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HDFC BANK PROJECT REPORT

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Abhishek Keshri, Assistant Manager at BG Management Service Pvt. Ltd.

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Published on Sep 29, 2013

PROJECT REPORT
ON
SERVICE QUALITY OF HDFC BANK
...

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HDFC BANK PROJECT REPORT

1. 1. 1 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 20122014)
SUBMITTED TO:: SUBMITTED BY:: KNS WORLD MANAGEMENT COLLEGE
ABHISHEK KUMAR KESHRI GURGAON PGDM 4TH TRIMISTER
2. 2. 2 We understand your world Block # G 1, Madhav Rao Scindia Marg, City Center, Lashkar,
Gwalior, MP 474011 Contact no +91 0751 401 5002Fax: +917514988300 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: +917514988300 Web site : www.hdfcindia.com
3. 3. 3 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. Date: Abhishek kumar keshri PGDM abhin64@gmail.com
4. 4. 4 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
5. 5. 5 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.
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
6. 6. 6 INDEX CONTENTS PAGE NO. 1. INTRODUCTION 2. COMPANY PROFILE 3. SERVICE
QUALITY IN BANKS 4. RESEARCH OBJECTIVE 5. RESEARCH METHODOLOGY 6. DATA
ANALYSIS 7. FINDINGS OF THE REPORT 8. CONCLUSION 9. RECOMMENDATIONS 10.
BIBLIOGRAPHY 11. ANNEXURE: QUESTIONNAIRE
7. 7. 7 INTRODUCTION OF BANKING Service with a smile: Today s finicky banking customers
will settle for nothing less. The customer has come to realize somewhat belatedly that he is the
king. The customer s choice of one entity over another as his principal bank is determined by

considerations of service quality rather than any other factor. He wants competitive loan rates but
at the same time also wants his loan or credit card application processed in double quick time. He
insists that he be promptly informed of changes in deposit rates and service charges and he bristles
with customary rage if his bank is slow to redress any grievance he may have. He cherishes the
convenience of impersonal net banking but during his occasional visits to the branch he also wants
the comfort of personalized human interactions and facilities that make his banking experience
pleasurable. In short he wants financial house that will more than just clear his cheque and updates
his passbook: he wants a bank that cares and provides great services. So does HDFC bank meet
these heightened expectations? What are the customers perceptions of service quality of the
banks? Which dimension of service quality of HDFC bank is performing well? To find out answers
to these questions I 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.
8. 8. 8 COMPANY PROFILE
9. 9. 9 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 Worldclass Indian bank. HDFC bank s business philosophy is based on our
four core values Customer Focus, Operational Excellence, Product Leadership and People. They
believe that the ultimate identity and success of their bank will reside in the exceptional quality of
people and their extraordinary efforts. They are committed to hiring, developing, motivating and
retaining the best people in the industry.
10. 10. 10 BUSINESS FOCUS HDFC Bank's mission is to be a WorldClass 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. * 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
Bank s business philosophy is based on four core values such as: 1. Operational excellence. 2.
Customer Focus.
11. 11. 11 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 * Delivering high
quality customer service * Maintaining current high standards for asset quality through disciplined
credit risk management * Develop innovative products and services that attract targeted customers
and address inefficiencies in the Indian financial sector.
12. 12. 12 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 realtime 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. 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.
13. 13. 13 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 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. Multibranch 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 webenabling 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.
14. 14. 14 QUALITY POLICY SECURITY: The bank provides long term financial security to their
policy. The bank does this by offering life insurance and pension products. TRUST: The bank
appreciates the trust placed by their policy holders in the bank. Hence, it will aim to manage their
investments very carefully and live up to this trust. INNOVATION: Recognizing the different
needs of our customers, the bank offers a range of innovative products to meet these needs.
INTEGRITY CUSTOMER CENTRIC PEOPLE CARE ONE FOR ALL AND ALL FOR ONE
TEAM WORK JOY AND SIMPLICITY
15. 15. 15 BUSINESS HDFC Bank offers a wide range of commercial and transactional banking

