A

SUMMER INTERNSHIP PROJECT REPORT

On

“Marketing and branding of banking products”

Submitted in partial fulfillment of the requirement for award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under Guidance of:

Sajan jose
Retail marketing manager
HDFC bank

Presented & Prepared by:

Ajay Boricha
Division: A
<19004>
18 may,2020 to 15th June, 2020
th

Submitted to:
G.H. Patel Post Graduate Institute of Business Management,
Sardar Patel University,
Vallabh Vidyanagar, Anand, Gujarat

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Company Certificate

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 Declaration
I hereby declare that project report entitled “Marketing and branding of banking products”
submitted in partial fulfillments of the requirement for the degree of master of business
administration, is our original work and has not been submitted for the award of any other
degree.
Name: Ajay boricha

Place: Junagadh, Gujarat

Date: 18-05-2020

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 Preface
The industrial scenario of economy is highly competitive and constantly changing. To serve
this highly competitive scenario practical studies are much more important with theoretical
studies. In India the significance of MBA course is increasing drastically. Amongst all the PG
courses MBA is most favoured. As a partial fulfilment of third semester the students have to
take a summer training of 6 to 8 weeks at any company and prepare a project report on the
basis of that practical experience. Indian economy is growing at a considerable rate. The
growth of GDP in India is 6% per annum. The major sector contributing to the growth of
GDP is service sector and it is approximately 63% to GDP. Banking is one of the main pillars
of service sector.

So, I have decided to take exposure of banking sector by taking training at HDFC BANK
which is one of the reputed private banks. The aim of HDFC BANK is to build sound
customer franchises across distinct businesses so as to be the preferred provider of banking
services for target retail and wholesale customer segments, and to achieve healthy growth in
profitability, consistent with the bank's risk appetite. So, we want to check weather HDFC
BANK is successful or not. As a part of this study I have decided to prepare a project report
on “MARKETING AND BRANDING OF BANKING PRODUCTS AND SERVICES”. The
study of this topic is helpful to me in analyzing customer satisfaction & loyalty to the services
which they are using at the HDFC BANK.

This study will also be helpful to us in analyzing the information about what change customer
want from the existing services. This report also gives me the overall satisfaction level of
customer from the HDFC BANK & how the customers are loyal to the bank. This report also
includes graphical representation wherever it feels necessary. Finally, it is indeed excellent
opportunity for us to present this report and a matter of esteem honors itself. After successful
completion of training it is golden experience for me of banking sector. And I also know how
the different departments are working.

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 Acknowledgements

I feel fortunate to be students in such reputed Management Institute. Preparation of such project
report enhances the Intellectual, personnel management & coordination skills of the students
and hence our faculties encourage such practical study of industry or other sectors in our course
as a subject. I will remain indebted to this Institute for giving us such an opportunity to
experience the practical business environment even for a period, during my tenure as student.

I heartily remain thankful to Sajan jose Sir for giving his valuable guidance for this project and
guiding me throughout this project. I have learnt a lot about banking industry during this
project. I whole heartedly express my gratitude to Dr. Yogesh Joshi sir and Dr. Darshana Dave
Ma’am for providing this opportunity to me and giving me a chance to learn from the industry
expert.

I would also like to thank Dr. KS Prasad sir for coordinating this Summer Internship Project in
our department and providing me with the exposure towards the industry which will be
beneficial for my corporate career.

Ajay boricha

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 Table of Contents / Index
Sr.no Topic Pg.no

1. Introduction and history of HDFC bank 7

2. Company product and information 10

Business focus 10

Business strategy 11

Business management 13

Internship activities 21

3. Research objective and research 30

methodology

Data analysis 35

4. Finding, conclusions, recommendations, 55

bibliography

finding 56

conclusion 57

recommendation 58

bibliography 59

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 CHEPTER 1

INTRODUCTION AND HISTORY OF HDFC BANK:

Introduction :
Modern banking in India originated in the last decade of the 18th century. Among the first
banks were the Bank of Hindustan, which was established in 1770 and liquidated in 1829–32;
and the General Bank of India, established in 1786 but failed in 1791.

The largest bank, and the oldest still in existence, is the State Bank of India (S.B.I). It
originated and started working as the Bank of Calcutta in mid-June 1806. In 1809, it was
renamed as the Bank of Bengal. This was one of the three banks founded by a presidency
government, the other two were the Bank of Bombay in 1840 and the Bank of Madras in
1843. The three banks were merged in 1921 to form the Imperial Bank of India, which upon
India's independence, became the State Bank of India in 1955. For many years the presidency
banks had acted as quasi-central banks, as did their successors, until the Reserve Bank of
India was established in 1935, under the Reserve Bank of India Act, 1934.

HDFC Bank 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 from Housing Development
Finance Corporation Limited (HDFC), in 1994 during the period of liberalization of the
banking sector in India. HDFC India was incorporated in August 1994 in the name of ‘HDFC
Bank Limited’. HDFC India commenced operations as a Scheduled Commercial Bank in
January1995.

It offers a wide range of banking products and financial services for corporate and retail
customers through a variety of delivery channels and specialized subsidiaries in the areas of
personal finance, investment banking, general insurance, life insurance, and wealth
management. As on April 2020, it is first largest Indian private sector bank by market
capitalization.

