CHAPTER 1

INTRODUCTION

EXECUTIVE SUMMARY
This project aims at studying customer satisfaction of Axis Bank. This project contains five sections. The first section contains the Objective of the project and Research methodology. The main objective of my project is to know about Axis bank. and I will take the questionnaire for doing our project. Second section Literature Review contains information about the Customer satisfaction of Axis bank. Customers satisfaction with a product depends on the products performance relative to the buyers expectations. If the performance of the product falls short of his expectations the customer is dissatisfied. If the performance of the product matches his expectations the customer is satisfied. If the performance of the product exceeds his expectations the customer is highly satisfied. Customer Satisfaction can be achieved through quality, value and service. For a customer-centered company customer satisfaction is both a goal as well as a major factor in the companys success. Companies that achieve high customer satisfaction ratings must make sure that their target customers come to know of it. The companies must realize that highly satisfied customers produce several benefits to the company. They are fewer prices sensitive and they remain customers for the longer period. They also talk favorably to the others about the company and its product and services. The forth chapter is the Finding and Analysis, which is shown with the help of pie charts, bar diagram. Fifth chapter may contain the project limitation and conclusion and at last bibliography and annexure. The data has been collected by the researcher using questionnaire and it has been analyzed.
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OBJECTIVE OF THE STUDY

OBJECTIVE OF THE STUDY
Objectives define a Road map to the research project. The objectives for this study are: To Understand how banking activities actually takes place. To gain an insight and in depth knowledge about banking products. To know how the other services provided by bank to its customer. To know the satisfaction level of the customers with Axis Bank. To study what are the changes that a customer would like in existing policies.

RESEARCH METHODOLOGY

4.1 RESEARCH METHODOLOGY

The methodology adopted for the present study was focused on discussion, interview and close observation. Through the project is based upon study research, it was necessary to collect maximum information from the organization. The information regarding to the products and services of an organization can be get through the employees and the customers. There are two types of data through which we collect the information and execute the results after wards. They are as follows:1. Primary Data 2. Secondary Data PRIMARY DATA It is the information which has never been discovered or found out or available in the written format. This data or information is totally new and helps very effectively and efficiently to solve the unanswered questions. There are two methods to get primary data: The questionnaire method The observation method

SECONDARY DATA It is that information or data which has been already found out by someone or available in the written format. As the data is already published and known in the general, we can get this type of data from: Newspapers Internet Radio
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Books Magazines And many more

METHOD USED: - Questionnaire SAMPLE SIZE: - 100 TYPE OF SAMPLING: - Random Sampling DESCRIPTION OF THE QUESTIONNARIE: The questionnaire in this project contains 10 questions. All the 10 questions are closed ended questions, which are divided into parts-accounts, deposits, loan, investment, policies and others. These closed ended questions helps to maintain the interest of the customers in filling the questionnaire. Closed ended questions are meant to know the satisfaction level of customers and to let the customers suggest the changes they like in the existing insurance policies. Also to express what are the new policies they like to introduce in the bank.

Review of Literature

Satisfaction:
Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance (outcome) in relation to his or her expectations. As this definition makes clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction, because customers who are just satisfied still find it easy to switch when less good offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with brand, not just a rational preference. The result is high customer loyalty. Some of todays most successful companies are raising expectations and delivering performances to match. Satisfaction. Consumers from their expectations on the basis of messages received from sellers, friends and other information sources. These companies are aiming for TCS-Total Customer

Customer Satisfaction:
Customer Satisfaction may be defined as a qualitative measure where in a customer experiences various degrees of satisfaction until the performance of the product matches his expectations. Customers satisfaction with a product depends on the products performance relative to the buyers expectations. If the performance of the product falls short of his expectations the customer is dissatisfied. If the performance of the product matches his expectations the customer is satisfied. If the performance of the product exceeds his expectations the customer is highly satisfied. achieved through quality, value and service. Customer Satisfaction can be

Abstract
This feasibility study commissioned by the National Institute for Advanced Industrial Science and Technology in Japan (AIST) and supported by the Sustainable Consumption Unit (UNEP) provided an overview of approaches used in different disciplines for evaluating consumer behaviour. The study analyzed the applicability of existing research concepts, theories, and tools for evaluating consumer satisfaction with product-service systems (PSS). It included a discussion over their strengths/weaknesses. This paper presents a short overview of the study.

BACKGROUND

It has been recognized that eco-efficiency improvements at production and product design level can be significantly reduced or totally negated by rebound effect from increased consumption levels. In line with this problem factor 10 to 20 material and
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energy efficiency improvements have been suggested (Factor 10 Club 1994; SchmidtBleek 1996; Bolund, Johansson et al. 1998; Ryan 1998). The improvements, however, if not carefully done, may still lead to rebound effects through changes in resource prices. As a potential solution to the factor 10/20 vision system level improvements have to be made, contrary redesigning individual products or processes (Weterings and Opschoor 1992; Vergragt and Jansen 1993; von Weizscker, Lovins et al. 1997; Ryan 1998; Manzini 1999; Brezet, Bijma et al. 2001; Ehrenfeld and Brezet 2001). The product service system (PSS) concept has been suggested as a way to contribute to this system level improvement (Goedkoop, van Halen et al. 1999; Mont 2000). Here the environmental impacts of products and associated services should be addressed already at the product and service design stage. Special focus should be given on the use phase by providing alternative system solutions to owning products. A number of examples in B2B area exist that confirm the potential of PSS for reducing life cycle environmental impact. It is, however, increasingly evident that business examples are difficult to directly apply to the private consumer market. Private consumers, contrary to businesses, prefer product ownership to service substitutes (Schrader 1996; Littig 1998). Even if accepted, the environmental impacts of servicised products offers depend to a large extent on consumer behaviour. To address this problem, either behavioral or service system design changes are needed. Changing human behaviour and existing lifestyles contributes to the vision of sustainable development, but at the same it is extremely difficult and time-consuming process.

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A potentially easier way is changing the design of product-service system to reduce behavioral pitfalls. In order to change system design, it is necessary to understand how consumer acceptance of more sustainable solutions is formed, influenced or changed, what the influencing factors are and what are the leverage points for the best results with the lowest costs. Understanding consumer perceptions and behaviour in this context is crucial.

CONSUMER RESEARCH IN DIFFERENT DISCIPLINES

A considerable body of literature in a range of different disciplines exists on consumption, consumer behaviour, and consumer decision-making process. Research in economics, business, marketing, psychology and sociology domains studies consumer behaviour from different theoretical premises: for economists, consumption is used to produce utility; for sociologists, it is a means of stratification; for anthropologists a matter of ritual and symbol; for psychologists the means to satisfy or express physiological and emotional needs; and for business, it is a way of making money(Fine 1997). For more than a decade now, a range of studies that address environmentally sound consumer behaviour, e.g. car use, waste sorting, minimization and recycling practices, have been conducted. However, few studies evaluated consumer acceptance of the PSS concept a consumption based on non-ownership of physical products, see, for example, studies on car sharing schemes (Schrader 1999; Meijkamp 2000), ski rental and washing services (Hirschl, Konrad et al. 2001). One reason explaining the lack of studies in the area could be that, there are still not many PSS schemes in place to serve as test grounds. Another reason could be uniformity of research focus. Most of
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consumer research focused on adopter categories, habits, attitudes and intentions, rather than on actually measuring the satisfaction level with the service. The reason is probably that PSS ideas have been promoted by researchers from the environmental management, marketing, design and engineering fields, and to a lesser extent by sociologists, who hold the banner of research in customer satisfaction.

CONSUMER SATISFACTION PROCESS

The paramount goal of marketing is to understand the consumer and to influence buying behaviour. One of the main perspectives of the consumer behaviour research analyses buying behaviour from the so-called information processing perspective" (Holbrook and Hirschman 1982). According to the model, customer decision-making process comprises a need-satisfying behaviour and a wide range of motivating and influencing factors. The process can be depicted in the following steps (Engel, Blackwell et al. 1995): Need recognition Realisation of the difference between desired situation and the current situation that serves as a trigger for the entire consumption process. Search for information - search for data relevant for the purchasing decision, both from internal sources (one's memory) and/or external sources. Pre-purchase alternative evaluation - assessment of available choices that can fulfill the realised need by evaluating benefits they may deliver and reduction of the number of options to the one (or several) preferred. Purchase - acquirement of the chosen option of product or service. Consumption - utilization of the procured option.

