PROJECT REPORT

ON
SERVICE QUALITY OF HDFC
BANK
AT

HDFC BANK

(GOWLIOR)

Summer Training Project Report

Submitted in the partial fulfillment of the Requirement
for the award of the
KNS WORLD MANAGEMENT COLLEGE
(Batch 2012-2014)

SUBMITTED TO::-
SUBMITTED BY::-

KNS WORLD MANAGEMENT COLLEGE ABHISHEK

KUMAR KESHRI

1
GURGAON
PGDM 4TH TRIMISTER

We understand your world

Block # G - 1, Madhav Rao Scindia Marg, City Center, Lashkar, Gwalior, MP 474011
Contact no - +91- 0751 401 5002Fax: +91-751-4988300 Web site :-
www.hdfcindia.com

05.Aug.2013

TO WHOM SO EVER IT MAY CONCERN

This is certify that Mr.Abhishek kumar keshri, PGDM student of KNS WORLD
MANAGEMENT COLLEGE, from Gurgaon (HR) has successfully completed Internship
program dated from 17th June 2013 to 2th August 2013.

His performance during the training was very good.

We take this opportunity to wish him good luck for future endeavors.

Thanking you.

FOR HDFC BANK GOWLIOR

2
(Authorized Signatory)

__________________________________________________________________________

Block # G - 1, Madhav Rao Scindia Marg, City Center, Lashkar, Gwalior, MP 474011
Contact no - +91- 0751 401 5002Fax: +91-751-4988300 Web site :- www.hdfcindia.com

DECLARATION

I hereby declare that the Project report titled

SERVICE QUALITY OF HDFC BANK is my
original work and has not been published or
submitted for any degree, diploma or other similar
titles elsewhere. This has been undertaken for the
purpose of partial fulfillment of POST GRADUTE
DIPLOMA IN MANAGEMENT at World College Of
Technology And Management.

3
Date: Abhishek kumar keshri
PGDM
[email protected]

PREFACE

This project report attempts to bring under

one cover the entire hard work and dedication
put in by me in the completion of the project
work on Service Quality of HDFC bank.
I have expressed my experiences in my own
simple way. I hope who goes through it will
find it interesting and worth reading. All
constructive feedback is cordially invited.

.
Abhishek kumar keshri
PGDM
[email protected]

4
 ACKNOWLEDGMENT

It is really a matter of pleasure for me to get an

opportunity to thank all the persons who
contributed directly or indirectly for the successful
completion of the project report, Service Quality
of HDFC bank.

I wish to express my gratitude to the branch

manager Mr. NAVEEN SHARMA of HDFC BANK,
GOWLIOR for giving mean opportunity to be a part
of their esteem organization and enhance my
knowledge by granting permission to do a summer
training Project. They provided me with their
assistance and support whenever needed, which
has been instrumental in completion of this project.
I am thankful to them, for their support and
encouragement throughout the tenure of the
project. Also I am thankful to my faculty guide MS.

5
AMITA ARORA from K.N.S. World Management
Collage, Gurgaon, for being a source of support
during this training period. Last but not the least I
am grateful to all the staff members of HDFC Bank
for their kind cooperation and help during the
course of my project.

Abhishek kumar keshri

PGDM
[email protected]

INDEX

CONTENTS PAGE NO.

1. INTRODUCTION

2. COMPANY PROFILE

3. SERVICE QUALITY IN BANKS

4. RESEARCH OBJECTIVE

5. RESEARCH METHODOLOGY

6
6. DATA ANALYSIS

7. FINDINGS OF THE REPORT

8. CONCLUSION

9. RECOMMENDATIONS

10. BIBLIOGRAPHY

11. ANNEXURE: QUESTIONNAIRE

INTRODUCTION OF BANKING

Service with a smile:

Todays finicky banking customers will settle for nothing less. The
customer has come to realize somewhat belatedly that he is the
king. The customers choice of one entity over another as his
principal bank is determined by considerations of service quality
rather than any other factor. He wants competitive loan rates but
at the same time also wants his loan or credit card application
processed in double quick time. He insists that he be promptly
informed of changes in deposit rates and service charges and he
bristles with customary rage if his bank is slow to redress any
grievance he may have. He cherishes the convenience of
impersonal net banking but during his occasional visits to the
branch he also wants the comfort of personalized human
interactions and facilities that make his banking experience
pleasurable. In short he wants financial house that will more than
just clear his cheque and updates his passbook: he wants a bank
that cares and provides great services.

So does HDFC bank meet these heightened expectations? What

are the customers perceptions of service quality of the banks?
7
Which dimension of service quality of HDFC bank is performing
well? To find out answers to these questions I undertook a survey
of 2 branches of HDFC bank.

A lot of surveys have been done in the past to understand the

aspect of customer satisfaction and to find out the customer
friendly banks. My research is conducted to find out SERVICE
QUALITY OF HDFC BANK.

COMPANY
PROFILE
8
The Housing Development Finance Corporation Limited (HDFC)
was amongst the first to receive an 'in principle' approval from
the Reserve Bank of India (RBI) to set up a bank in the private
sector, as part of the RBI's liberalisation of the Indian Banking
Industry in 1994. The bank was incorporated in August 1994 in
the name of 'HDFC Bank Limited', with its registered office in
Mumbai, India. HDFC Bank commenced operations as a Scheduled
Commercial Bank in January 1995.

HDFC Bank comprises of a dynamic and enthusiastic team

determined to accomplish the vision of becoming a World-class
Indian bank. HDFC banks business philosophy is based on our
four core values - Customer Focus, Operational Excellence,
Product Leadership and People. They believe that the ultimate

9
identity and success of their bank will reside in the exceptional
quality of people and their extraordinary efforts. They are
committed to hiring, developing, motivating and retaining the
best people in the industry.

