A

Project Work Report

On
“CUSTOMER SATISFACTION TOWARDS THE LIABILITY
SALES SERVICES PROVIDED BY AU SMALL FINANCE
BANK”
Submitted By
DIKSHA SRIVASTAV
Roll NO.: 18MPBXX607
Class: MBA 4th Semester
Specialisation: Marketing Management & Production and Operations
Management
Submitted To
RAJASTHAN TECHNICAL UNIVERSITY, KOTA
In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Guided By
Udit Varshney
(Assistant Professor)

PACIFIC BUSINESS SCHOOL

 “CUSTOMER SATISFACTION TOWARDS THE
LIABILITY SALES SERVICES PROVIDED BY AU
SMALL FINANCE BANK”
at
“AU SMALL FINANCE BANK, UDAIPUR”

2
 CERTIFICATE
This is to certify that Diksha Srivastav, bearing Roll No. 18MPBXX607 is a bonafide
student of Master of Business Administration course of the Institute 2018-2020, affiliated to
Rajasthan Technical University Kota.

Project Work report on “Customer Satisfaction towards the liability sales services
provided by AU Small Finance Bank” is prepared by her under the guidance of Udit
Varshney, in partial fulfilment of the requirements for the award of the degree of Master of
Business Administration of Rajasthan Technical University, Kota, Rajasthan.

Signature of internal guide: Signature of HOD:

Signature of Principal:

3
 TABLE OF CONTENT

Sl. Topic Page No.

No.
i Declaration 6

ii Acknowledgement 7

iii Preface 8

1 Introduction 9-17
1.1 Customer Satisfaction
1.2 About the company

2 Research Methodology 18-29

2.1 Objective
2.2 Research Methodology
2.3 Data Analysis

3 Conclusion & Suggestions 30-33

3.1 Conclusion
3.2 Suggestions
3.3Learnings
iv Annexure 34-36
 Questionnaire
 Bibliography

4
 TABLE OF FIGURES, TABLES AND GRAPHS

Sl. Topic Page

No. No.
1 Figures
 Fig 1: Logo 14
 Fig 2: Tagline 15

2 Tables
 Table 1 20
28
 Table 2

3 Graphs
 Graph 1 23
 Graph 2 24
 Graph 3 24
 Graph 4 25
 Graph 5 26
 Graph 6 26
 Graph 7 27
 Graph 8 28

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 DECLARATION

I, Diksha Srivastav hereby declare that the Project Work Report entitled “Customer
Satisfaction towards the liability sales services provided by AU Small Finance Bank”
with reference to “AU Small Finance Bank, Udaipur” prepared by me under the guidance
of Udit Varshney, faculty of M.B.A Department, Pacific Business School.
I also declare that this Project Work is towards the partial fulfilment of the university
regulations for the award of degree of Master of Business Administration by Rajasthan
Technical University, Kota.
I further declare that this project is based on the original study undertaken by me and has not
been submitted for the award of any degree/diploma from any other University/Institute.

Date: Signature of the student

Place:

6
 ACKNOWLEDGEMENT

On the very outset of this report I would like to extend my sincere and heartfelt obligation
towards all those who have helped me in this endeavour. Without their active guidance, help,
cooperation & encouragement, I would not have made headway in the project.

I am indebted to Mr. Amit Sharma (Regional Head), Mr. Gajendra Singh Shekhawat (Cluster
Head), Mr. Vishal Gupta (Branch Manager) and Mr. Amrish Kr. Singh (Asst. Branch
Manager) for conscientious guidance and encouragement to accomplish this assignment and
for guiding me during my Internship at AU Small Finance Bank.

I am extremely thankful and pay my gratitude to my faculty Udit Varshney for his valuable
guidance and support for completing this project. I extend my gratitude to Pacific Business
School (RTU) for giving me this opportunity.

Last but not the least, I want to acknowledge, with a deep sense of reverence, my gratitude
towards my family and all my friends who have directly or indirectly helped me in
completing this project report. Any omission in this brief acknowledgement does not mean
lack of gratitude.

