PROJECT REPORT ON CUSTOMER SERVICE REGARDING AXIS BANKING SERVICES.docx

1
Project Report
On
“CUSTOMERSATISFACTIONLEVEL IN BANKING SERVICES, PROVIDED
BY INDIAN BANKS: A CRITICAL ANALYSIS OF AXIS BANK”
Submitted in Partial Fulfillment of the Requirement for the awards of the degree of
“Bachelor of Business Administration”
Session-2018-2021
JAGAN INSTITUTE OF MANAGEMENT STUDIES
SECTOR-5, ROHINI
Submitted to: Submitted by: ABHAY SHUKLA
Dr. Navneet Joshi Enroll. No: 00414001718
(Professor) BBA 3rd.
YEAR 1st SHIFT

2
ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been
possible without the kind support and help of many individuals. I would
like to extend my sincere thanks to all of them.
I am highly indebted to Dr. Navneet Joshi sir for her guidance and
constant supervision as well as for providing necessary information
regarding the project & also for their support in completing the project.
I would like to express my gratitude towards my parents & friends for
their kind cooperation and encouragement which help me in completion
of this project.
ABHAY SHUKLA
BBA 3rd year 1st
shift
Enroll. NO: 00414001718

3
CERTIFICATE
This is to certify that the project entitled, "CUSTOMER SATISFACTIONLEVEL IN
BANKING SERVICES, PROVIDED BY INDIAN BANKS: A CRITICAL ANALYSIS
OF AXIS BANK" submitted by "ABHAY SHUKLA" in partial fulfilment of the
requirements for the award of BBA 3rd year 1st shift Jagan Institute of Management
Studies, Rohini, DELHI is an authentic work carried out by him under my supervision
and guidance.
To the bestof my knowledge, the matter embodied in the project has not been submitted
to any other University / Institute for the award of any Degree or Diploma.
__________________
Dr. NavneetJoshi
(Professor)

4
TABLE OF CONTENTS
S.NO. PARTICULARS PAGE NO. SIGNATURE
1
CHAPTER 1 INTRODUCTION
1.1 Overview OFThe Industry
1.2 Profile of Company
1.3 SWOT Analysis
1.4 Competitor
1.5 Problems Of The Company
5-25
2
CHAPTER 2 OBJECTIVES AND RESEARCH
2.1 Objectives of the Study
2.2 Scope of the study
2.3 Significance of the Study
2.4 Research Methodology
26-31
3
CHAPTER 3 CONCEPTUAL DISCUSSION
3.1 Literature Review
3.2 Customer Satisfaction in Banking
32-34
4
CHAPTER 4
- Data Analysis and Observation 36-44
5 CHAPTER 5 FINDINGS AND CONCLUSION 45-46
6
CHAPTER 6 SUGGESTIONS AND
RECOMMENDATION
47-48
7 ANNEXURE 49-51
8
BIBLIOGRAPHY
52

5
CHAPTER-1
INTRODUCTION
1.1 OVERVIEW OF THE INDUSTRY
1.2 PROFILE OF THE COMPANY
1.3 SWOT ANALYSIS
1.4 COMPETITORS
1.5 PROBLEMS OF COMPANY

6
1.1 OVERVIEW OF THE INDUSTRY
A bank is a financial institution that provides banking and other financial services to their
customers. A bank is generally understood as an institution which provides fundamental banking
services such as accepting deposits and providing loans. There are also nonbanking institutions
that provide certain banking services without meeting the legal definition of a bank. Banks are a
subset of the financial services industry.
A banking system is also referred to as a system provided by the bank which offers cash
management services for customers, reporting the transactions of their accounts and portfolios,
throughout the day. The banking system in India, should not only be hassle free but it should be
able to meet the new challenges posed by the technology and any other external and internal
factors. For the past three decades, India’s banking system has several outstanding achievements
to its credit. The Banks are the main participants of the financial system in India. The Banking
sector offers several facilities and opportunities to their customers. All the banks safeguards the
money and valuables and provides loans, credit, and payment services, such as checking
accounts, money orders, and cashier’s cheques. The banks also offer investment and insurance
products. As a variety of models for cooperation and integration among finance industries have
emerged, some of the traditional distinctions between banks, insurance companies, and securities
firms have diminished. In spite of these changes, banks continue to maintain and perform their
primary role—accepting deposits and lending funds from these deposits.
1.1.1 History of Indian Banking System
The first bank in India, called The General Bank of India was established in the year 1786. The
East India Company established The Bank of Bengal/Calcutta (1809), Bank of Bombay (1840)
and Bank of Madras (1843). The next bank was Bank of Hindustan which was established in
1870. These three individual units (Bank of Calcutta, Bank of Bombay, and Bank of Madras)
were called Presidency Banks. Allahabad Bank which was established in 1865, was for the first
time completely run by Indians. Punjab National Bank Ltd. was set up in 1894 with headquarters
at Lahore. Between 1906 and 1913, Bank of India, Central Bank of India, Bank of Baroda,
Canara Bank, Indian Bank, and Bank of Mysore were set up. In 1921, all presidency banks were
amalgamated to 22 form the Imperial Bank of India which was run by European Shareholders.
After that the Reserve Bank of India was established in April 1935.
At the time of the first phase the growth of the banking sector was very slow. Between 1913 and
1948 there were approximately 1100 small banks in India. To streamline the functioning and
activities of commercial banks, the Government of India came up with the Banking Companies
Act, 1949 which was later changed to Banking Regulation Act 1949 as per amending Act of

