Service Quality of HDFC Bank Report

i
SHRI RAMSWAROOP MEMORIAL
GROUP OF PROFESSIONAL
COLLEGES, LUCKNOW
SUMMER TRAINING PROJECT REPORT
ON
“SERVICE QUALITY OF HDFC BANK”
SUBMITTED IN PARTIAL FULFILLMENT OF REQUIRMENT FOR
THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
TO
DR A P J ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW
FOR THE SESSION
2017-18
UNDER THE GUIDANCE OF: SUBMITTED BY:
Ms. Kanchan Agarwal Saurabh Tiwari
Department of Management Roll No.: 1612270087
SRMGPC, LUCKNOW MBA 3RD
Sem.

Service Quality Of HDFC Bank
SRMCEM, Lucknow ii

SRMCEM, Lucknow iii

SRMCEM, Lucknow iv
ACKNOWLEDGEMENT
In order to accomplish a task, facts, situations and persons integrate together to
form a background. “Greatness lies in being grateful and not in being great.” This
research report is a result of contribution of distinct personalities whose guidance here
made my effort a producing one, as “no task is a single man’s effort”.
I would like to express my deep sense of gratitude to the respectable
Company Guide (Mr. Rahul Pandey) distinguished personalities for their precious
suggestions and encouragement during the project.
I give my regards and sincere thanks to HOD MBA Department Mam Dr.
Pragati Malik Department of Management (SRMCEM, Lucknow) and also I am
thankful to my project guides Ms. Kanchan Agarwal for kind support and
supervision under whose kind & constant guidance I had the opportunity to expand my
horizons and view the various problems from different prospective. I am also thanking
her for sparing her valuable time to listen my problems and difficulties faced by me
during the completion of this project report.
The experience which is gained by me during this project is essential for me at
this turning point of my career.
Saurabh Tiwari

SRMCEM, Lucknow v
PREFACE
It was a privilege for me to work in a reputed organization HDFC Bank, Lucknow.
HDFC is India's premier housing finance company and enjoys an impeccable track record
in India as well as in international markets. This has given us an opportunity to work in a
truly professional environment where team work score over individual effort, where there
is a helpful atmosphere. A well planned, properly executed and evaluated training helps
a lot in inoculating good work culture. The project on “A STUDY ON SERVICE
QUALITY OF HDFC BANK, Lucknow” has been made to facilitate effective
understanding about the marketing aspects.
The project training has provided me an opportunity to gain practical
experience, which has helped me to increase my sphere of knowledge to a greater extent.
I have tried to summarize all our experience and knowledge acquired up till now, in this
report. This project is a keen effort to obtain the expected results and fulfill all the
information required.

SRMCEM, Lucknow vi
TABLE OF CONTENT
Certificate ii
Declaration iii
Acknowledgement iv
Preface v
1. Introduction to the Topic 1-23
2. Company Profile 24-61
3. Scope of the Study 62-63
4. Objectives of the study 64-65
5. Research Methodology 66-69
6. Data Interpretation & Analysis 70-71
7. Findings 72-87
8. Suggestion & Recommendations 88-90
9. Conclusion 91-92
10. Limitations 93-94
11. Bibliography 95-96
Annexure 97-102

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INTRODUCTION OF THE TOPIC
Service with a smile: Today‟s finicky banking customers will settle for nothing less. The
customer has come to realize somewhat belatedly that he is the king. The customer‟s
choice of one entity over another as his principal bank is determined by considerations of
service quality rather than any other factor. He wants competitive loan rates but at the
same time also wants his loan or credit card application processed in double quick time.
He insists that he be promptly informed of changes in deposit rates and service charges
and he bristles with „customary rage‟ if his bank is slow to redress any grievance he may
have. He cherishes the convenience of impersonal net banking but during his occasional
visits to the branch he also wants the comfort of personalized human interactions and
facilities that make his banking experience pleasurable. In short he wants financial house
that will more than just clear his cheque and updates his passbook: he wants a bank that
cares and provides great services. So does HDFC bank meet these heightened
expectations? What are the customers‟ perceptions of service quality of the banks?
Which dimension of service quality of HDFC bank is performing well? To find out
answers to these questions I undertook a survey of 2 branches of HDFC bank. A lot of
surveys have been done in the past to understand the aspect of customer satisfaction and
to find out the customer friendly banks. My research is conducted to find out “SERVICE
QUALITY OF HDFC BANK”.

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Service Sector is the lifeline for the social economic growth of a country. It is
today the largest and fastest growing sector globally contributing more to the global
output and employing more people than any other sector.
The real reason for the growth of the service sector is due to the increase in
urbanization, privatization and more
demand for intermediate and final
consumer services. Availability of quality
services is vital for the well being of the
economy.
In advanced economies the growth
in the primary and secondary sectors are
directly dependent on the growth of
services like banking, insurance, trade,
commerce, entertainment etc.
The service sector is going through
almost revolutionary change, it
dramatically affects the way in which we live and work. New services are continually
being launched to satisfy consumers existing needs and to meet the Needs that they do
not even know they had. Ten years ago people did not anticipate the need for email,
online banking, web hosting, online reservation and many other new services, but today
many of us feel we cannot survive without them. Similar transformations are happening
in Business to business marketing. Service organisations vary widely in size. At one end
are the huge international corporations operating in industries such as tourism, airlines,

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banking, telecommunication etc whereas on the other end of the scale is a vast array of
locally owned and operated small businesses including parlours , hotels , laundry n
numerous business to business services.
How important is the service sector in an economy?
 In most countries services add more economic value than agriculture, raw
materials and manufacturing combined.
 In developed economies employment is dominated by service jobs and
most new job growth comes from services.
 Jobs range from high paid professionals and technicians to minimum wage
positions.
 Service organisations can be any size, from huge global corporations to
local small businesses.
 Most activities by govt. agencies and nonprofit orgs involve service.

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Service Sector in India:
In alignment with the global trends, Indian service sector has witnessed a major boom
and is one of the major contributors to both employment and national income in recent
times. The activities under the purview of the service sector are quite diverse. Trading,
transportation and communication, financial, real estate and business services,
community, social and personal services come within the gambit of the service industry.
Service sector in India accounts for more than half of India‟s GDP. According to data for
the financial year 2008, the share of services, industry and agriculture in India‟s GDP is
53.7% 29.1% and 17.2% respectively.
The various sectors that combine together to constitute service industry in India are
stated as under:
 Trade
 Hotels and restaurants
 Railways
 Other transport and storage
 Communication (post and telecom)
 Banking
 Insurance
 Dwellings, real estate
 Business services
 Public administrations, defence
 Personal services
 Community services
 Other service

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INTRODUCTION TO BANKING SECTOR
A bank is an institution that deals with money and credit. Different people
understand meaning of a bank in different ways. For a common man, bank is a storehouse
where money is stored, for a businessman it is a financial institution and for a day to day
customer it is an institution where he can deposit his savings. Banks play an important
role in the economy of any country as they hold the savings of the public. Provide means
of payment for goods and services and provide necessary finance for development of
business and change. Thus bank is a link in the flow of funds from the savers to the users
hence they should render efficient customer service in order to retain the present
customers and also to attract the potential customer.
In the past the banks did not face any attraction in the Indian economy because of
the low level of the economic activities and the little business prospects. Today we find
positive changes in the national business development policy. Earlier the moneylenders
had a strong hold over the rural population which resulted in exploitation of small and
marginal savers. The private sector banks failed in serving the society. This resulted in
the nationalisation of 14 commercial banks in 1969.

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There was a basic change in the banking concept with a beginning in the
nationalisation of big commercial banks. The involvement of public sector banks,
transformed the Indian economy.
The Indian banking can be broadly categorized into nationalized (government
owned), private banks and specialized banking institutions. The Reserve Bank of India
acts a centralized body monitoring any discrepancies and shortcoming in the system.
Since the nationalization of banks in 1969, the public sector banks or the nationalized
banks have acquired a place of prominence and has since then seen tremendous progress.
The need to become highly customer focused has forced the slow-moving public sector
banks to adopt a fast track approach. The unleashing of products and services through the
net has galvanized players at all levels of the banking and financial institutions market
grid to look anew at their existing portfolio offering. Conservative banking practices
allowed Indian banks to be insulated partially from the Asian currency crisis. Indian
banks are now quoting a higher valuation when compared to banks in other Asian
countries (viz. Hong Kong, Singapore, Philippines etc.) that have major problems linked
to huge Non Performing Assets (NPAs) and payment defaults. Co-operative banks are
nimble footed in approach and armed with efficient branch networks focus primarily on
the „high revenue‟ niche retail segments.
The Indian banking has finally worked up to the competitive dynamics of the
„new‟ Indian market and is addressing the relevant issues to take on the multifarious
challenges of globalization. Banks that employ IT solutions are perceived to be
„futuristic‟ and proactive players capable of meeting the multifarious requirements of the
large customer‟s base. Private Banks have been fast on the uptake and are reorienting

8
their strategies using the internet as a medium The Internet has emerged as the new and
challenging frontier of marketing with the conventional physical world tenets being just
as applicable like in any other marketing medium.
The Indian banking has come from a long way from being a sleepy business
institution to a highly proactive and dynamic entity. This transformation has been largely
brought about by the large dose of liberalization and economic reforms that allowed
banks to explore new business opportunities rather than generating revenues from
conventional streams (i.e. borrowing and lending). The banking in India is highly
fragmented with 30 banking units contributing to almost 50% of deposits and 60% of
advances. Indian nationalized banks (banks owned by the government) continue to be the
major lenders in the economy due to their sheer size and penetrative networks which
assures them high deposit mobilization. The Indian banking can be broadly categorized
into nationalized, private banks and specialized banking institutions.
The Reserve Bank of India acts as a centralized body monitoring any
discrepancies and shortcoming in the system. It is the foremost monitoring body in the
Indian financial sector. The nationalized banks (i.e. government-owned banks) continue
to dominate the Indian banking arena. Industry
estimates indicate that out of 274 commercial
banks operating in India, 223 banks are in the
public sector and 51 are in the private sector.
The private sector bank grid also includes 24
foreign banks that have started their operations
here.

