Summer Training Report

On
“Digitalization”
(Establishing the strong Digital Footprint)

In HDFC BANK

Submitted in partial fulfillment of the requirement for the award of degree of

Bachelor of Business Administration
Session 2017-2020

Under the supervision of: Submitted by:

Mr. Sanjay Gupta Priyanshi Singla

Branch Manager BBA 3rd Year

Roll No.170004182
Panipat Institute of Engineering & Technology, Samalkha

Affiliated to Kurukshetra University, Kurukshetra

 DECLARATION

This is to certify that I Priyanshi Singla student of Panipat Institute of Engineering &
Technology studying in BBA 5th Semester, Roll No. 1700004182 has prepared a project report
entitled “DIGITALISATION (Establishing the strong digital footprint”for the partial
fulfillment of degree of Bachelor of Business Administration from Kurukshetra University,
Kurukshetra.

I hereby declare that the project report submitted to the Kurukshetra University, Kurukshetra is a
record of an original work done by me under the guidance of Dr.Annu Dahiya.The matter
presented in this project work has not been submitted by me for the award of any Degree or
diploma/ associateship/fellowship and similardegree or any other institute

Signature of Candidate

Name: Priyanshi Singla

Roll No 170004182
 Certificate by Supervisor

This is to certify that this project titled, establishing a digital footprint submitted by “Priyanshi
Singla” in partial fulfilment of the BBA, Panipat Institute of Engineering & Technology, is based
on the results of the project work carried out under my guidance and supervision.

Signature:

(Sanjay Gupta-Branch Manager)

 ACKNOWLEDGEMENT

Gratitude of highest order is expressed to Mr. Atul Gautam (Head & Associate Professor) for
encouragement and support during my project. His care, endless support and trust motivate me
for opportunity to achieve. This project could not be completed without his insight and achieve.
I am neither expert nor a trend spotter. I am a management student with foundations of
management principles and theories who is keen in different industries, it's happening mainly in
“DIGITALISATION (Establishing the strong digital footprint).
I am highly obliged to Mr. Sanjay Gupta, my prime internal guide for his invaluable support;
guidance and knowledge that he has shared with me thereby aiding me in making this project a
success along with other employees who provided their utmost working knowledge, which has
broaden my area of interest and benefited mostly in completing the project.
I am highly grateful to my project guide Dr. Annu Dhaiya for her inspiring guidance and
blessings for fulfilling the project report. I am very grateful to Dr. Annu Dhaiya for her research
advice, knowledge and many insightful discussion and suggestions.
Lastly I thank faculty and staff members of P.I.E.T, Panipat which gave me an opportunity
regarding training purpose and helped me in building some experience in my career.

Student Name
Priyanshi Singla
Roll No. 170004182
 Executive summary:

“Establishing a digital footprint” We are in the digital era. The banking industry is changing
because of digital technologies. Earlier every customer had to come to the branch to get work
done and everything was done in paperwork but now the systems has evolved. Every bank is
going digital. Embracing digital banking leads to faster services, customer satisfaction as he
saves his time and effort and the employees get freed of routine works. In spite of all these
benefits we see that it is not being adopted by many people. This research will help find out the
main factors behind people not adopting digital banking in HDFC Bank customers. This research
will also establish a relationship between age, gender, educational qualification and profession
with adoption of digital banking.

Questionnaires were used to collect the primary data. 130 physical copies were distributed in
Karnal’s HDFC branch Telco and 20 questionnaires were filled online by HDFC customers. All
the 150 data has been combined to derive at results.
 INDEX

Chapter number Topic Dates

CHAPTER 1 INTRODUCTION 9-10

1.1)  Introduction to the Industry
11-30
1.2)  Introduction to the Company
1.3)  Introduction to the Topic 31-46

CHAPTER 2 LITERATURE REVIEW 47-51

CHAPTER 3 RESEARCH METHODOLOGY 52-58
3.0) Research methodology 52-54
3.1)Statement of the problem 54
3.2) Objectives of the study 55
55
3.3)  Scope of the study
56
3.4 ) Research design
56
3.5) Collection of data 57
3.6)Sources of data collection 58
3.7)Sampling technique 58
3.8)Analytical tool used in study      58
3.9) Limitations of study 58

CHAPTER 4 ANALYSIS & INTERPRETATION 59-83

CHAPTER 5  FINDINGS, SUGGESTION & CONCLUSION 84-93
5.1) Findings      84-85
5.2) Conclusion                               86
5.3) Suggestion 87
ANNEXURE/ QUESTIONAIR 88-91
BIBLIOGRAPHY/ REFERENCES 92-93
TABLE NO. TABLE NAME PAGE NO.
4.1 Basis of Gender 60

4.2 Basis of age 60

4.3 Educational qualification 62

4.4 Employment Status 63

4.5 Account Type 65

4.6 Account duration 66

4.7 Usage of digital banking services 67

4.8 Factors stimulating the use of digital banking 68

4.9 The factors responsible for people not using digital 70

banking
4.10 modes of digital banking services are mostly used 72

4.11 Ease of use and adoption of digital banking services 74

4.12 Security/Trust and adoption of digital banking 75

services

4.13 Information from the branch and adoption of 77

digital banking

4.14 Social influence and adoption of digital banking 78

services

4.15 Relative advantage in terms of time 80

4.16 rate the improvement of banking due to 81

digitalization
4.17 Level of satisfaction 82

FIGURE NO. FIGURE NAME PAGE NO.

3.1 Conceptual Model 55

4.1 60
Gender analysis
4.2 Age analysis 61

4.3 Educational Qualification 63

4.4 Employement Status 64

4.5 Type of Account used 65

4.6 Duration Of account Opened 66

4.7 Usage of Digital banking services 67

4.8 Why will you use digital Banking 69

4.9 Reasons for not using Digital banking 71

4.10 Modes of digital banking services 73

4.11 Ease Of use 74

4.12 Safety/Security 76

4.13 Information Received 77

4.14 Social influence and adoption of digital banking 79

services
4.15 Time saving 80

4.16 Ratings 81

4.17 Satisfaction 83

CHAPTER 1

INTRODUCTION
 1.1 - INTRODUCTION TO INDUSTRY

MEANING AND DEFINITION:

Bank is an institution that deals in money and its substitutes and provides crucial financial
services. The principal type of baking in the modern industrial world is commercial banking &
central banking.

Banking Means "Accepting Deposits for the purpose of lending or Investment of deposits of
money from the public, repayable on demand or otherwise and withdraw by cheque , draft or
otherwise."

-Banking Companies (Regulation) Act,1949

The concise oxford dictionary has defined a bank as "Establishment for custody of money
which it pays out on customers order." In fact this is the function which the bank performed
when banking originated.

"Banking in the most general sense, is meant the business of receiving, conserving & utilizing
the funds of community or of any special section of it."

-By H.Wills & J. Bogan

"A banker of bank is a person, a firm, or a company having a place of business where credits are
opened by deposits or collection of money or currency or where money is advanced and waned.

-By Findlay SherasThus

A Bank:
Accept deposits of money from public.

Pays interest on money deposited with it.

Lends or invests money.

Repays the amount on demand,

Allow the money deposited to be withdrawn by cheque or draft.

ORIGIN OF WORD BANK:

The origin of the word bank is shrouded in mystery. According to one view point the Italian
business house carrying on crude from of banking were called banchi bancheri" According to
another viewpoint banking is derived from German word "Branck" which mean heap or mound.
In England, the issue of paper money by the government was referred to as a raising a bank.

ORIGIN OF BANKING:

Its origin in the simplest form can be traced to the origin of authentic history. After recognizing
the benefit of money as a medium of exchange, the importance of banking was developed as it
provides the safer place to store the money. This safe place ultimately evolved in to financial
institutions that accepts deposits and make loans i.e., modern commercial banks.

1.2 Introduction to Company

1) Background of the company including promoters:

 The HDFC Bank was incorporated on August 1994 by the name of 'HDFC Bank Limited',
with its registered office in Mumbai, India. HDFC Bank started its operations as a Scheduled
Commercial Bank in January 1995. The Housing Development Finance Corporation (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 liberalization of the Indian
Banking Industry in 1994.

Promoter Company: HDFC Ltd. was a non-banking financial institution. The promoter of the
company HDFC was incepted in 1977 is India's premier housing finance company &enjoys
an impeccable track record in India as well as in international markets. 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. HDFC
Ltd knew with banks, they could draw funds from the public at a very cheap rate.

HDFC Bank commenced its business operations on 16th January 1995. On May 23, 2008, the
amalgamation of Centurion Bank of Punjab with HDFC Bank was formally approved by
Reserve Bank of India. In a milestone transaction in the Indian banking industry, Times Bank
Limited (another new private sector bank promoted by Bennett, Coleman & Co. / Times
Group) was merged with HDFC Bank Ltd., effective February 26, 2000. This was the first
merger of two private banks in the New Generation Private Sector Banks.

2) Characteristics of the industry to which the company belongs (Banking Industry):

Finance is the life blood of trade, commerce and industry. Now-a-days, banking acts as the
backbone of modern business. The robustness of banking system decides the health of the
country.
 Banking industry has several features like:
 Dealing in Money: Bank deals with other people’s money. The deposit collected
by people.
 Individual/Firm/Company: A bank may be a person, firm or company. A banking
company means a company which is in the business of banking.
 Acceptance of Deposit: A bank accepts money from the people in the form of
deposits which are usually repayable on demand or after the expiry of a fixed
period. It gives safety to the deposits of its customers.
 Giving Advances: A bank lends out money in the form of loans to those who
require it for different purposes.
 Payment and Withdrawal
 Agency and Utility Services
 Profit and Service orientation
 Ever increasing functions
 Connecting link
 Banking business
 Name identity

Growth in Banking Sector Deposits

 During FY06–17, deposits grew at a CAGR of 12.03 per cent and reached 1.54 trillion by
FY171.

 Strong growth in savings amid rising disposable income levels are the major factors
influencing deposit growth.

 Access to banking system has also improved over the years due to persistent government
efforts to promote banking-technology and promote expansion in unbanked and non-
metropolitan regions.

At the same time India’s banking sector has remained stable despite global upheavals, thereby
retaining public confidence over the years.
 Deposits under Pradhan Mantri Jan Dhan Yojana (PMJDY), have also increased. As on
November 9, 2016, US$ 6,971.68 million were deposited, while 255.1 million accounts were
opened

Market Size:The Indian banking system consists of 27 public sector banks, 26 private sector
banks, 46 foreign banks, 56 regional rural banks, 1,574 urban cooperative banks and 93,913 rural
cooperative banks, in addition to cooperative credit institutions. Public-sector banks control more
than 70 per cent of the banking system assets, thereby leaving a comparatively smaller share for
its private peers. Banks are also encouraging their customers to manage their finances using
mobile phones.