7
1965 (Act No.23 of 1965). Reserve Bank of India was vested with extensive powers for the
supervision of banking in India as a Central Banking Authority. After independence, the
Government has taken most important steps in regard of Indian Banking Sector reforms. In 1955,
the Imperial Bank of India was nationalized and was given the name "State Bank of India'', to act
as the principal agent of RBI and to handle banking transactions all over the country. It was
established under the State Bank of India Act, 1955. Seven banks forming subsidiaries of State
Bank of India were nationalized in 1960. On 19th July, 1969, a major process of nationalization
was carried out. At the same time 14 major Indian commercial banks of the country were
nationalized. In 1980, another six banks were nationalized, and thus raising the number of
nationalized banks to 20. Seven more banks were nationalized with deposits over 200 Crores.
Till the year 1980 approximately 80% of the banking segment in India was under government’s
ownership. On the suggestions of Narasimham Committee, the Banking Regulation Act was
amended in 1993 and thus the gates for the new private sector banks were opened. The following
are the major steps taken by the Government of India to Regulate Banking institutions in the
country:-
1949 : Enactment of Banking Regulation Act.
1955 : Nationalization of the State Bank of India.
1959 : Nationalization of SBI subsidiaries.
1961 : Insurance cover extended to deposits.
1969 : Nationalization of 14 major Banks.
1971 : Creation of credit guarantee corporation.
1975 : Creation of regional rural banks.
1980 : Nationalization of seven banks with deposits over 200 Crores.
1.1.2 Government policy on banking industry (Source:-The federal Reserve Act 1913 and
The Banking Act 1933)
Banks operating in most of the countries must contend with heavy regulations, rules enforced by
Federal and State agencies to govern their operations, service offerings, and the manner in which
they grow and expand their facilities to better serve the public. A banker works within the
financial system to provide loans, accept deposits, and provide other services to their customers.
They must do so within a climate of extensive regulation, designed primarily to protect the
public interests.
The main reasons why the banks are heavily regulated are as follows:]

8
• To protect the safety of the public’s savings.
• To control the supply of money and credit in order to achieve a nation’s broad economic goal.
• To ensure equal opportunity and fairness in the public’s access to credit and other vital financial
services.
• To promote public confidence in the financial system, so that savings are made speedily and
efficiently.
• To avoid concentrations of financial power in the hands of a few individuals and institutions.
• Provide the Government with credit, tax revenues and other services.
• To help sectors of the economy that they have special credit needs for e.g. Housing, small
business and agricultural loans etc.
1.1.3 Regulations for Indian banks
Currently in most jurisdictions commercial banks are regulated by government entities and
require a special bank license to operate. Usually the definition of the business of banking for the
purposes of regulation is extended to include acceptance of deposits, even if they are not
repayable to the customer's order—although money lending, by itself, is generally not included
in the definition.
Unlike most other regulated industries, the regulator is typically also a participant in the market,
i.e. a government-owned (central) bank. Central banks also typically have a monopoly on the
business of issuing banknotes. However, in some countries this is not the case. In the UK, for
example, the Financial Services Authority licenses banks, and some commercial banks (such as
the Bank of Scotland) issue their own banknotes in addition to those issued by the Bank of
England, the UK government's central bank. Some types of financial institutions, such as
building societies and credit unions, may be partly or wholly exempted from bank license
requirements, and therefore regulated under separate rules. The requirements for the issue of a
bank license vary between jurisdictions but typically include:
• Minimum capital
• Minimum capital ratio
• 'Fit and Proper' requirements for the bank's controllers, owners, directors, and/or senior officers
• Approval of the bank's business plan as being sufficiently prudent and plausible.

9
1.1.4 Classification of Banking Industry in India
Indian banking industry has been divided into two parts, organized and unorganized sectors. The
organized sector consists of Reserve Bank of India, Commercial Banks and Co-operative Banks,
and Specialized Financial Institutions (IDBI, ICICI, IFC etc.). The unorganized sector, which is
not homogeneous, is largely made up of money lenders and indigenous bankers.
An outline of the Indian Banking structure may be presented as follows:-
1. Reserve banks of India.
2. Indian Scheduled Commercial Banks.
a) State Bank of India and its associate banks.
b) Twenty nationalized banks.
c) Regional rural banks.
d) Other scheduled commercial banks.
3. Foreign Banks
4. Non-scheduled banks.
5. Co-operative banks

10
1.2 PROFILE OF THE COMPANY
HISTORY OF AXIS BANK
Axis Bank Limited is an Indian private sector bank headquartered in Mumbai, Maharashtra. It
sells financial services to large and mid-size companies, SMEs and retail businesses.
The bank was founded in December 1993 as UTI Bank, opening its registered office in
Ahmedabad and a corporate office in Mumbai. The bank was promoted jointly by the
Administrator of the Unit Trust of India (UTI), Life Insurance Corporation of India (LIC),
General Insurance Corporation, National Insurance Company, The New India Assurance
Company, The Oriental Insurance Corporation and United India Insurance Company. The first
branch was inaugurated on 2 April 1994 in Ahmedabad by Manmohan Singh, then finance
minister of India.
In 2001 UTI Bank agreed to merge with Global Trust Bank, but the Reserve Bank of India (RBI)
withheld approval and the merger did not take place. In 2004, the RBI put Global Trust under
moratorium and supervised its merger with Oriental Bank of Commerce. The following year,UTI
bank was listed on the London Stock Exchange. In the year 2006, UTI Bank opened its first
overseas branch in Singapore. The same year it opened an office in Shanghai, China. In 2007, it
opened a branch in the Dubai International Financial Centre and branches in Hong Kong. On 30
July 2007, UTI Bank changed its name to Axis Bank.