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The liberalize policy of Government of India permitted entry to private sector in
the banking, the industry has witnessed the entry of nine new generation private banks.
The major differentiating parameter that distinguishes these banks from all the other
banks in the Indian banking is the level of service that is offered to the customer. Their
focus has always centred around the customer – understanding his needs, pre-empting
him and consequently delighting him with various configurations of benefits and a wide
portfolio of products and services. These banks have generally been established by
promoters of repute or by „high value‟ domestic financial institutions.
The popularity of these banks can be gauged by the fact that in a short span of
time, these banks have gained considerable customer confidence and consequently have
shown impressive growth rates. Today, the private banks corner almost four per cent
share of the total share of deposits. Most of the banks in this category are concentrated in
the high-growth urban areas in metros (that account for approximately 70% of the total
banking business). With efficiency being the major focus, these banks have leveraged on
their strengths and competencies viz. Management, operational efficiency and flexibility,
superior product positioning and higher employee productivity skills.
The private banks with their focused business and service portfolio have a
reputation of being niche players in the industry. A strategy that has allowed these banks
to concentrate on few reliable high net worth companies and individuals rather than cater
to the mass market. These well-chalked out integrates strategy plans have allowed most
of these banks to deliver superlative levels of personalized services. With the Reserve
Bank of India allowing these banks to operate 70% of their businesses in urban areas, this

10
statutory requirement has translated into lower deposit mobilization costs and higher
margins relative to public sector banks.
The three major changes in the banking sector post liberalization are:
 Step to increase the cash outflow through reduction in the statutory
liquidity and cash reserve ratio.
 Nationalized banks including SBI were allowed to sell stakes to private
sector and private investors were allowed to enter the banking domain.
Foreign banks were given greater access to the domestic market, both as
subsidiaries and branches, provided the foreign banks maintained a minimum assigned
capital and would be governed by the same rules and regulations governing domestic
banks.
 Banks were given greater freedom to leverage the capital markets and
determine their asset portfolios. The banks were allowed to provide advances against
equity provided as collateral and provide bank guarantees to the broking community

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Banking sector in India
Banks are now the most significant players in the Indian
financial market. They are the biggest purveyors of credit,
and they also attract most of the savings from the
population. The Indian banking can be broadly categorized
into nationalized (government owned), private banks and
specialized banking institutions. The Reserve Bank of India
acts a centralized body monitoring any discrepancies and
shortcoming in the system.
The need to become highly customer focused has
forced the slow-moving public sector banks to adopt a fast track approach. The
unleashing of products and services through the net has galvanized players at all levels of
the banking and financial institutions market grid to look anew at their existing portfolio
offering. Driven by the socialist ideologies and the welfare state concept, public sector
banks have long been the supporters of agriculture and other priority sectors. They act as
crucial channels of the government in its efforts to ensure equitable economic
development.
The liberalize policy of Government of India permitted entry to private sector in the
banking, the industry has witnessed the entry of nine new generation private banks. The
major differentiating parameter that distinguishes these banks from all the other banks
in the Indian banking is the level of service that is offered to the customer. Their focus

12
has always centred around the customer – understanding his needs, pre-empting him
and consequently delighting him with various configurations of benefits and
a wide portfolio of products and services. These banks have generally been established
by promoters of repute or by „high value‟ domestic financial institutions. Today, the
private banks corner almost 4% share of the total share of deposits
TYPES OF BANKS
There are various types of banks which operate in our country to meet the financial
requirements of different categories of people engaged in agriculture, business,
profession, etc. On the basis of functions, the banking institutions in India may be divided
into the following types:
Types of Banks
a) Central Bank (RBI, in India)
b) Development Banks
c) Specialized Banks (EXIM Bank, SIDBI, NABARD)
d) Commercial Banks
(i) Public Sector Banks
(ii) Private Sector Banks
e) Co-operative Banks
(i) Central Co-operative Banks
(ii) State Co-operative Banks
Now let us learn about each of these banks in detail.

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a) Central Bank
A bank which is entrusted with the functions of guiding and regulating the
banking system of a country is known as its Central bank. Such a bank does not deal with
the general public. It acts essentially as Government‟s banker; maintain deposit accounts
of all other banks and advances money to other banks, when needed. The Central Bank
provides guidance to other banks whenever they face any problem. It is therefore known
as the banker‟s bank. The Reserve Bank of India is the central bank of our country.
The Central Bank maintains record of Government revenue and expenditure under
various heads. It also advises the Government on monetary and credit policies and
decides on the interest rates for bank deposits and bank loans. In addition, foreign
exchange rates are also determined by the central bank. Another important function of the
Central Bank is the issuance of currency notes, regulating their circulation in the country
by different methods. No other bank than the Central Bank can issue currency.
b) Commercial Banks
Commercial Banks are banking institutions that accept deposits and grant short-
term loans and advances to their customers. In addition to giving short-term loans,
commercial banks also give medium-term and long-term loan to business enterprises.
Now-a-days some of the commercial banks are also providing
housing loan on a long-term basis to individuals. There are also
many other functions of commercial banks, which are discussed
later in this lesson.

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Types of Commercial banks: Commercial banks are of three
types i.e., Public sector banks, Private sector banks and Foreign
banks.
(i) Public Sector Banks: These are banks where majority
stake is held by the Government of India or Reserve Bank of
India. Examples of public sector banks are: State Bank of India, Corporation Bank, Bank
of Baroda and Dena Bank, etc.
(ii) Private Sectors Banks: In case of private sector banks majority of share capital
of the bank is held by private individuals. These banks are registered as companies with
limited liability. For example: The Jammu and Kashmir Bank
Ltd., Bank of Rajasthan Ltd, Development Credit Bank Ltd,
Lord Krishna Bank Ltd., Bharat Overseas Bank Ltd, Global
Trust Bank, Vysya Bank, etc.
(iii) Foreign Banks: These banks are registered and have their headquarters in a
foreign country but operate their branches in our country. Some of the foreign banks
operating in our country are Hong Kong and Shanghai Banking Corporation (HSBC),
Citibank, American Express Bank, Standard & Chartered Bank, Grindlay‟s Bank, etc.
The number of foreign banks operating in our country has
increased since the financial sector reforms of 1991.

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c) Development Banks
Business often requires medium and long-term capital for purchase of machinery
and equipment, for using latest technology, or for expansion and modernization. Such
financial assistance is provided by Development Banks. They also undertake other
development measures like subscribing to the shares and debentures issued by
companies, in case of under subscription of the issue by the public. Industrial Finance
Corporation of India (IFCI) and State Financial Corporation‟s (SFCs) are examples of
development banks in India.
d) Co-operative Banks
People who come together to jointly serve their common interest often form a co-
operative society under the Co-operative Societies Act. When a co-operative society
engages itself in banking business it is called a Co-operative Bank. The society has to
obtain a license from the Reserve Bank of India before starting banking business. Any
co-operative bank as a society is to function under the overall supervision of the
Registrar, Co-operative Societies of the State. As regards banking business, the society
must follow the guidelines set and issued by the Reserve Bank of India.
Types of Co-operative Banks
There are three types of co-operative banks operating in our country. They are
primary credit societies, central co-operative banks and state co-operative banks. These
banks are organized at three levels, village or town level, district level and state level.
(i) Primary Credit Societies: These are formed at the village or town level with
borrower and non-borrower members residing in one locality. The operations of each

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society are restricted to a small area so that the members know each other and are able to
watch over the activities of all members to prevent frauds.
(ii) Central Co-operative Banks: These banks operate at the district level having
some of the primary credit societies belonging to the same district as their members.
These banks provide loans to their members (i.e., primary credit societies) and function
as a link between the primary credit societies and state co-operative banks.
(iii) State Co-operative Banks: These are the apex (highest level) co-operative banks
in all the states of the country. They mobilize funds and help in its proper channelization
among various sectors. The money reaches the individual borrowers from the state co-
operative banks through the central co-operative banks and the primary credit societies.
e) Specialized Banks
There are some banks, which cater to the requirements and provide overall
support for setting up business in specific areas of activity. EXIM Bank, SIDBI and
NABARD are examples of such banks. They engage themselves in some specific area or
activity and thus, are called specialized banks.
(i) Export Import Bank of India (EXIM Bank):
If you want to set up a business for exporting products
abroad or importing products from foreign countries for sale in
our country, EXIM bank can provide you the required support
and assistance. The bank grants loans to exporters and importers and also provides
information about the international market. It gives guidance about the opportunities for
export or import, the risks involved in it and the competition to be faced, etc.