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 Post-purchase alternative re-evaluation - assessment of whether or not and to what degree the consumption of the alternative produced satisfaction. Divestment - disposal of the unconsumed product or its remnants. Besides the information processing perspective, marketing analyses consumer behaviour by employing a psychologically grounded concept of attitudes (Balderjahn 1988; Ronis, Yates et al. 1989; Luzar and Cosse 1998). It is consumer attitudes that are usually named as the major factor in shaping consumer behaviour and a wealth of studies is available on the topic of how attitudes can predict behaviour.
INTER-DISCIPLINARITY OF CONSUMER RESEARCH

Different research disciplines diverge in their presuppositions about the human nature, factors influencing consumer behaviour, market response, etc. Therefore, they naturally employ different research approaches. However, despite that seemingly insurmountable abyss between disciplines, we see that many research topics and methods overlap, and that there is no clear-cut line between different domains of consumer research. Many consumption-related issues are being increasingly addressed from interdisciplinary or multidisciplinary perspectives. Many interdisciplinary concepts and factors are of interest for research on consumer satisfaction with eco-efficient services and PSS. Contrary to the suggestions from many traditional neoclassical theories, consumption patterns are much more flexible and prone to various influences. Today consumer behaviour is increasingly dynamic as the choice of alternatives increases with the growth of global markets. The complexity of the decision-making process and a large number of influencing factors suggest that changing consumer behaviour towards more sustainable consumption is a challenging process, which requires coordination at individual and societal level.
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The area of PSS and eco-efficient services is still developing. Further efforts are required in order to understand relations between functional and emotional needs of customers.

DIFFERENT LEVELS OF COMPLEXITY

When evaluating satisfaction with a product, customers initially assess tangible features of the product. In the service context, the features, though observable, are considerably less tangible and are thus more difficult to assess. A product service system comprises four components (products, services, infrastructures, and networks, see Figure 1), rendering the evaluation process of consumer satisfaction even more complex. Here the part of the system, with which customer comes into direct contact, is larger than in the case of a pure product or service, which has implications for customer evaluation process. In the case of PSS or eco-services, customers are exposed to both dimensions: product and service. In addition, due to closer relations with the service provider customers can even become exposed to infrastructure and networks that support PSS delivery. Therefore, in the PSS context, an evaluation of all four PSS components becomes relevant: Product evaluation is conducted by assessment of products or technologies. Person-based or other types of services (technical, information and knowledge services) that are included into PSS may be evaluated. Infrastructure can be evaluated when the customer comes into contact with enabling supporting technology, or by evaluation of ambient conditions, spatial layout or by evaluating signs and artifacts of the PSS. Networks, usually are not exposed to the eyes of the customer, but in some cases may be evaluated when they come into contact with the customers.
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RESEARCH FRAMEWORKS AND METHODS

A great variety of methods and frameworks for understanding and evaluating consumer acceptance and satisfaction are used in different disciplines. The study has discussed the following frameworks: Kano model of customer satisfaction, the Innovation diffusion of Rogers, the service quality model of Grnsroos, and SERVQUAL model by Parasuraman. The study has also surveyed a range of tools used for evaluating and measuring consumer satisfaction. These included surveys, in-depth interviews, focus group interviews, observations, mystery shopping, and psychographic portrait of customers. A number of drawbacks and benefits pertaining to the tools have been pointed out and discussed. Both the research models and the tools, while diverse to different extent, were found to be useful for application in the PSS research area.
CONCLUSIONS

The environmental impacts of ever increasing consumption throughout the world have been recently recognized. Many solutions have been proposed to combat the raising levels of consumption. One of the concepts suggested as a potential solution to reduce consumption levels is the concept of product-service systems (PSS). The concept proved to be viable in the business-to-business context. However, in the private consumer markets, it has been less successful, both in terms of economic viability and environmental impact reduction. User behaviour has been named as the primary reason for this situation. To address this problem, either behavioural or service system design changes are needed. Changing human behaviour and existing

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lifestyles contributes to the vision of sustainable development, but it proves to be an insurmountable task over a short period of time. Contrary, changing the design of product-service system to reduce the behavioral pitfalls could a potentially easier way towards sustainable development. Changing system design requires understanding how consumer acceptance of more sustainable solutions is formed, influenced or changed, what are the influencing factors and what are the leverage points for best results with lowest costs. Understanding consumer perceptions and behaviour in this context is crucial. However, the consumer decision-making process is much more complex and intricate than just a simple decision about shifting from owning a product towards paying per use of it. Throughout this study we demonstrated that products are not seen purely for their functional features, but rather products are complex combinations of various attributes, which, together with functionality, also bring status, serve as a key to a certain social class, reinforce once self-esteem, and much-much more. Therefore, the goal of this study make a step towards a better understanding the complexity of the phenomena we set to change. We did that by looking at how different disciplines perceive the consumption process in general and consumer decision-making process in particular. We saw the wealth of theories and frameworks being developed trying to solve this puzzle. We then looked closer at potentially most promising models, which could prove useful understanding the consumer decisionmaking process in the context of ownerless consumption. We also found some useful tools, which can be employed for collecting information about and from consumers. Identified frameworks and tools are then being evaluated

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for suitability in the PSS context. We also provided some suggestions and examples for how several presented models could be operationalised in the PSS context. Some important lessons were learned from this study: Consumer is a moody creature swinging between rationality and emotions. All disciplines we looked at address consumption from some perspective. This perspective may be unique to this discipline, or may share common premises with one another. Cross-fertilization and learning is the key to success. The challenge is not in the availability of analysis tools, but in analysis frameworks, which would allow us to speak the same language as our system and understand it better. We can probably employ just one tool to measure customer satisfaction with our system. But it is multifaceted and thus a combination of tools is more promising. PSS is a system, comprised of products, services, infrastructures, and networks. The criteria we want to evaluate this system against should include attributes of each dimension. PSS is a multi-disciplinary area and initiating system level change will require system level effort. Researchers with various backgrounds need to be involved in developing ideas and methods for measuring customer satisfaction with PSS. Nonsocial PSS practitioners should learn methods of social sciences.

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Abstract:
The concept of customer satisfaction has attracted much attention in recent years. Organizations that try to analyze this concept should begin with an understanding of various customer satisfaction models. In this paper, the emphasis is on reviewing the main concepts and models of customer satisfaction

Background
Both public and private sectors have given much attention to the concept customer satisfaction in the past couple of decades. Naturally, administrators have requested their staff to do customer satisfaction studies for their own organizations. An analyst or researcher must operationalised the concept of customer satisfaction in order to measure it. More importantly, in order to have validity for any measurements, the analyst needs to assume some model of the subject matter. The analyst must use very explicit conceptualizations of the subject matter (in other words, models) if she/he expects to do research and analysis that has relevance for organizational decisions. This paper is divided into several sections. First, a brief review of main concepts of customer satisfaction is provided. Next, we try to provide the analyst an overview of models of customer satisfaction. Finally, the article concludes with main research findings.
2 Consumer Satisfactions

