PROJECT REPORT

ON

SERVICE QUALITY OF HDFC

BANK
AT
HDFC BANK
(GOWLIOR)

Summer Training Project Report

Submitted in the partial fulfillment of the Requirement

for the award of the
KNS WORLD MANAGEMENT COLLEGE

(Batch 2012-2014)

SUBMITTED TO::SUBMITTED BY::KNS WORLD MANAGEMENT COLLEGE

KUMAR KESHRI

ABHISHEK

GURGAON
PGDM 4TH TRIMISTER

We understand your world

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

05.Aug.2013

TO WHOM SO EVER IT MAY CONCERN

This is certify that Mr.Abhishek kumar keshri, PGDM student of KNS WORLD
MANAGEMENT COLLEGE, from Gurgaon (HR) has successfully completed Internship
program dated from 17th June 2013 to 2th August 2013.
His performance during the training was very good.
We take this opportunity to wish him good luck for future endeavors.
Thanking you.
FOR HDFC BANK GOWLIOR

(Authorized Signatory)

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

DECLARATION

I hereby declare that the Project report titled

SERVICE QUALITY OF HDFC BANK is my
original work and has not been published or
submitted for any degree, diploma or other similar
titles elsewhere. This has been undertaken for the
purpose of partial fulfillment of POST GRADUTE
DIPLOMA IN MANAGEMENT at World College Of
Technology And Management.
3

Date:

Abhishek kumar keshri

PGDM
abhin64@gmail.com

PREFACE

This project report attempts to bring under

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

.
Abhishek kumar keshri
PGDM
abhin64@gmail.com

ACKNOWLEDGMENT

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

opportunity to thank all the persons who
contributed directly or indirectly for the successful
completion of the project report, Service Quality
of HDFC bank.
I wish to express my gratitude to the branch
manager Mr. NAVEEN SHARMA of HDFC BANK,
GOWLIOR for giving mean opportunity to be a part
of their esteem organization and enhance my
knowledge by granting permission to do a summer
training Project. They provided me with their
assistance and support whenever needed, which
has been instrumental in completion of this project.
I am thankful to them, for their support and
encouragement throughout the tenure of the
project. Also I am thankful to my faculty guide MS.
5

AMITA ARORA from K.N.S. World Management

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

Abhishek kumar keshri

PGDM
abhin64@gmail.com

INDEX
CONTENTS

PAGE NO.

1. INTRODUCTION
2. COMPANY PROFILE
3. SERVICE QUALITY IN BANKS
4. RESEARCH OBJECTIVE
5. RESEARCH METHODOLOGY
6

6. DATA ANALYSIS
7. FINDINGS OF THE REPORT
8. CONCLUSION
9. RECOMMENDATIONS
10. BIBLIOGRAPHY
11. ANNEXURE: QUESTIONNAIRE

INTRODUCTION OF BANKING
Service with a smile:

Todays finicky banking customers will settle for nothing less. The
customer has come to realize somewhat belatedly that he is the
king. The customers choice of one entity over another as his
principal bank is determined by considerations of service quality
rather than any other factor. He wants competitive loan rates but
at the same time also wants his loan or credit card application
processed in double quick time. He insists that he be promptly
informed of changes in deposit rates and service charges and he
bristles with customary rage if his bank is slow to redress any
grievance he may have. He cherishes the convenience of
impersonal net banking but during his occasional visits to the
branch he also wants the comfort of personalized human
interactions and facilities that make his banking experience
pleasurable. In short he wants financial house that will more than
just clear his cheque and updates his passbook: he wants a bank
that cares and provides great services.
So does HDFC bank meet these heightened expectations? What
are the customers perceptions of service quality of the banks?
7

Which dimension of service quality of HDFC bank is performing

well? To find out answers to these questions I undertook a survey
of 2 branches of HDFC bank.
A lot of surveys have been done in the past to understand the
aspect of customer satisfaction and to find out the customer
friendly banks. My research is conducted to find out SERVICE
QUALITY OF HDFC BANK.