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(ii) Small Industries Development Bank of India (SIDBI):
If you want to establish a small-scale business unit or industry, loan on easy terms
can be available through SIDBI. It also finances modernization of small-scale industrial
units, use of new technology and market activities. The
aim and focus of SIDBI is to promote, finance and
develop small-scale industries.
(iii) National Bank for Agricultural and Rural Development (NABARD):
It is a central or apex institution for financing agricultural and rural sectors. If a person is
engaged in agriculture or other activities like handloom weaving, fishing, etc. NABARD
can provide credit, both short-term and long-term, through regional rural banks. It
provides financial assistance, especially, to co-operative credit, in the field of agriculture,
small-scale industries, cottage and village industries handicrafts and allied economic
activities in rural areas.

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CUSTOMER SATISFACTION
MEANING
Customer satisfaction means taking complete care of customer by giving them
complete knowledge about the product and about all the feature of that particular product
Customer satisfaction is the end result of your interaction with the customer.
By giving the best customer service and making sure that the customer was given the best
resolution at the end of the call, then we can say that the customer is satisfied even if it's
not verbally said.
According to me customers are those who pay (salary). Satisfaction is the key to
hold the customer for future business. Complete knowledge must be given; each and
every query must be clarified by the seller. If a customer remembers you for future
business then we can say that customer is satisfied.
DEFINITION
According to Harold E Edmondson “Customer satisfaction” is defined as "the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals.".
Customer satisfaction is defined by whether the customer chooses to do business
with you or your company in the future. Many factors play a role in customer
satisfaction, including customer service, product quality and the ease of doing business.
Companies must consider customer satisfaction as an important role in the lifetime value
of a customer.
Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer expectation. In a

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survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
SEVEN STEPS:
 Encourage face-to-face dealings.
 Respond to messages promptly and keep yours clients informed.
 Be friendly and approachable.
 Have a clearly-Defined customer service policy.
 Attention to details.
 Anticipate your client‟s needs and go out of your way to help them out.
 Honor your promise
MEANING OF CUSTOMER SERVICE
Serving your customer with a smile on your face, even when things don‟t go right.
DEFINITION OF CUSTOMER
 A person, company or other entity which buys goods and services produced
by another person, company or other entity.
 One who regularly or repeatedly makes purchases of a trader, a purchase a
buyer.

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DEFINITION OF CUSTOMER SERVICE
According to Jack Speer “Excellent customer service is the process by which your
organization delivers its services or products is way that allows the customer to access
them in the most efficient, fair, cost effective and humanly satisfying and pleasurable
manner possible”.
Customer service is a common term we are familiar with which means one who
aids or provides helps to the purchase of goods and service.
ADVANTAGE
Customer comments, suggestions and response about a company‟s products,
business practices and customer service orientation are one of the biggest advantages of
customer feedback surveys. Critical input and answer can help a company to develop
better customer relation programs.
SIX COMPETITIVE ADVANTAGES THROUGH CUSTOMER SATISFACTION:
Customer
satisfaction
Profit GrowthCorporate
performance
New
product
innovatio
n
One stops
shopping
Word or
month
Loyalty
in crises
Higher
price
Repeat
buying

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DISADVANTAGE
Customer feedback surveys and questionnaires can sometimes be too scientific
and methodical to capture to humane instincts and traits of consumer. Rigorous analysis
and interpret ion of feedback and answers provided by customers might not provide the
right kind insights that business not to better serve customer.
IMPORTANCE
Since sales are the most important goal of any commercial enterprise. It become
necessary to satisfy customer for customer satisfaction it is necessary to establish and
maintain certain important characteristics like:
a) Quality
b) Fair prizes
c) Efficient delivery
d) Good customer handling skills
e) Serious consideration of consumer complaints
Satisfaction is the feeling of pleasure or disappointment attained from comparing
a product perceived performance (outcome) in relation to his or her expectations. The
customer is dissatisfied. If the performance matches the expectation, the customer
satisfied. If the performance exceeds expectations the customer is highly satisfied.

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BENEFITS
Customer satisfaction, as a construct, has been fundamental to marketing for over three
decades. As early as 1960, Keith (1960) defined marketing as “satisfying the needs and
desires of the consumer”. Hunt (1982) reported that by the 1970s, interest in customer
satisfaction had increase to such an extent that over 500 studies were published. This
trend continued and by 1992, Peterson and Wilson estimated the amount of academic and
trade articles on customer satisfaction to be over 15,000.
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase,
from where to purchase, and how much to purchase. In order to become a successful
marketer, he must know the liking or disliking of the customers. He must also know the
time and the quantity of goods and services, a consumer may purchase, so that he may
store the goods or provide the services according to the likings of the consumers. Gone
are the days when the concept of market was let the buyer‟s beware or when the market
was mainly the seller‟s market. Now the whole concept of consumer‟s sovereignty
Increased
repeat
purchase
Customer satisfaction
Increased
referrels
Reduced
switching to
competitors
reduced price
sensitivity
Increased
profit
Increasd
Revenue
Reduced Cost

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prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In
this sense, “consumer is the supreme in the market”.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behaviour affect the
demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand this.
The consumer behaviour suggest how individual, groups and organization select, buy, use
and dispose of goods, services, ideas or experience to satisfy their needs and wants. It
also clues for improving or introducing products or services, setting price, devising
channels etc. Since liberalization 100% FDI is allowed in India. This has attracted foreign
companies to penetrate the Indian market. The marketers always look for emergent trends
that suggest new.
As a consumer we are all unique and this uniqueness is reflected in the consumption
pattern and process purchase. The study of consumer behaviour provides us with reasons
why consumers differ from one another in buying using products and services. We
receive stimuli from the environment and the specifics of the marketing strategies of
different products and services, and responds to these stimuli in terms of either buying or
not buying product. In between the stage of receiving the stimuli and responding to it, the
consumer goes through the process of making his decision.

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Company
Profile

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COMPANY PROFILE
HDFC Bank
Type Public
Traded as
BSE: 500180
NSE: HDFCBANK
NYSE: HDB
BSE SENSEX Constituent
CNX Nifty Constituent
Industry Banking, Financial services
Founded August 1994
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people Aditya Puri (MD)
Products
Investment Banking
Investment Management
Wealth Management
Private Banking
Corporate Banking
Private Equity
Finance and Insurance

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Consumer Banking
Mortgages
Credit Cards
Revenue 743.7322 billion (US$11 billion) (2016)
Profit 128.1733 billion (US$1.9 billion) (2016)
Total assets 6.87892 trillion (US$100 billion) (2015)
Total equity 5.0564 billion (US$75 million)
Number of employees 76,286 (March 2015)
Website HDFCBank.com
HDFC Bank is an Indian banking and financial services company headquartered in
Mumbai, Maharashtra. It has about 76,286 employees including 12,680 women and has a
presence in Bahrain, Hong Kong and Dubai. HDFC Bank is the second largest private
bank in India as measured by assets. It is the largest bank in India by market
capitalization as of February 2016. It was ranked 58th among India‟s most trusted brands
according to Brand Trust Report, 2015.
History
In 1994, HDFC Bank was incorporated, with its registered office in Mumbai, India. Its
first corporate office and a full service branch at Sandoz House, Worli was inaugurated
by the then Union Finance Minister, Dr. Manmohan Singh.

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As of June 30, 2016, the Bank‟s distribution network was at 4,541 branches and 12,013
ATMs.
Products and services
HDFC Bank provides a number of products and services which includes Wholesale
banking, Retail banking, Treasury, Auto (car) Loans, Two Wheeler Loans, Personal
loans, Loan Against Property and Credit Cards.
Acquisitions
HDFC Bank merged with Times Bank in February, 2000. This was the first merger of
two private banks in the New Generation Private Sector Banks category. In 2008,
Centurion Bank was acquired by HDFC Bank. HDFC Bank Board approved the
acquisition of CBoP for Rs. 9,510 crore in one of the largest mergers in the financial
sector in India.

