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HDFC BANK PROJECT REPORT

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Abhishek Keshri
, Assistant Manager at BG Management Service Pvt. Ltd.
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Published on Sep 29, 2013

PROJECT REPORT
ON
“SERVICE QUALITY OF HDFC BANK

Published in: Education, Economy & Finance, Business

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 251 Likes
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 Notes

ishabhatt2526

email- isha251293@gmail.com

3 months ago

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 ishabhatt2526

hey can you please help me with the topic product penetration for non managed
customer in hdfc banks

3 months ago

HDFC BANK PROJECT REPORT

1. 1. 1 PROJECT REPORT ON “SERVICE QUALITY OF HDFC BANK” AT HDFC

BANK (GOWLIOR) Summer Training Project Report Submitted in the partial
fulfillment of the Requirement for the award of the KNS WORLD MANAGEMENT
COLLEGE (Batch 2012-2014) SUBMITTED TO::- SUBMITTED BY::- KNS
WORLD MANAGEMENT COLLEGE ABHISHEK KUMAR KESHRI GURGAON
PGDM 4TH TRIMISTER
2. 2. 2 We understand your world Block # G - 1, Madhav Rao Scindia Marg, City
Center, Lashkar, Gwalior, MP 474011 Contact no - +91- 0751 401 5002Fax: +91-
751-4988300 Web site :- www.hdfcindia.com 05.Aug.2013 TO WHOM SO EVER IT
MAY CONCERN This is certify that Mr.Abhishek kumar keshri, PGDM student of
KNS WORLD MANAGEMENT COLLEGE, from Gurgaon (HR) has successfully
completed Internship program dated from 17th June 2013 to 2th August 2013. His
performance during the training was very good. We take this opportunity to wish him
good luck for future endeavors. Thanking you. FOR HDFC BANK GOWLIOR
(Authorized Signatory)
_____________________________________________________________________
_____ Block # G - 1, Madhav Rao Scindia Marg, City Center, Lashkar, Gwalior, MP
474011 Contact no - +91- 0751 401 5002Fax: +91-751-4988300 Web site :-
www.hdfcindia.com
3. 3. 3 DECLARATION I hereby declare that the Project report titled “SERVICE
QUALITY OF HDFC BANK” is my original work and has not been published or
submitted for any degree, diploma or other similar titles elsewhere. This has been
undertaken for the purpose of partial fulfillment of POST GRADUTE DIPLOMA IN
MANAGEMENT at World College Of Technology And Management. Date:
Abhishek kumar keshri PGDM abhin64@gmail.com
4. 4. 4 PREFACE This project report attempts to bring under one cover the entire hard
work and dedication put in by me in the completion of the project work on Service
Quality of HDFC bank. I have expressed my experiences in my own simple way. I
hope who goes through it will find it interesting and worth reading. All constructive
feedback is cordially invited. . Abhishek kumar keshri PGDM abhin64@gmail.com
5. 5. 5 ACKNOWLEDGMENT It is really a matter of pleasure for me to get an
opportunity to thank all the persons who contributed directly or indirectly for the
successful completion of the project report, “Service Quality of HDFC bank”. I wish
to express my gratitude to the branch manager Mr. NAVEEN SHARMA of HDFC
BANK, GOWLIOR for giving mean opportunity to be a part of their esteem
organization and enhance my knowledge by granting permission to do a summer
training Project. They provided me with their assistance and support whenever
needed, which has been instrumental in completion of this project. I am thankful to
them, for their support and encouragement throughout the tenure of the project. Also I
am thankful to my faculty guide MS. AMITA ARORA from K.N.S. World
Management Collage, Gurgaon, for being a source of support during this training
 period. Last but not the least I am grateful to all the staff members of HDFC Bank for
their kind cooperation and help during the course of my project. Abhishek kumar
keshri PGDM abhin64@gmail.com
6. 6. 6 INDEX CONTENTS PAGE NO. 1. INTRODUCTION 2. COMPANY PROFILE
3. SERVICE QUALITY IN BANKS 4. RESEARCH OBJECTIVE 5. RESEARCH
METHODOLOGY 6. DATA ANALYSIS 7. FINDINGS OF THE REPORT 8.
CONCLUSION 9. RECOMMENDATIONS 10. BIBLIOGRAPHY 11. ANNEXURE:
QUESTIONNAIRE
7. 7. 7 INTRODUCTION OF BANKING Service with a smile: Today‟ s finicky
banking customers will settle for nothing less. The customer has come to realize
somewhat belatedly that he is the king. The customer‟ s choice of one entity over
another as his principal bank is determined by considerations of service quality rather
than any other factor. He wants competitive loan rates but at the same time also wants
his loan or credit card application processed in double quick time. He insists that he
be promptly informed of changes in deposit rates and service charges and he bristles
with „customary rage‟ if his bank is slow to redress any grievance he may have. He
cherishes the convenience of impersonal net banking but during his occasional visits
to the branch he also wants the comfort of personalized human interactions and
facilities that make his banking experience pleasurable. In short he wants financial
house that will more than just clear his cheque and updates his passbook: he wants a
bank that cares and provides great services. So does HDFC bank meet these
heightened expectations? What are the customers‟ perceptions of service quality of
the banks? Which dimension of service quality of HDFC bank is performing well? To
find out answers to these questions I undertook a survey of 2 branches of HDFC bank.
A lot of surveys have been done in the past to understand the aspect of customer
satisfaction and to find out the customer friendly banks. My research is conducted to
find out “SERVICE QUALITY OF HDFC BANK”.
8. 8. 8 COMPANY PROFILE
9. 9. 9 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 liberalisation of the Indian
Banking Industry in 1994. The bank was incorporated in August 1994 in the name of
'HDFC Bank Limited', with its registered office in Mumbai, India. HDFC Bank
commenced operations as a Scheduled Commercial Bank in January 1995. HDFC
Bank comprises of a dynamic and enthusiastic team determined to accomplish the
vision of becoming a World-class Indian bank. HDFC bank‟ s business philosophy is
based on our four core values - Customer Focus, Operational Excellence, Product
Leadership and People. They believe that the ultimate identity and success of their
bank will reside in the exceptional quality of people and their extraordinary efforts.
They are committed to hiring, developing, motivating and retaining the best people in
the industry.
