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1.

1 GENERAL INTRODUCTION ABOUT THE

SECTOR

The Indian economy is emerging as one of the strongest economy of the

world with the GDP growth of more than 8% every year. This has given a

great support for the development of banking industry in the country .Due to

recession it has come down to 5.7%. But market now stabilizing.

Due to globalization, competition among the banks has drastically been

increased .As India has a substantial upper and middle class income hence

the banks have immense opportunities to increase their market shares. The

consumer being on the receiving end is in the comfortable position but the

banks trying to increase their market share have to continuously add value for

consumers in order to increase market share and sustain their growth.

BANKING SECTOR

The banking sector is the most dominant sector of the financial system in

India. Significant progress has been made with respect to the banking sector

in the post liberalization period. The financial health of the commercial banks

has improved manifolds with respect to capital adequacy, profitability, and

asset quality and risk management. Further, deregulation has opened new

opportunities for banks to increase revenue by diversifying into investment

banking, insurance, credit cards, depository services, mortgage,

securitization, etc. Liberalization has created a more competitive environment

in the banking sector

1 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
1.2 INDUSTRY PROFILE

a) ORIGIN AND DEVELOPMENT OF THE INDUSTRY

The origin of banking in India is traceable in ancient time through the modern

banking hardly 200 years old. The main function of bank is to accept deposits

and grant loans. There is evidence of these functions being performed by a

section of the community in the Vedic periods. There are many references of

debt in the Vedic literature. During the Ramayana and Mahabharata areas

banking, which was a side business during the Vedic period, become a full-

time business activity for the people. During the smriti period, which followed

the Vedic period and the Epic age, bankers performed the function of the

modern banks. The members of the Vaish community carried on the banking

business and Manu speaks of earning through interest as the business of

Vaishays. He accepted deposits from the public, granted loans against

pledges and personal security, granted simple open loans, acted as bailee for

his customers, subscribed to public loans by granting loans to kings, acted as

treasurer and banker to the state and managed the currency of the country.

Indigenous bankers used to maintain a regular system of accounts and

borrowers used to sign the loan deeds.

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Retail banking

According to investopedia.com, retail banking is typical mass-market banking

where individual customers use local branches of larger commercial banks.

Services offered include: savings and checking accounts, mortgages,

personal loans, debit cards, credit cards, and so forth.

Types of retail banks

Private bank

Private Banks is a bank that is not incorporated. Either an individual or a

general partner(s) with limited partner(s) owns a non-incorporated bank. In

any such case, the creditors can look to both the "entirety of [the bank's]

assets" as well as the entirety of the sole-proprietor's/general-partners'

assets.

These banks have a long tradition in Switzerland, dating back to at least the

revocation of the Edict of Nantes (1685).

Commercial banking

A commercial bank is a type of financial intermediary and a type of bank.

Commercial bank has two possible meanings:

Commercial bank is the term used for a normal bank to distinguish it from an

investment bank. This is what people normally call a "bank". The term

3 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
"commercial" was used to distinguish it from an investment bank. Since the

two types of banks no longer have to be separate companies, some have

used the term "commercial bank" to refer to banks which focus mainly on

companies. In some English-speaking countries outside North America, the

term "trading bank" was and is used to denote a commercial bank. It raises

funds by collecting deposits from businesses and consumers via checkable

deposits, savings deposits, and time (or term) deposits. It makes loans to

businesses and consumers. It also buys corporate bonds and government

bonds. Its primary liabilities are deposits and primary assets are loans and

bonds. Detailed information on banks sectoral exposure of credit reveals that

over two-thirds of the credits flow has been on account of retail, housing and

other priority sector loans. Banks credit flow exposure to large Enterprises

continues to remain buoyant with recent indications that credit to agriculture

and Micro credit has also picked up. The Investment Banking and Markets

division brings together the advisory and financing, equity securities, asset

management, treasury and capital markets, and private equity activities of the

Group to complete the CIBM structure and provide a complete range of

financial products to our clients. Increasingly, ECA financing is being

considered by customers and we work closely with our project export finance

teams, both onshore and offshore, to provide structured solutions.

