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

1

GURGAON
PGDM 4TH TRIMISTER

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

2

(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

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.

3

All constructive feedback is cordially invited. Abhishek kumar keshri PGDM abhin64@gmail. I hope who goes through it will find it interesting and worth reading.Date: Abhishek kumar keshri PGDM abhin64@gmail.com 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. .com 4 . I have expressed my experiences in my own simple way.

Also I am thankful to my faculty guide MS. for their support and encouragement throughout the tenure of the project. which has been instrumental in completion of this project. 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. NAVEEN SHARMA of HDFC BANK. They provided me with their assistance and support whenever needed. I am thankful to them. “Service Quality of HDFC bank”. 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. 5 . I wish to express my gratitude to the branch manager Mr.

S. World Management Collage.com INDEX CONTENTS PAGE NO. Abhishek kumar keshri PGDM abhin64@gmail.N. for being a source of support during this training period. RESEARCH OBJECTIVE 5. SERVICE QUALITY IN BANKS 4. 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. INTRODUCTION 2.AMITA ARORA from K. Gurgaon. RESEARCH METHODOLOGY 6 . COMPANY PROFILE 3. 1.

BIBLIOGRAPHY 11. The customer has come to realize somewhat belatedly that he is the king. 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. FINDINGS OF THE REPORT 8. So does HDFC bank meet these heightened expectations? What are the customers‟ perceptions of service quality of the banks? 7 . 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. 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. He wants competitive loan rates but at the same time also wants his loan or credit card application processed in double quick time. ANNEXURE: QUESTIONNAIRE INTRODUCTION OF BANKING Service with a smile: Today‟s finicky banking customers will settle for nothing less. CONCLUSION 9. 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.6. DATA ANALYSIS 7. RECOMMENDATIONS 10.

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. COMPANY PROFILE 8 . My research is conducted to find out “SERVICE QUALITY 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.

They believe that the ultimate 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. The bank was incorporated in August 1994 in the name of 'HDFC Bank Limited'. with its registered office in Mumbai. as part of the RBI's liberalisation of the Indian Banking Industry in 1994. Operational Excellence. Product Leadership and People. HDFC bank‟s business philosophy is based on our four core values . 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. India.Customer Focus.

developing. HDFC Bank's business philosophy is based on four core values . 10 . * Benchmarking against international standards. and to achieve healthy growth in profitability. motivating and retaining the best people in the industry. consistent with the bank's risk appetite.identity and success of their bank will reside in the exceptional quality of people and their extraordinary efforts. Customer Focus. They are committed to hiring. MISSION STATEMENT OF HDFC BANK * World Class Indian Bank. Product Leadership and People. 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. professional integrity. BUSINESS FOCUS HDFC Bank's mission is to be a World-Class Indian Bank. The bank is committed to maintain the highest level of ethical standards. corporate governance and regulatory compliance.Operational Excellence.

People. BUSINESS STRATEGY * Increasing market share in India‟s expanding banking 11 . 4. HDFC Bank‟s business philosophy is based on four core values such as:- 1. Operational excellence. 3. professional integrity and regulatory compliance. Customer Focus. risk management and audit & compliance VISION STATEMENT OF HDFC BANK The HDFC Bank is committed to maintain the highest level of ethical standards. The objective of the HDFC Bank is to provide its target market customers a full range of financial products and banking services. 2.* To build sound customer franchises across distinct businesses * Best practices in terms of product offerings. technology. The HDFC Bank plus and the investment advisory services programs have been designed keeping in mind needs of customers who seeks distinct financial solutions. service levels. giving the customer a one-step window for all his/her requirements.Product leadership. information and advice on various investment avenues.

the Bank has branches in the centers where the NSE/BSE has a strong and active member base. 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. 12 . HDFC Bank's ATM network can be accessed by all domestic and international Visa/MasterCard. All branches are linked on an online real-time basis. The Bank also has a network of about over 2526 networked ATMs across these cities. Visa Electron/Maestro. Being a clearing/settlement bank to various leading stock exchanges. Moreover. Plus/Cirrus and American Express Credit/Charge cardholders.* 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. DISTRIBUTION NETWORK HDFC Bank is headquartered in Mumbai. Customers in over 120 locations are also serviced through Telephone Banking. The Bank at present has an enviable network of over 1229 branches spread over 444 cities across India.