COMPANY
PROFILE
8

The Housing Development Finance Corporation Limited (HDFC)

was amongst the first to receive an 'in principle' approval from
the Reserve Bank of India (RBI) to set up a bank in the private
sector, as part of the RBI's liberalisation of the Indian Banking
Industry in 1994. The bank was incorporated in August 1994 in
the name of 'HDFC Bank Limited', with its registered office in
Mumbai, India. HDFC Bank commenced operations as a Scheduled
Commercial Bank in January 1995.
HDFC Bank comprises of a dynamic and enthusiastic team
determined to accomplish the vision of becoming a World-class
Indian bank. HDFC banks business philosophy is based on our
four core values - Customer Focus, Operational Excellence,
Product Leadership and People. They believe that the ultimate
9

identity and success of their bank will reside in the exceptional

quality of people and their extraordinary efforts. They are
committed to hiring, developing, motivating and retaining the
best people in the industry.

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

MISSION STATEMENT OF HDFC BANK

* World Class Indian Bank.
* Benchmarking against international standards.
10

* To build sound customer franchises across distinct businesses

* Best practices in terms of product offerings, technology, service
levels, risk management and
audit & compliance

VISION STATEMENT OF HDFC BANK

The HDFC Bank is committed to maintain the highest level of
ethical standards, professional integrity and regulatory
compliance. HDFC Banks business philosophy is based on four
core values such as:1. Operational excellence.
2. Customer Focus.
3.Product leadership.
4. People.

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

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

Increasing market share in Indias expanding banking

11

Delivering high quality customer service

*
through

Maintaining current high standards for asset quality

disciplined credit risk management

*
Develop innovative products and services that attract
targeted
customers and address inefficiencies in the Indian
financial
sector.

DISTRIBUTION NETWORK
HDFC Bank is headquartered in Mumbai. The Bank at present has
an enviable network of over 1229 branches spread over 444 cities
across India. All branches are linked on an online real-time basis.
Customers in over 120 locations are also serviced through
Telephone Banking. The Bank's expansion plans take into account
the need to have a presence in all major industrial and
commercial centers where its corporate customers are located as
well as the need to build a strong retail customer base for both
deposits and loan products. Being a clearing/settlement bank to
various leading stock exchanges, the Bank has branches in the
centers where the NSE/BSE has a strong and active member base.
The Bank also has a network of about over 2526 networked ATMs across these
cities. Moreover, HDFC Bank's ATM network can be accessed by all domestic and
international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and American
Express Credit/Charge cardholders.
12

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

MANAGEMENT
Mr. C.M. Vasudev has been appointed as the Chairman of the Bank with effect
from 6th July 2010 subject to the approval of the Reserve Bank of India and the
shareholders. Mr. Vasudev has been a Director of the Bank since October 2006. A
retired IAS officer, Mr. Vasudev has had an illustrious career in the civil services
and has held several key positions in India and overseas, including Finance
Secretary, Government of India, Executive Director, World Bank and Government
nominee on the Boards of many companies in the financial sector.
The Managing Director, Mr. Aditya Puri, has been a professional banker for over
25 years, and before joining HDFC Bank in 1994 was heading Citibank's
operations in Malaysia.
The Bank's Board of Directors is composed of eminent individuals with a wealth
of experience in public policy, administration, industry and commercial banking.
Senior executives representing HDFC are also on the Board.
Senior banking professionals with substantial experience in India and abroad head
various businesses and functions and report to the Managing Director. Given the
professional expertise of the management team and the overall focus on recruiting
13

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

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

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

their policy. The

TRUST: The bank appreciates the trust placed by their policy holders in the bank.
Hence, it will aim to manage their investments very carefully and live up to this
trust.
INNOVATION: Recognizing the different needs of our customers, the bank offers
a range of innovative products to meet these needs.
INTEGRITY
CUSTOMER CENTRIC
14

PEOPLE CARE ONE FOR ALL AND ALL FOR ONE

TEAM WORK
JOY AND SIMPLICITY

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

15

Retail Banking Services

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

Treasury
Within this business, the bank has three main product areas - Foreign Exchange
and Derivatives, Local Currency Money Market & Debt Securities, and Equities.
With the liberalisation of the financial markets in India, corporates need more
sophisticated risk management information, advice and product structures. These
and fine pricing on various treasury products are provided through the bank's
Treasury team. To comply with statutory reserve requirements, the bank is required
to hold 25% of its deposits in government securities. The Treasury business is
responsible for managing the returns and market risk on this investment portfolio.
16