4 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
b) GROWTH AND PRESENT STATUS OF THE

INDUSTRY

Commercial banking can also refer to a bank or a division of a bank that

mostly deals with deposits and loans from corporations or large businesses,

as opposed to normal individual members of the public (retail banking). as in

the Indian banking.. The most prominent on our minds in the context of

banking these days, perhaps, are the implications arising out of the Basel II

accord. Banks, as we all know, are subjected to more intense regulation as

compared to the non-financial firms. This is probably because the banks

possess certain 'special' characteristics: Banks are much more leveraged

than the other firms due to their capacity to garner public deposits. The asset -

liability structure of the banks is also different from not only the non-financial

firms but also the financial firms. To illustrate, the risk in an insurance

company arises mainly from the liability side of the balance sheet in the form

of insurance claims whereas for the bank the risk mainly comes from the

diminution of asset values (for example, illiquid loans that are not fully

recoverable). The deposits which constitute a major part of the liability of

banks are repayable on demand, unsecured and their principal amount does

not change in value whereas the loans of a bank are illiquid and there can be

erosion in the value of loans or of other assets. The liquidity transformation by

an insurance company is in the reverse direction as compared to a bank. The

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MANAGEMENT STUDIES
balance-sheet structure of an insurance company is the least likely to give rise

to systemic risk, whereas banks due to their typical asset liability mismatches

i.e. long term assets funded by short term liabilities, may be prone to ‘run’ and

pose a very high degree of potential systemic risk. The resolution costs of

systemic bank insolvencies and significant problems can be substantial.

weighted differently.

Basel I proposals forced the banks to look at credit risk and regulatory capital

more closely than they had done earlier. As banks found ways to arbitrage

regulatory capital, some of the provisions of Basel I became less relevant.

Simultaneously, banks in the G-10 countries developed newer approaches to

manage credit risk by building portfolio models for pricing, provisioning and

allocating economic capital for the credit portfolios. These developments

made the weaknesses in the Basel I framework more apparent and this set

the stage for the creation of 'International Convergence of Capital

Measurement and Capital Standards: A Revised Framework', popularly

known as Basel II.

The Basel Committee on Banking Supervision has observed that the

fundamental objective in revising the 1988 Accord has been, and I quote, 'to

develop a framework that would further strengthen the soundness and

stability of the international banking system while maintaining sufficient

consistency that capital adequacy regulation will not be a significant source of

competitive inequality among internationally active banks. The (Basel)

Committee believes that the revised Framework will promote the adoption of

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MANAGEMENT STUDIES
stronger risk management practices by the banking industry, and views this

as one of its major benefits' Unquote

Future of the industry

Reflecting on future prospects in banking, immediate focus has to be on the

cleaning up of the remnants of undercapitalized banks, while concentrating on

improvements in the rural co-operative credit system. It is also necessary to

ensure improvements in their governance and financial management. In the

banking system as a whole, a healthy credit culture encompassing

appropriate pricing, quality of service, financial inclusion and contract-

enforcement would be vital.

The Reserve Bank of India has, in the service of our country, a proven track

record and professionalism, which have lent it considerable credibility - both

domestically and globally. This credibility enables the RBI to confidently carry

the reforms forward to credibly maintain price and financial stability, while

enabling self-accelerating equitable growth at elevated levels

The Indian financial sector is ready for consolidation, said 95 per cent of the

respondents. Given the increased competition, and the implementation of

Basel II norms in the near future, the banking industry of the country would be

better off with six to seven banks as big as State Bank of India, said the

survey. However, voluntary mergers are better than forced ones.

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MANAGEMENT STUDIES
A majority of the public sector banks also demanded more autonomy to fix

salary levels proportionate to performance. In order to improve employee

productivity it is essential to offer competitive compensation packages at all

levels, the survey said. About 92 per cent of the public sector banks

respondents voiced that they do not have sufficient autonomy to offer

attractive incentive packages to employees to ensure commitment levels.

Some banks also said that in one-year's time, banks should be permitted to

issue preference shares. According to the survey, some of the strengths of

the banking industry are regulatory systems, economic growth, technological

advancement, risk assessment systems and credit quality.

Areas that need improvement include diversification of markets beyond big

cities, human resources systems, size of banks, high transaction costs,

infrastructure and labour inflexibilities.

As per the survey some strategies that can help India achieve a world class

banking system are consolidation, strict corporate governance norms,

regional expansion within the country and outside, higher FDI limits and Free

Trade Agreements with countries where India has comparative advantage in

banking sector.

"Availability and reach of quality products is confined to just big cities. Thus it

is essential now to expand the gamut of banking services both within India as

well as outside," the survey said. However, banks in India are yet to effectively

leverage technology. ICICI Bank has been acknowledged to be among the

first to explore new mediums like Internet.

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India has among the lowest penetration of retail loans in Asia. Though the

sector has been growing at around 15 per cent, there is still a huge

opportunity to tap into. Middle and -high-income homes in India has increased

from 1.16 crore (11.6 million) in 1995 to 2.57 crore (25.7 million) in 2002.

Interest rates on retail loans have been dropping rapidly too. For instance

residential mortgages slumped by 7 per cent over the last four years.