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HISTORY OF HDFC BANK :
The HDFC Bank was incorporated on August 1994 by 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. The Housing Development Finance
Corporation (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.
HDFC Bank is headquartered in Mumbai. The Bank at present has an enviable network of
over 1416 branches spread over 550 cities across India. All branches are linked on an online
real–time basis. Customers in over 500 locations are also serviced through Telephone
Banking. The Bank also has a network of about over 3382 networked ATMs across these
cities.
The promoter of the company HDFC was incepted in 1977 is India's premier housing finance
company and enjoys an impeccable track record in India as well as in international markets.
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.
The shares are listed on the Bombay Stock Exchange Limited and The National Stock
Exchange of India Limited. The Bank's American Depository Shares ( ADS ) are listed on the
New York Stock Exchange (NYSE) under the symbol 'HDB' and the Bank's Global
Depository Receipts (GDRs) are listed on Luxembourg Stock Exchange.
On May 23, 2008, the amalgamation of Centurion Bank of Punjab with HDFC Bank was
formally approved by Reserve Bank of India to complete the statutory and regulatory
approval process. As per the scheme of amalgamation, shareholders of CBoP received 1
share of HDFC Bank for every 29 shares of CBoP.
The merged entity now holds a strong deposit base of around Rs. 1,22,000 crore and net
advances of around Rs. 89,000 crore. The balance sheet size of the combined entity would be
over Rs. 1,63,000 crore. The amalgamation added significant value to HDFC Bank in terms
of increased branch network, geographic reach, and customer base, and a bigger pool of
skilled manpower.
In a milestone transaction in the Indian banking industry, Times Bank Limited (another new
private sector bank promoted by Bennett, Coleman & Co. / Times Group) was merged with
HDFC Bank Ltd., effective February 26, 2000. This was the first merger of two private banks
in the New Generation Private Sector Banks. As per the scheme of amalgamation approved
by the shareholders of both banks and the Reserve Bank of India, shareholders of Times Bank
received 1 share of HDFC Bank for every 5.75 shares of Times Bank.
HDFC Bank offers a wide range of commercial and transactional banking services and
treasury products to wholesale and retail customers. The bank has three key business
segments:
Wholesale Banking Services – The Bank's target market ranges from large, blue–chip
manufacturing companies in the Indian corporate to small & mid–sized corporates and agri–
based businesses.

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Retail Banking Services – The objective of the Retail Bank is to provide its target market
customers a full range of financial products and banking services, giving the customer a one–
stop window for all his/her banking requirements.
Treasury – Within this business, the bank has three main product areas – Foreign Exchange
and Derivatives, Local Currency Money Market & Debt Securities, and Equities. The
Treasury business is responsible for managing the returns and market risk on this investment
portfolio.
HDFC Securities (HSL) and HDB Financial Services (HDBFSL) are its subsidiaries.
Services offered by the company:
Personal Banking
 Accounts & Deposits
 Loans
 Cards
 Forex
 Investments & Insurance
NRI Banking
 Accounts & Deposits
 Remittances
 Investments & Insurance Loans Payment Services
Wholesale Banking
 Corporate
 Small & Medium Enterprises
 Financial Institutions & Trusts
 Government Sector

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 CHEPTER 2.

COMPANY PRODUCT AND INFORMATION

BUSINESS FOCUS

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

MISSION STATEMENT OF HDFC BANK :

* World Class Indian Bank.
* Benchmarking against international standards.
* To build sound customer franchises across distinct businesses
* Best practices in terms of product offerings, technology, service levels, risk management
and audit & compliance

VISION STATEMENT OF HDFC BANK

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

The objective of the HDFC Bank is to provide its target market customers a full range of
financial products and banking services, giving the customer a onestep window for all his/her
requirements. The HDFC Bank plus and the investment advisory services programs have
been designed keeping in mind needs of customers who seeks distinct financial solutions,
information and advice on various investment avenues.

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BUSINESS STRATEGY:
* Increasing market share in India’s expanding banking

* Delivering high quality customer service

* Maintaining current high standards for asset quality through disciplined credit risk
management

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

Distribution Network :
HDFC Bank is headquartered in Mumbai. As of September 30, 2019, the Bank's distribution
network was at 5,314 branches across 2,768 cities. All branches are linked online on a real-
time basis. Customers across India are also serviced through multiple delivery channels such
as Phone Banking, Net Banking, Mobile Banking, and SMS based banking. The Bank's
expansion plans take into account the need to have a presence in all major industrial and
commercial centers, where its corporate customers are located, as well as the need to build a
strong retail customer base for both deposits and loan products. Being a clearing / settlement
bank to various leading stock exchanges, the Bank has branches in centers where the NSE /
BSE have a strong and active member base. The Bank also has a network of 13,514 ATMs
across India. HDFC Bank's ATM network can be accessed by all domestic and international
Visa / MasterCard, Visa Electron / Maestro, Plus / Cirrus and American Express Credit /
Charge cardholders.

Promoter :
HDFC is India's premier housing finance company and enjoys an impeccable track record in
India as well as in international markets. Since its inception in 1977, the Corporation has
maintained a consistent and healthy growth in its operations to remain 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, strong market reputation, large shareholder base
and unique consumer franchise, HDFC was ideally positioned to promote a bank in the
Indian environment.

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Capital Structure :
As on 30-June-2019, the authorized share capital of the Bank is Rs. 650 crore. The paid-up
share capital of the Bank as on the said date is Rs. 546,56,24,542 /- which is comprising of
273,28,12,271 equity shares of the face value of Rs 2/- each. The HDFC Group holds 21.31%
of the Bank's equity and about 18.81% of the equity is held by the ADS / GDR Depositories
(in respect of the bank's American Depository Shares (ADS) and Global Depository Receipts
(GDR) Issues). 31.37% of the equity is held by Foreign Institutional Investors (FIIs) and the
Bank has 6,53,843 shareholders.
The shares are listed on the BSE Limited and The National Stock Exchange of India Limited.
The Bank's American Depository Shares (ADS) are listed on the New York Stock Exchange
(NYSE) under the symbol 'HDB' and the Bank's Global Depository Receipts (GDRs) are
listed on Luxembourg Stock Exchange under ISIN No US40415F2002.

Amalgamation of Times Bank & CBoP with HDFC Bank :

On May 23, 2008, the amalgamation of Centurion Bank of Punjab with HDFC Bank was
formally approved by Reserve Bank of India to complete the statutory and regulatory
approval process. As per the scheme of amalgamation, shareholders of CBOP received 1
share of HDFC Bank for every 29 shares of CBOP.
The amalgamation added significant value to HDFC Bank in terms of increased branch
network, geographic reach, and customer base, and a bigger pool of skilled manpower.
In a milestone transaction in the Indian banking industry, Times Bank Limited (another new
private sector bank promoted by Bennett, Coleman & Co. / Times Group) was merged with
HDFC Bank Ltd., effective February 26, 2000. This was the first merger of two private banks
in the New Generation Private Sector Banks. As per the scheme of amalgamation approved
by the shareholders of both banks and the Reserve Bank of India, shareholders of Times Bank
received 1 share of HDFC Bank for every 5.75 shares of Times Bank.