Customer satisfaction has been a popular topic in marketing practice and academic research since Cardozo's (1965) initial study of customer effort, expectations and satisfaction. Despite many attempts to measure and explain customer satisfaction, there still does not appear to be a consensus regarding its definition (Giese and Cote,
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2000). Customer satisfaction is typically defined as a post consumption evaluative judgement concerning a specific product or service (Gundersen, Heide and Olsson, 1996). It is the result of an evaluative process that contrasts prepurchase expectations with perceptions of performance during and after the consumption experience (Oliver, 1980). The most widely accepted conceptualization of the customer satisfaction concept is the expectancy disconfirmation theory (McQuitty, Finn and Wiley, 2000). The theory was developed by Oliver, who proposed that satisfaction level is a result of the difference between expected and perceived performance. Satisfaction (positive disconfirmation) occures when product or service is better than expected. On the other hand, a performance worse than expected results is dissatisfaction (negative disconfirmation). Studies show that customer satisfaction may have direct and indirect impact on business results. Luo and Homburg (2007) concluded that customer satisfaction positively affects business profitability. The majority of studies have investigated the relationship with customer behaviour patterns (Dimitriades, 2006; Olorunniwo et al., 2006; Chi and Qu, 2008; Faullant et al., 2008). According to these findings, customer satisfaction increases customer loyalty, influences repurchase intentions and leads to positive word-of-mouth. Given the vital role of customer satisfaction, it is not surprising that a variety of research has been devoted to investigating the determinants of satisfaction. Satisfaction can be determined by subjective (e. g. customer needs, emotions) and objective factors (e. g. product and service features). Applying to the hospitality industry, there have been numerous studies that examine attributes that travellers may find important regarding customer satisfaction. Atkinson (1988) found out that cleanliness, security, value for money and courtesy of
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staff determine customer satisfaction. Knutson (1988) revealed that room cleanliness and comfort, convenience of location, prompt service, safety and security, and friendliness of employees are important. Barsky and Labagh (1992) stated that employee attitude, location and rooms are likely to influence travellers' satisfaction. A study conducted by Akan (1995) showed that the main determinants of hotel guest satisfaction are the behaviour of employees, cleanliness and timeliness. Choi and Chu (2001) concluded that staff quality, room qualities and value are the top three hotel factors that determine travelers satisfaction.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which including follow-on database maintenance and management. The personal service that need to make our customer satisfaction research project a success. Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which including follow-on database maintenance and management. The personal service that need to make our customer satisfaction research project a success.

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Baseline Measurement of Customers' Satisfaction Levels. This measurement will able to quantify your customers' satisfaction levels, and know the reasons for satisfaction or dissatisfaction. We'll calculate and rank the importance of a number of satisfaction-related attributes. Customer Satisfaction Tracking System. This will enable to tell how effective are the efforts at improving customer satisfaction have been. Competitive Customer Satisfaction Measurement. This tells you just where you stand on customer satisfaction relative to key competitors that you identify. Customer Retention Research. Find out why clients are leaving, and what would make them stay. Use this information to design a customer retention program. Transfer of an Existing Customer Satisfaction Tracking Program. If there are existing customer satisfaction programs, this can continue its operation for company. The transfer will be seamless, and you may benefit from a fresh look at your company's existing approach. The management guru, Peter Drucker states, "The purpose of a business is to create and retain customers." So where do you start? Following are seven customer service tips that can help ensure your organization is, indeed, providing superior customer service that will pretty much guarantee a high retention rate. 1. Know Your Customer. Understand what it is about your organization that makes customers come to you instead of your competition. Identify your strengths and build upon them. 2. Know Your Competition. Know what your competition is doing at all times. Are they doing something new or different? Are they doing something better than you? How can you do something better than them? Always ask yourself these questions. Keep your business on top when it comes to quality of products and service. 3. Retain Your Customers. It can cost 5-10 times more to acquire a new customer than it does to keep an existing one. Keep your customers delighted. Treat them like gold. After all, our customers are the reason we are in business. And remember, every customer you lose is a customer gained by your competition! 4. Create a Positive First Impression. The first contact your customers have with your organization is critical. Take measures to make sure that first contact is a magic moment instead of a tragic moment. In these days of shrinking profit margins, little things can make a big difference. Mother Theresa put it very well when she said, "Kind words can be short and easy to speak, but their echoes are truly endless." 5. Approach Complaints with a Positive Attitude. When you're dealing with customers on an ongoing basis, you'll undoubtedly receive your fair share of complaints. So keep in mind Al Capone's motto: "Don't take it personally, it's just
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business." After that, it's simply a question of approaching the problem with the right attitude to ensure customer satisfaction. 6. Sharpen Your Customer Service Skills. Customer service training is the most valuable tool you can give yourself or, as a manager, your employees. The skills mastered will enable everyone to become more productive, enjoy their job more, increase their value to the company and improve customer service at all levels. 7. Measure Customer Satisfaction. Continuously monitor your business. Never sit back and relax. Offer new products or services as needs require. Always ask the customer what you can do better. That information is the vital link between your business and your customers and can help provide the kind of service and satisfaction that builds customers for life. In any business today, the superior customer service commitment must be renewed every day. We have to tend to it, we have to feed it, we have to care about it and we have to live it. When we do, that commitment translates into delighted customers, repeat business, referrals and increased profits. Customer satisfaction Research can address a variety of issues, including, but not limited to: How satisfied are your customers? How satisfied are your competitors' customers? How satisfied are your employees? How do consumers/businesses use the products and services in your industry? Are your target customers aware of your business? What is the image of your business among target customers? Is your advertising effective? What could make it more effective? How should you design a new product or service to meet the needs of the market? What is the appropriate price to charge for a product? Central message: High customer satisfaction makes money and enhances profitability. Periodic customer satisfaction surveys are absolutely essential to any growing business.

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Improving Customer Satisfaction Once a Customer Satisfaction Measurement Program Is in Place: Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring customer satisfaction is to see where a company stands in this regard in the eyes of its customers, thereby enabling service and product improvements which will lead to higher satisfaction levels. The research is just one component in the quest to improve customer satisfaction. There are many others, including: Top management commitment, Linking of Customer Satisfaction scores with employee and management monetary incentives, Recognition of employees, who contribute to customers' satisfaction, Identification, measurement, and tracking of operational variables which drive satisfaction scores, Customer-based improvement goals, Plans for improving operational variables, Incorporation of customer satisfaction skills into employee training programs, Measurement of and plans for improvement of employee satisfaction, Changes in corporate hiring practices Top Management Commitment: Top management, through its actions, must show that customer satisfaction is important to it. This can be done in several ways. Acknowledging areas where the company needs to improve, Allocating appropriate resources to the improvement of customer satisfaction, Involvement of management and employees in the development of plans for customer satisfaction improvement, Linking management bonuses to satisfaction scores, Clear and frequent communication of what is being done to improve customer satisfaction. Linking of Customer Satisfaction Scores with Employee and Management Monetary Incentives: This really is just a case of having management put its money where its mouth is. Monetary incentives for improving customer satisfaction scores should reach all
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levels of the organization, from top management to front-line employees and suppliers. Incentive programs can be structured so that all employees in an organizational unit receive compensation if the unit's customer satisfaction goals are met. Additionally, exemplary service on the part of individual employees can be rewarded on an ad hoc basis. Management incentives do not have to result in incremental expenditures; a reallocation of current incentives will suffice. For example, if 100% of a manager's bonus is dependent upon meeting operational and sales goals, the mix could be changed to include a customer satisfaction goal. Recognition of Employees Who Contribute to Customers' Satisfaction: This is an inexpensive way to foster customer satisfaction. The keys to success are: Making sure that all employees are aware of why a particular employee is being recognized, Making sure that each employee being recognized is worthy of recognition. Identification, Measurement, and Tracking of Operational Variables Which Drive Satisfaction Scores: The results of a customer satisfaction survey need to be evaluated to determine what needs to be improved. For example, a survey may find that customer waiting times need to be reduced. The next step should be to quantify actual customer waiting times, and to set goals and strategies for reducing them. Goals should be as specific as possible. It is better to say "we want to reduce wait times during peak periods from an average of twenty minutes to fifteen minutes by the end of June," than to say "we need to reduce customer waiting times." Customer-Based Improvement Goals: This tie directly to the previous point. Once you have identified what needs to be improved, you need to develop a plan for improving each identified area. Such plans need to be based on what customers really need, rather than what management believes to be a good goal. Using the previous example, if customers really desire wait times of ten minutes or less, having management dictate that wait times must be reduced to fifteen minutes will have limited appeal with customers. You may need to do a separate survey with customers to actually set appropriate goals. If this is not economically feasible, at least talk to a number of customers and gain their input before setting a goal. Incorporation of Customer Satisfaction Skills into Employee Training Programs: Employee training programs should be modified to include: A description of the importance of customer satisfaction to the company, Descriptions of what keeps customers satisfied,

