MAHARSHI DAYANAND SARASWATI UNIVERSITY,

AJMER

CENTER FOR ENTREPRENEURSHIP AND SMALL

BUSINESS MANAGEMENT, AJMER

Project Report
On
“ TO ANALYSIS OF DIMENSIONS OF SERVICE QUALITY OF
HDFC BANK ”
At
Kishangarh
Submitted in the partial fulfillment for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Session: 2017-2019

Submitted By : Surbhi Jain

Class : MBA Part-II Sem-IV
1
 DECLARATION

I Surbhi Jain of MBA (DS) Part-2 (Semester- 4) hereby declares that the Dissertation entitled
(TO ANALYSIS THE SERVICE QUALITY OF HDFC BANK ), submitted in the partial
fulfillment for the award of Master of Business Administration at Center for Entrepreneurship
and Small Business Management, Maharshi Dayanand Saraswati University, Ajmer is an
authentic record of work carried out by me. This Dissertation has not been submitted to any other
university or institution for the award of any degree or diploma.

Date: Signature:

2
 PREFACE

The MBA is not an end in itself, but a means to an end. It is a degree designed to give us the
ability to develop our career to its fullest potential, at an accelerated pace. To become a
successful manager in this competitive era the first and foremost task is to have a real life
experience about the corporate world.

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.

The purpose of the project is to help the student to gain the experience. Moreover, the student
gets a chance during his theoretical knowledge about the subject in field work and to clear the
difficulties in a better way of looking the whole process in the person.

Surbhi Jain

3
 ACKNOWLEDGEMENT

going into thick things, I would like to acknowledge all those people who have continuously
guided me and helped me in completion of My Dissertation (TO ANALYSIS THE SERVICE
QUALITY OF HDFC BANK) I am obliged to the faculty of Center for Entrepreneurship and
Small Business Management especially to, Dr. Ashish Pareek Sir, Dr. Deepika Upadhya Ma’am,
Dr. Ma’am Meenakshi and Prof. R.S. Mathur Sir for being most extremely patient, for guiding
me right from the inception till the successful completion of the dissertation. I sincerely
acknowledge them for extending their valuable guidance, support for literature , critical reviews
and above all the moral support they had provided me with all stages of this dissertation.

Sincere thank to the entire respondent for fill up my questionnaire and my family member for
guiding me all throughout.

Ajmer

14th April 2019

Surbhi Jain

4
TABLE OF CONTENT

S.No. CONTENTS Page No.

1. Introduction 6

2. Company Profile 7

3. Service Quality in Banks 15

4. Research Methodology 19

5. Data Analysis and Interpretation 23

6. Findings 36

7. Conclusion 37

8. Suggestions 38

9. Questionnaire 39

10. Bibliography 40

5
INTRODUCTION OF BANKING

Service with a smile:

Today’s banking customers will settle for nothing less. The customer has come to realize
somewhat belatedly that he is the king. The customer’s 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 customer’s ‟perceptions
of service quality of the banks? Which dimension of service quality of HDFC bank is performing
well? To find out answers to these questions I under took a survey of HDFC bank.

My research is conducted to find out “SERVICE QUALITY OF HDFC BANK”.

6
 COMPANY PROFILE

The Housing Development Finance Corporation Limited (HDFC) the first to receive an 'in
principle' approval from the Reserve Bank of India (RBI) to setup a bank in the private sector, as
part of the RBI's liberalisation of the Indian Banking Industry in 1994.The bank was in corporate
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 January1995.

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

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 COMPANY BACKGROUND

Incorporation Year 1994

Registered Office HDFC Bank House,Senapati Bapat Mrg Lower Parel,

Mumbai,
Maharashtra-400013

Telephone 91-22-66521000

Fax 91-22-24960737

Chairman Shyamala Gopinath

Managing Director Aditya Puri

Company Secretary Sanjay Dongre

Auditor Deloitte Haskins & Sells/S R Batliboi & Co LLP

Face Value 2

Market Lot 1

Listing BSE,NSE,Luxembourg,New York,MSEI

Registrar Datamatics Financial Services

Plot No B-5 MIDC,Part B Cross Lane,Marol Andheri(E),Mumbai-400093

8
 HDFC Bank Kishangarh Branch

Area Kishangarh
Near Dak Bungalow Ajmer Road Kishangarh Jaipur
Address
Kishangarh-305801 Rajasthan India
Contact Numbers
Phone 9875003333
Fax 01463-246711
Email
Weekday : Monday to Friday, Timings : 10.00 am - 04.00
Branch Timing/ pm
Working Hours Weekend : Saturday, Timings : 10.00 am - 01.00 pm,
WeeklyOff : Sunday
Other Information
IFSC Code HDFC0001837

9
 MISSION OF HDFC BANK

 World Class Indian Bank.

 Bench marking against international standards.
 To build sound customer franchises a cross distinct businesses.
 Best practices in terms of product offerings, technology, service levels, risk management
and audit & compliance.

VISION OF HDFC BANK

The HDFC Bank is committed to maintain the highest level of ethical standards, professional
integrity and regulatory compliance. HDFC Bank‟ s 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
beendesigned keeping in mind needs ofcustomers who seeks distinct financial solutions,
infrmation and advice on various investment avenues.

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BUSINESS STRATEGY

 Increasing market share in India’s expanding banking

 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 In
efficiencies in the Indian financial sector.

DISTRIBUTION NETWORK

HDFC Bank is head quartered 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 customer 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.

11
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

 TRUST

 INNOVATION

 INTEGRITY CUSTOMER CENTRIC

 PEOPLE CARE “ONE FOR ALL AND ALL FOR ONE”

 TEAM WORK

 JOY AND SIMPLICITY

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 BUSINESSES

HDFC Bank caters to a wide range of banking services covering commercial and investment
banking on the wholesale side and transactional / branch banking on the retail side. The bank has
three key business segment :

Wholesale Banking

The Bank's target market is primarily large, blue-chip manufacturing companies in the Indian
corporate sector and to a lesser extent, small & mid-sized corporate and agro-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 corporate 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.

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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, corporate 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.

Retail Banking

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.

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 2015, the bank had a total card base
(debit and credit cards) of over 25 million. The Bank is also one of the leading players in the
"merchant acquiring" business with over 235,000 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.

14
 SERVICE QUALITY IN BANKS
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 Geffen ‘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, inperson,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

15
consumer's evaluation f 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.

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 behavioural 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 HDFC 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 in to 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.

16
DIMENSIONS OF SERVICE QUALITY

17
 DIMENSIONS OF SERVICE QUALITY

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

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 customersatisfaction.

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

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

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 RESEARCH METHODOLOGY

Research methodology is a way to solve the research problem. It may be understood as science
of studying how research problem is done scientifically.

Title of the study

TO ANALYSIS THE SERVICE QUALITY OF HDFC BANK

Objective Of The Study:

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

assurance, tangibles, empathy and responsiveness of HDFC bank and its effect on
customer’s satisfaction.

 To identify which dimension of service quality needs improvement so that the quality of
service of HDFC banks is enhanced.

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Research Design:

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, there search cannot describe
what caused a situation. Thus, descriptive research cannot 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.

Sample Size: 50 Customers

Sampling Units: Customers of HDFC bank

Sample Technique: Random Sampling

Research Instrument: Structured Questionnaire

Contact Method: Personal Interview

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DATA SOURCE:

Primary Data:

 The primary data was collected by means of a survey. Questionnaires were prepared and
customers of the banks were approached to fill up the questionnaires.
 Interview
 Observation
 Sufficient data collected through feedback forms by the customers.

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
etc.

DATA COLLECTION TOOLS:

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.

21
 DATA ANALYSIS AND INTERPRETATION

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 10

0
TOTAL 50 100

16% 20%

18-23 Years
24-29 Years
30%
34% 30-35 Years
35 Years and above

INTERPRETATION

20% respondent’s age are 18 to 23 years.

34% respondent’s age are 24 to 29 years.

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

16% respondent’s age are 35 to above years.

22
Ques. Educational qualifications

CATEGORY FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE
UNDER 13 26 26
GRADUATE
GRADUATE 20 40 66
POST GRADUATE 17 34 100
TOTAL 50 100

26%
34%
UNDER GRADUATE
GRADUATE
POST GRADUATE

40%

INTERPRETATION:

26% respondents are Undergraduate.

40% respondents are Graduate.

34% respondents are Postgraduate.

23
RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 1 to
2):
Ques.1 when the bank promises to do something by a certain time, it
does so?
SCALE FREQUENCY PERCENTAGE(%)

STRONGLY DISAGREE 2 4
DISAGREE 10 20
UNCERTAIN 10 20
AGREE 20 40
STRONGLY AGREE 3 6
TOTAL 50 100

25

20

15

10

0
STRONGLY DISAGREE UNCERTAIN AGREE STRONGLY AGREE
DISAGREE

INTERPRETATION:

 10 respondents disagreed.
 20 respondents agreed with this question.
 10 people were neutral.
 2 people strongly disagreed.

24
Ques. 2 when you have a problem, the bank shows a sincere interest in
solving it?
SCALE FREQUENCY PERCENTAGE (%)

STRONGLY 0 0
DISAGREE
DISAGREE 3 6

UNCERTAIN 14 28

AGREE 26 52

STRONGLY AGREE 7 14

TOTAL 50 100

DISAGREE
3% UNCERTAIN
14%

STRONGLY AGREE
58%
AGREE
25%

INTERPRETATION:
 I found that most of the respondents agreed i.e. 52% respondents agreed.
 Also I found that 28% were neutral with this statement .
 6% were committed with disagree.
 There was no one who strongly disagreed.

25
ASSURANCE DIMENSION OF SERVICE QUALITY (Questions 3 to 4):
Ques.3 Employees in the bank have the knowledge to answer your
questions.
SCALE FREQUENCY PERCENTAGE

DISAGREE 2 4

UNCERTAIN 9 18

AGREE 26 52

STRONGLY AGREE 13 26

TOTAL 50 100

DISAGREE
4%

UNCERTAIN
18%
STRONGLY AGREE
26%

AGREE
52%

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.
 only 4% disagreed and 18% neither agreed nor disagreed.