10. 10. 10 BUSINESS FOCUS HDFC Bank's mission is to be a World-Class Indian
Bank. The objective is to build sound customer franchises across distinct businesses
so as to be the preferred provider of banking services for target retail and wholesale
customer segments, and to achieve healthy growth in profitability, consistent with the
bank's risk appetite. The bank is committed to maintain the highest level of ethical
standards, professional integrity, corporate governance and regulatory compliance.
HDFC Bank's business philosophy is based on four core values - Operational
Excellence, Customer Focus, Product Leadership and People. MISSION
STATEMENT OF HDFC BANK  * World Class Indian Bank. * Benchmarking
 against international standards. * To build sound customer franchises across distinct
businesses * Best practices in terms of product offerings, technology, service levels,
risk management and audit & compliance VISION STATEMENT OF HDFC BANK
The HDFC Bank is committed to maintain the highest level of ethical standards,
professional integrity and regulatory compliance. HDFC Bank‟ s business philosophy
is based on four core values such as:- 1. Operational excellence. 2. Customer Focus.
11. 11. 11 3.Product leadership. 4. People. The objective of the HDFC Bank is to provide
its target market customers a full range of financial products and banking services,
giving the customer a one- step window for all his/her requirements. The HDFC Bank
plus and the investment advisory services programs have been designed keeping in
mind needs of customers who seeks distinct financial solutions, information and
advice on various investment avenues. BUSINESS STRATEGY   * Increasing
market share in India‟s expanding banking * Delivering high quality customer service
* Maintaining current high standards for asset quality through disciplined credit risk
management * Develop innovative products and services that attract targeted
customers and address inefficiencies in the Indian financial sector.
12. 12. 12 DISTRIBUTION NETWORK HDFC Bank is headquartered in Mumbai. The
Bank at present has an enviable network of over 1229 branches spread over 444 cities
across India. All branches are linked on an online real-time basis. Customers in over
120 locations are also serviced through Telephone Banking. The Bank's expansion
plans take into account the need to have a presence in all major industrial and
commercial centers where its corporate customers are located as well as the need to
build a strong retail customer base for both deposits and loan products. Being a
clearing/settlement bank to various leading stock exchanges, the Bank has branches in
the centers where the NSE/BSE has a strong and active member base. The Bank also
has a network of about over 2526 networked ATMs across these cities. Moreover,
HDFC Bank's ATM network can be accessed by all domestic and international
Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American Express
Credit/Charge cardholders. PROMOTER HDFC is India's premier housing finance
company and enjoys an impeccable track record in India as well as in international
markets. Since its inception in 1977, the Corporation has maintained a consistent and
healthy growth in its operations to remain a market leader in mortgages. Its
outstanding loan portfolio covers well over a million dwelling units. HDFC has
developed significant expertise in retail mortgage loans to different market segments
and also has a large corporate client base for its housing related credit facilities. With
its experience in the financial markets, a strong market reputation, large shareholder
base and unique consumer franchise, HDFC was ideally positioned to promote a bank
in the Indian environment.
13. 13. 13 MANAGEMENT Mr. C.M. Vasudev has been appointed as the Chairman of
the Bank with effect from 6th July 2010 subject to the approval of the Reserve Bank
of India and the shareholders. Mr. Vasudev has been a Director of the Bank since
October 2006. A retired IAS officer, Mr. Vasudev has had an illustrious career in the
civil services and has held several key positions in India and overseas, including
Finance Secretary, Government of India, Executive Director, World Bank and
Government nominee on the Boards of many companies in the financial sector. The
Managing Director, Mr. Aditya Puri, has been a professional banker for over 25 years,
and before joining HDFC Bank in 1994 was heading Citibank's operations in
Malaysia. The Bank's Board of Directors is composed of eminent individuals with a
wealth of experience in public policy, administration, industry and commercial
banking. Senior executives representing HDFC are also on the Board. Senior banking
 professionals with substantial experience in India and abroad head various businesses
and functions and report to the Managing Director. Given the professional expertise
of the management team and the overall focus on recruiting and retaining the best
talent in the industry, the bank believes that its people are a significant competitive
strength. TECHNOLOGY HDFC Bank operates in a highly automated environment
in terms of information technology and communication systems. All the bank's
branches have online connectivity, which enables the bank to offer speedy funds
transfer facilities to its customers. Multi-branch access is also provided to retail
customers through the branch network and Automated Teller(ATMs). The Bank has
made substantial efforts and investments in acquiring the best technology available
internationally, to build the infrastructure for a world class bank. The Bank's business
is supported by scalable and robust systems which ensure that our clients always get
the finest services we offer. The Bank has prioritised its engagement in technology
and the internet as one of its key goals and has already made significant progress in
web-enabling its core businesses. In each of its businesses, the Bank has succeeded in
leveraging its market position, expertise and technology to create a competitive
advantage and build market share.
14. 14. 14 QUALITY POLICY SECURITY: The bank provides long term financial
security to their policy. The bank does this by offering life insurance and pension
products. TRUST: The bank appreciates the trust placed by their policy holders in the
bank. Hence, it will aim to manage their investments very carefully and live up to this
trust. INNOVATION: Recognizing the different needs of our customers, the bank
offers a range of innovative products to meet these needs. INTEGRITY CUSTOMER
CENTRIC PEOPLE CARE “ONE FOR ALL AND ALL FOR ONE” TEAM WORK
JOY AND SIMPLICITY
15. 15. 15 BUSINESS HDFC Bank offers a wide range of commercial and transactional
banking services and treasury products to wholesale and retail customers. The bank
has three key business segments. Wholesale Banking Services The Bank's target
market ranges from large, blue- chip manufacturing companies in the Indian corporate
to small & mid-sized corporates and agri-based businesses. For these customers, the
Bank provides a wide range of commercial and transactional banking services,
including working capital finance, trade services, transactional services, cash
management, etc. The bank is also a leading provider of structured solutions, which
combine cash management services with vendor and distributor finance for
facilitating superior supply chain management for its corporate customers. Based on
its superior product delivery / service levels and strong customer orientation, the Bank
has made significant inroads into the banking consortia of a number of leading Indian
corporates including multinationals, companies from the domestic business houses
and prime public sector companies. It is recognised as a leading provider of cash
management and transactional banking solutions to corporate customers, mutual
funds, stock exchange members and banks. Retail Banking Services The objective of
the Retail Bank is to provide its target market customers a full range of financial
products and banking services, giving the customer a one-stop window for all his/her
banking requirements. The products are backed by world- class service and delivered
to customers through the growing branch network, as well as through alternative
delivery channels like ATMs, Phone Banking, Net Banking and Mobile Banking. The
HDFC Bank Preferred program for high net worth individuals, the HDFC Bank Plus
and the Investment Advisory Services programs have been designed keeping in mind
needs of customers who seek distinct financial solutions, information and advice on
various investment avenues. The Bank also has a wide array of retail loan products
 including Auto Loans, Loans against marketable securities, Personal Loans and Loans
for Two-wheelers.