Thanking you,

Diksha Srivastav

7
 PREFACE
This report documents the work done during the internship at AU Small Finance Bank,
Udaipur on a specific topic “Customer Satisfaction toward the liability sales services of AU
Small Finance Bank”. Its subject is measuring customer satisfaction with the quality of
service, behaviour of staff reliability, number of services provided, etc., along with
comparing it with its competitors on same grounds. The partial aim of the report is to identify
factors that have the greatest influence on the customer satisfaction. The research confirms
close relations between customers’ quality perception, their satisfaction and the level
of fulfilment of their demands. The report first shall give an overview of the tasks complete
during the period of internship with technical details. Then the result obtained shall be
discussed and analysed.

Internship are a proven way to gain relevant knowledge, skills, and experience while
establishing important connections in the field. An internship is a very good opportunity to
get crucial work experience in the holiday period, whilst developing industry contacts,
making new friends and gaining practical knowledge along with the theoretical knowledge
prescribed by the University. Most importantly, it gives an opportunity to experience a
professional working environment.

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 Chapter 1

INTRODUCTION

9
1.1 CUSTOMER SATISFACTION

Economic development is structural adjustments, innovations and institutional changes to

improve the standard of living of the people. The economic development of a country
depends to great extent on its banking institutions. Economic development and finance are
closely related to each other. Investment is a pre-condition of economic growth. The
increased demand for banking services; speed, service quality and customer satisfaction are
going to be key differentiators for each bank's future success. The level of satisfaction can
also vary depending on other options the customer may have and other products against
which the customer can compare the organization's products. Thus, it is imperative for banks
to get useful feedback on their actual response time, which in turn will help them take
positive steps to maintain a competitive edge. This paper helps to study the new generation
banks in India.

Customer satisfaction can be defined with the use of two basic concepts: transaction based
satisfaction and cumulative satisfaction. Transaction based satisfaction is based on the
evaluation of a specific purchase once the selection has been made and the product has been
purchased. On the other hand, cumulative satisfaction is based on the overall experience after
the purchase and use of the product/service over a certain period of time. With respect to the
definitions above, the former is more suitable for the authors of this article, since their
research is focussed on customer satisfaction with one particular product. Furthermore,
satisfaction can be defined and measured as consumer ratings of specific attributes and can be
defined as a comparison of previously held expectations with perceived product or service
performance. With respect to the focus of the paper on company’s product quality, we have
defined customer satisfaction as a subjective reflection of this quality.

The quality can be regarded as the result of a subjective process whereby the customer
compares their ideas (or expectations) with the reality. Moreover, the higher product quality
does not necessarily equal a higher level of customer satisfaction. We can agree with this
statement, the exception being that higher customer satisfaction automatically means higher
product quality (as perceived by a specific consumer). Key factors which affect customer
satisfaction and which can be used to measure customer satisfaction. These factors include:
product, price, services, distribution and image.

However, if customer satisfaction is predetermined by product or service quality and if, at the
same time, this level of satisfaction affects product/service quality, a certain factor affects
quality and vice versa. This is, however, not a problem in the case of dynamic perception of
satisfaction and quality, i.e. if one perceives quality and customer satisfaction as a process.
Consequently, technical and moral quality affect customer satisfaction, while the
manufacturer can determine the level of customer satisfaction and respond via product

10
innovations to ensure even greater customer satisfaction. By doing so, the manufacturer
improves product quality and the circle is complete.
The aforementioned definitions suggest that customer satisfaction is determined by the level
of the fulfilment of expectations by the product/services. Therefore, the overall quality level
is based on the degree to which expectations have been met. Hence, customer satisfaction is
the main factor (and criterion) of product/service quality. It is possible to objectively measure
the level of satisfaction via the contributing factors. The text below defines quality as the idea
of quality perceived by customers through the expression of satisfaction. To ensure that a
product meets customer expectations, the company must be able to manufacture it. This
ability is determined, affected and improved by the overall quality management on the one
hand and the familiarity with customer expectations on the other hand.

It would seem that it is not easy to produce a perfect service, as the concept of service
changes from person to person. The problem is to collect information on customer needs to
ensure that the resulting service meets all of them.