"The entry of a number of banks in India in the last few years has helped

provide increased coverage and a number of new products in the market,"

says Kamath.

Sector Share of GDP % Growth of Q1 FY 2003 Growth in Q2 FY 2003

Services 56.1 7.4 9.8

Industry 21.8 5.8 6.3

Agriculture 22.1 1.7 7.4

GDP 5.7 8.4

banking sector today is estimated to be at Rs 17 trillion and total deposits are

estimated at Rs 13 trillion.

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MANAGEMENT STUDIES
2.1 ORIGIN OF THE ORGANIZATION

The Housing Development Finance Corporation Limited (HDFC) was

amongst the first to receive an 'in principle' approval from the Reserve Bank of

India (RBI) to set up a bank in the private sector, as part of the RBI's

liberalization of the Indian Banking Industry in 1994. 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 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 the 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.

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MANAGEMENT STUDIES
2.2 GROWTH AND DEVELOPMENT OF THE
ORGANIZATION

HDFC Bank is head quartered in Mumbai. The Bank at present has an

enviable network of over 684 branches spread over 316 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 have a

strong and active member base. The Bank also has a network of about over

4000 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.

In a milestone transaction in the Indian banking industry, Times Bank Limited

(another new private sector bank promoted by Bennett, Coleman & Co./Times

Group) was merged with HDFC Bank Ltd., effective February 26, 2000. As

per the scheme of amalgamation approved by the shareholders of both banks

and the Reserve Bank of India, shareholders of Times Bank received 1 share

of HDFC Bank for every 5.75 shares of Times Bank.

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MANAGEMENT STUDIES
2.3 PRESENT STATUS OF THE ORGANIZATION

At present HDFC Bank is the leading most bank in the housing and

development sector and is growing very fast in the other banking sectors such

as life insurance & mutual fund.

The authorized capital of HDFC Bank is Rs.450 crore (Rs.4.5 billion). The

paid-up capital is Rs.311.9 crore (Rs.3.1 billion). The HDFC Group holds

22.1% of the bank's equity and about 19.4% of the equity is held by the ADS

Depository (in respect of the bank's American Depository Shares (ADS)

Issue). Roughly 31.3% of the equity is held by Foreign Institutional Investors

(FIIs) and the bank has about 190,000 shareholders. The shares are listed on

The Stock Exchange, Mumbai and the National Stock Exchange. The bank's

American Depository Shares are listed on the New York Stock Exchange

(NYSE) under the symbol "HDB.

HDFC Limited, Bennett, Coleman & Co. Ltd. and its group companies (the

promoters of erstwhile Times Bank Limited) and Chase Funds had entered

into tripartite agreement dated November 26, 1999 for effecting amalgamation

of Times Bank Limited with the Bank. Under this Agreement, Bennett

Coleman Group has a right to nominate one Director on the Board of the Bank

as long as its holding exceeds 5% of the share capital of the Bank. Currently,

as on March 31, 2007, the Bennett Coleman Group holds 5.15% of the share

capital of the Bank and Mr. Vineet Jain represents the group on the Board of

the Bank.

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MANAGEMENT STUDIES
2.4 FUNTIONAL DEPARTMENT OF THE
ORGANIZATION

Chairman

Managing
Director

Executive Director

Regional Sales
Head

Area sales Head

Area Sales
Manager

Deputy Sales
Manager

Team Leader

Contract Sales
Executive

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MANAGEMENT STUDIES
2.5 ORGANIZATION STRUCTURE AND
ORGANIZATION CHART

Chairman

Managing Director & C E


O

Joint Managing Director Joint Managing Director

(Domestic Banking) (International Business)

Executive Executive Executive Executive


Director Director Director Director

Sr. General Managers

General Managers

14 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2.6 PRODUCT AND SERVICE PROFILE OF THE

ORGANIZATION

Wholesale Banking Services

The Bank's target market ranges from large, blue-chip manufacturing

companies in the Indian corporate to small & mid-sized corporate and agri-

based businesses. For these customers, the Bank provides a wide range of

commercial and auctional 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

recognized 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-

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stop window for all his/her banking requirements. 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. 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 September

30, 2005, the bank had a total card base (debit and credit cards) of 5.2 million

cards. The Bank is also one of the leading players in the "merchant acquiring"

business with over 50,000 Point-of-sale (POS) terminals for debit / credit

cards acceptance at merchant establishments.

Deposits
I. Savings Account

These accounts are primarily meant to inculcate a sense of saving for the

future, accumulating funds over a period of time. Whatever customer

occupation, bank is confident that customer will find the perfect banking

solution.