3) Vision, Mission and Quality Policy:

Vission:
To build a world class Indian Bank.

Mission:
 Use enabling technology to provide value added products and services to
customers.
 To build sound customer franchisee across distinct businesses.
 To achieve healthy growth in profitability, consistent bank’s risk appetite.
 Committed to maintain the highest level of ethical standard, professional integrity,
corporate governance.

Quality Policy:

HDFC Quality Policy HDFC Bank shall constantly strive to innovate and deliver total financial
solutions to satisfy customers beyond their expectations in their home and lifestyle needs. This
will be driven by;

• Caring customer service, anticipating requirements and delivering proactive solutions.

• ISO 9001-2000 based quality management system and enhancing potential of our through
motivation, development and recognition.

• Caring customer service, anticipating requirements and delivering proactive solutions

• State of the art Information Technology and Communications Systems, coupled with
continuous improvement based on effective measures and efficient processes.

4) Organizational structure:

Overall organizational structure:

 5) Ownership pattern:

Shareholding Pattern - HDFC Bank Ltd.

Holder's Name No of Shares % Share Holding

Promoters 543216100 20.93%

ForeignInstitutions 857888518 33.06%

GDR 472988147 18.23%

NBanksMutualFunds 256407086 9.88%

GeneralPublic 234028529 9.02%

Others 166377979 6.41%

FinancialInstitutions 61399796 2.37%

CentralGovt 2784112 0.11

6) Manpower (complete details of Human Resources):

Number of employees as of March 2017 was 84,325. There are both on the job training as well
as off the job (programs conducted by internal and external faculty). The bank believes that
broader employee ownership of its equity shares contributes to employee motivation and
performance. 140 employees were in receipt of remuneration of more than 60 lack per annum. 16
employees employed for part of the year were receiving a remuneration of more than 5 lakh per
month as of March 2017. The bank uses IT extensively in its human resource operations. Human
resource department is headed by manager, HRD, who organizes the training programs for
workers and managerial staff. The manager HRD is only responsible for training and
development. MHRD does not look over workers and managerial staffs.

3 step process:

 Identifying training needs

  Impacting the required training
 Maintaining the training records

Human resource planning: At the end of each year, the human resource department from each
branch receives the requirement for the person for whole year. Then the planning of recruitment
and training is done by training manager and recruiting manager which is approved from head of
HR department.

Recruitment: Recruitment is a process of searching for prospective candidates for the given job
in the industry. Every organization needs employee in short gaps of time because of retirement
and promotion of employees. Two things done at HDFC bank: First- Searching for right
candidates. Second- Encouraging right type of candidates wherever required.

Various training programs at HDFC:

 General Training
 Need Based Training
 Customer Training
 Technology training
 Personality development programs

7) Product/Service Profile:

Accounts and deposit-

 Savings max account

 Regular savings account
 Women’s savings account
 Kid’s advantage account
  Senior citizen account
 Family savings group account
 Basic savings bank deposit account
 Institutional savings account
 BSBDA small account

Loans-

 Personal loan
 Car loan
 Two wheeler loan
 Business loans
 Home loans
 Loan against assets
 Educational loans
 Gold loan

Credit cards -

 Business Platinum Card

 Business MoneyBack Credit Card
 Business Regalia Credit Card

Other products include – Insurance, Forex cards and demat account.

8) Competitors with revenue of the financial year 2018

1) State Bank Of India -2.99 lakh crore INR

2) ICICI Bank – 1300 crore USD
3) Punjab National Bank - 47,424.35 crore INR
4) Axis Bank – 41,409.25 crores INR
5) Canara Bank – 48,942 crores INR
 6) Bank of Baroda – 48,957.99 crore INR
7) Union Bank – 32,198.8 crore INR
8) IDBI – 28,043.1 crores INR
9) BOI – 41,796.47 crores INR

9)Market share and growth rate of the company:

The current market capitalization stands at Rs 500,346.38 crore making it the highest in India.

Growth rate of the company:

Year EPS growth rate Revenue

2016 25% 631.62 Billion Rs
2017 16% 732.71 illion
Rs

10)Annual turnover of the company:

Net sales turnover as on 2017- 69305.96 crores.

Other income as on 2017- 12296.49 crores.

11)Gross and net profit including capital structure:

Mar '17 Mar '16 Mar '15 Mar '14

Profit and Loss account of HDFC Bank
(Amt in Crs)
Profit and Loss account of HDFC Bank
(Amt in Crs)
Mar '17 Mar '16 Mar '15 Mar '14

12 mths 12 mths 12 mths 12 mths

Income
69,305.9
Interest Earned 60,221.45 48,469.90 41,135.53
6
12,296.5
Other Income 10,751.72 8,996.35 7,919.64
0
81,602.4
Total Income 70,973.17 57,466.25 49,055.17
6
Expenditure
36,166.7
Interest expended 32,629.93 26,074.24 22,652.90
3
Employee Cost 6,483.66 5,702.20 4,750.96 4,178.98
23,569.2
Selling, Admin & Misc Expenses 19,638.98 15,768.85 13,073.31
9
Depreciation 833.12 705.84 656.30 671.61
19,703.3
Operating Expenses 16,979.70 13,987.55 12,042.20
3
11,182.7
Provisions & Contingencies 9,067.32 7,188.56 5,881.70
4
67,052.8
Total Expenses 58,676.95 47,250.35 40,576.80
0
Mar '17 Mar '16 Mar '15 Mar '14
12 mths 12 mths 12 mths 12 mths
14,549.6
Net Profit for the Year 12,296.21 10,215.92 8,478.38
4
Description of the roles and responsibilities in the branch:

Branch manager: Accountable for achieving the short term and the long term targets of the
bank. He assigns the responsibilities to all the employees of the branch. The branch manager
ensures that quality service is given by the employees to the customer. He monitors the financial
performance of the branch. There are different segregations of customers. He has a portfolio of
all the preferred customers of the bank i.e. Customers with largest portfolios. Their every
banking need is handled by this person. His main agenda is to maintain long term relationship
with the customer.

Personal Banker Sales: They look after the next class of customers i.e. the classic customers.
They have to complete their target by catering to their portfolio of customers or they can also
bring new customers. Personal Bankers Sales’ has to generate revenue from their portfolio of
customers. They have been given customer base who have good balance.

Operations head is the person who authorizes every transaction done at the bank. He also
ensures the submission of all returns in time. He conducts data integration checks, verification,
maintenance, monitoring and tallying. He also looks after audit, statutory and legal service. In
addition to this, he also does cross selling and assistance of other employees if they face any
difficulty with his vast knowledge.

Personal Banker (Welcome Desk) looks after the banking needs of regular customers. Their
role is a mix of both sales and services. They are the first person to contact for anyone coming to
the branch. They open current and savings account and fixed deposits. They also work for
enhancing the accounts. They handle balance enquiry. Cross selling. Locker operation. With all
this work, they have to keep the goal of generating revenue in their minds.

Cash counter: Cheque and cash is deposited and withdrawn. Processing of demand draft, NEFT
and RTGS. Forex exchange, dealing and issue of forex card. Currency counters are commonly
used in vending machines to determine what amount of money has been deposited by customers.
Teller Authorizer: Authorization of every entry is done by the teller of the cash counter. He
checks all the cash counter transactions. It has a double checking process to ensure correctness of
entries.

Credit card department: HDFC has an integrated credit card department. It has a separate
counter for credit cards. The credit card department in my branch looks after the customers of the
whole state Jharkhand. Employees there are involved in Sales but they don’t have the authority
to provide any service to the customers. They listen to problems and passes it to service
department of Chennai. HDFC is a liability company so there are certain restrictions in credit
card offering and services.

Apart from these people in my branch, there are managers who have different responsibilities.
There is one manager handling the processing of car loans, one manager of insurance who
processes and looks after all the insurance deals grabbed by the employees. Information collected
by people from this branch and then given to the HDFC life person responsible for that particular
branch.

This is done to avoid overburdening of employees with work and expertise in each product to
different people. HDFC also entertains people of other mutual fund schemes to come to the
branch and explain its features as HDFC gains commission on selling other companies mutual
funds.

Please note:
Maintaining portfolio of customers and informing them about the offers
The employees have to handle 4-3 customers on a daily basis updated on MIS. Some customers
are there who they need to call on daily basis. What details they store of customers? KYC details
is stored. Banking and accounting details is stored. If they do large transaction, employees
contact them.

Concept of Sales and marketing learnt:

Sales and Marketing: Sales is a push strategy (just pushing the products) and marketing is a pull
strategy. Marketing is more than just selling the product. It looks after long term relationship
management with customers.

Sales

 Daily sales target given to employees.

 Selling technique: Question customers to know their background. In that way, we make the
customer think of their own needs and when they speak, analyze their needs and offer a
product accordingly. Requires situational intelligence.
 Cross sell: Selling complementary products to existing customers. Cross selling products to
the family members in between simple conversations.
 My experience selling the SIP’s: One must be fully aware of the products before he goes to
sell it. Different offerings based on gender, age, socio economic status, nature. Explained in
detail below in the mutual fund section.
 Importance of sales in an organization: All the employees, regardless of their roles are
engaged in cross selling.

Offers: Various offers of banks to create a sense of urgency:

 In less than 10 second Personal Loan, It comes under Guinness book of world record.
It is the only bank in the world doing this. Once it gave 35 lakh loan to a person
within 10 seconds. But that offer is only applicable to the people who have a good
account balance, good history of transaction with HDFC Bank and not much record
of delayed payments. HDFC software calculates it within 10 seconds and offers it.
 Virtual credit card done in 4 hours and then the customers can start using just after
applying in 4 hours even if they have not physically received the card. Virtual credit
card is offered online.
 Salary mela: Discounts in products for salaried customers and low rates of loan.
 High rates of fixed deposit if done within two days
  Various customized offers seen in the website of HDFC bank according to the
banking habits and capabilities of customers. Different levels of offerings according
to the loyalty of that customer to the bank.

Customer relationship management: (part of marketing)

Lead generation:
1) Contact the customers: First point of contact is very important. It may be through cold
call (calling customers from database and the database details are confedential), walk ins.
 Know your customers (customer profiling): Customer’s family background,
customer’s income. On that basis, we decide they can be potential customer and open
their account.
2) Pitching: While the conversation, you need to take out the necessary details and in the
conversation know the other banks the customer is dealing with. And then ask, why
he/she don’t bank with us. He will reply for example he doesn’t know much about HDFC
Bank. Then we will explain the benefits of our bank in comparison to other banks. For
example, HDFC is giving higher interest rate on fixed deposits, then you can tell your
customer to do the fixed deposit with your bank. Once the customer is ready to take even
a single product, it is a golden opportunity for the bank as you get all the details for
further product offerings. Then he opens the account and according to the balance he
maintains, he will get a class: Normal, Classic, Preferred, Imperia account.
3) Services: If you are not giving good services to the customers, they would not do the
banking with you. Providing services is an integral part of customer relationship
management. While giving services, sale of banking products.