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A description of customer satisfaction measurement programs, recognition programs, and incentive programs, Specific employee-performance expectations with regard to keeping customers satisfied. Changes in Corporate Hiring Practices: Certain types of people will do a better job of satisfying customers than will other types of people, regardless of the quality of training, reward, and recognition programs. Once you have determined the types of employee behaviors are important to customers, you should incorporate this knowledge. .Measuring what is Important to Customers Most well-designed customer satisfaction surveys contain a series of "attributes," which are rating scales of a series of specific statements or questions (courtesy, accuracy, timeliness, etc.). Naturally, some "attributes" will be more important than others. There has been a long-standing controversy in the Research Industry about how to know the "importance" of attributes used in a customer satisfaction survey. There are two basic choices: 1. "Stated Importance," determined by asking customers how important an item is, 2. "Derived Importance," determined by calculating the relationship between attributes and satisfaction. The derived approach will uncover items which are most important to the satisfaction of customers. These attributes will not always be the same attributes that a customer would identify as being most important. But they would be the ones which, if improved upon by a business, will result in higher levels of satisfaction. It is not difficult for someone who understands statistical analysis to calculate the relative importance of a series of attributes, provided that a questionnaire also includes a satisfaction measure of some sort. The basic process is to conduct a correlation analysis, eliminate attributes which have high correlation coefficients with each other and are saying "much the same thing," and then to run a regression analysis. There are a variety of PC statistical applications which can be used to perform these analyses, including SPSS. I used the derived approach to calculate attribute importance weights in each of our customer satisfaction surveys. Customer Satisfaction a Critical Component of Profitability: Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit growth. To achieve success, you must make superior service second nature of your organization. A seamless integration of all components in the service-profit chain employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit and growth links all the critical dynamics of top customer service.

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Sadly, mature companies often forget or forsake the thing that made them successful in the first place: a customer-centric business model. They lose focus on the customer and start focusing on the bottom line and quarterly results. They look for ways to cut costs or increase revenues, often at the expense of the customer. They forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers. Innovation Defined Innovation is a process of taking new ideas through to satisfied customers. It is the conversion of new knowledge into new products and services. Innovation is about creating value and increasing efficiency, and therefore growing your business. It is a spark that keeps organizations and people moving ever onward and upward. "Without innovation, new products, new services, and new ways of doing business would never emerge, and most organizations would be forever stuck doing the same old things the same old way." Innovation: A Paradigm Shift Innovation is bringing a paradigm shift in the way the business is done in a rapidly globalizing economy. This new economy is characterized by enhanced frequency of innovations, shortening of product, technology, and economic life cycles, rapid generation and commercialization of new technologies, globalization not only large but also small businesses, enhanced emphasis on business partnerships and strategic alliances, intensive and multi-country research and development programs and difficulty in accessing critical technologies. Entrepreneurial Action the Engine of Innovation While research and invention is a major contributor to innovation, if there is no entrepreneurial action there is no value creation. How satisfied are you with the purchase you made? How satisfied are you with the service you received? How likely are you to buy from us again? How likely are you to recommend our company to others? Customer Expectations: Customer is defined as anyone who receives that which is produced by the individual or organization that has value. Customer expectations are continuously increasing. Brand loyalty is a thing of the past. Customers seek out products and producers that

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are best able to satisfy their requirements. A product does not need to be rated highest by customers on all dimensions, only on those they think are important. Customer expectation; The "Customer Expectation Paradox" has to do with the difference between what customers WANT, and what they have learned they are going to receive from the companies they do business with. It goes like this: While customers want more from the companies and employees they do business with, they have actually come to expect less than they did before. We suggested that generally, if you compare customers from twenty years ago to customers nowadays, you'll find that today, customers want more. They want faster service, more convenient service, more flexibility in things like payment plans and options, or merchandise return policies. They want less time waiting in lines, and they want their problems solved almost immediately. If you dont make an emotional connection with customers, then satisfaction is worthless By William J. McEwen and John H. Fleming For several decades, marketers have been tirelessly searching for a highly coveted but apparently elusive prize: customer satisfaction. The problem is, theyve been pursuing the wrong goal. Thats right. Regardless of how high a companys customer satisfaction levels may appear to be, satisfying customers without creating an emotional connection with them has no real value. None of all. As Werner Reinart and V. Kumar noted in a Harvard Business Review article last year, To identify the true apostles, companies need to judge customers by more than just their actions. Others echo their sentiments. Whartons Peter Fader states, It is hard to diagnose past behavior to understand why people did what they did. Historical behavioral data is rich and interesting, but it has its limits as a guide to the future. Customer satisfaction assessment was heralded some time ago as the obvious solution to the need for more meaningful customer measures. Satisfaction, it was claimed, provides insight into the reasons why customers behave as they do and is not merely a reflection of repeated behavior that may have been earned or purchasedby the company. Customer Service and Satisfaction We must cultivate our garden. Voltaire When we talk about customer service and/or satisfaction, we talk about creativity.
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Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday business. We talk about how, or rather what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers want. We want to know if our customers are satisfied. Satisfaction, of course, means that what we delivered to a customer met the customers approval. We want to know if customers are delighted and willing to come back, and so on. Fleiss2 and Feldman3 present examples of that delightfulness in their writings. Fleiss has written about Ben and Jerrys ice cream and Feldman has discussed excellence in a cab ride.

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INDUSTRY PROFILE

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Prospects of the BANKING Industry

The Indian Banking industry, which is governed by the Banking Regulation Act of India, 1949 can be broadly classified into two major categories, non-scheduled banks and scheduled banks. Scheduled banks comprise commercial banks and the cooperative banks. In terms of ownership, commercial banks can be further grouped into nationalized banks, the State Bank of India and its group banks, regional rural banks and private sector banks (the old/ new domestic and foreign). These banks have over 67,000 branches spread across the country.

The first phase of financial reforms resulted in the nationalization of 14 major banks in 1969 and resulted in a shift from Class banking to Mass banking. Every bank had to earmark a minimum percentage of their loan portfolio to sectors identified as "priority sectors". The manufacturing sector also grew during the 1970s in protected environments and the banking sector was a critical source. The next wave of reforms saw the nationalization of 6 more commercial banks in 1980. Since then the number of scheduled commercial banks increased four-fold and the number of bank branches increased eight- fold. After the second phase of financial sector reforms and liberalization of the sector in the early nineties, the Public Sector Banks (PSB) found it extremely difficult to compete with the new private sector banks and the foreign banks. The new private sector banks first made their appearance after the guidelines permitting them were issued in January 1993.

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Eight new private sector banks are presently in operation. These banks due to their late start have access to state-of-the-art technology, which in turn helps them to save on manpower costs and provide better services. During the year 2000, the State Bank of India (SBI) and its 7 associates accounted for a 25 percent share in deposits and 28.1 shares in credit. The 20 nationalized banks accounted for 53.2 percent of the deposits and 47.5 percent of credit during the same period. The share of foreign banks (numbering 42), regional rural banks and other scheduled commercial banks accounted for 5.7 percent, 3.9 percent and 12.2 percent respectively in deposits and 8.41 percent, 3.14 percent and 12.85 percent respectively in credit during the year 2000. FIGURE: SCHEDULED COMMERCIAL BANK IN INDIA

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Nationalized Banks in India Banking System in India is dominated by nationalized banks. The nationalization of banks in India took place in 1969 by Mrs. Indira Gandhi the then prime minister. The major objective behind nationalization was to spread banking infrastructure in rural areas and make available cheap finance to Indian farmers. Fourteen banks were nationalized in 1969. Before 1969, State Bank of India (SBI) was the only public sector bank in India. SBI was nationalized in 1955 under the SBI Act of1955. The second phase of nationalization of Indian banks took place in the year 1980. Seven more banks were nationalized with deposits over 200 Crores. List of Public Sector Banks in India is as follows: State Bank of India (SBI) State Bank of Mysore State Bank of Hyderabad State Bank of Bikaner and Jaipur Bank of Maharashtra Punjab National Bank State Bank of Travancore Syndicate Bank Allahabad Bank Union Bank of India United Bank of India UCO Bank Vijaya Bank
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Andhra Bank State Bank of Patiala Bank of Baroda State Bank of Saurastha Canara Bank Corporation Bank Andhra Bank Dena Bank Indian Bank Indian Overseas Bank Central Bank of India Oriental Bank of Commerce Punjab and Sind Bank

Private Banks in India All the banks in India were earlier private banks. They were founded in the preindependence era to cater to the banking needs of the people. After nationalization of banks in 1969 public sector banks came to occupy dominant role in the banking structure. Private sector banking in India received a fillip in 1994 when Reserve Bank of India encouraged setting up of private banks as part of its policy of liberalization of the Indian Banking Industry. Housing Development Finance Corporation Limited (HDFC) was the first to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a bank in the private sector. Private Banks have played a major role in the development of Indian banking industry. They have made banking more efficient and customer friendly.