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The Housing Development Finance Corporation Limited (HDFC) was amongst the first
to receive an 'in principle' approval from the Reserve Bank of India (RBI) to set up a
bank in the private sector, as part of RBI's liberalisation of the Indian Banking Industry in
1994. The bank was incorporated in August 1994 in the name of 'HDFC Bank Limited',
with its registered office in Mumbai, India. HDFC Bank commenced operations as a
Scheduled Commercial Bank in January 1995.
HDFC is India's premier housing finance company and enjoys an impeccable track record
in India as well as in international markets. Since its inception in 1977, the Corporation
has maintained a consistent and healthy growth in its operations to remain the market
leader in mortgages. Its outstanding loan portfolio covers well over a million dwelling
units. HDFC has developed significant expertise in retail mortgage loans to different
market segments and also has a large corporate client base for its housing related credit
facilities. With its experience in the financial markets, strong market reputation, large
shareholder base and unique consumer franchise, HDFC was ideally positioned to
promote a bank in the Indian environment.
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

29
based on five core values: Operational Excellence, Customer Focus, Product Leadership,
People and Sustainability.
Awards and Achievements - Banking Services
HDFC Bank began operations in 1995 with a simple mission: to be a "World-class Indian
Bank". We realised that only a single-minded focus on product quality and service
excellence would help us get there. Today, we are proud to say that we are well on our
way towards that goal.
It is extremely gratifying that our efforts towards providing customer convenience have
been appreciated both nationally and internationally.
2016
IDRBT Banking Technology Excellence
Awards 2016
Best Bank in Banking Technology
Excellence for the year 2015-16
Cisco-CNBC TV 18 Digitizing India
Awards
Award for Innovations in the Financial
Industry & Digital Banking
Dun & Bradstreet Corporate Awards 2016 HDFC Bank wins Dun & Bradstreet
Corporate Award 2016 in the Banking
sector
The Financial Express India's Best Banks
Awards 2015
- Profitability: Rank 1
- Efficiency: Rank 1

30
- Strength & Soundness: Rank 1
Outlook Money Awards 2015 - Best Bank of the year : Runner up
- Winner : Institutional Financial
Distributor of the year
Pension Fund Regulatory and
Development Authority awards for Atal
Pension Yojana
- Best Performing Bank - Maximum
APY Subscribers
- Best Performing Bank in the Private
sector Banks category
- Best Performing Bank : Atal Pension
Yojana Carnivals in Private Sector
Banks
Business Today KPMG India's Best Banks 2015
Awards
Barron's World's Top 30 CEOs Mr. Aditya Puri in Barron's Top 30
Global CEOs for 2nd year
IBA Awards HDFC Bank wins prestigious IBA
Banking Technology Awards
Business Today Best Companies to Work for in India
NABARD Award Best Bank in JLG-Bank Linkage
programme in Assam
Business Today - KPMG India's Best
Bank
HDFC Bank wins Bank of the year and
Best Digital Banking Initiative awards
NABARD Award - The Best Bank in HDFC Bank wins NABARD Award

31
SHG Credit Linkage in Tamil Nadu
2015
National Payments Excellence
Awards 2015
HDFC Bank wins NPCI National Payments
Excellence Awards
Business Today Award Best CEO Award - Mr. Aditya Puri
Kerala's State Forum of Bankers'
Club Award
Best Bank Branch
FinanceAsia Awards Best Equity Deal in Asia Award
IDC Insights Award 2015 Excellence in Customer Experience
QualTech Award HDFC Bank wins Award at 27th QIMPRO
Convention
Lean Sigma project competition Best Case Study Award
IDRBT Banking Technology
Excellence Awards 2014-15
Best Bank Award for Cyber Security Risk
Management among Large Banks
FinanceAsia Country Awards 2015 - Best Asian Bank
- Best Domestic Bank - India
Forbes Asia Fab 50 Companies List for the 9th year
AIMA Managing India Awards
2015
- Business Leader of the Year - Aditya Puri
Barron's - World's 30 Best CEOs - Mr Aditya Puri
Finance Asia poll on Asia's Best - Best Managed Public Company - India'

32
Companies 2015 Best CEO- Aditya Puri
Best Corporate Governance- Rank 3
Best Investor Relations- Rank 3
J. P Morgan Quality Recognition
Award
- Best in class straight Through Processing
Rates
2014
Euromoney - HDFC Bank wins Best Private Banking Services for Super
affluent clients for 5 years in a row at Euromoney Awards
Euromoney Private
Banking and
Wealth
Management
Survey 2015
- Best Private Banking Services award for Net-worth-specific
services category for Super affluent clients (US$ 1 million to
US$ 5 million).
- Best Private Banking Services award Asset Management
FE Best Bank
Awards
- Best Bank in the New Private sector
- Winner - Profitability
- Winner - Efficiency
Business Today -
KPMG Study 2014
- Best Large Bank - Overall
- Best Large Bank - Growth
Businessworld-
PwC India Best
Banks Survey 2014
- Best Large Bank
- Fastest Growing Large Bank

33
Asiamoney FX
Poll 2014
- Best Domestic Provider of FX options
- Best Domestic Provider of FX products & Services
- Best Domestic Provider of FX research & market coverage
- Best Domestic provider for FX Services
The Asian Banker Strongest Bank in India in the Asian Banker 500 (AB 500)
Strongest Bank by Balance Sheet Ranking 2014
Dun & Bradstreet -
Polaris Financial
Technology
Banking Awards
2014
- Best Bank - Managing IT Risk (Large Banks)
- Best Bank - Mobile Banking (Large Banks)
- Best Bank - Best IT Team (Private Sector Banks)
Forbes Asia Fab 50 Companies List for the 8th year
BrandZ TM
Top 50
Most Valuable
Indian Brands
study by Millward
Brown
India's Most Valuable Brand
Finance Asia
Country Awards
2014 and poll on
India's Top
Companies
- Best Bank - India
- Best CEO- Rank 1
- Best CSR - Rank 1
- Best CFO - Rank 2
Asiamoney Best of Best Domestic Banks - India

34
Dun & Bradstreet -
Manappuram
Finance Limited
Corporate Award
2014
Best Corporate in Banking Sector
2013
Asiamoney - Best Domestic Bank in India
- Best Local Cash Management Bank in India
- Aditya Puri - Best Executive in India
Institute for Development and
Research in Banking
Technology Awards
- Best Bank - Managing IT Risk (Large Banks)
- Best Bank - Mobile Banking (Large Banks)
- Best Bank - Best IT Team (Private Sector Banks)
Businessworld Best Bank in India (Large Banks)
Guinness World Record A GUINNESS WORLD RECORDTM
created for the
Largest Blood Donation Drive across multiple venues, in a
single day

35
Finance Asia Country
Awards for Achievement
Best Bank - India
IBA Banking Technology
Awards 2012-13
- Best Technology Bank of the year - Winner
- Best Internet Bank - Winner
- Best Customer Management Initiative - Winner
- Best use of Mobility Technology in Banking
Business Standard Mr Aditya Puri - Banker of the Year 2013
Business Today-KPMG Best
Banks Survey 2013
Best Bank 2013
Business India Best Bank 2013
Global Finance Survey -
World's Best Banks 2013
Best Bank in India
Outlook Money Awards 2013
Best Bank in Large Banks Category
IBA Innovation Awards
Most Innovative use of Technology
Dun & Bradstreet Polaris
Financial Technology
Banking Award 2013
- Best Private Sector Bank Technology Adoption
- Best Private Sector Bank Retail
- Overall Best Private Sector Bank

36
Institutional Investor
- Best Bank in Asia
- Mr. Aditya Puri - Best CEO
Forbes Asia
Fab 50 Companies List for the 7th year
Sunday Standard Best Banker
Awards
- Best Private Sector Bank: Large
- Safest Bank: Large
- Mr. Aditya Puri: Top Achiever
UTI Mutual Fund CNBC TV
18 Financial Advisory
Awards 2012
Best Performing Bank - Private
Asia Money 2013
- Best Domestic Bank in India
- Mr. Aditya Puri: Best Executive in India
MACCIA Awards 2013
Best in Financial Services: Bank Category
Dun & Bradstreet Corporate Best in Banking sector

37
Awards 2012
NDTV Profit Business
Leadership Awards 2012
Winner in the banking category
NASSCOM CNBC–TV18 IT
Innovation Award
Best IT Driven Innovation in Banking (COMMERCIAL)
The National Quality
Excellence Awards
Best Customer Service Result
FE Best Bank Awards - Best Bank: New Private sector
- Best in Strength & Soundness
- Mr. Aditya Puri: Best Banker
Skoch Financial Inclusion
Awards 2013
Organisation of the Year
We are aware that all these awards are mere milestones in the continuing, never-ending
journey of providing excellent service to our customers. We are confident, however, that
with your feedback and support, we will be able to maintain and improve our services.