Handling customer complaints:

Dealing customer with patience. First listening to the problems of the customers and then gently
giving them advices. I listened to people asking different queries and how they tackled to them –

Reasons for complains:

Customer unawareness: It is the responsibility of the customer to take care of his account and
check the statements, reminders and mails sent to the customer by the bank. Only in some cases
the branch manager may refund if he thinks it’s necessary. It depends on the branch manager’s
decision until some amount. If the amount is too much, it is not under the branch manager’s
hand.

Bad customer service- Sometimes employees don’t pay attention to customer asking to service
and just concentrate on the customers bringing business to them. Non timely services.

Employee’s mistake: Error in updating the customer’s personal details in the record due to
his/her carelessness. Delay in cheque clearance. Lazy employees delaying in works.

It is seen that the one liable for committing mistakes have to pay the charges and refund the
amount.

Example:

1) Customers coming with complaint of not able to close his account:

Reasons: Loan liked to account, credit card linked to the account, negative balance in account
(negative balance may happen due to EMI amount deduction, non-maintenance of minimum
balance in the savings account)

Solution- You can link the loan to some other account then account will be closed. Pay the
remaining balances then the account will be closed.

2) Mistakes happen in interbank amount transfer between two banks which needs to be
cleared as soon as possible by consulting the other bank.
What kind of mistakes happen in interbank transfers? What is the timeline of
rectification?
Mistakes: Overwriting, bank running short of funds, signature mismatch, account no
mismatch. Then the cheque bounces.
Solution: New cheque has to be given by the customers. Then the transaction can be
completed.
Scoping of the branch:

Concept of segmentation and penetration: I did the segmentation by visiting the nearby places
and made a list of all the places.

Then I asked customers visiting the branch of their place.

 Analysis: Maximum people were of the same area where the branch is situated. Some
who had account but shifted from that place. Some from nearby villages (where there is
lack of banking facilities).
Major players: Tata Motors, Tata Hitachi, Tata Cummins, Tata Power, ISWP, Nearby
schools.
 The places from where no customers or less customers visited the can be the potential
area for penetration.
 Process: Who are the present customer and who can be the potential customers? -
Present customers are the customers in the portfolio and already banking with us. And the
customers who have brand loyalty.
Potential customers can be found out by calls, random home visits, walk-ins (people
coming to the bank for inquiry- they tend to compare the offers from all banks and then
chose a bank). Other potential customers include customers less frequently using HDFC’s
products.

Mutual funds:

Things that I learnt about mutual funds:

Two types of mutual funds:

1) Lump sum- 1) Dividend payout: monthly, quarterly, yearly 2) growth option: Fund will grow,
no pay out.

2) SIP: Systematic Investment Plan: Invest money on a monthly basis.

An Asset Management company has under it several schemes comprising of the pooled funds by
the customers. Each scheme has a fund manager who manages that fund and invests the fund
collected by people in different kinds of assets. The benefit is:

Diversified risk: As the money gets invested in several assets and instruments like equity, debt,
land, gold, government bonds, the risk gets diversified.

Expertise of fund manager: The fund manager has high level of expertise in analyzing the market
and invest accordingly.

Schemes according to the customer’s requirement: Different schemes with different kinds of risk
and return and various other fluctuations like term of holding, time of investing is available.

The longer the fund is kept on hold the higher is the return.

Schemes that can be offered to customers:

First, analyze customer’s requirement by asking them questions like their salary, age, saving
capacity, return expected, risk capability, family background to know the liability.

 Old aged people – offer them less risky plan like MIS
MIS: Monthly Instalment Scheme: They invest a huge amount they get at retirement and
then they get a return monthly.
 Customers with kids – medium risk plans and convinced them by saying that they can
save for their child’s higher education.
 Young customers – Explained them the perks of starting investments early. High risk
funds can be offered.
Why risk varies with the age: If in young age money is lost, they can earn that money
again, so they have higher risk taking capability. In old age, they don’t have the
capability to earn the lost money again.

Other miscellaneous things:

 Security: Entries above 50k checked by the teller authorizer before passing the loan. The
teller authorizer does the tallying before passing the entry.
 Concept of cheque clearance: Cheque clearance is the process where cheques received of
different banks by HDFC Bank is settled with other banks.

CRM: Bank already have data about people’s businesses. Offers are customized for different
customers. Details about it are confidential.

Digital Banking: Tags like "Bank at your fingertips" i.e. bank aapki chutki me are used to attract
customers. Steps towards digitalization

Tax savings forms on fixed deposits are almost converted online. It is done physically only for
old aged citizens who are scared of net banking.

Competitive pressure: Benefits over government banks: Service high, technology high, high
discipline, low crowd at the branch, timing of employees, timing completion of works.

 HDFC has a personal relationship manager. Government bank benefits: proximity of banks.
 "One can only invest in the project for which the loan is taken not in some alternative
project." - How is this ensured?
Audit, sales data and purchase data is collected by the bank. This is the new rule by the
government.
Got to know the different ways in which customer can apply for net banking
One way- When the account is opened, a pin is automatically sent by which he can access
the digital banking.
Second way: E-age form has to be filled and then he gets the pin.

Third way: You can also do it yourself via website, application ---you can reset your
password by clicking on forgot password, after which, your contact details and ATM card
details are required and then you can reset your password.

ATM card is mandatory for being a net banking customer.

Swot Analysis of HDFC Bank

 Strengths

HDFC bank is the second largest private banking sector in India having 2,201
branches and 7,110 ATM’s.

HDFC bank is located in 1,174 cities in India and has more than 800 locations to
serve customers through Telephone banking.

HDFC bank has the high degree of customer satisfaction when compared to other
private banks.

The attrition rate in HDFC is low and it is one of the best places to work in private
banking sector.

HDFC has lots of awards and recognition, it has received ‘Best Bank’ award from
various financial rating institutions like Dun and Bradstreet, Financial express,
Euromoney awards for excellence, Finance Asia country awards etc.

HDFC has good financial advisors in terms of guiding customers towards right investments .

Weaknesses

HDFC bank doesn’t have strong presence in Rural areas, where as ICICI bank its
direct competitor is expanding in rural market.
 HDFC cannot enjoy first mover advantage in rural areas. Rural people are hard
core loyals in terms of banking services.

HDFC lacks in aggressive marketing strategies like ICICI.

The bank focuses mostly on high end clients.

Some of the bank’s product categories lack in performance and doesn’t have
reach in the market.

The share prices of HDFC are often fluctuating causing uncertainty for the
investors.

Opportunities

HDFC bank has better asset quality parameters over government banks hence the profit
growth is likely to increase

The companies in large and SME are growing at very fast pace. HDFC has good
reputation in terms of maintaining corporate salary accounts.

HDFC bank has improved its bad debts portfolio and the recovery of bad debts
are high when compared to government banks.
 Greater scope for acquisitions and strategic alliances due to strong financial
position.

Threats

HDFC’s nonperforming assets (NPA) increased from 0.18 % to 0.20%. Though it

is a slight variation it’s not a good sign for the financial health of the bank.

The non banking financial companies and new age banks are increasing in India.

The HDFC is not able to expand its market share as ICICI imposes major threat.

The government banks are trying to modernize to compete with private banks.

RBI has opened up to 74% for foreign banks to invest in Indian market.
1.3 Introduction to the Topic :

What is meant by digitization?

Digitization is the process of converting data into digital format. Digitalization means the
adoption of technology. But these two words are being used interchangeably.

What is Digital Banking?

We talk a lot about building digital banking solutions to help financial organizations improve
their customer on boarding experiences. But, what is digital banking?

Digital banking is the digitization (or moving online) of all the traditional banking activities and
programs that historically were only available to customers when physically inside of a bank
branch. This includes activities like:

• Money Deposits, Withdrawals, and Transfers

• Checking/Saving Account Management

• Applying for Financial Products

• Loan Management
• Bill Pay

• Account Services

Consumer preferences have quickly shifted to online and mobile devices, but many financial
organizations have had trouble shifting their On boarding experiences online and to smaller sc

In addition, until the past few years, banks were not envisioning the tremendous shift in
consumer behaviour that occurred as a result of the millennial generation now become the largest
consumers of financial products.

What is the Difference between Online and Digital Banking?

For the most part, these two words are synonyms. But, we define online banking a bit more
narrowly: online banking primarily focuses on remote deposits, money transfers, bill pay, and
basic online management of accounts. Other synonyms for online banking include internet
banking, virtual banking, and e-banking. So, online banking focuses on digitizing the “core”
aspects of banking, but digital banking encompasses digitizing every program and activity
undertaken by financial institutions and their customers.

History of Digital Banking:

1994
• Online Banking is built into Microsoft Money. 100,000 households begin accessing their
bank accounts online.

• Stanford Credit Union begins offering banking services via their website, paving the way for
credit unions and banks across the country.

2001

Online banking hits 20 million users, with 8 different U.S. banks achieving at least a minimum
of 1 million online users.

2002

Avoka was founded to help banks and financial institutions in their digital transformations.

2007

The launch of the I-Phone begins shifting digital banking from desktop computers to
Smartphone.

2009

Online banking hits 54 million users in the United States.

2016

Millennial succeed in fundamentally shifting digital banking preferences, signalling to banks

that they must move all services online.

Advantages of digitization in banking:-

• Improved customer experience.

• Reduction of costs for banks and customers as well by using ATMs, cashless
transactions etc.

• With more digital data available with banks, they can take data-driven dynamic decisions
by using digital analytics. This benefits both customers and banks.

• Technology is non-discriminatory. Everyone will be treated same at banks.

• Digitalization reduces human error.

• Need of handling large amounts of cash will be reduced

 • Opening and maintaining bank accounts are never been this easier.

• Repetitive tasks will be eliminated by automation.

• Rural and urban gap will be eliminated.

• With the increasing cashless transactions, fake currency threat will be reduced.

Steps taken to know what is digital banking and how to establish footprints towards establishing
it are :

1) Exploring HDFC digital banking Platform.

2) Exploring the digital banking condition in India.

3) Types of Questionnaires

4) Read previous researches on digital banking from Google scholar and KIAMS library articles.

5) I inquired from employees their views on digital banking (study on what all things can be
converted online).

6) The procedure for data collection

7) Different scales that can be used in a research.

8) Distribution of survey form prepared by me

9) Understanding customer and persuading them to fill the questionnaires.

10) Some concepts of banking

A brief description on all the 10 points of the work carried out:

1) Exploring HDFC digital banking Platform:

Digital Banking in HDFC is carried out with the help of following platforms:
  HDFC website is the major place for Digital banking. It’s bank at your fingertips.
Approximately 80% of the things can be done online. It has the option to purchase
the products, making payments, online shopping, compare various deals and
buying options.
 Phone Banking: Phone Banking is a combination of interactive voices response
and Agent offerings. For all the services which cannot be done through automated
technology, phone banking takes out aneasy way. All the transactions can be done
without the use of papers and only through use of telephone.
 Mobile Applications: PayZapp, Chillr:
 Through Chillr, money can be sent within seconds to other people who
have a profile in Chillr.
 PayZapp is an app through which fund is transferred. Payment and
recharge facility is also there in it. Customer’s account is linked in
PayZapp. There are two ways to activate PayZapp:
 NetBanking linking
 ATM card can also be used.
2) Digital Banking condition in India:
Why adoption of digital banking has become necessary in this era?

Competition is increasing in the banking industry not only from other banks but also from many
other companies offering banking facilities. One of which is FinTech technologies. It is
technology used in the financial services sector. It is disrupting the traditional methods of
transfer of money, loans, fundraising, management of assets and mobile payments. A bank in
order to remain stable has to grow strong in digital aspects. FinTech is also changing customer’s
behavior. Customers these days wants to adjust their investments and deposit a cheque while
waiting in the queue for a bus. Democratization of services is an alarm for banks to go digital.
This is also necessary for attracting millennial customers. The banking sector is revolving around
customer centric products and services with speed and dexterity which can be made possible
through digital banking.

3) Types of Questionnaires: A questionnaire should go from simple to complex. There are

mainly 3 types of questionnaires
 Questions in open Questions in close Mixed
ended format ended format

 Open ended questions ask for free flowing answers. It doesn’t have pre-determined
options. It can be useful for suggestions for improvements from the customers. We
can attain more information by using it. Example: What improvements do you expect
from HDFC Bank?
 Close ended questions has pre-determined set of options. Under it there is
o Dichotomous questions which has two options like ‘yes’ and ‘no’ option.
o Multiple choice question which has several options like age.
o Likert questions which has 5 options: Strongly agree, Agree, Neutral,
Disagree, Strongly Disagree
o Bipolar has two extreme answers
As people coming to the bank has less time to give, I chose close ended questions as
it takes less time.
 Mixed Method: It has some pre-determined answers but also an option to specify if
there is any other response. I have also used this if by chance I get some customers
who are ready to devote some more time.
4) Read previous researches on digital banking from Google scholar and KIAMS
library articles.
I read previous researches and various articles and realized the importance of digital
banking. To find out the relationship between factors responsible for non-adoption of
digital banking I also inquired the employees. The various factors that could influence
were:
 Information/knowledge about digital banking: Knowledge and education about what
is digital banking.
  Perceived usefulness: How much the customers think using digital banking will help
them.
 Perceived ease of use: How much the customers think that it will be easy to use.
 Perceived enjoyment: It is not very tough and cumbersome to use digital banking and
gives a feeling of enjoyment in the mind.
 Level of satisfaction with bank’s services: The previous offering and brand image
effectiveness on adoption.
 Perceived privacy: Nobody else will be able to know my banking habits.
 Trust on the bank: Security
 Feature availability: Number of features relationship with digital banking.
 Internet connectivity: The person has mobile and internet or the device to use digital
banking.
 Design: Design of the website and application. Attractiveness to the eyes.

I had a talk with the employees regarding which factors they think are most relevant and
added those in my research.

5) I inquired from employees their views on digital banking (study on what all things
can be converted online).
Welcome desk: People come to cash counter for very routine stuffs like knowing the
bank statement, change of information which eats up the time of the employees.
Cash counter: Except for cash deposit and cash related transaction everything can be
done digitally. There’s no need for customers to stand in the queue and waste their time
and energy.
Sales staff works: Purchase of products, submission and transfer of funds can also be
done online. There are a few exceptions in which the customer has to come to the branch.
For example, people who have don’t have time and want a personal banker to do his
work. One more example can be the head of HUF has to sign and give authority that
members in their can transfer their collective fund. The same is the case with partnership
firm. (Partnership is a form of business in which two or more people collaborate their
management and capital. They share profits according to the deeds signed).
6) The procedure for data collection: Relevant data, adequate in quality and quantity
should be collected. I am doing primary research (raw data) which is in most cases
relevant and reliable.
To ensure correctness of the data collected, I inquired from the people coming to the
branch that they are HDFC customers or not. To ensure collection of data from all types
of customers I collected data from all type of people. Salaried, non-salaried, male,
female, all age groups, more educated and less educated. With these data, I can draw
valid conclusion on adoption of digital banking by all categories of people.
7) Different scales that can be used in a research.
o Likert Scale: It measures attitudes of people towards something. For example:
Strongly agree to strongly disagree, Very good to very bad.
o Bogardus social distance scale: It measures the degree of variance of attitudes
of people to a societal group, racism category and ethnic group.
o Semantic Differential Scale: To know people’s feeling for something. It means
the same word may have different meaning for different people. It is used in
qualitative data.

8) Distribution of survey form prepared by me: I distributed the forms for 3 weeks to
collect the responses. I got an average response of 3 people per day.

9) Understanding customer and persuading them to fill the questionnaires: There were
many observations which I have already stated in the weekly report.
Some of the main points noted:
o We need to be confident while approaching someone so that they gain trust.
o If a customer has problem, then his problems should be listened to. One should be
ready to listen to the drawbacks of his company, so that the company can
improve.
o Situational intelligence has to be applied while approaching a customer to
convince him to get the work done which has already been stated with examples
in the weekly report.
10) Some concepts of banking:
o The concept of new customer acquisition: Customer acquisition is important for a
bank because customer also keeps leaving the bank. To maintain good level of
customers and attract new people is very important to remain competitive. This can
be done in three ways:
 Referrals: If a customer has good relation with the bank and is happy with
the services provided, that customer can be asked for people whom he
knows.
 Field work: Current account/ swipe machine selling in the market and
other banking products to individual customers.
 Random walk Ins: People who are not HDFC customers but come here
for some work and people who are there to inquire about the bank can be
pitched.
o Concept of D mat account: D mat account is opened if a customer wants to trade in
shares of a company. Trading account is automatically opened for it. Trading account
is the intermediary between savings account and D mat account. In D mat account
first year there is no charge and from second year onwards, if there is 1 transaction,
charge is 250 Rs and if 0 transaction done, 500 Rs.
o Tax Saving schemes for customers available in the bank:
Income tax slab:

Income up to Rs 2,50,000 No tax

Income from Rs 2,50,000 – Rs 5,00,000 5%
Income from Rs 5,00,000 – Rs 10,00,000 20%
Income more than Rs 10,00,000 30%

 Life insurance investment plan: Under section 80C tax can be

deducted on the premium paid up to 1.5 lakh if the customer invests in
this scheme. Under section 10 (10D), the income received on the life
insurance policy is exempted from income tax.
  Tax saving mutual fund: Equity Linked Saving Schemes or ELSSs
also known as tax saving mutual fund scheme saves taxes under
Section 80C in the financial year. Tax deductions is up to Rs 1.5 lakh.
 Tax saving FD: The same 80 C scheme applies here. A maximum
deduction of 1.5 lakh under the Income Tax Act 1961.
 PPF (Public provident fund): 80C is applicable. The interest accrued is
tax free. It is also the safest as it is backed by the government of India.

Schemes are given according to the goals of the customer.

o Marketing concept: First comes marketing then comes selling. If we don’t do proper
marketing of the product which includes brand creation, creation of a unique selling
proposition and customer relationship, then customer loyalty will be hard to achieve.
Once these marketing functions are done, the sale will automatically happen.

Steps taken in order to collect data :

1) Establishing a Digital Footprint: I asked the people coming to the branch that do they want to
activate their net banking and download mobile applications. Some people agreed when I
told them the benefits of adopting digital banking. The benefits that I told them were: they
can get cashbacks on several online sites. They can also do the DTH, phone recharge, utility
bills payment directly from the internet and they don’t have to go out of their homes to get it
done. Another benefit is money can be transferred during emergency situations. To convince
more people to adopt digital banking, I used my application in front of them so that they get
trust. I also told them the benefit of HDFC application over other applications. HDFC bank’s
fund transfer application is secured by a large bank whereas many other applications are not.
One more security feature in HDFC digital banking is that when we add a beneficiary we get
an immediate notification from the bank. In this way money cannot be transferred to anyone
without the permission of the owner of the account. I also assisted customers to go digital by
updating their pin digitally and told them how to update the information using ATM. The
process goes like:Insert ATM, put the pin, Go to the more option, click update mobile
 number, Retype the new number. Within two working days the mobile number will be
updated by the back end team.

2) Credit card awareness: Some customers were asking that what is the benefit of using credit
card of HDFC Bank. I mostly sit in the credit card department so I often faced this query
from credit card customers. I made the customers aware that if they make purchase after the
bill generation date, then they’ll get more time to make the payment. I told them how they
can increase/delay the payment date. The way in which they can go for that: for an instance-
The bill generation date is 15th June and the customer makes a purchase on 16th June. The 16th
June purchase will now be counted under bill generation date of15th July. The payment will
now have to paid on 5th August which is the nearest due date. In this way the customer will
get 45-50 grace days to make the credit card payment.

I also gave answer to this query of some customers- Procedure for making payment of credit
card: For first payment they have to make a call to customer care and after that they can make
the payment from net banking or from bank.

3) Survey accumulation:I transferred the data from the survey sheets collected from people to
Google form. Learnt how to make a Google form and how to fill it. Learnt about its various
options like short answer, multi choice, and checkbox for collecting different types of
responses.

4) Research on statistics:What is statistics: Collecting and analyzing data especially for

interpretation and arriving at a conclusion for a big data with the help of a small data.
There are many types of statistical tests. There are some points on which we decide the
statistical tool:

 Type of variable
 Data distribution
 Design of the research
5) Data from previous researches: I thought to read some previous researches so that I could get
a link on how actually a research is conducted, analyzed and framed. Things I found out
through the previous researches:
 Every variable explained
 Background of study
 Research problem
 Objectives of the study
 All tools used explained
 Data collection explanation
 Data analysis explanation
 Explanation of every part of the survey (data collected)
 Analysis
 Summary of findings
 Final conclusion
 Recommendations
 Suggestions for further research

6) Types of variables:Types of variables:

Categorical variables:

 Nominal: Have more than 1 category but do not have an intrinsic order.
 Dichotomous: Two categories that are opposite and entirely different. For example: Male
and Female. Yes and No.
 Ordinal: Categories can be ordered or ranked. Example is a likert scale.

Continuous variables:

 Interval: The difference between two values is meaningful. For example: Difference
between 20 and 30 degrees is same as difference between 30 and 40 degrees.
 Ratio: This is also interval variable with the added condition that 0 is means nothing. So,
0 degree holds a value and is not a ratio variable.
7) Statistical Tools: These were the statistical tools used:

Correlationchecks the relationship between variables. What will be the change in one variable
with respect to the change in other variable? Correlation coefficient ranges from +1 to -1.
+shows positive relation, - shows negative and 0 shows no relation.

Pearson correlation is used with two quantitative variables.

Spearman correlation is used with ranked variables. It signifies its strength and direction.

Paired T-test: A paired t-test compares the value of two samples and based on that conclusion is
drawn. For example: Students’ marks before and after teaching with a particular method.

ANOVA: This is used to check whether the mean of more than 2 samples are significantly
different or not.

8) Essential qualities of a good sales professional:

Healthy self-esteem: Good professional believes in the theory –‘Customer first,
commission second’. They are proud of their profession, company and product. Their
actions are full of strength.

Good communicator: Listening and persuasion skills- They ask questions and listen
patiently to understand the need of the client and provide solutions accordingly. The
unprofessional talks too much. He talks to the point of losing the sale.

Belief and conviction:A good sales professional is sincere and excited about his product.
Every morning he wakes up looking forward to provide solutions to his clients. He feels
that those who don’t use his products are missing out on something very valuable.

Know your company or product:What are the qualities of the product, what are the
drawbacks. Where the company needs to invest, product performance, product
diversification, better advertisement?
9) Other learnings happened:
Proper arrangement of files Got to know that the auditor checks and tallies the photocopy of the
drafts. I was given the responsibility to arrange all the bank drafts order wise.

I learnt the importance of every document at a bank. The auditor will be coming in the next
week. So everybody started checking the accounts at the bank so that we do not get in troubles.
Arranging records in a systematical manner and started checking that all the products sanctioned
by an employee has the stamp of the employee or not. If the files are Authentic they put a BJR
stamp on it. We got tons of files to check. From this I got to know the importance of
authenticity.

Awareness campaign:
The branch also conducted yoga session in a colony to build customer relationship when people
joined. This might create dedication towards bank over other banks.

These kind of public activities creates awareness and trust on the bank.
Application of statistics in my research:

Used pie chart to indicate the percentage of responses. Analyzed the pie chart.

Multi-tasking:While working on the research, I kept on observing how the bank is functioning.
When some employee is absent for a very long time, other employees take their position and did
multi-tasking. Multi-tasking is very important in the corporate world.

HDFC has very good opportunities in abroad.

 CHAPTER 2
LITERATURE REVIEW

LITERATURE REVIEW:

This section will consist of findings from the previous research on digital banking adoption. The
factors that other researchers have taken into consideration. Theories and findings that other
researchers have found out. Importance of digital banking. Framework on which this study is
based.

Findings of other researchers:

Earlier research have found out that there is a positive relationship between ease of use and usage
of e-banking services (Agarwal et al., 2000; Chau, 2001). Digital banking provides benefits to
users in terms of advantage and usefulness with 24*7 facility. The accessibility to electronical
device is a relative advantage (Gerrard and Cunningham, 2003). The facility of customer
interaction is an important factor in adapting to digital banking services. (Ainscough and Luckett
(1996).
Gerrad and Cunningham (2003) also pointed out some factors of paramount importance in
adoption of digital bnaking., i.e. the features in the new technology are able to meet the needs of
the consumers. For example the availability of loan calculators, exchange rate converters, and
mortgage calculators to help the customers visiting the bank’s website. Availability of feature
and digital banking adoption has a positive relation.

Pikkarainen et al. (2004) said that content on the website also changes customer’s perceptions.
Quality designs, colours, graphics & images etc all this have an impact on the customer’s mind
and hence chances for digital banking adoption.

Uppal, R.K. & Chawla, R. (2009) this study highlighted the customer perceptions regardinge-
banking services. A survey of about 1,200 respondents was conducted in October 2008 in
Ludhiana district, Punjab. The respondents were equally divided among three bankCgroups
namely public sector, private sector & foreign banks. The present study investigates the
perceptions of the bank customers regarding necessity of e-banking services, quality of e banking
services, bank frauds protection, future of e-banking, preference of bank customers regarding
banks, comparative study of banking services in various bank groups, preferences regarding use
of e-channels & problems faced by e-bank customers. The major findings of this study is that the
customers of all bank groups are a bit interested in e-banking services, but at the same time are
facing problems like, inadequate knowledge, poor networks, lack of infrastructure, location
issues, frauds of ATM cards and difficulty to open an account. Keeping in mind that these
problems faced by bank customers, this research frames some of the strategies like customer
education, seminars/meetings, proper network and infrastructure facilities, online shopping
facilities, proper working , maintenance and installation of ATM machines, etc., to enhance e-
banking services. Many of professionals and business class customers as well as highly educated
and low educated customers also feel that e-banking has somewhatimproved the quality of
customer services in banks.

Malhotra, Pooja & Singh, (2010) This study is an attempt to present the present statusof
Internet banking in India and the extent of Internet banking services that are offered by Internet
banks. In addition, it tries to examine the factors that are affecting the extent of Internet banking
services. The data is based on a survey of bank websites which were explored during July 2008.
The sample consists of approx. 82 banks operating in India at 31st March 2007. Multiple
regression technique are employed to explore the determinants of Internet banking services. The
results shows that the private andforeign Internet banks have performed well in offering a wider
range and more advanced services of Internet banking as comapared with public sector banks.
Among the determinants affecting the extent of Internet banking services some are - size of the
bank, experience of the bank in offering Internet banking, financing patterns and ownership of
the bank are found to be significant. The main limitation of the study is the scope and size of its
sample as well as other variables (e.g. market, environmental, regulatory etc.), which may effect
on the decision of the banks to offer a wide range of Internet banking services. The purpose of
this study is to help& fill significant gaps in knowledge about the Internet banking landscape in
India. The findings are expected to be a great use to the government regulators, commercial
banks, and many other financial institutions, e.g. co-operative banks planning to offer e-banking,
bank customers and researchers. The bankers along with society at large will come to know
where the banks lag in terms of adoption of Internet banking and in providing different products
and services. An understanding of the factors that are affecting the extent of Internet banking
services is essential both for economists studying the determinants of growth and for the creators
and producers of such technologies. This paper also contributes to the empirical literature on
diffusion of financial innovations, particularly Internet banking, in a developing country, i.e.
India.

Azouzi, D. (2009) finds that the current and prompt technologicalrevolution altering the whole
world has crucial impacts on the Tunisian banking sector. Particularly, it checks some clues on
which we can rely in order to understand the customer’s behavior regarding the acceptance of
electronic banking. To achieve this goal, an empirical research is carried out in Tunisia and it
reveals that manoply of factors is affecting the Customer’s attitude toward e-banking. For ex;
age, gender &educational qualifications seem to be important and they split up the group into
electronic banking adopters and traditional banking defenders & so, they have significant
influence on the customer’s adoption of e-banking. Also, this study shows that despite the
presidential incentives & inspite of being fully aware of the e-banking's benefits, numerous
respondents are still using the conventional banking. It is necessary tomention that the fear of
loss because of transactions errors or hackers plays a major role in alienating Tunisian customers
from online banking.

Rogers (1962) gave a theory of diffusion of innovations that included 5 major factors provided
to have an influence on customer’s acceptance of a new product or service. These included
relative advantage, compatibility, simplicity or complexity, observability and trialability.
Relative advantages in case of time, cost and convenience. Following are the characteristics of
relative advantage.

Complexity refers to perception of the customer on how easy is using the product or service. It is
also easily understood or not. The people who believe that digital banking will not be easy to use
will not adapt to the technology very easily because some may not even try. If the customer is
not technology friendly it may be more difficult for them. This will require customer’s behavior
to change. From physical

transaction to online. It may require them to behave different from their typical behavior
(Gatignon and Robertson, 1985).

Gender has not been found to have a direct relation to adapting to digital banking technology
(Taylor and Todd, 1995). It may also depend on the marital status of the couple. If the couple is
married, they are likely to have a joint account and married women tend to adapt to digital
technology more.

A study has also revealed the relationship between age and adoption of digital banking. Younger
people adopt digital banking more. (Karjaluoto et al., 2002).

Rameshgaava,2012 in his study on Topic ‘Indian Banking Sector’ finds thatThe sector of
commercial banks consist of - 33 foreign banks, 40 private sector banks, and 27 public sector
banks where majority ownership is owned by the government. At the time of reform period, the
financial system permitted the banks to select their lending rates and deposits, and also
authorizes higher disclosure to make sure of large transparency in the balance sheets. The result
of reforms in the banking sector was that the share of entire assets of public sector banks was
decreased to 75 percent from 90 percent. In the private sector, the new banks entry lowered the
concentration of assets which furthermore might have made the competition stronger which can
leads to more profitability, productivity, and enhancing efficiency.

Dr. Richard Nyangosi (2014) in his study on Topic ‘ Digitizing Banking Services’ finds
that-Internet and mobile technologies of recent years have gained momentum and are
impacting the working of every process including financial services. Financial Service
providers including banks are turning their necks toward the wave of these Technologies.
Their findings includes- Adoption of cell phone banking. Out of the respondents surveyed,
26 percent had adopted cell phone banking in India out of those who adopted, mostly were
young aged. This service too like any other e-banking services is gaining momentum as
customers are finding it easy to bank 24x7. Using different common E-banking services
provided through a cell phone, which included: balance inquiry, requesting cheque book,
know last few transactions, requesting bank statement, stop payment of cheque, and bill
payment.

Adoption of Cyber Banking, the findings indicate that, 67.2 percent of the total sample
adopted Internet Banking and 36.8 did not adopt.

Perceived usefulness of SMS banking, financial products through cell phones have proved to be
useful to both customers and providers in recent times. Customers find it easy, convenient, and
efficient to transact conventional banking services which are non-monetary in nature such as
balance enquiry, transfer of funds, change password etc through a mobile phone.

There has not been much research on race and caste.

There has been a positive relation between education, income and adoption of digital banking
services.
 CHAPTER 3

RESEARCH METHODOLOGY

Research Methodology

Abstract----“Establishing a digital footprint” We are in the digital era. The banking industry is
changing because of digital technologies. Earlier every customer had to come to the branch to get
work done and everything was done in paperwork but now the systems has evolved. Every bank
is going digital. Embracing digital banking leads to faster services, customer satisfaction as he
saves his time and effort and the employees get freed of routine works. In spite of all these
benefits we see that it is not being adopted by many people. This research will help find out the
main factors behind people not adopting digital banking in HDFC Bank customers. This research
will also establish a relationship between age, gender, educational qualification and profession
with adoption of digital banking.
Questionnaires were used to collect the primary data. 130 physical copies were distributed in
Karnal’s HDFC branch Telco and 20 questionnaires were filled online by HDFC customers. All
the 150 data has been combined to derive at results.