Benefits of Customer satisfaction:

 Increase customer loyalty
 Identify unhappy customers
 Increase revenue
 Attract new customers
 Increase word-of-mouth(WOM)
 Greater success of new products and line extensions
 Increase opportunity for product/service recovery
 Greater voice-of-customer inputs
 Stronger staff-customer relationships

1.2 RETAIL BANKING

Retail banking in India is not a new phenomenon. It has always been prevalent in India in
various forms. For the last few years it has become synonymous with mainstream banking for
many banks. The typical products offered in the Indian retail banking segment are housing
loans, credit cards, and educational loans. The loans are marketed under attractive brand
names to differentiate the products offered by different banks. As the Report on Trend and
Progress of India, 2003-04 has shown that the loan values of these retail lending typically
range between ₹ 20,000 to ₹ 100 lacs. The loans are generally for duration of five to seven
years with housing loans granted for a longer duration of 15 years. Credit cards are another
rapidly growing sub-segment of this products group. In recent past retail lending has turned
out to be a key profit driver for banks with retail portfolio constituting 21.5 per cent of total
outstanding advances as on March 2004. The overall impairment of the retail loan portfolio
worked out much less than the Gross NPA ratio for the entire loan portfolio.

11
Within the retail segment, the housing loans had the least gross asset impairment .In fact,
retailing make ample business sense in the banking sector. While new generation private
sector banks have been able to create a niche in this regard, the public sector banks have not
lagged behind. Leveraging their vast branch network and outreach, public sector banks have
aggressively forayed to garner a larger slice of the retail pie.

Liability sales
A liability is something a person or company owes, usually a sum of money. Liabilities are
settled over time through the transfer of economic benefits including money, goods, or
services. Recorded on the right side of the balance sheet, liabilities include loans, accounts
payable, mortgages, deferred revenues, earned premiums, unearned premiums, and accrued
expenses. A liability is an obligation between one party and another not yet completed or paid
for. In the world of accounting, a financial liability is also an obligation but is more defined
by previous business transactions, events, sales, exchange of assets or services, or anything
that would provide economic benefit at a later date. Liabilities are usually considered short
term (expected to be concluded in 12 months or less) or long term (12 months or greater).

1.3 ABOUT THE COMPANY

AU Small Finance Bank
AU is a dream that was started two decades ago as AU financers by Mr Sanjay Agarwal, a
merit holder Chartered Accountant and a first-generation entrepreneur. He along with his
dexterous team, embarked on a journey of excellence while enriching lives along the way.
We are redefining what a bank should be. We enable a convenient banking experience. We
make banking simple for you. As we grow, we continue to be farsighted and align the interest
of our community at large.

Throughout our journey we have focused on solutions, completely based on our customers’
needs. Our transformation, from being a finance company to a bank, which provides a place
for safe keeping, is a reflection of many things that AU stands for:
 Inclusiveness
 Progress for all
 Simplicity
 Action and urgency
These are not just words. In fact, they are the very pillars on which AU Small Finance Bank
serves the customer – the most important member of the AU family.

Company Profile

12
AU Small Finance Bank is an Indian scheduled commercial bank that was founded as vehicle
finance company AU financiers (India) Ltd. in 1996 and converted to a small finance bank
on 19th April, 2017. Its headquarters is in Jaipur, Rajasthan India. The key people of this bank
are: Mr. Mannil Venugopalan, the chairman and Mr. Snajay Agrawal, MD and CEO of
the bank. The revenue of this bank is ₹2155.25 crores, total equity is ₹19,756 crores, and net
income is ₹292 crores, as per the data till 2018.
AU Small Finance Bank ranked 355 in the list of Fortune India 500 (2019) companies, with
annual revenue of ₹3,410.87 crores (US$478 million) and Total B/S Assets of ₹31,198.68
crores (US$4.4 billion).[5] Its full market capitalization at FY18 was ₹17,655 crores (US$2.71
billion). AU Bank had Gross Asset under Management of ₹21,765 Cr, Total Deposits of ₹
14,686 crores, Net Worth of ₹3,035 crores and Gross NPA and Net NPA of 2.1% and 1.3%
respectively as of December 31, 2018. The Bank is adequately capitalized with Total CRAR
of 19.0% and Tier-I CRAR of 15.5%. [6] AU Bank enjoys long term credit rating of
“AA-/Stable” from CRISIL Ratings, ICRA Ratings, India Ratings & CARE Ratings.
The company was founded by Mr. Sanjay Agarwal (managing director and CEO of AU Small
Finance Bank) as a private limited company, and publicly listed in an IPO on 29 June 2017.
A merit holder Chartered Accountant and a first generation entrepreneur, he holds 31% stake
in the Bank. He is supported by a team of 12,572 employees.
AU Small Finance Bank is listed on NSE & BSE with market capitalization of ₹17,000
crores. On its first day of trading, the stock rose 51% to be the most expensive bank in India
based on price-to-book. Over the years, the Bank has attracted marquee investors like IFC,
Warburg Pincus, Temasek Holdings, Nomura, SBI MF, Kotak Mahindra MF, etc. Private
equity companies that provided venture capital, including Warburg Pincus and International
Finance Corporation, made partial exits for as much as nine times their original investment.
In November 2017, the Reserve Bank of India added the bank to its schedule of commercial
banks, further improving the bank's growth prospects by reducing the cost of short-term
funds and improving the bank's ability to provide services.