BUSINESS FOCUS

HDFC Bank's mission is to be a World-Class Indian Bank. The

objective is to build sound customer franchises across distinct
businesses so as to be the preferred provider of banking services
for target retail and wholesale customer segments, and to achieve
healthy growth in profitability, consistent with the bank's risk
appetite. The bank is committed to maintain the highest level of
ethical standards, professional integrity, corporate governance
and regulatory compliance. HDFC Bank's business philosophy is
based on four core values - Operational Excellence, Customer
Focus, Product Leadership and People.

MISSION STATEMENT OF HDFC BANK

* World Class Indian Bank.

* Benchmarking against international standards.

10
* To build sound customer franchises across distinct businesses

* Best practices in terms of product offerings, technology, service

levels, risk management and
audit & compliance

VISION STATEMENT OF HDFC BANK

The HDFC Bank is committed to maintain the highest level of

ethical standards, professional integrity and regulatory
compliance. HDFC Banks business philosophy is based on four
core values such as:-

1. Operational excellence.

2. Customer Focus.

3.Product leadership.

4. People.

The objective of the HDFC Bank is to provide its target market

customers a full range of financial products and banking services,
giving the customer a one-step window for all his/her
requirements. The HDFC Bank plus and the investment advisory
services programs have been designed keeping in mind needs of
customers who seeks distinct financial solutions, information and
advice on various investment avenues.

BUSINESS STRATEGY

* Increasing market share in Indias expanding banking

11
* Delivering high quality customer service

* Maintaining current high standards for asset quality

through

disciplined credit risk management

* Develop innovative products and services that attract

targeted
customers and address inefficiencies in the Indian
financial
sector.

DISTRIBUTION NETWORK

HDFC Bank is headquartered in Mumbai. The Bank at present has

an enviable network of over 1229 branches spread over 444 cities
across India. All branches are linked on an online real-time basis.
Customers in over 120 locations are also serviced through
Telephone Banking. The Bank's expansion plans take into account
the need to have a presence in all major industrial and
commercial centers where its corporate customers are located as
well as the need to build a strong retail customer base for both
deposits and loan products. Being a clearing/settlement bank to
various leading stock exchanges, the Bank has branches in the
centers where the NSE/BSE has a strong and active member base.

The Bank also has a network of about over 2526 networked ATMs across these
cities. Moreover, HDFC Bank's ATM network can be accessed by all domestic and
international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American
Express Credit/Charge cardholders.

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PROMOTER

HDFC is India's premier housing finance company and enjoys an impeccable track
record in India as well as in international markets. Since its inception in 1977, the
Corporation has maintained a consistent and healthy growth in its operations to
remain a market leader in mortgages. Its outstanding loan portfolio covers well
over a million dwelling units. HDFC has developed significant expertise in retail
mortgage loans to different market segments and also has a large corporate client
base for its housing related credit facilities. With its experience in the financial
markets, a strong market reputation, large shareholder base and unique consumer
franchise, HDFC was ideally positioned to promote a bank in the Indian
environment.

MANAGEMENT

Mr. C.M. Vasudev has been appointed as the Chairman of the Bank with effect
from 6th July 2010 subject to the approval of the Reserve Bank of India and the
shareholders. Mr. Vasudev has been a Director of the Bank since October 2006. A
retired IAS officer, Mr. Vasudev has had an illustrious career in the civil services
and has held several key positions in India and overseas, including Finance
Secretary, Government of India, Executive Director, World Bank and Government
nominee on the Boards of many companies in the financial sector.
The Managing Director, Mr. Aditya Puri, has been a professional banker for over
25 years, and before joining HDFC Bank in 1994 was heading Citibank's
operations in Malaysia.
The Bank's Board of Directors is composed of eminent individuals with a wealth
of experience in public policy, administration, industry and commercial banking.
Senior executives representing HDFC are also on the Board.
Senior banking professionals with substantial experience in India and abroad head
various businesses and functions and report to the Managing Director. Given the
professional expertise of the management team and the overall focus on recruiting

13
and retaining the best talent in the industry, the bank believes that its people are a
significant competitive strength.

TECHNOLOGY
HDFC Bank operates in a highly automated environment in terms of information
technology and communication systems. All the bank's branches have online
connectivity, which enables the bank to offer speedy funds transfer facilities to its
customers. Multi-branch access is also provided to retail customers through the
branch network and Automated Teller(ATMs).
The Bank has made substantial efforts and investments in acquiring the best
technology available internationally, to build the infrastructure for a world class
bank. The Bank's business is supported by scalable and robust systems which
ensure that our clients always get the finest services we offer.
The Bank has prioritised its engagement in technology and the internet as one of its
key goals and has already made significant progress in web-enabling its core
businesses. In each of its businesses, the Bank has succeeded in leveraging its
market position, expertise and technology to create a competitive advantage and
build market share.

QUALITY POLICY

SECURITY: The bank provides long term financial security to their policy. The
bank does this by offering life insurance and pension products.

TRUST: The bank appreciates the trust placed by their policy holders in the bank.
Hence, it will aim to manage their investments very carefully and live up to this
trust.

INNOVATION: Recognizing the different needs of our customers, the bank offers
a range of innovative products to meet these needs.

INTEGRITY

CUSTOMER CENTRIC
14
PEOPLE CARE ONE FOR ALL AND ALL FOR ONE

TEAM WORK

JOY AND SIMPLICITY

BUSINESS

HDFC Bank offers a wide range of commercial and transactional banking services
and treasury products to wholesale and retail customers. The bank has three key
business segments.

Wholesale Banking Services The Bank's target market ranges from large, blue-
chip manufacturing companies in the Indian corporate to small & mid-sized
corporates and agri-based businesses. For these customers, the Bank provides a
wide range of commercial and transactional banking services, including working
capital finance, trade services, transactional services, cash management, etc. The
bank is also a leading provider of structured solutions, which combine cash
management services with vendor and distributor finance for facilitating superior
supply chain management for its corporate customers. Based on its superior
product delivery / service levels and strong customer orientation, the Bank has
made significant inroads into the banking consortia of a number of leading Indian
corporates including multinationals, companies from the domestic business houses
and prime public sector companies. It is recognised as a leading provider of cash
management and transactional banking solutions to corporate customers, mutual
funds, stock exchange members and banks.