38
SWOT analysis of HDFC
Strengths in the SWOT analysis of HDFC
 HDFC bank is the second largest private banking sector in India having 2,201
branches and 7,110 ATM‟s
 HDFC bank is located in 1,174 cities in India and has more than 800 locations to
serve customers through Telephone banking
 The bank‟s ATM card is compatible with all domestic and international
Visa/Master card, Visa Electron/ Maestro, Plus/cirus and American Express. This
is one reason for HDFC cards to be the most preferred card for shopping and
online transactions
 HDFC bank has the high degree of customer satisfaction when compared to other
private banks
 The attrition rate in HDFC is low and it is one of the best places to work in private
banking sector
 HDFC has lots of awards and recognition, it has received „Best Bank‟ award from
various financial rating institutions like Dun and Bradstreet, Financial express,
Euromoney awards for excellence, Finance Asia country awards etc
 HDFC has good financial advisors in terms of guiding customers towards right
investments

39
Weaknesses in the SWOT analysis of HDFC
 HDFC bank doesn‟t have strong presence in Rural areas, where as ICICI bank its
direct competitor is expanding in rural market
 HDFC cannot enjoy first mover advantage in rural areas. Rural people are hard
core loyals in terms of banking services.
 HDFC lacks in aggressive marketing strategies like ICICI
 The bank focuses mostly on high end clients
 Some of the bank‟s product categories lack in performance and doesn‟t have
reach in the market
 The share prices of HDFC are often fluctuating causing uncertainty for the
investors
Opportunities in the SWOT analysis of HDFC
 HDFC bank has better asset quality parameters over government banks, hence the
profit growth is likely to increase
 The companies in large and SME are growing at very fast pace. HDFC has good
reputation in terms of maintaining corporate salary accounts
 HDFC bank has improved it‟s bad debts portfolio and the recovery of bad debts
are high when compared to government banks
 HDFC has very good opportunities in abroad
 Greater scope for acquisitions and strategic alliances due to strong financial
position

40
Threats in the SWOT analysis of HDFC
 HDFC‟s nonperforming assets (NPA) increased from 0.18 % to 0.20%. Though it
is a slight variation it‟s not a good sign for the financial health of the bank
 The non banking financial companies and new age banks are increasing in India
 The HDFC is not able to expand its market share as ICICI imposes major threat
 The government banks are trying to modernize to compete with private banks
 RBI has opened up to 74% for foreign banks to invest in Indian market

41
Marketing mix of HDFC
Housing Development Finance Corporation, which is popularly known as HDFC in
India, established in the year 1978, and has been an active participant in financial and
supportive financial activities across the nation for companies and services of various
sectors. HDFC gained popularity as a private bank in 1994, during a period when India
was going through a financial overhaul, and the whole structure was being privatized and
liberalized for the betterment of financial framework.
Since then it has grown and matured as a bank, so much so that now it has become one of
the premium banks in the nation with the most reliable clientele. Thoughtful marketing,
introduction of good financial products, aggressive expansion and most importantly,
excellent service is the reason that HDFC is amongst the top 2 banks of India. (ICICI and
HDFC are always at loggerheads)
This article discusses the marketing mix of HDFC. The marketing mix is very much
responsible for the growth of the company and this marketing mix has made it one of the
most coveted banks in India.

42
Product in the marketing mix of HDFC
HDFC offers mainly banking services, but there are many financial products which it
offers along with banking. HDFC ergo, HDFC life and HDFC home loans are some of
the products. In total, the financial product portfolio of HDFC is huge. The USP of
HDFC is that it designs competitive products which guarantees great response from the
market and an almost unlimited longevity for business life. In terms of a banking, its
product are its services, like netbanking and ATM, and being a major bank, HDFC has
planned its products in proportion with the ever increasing customer‟s needs, demands
and expectations.
Apart from offering accounts, it has carried forward its namesake of being a housing
finance corporation, and offers large variety of loans for purchasing houses, construction,
re-construction, buying housing land, apartments etc. with maximum loan cover of up to
85%, and maximum repayment period of up to 20 years which is a major propulsion
factor for it as a bank. Being into the services business, the major support for the product
lies in its distribution. Thus, after the product, the place and distribution of HDFC bank
services is most important for the success of HDFC.
Place in the marketing mix of HDFC
The bank has an amazing 3488 branches in 2231 cities across the world. It is
headquartered in Mumbai, India. HDFC bank has 11,426 ATM‟s across India.
Furthermore, the banks services are delivered not only through ATMs or branches, but
also through an excellent netbanking service, phone banking, mobile banking and SMS
banking. HDFC ensures that it has a presence so that it can concentrate on its huge

43
commercial clientele along with being present for its retail clients. Banking is an intricate
function as it includes certain confidential and security invoking processes that are to be
carried on a regular basis, and they are done with minimal margin of errors, that cannot
function in an unsafe environment. To make sure that all the daily confidential processes
are duly met, placing these facilities becomes a very thoughtful function in itself, and
HDFC has overcome these challenges by placing its operational premises at some of the
most easily accessible locations across cities and towns, that are made available to its
large number of account holders at strategically planned branches.
Price in the marketing mix of HDFC
HDFC is known to hold major market share in the banking sector of India, and this is
because of reasonable yet profit invoking price structure for its services, which is justified
to an extent, as every corporation has to sustain inflation and overcome market hurdles.
HDFC bank has premium competitive pricing. When compared with national and PSU
bank, the pricing is premium, because the minimum amount required to open an account
is high. But at the same time, there are many rules, like home load interest, which are as
per RBI guidelines and are competitive in nature. Thus, prices for these products are in
control by the market and not by the corporation. It provides reasonable loans at
maximum repayment tenure and at par interest rates to both old and new customers.
Apart from regular charges, it does not charge anything for miscellaneous and associated
functions such as cheque replacement, advance loan repayment, take over etc. that
justifies a lot. Thus, in some places HDFC is premium priced, whereas in others it is
evenly priced as per competition.

44
Promotion in the marketing mix of HDFC
From the very beginning, HDFC has planned and executed its promotional activities in a
manner that has suited its service catalogue, and has maintained a 360 degree approach in
planning its commercials, campaigns and marketing activities in general. These
promotional activities include variety of subtle television commercials with a message, a
recent and innovative method of promotion by placing signboards and milestones in the
rural portions of country in local/native language, and placing “No Parking” boards
outside residential and commercial buildings, that has promoted its connection with the
masses and making prospective client base associated with the name i.e. HDFC. HDFC
uses undifferentiated marketing techniques, it mainly focuses on introducing its financial
products to everyone. Because banking in general, is a mass market product. However,
for the HNI customers, well trained relationship managers, wealth managers are used to
retain the HNI clients with HDFC. Thus, this service too is a promotional product for
HDFC. At the end, the promotions are focused on one thing only – to spread the name of
HDFC far and wide.

45
SERVICES OF HDFC BANK:-
1. INSTA ALERTS.
2. NET BANKING.
3. MOBILE BANKING.
4. PHONE BANKING.
5. BILL PAY.
6. MARCHANT SERVICES.
7. NET SAFE.
8. Ngpay.
9. PRAPAID MOBILE REFILE.
Now you can get regular updates on your bank account on your mobile phone or
email ID.
Just register for our InstaAlert service and receive updates on your account as and when
the select transaction happens - all this without visiting the branch or ATM

46
You can register for any or all of the following alerts:-
Debit transactions greater than Rs. 5,000/ Rs.10, 000/ Rs. 20,000/Rs. 50,000
Credit in account greater than Rs. 5,000/ Rs.10, 000/ Rs. 20,000/Rs. 50,000
Account Balance below Rs. 5,000/ Rs.10, 000/ Rs. 20,000/Rs. 50,000-
Weekly account balance
Salary Credits*
Utility bill payment due Alert**
NetBanking is HDFC Bank's Internet Banking service. Providing up-to-the-second
account information, NetBanking lets you manage your account from the comfort of your
mouse - anytime, anywhere.

47
Introducing a simpler way to register for NetBanking
Say goodbye to long queues and paper work. Presenting one more reason to register for
NetBanking. You can now call the PhoneBanking numbers in your city to register for
NetBanking.
Features & Benefits:-
View Account Balances & Statements
Transfer Funds between accounts
Create Fixed Deposits Online
Request a Demand Draft
Pay Bills
Order a Cheque Book
Request Stop Payment on a Cheque
And lots more

48
Your Mobile is now your bank! Now access your bank account and conduct a host
of banking transactions and inquiries through your mobile, with our unique
MobileBanking service.
Get your balance details
Obtain your last 3 transaction details
Request a cheque book
Stop a cheque payment
Enquire cheque status
Request an account statement
Get Fixed Deposit details
Request for Internet PIN re-generation
Pay your bills*

49
Check your account balance - Get up-to-the-second details of your Savings or Current
Accounts and your Fixed Deposits. You can also get the details of the last 5 transactions
on your account, or have a mini statement of last 9 transactions faxed across to you.
Enquire on the cheque status - You can use PhoneBanking to check on the status of
cheques issued or deposited from anywhere in India.
Order a Cheque Book / Account Statement - Just call PhoneBanking and get your
Cheque Book or latest Account Statement delivered at your doorstep.
Stop Payment - Stop payment of a single cheque or a series of cheques, 24 hours a day.
Loan Related queries - Get details of the outstanding loan amount, enquire about your
loan account, request for an interest certificate and repayment schedule, etc. Just call
PhoneBanking in your city and dial 4 to speak to our PhoneBanker
Open a Fixed deposit or Enquire on your Fixed deposits / TDS*# - Talk to our
PhoneBanker to easily open a Fixed Deposit over the phone, by simply authorising a
transfer of funds from your Savings Account.
Transfer Funds between accounts*# - You can also transfer money from one of your

50
accounts to another. Both accounts must be linked to your Customer ID. You can transfer
amounts upto Rs 1 Lac in a single day.
Pay your bills - Pay your cellular, telephone, electricity and HDFC Bank Credit
Card bills through PhoneBanking using BillPay, a comprehensive bill payments
solution.
Report loss of your ATM / Debit Card / ForexPlus Card - If your ATM / Debit /
ForexPlus Card is lost, call any PhoneBanking number to deactivate your card(s).
Learn about all our other products - Get details on HDFC Bank products & services
by talking to our Phone Banker.
Enquire about latest Interest / Exchange rates - Get latest Interest rates on Deposits
and Foreign Exchange rates by talking to our Phone Banker.
Request a Demand Draft / Manager's Cheque #** - Call PhoneBanking and get a
Demand Draft / Manager's Cheque delivered to your doorstep.
Demat Related Queries$ - Get the Account holding details, Transaction details, ISIN
Number of a scrip, Status of Depository Slips, details of Client Master list (Dividend
account, Charges Debit account, PAN etc.) & others.

