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FIELD STUDY REPORT

On

“A STUDY ON CUSTOMER SATISFACTION


TOWARDS AXIS BANK LUCKNOW”

Towards partial fulfillment of


Integrated Bachelor of Business Administration (IMBA)
School of Management, Babu Banarasi Das University, Lucknow

Guided By: Submitted by:


Nigam Pandey Mr. Manish Jain
Roll No. 1160675036 (Associate Professor)
IMBA 2nd Year (SOM, BBDU)

Session 2017-2018

School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
PREFACE

While working in the organization I was trained as a relationship personnel being

engaged into various jobs such as dealing with clients, answering customer queries

through telephonic conversations and providing them knowledge about new schemes and

converting them into our customers.

As my field study report I was given the topic on “A STUDY ON CUSTOMER

SATISFACTION TOWARDS AXIS BANK LUCKNOW. The project work was for

this research was conducted in Lucknow to study the customer relation management.

The research has been conducted to gather information from 100 respondents & a

structured questionnaire will be used to collect the information from the respondents. The

data which was collected from them will be analyzed and classified. It was found that

though the AXIS Bank has the highest market share it needs to improve on its service

quality and retail services.


DECLARATION

This is to declare that I, Roshni Srivastava student of Integrated Bachelor of Business

Administration (IMBA), have personally worked on the project entitled “A STUDY ON

CUSTOMER SATISFACTION TOWARDS AXIS BANK LUCKNOW”. The data

mentioned in this report were obtained during genuine work done and collected by me.

The data obtained from other sources have been duly acknowledged. The result embodied

in this project has not been submitted to any other University or Institute for the award of

any degree.

Nigam Pandey

Roll No: 1160675036

Course IMBA IVth Semester


ACKNOWLEDGEMENT

Gratitude is not a thing of expression; it is more a matter of feeling. There is always a

sense of gratitude which one express for others for their help and supervision in achieving

the goals. I too express my deep gratitude to each and everyone who has been helpful to

me in completing the project report successfully. I would also like to thank Almighty

God for blessing showered on me during the completion of dissertation report. First of

all, I am highly thankful for allowing me to pursue my dissertation report on “A STUDY

ON CUSTOMER SATISFACTION TOWARDS AXIS BANK LUCKNOW”

I give my regards and sincere thanks to Dean Prof. Dr. Sushil Pandey and also I am

deeply gratified to Mr. Manish Jain for his earnest coordination and valuable efforts. He

constantly encouraged me right from the inception to final preparation of my project. He

has been a constant source of knowledge, information, help and motivation for me

through her depth knowledge and experiences.

Last but not the least; I am hugely indebted to all the faculty members of my institute, my

family members and friends for their sincere advice & cooperation to complete my

project in efficient & effective manner.

Nigam Pandey

Roll No: 1160675036

Course IMBA IVth Semester


TABLE OF CONTENT

Sl. No. Contents Page No.

1 Introduction

2 Company profile

3 Objectives of the study

4 Research Methodology

5 Limitations

6 Data Analysis & Interpretations

7 Findings

8 Conclusion

9 Suggestions/Recommendations

Bibliography

Appendix
INTRODUCTION

CUSTOMER SATISFACTION

MEANING

Customer satisfaction means taking complete care of customer by giving them

complete knowledge about the product and about all the feature of that particular product

Customer satisfaction is the end result of your interaction with the customer.

By giving the best customer service and making sure that the customer was given the best

resolution at the end of the call, then we can say that the customer is satisfied even if it's

not verbally said.

According to me customers are those who pay (salary). Satisfaction is the key to

hold the customer for future business. Complete knowledge must be given; each and

every query must be clarified by the seller. If a customer remembers you for future

business then we can say that customer is satisfied.

DEFINITION

According to Harold E Edmondson “Customer satisfaction” is defined as "the

number of customers, or percentage of total customers, whose reported experience with a

firm, its products, or its services (ratings) exceeds specified satisfaction goals.".