16. 16. 16 It is also a leading provider of Depository Participant (DP) services for retail
customers, providing customers the facility to hold their investments in electronic
form. HDFC Bank was the first bank in India to launch an International Debit Card in
association with VISA (VISA Electron) and issues the Mastercard Maestro debit card
as well. The Bank launched its credit card business in late 2001. By March 2010, the
bank had a total card base (debit and credit cards) of over 14 million. The Bank is also
one of the leading players in the “merchant acquiring” business with over 90,000
Point-of-sale (POS) terminals for debit / credit cards acceptance at merchant
establishments. The Bank is well positioned as a leader in various net based B2C
opportunities including a wide range of internet banking services for Fixed Deposits,
Loans, Bill Payments, etc. Treasury Within this business, the bank has three main
product areas - Foreign Exchange and Derivatives, Local Currency Money Market &
Debt Securities, and Equities. With the liberalisation of the financial markets in India,
corporates need more sophisticated risk management information, advice and product
structures. These and fine pricing on various treasury products are provided through
the bank's Treasury team. To comply with statutory reserve requirements, the bank is
required to hold 25% of its deposits in government securities. The Treasury business
is responsible for managing the returns and market risk on this investment portfolio.
17. 17. 17 SERVICE QUALITY IN BANKS
18. 18. 18 In the days of intense competition, the banks are no different from any other
consumer marketing company. It has become essential for the service firms in general
and banks in particular to identify what the customer's requirements are and how
those customer requirements can be met effectively. In the days where product and
price differences are blurred, superior service by the service provider is the only
differentiator left before the banks to attract, retain and partner with the customers.
Superior service quality enables a firm to differentiate itself from its competition, gain
a sustainable competitive advantage, and enhance efficiency .The benefits of service
quality include increased customer satisfaction, improved customer retention, positive
word of mouth, reduced staff turnover, decreased operating costs, enlarged market
share, increased profitability, and improved financial performance. The construct of
service quality has therefore been a subject of great interest to service marketing
researchers. Service quality has been defined by various experts in various ways as:
'Service Quality is the difference between customers' expectations for service
performance prior to the service encounter and their perceptions of the service
received.' According to Gefan „Service quality is the subjective comparison that
customers make between the qualities of service that they want to receive and what
they actually get.' Parasuraman says, 'Service quality is determined by the differences
between customer's expectations of services provider's performance and their
evaluation of the services they received. Service quality is 'the delivery of excellent or
superior service relative to customer expectations‟ . Service quality is recognized as a
multidimensional construct. While the number of dimensions often varies from
researcher to researcher, there is some consensus that service quality consists of three
primary aspects: outcome quality, interaction quality, and physical service
environment quality. Outcome quality refers to the customer's assessment of the core
service which is the prime motivating factor for obtaining the services (e.g. money
received from ATM). Interaction quality refers to the customer's assessment of the
service delivery process, which is typically rendered via a physical interface between
the service provider, in person, or via technical equipment, and the customer. It
 includes, for instance, the consumer's evaluation of the attitude of the service
providing staff. The physical service environment quality dimension refers to the
consumer's evaluation of any tangible aspect associated with the facilities or
equipment that the service is provided in/ with. It includes, for example, the physical
conditions of an ATM machine.
19. 19. 19 The most popular dimensions of service quality--features five dimensions:
tangibles, reliability, responsiveness, empathy, and assurance. The tangibles
dimension corresponds to the aforementioned physical environment aspect, the
reliability dimension corresponds to the service outcome aspect, and the remaining
three represent aspects of interaction quality. Both the costs and the revenue of firms
are affected by repeat purchases, positive word-of-mouth recommendation, and
customer feedback. Moreover, there is strong evidence that service quality has either a
direct influence on the behavioral intentions of customers and/or an indirect influence
on such intentions, mediated through customer satisfaction. RATER is an instrument
that might be used to define and measure banking service quality and to create useful
quality-assessment tools. The RATER may finally provide the following benefits to
the HDFC bank: 1. It is the first approach to add and mix the customers‟ religious
beliefs and cultural values with other quality dimensions. 2. It provides for multi-
faced analysis of customer satisfaction. 3. It links quality with customers‟ satisfaction
and service encounter. 4. It provides information at several levels, already organized
into meaningful groupings. 5. It is a proven approach, which results in usable answers
to meet customers‟ needs. 6. It is empirically grounded, systematic and well
documented. Banks managers can use the RATER model and its dimensions first to
identify the following issues:
20. 20. 20 DIMENSIONS OF SERVICE QUALITY RESPONSIVENES RELIABILITY
ASSURANCEEMPATHY TANGIBILIT
21. 21. 21 DIMENSIONS OF SERVICE QUALITY TANGIBILITY: This dimension
deal with modern looking equipments and visual appealing part of banks.
RELIABILITY: This dimension has a direct positive effect on perceived service
quality and customer satisfaction in banking institutions. Banks must provide error
free service and secure online transactions to make customers feel comfortable.
RESPONSIVENESS: Customers expect that the banks must respond their inquiry
promptly. Responsiveness describes how often a bank voluntarily provides services
that are important to its customers. Researchers examining the responsiveness of
banking services have highlighted the importance of perceived service quality and
customer satisfaction. ASSURANCE: Customer expects that the bank must be
secured and the behavior of the employees must be encouraging. EMPATHY:
individual attention, customized service and convenient banking hours are very much
important in today‟ s service. In order to achieve better understanding of service
quality in banking sector, the proposed five service quality dimensions are
conceptualized to illustrate the overall service quality of the banking in relation to
customers‟ and providers perspective. Banking was in the sector featuring medium
goods and higher customer producer interactions, since in banking, consumers and
service providers interact personally and the use of goods is at a medium level. Hence,
in banking, where there are high customer-producer interactions, the quality of
22. 22. 22 service is determined to a large extent by the skills and attitudes of people
producing the service. In the case of services, because customers are often either
direct observers of the production process or active participants, how the process is
performed also has a strong influence on the overall impression of the quality of
service. A well-performed service encounter may even overcome the negative
 impression caused by poor technical quality as well as generate positive word-of-
mouth, particularly if customers can see that employees have worked very hard to
satisfy them in the face of problems outside their control. Employees are part of the
process, which connects with the customer at the point of sale, and hence employees
remain the key to success at these service encounters or “moments of truth”. It is these
encounters with customers during a service that are the most important determinants
of overall customer satisfaction, and a customer‟ s experience with the service will be
defined by the brief experience with the firm‟ s personnel and the firm‟ s systems.
