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Dissertation Report
On
STUDY ON CUSTOMER SATISFACTION OF HDFC CUSTOMERS

TOWARDS CA/SA
Submitted in partial fulfilment of the Requirement for the award of

degree of Master of Business Administration (2017-2019)
Submitted To : Submitted By :-
1
Student’s Declaration
I xxx, hereby declare that the work presented in this report titled “A STUDY OF CUSTOMER
SATISFACTION OF HDFC CUSTOMERS TOWARDS CA/SA’’ in fulfilment of the
requirements for the award of degree of Master of Business Administration, submitted in
the affiliated to xxxxx, is an authentic record of my own research work under the
supervision of . I also declare that the work embodied in the present report is my
original work and has not been copied from any Journal/thesis/book, Has not been
submitted by me for any other Degree/Diploma in any University.
NAME OF STUDENT NAME OF GUIDE
xxx xxxxx
2
ACKNOWLEDGEMENT
This project report bears the imprint of those who had rendered their wholehearted support
and encouragement without whose help this effort of mine would be in vain. I express my
deep sense of gratitude and sincere thanks to my project guide xxxxx for his directions,
suggestion and information provided which were of utmost importance for the successful
completion of the project.. I am thankful to the employees of HDFC Bank for assisting me
in the timely completion of project . At last, I also thank to my family and my friends those
helped me in my training period and in the completion of project.
3
ABSTRACT
Without practical training, management education is meaningless so long with the theory;
practical training is provided to management students to expose them to the actual working
environment of any organization. Such training provides a framework of knowledge
relating to the concepts and practices of the assigned topics in the organization.
The summer training is an integral part of the course curriculum of Master of Business
Administration (M.B.A. 4TH sem). In this the student is in the position to analyze the
integral working of an organization with mature eyes and understand the dynamics in a
much better manner.
This particular project has been conducted at HDFC Bank. In the first phase of the
research project, there is a introduction of banking, company profile and products of
HDFC Bank are given. After that a market research is performed with a sample size of 100
people. The research study was limited to MOHALI PHASE 10 BRANCH. Here, in my
survey, I have contacted the respondents through personal interviews with the help of
questionnaires.
The main objective of the research is to know the customer satisfaction level and their
perception regarding HDFC Bank and to know the customer awareness regarding the
HDFC Bank’s products.
HDFC Bank should lay more stress on advertisements, both in print as well as in other
media. Opening up the sector will certainly mean new products, better packaging and
improved customer service. Both new and existing players will have to explore new
distribution and marketing channels. Potential buyers for most of banks lie in the middle
class. Competitors must segment the market carefully to arrive at appropriate products and
pricing. Recognizing the potential, in the past three years, the nationalized banks have
already begun to target niches like pensions, women, children and rural peoples.
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TABLE OF CONTENTS
SR.NO TOPIC PAGE

Chapter 1 Introduction 6
1.1 Introduction of project .........................7
1.2 HDFC Bank .........................8
1.3 Company Profile .........................9
1.4 Key Executives .......................13
1.5 Technology used in HDFC Bank .......................14
1.6 Product and Customer Segments .......................15
1.7 NRI Services ......................18
1.8 Business Strategy ......................19
1.8 Inside HDFC Bank ......................22
1.10 Human Resources ......................22
1.11 Rupees Earned-Rupees Spend ......................23
1.12 Recent Development ......................23
1.13 SWOT Analysis ......................27
Chapter 2 Review of literature 28

Chapter 3 Research methodology 30
1.1 Introduction to the study ......................31
1.2Introduction to banking ......................31
1.3 History of banking in India ......................32
1.4 Banking structure in India ......................35
1.5 Indian banking industry ......................35
1.6 SCOPE ......................36
1.7 Objective ......................37
1.8 Research design ......................39
1.9 Sample Size ......................39
1.10 Questionnaire .....................40
1.11 Limitations of the study .....................41
5
Chapter 4 Data analysis & interpretation 42
Chapter 5 FINDINGS 54
Chapter 6 SUGGESTIONS 55
Chapter 7 CONCLUSION 56
BIBLIOGRAPHY 57
ANNEXURE 58
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CHAPTER-1
Introduction Of Project
1. Introduction of project
2. HDFC Bank
3. Company Profile
4. Key Executives
5. Technology used in HDFC Bank
6. Product and Customer Segments
7.NRI Services
8. Business Strategy
9. Inside HDFC Bank
10. Human Resources
11. Rupees Earned-Rupees Spend
12. Recent Development
13. SWOT Analysis
7
INTRODUCTION OF THE PROJECT
The report contains the organizational study done at HDFC Bank. The report title is
“CUSTOMER SATISFACTION TOWARDS HDFC BANKING SERVICES”.
The report gives an overview of the banking Sector and company profile. And awareness
of customers about different types of products and services offered by HDFC Bank.
This study was conducted to find out the customer satisfaction regarding HDFC bank.
The methodology adopted for the study was through a structured questionnaire, which is
targeted to the different persons in MOHALI PHASE X BRANCH. For this purpose
sample size of 100 was taken. The data collected from the different persons was analyzed
thoroughly and presented in the form of charts and tables.
HDFC must advertise regularly and create brand value for its products and services. Most
of its competitors like ICICI, Axis, Kotak Mahindra and nationalized banks use television
advertisements to promote their products. The Indian consumer has a false perception
about private banks – they feel that it would not safe.
Safety and returns are the two main reasons people invest in banks. On the whole HDFC
bank is a good place to work at. Every new recruit is provided with extensive training on
the products of HDFC. This training enables an advisor/sales manager to market the
policies better. The company should try to create awareness about itself in India. With an
improvement in the sales techniques used, a fair bit of advertising and modifications to the
existing product portfolio, HDFC would be all set to capture the banking market in India
as it has around the globe.
8
COMPANY PROFILE
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 liberalization 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 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 the 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.
HDFC Bank began operations in 1995 with a simple mission to be a “World Class Indian
Bank.” It realized that only a single minded focus on product quality and service
excellence would help us get there. Today, the bank is proud to say that it is well on its
way towards that goal.
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COMPANY PROFILE
STRONG NATIONAL NETWORK
HDFC bank ltd provides various financial products and services. It operates in three
segments: retail banking, wholesale banking, and treasury. The retail banking segment
provides various deposit products, including savings accounts, current accounts, fixed
deposits, and demat accounts. It also offers auto, personal, commercial vehicle, home,
gold, and educational loans; loans against securities and property and health care finance
working capital finance, construction equipment finance, and warehouse receipt loans, as
well as credit cards, debit cards, depository, investment advisory, bill payments, and
transactional services. In addition, this segment sells third party financial products, such as
mutual funds and insurance, as well as distributes life and general insurance products
through its tie-ups with insurance companies and mutual fund houses. The wholesale
banking segment provides loans, non-fund facilities, and transaction services to large
corporate, emerging corporate, small and medium enterprise, supply chain, public sector
undertaking, central and state government departments, and institutional customers. It
offers deposit and transaction banking products, supply chain financing, working capital
and term finance, agricultural loans, and funded non-funded treasury, and foreign
exchange products. This segment’s services include trade services, cash management, and
money market, custodial, tax collection, and electronic banking. In addition, it provides
correspondent bank services to co-operative banks, private banks, foreign banks, and
regional rural banks. The treasury services segment operates primarily in areas, such as
foreign exchange, money market, interest rate trading, and equities. As of march 31,
2018hdfc bank had a network of 4,787 branches and 12,635 automated teller machines in
2,691 cities in India. The company was founded in 1994 and is based in Mumbai, India.
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MARCH MARCH MARCH MARCH MARCH
2006 2009 2015 2016 2018
CITIES 228 528 2,464 2,587 2,691
BRANCHES 535 1,142 4,014 4,281 4,787
ATM’s 1,323 3,295 11,766 12,054 12,635
15000
Mar-06
10000 Mar-09
Mar-15
5000 Mar-18
Mar-16 Mar-16
Mar-15
0 Mar-09 Mar-18
CITIES Mar-06
BRANCHESATM's
As of March 31, 2009, the Bank’s distribution network was at 528 branches and 1142
ATMs in 3295 cities as against 535 branches and 1,323 ATMs in 228 cities as of March
31, 2006. Against the regulatory approvals for new branches in hand, the bank expects to
further expand the branch network by around 150 branches by June 30, 2008. During the
year, the bank stepped up retail customer acquisition with deposit accounts increasing from
6.2 million to 8.7 million and total cards issued (debit and credit cards) increasing from 7
million to 9.2 million. Whilst credit growth in the banking system slowed down to about
16 | P a g e 22% for the year ended 2008-09, the Bank’s net advances grew by 35.1% with
retail advances growing by 38.6% and wholesale advances growing by 30%, implying a
higher market share in both segments.
The transactional banking business also registered healthy growth with cash management
volumes increased by around 80% and trade services volumes by around 40% over the
previous year. Portfolio quality as of March 31, 2008 remained healthy with gross
11
nonperforming assets at 1.3% and net non-performing assets at 0.4% of total customer
assets.
KEY EXECUTIVES
You can view name of Chairman, CEO, CFO, Management Team, Board of Directors and
Key Executives of HDFC Bank Ltd.
Organisational Structure of HDFC Bank
12
TECHNOLOGY USED IN HDFC BANK
In the era of globalization each and every sector faced the stiff competition from their
rivals and world also converted into the flat from the globe. After the policy of
liberalization and RBI initiatives to take the step for the private sector banks, more and
more changes are taking the part into it. That are create competition between the private
sector banks and public sector bank. Private sector banks are today used the latest
technology for the different transaction of day to day banking life. As we know that
Information Technology plays the vital role in the each and every industry and gives the
optimum return from the limited resources.
Banks are service industry and today it gives the innovative Technology application to
Banking industries. HDFC BANK is the leader in the industries and today IT and HDFC
BANK together combined they reached the sky. New technology changed the mind of the
customers and changed the queue concept from the history banking transaction. Today
there are different channels are available for the banking transactions. There are drastically
changes seen in the use of Internet banking, in a year 2001 (2%) and in the year 2008
(25%). This type of technology gives the freedom to retail customers.
CENTRALISED PROCESSING DERIVED ECONOMIES OF

UNIT SCALE
ELECTRONIC STRAIGHT REDUCED TRANSACTION
THROUGH PROCESSING COST
DATA WAREHOUSING,CRM IMPROVE COST
EFFICIENCY,CROSS SELL
INNOVATIVE TECHNOLOGY PROVIDE NEW OR SUPERIOR
APPLICATION PRODUCTS
13
HDFC BANK is the very consistent player in the new private sector banks. New private
sector banks to withstand the competition from public sector banks came up with
innovative products and superior service.
PRODUCTS AND CUSTOMER’S SEGEMENTS
PERSONAL BANKING
LOAN PRODUCT DEPOSIT INVESTMENT &

INSURANCE
 AUTO LOAN  SAVINGS a/c  MUTUAL FUNDS
 LOAN AGAINST  CURRENT a/c  BONDS
SECURITY  FIXED DEPOSIT  KNOWLEDGE
 LOAN AGAINST  DEMAT a/c CENTER
PROPERTY  SAFE DEPOSIT  INSURANCE
 PERSONAL LOAN LOCKERS  GENERAL AND
 CREDIT CARD HEALTH
 2-WHEELER LOAN INSURANCE
 COMMERCIAL  EQUITY AND
VEHICLES LOAN DERIVATIVES
 HOME LOANS  MUDRA GOLD
 RETAIL BUSINESS BAR
BANKING
 TRACTOR LOAN
 WORKING CAPITAL
FINANCE
 CONSTRUCTION
EQUIPMENT
FINANCE
 HEALTH CARE
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FINANCE
 EDUCATION LOAN
 GOLD LOAN
CARDS PAYMENT ACCESS TO BANK
SERVICES
 CREDIT CARD  NET SAFE  NET BANKING
 DEBIT CARD  MERCHANT  ONE VIEW
 PREPAID CARD  PREPAID  INSTA ALERT
REFILL  MOBILE
 BILLPAY BANKING
 VISA BILLPAY
 ATM
 INSTA PAY
 PHONE BANKING
FOREX SERVICES  DIRECT PAY  EMAIL
 PRODUCTS AND  VISA MONEY STATEMENTS
SEERVICES TRANSFER  BRANCH
 TRADE SERVICES  E-MONIES NETWORK
 FOREX SERVICE  ELECTRONIC
 BRANCH FUNDS
LOCATOR TRANSFERS
 RBI GUIDE LINES  ONLINE

PAYMENT OF
DIRECT TAX
15
WHOLESALE BANKING
CORPORATE SMALL AND MEDIUM FINANCIAL

ENTERPRISES INSTITUTIONS AND
TRUSTS
 FUNDED  FUNDED BANKS-
SERVICES SERVICES  CLEARING SUB –
 NON FUNDED  NON FUNDED MEMBERSHIP
SERVICES SERVICES  RTGS-SUB
 VALUE ADDED  SPECIALIZED MEMBERSHIP
SERVICES SERVICES  FUND TRANSFER
 INTERNET  VALUE ADDED  ATM TIE-UPS
BANKING SERVICES  CORPORATE
 INTERNET SALARY a/c
BANKING  TAX
COLLECTION
FINANCIAL
INSTITUTIONS
MUTUAL FUNDS
STOCK BROKERS
INSURANCE
COMPANIES
COMMODITIES
BUSINESS
TRUSTS
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NRI SERVICES
ACCOUNTS & DEPOSITS REMITTANCES

 RUPEE SAVINGS ACCOUNT  NORTH AMERICA
 RUPEE CURRENT ACCOUNT  UK
 RUPEE FIXED DEPOSITS  EUROPE
 FOREIGN CURRENCY DEPOSITS  SOUTH EAST ASIA
 ACCOUNTS FOR RETURNING  MIDDLE EAST
INDIANS  AFRICA
 OTHERS
QUICK REMIT
INDIA LINK
CHEQUE LOCKBOX
TELEGRAPHIC/WIRE TRANSFER
FUNDS TRANSFER CHEQUE/DDs/TCs
INVESTMENTS & INSURANCES LOANS
 MUTUAL FUNDS  HOME LOANS
 INSURANCE  LOANS AGAINST SECURITIES
 PRIVATE BANKING  LOANS AGAINST DEPOSITS
 PORTFOLIO INVESTMENT  GOLD CREDIT CARD
SCHEME
PAYMENT SERVICES ACCESS TO BANK
 NETSAFE  NET BANKING
 BILL PAY  ONE VIEW
 INSTA PAY  INSTAALERT
 DIRECT PAY  ATM

 PHONE BANKING
 VISA MONEY
 EMAIL STATEMENTS
 ONLINE DONATION
17
 BRANCH NETWORK
BUSNINESS STRATEGY
HDFC BANK mission is to be "a World Class Indian Bank", benchmarking themselves
against international standards and best Practices in terms of product offerings, technology,
service levels, risk management and audit & compliance. The objective is to build sound
customer franchises across distinct businesses so as to be a preferred provider of banking
services for target retail and wholesale customer segments, and to achieve a healthy
growth in profitability, consistent with the Bank's risk appetite. Bank is committed to do
this while ensuring the highest levels of ethical standards, professional integrity, corporate
governance and regulatory compliance. Continue to develop new product and technology
is the main business strategy of the bank. Maintain good relation with the customers is the
main and prime objective of the bank.
HDFC BANK business strategy emphasizes the following:
Increase market share in India’s expanding banking and financial services industry by
following a disciplined growth strategy focusing on quality and not on quantity and
delivering high quality customer service.
 Leverage our technology platform and open scaleable systems to deliver more
products to more customers and to control operating costs.
 Maintain current high standards for asset quality through disciplined credit risk
management.
 Develop innovative products and services that attract the targeted customers and
address inefficiencies in the Indian financial sector.
18
 Continue to develop products and services that reduce bank’s cost of funds.
 Focus on high earnings growth with low volatility.
INSIDE HDFC BANK
FIVE “S”, PART OF KAIZEN
WORK PLACE TRANSFORMATION
Focus on effective work place organization

Believe in
“Small changes lead to large improvement”

Every successful organization has their own strategy to win the race in the competitive
market. They use some technique and methodology for smooth running of business. HDFC
BANK also acquired the Japanese technique for smooth running of work and effective
work place organization.
Five ‘S’ Part of Kaizen is the technique which is used in the bank For easy and systematic
work place and eliminating unnecessary things from the work place
BENEFIT OF FIVE “S”
 It can be started immediately

 Every one has to participate.
 Five “S” is an entirely people driven initiatives.
 Brings in concept of ownership.
 All wastages are made visible.
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5’S MEANS
S1 SORT SEIRI
S2 SYSTEMATIZE SEITON
S3 SHINING SEISO
S4 STANDARDIZE SEIKETSU
S5 SUSTAIN SHITSUKE
1. SORT :-
It focuses on eliminating unnecessary items from the work place.
It is excellent way to free up valuable floor space.
It segregates items as per “require and wanted”.
FREQUENTLY LESS FREQUENTLY

REQUIRED REQUIRED
REMOVE
EVERYTHING
FROM
WORKPLACE
WANTED BUT
JUNK
NOT REQUIRED
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2. SYSTEMATIZE :-
Systematize is focus on efficient and effective storage method.
That means it identify, organize and arrange retrieval.
It largely focuses on good labeling and identification practices.
Objective: - “A place for everything and everything in its place”
3.SHINING:-
Clean the workspace and all equipment, and keep it clean, tidy and organized. After the
first thorough cleaning when implementing 5S, daily follow-up cleaning is necessary in
order to sustain this improvement. A “Shining” work environment will lead to great
efficiency gains.
4.STANDERDIZE:-
It focuses on simplification and standardization. It involves standard rules and policies. It

establish checklist to facilitate autonomous maintenance of workplace. It assigns
responsibility for doing various jobs and decides on Five S frequency
5. SUSTAIN:-
It focuses on defining a new status and standard of organized work place. Sustain means
regular training to maintain standards developed under S-4. It brings in self- discipline and
commitment towards workplace organization.
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HUMAN RESOURCES
The Bank’s staffing needs continued to increase during the year particularly in the retail
banking businesses in line with the business growth. Total number of employees increased
from 21477 as of March 31, 2007 to 84,325 as of March 31, 2018. The Bank continues to
focus on training its employees on a continuing basis, both on the job and through training
programs conducted by internal and external faculty.
The bank has consistently believed that broader employee ownership of its shares has a
positive impact on its performance and employee motivation. The Bank’s employee stock
option scheme so far covers maximum employees.
22
RECENT DEVELOPMENT
The Reserve Bank of India has approved the scheme of amalgamation of Centurion Bank
of Punjab Ltd. with HDFC Bank Ltd. with effect from May 23, 2008.
All the branches of Centurion Bank of Punjab will function as branches of HDFC Bank
with effect from May 23, 2008. With RBI’s approval, all requisite statutory and regulatory
approvals for the merger have been obtained.
The combined entity would have a nationwide network of 1167 branches; a strong deposit
base of around Rs.1,22,000 crores and net advances of around Rs.89,000 crores. The
balance sheet size of the combined entity would be over Rs.1,63,000 crores.
Merger with Centurion Bank of Punjab Limited
On March 27, 2008, the shareholders of the bank accorded their consent to a scheme of
amalgamation of Centurion Bank of Punjab Limited with HDFC Bank Limited. The
shareholders of the Bank approved the issuance of one equity share of Rs.10/- each of
HDFC Bank Limited for every 29 equity shares of Re. 1/- each held in Centurion Bank of
Punjab Limited. This is subject to receipt of Approvals from the Reserve Bank of India,
stock exchanges and other requisite statutory and regulatory authorities. The shareholders
23
also accorded their consent to issue equity shares and/or warrants convertible into equity
shares at the rate of Rs.1, 530.13 each to HDFC Limited and/or other promoter group
companies on preferential basis, subject to final regulatory approvals in this regard. The
Shareholders of the Bank have also approved an increase in the authorized capital from
Rs.450 crores to Rs.550 crores.
Promoted in 1995 by Housing Development Finance Corporation (HDFC), India's leading

housing finance company, HDFC Bank is one of India's premier banks providing a wide
range of financial products and services to its over 11 million customers across hundreds
of Indian cities using multiple distribution channels including a pan-India network of
branches, ATMs, phone banking, net banking and mobile banking. Within a relatively
short span of time, the bank has emerged as a leading player in retail banking, wholesale
banking, and treasury operations, its three principal business segments. The bank's
competitive strength clearly lies in the use of technology and the ability to deliver world-
class service with rapid response time. Over the last 20 years, the bank has successfully
gained market share in its target customer franchises while maintaining healthy
profitability and asset quality
Centurion Bank of Punjab
Centurion Bank of Punjab is one of the leading new generations Private sector banks in
India. The bank serves individual consumers, small and medium businesses and large
corporations with a full range of financial products and services for investing, lending and
advice on financial planning. The bank offers its customers an array of wealth
management products such as mutual funds, life and general insurance and has established
a leadership ‘position’. The bank is also a strong player in foreign exchange services,
personal loans, mortgages and agricultural loans.
Additionally the bank offers a full suite of NRI banking products to Overseas Indians. On
29th August 2007, Centurion Bank of Punjab merged with Lord Krishna Bank (LKB), post
obtaining all requisite statutory and regulatory approvals. This merger has further
strengthened the geographical reach of the Bank in major towns and cities across the
country, especially in the State of Kerala, in addition to its existing dominance in the
northern part of the country.
24
Centurion Bank of Punjab now operates on a strong nationwide franchise of 404 branches
and 452 ATMs in 190 locations across the country, supported by employee base of over
7,500 employees. In addition to being listed on the major Indian stock exchanges, the
Bank’s shares are also listed on the Luxembourg Stock Exchange.
ACHIEVEMENTS IN 2017 – 2018
2018
BrandZ's Top 100 Global Brands List HDFC Bank featured for the fourth
time in the BrandZ's Top 100 Global
Brands List
14th Visa Asia Pacific Security India and South Asia Champion
Summit Security Award 2018
National Payments Excellence Awards HDFC Bank wins NPCI National
2018 Payments Excellence Awards
Barron's World's Top 30 CEOs Mr.AdityaPuri in Barron's Top 30
Global CEOs for 4th year - Growth
Leaders Category
Dun & Bradstreet Corporate Award Best Bank
2018
Federation of Indian Export Best Bank : Export Finance - Non
Organisation (FIEO) MSME
Business Today Best Bank Awards Bank of the Year
Best in Innovation
Best Large Bank
Fastest Growing Large Bank
Dun & Bradstreet BFSI Awards 2018 India's Leading Bank - Private sector
25
2017
Business India 19th Best Bank survey Best Bank for the year 2017 - HDFC Bank
The Asset Triple A Country Awards 2017 Best IPO, India
Fortune HDFC Bank MD Aditya Puri on Fortune
Businessperson of the year list
Forbes Asia's 13th Feb 50 Companies List HDFC Bank in Forbes Asia's Top 50 List
Forbes' List of 5 Companies That Have HDFC Bank in Top 5 companies that have
Shaped Asia, And The World shaped Asia, and the World
IDRBT Banking Technology Excellence 1) Best Bank - Use of Technology for Fraud
Awards 2016-17 Prevention (Large Banks)
2) Best Bank - Cyber Security and Defence
(Large Banks)
3) Best Bank - Innovative Use of
Technology (Large Banks)
BrandZ Top 50 Most Valuable Indian Ranked India's Most Valuable Brand for 4th
Brands year in a row
Dun & Bradstreet Banking Awards 2017 1. Best Private Sector Bank - Retail
2. Best Private Sector Bank - Digital
Banking (Mobility)
3. Best Private Sector Bank - Asset Quality
4. Best Private Sector Bank - Overall
26
SWOT ANALYSIS
STRENGHTS WEAKNESS
 Right strategy for the right  Some gaps in range for certain
products. sectors.
 Superior customer service vs  Customer service staff needs
competitors. training.
 Great Brand Image  Processes and systems, etc
 Products have required  Management cover insufficient.
accreditations.  Sectoral growth is constrained by
 High degree of customer low unemployment levels and
satisfaction competition for staff
 Good place to work
 Lower response time with efficient
and effective service.
 Dedicated workforce aiming at
making a long-term career in the
field.
27
OPPORTUNITIES THREATS
 Profit margins will be good.  Legislation could impact.

 Could extend to overseas broadly.  Great risk involved.
 New specialist applications.  Very high competition prevailing
 Could seek better customer deals. in the industry.
 Fast-track career development  Vulnerable to reactive attack by
opportunities on an industry-wide major competitors.
basis.  Lack of infrastructure in rural
 An applied research centre to create areas could constrain investment.
opportunities for developing  High volume/low cost market is
techniques to provide added-value intensely competitive.
services.
CHAPTER 2
REVIEW OF LITERATURE
LITERATURE REVIEW
Dutta K. and Dutta A. (2009)
Investigated the perception of expectation of customers across all the banks in India. This
study showed that customers are most satisfied with the services of foreign banks followed
by private and public banks. This study suggested that Indian public banks should improve
their banking services
Uppal R.K. (2010)
Conducted studies on customer complaints and this research showed that excellent
customer service and customer satisfaction help to sustain business growth. Furthermore it
showed that customer complaints are continuously increasing in the public sector banks
adversely affecting Customers’ satisfaction and performance. This research also suggested
28
that establishing a customer care centre in all banks would help solve customer compliant
on a priority basis.
Naveen Kumar and V.K. Gangal (2011)
Examined customer satisfaction in new generation banks showing customer expectations

increasing rapidly in the banking industry of India. New customers looked the best
services at a reasonable price. The result revealed that, the majority of Indian banks were
not very diversified in terms of the product and services they offer. Further, it suggests
that, in the competitive banking industry, banks have to implement strategic focus
customer satisfying aspects for retaining as many customers as possible.
Edwin M. &Fathima S. (2011)
Conducted a study on the impact of service quality and customer satisfaction in

commercial banks. This study shows that there is close link between the customers’
perception on the service quality factor and customer satisfaction. It further showed that
the impact of the service quality factor on customer satisfaction is unique. It brought the
suggestion that bank managers have to formulate appropriate marketing strategies to
satisfy their customers.
NirmaljeetVirk and PrabhjotKaurMahal (2012)
Carried out a study on customer satisfaction in public and private banks of India. Private
bank mangers maintain better personal relationship with customers than the public bank
managers and this factor determines the customers’ satisfaction to a large extent.
29
CHAPTER-3
Research Methodology
1. Introduction to the study
2. Introduction to banking
3. History of banking in India
4. Banking structure in India
5. Indian banking industry
6. SCOPE
7. Objective
8. Research design
9. Sample Size
30
10.Questionnaire
11.Limitations of the study
INTRODUCATION TO THE STUDY
Customer satisfaction
Customer satisfaction refers to how satisfied customers are with the products or services
they receive from a particular agency. The level of satisfaction is determined not only by
the quality and type of customer experience but also by the customer’s expectations. A
customer may be defined as someone who
• has a direct relationship with, or is directly affected by your agency and
• Receives or relies on one or more of your agency’s services or products.
Customers in human services are commonly referred to as service users, consumers or

clients. They can be individuals or groups. An organization with a strong customer service
culture places the customer at the centre of service design, planning and service delivery.
Customer centric organizations will:
 Determine the customer’s expectations when they plan listen to the customer as
they design.
31
 Focus on the delivery of customer service activities value customer feedback when
they measure performance.
It’s importance
There are a number of reasons why customer satisfaction is important in Banking

Sector:
• Meeting the needs of the customer is the underlying rationale for the existence of
community service organizations. Customers have a right to quality services that
deliver outcomes.
• Organizations that strive beyond minimum standards and exceed the expectations
of their customers are likely to be leaders in their sector.
• Customers are recognized as key partners in shaping service development and assessing
quality of service delivery.
The process for measuring customer satisfaction and obtaining feedback on

organizational performance are valuable tools for quality and continuous service
improvement.
INTRODUCATION TO BANKING
Banking means accepting the deposits from the customers for lending to the needy and
extending the other services as to issue of dd etc.nowadays after introduction of private
sector banks the banks have become a profit centre and the functions become changed
and now banks are doing the insurance and mutual funds also. but nationalised banks are
still service oriented in extending loans for Education loan, and rural development
activities.
32
A Bank is an organization which lends money to the borrowers for a purposeful task, and
provides a facility to deposit and withdraw money when needed and charge for it.
HISTORY OF BANKING IN INDIA
Phase I
The General Bank of India was set up in the year 1786. Next came Bank of Hindustan
and Bengal Bank. The East India Company established Bank of Bengal (1809), Bank of
Bombay (1840) and Bank of Madras (1843) as independent units and called it Presidency
Banks. These three banks were amalgamated in 1920 and Imperial Bank of India was
established which started as private shareholders banks, mostly Europeans shareholders.
In 1865 Allahabad Bank was established and first time exclusively by Indians, Punjab
National Bank Ltd. was set up in 1894 with headquarters at Lahore. Between 1906 and
1913, Bank of India, Central Bank of India, Bank of Baroda, Canara Bank, Indian Bank,
and Bank of Mysore were set up. Reserve Bank of India came in 1935. During the first
phase the growth was very slow and banks also experienced periodic failures between
1913 and 1948. There were approximately 1100 banks, mostly small. To streamline the
functioning and activities of commercial banks, the Government of India came up with
The Banking Companies Act, 1949 which was later changed to Banking Regulation Act
1949 as per amending Act of 1965 (Act No. 23 of 1965). Reserve Bank of India was
vested with extensive powers for the supervision of banking in India as the Banking
Authority. During those days public has lesser confidence in the banks. As an aftermath
deposit mobilisation was slow. Abreast of it the savings bank facility provided by the
Postal department was comparatively safer. Moreover, funds were largely given to
traders.
Phase II
Government took major steps in this Indian Banking Sector Reform after independence. In
1955, it nationalised Imperial Bank of India with extensive banking facilities on a large
33
scale especially in rural and semi-urban areas. It formed State Bank of India to act as the
principal agent of RBI and to handle banking transactions of the Union and State
Governments all over the country. Seven banks forming subsidiary of State Bank of India
was nationalised in 1960 on 19th July, 1969, major process of nationalisation was carried
out. It was the effort of the then Prime Minister of India, Mrs. Indira Gandhi. 14 major
commercial banks in the country were nationalised. Second phase of nationalisation Indian
Banking Sector Reform was carried out in 1980 with seven more banks. This step brought
80% of the banking segment in India under Government ownership. The following are the
steps taken by the Government of India to Regulate Banking Institutions in the Country:
1949: Enactment of Banking Regulation Act. 1955: Nationalisation of State Bank of India.
1959: Nationalisation of SBI subsidiaries. 38 | P a g e 1961: Insurance cover extended to
deposits. 1969: Nationalisation of 14 major banks. 1971: Creation of credit guarantee
corporation. 1975: Creation of regional rural banks. 1980: Nationalisation of seven banks
with deposits over 200 crore. After the nationalisation of banks, the branches of the public
sector bank India rose to approximately 800% in deposits and advances took a huge jump
by 11,000%. Banking in the sunshine of Government ownership gave the public implicit
faith and immense confidence about the sustainability of these institutions.
Phase III
This phase has introduced many more products and facilities in the banking sector in its
reforms measure. In 1991, under the chairmanship of M Narasimham, a committee was
set up by his name which worked for the liberalisation of banking practices. The country
is flooded with foreign banks and their ATM stations. Efforts are being put to give a
satisfactory service to customers. Phone banking and net banking is introduced. The
entire system became more convenient and swift. Time is given more importance than
money. The financial system of India has shown a great deal of resilience. It is sheltered
from any crisis triggered by any external macroeconomics shock as other East Asian
Countries suffered. This is all due to a flexible exchange rate regime, the foreign reserves
are high, the capital account is not yet fully convertible, and banks and their customers
have limited foreign exchange exposure.
34
BANKING STRUCTURE IN INDIA
 Scheduled Banks in India
(A)Scheduled Commercial Banks
Public sector Private sector Foreign Regional

Banks Banks Banks in Rural Bank
India
21 21 45 82
(A) Scheduled Cooperative Banks
Scheduled Urban Cooperative Scheduled State Cooperative

Banks (18) Banks(16)
35
Scope of the study
A study on customer satisfaction level regarding HDFC bank is study of customer

satisfaction level regarding various services provided by the HDFC bank. The HDFC bank
provides various utility services to their customers. The purpose of this study is to analyze
the satisfaction level of the customer towards the services providing by the HDFC bank.
The research covers the customer opinion on banking services which will be helpful for
further development and growth of banking venture of HDFC bank. This research focuses
on the level of customer satisfaction derived from banking services of HDFC Bank in
MOHALI PHASE X region.
36
OBJECTIVES OF THE STUDY
 To know the customer satisfaction level on CA/SA and their perception towards
HDFC Bank.
 To know the customer awareness regarding the Bank’s products.
 To know the preference of customer regarding the extra services provided by bank.
 To know the problems of customer towards bank.
37
RESEARCH METHODOLOGY
Research is a careful investigation or inquiry especially through search for new facts in
branch of knowledge: market research specifies the information. Required to address these
issues: designs the method for collecting information: manage and implements the data
collection process analyses the results and communicates the finding and their
implications.
Research problem is the one which requires a researcher to find out the best solution for
the given problem that is to find out the course of action, the action the objectives can be
obtained optimally in the context of a given environment.
38
RESEARCH DESIGN
A framework or blueprint for conducting the research project, it specifies the details of the
procedures necessary for obtaining the information needed to structure and/or solve
research problems. A good research design lays the foundation for conducting the project.
A good research design will ensure that the research project is conducted effectively and
efficiently. Typically, a research design involves the following components, or tasks:
 Define the information needed.

 Design the research.
 Specify the measurement and scaling procedures.
 Construct and present a questionnaire or an appropriate form for data
collection.
 Specify the sampling process and sampling size
 Develop a plan of data analysis.
39
Data Collection
The objectives of the project are such that both primary and secondary data is required to
achieve them. So both primary and secondary data was used for the project. The mode of
collecting primary data is questionnaire mode and sources of secondary data are various
magazines, books, newspapers, & websites etc.
1.Primary Data: The primary data was collected to measure the customer satisfaction and
their perception regarding HDFC Bank. The primary data was collected by means of
questionnaire and analysis was done on the basis of response received from the customers.
The questionnaire has been designed in such a manner that the consumer’s satisfaction
level can be measured and consumer can enter his responses easily
2. Secondary Data: The purpose of collecting secondary data was to achieve the
objective of studying the recent trends and developments taking place in banking.
3.Sample size – 100 customers were selected.
4.Sampling Unit –MOHALI PHASE X
5.Technique – Convenient sampling.
6.Types of research design used – Exploratory research design
7.Analysis and Interpretation- After the data collection, it was compiled, classified and
tabulated manually and with help of computer. Then the task of drawing inferences was
accomplished with the help of percentage and graphic method.
40
LIMITATIONS OF THE STUDY
It is said, “nothing is perfect” and if the quite is true, i am sure that there would be few
short coming in this project also. Sincere efforts have been made to eliminate
discrepancies as far as possible but few would have reminded due to the limitations of the
study . These are :
 The research was carried out in short period of time.

 Limited sample size.
 The information given by the respondents might be biased some of them might not
be interested to given
 Information can Incorrect .
 Some of the respondents of the survey were unwilling to share information.
41
CHAPTER-4
Data analysis & interpretation
ABOUT BRANCH STAFF
 The branch staff are willing to listen and respond to your needs ontime:
RESPONSE NO OF RESPONDENTS %AGE OF

RESPONDENTS
EXCELLENT 45 45%
GOOD 22 22%
FAIR 13 13%
AVERAGE 10 10%
POOR 10 10%
42
POOR NO OF RESPONDENTS
10%
AVERAGE
10%
EXCELLENT
FAIR
45%
13%
GOOD
22%
Interpretation –
The customers are satisfied with the branch staff as they listens to the
customers need.
 The branch staff have the required skills and knowledge about the
bank’s products and services:

RESPONDENTS
EXCELLENT 23 23%
GOOD 47 47%
FAIR 12 12%
AVERAGE 13 13%
POOR 5 5%
43
NO OF RESPONDENTS
50
40
30
20
10 NO OF RESPONDENTS
Interpretation –
The HDFC bank have well efficient staff and have required information
about the products and services.
 The branch staff are friendly and behave in a good manner when
dealing with you:

RESPONDENTS
EXCELLENT 53 53%
GOOD 17 17%
FAIR 11 11%
AVERAGE 14 14%
POOR 5 5%
44
POOR
5% NO OF RESPONDENTS
AVERAGE
14%
FAIR
EXCELLENT
11%
53%
GOOD
17%
Interpretation –
The behaviour of the branch staff is polite while dealing with the customers.

RESPONDENTS
EXCELLENT 35 35%
GOOD 28 28%
FAIR 17 17%
AVERAGE 18 18%
POOR 2 3%
45
NO OF RESPONDENTS
35
30
25
20
15
NO OF RESPONDENTS
10
5
0
Interpretation –
The branch staff have required skills and knowledge about the products and
customers are satisfied with the branch staff .
 The branch staff are willing to listen and respond toyour needs on
time:

RESPONDENTS
EXCELLENT 44 44%
GOOD 27 27%
FAIR 19 19%
AVERAGE 4 4%
POOR 6 6%
46
NO OF RESPONDENTS
50
40
30
20
10 NO OF RESPONDENTS
0
NO OF RESPONDENTS
Interpretation –
Branch listens about the queries of the customers and maximum of the
customers are satisfied.
 OVERALL IAM SATISFIED WITH THEBRANCH STAFF
RESPONSE NO OF % OF RESPONDENTS
RESPONDENTS
YES 68 68%
NO 32 32%
47
70
60
50
40
30
20
10
0
YES NO
Interpretation –
Maximum of the customers are satisfied with the hdfc bank as 68%
customers are satisfied.
BRANCH APPEARANCE
 The branch overall appearance is neat and orderly:
RESPONDENTS
YES 57 57%
NO 43 43%
48
60
40
20
0
YES
NO
Interpretation –
As all the HDFC branches are neat and clean and are in order and 57% of
customers have provided positive response.
 The branch has sufficient staff - Customer Representatives & Tellers

for your needs:
RESPONDENTS
YES 64 64%
NO 36 36%
49
80
60
40
20
YES
NO
Interpretation –
Maximum customers are satisfied with the bank as the bank have
provided required work force to all the branches.
DIGITAL BANKING
 How would you rate ease of access and the usefulness of our online
banking/channels?:

RESPONDENTS
EXCELLENT 52 52%
GOOD 20 20%
50
FAIR 12 12%
AVERAGE 10 10%
POOR 6 6%
60
40
20
0
EXCELLENT
GOOD
FAIR
AVERAGE
POOR
Interpretation –
Maximum of the customers are satisfied by the online services offered

by the HDFC bank as the services provided by the channels are
convenient and easy to use.
 Are you satisfied with the number of services offered on our online
banking platforms:
RESPONSE NO OF % OF
RESPONDENTS RESPONDENTS
YES 68 68%
51
NO 32 32%
NO
32%
YES
68%
Interpretation –
Maximum customers are satisfied by the services offered by the bank

with the percentage of 68%. As all the services are available in one
single platform in the app.
 Would you recommend HDFC Bank as a preferred banking choice

to your colleagues / Friends/ Family Members?:
RESPONSE NO OF % OF
RESPONDENTS RESPONDENTS
YES 71 71%
NO 29 29%
52
80
60
40
20
0
YES
NO
Interpretation –
71% of customers said that they will prefer HDFC bank to their
family members as the preferred banking partner as they provides maximum
services to its customers.
 ARE YOU SATISFIED WITH THE HDFC SERVICES WITH

THE CA/SA PRODUCTS ?
53
RESPONDENTS
EXCELLENT 60 60%
GOOD 15 15%
FAIR 10 10%
AVERAGE 8 8%
POOR 7 7%
Interpretation –
Most of the customers are satisfied with the services of HDFC bank of
CA/SA PRODUCTS.
FINDINGS OF THE STUDY
 Majority of the customers are satisfied with the HDFC bank.
 The majority of the customers find services of HDFC bank average.
 Majority of the customers found bank is average in maintaining good

customer relationship
54
 Main factors that attract customers towards bank are the services
offered by the bank.
 Majority of the customers are satisfied with the HDFC bank internet
facility .
SUGGESTIONS AND RECOMMENDATIONS
 The bank should make some more efforts on improving customer

relationship.
 The bank should enhance their services according to the needs of the
customers.
 The bank should make efforts to aware the customers about their all
extra services.
55
 The bank should look about minimum balance criteria which affects
the customers.
Conclusion
At the end i would like to conclude that the Indian banking market is growing
at an astonishing rate with assets expected to reach $250 billion by
2020.Hdfc bank had a network of 4,715 branches and 12,260 automated teller
machines in 2,657 Cities in India.The majority of customers are satisfied .But
the bank should target on the rest of the customers who are not satisfied. The
customers are aware about the bank’s services but the bank should target on
the rest of the customers who are satisfied. The customers are aware about the
56
bank’s services but the bank should try to create more awareness among
people.
BIBLIOGRAPHY
WWW.HDFCBANK/PRODUCTS/FINANCE
WWW.WIKIPEDIA.COM
WWW.BNKNETINDIA/COM/BANKING/FINANCE
Dutta K. and Dutta A. (2009)
57
Investigated the perception of expectation of customers across all the banks in India.
Uppal R.K. (2010)
Conducted studies on customer complaints and this research showed that excellent
customer service and customer satisfaction help to sustain business growth.
Naveen Kumar and V.K. Gangal (2011)
Examined customer satisfaction in new generation banks showing customer expectations

increasing rapidly in the banking industry of India.
Edwin M. &Fathima S. (2011)
Conducted a study on the impact of service quality and customer satisfaction in

commercial banks.
NirmaljeetVirk and PrabhjotKaurMahal (2012)
Carried out a study on customer satisfaction in public and private banks of India.
ANNEXURE
Questionnaire
NAME AGE GENDER BRANCH LOCATION
58
o MALE
o FEMALE
ABOUT BRANCH STAFF
 The branch staff are willing to listen and respond to your needs ontime:
o Excellent
o Good
o Average
o Poor
o Excellent
o Good
o Average
o Poor
 The branch staff are friendly and behave in a good manner when
dealing with you:
o Excellent
o Good
o Average
o Poor
59
o Excellent
o Good
o Average
o Poor
 The branch staff are willing to listen and respond to your needs on
time:
o Excellent
o Good
o Average
o Poor
 Over all I am satisfied with the branch staff

o Yes
o No
BRANCH APPEARANCE
 The branch overall appearance is neat and orderly:

o Yes
o No
60
 The branch has sufficient staff - Customer Representatives &
Tellers for your needs:
o Yes
o No
DIGITAL BANKING
 How would you rate ease of access and the usefulness of our
online banking/channels?:
o Excellent
o Good
o Average
o Poor
 Are you satisfied with the number of services offered on our online
banking platforms:
o Yes
o No
 Would you recommend HDFC Bank as a preferred banking choice

to your colleagues / Friends/ Family Members?:
o Yes
o No
61
 Are you satisfied with the HDFC services with the ca/sa products ?
o Excellent
o Good
o Average
o Poor
62

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Dissertation Report

STUDY ON CUSTOMER SATISFACTION OF HDFC CUSTOMERS

Submitted in partial fulfilment of the Requirement for the award of

NAME OF STUDENT NAME OF GUIDE

SR.NO TOPIC PAGE

Chapter 2 Review of literature 28

5. Technology used in HDFC Bank

6. Product and Customer Segments

9. Inside HDFC Bank

10. Human Resources

11. Rupees Earned-Rupees Spend

12. Recent Development

13. SWOT Analysis

STRONG NATIONAL NETWORK

Organisational Structure of HDFC Bank

CENTRALISED PROCESSING DERIVED ECONOMIES OF

PRODUCTS AND CUSTOMER’S SEGEMENTS

LOAN PRODUCT DEPOSIT INVESTMENT &

FOREX SERVICES  DIRECT PAY  EMAIL

 PRODUCTS AND  VISA MONEY STATEMENTS

SEERVICES TRANSFER  BRANCH

 TRADE SERVICES  E-MONIES NETWORK

 FOREX SERVICE  ELECTRONIC

 RBI GUIDE LINES  ONLINE

CORPORATE SMALL AND MEDIUM FINANCIAL

ACCOUNTS & DEPOSITS REMITTANCES

 PRIVATE BANKING  LOANS AGAINST DEPOSITS

 PORTFOLIO INVESTMENT  GOLD CREDIT CARD

 INSTA PAY  INSTAALERT

 DIRECT PAY  ATM

HDFC BANK business strategy emphasizes the following:

 Focus on high earnings growth with low volatility.

INSIDE HDFC BANK

FIVE “S”, PART OF KAIZEN

WORK PLACE TRANSFORMATION

Focus on effective work place organization

“Small changes lead to large improvement”

BENEFIT OF FIVE “S”

 It can be started immediately

It focuses on eliminating unnecessary items from the work place.

It is excellent way to free up valuable floor space.

It segregates items as per “require and wanted”.

FREQUENTLY LESS FREQUENTLY

Systematize is focus on efficient and effective storage method.

That means it identify, organize and arrange retrieval.

It largely focuses on good labeling and identification practices.

Objective: - “A place for everything and everything in its place”

It focuses on simplification and standardization. It involves standard rules and policies. It

Merger with Centurion Bank of Punjab Limited

Promoted in 1995 by Housing Development Finance Corporation (HDFC), India's leading

Centurion Bank of Punjab

ACHIEVEMENTS IN 2017 – 2018

 Profit margins will be good.  Legislation could impact.

Dutta K. and Dutta A. (2009)

Uppal R.K. (2010)

Naveen Kumar and V.K. Gangal (2011)

Examined customer satisfaction in new generation banks showing customer expectations

Edwin M. &Fathima S. (2011)

Conducted a study on the impact of service quality and customer satisfaction in

NirmaljeetVirk and PrabhjotKaurMahal (2012)

1. Introduction to the study

3. History of banking in India

4. Banking structure in India