Customer satisfaction is defined by whether the customer chooses to do business

with you or your company in the future. Many factors play a role in customer

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satisfaction, including customer service, product quality and the ease of doing business.

Companies must consider customer satisfaction as an important role in the lifetime value

of a customer.

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation. In a

survey of nearly 200 senior marketing managers, 71 percent responded that they found a

customer satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

SEVEN STEPS:


Encourage face-to-face dealings.

Respond to messages promptly and keep yours clients informed.

Be friendly and approachable.

Have a clearly-Defined customer service policy.

Attention to details.

Anticipate your client’s needs and go out of your way to help them out.

Honor your promise

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COMPANY PROFILE

Axis Bank

BSE: 532215

Traded as LSE: AXBC

NSE: AXISBANK

Industry Banking, Financial services

Founded 1993 (as UTI Bank)

Headquarters Mumbai, Maharashtra, India

Key people Shikha Sharma (MD & CEO) Sanjiv Misra (Chairman)

Credit cards, consumer banking, corporate banking, finance

Products and insurance, investment banking, mortgage loans, private

banking, private equity, wealth management

Revenue 414.0925 billion (US$6.2 billion) (2016)

Net income 83.5759 billion (US$1.2 billion) (2016)

Total assets 5.25468 trillion (US$78 billion) (2016)

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Total equity 4.7657 billion (US$71 million)

Number of employees 42,420 (March 2014)

Website www.axisbank.com

Axis Bank Limited is the third largest private sector bank in India. Axis Bank's stake

holders include prominent national and international entities. As of 31 Dec. 2013,

approximately 43% of the shares are owned by Foreign Institutional Investors. Promoters

(UTI, LIC and GIC), who collectively held approx. 34% of the shares, are all entities

owned and controlled by the Government of India. The remaining 23% shares are owned

by corporate bodies, financial institutions and individual investors among others. The

bank offers financial services to customer agent covering Large and Mid-Sized

Corporates, MSME, Agriculture and Retail Businesses. Axis Bank has its registered

office at Ahmedabad.

Operations

Indian Business: As of 12 Aug 2016, the bank had a network of 3,120 branches and

extension counters and 12,922 ATMs. Axis Bank has the largest ATM network among

private banks in Indiaand it operates an ATM at one of the world’s highest sites at Thegu,

Sikkim at a height of 4,023 meters (13,200 ft) above sea level.

International Business: The Bank has eight international offices with branches at

Singapore, Hong Kong, Dubai (at the DIFC), Shanghai, Colombo and representative

offices at Dubai and Abu Dhabi, which focus on corporate lending, trade finance,

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syndication, investment banking and liability businesses. In addition to the above, the

Bank has a presence in UK with its wholly owned subsidiary Axis Bank UK Limited.

The total assets of the overseas branches were US$7.86 billion.

Services

As of 2014, Axis Bank operates in four segments: treasury operations, retail banking,

corporate banking, and wholesale banking.

Treasury operations

The Bank’s treasury operation services include investments in sovereign and corporate

debt, equity and mutual funds, trading operations, derivative trading and foreign

exchange operations on the account, and for customers and central funding. ads efv

Retail banking

In the retail banking category, the bank offers services such as lending to

individuals/small businesses subject to the orientation, product and granularity criterion,

along with liability products, card services, Internet banking, automated teller machines

(ATM) services, depository, financial advisory services, and Non-resident Indian (NRI)

services. Axis bank is a participant in RBI's NEFT enabled participating banks list.

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OBJECTIVE OF THE STUDY
The main objective of the study is to find "Customer
Satisfaction towards Products and Services of AXIS Bank
Lucknow"

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RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the methods applied to a field of

study Typically, it encompasses concepts such as paradigm, theoretical model, phases

and quantitative or qualitative techniques. A methodology does not set out to provide

solutions - it is, therefore, not the same as a method.