The rudeness of the bank‟ s customer service representative, the abruptness of the
employee at the teller counter, or the lack of interest of the person at the check deposit
counter can alter one‟ s overall attitude towards the service, perhaps even reversing
the impression caused by high technical quality. Another important service quality
factor, competence, is defined by whether the bank performs the service right the first
time, whether the employees of the bank tell customers exactly when services will be
performed, whether the bank lives up to its promises, whether customers feel safe in
their transactions with the bank and whether the employees show a sincere interest in
solving the customers‟ problems. In short, this dimension is related to the banks‟
ability to perform the promised service accurately and dependably. Performing the
service dependably and accurately is the heart of service marketing excellence. When
a company performs a service carelessly, when it makes avoidable mistakes, and
when it fails to deliver on promises made to attract customers, it shakes customers‟
confidence in its capabilities and undermines its chances of earning a reputation for
service excellence. It is very important to do the service right the first time. In case a
service problem does crop up, by resolving the problem to the customer‟ s
satisfaction, the company can significantly improve customer retention.
23. 23. 23 However, companies fare best when they prevent service problems altogether
and fare worst when service problems occur and the company either ignores them or
does not resolve them to the customer‟ s satisfaction. Performing the service
accurately is perhaps the most important factor in service quality excellence. The cost
of performing the service inaccurately includes not only the cost of redoing the
service but also the cost associated with negative word-of-mouth generated by
displeased customers. In case of services, the factory is the field. Again, services are
intangible and hence the criteria for flawless services are more subjective than the
criteria for defect- free tangible goods. Hence for most services, customers‟
perceptions of whether the service has been performed correctly, and not provider-
established criteria, are the major determinants of reliability. The service quality
factor tangible is defined by whether the physical facilities and materials associated
with the service are visually appealing at the bank. These are all factors that
customers notice before or upon entering the bank. Such visual factors help
consumers form their initial impressions. A crucial challenge in service marketing is
that customers cannot see a service but can see the various tangibles associated with it
- all these tangibles, the service facilities, equipment and communication materials are
clues about the intangible service. If unmanaged, these clues can send to the
customer‟ s wrong messages about the service and render ineffective the marketing
strategy of the company. On the other hand, improving quality through tangibles
means attention to the smallest details that competitors might consider trivial. Yet,
these visible details can add up for customers and signal a message of caring and
competence. Customers may reveal new aspects of service quality in banking that are
important to them, and these would have to be incorporated in the scale so as to
further explore the concept of service quality in the banking arena.
24. 24. 24 RESEARCH OBJECTIVE AND RESEARCH METHODOLOGY
25. 25. 25 RESEARCH OBJECTIVE The objective of the study is as follows: To
examine the essential dimensions of service quality i.e. RATER- Reliability,
assurance, tangibles, empathy and responsiveness of HDFC bank and its effect on
customer‟ s satisfaction. To find out the level of perception of the customers from the
service quality offered by the banks. To know which service quality dimension of
the bank is performing well. To identify which dimension of service quality needs
improvement so that the quality of service of HDFC banks is enhanced.
26. 26. 26 IMPORTANCE AND SCOPE OF THE STUDY The study would try to throw
some insights into the existing services provided by the banks, perceptions and the
actual service quality of the bank. The results of the study would be able to recognize
the lacunae in the system and thus provide key areas where improvement is required
for better performance and success ratio. In the days of intense competition, superior
service is the only differentiator left before the banks to attract, retain and partner with
the customers. Superior service quality enables a firm to differentiate itself from its
competition, gain a sustainable competitive advantage, and enhance efficiency
SCOPE OF STUDY The scope of this research is to identify the service quality of
HDFC bank. This research is based on primary data and secondary data. This study
only focuses on the dimensions of service quality i.e. RATER. It aims to understand
the skill of the company in the area of service quality that are performing well and
shows those areas which require improvement. The study was done taking two
branches of HDFC bank into consideration. The survey was restricted to the bank
customers in Delhi only.
27. 27. 27 RESEARCH METHODOLOGY DATA SOURCE Primary Data: The primary
data was collected by means of a survey. Questionnaires were prepared and customers
of the banks at two branches were approached to fill up the questionnaires. The
questionnaire contains 20 questions which reflect on the type and quality of services
provided by the banks to the customers. The response of the customer and the is
recorded on a grade scale of strongly disagree, disagree, uncertain, agree and strongly
agree for each question. The filled up information was later analyzed to obtain the
required interpretation and the findings. Secondary Data: In order to have a proper
understanding of the service quality of bank a depth study was done from the various
sources such as books, a lot of data is also collected from the official websites of the
banks and the articles from various search engines like Google, yahoo search and
answers.com. RESEARCH DESIGN The research design is exploratory till
identification of service quality parameters. Later it becomes descriptive when it
comes to evaluating customer perception of service quality of the banks. Descriptive
research, also known as statistical research, describes data and characteristics about
the population or phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how. Although the data description is factual,
accurate and systematic, the research cannot describe what caused a situation. Thus,
descriptive research cannot be
28. 28. 28 used to create a causal relationship, where one variable affects another. In other
words, descriptive research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical calculations.
Often the best approach, prior to writing descriptive research, is to conduct a survey
investigation. Qualitative research often has the aim of description and researchers
may follow-up with examinations of why the observations exist and what the
implications of the findings are RESEARCH SAMPLE SAMPLING PLAN: Since it
is not possible to study whole universe, it becomes necessary to take sample from the
 universe to know about its characteristics.  Sampling Units: Customers of HDFC
bank Sample Technique: Random Sampling. Research Instrument: Structured
Questionnaire. Contact Method: Personal Interview.