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In the process they have jolted public sector banks out of complacency and forced them to become more competitive. List of Private Sector Banks in India is as follows: Bank of Rajasthan Bharat Overseas Bank Axis Bank Catholic Syrian Bank Centurion Bank of Punjab Dhanalakshmi Bank Federal Bank HDFC Bank ICICI Bank IDBI Bank IndusInd Bank ING Vysya Bank Jammu & Kashmir Bank Karnataka Bank Karur Vysya Bank Kotak Mahindra Bank SBI Commercial and International Bank South Indian Bank United Western Bank YES Bank

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Company Profile

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1.2 PROFILE
A Brief Profile of the AXIS BANK
AXIS Bank was the first of the new private banks to have begun operations in 1994, after the Government of India allowed new private banks to be established. The Bank was promoted jointly by the Administrator of the specified undertaking of the Unit Trust of India (UTI - I), Life Insurance Corporation of India (LIC) and General Insurance Corporation of India (GIC) and other four PSU insurance companies, i.e. National Insurance Company Ltd., The New India Assurance Company Ltd. The Bank as on 30th September, 2011 is capitalized to the extent of Rs. 412.32 Crores with the public holding (other than promoters and GDRs) at 52.07%. The Bank's Registered Office is at Ahmadabad and its Central Office is located at Mumbai. The Bank has a very wide network of more than 1281 branches (including 169 Service Branches/CPCs as on 31st March, 2011). The Bank has a network of over 6270 ATMs (as on 31st March, 2011) providing 24 hrs a day banking convenience to its customers. This is one of the largest ATM networks in the country. Bank has strengths in both retail and corporate banking and is committed to adopting the best industry practices internationally in order to achieve excellence.

Promoters
Axis Bank Ltd. has been promoted by the largest and the best Financial Institution of the country, UTI. The Bank was set up with a capital of Rs. 115 Crores, with UTI contributing Rs. 100 Crores, LIC - Rs. 7.5 Crores and GIC and its four subsidiaries contributing Rs. 1.5 Crores each.

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SUUTI - Shareholding 23.58%

Erstwhile Unit Trust of India was set up as a body corporate under the UTI Act, 1963, with a view to encourage savings and investment. In December 2002, the UTI Act, 1963 was repealed with the passage of Unit Trust of India (Transfer of Undertaking and Repeal) Act, 2002 by the Parliament, paving the way for the bifurcation of UTI into 2 entities, UTI-I and UTI-II with effect from 1st February 2003. In accordance with the Act the Undertaking specified as UTI I has been transferred and vested in the Administrator of the Specified Undertaking of the Unit Trust of India (SUUTI), who manages assured return schemes along with 6.75% US-64 Bonds, 6.60% ARS Bonds with a Unit Capital of over Rs. 14167.59 Crores. The Government of India has appointed Shri K. N. Prithviraj as the Administrator of the Specified undertaking of UTI, to look after and administer the schemes under UTI - I, where Government has continuing obligations and commitments to the investors, which it will uphold.

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1.3 COMPANYs MISSION and VISION

Our Vision 2015
To be the preferred financial solutions provider excelling in customer delivery through insight, empowered employees and smart use of technology.

Our Mission
1. Customer Service and Product Innovation tuned to diverse needs of individual and corporate clientele. 2. Continuous technology up-gradation while maintaining human values. 3. Progressive globalization and achieving international standards. 4. Efficiency and effectiveness built on ethical practices. 5. Customer Centricity.

Core Values
1. Customer Satisfaction through: Providing quality service effectively and efficiently Smile, it enhances your face value" is a service quality stressed on Periodic Customer Service Audits

2. Maximization of Stakeholder value. 3. Success through Teamwork, Integrity and People.

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1.4 PRODUCT RANGE OF AXIS BANK Axis Bank offers a range of financial products and services to its clients throughout the country. It also has special strength in retail and corporate banking. Axis Bank offers following services: 1. Personal Banking 2. Corporate Banking 3. NRI 4. Priority Banking PERSONAL BANKING The Personal Banking of Axis Bank includes following services: Accounts o Zero Balance Savings Account o Krishi Savings Account o Easy Access Savings Account o Prime Savings Account o Corporate Salary Account o Women's Savings Account o Demat Account o Senior Citizen's Account o Trust/NGO Savings Account o Azzadi - No Frills o Pension Savings Account

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Deposits Fixed Deposits

o Recurring Deposits o En-cash 24 o Tax Saver Fixed Deposit Loans o Home Loan o Car Loan o Personal Loan o Loan Against Shares o Loan Against Property o Loan Against Security o Study Loan o Consumer Loan Cards o Credit Cards o Debit Cards o Prepaid Cards Investments o Gold Mohurs o Online Trading o Mutual Funds o Demat Account

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Insurance o Silver Health o Family Health o Motor Insurance o Jewellery Insurance o Safe Guard o Safe Home o Safe Home Plus o Critical Illness o Business advantage

Payments o Bill Pay o Electronic Clearing Service o Tax Payments o Tax e-Payments o Direct Tax Payments o Pension Disbursement o Visa Money Transfer

Other Services o Mobile Refill o Locker o Online Shopping o IPO Smart o E-Statement

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CORPORATE BANKING Following services are offered by Axis Bank under Corporate Banking Accounts o Normal Current Account o Business Advantage Account o Business Select Account o Business Classic Account o Business Privilege Account o Channel One Account o Current Account for Govt. Organizations o Current Account for Banks o Current Account for Builders & Real Estate o Capital Market Current Account o Krishi Current Account o Business Global Current Account o Club 50 Current Account o Shipping and Maritime Current Account o Inland Road Transport Current Account o Travel, Tourism and Hospitality Current Account o Local Current Account o Cash Management Current Account o Current Account for Chartered Accountants o Current Account for Pharma

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Credit o Working Capital Finance o Term Loans o Supply Chain Management o Overseas Transactions o SME Standard o SME Fast Track o Structured Finance

Capital Market o Debt Solutions o Equity Solutions o Private Equity, Mergers & Acquisitions o Advisory Services o Trusteeship Services o Depository Services o E-Depository Services o Capital Market Funding o Custodial Services o E-Broking

Treasury o Forex o International Business o Money Market o Constituent SGL Facilities o Retailing of Government Securities

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Cash Management Services o Payment Solutions o Collection Solutions

Govt. Business o Authorization o Direct Tax Payment o Indirect Tax Payment o State Tax Payment o Pension Disbursement o Other Services o E-Payments o E-Governance Tie-ups o Online Tax Payment o New Pension System (NPS)

NRI Axis Bank offers following services for the NRIs Accounts o NRE Savings Account o NRO Savings Account o NRI Prime Account o NRI Priority o PIS Account o NRE Salary Account o RFC Account

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Deposits o NRE Rupee Deposit o NRO Rupee Deposit o FCNR Deposit o RFC Term Deposit

Remittances o AXIS Remit o SWIFT o Partner Banks o Exchange House Tie-ups o NRI Connect

Services o PAN Assistance o Locker o NRI Local Post Box

PRIORITY BANKING Following services are offered under this category: Accounts o Resident o NRI Deposits o Fixed Deposits o Recurring Deposits o En-cash 24

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Loans o Home Loan o Personal Loan o Loan Against Property o Loan Against Security o Car Loan o Study Power o Consumer Power

Cards o Priority Debit Card o Credit Cards o Platinum Credit Card o Gold Plus Credit Card o Gold Credit Card o Silver Credit Card o E-Shop Card o Travel Currency Card o Remittance Card o Gift Card