• Debit-cum-ATM card

• Auto Invest Account

• Internet Banking

• Phone banking

• Anywhere Banking

• Standing Instruction

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• Nomination facility

• Doorstep service

II. Special savings account

 Comprehensive banking

 Solution with added features

 Supplementary savings

 Ideal for tax-exempt entities

 Internet banking

 Anywhere banking

 Doorstep service

 Inward remittance

III. Senior Citizen Services

 Higher interest rates

 Special demand loans against deposit

 Free collection of outstation cheques drawn on our locations.

 Debit-cum-ATM-card

 Auto Invest Account

 Internet banking

 Phone banking

 Anywhere banking

 Standing instructions

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 Nomination facility

IV. Fixed deposits

 Wide range of tenures

 Choice of investment plans

 Partial withdrawal permitted

 Safe custody of fixed deposit receipts

 Auto renewal possible

 Loan facility available

V. D-Mat accounts

 Free trading account

 Online buying and selling of shares

 Less documentation

 Can control loss of money

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MANAGEMENT STUDIES
2.7 MARKET PROFILE OF THE ORGANISATION

HDFC Bank has its deposit programmes rated by two rating agencies - Credit

Analysis & Research Limited. (CARE) and Fitch Ratings India Private Limited.

The Bank's Fixed Deposit programme has been rated 'CARE AAA (FD)'

[Triple A] by CARE, which represents instruments considered to be "of the

best quality, carrying negligible investment risk". CARE has also rated the

Bank's Certificate of Deposit (CD) programme "PR 1+" which represents

"superior capacity for repayment of short term promissory obligations". Fitch

Ratings India Pvt. Ltd. (100% subsidiary of Fitch Inc.) has assigned the "tAAA

(ind)" rating to the Bank's deposit programme, with the outlook on the rating

as "stable". This rating indicates "highest credit quality" where "protection

factors are very high". HDFC Bank also has its long term unsecured,

subordinated (Tier II) Bonds of Rs.4 billion rated by CARE and Fitch Ratings

India Private Limited. CARE has assigned the rating of "CARE AAA" for the

Tier II Bonds while Fitch Ratings India Pvt. Ltd. has assigned the rating "AAA

(Ind)" with the outlook on the rating as "stable". In each of the cases referred

to above, the ratings awarded were the highest assigned by the rating agency

for those instruments?

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MANAGEMENT STUDIES
Within this business, the bank has three main product areas - Foreign

Exchange and Derivatives, Local Currency Money Market & Debt Securities,

and Equities. With the liberalization of the financial markets in India, corporate

need more sophisticated risk management information, advice and product

structures. To comply with statutory reserve requirements, the bank is

required to hold 25% of its deposits in government securities.

3.1 STUDENTS WORK PROFILE (Role and


Responsibility).

I am working as contract sales executive in HDFC bank; my role is to find out

people who want to open savings A/c. I have to convince the customers to

open savings account in our bank. After convincing, I use to fill up the forms

through customers and collect their documents to login the form for opening

their accounts. There are some targets in a month, which we need to reach in

bank. I have done many activities like park activities, ATM activities,

Apartments activities etc to generate my leads. By doing these activities we

get customers for opening accounts. The roles and responsibilities handled by

me are:

1) Generating leads for opening accounts

2) Preparing daily sales report of daily activities

3) Answering to customer queries.

4) Verification of the documents given by the customers.

After three month working experience I came to know how to handle the

people & task in the organization. Now I feel much confident.

Being a sales executive I have to answer to the customers as well as team

leader to the queries. I have to fulfill my individual target.

20 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
3.2 DESCRIPTION OF LIVE EXPERIENCES.

This training has helped me a lot in understanding the realities of the outside

world. I also came to know the real meaning of the word marketing. There are

both negative and positive experiences of our training. Some of these are:

• Real exposure to the corporate world, which helped me a lot in

understanding the mind, set of executives to a certain extent.

• Learned about customer requirements, customer mind set how to

convince others and many.

• It helped me in improving my communication skills, presentation skills

and how to behave in front of public.

• Apart from these positive experiences I faced certain problems too

which I would like to discuss here:

• It was quite difficult in the beginning to cope with both college studies

and job.

• Initially it took me sometime to understand the process of sales

opening, closing, however with time I understood the problem and

21 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
worked on it sincerely. Now I feel much more confident in handling

sales calls.

4.1 STATEMENT OF RESEARCH PROBLEM

The company must gain confidence of the customers and provide services

par excellence. Therefore, undertaking the project helps in assessing the

customer care level of HDFC BANK. The study is applied descriptive as well

as diagnostic in nature. It also tends to find the customer view about

important aspects of the services. At the same time it was intended to find the

customer view about the product and the quality of service improvement. In

short this problem can be defined as: “Are customers satisfied with the

services at HDFC?”