29. 29. 29 SAMPLE SIZE: The work is a case of HDFC Bank, one of the largest bank of
Indian banking industry together representing over 25 per cent of the market share of
Indian banking space. The survey was conducted in the city of Delhi with two
branches of HDFC Bank, with 50 customers as respondent. DATA COLLECTION
TOOL 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5.
Strongly agree Likert scaling is a bipolar scaling method, measuring either positive or
negative response to a statement. The questionnaire consists of two parts. The first
part consists of three questions concerning the demographic information of the
respondent such as the name, age, educational qualifications and income. The second
part consisting of 18 questions exploring the respondent‟ s perception about the
service quality of HDFC. For evaluation of service quality of HDFC bank service
quality dimension of reliability, assurance, tangibility, empathy and responsiveness is
used in order to evaluate the actual service quality of HDFC bank.
30. 30. 30 LIMITATIONS OF THE STRATEGY The study is only for the HDFC Bank
confined to a particular location and a very small sample of respondents. Hence the
findings cannot be treated as representative of the entire banking industry. The study
can also not be generalized for public and private sector banks of the country.
Respondents may give biased answers for the required data. Some of the respondents
did not like to respond. Respondents tried to escape some statements by simply
answering “neither agree nor disagree” to most of the statements. This was one of the
most important limitation faced, as it was difficult to analyse and come at a right
conclusion. In our study we have included 50 customers of bank because of time
limit.
31. 31. 31 DATA ANALYSIS
32. 32. 32 Ques. Age AGE CATEGORY FREQUENCY PERCENTAGE
CUMULATIVE PERCENTAGE 18-23 Years 10 20 20 24-29 Years 17 34 54 30-35
Years 15 30 84 35 Years and above 8 16 100 TOTAL 50 100 Sales 18-23 Year 24-29
Year 30-35 Year 35 and above 20 % 34 % 30 % 16 %
33. 33. 33 INTERPRETATION From the table and graph above it can be seen that 20%
respondent‟ s age are 18 to 23 years. 34% respondent‟ s age are 24 to 29 years. 30%
respondent‟ s age are 30 to 35 years.. 16% respondent‟s age are 35 to above years.
Ques. Educational qualifications CATEGORY FREQUENCY PERCENTAGE
CUMULATIVE PERCENTAGE UNDER GRADUATE 13 26 26 GRADUATE 20
40 66 POST GRADUATE 17 34 100 TOTAL 50 100
34. 34. 34 INTERPRETATION From the table above it can be seen that. 26%
respondents are Under graduate. 40% respondents are Graduate. 34%
respondents are Post graduate. Sales UNDERGARDUATE GRADUATE POST
GRADUATE 26 % 40 % 34 %
35. 35. 35 TANGIBILITY DIMENSION OF SERVICE QUALITY (Questions1 to 4):
Physical facilities, equipments and appearance of personnel Ques.1 HDFC bank has
modern looking equipment. SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE STRONGLY DISAGREE 5 10 10 DISAGREE 25 50 60
UNCERTAIN 16 32 92 AGREE 4 8 100 TOTAL 50 100 Sales STRONGLY
DISAGREE DISAGREE UNCERTAIN AGREE 50 % 32 % 10 %8 %
36. 36. 36 INTERPRETATION HDFC bank has modern-looking and hi-tech equipments.
Here analysis show that most of the respondents disagreed with this statement.
Among the total respondents 50% disagreed, 32% were neutral and 8% agreed. After
 analysis I found that majority of the respondents think that HDFC Bank do not have
modern looking equipments or no hi-tech equipments. Ques.2 The bank's physical
features are visually appealing. SCALE FREQUENCY PERCENTAGE
CUMULATIVE PERCENTAGE DISAGREE 4 8 8 UNCERTAIN 29 58 66 AGREE
17 34 100 TOTAL 50 100
37. 37. 37 INTERPRETATION HDFC bank‟ s physical facilities are visually appealing.
From this statement I found that 17 persons agreed. 29 persons were uncertain and 4
persons disagreed. This means 58% people were uncertain about this statement. Out
of the total respondents only 4% disagreed and no one strongly agreed or disagreed
with the statement. 17% people agreed that HDFC bank‟ s physical facilities are
visually appealing. Sales DISAGREE UNCERTAIN AGREE 8 % 58 % 34 %
38. 38. 38 Ques.3 The bank's reception desk employees are neat appearing. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 5 10
10 UNCERTAIN 21 42 52 AGREE 18 36 88 STRONGLY AGREE 6 12 100 TOTAL
50 100 Sales DISAGREE UNCERTAIN AGREE STRONGY AGREE 42 % 10 %12
% 36 %
39. 39. 39 INTERPRETATION HDFC bank‟ s employees appear neat. Here analysis
shows that majority were neutral. Among the total respondent 21 respondents were
neutral, 18 people agreed and 6 respondents strongly agreed. The rest disagreed. From
analysis I found that some respondents agreed with this statement but most of the
respondents think the employees of the HDFC bank appear neat. Ques.4 Materials
associated with the service (such as pamphlets or statements) are visually appealing at
the bank. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
DISAGREE 7 14 14 UNCERTAIN 22 44 58 AGREE 18 36 94 STRONGLY AGREE
3 6 100 TOTAL 50 100
40. 40. 40 INTERPRETATION Materials associated with the service are visually
appealing at HDFC bank. Here 36% respondents agreed with this statement and 6%
strongly agreed with this statement. 44% were neutral that is most and 14% disagreed.
There was no respondent who strongly disagreed. Hence, in general it can be
concluded that materials associated with the services such as pamphlets or statements
are visually appealing. Sales DISAGREE UNCERTAIN AGREE STRONGLY 14 %
44 % 36 % 6 %
41. 41. 41 RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 5 to 8):
Ability to perform the promised service dependably and accurately Ques.5 When the
bank promises to do something by a certain time, it does so. SCALE FREQUENCY
PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 2 4 4
DISAGREE 26 52 56 UNCERTAIN 5 10 66 AGREE 14 28 94 STRONGLY AGREE
3 6 100 TOTAL 50 100
42. 42. 42 INTERPRETATION My sample size was 50. Here analysis shows that among
the total respondents 26 respondents disagreed and 14 respondents agreed with this
question. Also I found that 5 people were neutral and 2 people strongly disagreed.