Investments o Resident Indians o Gold Mohurs o Online Trading o Mutual Funds o Depository Services

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NRI o PIS Account o PAN Assistance

Payments o Bill Pay o Electronic Clearing Service o Tax Payments o Direct Tax Payments o Pension Disbursement

Other Services o Mobile Refill o Locker o Online Shopping

24 X 7 BANKING Following services are offered Under 24 x 7 Banking: Internet Banking Mobile Banking o NRI Account o Current Account o Savings Account Visa Money Transfer Power Transfer ATM

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1.5 PROBLEMS OF THE ORGANISATION

These are some of the problems resulting in customers switching to other banks Location/working time. Wait for service. Unresponsive. Reluctant response Cut-throat competition. Business obligations. Lack of knowledge among customers about various banking concepts. Lack of knowledge among customers about various benefits Less branches and ATMs. Not providing service at promised time

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1.6 COMPETITION INFORMATION

COMPETITORS ICICI Bank Ltd. HDFC Bank Ltd. KOTAK MAHINDRA YES BANK Canara Bank Andhra Bank IDBI bank Bank of India. Punjab National Bank ING VYSYA BANK J&K Bank Karur Vysya Bank

ICICI BANK ICICI was founded by the World Bank, Government of India and representatives of the private sector in 1955 to encourage and assist industrial development and investment in India. ICICI Bank is Indias second-largest bank with total assets of about Rs.112, 024 Crores and a network of about 450 branches and offices and about 1750 ATMs. It offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialized subsidiaries and affiliates in the areas of investment banking, life and nonlife insurance, venture capital, asset management and information technology.

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HDFC BANK HDFC is one of the leading private company. It is the first private sectors life insurance company to be granted a certificate of registration on 23rd October from IRDA. KOTAK MAHINDRA GROUP KOTAK Mahindra group is one of the Indians leading financial org. offerings a wide range of financial services that encompass every sphere of life from commercial banking to stock broking, to mutual funds to life insurance ,investment banking the group caters to the diverse financial needs of individuals and corporate. YES BANK Yes bank was in corporate in November 2003. It started its financial operations in start edits financial operations in September 2004 & it was promoted by Mr. Rana kapoor. CANARA BANK CANARA Bank was founded by Shri Ammembal Subba Rao Pai, a great visionary and philanthropist, in July 1906, at Mangalore, then a small port in Karnataka. The Bank has gone through the various phases of its growth trajectory over hundred years of its existence. Growth of Canara Bank was phenomenal, especially after nationalization in the year 1969, attaining the status of a national level player in terms of geographical reach and clientele segments. Eighties was characterized by business diversification for the Bank. In June 2006, the Bank completed a century of operation

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in the Indian banking industry. The eventful journey of the Bank has been characterized by several memorable milestones.

ANDHRA BANK Andhra bank was registered on 20th November 1923. It was entered into ATM sharings arrangements with state bank of India, HDFC bank, AXIS bank. It has 664 branches all over India. IDBI BANK The birth of IDBI bank took place after RBI issued guidelines for entry of new private sector bank in January 93 but it was in corporate at Gwalior under companies act on 15th sep. 1994. BANK OF INDIA Bank of India was founded on 7th September 1906.It was nationalized with 13 other banks. It has 3021 branches in India spread all over the states. PUNJAB NATIONAL BANK The oldest bank in existing in India is the Punjab National bank, a government owned bank that traces its origins back to June 1806 & that is the second largest commercial bank in the country. J&K BANK J&K bank is the only bank in the country with the majority ownership vested with a state government of J&K. It is a sole banker to the government of J&K.

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KARUR VYSYA BANK KARUR Vysya Bank the bank that carries with it a tradition of 95 years and yet is young enough to adapt itself to the rapidly changing scenario in the banking industry.

1.7 ORGANISTAION CHART OF THE AXIS BANK

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1.8 MARKET SHARE OF THE COMPANY

Serial No.

Name of Shareholders

Paid up capital in (%)

1.

Administrator of the specified undertaking of the 33.56% United trust of India (AXIS 1).

2. 3.

Life insurance Corporation of India. General Insurance subsidiaries Corporation and its

13.54% 7.64%

4. 5.

Overseas investors/OCBs/NRIs

28.12%

Other Indian financial institutions or mutual 5.01% Funds Or banks.

6.

Others Total

12.12% 100%

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1.9 BOARD OF DIRECTORS

The Bank has 12 members on the Board. Dr. Adarsh Kishore is the Chairman and Smt. Shikha Sharma is the Managing Director & CEO of the Bank. The members of the Board are:Dr. Adarsh Kishore Smt. Shikha Sharma Dr. R.H. Patil Smt. Rama Bijapurkar Shri M.V. Subbiah Shri K. N. Prithviraj Shri V. R. Kaundinya Shri S. B. Mathur Shri Prasad R. Menon Shri R. N. Bhattacharyya Shri Samir K Barua Shri A K Dasgupta Chairman Managing Director and CEO Director Director Director Director Director Director Director Director Director Director

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SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate the

Strengths, Weaknesses Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. A SWOT analysis must start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strengths: characteristics of the business or team that give it an advantage over others in the industry. Weaknesses (or Limitations): are characteristics that place the firm at a disadvantage relative to others. Opportunities: external chances to make greater sales or profits in the environment. Threats: external elements in the environment that could cause trouble for the business.

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SWOT ANALYSIS: AXIS BANK Ltd.

3.1 STRENGTHS The bank focuses on the customers primarily and serves them best by responding to them quickly by which the customers are attracted. The employees of the bank move with customers personally. By this, the bankers create a good impression in the minds of the customers. While compared to other banks, AXIS Bank provides higher interest rates on deposits and low rates for loans. All the employees of the bank are young and they complete the tasks quickly and do not drag customers for a long time like other banks. Customers of the bank are highly satisfied since the bank provides services like mutual funds and online trading apart from the usual banking services. Through the availability of priority banking services customers feel banking very easy and comfortable. 3.2 WEAKNESS Time consumption for sanctioning commercial loans as the bank has no powers to grant commercial loans and has to wait till the a project is being accepted for sanction from the zonal office. The volume of the business carried on is very less because of the area selection. Market capitalization is very low.

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3.3 OPPORTUNITIES Since there are very few banks at Sathyamangalam, the bank can take it as an opportunity to serve well and capture customers effectively. Tie up with growing insurance companies namely Bajaj Allianz insurance and Met Life Insurance helps them to increase their revenue. People are becoming more service oriented and growing Indian banking sector. 3.4 THREATS Sathymangalam is a rural area so the scope of growth is limited. Threat from various competitors.
Foreign banks. Govt. banks e.g. State Bank of India (SBI), Punjab National Bank (PNB) etc.

Most of the people in the area are illiterate so that they hesitate to acquaint with modern banking; customers are resisting switching over from their traditional ones. Advent of MNC banks.

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CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

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1. Customers Satisfaction towards Easy Access of Ones Account at AXIS BANK. Option Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied No. of Customers 10 40 40 8 2 Percentage (%) 10 40 40 8 2

Table 1: -Represent customers satisfaction towards easy access of Ones Account at AXIS BANK.

Customer Satisfaction towards Ones Account(%)

8 2 10 Highly Satisfied Satisfied 40 40 Neutral Dissatisfied Highly Dissatisfied

Chart 1: -Represent customer satisfaction towards easy access of Ones Account at AXIS BANK. Interpretation: 10% Customers are more than satisfied with ease of accessibility of Ones Account. 40% Customers are saying that its good and 40% say that its a verage and they are satisfied with easy accessibility to Ones Account at AXIS BANK. On the other hand 8% costumers are not dissatisfied and 2% are highly dissatisfied with easy accessibility to Ones Account at AXIS BANK. According to them they do not get the support as and when required.
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2. Customers Desire towards AXIS BANKs Smart Privilege Account. Option Highly Desired Desired Neutral Both Desired and Not Highly Not Desired No. of Customers 5 40 30 15 10 Percentage (%) 5 40 30 15 10

Table 2: -Represent customers desire towards AXIS BANKs Smart Privilege Account.

