A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK

8/13/2019 A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK

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SUMMER INTERNSHIP PROJECT

ON

A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS

AND SERVICES OFFERED BY AXIS BANK

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

THE DEGREE OF BACHELOR OF BUSINESSS

ADMINISTRATION 2011-2014

UNDER THE GUIDANCE OF:

MRVINAY AGGARWAL

FACULTY! MAIMS

SUBMITTED BY:

AKARSH JAIN

R"## $"- 0%21412121

BBA &'($)*$+ ($, *$./($

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

A33*#*(, " G./. G"'*$, S*$+5 I$,/(6/(5( U$*7/*8! D#5*

PSP A/(! P#" N"1! S"/-22! R"5*$*! ($, D#5* 11009%


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STUDENT UNDERTAKING

This is to certify that I have completed the Project titled A

STUDY OF CUSTO!" SATISFACTION OF T#!

P"ODUCTS AND S!"$IC!S OFF!"!D %YA&IS %AN'( i)

*)der the +*ida)ce of " $i)ay A++ar,al ( Fac*lty- AIS i)

partial f*lfillme)t of the re.*ireme)t for the a,ard of i)ter)ship

certificate of a/is 0a)1 for %achelors Of %*si)ess Admi)istratio)

at aharaja A+rase) I)stit*te of a)a+eme)t St*dies- Delhi2 This

is a) ori+i)al piece of ,or1 3 I have )ot s*0mitted it earlier

else,here2

S.* J(*$

4


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CERTIFICATE

This is to certify that the project titled A STUDYCUSTO!"

SATISFACTION OF T#! P"ODUCTS AND S!"$IC!S

OFF!"!D %Y A&IS %AN'( is a) academic ,or1 do)e 0y s*mit

5ai)( s*0mitted i) the partial f*lfillme)t of the re.*ireme)t for the

a,ard of I)ter)ship certificate of a/is 0a)1 from aharaja

A+rase) I)stit*te of a)a+eme)t St*dies- Delhi- *)der my

+*ida)ce 3 directio)2 To the 0est of my 1)o,led+e a)d 0elief the

data 3 i)formatio) prese)ted 0y him6her i) the project has )ot

0ee) s*0mitted earlier2

"2 7AU"A$ A77A"8A9

FACU9TY- AIS

:


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ACKNOWLEDGEMENT

I have +reat pleas*re i) prese)ti)+ my project o) A STUDY ON

CUSTO!" SATISFACTION OF T#! P"ODUCTS AND

S!"$IC!S OFF!"!D %Y A&IS %AN'(2 I ta1e this a)

opport*)ity to e/press my deepest +ratit*de a)d i)ept)ess to all

those ,ho co)tri0*ted i)directly their val*a0le time a)d assisted

them i) my project2

I ,o*ld li1e to tha)1 my +*ide M/ S.* AGGARWALfor his

val*a0le +*ida)ce a)d s*pport i) completi)+ my project2

9ast 0*t )ot the least i ,o*ld li1e to e/press my si)cere tha)1s to

those ,ho directly a)d i)directly helped me i) this project2

;


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A

PROJECT REPORT

ON

;A STUDY ON CUSTOMERSATISFACTION OF THE PRODUCTS

AND SERVICES OFFERED BY AXIS

BANK


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11 OVERVIEW OF THE INDUSTRY

The 0a)1 i) the frame,or1 of val*e creatio) a)d val*e )et,or1 Co)cepts- ca) 0e vie,ed as

a firm operati)+ thro*+h differe)t layers

B= Access or distri0*tio) layer the st*dy of 0a)1 c*stomer 0ehavior ca) provide *sef*l

i)si+hts i)to c*stomer *tiliEatio) of differe)t access media Boffices a)d 0ra)ches- AT-

I)ter)et etc

B> Payme)t mediatio) layer mo)ey ca) 0e tra)sferred 0et,ee) differe)t o,)ers a)d6or

places thro*+h vario*s tra)sfer mecha)isms Bcash- AT- payme)t a)d credit cards etc

B4 Capital mediatio) layer pooli)+ of f*)ds a)d their redistri0*tio) accordi)+ to

c*stomersG )eeds

B: "is1 mediatio) layer the 0a)1s pool c*stomers ,ith differe)t ris1 characteristics a)d

ma)a+e overall )et,or1 ris1s- primarily systematic ris12 It is importa)t that 0oth the 0a)1

a)d the c*stomers ca) 0e)efit from the developme)t of relatio)ships i) the val*e creatio)

process2

%a)1i)+ Ba)d i)divid*al 0a)1s as firms ,ill pro0a0ly face esse)tial str*ct*ral cha)+es i) the

)earest f*t*re2 9e,elly) poi)ted o*t three mai) reaso)s ,hy the cha)+es i) the fi)a)cial

sector are li1ely to 0e so s*0sta)tial

A po,erf*l com0i)atio) of vario*s press*res operati)+ o) the i)d*stry Bcompetitive

press*res- +lo0aliEatio)- co)s*mer cha)+i)+ tre)ds- competitio) comi)+ from the

capital mar1et etc2

4


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12 OBJECTIVE OF THE STUDY

The project is titled C*stomer Satisfactio) of the prod*cts a)d services offered 0y A/is

%a)1( A tool for meas*ri)+ satisfactio) level amo)+ c*rre)t c*stomers a)d the services

that are to 0e i)cl*ded2 The p*rpose is to

To meas*re the c*stomer satisfactio) re+ardi)+ the vario*s prod*cts a)d services offered

0y A/is2

To determi)e services- ,hich the c*stomers feel- m*st 0e there2

To determi)e the most pop*lar a)d ,idely *sed services 0y the Savi)+s 0a)1 a)d

Premi*m acco*)t holders2

To locate the lac1i)+ area a)d s*++est some improveme)ts i) the e/isti)+ services for

m*t*al 0e)efits of the 0a)1 a)d its c*stomers2

The level of c*stomer satisfactio) ,ith services is a) importa)t factor i) developi)+ a system

of service provisio) ,hich is respo)sive to clie)tsH )eeds ,hile mi)imiEi)+ costs a)d time

re.*ireme)ts a)d ma/imiEi)+ the impact of the services o) tar+et pop*latio)s2

;


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CHAPTER ?2

COMPANY PROFILE


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21 COMPANY PROFILE

A/is %a)1 is the third lar+est private sector 0a)1 i) I)dia2 A/is %a)1 offers the e)tire

spectr*m of fi)a)cial services to c*stomer se+me)ts coveri)+ 9ar+e a)d idCorporates-

S!- A+ric*lt*re a)d "etail %*si)esses2

The %a)1 has a lar+e footpri)t of =:@ domestic 0ra)ches Bi)cl*di)+ e/te)sio) co*)ters a)d

==->:; ATs spread across the co*)try as o) 4=st arch >?=42 The %a)1 also has overseas

offices i) Si)+apore- #o)+ 'o)+- Sha)+hai- Colom0o- D*0ai a)d A0* Dha0i2

A/is %a)1 is o)e of the first )e, +e)eratio) private sector 0a)1s to have 0e+*) operatio)s i)

=:2 The %a)1 ,as promoted i) =4- joi)tly 0y Specified U)derta1i)+ of U)it Tr*st of

I)dia BSUUTI Bthe) 1)o,) as U)it Tr*st of I)dia-9ife I)s*ra)ce Corporatio) of I)dia

B9IC- 7e)eral I)s*ra)ce Corporatio) of I)dia B7IC- Natio)al I)s*ra)ce Compa)y 9td2- The

Ne, I)dia Ass*ra)ce Compa)y 9td2- The Orie)tal I)s*ra)ce Compa)y 9td2 a)d U)ited I)dia