11
1.2.1 DISTRIBUTION NETWORK
As of 31st March 2021, the bank had a network of 4,594 branches and extension counters and 11,333
ATMs and 5,710 cash recyclers spread across the country.
Axis Bank has the largest ATM network among private banks in India. It even operates an ATM at
one of the world’s highest sites at Thegu, Sikkim at a height of 4,023 meters (13,200 ft.) above sea
level.
March,2007 March,2009 March,2011 March,2019
BRANCHES 651 892 3,850 4,050
ATMs 2,764 3,890 8,965 10,801
The bank has nine international offices with branches at Singapore, Hong Kong, Dubai (at the
DIFC), Shanghai, Colombo and representative offices at Dhaka, Dubai, Sharjah and Abu Dhabi,
which focus on corporate lending, trade finance, syndication, investment banking and liability
businesses. In addition to the above, the bank has a presence in UK with its wholly owned
subsidiary Axis Bank UK Limited.

12
1.2.2 ACQUISITIONS AND SUBSIDIARY
The Bank at present has following 11 subsidiaries namely:
 Axis Capital Ltd (formerly Enam Securities Direct Pvt. Ltd.) (ACL)
 Axis Securities Ltd.. (formerly Axis Securities and Sales Ltd.) (ASL)
 Axis Private Equity Ltd. (APE)
 Axis Trustee Services Ltd. (ATSL)
 Axis Asset Management Company Ltd. (AAMC)
 Axis Mutual Fund Trustee Ltd. (AMFT)
 Axis Finance Ltd (AFL)
 A.TREDS Ltd. (ATL)
 Axis Bank UK Ltd. (ABUK)
 Freecharge Payment Technologies Private Limited (Freecharge)
 Accelyst Solutions Private Limited (Accelyst)
Axis Bank acquired Freecharge, a digital marketplace for financial services in 2017 for approximately
₹385 crore.
1.2.3 KEY EXECUTIVES
You can view the names of Chairman, CEO, CFO, Management Team, Board of Directors and
Key Executives of AXIS Bank Ltd.
Name Designation
Akshaya Kumar Panda President
Amitabh Chaudhry Managing director and CEO
KiB Babu Rao Nominee Director
Girish Paranjpe Independent Director

13
Girish V Koliyote Co. Secretary and Compl. Officer
Himadri Chatterjee President
Jagdeep Mallareddy President
Ketaki Bhagwati Independent Director
N Balaji President
Neeraj Gambhir President
Pralay Mondal Executive Director
Prashant Joshi President
Puneet Sharma CFO and President
Rajesh Dahiya
Executive Director
Rajiv Anand
Executive Director
Rakesh Makhija
Chairman
Ravi Narayanan
President
Rohit Bhagat Independent Director
Rudrapriyo Ray
President
S. Vishvanathan Independent Director
Sanjay Silas President
Stephen Pagliuca Nominee Director
Vivek Gupta President

15
1.2.4 AWARDS AND RECOGNITION
2010- 2015
 Best Debt House in India – Euromoney
 Best Domestic Debt House in India – Asiamoney
 Overall Winner & Consistent Performer – (Large Banks Category) – Business Today Best Bank
Awards 2010
 Bank of the Year – India –The Banker Awards 2011
 Bank of the Year – Money Today FPCIL Awards 2012–13
 Best Private Sector Bank – CNBC-TV18 India’s Best Bank and Financial Institution Awards
2012
 Ranked No 1 in the IT Biz Award – large enterprises category by Express IT Awards
 Joint winner under the ‘Most Innovative Broad Based Product Offering’ category – IBA
Innovations Award.
 Best Domestic Bank in India- Asiamoney Best Banks 2014
 Best Bank Award among Large Banks for IT For Business Innovation – IDRBT Banking
Technology Excellence Awards 2014
 Best Bank for Rural Reach in the Private Sector and Best Retail Growth Performance in the
Private Sector category – Dun & Bradstreet – Polaris Financial Technology Banking Awards
2014
 Axis Bank has been adjudged winner in the Best Bank Category, Outlook Money Awards 2015.
 Axis Bank awarded for the Best Security among Private Sector Banks in India by Data Security
Council of India (DSCI).
 Best Domestic Bank in India – Asiamoney Best Banks 2015
 Axis Bank has been featured in Limca Book of Records 2015 for creating a National Record for
its campaign – ‘Plant a Sapling’
 No. 1 Promising Banking Brand of 2015, Economic Times Awards 2015
Competitive pricing and increasing market share
 Best Bank for Emerging Market Currencies Trading, Spot/Forward*
 Best Bank for Asian Currencies *
 Ranked 15th in India by market share for overall FX trading up 6 places from 21st place in 2013*
*Category – Non-financial corporate customers