51
Now, you have the luxury of paying your telephone, electricity and mobile phone bills at
your convenience through the Internet, ATMs, your mobile phone or telephone - using
BillPay, a comprehensive bill payments solution.What's more you can check the bill
amount before you make any payments ensuring you always pay the right amount.
BillPay has made all your bill payments easy.
Key Benefits:-
Convenience at its best - No queuing up at collection centres or writing cheques any
more!
A variety of payment modes available - ATMs, NetBanking, Mobile Banking and
Phone Banking
Payments can be made right up to the due date.
Check your bill amount before you make any payments - ensuring you pay the exact
amount you wish to.

52
For Merchants, the world over, accepting payments through cards; both debit and credit,
is an easy and cost effective way to enhance business, increase revenue, and improve
efficiency.
As an acquirer, HDFC Bank makes accepting credit and debit cards easy. Our valued
merchant establishments can now accept all credit and debit cards issued under the Visa,
Visa Electron, MasterCard and Maestro brands. Our service is backed by superior
technology infrastructure and personalised support from a designated relationship officer.
We offer card acceptance solutions both on EDC machine and on the Internet through our
Payment Gateway product.
Key Benefits:-
Reduce transaction time
Have freedom of accepting exact amounts- e.g. an amount of 1297.67 can be easily
accepted on card but is quite inconvenient to accept in cash.
Reduce manual errors in cash counting and collection.
Increase customer retention by offering customers standing instructions payment options
on their cards to make recurring payments. Customers do not need to come to your billing

53
center every month for making recurring payments
Options of accepting payments on regular EDC (Electronic Data Capture) Terminals,
through your ECR (Electronic Cash Registers) or through the website.
NetSafe, is a unique online payment solution that offers you complete security while
shopping on the Internet. With NetSafe, you can now shop online through a virtual credit
card, without revealing your actual HDFC Bank Credit Card number. What's more,
you can now use your HDFC Bank Debit Card also for online purchases.
Key Benefits:-
Your HDFC Bank credit / debit card number is never used on the merchant website.
The NetSafe card you create is a onetime use card.
You can set your own limit for the NetSafe cards you generate.
You can use it on any merchant website that accepts Master Card / VISA payment
cards.
It ensures a completely safe and secure online shopping experience.

54
All purchases you make with NetSafe Cards will appear on your statement, just like
any other transaction.
Key Benefits:-
It is our endeavour to simplify the world of banking for you. You can now request cheque
books, stop cheques, request Demand Drafts, access Account statements and more from
wherever you are - with ngpay - a revolutionary application that allows you to transact on
your mobile phone as easily as you can on our website.
Then again, there's more to ngpay than just MobileBanking! gpay offers a range of
services from it's network of partners. In a simple, consolidated menu, you can discover
and choose merchants or service providers with whom you want to transact.
Banking with HDFC Bank: Full suite of MobileBanking and Payment Services
including Fund Transfer facility. You can transfer funds to any HDFC Bank
Account or any Visa Card (Debit or Credit) within India using ngpay.
Entertainment at Fame Cinemas, INOX Cinemas: Search for shows, select / view
seats and pay for tickets
Travel through IRCTC, Deccan, Make-My-Trip, Yatra, redBus: Search for

55
options, price trips and book tickets.
Shopping from Ferns N Petals, Archies, FutureBazaar: Search, buy and ship
products to anyone, anywhere in India.
Telecom Services with BPL Mobile: Manage your accounts, top-up the prepaid
balance and pay your monthly postpaid bills.
HDFC Bank offers – Prepaid Mobile Refill, which allows you to recharge your prepaid
mobile phone anytime from anywhere and pay directly from your Bank account. Avoid
hassles of withdrawing cash or searching for a retailer for buying the recharge card..
You can avail of this service in two convenient ways:
Prepaid Mobile Refill on Internet
Prepaid Mobile Refill on ATM
HDFC Bank introduces refill of prepaid card through SMS
All you need to have is an HDFC Bank Account and be a prepaid customer.
Pre-paid Refill through SMS
Pre-paid Refill through ATM

56
Pre-paid Refill through SMS :
You need to be registered for this service.But for once we have taken the pain of filling
up a form away.You now just have to walk across to an HDFC Bank ATM and do the
following.
1. Select 'Prepaid Refill/Bill Pay'option
2. Select 'SMS refill registration'
3. Enter your 10 digit mobile number and confirm
Within seconds you will receive an SMS confirming your registration, giving you a code
number and also the syntax of the message that you need to send for getting a refill done.
The number to which the message needs to be sent will also be a part of this message that
you receive.
So now a refill is just an SMS away.
How much does it cost ?
This service is absolutely free from HDFC Bank! You only have to pay the regular SMS
charge for your SMS request.
Where can I access this service ?
Operator Name Circle
Airtel Mumbai
Orange Mumbai

57
Prepaid refill through ATM :
It's actually very easy to refill your prepaid card. You just need to walk into an ATM.
1. Select 'Prepaid Refill/Bill Pay'
2. Then select Pre-paid Refill
3. Enter the 10 digit mobile number and confirm
4. Fill the amount you want your card to be re-filled for
Within seconds you will get an SMS confirming the refill for the asked amount!
How much does it cost ?
This service is absolutely free from HDFC Bank! You only have to go to the ATM and
use your card. It's a service that has been introduced for the first time in India, just to
make your world easier.

58
Value Added Services
Foreign Exchange (FOREX) Facilities:-
Are you planning to Travel abroad on Business? Or just taking an Overseas Holiday? or
Are you an Importer/Exporter?
……We will help you fulfill your every need.
We offer the following Foreign Exchange Services
 Travel Requirements - Foreign Currency Cash, American Express TC's and
Travelex TC's and Forexplus Card
 Remittances and Foreign Currency Demand Drafts - Gift your Loved Ones, Pay
your Children's Fees etc
 Cheque Deposits - For your USD, GBP Cheque etc. and Overseas Cheque Box
Facility
 Trade Finance Services - Exports, Import, Letters of Credit and Bank Guarantees
Our other Foreign Exchange related Services include
 Doorstep Delivery of Foreign Exchange - To have Foreign Currency Cash and
TC's delivered to your home Free Of Cost
 Cash To Master – For Ships docking at Indian Ports
 Foreign Exchange Services for Non HDFC Bank account Customers
These facilities are presently available at 370 branches all over India and we are
in the process of continuously adding to the list of our branches to offer Retail
Foreign Exchange Facilities to our valued customers.

59
FOREX PLUS CARD:-
All set to go abroad? We've got great news for you!
HDFC Bank is proud to present the Forexplus Travel Card. A pre-paid traveller's card
that gives you a secured and hassle-free travel experience. So now you won't chase
moneychangers or pay any transaction charges for shopping abroad. If your card is
stolen, you can always block it. And just in case you want to extend your journey, you
can also reload. It's one card that solves all your foreign exchange needs You can opt for
the card you are interested in:
Forexplus Dollar Card or Forexplus Euro Card
Forexplus, a pre-paid traveller's card has facilities like:
- Accepted at over 13 million Visa Merchants anywhere in the world
- 24 hour VISA ATMs anywhere in the world.
- Reloadable anytime, anyplace
- Available in US Dollar & Euro Currencies
- Personal Accident Insurance Covers of Rs 2 lacs
- Loss of Baggage & Passport, reconstruction insurance cover.

60
Mutual Funds:-
Mutual funds are funds that pool the money of several investors to buy a variety of
securities. Mutual Funds could be Equity funds or Debt funds or a combination of the
two.
Various benefits of investing in mutual funds include risk diversification, professional
management, tax benefits and the ability to choose from a wide basket of funds.
Funds are selected on quantitative parameters like volatality, fund churn, risk adjusted
returns, rolling return coupled with a qualitative analysis of fund performance and
investment styles through regular interactions / due diligence processes with fund
managers.
The analysed funds are presented in the form of fact sheets from the bank which are
updated on a monthly basis.
Equity funds factsheet
Debt funds factsheet

61
Insurance:-
As part of the HDFC Bank endeavour to offer you a complete range of financial services,
you can avail of insurance plans from HDFC Standard Life Insurance through any of our
Bank branches.
HDFC Standard Life Insurance, India's premier new life insurance company, offers you
customised insurance solutions to meet your life and health risk protection, long term
savings and retirement planning needs with its range of products
HDFC Standard Life Insurance Co. Ltd :
HDFC Standard Life Insurance Co. Ltd was incorporated on 14th August 2000. It was the
first new Life Insurance company to be granted Certificate of Registration from IRDA on
23rd Oct 2000. HDFC is the main stake holder with 81.4% while Standard Life owns
18.6%
Products Offered :
Savings Schemes : With profits Endowment Assurance / With Profits Moneyback plan
Whole Life Plans
Risk Covers : Term Assurance / Loan Term Assurance
Retirement Schemes : Personal Pension Plan
Children Plan

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Scope of the
Study

63
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 Lucknow
only.