Mission & Vision

Vision:
To be the world’s most trusted retail bank and coveted employer that is admired as the
epitome of financial inclusion and economic success, where ordinary people do extraordinary
things to transform society at large, thereby guaranteeing Trust, Confidence and Customer
Delight.

Mission:
To build one of India’s largest retail franchise that is admired for:
 Making every customer feel supreme while being served
 Aspiring that no Indian is deprived of banking
 Bias for action, dynamism, detail orientation and product-process innovation
 Globally respected standards of integrity, governance and ethics

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Achievements

2018
Long Term credit rating upgrade from A+/Positive to AA-/Stable from CRISIL
Received ₹1000 crores equity investment from Temasek Holdings

2017
India Ratings upgraded credit rating outlook to ‘Positive’ from ‘Stable’ for long-term credit
facilities i.e. IND A+ / Positive
Commenced SFB operations with a wide bouquet of retail loans, SME & Mid corporate
loans, deposit products and transaction banking
Completed ₹ 1913 crores IPO which was oversubscribed by 54x and got listed on NSE &
BSE
Received ‘Scheduled Bank’ status
Featured as Fortune India 500 Company

2016
AU received final approval from RBI for transforming our business into a Small Finance
Bank.
Pursuant to RBI approval dated April 6 and May 18, 2016, AU successfully divested its
equity stake in Au Housing Finance Ltd., Index Money Limited and Au Insurance Broking
Services Private Limited.
Pursuant to RBI approval dated September 6, 2016, divested 29.53% of the total shareholding
of M Power Micro Finance Private Limited.

AU Brand Identity

Figure 1: Logo

14
 Reminiscent of the rising sun, AU Bank heralds a new dawn into the lives of everyone it
touches. This sentiment is perfectly captured in our thoughtfully designed logo. The colours
are young and vivid, so as to break away from the clutter and demand attention. The colour
orange is a warm and inviting colour, very stimulating and signifies optimism. The colour
purple evokes creativity and innovation as well as connotes being premium. To balance the
attributes of the above two colours, we have used white which signifies simplicity,
transparency and symbolizes new beginnings.

Figure 2: Tagline

The logo philosophy seamlessly translates into our tagline, “Chalo Aage Badhein”. It is a
no-frills articulation of our brand ethos-no matter what your goal is, we’ll help you achieve it.
The simple idea that we will walk with you, all the way, is communicated succinctly with this
carefully crafted tagline.

Why choose AU Bank

 Extensive Network
 625 touch points 
 Banking for Everyone
 More than 1.5 million customers
 Digital Growth Story
 Best-in-class user-friendly digital banking offerings

Products of AU Small Finance Bank

Personal Banking

 Savings Account

 Samarth Pravaasi

 Debit Cards

 Fixed Deposit (FD)

 Recurring Deposit

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 Lockers

 Life Insurance

 Health Insurance

Business Banking

 Current Account

 Payment Solutions

 Collection / Receivable Solutions

 Business Loans

 Agri Loans

 Government Banking

Loans

 New Car Loan

 Secured Business Loan

 Commercial Vehicle Loan

 New Tractor Loan

 Two Wheeler Loan

 Home Loans

 Gold Loan

 New Construction Equipment Loan

 Personal Loan

 Consumer Finance Loan

16
AU Bank branches Across India
 Punjab
 Chhattisgarh
 Uttar Pradesh
 Madhya Pradesh
 Maharashtra
 Chandigarh
 Haryana
 Himachal Pradesh
 Gujarat
 Delhi
 Rajasthan
 Goa

17
 Chapter 2

RESEARCH
METHODOLOGY

18
2.1 OBJECTIVE

“To know the customers feedback or satisfaction level on

the liability sales products and services provided by AU
Small Finance Bank, Udaipur”.

Scope of study

The scope of the study is to know the level of customer satisfaction in Udaipur for this bank
and its products and services of all segments which will help the bank to improvise as a brand
which directly or indirectly will affect the sales. As the research methodology used for the
research was the personal meetings with the targeted customer using a set of questionnaires
designed to get the response which would help in achieving the objective of the research.
Also, it will help the bank in gaining the advantage over the competitors. Limitations of the
research would be that it will rely upon the data gathered from a target audience of a
particular city, which is very small (i.e. 50 customers). Hence, it would not be able to come to
a strong recommendation as the number of responses would be limited. However, on the
other hand the data gathered would be very accurate and not vague for this particular region,
which would help us to come to conclusion which in turn will help us to reach the objective
of the research.

Relevance of the market research

The importance of this market research is that, it will help to determine the level of
satisfaction of the AU bank’s customers. This research work will help to know the customer
requirements, preferences and their tastes for the liability sale products and services. It will
also help the bank to know the area in which the bank or bank’s service is lacking and need to
work on those areas accordingly.

Customer satisfaction is tied directly to profitability, as customers are the most important
assets of an organisation. Business monitors customer satisfaction in order to determine how
to increase their customer base, customer loyalty, revenue, profits, market share, and survival.

For me, this research helps me to understand a major factor which helps an organisation to
build or expand its market capitalisation, i.e. customer satisfaction. This research made it
clear to me that how customer satisfaction does attracts the customer to pick or choose that

19
specific bank and get a clear picture as in “Brand”. Customer satisfaction is really important
part of the marketing strategy and it is not at all a burden on the marketing system.

2.2 RESEARCH METHODOLOGY

The term “Research methods” typically refers to the strategy or plan that a researcher has
devised in order to get the data, while “Research methodology” is the specific procedures or
techniques used to identify select, process and analyse information about the topic.

The significance of Research methodology lies in solving various planning and operational
problems. It involves the study of cause-effect relationships between various variables and
helps to identify behaviour/patterns/trends in certain variables.

Research Design Exploratory Research

Sampling Frame General Public of Udaipur city.

Sampling Unit Customers who use any bank’s products or services

Sampling Size 50

Sampling Methods Census survey; data was collected from the 50 respondents who
were allotted to me
Data presentation Graphical presentation (pie chart and column chart)

Primary Data Personal meetings with the customers

Sampling tool Structured Questionnaire

Type of Questions Open ended, Close ended and multiple choice questions.

Analytical Software MS Excel

Table 1

Research design
Explanatory research is defined as an attempt to connect ideas to understand cause and
effect, meaning researchers want to explain what is going on. It is conducted for a problem

20
which was not well researched before, demand priorities, generates operational definitions
and provides a better research model.

Data Source
The researcher gathers secondary data, primary data or both. Primary data are freshly
gathered data for a specific purpose or for a specific project. This research includes the
collection of primary data. The common method adopted for the data collection in this
research was the personal interviews with the help of questionnaire.

Sampling Method
Census survey is a data collecting method that involve systematically acquiring and
recording information about the members. It gathers information from every member of the
population. This method is also called as complete enumeration survey method.

Research Instruments
Personal interviews are generally carried out in person i.e. face-to-face but can also be
administered by telephone or using more advanced computer technology. Sometimes, they
are held in interviewee’s home, sometimes at a more neutral place. In this research, the
researcher was required to meet the customers at their desired place usually their home or
office at desired date and time, prior to this need to take an appointment from the interviewee.

Sampling tool
Questionnaire typically contains multiple choice questions, attitude scales, closed questions
and open-ended questions. These are good way to obtain information from the people. In this
research, the researcher was required to meet the architects and interior designers personally
and ask them questions according to the questionnaire prepared by the researcher.

Procedure

1. Prepare a list

A list was prepared of the target customer, i.e. around 50 customers, and their contact
number was also mentioned along with their names.

2. Appointment

21
 It was required to take the appointment from the target customers for personal
interview. The appointment was taken by calling them in person and scheduling a
meeting as per their convenience at their desired place, day and time.

3. Prepare a questionnaire
A set of pre-determined questions was prepared to interact with the customers in
order to get the feedback, this include their professional details like name, contact no.
e-mail, address, etc. along with questions.