16
Technology led approach to customer servicing
 Finnoviti Award 2013 for Best Technical Innovation in Banking Space by Banking Frontiers
magazine
 First Indian Bank to stream Spot and Forward prices through hand-held devices
 First Indian Bank to stream LTFX prices to interbank customers
Establishing the strength of our bullion business
 One of the leading Gold Importers with 53 tons of Gold for FY 2013-14
 Largest Silver Importer in the country in CY 2013*
 Best Emerging Bullion Dealing Bank 2011-12**
*Category – Non-financial corporate customers **As per GFMS Survey 2013

17
1.2.4 PRODUCT AND CUSTOMER SERVICES
AXISBank offersproductsandservicessuchas
 Online moneytransfers
 Trackingservices
 Currentaccounts
 Savingsaccounts
 Zerobalance youthaccount
 Mortgages
 Loans
 Creditcards,Prepaidcards,Debitcards
 Digital wallet
 Investmentoptions
 Insurance andetc.
 Axisforex

18
1.3 SWOT ANALYSIS
STRENGTH WEAKNESSES

19
 Axis Bank was ranked is the
fastest growing Bank in the
Private Sector. Financial
Express and KPMG have rated
Axis Bank as the best bank on
the basis of 26 parameters.
 Banks ‘ financial positions are
rising at a rate of 20% last year,
which is a big positive sign for
every country.
 Operating sales of 2.7 billion
US dollars in 2019. Total assets
of US$ 110 billion in 2019.
Gross Profit Rs. 1677.90
Crores.
 One of India’s largest private-
sector funding for agricultural
loans is Retail Agri &
Corporate Agri.
 Great online services provided
by Axis Bank, such as net
banking, smartphone phones,
etc.
 Effective ads and branding
have helped the brand to
expand.
 Global branches account for
just 8 % of the total assets. The
bank has recently begun to
concentrate its attention on
personal banking and rural
areas.
 AXIS bank’s share prices are
continually fluctuating at higher
margins, leaving investors in an
awkward position most of the
time.
 There are a lot of efficiency
differences in the financial
product as well as reaching out
to the consumer.
 There are many fraudulent
activities involving credit cards,
as banks process the acceptance
of credit cards even without the
verification of the original
documents.
 Customer support needs to
change a lot in order to contend
with other big players.
 Lower branch number relative
to its rivals.
OPPORTUNITY THREATS

20
 The rural market is also a major
market for Axis Bank.
 Acquisitionsforfillingthe void.
Variousfuture prospectsin
financial markets,suchasmutual
funds,maybe exploitedinthe
BondMarket.
 The internetbankingnetworkcan
be supported.
 UPI paymentsandmobile wallets
can be promoted.
 The numberof e-transactionsrose
from0.7 milliontoabout2
million.Geographical extensionto
the rural market– 80% of them
do nothave access to structured
lending.46percentof themuse
informal lendingplatforms.The
bankshouldtargetthe rising
demandforbusinessloansand
vehicle loans.24percentof
unregulatedmoneylenders.
 RBI control of interest rates.
 Regulationof the State onthe basis
of pandemiccircumstances.
 ForeignInvestmentsinBanking
Sector.
 Governmentschemesare most
frequentlyrunonlybySBI,Indian
Banks,PunjabNational Bank,etc.
 ICICIand HDFC are placingtheir
aggressive marketingcampaignsat
significantriskintermsof their
growthin the consumerbase.
 New bankinglicenseissuedby
Reserve BankOf India.
 ForeignbanksenteringIndiacould
reduce the presence of AxisBank.
 Competingbanksare growingtheir
operationsinIndia
1.4 COMPETITORS
TOP COMPETITORSIN BANKING INDUSTRYOF HDFC BANK LTD

21
● KOTAK MAHINDRA BANK
Kotak Mahindra Bank is an Indian private sector bank headquartered in Mumbai,
Maharashtra, India. In February 2003, Reserve Bank of India (RBI) issued the license to
Kotak Mahindra Finance Ltd., the group's flagship company, to carry on banking business.
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 of April 2019, it is the second largest Indian private sector bank by market
capitalization.
● INDUSIND BANK
IndusInd Bank Limited is a Mumbai based Indian new generation bank, established in 1994.
The bank offers commercial, transactional and electronic banking products and services.
IndusInd Bank was inaugurated in April 1994 by then Union Finance Minister Manmohan
Singh. Indusind Bank is the first among the new-generation private banks in India.