15
Retail Banking Services

The objective of the Retail Bank is to provide its target market customers a full
range of financial products and banking services, giving the customer a one-stop
window for all his/her banking requirements. The products are backed by world-
class service and delivered to customers through the growing branch network, as
well as through alternative delivery channels like ATMs, Phone Banking, Net
Banking and Mobile Banking.
The HDFC Bank Preferred program for high net worth individuals, the HDFC
Bank Plus and the Investment Advisory Services programs have been designed
keeping in mind needs of customers who seek distinct financial solutions,
information and advice on various investment avenues. The Bank also has a wide
array of retail loan products including Auto Loans, Loans against marketable
securities, Personal Loans and Loans for Two-wheelers.
It is also a leading provider of Depository Participant (DP) services for retail
customers, providing customers the facility to hold their investments in electronic
form. HDFC Bank was the first bank in India to launch an International Debit Card
in association with VISA (VISA Electron) and issues the Mastercard Maestro debit
card as well. The Bank launched its credit card business in late 2001. By March
2010, the bank had a total card base (debit and credit cards) of over 14 million. The
Bank is also one of the leading players in the merchant acquiring business with
over 90,000 Point-of-sale (POS) terminals for debit / credit cards acceptance at
merchant establishments. The Bank is well positioned as a leader in various net
based B2C opportunities including a wide range of internet banking services for
Fixed Deposits, Loans, Bill Payments, etc.

Treasury

Within this business, the bank has three main product areas - Foreign Exchange
and Derivatives, Local Currency Money Market & Debt Securities, and Equities.
With the liberalisation of the financial markets in India, corporates need more
sophisticated risk management information, advice and product structures. These
and fine pricing on various treasury products are provided through the bank's
Treasury team. To comply with statutory reserve requirements, the bank is required
to hold 25% of its deposits in government securities. The Treasury business is
responsible for managing the returns and market risk on this investment portfolio.

16
SERVICE QUALITY
IN
BANKS

17
In the days of intense competition, the banks are no different from any other consumer marketing
company. It has become essential for the service firms in general and banks in particular to
identify what the customer's requirements are and how those customer requirements can be met
effectively. In the days where product and price differences are blurred, superior service by the
service provider is the only differentiator left before the banks to attract, retain and partner with
the customers. Superior service quality enables a firm to differentiate itself from its competition,
gain a sustainable competitive advantage, and enhance efficiency .The benefits of service quality
include increased customer satisfaction, improved customer retention, positive word of mouth,
reduced staff turnover, decreased operating costs, enlarged market share, increased profitability,
and improved financial performance. The construct of service quality has therefore been a
subject of great interest to service marketing researchers.
Service quality has been defined by various experts in various ways as: 'Service Quality is the
difference between customers' expectations for service performance prior to the service
encounter and their perceptions of the service received.' According to Gefan Service quality is
the subjective comparison that customers make between the qualities of service that they want to
receive and what they actually get.' Parasuraman says, 'Service quality is determined by the
differences between customer's expectations of services provider's performance and their
evaluation of the services they received.
Service quality is 'the delivery of excellent or superior service relative to customer expectations.
Service quality is recognized as a multidimensional construct. While the number of dimensions
often varies from researcher to researcher, there is some consensus that service quality consists
of three primary aspects: outcome quality, interaction quality, and physical service environment
quality. Outcome quality refers to the customer's assessment of the core service which is the
prime motivating factor for obtaining the services (e.g. money received from ATM). Interaction
quality refers to the customer's assessment of the service delivery process, which is typically
rendered via a physical interface between the service provider, in person, or via technical
equipment, and the customer. It includes, for instance, the consumer's evaluation of the attitude
of the service providing staff. The physical service environment quality dimension refers to the
consumer's evaluation of any tangible aspect associated with the facilities or equipment that the
service is provided in/ with. It includes, for example, the physical conditions of an ATM
machine.

18
The most popular dimensions of service quality--features five dimensions:
tangibles, reliability, responsiveness, empathy, and assurance. The
tangibles dimension corresponds to the aforementioned physical
environment aspect, the reliability dimension corresponds to the service
outcome aspect, and the remaining three represent aspects of interaction
quality. Both the costs and the revenue of firms are affected by repeat
purchases, positive word-of-mouth recommendation, and customer feedback.
Moreover, there is strong evidence that service quality has either a direct
influence on the behavioral intentions of customers and/or an indirect
influence on such intentions, mediated through customer satisfaction.
RATER is an instrument that might be used to define and measure banking
service quality and to create useful quality-assessment tools.

The RATER may finally provide the following benefits to the KCC bank:

1. It is the first approach to add and mix the customers religious beliefs and cultural values with
other quality dimensions.

2. It provides for multi-faced analysis of customer satisfaction.

3. It links quality with customers satisfaction and service encounter.

4. It provides information at several levels, already organized into meaningful groupings.

5. It is a proven approach, which results in usable answers to meet customers needs.

6. It is empirically grounded, systematic and well documented.

Banks managers can use the RATER model and its dimensions first to identify the following
issues:

19
 DIMENSIONS OF SERVICE
QUALITY

DIMENSIONS OF SERVICE QUALITY

TANGIBILITY: This dimension deal with modern looking equipments and visual appealing
part of banks.

20
RELIABILITY: This dimension has a direct positive effect on perceived service quality and
customer satisfaction in banking institutions. Banks must provide error free service and secure
online transactions to make customers feel comfortable.

RESPONSIVENESS: Customers expect that the banks must respond their inquiry promptly.
Responsiveness describes how often a bank voluntarily provides services that are important to its
customers. Researchers examining the responsiveness of banking services have highlighted the
importance of perceived service quality and customer satisfaction.