Introduction: Competition is increasing in the banking industry not only from other banks but
also from other companies offering banking facilities. One of which is FinTech technologies. It
is technology used in the financial services sector. It is disrupting the traditional methods of
transfer of money, loans, fundraising, management of asset and mobile payments. A bank in
order to remain stable has to grow strong in digital aspects. FinTech is also changing customer’s
behavior. Customers these days wants to adjust their investments and deposit a cheque while
waiting in the queue for a bus. Democratization of services is an alarm for banks to go digital.
This is also necessary for attracting millennial customers. The banking sector is revolving around
customer centric products and services with speed and dexterity which can be made possible
through digital banking.

The bank which adopts to digital banking the fastest will lead in future is evident. There was a
great necessity to know the attitude of HDFC Bank customers, where are they facing difficulties,
what improvements do they want and what can a bank do to make more people digital. For this
the proper relationship between different factors and different customer not adopting digital
banking has to be known. This research throws a light upon it. The services can then be tailored
according to different customer requirements. It will lead more people adopting digital banking
services at HDFC bank.

The delivery of services through digital platform is necessary to meet customer’s expectations.
The online way of life is growing in India. Consumer lifestyle has changed. Study on customer
preferences on e-banking adoption has not been extensively examined in the Indian context.
There is need of research in this area. This study looks into the barriers of entry into e-banking
services. It will look into the attitude of adoption on the basis of different demographic factors
like age groups, educational qualification, gender and profession.

Factors influencing adoption:

1) Information/knowledge/awareness about digital banking: Awareness is essential
part of users adopting a technology. Awareness about what functions can be
carried out through digital banking and uses of it. So it is the bank’s responsibility
to make the customers aware about digital banking. Heavy advertisements can be
done to make the customers aware about the benefits of the digital banking. Are
the people aware about digital banking platform and do they know what all works
can be done online on digital banking. According to Rogers and Shoemaker
(1971) customers must be aware, assure, choose and affirm before adapting to
new technology.

2) Ease of use: Davis 1989 defined ease of use as the extent to which users believe
that using a system will be easy and effortless. How easy the users are finding
usage of digital banking. They are easily able to search the information they are
looking for and carry out the activity. Ease of use also depends on the website
design and lack of ambiguity.

3) Complexity: Does using digital banking requires a lot of effort or they are
comfortable while using it.

4) Time saving/ relative advantage: Do they feel that using digital banking will save
their time? The customer feels that time saved is a relative advantage over
traditional banking.

5) Social influence: What is the effect on customers if their friends and family use it?
Do they get influenced or do they have their own perception about it.

6) Trust: Trust is when a customer has the thinking that the other party will behave
honestly. Whenever a customer choses a product he is vulnerable to risk and is
dependent on other party. Do the HDFC bank customers trust the digital banking
platform fully or trust is a factor creating hindrance in adoption of digital banking.
Customer has lack of trust especially when it comes to handling their money so
digital banking has to work really hard to gain trust. Two areas of trust: trust in
the system delivering services and trust in the service providers. As the customers
gain more trust on digital technology they will adapt to digital banking more.
 7) Assistance and information from the branch: Do the customers get assistance
when they come to branch with some queries about digital banking and do they
anyways get knowledge about it from the employees.

Statement of the problem: What are the factors responsible behind people not adopting digital
banking and relation between adoption and demographic factors of the HDFC customers ?

Objectives of the study:

 Through the study we will be able to find out what is the attitude of HDFC Bank
customers for digital banking.

 To identify the awareness and usage of Digital-Banking.

 To know how much banking services has been improved.
 What is the reason behind people not using digital banking.
 What can be done so that customer uses digital banking more.
 The relationship between different factors mentioned in the introduction part and
demographic factors like age, gender, education, employment status and adoption of
digital banking.

Scope of the study:

The research will look into the reasons behind HDFC customers not using digital banking
services. The relationship between gender and adoption of digital banking services, relationship
between age and adoption of digital banking services, relationship between employability status
and adoption of digital banking and relationship between education and adoption of digital
banking services. The research will find out the relationship between different factors like ease
of use, complexity, time saving, security issues, social influence and attitude of different people
with different demographic factors mentioned above. In this way the research will establish the
main reason behind people not adopting digital banking and further actions and plans can be
made in that way in that way to influence more people to adopt digital banking.

Figure 3.1: Conceptual Model

Level of Awareness

Customer Trust

Independent variables Dependent variable

Adoption of digital banking
Ease of use

RESEARCH DESIGN: Type of Research: - Descriptive research

Descriptive research is also called Statistical Research. The main goal of this type of research is
Complexity
to describe the data and characteristics about what is being studied. The idea behind this type of
research is to study frequencies, averages, and other statistical calculations. Although this
research is highly accurate, it does not gather the causes behind a situation.

The regular interaction with the Customers and the Line Managers revealed about the various
strategies involved
Social in performing business activities and gathering data using various techniques
Influence
and software applications
Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main
characteristic of this method is that the researcher has no control over the variables; he can only
report what has happened or what is happening

Collection of Data

Questionnaire was distributed to the HDFC customers coming to the branch. They were also
interviewed on their perceptions, complains and qualities that they like about HDFC digital
banking services.

To ensure that every category of the demographic people are included the researcher ensured to
do the survey from people of all ages, both genders, highly qualified, less qualified randomly.
The questionnaire was administered face to face. Response rate is adequately high. Screening
questions were asked to the respondents to ensure that they were HDFC customers. The
questionnaire was divided into three parts. The first part included the demographic factors, the
second part consisted of questions to find out the reasons for certain type of behavior and part
three consisted of question to know the attitude of the customer s towards digital banking. Part
three included the Likert scale. The questions in questionnaire were mostly close ended questions
because people coming to the branch are generally not ready to give more than 5 minutes in a
survey. The pre-determined options were asked by the HDFC employees and derived from
secondary sources like previous researches. The close ended questions included dichotomous
questions which included ‘yes’ and ‘no’ option. Multiple choice question which had various
options like age. Likert questions which has 5 options like strongly agree, agree, neutral,
disagree, and strongly disagree. It takes relatively less time than open ended question. The
questionnaire also included mixed questions which is a mixture of pre-determined options and
some columns to be filled by customer alone.

Sample size: 150 is the sample size.

I have used non probability sampling. Method used was convenience sampling. In convenience
sampling respondents are selected because they are at the right place at the right time. Under
convenience sampling the method used is judgment sampling. Judgment sampling is a type of
convenience sampling in which the researcher decides the respondents based on his/her
judgment. This method was used.

Sources of data Collection :

Source of data was HDFC Bank customers. Information was also collected by the employees and
by the secondary sources.

Techniques of data analysis tools: The variables are dependent or independent.

SAMPLING TECHNIQUE: Convenience Sampling

Convenience sampling is a non-probability sampling technique where subjects are selected

because of their convenient accessibility and proximity to the researcher.

Analytical tools used in Study :

Pie charts & Bar graphs are used in order to present the data collected . Pie charts are made on
the basis of percentage of responses given by customers. Tables are made on the for every data
collected & following the same data pie charts & Bar graphs are made.

Limitations of the study:

The dominant objective of the study is to study customer adoption of digital banking services in
HDFC customers with the help of the factors like ease of use, complexity, relative advantage,
social influences, security factors, information from the bank.

The study was conducted by the people coming to the branch. Some people in hurry might not
have read all the options which may lead to wrong conclusions.

The method used is convenience sampling which may give a little wrong result.

Chapter 4 :- Analysis & Interpretation :

This part shows, analyses and illustrates the research findings. This chapter analyses the response
rate, what is demographic characteristic of respondents, factors responsible for adoption of
digital banking services.

 Response rate:

Out of 177 people given to fill the survey, 150 of them filled it correctly and fully. The research
includes the right responses of the respondents. Response rate will be 84.4% is the response rate.

The response rate was good because the respondents were approached when some were waiting
for their relationship manager or waiting in a queue or when they complete their work. This
made them fill the survey. Some people who were not able to complete the form was due to their
extreme old age or if they were in a hurry. Some people who came in between in their office
hours. The good response rate was also due to the fact that the researcher explained the questions
to the people who were not able to understand the question.

 Demographics details of the sample respondents:

The research deals with demographic characteristics like gender, age, educational qualification,
employment status. The details of the results received are as follows:

On the basis of gender:

There was a question in the study in which the respondents had to put their gender Figure
illustrates the findings:

Table no. 4.1 - On the basis of Gender

GENDER RESPONDENT
MALE 70.60%
FEMALE 29.40%

Gender

29.40%; 29%

70.60%; 71%

Male Female

Figure 4.1
The study shows 71% of respondents are male and 29% of respondents are female. This shows
that majority of people visiting HDFC Bank branch are male.

On the basis of age:

There was a question asking the age group of the respondents. Figure 2 illustrates the
distribution.

Table no. 4.2 - On the basis of Age

AGE RESPONDENT
18-27 17.60%
28-37 29.40%
38-47 13.70%
48-60 11.80%
ABOVE 60 27.50%

Age

17.60%; 18%
27.50%; 28%

11.80%; 12% 29.40%; 29%

13.70%; 14%

18-27 28-37 38-47 48-60 Above 60

Figure 4.2
18% of the respondents were in the age group of 18-27, 29% of the respondents were from 28-37
age group, 14% of the respondents were from 38-47 age group. 12% were from 48-60 age group
and 27% of the respondents were above the age of 60 years.

The highest number of respondents were seen from 28-37 age group which shows that this age
group visits the bank branch the highest. Effort was done from the researcher to get responses
from all age groups.

Educational qualification:

Education level was also taken into consideration to check if there is a relationship between
education level and adoption of digital banking.

The results are presented in the Figure 3:

Table 4.3 - On the basis of Educational Qualification

EDUCATIONAL RESPONDENT
QUALIFICATION
HIGH SCHOOL 15.70%
DIPLOMA 9.80%
DEGREE 43.10%
MASTER 25.50%
PHD 3.90%
NONE 2%
 Educational qualification
2%
4%
16%

26%
10%

43%

High school Diploma Degree Master PHD None

Figure 4.3

From chart 1.3, the results shows that the majority of the respondents have done graduation i.e.
43% followed by masters 25.5%. The least respondents have done 3.90%. What is the relation
between educational qualification and adoption of digital banking?

On the basis of employment status:

It is also thought that employment status has an effect on digital banking. The likely influence
will be calculated based on the following employment status of the respondents. The results are
in the figure 4.

