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A Thesis on

(“A STUDY ON CORRELATION


BETWEEN CUSTOMER SERVICES AND
SATISFACTION LEVEL OF CUSTOMERS
IN HDFC BANK”)

By
(Sulabh Modi)

1
A thesis on
“A correlation on customer services and
satisfaction level of customers in
HDFC Bank”

BY
Sulabh Modi
MBA

A report submitted in partial fulfillment of


the requirements of

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THE MBA PROGRAM
(The Class of 2010)

TABLE OF CONTENTS
1. Acknowledgement …………………………………… 4
2. Executive summary………………………………… 5
3. Company profile………………………………………. 12
3.1.1.History …………………………………… 13
3.1.2.Mission & strategy………………………. 15
3.1.3.Services provided by bank……………….. 18
4. Literature review……………………………………… 30
5. Methodology ……………………………………… ….. 33

6. Data analysis I…………………………………………. 34


7. Data analysis II……………………………………… 46
8. Findings……………………………………………… 48
9. Limitations…………………………………………… 49
10. Conclusion………………...………………….....

50
11. References…………………………………… ............. 51

12. Questionnaire………………………………………… 52

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Acknowledgement

I am thankful to Mr. Amrish Chandra who helps me in preparing this


management thesis and gave me proper guidelines to me to complete
this management thesis which cover the services are provided by HDFC
Bank.

I am also thankful to all those respondents whose gave me response to


me in completion of this management thesis. That data is used to
calculate the result. Result is measured through attitude measurement, t-
test or z-test.

I am also thankful to all those persons who help me in making of this


management thesis successfully.

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Executive Summary
According to some economists the word ‘Bank’ has been derived from
the German word BANC which means a Joint Stock Firm while others
say that it has been derived from the Italian world ‘BANCO’ which
means a heap or mound.

There is still another group of people who believe that word bank has
been derived from the Greek work ‘BANQUE’ which means a bench. In
the olden days, Jews entered into money transactions sitting on benches
in a marked place. When a banker was not in a position to meat his
obligations, the on which he was carrying on the money business was
broken into pieces and the was taken as bankrupt. Thus both the words
Bank or bankrupt are said to have origin from the word ‘Banque’.

DEFINITION OF BANK

According to Oxford English Dictionary, Bank is, “An establishment for


custody of money received from or on behalf of, its customers. Its
essential duty is the payment of the orders given on it by the customers,
its profit mainly from the investment of money left unused by them”.

Banking Regulation Act, 1949 (Sec. 5(c)), has defined the banking
company as, “Banking Company means any company which transacts
business of banking in India”. According to Section 5B, “banking means
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the accepting of deposit of money from the public for the purpose of
leading or investment, which are repayable on demand or otherwise and
are withdrawable by cheque, draft, order or otherwise.”

TECHNOLOGY IN BANKING

Technology is proving to be a vital tool in enhancing banking activities


around the globe. The advent of ATMs, and Internet Banking are key
pointers to this. The role of an information system can in no way be
underestimated. The expanding role of information systems have aided
banks achieving Anytime, Anywhere and Anyhow banking. The
improvement in telecommunication infrastructure is redefining the was
banking is being conducted.

Information Technology made its presence felt in banks in India a few


decades ago. However, it is still being used as a support systems. Most
of the software packages used in bank work on stand-alone systems and
are not integrated.

Banks in India need to have an integrated systems that takes care of all
the front-office and back-office operations. However, Indian banks
should not be content with the integration of their activities. Banks in
advanced countries are planning to have global electronic banking.
Electronic banking or e-Banking is a generic name for a range of

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technologies that allow the electronic exchange of information related to
banking transactions.

As Electronic Networks become more robust and widespread, they are


beginning to attract the attention of retail banks – like ATMs and phone
banking. However they tend to be viewed merely as one more cheap
distribution channel. Accordingly banks are replicating the branch
banking experience online, even to the extent of creating 3D virtual
branches for their customers to navigate through. Such an approach is
characteristic of early attempts to use new technology platform.