services and treasury products to wholesale and retail customers. The bank has three key business
segments. Wholesale Banking Services The Bank's target market ranges from large, blue chip
manufacturing companies in the Indian corporate to small & midsized corporates and agribased
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. 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 onestop window for all his/her banking requirements. The products are backed by
world class service and delivered to customers through the growing branch network, as well as
through alternative delivery channels like ATMs, Phone Banking, Net Banking and Mobile
Banking. The HDFC Bank Preferred program for high net worth individuals, the HDFC Bank Plus
and the Investment Advisory Services programs have been designed keeping in mind needs of
customers who seek distinct financial solutions, information and advice on various investment
avenues. The Bank also has a wide array of retail loan products including Auto Loans, Loans
against marketable securities, Personal Loans and Loans for Twowheelers.
16. 16. 16 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 Pointofsale (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.
17. 17. 17 SERVICE QUALITY IN BANKS
18. 18. 18 In the days of intense competition, the banks are no different from any other consumer
marketing company. It has become essential for the service firms in general and banks in particular
to identify what the customer's requirements are and how those customer requirements can be met
effectively. In the days where product and price differences are blurred, superior service by the
service provider is the only differentiator left before the banks to attract, retain and partner with the
customers. Superior service quality enables a firm to differentiate itself from its competition, gain a
sustainable competitive advantage, and enhance efficiency .The benefits of service quality include
increased customer satisfaction, improved customer retention, positive word of mouth, reduced
staff turnover, decreased operating costs, enlarged market share, increased profitability, and
improved financial performance. The construct of service quality has therefore been a subject of

great interest to service marketing researchers. Service quality has been defined by various experts
in various ways as: 'Service Quality is the difference between customers' expectations for service
performance prior to the service encounter and their perceptions of the service received.'
According to Gefan Service quality is the subjective comparison that customers make between the
qualities of service that they want to receive and what they actually get.' Parasuraman says,
'Service quality is determined by the differences between customer's expectations of services
provider's performance and their evaluation of the services they received. Service quality is 'the
delivery of excellent or superior service relative to customer expectations . Service quality is
recognized as a multidimensional construct. While the number of dimensions often varies from
researcher to researcher, there is some consensus that service quality consists of three primary
aspects: outcome quality, interaction quality, and physical service environment quality. Outcome
quality refers to the customer's assessment of the core service which is the prime motivating factor
for obtaining the services (e.g. money received from ATM). Interaction quality refers to the
customer's assessment of the service delivery process, which is typically rendered via a physical
interface between the service provider, in person, or via technical equipment, and the customer. It
includes, for instance, the consumer's evaluation of the attitude of the service providing staff. The
physical service environment quality dimension refers to the consumer's evaluation of any tangible
aspect associated with the facilities or equipment that the service is provided in/ with. It includes,
for example, the physical conditions of an ATM machine.
19. 19. 19 The most popular dimensions of service qualityfeatures 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 wordofmouth 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. 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 multifaced 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. 20. 20 DIMENSIONS OF SERVICE QUALITY RESPONSIVENES RELIABILITY
ASSURANCEEMPATHY TANGIBILIT
21. 21. 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 today s 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 customerproducer
interactions, the quality of
22. 22. 22 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 wellperformed service encounter may even
overcome the negative impression caused by poor technical quality as well as generate positive
wordofmouth, 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 customer s
experience with the service will be defined by the brief experience with the firm s personnel and
the firm s systems. The rudeness of the bank s 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 one s 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 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 customer s
satisfaction, the company can significantly improve customer retention.
23. 23. 23 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
customer s 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 wordofmouth 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 customer s wrong messages about the service and render ineffective
the marketing strategy of the company. On the other hand, improving quality through tangibles
means attention to the smallest details that competitors might consider trivial. Yet, these visible
details can add up for customers and signal a message of caring and competence. Customers may
reveal new aspects of service quality in banking that are important to them, and these would have

to be incorporated in the scale so as to further explore the concept of service quality in the banking
arena.
24. 24. 24 RESEARCH OBJECTIVE AND RESEARCH METHODOLOGY
25. 25. 25 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 customer s 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. 26. 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 branches of HDFC bank into consideration. The
survey was restricted to the bank customers in Delhi only.
27. 27. 27 RESEARCH METHODOLOGY DATA SOURCE Primary Data: The primary data was
collected by means of a survey. Questionnaires were prepared and customers of the banks at two
branches were approached to fill up the questionnaires. The questionnaire contains 20 questions
which reflect on the type and quality of services provided by the banks to the customers. The
response of the customer and the is recorded on a grade scale of strongly disagree, disagree,
uncertain, agree and strongly agree for each question. The filled up information was later analyzed
to obtain the required interpretation and the findings. Secondary Data: In order to have a proper
understanding of the service quality of bank a depth study was done from the various sources such
as books, a lot of data is also collected from the official websites of the banks and the articles from
various search engines like Google, yahoo search and answers.com. RESEARCH DESIGN The
research design is exploratory till identification of service quality parameters. Later it becomes
descriptive when it comes to evaluating customer perception of service quality of the banks.
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
28. 28. 28 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 followup 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. Research Instrument: Structured Questionnaire. Contact
Method: Personal Interview.
29. 29. 29 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 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 respondent s 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.
30. 30. 30 LIMITATIONS OF THE STRATEGY The study is only for the HDFC Bank confined to a
particular location and a very small sample of respondents. Hence the findings cannot be treated as
representative of the entire banking industry. The study can also not be generalized for public and
private sector banks of the country. Respondents may give biased answers for the required data.
Some of the respondents did not like to respond. Respondents tried to escape some statements by
simply answering neither agree nor disagree to most of the statements. This was one of the most
important limitation faced, as it was difficult to analyse and come at a right conclusion. In our
study we have included 50 customers of bank because of time limit.
31. 31. 31 DATA ANALYSIS
32. 32. 32 Ques. Age AGE CATEGORY FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE 1823 Years 10 20 20 2429 Years 17 34 54 3035 Years 15 30 84 35 Years and
above 8 16 100 TOTAL 50 100 Sales 1823 Year 2429 Year 3035 Year 35 and above 20 % 34 %
30 % 16 %
33. 33. 33 INTERPRETATION From the table and graph above it can be seen that 20% respondent s
age are 18 to 23 years. 34% respondent s age are 24 to 29 years. 30% respondent s age are 30 to
35 years.. 16% respondents age are 35 to above years. Ques. Educational qualifications
CATEGORY FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE UNDER
GRADUATE 13 26 26 GRADUATE 20 40 66 POST GRADUATE 17 34 100 TOTAL 50 100
34. 34. 34 INTERPRETATION From the table above it can be seen that. 26% respondents are
Under graduate. 40% respondents are Graduate. 34% respondents are Post graduate. Sales
UNDERGARDUATE GRADUATE POST GRADUATE 26 % 40 % 34 %
35. 35. 35 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 5 10 10 DISAGREE 25 50 60 UNCERTAIN 16 32 92 AGREE 4 8 100 TOTAL 50
100 Sales STRONGLY DISAGREE DISAGREE UNCERTAIN AGREE 50 % 32 % 10 %8 %
36. 36. 36 INTERPRETATION HDFC bank has modernlooking and hitech 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 hitech
equipments. Ques.2 The bank's physical features are visually appealing. SCALE FREQUENCY
PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 4 8 8 UNCERTAIN 29 58 66
AGREE 17 34 100 TOTAL 50 100
37. 37. 37 INTERPRETATION HDFC bank s 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 bank s physical facilities are visually appealing. Sales DISAGREE UNCERTAIN AGREE
8 % 58 % 34 %
38. 38. 38 Ques.3 The bank's reception desk employees are neat appearing. SCALE FREQUENCY

PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 5 10 10 UNCERTAIN 21 42 52

AGREE 18 36 88 STRONGLY AGREE 6 12 100 TOTAL 50 100 Sales DISAGREE UNCERTAIN
AGREE STRONGY AGREE 42 % 10 %12 % 36 %
39. 39. 39 INTERPRETATION HDFC bank s employees appear neat. Here analysis shows that
majority were neutral. Among the total respondent 21 respondents were neutral, 18 people agreed
and 6 respondents strongly agreed. The rest disagreed. From analysis I found that some
respondents agreed with this statement but most of the respondents think the employees of the
HDFC bank appear neat. Ques.4 Materials associated with the service (such as pamphlets or
statements) are visually appealing at the bank. SCALE FREQUENCY PERCENTAGE
CUMULATIVE PERCENTAGE DISAGREE 7 14 14 UNCERTAIN 22 44 58 AGREE 18 36 94
STRONGLY AGREE 3 6 100 TOTAL 50 100
40. 40. 40 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. Sales DISAGREE UNCERTAIN
AGREE STRONGLY 14 % 44 % 36 % 6 %
41. 41. 41 RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 5 to 8): Ability to
perform the promised service dependably and accurately Ques.5 When the bank promises to do
something by a certain time, it does so. SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE STRONGLY DISAGREE 2 4 4 DISAGREE 26 52 56 UNCERTAIN 5 10 66
AGREE 14 28 94 STRONGLY AGREE 3 6 100 TOTAL 50 100
42. 42. 42 INTERPRETATION My sample size was 50. Here analysis shows that among the total
respondents 26 respondents disagreed and 14 respondents agreed with this question. Also I found
that 5 people were neutral and 2 people strongly disagreed. Hence I concluded that majority of
them disagreed that the bank when promises to do something by certain time, it does so. Sales
STRONGLY DISAGREE DISAGREE UNCERTAIN AGREE STRONGLY AGREE
43. 43. 43 Ques. 6 When you have a problem, the bank shows a sincere interest in solving it. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 3 6 6 UNCERTAIN
14 28 34 AGREE 26 52 86 STRONGLY AGREE 7 14 100 TOTAL 50 100 Sales DISAGREE
UNCERTAIN AGREE STRONGLY AGREE 6 % 28 % 52 % 14 %
44. 44. 44 INTERPRETATION When you have a problem, HDFC bank shows sincere interest in
solving it. After analysing this statement I found that most of the respondents agreed i.e. 52%
respondents agreed. Also I found that 28% were neutral with this statement and 6% were
committed with disagree. There was no one who strongly disagreed. Hence HDFC bank can be
said to be reliable. Ques.7 The bank performs the service right the first time. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 2 4 4
DISAGREE 8 16 20 UNCERTAIN 17 34 54 AGREE 17 34 88 STRONGLY AGREE 6 12 100
TOTAL 50 100
45. 45. 45 INTERPRETATION Total sample size was 50. Here analysis shows that among the total
respondents 17 people agreed with this statement. They think that HDFC bank performs the
services right the first time. 6 people strongly agreed with this statement. Also 17 people were
neutral and the rest of the respondents disagreed and strongly disagreed. Sales STRONGLY
DISAGREE DISAGREE AGREE STRONGLY AGREE UNCERTAIN 4% 16% 34% 12% 34%
46. 46. 46 Ques.8 The bank insists on error free records. SCALE FREQUENCY PERCENTAGE
CUMULATIVE PERCENTAGE DISAGREE 5 10 10 UNCERTAIN 10 20 30 AGREE 23 46 76
STRONGLY AGREE 12 24 100 TOTAL 50 100 Sales DISAGREE UNCERTAIN AGREE
STRONGLY AGREE 24 % 10% 20% 46%
47. 47. 47 INTERPRETATION Bank insists on error free records. HDFC bank has proved from my
analysis that it surely insist on error free records as 46% respondents agreed with this statement

and 24% strongly agreed. Only 10% respondents disagreed and no one strongly disagreed.
RESPONSIVENESS DIMENSION OF SERVICE QUALITY (Question 9 to 12): Willingness to
help customers and provide prompt services Ques. 9 Employees in the bank tell you exactly when
the services will be performed. SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE STRONGLY DISAGREE 6 12 12 DISAGREE 8 16 28 UNCERTAIN 13 26 54
AGREE 18 36 90 STRONGLY AGREE 5 10 100 TOTAL 50 100
48. 48. 48 INTERPRETATION Employees in the bank tell you exactly when the services will be
performed. Majority of the respondents agreed with this statement. 26% respondents were
uncertain. At the same time 16% disagreed and 12% Strongly disagreed with this statement. Sales
STRONGLY DISAGREE DISAGREE UNCERTAIN STRONGLY AGREE AGREE 12% 36%
10% 26%
49. 49. 49 Ques. 10 Employees in the bank give you prompt service. SCALE FREQUENCY
PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 5 10 10 UNCERTAIN 16 32 42
AGREE 27 54 96 STRONGLY AGREE 2 4 100 TOTAL 50 100 Sales DISAGREE UNCERTAIN
AGREE STRONGLY AGREE 54% 32% 10%4%
50. 50. 50 INTERPRETATION Most of the respondents agreed with this statement. According to my
analysis, employees in HDFC Bank give prompt service. Among the total respondents agreed
respondents were 27 and strongly agreed were 2. 16 people were neutral and 5 disagreed. There
was no respondent who strongly disagreed with this statement. Ques.11 Employees in the bank are
always willing to help you SCALE FREQUENCY PERCENTAGE CUMULATIVE
PERCENTAGE UNCERTAIN 12 24 24 AGREE 29 58 82 STRONGLY AGREE 9 18 100 TOTAL
50 100 .
51. 51. 51 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.
Sales UNCERTAIN AGREE STRONGLY AGREE 18% 24% 58%
52. 52. 52 Ques.12 Employees in the bank are never too busy to respond to your request. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 1 2 2 UNCERTAIN
11 22 24 AGREE 27 54 78 STRONGLY AGREE 11 22 100 TOTAL 50 100 Sales DISAGREE
UNCERTAIN AGREE STRONGLY AGREE 54% 22% 22%
53. 53. 53 INTERPRETATION Employees in HDFC Bank ltd are never too busy to respond to your
request. After analyzing this statement I found that most of the respondents agreed with this
statement. Among the total respondents 22% strongly agreed and 54% agreed. 11 respondents were
neutral and 1 respondent disagreed. No one strongly disagreed. ASSURANCE DIMENSION OF
SERVICE QUALITY (Question13 to 16): Knowledge and courtesy of employees and their ability
to inspire trust and confidence Ques.13 The employees of the bank are trustworthy. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 4 8 8 UNCERTAIN
13 26 34 AGREE 28 56 90 STRONGLY AGREE 5 10 100 TOTAL 50 100
54. 54. 54 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. Sales DISAGREE UNCERTAIN
AGREE STRONGLY AGREE 8% 56% 26% 10%
55. 55. 55 Ques.14 The behavior of employees in the bank instills confidence in you. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 28 56 56
UNCERTAIN 4 8 64 AGREE 13 26 90 STRONGLY AGREE 5 10 100 TOTAL 50 100 S Sales
DISAGREE UNCERTAIN AGREE STRONGLY AGREE 56%26% 10% 8%
56. 56. 56 INTERPRETATION The behavior of employees in HDFC bank instills confidence in you.
Here analysis shows that most of the people disagreed. Among the total respondents 28
respondents disagreed, 13 agreed and 5 strongly agreed. There was no respondent who strongly
disagreed. This means 56% respondent disagreed with this statement. Ques.15 You feel safe in

your transactions with the bank. SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE DISAGREE 5 10 10 UNCERTAIN 16 32 42 AGREE 23 46 88 STRONGLY
AGREE 6 12 100 TOTAL 50 100
57. 57. 57 INTERPRETATION With this statement most of the respondents agreed. Among the total
respondents 23 agreed with this statement and 6 strongly agreed. 32% respondents were neutral
and 10% respondents disagreed. But there no one who strongly disagreed. Sales 1st Qtr 2nd Qtr
3rd Qtr 4th Qtr 46% 32% 12% 10%
58. 58. 58 Ques.16 Employees in the bank have the knowledge to answer your questions. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 2 4 4 UNCERTAIN
9 18 22 AGREE 26 52 74 STRONGLY AGREE 13 26 100 TOTAL 50 100 Sales DISAGREE
UNCERTAIN AGREE STRONGLY AGREE 52% 26% 18% 4%
59. 59. 59 INTERPRETATION From my analysis I found that 54% respondents agreed that employees
of HDFC bank have complete knowledge to answer their questions. 26% respondents strongly
agreed to this statement and only 4% disagreed. 18% neither agreed nor disagreed. EMPATHY
DIMENSION OF SERVICE QUALITY (Question17 to 20): Caring and individualized attention
that firm provides to its customers. Ques.17 The bank gives you individual attention. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 26 52 52
UNCERTAIN 12 24 76 AGREE 10 20 96 STRONGLY AGREE 2 4 100 TOTAL 50 100
60. 60. 60 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. Sales DISAGREE UNCERTAIN AGREE
STRONGLY AGREE 52% 24% 20% 4%
61. 61. 61 Ques.18 The bank has operating hours convenient to all its customers. SCALE
FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 2 4 4 UNCERTAIN
14 28 32 AGREE 27 54 86 STRONGLY AGREE 7 14 100 TOTAL 50 100 Sales DISAGREE
UNCERTAIN AGREE STRONGLY AGREE 54% 28% 14% 4%
62. 62. 62 INTERPRETATION HDFC bank has operating hours convenient to all its customers. Out of
50 respondents, 27 respondents agreed with this statement and only 2 respondents disagreed. Also
7 respondents strongly agreed that the bank has operating hours convenient to its customers.
Ques.19 The bank has your interests best at heart. SCALE FREQUENCY PERCENTAGE
CUMULATIVE PERCENTAGE STRONGLY DISAGREE 3 6 6 DISAGREE 5 10 16
UNCERTAIN 10 20 36 AGREE 25 50 86 STRONGLY AGREE 7 14 100 TOTAL 50 100
63. 63. 63 INTERPRETATION HDFC bank has your best interests at heart. Here analysis shows that
25 respondents agreed and 7 respondents strongly agreed with this statement. 20% were neutral
and the rest disagreed and strongly disagreed. Ques.20 The employees of the bank understand your
specific needs. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE
DISAGREE 5 10 10 UNCERTAIN 21 42 52 AGREE 20 40 92 STRONGLY AGREE 4 8 100
TOTAL 50 100
64. 64. 64 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. Sales
DISAGREE UNCERTAIN AGREE STRONGLY AGREE 42%40% 10%8%
65. 65. 65 MEASURING SERVICE QUALITY DIMENSIONS Measuring the quality of a service can
be a very difficult exercise. Unlike product where there are specific specifications such as length,
depth, width, weight, colour etc. a service can have numerous intangible or qualitative
specifications. Parasuraman, Zeithaml, and Berry (1985) provide a list of determinants of service
quality: access, communication, competence, courtesy, credibility, reliability, responsiveness,
security, understanding, and tangibles. A total of five consolidated dimensions of service quality
are: Tangibles (ques.1 to 4) Physical facilities, equipments and appearance of personnel

Reliability (ques.5 to 8) Ability to perform the promised service dependably and accurately
Responsiveness (ques.9 to 12) Willingness to help customers and provide prompt services
Assurance (ques.13 to 16) (including competence, courtesy, credibility and security) Knowledge
and courtesy of employees and their ability to inspire trust and confidence Empathy (ques.17 to 20)
(including access, communication and understanding the customer) Caring and individualized
attention that firm provides to its customer. In order to calculate which dimension of service
quality is performing well, a sample of the questions are used in the questionnaire. Using the
questionnaire, obtain the score for each of the 20 statements. After analysis of the data, Overall
score to each statement is given on a scale of 1 to 5 i.e. 1 is given to strongly disagreed i.e. the
lowest score, then 2= disagreed, 3= uncertain, 4= agreed and 5= strongly agreed. Sum the score for
each dimension of service quality to obtain a final score which tells which dimension is performing
well and which dimension needs improvement.
66. 66. 66 The scores for each dimension are summed up and a final score is obtained: SERVICE
QUALITY DIMENSION Points 1. TANGIBILITY (1 TO 4) 11 2. RELIABILITY (5 TO 8) 13.5 3.
RESPONSIVENESS (9 TO 12) 16 4. ASSURANCE (13 TO 16) 14 5. EMPATHY (17 TO 20) 13
67. 67. 67 FINDINGS OF THE REPORT The Reliability dimension of service quality is better
as compared to empathy and tangibility. Still the score is low. For most services, customer s
perceptions of whether the service has been performed correctly, and not providerestablished
criteria, are the major determinants of reliability. Customers of the bank hesitate to rely on the
bank. Whenever they have a problem, the bank shows sincere interest in solving it but the services
are not performed by a certain time as promised. The employees should take this problem seriously
and take steps to remove this. As score for Assurance is at second place after responsiveness,
so the customers of HDFC bank are very confident and feel safe while transacting with the bank.
Moreover the employees of the bank have proved to be trustworthy. Employees are also educated
enough to answer all the questions. The score of Tangibility dimension of service quality of
HDFC bank is the lowest. The service quality factor tangible is defined by whether the physical
facilities and materials associated with the service are visually appealing at the bank. These are all
factors that customers notice before or upon entering the bank. Customer expectations regarding
visual appealing of HDFC is very high. From my study I found that Physical facilities and modern
looking equipment are not sufficient in HDFC bank. Respondents were uncertain about the neat
appearance of the reception desk employees. So they should work on that and try to fulfill the gap.
According to my findings, the score of Empathy is not satisfactory but not unsatisfactory also.
HDFC bank is unable to give individual attention to its customers and is unable to understand
specific needs of its customers. But still bank has taken steps to satisfy its customers by keeping
operating hours convenient to its customers and keeping their interest best at heart. In HDFC
bank, the score of Responsiveness is highest so they are focusing on prompt service, employees are
willing to help the customers and say the exact time when the services will be performed.
Employees at bank give their customers first preference and are always ready to help them. Overall
HDFC bank s responsiveness dimension of service quality is the highest.
68. 68. 68 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. 69. 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 frontline 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 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.
70. 70. 70 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 welltrained staff and timely answers
to servicerelated 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 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 uptodate technologically are important factors. Modern equipments, new improved
technology should be replaced with the old ones. If the staff inside is pleasant and wellinformed,
in an aesthetically pleasing environment, then customer satisfaction will be high.
71. 71. 71 The fivedimensional structure could possibly serve as a meaningful framework for
tracking a bank s service quality performance over time and comparing it against the performance
of competitors. Items on some dimensions should be expanded if that is necessary for reliability.
Thus, the banking industries must continuously measure and improve these dimensions in order
to gain customers loyalty.
72. 72. 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. 73. 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 Disagree Neither agreeNor disagree
Agree Strongly Agree 1.HDFC bank has modern looking equipment. 2. The bank's physical
features are visually appealing 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.
74. 74. 74 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 19. The bank has your best interests at heart. 20. The employees of
the bank understand your specific needs.
75. 75. 75

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