Hence I concluded that majority of them disagreed that the bank when promises to do
something by certain time, it does so. Sales STRONGLY DISAGREE DISAGREE
UNCERTAIN AGREE STRONGLY AGREE
43. 43. 43 Ques. 6 When you have a problem, the bank shows a sincere interest in solving
it. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
DISAGREE 3 6 6 UNCERTAIN 14 28 34 AGREE 26 52 86 STRONGLY AGREE 7
14 100 TOTAL 50 100 Sales DISAGREE UNCERTAIN AGREE STRONGLY
AGREE 6 % 28 % 52 % 14 %
44. 44. 44 INTERPRETATION When you have a problem, HDFC bank shows sincere
interest in solving it. After analysing this statement I found that most of the
respondents agreed i.e. 52% respondents agreed. Also I found that 28% were neutral
with this statement and 6% were committed with disagree. There was no one who
strongly disagreed. Hence HDFC bank can be said to be reliable. Ques.7 The bank
performs the service right the first time. SCALE FREQUENCY PERCENTAGE
CUMULATIVE PERCENTAGE STRONGLY DISAGREE 2 4 4 DISAGREE 8 16
20 UNCERTAIN 17 34 54 AGREE 17 34 88 STRONGLY AGREE 6 12 100 TOTAL
50 100
45. 45. 45 INTERPRETATION Total sample size was 50. Here analysis shows that
among the total respondents 17 people agreed with this statement. They think that
HDFC bank performs the services right the first time. 6 people strongly agreed with
this statement. Also 17 people were neutral and the rest of the respondents disagreed
and strongly disagreed. Sales STRONGLY DISAGREE DISAGREE AGREE
STRONGLY AGREE UNCERTAIN 4% 16% 34% 12% 34%
46. 46. 46 Ques.8 The bank insists on error free records. SCALE FREQUENCY
PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 5 10 10 UNCERTAIN
10 20 30 AGREE 23 46 76 STRONGLY AGREE 12 24 100 TOTAL 50 100 Sales
DISAGREE UNCERTAIN AGREE STRONGLY AGREE 24 % 10% 20% 46%
47. 47. 47 INTERPRETATION Bank insists on error free records. HDFC bank has
proved from my analysis that it surely insist on error free records as 46% respondents
agreed with this statement and 24% strongly agreed. Only 10% respondents disagreed
and no one strongly disagreed. RESPONSIVENESS DIMENSION OF SERVICE
QUALITY (Question 9 to 12): Willingness to help customers and provide prompt
services Ques. 9 Employees in the bank tell you exactly when the services will be
performed. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
STRONGLY DISAGREE 6 12 12 DISAGREE 8 16 28 UNCERTAIN 13 26 54
AGREE 18 36 90 STRONGLY AGREE 5 10 100 TOTAL 50 100
48. 48. 48 INTERPRETATION Employees in the bank tell you exactly when the services
will be performed. Majority of the respondents agreed with this statement. 26%
respondents were uncertain. At the same time 16% disagreed and 12% Strongly
disagreed with this statement. Sales STRONGLY DISAGREE DISAGREE
UNCERTAIN STRONGLY AGREE AGREE 12% 36% 10% 26%
49. 49. 49 Ques. 10 Employees in the bank give you prompt service. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 5 10
10 UNCERTAIN 16 32 42 AGREE 27 54 96 STRONGLY AGREE 2 4 100 TOTAL
50 100 Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE 54% 32%
10%4%
50. 50. 50 INTERPRETATION Most of the respondents agreed with this statement.
According to my analysis, employees in HDFC Bank give prompt service. Among the
total respondents agreed respondents were 27 and strongly agreed were 2. 16 people
were neutral and 5 disagreed. There was no respondent who strongly disagreed with
this statement. Ques.11 Employees in the bank are always willing to help you SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE UNCERTAIN 12
24 24 AGREE 29 58 82 STRONGLY AGREE 9 18 100 TOTAL 50 100 .
51. 51. 51 INTERPRETATION Employees in HDFC bank are willing to help you. With
this statement no one disagreed or strongly disagreed. Strongly agreed were 9 people
i.e. 18% respondents strongly agreed, 29 people agreed i.e. 58% respondents agreed
and 24% respondents were neutral. Sales UNCERTAIN AGREE STRONGLY
AGREE 18% 24% 58%
52. 52. 52 Ques.12 Employees in the bank are never too busy to respond to your request.
SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
DISAGREE 1 2 2 UNCERTAIN 11 22 24 AGREE 27 54 78 STRONGLY AGREE
11 22 100 TOTAL 50 100 Sales DISAGREE UNCERTAIN AGREE STRONGLY
AGREE 54% 22% 22%
53. 53. 53 INTERPRETATION Employees in HDFC Bank ltd are never too busy to
respond to your request. After analyzing this statement I found that most of the
respondents agreed with this statement. Among the total respondents 22% strongly
agreed and 54% agreed. 11 respondents were neutral and 1 respondent disagreed. No
one strongly disagreed. ASSURANCE DIMENSION OF SERVICE QUALITY
(Question13 to 16): Knowledge and courtesy of employees and their ability to inspire
trust and confidence Ques.13 The employees of the bank are trustworthy. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 4 8 8
UNCERTAIN 13 26 34 AGREE 28 56 90 STRONGLY AGREE 5 10 100 TOTAL 50
100
54. 54. 54 INTERPRETATION The employees of the bank are trustworthy. According to
my findings, 54% respondents agreed that employees at HDFC bank are trustworthy.
13% respondents were neutral and 4% respondents disagreed with this statement.
Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE 8% 56% 26% 10%
55. 55. 55 Ques.14 The behavior of employees in the bank instills confidence in you.
SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
DISAGREE 28 56 56 UNCERTAIN 4 8 64 AGREE 13 26 90 STRONGLY AGREE
5 10 100 TOTAL 50 100 S Sales DISAGREE UNCERTAIN AGREE STRONGLY
AGREE 56%26% 10% 8%
56. 56. 56 INTERPRETATION The behavior of employees in HDFC bank instills
confidence in you. Here analysis shows that most of the people disagreed. Among the
total respondents 28 respondents disagreed, 13 agreed and 5 strongly agreed. There
was no respondent who strongly disagreed. This means 56% respondent disagreed
with this statement. Ques.15 You feel safe in your transactions with the bank. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 5 10
10 UNCERTAIN 16 32 42 AGREE 23 46 88 STRONGLY AGREE 6 12 100 TOTAL
50 100
57. 57. 57 INTERPRETATION With this statement most of the respondents agreed.
Among the total respondents 23 agreed with this statement and 6 strongly agreed.
32% respondents were neutral and 10% respondents disagreed. But there no one who
strongly disagreed. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 46% 32% 12% 10%
58. 58. 58 Ques.16 Employees in the bank have the knowledge to answer your questions.
SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
DISAGREE 2 4 4 UNCERTAIN 9 18 22 AGREE 26 52 74 STRONGLY AGREE 13
26 100 TOTAL 50 100 Sales DISAGREE UNCERTAIN AGREE STRONGLY
AGREE 52% 26% 18% 4%
59. 59. 59 INTERPRETATION From my analysis I found that 54% respondents agreed
that employees of HDFC bank have complete knowledge to answer their questions.
26% respondents strongly agreed to this statement and only 4% disagreed. 18%
neither agreed nor disagreed. EMPATHY DIMENSION OF SERVICE QUALITY
(Question17 to 20): Caring and individualized attention that firm provides to its
customers. Ques.17 The bank gives you individual attention. SCALE FREQUENCY
PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 26 52 52
UNCERTAIN 12 24 76 AGREE 10 20 96 STRONGLY AGREE 2 4 100 TOTAL 50
100
60. 60. 60 INTERPRETATION HDFC bank is not able to give individual attention to its
customers as out of the total respondents 54% disagreed with this statement. 12% of
the respondents were neutral and only 12% agreed and 2% strongly agreed. From this
finding it can be concluded that it is unable to give individual attention to its
customers. Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE 52%
24% 20% 4%
61. 61. 61 Ques.18 The bank has operating hours convenient to all its customers. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 2 4 4
UNCERTAIN 14 28 32 AGREE 27 54 86 STRONGLY AGREE 7 14 100 TOTAL 50
100 Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE 54% 28% 14%
4%
62. 62. 62 INTERPRETATION HDFC bank has operating hours convenient to all its
customers. Out of 50 respondents, 27 respondents agreed with this statement and only
2 respondents disagreed. Also 7 respondents strongly agreed that the bank has
operating hours convenient to its customers. Ques.19 The bank has your interests best
at heart. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
STRONGLY DISAGREE 3 6 6 DISAGREE 5 10 16 UNCERTAIN 10 20 36 AGREE
25 50 86 STRONGLY AGREE 7 14 100 TOTAL 50 100
63. 63. 63 INTERPRETATION HDFC bank has your best interests at heart. Here analysis
shows that 25 respondents agreed and 7 respondents strongly agreed with this
statement. 20% were neutral and the rest disagreed and strongly disagreed. Ques.20
The employees of the bank understand your specific needs. SCALE FREQUENCY
PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 5 10 10 UNCERTAIN
21 42 52 AGREE 20 40 92 STRONGLY AGREE 4 8 100 TOTAL 50 100
64. 64. 64 INTERPREATION Employees of HDFC bank understand specific needs. With
this statement most of the respondents were neutral. Among the total respondents 20
respondents agreed and 4 respondents strongly agreed. 5 respondents disagreed with
this statement. Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE
42%40% 10%8%
65. 65. 65 MEASURING SERVICE QUALITY DIMENSIONS Measuring the quality of
a service can be a very difficult exercise. Unlike product where there are specific
specifications such as length, depth, width, weight, colour etc. a service can have
numerous intangible or qualitative specifications. Parasuraman, Zeithaml, and Berry
(1985) provide a list of determinants of service quality: access, communication,
competence, courtesy, credibility, reliability, responsiveness, security, understanding,
and tangibles. A total of five consolidated dimensions of service quality are:
Tangibles (ques.1 to 4) - Physical facilities, equipments and appearance of personnel
Reliability (ques.5 to 8) - Ability to perform the promised service dependably and
accurately Responsiveness (ques.9 to 12) – Willingness to help customers and provide
prompt services Assurance (ques.13 to 16) – (including competence, courtesy,
credibility and security) Knowledge and courtesy of employees and their ability to
inspire trust and confidence Empathy (ques.17 to 20) – (including access,
communication and understanding the customer) Caring and individualized attention
that firm provides to its customer. In order to calculate which dimension of service
quality is performing well, a sample of the questions are used in the questionnaire.
Using the questionnaire, obtain the score for each of the 20 statements. After analysis
of the data, Overall score to each statement is given on a scale of 1 to 5 i.e. 1 is given
to strongly disagreed i.e. the lowest score, then 2= disagreed, 3= uncertain, 4= agreed
and 5= strongly agreed. Sum the score for each dimension of service quality to obtain
 a final score which tells which dimension is performing well and which dimension
needs improvement.
66. 66. 66 The scores for each dimension are summed up and a final score is obtained:
SERVICE QUALITY DIMENSION Points 1. TANGIBILITY (1 TO 4) 11 2.
RELIABILITY (5 TO 8) 13.5 3. RESPONSIVENESS (9 TO 12) 16 4. ASSURANCE
(13 TO 16) 14 5. EMPATHY (17 TO 20) 13
67. 67. 67 FINDINGS OF THE REPORT  The Reliability dimension of service quality is
better as compared to empathy and tangibility. Still the score is low. For most
services, customer‟ s perceptions of whether the service has been performed
correctly, and not provider-established criteria, are the major determinants of
reliability. Customers of the bank hesitate to rely on the bank. Whenever they have a
problem, the bank shows sincere interest in solving it but the services are not
performed by a certain time as promised. The employees should take this problem
seriously and take steps to remove this. As score for Assurance is at second place after
responsiveness, so the customers of HDFC bank are very confident and feel safe
while transacting with the bank. Moreover the employees of the bank have proved to
be trustworthy. Employees are also educated enough to answer all the questions. The
score of Tangibility dimension of service quality of HDFC bank is the lowest. The
service quality factor tangible is defined by whether the physical facilities and
materials associated with the service are visually appealing at the bank. These are all
factors that customers notice before or upon entering the bank. Customer expectations
regarding visual appealing of HDFC is very high. From my study I found that
Physical facilities and modern looking equipment are not sufficient in HDFC bank.
Respondents were uncertain about the neat appearance of the reception desk
employees. So they should work on that and try to fulfill the gap. According to my
findings, the score of Empathy is not satisfactory but not unsatisfactory also. HDFC
bank is unable to give individual attention to its customers and is unable to understand
specific needs of its customers. But still bank has taken steps to satisfy its customers
by keeping operating hours convenient to its customers and keeping their interest best
at heart. In HDFC bank, the score of Responsiveness is highest so they are focusing
on prompt service, employees are willing to help the customers and say the exact
time when the services will be performed. Employees at bank give their customers
first preference and are always ready to help them. Overall HDFC bank‟ s
responsiveness dimension of service quality is the highest.
