INDUSTRY PROFILE

The Indian broking industry is one of the oldest trading industries that has been around even before the establishment of the BSE in 1875. In Indian retail brokerage industry, the brokerage firms primarily work as agents for buying and selling of securities like shares, stocks and other financial instruments and earn commission for each of the transactions The Indian retail brokerage market is going through a wonderful phase with high growth rate. It is expected to reach US$ 6535.7 billion by the year 2015.

COMPANY PROFILE

Sharekhan company limited is one of the leading retail brokerage firms in the country Punch line: your guide to financial jungle Site of sharekhan was launched by 8 feb 2000 Telephone no:022-67482000 Tollfree:1800227500 Working under SSKI (S.S.Kantilal ishwarlal) Ltd They provides you a complete life cycle of investment solution in equities ,derivatives,commodities and depository services More than 175 broking firms in over 80 cities

SERVICES OF SHAREKHAN

Equity Derivatives trading.

Depository services.
Mutual Funds. Commodities trading.

Portfolio Management.

SERVICE ENCOUNTER

The service encounter or Moment of Truth is

Sales Call Meet the client & Convince him Get the Form signed up

Generally there are three types of service encounters: 1)Remote encounter(Website/Emails) 2)Phone encounter 3)Face-to-Face encounter

SERVICE MARKETING MIX

People-Employees are working efficiently

- Listen to customers patiently

Process-Response time is low

-standardized procedure
Physical

evidence-brouchure
-attire of employee -environment is also good

Gaps Model

Knowledge gap- None Service design and standard gap-Inappropriate physical evidence Service performance gap-Customer who do not fulfill their roles. Communication gap- Overpromising in personal selling

Segmentation, Targeting, Positioning

Segmentation- Both low income and high income customers. Targeting- Mainly high income people and people with high liquid asset Positioning- Different schemes like mutual funds, equity derivative trading

SERVQUAL-RATER

Reliability: Ability to perform the promised service depend ably and accurately(75%) Assurance (including competence, courtesy, credibility and security):Knowledge and courtesy of employees and their ability to inspire trust and confidence(74%) Tangibles: Physical facilities, equipment and appearance of personnel(90%) Empathy (including access, communication, understanding the customer):Caring and individualized attention that the firm provides its customers(70%) Responsiveness: Willingness to help customers and provide prompt service(85%)

high dis(1)
calls made Behavior knowledge of executive reply of executive 2 0 0 2

dis(2 neu sat( high ) t(3) 4) sat(5)

3 0 3 3 5 3 1 5 12 20 14 12 3 2 7 3

Brokerage
trading screen & browser speed Response time

7
0 1

3
0 3

3
1 1

10
15 15

2
9 5

FINDINGS

Telephone encounters, related to toll-free number also create a level of satisfaction Customers are highly satisfied with the knowledge and behavior of the executives The customers have, generally, been found to be satisfied with the reply of the executives to their query Brokerage charged by the company is one area where the company should work on

The time taken to activate the account is dissatisfactory as there exists a promotional gap. The company promises to activate the account in 10-12 working days, but in many cases this stretches to 16-18 working days.
Generally, the customers are satisfied with the demonstration, yet there is scope for improvement