Research design -The research design refers to the overall strategy that you choose to

integrate the different components of the study in a coherent and logical way, thereby,

ensuring you will effectively address the research problem; it constitutes the blueprint

for the collection, measurement, and analysis of data.

Exploratory Research is research conducted for a problem that has not been clearly

defined. It often occurs before we know enough to make conceptual distinctions or to

posit an explanatory relationship. Exploratory research helps determine the best research

design, data-collection method and selection of subjects. It should draw definitive

conclusions only with extreme caution. Given its fundamental nature, exploratory

research often concludes that a perceived problem does not actually exist.

Universe- Lucknow

Sample Area – Axis Bank, Lucknow

Sample Size- 100

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Sample Design: A sample design is made up of two elements. Sampling method.

Sampling method refers to the rules and procedures by which some elements of the

population are included in the sample. Some common sampling methods are simple

random sampling , stratified sampling , and cluster sampling .

Judgmental Sampling Design: Judgmental sampling design is usually used when a

limited number of individuals possess the trait of interest. It is the only viable sampling

technique in obtaining information from a very specific group of people. It is also

possible to use judgmental sampling if the researcher knows a reliable professional or

authority that he thinks is capable of assembling a representative sample.

Sample Unit: Individuals

Data source- Primary data & Secondary Data

The two main sources of data for the present study have been primary data and

secondary data.

1. Primary Data:

Primary data consists of original information collected for specific purpose. The

primary data for this research study was collected through a direct survey with the

viewers guided by a structured questionnaire. The questions were structured and direct as

to make viewers understand easily.

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2. Secondary Data:

Secondary data consists of information that already exists somewhere, having

been collected for specific purpose in the study. The secondary data for this study

collected from various books, company websites, and from company brochures.

Data Collection Tools: Questionnaire

A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Although they are

often designed for statistical analysis of the responses, this is not always the case.

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LIMITATIONS OF THE STUDY

Though, best efforts have been made to make the study fair, transparent and error free.

But there might be some inevitable and inherent limitations. Though outright measure are

undertaken to make the report most accurate.

The limitation of the survey are narrated below:


The project is valid for Lucknow only.


It was not possible to cover each and every area due to time constrains.


There may be some biased response from the respondents


Some respondents did not provide the full data.


Unwillingness on the part of the customers to disclose the information as per the
questionnaire.


The decisiveness on the part of the customers regarding some question hence
difficulty faced in recording and analyzing the data.

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DATA ANALYSIS & INTERPRETATION

1. For how long you are part of AXIS Bank?

Response No. of Respondents %age of Respondents


Less than 6 Months 20 20%
Less than 1 Year 37 37%
Less than 2 Years 14 14%
More than 2 Years 29 29%
Total 100 100%

No. of Respondents

20%
29%

Less than 6 Months


Less than 1 Year
14% Less than 2 Years

37%
More than 2 Years

Interpretation:
From the above graph it is clear that majority of the respondents are part of AXIS Bank
from last one year i.e. 37%; 29% of the respondents are part of AXIS Bank from last
more than 2 years; 20% respondents from 6 months and remaining 14% respondents are
part of AXIS Bank for last two years.

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2. What are reasons that attract you to be a customer of the
bank?

Response No. of Respondents %age of Respondents


Image 25 25%
Extra Services 25 25%
Services 45 45%
All of above 5 5%

No. of Respondents

5%
25%

Image
45%
Extra Services
Services
25%
All of above

Interpretation:

From the above graph it is clear that majority of the respondents i.e. 45% are become part
of AXIS Bank because of its services; 25% because of its image; 25% because of its extra
services and rest because of all the three factors.

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3. Are you aware of the different services offered by AXIS
Bank?

Response No. of Respondents %age of Respondents


Yes 91 91%
No 9 9%
Total 100 100%

No. of Respondents

9%

Yes
No

91%

Interpretation:

From the above graph it is clear that majority of the respondents are aware of products
and services offered by AXIS Bank i.e. 91% and 9% respondents are not aware of
services offered by AXIS Bank.

