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8/13/2019 A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK
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SUMMER INTERNSHIP PROJECT
ON
A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS
AND SERVICES OFFERED BY AXIS BANK
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
THE DEGREE OF BACHELOR OF BUSINESSS
ADMINISTRATION 2011-2014
UNDER THE GUIDANCE OF:
MRVINAY AGGARWAL
FACULTY! MAIMS
SUBMITTED BY:
AKARSH JAIN
R"## $"- 0%21412121
BBA &'($)*$+ ($, *$./($
MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES
A33*#*(, " G./. G"'*$, S*$+5 I$,/(6/(5( U$*7/*8! D#5*
PSP A/(! P#" N"1! S"/-22! R"5*$*! ($, D#5* 11009%
8/13/2019 A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK
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8/13/2019 A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK
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STUDENT UNDERTAKING
This is to certify that I have completed the Project titled A
STUDY OF CUSTO!" SATISFACTION OF T#!
P"ODUCTS AND S!"$IC!S OFF!"!D %YA&IS %AN'( i)
*)der the +*ida)ce of " $i)ay A++ar,al ( Fac*lty- AIS i)
partial f*lfillme)t of the re.*ireme)t for the a,ard of i)ter)ship
certificate of a/is 0a)1 for %achelors Of %*si)ess Admi)istratio)
at aharaja A+rase) I)stit*te of a)a+eme)t St*dies- Delhi2 This
is a) ori+i)al piece of ,or1 3 I have )ot s*0mitted it earlier
else,here2
S.* J(*$
4
8/13/2019 A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK
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CERTIFICATE
This is to certify that the project titled A STUDYCUSTO!"
SATISFACTION OF T#! P"ODUCTS AND S!"$IC!S
OFF!"!D %Y A&IS %AN'( is a) academic ,or1 do)e 0y s*mit
5ai)( s*0mitted i) the partial f*lfillme)t of the re.*ireme)t for the
a,ard of I)ter)ship certificate of a/is 0a)1 from aharaja
A+rase) I)stit*te of a)a+eme)t St*dies- Delhi- *)der my
+*ida)ce 3 directio)2 To the 0est of my 1)o,led+e a)d 0elief the
data 3 i)formatio) prese)ted 0y him6her i) the project has )ot
0ee) s*0mitted earlier2
"2 7AU"A$ A77A"8A9
FACU9TY- AIS
:
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ACKNOWLEDGEMENT
I have +reat pleas*re i) prese)ti)+ my project o) A STUDY ON
CUSTO!" SATISFACTION OF T#! P"ODUCTS AND
S!"$IC!S OFF!"!D %Y A&IS %AN'(2 I ta1e this a)
opport*)ity to e/press my deepest +ratit*de a)d i)ept)ess to all
those ,ho co)tri0*ted i)directly their val*a0le time a)d assisted
them i) my project2
I ,o*ld li1e to tha)1 my +*ide M/ S.* AGGARWALfor his
val*a0le +*ida)ce a)d s*pport i) completi)+ my project2
9ast 0*t )ot the least i ,o*ld li1e to e/press my si)cere tha)1s to
those ,ho directly a)d i)directly helped me i) this project2
;
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A
PROJECT REPORT
ON
;A STUDY ON CUSTOMERSATISFACTION OF THE PRODUCTS
AND SERVICES OFFERED BY AXIS
BANK
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11 OVERVIEW OF THE INDUSTRY
The 0a)1 i) the frame,or1 of val*e creatio) a)d val*e )et,or1 Co)cepts- ca) 0e vie,ed as
a firm operati)+ thro*+h differe)t layers
B= Access or distri0*tio) layer the st*dy of 0a)1 c*stomer 0ehavior ca) provide *sef*l
i)si+hts i)to c*stomer *tiliEatio) of differe)t access media Boffices a)d 0ra)ches- AT-
I)ter)et etc
B> Payme)t mediatio) layer mo)ey ca) 0e tra)sferred 0et,ee) differe)t o,)ers a)d6or
places thro*+h vario*s tra)sfer mecha)isms Bcash- AT- payme)t a)d credit cards etc
B4 Capital mediatio) layer pooli)+ of f*)ds a)d their redistri0*tio) accordi)+ to
c*stomersG )eeds
B: "is1 mediatio) layer the 0a)1s pool c*stomers ,ith differe)t ris1 characteristics a)d
ma)a+e overall )et,or1 ris1s- primarily systematic ris12 It is importa)t that 0oth the 0a)1
a)d the c*stomers ca) 0e)efit from the developme)t of relatio)ships i) the val*e creatio)
process2
%a)1i)+ Ba)d i)divid*al 0a)1s as firms ,ill pro0a0ly face esse)tial str*ct*ral cha)+es i) the
)earest f*t*re2 9e,elly) poi)ted o*t three mai) reaso)s ,hy the cha)+es i) the fi)a)cial
sector are li1ely to 0e so s*0sta)tial
A po,erf*l com0i)atio) of vario*s press*res operati)+ o) the i)d*stry Bcompetitive
press*res- +lo0aliEatio)- co)s*mer cha)+i)+ tre)ds- competitio) comi)+ from the
capital mar1et etc2
4
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12 OBJECTIVE OF THE STUDY
The project is titled C*stomer Satisfactio) of the prod*cts a)d services offered 0y A/is
%a)1( A tool for meas*ri)+ satisfactio) level amo)+ c*rre)t c*stomers a)d the services
that are to 0e i)cl*ded2 The p*rpose is to
To meas*re the c*stomer satisfactio) re+ardi)+ the vario*s prod*cts a)d services offered
0y A/is2
To determi)e services- ,hich the c*stomers feel- m*st 0e there2
To determi)e the most pop*lar a)d ,idely *sed services 0y the Savi)+s 0a)1 a)d
Premi*m acco*)t holders2
To locate the lac1i)+ area a)d s*++est some improveme)ts i) the e/isti)+ services for
m*t*al 0e)efits of the 0a)1 a)d its c*stomers2
The level of c*stomer satisfactio) ,ith services is a) importa)t factor i) developi)+ a system
of service provisio) ,hich is respo)sive to clie)tsH )eeds ,hile mi)imiEi)+ costs a)d time
re.*ireme)ts a)d ma/imiEi)+ the impact of the services o) tar+et pop*latio)s2
;
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CHAPTER ?2
COMPANY PROFILE
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21 COMPANY PROFILE
A/is %a)1 is the third lar+est private sector 0a)1 i) I)dia2 A/is %a)1 offers the e)tire
spectr*m of fi)a)cial services to c*stomer se+me)ts coveri)+ 9ar+e a)d idCorporates-
S!- A+ric*lt*re a)d "etail %*si)esses2
The %a)1 has a lar+e footpri)t of =:@ domestic 0ra)ches Bi)cl*di)+ e/te)sio) co*)ters a)d
==->:; ATs spread across the co*)try as o) 4=st arch >?=42 The %a)1 also has overseas
offices i) Si)+apore- #o)+ 'o)+- Sha)+hai- Colom0o- D*0ai a)d A0* Dha0i2
A/is %a)1 is o)e of the first )e, +e)eratio) private sector 0a)1s to have 0e+*) operatio)s i)
=:2 The %a)1 ,as promoted i) =4- joi)tly 0y Specified U)derta1i)+ of U)it Tr*st of
I)dia BSUUTI Bthe) 1)o,) as U)it Tr*st of I)dia-9ife I)s*ra)ce Corporatio) of I)dia
B9IC- 7e)eral I)s*ra)ce Corporatio) of I)dia B7IC- Natio)al I)s*ra)ce Compa)y 9td2- The
Ne, I)dia Ass*ra)ce Compa)y 9td2- The Orie)tal I)s*ra)ce Compa)y 9td2 a)d U)ited I)dia