ASSURANCE: Customer expects that the bank must be secured and the behavior of the
employees must be encouraging.

EMPATHY: individual attention, customized service and convenient banking hours are very
much important in todays service.

In order to achieve better understanding of service quality in banking sector, the proposed five
service quality dimensions are conceptualized to illustrate the overall service quality of the
banking in relation to customers and providers perspective.

Banking was in the sector featuring medium goods and higher customer producer interactions,
since in banking, consumers and service providers interact personally and the use of goods is at a
medium level. Hence, in banking, where there are high customer-producer interactions, the
quality of service is determined to a large extent by the skills and attitudes of people producing
the service.

In the case of services, because customers are often either direct observers of the production
process or active participants, how the process is performed also has a strong influence on the
overall impression of the quality of service. A well-performed service encounter may even
overcome the negative impression caused by poor technical quality as well as generate positive
word-of-mouth, particularly if customers can see that employees have worked very hard to
satisfy them in the face of problems outside their control. Employees are part of the process,
which connects with the customer at the point of sale, and hence employees remain the key to
success at these service encounters or moments of truth. It is these encounters with customers
during a service that are the most important determinants of overall customer satisfaction, and a
customers experience with the service will be defined by the brief experience with the firms
personnel and the firms systems. The rudeness of the banks customer service representative,
the abruptness of the employee at the teller counter, or the lack of interest of the person at the
check deposit counter can alter ones overall attitude towards the service, perhaps even reversing
the impression caused by high technical quality.

21
Another important service quality factor, competence, is defined by whether the bank performs
the service right the first time, whether the employees of the bank tell customers exactly when
services will be performed, whether the bank lives up to its promises, whether customers feel
safe in their transactions with the bank and whether the employees show a sincere interest in
solving the customers problems. In short, this dimension is related to the banks ability to
perform the promised service accurately and dependably. Performing the service dependably and
accurately is the heart of service marketing excellence. When a company performs a service
carelessly, when it makes avoidable mistakes, and when it fails to deliver on promises made to
attract customers, it shakes customers confidence in its capabilities and undermines its chances
of earning a reputation for service excellence.

It is very important to do the service right the first time. In case a service problem does crop up,
by resolving the problem to the customers satisfaction, the company can significantly improve
customer retention. However, companies fare best when they prevent service problems altogether
and fare worst when service problems occur and the company either ignores them or does not
resolve them to the customers satisfaction.

Performing the service accurately is perhaps the most important factor in service quality
excellence. The cost of performing the service inaccurately includes not only the cost of redoing
the service but also the cost associated with negative word-of-mouth generated by displeased
customers. In case of services, the factory is the field. Again, services are intangible and hence
the criteria for flawless services are more subjective than the criteria for defect-free tangible
goods. Hence for most services, customers perceptions of whether the service has been
performed correctly, and not provider-established criteria, are the major determinants of
reliability.

The service quality factor tangible is defined by whether the physical facilities and materials
associated with the service are visually appealing at the bank. These are all factors that customers
notice before or upon entering the bank. Such visual factors help consumers form their initial
impressions. A crucial challenge in service marketing is that customers cannot see a service but
can see the various tangibles associated with it - all these tangibles, the service facilities,
equipment and communication materials are clues about the intangible service. If unmanaged,
these clues can send to the customers wrong messages about the service and render ineffective
the marketing strategy of the company. On the other hand, improving quality through tangibles
means attention to the smallest details that competitors might consider trivial. Yet, these visible
details can add up for customers and signal a message of caring and competence.

Customers may reveal new aspects of service quality in banking that are important to them, and
these would have to be incorporated in the scale so as to further explore the concept of service
quality in the banking arena.

22
RESEARCH OBJECTIVE
AND
RESEARCH
METHODOLOGY
23
RESEARCH OBJECTIVE

The objective of the study is as follows:

To examine the essential dimensions of service quality i.e. RATER-

Reliability, assurance, tangibles, empathy and responsiveness of KCC bank and its
effect on customers satisfaction.

To find out the level of perception of the customers from the service quality
offered by the banks.

To know which service quality dimension of the bank is performing well.

To identify which dimension of service quality needs improvement so that the

quality of service of KCC banks is enhanced.

24
IMPORTANCE AND SCOPE OF THE STUDY

The study would try to throw some insights into the

existing services provided by the banks, perceptions and
the actual service quality of the bank. The results of the
study would be able to recognize the lacunae in the
system and thus provide key areas where improvement is
required for better performance and success ratio. In the
days of intense competition, superior service is the only
differentiator left before the banks to attract, retain and
partner with the customers. Superior service quality
enables a firm to differentiate itself from its competition,
gain a sustainable competitive advantage, and enhance
efficiency

SCOPE OF STUDY

The scope of this research is to identify the service quality of KCC

bank. This research is based on primary data and secondary data.
This study only focuses on the dimensions of service quality i.e.
RATER. It aims to understand the skill of the company in the area
of service quality that are performing well and shows those areas
which require improvement. The study was done taking two
branches of KCC bank into consideration. The survey was
restricted to the bank customers in Delhi only.

25
RESEARCH METHODOLOGY

DATA SOURCE

Primary Data:
The primary data was collected by means of a survey.
Questionnaires were prepared and customers of the banks at two
branches were approached to fill up the questionnaires. The
questionnaire contains 20 questions which reflect on the type and
quality of services provided by the banks to the customers. The
response of the customer and the is recorded on a grade scale of
strongly disagree, 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 the various sources such as
books, a lot of data is also collected from the official websites of
the banks and the articles from various search engines like
Google, yahoo search and answers.com.

RESEARCH DESIGN

The research design is exploratory till identification of service

quality parameters. Later it becomes descriptive when it comes to
evaluating customer perception of service quality of the banks.

26
Descriptive research, also known as statistical research,
describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how.

