A study on service quality in HDCC bank

1.1 INTRODUCTION ABOUT THE INTERNSHIP

The project mainly focuses on service quality in Hassan district co-operative central Bank.
Service quality is most importance in analyzing the performance of bank branches, since their
survival depends on their service quality levels they provide Excellence in service quality is a
key to achieve customer loyalty, which is the primary goal of business organizations, due to the
advantages of customer retention.
This project report contains five chapters, which begins with Need for the study, objectives &
Scope of the study, Research methodology used etc.
The second Chapter it covers Industry Profile and company profile which includes Promoters
information, Vision, Mission & Quality policy of the Bank, Competitors information, SWOT
analysis financial statements etc.
The third chapter Theoretical background of the study it includes elaborative information on the
subject chosen for better understanding and usage in the analysis.
The fourth chapter comprehensive coverage of Analysis and interpretation of the data Collected
with relevant tables and graphs. Results obtained by using statistical tools must be included.
The fifth chapter deals with the Summary of Findings, Conclusion and Suggestions /
recommendations.
Hassan district co-operative central bank was established in 1953 with head quarter in Hassan.
I am doing project in banking sector with respect to service quality in HDCC bank, HASSAN. I
hope this report will be extremely useful for those it is meant. Constructive and healthy
Suggestions for improvements of the report will be great fully appreciated.

A study on service quality in HDCC bank

1.2. TOPIC CHOOSEN FOR THE STUDY:
The topic chosen for the project was A Study on service quality in HDCC bank. The topic
mainly analyzes the service quality in HDCC bank. . Service quality is one of the critical success
factors that influence the competitiveness of an organization. Improved service quality may
increase economic competitiveness. This aim may be achieved by understanding and improving
operational process; identifying problem quickly and systematically; establishing valid and
reliable service performance measures measuring customer satisfaction and other performance
outcome.

1.3 NEED FOR THE STUDY

Now a day the study of service quality is very essential for bank to survive and provide best
service for customers. In the day of intense competition, superior service is the only
differentiator left before the bank to attract, Retain and partner with the customer. Superior
service quality enables a firm to differentiate itself from competition, gain a sustainable
competitive advantage and enhance efficiency.

1.4 OBJECTIVE OF THE STUDY

To know the criterions on which customers select or evaluate a banks service.
To identify the gap between customer expectation and their perception of service quality
provided by cooperative bank.
To identify the main attributes of service quality in which customers are more satisfied or
dissatisfied in cooperative banks.
To understand influence of service quality in customer satisfaction.
To study the customer perception towards service quality attributes.
To offering suggestion to improve quality of service delivery in the bank.

A study on service quality in HDCC bank

1.5 SCOPE OF STUDY

The scope of this research is to identify the service quality of HDCC bank. This research based
on primary data secondary data. This study only focuses on the dimensions of service quality. It
aims to understand the skill of company in the area of service quality that are performing well
and shows those areas which require improvement. The study was done taking main branch of
HDCC bank into consideration. The survey was restricted to the bank customers in Hassan
district.

1.6 RESEARCH METHODOLOGY

In this chapter I will discuss about the research methodology which is followed to carry out this
project i.e. the universe, locale of our study, Sample selection, Data Collection, data analysis and
field experience.

Data source
Primary data: The primary data was collected by means of survey. Questionnaires were
prepared and customers of the bank at main branch were approached to fill up the questionnaires.
The questionnaires contain some questions which reflect on the type and quality of service by the
bank to the customer. The response of the customer and is recorded on a grade scale of strongly
disagree, uncertain, agree and strongly agree for each question. The filled up information was
later analyzed to obtain the required interpretation and the findings.
Secondary data: In order to have a proper understanding of the service quality of bank a depth
study was done from was various source such as books, a lot of data is also collected from
official web site of the bank and the articles from the various search engines like Google, yahoo
search, and answer.com.