Table 4.4 – On the basis of Employment Status

EMPLOYMENT STATUS RESPONDENT

STUDENT 17.60%
SALARIED 27.50%
SELF EMPLOYED 21.60%
RETIRED 27.50%
HOUSEWIFE 5.90%
 Employment Status

6%
18%

27%

27%

22%

Student Salaried Self employed Retired Housewife

Figure 1.4

The above data shows that there is highest number of data from retired and salaried. Maximum
salaried people come to the branch. The old age people have ample time to fill the survey if
asked for. It is followed by self-employed next highest is student and the least was housewives.

Q1. What type of account you have in HDFC Bank?

a. Savings Account c. salaried account
b. Current Account d. Other

Type of Account used :

The very first I asked people Which type of account they were having in HDFC bank .

Here are the results Of the answers they gave :

Table 4.5 – On the basis of Account Type used

Type of Account RESPONDENT

Savings Account 15.7%
Current Account 11.8%
Salaried Account 68.4%
Other 4.1%
 4%
16%

12%

68%

Savings Account Current Account Salaried Account Others

Figure 4.5

From the results above Maximum customers are using Salaried account near to 68% , a
percentage of about15.7% customers are using savings account , Approx. 12% are using current
account and remaining are using other types of accounts.

Q2. Since how long you are having account in HDFC Bank?

a. 1 year c. 3 year
b. 2 year d. more than 3 year

Since How long they are having account in HDFC bank:

I asked people from how long they were having account in HDFC bank .

Here are the results Of the answers they gave :

Table 4.6 - Duration of the account opened

Duration RESPONDENT
1 year 24.5%
 2 year 18%
3year 37.8%
Above 3 years 19.7%

20%
25%

18%

38%

1 year 2 year 3 year Above 3 years

Figure 4.6

From the results above Maximum customers are using account from 3 year approx. 38% , a
percentage of about 24.5% customers are using account not older than 1 year , Approx. 18% are
using from 2 years and remaining are using from more than 3 years.

Q3. Are you using digital banking services ?

a. Yes b. No

Usage of Digital Banking services:

After the demographic details the Second question asked to customer was do they use digital
banking services. The details of the result are as follows in figure 5:

Table 4.7 – Usage of digital banking services

 USE DIGITAL BANKING SERVICES RESPONDENT
YES 62.70%
NO 37.30%

Yes/No

37%

63%

Yes No

Figure 4.7

From the results from the chart above, maximum customers are using digital banking services
62.7% and 37.3% of customer do not use digital banking services and still rely on the traditional
methods of banking.

Q 4. What are your Reasons for choosing digital banking services?

a. Free training on use of digital banking c. Greater security

b. Easy layout d. Other

Factors stimulating the use of digital banking:

This question was asked to find out what factors will encourage people to use digital banking
services.

This question can help HDFC Bank to find out what can they do to encourage more people use
digital banking services.
 Table 4.8 - Factors stimulating the use of digital banking

REASONS FOR USING DIGITAL RESPONDENT

BANKING
FREE TRAINING ON USE OF DIGITAL 30.40%
BANKING
EASY LAYOUT 13%
GREATER SECURITY 65.20%
OTHERS 11%

Why will you use digital banking

9%

25% Figure
4.8

11%

55% The
results
reveal
Free training on use of digital banking Easy layout
Greater security Others that
65%
i.e. the majority of the people not using digital banking will start using it if they get greater
assurance of safety from the bank. 30.4% said that they will use digital banking confidently if
they are provided a free training from the bank on how to use it. 13% find digital banking
complicated and they would use it if easier layout is provided or if they understand the functions
in a better way. The other 11% had different solutions that they need. The answers included the
following:

Nothing can make me use it.

I don’t want.
I am too old.

If the transactions are made completely free of cost.

Never thought about it.

These were some of the responses which can be worked upon.

Q5. What are your Reasons for not choosing digital banking services?
a. Challenges in the use of digital banking technology
b. Cost incurred in digital banking
c. Safety and security issue
d. I do not know about digital banking
e. other

The factors responsible for people not using digital banking:

It was a question that mainly aimed at finding out what are the factors responsible for people not
using digital banking. This is to find out that where the customers are facing problem while using
digital banking. The results are shown in the following figure 7:

Table 4.9- The factors responsible for people not using digital banking

REASONS FOR NOT USING RESPONDENT

DIGITALBANKING
CHALLENGES IN THE USE OF DIGITAL 23.80%
BANKING TECHNOLOGY
COST INCURED IN DIGITAL BANKING 4.80%
SAFETY AND SECURITY ISSUE 38.10%
I DO NOT KNOW ABOUT DIGITAL 38.10%
BANKING
OTHERS 24%
 reasons for not using Digital banking

19% 18%

4%

30%
30%

Challenegs in the use of digital banking technology Cost incurred in digital banking
Safety and security issue I do not know about digital banking
Others

Figure 4.9

From the results we could find out that the major reason for people not using digital banking is
lack of awareness. The banks need to rigorously promote digital banking, its benefits and how it
can be used (the technology). The same 38.1% people told that they had safety and security
issues. They were afraid to use these new innovations. They can be made aware about how safe
the digital banking processes are and how the software is protected. 23.8% of the people told that
they have challenges in using digital banking technology. They can be taught on how it is used.
Some people don’t even try thinking it is very difficult. They can be taught and shifted towards
digital banking. 24% of the people told other options. Its segregation include: 4.8%- She is ready
to use when it will get activated. 4.8%- Afraid of hacking problem which can again be included
in safety and security issues. 4.8%- less options given while doing phone banking and the system
is very fast for old age people to come up with it. (The expiration of OTP in a small time. 4.8%-
“I trust internet but not mobile phone”. In this line we can find the reason behind the difference
in number of usage of mobile applications and internet banking. 4.8%- They feel that they don’t
need it. This can be due to the reason that the people do not know about its benefits. 4.8% don’t
use it due to the cost incurred in digital banking. The cost here can mean cost incurred in
acquiring devices like phone, computer and cost of internet and charges incurred during the
transaction.

Q6. Which Digital banking services do you use at HDFC Bank?

a. Online Banking c. Mobile applications

b. ATM Banking

What modes of digital banking services are mostly used?

The respondents were investigated on which all forms of digital banking services they use and
the results are in the following pie chart (figure 6):

Table 4.10 - modes of digital banking services are mostly used

MODES RESPONDENT
ONLINE BANKING 64.30%
ATM BANKING 54.80%
MOBILE APPLICATIONS 31%

Modes

21%

43%

37%

Online Banking ATM Banking Mobile Applications

Figure 4.10
From the chart above it is seen that online banking is used mostly by HDFC Bank customer
which shows that HDFC customers have trust on internet. It is a good sign. It is followed by
ATM banking. People use ATM to withdraw or deposit cash and other functions like balance
inquiry, change of customer’s information. Mobile application is also used by 31% of the
customers. Usage of mobile applications can be improved by certain measures or awareness.

Q7. According to you are digital banking services easy to use or not?
a. Strongly Agree c. neutral e. strongly agree
b. Disagree d. Agree
Factors influencing adoption of Digital Banking:

The study takes into consideration factors that influence adoption of digital banking. The factors
were analyzed and the results are as follows:

1) Ease of use and adoption of digital banking services

A question was asked from the respondents that do they feel it is not easy to conduct
banking using digital platform.
Table 4.11 - Ease of use and adoption of digital banking services

EASE OF USE RESPONDENT

STRONGLY DISAGREE 35.30%
DISAGREE 13.70%
NEUTRAL 15.70%
AGREE 9.80%
STRONGLY AGREE 25.50%
 Ease of use
40.00%
35.30%
35.00%

30.00%
25.50%
25.00%

20.00%
15.70%
15.00% 13.70%

9.80%
10.00%

5.00%

0.00%
Strongly disagree Disagree Neutral Agree Strongly agree

Figure 4.11

Majority of the people disagreed 35.3%. They disagree that it is not easy to conduct digital
banking. It means majority of the respondents using digital banking services feel that it is easy to
operate it. 13.7% respondents disagree. Here we see that it is perceived as easy. 15.7% of the
people are neutral either they are unaware or they don’t feel it easy or tough. 25.5% of the
respondents who feel that it is it is not easy to conduct digital banking through digital platforms.
9.8% of people agree that it is tough to use it. We see that maximum people have the perception
that it is easy to use digital banking services.

Q8. Do you Trust Safety/Security in digital banking services?

a. Strongly Agree c. neutral e. strongly agree
b. Disagree d. Agree
Security/Trust and adoption of digital banking services

Respondents were asked that do safety and security issues influence their digital banking
adoption.

Table 4.12- Security/Trust and adoption of digital banking services

SAFETY/ SECURITY RESPONDENT

STRONGLY DISAGREE 17.60%
DISAGREE 9.80%
NEUTRAL 15.70%
AGREE 25.50%
STRONGLY AGREE 31.40%

Safety/security
35.00%
31.40%
30.00%
25.50%
25.00%

20.00%
17.60%
15.70%
15.00%

9.80%
10.00%

5.00%

0.00%
Strongly Disagree Disagree Neutral Agree Strongly agree

Safety/security

Figure 4.12

The question asked was do they fully trust technology that delivers digital banking services.
31.4% of the respondents strongly agreed, 25.5% of respondents agreed. 15.7% of the
respondents were neutral, 9.80% of the respondents disagreed and 17.6% of the respondents
strongly disagreed. Majority of the people trust digital banking but there is a huge number of
people distrusting it too. If bank works in this area, more people might use this service.
Q9. Have you received enough Information About digital Banking services from branch?
a. Strongly Agree c. neutral e. strongly agree
b. Disagree d. Agree

Information from the branch and adoption of digital banking:

Respondents were asked the question that have they received enough information about digital
banking services from the branch and the results are as follows:

Table 4.13- Information from the branch and adoption of digital banking

INFORMATION RECEIVED RESPONDENT

STRONGLY DISAGREE 11.80%
DISAGREE 11.80%
NEUTRAL 15.70%
AGREE 33.30%
STRONGLY AGREE 27.50%

Information received
35.00% 33.30%

30.00%
27.50%

25.00%

20.00%
15.70%
15.00%
11.80% 11.80%
10.00%

5.00%

0.00%
Strongly disagree Disagree Neutral Agree Strongly agree

Information received
Figure 4.13

From the above it is evident that mostly people have received information about digital
banking services. 27.5% of the people strongly agreed. 33.3% of the respondents agreed. 15.7%
of the people were neutral. 11.8% of the people disagreed and 11.8% of the people strongly
disagree. It is seen from the above data that maximum people strongly agree and agree but there
are also many people neutral and disagreeing towards it. If more people are given information
about it, more number of users can be attained.