Although the data description is factual, accurate and systematic,

the research cannot describe what caused a situation. Thus,
descriptive research cannot be used to create a causal
relationship, where one variable affects another. In other words,
descriptive research can be said to have a low requirement for
internal validity.

The description is used for frequencies, averages and other statistical calculations.
Often the best approach, prior to writing descriptive research, is to conduct a
survey investigation. Qualitative research often has the aim of description and
researchers may follow-up with examinations of why the observations exist and
what the implications of the findings are

RESEARCH SAMPLE

SAMPLING PLAN:

Since it is not possible to study whole universe, it becomes necessary to take

sample from the universe to know about its characteristics.

Sampling Units: Customers of KCC bank

Sample Technique: Random Sampling.

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interview.

27
.

DATA COLLECTION TOOL

1. Strongly disagree

2. Disagree

3. Neither agree nor disagree

4. Agree

5. Strongly agree

Likert scaling is a bipolar scaling method, measuring either

positive or negative response to a statement. The questionnaire
consists of two parts. The first part consists of three questions
concerning the demographic information of the respondent such
as the name, age, educational qualifications and income. The
second part consisting of 18 questions exploring the respondents
perception about the service quality of HDFC. For evaluation of
service quality of HDFC bank service quality dimension of
reliability, assurance, tangibility, empathy and responsiveness is
used in order to evaluate the actual service quality of HDFC bank.

28
LIMITATIONS OF THE STRATEGY

The study is only for the HDFC Bank confined to a particular location and a
very small sample of respondents. Hence the findings cannot be treated as
representative of the entire banking industry.

The study can also not be generalized for public and private sector banks of
the country.

Respondents may give biased answers for the required data. Some of the
respondents did not like to respond.

Respondents tried to escape some statements by simply answering neither

agree nor disagree to most of the statements. This was one of the most
important limitation faced, as it was difficult to analyse and come at a right
conclusion.

In our study we have included 50 customers of bank because of time limit.

29
 DATA
ANA LYSIS

30
 Ques. Age

AGE CATEGORY FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

18-23 Years 10 20 20

24-29 Years 17 34 54

30-35 Years 15 30 84

35 Years and above 8 16 100

TOTAL 50 100

Sales

18-23 Year
24-29 Year
30-35 Year
35 and above

31
INTERPRETATION

From the table and graph above it can be seen that

20% respondents age are 18 to 23 years.

34% respondents age are 24 to 29 years.

30% respondent s age are 30 to 35 years..

16% respondents age are 35 to above years.

Ques. Educational qualifications

CATEGORY FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

UNDER
GRADUATE 13 26 26

GRADUATE
20 40 66
POST GRADUATE
17 34 100
TOTAL
50 100

32
 Sales

UNDERGARDUATE
GRADUATE
POST GRADUATE

INTERPRETATION

From the table above it can be seen that.

26% respondents are Under graduate.

40% respondents are Graduate.

34% respondents are Post graduate.

33
TANGIBILITY DIMENSION OF SERVICE QUALITY
(Questions1 to 4):
Physical facilities, equipments and appearance of personnel

Ques.1 HDFC bank has modern looking equipment.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY 5 10 10
DISAGREE

DISAGREE 25 50 60
UNCERTAIN 16 32 92
AGREE 4 8 100
TOTAL 50 100

Sales

STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE

34
INTERPRETATION

HDFC bank has modern-looking and hi-tech equipments. Here

analysis show that most of the respondents disagreed with this
statement. Among the total respondents 50% disagreed, 32%
were neutral and 8% agreed. After analysis I found that majority
of the respondents think that HDFC Bank do not have modern
looking equipments or no hi-tech equipments.

Ques.2 The bank's physical features are visually appealing.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 4 8 8
UNCERTAIN 29 58 66
AGREE 17 34 100
TOTAL 50 100

35
 Sales

DISAGREE
UNCERTAIN
AGREE

INTERPRETATION

HDFC banks physical facilities are visually appealing. From this

statement I found that 17 persons agreed. 29 persons were
uncertain and 4 persons disagreed. This means 58% people
were uncertain about this statement. Out of the total respondents
only 4% disagreed and no one strongly agreed or disagreed with
the statement. 17% people agreed that HDFC banks physical
facilities are visually appealing.

36
Ques.3 The bank's reception desk employees are neat appearing.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 5 10 10
UNCERTAIN 21 42 52
AGREE 18 36 88
STRONGLY AGREE 6 12 100
TOTAL 50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGY AGREE

37
INTERPRETATION

HDFC banks employees appear neat. Here analysis shows that

majority were neutral. Among the total respondent 21
respondents were neutral, 18 people agreed and 6 respondents
strongly agreed. The rest disagreed. From analysis I found that
some respondents agreed with this statement but most of the
respondents think the employees of the HDFC bank appear neat.

Ques.4 Materials associated with the service (such as pamphlets or

statements) are visually appealing at the bank.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 7 14 14
UNCERTAIN 22 44 58
AGREE 18 36 94
STRONGLY 3 6 100
AGREE

TOTAL 50 100

38
 Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY
AGREE

INTERPRETATION

Materials associated with the service are visually appealing at

HDFC bank. Here 36% respondents agreed with this statement
and 6% strongly agreed with this statement. 44% were neutral
that is most and 14% disagreed. There was no respondent who
strongly disagreed. Hence, in general it can be concluded that
materials associated with the services such as pamphlets or
statements are visually appealing.

39
RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 5 to 8):

Ability to perform the promised service dependably and accurately

Ques.5 When the bank promises to do something by a

certain time, it does so.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY 2 4 4
DISAGREE

DISAGREE 26 52 56
UNCERTAIN 5 10 66
AGREE 14 28 94
STRONGLY AGREE 3 6 100
TOTAL 50 100

40
 Sales

STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION

My sample size was 50. Here analysis shows that among the total
respondents 26 respondents disagreed and 14 respondents
agreed with this question. Also I found that 5 people were neutral
and 2 people strongly disagreed. Hence I concluded that majority
of them disagreed that the bank when promises to do something
by certain time, it does so.