a strong market reputation. 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. large shareholder base and unique consumer franchise. Given the professional expertise of the management team and the overall focus on recruiting 13 .PROMOTER HDFC is India's premier housing finance company and enjoys an impeccable track record in India as well as in international markets. has been a professional banker for over 25 years. A retired IAS officer. Mr. The Managing Director. Government of India. Since its inception in 1977. World Bank and Government nominee on the Boards of many companies in the financial sector. including Finance Secretary. Senior executives representing HDFC are also on the Board. Its outstanding loan portfolio covers well over a million dwelling units.M. and before joining HDFC Bank in 1994 was heading Citibank's operations in Malaysia. industry and commercial banking. Vasudev has had an illustrious career in the civil services and has held several key positions in India and overseas. MANAGEMENT Mr. Mr. Mr. HDFC was ideally positioned to promote a bank in the Indian environment. 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. Executive Director. C. administration. Vasudev has been a Director of the Bank since October 2006. Senior banking professionals with substantial experience in India and abroad head various businesses and functions and report to the Managing Director. Aditya Puri. With its experience in the financial markets. the Corporation has maintained a consistent and healthy growth in its operations to remain a market leader in mortgages. The Bank's Board of Directors is composed of eminent individuals with a wealth of experience in public policy.

the Bank has succeeded in leveraging its market position. INNOVATION: Recognizing the different needs of our customers. which enables the bank to offer speedy funds transfer facilities to its customers. 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. it will aim to manage their investments very carefully and live up to this trust. QUALITY POLICY SECURITY: The bank provides long term financial security to their policy.and retaining the best talent in the industry. Multi-branch access is also provided to retail customers through the branch network and Automated Teller(ATMs). expertise and technology to create a competitive advantage and build market share. the bank offers a range of innovative products to meet these needs. INTEGRITY CUSTOMER CENTRIC 14 . All the bank's branches have online connectivity. The Bank has made substantial efforts and investments in acquiring the best technology available internationally. Hence. to build the infrastructure for a world class bank. TRUST: The bank appreciates the trust placed by their policy holders in the bank. TECHNOLOGY HDFC Bank operates in a highly automated environment in terms of information technology and communication systems. The bank does this by offering life insurance and pension products. the bank believes that its people are a significant competitive strength. The Bank's business is supported by scalable and robust systems which ensure that our clients always get the finest services we offer.

stock exchange members and banks. It is recognised as a leading provider of cash management and transactional banking solutions to corporate customers. transactional services. the Bank provides a wide range of commercial and transactional banking services. Based on its superior product delivery / service levels and strong customer orientation. companies from the domestic business houses and prime public sector companies. which combine cash management services with vendor and distributor finance for facilitating superior supply chain management for its corporate customers.PEOPLE CARE “ONE FOR ALL AND ALL FOR ONE” TEAM WORK JOY AND SIMPLICITY BUSINESS HDFC Bank offers a wide range of commercial and transactional banking services and treasury products to wholesale and retail customers. mutual funds. including working capital finance. the Bank has made significant inroads into the banking consortia of a number of leading Indian corporates including multinationals. For these customers. The bank is also a leading provider of structured solutions. cash management. etc. Wholesale Banking Services The Bank's target market ranges from large. trade services. The bank has three key business segments. blue- chip manufacturing companies in the Indian corporate to small & mid-sized corporates and agri-based businesses. 15 .

The Bank also has a wide array of retail loan products including Auto Loans. 16 .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. and Equities. Net Banking and Mobile Banking. Treasury Within this business. Local Currency Money Market & Debt Securities. 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. corporates need more sophisticated risk management information. Personal Loans and Loans for Two-wheelers. Loans against marketable securities. The Bank is also one of the leading players in the “merchant acquiring” business with over 90. These and fine pricing on various treasury products are provided through the bank's Treasury team. Loans. the bank had a total card base (debit and credit cards) of over 14 million. The Bank launched its credit card business in late 2001. the bank is required to hold 25% of its deposits in government securities. etc. By March 2010.Foreign Exchange and Derivatives. Bill Payments. The HDFC Bank Preferred program for high net worth individuals. The products are backed by world- class service and delivered to customers through the growing branch network. giving the customer a one-stop window for all his/her banking requirements. advice and product structures. Phone Banking. With the liberalisation of the financial markets in India. 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. 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. The Treasury business is responsible for managing the returns and market risk on this investment portfolio. as well as through alternative delivery channels like ATMs.000 Point-of-sale (POS) terminals for debit / credit cards acceptance at merchant establishments. 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 has three main product areas . To comply with statutory reserve requirements.