I)s*ra)ce Compa)y 9td2 The shareholdi)+ of U)it Tr*st of I)dia ,as s*0se.*e)tly

tra)sferred to SUUTI- a) e)tity esta0lished i) >??42

8ith a 0ala)ce sheet siEe of "s24-:?-;?=4- A/is %a)1 has

achieved co)siste)t +ro,th a)d sta0le asset .*ality ,ith a ; year CA7" B>??=4 of >:J i) Total Deposits- >@J i) Total Adva)ces a)d 4@J i) Net Profit2

A/is %a)1 9td2 has 0ee) promoted 0y the lar+est Fi)a)cial I)stit*tio)s of the co*)try- UTI-

9IC- 7IC a)d its s*0sidiaries2 The %a)1 ,as set *p i) =4 ,ith a capital of "s2 ==; crore-

,ith UTI co)tri0*ti)+ "s2 =?? crore- 9IC "s2 @2; crore a)d 7IC a)d its fo*r s*0sidiaries

co)tri0*ti)+ "s2 =2; crore each2

RATINGS:

@


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KIC"A AAH for 9o,er Tier II s*0ordi)ate de0t pro+ram a)d KIC"A AAK for Upper Tier II

0o)d pro+ram 0y IC"A2 KC"ISI9 A=LH for certificate of deposit pro+ram 0y C"ISI92

KCA"! AAH for 9o,er Tier II s*0ordi)ate de0t pro+ram 0y CA"!2 KFitch AAK for 9o)+

Term De0t I)str*me)ts a)d KFitch A=LH for Short Term De0t I)str*me)ts 0y Fitch "ati)+s2

BRANDS:

A/is %a)1 has 0ee) a++ressive i) its 0ra)d 0*ildi)+ pro+ram si)ce last year2 As a part of the

0ra)d 0*ildi)+ e/ercise- the 0a)1 has ta1e) ma)y i)itiatives ,hich have helped the 0ra)d

co))ect *p ,ith the c*stomers 3 e)ha)ce the visi0ility .*otie)t2 A/is %a)1 had la*)ched its

first ever mass media campai+) i) 5*ly >??@ alo)+ ,ith its p*)chli)e E7/85*$+ *@6

5 N((( a)d si)ce the)- the 0a)1 has 0ee) co)siste)t i) comm*)icatio) thro*+h

Televisio)- "adio- a)d O*tdoor 3 pri)t advertisi)+2

A/is %a)1 *)dersta)ds its c*stomersH mo)ey is )ot j*st mo)ey2 It is the vehicle to realise

their dreamsM #e)ce- the 0a)1 aims to e)s*re that the c*stomersH e/perie)ce ,ith the 0a)1 is

pleasa)t a)d e)richi)+2 That they +et val*e for their mo)ey- e)a0li)+ them to lead a richer-

f*ller- co)te)t life222 For this- the 0a)1

Offers a )e, level of 0a)1i)+ 0etter services- 0etter *)dersta)di)+ of *)i.*e )eeds

a)d 0etter ma)a+eme)t of fi)a)ces2

Demystifies the 0a)1i)+ process a)d ma1es it more accessi0le2

Apart from f*lfilli)+ traditio)al 0a)1i)+ respo)si0ilities- advises c*stomers o) ho,

a)d ,here to *se their mo)ey to +et the 0est o*t of it2

Projects a) ima+e of 0ei)+ a yo*)+- e)er+etic- moder) 0a)1 ,ith val*es of

dy)amism- co)fide)ce a)d pro+ressio)2

F*rther- as a 0a)1i)+ part)er- the 0a)1 also aims to help its c*stomers discover ho, they ca)

do more thi)+s ,ith their mo)ey2


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I) the rece)t advertisi)+ campai+)- the %a)1 rei)forces its foc*s o) I))ovative 0a)1i)+

0ased o) the philosophy of "espo)sive I))ovatio)2 The 0a)1 is ta1i)+ Krespo)sive)essH

theme to c*stomers a)d rei)forces its commitme)t to +ive 0estofclass services i) the

i)d*stry2

MISSION

C*stomer service a)d Prod*ct i))ovatio) t*)ed to diverse )eeds of i)divid*als a)d corporate

clie)tele2Pro+ressive +lo0aliEatio) a)d achievi)+ I)ter)atio)al sta)dards2!fficie)cy a)d

!ffective)ess 0*ild o) ethical practices2

VISION

To 0e the preferred fi)a)cial sol*tio)s provider e/celli)+ i) c*stomer delivery thro*+h

i)si+ht- empo,ered employees a)d smart *se of tech)olo+y2

Core Values

C*stomer Ce)tricity

!thics

Tra)spare)cy

Team,or1

O,)ership


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22 V(/*". 6/",. "33/, '8 5 "6($8

S(7*$+ A".$

A/is %a)1 prese)ts a Savi)+s %a)1 acco*)t ,hich offers a host of feat*res a)d 0e)efits for

yo* a)d yo*r family2

/" B(#($ Y".5 A".$

ero %ala)ce Savi)+ Acco*)t ,ith De0it Card Facility for yo*r child

D'* C(/,

A/is %a)1 prese)ts a s*ite of premi*m to *tility De0it Cards- that come loaded ,ith feat*res

to ma1e 0a)1i)+ effortless for yo*2 Choose from a)y of the follo,i)+

Priority Plati)*m $ISA De0it Card

Tita)i*m "e,ards $ISA De0it Card

9adies First $ISA De0it Card

Use yo*r card to ear) re,ard poi)ts eve) o) yo*r daily tra)sactio)s2 7o shoppi)+- pay *tility

0ills- i)vest thro*+h SIPs or eve) ,ithdra, cash a)d choose to +et re,arded or a*to cash

0ac1 i)to yo*r acco*)t thro*+hA/iso)ey2

!asy Access to Acco*)t

==
http://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/indus-money/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/indus-money/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/indus-money/index.html


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Access A/is %a)1 ATs across I)dia for cash ,ithdra,als- cash6 che.*e deposits-

$ISA Credit Card 0ill payme)t- 0ala)ce e).*iry- mo0ile top*p a)d other

miscella)eo*s re.*ests- all for free

Access cash for ,ithdra,al at over ?-??? ATs i) I)dia- thro*+h o*r )et,or1

part)ers $ISA 3 NFS

Access yo*r f*)ds at over = millio) $ISA ATs ,orld,ide a)d >< millio) $ISA

mercha)t o*tlets

; Free Domestic Other %a)1 AT tra)sactio)s i) a mo)th BCash ,ithdra,al-

%ala)ce !).*iry- PIN cha)+e O" i)i Stateme)t- U)limited if previo*s mo)thHs

Avera+e o)thly %ala)ce is e.*al to or more tha) "s2 =?-???6

Safe 3 Sec*re o)li)e shoppi)+ "e+ister for $erified 0y $isa B$0$ a)d *se yo*r

card for o)li)e shoppi)+ 3 ePayme)ts

9imits o) card fle/i0le

o0ile Top *p at ATs

B($)*$+ ( 8"./ "$7$*$

Access 3 tra)sact o) yo*r acco*)t from a)y of o*r 0ra)ches across I)dia completely

F"!!- 0e it for deposits- ,ithdra,als or a)y other tra)sactio)s

Doorstep %a)1i)+ at select locatio)s Free Che.*e Pic1*p a)d Dema)d Draft

Delivery

Free Dema)d Drafts B*pto "s2>;-???6 per day at all o*r 0ra)ches

Toll Free co)tact ce)tre access to o*r Service Staff

I$/$ B($)*$+

Free I)ter)et 0a)1i)+ service

Free %ill Payme)t a)d O)li)e "ail,ay Tic1et 0oo1i)+ facility

=>


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Free F*)ds tra)sfer thro*+h N!FT a)d "T7S

M.#**8 C5. B"")

Free perso)alised *lticity Che.*e %oo1

S($,*$+ I$/.*"$

Free sta)di)+ i)str*ctio)s- S,eepI) facility

S($ N"*$(*"$

Free Q*arterly Stateme)ts 6 o)thly eStateme)ts 6 Pass %oo1 facility

Nomi)atio) facility availa0le

N" N, " C(//8 C(5 A$8"/

O)li)e %ill Payme)t- "ail,ay Tic1et %oo1i)+- eShoppi)+

o0ile Top*ps at ATs

Credit Card %ill Payme)t B$ISA Cards over AT a)d I)ter)et

Cashless shoppi)+ ,ith $ISA De0it Card

Free f*)ds tra)sfer Use "T7S or N!FT to tra)sfer f*)ds a)y,here i) I)dia

completely F"!!

