SM PROJ SHAREKHAN.pptx

7/29/2019 SM PROJ SHAREKHAN.pptx

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INDUSTRY PROFILE The Indian broking industry is one of the oldest tradingindustries that has been around even before the

establishment of the BSE in 1875.

In Indian retail brokerage industry, the brokerage firmsprimarily work as agents for buying and selling ofsecurities like shares, stocks and other financialinstruments and earn commission for each of thetransactions

The Indian retail brokerage market is going through a

wonderful phase with high growth rate. It is expected toreach US$ 6535.7 billion by the year 2015.


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COMPANY PROFILE

Sharekhan company limited is one of the leading retailbrokerage 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 investmentsolution in equities ,derivatives,commodities anddepository services

More than 175 broking firms in over 80 cities


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SERVICES OF SHAREKHAN Equity Derivatives trading.

Depository services.

Mutual Funds.

Commodities trading.

Portfolio Management.


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SERVICE ENCOUNTER

The service encounter or Moment of Truth is

Generally there are three types of serviceencounters:-

1)Remote encounter(Website/Emails)

2)Phone encounter 3)Face-to-Face encounter

Sales Call Meet the client &Convince him

Get the Formsigned up


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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


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Gaps Model Knowledge gap- None

Service design and standard gap-Inappropriate

physical evidence

Service performance gap-Customer who do notfulfill their roles.

Communication gap- Overpromising in personal

selling


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Segmentation, Targeting,Positioning

Segmentation- Both low income and highincome customers.

Targeting- Mainly high income people andpeople with high liquid asset

Positioning- Different schemes like mutual

funds, equity derivative trading


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SERVQUAL-RATER Reliability: Ability to perform the promised service depend

ably and accurately(75%)

Assurance (including competence, courtesy, credibility andsecurity):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 thefirm provides its customers(70%)

Responsiveness: Willingness to help customers andprovide prompt service(85%)


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highdis(1)

dis(2)

neut(3)

sat(4)

highsat(5)

calls made 2 3 5 12 3

Behavior 0 0 3 20 2

knowledge of

executive 0 3 1 14 7

reply of

executive 2 3 5 12 3

Brokerage 7 3 3 10 2

trading screen &

browser speed 0 0 1 15 9

Response time 1 3 1 15 5


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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


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The time taken to activate the account is

dissatisfactory as there exists a promotional gap.

The company promises to activate the account in10-12 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

Documents

SM PROJ SHAREKHAN.pptx