64
Objectives of
the Study

65
OBJECTIVES OF THE STUDY
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

66
Research
Methodology

67
RESEARCH METHODOLOGY
(I) RESEARCH DESIGN
I have used Descriptive research design for this study.
Descriptive research is a study designed to depict the participants in an accurate
way. The three main ways to collect this information are: Observational, defined
as a method of viewing and recording the participants. Case study, defined as an
in-depth study of an individual or group of individuals
(II) SAMPLIE DESIGN
SAMPLE UNIVERSE: Lucknow
SAMPLE SIZE: A sample of minimum respondents was selected from
Lucknow City. An effort was made to select respondents evenly. The survey
was carried out on 100 respondents.
SAMPLE UNIT: In this project sampling unit consisted of the Customers of
Airtel Limited, Lucknow.
SAMPLE AREA: Lucknow (Rural & Urban Areas)
SAMPLING TECHNIQUE: For the purpose of research convenient sampling
technique was used.

68
(III) TIME FRAME – 45 Days
The duration of study is 45 days and during the period, the following steps were
taken.
 Objectives were set and questionnaire was finalized
 Data were collected and recorded
 Data were analyzed and interpreted
 Reports were generated
(IV) DATA SOURCE
DATA COLLECTION SOURCE: Two methods have been used to collect the
relevant data, which are essential for the study, they are:
 Primary Data: data is collected to obtain desired information through structured
questionnaire.
 Secondary Data: it is compiled through books, magazines, newspapers and
internet etc…
(I) TOOLS OF PRESENTATION:
 STATISTICAL TOOLS TO BE USED: A structured questionnaires is used to
collect the data and data will be analyzed with the help of percentage table,
respective graph, bar graph and pie charts.

69
Project Research Type Descriptive Research
Data Sources Primary Data , Secondary Data
Research Approach Survey Method
Research Instrument Questionnaire
Sampling Procedure Convenient sampling.
Sample Size 100 Respondents
Geographical Coverage Lucknow
Duration of the Survey 45 Days

70
Data Analysis

71
DATA ANALYSIS
1. Services Taken By Customers of HDFC BANK
Response No. of Respondents %age of Respondents
Less than 6 Months 20 20%
Less than 1 Year 37 37%
Less than 2 Years 14 14%
More than 2 Years 29 29%
Total 100 100%
Interpretation:
From the above graph it is clear that majority of the respondents are part of HDFC Bank
from last one year i.e. 37%; 29% of the respondents are part of HDFC Bank from last
more than 2 years; 20% respondents from 6 months and remaining 14% respondents are
part of HDFC Bank for last two years.
20%
37%
14%
29%
Less than 6 Months Less than 1 Year
Less than 2 Years More than 2 Years

72
2. Reason behind choosing HDFC Bank
Image 25 25%
Extra Services 25 25%
Services 45 45%
All of above 5 5%
Interpretation:
From the above graph it is clear that majority of the respondents i.e. 45% are become part
of HDFC Bank because of its services; 25% because of its image; 25% because of its
extra services and rest because of all the three factors.
image
0
5
10
15
20
25
30
35
40
45
image
Extra services
services
all of above

73
3. Awareness about service offered by HDFC Bank
Yes 91 91%
No 9 9%
Total 100 100%
Interpretation:
From the above graph it is clear that majority of the respondents are aware of products
and services offered by HDFC Bank i.e. 91% and 9% respondents are not aware of
services offered by HDFC Bank.
91%
9%
Yes No

74
4. Awareness about the various services of HDFC Bank
Saving a/c 100 100%
Fixed deposits 100 100%
Current a/c 53 53%
Demat a/c 5 5%
Credit cards 25 25%
Mutual funds 16 16%
Loans 95 95%
Interpretation:
From the above graph it is clear that majority of the respondents are aware of saving a/c
& FD‟s i.e. 100%.53% are aware about current a/c, 5% demat a/c, 25% credit card, 16%
mutual fund and 95% are aware of loans.
0
20
40
60
80
100
120
saving a/c
fixed deposits
current a/c
demat a/c
credit cards
mutual funds
loans

75
5. Services used by Customers
Saving a/c 65 65%
Current a/c 40 40%
Demat a/c 3 3%
Credit cards 0 0%
Mutual funds 10 10%
Loans 47 47%
Interpretation:
From the above graph it is clear that majority of the respondents are using saving a/c i.e.
65%.58% are using FD‟s, 40% current a/c, 3% demat a/c, 0% credit card, 10% mutual
fund and 47% are aware of loans.
saving a/c0
10
20
30
40
50
60
70
saving a/c
fixed deposits
current a/c
demat a/c
credit card
mutual funds
loans

76
6. Preference of services for future
Saving a/c 20 20%
Current a/c 10 10%
Demat a/c 0 0%
Credit cards 0 0%
Mutual funds 23 23%
Loans 19 19%
Interpretation:
From the above graph it is clear that majority of the respondents are interesting in FD‟s
i.e. 24%,20% are interesting in saving a/c, 40% current a/c, 23% mutual fund, 19% in
loans and nobody is interesting in credit cards and demat a/c‟s.
0
5
10
15
20
25
30
saving a/c
FD's
current a/c
demat a/c
credit cards
mutual funds
loans

77
7. Service you like most
Saving a/c 33 33%
Current a/c 12 12%
Demat a/c 0 0%
Credit cards 0 0%
Mutual funds 10 10%
Loans 5 5%
Interpretation:
From the above graph it is clear that 33% of the respondent rate saving a/c, the best
product. 40% said FD‟s are best. 12% said current a/c.10% said about mutual funds.5%
said about loans and no one rate demat a/c & credit card.
0
5
10
15
20
25
30
35
40
saving a/c
FD's
current a/c
demat a/c
credit cards
mutual funds
loans

78
8. Awareness about the extra services provided by HDFC
bank.
Yes 69 69%
No 41 41%
Interpretation:
From the above graph it is clear that 69% of the respondents are known about the
innovative services and the rest is unknown about it.
yes
no69%

79
9. Extra services which you like most
Phone banking 5 5%
ATM 60 60%
Net banking 10 10%
Bill payment 10 10%
None of these 5 5%
All of these 10 10%
Interpretation:
From the above graph it is clear that 5% of the respondents would like to go for phone
banking, 60% for ATM‟s, 10% for net banking, 10% for bills payment, 5% don‟t want
any innovative services and 10% want all these services.
0 50 100
all of these
non of these
bill payment
net banking
ATM
phone banking

80
10. What is your perception about the service of the bank?
Good 35 35%
Average 55 55%
Poor 10 10%
Interpretation:
From the above graph it is clear that 35% of the respondents found the service of HDFC
Bank good, 55% found it average and 10% found it poor.
0
10
20
30
40
50
60
Good
Average
Poor

81
11. Satisfied with the dealing of the bank officials
Yes 30 30%
No 25 25%
To some extent 45 45%
Interpretation:
From the above graph it is clear that 30% of the respondents are satisfied with the dealing
of the bank officials, 45% are not fully satisfied and 25% are dissatisfied.
0
5
10
15
20
25
30
35
40
45
Yes
NO
TO some
extent

82
12. Problem Faced by the customers
Timeliness 78 78%
Customer relationship 12 12%
Infrastructure 10 10%
Others 0 0%
Interpretation:
From the above graph it is clear that 78% of the respondent facing the problem of
timeliness, 12% customer relationship and 10% of infrastructure.
0
10
20
30
40
50
60
70
80
Timeliness
Customer
relationship
Infrastrusture
Other

83
13. Recommended Bank services to a friend or colleague
Very unlikely 8 8%
Somewhat unlikely 30 30%
Neither likely nor unlikely 17 17%
Somewhat likely 35 35%
Very likely 10 10%
Interpretation:
From the above graph it is clear that 8% of the respondents are unlikely to
recommend the products of HDFC Bank to their friends and colleagues, 30% said
somewhat unlikely, 17% said neither likely nor unlikely, 35% said somewhat likely
and 10% said very likely.
very unlikely
somewhat
unlikely
neither likely
nor unlikely
somewhat
likely
very likely

84
14. Rate the HDFC BANK in maintaining good customer
relationship
Good 20 20%
Average 57 57%
Poor 33 33%
Interpretation:
From the above graph it is clear that 20% of the respondents said HDFC Bank is good in
maintaining customer relationship, 57% said it is average and rest 33% said it is poor in
the maintenance.
good
Average
bad