SERVICE QUALITY
IN
BANKS

17

In the days of intense competition, the banks are no different

from any other consumer marketing company. It has become
essential for the service firms in general and banks in particular to
identify what the customer's requirements are and how those
customer requirements can be met effectively. In the days where
product and price differences are blurred, superior service by the
service provider is the only differentiator left before the banks to
attract, retain and partner with the customers. Superior service
quality enables a firm to differentiate itself from its competition,
gain a sustainable competitive advantage, and enhance efficiency
.The benefits of service quality include increased customer
satisfaction, improved customer retention, positive word of
mouth, reduced staff turnover, decreased operating costs,
enlarged market share, increased profitability, and improved
financial performance. The construct of service quality has
therefore been a subject of great interest to service marketing
researchers.
Service quality has been defined by various experts in various
ways as: 'Service Quality is the difference between customers'
expectations for service performance prior to the service
encounter and their perceptions of the service received.'
According to Gefan Service quality is the subjective comparison
that customers make between the qualities of service that they
want to receive and what they actually get.' Parasuraman says,
'Service quality is determined by the differences between

18

customer's expectations of services provider's performance and

their evaluation of the services they received.
Service quality is 'the delivery of excellent or superior service
relative to customer expectations. Service quality is recognized
as a multidimensional construct. While the number of dimensions
often varies from researcher to researcher, there is some
consensus that service quality consists of three primary aspects:
outcome quality, interaction quality, and physical service
environment quality. Outcome quality refers to the customer's
assessment of the core service which is the prime motivating
factor for obtaining the services (e.g. money received from ATM).
Interaction quality refers to the customer's assessment of the
service delivery process, which is typically rendered via a physical
interface between the service provider, in person, or via technical
equipment, and the customer. It includes, for instance, the
consumer's evaluation of the attitude of the service providing
staff. The physical service environment quality dimension refers
to the consumer's evaluation of any tangible aspect associated
with the facilities or equipment that the service is provided in/
with. It includes, for example, the physical conditions of an ATM
machine.
The most popular dimensions of service quality--features five
dimensions: tangibles, reliability, responsiveness,
empathy, and assurance. The tangibles dimension corresponds
to the aforementioned physical environment aspect, the reliability
dimension corresponds to the service outcome aspect, and the
remaining three represent aspects of interaction quality. Both the
costs and the revenue of firms are affected by repeat purchases,
positive word-of-mouth recommendation, and customer feedback.
Moreover, there is strong evidence that service quality has either
a direct influence on the behavioral intentions of customers
and/or an indirect influence on such intentions, mediated through
customer satisfaction.
RATER is an instrument that might be used to define and
measure banking service quality and to create useful qualityassessment tools.

19

The RATER may finally provide the following benefits to the HDFC
bank:
1. It is the first approach to add and mix the customers religious
beliefs and cultural values with other quality dimensions.
2. It provides for multi-faced analysis of customer satisfaction.
3. It links quality with customers satisfaction and service
encounter.
4. It provides information at several levels, already organized into
meaningful groupings.
5. It is a proven approach, which results in usable answers to
meet customers needs.
6. It is empirically grounded, systematic and well documented.
Banks managers can use the RATER model and its dimensions
first to identify the following issues:

20

R ESP
O N SI
V EN
ES

TA N
G IB
IL IT
E
M
PA
TH
Y

R ELI
A B I
L IT Y
A S
SU
RA
N C
E

DIMENSIONS OF SERVICE
QUALITY

21

DIMENSIONS OF SERVICE QUALITY

TANGIBILITY: This dimension deal with modern looking equipments and visual
appealing part of banks.
RELIABILITY: This dimension has a direct positive effect on perceived service
quality and customer satisfaction in banking institutions. Banks must provide error
free service and secure online transactions to make customers feel comfortable.
RESPONSIVENESS: Customers expect that the banks must respond their inquiry
promptly. Responsiveness describes how often a bank voluntarily provides services
that are important to its customers. Researchers examining the responsiveness of
banking services have highlighted the importance of perceived service quality and
customer satisfaction.
ASSURANCE: Customer expects that the bank must be secured and the behavior
of the employees must be encouraging.
EMPATHY: individual attention, customized service and
convenient banking hours are very much important in todays
service.
In order to achieve better understanding of service quality in
banking sector, the proposed five service quality dimensions are
conceptualized to illustrate the overall service quality of the
banking in relation to customers and providers perspective.
Banking was in the sector featuring medium goods and higher
customer producer interactions, since in banking, consumers and
service providers interact personally and the use of goods is at a
medium level. Hence, in banking, where there are high customer22