41
Ques. 6 When you have a problem, the bank shows a sincere interest
in solving it.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 3 6 6
UNCERTAIN 14 28 34
AGREE 26 52 86
STRONGLY AGREE 7 14 100
TOTAL 50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

42
INTERPRETATION

When you have a problem, HDFC bank shows sincere interest in

solving it. After analysing this statement I found that most of the
respondents agreed i.e. 52% respondents agreed. Also I found
that 28% were neutral with this statement and 6% were
committed with disagree. There was no one who strongly
disagreed. Hence HDFC bank can be said to be reliable.

Ques.7 The bank performs the service right the first time.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY 2 4 4
DISAGREE

DISAGREE 8 16 20
UNCERTAIN 17 34 54
AGREE 17 34 88
STRONGLY AGREE 6 12 100
TOTAL 50 100

43
 Sales

STRONGLY DISAGREE
DISAGREE
AGREE
STRONGLY AGREE
UNCERTAIN

INTERPRETATION

Total sample size was 50. Here analysis shows that among the
total respondents 17 people agreed with this statement. They
think that HDFC bank performs the services right the first time. 6
people strongly agreed with this statement. Also 17 people were
neutral and the rest of the respondents disagreed and strongly
disagreed.

44
Ques.8 The bank insists on error free records.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 5 10 10
UNCERTAIN 10 20 30
AGREE
23 46 76
STRONGLY AGREE
12 24 100

TOTAL
50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

45
INTERPRETATION

Bank insists on error free records. HDFC bank has proved from my
analysis that it surely insist on error free records as 46%
respondents agreed with this statement and 24% strongly agreed.
Only 10% respondents disagreed and no one strongly disagreed.

RESPONSIVENESS DIMENSION OF SERVICE

QUALITY (Question 9 to 12):

Willingness to help customers and provide prompt services

Ques. 9 Employees in the bank tell you exactly when the services will
be performed.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY 6 12 12
DISAGREE

DISAGREE 8 16 28
UNCERTAIN 13 26 54
AGREE 18 36 90
STRONGLY AGREE 5 10 100
TOTAL 50 100

46
 Sales

STRONGLY DISAGREE
DISAGREE
UNCERTAIN
STRONGLY AGREE
AGREE

INTERPRETATION
Employees in the bank tell you exactly when the services will be
performed. Majority of the respondents agreed with this
statement. 26% respondents were uncertain. At the same time
16% disagreed and 12% Strongly disagreed with this statement.

47
Ques. 10 Employees in the bank give you prompt service.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 5 10 10
UNCERTAIN 16 32 42
AGREE 27 54 96
STRONGLY AGREE 2 4 100
TOTAL 50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

48
INTERPRETATION

Most of the respondents agreed with this statement. According to

my analysis, employees in HDFC Bank give prompt service.
Among the total respondents agreed respondents were 27 and
strongly agreed were 2. 16 people were neutral and 5 disagreed.
There was no respondent who strongly disagreed with this
statement.

Ques.11 Employees in the bank are always willing to help you

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

UNCERTAIN 12 24 24
AGREE 29 58 82
STRONGLY AGREE 9 18 100
TOTAL 50 100

49
 Sales

UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION

Employees in HDFC bank are willing to help you. With this

statement no one disagreed or strongly disagreed. Strongly
agreed were 9 people i.e. 18% respondents strongly agreed, 29
people agreed i.e. 58% respondents agreed and 24% respondents
were neutral.

50
Ques.12 Employees in the bank are never too busy to respond to
your request.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 1 2 2
UNCERTAIN 11 22 24
AGREE 27 54 78
STRONGLY AGREE 11 22 100
TOTAL 50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

51
INTERPRETATION

Employees in HDFC Bank ltd are never too busy to respond to

your request. After analyzing this statement I found that most of
the respondents agreed with this statement. Among the total
respondents 22% strongly agreed and 54% agreed. 11
respondents were neutral and 1 respondent disagreed. No one
strongly disagreed.

ASSURANCE DIMENSION OF SERVICE QUALITY

(Question13 to 16):

Knowledge and courtesy of employees and their ability to inspire trust

and confidence

Ques.13 The employees of the bank are trustworthy.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 4 8 8
UNCERTAIN 13 26 34
AGREE 28 56 90
STRONGLY AGREE 5 10 100
TOTAL 50 100

52
 Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION

The employees of the bank are trustworthy. According to my

findings, 54% respondents agreed that employees at HDFC bank
are trustworthy. 13% respondents were neutral and 4%
respondents disagreed with this statement.

53
Ques.14 The behavior of employees in the bank instills confidence in
you.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 28 56 56
UNCERTAIN 4 8 64
AGREE 13 26 90
STRONGLY AGREE 5 10 100
TOTAL 50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

54
INTERPRETATION

The behavior of employees in HDFC bank instills confidence in you. Here analysis
shows that most of the people disagreed. Among the total respondents 28
respondents disagreed, 13 agreed and 5 strongly agreed. There was no respondent
who strongly disagreed. This means 56% respondent disagreed with this statement.

Ques.15 You feel safe in your transactions with the bank.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 5 10 10
UNCERTAIN 16 32 42
AGREE 23 46 88
STRONGLY AGREE 6 12 100
TOTAL 50 100

55
 Sales

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

INTERPRETATION

With this statement most of the respondents agreed. Among the

total respondents 23 agreed with this statement and 6 strongly
agreed. 32% respondents were neutral and 10% respondents
disagreed. But there no one who strongly disagreed.

56
Ques.16 Employees in the bank have the knowledge to answer your
questions.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 2 4 4
UNCERTAIN 9 18 22
AGREE 26 52 74
STRONGLY AGREE 13 26 100
TOTAL 50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

57
INTERPRETATION

From my analysis I found that 54% respondents agreed that

employees of HDFC bank have complete knowledge to answer
their questions. 26% respondents strongly agreed to this
statement and only 4% disagreed. 18% neither agreed nor
disagreed.