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Management :
HDFC Bank's Board of Directors comprises eminent individuals with a wealth of experience
in public policy, administration, industry and commercial banking. Senior executives
representing HDFC Ltd. are also on the Board.

Various businesses and functions in the Bank are headed by senior executives with work
experience in India and abroad. They report to the Managing Director. The Bank is focussed
on recruiting and retaining the best talent in the industry as it believes that its people are a
competitive strength.

Mrs. Shyamala Gopinath Mr. Malay Patel

Mr. Aditya Puri Mr. Kaizad Bharucha

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Mr. Umesh Chandra Sarangi Mr. Srikanth Nadhamuni

Mr. Sanjiv Sachar Mr. Sandeep Parekh

Mr. MD Ranganath Mrs. Renu Karnad

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Technology :
HDFC Bank operates in a highly automated environment in terms of information technology
and communication systems. All the bank’s branches have online connectivity, which enables
the bank to offer speedy funds transfer facilities to its customers. Multi-branch access is also
provided to retail customers through the branch network and Automated Teller Machines
(ATMs).

The Bank has made substantial efforts and investments in acquiring the best technology
available internationally, to build the infrastructure for a world class bank. In terms of core
banking software, the Corporate Banking business is supported by Flex cube, while the Retail
Banking business by Finware, both from i-flex Solutions Ltd. The systems are open, scalable
and web-enabled.

The Bank has prioritised its engagement in technology and the internet as one of its key goals
and has already made significant progress in web-enabling its core businesses. In each of its
businesses, the Bank has succeeded in leveraging its market position, expertise and
technology to create a competitive advantage and build market share.

Businesses :
HDFC Bank caters to a wide range of banking services covering commercial and investment
banking on the wholesale side and transactional / branch banking on the retail side. The bank
has three key business segments:

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

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

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 Retail Banking
The objective of the Retail Bank is to provide its target market customers a full range of
financial products and banking services, giving the customer a one-stop window for all
his/her banking requirements. The products are backed by world-class service and delivered
to customers through the growing branch network, as well as through alternative delivery
channels like ATMs, Phone Banking, Net Banking and Mobile Banking.
The HDFC Bank Preferred program for high net worth individuals, the HDFC Bank Plus and
the Investment Advisory Services programs have been designed keeping in mind needs of
customers who seek distinct financial solutions, information and advice on various
investment avenues. The Bank also has a wide array of retail loan products including Auto
Loans, Loans against marketable securities, Personal Loans and Loans for Two-wheelers. It
is also a leading provider of Depository Participant (DP) services for retail customers,
providing customers the facility to hold their investments in electronic form.
HDFC Bank was the first bank in India to launch an International Debit Card in association
with VISA (VISA Electron) and issues the MasterCard Maestro debit card as well. The Bank
launched its credit card business in late 2001. By March 2015, the bank had a total card base
(debit and credit cards) of over 25 million. The Bank is also one of the leading players in the
“merchant acquiring” business with over 235,000 Point-of-sale (POS) terminals for debit /
credit cards acceptance at merchant establishments. The Bank is well positioned as a leader in
various net based B2C opportunities including a wide range of internet banking services for
Fixed Deposits, Loans, Bill Payments, etc.

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 SERVICE QUALITY IN BANKS
In the days of intense competition, the banks are no different from any other consumer
marketing company. It has become essential for the service firms in general and banks in
particular to identify what the customer's requirements are and how those customer
requirements can be met effectively. In the days where product and price differences are
blurred, superior service by the service provider is the only differentiator left before the banks
to attract, retain and partner with the customers. Superior service quality enables a firm to
differentiate itself from its competition, gain a sustainable competitive advantage, and
enhance efficiency. The benefits of service quality include increased customer satisfaction,
improved customer retention, positive word of mouth, reduced staff turnover, decreased
operating costs, enlarged market share, increased profitability, and improved financial
performance. The construct of service quality has therefore been a subject of great interest to
service marketing researchers. Service quality has been defined by various experts in various
ways as: 'Service Quality is the difference between customers' expectations for service
performance prior to the service encounter and their perceptions of the service received.'
According to Gefan „Service quality is the subjective comparison that customers make
between the qualities of service that they want to receive and what they actually get.'
Parasuraman says, 'Service quality is determined by the differences between customer's
expectations of services provider's performance and their evaluation of the services they
received. Service quality is 'the delivery of excellent or superior service relative to customer
expectations‟ . Service quality is recognized as a multidimensional construct. While the
number of dimensions often varies from researcher to researcher, there is some consensus
that service quality consists of three primary aspects: outcome quality, interaction quality,
and physical service environment quality. Outcome quality refers to the customer's
assessment of the core service which is the prime motivating factor for obtaining the services
(e.g. money received from ATM). Interaction quality refers to the customer's assessment of
the service delivery process, which is typically rendered via a physical interface between the
service provider, in person, or via technical equipment, and the customer. It includes, for
instance, the consumer's evaluation of the attitude of the service providing staff. The physical
service environment quality dimension refers to the consumer's evaluation of any tangible
aspect associated with the facilities or equipment that the service is provided in/ with. It
includes, for example, the physical conditions of an ATM machine.

The most popular dimensions of service quality--features five dimensions: tangibles,

reliability, responsiveness, empathy, and assurance. The tangibles dimension corresponds to
the aforementioned physical environment aspect, the reliability dimension corresponds to the
service outcome aspect, and the remaining three represent aspects of interaction Quality. Both
the costs and the revenue of firms are affected by repeat purchases, positive word-of-mouth
recommendation, and customer feedback. Moreover, there is strong evidence that service
quality has either a direct influence on the behavioral intentions of customers and/or an
indirect influence on such intentions, mediated through customer satisfaction.

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RATER is an instrument that might be used to define and measure banking service quality
and to create useful quality-assessment tools.