I$7$

A/is %a)1 offers yo* perso)alised i)vestme)t optio)s to help achieve yo*r fi)a)cial

o0jectives2 Sol*tio)s are tailormade to s*it each i)divid*alGs re.*ireme)ts2 8e offer a host

of fi)a)cial i)str*me)ts that i)cl*des Fi/ed Deposits- *t*al F*)ds- %o)ds a)d I)s*ra)ce

prod*cts2

I$./($

=4


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A/is %a)1 offers c*stomiEed sol*tio)s that i)cl*de Accide)t- #ealth- 9ia0ility- ari)e-

otor- Property- Travel 3 "*ral I)s*ra)ce for i)divid*als as ,ell as corporate c*stomers i)

associatio) ,ith a/ 9ife I)s*ra)ce 9td2 A)d TATA AI7 7e)eral I)s*ra)ce 9td22

A/is %a)1 has tied *p ,ith Tata AI7 7e)eral I)s*ra)ce Compa)y 9imited BKTata AI7H as a

Corporate A+e)t for 7e)eral I)s*ra)ce to offer yo* a ra)+e of 7e)eral I)s*ra)ce prod*cts

from Tata AI7 0ac1ed 0y its a,ard ,i))i)+ C*stomer a)d Claims Services2

The A/is %a)1Tata AI7 sy)er+y ,ill offer prod*cts for a ra)+e of i)s*ra)ce )eeds s*ch as

otor- #ealth- Travel- #ome for retail c*stomers a)d ari)e- 9ia0ility- Property etc for

corporate c*stomers2 This associatio) ,ill levera+e the stre)+ths of 0oth compa)ies to 0ri)+

to A/is %a)1 c*stomers a comprehe)sive s*ite of i)s*ra)ce prod*cts desi+)ed to protect all

aspects of their lives2

Tata AI7 is a joi)t ve)t*re 0et,ee) the Tata 7ro*p a)d AI7 I)c2 Tata AI7 com0i)es the

Tata 7ro*pGs val*es a)d preemi)e)t leadership positio) i) I)dia a)d AI7Gs +lo0al prese)ce

as the ,orldGs leadi)+ i)ter)atio)al i)s*ra)ce a)d fi)a)cial services or+a)iEatio)2

NRI

A/is %a)1Hs ra)+e of N"I prod*cts a)d services offer yo* *)matched 0e)efits that ta1e care

of more tha) j*st yo*r 0asic 0a)1i)+ re.*ireme)t2 8e 0elieve i) co)sta)tly i))ovati)+ a)d

providi)+ 0esti)class prod*cts a)d services that ma1e 0a)1i)+ .*ic1er- easier a)d simpler2

I$/$(*"$(# D'* C(/, :Yo* +et a) I)ter)atio)al De0it that e)a0les yo* to access yo*r

acco*)t at a)y $isa termi)al overseas

P(8 O/,/ :Yo* ca) iss*e pay order from yo*r acco*)t- a0sol*tely free of char+e2

F/ P(8('#-(-P(/ C5.'"") :Yo* +et a paya0leatpar che.*e0oo1 for *se i) I)dia

D""/6 B($)*$+ :This *)i.*e facility provides yo* the co)ve)ie)ce of tra)sactio) from

the comfort of yo*r home- d*ri)+ yo*r visit to I)dia2 This facility is applica0le for )o)cash

tra)sactio)s o)ly

=:


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"emitta)ce thro*+h o)ey Tra)sfer Services

A@* F"/@

Forei+) e/cha)+e is a critical re.*ireme)t for a perso) traveli)+ a0road2 A/is %a)1 0ri)+s to

yo* A/is Fore/ that ,ill help yo* or+a)iEe yo*r forei+) e/cha)+e i) the most hassle free

ma))er2

Avail Forei+) C*rre)cy %a)1 Notes- Travelers Che.*es or 0*y a) A/is Fore/ Card for yo*r

travel a0road *)der leis*re- 0*si)ess ed*catio) etc a)d 1eep yo*r Fore/ ,orries off yo*r

chec1 list2 O*r Fore/ services i)cl*de

A/is Fore/ Card availa0le i) USD- 7%P- !U"O- S7D 3 others

Competitive rates for 0*yi)+ 3 selli)+ of 0a)1 )otes i) all major c*rre)cies

Forei+) Drafts 3 Tele+raphic Tra)sfer availa0le i) USD- 7%P- !U"O- ND- CAD-

AUD- S7D etc

Facility of F& sales a+ai)st "T7S6IN" DD to )o) acco*)t holders

')o, more a0o*t 0o*.*et of o*r services 0elo,2

C"/6"/( I$7$ B($)*$+

A/is %a)1 provides a ,ide array of commercial- tra)sactio)al a)d electro)ic 0a)1i)+

prod*cts to corporate clie)ts i) I)dia- 0oth lar+e- a)d small a)d medi*m scale e)terprises2

8e have i))ovative prod*cts desi+)ed ,ith foc*sed approach to s*it re.*ireme)ts of vario*s

se+me)ts2 8e offer corporate 0a)1i)+ services i)cl*di)+ ,or1i)+ capital fi)a)ce- term

loa)s- trade a)d tra)sactio)al services- forei+) e/cha)+e a)d cash ma)a+eme)t services2 The

facilities are str*ct*red to meet specific )eeds of the clie)t ta1i)+ i)to acco*)t a clie)tGs ris1

profile2 8ith o*r stro)+ c*stomer orie)ted approach- ,e have 0*ilt relatio)ships ,ith a

)*m0er of I)dia) compa)ies i)cl*di)+ m*lti)atio)als- ,ell 1)o,) domestic 0*si)ess ho*ses

a)d p*0lic sector compa)ies2

=


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Corporate 3 I)vestme)t %a)1i)+ 7ro*p BC3I is a) i)te+ral a)d importa)t part of the CC%

,hich foc*ses o) offeri)+ a ,ide array of 0a)1i)+ 3 fi)a)cial services to lar+e domestic

corporate +ro*ps- local lar+e corporates as ,ell as local operatio)s of m*lti)atio)als2

O*r prod*ct offeri)+s i)cl*de ,or1i)+ capital fi)a)ce- trade fi)a)ce- cha))el fi)a)ci)+- term

loa)s- letter of credit- 0a)1 +*ara)tees to )ame a fe,2 These prod*cts offeri)+s are s*ita0ly

tailor made 0ased o) the clie)t re.*ireme)ts a)d its credit profile2

%ased o) the i)depth i)d*stry 1)o,led+e- ,e e)deavor to add val*e to yo*r 0*si)ess

thro*+h s*perior prod*ct delivery a)d service levels 0e)chmar1ed to i)d*stryHs 0est

practices2

C"/*(# B($)*$+

"ece)t years have see) rapid +ro,th i) the Small a)d edi*m !)terprises BS! sector-

a)d a) e)ha)ced appreciatio) of this sectorGs critical role i) drivi)+ eco)omic +ro,th2