22
The bank started its operations with a capital amount of Rs. 1 billion among which Rs.
600 million was raised by the Indian Residents and Rs. 400 million was raised by the Non-
Resident Indians. The bank has specialized in retail banking services and continuously upgrades
its support systems by introducing newer technologies. It is also working on expanding its
network of branches all across the country along with meeting the global benchmark. According
to the bank, its name is derived from the Indus Valley Civilization.
As on December 31, 2018, IndusInd Bank has 1,558 branches, and 2453 ATMs spread across in
different geographical locations of the country. It also has representative offices in London,
Dubai and Abu Dhabi. Mumbai has the maximum number of bank branches followed by New
Delhi and Chennai. The bank has also proposed to double the branches count to 1200 by March
2019.
● BANDHAN BANK
Bandhan Bank Ltd. is an Indian banking and financial services company Headquartered
in Kolkata, West Bengal. Bandhan started in 2001 as a not-for-profit enterprise that stood
for financial inclusion and women empowerment through sustainable livelihood creation. It
provided microloans for livelihood creation activities. A few years later, Bandhan turned into a
Microfinance NBFC to further the core objective of financial inclusion. When Bandhan Bank
started operations on August 23, 2015, it was the first instance of a microfinance entity
transforming into a universal bank in India. On the day of launch itself, Bandhan Bank started
with 2,523 banking outlets.
Bandhan Bank offers its banking products and services to urban, semi-urban and rural customers
alike. In the last few years of operations, Bandhan Bank has spread its presence to 34 of the 36
states and union territories in India with 3,992 banking outlets serving 1.53 crore customers, as
on December 31, 2018.
Bandhan Bank became the 8th largest bank in India by market capital, on the day of its listing on
the bourses (March 27, 2018).

23
• ICICI BANK
ICICI Bank Limited is a privately owned Indian development finance institution with its registered
office in Vadodara, Gujarat, and corporate office in Mumbai, Maharashtra
. 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 investment
banking, life, non-life insurance, venture capital and asset management. The bank has a network of
5,275 branches and 15,589 ATMs across India and has a presence in 17 countries. ICICI Bank is a
leading private sector bank in India. The Bank’s consolidated total assets stood at Rs. 14.76 trillion
at September 30, 2020. ICICI Bank currently has a network of 5,288 branches and 15,158 ATMs
across India. Time and again our innovative banking services has been recognized and rewarded
world over.
AXIS BANK AND OTHER BANK’s FINANCIAL POSITION

24
1.5 PROBLEMS OF COMPANY
1) Going the extra mile-:
Complaints from consumers about problems with their banks continue to grow, and it’s
becoming easier than ever to file a grievance. But when a problem is solved efficiently and

25
effectively, it can turn a disgruntled consumer into a loyal customer. Just ask the Nordstrom
customer who was treated to a house call by an employee who came to exchange a pair of shoes.
Top-performing financial institutions have figured this out, as well, and the payoff is well worth
it. According to Bain, “Top-performing banks have fewer disputes, resolve those they do have
faster and use digital channels better. As a result, they spend much less on disputes.”
2) Moving customers from satisfied to loyal-:
Affluent banking and credit union customers generally insist on premium service and tailored,
expert advice. Moving affluent or mass-affluent customers from a detractor to a promoter is
worth roughly five times the economic value of turning mass-market customers into promoters.
That’s a lesson that Lexus knows well. Early on, Lexus achieved a remarkable 63% repurchase
rate among first-time buyers because they knew their buyers were attracted to comfort, long-term
value, and reliability. They relied on loyal customer recommendations and provided them with
special services to instill that loyalty. To grow wallet share and create more loyal affluent
customers, banks will have to do more than train people to sell; they’ll have to change mindsets
about what selling is.
3) Creating a customer experience culture-:
More than three-fourths of executives say that the customer experience has improved at banks
while two-thirds of consumers say they have seen no change. It will take a foundational change
in culture and language to bridge this gap. Ritz Carlton’s motto, “We are Ladies and Gentlemen
serving Ladies and Gentlemen,” is legendary, but what’s even more admirable is how the Ritz-
Carlton experience fulfills even the unexpressed wishes and needs of guests. As Deloitte put it in
the latest Banking Industry Outlook, “Long-term sustainable growth in the banking industry
seems only possible with a radical departure from a sales- and product-obsessed mindset to one
of genuine customer centricity.”
4) Building trust-:
Financial institutions are slowly chipping away at the trust gap, but revelations like the Wells
Fargo scandals reinforce lingering negative perceptions about the industry as a whole. They also
show how quickly trust can evaporate. It’s worth noting that customers aren’t the only ones who
care about trust. Banks that want to continue to attract and retain talented, committed employees
will need to show them that they are trustworthy, operate fairly and ethically, and contribute
positively to society.
5) Increasing products per household-:
Financial institutions overall have struggled with cross-selling, in part because the approach to
cross-selling isn’t hitting the mark. Banks and credit unions need a new mindset of customer
cultivation that includes growing their relationships from simple accounts to loans, investments
and business banking. To do this, they’ll need to move away from selling products to solving

26
problems, and this requires employees who have a strong commitment to creating customer
value rather than just filling orders and requests.

27
CHAPTER-2
OBJECTIVES AND RESEARCH METHODOLOGY
2.1 OBJECTIVESOF THE STUDY
2.2 SCOPE OF THE STUDY
2.3 SIGNIFICANCE OF THE STUDY
2.4 RESEARCHMETHODOLOGY

28
2.1 OBJECTIVE OF THE STUDY
1. To understand the major attributes of customer satisfaction.
2. To determine the main factors influencing the level of customer satisfaction in AXIS
Bank.
3. To assess the level of customer satisfaction on the quality of service provided by the
AXIS Bank.
4. To study consumer perception about the AXIS Bank.
5. To know about customer awareness about Bank’s products.