The RATER may finally provide the following benefits to the HDFC bank:

1. It is the first approach to add and mix the customers‟ religious beliefs and
cultural values with other quality dimensions.

2. It provides for multi-faced analysis of customer satisfaction.

3. It links quality with customers‟ satisfaction and service encounter.

4. It provides information at several levels, already organized into meaningful

groupings.

5. It is a proven approach, which results in usable answers to meet

customers‟ needs.

6. It is empirically grounded, systematic and well documented.

Banks managers can use the RATER model and its dimensions first to identify
the following issues:

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 DIMENSIONS OF SERVICE QUALITY
TANGIBILITY: This dimension deal with modern looking equipment and visual appealing
part of banks.

RELIABILITY: This dimension has a direct positive effect on perceived service quality and
customer satisfaction in banking institutions. Banks must provide error free service and
secure online transactions to make customers feel comfortable.

RESPONSIVENESS: Customers expect that the banks must respond their inquiry promptly.
Responsiveness describes how often a bank voluntarily provides services that are important
to its customers. Researchers examining the responsiveness of banking services have
highlighted the importance of perceived service quality and customer satisfaction.

ASSURANCE: Customer expects that the bank must be secured and the behavior of the
employees must be encouraging.

EMPATHY: individual attention, customized service and convenient banking hours are very
much important in today‟ s service.

In order to achieve better understanding of service quality in banking sector, the proposed
five service quality dimensions are conceptualized to illustrate the overall service quality of
the banking in relation to customers‟ and providers perspective.

Banking was in the sector featuring medium goods and higher customer producer
interactions, since in banking, consumers and service providers interact personally and the
use of goods is at a medium level. Hence, in banking, where there are high customer-
producer interactions, the quality of service is determined to a large extent by the skills and
attitudes of people producing the service.

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

Another important service quality factor, competence, is defined by whether the bank
performs the service right the first time, whether the employees of the bank tell customers
exactly when services will be performed, whether the bank lives up to its promises, whether
customers feel safe in their transactions with the bank and whether the employees show a

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sincere interest in solving the customers‟ problems. In short, this dimension is related to the
banks‟ ability to perform the promised service accurately and dependably.

Performing the service dependably and accurately is the heart of service marketing
excellence. When a company performs a service carelessly, when it makes avoidable
mistakes, and when it fails to deliver on promises made to attract customers, it shakes
customers‟ confidence in its capabilities and undermines its chances of earning a reputation
for service excellence. It is very important to do the service right the first time. In case a
service problem does crop up, by resolving the problem to the customer‟ s satisfaction, the
company can significantly improve customer retention. However, companies fare best when
they prevent service problems altogether and fare worst when service problems occur and the
company either ignores them or does not resolve them to the customer‟ s satisfaction.
Performing the service accurately is perhaps the most important factor in service quality
excellence. The cost of performing the service inaccurately includes not only the cost of
redoing the service but also the cost associated with negative word-of-mouth generated by
displeased customers.

In case of services, the factory is the field. Again, services are intangible and hence the
criteria for flawless services are more subjective than the criteria for defect free tangible
goods. Hence for most services, customers‟ perceptions of whether the service has been
performed correctly, and not provide reestablished criteria, are the major determinants of
reliability. The service quality factor tangible is defined by whether the physical facilities and
materials associated with the service are visually appealing at the bank. These are all factors
that customers notice before or upon entering the bank. Such visual factors help consumers
form their initial impressions. A crucial challenge in service marketing is that customers
cannot see a service but can see the various tangibles associated with it - all these tangibles,
the service facilities, equipment and communication materials are clues about the intangible
service. If unmanaged, these clues can send to the customer‟ s wrong messages about the
service and render ineffective the marketing strategy of the company. On the other hand,
improving quality through tangibles means attention to the smallest details that competitors
might consider trivial. Yet, these visible details can add up for customers and signal a
message of caring and competence. Customers may reveal new aspects of service quality in
banking that are important to them, and these would have to be incorporated in the scale so as
to further explore the concept of service quality in the banking arena.

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 INTERNSHIP ACTIVITIES

The art and craft project

At a time when the spread of COVID-19 has made social distancing a buzzword, banks have
increased their reliance on social media to engage with their customers -- may it be for
disseminating information or for dispelling their boredom. The government imposed a 21-day
countrywide lockdown beginning March 25 to check the spread of coronavirus, and extended
it twice, prompting business entities including banks to get innovative on social media.

Among the noteworthy initiatives by banks during the lockdown, HDFC Bank came out with
a scheme to help its customers find their hidden artistic talent.

"Tired of staying home and having nothing to do? HDFC Bank Fingage presents The Art
Project, to give you a #BreakFromBoredom! Unlock your creativity during the lockdown &
stand a chance to win exciting prizes!" tweeted the bank, trying to engage its customers
during the lockdown.

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Contest details

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Digital marketing campaign:
In this campaign our work was increase participation on this art and craft project and also
inform them to take a screenshot and send us. Approximately 2500 students registered from
my side and I got one testimonial video from the owner of commerce classes.

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 Digital marketing campaign
A digital marketing campaign is a complex undertaking, one that will require your dedication
and attention, from the moment you first conceive of the campaign, right up until it is being
presented to an audience. Digital marketing campaigns are much more dynamic and sustained
than traditional, analog marketing methods. A digital marketing campaign involves a lot more
than simply placing adverts for your business or brand around social media and other
websites.

With digital marketing, there is a constant or near-constant exchange of data between the
business and the various online platforms on which they market. For example, an integral part
of most digital marketing campaigns is SEO. But SEO is not something you can simply buy
or implement with a single transaction. SEO is an ongoing process, and in order to ensure that
your score continues to rise and that your competitors don’t end up overtaking you with
regards to your most important search terms, you need to be regularly examining data and
evaluating your effectiveness.

Sticking to the following steps when you are devising your digital marketing campaign will
ensure that you approach your marketing in a logical and efficient fashion, giving you the
best possible chance of success.

Define Your Goals:

To some people, this advice seems so glaringly obvious that you might wonder why we
would include it at all. The reason is that, while for many marketers defining their goals at the
very beginning is second nature. However, there are many people who are so eager to get into
the nuts and bolts of their campaign that they don’t do the planning beforehand that is
necessary for a focused approach.

There are a number of choices you will need to make when putting your marketing campaign
together. For example, are you going to be measuring your success by looking at how much
your conversion rate improves? Or are you instead aiming for a higher spot in the search
results rankings? Of course, you might be pursuing both goals. The exact goals you pursue,
and how you measure your success in achieving them, will depend on the specifics of your
business.

The exact goals you pursue are entirely up to you. They will be decided, at least in part, by
the current circumstances your business is in, but only you know what it is that you want to
achieve for your business in the long term. However, the following goals are worth
considering, even if they aren’t the primary focus of your campaign.

24
Brand awareness:
When you want to tell someone to perform an internet search, how often do you tell them to
“Google it”? This level of brand awareness, where a business’ name is used as a verb in
common parlance, is something that all businesses aspire to, but which is very difficult to
achieve. There are a number of ways of measuring brand awareness, but one of the simplest
ways is by utilizing Google Trends to see how many people are searching for your business.

Social media followers:

This is another simple, yet very telling, metric for determining the current interest in your
business. It is worth tracking the number of followers you have and measuring the rate of
increase, rather than just looking at the raw number. Many of us never unfollow the pages
that we lose interest in on social media, so not all of your followers will be actively interested
in your business.

SEO:
There are a number of different factors that influence a business SEO score. One of these is
the number of backlinks that your website receives from other, reputable websites. Improving
SEO is a part of most digital marketing campaigns, so you will probably be undertaking a
number of tasks with the intention of improving your SEO score. Tracking the growth of your
SEO score is, therefore, a solid indicator of how well your campaign is progressing.

Identify Your Target Market:

Knowing exactly who it is that you are trying to sell your products to is hugely important if
you want to be able to use your resources more efficiently. No matter what your budget is,
the more you know about the demographics that you are trying to reach, the more finely you
can craft your marketing materials to appeal to them. This is a much more efficient approach
than simply throwing everything at the wall and seeing what sticks.

You should begin by establishing exactly who is currently buying your products. Your
current customer demographics may not be the same as the demographics that you most want
to reach with your marketing. If you are looking to reach new audiences and expand your
reach with your latest marketing campaign, you need to make sure that the new direction you
are planning on heading in isn’t going to alienate your existing customers.

Define Personas:
A persona is a detailed description of your ideal customer. This includes information such as
their age, their occupation, their wealth and class status, their family situation, and any other
variable that will determine how they are likely to spend their money. Whereas your target
demographics are fairly broad, your persona should be defined in as much detail as possible.

25
This often includes information about their hobbies, interests, and personal lives. This kind of
information is often omitted when considering broad target demographics.

Realistically Assess Your budget:

This is another very important step that is often overlooked or not given the consideration it
warrants. Setting yourself a realistic budget is important for a number of reasons. First and
foremost, your budget will serve as the primary restriction on what you can do with your
marketing campaign and will also dictate how you allocate your resources. The good news is
that digital marketing is cheaper than conventional marketing, meaning that the same
resources will go further when you are using them in the digital space.

Take Advantage of Social Media:

Social media is the most important marketing platform in the world today. The success or
failure of your digital campaign may well ultimately hinge on how effectively you are able to
utilize social media. Not only is social media a very important marketing platform in its own
right, it also serves as a support for many other aspects of digital marketing, creating a
powerful synergy. For example, SEO and social media marketing go hand in hand with one
another.

There are a number of reasons why these two digital marketing aspects should be considered
together, not least of all because social media will provide you with valuable insights and
data which can be used to further improve your SEO score. Keeping a consistent message
across your various marketing components is essential for ensuring maximum synergy
between them. If you utilize your social media profiles to their fullest effect, they can provide
you with the kind of data that you would normally have to pay a market research company a
hefty sum to produce.

A strong digital marketing strategy is the cornerstone of a successful business. While digital
marketing is cheaper than traditional marketing methods, it is also a much more powerful
tool. The only caveat is that it requires businesses to take a more considered and thoughtful
approach when devising a campaign

Structure of Your Marketing Plan

There’s a lot more detail to cover on this topic, but this should be enough for anyone to get
started on their digital marketing strategy and plan. The basic structure is:

1. Market Research and Competitor Analysis

2. Objectives and Goals
3. Audience Setting and Value Propositions
4. Channel Strategy
5. Implementation
6. Measurement

26
 Hyperlocal catchment activation
Many businesses advertise on a city- and area-wide basis, but for some advertisers, this isn’t
nearly local enough. Like crime-fighting detectives in police procedurals triangulating a
perp’s cell signal with technology of questionable credibility, some advertisers home in on
areas of just a few blocks – or even a few streets – to find new customers.

These “hyperlocal” advertisers aren’t unwittingly sabotaging themselves, or focusing too

narrowly; they’re targeting prospective customers right where they are – at home, at work, at
local stores in their neighbourhoods.

In this post, we’ll be taking an in-depth look at hyperlocal marketing. We’ll examine what
hyperlocal marketing is, why it can be so effective, and most importantly, how you can do it
across your paid search and paid social campaigns.

What Is Hyperlocal Marketing?

Hyperlocal marketing is the process of targeting prospective customers in a highly specific,
geographically restricted area, sometimes just a few blocks or streets, often with the intention
of targeting people conducting “near me” searches on their mobile device.

If you’ve ever found yourself looking for a very specific type of business when you’re out
and about, you’ve probably already conducted a hyperlocal search.

For example, let’s say you’re looking for a copy of a new book. You visit the nearest
bookstore, only to discover that they’re completely sold out. What do you do next? You take
out your mobile device and conduct a near-me search for bookstores near your location. You
already spent 20 minutes circling the block looking for a parking space, so you’re not exactly
keen on getting back in the car and driving to another store – you want a bookstore you can
walk to, right? This is the essence of hyperlocal marketing in a nutshell.

Why Launch a Hyperlocal Marketing Campaign?