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4. Do you know about these following services of the bank?

Response No. of Respondents %age of Respondents


Saving a/c 100 100%
Fixed deposits 100 100%
Current a/c 53 53%
Demat a/c 5 5%
Credit cards 25 25%
Mutual funds 16 16%
Loans 95 95%

95 100
16

53 100

25
5

Interpretation:

From the above graph it is clear that majority of the respondents are aware of saving a/c
& FD’s i.e. 100%.53% are aware about current a/c, 5% demat a/c, 25% credit card, 16%
mutual fund and 95% are aware of loans.

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5. Which of these services are you using?
Response No. of Respondents %age of Respondents
Saving a/c 65 65%
Fixed deposits 58 58%
Current a/c 40 40%
Demat a/c 3 3%
Credit cards 0 0%
Mutual funds 10 10%
Loans 47 47%

saving a/c fixed deposits current a/c demat a/c credit card mutual funds loans

65

58

47

40

10

3
0

Interpretation:

From the above graph it is clear that majority of the respondents are using saving a/c i.e.
65%.58% are using FD’s, 40% current a/c, 3% demat a/c, 0% credit card, 10% mutual
fund and 47% are aware of loans.

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6. Which of these services are you further interested in?

Response No. of Respondents %age of Respondents


Saving a/c 20 20%
Fixed deposits 24 24%
Current a/c 10 10%
Demat a/c 0 0%
Credit cards 0 0%
Mutual funds 23 23%
Loans 19 19%

saving a/c FD's cur rent a/c demat a/c credit cards mutual funds loans

24 23

20 19

10

0 0

Interpretation:
From the above graph it is clear that majority of the respondents are interesting in FD’s
i.e. 24%,20% are interesting in saving a/c, 40% current a/c, 23% mutual fund, 19% in
loans and nobody is interesting in credit cards and demat a/c’s.

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7. Which service of the bank would you rate the best?
Response No. of Respondents %age of Respondents
Saving a/c 33 33%
Fixed deposits 40 40%
Current a/c 12 12%
Demat a/c 0 0%
Credit cards 0 0%
Mutual funds 10 10%
Loans 5 5%

saving a/c FD's current a/c demat a/c credit cards mutual funds loans

40

33

12
10
5

0 0

Interpretation:

From the above graph it is clear that 33% of the respondent rate saving a/c, the best
product. 40% said FD’s are best. 12% said current a/c.10% said about mutual funds.5%
said about loans and no one rate demat a/c & credit card.

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8. Do you know about the Extra services being provided by the
bank?

Response No. of Respondents %age of Respondents


Yes 69 69%
No 41 41%

37%
69% yes

63% no

Interpretation:

From the above graph it is clear that 69% of the respondents are known about the
innovative services and the rest is unknown about it.

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9. Which of the following Extra service of the bank would
you like to go in for?
Response No. of Respondents %age of Respondents
Phone banking 5 5%
ATM 60 60%
Net banking 10 10%
Bill payment 10 10%
Non of these 5 5%
All of these 10 10%

phone banking ATM net banking bill payment non of these all of these

60

10 10 10
5 5

Interpretation:

From the above graph it is clear that 5% of the respondents would like to go for phone
banking, 60% for ATM’s, 10% for net banking, 10% for bills payment, 5% don’t want
any innovative services and 10% want all these services.

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10. What is your perception about the service of the bank?

Response No. of Respondents %age of Respondents


Good 35 35%
Average 55 55%
Poor 10 10%

No. of Respondents
Good Average Poor

10%
35%

55%

Interpretation:

From the above graph it is clear that 35% of the respondents found the service of AXIS
Bank good, 55% found it average and 10% found it poor.

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11. Are you satisfied with the dealing of the bank officials?