29
2.2 SCOPE OF THE STUDY
This study is limited to the consumers within “South-West Delhi”. The study will be able to
reveal the preferences, needs, satisfaction of the customers regarding the banking services, It also
helps banks to know whether the existing products or services they are offering are really
satisfying the customers’ needs.
The research covers the customer opinion on banking services which will be helpful for further
development and growth of banking ventures of AXIS Bank.

30
2.3 SIGNIFICANCE OF THE STUDY
The report contains the organizational study done at AXIS Bank. The report title is
“CUSTOMER SATISFACTION LEVEL IN BANKING SERVICES, PROVIDED BY
INDIAN BANKS: A CRITICAL ANALYSIS OF AXIS BANK”
This Study will help us to understand the consumer’s satisfaction about banking services and
products. This study will help banks to understand how a consumer selects, organizes and
interprets the Quality of service and product offered by banks. The market is more aware and
realistic about investment and returns from financial products. In this background this study tries
to analyze the customer satisfaction towards banking services provided by the AXIS Bank.
Through my research, I found out what are the services provided by AXIS Bank, and it is also
found whether they are very innovative. This bank has shown a remarkable performance within a
short period of time through its innovative products, services and the policies.
In this research, it is found how AXIS Bank is satisfying its customers. As the competition in the
market has increased as a result the expectations of the customers have also increased. To meet
the expectations of the customers, AXIS Bank is making efforts by providing new products with
faster delivery at cheaper rates.

31
2.4 RESEARCH METHODOLOGY
Research Methodology is a way to solve the research problem systematically. It involves the
various steps to find out the solution of an identified problem. It also clarifies the logic behind
the study of the problem. When we talk about research methodology we not only talk of the
research method but also consider the logic behind the method we use in the context of our
research study and explain why we are using a particular method or techniques and why we are
not using others so the results are capable of being evaluated.
2.4.1 RESEARCH DESIGN
A descriptive study tries to discover answers to the questions who, what, when, where, and,
sometimes, how. The researcher attempts to describe or define a subject, often by creating a
profile of a group of problems, people, or events. Such studies may involve the collection of data
and the creation of a distribution of the number of times the researcher observes a single event or
characteristic (the research variable), or they may involve relating the interaction of two or more
variables. Organizations that maintain databases of their employees, customers, and suppliers
already have significant data to conduct descriptive studies using internal information. This
descriptive study is popular in business research because of its versatility across disciplines. In
this context, how questions address issues such as quantity, cost, efficiency, effectiveness, and
adequacy. Descriptive studies may or may not have the potential for drawing powerful
inferences. A descriptive study, however, does not explain why an event has occurred or why the
variables interact the way they do.
2.4.2 DATA COLLECTION
The objectives of the project are such that both primary and secondary data is required to achieve
them. So both primary and secondary data was used for the project. The mode of collecting
primary data is questionnaire mode (whether using social media or informal pools) and sources
of secondary data are various magazines, books, newspapers, & websites etc.
1. PRIMARY DATA: The primary data was collected to measure the customer satisfaction
and their perception regarding AXIS Bank. The primary data was collected by means
of questionnaire and analysis was done on the basis of response received from the
customers. The questionnaire has been designed in such a manner that the consumer’s
satisfaction level can be measured and consumer can enter his responses easily
.

32
2. SECONDARY DATA: The purpose of collecting secondary data was to achieve the
objective of studying the recent trends and developments taking place in banking.
SAMPLING TECHNIQUE-:
Convenience sampling method is used for the survey of this project.
SAMPLE SIZE-:
Sample size denotes the number of elements selected for the study. For the present study
under COVID-19 situation, 100 respondents were selected.
SAMPLE UNIT-:
South-West Delhi
TYPES OF RESEARCH DESIGN USED-:
Exploratory research design is being used in this research.
ANALYSIS AND INTERPRETATION-:
After the data collection it was compiled, classified and tabulated manually and with the
help of a computer. Then the task of drawing inferences was accomplished with the help
of Percentage and graphic method.

33
CHAPTER-3
CONCEPTUAL DISCUSSION
3.1 LITERATURE REVIEW
3.2 CUSTOMER SATISFACTION IN BANKING

34
3.1 LITERATURE REVIEW
Satisfaction means a feeling of pleasure because one has something or has achieved something. It
is an action of fulfilling a need, desire, demand or expectation. Every rationale customer
compares the cost (price) and benefit (utility) of any product or Services. Customers compare
their expectations about specific products/services and its actual benefits. This comparison
results into three types of customers: dissatisfied Customers (expectations are more than actual
performance of the service); satisfied Customers (actual benefits realized from services are equal
to or more than expectations); indifferent customers (actual performance and expectation are
exactly equal).
Westbrook (1981) reported that overall satisfaction is the outcome of a customer's evaluation of
a set of experiences that are linked with the specific service provider. It is observed that
organization's concentration on customer expectations resulted in greater Satisfaction (Peters and
Waterman, 1982). Kotler (2000) defined satisfaction as a person’s feelings of pleasure or
disappointment resulting from the comparison of Product’s perceived performance in reference
to expectations. Customers' feelings and Beliefs also affect their satisfaction level. It is said that
satisfaction is a function of Customer’s belief about fair treatment (Hunt, 1991).
Customer satisfaction has become important due to increased competition as it is considered a
very important factor in the determination of a bank's competitiveness (Bartell, 1993; Haronetal.
1994).Satisfaction is a post purchase evaluative judgment associated with a specific purchase
decision (Churchill and Suprenant, 1992). The customer Satisfaction is indispensable for the
successful survival of any organization. Continuous measurement of satisfaction level is
necessary in a systematic manner (Chakravarty et al.1996; Chit wood, 1996; Romano and
Sanfillipo, 1996).