In terms of objectives, hyperlocal marketing’s primary purpose is to drive foot traffic to
physical locations and capitalize on near-me searches, which have strong commercial intent.

Near-me searches have become immensely popular in recent years. Data from Google
indicates that near-me searches grew in volume by 130% year-over-year between 2014 and
2015 alone, and since then, Google users are using near-me searches to find everything from
post offices to New Year’s Eve fireworks celebrations.

27
 Hyper local advertising strategies achieve global brand objectives
Even global marketing officers must think about the audiences in singular markets. Hyper-
local targeting strategies achieve various goals across a global brand’s marketing plan. In-
market advertising is a great way to personify your brand at a micro-level and can make
consumers feel more acknowledged.

We all want to feel special, like we matter. And brands who can connect and engage with us
uniquely will capture our attention…and our hearts.

One great advantage is the ability to craft the creative and message in a way that is directed to
a specific audience. The same overarching brand message can activate in multiple markets
simultaneously. Yet, it can be personalized to speak to consumers in each one. For example,
the National Park Service wanted to ask people across the U.S. to ‘find their park.’ The
message stayed the same, but the creative changed to feature the closet national park.
Likewise, when targeting Hispanic communities throughout LA, they used both English and
Spanish languages to better connect with their target audience.

According to an Experian Hispanic consumer report, 52% of Spanish-dominant Hispanics

and 29% English-dominant Hispanics agree that when a company advertises in Spanish,
they feel that the brand respects their heritage and appreciates their business. It’s a good
guess that we all take greater notice when a brand reaches us on our level, using language
most familiar to us.

Speaking the consumer’s language – literally and figuratively – helps a brand connect to its
audience and drives more loyalty. Having the right way of building brand awareness can
really drive home the idea of your business to your consumers and potential customers.

Grand openings
When a chain restaurant or retailer is opening a new location, local advertising helps ensure
the opening is a success. Using a PR and marketing company such as NGP Integrated
Marketing Communications could help with getting their brand name out there, but mobile
billboards paired with field marketing teams can circulate within a tight radius of the new
location’s address. This location specific advertising strategy can drive foot traffic and excite
the market in ways other media cannot.

Plus, there’s no struggle to find available inventory in your preferred location. Mobile media
moves to exactly where you need it to go. It travels along a strategic route that considers
geography, demography and the audience’s points of interest.

Corner Bakery Cafe, Under Armour and Walmart have all used our driving forces to launch
new stores at a local level.

28
“Pure, genuine word of mouth marketing is taking place in Oklahoma City!” exclaimed Linda
Kennedy, the franchise marketing manager of Corner Bakery Cafe during a grand opening
event. “I have no doubt that together they have seeded relationships within the Quail Springs
community that will be remembered and strengthened for years to come.”

Everyday promotions
Is there a BOGO you’re offering? Or are you trying to move out old inventory? Pushing an
LTO menu item? Whatever your promotion is today, communicate that within your top local
markets. When you use non-traditional out-of-home media, there’s no minimum flights.
Media can be in multiple markets at once. And this media is easier to buy on a quick turn
than most others.

“We offer some of the most flexible buys in the industry,” says Julie Fontanella, our vice
president of sales. “It really does make sense for a company to identify their key markets and
dominate on a micro-geographic scale.”

Product launches
What’s a better way to feature your new product or service than on a larger-than-life, eye-
level, rolling mobile billboard? One that can take your new product and create want and envy
among the exact audience your product was designed for? Add in digital engagement via Pay
Click Management to reinforce your message, and you’ve got a winning product launch
campaign.

Trade shows and events

Exhibiting? Or, just want to grab attention of a specific audience who is attending an event?
Deploying guerrilla marketing tactics around the event makes a lot of sense, right?
Intercepting folks as they come and go with human-to-human engagement will ensure your
brand really stands out to attendees. Create a memorable experience, while driving folks to
convert (visit a booth, download content, make a purchase).

Brand awareness
New brand trying to boost your awareness level? Mature branding trying to remind and re-
engage? Either way, outdoor advertising has always been a reliable way to boost your brand
power. Everyone has to start somewhere, but whether you decide to take your time to find out
more information from Super Cheap Signs or speak to people who have managed to get their
businesses up and running, this can make all the difference when it comes to brand awareness
and hopefully the overall success of your business.

The simplicity in the creative is perfect for generating or re-generating brand love.

Global brand awareness starts with one. One person. One market. One message. And it grows
from there.

29
 CHEPTER 3
RESEARCH OBJECTIVE AND RESEARCH
METHODOLOGY

RESEARCH OBJECTIVE
The objective of the study is as follows:

 To examine the essential dimensions of service quality i.e. RATER Reliability,

assurance, tangibles, empathy and responsiveness of HDFC bank and its effect on
customer‟ s satisfaction.

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

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

 To identify which dimension of service quality needs improvement so that the quality
of service of HDFC banks is enhanced.

30
IMPORTANCE AND SCOPE OF THE STUDY
The study would try to throw some insights into the existing services provided by the banks,
perceptions and the actual service quality of the bank. The results of the study would be able
to recognize the lacunae in the system and thus provide key areas where improvement is
required for better performance and success ratio. In the days of intense competition, superior
service is the only differentiator left before the banks to attract, retain and partner with the
customers. Superior service quality enables a firm to differentiate itself from its competition,
gain a sustainable competitive advantage, and enhance efficiency

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

31
RESEARCH METHODOLOGY

DATA SOURCE
Primary Data:

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

Secondary Data:

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

RESEARCH DESIGN
The research design is exploratory till identification of service quality parameters. Later it
becomes descriptive when it comes to evaluating customer perception of service quality of
the banks. Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive research
answers the questions who, what, where, when and how. Although the data description is
factual, accurate and systematic, the research cannot describe what caused a situation. Thus,
descriptive research cannot be used to create a causal relationship, where one variable affects
another. In other words, descriptive research can be said to have a low requirement for
internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the
best approach, prior to writing descriptive research, is to conduct a survey investigation.
Qualitative research often has the aim of description and researchers may follow-up with
examinations of why the observations exist and what the implications of the findings are

32
RESEARCH SAMPLE

SAMPLING PLAN:

Since it is not possible to study whole universe, it becomes necessary to take sample from the
universe to know about its characteristics.

 Sampling Units: Customers of HDFC bank

 Sample Technique: Random Sampling.

 Research Instrument: Structured Questionnaire.

 Contact Method: Personal Interview.

SAMPLE SIZE:
The work is a case of HDFC Bank, one of the largest bank of Indian banking industry
together representing over 25 per cent of the market share of Indian banking space. The
survey was conducted in the state of Gujarat with HDFC Bank, with 102 customers as
respondent.

DATA COLLECTION TOOL

1. Strongly disagree

2. Disagree

3. Neither agree nor disagree

4. Agree

5. Strongly agree

33
Likert scaling is a bipolar scaling method, measuring either positive or negative response to a
statement. The questionnaire consists of two parts. The first part consists of three questions
concerning the demographic information of the respondent such as the name, age, educational
qualifications and income. The second part consisting of 18 questions exploring the
respondent‟ s perception about the service quality of HDFC. For evaluation of service quality
of HDFC bank service quality dimension of reliability, assurance, tangibility, empathy and
responsiveness is used in order to evaluate the actual service quality of HDFC bank.

LIMITATIONS OF THE STRATEGY

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

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

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

Respondents tried to escape some statements by simply answering “neither agree nor
disagree” to most of the statements. This was one of the most important limitation faced, as it
was difficult to analyze and come at a right conclusion.

In our study we have included 90 customers of bank because of time limit.

34
 DATA ANALYSIS
Que 1. Gender

INTERPRETATION
From the graph above it can be seen that

 90.20% respondents are from male.

 9.80% respondents are from female.
 00.00% respondents are from others.

35
 Que 2: Age

INTERPRETATION
From the graph above it can be seen that

 61.80% respondents age are 18 to 25 years.

 25.50% respondents age are 25 to 35 years.
 9.80 % respondents age are 35 to 50 years.
 2.90% respondents age are above 50 years.

36
.

Que 3: occupation

INTERPRETATION
From the graph above it can be seen that

 35.30% respondents occupation are student.

 22.50% respondents occupation are business.

 6.90% respondents occupation are govt. employee.

 29.40% respondents occupation are private Employee.

 5.90% respondents are from others (housewife)

37
Que 4: Education qualification

INTERPRETATION

From the graph above it can be seen that

 17.60% respondents are under graduate.

 45.10% respondents are graduate.
 23.50% respondents are post graduate.
 13.70% respondents are 10th or 12th pass.

38
Que 5: City

39
INTERPRETATION

From the graph above it can be seen that

City Respondents percentage

Ahmadabad 07 6.9 %
Anand 05 4.9%
Jamnagar 06 5.9%
Junagadh 54 53%
Palanpur 01 01%
Rajkot 18 17.6%
Surendranagar 01 1%
Una 01 1%
Vadodara 02 2%
Veraval 02 2%
Visavadar 01 1%
Ludhiyana 01 1%
Surat 03 2.9%

40
Que 6: Do you have bank account ?

INTERPRETATION
From the graph above it can be seen that

 100% peoples say yes and all respondents have a bank account

according to graph

41
Que 7: What type of customers you are?

INTERPRETATION
From the graph above it can be seen that

 14.70% respondents are Industrialist.

 37.30% respondents are salaried persons.
 10.80% respondents are shopkeeper.
 02.90% respondents are farmers.
 34.30% respondents are students.

42
Que 8: Which sector provide good security and
better response for loan products?

INTERPRETATION
From the graph above it can be seen that

 58.80% (60 out of 102) respondents have an account in private

sector banks.
 78.40% (80 out of 102) respondents have an account in private
sector banks.
 37.25% (38 out of 102) respondents have an account in private
sector banks as well as public sector banks.

43
Que 9: Have you take a any type of loan from any
bank ?

INTERPRETATION
From the graph above it can be seen that

 59.80% respondents have a loan in bank.

 40.20% respondents have a no loan in any bank.

44
Que 10: if yes, so What type of loan you prefer from
bank?

INTERPRETATION
From the graph above it can be seen (66 responses out of 102)

 48.50% respondents have a housing finance loan in bank.

 28.80% respondents have a Trade & business loan in bank.
 63.60% respondents have a purchase of vehicles loan in bank.
 15.20% respondents have an agriculture & allied activities loan in
bank.
 Only 3% respondents have a personal loan in bank.

45
Que 11: Have you ever taken a loan for anything else
than buying a home?

46
Que 12: Rate the loan product service according to
your trust level

INTERPRETATION
From the graph above it can be seen

Banks Fully satisfied Partially Not satisfied

satisfied
Private banks 79 23 00

Public banks 91 10 01

Co-operative 28 59 15
banks
Financial 10 57 35
companies

47
Que 13: Do you have a any insurance policy?

INTERPRETATION
From the graph above it can be seen (66 responses out of 102)

 90.20% respondents have an insurance policy.

 9.80% respondents have no insurance policy.

48
Que 14: From which bank or company, you
purchased insurance policies?

INTERPRETATION
From the graph above it can be seen (66 responses out of 102)

 28% respondents have an insurance policy in public sector bank.

 35% respondents have an insurance policy in private sector bank.
 37% respondents have an insurance policy in Insurance companies.

49
Que 15: How many insurance policies do you
currently have?

INTERPRETATION
From the graph above it can be seen

 9.8% respondents have no insurance policy.

 35.30% respondents have an only one insurance policy.
 35.30% respondents have an only two insurance policies.
 15.70% respondents have three insurance policies.
 02.90% respondents have four insurance policies.
 1% respondents have no insurance policies

50
Que 16: Have you ever received any benefits from
any of the policies you currently have?

INTERPRETATION
From the graph above it can be seen

 61% respondents have already received benefits from insurance

policy.
 39% respondents have not got any benefits yet.

51
Que 17: Have you ever surrendered any insurance
policy?

INTERPRETATION
From the graph above it can be seen

 84.70% respondents never surrendered any insurance policy.