26
Ques.4 You feel safe in your transactions with the bank?
SCALE FREQUENCY PERCENTAGE

DISAGREE 5 10

UNCERTAIN 16 32

AGREE 23 46

STRONGLY AGREE 6 12

TOTAL 50 100

12% 10%

32% DISAGREE
UNCERTAIN
46% AGREE
STRONGLY AGREE

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.

27
EMPATHY DIMENSION OF SERVICE QUALITY (Questions 5 to 6):
Ques.5 The bank has operating hours convenient to all its customers?

SCALE FREQUENCY PERCENTAGE

DISAGREE 2 4

UNCERTAIN 14 28

AGREE 27 54

STRONGLY AGREE 7 14

TOTAL 50 100

30

25

20

15

10

0
DISAGREE UNCERTAIN AGREE STRONGLY AGREE

INTERPRETATION:
 HDFC bank has operating hours convenient to all its customers.
 Out of 50 respondents, 27 respondents agreed with this statement.
 only 2 respondents disagreed.
 7 respondents strongly agreed that the bank has operating hours convenient to its
customers.

28
Ques.6 The bank gives you individual attention?

SCALE FREQUENCY PERCENTAGE (%)

DISAGREE 26 52

UNCERTAIN 12 24

AGREE 10 20

STRONGLY AGREE 2 4

TOTAL 50 100

4%
20%

DISAGREE
52%
UNCERTAIN
24% 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.
 only 12% agreed.
 2% strongly agreed.

29
RESPONSIVENESS DIMENSION OF SERVICE QUALITY
(Questions 7 to 8):
Ques.7 Employees in the bank give you prompt service?

SCALE FREQUENCY PERCENTAGE

DISAGREE 5 10

UNCERTAIN 16 32

AGREE 27 54

STRONGLY AGREE 2 4

TOTAL 50 100

4% 10%

DISAGREE
UNCERTAIN
32% AGREE
54% STRONGLY AGREE

INTERPRETATION:
 Among the total respondents agreed respondents were 27.
 Strongly agreed were 16 people were neutral and 5 disagreed.
 There was no respondent who strongly disagreed with this statement.

30
Ques.8 Employees in the bank are always willing to help you?

SCALE FREQUENCY PERCENTAGE

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

35

30

25

20

15

10

0
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.

31
TANGIBILITY DIMENSION OF SERVICE QUALITY(Questions 9 to
10):

Ques.9 HDFC bank has modern looking equipment?

SCALE FREQUENCY PERCENTAGE

STRONGLY 5 10
DISAGREE
DISAGREE 25 50

UNCERTAIN 16 32

AGREE 4 8

TOTAL 50 100

8% 10%

32% STRONGLY DISAGREE

DISAGREE
50% UNCERTAIN
AGREE

INTERPRETATION:

 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 does not
have modern looking equipments or no hi-tech equipments.

32
Ques.10 Materials associated with the service (such as pamphlets or
statements) are visually appealing at the bank?

SCALE FREQUENCY PERCENTAGE

DISAGREE 7 14

UNCERTAIN 22 44

AGREE 18 36

STRONGLY 3 6
AGREE
TOTAL 50 100

25

20

15

10

0
DISAGREE UNCERTAIN AGREE STRONGLY AGREE

INTERPRETATION:

 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.

33
 FINDINGS

In the Reliability dimension of service quality whenever customer 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.

In the Assurance dimension of service quality the customers of HDFC bank are
very confident and feel safe while transacting with the bank. Employees are also educated
enough to answer all the questions.

In the Tangibility dimension of service quality of HDFC bank 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.
From my study I found that Physical facilities and modern looking equipment are not
sufficient in HDFC bank.

In the Empathy dimension of service quality of HDFC bank is unable to give

individual attention to its customers. But still bank has taken steps to satisfy its customers
by keeping operating hours convenient to its customers.

In the Responsiveness dimension of service quality of HDFC bank employees are

focusing on prompt service, employees are willing to help the customers. 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.

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.

34
 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 employees give prompt services, always are ready to answer the questions.
 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.
 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 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.

35
 SUGGESTIONS

 Reliability is an obvious place to start. Customers of the bank want to know their
resources are safe. 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.

 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.

 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. 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.

 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.

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37
 QUESTIONNAIRE
Respected Sir/Madam

I am student of MDS University, Ajmer, 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:

Strongly Disagree Neither Agree Strongly

Disagree agree Nor Agree
disagree
1. When the bank promises to do something by a
certain time, it does so.
2. When you have a problem, the bank
shows a sincere interest in solving it.
3. Employees in the bank have the knowledge to
answer your questions.
4. You feel safe in your transactions with the bank.

5. The bank has operating hours convenient to all its

customers.
6. The bank gives you individual attention

7. Employees in the bank give you prompt service.

8. Employees in the bank are always willing to help

you.
9. HDFC bank has modern looking
equipment.

10. Materials associated with the service (such as

pamphlets or statements) are visually appealing at
the bank.

References

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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

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THANK YOU

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