EMPATHY DIMENSION OF SERVICE QUALITY (Question17 to

20):

Caring and individualized attention that firm provides to its customers.

Ques.17 The bank gives you individual attention.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 26 52 52
UNCERTAIN 12 24 76
AGREE 10 20 96
STRONGLY AGREE 2 4 100
TOTAL 50 100

58
 Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION

HDFC bank is not able to give individual attention to its customers

as out of the total respondents 54% disagreed with this
statement. 12% of the respondents were neutral and only 12%
agreed and 2% strongly agreed. From this finding it can be
concluded that it is unable to give individual attention to its
customers.

59
Ques.18 The bank has operating hours convenient to all its
customers.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 2 4 4

UNCERTAIN 14 28 32

AGREE 27 54 86

STRONGLY AGREE 7 14 100

TOTAL 50 100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

60
INTERPRETATION

HDFC bank has operating hours convenient to all its customers.

Out of 50 respondents, 27 respondents agreed with this
statement and only 2 respondents disagreed. Also 7 respondents
strongly agreed that the bank has operating hours convenient to
its customers.

Ques.19 The bank has your interests best at heart.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY
DISAGREE
3 6 6

DISAGREE
5 10 16
UNCERTAIN
10 20 36
AGREE
25 50 86
STRONGLY AGREE
7 14 100
TOTAL
50 100

61
INTERPRETATION

HDFC bank has your best interests at heart. Here analysis shows
that 25 respondents agreed and 7 respondents strongly agreed
with this statement. 20% were neutral and the rest disagreed and
strongly disagreed.

Ques.20 The employees of the bank understand your specific

needs.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE
5 10 10
UNCERTAIN
21 42 52
AGREE
20 40 92
STRONGLY AGREE
4 8 100
TOTAL
50 100

62
 Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPREATION

Employees of HDFC bank understand specific needs. With this

statement most of the respondents were neutral. Among the total
respondents 20 respondents agreed and 4 respondents strongly
agreed. 5 respondents disagreed with this statement .

63
 MEASURING SERVICE QUALITY DIMENSIONS

Measuring the quality of a service can be a very difficult exercise.

Unlike product where there are specific specifications such as
length, depth, width, weight, colour etc. a service can have
numerous intangible or qualitative specifications.
Parasuraman, Zeithaml, and Berry (1985) provide a list of
determinants of service quality: access, communication,
competence, courtesy, credibility, reliability, responsiveness,
security, understanding, and tangibles. A total of five consolidated
dimensions of service quality are:
Tangibles (ques.1 to 4) - Physical facilities, equipments and
appearance of personnel
Reliability (ques.5 to 8) - Ability to perform the promised service
dependably and accurately
Responsiveness (ques.9 to 12) Willingness to help customers
and provide prompt services
Assurance (ques.13 to 16) (including competence, courtesy,
credibility and security) Knowledge and courtesy of employees
and their ability to inspire trust and confidence
Empathy (ques.17 to 20) (including access, communication and
understanding the customer) Caring and individualized attention
that firm provides to its customer.
In order to calculate which dimension of service quality is
performing well, a sample of the questions are used in the
questionnaire. Using the questionnaire, obtain the score for each
of the 20 statements. After analysis of the data, Overall score to
each statement is given on a scale of 1 to 5 i.e. 1 is given to
strongly disagreed i.e. the lowest score, then 2= disagreed, 3=
uncertain, 4= agreed and 5= strongly agreed.
Sum the score for each dimension of service quality to obtain a
final score which tells which
dimension is performing well and which dimension needs
improvement.

64
The scores for each dimension are summed up and a final
score is obtained:

SERVICE QUALITY DIMENSION Points

1. TANGIBILITY (1 TO 4)
11

2. RELIABILITY (5 TO 8)
13.5

3. RESPONSIVENESS (9 TO 12)
16

4. ASSURANCE (13 TO 16)

14

5. EMPATHY (17 TO 20)

13

65
FINDINGS OF THE REPORT

The Reliability dimension of service quality is better as compared to empathy

and tangibility. Still the score is low. For most services, customer s perceptions of
whether the service has been performed correctly, and not provider-established
criteria, are the major determinants of reliability. Customers of the bank hesitate to
rely on the bank. Whenever they have a problem, the bank shows sincere interest in
solving it but the services are not performed by a certain time as promised. The
employees should take this problem seriously and take steps to remove this.

As score for Assurance is at second place after responsiveness, so the

customers of HDFC bank are very confident and feel safe while transacting with
the bank. Moreover the employees of the bank have proved to be trustworthy.
Employees are also educated enough to answer all the questions.

The score of Tangibility dimension of service quality of HDFC bank is the

lowest. The service quality factor tangible is defined by whether the physical
facilities and materials associated with the service are visually appealing at the
bank. These are all factors that customers notice before or upon entering the bank.
Customer expectations regarding visual appealing of HDFC is very high. From my
study I found that Physical facilities and modern looking equipment are not
sufficient in HDFC bank. Respondents were uncertain about the neat appearance of
the reception desk employees. So they should work on that and try to fulfill the
gap.

According to my findings, the score of Empathy is not satisfactory but not

unsatisfactory also. HDFC bank is unable to give individual attention to its
customers and is unable to understand specific needs of its customers. But still
bank has taken steps to satisfy its customers by keeping operating hours convenient
to its customers and keeping their interest best at heart.

66
 In HDFC bank, the score of Responsiveness is highest so they are focusing
on prompt service, employees are willing to help the customers and say the exact
time when the services will be performed. Employees at bank give their customers
first preference and are always ready to help them. Overall HDFC bank s
responsiveness dimension of service quality is the highest.

According to the customer perception, HDFC bank is highly responsive.

Customers are assured while transacting with the bank. The reliability dimension is
lower than the first to dimension. They feel that the bank is unable to give them
individual attention and its equipments are not modern and sufficient for the bank.

