1.

1 GENERAL INTRODUCTION ABOUT THE

SECTOR

The Indian economy is emerging as one of the strongest economy of the
world with the GDP growth of more than 8% every year. This has given a
great support for the development of banking industry in the country .Due to
recession it has come down to .!%. "ut market now stabili#ing.
Due to globali#ation$ competition among the banks has drastically been
increased .%s India has a substantial upper and middle class income hence
the banks have immense opportunities to increase their market shares. The
consumer being on the receiving end is in the comfortable position but the
banks trying to increase their market share have to continuously add value for
consumers in order to increase market share and sustain their growth.
BANKING SECTOR
The banking sector is the most dominant sector of the financial system in
India. &ignificant progress has been made with respect to the banking sector
in the post liberali#ation period. The financial health of the commercial banks
has improved manifolds with respect to capital ade'uacy$ profitability$ and
asset 'uality and risk management. (urther$ deregulation has opened new
opportunities for banks to increase revenue by diversifying into investment
banking$ insurance$ credit cards$ depository services$ mortgage$
securiti#ation$ etc. )iberali#ation has created a more competitive environment
in the banking sector
1 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
1.2 INDUSTRY PROFILE
a) ORIGIN AND DEVELOPMENT OF THE INDUSTRY
The origin of banking in India is traceable in ancient time through the modern
banking hardly *++ years old. The main function of bank is to accept deposits
and grant loans. There is evidence of these functions being performed by a
section of the community in the ,edic periods. There are many references of
debt in the ,edic literature. During the -amayana and .ahabharata areas
banking$ which was a side business during the ,edic period$ become a full/
time business activity for the people. During the smriti period$ which followed
the ,edic period and the 0pic age$ bankers performed the function of the
modern banks. The members of the ,aish community carried on the banking
business and .anu speaks of earning through interest as the business of
,aishays. 1e accepted deposits from the public$ granted loans against
pledges and personal security$ granted simple open loans$ acted as bailee for
his customers$ subscribed to public loans by granting loans to kings$ acted as
treasurer and banker to the state and managed the currency of the country.
Indigenous bankers used to maintain a regular system of accounts and
borrowers used to sign the loan deeds.
2 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
Retail a!"i!#
%ccording to investopedia.com$ retail banking is typical mass/market banking
where individual customers use local branches of larger commercial banks.
&ervices offered include2 savings and checking accounts$ mortgages$
personal loans$ debit cards$ credit cards$ and so forth.
Types of retail banks
P$i%ate a!"
Private "anks is a bank that is not incorporated. 0ither an individual or a
general partner3s4 with limited partner3s4 owns a non/incorporated bank. In
any such case$ the creditors can look to both the 5entirety of 6the bank7s8
assets5 as well as the entirety of the sole/proprietor7s9general/partners7
assets.
These banks have a long tradition in &wit#erland$ dating back to at least the
revocation of the 0dict of :antes 3;<84.
C&''e$(ial a!"i!#
% commercial bank is a type of financial intermediary and a type of bank.
=ommercial bank has two possible meanings2
=ommercial bank is the term used for a normal bank to distinguish it from an
investment bank. This is what people normally call a 5bank5. The term
3 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
5commercial5 was used to distinguish it from an investment bank. &ince the
two types of banks no longer have to be separate companies$ some have
used the term 5commercial bank5 to refer to banks which focus mainly on
companies. In some 0nglish/speaking countries outside :orth %merica$ the
term 5trading bank5 was and is used to denote a commercial bank. It raises
funds by collecting deposits from businesses and consumers via checkable
deposits$ savings deposits$ and time 3or term4 deposits. It makes loans to
businesses and consumers. It also buys corporate bonds and government
bonds. Its primary liabilities are deposits and primary assets are loans and
bonds. Detailed information on banks sectoral e>posure of credit reveals that
over two/thirds of the credits flow has been on account of retail$ housing and
other priority sector loans. "anks credit flow e>posure to large 0nterprises
continues to remain buoyant with recent indications that credit to agriculture
and .icro credit has also picked up. The Investment "anking and .arkets
division brings together the advisory and financing$ e'uity securities$ asset
management$ treasury and capital markets$ and private e'uity activities of the
Group to complete the =I". structure and provide a complete range of
financial products to our clients. Increasingly$ 0=% financing is being
considered by customers and we work closely with our pro?ect e>port finance
teams$ both onshore and offshore$ to provide structured solutions.