In today’s era of cutthroat competition, it is of an uttermost importance to gain

a cutting edge over the competition, and develop a large market share. This

is only possible if there is a large customer base for the company.

22 RAMAIAH INSTITUTE OF
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4.2 STATEMENT OF RESEARCH OBJECTIVES:

1. To evaluate the perception level of the account holders towards HDFC


BANK

2. To study the importance of customer relationship.

3. To study the impact of customer relationship management on bank


customers.

4. To analyze the expectations of banking customers.

5. To suggest the banks under study to strengthen the customer relations.

6. To analyze the satisfaction level of customers of HDFC BANK on the


following heads:

1. Working environment

2. Customer care

3. Personal care of the customers

4. Bank timings

5. Overall services

6. Special schemes provided

23 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
4.3 RESEARCH DESIGN AND METHODOLOGY.

THE METHOD USED OF DATA COLLECTION ARE:

 Primary Data

 Secondary Data

PRIMARY DATA: Primary data are data’s, which are original in nature, and

are collected by the researcher. The method used to collect the primary data

was Survey Method. The survey method included a structured questionnaire

that was given to the respondent.

SECONDARY DATA: Secondary data are data, which has been collected

and compiled in advance for another needed purpose. Secondary data is an

important method to know the present problem faced by the account holders

in the field of HDFC BANK. Newspaper, Articles, Books, Magazines etc. have

been used to prepare the questionnaire.

PLAN OF ANALYSIS:

24 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
 Calculations have been done for interpretation such as percentages,

averages.

 The data collected from respondents through questionnaire are organized,

coded, processed and tabulated in order to create graphs and charts to make

the project understandable. Chi Square Test is performed on the inferred data

to arrive at a statistical conclusion.

TOOLS FOR DATA COLLECTION

The tool used for data collection is Primarily “Questionnaire method”. The

questions contained:

Open- Ended Questions

Where the respondent was given a chance to reply or give suggestions to the

Company. This included Free Responses questions where the respondents

were given the freedom to give suggestions.

Close - Ended Questions

Where the respondent was given a lesser chance to reply. This includes

multiple Choice Questions where the respondents were given a number of

alternatives.

Scales
Respondents were given a scale whose positions range from “Highly

Satisfied” to “Highly Dissatisfied”

25 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
Area of survey
The area selected to find the satisfactory level was in and around

Bannerghatta Road.

Sample Unit

The sample was considered to be the Customers of HDFC BANK

SAMPLING:
Random sampling method to select a sample of 100 customers among the

customers of the HDFC BANK.

4.4 ANALYSIS OF DATA

As the competition level in the banking sector is ever increasing, it becomes

indispensable for the company (HDFC) to conduct the study on the perception

and satisfaction level of its customers. This study will help the company in

making its new strategies to satisfy its customer in the ways in which he or

she wants to be satisfied and to the company its position in the market.

The study on customer satisfaction has the geographical coverage limited to

Bannerghatta Road only. This study will help the company to know in detail

about the customer perception and their attitude towards the company

services and products. The company will gain the feedback from the

customer to improve its products and quality of service.

26 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
TABLE 1: SHOWING DISTRIBUTION OF AGE

AGE GROUP NO. OF RESPONDENTS PERCENTAGE


20 – 30 22 22%

30 – 40 43 43%

40 AND ABOVE 35 35%

TOTAL 100 100%

ANALYSIS

The above table shows that 22% of the respondents fall under the

age group of 20 – 30 years ,43% of the respondents fall under age

group of 30 – 40 years and 35% of the respondents belonging to age

group of 40 and above years.

27 RAMAIAH INSTITUTE OF
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INFERENCE

Hence it clearly shows that the majority of the respondents fall under

the age group of 30 – 40 years i.e. 43%.

CHART SHOWING DISTRIBUTION OF AGE


GROUP
50
45 43%
40 35%
35
30
25 22%
20 20 - 30
15 30 - 40
10
40 and above
5
0
20 - 30 30 - 40 40 and a bove
GRAPH-1

28 RAMAIAH INSTITUTE OF
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TABLE 2: SHOWING DISTRIBUTION OF SEX OR
GENDER

GENDER NO. OF RESPONDENTS PERCENTAGE

FEMALE 43 43%

MALE 57 57%

TOTAL 100 100%

29 RAMAIAH INSTITUTE OF
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ANALYSIS

The table shows that there are 57% of male respondents and 43% of

female respondents.