Indian Banks Cash in on Delivery Channels

From the staid over-the-counter delivery mode to ATMs, tele banking,


Net banking, and now mobile banking the number of delivery channel
deployed by banks has increased by leaps and bounds. Srikanth R.P. &
Chitra Padmanabhan look at the evolution and impact of various
delivery channels in the Indian banking scenario and forecast which
delivery channel could be the next killer app for banking players.

While today each and every bank touts ‘The customer is King’ mantra, it
was a quite a different story not so long ago. Customers patronizing PSU
banks were greeted with the typical ‘babu’ culture, where getting even a
cheque encashed used to take ages. Customers had to adjust their
schedule to the bank and very rarely was it the other way around. A

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person in a city like Bombay usually had to wait for a weekend to
deposit a cheque, because by the time he reached home, the bank would
have closed. Today, while the timings of banks have not changed
drastically – banks have become more customer – friendly. Now power
has shifted into the hand of the customer.

Internet Banking

The other important delivery channel, from a bank’s perspective &


Internet banking. The adoption of Internet banking by the bank’s
customers is important since the costs per transaction are even lower
than those of an ATM. A net-based transaction costs the bank only
around Rs. 4. Thus, banks are trying to get customers to switch over to
this mode of banking registered users for Internet banking in India at
over two million currently.

It represent a significant opportunity for banks. In addition, as a delivery


channel, Internet banking does not require physical infrastructure, thus
saving on prohibitive real estate costs.

Private banks like ICICI Bank, HDFC Bank, UTI Bank and ABN Amro
Bank have seen a steady surge in the number of users registered for
Internet banking does not require physical infrastructure, thus saving on
prohibitive real estate costs.

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Most banks today have facilities to enable internet banking customers to
pay insurance premiums and utility bills over the Net. Though Internet
banking as a concept has not caught the fancy of a majority of customers
as yet-even the small percentage that does use it, makes a difference to
the overall cost. Almost all leading banks in India are hoping that just as
ATMs saw a period of inaction before they were accepted by Indian
masses, Internet banking too would be adopted once customers are
comfortable with the technology. For instance, in 1998 India had just
500 ATMs today it has close to 7,500.

MOBILE BANKING

What’s M-Banking?

M-Banking allows a customer to request for account balance, cheque


books, cheque status, demand drafts, and banker’s cheques as well as
stop payments, make fixed deposits enquiry and transfer bills online.
HDFC customers, for instance, can pay their Max Touch and BPL
Mobile both provide cellular services – Bombay State Electricity
Supply, and Maharashtra State Electricity Board bills. Says Shyamlal
Saxena, 33, Vice President (Liabilities Product Management), HDFC:
“WE are, in a sense, content providers of banking information.”\

Services provided by bank to customers


Bank deposit scheme

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One of the important functions of the banks is to accept deposit from the
public for the purpose of lending. The depositors continue to be the heart
of the Banking system.

The depositors and their interest form the key area of the regulatory
framework for Banking in India and this has been enshrined in the
Banking Regulation Act 1949. In the liberalized environment banks
have been vested with powers to formulate Deposit products within the
broad guidelines issued by RBI.

The deposit Products offered by the bank are broadly categorized in the
following types.

Savings Bank Account:-

Savings Bank Account as the very name suggests is intended for savings
for the future.There are no restrictions on the number and amount of
deposit that can be made on any day. Balance in the account earns
interest at rates advised by the Head Office from time to time. These
accounts can be opened by eligible persons and also certain
organizations and agencies (as approved by the RBI).

As required by Law, while opening the account, bank satisfy about the
identity, including verification of address of a person/s seeking to open
an account, to assist in protecting the prospective customers, members of

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the public and ourselves against fraud and other misuse of the Banking
system duly observing the know your customer(KYC) guidelines of
RBI.

Current Account:

Current Accounts are designed to meet the needs of such sections of the
public who operate their account regularly and frequently.i.e. Traders,
Businessmen, Corporate bodies or the like who receive money and make
payments very often. Current accounts are suitable to such category of
customers as there is no restriction on the number of withdrawal or
deposit. These accounts can be opened by individuals, partnership firms,
Private & Public Co, HUFs, Societies, Trusts, etc.