Commercial %a)1i)+ 7ro*p at A/is c*rre)tly caters to small a)d mid siEe corporates a)d

+ro*ps spa))i)+ S!s- idmar1ets a)d !mer+i)+ Corporates- ,hich i) esse)ce form the

Ks,eet spotH of the I)dia) eco)omy2

8e have developed a strate+ic foc*s o) the S! sector characteriEed 0y relatio)ship

le)di)+ approach- deep *)dersta)di)+ of yo*r +ro,i)+ 0*si)ess re.*ireme)ts a)d prod*cts

a)d services that help yo* ma)a+e yo*r cashflo,s i) a 0etter ,ay2

F.$, B(, S/7* &FB

8or1i)+ Capital Fi)a)ce

Short Term Fi)a)ce

%ill Disco*)ti)+

=@


24/80

!/port Credit

Term 9e)di)+

%*yerHs Credit 6 S*pplierHs Credit

Asset 0ased fi)a)ci)+

N"$ F.$,, B(, S/7*

9etter of Credit

%a)1 7*ara)tees

Collectio) of Doc*me)ts

V(#.-(,,, S/7*

Cha))el Fi)a)ci)+

Associate Fi)a)ci)+

Cash a)a+eme)t Services

Corporate Salary Acco*)ts

9ia0ility6 I)vestme)t Prod*cts

=


25/80

CHAPTER ?=

RESEARCH

METHODOLGY

=


26/80

=1 G$/(# M5","#"+8

The methodolo+y adopted for prepari)+ this report ,as 0ased o) 0oth primary as ,ell as

seco)dary i)formatio)2 The locale of the st*dy ,as restricted to 'arol %a+h - Ne, Delhi2

The first sta+e i)cl*ded +atheri)+ i)formatio) a0o*t the 0a)1Hs profile- vario*s prod*cts a)d

services 0ei)+ offered 0y the 0a)1 a)d +etti)+ ac.*ai)ted ,ith the ,or1i)+ of the 0a)12

The seco)d sta+e i)volved determi)i)+ the o0jective of the st*dy a)d drafti)+ a

.*estio))aire2 The .*estio))aire ,as desi+)ed 1eepi)+ i) mi)d the o0jectives of the st*dy2 It

is dis+*ised i) )at*re i)cl*ded a mi/ of ope)e)ded a)d closee)ded .*estio)s2

I) the third sta+e- visits ,ere made to 0ra)ch of I)d*si)d 0a)1 for collectio) of data2


27/80

#o,ever a +ood amo*)t of seco)dary data ,as also *sed to have a +e)eral *)dersta)di)+ of

the s*0ject2

P/*(/8 S"./

The primary data is +athered for specific p*rpose a)d is collected 0y the researcher himself2

It i)cl*des direct comm*)icatio) a)d feed0ac1 from c*stomers- sales 3 mar1eti)+

e/ec*tives of A/is 0a)1 a)d a)y other related perso)2 For the p*rpose of collecti)+

i)formatio) from c*stomers str*ct*red .*estio))aires ,as form*lated a)d are co)tacted

directly2

S"$,(/8 S"./

The seco)dary so*rces are data ,as collected for a)other p*rpose a)d already e/ists some

,here2 The seco)dary so*rce of i)formatio) here i)cl*des li0rary reso*rces at A/is 0a)1-

articles i) vario*s )e,spapers a)d ma+aEi)es- prod*ct catalo+s a)d o)li)e reso*rces li1e

compa)y ,e0site- o)li)e reports a)d articles2

== R(/5 D*+$

The research co)d*cted ,as descriptive i) )at*re a)d the +oal ,as to +ather prelimi)ary data

to shed li+ht o) the real )at*re of pro0lems a)d to s*++est possi0le sol*tio)s2 For the p*rpose

of this project- ,e ,e)t for a .*estio))aire0ased s*rvey of c*stomers

R(/5 I$/.$

For the p*rpose of this project- a .*estio))aire ,as desi+)ed to collect data- ,hich i)cl*des

mi/ of ope)e)ded a)d closee)ded .*estio)s2 A s*rvey tech)i.*e is 0ei)+ *sed to collect

the data2 D*ri)+ the project a s*rvey of 0a)1 c*stomers *si)+ perso)al i)tervie, ,as do)e at

>=


28/80

ra)dom at differe)t A/is 0a)1 0ra)ch i) 'arol %a+h- Delhi a)d a predetermi)ed str*ct*red

.*estio))aire ,as admi)istered to them2 O)ly those i)divid*als ,hich had 1)o,led+e of

!)+lish la)+*a+e a)d a0o*t the %a)1 ,ere s*rveyed2

=4 S(6#*$+ D*+$

S(6#*$+ U$*

The st*dy ,as restricted to Delhi re+io) o)ly2 'eepi)+ i) mi)d co)ve)ie)ce to sample

0eca*se of accessi0ility- lac1 of a0*)da)ce of time a)d cost a)d 0eca*se of the fact that the

pop*latio) of this city is composed of people of diverse 0ac1+ro*)d- i)come level- lifestyles

etc2 The samples ,ere chose) o) the 0asis of simple ra)dom sampli)+2 The sampli)+ *)it

comprised of the people holdi)+ Savi)+s acco*)t- C*rre)t acco*)t holders prese)t i) the

'arol %a+h 0ra)ch of the A/is %a)12

S(6#*$+ *

The sample siEe ta1e) for the p*rpose of st*dy ,as ? c*stomers of the A/is 0a)1 at the

'arol %a+h 0ra)ch i) Delhi2

S(6#*$+ P/",./

>>


29/80


30/80

The respo)de)ts are chose) thro*+h simple ra)dom sampli)+ a)d o)ly the perso)s ,ho

have 1)o,led+e of !)+lish la)+*a+e are s*rveyed2

It is also pretty hard to p*rs*e a c*stomer to share his feeli)+s as they are i) a h*rry so

possi0ility of 0iases of the respo)de)ts may )ot 0e precl*ded2

CHAPTER ?4CUSTOMER

SATISFACTION

>:


31/80

4.1Definition of Customer Satisfaction

Customer Satisfaction can be defined as

A) emotio)al respo)se to the e/perie)ces provided 0y associated ,ith partic*lar prod*cts

or services p*rchased- retail o*tlets or eve) molar patter)s of 0ehavior s*ch as shoppi)+ a)d

0*yer 0ehavior as ,ell as over mar1etplace(R 8est0roo1 3 "eilly

A) o*tcome of p*rchase a)d *se res*lti)+ from the 0*yers compariso) of the re,ards a)d

the costs of the p*rchase i) relatio) to the a)ticipated co)se.*e)ces2(RCh*rchill 3

S*perma)

The c*stomerHs respo)se to the eval*atio) of the perceived discrepa)cy 0et,ee) prior

e/pectatio)s a)d the act*al performa)ce of the prod*ct as perceived after its co)s*mptio)2

The res*lt achieved ,he) prod*ct feat*res respo)d to c*stomer )eeds2(0y 5*ra) o) Q*ality

%y Desi+)

Cortada a)d 8oods defi)e c*stomer satisfactio) i) t,o ,ays

The delivery of a prod*ct or service that meets or e/ceeds c*stomer e/pectatio)s or

re.*ireme)ts2

>;


32/80

42 CUSTOMERS SATISFACTION LOYALTY

The project is titled C*stomer Satisfactio) of the prod*cts a)d services offered 0y A/is