68. 68. 68 According to the customer perception, HDFC bank is highly responsive.
Customers are assured while transacting with the bank. The reliability dimension is
lower than the first to dimension. They feel that the bank is unable to give them
individual attention and its equipments are not modern and sufficient for the bank.
There is not much gap between all the dimensions, this shows that HDFC BANK is
a better service provider in all the dimensions i.e. reliability, assurance, tangibility,
responsiveness and empathy. As a result of which, the customers are satisfied with the
service offered by HDFC bank.
69. 69. 69 CONCLUSION Based on the study conducted it can be concluded that
responsiveness, assurance and reliability are the critical dimensions of service quality
of HDFC bank and they are directly related to overall service quality. The factors that
may delight customers tend to be concerned more with the intangible nature of the
service, commitment, attentiveness, friendliness, care, and courtesy. The employees
give prompt services, always are ready to answer the questions and are trustworthy.
The main sources of dissatisfaction appear to be cleanliness, up to date technology
modern equipments, and neatly dressed up employees. The Tangibility dimension of
 service quality of HDFC bank is highly disappointing and serious steps are needed to
be taken to enhance this dimension. Customers of the bank are dissatisfied with the
empathy dimension. To satisfy these customers, the management can take some
attempts, noted earlier as recommendations. The study brings about the areas which
require urgent attention of the employees, the management, and the policy makers of
the industry. These are areas in which customers are hugely dissatisfied with the
services of the banks against their expectation. This high degree of dissatisfaction
resulting from the services received clearly questions the design of services or
subsequent response of the bank employees. These limitations are too serious to be
avoided as these question the front-line people dealing with the customers and the
approach of the management in taking customers seriously. The management should
understand the benefits of service quality. It include increased customer satisfaction,
improved customer retention, positive word of mouth, reduced staff turnover,
decreased operating costs, enlarged market share, increased profitability, and
improved financial performance. In the days of intense competition, superior service
is the only differentiator left before the banks to attract, retain and partner with the
customers. Superior service quality enables a firm to differentiate itself from its
competition, gain a sustainable competitive advantage, and enhance efficiency. Thus,
improving service quality leads to the customer satisfaction and, ultimately, to
customer loyalty.
70. 70. 70 RECOMMENDATIONS   Reliability is an obvious place to start. Customers
of the bank want to know their resources are safe and within trustworthy
institutions. A way to ensure this peace of mind would be to take steps to ensure bank
employees are well trained, so each bank associate is able to offer complete and
comprehensive information at all times. Consistent policies combined with a
knowledgeable staff will foster a high degree of institutional cohesion and reliability.
Responsiveness, again when associated with a well-trained staff and timely answers
to service-related questions, would make significant inroads into causing HDFC bank
be regarded as responsive. Staff should be encouraged to present relevant options to
banking customers in a manner that does not resemble salesmanship so much as a
desire to serve. Intangibles please customers just as much as tangibles in the banking
industry. People tend to visit the same branch of a bank over and over again.
Usually, this is a location close to their home or their workplace. It is natural that
customers become comfortable and habituated to these branch banks, for the same
reason they develop familiarity with a neighborhood supermarket or convenience
store. It makes sense that bank employees would be encouraged to learn to recognize
these regular customers, learn their names, and begin to identify their basic service
requirements. Learning to understand customers‟ needs will allow bank associates to
offer enhanced services, perhaps lowering customers‟ banking costs and increasing
their investment potential. This could also open up the possibility of increased profits
for banks, for when perceived as more service and customer oriented, they will, in
effect, become a useful and pleasant way to “shop.” Keeping the bank with up-to-date
technologically are important factors. Modern equipments, new improved
technology should be replaced with the old ones. If the staff inside is pleasant and
well-informed, in an aesthetically pleasing environment, then customer satisfaction
will be high.
71. 71. 71 The five-dimensional structure could possibly serve as a meaningful
framework for tracking a bank‟ s service quality performance over time and
comparing it against the performance of competitors. Items on some dimensions
should be expanded if that is necessary for reliability. Thus, the banking industries
 must continuously measure and improve these dimensions in order to gain
customers‟ loyalty.
72. 72. 72 BIBLIOGRAPHY References Kotler Philip, marketing management, (Pearson
education, 12th edition) Malhotra K. Naresh, marketing research (An applied
orientation), Research design, (Prentice hall of India pvt. 5th edition) Zeithmal V. A.,
Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing Integrated customer
Focus across the Firm” (4th Edition) M.K. Rampal : Service Marketing Websites
www.hdfcbank.com www.hdfcindia.com www.wikipedia.org
www.marketresearch.com
73. 73. 73 ANNEXURE QUESTIONNAIRE Respected Sir/Madam I am student of
WORLD COLLEG OF TECHNOLOGY AND MANAGEMENT, conducting a
survey on “SERVICE QUALITY OF HDFC BANK”. The following statements relate
to your feelings about the HDFC bank. Please show the extent to which you believe
HDFC bank has the feature described in the statement. I request you to √ the option
which in your opinion are believed to be true. Name: Age: Educational Qualifications
QUESTIONS Strongly Disagree Disagree Neither agreeNor disagree Agree Strongly
Agree 1.HDFC bank has modern looking equipment. 2. The bank's physical features
are visually appealing 3. The bank's reception desk employees are neat appearing. 4.
Materials associated with the service (such as pamphlets or statements) are visually
appealing at the bank. 5. When the bank promises to do something by a certain time,
it does so.
74. 74. 74 6. When you have a problem, the bank shows a sincere interest in solving it. 7.
The bank performs the service right the first time. 8. The bank insists on error free
records. 9. Employees in the bank tell you exactly when the services will be
performed. 10. Employees in the bank give you prompt service. 11. Employees in the
bank are always willing to help you. 12. Employees in the bank are never too busy to
respond to your request. 13. The employees of the bank are trustworthy. 14. The
behavior of employees in the bank instills confidence in you. 15. You feel safe in your
transactions with the bank. 16. Employees in the bank have the knowledge to answer
your questions. 17. The bank gives you individual attention. 18. The bank has
operating hours convenient to all its customers 19. The bank has your best interests at
heart. 20. The employees of the bank understand your specific needs.
75. 75. 75

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