A study on service quality in HDCC bank

1.7 Review of Literature
Singh, SP and Khorana, S (2011) in their research Analysis of Service Quality Gap and
Customers Satisfaction in Private Banks tried to examine Gender wise customers
expectations and perceptions of service quality provided by the Private Banks in Hissar District.
Secondly, to identify whether there is difference in expectation & perception of service quality of
male & female customers. Lastly, to identify the main attributes of service quality in which male
& female (separately) are more satisfied or dissatisfied. The Sample Size is 300 with Sample
Universe including Private Banks in Hissar. The Sampling Technique used was Quota Sampling.

Brahmbhatt, M and Panelia, D (2008) in their study An Assessment of Service Quality in

Banks Foremost aim of this research is to comparatively examine and measure of service
quality and customer satisfaction among private sector, public sector and foreign bank and to
offer suggestion based on results of the study. The Sample size was 246 and the Sample universe
included Ahmedabad and Gandhinagar. The Sampling Technique used was stratified random.
The five dimensions of SERVQUAL as proposed by Parasuraman et al. (1988), Othman and
Owen (2001, 2002) and Jab noun and Al-Tamimi (2003) were adapted and modified in this
study. They conclude from the study that Foreign Banks is better than public sector banks and
private sector banks.

Dharmalingam et al., (2012) examined to identify and evaluate the gap existing between
expected and perceived services and the areas that need to be improved to deliver superior
quality of service in selected new private sector banks. Service quality dimensions like tangible,
reliability, responsiveness, assurance, empathy, access, security and price and product variety
were considered for customer service quality expectations and perception. 8 hypotheses were
taken for the study and a sample of 780 respondents were selected and paired t-test measurement
results indicates that customers highest expectations are in the security and accessibility
dimensions and customers lowest expectations in responsiveness dimensions, largest service
gap exists in reliability and price and product variety and smallest service gap exists in empathy
and tangible dimensions.
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A study on service quality in HDCC bank

Mohammad Hosein Moshref Javadi et al., (2012) in their study to evaluate the quality
of private banks services provided to the customers and to measure the customers satisfaction.
SERVQUAL six dimensions scale to be measured are tangible, reliability, responsiveness,
assurance, empathy and accessibility the ability to access private banks easily and conveniently.
A pilot survey was conducted for the questionnaire and reliability and validity test satisfies and
the final questionnaire was distributed to the 390 convenience respondent. Six hypotheses were
framed for the above and tools like mean and t test were analyzed and the result indicates that
assurance, reliability seems to be most important dimensions and accessibility and tangibility are
the most serious problem and private bank have to improve actions in mentioned dimensions.

Anber Abraheem Shlash Mohammad and Shireen Yaseen Mohammad Alhamadani (2011)
to examine the level of service quality as perceived by customers of commercial bank working in
Jordan and its effect customer satisfaction. Service quality measure is based on SERVQUAL
proposed by (parasuraman et al., 1988), which involve five dimensions namely reliability,
responsiveness, empathy, assurance and tangibles. Customer satisfaction was measured by 9 item
adapted from (Walfried et al., 2000). A pilot study was conducted and questionnaire was
distributed to 30 willing respondents through convenient distribution. A structured questionnaire
contains 30 items and distributed to 260 randomly selected customers of commercial banks.
Statistical tools like factor analysis and multiple regression analysis was employed to test the
impact of service quality on customer satisfaction and the result indicates that to improve the
elements of service quality is an important antecedent of customer satisfaction.

Emari et al., (2011) assessed to determine the dimensions of service quality in the banking
industry in Iran. The study empirically examined Groonors model suggesting that service
quality dimensions like modified SERVQUAL scale like tangible, assurance, responsiveness,
reliability and empathy were used to measure functional quality, technical quality service items
were developed by image, customer satisfaction and overall service quality. A standard
questionnaire was used for collecting the data and 287 customers were selected through cluster
sampling for the study. Tools like confirmatory factor analysis and chi-square test was utilized to
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A study on service quality in HDCC bank

Verify the construct of validity and reliability test. The results reveals that the overall service
quality is influenced more by a consumers perception of technical quality than functional
Quality.