%a)1 ( A tool for meas*ri)+ satisfactio) level amo)+ c*rre)t c*stomers a)d the services

that are to 0e i)cl*ded2 The p*rpose is to

To meas*re the c*stomer satisfactio) level re+ardi)+ the vario*s prod*cts a)d services

offered 0y A/is2

To determi)e services addo)s- ,hich the c*stomers feel- m*st 0e there2

To determi)e the most pop*lar a)d ,idely *sed services 0y the Savi)+s 0a)1 a)d

Premi*m acco*)t holders2

To locate the lac1i)+ area a)d s*++est some improveme)ts i) the e/isti)+ services for

m*t*al 0e)efits of the 0a)1 a)d its c*stomers2

The level of c*stomer satisfactio) ,ith services is a) importa)t factor i) developi)+ a system

of service provisio) ,hich is respo)sive to clie)tsH )eeds ,hile mi)imiEi)+ costs a)d time

re.*ireme)ts a)d ma/imiEi)+ the impact of the services o) tar+et pop*latio)s2

>


33/80

I) order to develop a service delivery mecha)ism that addresses its c*stomersH )eeds- desires

a)d e/pectatio)s- it is )ecessary to 1)o, ,hat c*stomers are thi)1i)+ a0o*t yo* a)d yo*r

service-

To improve satisfactio) a)d loyalty rati)+s a)d differe)tiate from the competitio)- 0a)1s

)eed to *)dersta)d ,hat drives satisfactio) a)d loyalty- a)d ,here there is +reatest

opport*)ity for improveme)t2 There is little poi)t i) i)vesti)+ reso*rces i) areas that are

already performi)+ ,ell- Col+ate says or i) areas )ot importa)t to satisfactio) a)d loyalty2

8hether thereHs room for improveme)t to satisfactio) a)d loyalty- ,hether thereHs room for

improveme)t there or )ot2

It 0ecomes i)creasi)+ly importa)t to ide)tify a)d e)*merate cha)+i)+ c*stomer )eeds2 The

c*stomersG satisfactio) sho*ld 0e the ce)tral eleme)t of the 0a)1 missio) a)d o)e of the

priority o0jectives of lo)+term c*stomerorie)ted strate+y2 !specially importa)t is to st*dy

c*stomersG satisfactio) a)d 0a)1 services .*ality i) emer+i)+ mar1et eco)omies ,here 0a)1s

are 0ehavi)+ as +ro,thorie)ted firms i) the ti+ht str*++le for o0tai)i)+ a 0i++er mar1et

share2 U)dersta)di)+ of clie)tGs desire- )eeds a)d dema)ds is a) importa)t i)p*t to the

ela0oratio) of a) efficie)t mar1eti)+ strate+y 0oth i) 0a)1s a)d other firms

4= M(./ " *6/"7 6/3"/($ 3"/ 5*+5/ ."/ (*3(*"$:

T*r) yo*r stro)+est areas i)to mar1et differe)tiatio)2

T*r) ,ea1)esses i)to opport*)ities for improveme)t2

Develop i)ter)al comm*)icatio) tools to let everyo)e 1)o, ho, they are doi)+2

Demo)strate yo*r commitme)t to .*ality a)d yo*r c*stomers2

>@


34/80

Feed0ac1 a)d i)formatio) form importa)t eleme)ts i) effective service delivery systems

a)d sho*ld i)cl*de

There are a variety of ,ays to meas*re c*stomerHs satisfactio)- 0*t i) this st*dy a simple

method Importa)cePerforma)ce atri/ developed 0y Fort Sa)ders2

B= 9evel of importa)ce of services provided- a)d

B> Service providerHs performa)ce i) +ivi)+ services2

%ased o) these factors- the c*stomers themselves ma1e a) appraisal of the level of

satisfactio) they receive from specific +oods a)d services a)d of their co)fide)ce i) the

capa0ilities of the service providers2

HIGH CUSTOMER

SATISFACTION

The perce)ta+e of

respo)de)ts ,ho report a)

importa)ce rati)+ of +reater

tha) 4 B: a)d a performa)ce

rati)+ of +reater tha) 4 B:2

I) this sit*atio) clie)ts fi)d

that the performa)ce of

service providers is +ood for

services that they co)sider

importa)t to their prod*ctio)

MEDIUM

CUSTOMER

SATISFACTION

The perce)ta+e of

respo)de)ts ,ho report

a) importa)ce rati)+ of

avera+e B4 a)d also a

performa)ce rati)+ of

avera+e B42

LOW CUSTOMER

SATISFACTION

The perce)ta+e of respo)de)ts

,ho report a) importa)ce

rati)+ of avera+e to very hi+h

B4 or : 0*t a poor or very poor

performa)ce rati)+ B> or =2

>


35/80

decisio)s2

INEFFICIENT SERVICES A)other 1ey area of the clie)t satisfactio) matri/

perce)ta+e of respo)de)ts ,ho co)sider the services *)importa)t Bimporta)ce rati)+ > or =

0*t the performa)ce of the service provider i) +ivi)+ services is rated avera+e to very +ood

Bperforma)ce rati)+ 4 or :2 This cate+ory represe)ts t,o possi0le sce)arios either a ,aste

of 0a)1s reso*rces B0eca*se *)importa)t services are 0ei)+ performed ,ell or pro+rams for

,hich there are very positive e/ter)alities that are )ot reco+)iEed 0y c*stomers2

This helpHs the service provider i) ide)tifyi)+ the factors or areas ,here more reso*rces are

to 0e i)vested- a)d the priority i) ,hich the i)vestme)t is to 0e made a)d the factors or areas

,here cha)+es ,ill have little impact o) satisfactio) a)d loyalty2

ItGs a ,ell1)o,) fact that )o 0*si)ess ca) e/ist ,itho*t c*stomers2 Steps to i)crease

satisfactio) amo)+ C*stomers are

1 E$"./(+ F(-"-F( D(#*$+

This is the most da*)ti)+ a)d do,)ri+ht scary part of i)teracti)+ ,ith a c*stomer2 If yo*Gre

)ot *sed to this sort of thi)+ it ca) 0e a pretty )erve,rac1i)+ e/perie)ce2 "est ass*red-

tho*+h- it does +et easier over time2 ItGs importa)t to meet yo*r c*stomers face to face at

least o)ce or eve) t,ice d*ri)+ the co*rse of a project2

#$ R6"$, " M(+ P/"6#8 K6 Y"./ C#*$ I$3"/,

>


36/80

This +oes ,itho*t sayi)+ really2 8e all 1)o, ho, a))oyi)+ it is to ,ait days for a respo)se

to a) email or pho)e call2 It mi+ht )ot al,ays 0e practical to deal ,ith all c*stomersG .*eries

,ithi) the space of a fe, ho*rs- 0*t at least email or call them 0ac1 a)d let them 1)o,

yo*Gve received there messa+e a)d yo*Gll co)tact them a0o*t it as soo) as possi0le2 !ve) if

yo*Gre )ot a0le to solve a pro0lem ri+ht a,ay- let the c*stomer 1)o, yo*Gre ,or1i)+ o) it2

= B F/*$,#8 ($, A66/"(5('#

ItGs very importa)t to 0e frie)dly- co*rteo*s a)d to ma1e yo*r clie)ts feel li1e yo*Gre their

frie)d a)d yo*Gre there to help them o*t2 There ,ill 0e times ,he) yo* ,a)t to 0eat yo*r

clie)ts over the head repeatedly ,ith a 0l*)t o0ject2 ItGs vital that yo* 1eep a clear head-

respo)d to yo*r clie)tsG ,ishes- as 0est yo* ca)- a)d at all times remai) polite a)d co*rteo*s2

4 H(7 ( C#(/#8-D3*$, C."/ S/7* P"#*8

This may )ot 0e too importa)t ,he) j*st starti)+ o*t- 0*t a clearly defi)ed c*stomer service

policy is +oi)+ to save a lot of time a)d effort i) the lo)+ r*)2 If a c*stomer has a pro0lem-

,hat sho*ld they do If the first optio) does)Gt ,or1- the) ,hat Sho*ld they co)tact

differe)t people for 0illi)+ a)d tech)ical e).*iries If theyGre )ot satisfied ,ith a)y aspect of

yo*r c*stomer service- ,hom sho*ld they tell

ThereGs )othi)+ more a))oyi)+ for a clie)t tha) 0ei)+ passed from perso) to perso) or )ot

1)o,i)+ ,ho to t*r) to2 a1i)+ s*re they 1)o, e/actly ,hat to do at each sta+e of their

4?