I)s*ra)ce Compa)y 9td2 The shareholdi)+ of U)it Tr*st of I)dia ,as s*0se.*e)tly
tra)sferred to SUUTI- a) e)tity esta0lished i) >??42
8ith a 0ala)ce sheet siEe of "s24-:?-;?=4- A/is %a)1 has
achieved co)siste)t +ro,th a)d sta0le asset .*ality ,ith a ; year CA7" B>??=4 of >:J i) Total Deposits- >@J i) Total Adva)ces a)d 4@J i) Net Profit2
A/is %a)1 9td2 has 0ee) promoted 0y the lar+est Fi)a)cial I)stit*tio)s of the co*)try- UTI-
9IC- 7IC a)d its s*0sidiaries2 The %a)1 ,as set *p i) =4 ,ith a capital of "s2 ==; crore-
,ith UTI co)tri0*ti)+ "s2 =?? crore- 9IC "s2 @2; crore a)d 7IC a)d its fo*r s*0sidiaries
co)tri0*ti)+ "s2 =2; crore each2
RATINGS:
@
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KIC"A AAH for 9o,er Tier II s*0ordi)ate de0t pro+ram a)d KIC"A AAK for Upper Tier II
0o)d pro+ram 0y IC"A2 KC"ISI9 A=LH for certificate of deposit pro+ram 0y C"ISI92
KCA"! AAH for 9o,er Tier II s*0ordi)ate de0t pro+ram 0y CA"!2 KFitch AAK for 9o)+
Term De0t I)str*me)ts a)d KFitch A=LH for Short Term De0t I)str*me)ts 0y Fitch "ati)+s2
BRANDS:
A/is %a)1 has 0ee) a++ressive i) its 0ra)d 0*ildi)+ pro+ram si)ce last year2 As a part of the
0ra)d 0*ildi)+ e/ercise- the 0a)1 has ta1e) ma)y i)itiatives ,hich have helped the 0ra)d
co))ect *p ,ith the c*stomers 3 e)ha)ce the visi0ility .*otie)t2 A/is %a)1 had la*)ched its
first ever mass media campai+) i) 5*ly >??@ alo)+ ,ith its p*)chli)e E7/85*$+ *@6
5 N((( a)d si)ce the)- the 0a)1 has 0ee) co)siste)t i) comm*)icatio) thro*+h
Televisio)- "adio- a)d O*tdoor 3 pri)t advertisi)+2
A/is %a)1 *)dersta)ds its c*stomersH mo)ey is )ot j*st mo)ey2 It is the vehicle to realise
their dreamsM #e)ce- the 0a)1 aims to e)s*re that the c*stomersH e/perie)ce ,ith the 0a)1 is
pleasa)t a)d e)richi)+2 That they +et val*e for their mo)ey- e)a0li)+ them to lead a richer-
f*ller- co)te)t life222 For this- the 0a)1
Offers a )e, level of 0a)1i)+ 0etter services- 0etter *)dersta)di)+ of *)i.*e )eeds
a)d 0etter ma)a+eme)t of fi)a)ces2
Demystifies the 0a)1i)+ process a)d ma1es it more accessi0le2
Apart from f*lfilli)+ traditio)al 0a)1i)+ respo)si0ilities- advises c*stomers o) ho,
a)d ,here to *se their mo)ey to +et the 0est o*t of it2
Projects a) ima+e of 0ei)+ a yo*)+- e)er+etic- moder) 0a)1 ,ith val*es of
dy)amism- co)fide)ce a)d pro+ressio)2
F*rther- as a 0a)1i)+ part)er- the 0a)1 also aims to help its c*stomers discover ho, they ca)
do more thi)+s ,ith their mo)ey2
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I) the rece)t advertisi)+ campai+)- the %a)1 rei)forces its foc*s o) I))ovative 0a)1i)+
0ased o) the philosophy of "espo)sive I))ovatio)2 The 0a)1 is ta1i)+ Krespo)sive)essH
theme to c*stomers a)d rei)forces its commitme)t to +ive 0estofclass services i) the
i)d*stry2
MISSION
C*stomer service a)d Prod*ct i))ovatio) t*)ed to diverse )eeds of i)divid*als a)d corporate
clie)tele2Pro+ressive +lo0aliEatio) a)d achievi)+ I)ter)atio)al sta)dards2!fficie)cy a)d
!ffective)ess 0*ild o) ethical practices2
VISION
To 0e the preferred fi)a)cial sol*tio)s provider e/celli)+ i) c*stomer delivery thro*+h
i)si+ht- empo,ered employees a)d smart *se of tech)olo+y2
Core Values
C*stomer Ce)tricity
!thics
Tra)spare)cy
Team,or1
O,)ership
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22 V(/*". 6/",. "33/, '8 5 "6($8
S(7*$+ A".$
A/is %a)1 prese)ts a Savi)+s %a)1 acco*)t ,hich offers a host of feat*res a)d 0e)efits for
yo* a)d yo*r family2
/" B(#($ Y".5 A".$
ero %ala)ce Savi)+ Acco*)t ,ith De0it Card Facility for yo*r child
D'* C(/,
A/is %a)1 prese)ts a s*ite of premi*m to *tility De0it Cards- that come loaded ,ith feat*res
to ma1e 0a)1i)+ effortless for yo*2 Choose from a)y of the follo,i)+
Priority Plati)*m $ISA De0it Card
Tita)i*m "e,ards $ISA De0it Card
9adies First $ISA De0it Card
Use yo*r card to ear) re,ard poi)ts eve) o) yo*r daily tra)sactio)s2 7o shoppi)+- pay *tility
0ills- i)vest thro*+h SIPs or eve) ,ithdra, cash a)d choose to +et re,arded or a*to cash
0ac1 i)to yo*r acco*)t thro*+hA/iso)ey2
!asy Access to Acco*)t
==
http://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/indus-money/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/indus-money/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/index.htmlhttp://www.indusind.com/indusind/wcms/en/home/personal-banking/cards/indus-money/index.html8/13/2019 A STUDY OF CUSTOMER SATISFACTION OF THE PRODUCTS AND SERVICES OFFERED BY AXIS BANK
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Access A/is %a)1 ATs across I)dia for cash ,ithdra,als- cash6 che.*e deposits-
$ISA Credit Card 0ill payme)t- 0ala)ce e).*iry- mo0ile top*p a)d other
miscella)eo*s re.*ests- all for free
Access cash for ,ithdra,al at over ?-??? ATs i) I)dia- thro*+h o*r )et,or1
part)ers $ISA 3 NFS
Access yo*r f*)ds at over = millio) $ISA ATs ,orld,ide a)d >< millio) $ISA
mercha)t o*tlets
; Free Domestic Other %a)1 AT tra)sactio)s i) a mo)th BCash ,ithdra,al-
%ala)ce !).*iry- PIN cha)+e O" i)i Stateme)t- U)limited if previo*s mo)thHs
Avera+e o)thly %ala)ce is e.*al to or more tha) "s2 =?-???6
Safe 3 Sec*re o)li)e shoppi)+ "e+ister for $erified 0y $isa B$0$ a)d *se yo*r
card for o)li)e shoppi)+ 3 ePayme)ts
9imits o) card fle/i0le
o0ile Top *p at ATs
B($)*$+ ( 8"./ "$7$*$
Access 3 tra)sact o) yo*r acco*)t from a)y of o*r 0ra)ches across I)dia completely
F"!!- 0e it for deposits- ,ithdra,als or a)y other tra)sactio)s
Doorstep %a)1i)+ at select locatio)s Free Che.*e Pic1*p a)d Dema)d Draft
Delivery
Free Dema)d Drafts B*pto "s2>;-???6 per day at all o*r 0ra)ches
Toll Free co)tact ce)tre access to o*r Service Staff
I$/$ B($)*$+
Free I)ter)et 0a)1i)+ service
Free %ill Payme)t a)d O)li)e "ail,ay Tic1et 0oo1i)+ facility
=>
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Free F*)ds tra)sfer thro*+h N!FT a)d "T7S
M.#**8 C5. B"")
Free perso)alised *lticity Che.*e %oo1
S($,*$+ I$/.*"$
Free sta)di)+ i)str*ctio)s- S,eepI) facility
S($ N"*$(*"$
Free Q*arterly Stateme)ts 6 o)thly eStateme)ts 6 Pass %oo1 facility
Nomi)atio) facility availa0le
N" N, " C(//8 C(5 A$8"/
O)li)e %ill Payme)t- "ail,ay Tic1et %oo1i)+- eShoppi)+
o0ile Top*ps at ATs
Credit Card %ill Payme)t B$ISA Cards over AT a)d I)ter)et
Cashless shoppi)+ ,ith $ISA De0it Card
Free f*)ds tra)sfer Use "T7S or N!FT to tra)sfer f*)ds a)y,here i) I)dia
completely F"!!
I$7$
A/is %a)1 offers yo* perso)alised i)vestme)t optio)s to help achieve yo*r fi)a)cial
o0jectives2 Sol*tio)s are tailormade to s*it each i)divid*alGs re.*ireme)ts2 8e offer a host
of fi)a)cial i)str*me)ts that i)cl*des Fi/ed Deposits- *t*al F*)ds- %o)ds a)d I)s*ra)ce
prod*cts2
I$./($
=4
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A/is %a)1 offers c*stomiEed sol*tio)s that i)cl*de Accide)t- #ealth- 9ia0ility- ari)e-
otor- Property- Travel 3 "*ral I)s*ra)ce for i)divid*als as ,ell as corporate c*stomers i)
associatio) ,ith a/ 9ife I)s*ra)ce 9td2 A)d TATA AI7 7e)eral I)s*ra)ce 9td22
A/is %a)1 has tied *p ,ith Tata AI7 7e)eral I)s*ra)ce Compa)y 9imited BKTata AI7H as a
Corporate A+e)t for 7e)eral I)s*ra)ce to offer yo* a ra)+e of 7e)eral I)s*ra)ce prod*cts
from Tata AI7 0ac1ed 0y its a,ard ,i))i)+ C*stomer a)d Claims Services2
The A/is %a)1Tata AI7 sy)er+y ,ill offer prod*cts for a ra)+e of i)s*ra)ce )eeds s*ch as
otor- #ealth- Travel- #ome for retail c*stomers a)d ari)e- 9ia0ility- Property etc for
corporate c*stomers2 This associatio) ,ill levera+e the stre)+ths of 0oth compa)ies to 0ri)+
to A/is %a)1 c*stomers a comprehe)sive s*ite of i)s*ra)ce prod*cts desi+)ed to protect all
aspects of their lives2
Tata AI7 is a joi)t ve)t*re 0et,ee) the Tata 7ro*p a)d AI7 I)c2 Tata AI7 com0i)es the
Tata 7ro*pGs val*es a)d preemi)e)t leadership positio) i) I)dia a)d AI7Gs +lo0al prese)ce
as the ,orldGs leadi)+ i)ter)atio)al i)s*ra)ce a)d fi)a)cial services or+a)iEatio)2
NRI
A/is %a)1Hs ra)+e of N"I prod*cts a)d services offer yo* *)matched 0e)efits that ta1e care
of more tha) j*st yo*r 0asic 0a)1i)+ re.*ireme)t2 8e 0elieve i) co)sta)tly i))ovati)+ a)d
providi)+ 0esti)class prod*cts a)d services that ma1e 0a)1i)+ .*ic1er- easier a)d simpler2
I$/$(*"$(# D'* C(/, :Yo* +et a) I)ter)atio)al De0it that e)a0les yo* to access yo*r
acco*)t at a)y $isa termi)al overseas
P(8 O/,/ :Yo* ca) iss*e pay order from yo*r acco*)t- a0sol*tely free of char+e2
F/ P(8('#-(-P(/ C5.'"") :Yo* +et a paya0leatpar che.*e0oo1 for *se i) I)dia
D""/6 B($)*$+ :This *)i.*e facility provides yo* the co)ve)ie)ce of tra)sactio) from
the comfort of yo*r home- d*ri)+ yo*r visit to I)dia2 This facility is applica0le for )o)cash
tra)sactio)s o)ly
=:
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"emitta)ce thro*+h o)ey Tra)sfer Services
A@* F"/@
Forei+) e/cha)+e is a critical re.*ireme)t for a perso) traveli)+ a0road2 A/is %a)1 0ri)+s to
yo* A/is Fore/ that ,ill help yo* or+a)iEe yo*r forei+) e/cha)+e i) the most hassle free
ma))er2
Avail Forei+) C*rre)cy %a)1 Notes- Travelers Che.*es or 0*y a) A/is Fore/ Card for yo*r
travel a0road *)der leis*re- 0*si)ess ed*catio) etc a)d 1eep yo*r Fore/ ,orries off yo*r
chec1 list2 O*r Fore/ services i)cl*de
A/is Fore/ Card availa0le i) USD- 7%P- !U"O- S7D 3 others
Competitive rates for 0*yi)+ 3 selli)+ of 0a)1 )otes i) all major c*rre)cies
Forei+) Drafts 3 Tele+raphic Tra)sfer availa0le i) USD- 7%P- !U"O- ND- CAD-
AUD- S7D etc
Facility of F& sales a+ai)st "T7S6IN" DD to )o) acco*)t holders
')o, more a0o*t 0o*.*et of o*r services 0elo,2
C"/6"/( I$7$ B($)*$+
A/is %a)1 provides a ,ide array of commercial- tra)sactio)al a)d electro)ic 0a)1i)+
prod*cts to corporate clie)ts i) I)dia- 0oth lar+e- a)d small a)d medi*m scale e)terprises2
8e have i))ovative prod*cts desi+)ed ,ith foc*sed approach to s*it re.*ireme)ts of vario*s
se+me)ts2 8e offer corporate 0a)1i)+ services i)cl*di)+ ,or1i)+ capital fi)a)ce- term
loa)s- trade a)d tra)sactio)al services- forei+) e/cha)+e a)d cash ma)a+eme)t services2 The
facilities are str*ct*red to meet specific )eeds of the clie)t ta1i)+ i)to acco*)t a clie)tGs ris1
profile2 8ith o*r stro)+ c*stomer orie)ted approach- ,e have 0*ilt relatio)ships ,ith a
)*m0er of I)dia) compa)ies i)cl*di)+ m*lti)atio)als- ,ell 1)o,) domestic 0*si)ess ho*ses
a)d p*0lic sector compa)ies2
=
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Corporate 3 I)vestme)t %a)1i)+ 7ro*p BC3I is a) i)te+ral a)d importa)t part of the CC%
,hich foc*ses o) offeri)+ a ,ide array of 0a)1i)+ 3 fi)a)cial services to lar+e domestic
corporate +ro*ps- local lar+e corporates as ,ell as local operatio)s of m*lti)atio)als2
O*r prod*ct offeri)+s i)cl*de ,or1i)+ capital fi)a)ce- trade fi)a)ce- cha))el fi)a)ci)+- term
loa)s- letter of credit- 0a)1 +*ara)tees to )ame a fe,2 These prod*cts offeri)+s are s*ita0ly
tailor made 0ased o) the clie)t re.*ireme)ts a)d its credit profile2
%ased o) the i)depth i)d*stry 1)o,led+e- ,e e)deavor to add val*e to yo*r 0*si)ess
thro*+h s*perior prod*ct delivery a)d service levels 0e)chmar1ed to i)d*stryHs 0est
practices2
C"/*(# B($)*$+
"ece)t years have see) rapid +ro,th i) the Small a)d edi*m !)terprises BS! sector-
a)d a) e)ha)ced appreciatio) of this sectorGs critical role i) drivi)+ eco)omic +ro,th2
Commercial %a)1i)+ 7ro*p at A/is c*rre)tly caters to small a)d mid siEe corporates a)d
+ro*ps spa))i)+ S!s- idmar1ets a)d !mer+i)+ Corporates- ,hich i) esse)ce form the
Ks,eet spotH of the I)dia) eco)omy2
8e have developed a strate+ic foc*s o) the S! sector characteriEed 0y relatio)ship
le)di)+ approach- deep *)dersta)di)+ of yo*r +ro,i)+ 0*si)ess re.*ireme)ts a)d prod*cts
a)d services that help yo* ma)a+e yo*r cashflo,s i) a 0etter ,ay2
F.$, B(, S/7* &FB
8or1i)+ Capital Fi)a)ce
Short Term Fi)a)ce
%ill Disco*)ti)+
=@
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!/port Credit
Term 9e)di)+
%*yerHs Credit 6 S*pplierHs Credit
Asset 0ased fi)a)ci)+
N"$ F.$,, B(, S/7*
9etter of Credit
%a)1 7*ara)tees
Collectio) of Doc*me)ts
V(#.-(,,, S/7*
Cha))el Fi)a)ci)+
Associate Fi)a)ci)+
Cash a)a+eme)t Services
Corporate Salary Acco*)ts
9ia0ility6 I)vestme)t Prod*cts
=
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CHAPTER ?=
RESEARCH
METHODOLGY
=
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=1 G$/(# M5","#"+8
The methodolo+y adopted for prepari)+ this report ,as 0ased o) 0oth primary as ,ell as
seco)dary i)formatio)2 The locale of the st*dy ,as restricted to 'arol %a+h - Ne, Delhi2
The first sta+e i)cl*ded +atheri)+ i)formatio) a0o*t the 0a)1Hs profile- vario*s prod*cts a)d
services 0ei)+ offered 0y the 0a)1 a)d +etti)+ ac.*ai)ted ,ith the ,or1i)+ of the 0a)12
The seco)d sta+e i)volved determi)i)+ the o0jective of the st*dy a)d drafti)+ a
.*estio))aire2 The .*estio))aire ,as desi+)ed 1eepi)+ i) mi)d the o0jectives of the st*dy2 It
is dis+*ised i) )at*re i)cl*ded a mi/ of ope)e)ded a)d closee)ded .*estio)s2
I) the third sta+e- visits ,ere made to 0ra)ch of I)d*si)d 0a)1 for collectio) of data2
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#o,ever a +ood amo*)t of seco)dary data ,as also *sed to have a +e)eral *)dersta)di)+ of
the s*0ject2
P/*(/8 S"./
The primary data is +athered for specific p*rpose a)d is collected 0y the researcher himself2
It i)cl*des direct comm*)icatio) a)d feed0ac1 from c*stomers- sales 3 mar1eti)+
e/ec*tives of A/is 0a)1 a)d a)y other related perso)2 For the p*rpose of collecti)+
i)formatio) from c*stomers str*ct*red .*estio))aires ,as form*lated a)d are co)tacted
directly2
S"$,(/8 S"./
The seco)dary so*rces are data ,as collected for a)other p*rpose a)d already e/ists some
,here2 The seco)dary so*rce of i)formatio) here i)cl*des li0rary reso*rces at A/is 0a)1-
articles i) vario*s )e,spapers a)d ma+aEi)es- prod*ct catalo+s a)d o)li)e reso*rces li1e
compa)y ,e0site- o)li)e reports a)d articles2
== R(/5 D*+$
The research co)d*cted ,as descriptive i) )at*re a)d the +oal ,as to +ather prelimi)ary data
to shed li+ht o) the real )at*re of pro0lems a)d to s*++est possi0le sol*tio)s2 For the p*rpose
of this project- ,e ,e)t for a .*estio))aire0ased s*rvey of c*stomers
R(/5 I$/.$
For the p*rpose of this project- a .*estio))aire ,as desi+)ed to collect data- ,hich i)cl*des
mi/ of ope)e)ded a)d closee)ded .*estio)s2 A s*rvey tech)i.*e is 0ei)+ *sed to collect
the data2 D*ri)+ the project a s*rvey of 0a)1 c*stomers *si)+ perso)al i)tervie, ,as do)e at
>=
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ra)dom at differe)t A/is 0a)1 0ra)ch i) 'arol %a+h- Delhi a)d a predetermi)ed str*ct*red
.*estio))aire ,as admi)istered to them2 O)ly those i)divid*als ,hich had 1)o,led+e of
!)+lish la)+*a+e a)d a0o*t the %a)1 ,ere s*rveyed2
=4 S(6#*$+ D*+$
S(6#*$+ U$*
The st*dy ,as restricted to Delhi re+io) o)ly2 'eepi)+ i) mi)d co)ve)ie)ce to sample
0eca*se of accessi0ility- lac1 of a0*)da)ce of time a)d cost a)d 0eca*se of the fact that the
pop*latio) of this city is composed of people of diverse 0ac1+ro*)d- i)come level- lifestyles
etc2 The samples ,ere chose) o) the 0asis of simple ra)dom sampli)+2 The sampli)+ *)it
comprised of the people holdi)+ Savi)+s acco*)t- C*rre)t acco*)t holders prese)t i) the
'arol %a+h 0ra)ch of the A/is %a)12
S(6#*$+ *
The sample siEe ta1e) for the p*rpose of st*dy ,as ? c*stomers of the A/is 0a)1 at the
'arol %a+h 0ra)ch i) Delhi2
S(6#*$+ P/",./
>>
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The respo)de)ts are chose) thro*+h simple ra)dom sampli)+ a)d o)ly the perso)s ,ho
have 1)o,led+e of !)+lish la)+*a+e are s*rveyed2
It is also pretty hard to p*rs*e a c*stomer to share his feeli)+s as they are i) a h*rry so
possi0ility of 0iases of the respo)de)ts may )ot 0e precl*ded2
CHAPTER ?4CUSTOMER
SATISFACTION
>:
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4.1Definition of Customer Satisfaction
Customer Satisfaction can be defined as
A) emotio)al respo)se to the e/perie)ces provided 0y associated ,ith partic*lar prod*cts
or services p*rchased- retail o*tlets or eve) molar patter)s of 0ehavior s*ch as shoppi)+ a)d
0*yer 0ehavior as ,ell as over mar1etplace(R 8est0roo1 3 "eilly
A) o*tcome of p*rchase a)d *se res*lti)+ from the 0*yers compariso) of the re,ards a)d
the costs of the p*rchase i) relatio) to the a)ticipated co)se.*e)ces2(RCh*rchill 3
S*perma)
The c*stomerHs respo)se to the eval*atio) of the perceived discrepa)cy 0et,ee) prior
e/pectatio)s a)d the act*al performa)ce of the prod*ct as perceived after its co)s*mptio)2
The res*lt achieved ,he) prod*ct feat*res respo)d to c*stomer )eeds2(0y 5*ra) o) Q*ality
%y Desi+)
Cortada a)d 8oods defi)e c*stomer satisfactio) i) t,o ,ays
The delivery of a prod*ct or service that meets or e/ceeds c*stomer e/pectatio)s or
re.*ireme)ts2
>;
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42 CUSTOMERS SATISFACTION LOYALTY
The project is titled C*stomer Satisfactio) of the prod*cts a)d services offered 0y A/is
%a)1 ( A tool for meas*ri)+ satisfactio) level amo)+ c*rre)t c*stomers a)d the services
that are to 0e i)cl*ded2 The p*rpose is to
To meas*re the c*stomer satisfactio) level re+ardi)+ the vario*s prod*cts a)d services
offered 0y A/is2
To determi)e services addo)s- ,hich the c*stomers feel- m*st 0e there2
To determi)e the most pop*lar a)d ,idely *sed services 0y the Savi)+s 0a)1 a)d
Premi*m acco*)t holders2
To locate the lac1i)+ area a)d s*++est some improveme)ts i) the e/isti)+ services for
m*t*al 0e)efits of the 0a)1 a)d its c*stomers2
The level of c*stomer satisfactio) ,ith services is a) importa)t factor i) developi)+ a system
of service provisio) ,hich is respo)sive to clie)tsH )eeds ,hile mi)imiEi)+ costs a)d time
re.*ireme)ts a)d ma/imiEi)+ the impact of the services o) tar+et pop*latio)s2
>
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I) order to develop a service delivery mecha)ism that addresses its c*stomersH )eeds- desires
a)d e/pectatio)s- it is )ecessary to 1)o, ,hat c*stomers are thi)1i)+ a0o*t yo* a)d yo*r
service-
To improve satisfactio) a)d loyalty rati)+s a)d differe)tiate from the competitio)- 0a)1s
)eed to *)dersta)d ,hat drives satisfactio) a)d loyalty- a)d ,here there is +reatest
opport*)ity for improveme)t2 There is little poi)t i) i)vesti)+ reso*rces i) areas that are
already performi)+ ,ell- Col+ate says or i) areas )ot importa)t to satisfactio) a)d loyalty2
8hether thereHs room for improveme)t to satisfactio) a)d loyalty- ,hether thereHs room for
improveme)t there or )ot2
It 0ecomes i)creasi)+ly importa)t to ide)tify a)d e)*merate cha)+i)+ c*stomer )eeds2 The
c*stomersG satisfactio) sho*ld 0e the ce)tral eleme)t of the 0a)1 missio) a)d o)e of the
priority o0jectives of lo)+term c*stomerorie)ted strate+y2 !specially importa)t is to st*dy
c*stomersG satisfactio) a)d 0a)1 services .*ality i) emer+i)+ mar1et eco)omies ,here 0a)1s
are 0ehavi)+ as +ro,thorie)ted firms i) the ti+ht str*++le for o0tai)i)+ a 0i++er mar1et
share2 U)dersta)di)+ of clie)tGs desire- )eeds a)d dema)ds is a) importa)t i)p*t to the
ela0oratio) of a) efficie)t mar1eti)+ strate+y 0oth i) 0a)1s a)d other firms
4= M(./ " *6/"7 6/3"/($ 3"/ 5*+5/ ."/ (*3(*"$:
T*r) yo*r stro)+est areas i)to mar1et differe)tiatio)2
T*r) ,ea1)esses i)to opport*)ities for improveme)t2
Develop i)ter)al comm*)icatio) tools to let everyo)e 1)o, ho, they are doi)+2
Demo)strate yo*r commitme)t to .*ality a)d yo*r c*stomers2
>@
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Feed0ac1 a)d i)formatio) form importa)t eleme)ts i) effective service delivery systems
a)d sho*ld i)cl*de
There are a variety of ,ays to meas*re c*stomerHs satisfactio)- 0*t i) this st*dy a simple
method Importa)cePerforma)ce atri/ developed 0y Fort Sa)ders2
B= 9evel of importa)ce of services provided- a)d
B> Service providerHs performa)ce i) +ivi)+ services2
%ased o) these factors- the c*stomers themselves ma1e a) appraisal of the level of
satisfactio) they receive from specific +oods a)d services a)d of their co)fide)ce i) the
capa0ilities of the service providers2
HIGH CUSTOMER
SATISFACTION
The perce)ta+e of
respo)de)ts ,ho report a)
importa)ce rati)+ of +reater
tha) 4 B: a)d a performa)ce
rati)+ of +reater tha) 4 B:2
I) this sit*atio) clie)ts fi)d
that the performa)ce of
service providers is +ood for
services that they co)sider
importa)t to their prod*ctio)
MEDIUM
CUSTOMER
SATISFACTION
The perce)ta+e of
respo)de)ts ,ho report
a) importa)ce rati)+ of
avera+e B4 a)d also a
performa)ce rati)+ of
avera+e B42
LOW CUSTOMER
SATISFACTION
The perce)ta+e of respo)de)ts
,ho report a) importa)ce
rati)+ of avera+e to very hi+h
B4 or : 0*t a poor or very poor
performa)ce rati)+ B> or =2
>
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decisio)s2
INEFFICIENT SERVICES A)other 1ey area of the clie)t satisfactio) matri/
perce)ta+e of respo)de)ts ,ho co)sider the services *)importa)t Bimporta)ce rati)+ > or =
0*t the performa)ce of the service provider i) +ivi)+ services is rated avera+e to very +ood
Bperforma)ce rati)+ 4 or :2 This cate+ory represe)ts t,o possi0le sce)arios either a ,aste
of 0a)1s reso*rces B0eca*se *)importa)t services are 0ei)+ performed ,ell or pro+rams for
,hich there are very positive e/ter)alities that are )ot reco+)iEed 0y c*stomers2
This helpHs the service provider i) ide)tifyi)+ the factors or areas ,here more reso*rces are
to 0e i)vested- a)d the priority i) ,hich the i)vestme)t is to 0e made a)d the factors or areas
,here cha)+es ,ill have little impact o) satisfactio) a)d loyalty2
ItGs a ,ell1)o,) fact that )o 0*si)ess ca) e/ist ,itho*t c*stomers2 Steps to i)crease
satisfactio) amo)+ C*stomers are
1 E$"./(+ F(-"-F( D(#*$+
This is the most da*)ti)+ a)d do,)ri+ht scary part of i)teracti)+ ,ith a c*stomer2 If yo*Gre
)ot *sed to this sort of thi)+ it ca) 0e a pretty )erve,rac1i)+ e/perie)ce2 "est ass*red-
tho*+h- it does +et easier over time2 ItGs importa)t to meet yo*r c*stomers face to face at
least o)ce or eve) t,ice d*ri)+ the co*rse of a project2
#$ R6"$, " M(+ P/"6#8 K6 Y"./ C#*$ I$3"/,
>
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This +oes ,itho*t sayi)+ really2 8e all 1)o, ho, a))oyi)+ it is to ,ait days for a respo)se
to a) email or pho)e call2 It mi+ht )ot al,ays 0e practical to deal ,ith all c*stomersG .*eries
,ithi) the space of a fe, ho*rs- 0*t at least email or call them 0ac1 a)d let them 1)o,
yo*Gve received there messa+e a)d yo*Gll co)tact them a0o*t it as soo) as possi0le2 !ve) if
yo*Gre )ot a0le to solve a pro0lem ri+ht a,ay- let the c*stomer 1)o, yo*Gre ,or1i)+ o) it2
= B F/*$,#8 ($, A66/"(5('#
ItGs very importa)t to 0e frie)dly- co*rteo*s a)d to ma1e yo*r clie)ts feel li1e yo*Gre their
frie)d a)d yo*Gre there to help them o*t2 There ,ill 0e times ,he) yo* ,a)t to 0eat yo*r
clie)ts over the head repeatedly ,ith a 0l*)t o0ject2 ItGs vital that yo* 1eep a clear head-
respo)d to yo*r clie)tsG ,ishes- as 0est yo* ca)- a)d at all times remai) polite a)d co*rteo*s2
4 H(7 ( C#(/#8-D3*$, C."/ S/7* P"#*8
This may )ot 0e too importa)t ,he) j*st starti)+ o*t- 0*t a clearly defi)ed c*stomer service
policy is +oi)+ to save a lot of time a)d effort i) the lo)+ r*)2 If a c*stomer has a pro0lem-
,hat sho*ld they do If the first optio) does)Gt ,or1- the) ,hat Sho*ld they co)tact
differe)t people for 0illi)+ a)d tech)ical e).*iries If theyGre )ot satisfied ,ith a)y aspect of
yo*r c*stomer service- ,hom sho*ld they tell
ThereGs )othi)+ more a))oyi)+ for a clie)t tha) 0ei)+ passed from perso) to perso) or )ot
1)o,i)+ ,ho to t*r) to2 a1i)+ s*re they 1)o, e/actly ,hat to do at each sta+e of their
4?
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CHAPTER ?%
4>
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DATA ANALYSIS AND
INTERPRETATION
%1 DATA ANALYSIS AND INTERPRETATION
The data- ,hich ,as collected- ,as s*mmariEed a)d ta0*lated for f*rther a)alysis2 The
a)alysis performed ,as mai)ly comparative a)alysis *si)+ statistical a)alytical tools2 The
tools that have 0ee) *sed are as follo,s
Q*estio))aire
%ar Chart
Pie Chart
%1 D"+/(65* ($, "5/ *$3"/(*"$:
Amo)+ the
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ale :
Female =>
B= As sho,) i) Fig 5.1.1 ajority of c*stomers s*rveyed ,ere male c*stomers ,ho
co)stit*ted the major ch*)1 of ?J as compared to female ,hich are j*st >?J2 This is
0eca*se very fe, females t*r) *p to the 0a)1 a)d the )*m0er of females i)terested to 0e
s*rveyed ,as pretty less2
Fig 5.1.1 Demographic profile (gender)
B4 Q*es A+e 7ro*p
As sho,) i)Fig 5.1.2ajority of C*stomers s*rveyed ,as i) the a+e +ro*p of 4?:? i2e2 >?
follo,ed 0y => c*stomers i) the a+e +ro*p of :?;?yrs a)d mi)im*m i) the a+e +ro*p of =
>?yrs i2e2 ; The c*stomers i) the a+e +ro*p of >?4? yrs are =? a)d i) ;?
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Fig 5.1.2 Demographic profile (age)
B: Q*es2 Type of the acco*)t yo* have ,ith the 0a)12
As sho,) i)Fig 5.1.3majority of c*stomers s*rveyed ,ere of savi)+s acco*)t holdi)+
savi)+s ,ith the 0a)1 i2e2 ;: a)d o)ly =?J c*stomers s*rveyed ,ere havi)+ premi*m
acco*)t2
Savi)+s ;:
Premi*m year =;
V>year =?
Amo)+ the
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Fig.5.1.4 Period of Aociation
%2 A(/$ #7# "3 ,*33/$ /7* ("$+ 5 ."/ ./78,!
"33/, '8 5 '($) ($, 5 (*3(*"$ #7# "3 5 /7* 5$ (7(*#,%
B= As sho,) i) theFig 5.2.1I) terms of )o2 Of people a,are of 6/"$(#*, /7*
offered 0y the 0a)1 is ma/im*m i) the >?4?yrs a+e +ro*p c*stomers follo,ed 0y 4?
:?yrs a+e +ro*p2 I) terms of perce)ta+e of people a,are- ,ithi) a) a+e +ro*p it is
ma/im*m i) >?4?yrs a+e +ro*p i2e2 ?J
4@
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A+e i)terval No2 of
respo)de)ts
a,are
Total )o2 of
respo)de)ts
Perce)ta+e
a,are)ess
=>? : ; ?J
>?4? =? ?J
4?:? => >?
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Fig 5.2.1 A"arene of peronali#ed er$ice among different age%inter$al
4
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B> F/ 65"$ '($)*$+ 3(*#*8:As sho,) i) Ta!le 5.2.2 I) terms of )o2 Of people ,ith i)
a) a+e +ro*p ma/im*m a,are)ess is i) the a+e +ro*p of >?4?yrs follo,ed 0y 4?:? yrs2
I) terms of perce)ta+e of people ,ithi) a) a+e +ro*p it is ma/im*m i) =>? yrs a+e
+ro*p i2e2 =??J a)d mi)im*m of
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:=
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:>
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Fig 5.2.2 A"arene of free Phone !an&ing facility
B4 F/ ,""/6 $ (".$ "6$*$+: It ,as fo*)d that a,are)ess of free doorstep
)e, a6c ope)i)+ i) terms of perce)ta+e of people ,ithi) a) a+e +ro*p is i)
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%A(/$ "3 (3 ,6"* #")/ It ,as fo*)d that a,are)ess of safe deposit loc1ers
offered 0y the 0a)1 is ma/im*m i) the a+e +ro*p of =>? yrs i2e2 ?J closely follo,ed 0y
@@J i) the a+e +ro*p of
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Figure 5.2.5 A"arene of AT' er$ice
:
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B? ; ; =??J
>?4? @ =? @?J
4?:? => >?
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fig 5.2. A"arene of harged *ational + ,nternational De!it card
B@ A(/$ "3 F/ "$#*$ /(# * I$/$ '($)*$+ Free o)li)e real time I)ter)et
0a)1i)+ service offered 0y the 0a)1 is a) alter)ate 0a)1i)+ cha))el2 I) terms of perce)ta+e
a,are)ess ,ithi) a) a+e +ro*p is ma/im*m i)=>?yrs i2e2 =??J2 As *s*al c*stomers i) the
a+e +ro*p of =>? are ,ell i)formed of the services offered 0y the 0a)12 As sho,) i) the
Ta!le 5.2.-.I) terms of )o2 Of people a,are of I)ter)et 0a)1i)+ service offered 0y the 0a)1
is ma/im*m i) the 4?:?yrs a+e +ro*p c*stomers closely follo,ed 0y >?4?yrs a+e +ro*p
c*stomers as depicted i) 5.2.-
A+e i)terval No2 of
respo)de)ts
a,are
Total )o2 of
respo)de)ts
Perce)ta+e
a,are)ess
=>? ; ; =??J
>?4? =? ?J
4?:? =< >? ?J
:?;? => @;J
;?
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4?:? >? :?J
:?;? ; => :=2
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Figure 5.2.10 er$ice a"arene %a$ailed chart
It ,as fo*)d that a,are)ess of AT services offered 0y the 0a)1 is ma/im*m- follo,ed 0y
a)y,here 0a)1i)+ a)d least i) case of i)vestme)t advisory2 It ,as also fo*)d that amo)+ the
c*stomers s*rveyed AT service is the most availed service follo,ed 0y A)y,here 0a)1i)+
facility a)d least availed service ,as I)vestme)t advisory services as depicted i)Fig 5.2.10.
;:
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Fig 5.2.11 A$erage atifaction rating on different er$ice
It ,as fo*)d that- o) AT service a)d A)y,here 0a)1i)+ facility- the avera+e satisfactio) is
ma/im*m at 42= o*t of a scale of :- follo,ed 0y I)vestme)t advisory services a)d least
avera+e satisfactio) ,as I) the case of safe deposit loc1ers facility that ,as also too hi+h of
>2@;2
%= S(*3(*"$ #7# "$ ,/*7/ "3 (*3(*"$
;;
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C*stomers s*rveyed ,ere as1ed to circle the )*m0er that 0est represe)ts their feeli)+s o)
Performa)ce attri0*tes BDrivers of Satisfactio) I) col*m) 4A o) De+ree of Importa)ce o)
=: scale B:e/tremely importa)t(- 4importa)t(- >sli+htly importa)t(- =)ot
importa)t( a)d I) col*m) 4% o) de+ree of Performa)ce o) =: scale B:e/celle)t(-
4+ood(- >fair(- =poor(2
A) avera+e rati)+ ,as calc*lated of the respo)se of differe)t c*stomers s*rveyed o)
differe)t drivers of satisfactio) factors as sho,) i) Ta0le :242= ,hich is later o) depicted o)
the Performa)ce importa)ce matri/ as sho,) i) the fi+ :242=
Factors Avera+e Importa)ce
rati)+
Avera+e
Performa)ce rati)+
=2 Staff Compete)ce 42;: 42=
>2 Prompt Service 42= 42>=
42 !mployees Co*rteo*s 3
frie)dly
42:4 42=@
:2 Co)ve)ie)ce of Acco*)t
ope)i)+ Formalities
42:? 42==
;2 Co)ve)ie)ce of 9ocatio) 42: 42=:
22;
2 Competitive i)terest
ratesB FDs
42:> >24
2 9o, 0ala)ce re.*ireme)t 42;@ >22@
=>2Am0ie)ce 3 I)frastr*ct*re 42=@ 42>?
;
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$al*e for mo)ey >2= 4
Tech)olo+y 42?< 42?
Ta!le 5.4.1 A$erage rating on product !y a$ing + Premium ac holder
It ,as fo*)d that avera+e rati)+ 0y differe)t savi)+s a)d c*rre)t acco*)t c*stomers o) all
prod*ct factors i2e2 o) feat*re- services- relia0ility- val*e for mo)ey a)d tech)olo+y2 The
c*rre)t acco*)t c*stomers are more satisfied ,ith the overall prod*ct compared to the
savi)+s 0a)1 acco*)t holder this is depicted i) theFig 5.4.1
Fig 5.4.1 A$erage rating on product !y a$ing + current ac holder
Period of
Asso
2
"ati)+ o)
Feat*res Services "elia0ility $al*e for
mo)ey
Tech)ol
o+y
?< mo)ths 42== 4 42>> 42== 4
;
2.5
3
3.5
4
rating scale
features
services
reliability
valuefor
money
technology
average satisfaction on product
savings ac holder
current ac holder
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that they are very li1ely Bstro)+ly a+ree to mai)tai) a lo)+ term relatio)ship a)d o)ly ;
respo)de)ts stated they are )either Bsoso to mai)tai) a lo)+ term relatio)ship as sho,) i)
Fig 5.5.2
Fig 5.5.2 i&ely relationhip.
B4 8o*ld yo* recomme)d this prod*ct to others
It ,as fo*)d that > respo)de)ts ,ere li1ely Ba+ree to recomme)d- >= respo)de)ts ,ere
very li1ely Bstro)+ly a+ree- @ c*stomers ,ere )either li1ely )or *)li1ely Bsoso to
recomme)d to others a)d o)ly 4 respo)de)ts ,ere very *)li1ely Bstro)+ly disa+ree to
recomme)d this prod*ct to others2 As sho,) i) fi+;2;24
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Fig 5.5.3 i&ely to recommend
This represe)ts a hi+h level of satisfactio) amo)+ the 0a)1 c*stomers as the prod*cts are
0ei)+ recomme)ded to a)other people ,ho ,ill 0e the f*t*re c*stomers of the 0a)12 This
represe)ts c*stomers are hi+hly satisfied ,ith the 0a)1 prod*cts2
%> SWOT ANALYSIS
S8OT ANA9AYSIS OF A&IS %AN'
STRENGTH
"i+ht strate+y for the ri+ht prod*cts2
S*perior c*stomer service vs2 competitors2
7reat %ra)d Ima+e
Prod*cts have re.*ired accreditatio)s2
#i+h de+ree of c*stomer satisfactio)2
7ood place to ,or1
Prompt respo)se time ,ith efficie)t a)d effective service2
Dedicated ,or1force aimi)+ at ma1i)+ a lo)+term career i) the field2
WEAKNESSES
Some +aps i) ra)+e for certai) sectors2
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C*stomer service staff )eed trai)i)+2
Processes a)d systems- etc
a)a+eme)t cover i)s*fficie)t2
Sectoral +ro,th is co)strai)ed 0y lo, *)employme)t levels a)d competitio) for staff 2
OPPORTUNITIES
Profit mar+i)s ,ill 0e +ood2
Co*ld e/te)d to overseas 0roadly2
Ne, specialist applicatio)s2
Co*ld see1 0etter c*stomer deals2
Fasttrac1 career developme)t opport*)ities o) a) i)d*stry,ide 0asis2
THREATS
9e+islatio) co*ld impact2
7reat ris1 i)volved
$ery hi+h competitio) prevaili)+ i) the i)d*stry2
$*l)era0le to reactive
attac1 0y major competitors
9ac1 of i)frastr*ct*re i) r*ral areas co*ld co)strai) i)vestme)t2
#i+h vol*me6lo, cost mar1et is i)te)sely competitive
KEY POINT
S8OT A)alysis is a simple 0*t po,erf*l frame,or1 for a)alyEi)+ compa)yGs
S tre)+ths a)d 8ea1)e sses - a)d th e Oppo r t*) i t ies a )d Thre ats f ace 2 Th is
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helps *s to foc*s o) yo*r stre)+ths- mi)imiEe threats- a)d ta1e the +reatest possi0le
adva)ta+e of opport*)ities availa0le2
CHAPTER ?>
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FINDINGS AND
RECOMMENDATIONS
>1 M("/ 3*$,*$+%
It ,as fo*)d that a,are)ess of AT services offered 0y the 0a)1 is ma/im*m- follo,ed
0y de0it card a)d least i) case of i)vestme)t advisory2 It ,as also fo*)d that amo)+ the
c*stomers s*rveyed AT service is the most availed service follo,ed 0y A)y ,here
0a)1i)+ facility a)d least availed service ,as I)vestme)t advisory services2 The )o)
*sers cited U)a,are)ess re+ardi)+ the 0a)1Hs services to 0e the major reaso)s 0ehi)d )ot
availi)+ of the 0a)1Hs services
O) AT service a)d A)y ,here 0a)1i)+ facility- the avera+e satisfactio) is ma/im*m at
42= o*t of a scale of :- follo,ed 0y I)vestme)t advisory services a)d least avera+e
satisfactio) ,as i) the case of safe deposit loc1ers facility that ,as also too hi+h2
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Prompt service- staff compete)ce- Co)ve)ie)ce of locatio)- co)ve)ie)ce of acco*)t
ope)i)+ formalities etc2 O) all these factors 0a)1 is doi)+ ,ell a)d the 0a)1 sho*ld try to
1eep *p that +ood ,or12
Avera+e satisfactio) is ma/im*m o) prod*ct feat*re i2e2 42=4 follo,ed services a)d
relia0ility of the prod*ct 0oth at 42? a)d val*e for mo)ey mi)im*m at >242 O) all the
prod*ct factors the compa)y has performed +ood e/cept val*e for mo)ey ,here the
prod*ct is rated a0ove avera+e2
Amo)+ the
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Pro/imity sho*ld 0e i)creased thro*+h more 0ra)ches or e/te)sio) co*)ters2
I)ter)et 0a)1i)+ o)ly e)lists the last =? tra)sactio)s made- it sho*ld 0e i)creased2
Fre.*e)t mailers sho*ld 0e se)t o) )e, prod*ct a)d services i)trod*ced from time to
time2
Free mo)thly stateme)t of acco*)t i) place of .*arterly2
ATs daily ,ithdra,al limit m*st 0e i)creased ,hich is prese)tly "s =;-???2
Cash teller m*st have ade.*ate c*rre)cy )otes of "s;?? a)d "s=- ???2
N*m0er of c*stomerHs do complai)ed of the less operati)+ days or the )o2 Of days it is
ope)2 The 0a)1 ca) remai) ope) o) S*)days also to overcome that2
Provisio) of ta1i)+ o*t the 0a)1 stateme)t of the *ser specified period from the AT
itself2
>2R"$,(*"$:
The )o)*sers cited *)a,are)ess re+ardi)+ the 0a)1s prod*ct a)d services to 0e the
major reaso) 0ehi)d )ot availi)+ the 0a)1Hs services2 So 0a)1 sho*ld la*)ch a,are)ess
campai+) for ma1i)+ c*stomers a,are of the differe)t services li1e perso)aliEed service-
9oc1ers- Pho)e 0a)1i)+ a)d I)vestme)t advisory services a)d prod*cts li1e 0a)1 at
camp*s2
ajority of respo)de)ts do complai)ed of the ,or1i)+ of ATs- ATs o*t cash a)d
disco))ectio) of )et,or1 ,ere the major fa*lt areas- eve) tho*+h they ,ere satisfied
,ith the 0a)1Hs a ,ide )et,or1 of ATs2
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There ,ere )*m0er of respo)de)ts especially Se)ior citiEe)s ,ho have AT card 0*t
does )ot ma1e *se of it 0eca*se )*m0er of people does )ot 1)o, ho, to *se it2 So 0a)1
ca) or+a)iEe a) a,are)ess ,ee1 ,here ATs *sa+e ca) 0e ta*+ht2
N*m0er of c*stomerHs do complai)ed of the less operati)+ days or the )*m0er of days it
is ope)2 The 0a)1 ca) remai) ope) o) S*)days also to overcome that2
%a)1s avera+e .*arterly lo, 0ala)ce re.*ireme)t of "s =?-??? is 0oth pros a)d a co) for
the 0a)12 It is .*ite reaso)a0le i) compariso) ,ith the forei+) 0a)1s 0*t hi+h ,he)
compared to other )atio)aliEed 0a)1s 2
>=L**(*"$:
The prese)t research ,as restricted to o)ly savi)+s a)d c*rre)t acco*)t holders of the
0a)12
The s*rvey ,as restricted to 'arol %a+h 0ra)ch 0eca*se of time a)d reso*rces
co)strai)ts2 Therefore the +e)erality of the fi)di)+s ca))ot 0e claimed *)til f*rther
research has 0ee) carried o*t2
The sample siEe is ?- ,hich may )ot reflect a tr*e pict*re of the co)s*merHs mi)d2
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The respo)de)ts are chose) thro*+h simple ra)dom sampli)+ a)d o)ly the perso)s ,ho
have 1)o,led+e of !)+lish la)+*a+e ,ere s*rveyed2
It is also pretty hard to p*rs*e a c*stomer to share his feeli)+s as they are i) a h*rry so
possi0ility of 0iases of the respo)de)ts may )ot 0e precl*ded2
The follo,i)+ so*rces have 0ee) so*+ht for the preparatio) of this report2
B"")
@?
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The Total o)ey a1eover A Prove) Pla) for Fi)a)cial Fit)ess- Dave "amsey- DAT!D
=6?@6>?=4 P+ No ::
The illio)aire Ne/t Door- Thomas Sta)ley a)d 8illiam Da)1o- DAT!D 4?6=?6>?=4- P+
No
M(+(*$o)ey life- DAT!D =6=?6>?=4- P+ No ;=
%*si)ess ,orld- DAT!D ?@6?6>?=4- P+ No =@>
N6(6/
!co)omic times- DAT!D ==6??=4- P+ No ;?=4- P+ No ?
W'*
W,,,2a/is0a)12com
Whttp66,,,2ilovei)dia2com6fi)a)ce60a)16private0a)1s6a/is0a)12htmlWhttp66eco)omictimes2i)diatimes2com6a/is0a)1ltd6i)focompa)yhistory6compa)yid
=;2cms
Whttp66fi)darticles2com6p6articles6miX.a;4>=6isX>??:?@6aiX)>=4;=:
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of A&IS %AN' a)d its services2 Ta1e a fe, mome)ts of yo*r time a)d a)s,er
a fe, .*estio)s2 Yo*r a)s,ers ,ill 0e co)fide)tial a)d *sed o)ly i)
com0i)atio) ,ith the respo)ses of other people2
Perso)
I)tervie,ed XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
Address XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
A+e XXXXXXXXX
7e)der ale Female
Occ*patio) XXXXXXXXXXXXXXXXXXXXXXX
= A(/$ ('". P/"$(#*, B($)*$+ F(*#*8
Yes
No
> A(/$ ('". P5"$ B($)*$+ F(*#*8
Yes
No
= A(/$ ('". F/ D""/ S6 N A".$ O6$*$+ F(*#*8
Yes
No
4 A(/$ ('". S(3 D6"* L")/
Yes
No
% A(/$ "3 ATM S/7*
Yes
@>
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No
> A(/$ ('". C5(/+, N(*"$(# A$, I$/$(*"$(# D'* C(/, S/7*
Yes
No
A(/$ "3 F/ O$#*$ R(# T* I$/$ B($)*$+ S/7*
Yes
No
9 A(/$ ('". A$8 W5/ B($)*$+ F(*#*8
Yes No
A(/$ ('". I$7$ A,7*"/8 S/7*
Yes No
10 S"/ 3"##"*$+ /7* 3"/ S(7*$+ A".$ &0-%
Feat*res Services
"elia0ility
$al*e For o)ey
11 S"/ 3"##"*$+ /7* 3"/ P/*. A".$ &0-%
Feat*res Services
"elia0ility $al*e For o)ey
@4
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