Term/Fixed Deposit Account:

The deposits received by the bank for a fixed period withdraw able after
expiry of the fixed period and includes deposits such as Recurring /
Fixed. Bank has tailored various term deposit schemes to suit the needs
expectation of the investing people in every walk of life. Term Deposits
can be opened by individuals, partnership firms, HUF’s, societies etc.

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COMPANY PROFILE

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HDFC Bank

HISTORY

HDFC Bank was incorporated in August 1994 in the name of ‘HDFC


Bank Limited’, with its registered office in Mumbai, India. The Bank
commenced operations as a Scheduled Commercial Bank in January
1995.

The Housing Development Finance Corporation Limited (HDFC) was


amongst the first to receive an ‘in principle’ 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 in 1994.

Headquartered in Mumbai, HDFC Bank, has a network of over 531


branches spread over 232 cities across India. All branches are linked on

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an online real-time basis. Customers in over 120 locations are serviced
through Telephone Banking. The Bank also has a network of about over
1200 networked ATMs across these cities. HDFC Bank’s ATM network
can be accessed by all domestic and international Visa / Master Card,
Visa Electron / Maestro, Plus / Cirrus and American Express Credit /
Charge cardholders.

HDFC Bank has won many awards for its excellent service. Major
among them are “Best Bank in India” by Hong Kong-based Finance
Asia magazine in 2005 and “Company of the Year” Award for
Corporate Excellence 2004-05.

HDFC Bank began operations in 1995 with a simple mission: to be a


“World-class Indian Bank”. They realized that only a single-minded
focus on product quality and service excellence would help them get
there.

It is extremely gratifying that their efforts towards providing customer


convenience have been appreciated both nationally and internationally.

Their business philosophy is based on five core values:-

➢ Customer Focus
➢ Operational
➢ Excellence
➢ Product Leadership
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➢ People.

They believe that the ultimate identity and success of their bank will
reside in the exceptional quality of their people and their extraordinary
efforts. For this reason, they are committed to hiring, developing,
motivating and retaining the best people in the industry.

Mission and Business Strategy:

Their mission is to be "a World Class Indian Bank", benchmarking


themselves against International standards and best practices in terms of
product offerings, technology, service levels, risk management and audit
& compliance. The objective is to build sound customer franchises
across distinct businesses so as to be a preferred provider of banking
services for target retail and wholesale customer segments, and to
achieve a healthy growth in profitability, consistent with the Bank's risk
appetite. They are committed to do this while ensuring the highest levels
of ethical standards, professional integrity, corporate governance and
regulatory compliance.

Their business strategy emphasizes the following:

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➢ Increase their market share in India’s expanding banking and
financial services Industry by following a disciplined growth strategy
focusing on quality and not on quantity and delivering high quality
customer service.
➢ Leverage their technology platform and open scalable systems to
deliver more products to more customers and to control operating
costs.
➢ Maintain their current high standards for asset quality through
disciplined credit risk management.
➢ Develop innovative products and services that attract their targeted
customers and address inefficiencies in the Indian financial sector.
➢ Continue to develop products and services that reduce their cost of
funds.
➢ Focus on high earnings growth with low volatility.

Recently HDFC Bank has announced a merger with HDFC.

RBI approves merger of CBOP, HDFC Bank

New Delhi, SEP 21, 2007

Reserve Bank of India has approved the merger of Centurion Bank of


Punjab with HDFC Bank and the amalgamation would be effective from
SEP 2007.

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"The RBI hereby sanctions the appended scheme of amalgamation of
CBOP (transferor bank) with the HDFC Bank ltd (transferee bank). The
scheme shall come into effect from May 23," HDFC Bank said in a
filing to the Bombay Stock Exchange.

The boards of HDFC Bank and CBOP had given in-principle approval
for the merger of both the banks in February. Following the in-principle
nod, HDFC Bank had approved the share swap ratio of 1:29.

As per the ratio CBOP shareholder would get one share of HDFC Bank
for every 29 shares held.

With the merger, the combined entity will have a nationwide network of
1,148 branches and the deposits would climb up to Rs 1,20,000 crore.

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Services provided by bank to customers

Bank saving schemes


➢ Savings account
➢ Current account
➢ Fixed Deposit
Loans
➢ Education loan
➢ Personal loan
➢ Home loan
➢ Auto loan
Cards
➢ Debit card
➢ Credit card
➢ Classic card
➢ ATM card

Anywhere banking
Online Broking
Lockers
Wealth Management Services (Insurance)

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SAVING ACCOUNT
A saving account is meant for the general
public who wish to save a part of their
current incomes to savings. The bank,
therefore impose certain restrictions on
the saving bank account and also offer a
reasonable rate of interest. Opening a
Saving Account with HDFC BANK
allow customers to earn interest while the
money lies parked for their convenience.
In addition to this, the account comes
with a host of banking services including
atm cards, internet banking, safe deposit
lockers, etc.

MINIMUM BALANCE

Individuals can open a Saving Account with Rs. 5000\- . In the


eventuality of the average minimum balance falling below the stipulated
levels a charge of Rs. 750 is levied.

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INTEREST RATE

Interest @ 3.50 % p.a. calculated on the minimum balance in your


account between the 10th and the last day of the month, credited
quarterly into your account.

CURRENT ACCOUNT

A current account is a running and active account, which may be


operated upon any number of times during a working day. There is no
restriction on the number and the amount of withdrawals from a current
account. Current account suits the requirements of big businessmen,
joint stock companies, institutions, public authorities and public
corporations, etc whose banking transactions happen to be numerous on
every working day. In order to avail the current account facility you
need to fill in the account form and provide introduction. The account shall be
introduced by another account holder of the bank or supporting documents
based on the constitution of the applicant.

Now, with an HDFC Bank Current Account, experience the freedom of


multi-city banking! You can have the power of multi-location access to
your account from any of 761 branches in 327 cities. Not only that, you

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can do most of your banking transactions from the comfort of your
office or home without stepping out.

They make it their business to help you in your business by offering you
a Current Account with all the benefits you need to stay ahead of your
competition.
At HDFC Bank, they understand that running a business requires time
and money, also that your business needs are constantly evolving. That's
where they come in. They provide you with a choice of Current Account
options to exclusively suit your business - whatever the size or scope.

MINIMUM BALANCE

Corporate houses can open a current account with Rs. 10000.

FIXED DEPOSIT ACCOUNT

Fixed deposit accounts include deposits with the bank for a fixed period,
which is specified at the time of making the deposit. A fixed deposit is
repayable on the expiry of a specified period chosen by the depositor to
suit his purpose and to enable him to get back the money as and when he
needs it. These deposits constitute more than half of total bank deposits.
In order to avail the Fixed Deposit facility customer need to fill in the

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account form and provide introduction documentation. The account
could either be introduced by another account holder of the bank\ staff
member or through supporting documents based on the constitution of
the applicant.

MINIMUM DEPOSIT

The minimum deposit for opening HDFC Fixed deposit Account is


Rs.5000. This deposit can be made in the form of cash or through a
cheque. (The rates of interest are subject to change from time to time)

LOANS

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Lending of funds to constituents, mainly
traders, business and industrial enterprises,
constitutes the main business of the banking
company. The main portion of the bank’s funds
is employed by way of loans and advances,
which is most profitable employment of its
funds. The major part of banks income is
earned from interest and discount on the funds
so lent.
It is one of the primary functions without which an institution cannot be
called bank. The bank lends a certain percentage of the cash lying in the
deposit on a higher rate than it pays on such deposits. Before advancing
the loans the bank satisfy themselves about the credit worthiness of the
borrowers.

Different types of loans are discussed below:-

1) EDUCATION LOAN
Education loan is basically a loan, which is provided to student for
higher education. In this , customer has to pay only simple interest
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during their education and six month of completion of education
EMI (Installment)of the loan starts.