SERVICE QUALITY IN BANKS 17 .

and improved financial performance. the consumer's evaluation of the attitude of the service providing staff. positive word of mouth. interaction quality.' Parasuraman says. or via technical equipment.' 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. the banks are no different from any other consumer marketing company. decreased operating costs. superior service by the service provider is the only differentiator left before the banks to attract.g.The benefits of service quality include increased customer satisfaction. reduced staff turnover. increased profitability. Superior service quality enables a firm to differentiate itself from its competition. for example. 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. retain and partner with the customers. Outcome quality refers to the customer's assessment of the core service which is the prime motivating factor for obtaining the services (e. In the days where product and price differences are blurred. and the customer. gain a sustainable competitive advantage. 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. Interaction quality refers to the customer's assessment of the service delivery process. Service quality is 'the delivery of excellent or superior service relative to customer expectations‟. 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. there is some consensus that service quality consists of three primary aspects: outcome quality. money received from ATM). and enhance efficiency . which is typically rendered via a physical interface between the service provider. Service quality is recognized as a multidimensional construct. While the number of dimensions often varies from researcher to researcher. improved customer retention. the physical conditions of an ATM machine. 18 . enlarged market share. It includes. and physical service environment quality.In the days of intense competition. for instance. in person. It includes. 'Service quality is determined by the differences between customer's expectations of services provider's performance and their evaluation of the services they received.

Moreover. It links quality with customers‟ satisfaction and service encounter. It is a proven approach. 5. The tangibles dimension corresponds to the aforementioned physical environment aspect. mediated through customer satisfaction. It is empirically grounded. It provides for multi-faced analysis of customer satisfaction. responsiveness. 2. It is the first approach to add and mix the customers‟ religious beliefs and cultural values with other quality dimensions. and assurance. positive word-of-mouth recommendation. already organized into meaningful groupings. systematic and well documented. Both the costs and the revenue of firms are affected by repeat purchases. 4. Banks managers can use the RATER model and its dimensions first to identify the following issues: 19 . It provides information at several levels. and the remaining three represent aspects of interaction quality.The most popular dimensions of service quality--features five dimensions: tangibles. 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. 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 KCC bank: 1. and customer feedback. 3. 6. reliability. which results in usable answers to meet customers‟ needs. the reliability dimension corresponds to the service outcome aspect. empathy.

DIMENSIONS OF SERVICE QUALITY DIMENSIONS OF SERVICE QUALITY TANGIBILITY: This dimension deal with modern looking equipments and visual appealing part of banks. 20 .

which connects with the customer at the point of sale. Hence. RESPONSIVENESS: Customers expect that the banks must respond their inquiry promptly. and hence employees remain the key to success at these service encounters or “moments of truth”. 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. Banking was in the sector featuring medium goods and higher customer producer interactions. Responsiveness describes how often a bank voluntarily provides services that are important to its customers.RELIABILITY: This dimension has a direct positive effect on perceived service quality and customer satisfaction in banking institutions. EMPATHY: individual attention. in banking. Banks must provide error free service and secure online transactions to make customers feel comfortable. or the lack of interest of the person at the check deposit counter can alter one‟s overall attitude towards the service. the proposed five service quality dimensions are conceptualized to illustrate the overall service quality of the banking in relation to customers‟ and providers perspective. the quality of service is determined to a large extent by the skills and attitudes of people producing the service. In the case of services. perhaps even reversing the impression caused by high technical quality. Employees are part of the process. It is these encounters with customers during a service that are the most important determinants of overall customer satisfaction. A well-performed service encounter may even overcome the negative impression caused by poor technical quality as well as generate positive word-of-mouth. consumers and service providers interact personally and the use of goods is at a medium level. 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. because customers are often either direct observers of the production process or active participants. where there are high customer-producer interactions. particularly if customers can see that employees have worked very hard to satisfy them in the face of problems outside their control. customized service and convenient banking hours are very much important in today‟s service. the abruptness of the employee at the teller counter. since in banking. In order to achieve better understanding of service quality in banking sector. The rudeness of the bank‟s customer service representative. how the process is performed also has a strong influence on the overall impression of the quality of service. 21 .

are the major determinants of reliability.all these tangibles. these clues can send to the customer‟s wrong messages about the service and render ineffective the marketing strategy of the company. whether the employees of the bank tell customers exactly when services will be performed. It is very important to do the service right the first time. by resolving the problem to the customer‟s satisfaction. and these would have to be incorporated in the scale so as to further explore the concept of service quality in the banking arena. when it makes avoidable mistakes. whether the bank lives up to its promises. When a company performs a service carelessly. 22 . 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. the service facilities. In short. Customers may reveal new aspects of service quality in banking that are important to them. In case of services. it shakes customers‟ confidence in its capabilities and undermines its chances of earning a reputation for service excellence. Performing the service dependably and accurately is the heart of service marketing excellence. These are all factors that customers notice before or upon entering the bank. the factory is the field. the company can significantly improve customer retention. equipment and communication materials are clues about the intangible service. these visible details can add up for customers and signal a message of caring and competence. and when it fails to deliver on promises made to attract customers.Another important service quality factor. However. whether customers feel safe in their transactions with the bank and whether the employees show a sincere interest in solving the customers‟ problems. If unmanaged. this dimension is related to the banks‟ ability to perform the promised service accurately and dependably. is defined by whether the bank performs the service right the first time. Yet. improving quality through tangibles means attention to the smallest details that competitors might consider trivial. services are intangible and hence the criteria for flawless services are more subjective than the criteria for defect-free tangible goods. A crucial challenge in service marketing is that customers cannot see a service but can see the various tangibles associated with it . The service quality factor tangible is defined by whether the physical facilities and materials associated with the service are visually appealing at the bank. and not provider-established criteria. 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. competence. In case a service problem does crop up. customers‟ perceptions of whether the service has been performed correctly. Again. Performing the service accurately is perhaps the most important factor in service quality excellence. On the other hand. Hence for most services. Such visual factors help consumers form their initial impressions.

RESEARCH OBJECTIVE
AND
RESEARCH
METHODOLOGY
23

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 KCC 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 KCC banks is enhanced.

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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 KCC
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 KCC bank into consideration. The survey was
restricted to the bank customers in Delhi only.

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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. yahoo search and answers.com. 26 . The filled up information was later analyzed to obtain the required interpretation and the findings. disagree. The response of the customer and the is recorded on a grade scale of strongly disagree. RESEARCH DESIGN The research design is exploratory till identification of service quality parameters. agree and strongly agree for each question. uncertain. The questionnaire contains 20 questions which reflect on the type and quality of services provided by the banks to the customers. Later it becomes descriptive when it comes to evaluating customer perception of service quality of the banks.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. a lot of data is also collected from the official websites of the banks and the articles from various search engines like Google.

describes data and characteristics about the population or phenomenon being studied. 27 . In other words. descriptive research cannot be used to create a causal relationship. descriptive research can be said to have a low requirement for internal validity. Contact Method: Personal Interview. averages and other statistical calculations. Research Instrument: Structured Questionnaire. accurate and systematic. the research cannot describe what caused a situation. what. Descriptive research answers the questions who. it becomes necessary to take sample from the universe to know about its characteristics. is to conduct a survey investigation. Although the data description is factual.Descriptive research. prior to writing descriptive research. where one variable affects another. also known as statistical research. Often the best approach. The description is used for frequencies. where. when and how. Thus. 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. Sampling Units: Customers of KCC bank Sample Technique: Random Sampling.

The first part consists of three questions concerning the demographic information of the respondent such as the name. The second part consisting of 18 questions exploring the respondent‟s perception about the service quality of HDFC. tangibility. educational qualifications and income. Neither agree nor disagree 4. Disagree 3. assurance.. Strongly disagree 2. measuring either positive or negative response to a statement. empathy and responsiveness is used in order to evaluate the actual service quality of HDFC bank. DATA COLLECTION TOOL 1. Strongly agree Likert scaling is a bipolar scaling method. Agree 5. For evaluation of service quality of HDFC bank service quality dimension of reliability. The questionnaire consists of two parts. age. 28 .

 Respondents tried to escape some statements by simply answering “neither agree nor disagree” to most of the statements. as it was difficult to analyse and come at a right conclusion.  The study can also not be generalized for public and private sector banks of the country.  In our study we have included 50 customers of bank because of time limit. Some of the respondents did not like to respond. Hence the findings cannot be treated as representative of the entire banking industry. This was one of the most important limitation faced.LIMITATIONS OF THE STRATEGY  The study is only for the HDFC Bank confined to a particular location and a very small sample of respondents. 29 .  Respondents may give biased answers for the required data.

DATA ANA LYSIS 30 .

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 31 .

 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 32 .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.

40% respondents are Graduate. 33 . Sales UNDERGARDUATE GRADUATE POST GRADUATE INTERPRETATION From the table above it can be seen that. 26% respondents are Under graduate. 34% respondents are Post graduate.

1 HDFC bank has modern looking equipment.TANGIBILITY DIMENSION OF SERVICE QUALITY (Questions1 to 4): Physical facilities. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY 5 10 10 DISAGREE DISAGREE 25 50 60 UNCERTAIN 16 32 92 AGREE 4 8 100 TOTAL 50 100 Sales STRONGLY DISAGREE DISAGREE UNCERTAIN AGREE 34 . equipments and appearance of personnel Ques.

Here analysis show that most of the respondents disagreed with this statement. 32% were neutral and 8% agreed. Among the total respondents 50% disagreed. After analysis I found that majority of the respondents think that HDFC Bank do not have modern looking equipments or no hi-tech equipments.INTERPRETATION HDFC bank has modern-looking and hi-tech equipments.2 The bank's physical features are visually appealing. Ques. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 4 8 8 UNCERTAIN 29 58 66 AGREE 17 34 100 TOTAL 50 100 35 .

17% people agreed that HDFC bank‟s physical facilities are visually appealing. From this statement I found that 17 persons agreed. Sales DISAGREE UNCERTAIN AGREE INTERPRETATION HDFC bank‟s physical facilities are visually appealing. 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. 36 .

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 37 .

SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 7 14 14 UNCERTAIN 22 44 58 AGREE 18 36 94 STRONGLY 3 6 100 AGREE TOTAL 50 100 38 .INTERPRETATION HDFC bank‟s employees appear neat. Among the total respondent 21 respondents were neutral. Here analysis shows that majority were neutral.4 Materials associated with the service (such as pamphlets or statements) are visually appealing at the bank. 18 people agreed and 6 respondents strongly agreed. Ques. 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.

Hence. There was no respondent who strongly disagreed. in general it can be concluded that materials associated with the services such as pamphlets or statements are visually appealing. 39 . 44% were neutral that is most and 14% disagreed. Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE 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.

RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 5 to 8): Ability to perform the promised service dependably and accurately Ques. it does so. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY 2 4 4 DISAGREE DISAGREE 26 52 56 UNCERTAIN 5 10 66 AGREE 14 28 94 STRONGLY AGREE 3 6 100 TOTAL 50 100 40 .5 When the bank promises to do something by a certain time.

Also I found that 5 people were neutral and 2 people strongly disagreed. Here analysis shows that among the total respondents 26 respondents disagreed and 14 respondents agreed with this question. Sales STRONGLY DISAGREE DISAGREE UNCERTAIN AGREE STRONGLY AGREE INTERPRETATION My sample size was 50. 41 . Hence I concluded that majority of them disagreed that the bank when promises to do something by certain time. it does so.

the bank shows a sincere interest in solving it.Ques. 6 When you have a problem. 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 42 .

After analysing this statement I found that most of the respondents agreed i. There was no one who strongly disagreed.INTERPRETATION When you have a problem. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY 2 4 4 DISAGREE DISAGREE 8 16 20 UNCERTAIN 17 34 54 AGREE 17 34 88 STRONGLY AGREE 6 12 100 TOTAL 50 100 43 . Ques.7 The bank performs the service right the first time. Also I found that 28% were neutral with this statement and 6% were committed with disagree. Hence HDFC bank can be said to be reliable. HDFC bank shows sincere interest in solving it.e. 52% respondents agreed.

6 people strongly agreed with this statement. Here analysis shows that among the total respondents 17 people agreed with this statement. Also 17 people were neutral and the rest of the respondents disagreed and strongly disagreed. They think that HDFC bank performs the services right the first time. 44 . Sales STRONGLY DISAGREE DISAGREE AGREE STRONGLY AGREE UNCERTAIN INTERPRETATION Total sample size was 50.

Ques. 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 45 .8 The bank insists on error free records.

INTERPRETATION Bank insists on error free records. RESPONSIVENESS DIMENSION OF SERVICE QUALITY (Question 9 to 12): Willingness to help customers and provide prompt services Ques. Only 10% respondents disagreed and no one strongly disagreed. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY 6 12 12 DISAGREE DISAGREE 8 16 28 UNCERTAIN 13 26 54 AGREE 18 36 90 STRONGLY AGREE 5 10 100 TOTAL 50 100 46 . 9 Employees in the bank tell you exactly when the services will be performed. 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.

47 . Majority of the respondents agreed with this statement. Sales STRONGLY DISAGREE DISAGREE UNCERTAIN STRONGLY AGREE AGREE INTERPRETATION Employees in the bank tell you exactly when the services will be performed. 26% respondents were uncertain. At the same time 16% disagreed and 12% Strongly disagreed with this statement.

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 48 .

Among the total respondents agreed respondents were 27 and strongly agreed were 2. 49 . 16 people were neutral and 5 disagreed.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 . According to my analysis.INTERPRETATION Most of the respondents agreed with this statement. employees in HDFC Bank give prompt service. There was no respondent who strongly disagreed with this statement. Ques.

50 . 18% respondents strongly agreed. With this statement no one disagreed or strongly disagreed.e. 29 people agreed i. 58% respondents agreed and 24% respondents were neutral.e. Sales UNCERTAIN AGREE STRONGLY AGREE INTERPRETATION Employees in HDFC bank are willing to help you. Strongly agreed were 9 people i.

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 51 .Ques.12 Employees in the bank are never too busy to respond to your request.

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 52 . No one strongly disagreed. Among the total respondents 22% strongly agreed and 54% agreed. 11 respondents were neutral and 1 respondent disagreed.INTERPRETATION Employees in HDFC Bank ltd are never too busy to respond to your request.13 The employees of the bank are trustworthy. ASSURANCE DIMENSION OF SERVICE QUALITY (Question13 to 16): Knowledge and courtesy of employees and their ability to inspire trust and confidence Ques. After analyzing this statement I found that most of the respondents agreed with this statement.

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. 53 . Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE INTERPRETATION The employees of the bank are trustworthy.

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 Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE S 54 .Ques.14 The behavior of employees in the bank instills confidence in you.

INTERPRETATION The behavior of employees in HDFC bank instills confidence in you. Ques.15 You feel safe in your transactions with the bank. There was no respondent who strongly disagreed. Here analysis shows that most of the people disagreed. This means 56% respondent disagreed with this statement. 13 agreed and 5 strongly agreed. Among the total respondents 28 respondents disagreed. 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 55 .

56 . 32% respondents were neutral and 10% respondents disagreed. Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr INTERPRETATION With this statement most of the respondents agreed. Among the total respondents 23 agreed with this statement and 6 strongly agreed. But there no one who strongly disagreed.

16 Employees in the bank have the knowledge to answer your questions.Ques. 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 57 .

26% respondents strongly agreed to this statement and only 4% disagreed. 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 58 . Ques.INTERPRETATION From my analysis I found that 54% respondents agreed that employees of HDFC bank have complete knowledge to answer their questions. 18% neither agreed nor disagreed.17 The bank gives you individual attention. EMPATHY DIMENSION OF SERVICE QUALITY (Question17 to 20): Caring and individualized attention that firm provides to its customers.

12% of the respondents were neutral and only 12% agreed and 2% strongly agreed. Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE INTERPRETATION HDFC bank is not able to give individual attention to its customers as out of the total respondents 54% disagreed with this statement. From this finding it can be concluded that it is unable to give individual attention to its customers. 59 .

Ques. 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 60 .18 The bank has operating hours convenient to all its customers.

Ques. 27 respondents agreed with this statement and only 2 respondents disagreed. 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 61 . Also 7 respondents strongly agreed that the bank has operating hours convenient to its customers.19 The bank has your interests best at heart. Out of 50 respondents.INTERPRETATION HDFC bank has operating hours convenient to all its customers.

Here analysis shows that 25 respondents agreed and 7 respondents strongly agreed with this statement. 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 62 .INTERPRETATION HDFC bank has your best interests at heart. 20% were neutral and the rest disagreed and strongly disagreed.20 The employees of the bank understand your specific needs. Ques.

Sales DISAGREE UNCERTAIN AGREE STRONGLY AGREE 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. 63 . 5 respondents disagreed with this statement .

3= uncertain. courtesy. and tangibles. responsiveness.5 to 8) . then 2= disagreed. Zeithaml. courtesy.e. Overall score to each statement is given on a scale of 1 to 5 i. credibility and security) Knowledge and courtesy of employees and their ability to inspire trust and confidence Empathy (ques. A total of five consolidated dimensions of service quality are: Tangibles (ques. equipments and appearance of personnel Reliability (ques.e. a sample of the questions are used in the questionnaire. width. competence. understanding. In order to calculate which dimension of service quality is performing well. reliability. 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. Unlike product where there are specific specifications such as length. After analysis of the data. communication and understanding the customer) Caring and individualized attention that firm provides to its customer. MEASURING SERVICE QUALITY DIMENSIONS Measuring the quality of a service can be a very difficult exercise.Physical facilities. obtain the score for each of the 20 statements. credibility. 4= agreed and 5= strongly agreed. and Berry (1985) provide a list of determinants of service quality: access. depth. the lowest score. Using the questionnaire. weight. 64 . a service can have numerous intangible or qualitative specifications. colour etc.13 to 16) – (including competence. security.17 to 20) – (including access. 1 is given to strongly disagreed i. communication. Parasuraman.9 to 12) – Willingness to help customers and provide prompt services Assurance (ques.Ability to perform the promised service dependably and accurately Responsiveness (ques.1 to 4) .

The scores for each dimension are summed up and a final score is obtained: SERVICE QUALITY DIMENSION Points 1. EMPATHY (17 TO 20) 13 65 . RESPONSIVENESS (9 TO 12) 16 4. ASSURANCE (13 TO 16) 14 5. RELIABILITY (5 TO 8) 13. TANGIBILITY (1 TO 4) 11 2.5 3.

so the customers of HDFC bank are very confident and feel safe while transacting with the bank. the score of Empathy is not satisfactory but not unsatisfactory also. The employees should take this problem seriously and take steps to remove this. The service quality factor tangible is defined by whether the physical facilities and materials associated with the service are visually appealing at the bank.   According to my findings. 66 .FINDINGS OF THE REPORT   The Reliability dimension of service quality is better as compared to empathy and tangibility. and not provider-established criteria. customer ‟ s perceptions of whether the service has been performed correctly. Customers of the bank hesitate to rely on the bank.   The score of Tangibility dimension of service quality of HDFC bank is the lowest. the bank shows sincere interest in solving it but the services are not performed by a certain time as promised. Whenever they have a problem.   As score for Assurance is at second place after responsiveness. Moreover the employees of the bank have proved to be trustworthy. Respondents were uncertain about the neat appearance of the reception desk employees. HDFC bank is unable to give individual attention to its customers and is unable to understand specific needs of its customers. Employees are also educated enough to answer all the questions. 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. are the major determinants of reliability. From my study I found that Physical facilities and modern looking equipment are not sufficient in HDFC bank. So they should work on that and try to fulfill the gap. For most services. Customer expectations regarding visual appealing of HDFC is very high. These are all factors that customers notice before or upon entering the bank. Still the score is low.

Customers are assured while transacting with the bank. assurance. this shows that HDFC BANK is a better service provider in all the dimensions i. Overall HDFC bank ‟ s responsiveness dimension of service quality is the highest. Employees at bank give their customers first preference and are always ready to help them.e. 67 . employees are willing to help the customers and say the exact time when the services will be performed.   There is not much gap between all the dimensions. They feel that the bank is unable to give them individual attention and its equipments are not modern and sufficient for the bank. The reliability dimension is lower than the first to dimension.   According to the customer perception. reliability. As a result of which. the score of Responsiveness is highest so they are focusing on prompt service. tangibility. responsiveness and empathy. the customers are satisfied with the service offered by HDFC bank. HDFC bank is highly responsive.  In HDFC bank.

and neatly dressed up employees. positive word of mouth. These are areas in which customers are hugely dissatisfied with the services of the banks against their expectation. In the days of intense competition.CONCLUSION Based on the study conducted it can be concluded that responsiveness. 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. always are ready to answer the questions and are trustworthy. retain 68 . the management can take some attempts. decreased operating costs. The employees give prompt services. This high degree of dissatisfaction resulting from the services received clearly questions the design of services or subsequent response of the bank employees. up to date technology modern equipments. the management. commitment. and courtesy. reduced staff turnover. and the policy makers of the industry. The factors that may delight customers tend to be concerned more with the intangible nature of the service. It include increased customer satisfaction. friendliness. Customers of the bank are dissatisfied with the empathy dimension. The Tangibility dimension of service quality of HDFC bank is highly disappointing and serious steps are needed to be taken to enhance this dimension. noted earlier as recommendations. and improved financial performance. care. improved customer retention. The study brings about the areas which require urgent attention of the employees. assurance and reliability are the critical dimensions of service quality of HDFC bank and they are directly related to overall service quality. increased profitability. To satisfy these customers. The main sources of dissatisfaction appear to be cleanliness. The management should understand the benefits of service quality. superior service is the only differentiator left before the banks to attract. attentiveness. enlarged market share.

  Responsiveness. It is natural that customers become comfortable and habituated to these branch banks. It makes sense that bank employees would be encouraged to learn to recognize these regular customers. to customer loyalty. People tend to visit the same branch of a bank over and over again.and partner with the customers. Customers of the bank want to know their resources are safe and within trustworthy institutions. this is a location close to their home or their workplace. Superior service quality enables a firm to differentiate itself from its competition. ultimately. Usually. gain a sustainable competitive advantage. again when associated with a well-trained staff and timely answers to service-related questions. and enhance efficiency. A way to ensure this peace of mind would be to take steps to ensure bank employees are well trained. 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. Thus. and begin to identify their basic service requirements. improving service quality leads to the customer satisfaction and. learn their names. perhaps lowering customers ‟ banking costs and increasing 69 .   Intangibles please customers just as much as tangibles in the banking industry.   Learning to understand customers ‟ needs will allow bank associates to offer enhanced services. so each bank associate is able to offer complete and comprehensive information at all times. for the same reason they develop familiarity with a neighborhood supermarket or convenience store. would make significant inroads into causing HDFC bank be regarded as responsive. RECOMMENDATIONS Reliability is an obvious place to start. Consistent policies combined with a knowledgeable staff will foster a high degree of institutional cohesion and reliability.

they will. Modern equipments. If the staff inside is pleasant and well-informed. in effect. then customer satisfaction will be high. the banking industries must continuously measure and improve these dimensions in order to gain customers ‟ loyalty.”   Keeping the bank with up-to-date technologically are important factors. for when perceived as more service and customer oriented.their investment potential. 70 .   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. This could also open up the possibility of increased profits for banks. new improved technology should be replaced with the old ones. become a useful and pleasant way to “shop.   Thus. in an aesthetically pleasing environment.

. and Pandit A.hdfcindia. Rampal : Service Marketing Websites www. Grembler D. Research design. (Pearson education.com www. marketing research (An applied orientation)..hdfcbank.wikipedia.j.: Service Marketing Integrated customer Focus across the Firm” (4th Edition) M. A. Bitner M. 5th edition) Zeithmal V.D. 12th edition) Malhotra K.com 71 . (Prentice hall of India pvt.org www..marketresearch.com www.K.BIBLIOGRAPHY References Kotler Philip. Naresh. marketing management.

Please show the extent to which you believe HDFC bank has the feature described in the statement. conducting a survey on “SERVICE QUALITY OF HDFC BANK”. The following statements relate to your feelings about the HDFC bank. I request you to √ the option which in your opinion are believed to be true.HDFC bank has modern looking equipment. Name: Age: Educational Qualifications QUESTIONS Strongly Disagree Disagree Neither agreeNor Agree Strongly Agree disagree 1. The bank's physical features are visually appealing 72 . 2.ANNEXURE QUESTIONNAIRE Respected Sir/Madam I am student of WORLD COLLEG OF TECHNOLOGY AND MANAGEMENT.

9. it does so.3. 12. 8. Employees in the bank are always willing to help you. When the bank promises to do something by a certain time. 6. You feel safe in your transactions with the bank. Materials associated with the service (such as pamphlets or statements) are visually appealing at the bank. The bank insists on error free records. 15. The bank has operating hours convenient to all its customers 73 . The bank gives you individual attention. the bank shows a sincere interest in solving it. 17. 18. 11. 4. The behavior of employees in the bank instills confidence in you. Employees in the bank have the knowledge to answer your questions. The bank's reception desk employees are neat appearing. Employees in the bank give you prompt service. The employees of the bank are trustworthy. 10. 7. 13. 14. 5. 16. Employees in the bank are never too busy to respond to your request. The bank performs the service right the first time. When you have a problem. Employees in the bank tell you exactly when the services will be performed.

20.19. 74 . The bank has your best interests at heart. The employees of the bank understand your specific needs.

75 .