Custumer's Desire towards AXIS Bank's Smart Previlige Account (%)

10 15 40 5 Highly Desired Desired Neutral 30 Both Desired and Not Highly Not Desired

Chart 2: -Represent customers desire towards AXIS BANKs Smart Privilege Account. Interpretation: 5% Customers have more desire of towards AXIS BANKs Smart Privilege Account. 40% Customers are saying that its good and 30% say that its average and feels goods towards AXIS BANKs Smart Privilege Account. On the other hand 15% costumers have nature of both desired and not desired but 10% are highly not desired of AXIS BANKs Smart Privilege Account. According to them they do not feels safe in opening any other account.

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3. Customers feelings towards SALARY ACCOUNT at AXIS BANK. Option Feeling Excellent Feeling Good Feeling Average Not Feeling Good Not Have Any feeling No. of Customers 15 50 20 10 5 Percentage (%) 15 50 20 10 5

Table 3:- Customers feelings towards SALARY ACCOUNT at AXIS BANK.

Customers feelings towads AXIS BANK's Salary Account(%)

10 20

15 Feeling Excellent Feeling Good Feeling Average 50 Not Feeling Good Not Have Any feeling

Chart 3:- Customers feelings towards SALARY ACCOUNT at AXIS BANK. Interpretation: 15% Customers feels excellent towards SALARY ACCOUNT. 50% Customers are saying that its good and 20% feels goods towards AXIS BANKs Salary Account. On the other hand 10% costumers are not feeling good. But 5% are not having feeling towards AXIS BANKs Salary Account. According to them they do not require any other account.

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4. Customers Satisfaction towards PENSION SAVING ACCOUNT at AXIS Bank. Option Highly Satisfied Satisfied Quite Satisfied Dissatisfied Highly Not Satisfied No. of Customers 12 40 33 10 5 Percentage (%) 12 40 33 10 5

Table 4: -Represent customers satisfaction towards PENSION SAVING ACCOUNT at AXIS Bank.

Customers Satisfaction towards AXIS BANK's Pension Saving Account(%)

10 5 12 Highly Satisfied Satisfied 33 40 Quite Satisfied Dissatisfied Highly Not Satisfied

Chart 4: -Represent customers satisfaction towards PENSION SAVING ACCOUNT at AXIS Bank. Interpretation: 12% Customers are more than satisfied towards PENSION SAVING ACCOUNT at AXIS Bank. 40% Customers are saying that its good and 33% say that its average and they are satisfied with PENSION SAVING ACCOUNT at AXIS Bank. On the other hand 10% costumers are not dissatisfied and 5% are highly not satisfied PENSION SAVING ACCOUNT at AXIS Bank. According to them they do not get the support as and when require
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5. AXIS BANKs PERSONAL LOAN service meets requirements of customers or not Option Excellent Well Average Need improvement Prefer Other Banks No. of Customers 20 25 30 15 10 Percentage (%) 20 25 30 15 10

Table 5: - Represent AXIS BANKs PERSONAL LOAN service meets requirements of customers or not

AXIS BANK's Personal loan meets customer requirements(%)

10 15 20 Excellent Well 25 30 Average Need improvement Prefer other Banks

Chart 5: - Represent AXIS BANKs PERSONAL LOAN service meets requirements of customers or not. Interpretation: 20% Customers feels excellent towards AXIS BANKs PERSONAL LOAN service. 25% Customers are saying that its well and 30% feels average and says that AXIS BANKs PERSONAL LOAN service meets their requi rements of daily life. On the other hand 15% costumers are not feeling good and say that AXIS BANK need improvement. But 10% Customers prefers other banks. According to many people, there is need of improvement.

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6. Cheque collection policies are satisfactory for customers of AXIS BANK or not. Option Excellent Satisfied Fine Unhappy Other Banks No. of Customers 20 40 30 8 2 Percentage (%) 20 40 30 8 2

Table 6: -Represent cheque collection policies are satisfactory for customers of AXIS BANK or not.

Cheque collection policies are satisfactory for customers of AXIS BANK (%)
8 30 2 20 Excellent Satisfied Fair 40 Unhappy Other Banks

Chart 6: -Represent cheque collection policies are satisfactory for customers of AXIS BANK or not. Interpretation: 20% Customers feels that the cheque collection policy of AXIS BANK is excellent. 40% Customers are satisfied and impressed with cheque collection policy of AXIS BANK and 30% Customers says its just fine not so bad, no so good but On the other hand 8% costumers are not feeling good unhappy with cheque collection policy of AXIS BANK. But 2% Customers prefers other banks.
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7. Customer satisfaction level and feelings with deposits, schemes investment schemes, mutual funds and other financial support provided by AXIS BANK. Option Great Satisfied Neutral Not Satisfied Not Interested No. of Customers 15 35 40 9 1 Percentage (%) 15 35 40 9 1

Table 7: - Customer satisfaction level and feelings with deposits, schemes investment schemes, mutual funds and other financial support provided by AXIS BANK.

Customer satisfaction level towads various services provided by AXIS Bank(%)

1 9 15 Great Satisfied 40 35 Neutral Not Satisfied Not Interested

Table 7: - Customer satisfaction level and feelings with deposits schemes investment schemes, mutual funds and other financial support provided by AXIS BANK. Interpretation: 15% Customers feels excellent with deposits schemes investment schemes, mutual funds and other financial support provided by AXIS BANK. 35% Customers are saying that its well and satisfied and always come in front to invest their money in shares and debentures and mutuals funds of AXIS banks.40% calls it average On the other hand 9% costumers are not feeling good and not satisfied same as 1% are really not interested in investing any money with AXIS BANK.
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8. People are not much aware of tax collection policies by axis bank. Option Excellent Well Dont Know Bad Very Bad No. of Customers 20 30 40 7 3 Percentage (%) 20 30 40 7 3

Table 8: -People are not much aware of tax collection policies by axis bank.

Aware of tax collection policies of AXIS BANK to customers(%)

7 3 20 Excellent Well 40 30 Dont know Bad Very Bad

Chart 8:- People are not much aware of tax collection policies by axis bank. Interpretation: 20% Customers feels that the cheque tax policy of AXIS BANK is excellent. 30% Customers are well satisfied and fully aware of tax policy of AXIS BANK and 40% Customers says that they are not aware of tax policy of AXIS BANK and even dont know that there is any tax policy launched by AXIS BANK or not. On the other hand 7% costumers are feeling bad, unhappy and dont aware of tax policy of AXIS BANK. But 2% Customers feels that tax policy of AXIS BANK is very bad as compared to other banks.
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9. Customers always want more, they are not completely satisfied. Option Excellent Well Average Unhappy Zone Other Banks No. of Customers 5 50 35 9 1 Percentage (%) 5 50 35 9 1

Table 9: -Customers always want more, they are not completely satisfied.

Customer always want more(%)

1 9 5

Excellent 35 50 Well Average Unhappy Zone Other Banks

Chart 9: -Customers always want more, they are not completely satisfied. Interpretation: 5% Customers feels excellent with the services of AXIS BANK. 50% Customers are well-satisfied and 35% Customers says its just fine but they also want some more from the bank and new innovative services from the banks. On the other hand 9% costumers are in unhappy zone they are not satisfied with AXIS BANK services and policy they want more and big change in its policies. But 1% Customers prefers other banks like SBI HDFC etc
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10. Overall Impression of AXIS BANK on its existing customers. Option Excellent Good Average Needs Improvement Poor No. of Customers 10 40 30 12 8 Percentage (%) 10 40 30 12 8

Table 10: -Overall Impression of AXIS BANK on its existing customers.