85
15. Satisfaction level of customers towards HDFC Bank.
Very dissatisfied 2 2%
Somewhat dissatisfied 9 9%
Neither satisfied nor
dissatisfied
21 21%
Very satisfied 48 48%
Somewhat satisfied 20 20%
Interpretation:
From the above graph it is clear that 48% of the respondents are very satisfied with the
bank, 20% are somewhat satisfied, 21% are neither satisfied nor dissatisfied, 9% are
somewhat dissatisfied and 2% are very much dissatisfied with the bank.
2
9
21
48
20
0 50 100 150
Rating of the company
very dissatisfied
somewhat dissatisfied
neither satisfied
very satisfied
somewhat satisfied

86
Findings

87
Findings
 Majority Of the respondents are part of HDFC Bank from last one year i.e. 37%;
29% of the respondents are part of HDFC Bank from last more than 2 years; 20%
respondents from 6 months and remaining 14% respondents are part of HDFC
Bank for last two years.
 Majority of the respondents i.e. 45% are become part of HDFC Bank because of
its services; 25% because of its image; 25% because of its extra services and rest
because of all the three factors.
 Majority of the respondents are aware of products and services offered by HDFC
Bank i.e. 91% and 9% respondents are not aware of services offered by HDFC
Bank.
 Majority of the respondents are aware of saving a/c & FD‟s i.e. 100%.53% are
aware about current a/c, 5% demat a/c, 25% credit card, 16% mutual fund and
95% are aware of loans.
 Majority of the respondents are using saving a/c i.e. 65%.58% are using FD‟s,
40% current a/c, 3% demat a/c, 0% credit card, 10% mutual fund and 47% are
aware of loans.
 Majority of the respondents are interesting in FD‟s i.e. 24%,20% are interesting in
saving a/c, 40% current a/c, 23% mutual fund, 19% in loans and nobody is
interesting in credit cards and demat a/c‟s.
 33% of the respondent rate saving a/c, the best product. 40% said FD‟s are best.
12% said current a/c.10% said about mutual funds.5% said about loans and no
one rate demat a/c & credit card.

88
 69% of the respondents are known about the innovative services and the rest is
unknown about it.
 5% of the respondents would like to go for phone banking, 60% for ATM‟s, 10%
for net banking, 10% for bills payment, 5% don‟t want any innovative services
and 10% want all these services.
 35% of the respondents found the service of HDFC Bank good, 55% found it
average and 10% found it poor.
 30% of the respondents are satisfied with the dealing of the bank officials, 45%
are not fully satisfied and 25% are dissatisfied.
 78% of the respondent facing the problem of timeliness, 12% customer
relationship and 10% of infrastructure.
 8% of the respondents are unlikely to recommend the products of HDFC Bank to
their friends and colleagues, 30% said somewhat unlikely, 17% said neither likely
nor unlikely, 35% said somewhat likely and 10% said very likely.
 20% of the respondents said HDFC Bank is good in maintaining customer
relationship, 57% said it is average and rest 33% said it is poor in the
maintenance.
 48% of the respondents are very satisfied with the bank, 20% are somewhat
satisfied, 21% are neither satisfied nor dissatisfied, 9% are somewhat dissatisfied
and 2% are very much dissatisfied with the bank.

89
Suggestions

90
Suggestions
►More stress should give on the advertisement and promotional activities.
►The Bank should make some efforts to improving good relationship with customer.
►The bank should enhance their services according to the needs of the customer.
►The bank makes its procedures less time consuming.
►The bank should make effort to aware the customers about their all the extra services.

91
Conclusion

92
Conclusion
At the end I would like to conclude that The Indian banking market is growing at an
astonishing rate, with Assets expected to reach US$1 trillion by 2010. HDFC bank had a
network of 1,142 branches And 3,295 automated teller machines in 528 cities in India..
The majority of customers are satisfied. But the bank should target on the rest of the
customers who are not satisfied. The customers are aware about the bank‟s services but
the Bank should try to create more awareness among people. HDFC Bank should lay
more stress on advertisements, both in print as well as in other media for this purpose.
Number of formalities should reduce, as customer feels irritated with lots of formalities
and it will save the time of customer and Bank also.

93
Limitations
of Study

94
Limitations
 Difficulty in data collection.
 Limited knowledge about the Company in the initial stages.
 Branch manager was reluctant for giving financial data of the Company.
 The project is carried out for the period of 45 days only.
 The sample unit was also 100 respondents.
 There may be some biased response from the respondents.
 Some respondents did not provide the full data.

95
Bibliography

96
BIBLIOGRAPHY
Books:
 Bailey, J., & Pearson, S. (1983). Development of a Tool for Measuring and
Analyzing Computer User Satisfaction. Management Science, 29(5), 530-545.
 Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New Age
International Publishers, New Delhi, 2nd Edition.
 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟, Prentice
Hall of India Private Limited, New Delhi, 7th Edition.
 Beckett, A., Hewer, P., & Howcroft, B. (2000). An exposition of consumer
behavior in the financial services industry. The International Journal of Bank
Marketing, 18(1).
 Daniel, E. (1999). Provision of electronic banking in the UK and the Republic
of Ireland. International Journal of Bank Marketing, 17(2), 72-82.
 DeVellis, R. (2003). Scale Development: theory and applications (2 ed. Vol.
26). California: Sage Publications.
 Hadden, R., & Whalley, A. (2002). The Branch is dead, long live the Internet!
(or so you'd have thought if we hadn't listened to the customer). International
Journal of Market Research, 44(3), 283.
 Ives, B., Olson, M., & Baroudi, J. (1983). The Measurement of User
Information Satisfaction. Communications of the ACM, 26, 785-793.
 Johnson, G. (1996). Exploring Novel Banking User Interfaces: Usability
Challenges in Design & Evaluation. IEE Colloquim on Interfaces, 126(3), 1-3.
Websites
http://www.mbaskool.com/marketing-mix/services/17052-hdfc-bank.html
https://www.marketing91.com/marketing-mix-hdfc/
https://www.marketing91.com/swot-analysis-hdfc/
http://www.mbaskool.com/brandguide/banking-and-financial-services/704-
hdfc.html

97
Annexure

98
QUESTIONNAIRE
Name ______________________ Age _______________________
Gender _____________________ Occupation _________________
Annually Income _____________ e-mail _____________________
Address _____________________________________________________
1. For how long you are part of HDFC Bank?
Less than 6 Months ( ) Less than 1 Year ( )
Less than 2 Years ( ) More than 2 Years ( )
2. What are reasons that attract you to be a customer of the bank?
a) its image ( )
b) its service ( )
c) products ( )
d) all of the above ( )
3. Are you aware of the different services offered by HDFC Bank?
Yes ( ) No ( )
4. Do you know about these services of the banking industry?
a) Savings a/c Yes/no
b) Fixed deposits yes/no
c) Current a/c‟s yes/no
d) Demat a/c‟s yes/no
e) Credit card yes/no

99
f) Insurances yes/no
g) Mutual funds yes/no
h) Loans yes/no
5. Which of these products are you using?
a) Savings a/c yes/no
b) Fixed deposits yes/no
c) Current a/c yes/no
d) De-mat a/c yes/no
e) Credit card a/c yes/no
f) Insurance yes/no
g) Mutual finds yes/no
h) Loans yes/no
6. Which of these products are you more interested in?
a) Savings a/c yes/no
B) Fixed deposits yes/no
c) Current a/c yes/no
d) De-mat a/c yes/no
e) Credit card a/c yes/no
f) Insurance yes/no
g) Mutual finds yes/no
h) Loans yes/no

100
7. Which services of the banks would you rate the best?
a) Saving a/c
b) Fixed deposits
c) Current a/c
d) De-mat a/c
e) Credit card a/c
f) Insurance
g) Mutual finds
h) Loans
8. Do you know about the extra services being provided by
the bank?
a) Yes
b) No
9. Which of the following extra service of the banks would you
Like to go in for?
a) Phone banking ( )
b) ATM ( )
c) Net banking ( )
d) Mobile banking ( )
e) Bill payment ( )
f) None of these ( )

101
g) All of these ( )
10. What is your perception regarding the service of the bank?
a) Good ( )
b) Average ( )
c) Poor ( )
11. Are you satisfied with the dealing of the bank officials?
a. Yes ( )
b. No ( )
c. To some extend ( )
12. Any problem you are facings regarding the bank?
Timeliness ( )
Customer relationship ( )
Infrastructure ( )
Others ( )
13. How likely are you to recommend Bank services to a friend or colleague?
(1) Very unlikely ( )
(2) Somewhat unlikely ( )
(3) Neither likely nor unlikely ( )
(4) Very likely ( )
(5) Somewhat likely ( )
14. How will you rate the HDFC Bank in maintaining good customer relationship?
(1) Good ( )
(2) Average ( )
(3) Poor ( )

102
15. What is your overall satisfaction rating with our company?
(1) Very dissatisfied ( )
(2) Somewhat dissatisfied ( )
(3) Nether satisfied nor dissatisfied ( )
(4) Very satisfied ( )
(5) Somewhat satisfied ( )
Thanks for participating in the survey.

Service Quality of HDFC Bank Report

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