer orientation at every
level of management.
14. Bank should make more efforts to run the
operations from the customers’ point of view
with the goal of clarifying business
accountability, increasing management
transparency and accelerating decision making.
15. Monthly statements should be given to the
concerned customers instead of giving it to
everyone, so that its privacy is maintained.
16. Advance section of HDFC Bank is not
working properly as per customers, it needs to
be improved.
17. Housing loan facility is not being provided by the
Bank; it must be introduced as soon as possible
so that customers may take advantage from it.
18. Bank has a strong base of customers; it is
advised to maintain the level of customer base
by focusing on their needs and trying to keep
them motivated and satisfied by providing them
special offers etc.
19. It is employees who provide the service to
the customers; only satisfied employees can
create satisfied customers. The Bank must
provide support and reward for the performance
of employees in order to enhance their
motivation towards their work.
20. At last, it is recommended that there is still gap
between what customers expect from the
employees and how some of the employees
behave with them, so HDFC Bank needs to
narrow this gap as early as possible in order to
protect its market.
BIBLIOGRAPHY
BOOKS

ZEITHMAL, BITNER…………………..........‘Service
Marketing’

CHRISTOPHER LOVELOCK………..............‘Service Marketing’

NARESH MALHOTRA…………………….‘Marketing Research’

PHILIP KOTLER……………………….‘Marketing Management’

JOURNALS
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MARKETING JOURNALS

INTERNET
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