producer interactions, the quality of service is determined to a

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

Another important service quality factor, competence, is defined by whether the

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

23

capabilities and undermines its chances of earning a reputation for service

excellence.
It is very important to do the service right the first time. In case a
service problem does crop up, by resolving the problem to the
customers satisfaction, the company can significantly improve
customer retention. However, companies fare best when they
prevent service problems altogether and fare worst when service
problems occur and the company either ignores them or does not
resolve them to the customers satisfaction.
Performing the service accurately is perhaps the most important
factor in service quality excellence. The cost of performing the
service inaccurately includes not only the cost of redoing the
service but also the cost associated with negative word-of-mouth
generated by displeased customers. In case of services, the
factory is the field. Again, services are intangible and hence the
criteria for flawless services are more subjective than the criteria
for defect-free tangible goods. Hence for most services,
customers perceptions of whether the service has been
performed correctly, and not provider-established criteria, are the
major determinants of reliability.
The service quality factor tangible is defined by whether the
physical facilities and materials associated with the service are
visually appealing at the bank. These are all factors that
customers notice before or upon entering the bank. Such visual
factors help consumers form their initial impressions. A crucial
challenge in service marketing is that customers cannot see a
service but can see the various tangibles associated with it - all
these tangibles, the service facilities, equipment and
communication materials are clues about the intangible service. If
unmanaged, these clues can send to the customers wrong
messages about the service and render ineffective the marketing
strategy of the company. On the other hand, improving quality
through tangibles means attention to the smallest details that
competitors might consider trivial. Yet, these visible details can
add up for customers and signal a message of caring and
competence.
24

Customers may reveal new aspects of service quality in banking

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

RESEARCH OBJECTIVE
AND
RESEARCH
25

METHODOLOGY
RESEARCH OBJECTIVE
The objective of the study is as follows:
To examine the essential dimensions of service quality i.e. RATER- Reliability,
assurance, tangibles, empathy and responsiveness of HDFC bank and its effect on
customers satisfaction.

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

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

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

quality of service of HDFC banks is enhanced.

26

IMPORTANCE AND SCOPE OF THE STUDY

The study would try to throw some insights into the

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

SCOPE OF STUDY
The scope of this research is to identify the service quality of
HDFC bank. This research is based on primary data and secondary
data. This study only focuses on the dimensions of service quality
i.e. RATER. It aims to understand the skill of the company in the
area of service quality that are performing well and shows those
areas which require improvement. The study was done taking two

27

branches of HDFC bank into consideration. The survey was

restricted to the bank customers in Delhi only.

RESEARCH METHODOLOGY
DATA SOURCE
Primary Data:
The primary data was collected by means of a survey.
Questionnaires were prepared and customers of the banks at two
branches were approached to fill up the questionnaires. The
questionnaire contains 20 questions which reflect on the type and
quality of services provided by the banks to the customers. The
response of the customer and the is recorded on a grade scale of
strongly disagree, disagree, uncertain, agree and strongly agree
for each question. The filled up information was later analyzed to
obtain the required interpretation and the findings.

Secondary Data:
In order to have a proper understanding of the service quality of
bank a depth study was done from the various sources such as
books, a lot of data is also collected from the official websites of
the banks and the articles from various search engines like
Google, yahoo search and answers.com.

RESEARCH DESIGN
28

The research design is exploratory till identification of service

quality parameters. Later it becomes descriptive when it comes to
evaluating customer perception of service quality of the banks.
Descriptive research, also known as statistical research,
describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how.
Although the data description is factual, accurate and systematic,
the research cannot describe what caused a situation. Thus,
descriptive research cannot be used to create a causal
relationship, where one variable affects another. In other words,
descriptive research can be said to have a low requirement for
internal validity.
The description is used for frequencies, averages and other statistical calculations.
Often the best approach, prior to writing descriptive research, is to conduct a
survey investigation. Qualitative research often has the aim of description and
researchers may follow-up with examinations of why the observations exist and
what the implications of the findings are

RESEARCH SAMPLE
SAMPLING PLAN:
Since it is not possible to study whole universe, it becomes necessary to take
sample from the universe to know about its characteristics.
Sampling Units: Customers of HDFC bank
Sample Technique: Random Sampling.

29

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interview.

SAMPLE SIZE:
The work is a case of HDFC Bank, one of the largest bank of Indian banking
industry together representing over 25 per cent of the market share of Indian
banking space. The survey was conducted in the city of Delhi with two branches of
HDFC Bank, with 50 customers as respondent.

DATA COLLECTION TOOL

1.

Strongly disagree

2.

Disagree

3.

Neither agree nor disagree

4.

Agree

5.

Strongly agree
30

Likert scaling is a bipolar scaling method, measuring either

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

LIMITATIONS OF THE STRATEGY

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

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

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

31

 Respondents tried to escape some statements by simply answering neither

agree nor disagree to most of the statements. This was one of the most
important limitation faced, as it was difficult to analyse and come at a right
conclusion.
In our study we have included 50 customers of bank because of time limit.

DATA
ANALYSIS

32

Ques. Age
AGE CATEGORY

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

18-23 Years

10

20

20

24-29 Years

17

34

54

30-35 Years

15

30

84

16

100

35 Years and above

TOTAL

50

100

33

Sales

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

INTERPRETATION
From the table and graph above it can be seen that
20% respondents age are 18 to 23 years.
34% respondents age are 24 to 29 years.
30% respondents age are 30 to 35 years..
16% respondents age are 35 to above years.

Ques. Educational qualifications

34

CATEGORY

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

UNDER
GRADUATE

13

26

26

GRADUATE

20

40

66

17

34

100

50

100

POST GRADUATE
TOTAL

Sales

UNDERGARDUATE
GRADUATE
POST GRADUATE

INTERPRETATION
From the table above it can be seen that.
35

26% respondents are Under graduate.

40% respondents are Graduate.
34% respondents are Post graduate.

TANGIBILITY DIMENSION OF SERVICE QUALITY

(Questions1 to 4):
Physical facilities, equipments and appearance of personnel
Ques.1 HDFC bank has modern looking equipment.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

10

10

DISAGREE

25

50

60

UNCERTAIN

16

32

92

AGREE

TOTAL

50

100

36

100

Sales

STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE

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

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

SCALE

DISAGREE
UNCERTAIN

FREQUENCY

PERCENTAGE

29

58
37

CUMULATIVE
PERCENTAGE

8
66

AGREE

17

34

TOTAL

50

100

100

Sales

DISAGREE
UNCERTAIN
AGREE

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

38

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

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

10

10

UNCERTAIN

21

42

52

AGREE

18

36

88

12

100

DISAGREE

STRONGLY AGREE
TOTAL

50

100

39

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGY AGREE

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

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

statements) are visually appealing at the bank.

40

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

14

14

UNCERTAIN

22

44

58

18

36

94

AGREE
STRONGLY
AGREE
TOTAL

50

100

100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY
AGREE

41

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

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

Ability to perform the promised service dependably and accurately

Ques.5 When the bank promises to do something by a
certain time, it does so.
SCALE

STRONGLY
DISAGREE

FREQUENCY

PERCENTAGE

42

CUMULATIVE
PERCENTAGE

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE
TOTAL

26

52

56

10

66

14

28

94

50

100

100

Sales

STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
My sample size was 50. Here analysis shows that among the total
respondents 26 respondents disagreed and 14 respondents
agreed with this question. Also I found that 5 people were neutral
and 2 people strongly disagreed. Hence I concluded that majority
43

of them disagreed that the bank when promises to do something

by certain time, it does so.

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

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

14

28

34

AGREE

26

52

86

STRONGLY AGREE

14

100

TOTAL

50

100

44

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
When you have a problem, HDFC bank shows sincere interest in
solving it. After analysing this statement I found that most of the
respondents agreed i.e. 52% respondents agreed. Also I found
that 28% were neutral with this statement and 6% were
committed with disagree. There was no one who strongly
disagreed. Hence HDFC bank can be said to be reliable.

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

SCALE

FREQUENCY

PERCENTAGE

45

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

DISAGREE

16

20

UNCERTAIN

17

34

54

AGREE

17

34

88

STRONGLY AGREE

12

100

TOTAL

50

100

Sales

STRONGLY DISAGREE
DISAGREE
AGREE
STRONGLY AGREE
UNCERTAIN

INTERPRETATION
Total sample size was 50. Here analysis shows that among the
total respondents 17 people agreed with this statement. They
46

think that HDFC bank performs the services right the first time. 6
people strongly agreed with this statement. Also 17 people were
neutral and the rest of the respondents disagreed and strongly
disagreed.

Ques.8 The bank insists on error free records.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

10

20

30

AGREE

23

46

76

STRONGLY AGREE

12

24

100

50

100

TOTAL

47

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

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

RESPONSIVENESS DIMENSION OF SERVICE

QUALITY (Question 9 to 12):
Willingness to help customers and provide prompt services
Ques. 9 Employees in the bank tell you exactly when the services will
be performed.
48

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

12

12

DISAGREE

16

28

UNCERTAIN

13

26

54

AGREE

18

36

90

STRONGLY AGREE

10

100

TOTAL

50

100

Sales

STRONGLY DISAGREE
DISAGREE
UNCERTAIN
STRONGLY AGREE
AGREE

INTERPRETATION
49

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

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

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

16

32

42

AGREE

27

54

96

STRONGLY AGREE

100

TOTAL

50

100

SCALE

50

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

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

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

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

UNCERTAIN

12

24

24

51

AGREE

29

58

82

STRONGLY AGREE

18

100

TOTAL

50

100

Sales

UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
Employees in HDFC bank are willing to help you. With this
statement no one disagreed or strongly disagreed. Strongly
agreed were 9 people i.e. 18% respondents strongly agreed, 29
people agreed i.e. 58% respondents agreed and 24% respondents
were neutral.

52

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

your request.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

11

22

24

AGREE

27

54

78

STRONGLY AGREE

11

22

100

TOTAL

50

100

53

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
Employees in HDFC Bank ltd are never too busy to respond to
your request. After analyzing this statement I found that most of
the respondents agreed with this statement. Among the total
respondents 22% strongly agreed and 54% agreed. 11
respondents were neutral and 1 respondent disagreed. No one
strongly disagreed.

ASSURANCE DIMENSION OF SERVICE QUALITY

(Question13 to 16):

54

Knowledge and courtesy of employees and their ability to inspire trust

and confidence
Ques.13 The employees of the bank are trustworthy.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

13

26

34

AGREE

28

56

90

STRONGLY AGREE

10

100

TOTAL

50

100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

55

INTERPRETATION
The employees of the bank are trustworthy. According to my
findings, 54% respondents agreed that employees at HDFC bank
are trustworthy. 13% respondents were neutral and 4%
respondents disagreed with this statement.

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

you.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

28

56

56

UNCERTAIN

64

AGREE

13

26

90

STRONGLY AGREE

10

100

56

TOTAL

50

100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION

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

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

57

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

16

32

42

AGREE

23

46

88

STRONGLY AGREE

12

100

TOTAL

50

100

Sales

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

INTERPRETATION
58

With this statement most of the respondents agreed. Among the

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

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

questions.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

18

22

AGREE

26

52

74

STRONGLY AGREE

13

26

100

TOTAL

50

100

59

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
From my analysis I found that 54% respondents agreed that
employees of HDFC bank have complete knowledge to answer
their questions. 26% respondents strongly agreed to this
statement and only 4% disagreed. 18% neither agreed nor
disagreed.

EMPATHY DIMENSION OF SERVICE QUALITY (Question17 to

20):
Caring and individualized attention that firm provides to its customers.
60

Ques.17 The bank gives you individual attention.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

26

52

52

UNCERTAIN

12

24

76

AGREE

10

20

96

STRONGLY AGREE

100

TOTAL

50

100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

61

INTERPRETATION
HDFC bank is not able to give individual attention to its customers
as out of the total respondents 54% disagreed with this
statement. 12% of the respondents were neutral and only 12%
agreed and 2% strongly agreed. From this finding it can be
concluded that it is unable to give individual attention to its
customers.

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

customers.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

14

28

32

AGREE

27

54

86

STRONGLY AGREE

14

100

TOTAL

50

100
62

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION

HDFC bank has operating hours convenient to all its customers.

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

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

63

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

DISAGREE

10

16

UNCERTAIN

10

20

36

AGREE

25

50

86

STRONGLY AGREE

14

100

TOTAL

50

100

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

64

Ques.20 The employees of the bank understand your specific

needs.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

21

42

52

AGREE

20

40

92

STRONGLY AGREE

100

TOTAL

50

100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

65

INTERPREATION
Employees of HDFC bank understand specific needs. With this
statement most of the respondents were neutral. Among the total
respondents 20 respondents agreed and 4 respondents strongly
agreed. 5 respondents disagreed with this statement .

MEASURING SERVICE QUALITY DIMENSIONS

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

Unlike product where there are specific specifications such as
length, depth, width, weight, colour etc. a service can have
numerous intangible or qualitative specifications.
Parasuraman, Zeithaml, and Berry (1985) provide a list of
determinants of service quality: access, communication,
competence, courtesy, credibility, reliability, responsiveness,
security, understanding, and tangibles. A total of five consolidated
dimensions of service quality are:
Tangibles (ques.1 to 4) - Physical facilities, equipments and
appearance of personnel
Reliability (ques.5 to 8) - Ability to perform the promised service
dependably and accurately
66

Responsiveness (ques.9 to 12) Willingness to help customers

and provide prompt services
Assurance (ques.13 to 16) (including competence, courtesy,
credibility and security) Knowledge and courtesy of employees
and their ability to inspire trust and confidence
Empathy (ques.17 to 20) (including access, communication and
understanding the customer) Caring and individualized attention
that firm provides to its customer.
In order to calculate which dimension of service quality is
performing well, a sample of the questions are used in the
questionnaire. Using the questionnaire, obtain the score for each
of the 20 statements. After analysis of the data, Overall score to
each statement is given on a scale of 1 to 5 i.e. 1 is given to
strongly disagreed i.e. the lowest score, then 2= disagreed, 3=
uncertain, 4= agreed and 5= strongly agreed.
Sum the score for each dimension of service quality to obtain a
final score which tells which
dimension is performing well and which dimension needs
improvement.

The scores for each dimension are summed up and a final

score is obtained:
SERVICE QUALITY DIMENSION

Points

11

1. TANGIBILITY (1 TO 4)

13.5

2. RELIABILITY (5 TO 8)

67

16

3. RESPONSIVENESS (9 TO 12)

14

4. ASSURANCE (13 TO 16)

13

5. EMPATHY (17 TO 20)

FINDINGS OF THE REPORT

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

and tangibility. Still the score is low. For most services, customers perceptions of
whether the service has been performed correctly, and not provider-established
criteria, are the major determinants of reliability. Customers of the bank hesitate to
rely on the bank. Whenever they have a problem, the bank shows sincere interest in
solving it but the services are not performed by a certain time as promised. The
employees should take this problem seriously and take steps to remove this.
As score for Assurance is at second place after responsiveness, so the
customers of HDFC bank are very confident and feel safe while transacting with
68

the bank. Moreover the employees of the bank have proved to be trustworthy.
Employees are also educated enough to answer all the questions.
The score of Tangibility dimension of service quality of HDFC bank is the
lowest. The service quality factor tangible is defined by whether the physical
facilities and materials associated with the service are visually appealing at the
bank. These are all factors that customers notice before or upon entering the bank.
Customer expectations regarding visual appealing of HDFC is very high. From my
study I found that Physical facilities and modern looking equipment are not
sufficient in HDFC bank. Respondents were uncertain about the neat appearance of
the reception desk employees. So they should work on that and try to fulfill the
gap.
According to my findings, the score of Empathy is not satisfactory but not
unsatisfactory also. HDFC bank is unable to give individual attention to its
customers and is unable to understand specific needs of its customers. But still
bank has taken steps to satisfy its customers by keeping operating hours convenient
to its customers and keeping their interest best at heart.
In HDFC bank, the score of Responsiveness is highest so they are focusing on
prompt service, employees are willing to help the customers and say the exact time
when the services will be performed. Employees at bank give their customers first
preference and are always ready to help them. Overall HDFC banks
responsiveness dimension of service quality is the highest.
According to the customer perception, HDFC bank is highly responsive.
Customers are assured while transacting with the bank. The reliability dimension is
lower than the first to dimension. They feel that the bank is unable to give them
individual attention and its equipments are not modern and sufficient for the bank.
There is not much gap between all the dimensions, this shows that HDFC
BANK is a better service provider in all the dimensions i.e. reliability, assurance,
tangibility, responsiveness and empathy. As a result of which, the customers are
satisfied with the service offered by HDFC bank.

69

CONCLUSION
Based on the study conducted it can be concluded that
responsiveness, assurance and reliability are the critical
dimensions of service quality of HDFC bank and they are directly
related to overall service quality. The factors that may delight
customers tend to be concerned more with the intangible nature
of the service, commitment, attentiveness, friendliness, care, and
courtesy.
The employees give prompt services, always are
ready to answer the questions and are trustworthy. The main
sources of dissatisfaction appear to be cleanliness, up to date
technology modern equipments, and neatly dressed up
employees. The Tangibility dimension of service quality of HDFC
bank is highly disappointing and serious steps are needed to be
taken to enhance this dimension. Customers of the bank are
dissatisfied with the empathy dimension. To satisfy these
customers, the management can take some attempts, noted
earlier as recommendations.
The study brings about the areas which require
urgent attention of the employees, the management, and the
policy makers of the industry. These are areas in which customers
are hugely dissatisfied with the services of the banks against their
expectation. This high degree of dissatisfaction resulting from the
services received clearly questions the design of services or
subsequent response of the bank employees. These limitations
are too serious to be avoided as these question the front-line
people dealing with the customers and the approach of the
management in taking customers seriously.
The management should understand the benefits of service
quality. It include increased customer satisfaction, improved
customer retention, positive word of mouth, reduced staff
turnover, decreased operating costs, enlarged market share,
increased profitability, and improved financial
performance. In the days of intense competition, superior service
is the only differentiator left before the banks to attract, retain
70

and partner with the customers. Superior service quality enables

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

RECOMMENDATIONS

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

their resources are safe and within trustworthy institutions. A way to ensure this
peace of mind would be to take steps to ensure bank employees are well trained, so
each bank associate is able to offer complete and comprehensive information at all
times. Consistent policies combined with a knowledgeable staff will foster a high
degree of institutional cohesion and reliability.
Responsiveness, again when associated with a well-trained staff and timely
answers to service-related questions, would make significant inroads into causing
HDFC bank be regarded as responsive. Staff should be encouraged to present
relevant options to banking customers in a manner that does not resemble
salesmanship so much as a desire to serve.
Intangibles please customers just as much as tangibles in the banking industry.
People tend to visit the same branch of a bank over and over again. Usually, this is
a location close to their home or their workplace. It is natural that customers
become comfortable and habituated to these branch banks, for the same reason
they develop familiarity with a neighborhood supermarket or convenience store. It
makes sense that bank employees would be encouraged to learn to recognize these
regular customers, learn their names, and begin to identify their basic service
requirements.
Learning to understand customers needs will allow bank associates to offer
enhanced services, perhaps lowering customers banking costs and increasing their
71

investment potential. This could also open up the possibility of increased profits
for banks, for when perceived as more service and customer oriented, they will, in
effect, become a useful
and pleasant way to shop.
Keeping the bank with up-to-date technologically are important factors. Modern
equipments, new improved technology should be replaced with the old ones. If the
staff inside is pleasant and well-informed, in an aesthetically pleasing environment,
then customer satisfaction will be high.
The five-dimensional structure could possibly serve as a meaningful framework
for tracking a banks service quality performance over time and comparing it
against the performance of competitors. Items on some dimensions should be
expanded if that is necessary for reliability.
Thus, the banking industries must continuously measure and improve these
dimensions in order to gain customers loyalty.

72

BIBLIOGRAPHY
References
Kotler Philip, marketing management, (Pearson education, 12th edition)
Malhotra K. Naresh, marketing research (An applied orientation), Research design,
(Prentice hall of India pvt. 5th edition)
Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing
Integrated customer Focus across the Firm (4th Edition)
M.K. Rampal : Service Marketing
Websites
www.hdfcbank.com
www.hdfcindia.com
www.wikipedia.org
www.marketresearch.com

73

ANNEXURE
QUESTIONNAIRE
Respected Sir/Madam
I am student of WORLD COLLEG OF TECHNOLOGY AND
MANAGEMENT, conducting a survey on SERVICE QUALITY
OF HDFC BANK. The following statements relate to your
feelings about the HDFC bank. Please show the extent to
which you believe HDFC bank has the feature described
in the statement. I request you to the option which in
your opinion are believed to be true.
Name:
Age:
Educational Qualifications

QUESTIONS

Strongly
Disagree

1.HDFC bank has modern looking

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

74

Disagree

Neither
agreeNor
disagree

Agree

Strongly
Agree

3. The bank's reception desk employees are

neat appearing.
4. Materials associated with the service (such
as pamphlets or statements) are visually
appealing at the bank.
5. When the bank promises to do something
by a certain time, it does so.
6. When you have a problem, the bank
shows a sincere interest in solving it.
7. The bank performs the service right the
first time.
8. The bank insists on error free records.
9. Employees in the bank tell you exactly
when the services will be performed.
10. Employees in the bank give you prompt
service.
11. Employees in the bank are always
willing to help you.
12. Employees in the bank are never too
busy to respond to your request.
13. The employees of the bank are
trustworthy.
14. The behavior of employees in the bank
instills confidence in you.
15. You feel safe in your transactions with
the bank.
16. Employees in the bank have the
knowledge to answer your questions.
17. The bank gives you individual attention.
18. The bank has operating hours convenient
to all its customers

75

19. The bank has your best interests at heart.

20. The employees of the bank understand
your specific needs.

76

77