Response No. of Respondents %age of Respondents


Yes 30 30%
No 25 25%
To some extent 45 45%

No. of Respondents

30%
45%

Yes
No
To some extent
25%

Interpretation:

From the above graph it is clear that 30% of the respondents are satisfied with the dealing
of the bank officials, 45% are not fully satisfied and 25% are dissatisfied.

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12. Any problem you are facing regarding the bank?

Response No. of Respondents %age of Respondents


Timeliness 78 78%
Customer relationship 12 12%
Infrastructure 10 10%
Others 0 0%

No. of Respondents

0%
10%
12%

Timeliness
Customer relationship
Infrastructure
78%
Others

Interpretation:

From the above graph it is clear that 78% of the respondent facing the problem of
timeliness, 12% customer relationship and 10% of infrastructure.

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13. How likely are you to recommend Bank services to a
friend or colleague?
Response No. of Respondents %age of Respondents
Very unlikely 8 8%
Somewhat unlikely 30 30%
Neither likely nor unlikely 17 17%
Somewhat likely 35 35%
Very likely 10 10%

8%
10%

very unlikely

30% somewhat unlikely


neither likely nor unlikely
35%
somewhat likely
very likely

17%

Interpretation:
From the above graph it is clear that 8% of the respondents are unlikely to
recommend the products of AXIS Bank to their friends and colleagues, 30% said
somewhat unlikely, 17% said neither likely nor unlikely, 35% said somewhat likely
and 10% said very likely.

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14. How will you rate the AXIS Bank in maintaining
good customer relationship?
Response No. of Respondents %age of Respondents
Good 20 20%
Average 57 57%
Poor 33 33%

No. of Respondents

18%
30%

Good
Average
Poor
52%

Interpretation:

From the above graph it is clear that 20% of the respondents said AXIS Bank is good in
maintaining customer relationship, 57% said it is average and rest 33% said it is poor in
the maintenance.

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15. What is your overall satisfaction rating with our bank?

Response No. of Respondents %age of Respondents


Very dissatisfied 2 2%
Somewhat dissatisfied 9 9%
Neither satisfied nor 21 21%
dissatisfied
Very satisfied 48 48%
Somewhat satisfied 20 20%

No. of Respondents
Very dissatisfied

Somewhat dissatisfied

Neither satisfied nor


dissatisfied
Very satisfied

Somewhat satisfied

Interpretation:

From the above graph it is clear that 48% of the respondents are very satisfied with the
bank, 20% are somewhat satisfied, 21% are neither satisfied nor dissatisfied, 9% are
somewhat dissatisfied and 2% are very much dissatisfied with the bank.

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FINDINGS

► Majority of the customers are satisfied with AXIS Bank.

► Majority of the customers are aware of services and extra services offered by

AXIS Bank. But not all the services.

► The majority of the customers found services of the bank are average.

► Majority of the respondents are found the bank is average in maintaining the good

customer relationship.

► Majority of the respondent said that they are facing the problem of timeliness and

rest are facing problem of customer relationship and infrastructure.

► The perception of the majority of the customer regarding the bank is good

because majority of the customers are satisfied with the bank and they also

recommend the products of the bank.

► The most preferable extra service is ATM’s and the less preferable services are

bills payment, net banking and phone banking.

► The majority of customers are more interested in FD’s, mutual funds and saving

a/cs.

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► The majority of the customers are satisfied with the dealing of the officials upto

some extent.

► Main factor that attract customers towards bank is the services of the bank.

► Services that are most used by the customer are saving a/c, FD’s, current a/c and

loans.

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CONCLUSION

At the end I would like to conclude that The Indian banking market is growing at an

astonishing rate, with Assets expected to reach US$1 trillion by 2016. AXIS bank had a

network of 1,142 branches And 3,295 automated teller machines in 528 cities in India..