37/80


38/80

CHAPTER ?%

4>


39/80

DATA ANALYSIS AND

INTERPRETATION

%1 DATA ANALYSIS AND INTERPRETATION

The data- ,hich ,as collected- ,as s*mmariEed a)d ta0*lated for f*rther a)alysis2 The

a)alysis performed ,as mai)ly comparative a)alysis *si)+ statistical a)alytical tools2 The

tools that have 0ee) *sed are as follo,s

Q*estio))aire

%ar Chart

Pie Chart

%1 D"+/(65* ($, "5/ *$3"/(*"$:

Amo)+ the


40/80

ale :

Female =>

B= As sho,) i) Fig 5.1.1 ajority of c*stomers s*rveyed ,ere male c*stomers ,ho

co)stit*ted the major ch*)1 of ?J as compared to female ,hich are j*st >?J2 This is

0eca*se very fe, females t*r) *p to the 0a)1 a)d the )*m0er of females i)terested to 0e

s*rveyed ,as pretty less2

Fig 5.1.1 Demographic profile (gender)

B4 Q*es A+e 7ro*p

As sho,) i)Fig 5.1.2ajority of C*stomers s*rveyed ,as i) the a+e +ro*p of 4?:? i2e2 >?

follo,ed 0y => c*stomers i) the a+e +ro*p of :?;?yrs a)d mi)im*m i) the a+e +ro*p of =

>?yrs i2e2 ; The c*stomers i) the a+e +ro*p of >?4? yrs are =? a)d i) ;?


41/80

Fig 5.1.2 Demographic profile (age)

B: Q*es2 Type of the acco*)t yo* have ,ith the 0a)12

As sho,) i)Fig 5.1.3majority of c*stomers s*rveyed ,ere of savi)+s acco*)t holdi)+

savi)+s ,ith the 0a)1 i2e2 ;: a)d o)ly =?J c*stomers s*rveyed ,ere havi)+ premi*m

acco*)t2

Savi)+s ;:

Premi*m year =;

V>year =?

Amo)+ the


43/80

Fig.5.1.4 Period of Aociation

%2 A(/$ #7# "3 ,*33/$ /7* ("$+ 5 ."/ ./78,!

"33/, '8 5 '($) ($, 5 (*3(*"$ #7# "3 5 /7* 5$ (7(*#,%

B= As sho,) i) theFig 5.2.1I) terms of )o2 Of people a,are of 6/"$(#*, /7*

offered 0y the 0a)1 is ma/im*m i) the >?4?yrs a+e +ro*p c*stomers follo,ed 0y 4?

:?yrs a+e +ro*p2 I) terms of perce)ta+e of people a,are- ,ithi) a) a+e +ro*p it is

ma/im*m i) >?4?yrs a+e +ro*p i2e2 ?J

4@


44/80

A+e i)terval No2 of

respo)de)ts

a,are

Total )o2 of

respo)de)ts

Perce)ta+e

a,are)ess

=>? : ; ?J

>?4? =? ?J

4?:? => >?


45/80

Fig 5.2.1 A"arene of peronali#ed er$ice among different age%inter$al

4


46/80

B> F/ 65"$ '($)*$+ 3(*#*8:As sho,) i) Ta!le 5.2.2 I) terms of )o2 Of people ,ith i)

a) a+e +ro*p ma/im*m a,are)ess is i) the a+e +ro*p of >?4?yrs follo,ed 0y 4?:? yrs2

I) terms of perce)ta+e of people ,ithi) a) a+e +ro*p it is ma/im*m i) =>? yrs a+e

+ro*p i2e2 =??J a)d mi)im*m of


47/80

:=


48/80

:>


49/80

Fig 5.2.2 A"arene of free Phone !an&ing facility

B4 F/ ,""/6 $ (".$ "6$*$+: It ,as fo*)d that a,are)ess of free doorstep

)e, a6c ope)i)+ i) terms of perce)ta+e of people ,ithi) a) a+e +ro*p is i)


50/80


51/80

%A(/$ "3 (3 ,6"* #")/ It ,as fo*)d that a,are)ess of safe deposit loc1ers

offered 0y the 0a)1 is ma/im*m i) the a+e +ro*p of =>? yrs i2e2 ?J closely follo,ed 0y

@@J i) the a+e +ro*p of


52/80


53/80


54/80

Figure 5.2.5 A"arene of AT' er$ice

:


55/80

B? ; ; =??J

>?4? @ =? @?J

4?:? => >?


56/80

fig 5.2. A"arene of harged *ational + ,nternational De!it card

B@ A(/$ "3 F/ "$#*$ /(# * I$/$ '($)*$+ Free o)li)e real time I)ter)et

0a)1i)+ service offered 0y the 0a)1 is a) alter)ate 0a)1i)+ cha))el2 I) terms of perce)ta+e

a,are)ess ,ithi) a) a+e +ro*p is ma/im*m i)=>?yrs i2e2 =??J2 As *s*al c*stomers i) the

a+e +ro*p of =>? are ,ell i)formed of the services offered 0y the 0a)12 As sho,) i) the

Ta!le 5.2.-.I) terms of )o2 Of people a,are of I)ter)et 0a)1i)+ service offered 0y the 0a)1

is ma/im*m i) the 4?:?yrs a+e +ro*p c*stomers closely follo,ed 0y >?4?yrs a+e +ro*p

c*stomers as depicted i) 5.2.-

A+e i)terval No2 of

respo)de)ts

a,are

Total )o2 of

respo)de)ts

Perce)ta+e

a,are)ess

=>? ; ; =??J

>?4? =? ?J

4?:? =< >? ?J

:?;? => @;J

;?


57/80


58/80


59/80

4?:? >? :?J

:?;? ; => :=2


60/80

Figure 5.2.10 er$ice a"arene %a$ailed chart

It ,as fo*)d that a,are)ess of AT services offered 0y the 0a)1 is ma/im*m- follo,ed 0y

a)y,here 0a)1i)+ a)d least i) case of i)vestme)t advisory2 It ,as also fo*)d that amo)+ the

c*stomers s*rveyed AT service is the most availed service follo,ed 0y A)y,here 0a)1i)+

facility a)d least availed service ,as I)vestme)t advisory services as depicted i)Fig 5.2.10.

;:


61/80

Fig 5.2.11 A$erage atifaction rating on different er$ice

It ,as fo*)d that- o) AT service a)d A)y,here 0a)1i)+ facility- the avera+e satisfactio) is

ma/im*m at 42= o*t of a scale of :- follo,ed 0y I)vestme)t advisory services a)d least

avera+e satisfactio) ,as I) the case of safe deposit loc1ers facility that ,as also too hi+h of

>2@;2

%= S(*3(*"$ #7# "$ ,/*7/ "3 (*3(*"$

;;


62/80

C*stomers s*rveyed ,ere as1ed to circle the )*m0er that 0est represe)ts their feeli)+s o)

Performa)ce attri0*tes BDrivers of Satisfactio) I) col*m) 4A o) De+ree of Importa)ce o)

=: scale B:e/tremely importa)t(- 4importa)t(- >sli+htly importa)t(- =)ot

importa)t( a)d I) col*m) 4% o) de+ree of Performa)ce o) =: scale B:e/celle)t(-

4+ood(- >fair(- =poor(2

A) avera+e rati)+ ,as calc*lated of the respo)se of differe)t c*stomers s*rveyed o)

differe)t drivers of satisfactio) factors as sho,) i) Ta0le :242= ,hich is later o) depicted o)

the Performa)ce importa)ce matri/ as sho,) i) the fi+ :242=

Factors Avera+e Importa)ce

rati)+

Avera+e

Performa)ce rati)+

=2 Staff Compete)ce 42;: 42=

>2 Prompt Service 42= 42>=

42 !mployees Co*rteo*s 3

frie)dly

42:4 42=@

:2 Co)ve)ie)ce of Acco*)t

ope)i)+ Formalities

42:? 42==

;2 Co)ve)ie)ce of 9ocatio) 42: 42=:

22;

2 Competitive i)terest

ratesB FDs

42:> >24

2 9o, 0ala)ce re.*ireme)t 42;@ >22@

=>2Am0ie)ce 3 I)frastr*ct*re 42=@ 42>?

;


63/80


64/80


65/80

$al*e for mo)ey >2= 4

Tech)olo+y 42?< 42?

Ta!le 5.4.1 A$erage rating on product !y a$ing + Premium ac holder

It ,as fo*)d that avera+e rati)+ 0y differe)t savi)+s a)d c*rre)t acco*)t c*stomers o) all

prod*ct factors i2e2 o) feat*re- services- relia0ility- val*e for mo)ey a)d tech)olo+y2 The

c*rre)t acco*)t c*stomers are more satisfied ,ith the overall prod*ct compared to the

savi)+s 0a)1 acco*)t holder this is depicted i) theFig 5.4.1

Fig 5.4.1 A$erage rating on product !y a$ing + current ac holder

Period of

Asso

2

"ati)+ o)

Feat*res Services "elia0ility $al*e for

mo)ey

Tech)ol

o+y

?< mo)ths 42== 4 42>> 42== 4

;

2.5

3

3.5

4

rating scale

features

services

reliability

valuefor

money

technology

average satisfaction on product

savings ac holder

current ac holder


66/80


67/80


68/80

that they are very li1ely Bstro)+ly a+ree to mai)tai) a lo)+ term relatio)ship a)d o)ly ;

respo)de)ts stated they are )either Bsoso to mai)tai) a lo)+ term relatio)ship as sho,) i)

Fig 5.5.2

Fig 5.5.2 i&ely relationhip.

B4 8o*ld yo* recomme)d this prod*ct to others

It ,as fo*)d that > respo)de)ts ,ere li1ely Ba+ree to recomme)d- >= respo)de)ts ,ere

very li1ely Bstro)+ly a+ree- @ c*stomers ,ere )either li1ely )or *)li1ely Bsoso to

recomme)d to others a)d o)ly 4 respo)de)ts ,ere very *)li1ely Bstro)+ly disa+ree to

recomme)d this prod*ct to others2 As sho,) i) fi+;2;24


69/80

Fig 5.5.3 i&ely to recommend

This represe)ts a hi+h level of satisfactio) amo)+ the 0a)1 c*stomers as the prod*cts are

0ei)+ recomme)ded to a)other people ,ho ,ill 0e the f*t*re c*stomers of the 0a)12 This

represe)ts c*stomers are hi+hly satisfied ,ith the 0a)1 prod*cts2

%> SWOT ANALYSIS

S8OT ANA9AYSIS OF A&IS %AN'

STRENGTH

"i+ht strate+y for the ri+ht prod*cts2

S*perior c*stomer service vs2 competitors2

7reat %ra)d Ima+e

Prod*cts have re.*ired accreditatio)s2

#i+h de+ree of c*stomer satisfactio)2

7ood place to ,or1

Prompt respo)se time ,ith efficie)t a)d effective service2

Dedicated ,or1force aimi)+ at ma1i)+ a lo)+term career i) the field2

WEAKNESSES

Some +aps i) ra)+e for certai) sectors2


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C*stomer service staff )eed trai)i)+2

Processes a)d systems- etc

a)a+eme)t cover i)s*fficie)t2

Sectoral +ro,th is co)strai)ed 0y lo, *)employme)t levels a)d competitio) for staff 2

OPPORTUNITIES

Profit mar+i)s ,ill 0e +ood2

Co*ld e/te)d to overseas 0roadly2

Ne, specialist applicatio)s2

Co*ld see1 0etter c*stomer deals2

Fasttrac1 career developme)t opport*)ities o) a) i)d*stry,ide 0asis2

THREATS

9e+islatio) co*ld impact2

7reat ris1 i)volved

$ery hi+h competitio) prevaili)+ i) the i)d*stry2

$*l)era0le to reactive

attac1 0y major competitors

9ac1 of i)frastr*ct*re i) r*ral areas co*ld co)strai) i)vestme)t2

#i+h vol*me6lo, cost mar1et is i)te)sely competitive

KEY POINT

S8OT A)alysis is a simple 0*t po,erf*l frame,or1 for a)alyEi)+ compa)yGs

S tre)+ths a)d 8ea1)e sses - a)d th e Oppo r t*) i t ies a )d Thre ats f ace 2 Th is


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helps *s to foc*s o) yo*r stre)+ths- mi)imiEe threats- a)d ta1e the +reatest possi0le

adva)ta+e of opport*)ities availa0le2

CHAPTER ?>


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FINDINGS AND

RECOMMENDATIONS

>1 M("/ 3*$,*$+%

It ,as fo*)d that a,are)ess of AT services offered 0y the 0a)1 is ma/im*m- follo,ed

0y de0it card a)d least i) case of i)vestme)t advisory2 It ,as also fo*)d that amo)+ the

c*stomers s*rveyed AT service is the most availed service follo,ed 0y A)y ,here

0a)1i)+ facility a)d least availed service ,as I)vestme)t advisory services2 The )o)

*sers cited U)a,are)ess re+ardi)+ the 0a)1Hs services to 0e the major reaso)s 0ehi)d )ot

availi)+ of the 0a)1Hs services

O) AT service a)d A)y ,here 0a)1i)+ facility- the avera+e satisfactio) is ma/im*m at

42= o*t of a scale of :- follo,ed 0y I)vestme)t advisory services a)d least avera+e

satisfactio) ,as i) the case of safe deposit loc1ers facility that ,as also too hi+h2


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Prompt service- staff compete)ce- Co)ve)ie)ce of locatio)- co)ve)ie)ce of acco*)t

ope)i)+ formalities etc2 O) all these factors 0a)1 is doi)+ ,ell a)d the 0a)1 sho*ld try to

1eep *p that +ood ,or12

Avera+e satisfactio) is ma/im*m o) prod*ct feat*re i2e2 42=4 follo,ed services a)d

relia0ility of the prod*ct 0oth at 42? a)d val*e for mo)ey mi)im*m at >242 O) all the

prod*ct factors the compa)y has performed +ood e/cept val*e for mo)ey ,here the

prod*ct is rated a0ove avera+e2

Amo)+ the


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Pro/imity sho*ld 0e i)creased thro*+h more 0ra)ches or e/te)sio) co*)ters2

I)ter)et 0a)1i)+ o)ly e)lists the last =? tra)sactio)s made- it sho*ld 0e i)creased2