INFERENCE

Thus the table clearly shows that the majority of the respondents are

male i.e. 57%.

30 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
GRAPH-
2

TABLE 3: SHOWING THE DISTRIBUTION OF THE


MONTHLY HOUSEHOLD INCOME

MONTHLY HOUSEHOLD NO. OF RESPONDENTS PERCENTAGE


INCOME
LESS THAN RS 10,000 0 0%
RS 10,000 – RS 20,000 23 23%
MORE THAN RS 20,000 77 77%

31 RAMAIAH INSTITUTE OF
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TOTAL 100 100%

ANALYSIS

The above table shows that there are no respondents who have a

monthly household income of less than Rs 10,000, there are 23% of

the respondents who fall under Rs 10,000 – Rs 20,000 household income

and 77% fall under the more than Rs 20,000 household income

category.

INFERENCE

The table clearly shows that the majority of the respondents have more

than Rs 20,000 of monthly household income, that is 77%.

32 RAMAIAH INSTITUTE OF
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GRAPH-3

TABLE 4: SHOWING THE IMPORTANCE OF A


SMILING EMPLOYEE ACCORDING TO A CUSTOMER

IMPORTANCE NO. OF RESPONDENTS PERCENTAGE


VERY IMPORTANT 55 55%
SOMEWHAT IMPORTANT 20 20%
NOT SO IMPORTANT 20 20%
NOT AT ALL IMPORTANT 5 5%
TOTAL 100 100%

33 RAMAIAH INSTITUTE OF
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ANALYSIS

According to the table 55% of the respondents feel its extremely

important for a employee to welcome a customer with a smile,20%

respondents think its somewhat important while 20% feel its not so

important and 5% think its not at all important.

INFERENCE

Hence when a customer enters the bank , he looks for a smiling

employee to welcome him, its extremely important to him(55% of

respondents think its very important).

34 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
CHART SHOWING THE IMPORTANCE OF A SMILING
EMPLOYEE
55%
60% GRAPH-4
50%
40%
very important
30% 20% 20%
20% somewhat
10% important
5% not so important
0%

TABLE 5: SHOWING THE IMPORTANCE OF THE SIZE


OF THE CHEQUE BOOK ACCORDING TO THE
CUSTOMERS
IMPORTANCE NO. OF RESPONDENTS PERCENTAGE
VERY IMPORTANT 20 20%
SOMEWHAT IMPORTANT 45 45%
NOT SO IMPORTANT 30 30%
NOT AT ALL IMPORTANT 5 5%
TOTAL 100 100%

35 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
ANALYSIS

The table shows that according to the 20% of the respondents its very

important that the cheque book size is appropriate,30% of the

respondents think its not so important, 5% of the respondents think its

not at all important while 45% of the respondents think its somewhat

important.

INFERENCE

Hence the table clearly shows that the majority of the respondents

think its somewhat important for the cheque book size to be

appropriate.

36 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
CHART SHOWING THE IMPORTANCE OF
THE SIZE OF THE CHEQUE BOOK
50%
45%
40%
35%
30%
25%
20%
15% Series1
10%
5%
0%

GRAPH-5

TABLE 6: SHOWING THE IMPORTANCE OF THE


BANK TIMING ACCORDING TO THE CUSTOMERS
IMPORTANCE NO.OF RESPONDENTS PERCENTAGE
VERY IMPORTANT 65 65%
SOMEWHAT IMPORTANT 20 20%
NOT SO IMPORTANT 15 15%
NOT AT ALL IMPORTANT 0 0%
TOTAL 100 100%

37 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
ANALYSIS

The above table relates that the 65% of the respondents think its

extremely important for the bank timing to be convenient,20% of the

respondents think its somewhat important,15% of the respondents think

its not so important while none of them think its not at all important.

INFERENCE

Table number 7 clearly shows that majority of the customers think that

its very important that the bank timings are convenient i.e. 65%

38 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
CHART SHOWING THE IMPORTANCE OF
THE BANK TIMING
100%

0%
Seri…

TABLE 7: SHOWING THE IMPORTANCE OF THE


( ZERO BALANCE SAVINGS ACCOUNTS ) FACILITY
ACCORDING TO THE CUSTOMERS
IMPORTANCE NO. OF PERCENTAGE
RESPONDENTS
VERY IMPORTANT 80 80%
SOMEWHAT IMPORTANT 20 20%
NOT SO IMPORTANT 0 0%

NOT AT ALL IMPORTANT 0 0%

TOTAL 100 100%

ANALYSIS

According to the table above none of the respondents think its not at

all or not so important that the ZERO BANLANCE CURRENT ACCOUNT

39 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
SHOULD be provided, while 80% of the respondents think its very

important and 20% of the respondents think its somewhat important.