4. Jot down the data

Make a brief note as per the answers of the customer. The answers were jot down in
the way the customer does not feel offended as if not listening to their answers
seriously simply busy in writing.

5. Convince

The ultimate goal of this survey was to increase the sale; hence it was required to
convince the customers to use and recommend the bank’s products and services to
others.

6. Prepare an excel sheet

An excel sheet was prepared based on the data collected and was updated on daily
basis. This excel sheet contained all the information collected through the personal
meetings with customer with the help of questionnaire.

7. Reporting

It was required to report to Bank Manager or Cluster Head on a weekly basis, to

provide them the information or data collected in that particular week. Also, can
come in contact to RR whenever there was a genuine issue or a problem. A particular
complaint or an issue was discussed by the Cluster Head along with Regional Head,
once in a week in a face-to-face meeting, to get the answers of the question asked by
or to get the solution for complaint raised by the customers.

8. Analysing the data

Last but not the least, the data collected were analysed to recognise an issue if any, to
know the satisfaction level among the customer, to sort out the complaint of the
customer if any, to consider their suggestions, etc. The feedbacks of the existing
customers are more important as it helps to know the loop holes and then work on it
accordingly.

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2.3 DATA ANALYSIS

Data analysis is the process of systematically applying statistical and/or logical techniques to
describe and illustrate, condense and recap, and evaluate data. It is the process of inspecting,
cleansing, transforming and modelling data with the goal of discovering useful information,
informing conclusions and supporting decision-making. Indeed, researchers generally analyse
for patterns in observations through the entire data collection phase.

The data analysed and interpreted are as follows:

1. Preferred banking sector in Udaipur

Prefered Banking sector

22% Prefered bank sector

Public
Private
52% Both

26%

Graph 1

Interpretations:
According to Graph 1, majority (52%) of the respondents prefer both Public and
Private sector banks for their financial managements; and the reason behind this was
mostly that public sector banks are more reliable than private sectors while private
sector’s interest rates, effective and efficient service attracts the respondents.

23
 However, 26% voted for Private sector only while 22% voted for Public sector
(mostly people of age group 60 & above).

2. Reason for choosing the particular banking sector

Justification of preference

Reliability
29% Behaviour of staff
38% location
quick and fast service

13%
21%

Graph 2

Interpretations:
As per graph 2, I can say that quick and fast service is enjoyed as very effective tool
by both customer as well as banks, as majority i.e. 38% of people has chosen this
reason over reliability (29%), behaviour of staff (13%) and location (21%) for the
justification of preference for that particular banking sector. This also shows that
respondents are least bothered about the behaviour of the staff.

3. Does popularity affects the preferred decision?

24
 Does popularity affects?

Yes
33% No
40%
Partial

27%

Graph 3

Interpretations:
According the graph 3, the respondents are partially attracted by the popularity of
their selected banking sector, whereas, partially attracted by services and location of
the bank. However 33% of the respondents strongly agreed that the popularity of the
bank does affects their decision. 27% of the respondents doesn’t agree to the fact that
popularity affects their decision.

4. Awareness about AU Small Finance Bank in Udaipur

Awareness of AU Bank

14%
Yes
No
16% Partial

70%

Graph 4

Interpretations:

25
The graph 4 shows the awareness among the respondents regarding the AU Small
Finance Bank. Majority i.e. 70% of respondents are well aware with this bank
however 14% of respondents where those people who are just partially aware (they
know AU as vehicular finance company, AU Financiers Ltd., which was its former
name and function ). 16% of respondents are totally unaware about this bank and have
never heard its name.

26
 5. Percentage of people availing services from AU Bank in Udaipur

Services availied from AU Bank

28% Yes
No

72%

Graph 5

Interpretations:
According to the graph 5, 72% of total respondents are availing at least one service from AU
Small Finance Bank. These services can be saving account, current account, fixed deposits,
loan, etc. However 28% of the total respondents are not availing any services from this bank.

6. Unique feature of AU Small Finance Bank which attracts the people of Udaipur

Reason for attraction towards AU Bank

14% Rate of interest

Prompt services
Financial advice by RM
16%
Others
62%
8%

Graph 6

27
 Interpretations:
Graph 6 shows that 62% of the respondents which are availing services from AU
Small Finance Bank, are associated because of the attractive Rates of Interest on
different products. 16% of them are availing services because of the financial advises
given by Relationship Manager. 8% of the respondents want to remain as a customer
due to Prompt services at the bank branches; whereas rest 14% have several different
reasons to be associated like location of the branch, ATM services, behaviour of
staff, etc.