35
3.2 CUSTOMER SATISFACTION IN BANKING
Financial liberalization and deregulation has increased the competition among banks to attract
potential customers. Every banker tries to provide superior services to keep satisfied customers.
Satisfied customer is the real asset for any organization that ensures long-term Profitability even
in the era of great competition. It is found that a satisfied customer repeats his/her experience to
buy the products and also creates new customers by communication of positive messages about it
to others (Dispensa, 1997). On the other hand, dissatisfied customers may switch to alternative
products/services and communicate negative messages to others. So, organizations must ensure
the customer satisfaction regarding their Goods/services (Gulledge, 1996).
3.2.1 Expectation-Outcome Experience of Customers

36
CHAPTER-4
DATA ANALYSIS AND OBSERVATION

37
Q1. How long have you been a customer of the AXIS bank?
No. of Years No. of Respondents
Less than a year 26
1-4 years 36
4-7 years 30
More than 7 years 8
INTERPRETATION: From the above graph it is clear that majority of the respondents are part
of the AXIS bank from 1-4 years i.e.36%; 30% of the respondents are part of the AXIS bank
from 4-7 years; 26% respondent from less than a year and remaining 8% respondent are part of
the AXIS bank form more than 7 years.

38
Q2. Do you always get the prompt service whenever you visit the AXIS bank branch?
No. of Respondents
Strongly agree 46
Agree 34
Neither Agree nor Disagree 14
Disagree 4
Strongly disagree 2
INTERPRETATION: From the above graph it is clear that majority of the respondents get
timely and quick services by the AXIS Bank i.e. 46%; 34% of the respondents seem to be just
satisfied; 14% respondents are neither happy are neither happy nor have any problem and
remaining 6% respondents are dissatisfied with respect to get late services from the AXIS Bank.

39
Q3. Do you agree that the procedure to open an account with the AXIS bank is
difficult?
No. of Respondents
Strongly agree 0
Agree 2
Disagree 38
Strongly disagree 50
INTERPRETATION: From the above graph it is clear that 3/4th
of the respondents doesn’t face
any problem in the process of opening a new account; 10% respondent are neither happy nor have
any problem and remaining 2% respondent are dissatisfied with the procedure of opening a new
account in the AXIS bank.

40
Q4. Do you agree that the process of depositing and withdrawing money from the AXIS bank is
complex?
No. of Respondents
Strongly agree 2
Agree 2
Disagree 58
Strongly disagree 22
INTERPRETATION: From the above graph it is clear that 80% of the respondents feel that the
process of depositing and withdrawing money from the by AXIS bank isn’t complex; 16% of the
respondents are neither happy nor have any problem and remaining 4% respondent face problem in
depositing and withdrawing money from the AXIS bank.

41
Q5. Are you satisfied with the way the queries of the customers have been resolvedby the AXIS
bank?
No. of Respondents
Strongly agree 46
Agree 32
Disagree 0
Strongly disagree 2
INTERPRETATION: From the above graph it is clear that 82% respondent’s query and conflict
has been easily resolved by the. AXIS bank; 16% of the respondents are neither happy nor have any
problem and remaining 4% respondent feels that their problems have not been resolved in the best
way by the AXIS bank.

42
Q6. Do you agree that the minimum account limit is not high and easy to maintain in the AXIS
bank?
No. of Respondents
Strongly agree 10
Agree 34
Disagree 18
Strongly disagree 6
INTERPRETATION: From the above graph it is clear that 44% of the respondents are satisfied
with the minimum account limit and easy maintenance of the in the AXIS bank; 32% of the
respondents are neither happy nor have any problem and remaining 24% respondent feels that
minimum account limit isn’t good and face some problem in operating their accounts
.

43
Q7. According to you which service provided by the AXIS bank is best?
Services No. of Respondents
Depositing and withdrawing
money
16
Query handling 24
New account process 18
Friendliness of bank personnel 14
Minimum account limit is not high 2
Easy maintenance of account 4
Parking facilities and accessibility 4
Convenience of location 2
Online services 16
INTERPRETATION: From the above graph it is clear that majority of the respondents would feel
that new account process, inquiry facility, depositing and withdrawing process & online services are
the best services provided by the AXIS bank; 14% like friendliness of personnel and the remaining
like parking facilities, convenience of location etc. as best services among the various services
provided by the AXIS bank.

44
Q8. What are problems that you face whenever you make a visit to the AXIS Bank?
Services No. of Respondents
Depositing and withdrawing
money
2
Query handling 2
New account process 2
Friendliness of bank personnel 0
Minimum account limit is not high 2
Easy maintenance of account 2
Parking facilities and accessibility 54
Convenience of location 20
Online services 16
Interpretation: From the above graph it is clear that majority of the respondents face the problem
of parking and location of the branch of the AXIS bank i.e.74; 16% face the problem while
performing online services and the remaining face the problem in depositing and withdrawing
process, new account opening process in the AXIS bank.

45
Q9. Are you satisfied with the services provided by the AXIS bank?
No. of Respondents
Strongly agree 42
Agree 32
Disagree 6
Strongly disagree 2
INTERPRETATION: From the above graph it is clear that 74% of the respondents are satisfied
with the dealing of the AXIS bank, 16% are not fully satisfied and 18% are satisfied to some extent

46
CHAPTER-5
FINDINGS AND CONCLUSION

47
FINDINGS AND CONCLUSION
From the analysis of the results and based on the objectives of the study the
following findings can be ascertained.
● According to the data collected, it is clear that most of the respondents are
part of the AXIS bank from 1-7 years.
● Almost half of the population gets timely and quick services by the AXIS
bank and 75% of the respondents are satisfied with the service offered by
AXIS bank.
● Presently the bank offers varieties of services but the customers are mostly
happy with the easy and simple process ofopening a new account,
depositing and withdrawing money and the query handling process ofthe
AXIS bank.
● The problems faced by the majority of the population is related to the
location of branch and parking facility availability. Whereas online services
are new to the customers so they also face some problems in performing the
online services of the AXIS bank.
● As minimum accountlimit is a cause that restricts the population to make
them a part of the AXIS bank. On the other hand maintaining the account
seems to be a problem for 1/4th of the population.

48
CHAPTER-6
SUGGESTIONS AND RECOMMENDATION

49
6.1 SUGGESTIONS AND RECOMMENDATION
With regard to banking products and services, consumers respond at different rates,
depending on the consumer’s characteristics. Hence AXIS Bank should try to bring
their new productand services to the attention of potential early adopters.
● Due to the intense competition in the banking sector, the AXIS Bank should
adoptbetter strategies to attract more customers.
● AXIS Bank should select the location for its branch in such a way that the
parking problem should be solved, as more than half of the respondents are
facing this problem.
● AXIS Bank should come up with various supporting policies to increase the
awareness level among the consumers about the new online services.
● AXIS Bank should ask for their consumer feedback to know whether the
consumers are really satisfied or dissatisfied with the service and productof the
bank. If they are dissatisfied, then the reasons for dissatisfaction should be
found out and should be corrected in future.
● AXIS Bank should try to increase the Brand image through performance and
service then only the customers will be satisfied.
● Majority of the people find banking important in their life, so the AXIS Bank
should employ the strategies to convert the want into need which will enrich
their business.

50
ANNEXURE QUESTIONNAIRE
Q1 How long have you been a customer of the AXIS Bank?
● <1 year
● 1-4 year
● 4-7 year
● >7 year
Q2 Do you always getthe prompt services wheneveryou visit the AXIS
Bank?
● Strongly agree
● Agree
● Neither agree nor disagree
● Disagree
● Strongly disagree
Q3 Do you agree that the procedure to open an accountwith the AXIS Bank
is difficult?
● Strongly agree
● Agree
● Disagree
Q4 Do you agree that the process ofdepositing and withdrawing money from
the AXIS Bank is complex? Stronglyagree
● Agree

51
● Disagree
Q5 Are you satisfiedwith the waythe queries of the customer have been
resolvedby the AXIS Bank?
● Strongly agree
● Agree
● Disagree
Q6 Do you agree that the minimum accountlimit is not high and easyto
maintain in the AXIS Bank?
● Strongly agree
● Agree
● Disagree
Q7 According to you which service provided by the AXIS Bank is the best?
● Depositing and withdrawing of money
● Query handling
● New accountopening process
● Friendliness of the bank personnel
● Minimum accountlimit is not high
● Easymaintenance of account
● Parking facilities and accessibility
● Convenience of location
● Online services
Q8 What are problems that you face whenever you make a visit to the AXIS
Bank?
● Depositing and withdrawing of money

52
● Query handling
● New accountopening process
● Friendliness of the bank personnel
● Minimum accountlimit is not high
● Easymaintenance of account
● Parking facilities and accessibility
● Convenience of location
● Online services
Q9 Are you satisfiedwith the services provided by the AXIS Bank?
● Strongly agree
● Agree
● Disagree

53
BIBLIOGRAPHY
o https://finpedia.co/bin/Axis%20Bank/
o https://www.axisbank.com/
o https://m.economictimes.com/axis-bank-ltd/infocompanymanagement/companyid-9175.cms
o https://en.m.wikipedia.org/wiki/Axis_Bank
o https://en.m.wikipedia.org/wiki/History_of_banking

PROJECT REPORT ON CUSTOMER SERVICE REGARDING AXIS BANKING SERVICES.docx

Recommended

Recommended

More Related Content

Similar to PROJECT REPORT ON CUSTOMER SERVICE REGARDING AXIS BANKING SERVICES.docx

Similar to PROJECT REPORT ON CUSTOMER SERVICE REGARDING AXIS BANKING SERVICES.docx (20)

Recently uploaded

Recently uploaded (20)

PROJECT REPORT ON CUSTOMER SERVICE REGARDING AXIS BANKING SERVICES.docx