Q10. Do you use digital banking services due to social influence ?

a. Strongly Agree c. neutral e. strongly agree
b. Disagree d. Agree

Social influence and adoption of digital banking services:

The respondents were asked the question that if their near and dear ones use digital banking
services do they get influenced to use it. We got equally distributed response with more number
of respondents agreeing to it. 27.5% of the people strongly agreed to it. 31.4% of the respondents
agreed on it. 13.7% people were neutral about it. 7.8% of the people disagreed and 1936% of the
people strongly disagreed. We see some people get influenced and some not. A little more
number of people get influenced. This can again be used as a competitive advantage to promote
digital banking services. People can be told to influence or recommend their family members
about digital banking.

Table4.14 - Social influence and adoption of digital banking services

SOCIAL INFLUENCE RESPONDENT

STRONGLY DISAGREE 19.60%
DISAGREE 7.80%
NEUTRAL 13.70%
AGREE 31.40%
STRONGLY AGREE 27.50%
Table 4.14 - Social influence and adoption of digital banking services

Social Influence
35.00%
31.40%
30.00%
27.50%

25.00%

19.60%
20.00%

15.00% 13.70%

10.00% 7.80%

5.00%

0.00%
Strongly disagree Disagree Neutral Agree Strongly agree

Series 1

Q11. Is it according to you beneficial to use digital banking services in terms of time?
a. Strongly Agree c. neutral e. strongly agree
b. Disagree d. Agree

Relative advantage in terms of time:

Respondents were asked that do they feel digital banking services are time saving. We see a very
positive response here. Nobody marked strongly disagree. 0.0%. Only 3.9% of people disagreed.
5.9% of people were neutral to this question. 37.35 people agreed and a whole of 52.9% people
stronglygreed. This data showed us that in spite of the customer using or not digital banking
services they believe that it is time saving to use digital banking services. This point can be
leveraged with some other points to influence people to use digital banking.

Table 4.15 - Relative advantage in terms of time

TIME SAVING RESPONDENT

STRONGLY DISAGREE 0.00%
DISAGREE 3.90%
NEUTRAL 5.90%
AGREE 37.30%
STRONGLY AGREE 52.90%

Time saving
60.00%
52.90%
50.00%

40.00% 37.30%

30.00%

20.00%

10.00%
5.90%
3.90%
0.00%
0.00%
Strongly disagree Disagree Neutral Agree Strongly agree

Table 4.15

Q11. Please rate that how much Digitalization has improved the Banking Services?
a. 5 star
b. 4 star
c. 3 star
d. 2 star
 e. 1 star

How much would you rate the improvement of banking due to digitalization:

Here are the ratings given by the respondents :

Table 4.16 - rate the improvement of banking due to digitalization

Rating RESPONDENT
5 star 39.60%
4 star 29.40%
3 star 13.80%
2 star 11.80%
1 star 5.4%

Ratings

5%

12%

40%

14%

29%

5 star 4 star 3 star 2 star 1 star

Table 4.16

39% people gave 5 star rating , 29% people gave 4 star , 13.8 % gave 3 star rating and11.8%
people gave 2 star rating. While 5.4% of unsatisfied customers gave only 1 star rating.
Q12. What is your level of satisfaction with HDFC Bank Digital Services?
a. Fully satisfied
b. Satisfied
c. Somewhat satisfied
d. Not satisfied

Level of satisfaction:

Here is how people responded to how much they are satisfied with the service given by HDFC
bank:

Table 4.17 - Level of satisfaction

Level Of satisfaction RESPONDENT

Fully Satisfied 44.4%
Satisfied 31.3%
Somewhat Satisfied 15.4%
Not Satisfied 8.9%
 Satisfaction

9%

15%

44%

31%

18-27 28-37 38-47 48-60

Figure 4.17

Out of all the respondents 44% are fully satisfied with the service they are getting while 31.3 %
are satisfied ,15.4 % Someone satisfied and 8.9% not at all satisfied.

Interpretation of results, findings, observations and suggestions which may be divided

into Conclusions and Recommendations.
 Chapter 5 :- Finding , Suggestion & Conclusion

Results & Findings:

The research found out that there was a relationship between gender, age, educational
qualification, employment status and adoption of digital banking services. Maximum users were
male, youngsters, well educated, salaried/ self-employed. Students are also using digital banking
services which means that the millennial are more into convenience. The upcoming generation
will be more digital. HDFC bank can refer who all do not use digital banking services and plan
out something to influence them to use digital banking.

 The gender was not fairly distributed. It was 70% male and 30% female. The findings
showed that gender had an impact on adoption of digital banking services. Age was also
found to have an impact of adoption of digital banking services. The maximum users
24% were found from the age group of 28-37. It is higher than middle aged and higher
aged people.
 The study showed that 64% of the people used digital banking while 36% of the
respondents did not use digital banking services and the Reasons behind for doing so.
 We see in the research that 64.3% of the respondents used online banking. This shows
that people have started trusting internet. They are using Online banking more than
ATMs. This can also be due to the reason that internet is available at a very cheap cost in
India these days especially after the launch of Jio telecommunication services from
Relaince Industries. While fewer users used mobile application. The company needs to
work more on promoting mobile applications.
 Banks need to spend more on promoting digital banking especially to those who are
totally unaware of it easiness.
 When respondents were asked what are hindrances they are facing that they are not using
digital banking services. Maximum 40% respondents told that they do not know about
digital banking. The next challenge was safety and security concerns. Third 25% was due
to difficulties faced when they try to use digital banking. The banks can at first make
people aware of the benefits of using digital banking. Secondly they can also spread the
 awareness that how easy it is to use digital banking. This will remove the fear from the
people who don’t use digital banking thinking it is very complicated. Banks can also
assure its customers that it is absolutely safe to use it. And banks are taking care of their
funds.
 Maximum customers told that they would adopt digital banking and use it more if greater
safety assurance is given. The next term with highest response was if they are given free
training, they will adopt digital banking. Improved awareness, free training and greater
security would influence people to adopt digital banking.
 Level of education also affected the adoption of digital banking. More qualified people
tend to use digital banking services.
 Majority 50% of the customers feel that it is easy to use digital banking services. But
34% do not find it easy. 64% of the users believes it does not require a lot of effort.
Users and non-users both believe that digital banking saves time. This is a relative
advantage to traditional banking methods.
 Previous research showed that people didn’t get influence by their relatives and friends
using digital banking but now they get relatively influenced. This can be leveraged and
loyal customers can be told to spread reviews about their digital banking experience.
 Trust is lacking. 26% of the customers still don’t trust the digital platform used to
conduct digital banking. People mostly 62% do get information about digital banking
function. Some told they were only informed after asking. The non-users can be informed
by the bank employees even when they don’t ask about it.
 I also Find out the satisfaction level of Banking services customers are getting and how
would they rate the digital services of bank.

Conclusion: The study was aimed at finding out the factors responsible for non-adoption
of digital banking services. Then the research found out the relationship between gender, age,
educational qualification, employment status and adoption of digital banking services.

 There was a relation between all demographic factors and adoption of digital banking
services in HDFC Bank customers. Ease of use, complexity, social influence, information
from the bank and security issues all had some percentage of customer getting affected
from it.
Conclusion

Based on this study, the opinion of the sample respondents among the bank customers the
various aspects of digital banking services provided by banks are evaluated using appropriate
statistical techniques such as Cross tabulation analysis with Kruskal-Wallis test, t-test in addition
to descriptive statistics like mean and standard deviation. It is concluded from the results of the
study that the usage of ATM, Tele banking and Internet banking are perceived as important and
the use of these services is associated with socio-economic and demographic characteristics of
the respondents. Though, most of the customers prefer manual banking over digital banking, the
customers tend to use e-banking / internet banking and adoption of e-banking and internet
banking services among the bank customers is significantly influenced by the number of times
visiting the banks as well as the number of banking transactions per month. Most of the services
through digital banking performed by both banks are beyond the expectation of the customers.
From this, it is apparent that there is significant difference in the perceived level of benefits of
digital banking between public and private sector banks as well as between non-users and users
of DB. It is also concluded that the usefulness of digital banking provided by private sector
banks is remarkably higher than that of public sector banks.. It is further concluded that the bank
customers may also continue to use digital banking in the future” as it is useful in getting account
details and balance statements as well as for transferring funds. Moreover, bank customers tend
to strongly recommend to others to use digital banking as it is useful for loan transaction, paying
bills using available cash in the accounts, making order to buy and sell shares and generating
latest reports of banking transactions.
Suggestions:

HDFC Bank should increase the awareness about digital banking to their customers. They can do
that by providing free training or they can inform their customers of the benefits of the digital
banking platform. Extensive promotion will help.

HDFC Bank also need to improve on the safety issue or just inform the customers that how safe
it is to use HDFC digital banking platform. They can come out with other methods to improve
safety like linking the mobile phone to the bank and emails with protective codes. They can also
educate people on how they can ensure safety by not sharing the information with anyone like
OTP.

The law can also help by coming out with stricter punishment for hacking and fraud done with
digital banking.
Annexure

Questionnaire

NAME……………………………………

GENDER………………………………..

AGE……………………………………

OCCUPATION……………………......

EDUCATION……………………......

Q1. What type of account you have in HDFC Bank?

Savings account Current account

Salary account other (please specify) _ _ _ _ _

Q2. Since how long you are having account in HDFC Bank?
0 – 1 year 1 – 2 years
 2 - 3 years 3 years & above

Q3. Are you using digital banking services ?

Yes No

Q4. What are your Reasons for choosing digital banking services?

Free Training on use of digital banking Greater security

Easy layout Others

Q5. What are your Reasons for not choosing digital banking services?

Challenges in the use of digital banking Technology

Cost incurred in digital banking
Safety & security Issues
I don’t Know about digital Banking
Others

Q6. Which Digital banking services do you use at HDFC Bank?

 Online Banking Mobile Application

ATM

Q7. According to you are digital banking services easy to use or not?

Strongly Disagree Disagree

Neutral Agree Strongly Agree

Q8. Do you Trust Safety/Security in digital banking services?

Strongly Disagree Disagree

Neutral Agree Strongly Agree

Q9. Have you received enough Information About digital Banking services from branch?

Strongly Disagree Disagree

Neutral Agree Strongly Agree

Q10. Do you use digital banking services due to social influence ?

Strongly Disagree Disagree

Neutral Agree Strongly Agree

Q11. Is it according to you beneficial to use digital banking services in terms of time?
Strongly Disagree Disagree
Neutral Agree Strongly Agree

Q12. Please rate that how much Digitalization has improved the Banking Services?

4
5 Stars Stars
2
3 Stars Stars

1 Star

Q13. What is your level of satisfaction with HDFC Bank Digital Services?

Fully Satisfied Satisfied

Not
Somewhat Satisfied Satisfied

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