INFERENCE

Hence the table clearly shows that the majority of the customers think

its very important that the ZERO BALANCE SAVINGS ACCOUNT facility

should be provided that is 80%.

CHART SHOWING THE IMPORTANCE OF THE ZERO


BALANCE SAVINGS ACCOUNT FACILITY
GRAPH-7
100%
80%
60% very important

40% somewhat
20% important

0%
very somewhat not so not at all
important important important important

40 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
TABLE 8: SHOWING THE IMPORTANCE OF
TRANSACTION TIMING IN HDFC BANK ACCORDING
TO CUSTOMRES
VARAIBLES RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 10 10%
SATISFIED 62 62%
NEUTRAL 23 23%
DISSATISFIED 5 5%
HIGHLY DISSATISFIED 0 0%
100 100%

ANALYSIS

From the above table , it can be analyzed that out of 100 respondents

10% only are highly satisfied with the Transaction timing of the Bank ,

62% of them are satisfied , 23% of them are on the neutral side .

Moreover 5% of them are dissatisfied and none are highly dissatisfied.

41 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
INFERENCE

Therefore, it can be inferred that almost 5% of the respondents are not

happy with the time taken for transaction . This indicates that the

customers are not satisfied with the speed of the transaction .

CHART ON SATISFACTION LEVEL REGARDING TRANSACTION


62% TIMING
70%
60%
50%
40%
30% 23% HIGHLY SATISFIED
20% 10%
10% 5% SATISFIED
0%
0%

GRAPH-8

42 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
TABLE 9: SHOWING THE IMPORTANCE OF
CUSTOMER CARE IN HDFC BANK ACCORDING TO
CUSTOMRES
VARAIBLES RESPONDENTS PERCENTAGE
HIGHLY SATISFIED 12 12%
SATISFIED 63 63%
NEUTRAL 21 21%
DISSATISFIED 4 4%
HIGHLY DISSATISFIED 0 0%
TOTAL 100 100%

ANALYSIS

The above table shows that out of 100 respondents 12% are highly

satisfied with the Customer Care of the HDFC Bank, 63% of them are

satisfied and 21% are neutral, moreover 4% of them are dissatisfied and

none of them are highly dissatisfied.

INFERENCE

43 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
In today’s world customer care is one of the most important criteria as

it helps the organization to retain their or add market share . Therefore ,

HDFC should work towards the 4% dissatisfied customers either by

training the employees or making the procedure customer friendly

CHART ON SATISFACTION LEVEL REGARDING CUSTOMER


CARE
80% 63%
60% HIGHLY SATISFIED
40% 21%
12% 4%
20% 0% SATISFIED
0%

GRAPH-9

44 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
TABLE 10: SHOWING THE IMPORTANCE OF HDFC
BANK SERVICE ACCORDING TO CUSTOMRES
VARAIBLES RESPONDENTS PERCENTAGE
EXCEPTIONALY SATISFIED 54 54%
SATISFIED 40 40%
NEUTRAL 6 6%

ANALYSIS

The above table shows that out of 100 respondents 54% are

exceptionaly satisfied with the Service of the HDFC Bank, 40% of

them are satisfied and 6% are neutral.

INFERENCE

In today’s world Bank Service is one of the most important criteria as it

helps the organization to retain their or add market share . Therefore ,

HDFC should work towards the 6% neutral customers either by training

the employees or making the procedure customer friendly

45 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
46 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
4.5 SUMMARY OF FINDINGS

 Most of the customers of the bank are satisfied, but there is a minority

of customers who are still looking for improvement in this aspect of

service area as well in the field of working environment.

 One area of strength of the bank which it can really boast off as most of

the customers are satisfied when it comes to customer care.

 Overall the result of survey has shown a positive sign for the

overall services from where on they can increase their customer

base with the exception of a few dissatisfied customers which

needs to be looked after.

 The bank has caused a lot of inconvenience to the customers

regarding its banking hours as shown from the result of the

survey. Flexible banking hours should be achieved to attain higher

customer satisfaction again lot of them are even satisfied .

 There is a mixed response when it comes to transaction time. A certain

section or respondents seem to be satisfied but a substantial number

of customers are looking for faster transaction time.

47 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
V.1 SUMMARY OF LEARNIG EXPERIENCE.

I went through a good learning practice in my HDFC Bank for the past eight

months which has developed me to heights of understanding the customers

mind as well their taste and preferences in the field of services sector.