There is not much gap between all the dimensions, this shows that HDFC
BANK is a better service provider in all the dimensions i.e. reliability, assurance,
tangibility, responsiveness and empathy. As a result of which, the customers are
satisfied with the service offered by HDFC bank.

67
CONCLUSION

Based on the study conducted it can be concluded that

responsiveness, assurance and reliability are the critical
dimensions of service quality of HDFC bank and they are directly
related to overall service quality. The factors that may delight
customers tend to be concerned more with the intangible nature
of the service, commitment, attentiveness, friendliness, care, and
courtesy.
The employees give prompt services, always are
ready to answer the questions and are trustworthy. The main
sources of dissatisfaction appear to be cleanliness, up to date
technology modern equipments, and neatly dressed up
employees. The Tangibility dimension of service quality of HDFC
bank is highly disappointing and serious steps are needed to be
taken to enhance this dimension. Customers of the bank are
dissatisfied with the empathy dimension. To satisfy these
customers, the management can take some attempts, noted
earlier as recommendations.
The study brings about the areas which require
urgent attention of the employees, the management, and the
policy makers of the industry. These are areas in which customers
are hugely dissatisfied with the services of the banks against their
expectation. This high degree of dissatisfaction resulting from the
services received clearly questions the design of services or
subsequent response of the bank employees. These limitations
are too serious to be avoided as these question the front-line
people dealing with the customers and the approach of the
management in taking customers seriously.
The management should understand the benefits of service
quality. It include increased customer satisfaction, improved
customer retention, positive word of mouth, reduced staff
turnover, decreased operating costs, enlarged market share,
increased profitability, and improved financial
performance. In the days of intense competition, superior service
is the only differentiator left before the banks to attract, retain

68
and partner with the customers. Superior service quality enables
a firm to differentiate itself from its competition, gain a
sustainable competitive advantage, and enhance efficiency. Thus,
improving service quality leads to the customer satisfaction and,
ultimately, to customer loyalty.

RECOMMENDATIONS

Reliability is an obvious place to start. Customers of the bank want to know

their resources are safe and within trustworthy institutions. A way to ensure this
peace of mind would be to take steps to ensure bank employees are well trained, so
each bank associate is able to offer complete and comprehensive information at all
times. Consistent policies combined with a knowledgeable staff will foster a high
degree of institutional cohesion and reliability.

Responsiveness, again when associated with a well-trained staff and timely

answers to service-related questions, would make significant inroads into causing
HDFC bank be regarded as responsive. Staff should be encouraged to present
relevant options to banking customers in a manner that does not resemble
salesmanship so much as a desire to serve.

Intangibles please customers just as much as tangibles in the banking industry.

People tend to visit the same branch of a bank over and over again. Usually, this is
a location close to their home or their workplace. It is natural that customers
become comfortable and habituated to these branch banks, for the same reason
they develop familiarity with a neighborhood supermarket or convenience store. It
makes sense that bank employees would be encouraged to learn to recognize these
regular customers, learn their names, and begin to identify their basic service
requirements.

Learning to understand customers needs will allow bank associates to offer

enhanced services, perhaps lowering customers banking costs and increasing

69
their investment potential. This could also open up the possibility of increased
profits for banks, for when perceived as more service and customer oriented, they
will, in effect, become a useful
and pleasant way to shop.
Keeping the bank with up-to-date technologically are important factors.
Modern equipments, new improved technology should be replaced with the old
ones. If the staff inside is pleasant and well-informed, in an aesthetically pleasing
environment, then customer satisfaction will be high.

The five-dimensional structure could possibly serve as a meaningful

framework for tracking a bank s service quality performance over time and
comparing it against the performance of competitors. Items on some dimensions
should be expanded if that is necessary for reliability.

Thus, the banking industries must continuously measure and improve these
dimensions in order to gain customers loyalty.

70
BIBLIOGRAPHY

References

Kotler Philip, marketing management, (Pearson education, 12th edition)

Malhotra K. Naresh, marketing research (An applied orientation), Research design,
(Prentice hall of India pvt. 5th edition)

Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing
Integrated customer Focus across the Firm (4th Edition)
M.K. Rampal : Service Marketing

Websites
www.hdfcbank.com
www.hdfcindia.com
www.wikipedia.org
www.marketresearch.com

71
ANNEXURE

QUESTIONNAIRE

Respected Sir/Madam

I am student of WORLD COLLEG OF TECHNOLOGY AND

MANAGEMENT, conducting a survey on SERVICE QUALITY
OF HDFC BANK. The following statements relate to your
feelings about the HDFC bank. Please show the extent to
which you believe HDFC bank has the feature described
in the statement. I request you to the option which in
your opinion are believed to be true.

Name:
Age:
Educational Qualifications

QUESTIONS Strongly
Disagree
Disagree Neither
agreeNor
Agree Strongly
Agree
disagree

1.HDFC bank has modern looking

equipment.

2. The bank's physical features are visually

appealing

72
3. The bank's reception desk employees are
neat appearing.

4. Materials associated with the service (such

as pamphlets or statements) are visually
appealing at the bank.

5. When the bank promises to do something

by a certain time, it does so.

6. When you have a problem, the bank

shows a sincere interest in solving it.

7. The bank performs the service right the

first time.

8. The bank insists on error free records.

9. Employees in the bank tell you exactly

when the services will be performed.

10. Employees in the bank give you prompt

service.

11. Employees in the bank are always

willing to help you.

12. Employees in the bank are never too

busy to respond to your request.

13. The employees of the bank are

trustworthy.

14. The behavior of employees in the bank

instills confidence in you.

15. You feel safe in your transactions with

the bank.

16. Employees in the bank have the

knowledge to answer your questions.

17. The bank gives you individual attention.

18. The bank has operating hours convenient

to all its customers

73
19. The bank has your best interests at heart.

20. The employees of the bank understand

your specific needs.

74
75