The majority of customers are satisfied. But the bank should target on the rest of the

customers who are not satisfied. The customers are aware about the bank’s services but

the Bank should try to create more awareness among people. AXIS Bank should lay more

stress on advertisements, both in print as well as in other media for this purpose. Number

of formalities should reduce, as customer feels irritated with lots of formalities and it will

save the time of customer and Bank also.

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RECOMMENDATION

► More stress should give on the advertisement and promotional activities.

► The Bank should make some efforts to improving good relationship with

customer.

► The bank should enhance their services according to the needs of the customer.

► The bank makes its procedures less time consuming.

► The bank should make effort to aware the customers about their all the extra

services.

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BIBLIOGRAPHY

Books:

 Kothari C.R. Research Methodology, New age international publisher, New

Delhi, 2004

 Kotler Philip, Keller and Jha, Marketing Management, Pearson Publication,


th
12 Edition, Delhi-2007

 R. Shannon, and R. Mandhachitara,, “Casual path modeling of grocery shopping

in hypermarkets”, Journal of

 Product and Brand Management, vol.17 no.5, 2008, pp 327-340.

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QUESTIONNAIRE
Name Age

Gender Occupation

Annually Income e-mail

Address

1. For how long you are part of AXIS Bank?

Less than 6 Months ( ) Less than 1 Year Less than 2 ()

Years ( ) More than 2 Years ()

2. What are reasons that attract you to be a customer of the bank?

a) its image ()

b) its service ()

c) products ()

d) all of the above ()

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3. Are you aware of the different services offered by AXIS Bank?

Yes () No ()

4. Do you know about these services of the banking industry?

a) Savings a/c Yes/no

b) Fixed deposits yes/no

c) Current a/c’s yes/no

d) Demat a/c’s yes/no

e) Credit card yes/no

f) Insurances yes/no

g) Mutual funds yes/no

h) Loans yes/no

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5. Which of these products are you using?

a) Savings a/c yes/no

b) Fixed deposits yes/no

c) Current a/c yes/no

d) De-mat a/c yes/no

e) Credit card a/c yes/no

f) Insurance yes/no

g) Mutual finds yes/no

h) Loans yes/no

6. Which of these products are you more interested in?

a) Savings a/c yes/no

B) Fixed deposits yes/no

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c) Current a/c yes/no

d) De-mat a/c yes/no

e) Credit card a/c yes/no

f) Insurance yes/no

g) Mutual finds yes/no

h) Loans yes/no

7. Which services of the banks would you rate the best?

a) Saving a/c

b) Fixed deposits

c) Current a/c

d) De-mat a/c

e) Credit card a/c

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f) Insurance

g) Mutual finds

h) Loans

8. Do you know about the extra services being provided by the bank?

a) Yes

b) No

9. Which of the following extra service of the banks would you Like to go in for?

a) Phone banking ( )

b) ATM ()

c) Net banking ( )

d) Mobile banking ( )

e) Bill payment ( )

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f) None of these ()

g) All of these ()

10. What is your perception regarding the service of the bank?

a) Good ()

b) Average ( )

c) Poor ( )

11. Are you satisfied with the dealing of the bank officials?

a. Yes ()

b. No ()

c. To some extend ()

12. Any problem you are facings regarding the bank?

Timeliness ( )

Customer relationship ( )

Infrastructure ( )

Others ( )

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13. How likely are you to recommend Bank services to a friend or colleague?

(1) Very unlikely ( )

(2) Somewhat unlikely ( )

(3) Neither likely nor unlikely ( )

(4) Very likely ( )

(5) Somewhat likely ( )

14. How will you rate the AXIS Bank in maintaining good customer relationship?

(1) Good ( )

(2) Average ( )

(3) Poor ( )

15. What is your overall satisfaction rating with our company?

(1) Very dissatisfied ( )

(2) Somewhat dissatisfied ( )

(3) Nether satisfied nor dissatisfied ( )

(4) Very satisfied ( )

(5) Somewhat satisfied ( )

Thanks for participating in the survey.

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