ELIGIBILITY

a) INDIAN
b) Age above 18 years
c) Have secured admission in a college \ university

1) PERSONAL LOANS
HDFC BANK offers a broad range of personal loans to meet
customer’s specific needs and situations. Personal loan can be
given to both service class and business class. HDFC personal
loans are hassle free, quickly approved and are on very attractive
interest rates. Advantage of repaying in convenient Equated
Monthly Installments is also being given.

FEATURES

a) Competitive Rate of Interest


b) Lowest Processing fee (1% of loan amount)
c) No prepayment penalty
d) No personal guarantee
e) No hidden costs
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f) Longer repayment period
g) Special offer for HDFC customers

1) HOME LOANS

Home loan is basically an appreciable investment. Customers can get


loan for construction, land purchase, for renovation at lowest
installment and with minimum rate of interest.

➢ Competitive rate of interest


➢ Special pre-approved loans for existing customers
➢ Loans available to Individuals, Firms, Private Limited Companies
➢ Also available for NRIs and Merchant Navy personnel
➢ No-income proof scheme available
➢ Loan available for new as well as resale properties.

1) AUTO LOANS

If you are a salaried individual holding credit cards , your loan gets
processed faster.
Requirements:

➢ Facility is available to only HDFC bank account holders (CASA).

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➢ All terms and conditions applicable for the used car product are
applicable for the Loan take over product.
➢ Minimum 9 month old loan with any approved Financier with clear
repayment track record

ANYWHERE BANKING
The new concept of anywhere banking allows customer of one branch of
a bank to transit their business at premises of another branch of the bank.
This essentially means that the customers are treated as being the
customer of a bank not of a branch.

HDFC has been able to offer “Anywhere Banking” and at par cheque
facilities for its customers. Using this technology and networked
infrastructure the bank is now in a position to introduce products like
electronic utility bills collection (Telephone, electricity bills etc.) as well
as innovative products like acceptance of insurance premium over the
internet.

What can you do using Net Banking?

HDFC leading service provides a host of features at your finger-tips:

➢ View Account Balances & Statements


➢ Transfer Funds between accounts

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➢ Create Fixed Deposits Online
➢ Request a Demand Draft
➢ Pay Bills
➢ Order a Cheque Book
➢ Request Stop Payment on a Cheque

And lots more

LOCKERS

Safe Deposit Locker:

A Safe Deposit Locker with HDFC Bank is the solution to your concern.
Located at select branches in cities all over the country, their lockers
ensure the safe keeping of your valuables.

Advantages / Key Benefits

➢ Wide Availability.
➢ Lockers available in various sizes. i.e. Small, Medium, Large and
Extra Large with varying rents.

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➢ Lockers are rented out for a minimum period of one year. Rent is
payable in advance.
➢ No deposits are required to avail a locker. Just open an account and
get the locker facility OR
➢ The rent may be conveniently paid from your deposit account with
us.
➢ Direct debits for locker rentals from your account rid you of the
hassles in writing out cheques.
➢ There is a nominal annual charge, which depends on the size of the
locker and the centre in which the branch is located.

Eligibility

An individual (not minor), firms, limited company, associations, clubs,


trusts, societies, etc may hire a locker.

Terms & Conditions


➢ For obtaining a Locker at HDFC Bank you must be an account
holder with our Bank.

➢ Lockers can be allotted individually as well as jointly.


➢ The Locker holder is permitted to add or delete names from the list
of persons who can operate the Locker and can have access to it.

➢ Loss of Key is to be immediately informed to the concerned


Branch.

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➢ For Schedule of Rentals, please contact the branch nearest to you.

CARDS

Credit Cards

Besides arming you with unmatched spending power, our Credit Cards are
designed to meet your unique needs. Choose one that's tailored for you.
The best credit cards are available here, including even the online credit
cards service.

Classic Cards

Special Benefit Cards:

Silver, Value Plus, Health Plus credit card. Premium Cards

Commercial Cards:

Women’s Gold Card, Corporate, Titanium, Business, Gold, Platinum


Plus, Visa Signature, World Master Card Credit Card.

Debit Cards

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What if you could carry your bank account with you? HDFC Bank Debit
Cards give you complete and instant access to the money in your
accounts without the risk or hassle of carrying cash.

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Literature review
Before Internet era, consumers largely selected their banks based on
how convenient the location of banks branches was to their homes or
offices. With the Advent of new technologies in the business of bank,
such as Internet banking and ATMs, now customers can freely chose
any bank for their transactions. Thus the customer base of banks has
increased, and so has the choices of customers for selecting the banks.
This is just the beginning of the story. Due to globalization a new
generation of private sector banks and many foreign banks have also
entered the market and they have brought with them several useful and
innovative products. Due to forced competition, public sector banks are
also becoming more technology savvy and customer oriented.
Thus, Non-traditional competition, market consolidation, new
technology, and the proliferation of the Internet are changing the
competitive landscape of the retail banking industry. Today retail
banking sector is characterized by following:
➢ Multiple products (deposits, credit cards, insurance, investments
and securities)
➢ Multiple channels of distribution (call center, branch, Internet
and kiosk)
➢ Multiple customer groups (consumer, small business, and
corporate)

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Today, the customers have many expectations from bank such as
(i) Service at reduced cost
(ii) Service Anytime Anywhere
(iii) Personalized Service
With increased number of banks, products and services and practically
nil switching costs, customers are easily switching banks whenever they
find better services and products. Banks are finding it tough to get new
customers and more importantly retain existing customers.

It would be worthwhile to make a check-list of the broad needs that your


Private Banker should satisfy. To mention the more significant ones,

➢ Customised, professional, unbiased investment advice


➢ Single point service
➢ Trust and confidentiality
➢ Empowerment to take the final decision
➢ Prompt, efficient service with minimal paperwork
➢ Reliable, speedy, low-cost execution of transactions
➢ After-sales service which includes regular performance reports and
pro-active follow-up of post-transaction delivery and corporate
actions, and of course,
➢ A reasonable return
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While one hears international giants successfully implementing
CRM, by and large the Indian business or the Indian arm of such
giants give only a lip service to CRM and also there was an
element of double speak in the context of customer relationship
mgmt by Indian firms. A survey reveals that only 36% of the
CEOs have CRM as one of the top activities in there agenda. We
decided to check this out in the Udaipur region and also to gain
first hand experience in the field by talking to officials especially
in the banking sector.
For the purpose we met different officials from ICICI bank, IDBI
bank, Bank of Rajasthan, HDFC finance. Although in the Udaipur
region they do not have an established customer relationship mgmt
solutions in place.
But unanimously agree to the dramatic change in the approach that
has swept not only their banks but also other state owned and
private banks. At both ICICI and HDFC there is a mad rush to
reach out to the customer through multiple channels like ATMs,
cell phones, branch phones, or the Internet etc.

METHODOLOGY

The topic is “ a study on correlation between customer in services and


satisfaction level of customers HDFC Bank”. According this topic I will

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find out that how many customers are satisfied with the services of
HDFC Bank.
In the starting of research this is the exclusive research but as this
research is going on this becomes a concluded research .because in
starting the ideas comes to find the results according to my topic . when
research is going well then some findings are come. So I take any
decision regarding to select the research.
Become the conclusive research. In conclusive research we use some
statistical terms so that we find the result in quantity.

Sample Size : 42

Target Area : Kanpur

Sampling Technique: Convenient Sampling

In convenience sampling, the selection of units from the population is


based on easy availability and/or accessibility.

I am using this sampling method because sample will be selected on the


basis of availability of the respondents who met the desired criteria.

Data Collection Primary & Secondary

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Primary Data Source Questionnaires and Personal Interview

Dichotomous Questions This has only two answers “Yes” or “No”.

Data Collection Tool: -

Structured Questionnaire

A structured Questionnaire is a formal list of questions framed so as to


get the facts. For Collecting Primary Data I used a Structured
Questionnaire.

I prepared questionnaire to be filled by customers of HDFC Bank.

I meet to 42 customers of HDFC Bank who filled the questionnaire. So


that I can know about the satisfaction level of that services which they
enjoy as a customer.

SECONDARY DATA COLLECTION:

Magazines, books and websites

Data Analysis I

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Table 1
Is relationship manager of your bank taking efforts to monitor
your investment portfolio?

frequency Percentage
Yes 30 71.42
No 12 29.58
Total 42 100.00

According this table 71.42% of total respondent are got the suggestions
from their bank relationship manager. So they invest their money in
right direction.

Table 2
Does relationship banking lower your investment risk?

Frequency Percentage
Yes 35 83.33
No 07 16.67
Total 42 100.00

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This table and chart shows that 83.33% respondent agree with this
statement “Relationship banking minimized their risk factor.” This is
happened by they followed their suggestions. Remaining 16.67%
respondents are disagreeing with this statement that they don’t minimize
their risk in investment because they think that we are also expert in that
field.

Table 3
Is relationship manager skilled /knowledgeable to give you
investment advice?

Frequency Percentage

Yes 39 92.85

No 03 7.15

Total 42 100.00

This table and chart tells me that 92.87% respondent says that
relationship manager is a skilled sitting in bank. He is a skilled person so

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he gave us a right advised to us regarding investment and minimizes our
risk in investment.

Table 4
Relationship efforts of your bank in Query handling by officials

Query handling by Percentage


officials
Very good 12 28.57
Good 20 47.61
Poor 08 19.04
Very poor 02 4.76
total 42 100.00

This table shows you the perceptions of the respondents regarding


the queries. Most of respondent says well.

Table 5
Provided Investment guidelines
Provided the Percentage
investment
guidelines
Strongly satisfy 10 23.80

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Satisfy 20 47.60
Neither satisfy nor dissatisfy 10 23.80
Dissatisfy 02 04.80
Strongly dissatisfy 00 00.00
Total 42 100.00

Table 6
Knowledge of regular market information
Regular market Percentage
information
Strongly satisfy 5 11.90
Satisfy 24 57.14
Neither satisfy nor 8 19.04
dissatisfy
Dissatisfy 5 11.92
Strongly dissatisfy 0 00.00
total 42 100.00

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In case of market information more than 70% respondents are got the
information on time.

Table 7
Quality of services
Quality of services Percentage
Strongly satisfy 28 66.67
Satisfy 10 23.80
Neither satisfy nor 04 9.53
dissatisfy
Dissatisfy 00 00.00
Strongly dissatisfy 00 00.00
Total 42 100.00

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This table and chart shows that almost respondents are satisfied with the
quality of services. The percentage of this is 90%.

Table 8
Priority to Greetings on selecting occasion
Send greeting Percentage
Very good 18 42.86
Good 17 40.47
Poor 5 11.90
Very poor 2 4.77
total 42 100.00

HDFC Bank sends greetings to most of the investors on the selected


occasion.

Table 9
Give Informations about new services to the investors.
Information about new %
services

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Very good 25 59.52
Good 17 40.48
Poor 00 00.00
Very poor 00 00.00
Total 42 100.00

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Table 10
Promptness in services
Promptness in services %
Very good 10 23.81
Good 20 47.62
Poor 11 26.19
Very poor 1 2.38
total 42 100.00

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Data Analysis II
My null hypothesis (Ho) is most of customers are not satisfy with the
services of HDFC Bank.

Using chi square test


Variables 1 2 3 4 5 Total
Guidelines 10 20 10 02 00 42
Mkt. 05 24 08 05 00 42
information
Queries 12 20 08 02 00 42
Quality 12 10 04 00 00 42
Total 55 74 30 09 00 168

Degree of freedom
Degree of freedom = (No of row – 1)(No of column – 1)
= (4-1)(5-1)
= 3*4
= 12
Now, calculate the expected frequency (fe)
fe = total of row * total of column/total lot

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chi square(λ) = ∑(f0 - fe)2/fe
where,
f0 = obtained frequency
fe = expected frequency

fo fe fo - fe (fo - fe)2 (fo - fe)2/( fe)


10 13.75 -3.75 14.06 1.02
20 18.50 1.50 2.25 0.12
10 7.50 2.50 6.25 0.83
2 2.25 -0.25 0.06 0.03
5 13.75 -8.75 76.56 5.57
24 18.50 5.50 30.25 1.64
8 7.50 0.50 0.25 0.03
5 2.25 2.75 7.56 3.36
12 13.75 -1.75 3.06 0.22
20 18.50 1.50 2.25 0.12
8 7.50 1.50 2.25 0.03
2 2.25 -0.25 0.06 0.03
28 13.75 15.75 248.06 14.77
10 18.50 -8.50 72.25 3.90
4 7.50 -3.50 12.25 1.63

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Total 126.00 477.42 33.30

chi square = ∑(f0 - fe)2/fe

= 33.30
Now see the degree of freedom which is 12.
I calculate this earlier.
Now take the significance level (α) is 5%.
The value of chi square in the table at the 12 degree of freedom is 5.226.
thus my null hypothesis is wrong. Alternate hypothesis is accepted.

Findings:-
1) Most of respondents are satisfied with the services which are
provided by HDFC Bank. It may be possible all the customers are
enjoying the all services of bank.
2) There is a high correlation between relationship manager and the
customer because he provided all the available information on
time.
3) Thus my null hypothesis is become wrong after analyzing the data.

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There is low satisfaction level in HDFC Bank regarding the
services of bank.

4) There is customer retention in HDFC bank by providing the best


services to the customers.
5) There is strong communication between relationship manager and
the customers
6) Relationship manager is trying to minimize the risk of customer
regarding the investment.
7) HDFC Bank is better service provider in banking industry.
8) Customers are profitable because this bank give the priority to
service than employee.

Limitations:-
➢ The sample was taken from only 42 respondents which may not be
the true representative of whole customers perception.
➢ It may be possible that all responses are correct.
➢ Respondents may not be enjoying all those services which I want
to present in this thesis.
➢ There is also a time constraint as limitation.

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Conclusion
This thesis on the topic “A correlation between customer services
and its satisfaction level in HDFC Bank”. In this thesis I find that
most of the customers are satisfied with the services which are provided
by HDFC Bank. Its service quality is good according to sample which I
taken for this research. Thus my null hypothesis is true that most of the
customers are satisfied with the services of HDFC Bank. I find a
correlation between relationship manager and customers because they
provide the right information’s on time to customers.
In completion of this management thesis I learnt more things about the
banking sector. As which type of services provided by a bank. How a
policy is important to customer and organization also.

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References
Primary data
➢ Through questionnaire
➢ Personal interview

Secondary data
➢ The book “Quantitative method” of ICFAI University syllabus.
➢ www.scribd.com
➢ www.google.com

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Questionnaire is given blow:-
Section-A
Rate the financial advisory services of HDFC bank on the following
parameters.

S.N. Questions 1 2 3 4 5
1 Investment Guidance

2 Regular Market Information

3 Query Handling

4 Quality of services

Here
1 = strongly satisfy
2 = satisfy
3 = neither satisfy nor dissatisfy
4 = dissatisfy
5 = strongly dissatisfy

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Section-B
Please rate the following relationship efforts of HDFC bank:-

S.N. Questions 1 2 3 4 5
5 Query handling by officials

6 Greeting on selected
Occasions
7 Information about new service

8 Promptness in service

9 Priority in service

1 = strongly satisfy
2 = Satisfy
3 = neither satisfy nor dissatisfy
4 = Dissatisfy
5 = strongly dissatisfy

Section-C
Please rate these following questions

S.R. Questions Yes No


10 Is relationship manager of your bank taking
efforts to monitor your investment portfolio?
11 Does relationship banking lower your investment
risk?
12 Is relationship manager skilled /knowledgeable
to give you investment advice?

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