Kazi Omar Siddiq (2011) in his study to identify the interrelationships and critical factors
between service quality, customer satisfaction and customer loyalty in retail banking sector and
to identify the benefits of this relationships. Parasuraman et al (1985) service quality five
dimensions were customer satisfaction, tangibles, reliability, responsiveness, assurance, and
empathy and customer loyalty. A set of questionnaire consists of four parts like general
information, independent variable and dependent variable and customer loyalty were distributed
to 100 sample retail bank customers was drawn from different banks in Bangladesh and eight
hypotheses were framed for the above. Tools like mean and standard deviation were used for the
study and the result shows that all the service quality attributes are positively related to customer
satisfaction and customer loyalty in the retail banking. Empathy demonstrates the highest
positive Correlation with customer satisfaction and tangibility shows the least positive
correlation with customer satisfaction.

Ashfaq Ahmad et al., (2010) reveal to examine the perception of service quality of products
offered by Islamic and conventional banks in Pakistan. Service quality like reliability, tangibles,
responsiveness, assurance and empathy were taken for the study. A sample of 720 respondents
was selected for this study and structured questionnaire was developed by using stratified
random sampling. Descriptive statistics are used to a demographic characteristic of the
respondent t-test; mean and standard deviation were used to show that policy makers and bankers
to make effective and quality oriented arrangements to have satisfied and delighted customers for
long term benefits and service quality score offered by Islamic banks are greater as compared to
conventional banks.
.

A study on service quality in HDCC bank

According to Daing Maruak Sadek et al., (2010) whether to identify the factors affecting the
customers perception on service quality of bank in Islam and to measure the mean scores of
dimensions in service quality of bank and to determine the difference in means of service quality
in bank. SERVQUAL comprises 33 items named CARTER with six dimensions compliance,
assurance, reliability, tangible, empathy and responsiveness which customized for suitability of
bank. Convenience sampling was used and questionnaire used was structured and close-ended
question were distributed to any customers of account holder of the bank. Service quality of 5
gap model was derived as understanding, service standards, service performance,
communications and service quality. Statistical tools like one-way ANOVA, t test and ranking
method was used and the results indicated that compliance issues are very important for Islam
bank customers, and the customers seemed more appreciate bank for its religious provision
rather than its service quality offered.

Kitti Tananitikul and Nuttawuth Muenjohn (2010) intended to determine set of service
quality and value dimensions that were vital importance to a government-owned bank (GOB)
and its customer satisfaction. Seven service key attributes of 22 item scale namely tangible,
reliability, responsiveness, assurance, empathy, price and differentiation are the statements
measuring customers expectations and perceptions of service quality. Tools like mean, standard
deviation, t test and ranking method was used for the study and the result showed that customers
are most satisfied service dimension for service as reliability and it was one of the major policies
and strategies of bank. Tangible, responsiveness and empathy are three service dimensions have
significant differences in their perspectives. Tangible and price service dimension are most
important to them, they were currently least satisfied and bank need to improve the quality of its
services in order to meet the customer satisfaction.

Puja Khatri and Yukti Ahuja (2010) conducted a research study to explore the dimensions of
customer perceived service quality in the context and to study and understand the applicability of
service quality model to private and public sector banks and identify the critical variables that
customers seek from a quality of service delivery. Various service quality dimensions include
Tangible, Reliability, Responsiveness, Assurance and Empathy was made for the study. 122
sample respondents were used in Judgment sampling.
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A study on service quality in HDCC bank

1.8 LIMITATIONS OF THE STUDY
A Study on service quality in HDCC bank is also not free from limitations, the major
limitation are,
1. This study is restricted to Hassan main branch.
2. The analysis and interpretations based on the interaction of the top managers, staffs,
customers & details given by them in HDCC Bank, Hassan branch.
3. The present study is restricted to analysis of service quality using service scale no
attempt made in the study to find out overall attitude of the customer toward
cooperative bank.
4. The behavior of the customer while approaching them to fill the questionnaire was
unpredictable.