Overall Impression of AXIS BANK on existing customers(%)

8 12 Excellent Good 40 30 Average Needs Improvement Poor

10

Chart 10: -Overall Impression of AXIS BANK on its existing customers Interpretation: 10% Customers feels excellent and think that the AXIS BANK serves at its best with the all service. 40% Customers feels good and well-satisfied and 30% Customers says calls its average. On the other hand 12% costumers are in unhappy zone they are not satisfied with AXIS BANK services and feels that there is need of improvement. But 8% Customers think that image of AXIS BANK is poor. This means that customers dont like AXIS BANK fully and they can shift to other bank.
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CHAPTER 6
FINDINGS & RECOMMENDATIONS

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6.1 FINDINGS
The project is based on the topic level of customers satisfaction in AXIS BANK. In contrast with the topic, To check the satisfaction level of its customers. A questionnaire about the different services provided by the Axis bank was prepared. The account holders of Axis bank were requested to fill the questionnaire by 10 members of the group who randomly selected them from different areas across Delhi. This survey conducted in different regions is truly authentic and justified. The suggestions of the customers are very valuable for the success of an organization. Especially for a bank, its customers play a significant role in its progress. There is a lot of scope in the banking sector as each and every individual must have his/her account at some or the other bank. So a bank has to value its customers suggestions, if it wants to progress. This shows the importance of the survey conducted from the customers of Axis bank for the Axis bank.

OVERALL ANALYSIS
Accounts:-The overall impression of the accounts department of the Axis bank is average. Most of the people lie under the average category. They are not fully satisfied with the accounts of the Axis bank. Some people believed that its not easy task to access ones account. The services under the accounts department need improvement. Deposits:-The impression of the deposits department of the Axis bank is not good. People feel that the procedure is very lengthy and the proper care is not taken of the customers who had come to deposit the money with the axis bank. More departments are required to take care of the customers who had come to deposit their money.
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Investment:-The impression of the people for the investment department of the Axis bank is very good. The feel the online trading is quite easily accessible and very reliable. E-depositing services are also quite reliable but are not experienced by many customers.

Loan:-The impression of the customers for the loan department of the Axis bank is average. They are not satisfied with the acquaintance of loan at easy terms to them. They feel that the home loans should be given on flexible terms and for long period.

Policies:-The impression of the customers for the policies department of the Axis bank is average. More of them are satisfied with the cheque collection policy.

Others:-Customers feel that the other department needs the improvement. Benefits offered are not satisfactory; quality of alternate channels is average. The overall impression of the bank is average. This means that the customers do not like the Axis bank fully and could shift to other banks too.

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6.2 RECOMMENDATIONS
On the basis of analyzing the research recommended following suggestion: 1. New and different product should be launched to attract more customers 2. Response given by some customers should be taken care of and steps should be taken on the same. 3. More interactive meeting at top level or events should be arranged so more customers could come in contact. 4. More branches in state should be opened so that more people can have the service 5. Customer service should be improved. 6. There is need to recruit the more qualified persons on the post of field officer who are made more liable and responsible commitment and clearly defined the product offer. 7. To eliminate the dissatisfaction of customer community and product demand are send to the customer in proper time period. 8. To eliminate the dissatisfaction proper workshop and awareness programs like campaigning are helpful and held on the client. 9. As early as possible bank should start overdraft and CC limits to expend the market. 10. Number of Branches should be increased covering a wider area in various states. 11. More number of training and educational programs should be included in Banks schedule.

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Any organization that wants to prosper should invite the suggestions of its customers and to some extent, introduce the changes which are necessary from the customers point of view.

Conclusion
With the emerge trend of globalization and privatization the look of Indian economy has take new dimensions. There are more possibilities of inward and outward souring at capital, labor and technology. Indian export and job opportunity has tremendously increased. This new look of economy has raised the demand for better banking facilities for corporate and there staff member. There is great opportunity to established long-term relationship with bulk of people. AXIS bank is one of these finical institutes, which has given new vision to these offers. Our main objective is to study the level of satisfaction of the customers with Axis bank. It was found that the most of customer appreciate the service provided by the bank and keen to know about other offering of the bank. On the basis of finding and analysis of the survey, Most of the existing customers of account holder were satisfied with the facilities provided by the bank. Beside it account holders are also interested to know more about the other products like credit card, home lone etc. But the lack of qualified marketing executive sales persons, the proper presentation is not going. This survey states that the organization has provide a wide range of product service and investment plans. Over all it was observed that the customer were satisfied being
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as a member of AXIS bank family. They think this one provides better services, product and facilities a tone place in comparison of other competitor banks. And finally we could say that: Axis bank has developed manifold in short period of time due to facilities and services provided to their customer and this growth rate can be keep it up if they start to go in semi-urban areas. Axis Bank has provided their customer Net-banking facilities and due to that transactions are done fast. Charges at Axis Bank are on lower side when we compare it with other Banks.

7.1 LEARNINGS
Experiences about Working Environment The training was a very beneficial experience. It was an insight to the corporate world. The only limitations were the time constraint and busy schedule of the management and employees. AXIS BANK believes in prosperity of the individual, the groups, making public image, satisfaction of existing customers and making innovations or new products and polices for making more and more customers. Every employee in the AXIS BANK tries to maintain good relation, personal touch and a better understanding within the organizations and with its customers too. Practical knowledge Gained AXIS BANK follows different practices and strategy in various fields like retail banking and corporate banking The AXIS BANK company share its internal information with the employees so they have up-to-date knowledge about new rules and regulations provided by RBI. The AXIS BANK also focuses on the level of satisfaction of customers and launches programs for performance appraisal of employees and provides incentive, bonus and other luxury services to the best
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employees. It performs all the best possible practices to satisfy their customer like providing up to date information about the companys product and aware them about new launch practices and tax policy so as to gain consumer trust.

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QUESTIONNAIRE

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Questionnaire
Name: Age: .. Gender: .

Q.1. Which bank/s are you banking with? AXIS BANK Other Pvt. Banks Nationalized Banks

Q.2 Which occupational groups do you belong to?

Business Service Self employed Other, please specify

Q.3 Under which income groups do you fall?

Rs.5000 to Rs.10000 p.m. Rs. 10,000 to Rs. 20,000 p.m. Rs. 20,000 and above

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Q.4. How you come to know about your bank? AXIS Bank Hoardings and paintings Newspapers Literature TV and Radio Mouth Publicity(friends/relatives) Other Pvt. Banks Nationalized Banks

Gift Schemes Door to Door Service Other, please specify Q.5. from how long are you having the banking relationship with your bank? AXIS Bank Less than 1 year 1-3 years 3-5 years More than 5 years Other Pvt. Banks Nationalized Banks

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Q.6. Does your bank provide following facilities? AXIS Bank 8 to 8 banking Anywhere cash Other Pvt. Banks Nationalized Banks

deposit facility 3 in 1 Demat account facility

Fixed facility

deposit with

savings account Insurance services one roof Efficient portfolio/ Investment management Cash management services under

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Q.7. How would you rate the advertising efforts of your bank? AXIS Bank Excellent Good Average Poor Other Pvt. Banks Nationalized Banks

Q.8. Best method for promotion of banks products as per your opinion AXIS Bank Hoardings and paintings Newspapers Literature TV and Radio Mouth Publicity(friends/relatives) Gift Schemes Door to Door Service Other, please specify Other Pvt. Banks Nationalized Banks

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Q 9.Upto what limit can you withdraw from your banks ATM in a day? AXIS Bank Rs.10,000 Rs.15,000 Rs.20,000 Rs.25,000 Other Pvt. Banks Nationalized Banks

Q.10. How would you rate the services of your bank in the following segments? AXIS Bank Simple Account opening Statements issued Loan services Other Pvt. Banks Nationalized Banks Complex

Complex Simple

Complex Simple

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Q.11. Please mentions the reason for your choice of the bank? AXIS Bank Easy access Value for money Customer satisfaction Brand name Other Pvt. Banks Nationalized Banks

Q.12. Are you satisfied with the services provided under following segments? AXIS Bank Other Pvt. Banks Nationalized Banks Direct visits Internet banking Phone banking ATM services Action on customer

complaints/requests Other services

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Q.13. If dissatisfied, why?

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BIBLIOGRAPHY

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BIBLIOGRAPHY
BOOKS AND JOURNALS BANKING DEVELOPMENT IN INDIA: M.K Tannnan. ECONOMIC TIMES BUSINESS WORLD BANK MARKETING published under Himalaya publications: M.S GARG.

WEBSITES www.banknetindia.com www.irdaindia.com www.axisbank.com www.moneycontrol.com

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