4 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
) GRO)TH AND PRESENT STATUS OF THE
INDUSTRY
=ommercial banking can also refer to a bank or a division of a bank that
mostly deals with deposits and loans from corporations or large businesses$
as opposed to normal individual members of the public 3retail banking4. as in
the Indian banking.. The most prominent on our minds in the conte>t of
banking these days$ perhaps$ are the implications arising out of the "asel II
accord. "anks$ as we all know$ are sub?ected to more intense regulation as
compared to the non/financial firms. This is probably because the banks
possess certain 7special7 characteristics2 "anks are much more leveraged
than the other firms due to their capacity to garner public deposits. The asset /
liability structure of the banks is also different from not only the non/financial
firms but also the financial firms. To illustrate$ the risk in an insurance
company arises mainly from the liability side of the balance sheet in the form
of insurance claims whereas for the bank the risk mainly comes from the
diminution of asset values 3for e>ample$ illi'uid loans that are not fully
recoverable4. The deposits which constitute a ma?or part of the liability of
banks are repayable on demand$ unsecured and their principal amount does
not change in value whereas the loans of a bank are illi'uid and there can be
erosion in the value of loans or of other assets. The li'uidity transformation by
an insurance company is in the reverse direction as compared to a bank. The
balance/sheet structure of an insurance company is the least likely to give rise
5 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
to systemic risk$ whereas banks due to their typical asset liability mismatches
i.e. long term assets funded by short term liabilities$ may be prone to @runA and
pose a very high degree of potential systemic risk. The resolution costs of
systemic bank insolvencies and significant problems can be substantial.
weighted differently.
Ba*el I proposals forced the banks to look at credit risk and regulatory capital
more closely than they had done earlier. %s banks found ways to arbitrage
regulatory capital$ some of the provisions of "asel I became less relevant.
&imultaneously$ banks in the G/;+ countries developed newer approaches to
manage credit risk by building portfolio models for pricing$ provisioning and
allocating economic capital for the credit portfolios. These developments
made the weaknesses in the "asel I framework more apparent and this set
the stage for the creation of 7International =onvergence of =apital
.easurement and =apital &tandards2 % -evised (ramework7$ popularly known
as "asel II.
T+e Ba*el =ommittee on "anking &upervision has observed that the
fundamental ob?ective in revising the ;B88 %ccord has been$ and I 'uote$ 7to
develop a framework that would further strengthen the soundness and
stability of the international banking system while maintaining sufficient
consistency that capital ade'uacy regulation will not be a significant source of
competitive ine'uality among internationally active banks. The 3"asel4
=ommittee believes that the revised (ramework will promote the adoption of
stronger risk management practices by the banking industry$ and views this
as one of its ma?or benefits7 Cn'uote
6 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
() F,t,$e &- t+e i!.,*t$/
-eflecting on future prospects in banking$ immediate focus has to be on the
cleaning up of the remnants of undercapitali#ed banks$ while concentrating on
improvements in the rural co/operative credit system. It is also necessary to
ensure improvements in their governance and financial management. In the
banking system as a whole$ a healthy credit culture encompassing
appropriate pricing$ 'uality of service$ financial inclusion and contract/
enforcement would be vital.
The -eserve "ank of India has$ in the service of our country$ a proven track
record and professionalism$ which have lent it considerable credibility / both
domestically and globally. This credibility enables the -"I to confidently carry
the reforms forward to credibly maintain price and financial stability$ while
enabling self/accelerating e'uitable growth at elevated levels
The Indian financial sector is ready for consolidation$ said B per cent of the
respondents. Given the increased competition$ and the implementation of
"asel II norms in the near future$ the banking industry of the country would be
better off with si> to seven banks as big as &tate "ank of India$ said the
survey. 1owever$ voluntary mergers are better than forced ones.
% ma?ority of the public sector banks also demanded more autonomy to fi>
salary levels proportionate to performance. In order to improve employee
productivity it is essential to offer competitive compensation packages at all
levels$ the survey said. %bout B* per cent of the public sector banks
7 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
respondents voiced that they do not have sufficient autonomy to offer
attractive incentive packages to employees to ensure commitment levels.
&ome banks also said that in one/year7s time$ banks should be permitted to
issue preference shares. %ccording to the survey$ some of the strengths of the
banking industry are regulatory systems$ economic growth$ technological
advancement$ risk assessment systems and credit 'uality.
%reas that need improvement include diversification of markets beyond big
cities$ human resources systems$ si#e of banks$ high transaction costs$
infrastructure and labour infle>ibilities.
%s per the survey some strategies that can help India achieve a world class
banking system are consolidation$ strict corporate governance norms$
regional e>pansion within the country and outside$ higher (DI limits and (ree
Trade %greements with countries where India has comparative advantage in
banking sector.
5%vailability and reach of 'uality products is confined to ?ust big cities. Thus it
is essential now to e>pand the gamut of banking services both within India as
well as outside$5 the survey said. 1owever$ banks in India are yet to effectively
leverage technology. I=I=I "ank has been acknowledged to be among the
first to e>plore new mediums like Internet.
India has among the lowest penetration of retail loans in %sia. Though the
sector has been growing at around ; per cent$ there is still a huge
opportunity to tap into. .iddle and /high/income homes in India has increased
from ;.;< crore 3;;.< million4 in ;BB to *.! crore 3*.! million4 in *++*.
8 RAMAIAH INSTITUTE OF
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Interest rates on retail loans have been dropping rapidly too. (or instance
residential mortgages slumped by ! per cent over the last four years.
&ector &hare of GDP % Growth of D; (E *++F Growth in D* (E *++F
&ervices <.; !.G B.8
Industry *;.8 .8 <.F
%griculture **.; ;.! !.G
GDP .! 8.G
5The entry of a number of banks in India in the last few years has helped
provide increased coverage and a number of new products in the market$5
says Hamath.
banking sector today is estimated to be at -s ;! trillion and total deposits are
estimated at -s ;F trillion.

9 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2.1 ORIGIN OF THE ORGANI0ATION
T+e H&,*i!# De%el&1'e!t Fi!a!(e C&$1&$ati&! Li'ite. 31D(=4 was
amongst the first to receive an 7in principle7 approval from the -eserve "ank of
India 3-"I4 to set up a bank in the private sector$ as part of the -"I7s
liberali#ation of the Indian "anking Industry in ;BBG. The bank was
incorporated in %ugust ;BBG in the name of 71D(= "ank )imited7$ with its
registered office in .umbai$ India. 1D(= "ank commenced operations as a
&cheduled =ommercial "ank in Ianuary ;BB.
1D(= is India7s premier housing finance company and en?oys an impeccable
track record in India as well as in international markets. &ince its inception in
;B!!$ the =orporation has maintained a consistent and healthy growth in its
operations to remain the market leader in mortgages. Its outstanding loan
portfolio covers well over a million dwelling units. 1D(= has developed
significant e>pertise in retail mortgage loans to different market segments and
also has a large corporate client base for its housing related credit facilities.
10 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2.2 GRO)TH AND DEVELOPMENT OF THE
ORGANI0ATION
1D(= "ank is head 'uartered in .umbai. The "ank at present has an
enviable network of over <8G branches spread over F;< cities across India. %ll
branches are linked on an online real/time basis. =ustomers in over ;*+
locations are also serviced through Telephone "anking. The "ank7s e>pansion
plans take into account the need to have a presence in all ma?or 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. "eing a clearing9settlement bank to various leading stock
e>changes$ the "ank has branches in the centers where the :&09"&0 have a
strong and active member base. The "ank also has a network of about over
G+++ networked %T.s across these cities. .oreover$ 1D(= "ank7s %T.
network can be accessed by all domestic and international ,isa9.aster=ard$
,isa 0lectron9.aestro$ Plus9=irrus and %merican 0>press =redit9=harge
cardholders.
In a milestone transaction in the Indian banking industry$ Times "ank )imited
3another new private sector bank promoted by "ennett$ =oleman J =o.9Times
Group4 was merged with 1D(= "ank )td.$ effective (ebruary *<$ *+++. %s per
the scheme of amalgamation approved by the shareholders of both banks and
the -eserve "ank of India$ shareholders of Times "ank received ; share of
1D(= "ank for every .! shares of Times "ank.
11 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2.2 PRESENT STATUS OF THE ORGANI0ATION
%t present 1D(= "ank is the leading most bank in the housing and
development sector and is growing very fast in the other banking sectors such
as life insurance J mutual fund.
The authori#ed capital of 1D(= "ank is -s.G+ crore 3-s.G. billion4. The
paid/up capital is -s.F;;.B crore 3-s.F.; billion4. The 1D(= Group holds
**.;% of the bank7s e'uity and about ;B.G% of the e'uity is held by the %D&
Depository 3in respect of the bank7s %merican Depository &hares 3%D&4
Issue4. -oughly F;.F% of the e'uity is held by (oreign Institutional Investors
3(IIs4 and the bank has about ;B+$+++ shareholders. The shares are listed on
The &tock 0>change$ .umbai and the :ational &tock 0>change. The bank7s
%merican Depository &hares are listed on the :ew Eork &tock 0>change
3:E&04 under the symbol 51D".
1D(= )imited$ "ennett$ =oleman J =o. )td. and its group companies 3the
promoters of erstwhile Times "ank )imited4 and =hase (unds had entered
into tripartite agreement dated :ovember *<$ ;BBB for effecting amalgamation
of Times "ank )imited with the "ank. Cnder this %greement$ "ennett
=oleman Group has a right to nominate one Director on the "oard of the "ank
as long as its holding e>ceeds % of the share capital of the "ank. =urrently$
as on .arch F;$ *++!$ the "ennett =oleman Group holds .;% of the share
capital of the "ank and .r. ,ineet Iain represents the group on the "oard of
the "ank.
12 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2.3 FUNTIONAL DEPARTMENT OF THE
ORGANI0ATION
13 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
Chairman
Managing
Director
Executive Director
Regional ale!
"ea#
$rea !ale! "ea#
$rea ale!
Manager
De%ut& ale!
Manager
'eam (ea#er
Contract ale!
Executive
2.4 ORGANI0ATION STRUCTURE AND
ORGANI0ATION CHART
14 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
Chairman
Managing Director ) C E
*
+oint Managing Director
,-nternational .u!ine!!/
+oint Managing Director
,Dome!tic .an0ing/
Executive
Director
Executive
Director
Executive
Director
Executive
Director
r1 2eneral Manager!
2eneral Manager!
2.5 PRODUCT AND SERVICE PROFILE OF THE
ORGANI0ATION
)+&le*ale Ba!"i!# Se$%i(e*
The "ank7s target market ranges from large$ blue/chip manufacturing
companies in the Indian corporate to small J mid/si#ed corporate and agri/
based businesses. (or these customers$ the "ank provides a wide range of
commercial and auctional banking services$ including working capital finance$
trade services$ transactional services$ cash management$ etc. The bank is
also a leading provider of structured solutions$ which combine cash
management services with vendor and distributor finance for facilitating
superior supply chain management for its corporate customers. "ased on its
superior product delivery 9 service levels and strong customer orientation$ the
"ank has made significant inroads into the banking consortia of a number of
leading Indian corporates including multinationals$ companies from the
domestic business houses and prime public sector companies. It is
recogni#ed as a leading provider of cash management and transactional
banking solutions to corporate customers$ mutual funds$ stock e>change
members and banks.
Retail Ba!"i!# Se$%i(e*
The ob?ective of the -etail "ank is to provide its target market customers a full
range of financial products and banking services$ giving the customer a one/
stop window for all his9her banking re'uirements. The "ank also has a wide
array of retail loan products including %uto )oans$ )oans against marketable
15 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
securities$ Personal )oans and )oans for Two/wheelers. It is also a leading
provider of Depository Participant 3DP4 services for retail customers$ providing
customers the facility to hold their investments in electronic form. 1D(= "ank
was the first bank in India to launch an International Debit =ard in association
with ,I&% 3,I&% 0lectron4 and issues the .aster=ard .aestro debit card as
well. The "ank launched its credit card business in late *++;. "y &eptember
F+$ *++$ the bank had a total card base 3debit and credit cards4 of .* million
cards. The "ank is also one of the leading players in the 5merchant ac'uiring5
business with over +$+++ Point/of/sale 3PK&4 terminals for debit 9 credit
cards acceptance at merchant establishments.
De1&*it*
I. Sa%i!#* A((&,!t
These accounts are primarily meant to inculcate a sense of saving for the
future$ accumulating funds over a period of time. Lhatever customer
occupation$ bank is confident that customer will find the perfect banking
solution.
Debit/cum/%T. card
%uto Invest %ccount
Internet "anking
Phone banking
%nywhere "anking
&tanding Instruction
:omination facility
16 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
Doorstep service
II. S1e(ial *a%i!#* a((&,!t
=omprehensive banking
&olution with added features
&upplementary savings
Ideal for ta>/e>empt entities
Internet banking
%nywhere banking
Doorstep service
Inward remittance
III. Se!i&$ Citi6e! Se$%i(e*
1igher interest rates
&pecial demand loans against deposit
(ree collection of outstation che'ues drawn on our locations.
Debit/cum/%T./card
%uto Invest %ccount
Internet banking
Phone banking
%nywhere banking
&tanding instructions
:omination facility
17 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
IV. Fi7e. .e1&*it*
Lide range of tenures
=hoice of investment plans
Partial withdrawal permitted
&afe custody of fi>ed deposit receipts
%uto renewal possible
)oan facility available
V. D8Mat a((&,!t*
(ree trading account
Knline buying and selling of shares
)ess documentation
=an control loss of money
18 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2.9 MARKET PROFILE OF THE ORGANISATION
1D(= "ank has its deposit programmes rated by two rating agencies / =redit
%nalysis J -esearch )imited. 3=%-04 and (itch -atings India Private )imited.
The "ank7s (i>ed Deposit programme has been rated 7=%-0 %%% 3(D47 6Triple
%8 by =%-0$ which represents instruments considered to be 5of the best
'uality$ carrying negligible investment risk5. =%-0 has also rated the "ank7s
=ertificate of Deposit 3=D4 programme 5P- ;M5 which represents 5superior
capacity for repayment of short term promissory obligations5. (itch -atings
India Pvt. )td. 3;++% subsidiary of (itch Inc.4 has assigned the 5t%%% 3ind45
rating to the "ank7s deposit programme$ with the outlook on the rating as
5stable5. This rating indicates 5highest credit 'uality5 where 5protection factors
are very high5. 1D(= "ank also has its long term unsecured$ subordinated
3Tier II4 "onds of -s.G billion rated by =%-0 and (itch -atings India Private
)imited. =%-0 has assigned the rating of 5=%-0 %%%5 for the Tier II "onds
while (itch -atings India Pvt. )td. has assigned the rating 5%%% 3Ind45 with the
outlook on the rating as 5stable5. In each of the cases referred to above$ the
ratings awarded were the highest assigned by the rating agency for those
instrumentsN
Lithin this business$ the bank has three main product areas / (oreign
0>change and Derivatives$ )ocal =urrency .oney .arket J Debt &ecurities$
and 0'uities. Lith the liberali#ation of the financial markets in India$ corporate
19 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
need more sophisticated risk management information$ advice and product
structures. To comply with statutory reserve re'uirements$ the bank is
re'uired to hold *% of its deposits in government securities.
2.1 STUDENTS )ORK PROFILE :R&le a!.
Re*1&!*iilit/).
I am working as contract sales e>ecutive in 1D(= bankO my role is to find out
people who want to open savings %9c. I have to convince the customers to
open savings account in our bank. %fter convincing$ I use to fill up the forms
through customers and collect their documents to login the form for opening
their accounts. There are some targets in a month$ which we need to reach in
bank. I have done many activities like park activities$ %T. activities$
%partments activities etc to generate my leads. "y doing these activities we
get customers for opening accounts. The roles and responsibilities handled by
me are2
;4 Generating leads for opening accounts
*4 Preparing daily sales report of daily activities
F4 %nswering to customer 'ueries.
G4 ,erification of the documents given by the customers.
%fter three month working e>perience I came to know how to handle the
people J task in the organi#ation. :ow I feel much confident.
"eing a sales e>ecutive I have to answer to the customers as well as team
leader to the 'ueries. I have to fulfill my individual target.
20 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2.2 DESCRIPTION OF LIVE E;PERIENCES.
This training has helped me a lot in understanding the realities of the outside
world. I also came to know the real meaning of the word marketing. There are
both negative and positive e>periences of our training. &ome of these are2
-eal e>posure to the corporate world$ which helped me a lot in
understanding the mind$ set of e>ecutives to a certain e>tent.
)earned about customer re'uirements$ customer mind set how to
convince others and many.
It helped me in improving my communication skills$ presentation skills
and how to behave in front of public.
%part from these positive e>periences I faced certain problems too
which I would like to discuss here2
It was 'uite difficult in the beginning to cope with both college studies
and ?ob.
Initially it took me sometime to understand the process of sales
opening$ closing$ however with time I understood the problem and
worked on it sincerely. :ow I feel much more confident in handling
sales calls.
21 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
3.1 STATEMENT OF RESEARCH PROBLEM
The company must gain confidence of the customers and provide services
par e>cellence. Therefore$ undertaking the pro?ect helps in assessing the
customer care level of 1D(= "%:H. The study is applied descriptive as well
as diagnostic in nature. It also tends to find the customer view about
important aspects of the services. %t the same time it was intended to find the
customer view about the product and the 'uality of service improvement. In
short this problem can be defined as2 <A$e (,*t&'e$* *ati*-ie. =it+ t+e
*e$%i(e* at HDFC>?
In todayAs era of cutthroat competition$ it is of an uttermost importance to gain
a cutting edge over the competition$ and develop a large market share. This
is only possible if there is a large customer base for the company.
22 RAMAIAH INSTITUTE OF
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3.2 STATEMENT OF RESEARCH OB@ECTIVESA
;. To evaluate the perception level of the account holders towards 1D(=
"%:H
*. To study the importance of customer relationship.
F. To study the impact of customer relationship management on bank
customers.
G. To analy#e the e>pectations of banking customers.
. To suggest the banks under study to strengthen the customer relations.
<. To analy#e the satisfaction level of customers of 1D(= "%:H on the
following heads2
;. Lorking environment
*. =ustomer care
F. Personal care of the customers
G. "ank timings
. Kverall services
<. &pecial schemes provided
23 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
3.2 RESEARCH DESIGN AND METHODOLOGY.
THE METHOD USED OF DATA COLLECTION AREA
P$i'a$/ Data
Se(&!.a$/ Data
PRIMARY DATAA Primary data are dataAs$ which are original in nature$ and
are collected by the researcher. The method used to collect the primary data
was &urvey .ethod. The survey method included a structured 'uestionnaire
that was given to the respondent.
SECONDARY DATAA &econdary data are data$ which has been collected and
compiled in advance for another needed purpose. &econdary data is an
important method to know the present problem faced by the account holders
in the field of 1D(= "%:H. :ewspaper$ %rticles$ "ooks$ .aga#ines etc. have
been used to prepare the 'uestionnaire.
PLAN OF ANALYSIS 2
=alculations have been done for interpretation such as percentages$
averages.
The data collected from respondents through 'uestionnaire are organi#ed$
coded$ processed and tabulated in order to create graphs and charts to make
the pro?ect understandable. =hi &'uare Test is performed on the inferred data
to arrive at a statistical conclusion.
24 RAMAIAH INSTITUTE OF
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TOOLS FOR DATA COLLECTION
The tool used for data collection is Primarily PDuestionnaire methodQ. The
'uestions contained2
O1e!8 E!.e. B,e*ti&!*
Lhere the respondent was given a chance to reply or give suggestions to the
=ompany. This included (ree -esponses 'uestions where the respondents
were given the freedom to give suggestions.
Cl&*e 8 E!.e. B,e*ti&!*
Lhere the respondent was given a lesser chance to reply. This includes
multiple =hoice Questions where the respondents were given a number of
alternatives.
S(ale*
-espondents were given a scale whose positions range from P1ighly
&atisfiedQ to P1ighly DissatisfiedQ
A$ea &- *,$%e/
The area selected to find the satisfactory level was in and around
"annerghatta -oad.
Sa'1le U!it
The sample was considered to be the =ustomers of 1D(= "%:H
SAMPLINGA
-andom sampling method to select a sample of ;++ customers among the
customers of the 1D(= "%:H.
25 RAMAIAH INSTITUTE OF
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3.3 ANALYSIS OF DATA
%s the competition level in the banking sector is ever increasing$ it becomes
indispensable for the company 31D(=4 to conduct the study on the perception
and satisfaction level of its customers. This study will help the company in
making its new strategies to satisfy its customer in the ways in which he or
she wants to be satisfied and to the company its position in the market.

The study on customer satisfaction has the geographical coverage limited to
"annerghatta -oad only. This study will help the company to know in detail
about the customer perception and their attitude towards the company
services and products. The company will gain the feedback from the
customer to improve its products and 'uality of service.
26 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
TABLE 1A SHO)ING DISTRIBUTION OF AGE
%G0 G-KCP
:K. K( -0&PK:D0:T&
P0-=0:T%G0
*+ R F+ ** **%
F+ R G+ GF GF%
G+ %:D %"K,0 F F%
TKT%) ;++ ;++%
ANALYSIS
The above table shows that **% of the respondents fall under the
age group of *+ R F+ years $GF% of the respondents fall under age
group of F+ R G+ years and F% of the respondents belonging to age
group of G+ and above years.
INFERENCE
1ence it clearly shows that the ma?ority of the respondents fall under
the age group of F+ R G+ years i.e. GF%.
27 RAMAIAH INSTITUTE OF
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28 RAMAIAH INSTITUTE OF
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2R$3"41
TABLE 2A SHO)ING DISTRIBUTION OF SE; OR
GENDER
G0:D0- :K. K( -0&PK:D0:T& P0-=0:T%G0
(0.%)0 GF GF%
.%)0 ! !%
TKT%) ;++ ;++%
ANALYSIS
The table shows that there are !% of male respondents and GF% of
female respondents.
INFERENCE
Thus the table clearly shows that the ma?ority of the respondents are
male i.e. !%.
29 RAMAIAH INSTITUTE OF
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30 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2R$3"42
TABLE 2A SHO)ING THE DISTRIBUTION OF THE
MONTHLY HOUSEHOLD INCOME
.K:T1)E 1KC&01K)D
I:=K.0
:K. K( -0&PK:D0:T& P0-=0:T%G0
)0&& T1%: -& ;+$+++ + +%
-& ;+$+++ R -& *+$+++ *F *F%
.K-0 T1%: -& *+$+++ !! !!%
TKT%) ;++ ;++%
ANALYSIS
The above table shows that there are no respondents who have a
monthly household income of less than -s ;+$+++$ there are *F% of
the respondents who fall under -s ;+$+++ R -s *+$+++ household income
and !!% fall under the more than -s *+$+++ household income
category.
INFERENCE
The table clearly shows that the ma?ority of the respondents have more
than -s *+$+++ of monthly household income$ that is !!%.
31 RAMAIAH INSTITUTE OF
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TABLE 3A SHO)ING THE IMPORTANCE OF A SMILING
EMPLOYEE ACCORDING TO A CUSTOMER
32 RAMAIAH INSTITUTE OF
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2R$3"43
I.PK-T%:=0 :K. K( -0&PK:D0:T& P0-=0:T%G0
,0-E I.PK-T%:T %
&K.0L1%T I.PK-T%:T *+ *+%
:KT &K I.PK-T%:T *+ *+%
:KT %T %)) I.PK-T%:T %
TKT%) ;++ ;++%
ANALYSIS
%ccording to the table % of the respondents feel its e>tremely
important for a employee to welcome a customer with a smile$*+%
respondents think its somewhat important while *+% feel its not so
important and % think its not at all important.
INFERENCE
1ence when a customer enters the bank $ he looks for a smiling
employee to welcome him$ its e>tremely important to him3% of
respondents think its very important4.
33 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
TABLE 4A SHO)ING THE IMPORTANCE OF THE SI0E
OF THE CHEBUE BOOK ACCORDING TO THE
CUSTOMERS
I.PK-T%:=0 :K. K( -0&PK:D0:T& P0-=0:T%G0
,0-E I.PK-T%:T *+ *+%
34 RAMAIAH INSTITUTE OF
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2R$3"44
&K.0L1%T I.PK-T%:T G G%
:KT &K I.PK-T%:T F+ F+%
:KT %T %)) I.PK-T%:T %
TKT%) ;++ ;++%
ANALYSIS
The table shows that according to the *+% of the respondents its very
important that the che'ue book si#e is appropriate$F+% of the
respondents think its not so important$ % of the respondents think its
not at all important while G% of the respondents think its somewhat
important.
INFERENCE
1ence the table clearly shows that the ma?ority of the respondents
think its somewhat important for the che'ue book si#e to be
appropriate.
35 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
TABLE 5A SHO)ING THE IMPORTANCE OF THE BANK
TIMING ACCORDING TO THE CUSTOMERS
I.PK-T%:=0 :K.K( -0&PK:D0:T& P0-=0:T%G0
,0-E I.PK-T%:T < <%
&K.0L1%T I.PK-T%:T *+ *+%
:KT &K I.PK-T%:T ; ;%
:KT %T %)) I.PK-T%:T + +%
TKT%) ;++ ;++%
36 RAMAIAH INSTITUTE OF
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2R$3"45
ANALYSIS
The above table relates that the <% of the respondents think its
e>tremely important for the bank timing to be convenient$*+% of the
respondents think its somewhat important$;% of the respondents think
its not so important while none of them think its not at all important.
INFERENCE
Table number ! clearly shows that ma?ority of the customers think that
its very important that the bank timings are convenient i.e. <%
37 RAMAIAH INSTITUTE OF
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TABLE 9A SHO)ING THE IMPORTANCE OF THE
: 0ERO BALANCE SAVINGS ACCOUNTS ) FACILITY
ACCORDING TO THE CUSTOMERS
I.PK-T%:=0 :K. K(
-0&PK:D0:T&
P0-=0:T%G0
,0-E I.PK-T%:T 8+ 8+%
&K.0L1%T I.PK-T%:T *+ *+%
:KT &K I.PK-T%:T + +%
:KT %T %)) I.PK-T%:T + +%
TKT%) ;++ ;++%
ANALYSIS
%ccording to the table above none of the respondents think its not at
all or not so important that the S0-K "%:)%:=0 =C--0:T %==KC:T
38 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
&1KC)D be provided$ while 8+% of the respondents think its very
important and *+% of the respondents think its somewhat important.
INFERENCE
1ence the table clearly shows that the ma?ority of the customers think
its very important that the S0-K "%)%:=0 &%,I:G& %==KC:T facility
should be provided that is 8+%.
39 RAMAIAH INSTITUTE OF
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2R$3"47

TABLE CA SHO)ING THE IMPORTANCE OF
TRANSACTION TIMING IN HDFC BANK ACCORDING
TO CUSTOMRES
,%-%I")0& -0&PK:D0:T& P0-=0:T%G0
1IG1)E &%TI&(I0D ;+ ;+%
&%TI&(I0D <* <*%
:0CT-%) *F *F%
DI&&%TI&(I0D %
1IG1)E DI&&%TI&(I0D + +%
;++ ;++%
ANALYSIS
(rom the above table $ it can be analy#ed that out of ;++ respondents
;+% only are highly satisfied with the Transaction timing of the "ank $
<*% of them are satisfied $ *F% of them are on the neutral side .
.oreover % of them are dissatisfied and none are highly dissatisfied.
40 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
INFERENCE
Therefore$ it can be inferred that almost % of the respondents are not
happy with the time taken for transaction . This indicates that the
customers are not satisfied with the speed of the transaction .
41 RAMAIAH INSTITUTE OF
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2R$3"48
TABLE DA SHO)ING THE IMPORTANCE OF
CUSTOMER CARE IN HDFC BANK ACCORDING TO
CUSTOMRES
,%-%I")0& -0&PK:D0:T& P0-=0:T%G0
1IG1)E &%TI&(I0D ;* ;*%
&%TI&(I0D <F <F%
:0CT-%) *; *;%
DI&&%TI&(I0D G G%
1IG1)E DI&&%TI&(I0D + +%
TKT%) ;++ ;++%
ANALYSIS
The above table shows that out of ;++ respondents ;*% are highly
satisfied with the =ustomer =are of the 1D(= "ank$ <F% of them are
satisfied and *;% are neutral$ moreover G% of them are dissatisfied and
none of them are highly dissatisfied.
INFERENCE
42 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
In todayAs world customer care is one of the most important criteria as
it helps the organi#ation to retain their or add market share . Therefore $
1D(= should work towards the G% dissatisfied customers either by
training the employees or making the procedure customer friendly
43 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
2R$3"49
TABLE 1EA SHO)ING THE IMPORTANCE OF HDFC
BANK SERVICE ACCORDING TO CUSTOMRES
,%-%I")0& -0&PK:D0:T& P0-=0:T%G0
0T=0PTIK:%)E &%TI&(I0D G G%
&%TI&(I0D G+ G+%
:0CT-%) < <%
ANALYSIS
The above table shows that out of ;++ respondents G% are
e>ceptionaly satisfied with the &ervice of the 1D(= "ank$ G+% of
them are satisfied and <% are neutral.
INFERENCE
In todayAs world "ank &ervice is one of the most important criteria as it
helps the organi#ation to retain their or add market share . Therefore $
1D(= should work towards the <% neutral customers either by training
the employees or making the procedure customer friendly
44 RAMAIAH INSTITUTE OF
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45 RAMAIAH INSTITUTE OF
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3.4 SUMMARY OF FINDINGS
.ost of the customers of the bank are satisfied$ but there is a minority
of customers who are still looking for improvement in this aspect of
service area as well in the field of working environment.
Kne area of strength of the bank which it can really boast off as most of
the customers are satisfied when it comes to customer care.
Kverall the result of survey has shown a positive sign for the
overall services from where on they can increase their customer
base with the e>ception of a few dissatisfied customers which
needs to be looked after.
The bank has caused a lot of inconvenience to the customers
regarding its banking hours as shown from the result of the
survey. (le>ible banking hours should be achieved to attain higher
customer satisfaction again lot of them are even satisfied .
There is a mi>ed response when it comes to transaction time. % certain
section or respondents seem to be satisfied but a substantial number
of customers are looking for faster transaction time.
V.1 SUMMARY OF LEARNIG E;PERIENCE.
46 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
I went through a good learning practice in my 1D(= "ank for the past eight
months which has developed me to heights of understanding the customers
mind as well their taste and preferences in the field of services sector.
The uncertain world or market structure e>isting in India has very typical way
of e>pectation when it comes to private bank and the banks have reali#ed
their needs and desires and working towards satisfying their re'uirements and
my bank is also in its run for customer satisfaction
The working environment was e>cellent which enabled me to learn the
products and services features as well as the internal aspects of management
level in my bank.
This pro?ect has opened up the new window of learning$ which enables me
into the clear understanding of corporate world
The proper understanding of customers is must when it comes to service
industry and that e>actly what I went through in this period of management
training period.
V.2 CONCLUSIONS AND RECOMMENDATIONS.
47 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
CONCLUSION
1ence$ I conclude by understanding that marketing concepts is essentially
about the few things which contribute to the banks success2
The bank cannot e>ist without customer.
The purpose of a bank is to create$ win and keep a customer. The
customer is and should be the central focus of everything the bank
does.
Cltimate aim of a bank is to deliver satisfaction to the customers.
=ustomer satisfaction is affected by the performance of all the
personnel of the bank.
It is also a way of organi#ing the bank. The starting point for the organi#ational
design should be the customer and the bank should ensure that the services
are performed and delivered in the most effective way. &ervice facility should
also be designed for customer convenience.
48 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
RECOMMENDATIONS
The environment of the bank can be made more customers friendly and the
working of the bank should be more organi#ed and efficient by training the
employees of the bank.
*. Improving customer care facilities by providing *G hours banking facilities
more effective.
F. .ore number of =C--0:T %==KC:T& Lith different features are looked
forward from public.
G. Proper and general insturuction about the maintenance and working of
current account and its benefits should be made clearer.
. The banking hours should be more customers friendly it should close little
later in the evening.
<. The banking process needs to be more systematic so that the transaction
time can be reduced.
!. There should be more branches especially in smaller towns and
cities .
8. &pecial schemes should be provided for smaller retail shops as well new
package of offers and discounts should be provided for high network people
and senior citi#ens .
49 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
ANNE;URE
4.3 BUESTIONNAIRE 4.3 BUESTIONNAIRE
;. :ame UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
*. %ge
*+/F+
F+/G+
G+V
F. Gender
.ale
(emale
G. .arital &tatus
.arried
&ingle
. Income )evel
50 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
V-s.;+$ +++
-s.;+$ +++/-s.*+$ +++
W-s.*+$ +++
<. 1ow important is it for an employee to greet you with a smileN
,ery important
&omewhat important
:ot so important
:ot at all important
!. 1ow important is the si#e of che'ue book to youN
,ery important
&omewhat important
:ot so important
:ot at all important
8. 1ow important are the bank timings according to youN
51 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
,ery important
&omewhat important
:ot so important
:ot at all important
B. 1ow important are the S0-K "%)%:=0 =C--0:T %==KC:T facility provided
by 1D(= to youN
,ery important
&omewhat important
:ot so important
:ot at all important
;+. Lhat is your level of satisfaction with respect to the transaction timing of the
bankN
1ighly satisfied
&atisfied
:eutral
52 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
Dissatisfied
1ighly dissatisfied
;;. Lhat is your level of satisfaction with respect to customer care measures
undertaken by the bankN
1ighly satisfied
&atisfied
:eutral
Dissatisfied
1ighly dissatisfied
;*. Lhat is your level of satisfaction with respect to the 'uality of overall service
provided by the bankN
1ighly satisfied
&atisfied
:eutral
Dissatisfied
53 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
1ighly dissatisfied
;F. Lhat is your level of satisfaction with respect to special schemes offered by the
bankN
1ighly satisfied
&atisfied
:eutral
Dissatisfied
1ighly dissatisfied
;G. Lhat is your level of satisfaction with respect to the response time for grievance
handlingN
1ighly satisfied
&atisfied
:eutral
Dissatisfied
1ighly dissatisfied
54 RAMAIAH INSTITUTE OF
MANAGEMENT STUDIES
;. Lhat is your level of satisfaction with respect to the che'ue book facility provided
by the bankN
1ighly satisfied
&atisfied
:eutral
Dissatisfied
1ighly dissatisfied
;<. Lhat is your level of satisfaction with respect to fle>ibility of operationN
1ighly satisfied
&atisfied
:eutral
Dissatisfied
1ighly dissatisfied

55 RAMAIAH INSTITUTE OF
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BIBLIOGRAPHY
BOOKS AND MAGA0INES
;4 Tull &. Donald et al 1awkins I. Del //.arketing -esearch Measurement &
Methods <
th
edition
Published by %soke H. Ghosh $ Prentice/1all of India pvt. )td.
*4 =ooper -. Donald et al &chindler &.Pamela R"usiness -esearch .ethod logy
*++< edition
Published by T%T% .cGraw 1I)) Publishing =ompany limited
India Today
"usiness world$ 0conomic Times$ "usiness world $ .oney regulator and "usiness
)ine

NE)SPAPERS
The Times of India
The 0conomic Times
"usiness &tandard

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INTERNET
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