The uncertain world or market structure existing in India has very typical way

of expectation when it comes to private bank and the banks have realized

their needs and desires and working towards satisfying their requirements and

my bank is also in its run for customer satisfaction

The working environment was excellent which enabled me to learn the

products and services features as well as the internal aspects of management

level in my bank.

This project has opened up the new window of learning, which enables me

into the clear understanding of corporate world

The proper understanding of customers is must when it comes to service

industry and that exactly what I went through in this period of management

training period.

48 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
V.2 CONCLUSIONS AND RECOMMENDATIONS.

CONCLUSION

Hence, I conclude by understanding that marketing concepts is essentially

about the few things which contribute to the banks success:

• The bank cannot exist without customer.

• The purpose of a bank is to create, win and keep a customer. The

customer is and should be the central focus of everything the bank

does.

• Ultimate aim of a bank is to deliver satisfaction to the customers.

• Customer satisfaction is affected by the performance of all the

personnel of the bank.

It is also a way of organizing the bank. The starting point for the organizational

design should be the customer and the bank should ensure that the services

are performed and delivered in the most effective way. Service facility should

also be designed for customer convenience.

49 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
RECOMMENDATIONS

The environment of the bank can be made more customers friendly and the

working of the bank should be more organized and efficient by training the

employees of the bank.

2. Improving customer care facilities by providing 24 hours banking facilities

more effective.

3. More number of CURRENT ACCOUNTS With different features are looked

forward from public.

4. Proper and general insturuction about the maintenance and working of

current account and its benefits should be made clearer.

5. The banking hours should be more customers friendly it should close little

later in the evening.

6. The banking process needs to be more systematic so that the transaction

time can be reduced.

7. There should be more branches especially in smaller towns and

cities .

50 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
8. Special schemes should be provided for smaller retail shops as well new

package of offers and discounts should be provided for high network people

and senior citizens .

ANNEXURE

5.4 QUESTIONNAIRE

1. Name ______________________________________

2. Age

 20-30

 30-40

 40<

3. Gender

 Male

 Female

4. Marital Status

 Married

51 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
 Single

5. Income Level

 <Rs.10, 000

 Rs.10, 000-Rs.20, 000

 >Rs.20, 000

6. How important is it for an employee to greet you with a smile?

 Very important

 Somewhat important

 Not so important

 Not at all important

7. How important is the size of cheque book to you?

 Very important

 Somewhat important

 Not so important

52 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
 Not at all important

8. How important are the bank timings according to you?

 Very important

 Somewhat important

 Not so important

 Not at all important

9. How important are the ZERO BALANCE CURRENT ACCOUNT facility provided

by HDFC to you?

 Very important

 Somewhat important

 Not so important

 Not at all important

10. What is your level of satisfaction with respect to the transaction timing of the

bank?

 Highly satisfied

53 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
 Satisfied

 Neutral

 Dissatisfied

 Highly dissatisfied

11. What is your level of satisfaction with respect to customer care measures

undertaken by the bank?

 Highly satisfied

 Satisfied

 Neutral

 Dissatisfied

 Highly dissatisfied

12. What is your level of satisfaction with respect to the quality of overall service

provided by the bank?

 Highly satisfied

 Satisfied

54 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
 Neutral

 Dissatisfied

 Highly dissatisfied

13. What is your level of satisfaction with respect to special schemes offered by the

bank?

 Highly satisfied

 Satisfied

 Neutral

 Dissatisfied

 Highly dissatisfied

14. What is your level of satisfaction with respect to the response time for grievance

handling?

 Highly satisfied

 Satisfied

 Neutral

55 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
 Dissatisfied

 Highly dissatisfied

15. What is your level of satisfaction with respect to the cheque book facility provided

by the bank?

 Highly satisfied

 Satisfied

 Neutral

 Dissatisfied

 Highly dissatisfied

16. What is your level of satisfaction with respect to flexibility of operation?

 Highly satisfied

 Satisfied

 Neutral

 Dissatisfied

56 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
 Highly dissatisfied

BIBLIOGRAPHY

BOOKS AND MAGAZINES

1) Tull S. Donald et al Hawkins I. Del --Marketing Research Measurement &


th
Methods 6 edition
Published by Asoke K. Ghosh , Prentice-Hall of India pvt. Ltd.

2) Cooper R. Donald et al Schindler S.Pamela –Business Research Method logy


2006 edition

Published by TATA McGraw HILL Publishing Company limited

India Today

Business world, Economic Times, Business world , Money regulator and Business
Line

57 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
NEWSPAPERS

The Times of India

The Economic Times

Business Standard

INTERNET

www.hdfcbank.com

www.google.com

58 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES