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Research Anil - Presentation Transcript

1. A Comparative Analysis of Customer Satisfaction Levels of AXIS, HDFC and ICICIBank Presented by: Anil Kumar PG07-01 ISMC

2. Introductiono A Comparative Analysis of Customer Satisfaction Levels of AXIS, HDFC and

ICICI Bank.o The study intends to compare the satisfaction levels of three private sector banks

namely, Axis bank, HDFC bank and ICICI bank.o This research paper looks at the key issue of service quality and nature of service

quality delivered to satisfy the customers of these banks.3. Problem Statement

o To compare the customer satisfaction services level of three chosen banks.(ICICI Bank, HDFC Bank, and AXIS Bank)

4. Objectiveo To study the satisfaction level of consumers of three chosen banks.o To identify the perception of consumer about their banks with comparison to

other banks.o Recommendations to increase customer satisfaction level.

5. Research Methodologyo Descriptive Research.o Primarily based on Primary Data collection.o Follow Questionnaire method.o Quantitative Research.o Non Probabilistic- convenience sampling

6. Secondary Datao Sonia Billore had done a comparative study of Indian and Japanese consumers

of banking sector in May 2007. Her objective was to discuss the consumerbehaviour, using secondary data, with regard to the savings attitude of Japanese

and Indian consumers. She founds that service quality is understood in terms offriendliness of the bank and timeliness with which the problems may be solved

by a knowledgeable service provider.7.o Lam Siew Yong and Jamil Bojei in 2007 done a study on relationship of service

quality, satisfaction and trust with customers and commitment towards their

personal banks in Malaysia.Their objective was to assess the relativecontributions of service quality (technical and functional quality), satisfaction and

trust in shaping bank-clients relationship commitment.They concluded that banks

could gain customer satisfaction and trust by attending both the technical(tangibles) and functional (human interaction) aspects of their servicemanagement.

8.o The survey conducted by FICCI asked the respondents (bankers) to rank their

business strategies that have helped them in increased customer acquisition andretention.Technological up gradation was clearly identified as one of the most

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successful strategy in Customer Acquisition and Retention followed by Expansionof ATM Network, Advertisements and additional sales force

9. Cross-sectional Studyo I have analyzed current situation of customers at a given period.The whole

research was done in a limited and short time.10.Sampling

o Sampling Unit: The sampling units selected were all above 18 years of age withdiverse socio- economic background.

o Sampling Technique : Samples were selected by way of convenient sampling andquestions were asked to the respondents when they were coming out of their

respective banks after availing the services there.

11.Sample Sizeo Sample Size: A total sample size of120 was selected whichhad the following

break up:

o AXIS bank customers: 40o HDFC bank customers: 40o

ICICI customers: 40o Places to be visit South Delhi.

12.DATA Analysiso SERVQUAL Methodologyo (1) Tangibles . Physical facilities, equipment and appearance of personnel.o (2) Reliability . Ability to perform the promised service dependably and

accurately.o (3) Responsiveness. Willingness to help customers and provide prompt service.o (4) Assurance (including competence, courtesy, credibility and security).

Knowledge and courtesy of employees and their ability to inspire trust and

confidence.o (5) Empathy (including access, communication, understanding the customer).

Caring and individualized attention that the firm provides to its customers.13.Question 1-5 (scale 1-7)

o Your bank uses up to date equipments.o The physical facilities in your bank are visually appealing.o The employees appear neat and well dressed.o Material associated with service (e.g.- withdrawal and deposit forms etc.) are easy

to use and visually appealing.o Your bankhas convenient business hours

14.Tangibles Tangibles 4.8 5 5.2 5.4 5.6 5.8 Tangibles Tangibles 5.5 5.1 5.7 5.4 5.7 5.4 EXPPER. EXP PER. EXP PER. AXIS HDFC ICICI

15.Question 6-10 (scale 1-7)o Your bank promises to do something by a certain time, it does so. (Opening of an

account, making a DD etc.)o When you have a problem, your bank shows sincere interest in solving it.o Your bank performs service right at the first time.o Your bank should keep the records accurately.o Your bank keeps you informed about when a service will be performed.

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16.Reliability Reliability 4.9 4 5.6 5 5.7 5.4 0 1 2 3 4 5 6 EXP PER. EXP PER. EXP PER.AXIS HDFC ICICI Reliability

17.Questions 11-13 (scale 1-7)o Employees of your bank give you prompt service.o The employees of your bank always willing to help you.o Th

e employees of your bank are never too busy tohelp you

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18.Responsiveness Responsiveness 4.8 3.6 5.4 4.7 5.5 4.8 0 1 2 3 4 5 6 EXP PER. EXPPER. EXP PER. AXIS HDFC ICICI Responsiveness

19.Questions 14-17 (scale 1-7)o The employees of your bank are trustworthy.o You feel safe while doing transactions with your bank.o The employees of your bank are courteous.o The employees of your bankhave the knowledge to answer your questions.

20.Assurance Assurance 4.9 4.3 5.5 5 5.4 5 0 1 2 3 4 5 6 EXP PER. EXP PER. EXP PER.AXIS HDFC ICICI Assurance

21.Questions 18-21(scale 1-7)o

Your bank gives you individual attentiono Your bankhas employees who give you individual attention.o Your bankhas your best interest at heart.o Employees of your bank understand you specific needs

22.Empathy Empathy 4.4 3.8 5.3 4.8 5.4 4.8 0 1 2 3 4 5 6 EXP PER. EXP PER. EXP PER.AXIS HDFC ICICI Empathy

23.Conclusiono The expectations of HDFC and ICICI customers is quiet high while that of AXIS

bank customers is quiet low.o The perceived performance of the customers shows that the performance of ICICI

and HDFC in terms of service is better than AXIS Bank.o In order to keep a customer satisfied a bank must identify the value the customer

appoints to every item in each dimension, and then the focus should be given inorder of that value.

24.Recommendationo There should be a special emphasis on two aspects i.e. tangibles and reliability,

especially by AXIS bank reliability score is very high.o All the banks need to focus on the implementation part service delivery in terms

of their responsiveness.o HDFC needs to improve its performance in the Responsiveness dimension

where it lags ICICI.o For AXIS bank two key aspects for improvement will be employees commitment

towards the customer and in giving personal attention to customers where theexpectations are high but performance is very low.

25.o Thank You