7. Satisfaction level regarding the products and services of AU Bank

Customer Satisfaction Level

26% Yes
No
Partial
54%

20%

Graph 7

Interpretations:
As per the graph 7, majority i.e. 54% are satisfied with the services of this bank,
however 20% of the total respondents are highly unsatisfied with the services, 26%
are partially satisfied with the services as in their opinion some of the services
provided by this bank are excellent compared to any other bank, however there are
many services that highly dissatisfying.

28
8. Rating of AU small finance bank on the basis of certain parameters

Standard
PARAMETERS Mean Ranking
Deviation
Reliability 3.34 1.41 5
Rate of interest 4.18 1.00 1
Location 3.36 1.34 4
Number of branches and ATMs 2.2 1.31 10
ATM service 3.44 1.47 3
Branch service 3.04 0.88 9
Mobile app service 3.22 1.31 8
Behaviour of staff 3.24 0.98 7
Financial advices 3.94 1.17 2
Policies 3.32 1.17 6
Table 2

Chart Title
30
25
20
15
10
5
0
ty t on s e s s
il i es M ice vic vic
e
ta
ff
i ce ie
lib er ca
ti
AT rv er er s v l ic
a i nt Lo d Se s s of la
d Po
Re of an ch T M pp our ia
e
he
s an A a
av
i n c
at Br ile na
R nc ob eh Fi
ra M B
ofb
r
be
m
Nu

Highly satisfied Satisfied Neutral

Dissatisfied Highly disatisfied

Graph 8

Interpretations:
Table 2 lists the results for scaled questions for the entire set of the products and
services of AU small finance bank. The data shown is based on the average rating
provided by the customers. According to this table, the customers are more attracted
towards AU Bank because of the Rate of Interest, financial advices, ATM service,
location, Reliability, policies, behaviour of staff,, mobile App service, branch
services, number of branches and ATMs (descending order). Through table, it can be
clearly observe that the rate of interest, with mean of 4.18, convince people to be a
customer of this bank. However; the customers are more disappointed because of the
inadequate number of branch and ATMs. There is only 1 branch and ATM of AU

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small finance bank in Udaipur, although it enjoys the benefit of being in the heart of
city i.e. Delhi Gate.

Graph 8 shows that, for rate of interest and ATM services, majority of respondents
rated them as highly satisfying parameter; for reliability and financial advices,
majority of respondents rated them as satisfying parameter; for branch service,
behaviour of staff and policies, majority of respondents have rated them as neutral
parameter; for mobile app service, majority of respondents rated it as dissatisfying
parameter; for number of branches and ATMs, majority of respondents rated it as
highly dissatisfying parameter; location parameter has received mixed rating for both
satisfying and neutral from respondents.

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 Chapter 3

CONCLUSION &
SUGGESTIONS

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3.1 CONCLUSION

Now through the research conducted, I can say that “Customer satisfaction” is an important
factor for any company, because it can influence purchase decisions in many contexts. I came
to this conclusion as per my experience as I encountered a few prospective customers who
appreciated this practice of the company and suggested to continue it in future as well.

“Customer satisfaction” does have a positive effect on company’s image. Feedback helps in
improving products or services and even the fundamental understanding of the business
users. A satisfied customer form the foundation of any successful business as customer
satisfaction leads to repeat purchase, brand loyalty and positive word of mouth. The feedback
gathered may help company to know their customer’s expectation from them like increasing
the number of products, more customer-friendly policies, super-excellent services, etc.

I have gathered information regarding AU Small Finance Bank, its products and services and
found that AU Small Finance bank is one of the high rated banks. Through a questionnaire, I
have gathered data regarding services at branch, ATM services, financial advices, reliability
etc. provided to a customer and in return, their expectations as a loyal customer. During
meeting with prospective customers, I also use to ask questions regarding their preferred
product for saving and investment.

Reliability is the decisive property, we seek for upon making any purchase or investment. It
stands as testimony of trust justifying our decisions in terms of money spent and efforts
executed. As per the result analysis of the above table it can be concluded that AU small
finance bank positively completes their social responsibility but there is a chances for further
improvements.

In case of reliability, AU Bank will have to work hard to be on the most trusted rank. As per
personal interview and questionnaire filled by the customers, we are able to conclude that
majority of the customers are quite satisfied with the range of products and services provided
with financial advices. This satisfaction can be used as a weapon to increase the market share
of the bank. However, it should abide the rules and regulations and should effort to preserve
the social and cultural values as customers dissatisfy with credit facilities at higher rates of
the bank. It is clear that behaviour of staff is neutral with majority of customers as they
consider that bank employees are friendly. The positive attitude of employees can help the
bank to retain and increase the reputation of bank. Managers are the most important factor in
making banking smoothly. Hence, Bank managers should maintain personal contact with its
customers. The management of the AU Bank is advised to look for that.

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3.2 SUGGESTIONS

During the internship, I got so many feedbacks from the customers. While analysing the
gathered data, banking plays an essential role in creating cultural identity, so it’s vital that
every banking sector has an impressive identity of its own. At AU Bank, I know that a brand
is a construction of associations and expectations. Brand awareness and customer feedback
are the crucial part of turning a scrappy firm into sustainable business.

Following are some suggestions which I realised during the analysis of the research:

1. The bank should maintain its product and service quality as this is the key reason for
the success.
2. The bank should try to increase the number of branches and ATMs to penetrate more
in the city.
3. The bank should invest more in innovation of policies, which ultimately will help in
attracting more customers.
4. The bank should start investing more in advertisement to create more awareness in
customers and end-users.
5. The bank should work more on the services like branch service, ATM service and
Mobile app service to increase the level of satisfaction among the customers.
6. The bank should maintain a good rate of interest and must continue to provide good
financial advices, as majority of customers are highly satisfied with these two
parameters.

3.3 LEARNINGS

Learning is the process of acquiring new, or modifying existing knowledge, behaviours,

skills, values, or preferences. One of the important things one can gain from an internship is
new found knowledge. This can include knowing how to fulfil tasks that are relevant to one’s
desired career path and sharpening the skills, one already possess.
My learnings are as follows:
1. Learned to interact with the high-end customers
2. Learned corporate etiquettes and marketing
3. Learned to present a banking products and services
4. Learned to be confident and responsible
5. Learned to take criticism as positive note and improve accordingly

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 But most importantly I learnt the following:
 Identifying/ defining the most important customers

 Understanding what motivates the customers and what could cause them to
choose this bank as their primary bank

 To know the existing customers feedback for the bank’s products and services.

 To Understand the customer’s expectations from the bank

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Annexure

35
 Questionnaire
Name: ……………………………………………………….
Age: …………………………………………………………
Occupation: ………………………………………………….
Email id: ……………………………………………………..

1. Which sector bank you prefer?

a. Public b. Private c. Both
2. Reason for choosing the particular banking sector?
a. Reliability c. Behaviour of staff
b. Location d. Quick and fast services
3. In which bank you are maintain your account?
……………..…………………………
4. Does popularity of bank affects your decision?
a. Yes b. No c. Partial
5. Are you aware of the AU Small Finance Bank?
a. Yes b. No c. Partial
6. Are you availing any services from AU Small Finance Bank?
a. Yes b. No
7. What type of service you are availing from AUSF Bank?

………………………………..……………
8. Which unique feature of AUSF Bank attracts you?
a. Rate of interest c. Financial advices by RM
b. Prompt services d. others ………………………..
9. Rate the bank, its product and services on the following parameters(1-5):
1: highly dissatisfied 2: dissatisfied 3: Neutral
4: satisfied 5: highly satisfied

a. Reliability ……… g. Mobile app service …………..

b. Rate of interest ……… h. Behaviour of staff …….…….
c. Location ……….. i. Financial advices …………
d. ATM service ………. j. Policies …………
e. Branch service …………
f. Number of branches and ATMs ………...
10. Are you satisfied with the products and services of AUSF Bank?
a. Yes b. No c. Partial

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Bibliography

 Book “Know your Customer” by Robert Woodruff.

 C.R. Kothari, “Research Methodology Methods and Techniques”, New
Age International (Pvt.) Ltd., publishing New Delhi, 2014
 www.aubank.in
 Catalogue of AU Small Finance Bank
 www.wikipedia.org.com
 www.slideshare.net

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