 Only 15.30% respondents surrendered insurance policy due to any
reasons.

52
Que 18: Express the level of your preference to buy
insurance policies from banks.

INTERPRETATION
From the graph above it can be seen

 43.10% respondents give highly preference for insurance policy of banks.

 55.90% respondents give moderate preference for insurance policy of banks.
 Only 1% respondents give low preference.

53
Que 19: Rate your level of satisfaction regarding the
insurance services.

INTERPRETATION
From the graph above it can be seen

Banks Fully satisfied Partially satisfied Not satisfied

Private banks 65 35 02

Public banks 65 37 00

Insurance 59 42 01
companies

54
 CHEPTER 4

FINDING, CONCLUSIONS,
RECOMMENDATION, BIBLIOGRAPHY

55
 Finding
 From the table 1 it was found that 90.2% of the respondents were male and the
remaining was female.
 The age group was clearly mentioned through the table 2.
 From the question 3, 35.3% are students, 22.5% have own business, 6.9% are govt
employee, 29.4% are private employee and 5.9% are from others (housewife,
unemployed etc.)
 It is clearly mention in que.4 that 17.6% respondents are in under graduation, 45.1%
are graduate, 23.5% are post graduate and 13.7% are 10th or 12th pass.
 This survey conducted in Gujarat state and total 13 cities are included in this survey,
and 102 total respondents collected.
 Every respondent have own bank accounts and they are different type of users or
customers of banks.
 It is clearly mentioned that the public sectors give a more security and better
responses from this survey.
 In the rating of loan product according to trust level of consumer, public sector and
private sector both perform really good and there are some negative responses for
cooperative bank.
 In the section of insurance policy, 90.2 % have insurance policy.
 From the study Insurance policies purchased from insurance companies are 37%, 35%
from private banks and 28% from public banks
 90% peoples from this study have insurance policies.
 It was a great thing that 95% of the respondents are satisfied and highly satisfied with
the services of banks
 It was clearly stated that most of the services rendered by bank were good for the
respondents. This has been derived from their responses.
 According to the customer perception, private sector banks and public sector banks
are highly responsive.
 There is not much gap between all the dimensions, this shows that BANK is a better
service provider in all the dimensions i.e. satisfactions, preferences and responses. As
a result of which, the customers are satisfied with the service offered by banks.

56
 Conclusion

Banking has become one of the most important tools for the success of any country. It has
become a backbone of any countries growing economy. Banking over the year, in India has
seen lots of ups and downs. Today due to liberalization of the economy, more and more
sectors are becoming more and more competitive. Banking is no different. Bank like HDFC
and others banks in India are doing terrifies job in banking sector handling better human
resources, adopt new technology, and bring new concept and managing standard. Banking
sector has seen a lot of transformation in the past post liberalization period, it has become
very important for bank to give services best to their capabilities. If the customers are not
satisfied with the service provided by the bank, they will transfer their account to some other
bank. Result is loss of revenue for the bank and the loss of goodwill. New technology needs
to be introduction in the banking sector it is utmost clear that people are not only expecting
normal banking services but they want to be as their business partners and help accordingly.

The study was started so as to know whether the customers are satisfied with loan products
and insurance services of banks.

The project has been done on the customer’s satisfaction towards the products and services.
The analysis was done based on the information collected in the form of questionnaire from
the customers of the bank. This study specially for Gujarat state and 13 cities collected in this
study, A major part of the analysis is based upon the percentage analysis. After a brief
analysis few findings were derived. Based on findings the suggestions and the conclusion
were made. Thus, the report says that the product and services of banks and insurance
companies was very useful and it was satisfying the majority of the customers using it.

57
 Recommendations
 From the brief study about the project the suggestion to provide a better methods &
techniques with proper guidance for banking services.

 To give proper attention towards the customer’s problems.

 To enhance speed in accessing the transactional activity. Because its play a vital role in
acquiring the customers.

 It was suggested that the management should functioning of the service.

 Another important suggestion is that for the management to make brand advertisements
regarding the products & services.

 To arrange some training programs for the customers regarding the products & services
and can taught about the usage.

 The organization should retain the existing performance and should increase if possible
to do so.

 These are all the suggestions for the study on the customer satisfaction towards the
Loan products and insurance services of banks.

58
 BIBLIOGRAPHY
References

Kotler Philip, marketing management, (Pearson education, 12th edition)

Malhotra K. Naresh, marketing research (An applied orientation), Research design,

Websites

www.hdfcbank.com

www.hdfcindia.com

www.wikipedia.org

www.marketresearch.com

59
Annexure
Hello friends,

This study is conducted for better understanding of customer relationship management by the
banking industries and services provided by banks. The research conducted is part of
curriculum. All the responses shared will be confidential and use only for academic purpose.
A true and honest response is expected. Please respond your answers by giving rating from 1
to 5. Rate 1 as low and 5 as best.

1. Name
2. Gender : A male B female
3. Age :18-25 25-35 35-50 50 or above
4. Occupations : 1. student 2. business 3.govt.employee 4.Pvt.employee 5.others
5. Education qualification :
6. City :
7. Do you have any bank account ? A yes. B no.
8. What type of customer you are ?
9. Which sector provide good security and better response for loan product.
A. Public sector
B. Private sector

10. Have you take a any type of loan from any bank ?
A. Yes B No
11. if yes, so What type of loan you prefer from bank?
12. Have you ever taken a loan for anything else than buying a home?
A. Yes B no
13. Rate the loan product service according to your trust level.

Rating Scale- 1 Fully Satisfied and 2. Partially satisfied 3. Highly Satisfied

14. Do you have a any insurance policy? A. yes B. No

15. From which bank or company, you purchased insurance policies?
A. Public Sector Bank B. private sector bank C. other insurance
company
16. How many insurance policies do you currently have?
17. Have you ever received any benefits from any of the policies you currently have?
A. Yes B. no
18. Have you ever surrendered any insurance policy?
A. Yes B. no
19. Express the level of your preference to buy insurance policies from banks.
A. Highly B. moderate C. Low

20. Rate your level of satisfaction regarding the insurance services.

60