Fre.*e)t mailers sho*ld 0e se)t o) )e, prod*ct a)d services i)trod*ced from time to

time2

Free mo)thly stateme)t of acco*)t i) place of .*arterly2

ATs daily ,ithdra,al limit m*st 0e i)creased ,hich is prese)tly "s =;-???2

Cash teller m*st have ade.*ate c*rre)cy )otes of "s;?? a)d "s=- ???2

N*m0er of c*stomerHs do complai)ed of the less operati)+ days or the )o2 Of days it is

ope)2 The 0a)1 ca) remai) ope) o) S*)days also to overcome that2

Provisio) of ta1i)+ o*t the 0a)1 stateme)t of the *ser specified period from the AT

itself2

>2R"$,(*"$:

The )o)*sers cited *)a,are)ess re+ardi)+ the 0a)1s prod*ct a)d services to 0e the

major reaso) 0ehi)d )ot availi)+ the 0a)1Hs services2 So 0a)1 sho*ld la*)ch a,are)ess

campai+) for ma1i)+ c*stomers a,are of the differe)t services li1e perso)aliEed service-

9oc1ers- Pho)e 0a)1i)+ a)d I)vestme)t advisory services a)d prod*cts li1e 0a)1 at

camp*s2

ajority of respo)de)ts do complai)ed of the ,or1i)+ of ATs- ATs o*t cash a)d

disco))ectio) of )et,or1 ,ere the major fa*lt areas- eve) tho*+h they ,ere satisfied

,ith the 0a)1Hs a ,ide )et,or1 of ATs2


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There ,ere )*m0er of respo)de)ts especially Se)ior citiEe)s ,ho have AT card 0*t

does )ot ma1e *se of it 0eca*se )*m0er of people does )ot 1)o, ho, to *se it2 So 0a)1

ca) or+a)iEe a) a,are)ess ,ee1 ,here ATs *sa+e ca) 0e ta*+ht2

N*m0er of c*stomerHs do complai)ed of the less operati)+ days or the )*m0er of days it

is ope)2 The 0a)1 ca) remai) ope) o) S*)days also to overcome that2

%a)1s avera+e .*arterly lo, 0ala)ce re.*ireme)t of "s =?-??? is 0oth pros a)d a co) for

the 0a)12 It is .*ite reaso)a0le i) compariso) ,ith the forei+) 0a)1s 0*t hi+h ,he)

compared to other )atio)aliEed 0a)1s 2

>=L**(*"$:

The prese)t research ,as restricted to o)ly savi)+s a)d c*rre)t acco*)t holders of the

0a)12

The s*rvey ,as restricted to 'arol %a+h 0ra)ch 0eca*se of time a)d reso*rces

co)strai)ts2 Therefore the +e)erality of the fi)di)+s ca))ot 0e claimed *)til f*rther

research has 0ee) carried o*t2

The sample siEe is ?- ,hich may )ot reflect a tr*e pict*re of the co)s*merHs mi)d2


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The respo)de)ts are chose) thro*+h simple ra)dom sampli)+ a)d o)ly the perso)s ,ho

have 1)o,led+e of !)+lish la)+*a+e ,ere s*rveyed2

It is also pretty hard to p*rs*e a c*stomer to share his feeli)+s as they are i) a h*rry so

possi0ility of 0iases of the respo)de)ts may )ot 0e precl*ded2

The follo,i)+ so*rces have 0ee) so*+ht for the preparatio) of this report2

B"")

@?


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The Total o)ey a1eover A Prove) Pla) for Fi)a)cial Fit)ess- Dave "amsey- DAT!D

=6?@6>?=4 P+ No ::

The illio)aire Ne/t Door- Thomas Sta)ley a)d 8illiam Da)1o- DAT!D 4?6=?6>?=4- P+

No

M(+(*$o)ey life- DAT!D =6=?6>?=4- P+ No ;=

%*si)ess ,orld- DAT!D ?@6?6>?=4- P+ No =@>

N6(6/

!co)omic times- DAT!D ==6??=4- P+ No ;?=4- P+ No ?

W'*

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=;2cms

Whttp66fi)darticles2com6p6articles6miX.a;4>=6isX>??:?@6aiX)>=4;=:


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of A&IS %AN' a)d its services2 Ta1e a fe, mome)ts of yo*r time a)d a)s,er

a fe, .*estio)s2 Yo*r a)s,ers ,ill 0e co)fide)tial a)d *sed o)ly i)

com0i)atio) ,ith the respo)ses of other people2

Perso)

I)tervie,ed XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

Address XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

A+e XXXXXXXXX

7e)der ale Female

Occ*patio) XXXXXXXXXXXXXXXXXXXXXXX

= A(/$ ('". P/"$(#*, B($)*$+ F(*#*8

Yes

No

> A(/$ ('". P5"$ B($)*$+ F(*#*8

Yes

No

= A(/$ ('". F/ D""/ S6 N A".$ O6$*$+ F(*#*8

Yes

No

4 A(/$ ('". S(3 D6"* L")/

Yes

No

% A(/$ "3 ATM S/7*

Yes

@>
http://www.amazon.com/Millionaire-Next-Door-Thomas-Stanley/dp/0671015206%3FSubscriptionId%3D0JTCV5ZMHMF7ZYTXGFR2%26tag%3Dchtrhetiad-20%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0671015206http://www.axisbank.com/http://www.axisbank.com/http://economictimes.indiatimes.com/axis-bankltd/infocompanyhistory/companyid-9195.cmshttp://wiki.answers.com/Q/Why_to_study_about_employee_satisfactionhttp://wiki.answers.com/Q/What_is_the_importance_of_employee_satisfaction_in_an_organisationhttp://www.amazon.com/Millionaire-Next-Door-Thomas-Stanley/dp/0671015206%3FSubscriptionId%3D0JTCV5ZMHMF7ZYTXGFR2%26tag%3Dchtrhetiad-20%26linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0671015206http://www.axisbank.com/http://www.iloveindia.com/finance/bank/private-banks/axis-bank.htmlhttp://economictimes.indiatimes.com/axis-bankltd/infocompanyhistory/companyid-9195.cmshttp://economictimes.indiatimes.com/axis-bankltd/infocompanyhistory/companyid-9195.cmshttp://findarticles.com/p/articles/mi_qa5321/is_200407/ai_n21351846/pg_5http://humanresources.about.com/od/glossarye/a/employee_inv.htmlhttp://www.nrdc.org/buildinggreen/bizcase/own_productivity.asphttp://www.nhpcindia.com/English/Scripts/Aboutus_Objectives.aspxhttp://wiki.answers.com/Q/Why_to_study_about_employee_satisfactionhttp://wiki.answers.com/Q/What_is_the_importance_of_employee_satisfaction_in_an_organisationhttp://wiki.answers.com/Q/What_is_the_importance_of_employee_satisfaction_in_an_organisationhttp://wiki.answers.com/Q/What_is_the_importance_of_employee_satisfaction_in_an_organisation


79/80

No

> A(/$ ('". C5(/+, N(*"$(# A$, I$/$(*"$(# D'* C(/, S/7*

Yes

No

A(/$ "3 F/ O$#*$ R(# T* I$/$ B($)*$+ S/7*

Yes

No

9 A(/$ ('". A$8 W5/ B($)*$+ F(*#*8

Yes No

A(/$ ('". I$7$ A,7*"/8 S/7*

Yes No

10 S"/ 3"##"*$+ /7* 3"/ S(7*$+ A".$ &0-%

Feat*res Services

"elia0ility

$al*e For o)ey

11 S"/ 3"##"*$+ /7* 3"/ P/*. A".$ &0-%

Feat*res Services

"elia0ility $al*e For o)ey

@4


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Documents

A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK