A MINOR PROJECT REPORT

ON

SERVICE QUALITY OF HDFC BANK

(As a partial fulfilment for the requirement in project as a part of BBA)

UNDER THE SUPERVISION OF

____________
SUBMITTED BY:
________ __________
(____________________)

_______________
________________
-_____________________
--_________________________
______________________

ACKNOWLEDGEMENT

A project cannot be said to be the work of an individual. A project is a

combination of views and ides, suggestions and contributions of many
people. I am extremely thankful to my project guide __________ who
gave me an opportunity to do this project report as a part of the
curriculum.
I wish to express my sincere gratitude to HDFC Bank Staff & dealers
whose valuable information throughout my project work.
Also I wish to thank all the respondents who gave me some of their
valuable time to fill up the questionnaires, without which the project
study wouldnt have been a success.

________

_____________

DECLARATION
I hereby declare that this Project Report titled Service
quality of HDFC bank Submitted by me to Rukmini Devi
Institute of Advance Studies is a Bonafide work
undertaken by me and has not been submitted to any
other University or Institution for the award of any
degree diploma / certificate or published any time
before.

_________
___________

Date:

(__________)

/ 201

INDEX
CONTENTS

1. INTRODUCTION
2. COMPANY PROFILE
3. SERVICE QUALITY IN BANKS
4. RESEARCH OBJECTIVE
5. RESEARCH METHODOLOGY
6. DATA ANALYSIS
7. FINDINGS OF THE REPORT
8. CONCLUSION
9. RECOMMENDATIONS
10. BIBLIOGRAPHY
11. ANNEXURE: QUESTIONNAIRE

INTRODUCTION OF BANKING
Service with a smile:

Todays finicky banking customers will settle for nothing less. The customer has
come to realize somewhat belatedly that he is the king. The customers 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.

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 the 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 Bank comprises of a dynamic and enthusiastic team
determined to accomplish the vision of becoming a World-class Indian bank.
HDFC banks business philosophy is based on our fourscore values - Customer
Focus, Operational Excellence, Product Leadership and People. They
believe that the ultimate identity and success of their bank will reside in the
exceptional quality of people and their extraordinary efforts. They are
committed to hiring, developing, motivating and retaining the best people in the
industry.
Businesses today operate in a complex and constantly evolving ecosystem. One
of the key factors shaping this ecosystem is the increasing demand for
businesses to show greater responsibility in their decisions and actions, ensuring
that they safeguard the interests of all their stakeholders while generating profits
for their shareholders. This demand for greater responsibility from businesses is
the fundamental tenet of Sustainability. At HDFC Bank, we understand our
responsibility towards the ecosystem we operate in, and acknowledge the
impact of our operations, products and services on this ecosystem. As a large
intermediary of capital in the country, we recognise the opportunity we have to
influence positive social and environmental change in the communities we
engage with. Over the last few years, we have been incorporating elements of
sustainability into our functioning, with individual business units taking up
varied initiatives of their own. A key aspect of the sustainability program has
been our contribution to society through our Corporate Social Responsibility
(CSR) projects, which are guided by our CSR policy. Recent developments in
the Indian regulatory scenario have provided further impetus to our
sustainability journey. Earlier this year, detailed interactions with the Board,
Senior Management and other key stakeholders were carried out to understand
their perception on sustainability. In response to the recognition from all
quarters that it should form an integral part of our business going forward, we
have established Sustainability as one of the core values of HDFC Bank (the
other core values being Customer Focus, Operational Excellence, Product
Leadership and People). We have also constituted a Board Level Committee on
6

Corporate Social Responsibility (CSR) which will govern all the Sustainability
and CSR-related activities of the Bank and further develop our CSR policy. In
this first Business Responsibility Report, we have showcased the four main
aspects of business responsibility at HDFC Bank, which are Corporate
Governance, Environmental Responsibility, Social Responsibility and
Stakeholder Relationships.

COMPANY
PROFILE

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 the RBI's liberalization 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 Bank comprises of a dynamic and enthusiastic team
determined to accomplish the vision of becoming a World-class
Indian bank. HDFC banks business philosophy is based on our
four core values - Customer Focus, Operational Excellence,
Product Leadership and People. They believe that the ultimate
identity and success of their bank will reside in the exceptional
quality of people and their extraordinary efforts. They are
committed to hiring, developing, motivating and retaining the
best people in the industry.

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

MISSION STATEMENT OF HDFC BANK

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

VISION STATEMENT OF HDFC BANK

The HDFC Bank is committed to maintain the highest level of
ethical standards, professional integrity and regulatory
compliance. HDFC Banks business philosophy is based on four
core values such as:1. Operational excellence.
2. Customer Focus.
10

3. Product leadership.
4. People.

The objective of the HDFC Bank is to provide its target market

customers a full range of financial products and banking
services, giving the customer a one-step window for all his/her
requirements. The HDFC Bank plus and the investment advisory
services programs have been designed keeping in mind needs
of customers who seeks distinct financial solutions, information
and advice on various investment avenues.
BUSINESS STRATEGY

Increasing market share in Indias expanding banking

Delivering high quality customer service

*
through

Maintaining current high standards for asset quality

Disciplined credit risk management

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

11

DISTRIBUTION NETWORK
HDFC Bank is headquartered in Mumbai. The Bank at present
has an enviable network of over 1229 branches spread over
444 cities across India. All branches are linked on an online
real-time basis. Customers in over 120 locations are also
serviced through Telephone Banking. The Bank's expansion
plans take into account the need to have a presence in all
major industrial and commercial centers where its corporate
customers are located as well as the need to build a strong
retail customer base for both deposits and loan products. Being
a clearing/settlement bank to various leading stock exchanges,
the Bank has branches in the centers where the NSE/BSE has a
strong and active member base.
The Bank also has a network of about over 2526 networked ATMs across these
cities. Moreover, HDFC Bank's ATM network can be accessed by all domestic
and international Visa/MasterCard, Visa Electron/Maestro, Plus/Cirrus and
American Express Credit/Charge cardholders.
PROMOTER
HDFC is India's premier housing finance company and enjoys an impeccable
track record in India as well as in international markets. Since its inception in
1977, the Corporation has maintained a consistent and healthy growth in its
operations to remain a 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, a strong market reputation, large
shareholder base and unique consumer franchise, HDFC was ideally positioned
to promote a bank in the Indian environment.

12

MANAGEMENT
Mr. C.M. Vasudev has been appointed as the Chairman of the Bank with effect
from 6th July 2010 subject to the approval of the Reserve Bank of India and the
shareholders. Mr. Vasudev has been a Director of the Bank since October 2006.
A retired IAS officer, Mr. Vasudev has had an illustrious career in the civil
services and has held several key positions in India and overseas, including
Finance Secretary, Government of India, Executive Director, World Bank and
Government nominee on the Boards of many companies in the financial sector.
The Managing Director, Mr. Aditya Puri, has been a professional banker for
over 25 years and before joining HDFC Bank in 1994 was heading Citibank's
operations in Malaysia.
The Bank's Board of Directors is composed of eminent individuals with a
wealth of experience in public policy, administration, industry and commercial
banking. Senior executives representing HDFC are also on the Board.
Senior banking professionals with substantial experience in India and abroad
head various businesses and functions and report to the Managing Director.
Given the professional expertise of the management team and the overall focus
on recruiting and retaining the best talent in the industry, the bank believes that
its people are a significant competitive strength.

TECHNOLOGY
HDFC Bank operates in a highly automated environment in terms of
information technology and communication systems. All the bank's branches
have online connectivity, which enables the bank to offer speedy funds transfer
facilities to its customers. Multi-branch access is also provided to retail
customers through the branch network and Automated Teller (ATMs).
The Bank has made substantial efforts and investments in acquiring the best
technology available internationally, to build the infrastructure for a world class
bank. The Bank's business is supported by scalable and robust systems which
ensure that our clients always get the finest services we offer.
The Bank has prioritized its engagement in technology and the internet as one
of its key goals and has already made significant progress in web-enabling its
core businesses. In each of its businesses, the Bank has succeeded in leveraging
13

its market position, expertise and technology to create a competitive advantage

and build market share.

QUALITY POLICY
SECURITY: The bank provides long term financial security to
their policy.
The bank does this by offering life insurance and pension products.
TRUST: The bank appreciates the trust placed by their policy holders in the
bank. Hence, it will aim to manage their investments very carefully and live up
to this trust.
INNOVATION: Recognizing the different needs of our customers, the bank
offers a range of innovative products to meet these needs.
INTEGRITY
CUSTOMER CENTRIC
PEOPLE CARE ONE FOR ALL AND ALL FOR ONE
TEAM WORK
JOY AND SIMPLICITY

14

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

Retail Banking Services

The objective of the Retail Bank is to provide its target market customers a full
range of financial products and banking services, giving the customer a one-stop
window for all his/her banking requirements. The products are backed by
world-class service and delivered to customers through the growing branch
network, as well as through alternative delivery channels like ATMs, Phone
Banking, Net Banking and Mobile Banking.
The HDFC Bank Preferred program for high net worth individuals, the HDFC
Bank Plus and the Investment Advisory Services programs have been designed
keeping in mind needs of customers who seek distinct financial solutions,
information and advice on various investment avenues. The Bank also has a
15

wide array of retail loan products including Auto Loans, Loans against
marketable securities, Personal Loans and Loans for Two-wheelers.
It is also a leading provider of Depository Participant (DP) services for retail
customers, providing customers the facility to hold their investments in
electronic form. HDFC Bank was the first bank in India to launch an
International Debit Card in association with VISA (VISA Electron) and issues
the MasterCard Maestro debit card as well. The Bank launched its credit card
business in late 2001. By March 2010, the bank had a total card base (debit and
credit cards) of over 14 million. The Bank is also one of the leading players in
the merchant acquiring business with over 90,000 Point-of-sale (POS)
terminals for debit / credit cards acceptance at merchant establishments. The
Bank is well positioned as a leader in various net based B2C opportunities
including a wide range of internet banking services for Fixed Deposits, Loans,
Bill Payments, etc.

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

16

SERVICE QUALITY
OF
HDFC BANK

17

In the days of intense competition, the banks are no different

from any other consumer marketing company. It has become
essential for the service firms in general and banks in particular
to identify what the customer's requirements are and how
those customer requirements can be met effectively. In the
days where product and price differences are blurred, superior
service by the service provider is the only differentiator left
before the banks to attract, retain and partner with the
customers. Superior service quality enables a firm to
differentiate itself from its competition, gain a sustainable
competitive advantage, and enhance efficiency .The benefits of
service quality include increased customer satisfaction,
improved customer retention, positive word of mouth, reduced
staff turnover, decreased operating costs, enlarged market
share, increased profitability, and improved financial
performance. The construct of service quality has therefore
been a subject of great interest to service marketing
researchers.
Service quality has been defined by various experts in various
ways as: 'Service Quality is the difference between customers'
expectations for service performance prior to the service
encounter and their perceptions of the service received.'
According to Geffen Service quality is the subjective
comparison that customers make between the qualities of
service that they want to receive and what they actually get.'
Parasuraman says, 'Service quality is determined by the
differences between customer's expectations of services
provider's performance and their evaluation of the services
they received.
Service quality is 'the delivery of excellent or superior service
relative to customer expectations. Service quality is
recognized as a multidimensional construct. While the number
of dimensions often varies from researcher to researcher, there
is some consensus that service quality consists of three primary
aspects: outcome quality, interaction quality, and physical
service environment quality. Outcome quality refers to the
customer's assessment of the core service which is the prime
motivating factor for obtaining the services (e.g. money
received from ATM). Interaction quality refers to the customer's
18

assessment of the service delivery process, which is typically

rendered via a physical interface between the service provider,
in person, or via technical equipment, and the customer. It
includes, for instance, the consumer's evaluation of the attitude
of the service providing staff. The physical service environment
quality dimension refers to the consumer's evaluation of any
tangible aspect associated with the facilities or equipment that
the service is provided in/ with. It includes, for example, the
physical conditions of an ATM machine.
The most popular dimensions of service quality--features five
dimensions:
tangibles,
reliability,
responsiveness,
empathy, and assurance. The tangibles dimension
corresponds to the aforementioned physical environment
aspect, the reliability dimension corresponds to the service
outcome aspect, and the remaining three represent aspects of
interaction quality. Both the costs and the revenue of firms are
affected by repeat purchases, positive word-of-mouth
recommendation, and customer feedback. Moreover, there is
strong evidence that service quality has either a direct
influence on the behavioral intentions of customers and/or an
indirect influence on such intentions, mediated through
customer satisfaction.
RATER is an instrument that might be used to define and
measure banking service quality and to create useful qualityassessment tools.
The RATER may finally provide the following benefits to the
HDFC bank:
1. It is the first approach to add and mix the customers
religious beliefs and cultural values with other quality
dimensions.
2. It provides for multi-faced analysis of customer satisfaction.
3. It links quality with customers satisfaction and service
encounter.
4. It provides information at several levels, already organized
into meaningful groupings.

19

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

meet customers needs.
6. It is empirically grounded, systematic and well documented.
Banks managers can use the RATER model and its dimensions
first to identify the following issues:
NG
A
T
IB IL
T

RS
EO
P
S IV E
N
NE
S
L IA
E
R
B IL
TY

MP
E
HY
T
A

SU
A
A
R
EN
C

DIMENSIONS OF SERVICE
QUALITY

20

DIMENSIONS OF SERVICE QUALITY

TANGIBILITY: This dimension deal with modern looking equipments and
visual appealing part of banks.
RELIABILITY: This dimension has a direct positive effect on perceived
service quality and customer satisfaction in banking institutions. Banks must
provide error free service and secure online transactions to make customers feel
comfortable.
RESPONSIVENESS: Customers expect that the banks must respond their
inquiry promptly. Responsiveness describes how often a bank voluntarily
provides services that are important to its customers. Researchers examining the
responsiveness of banking services have highlighted the importance of
perceived service quality and customer satisfaction.
ASSURANCE: Customer expects that the bank must be secured and the
behavior of the employees must be encouraging.
EMPATHY: individual attention, customized service and
convenient banking hours are very much important in todays
service.
In order to achieve better understanding of service quality in
banking sector, the proposed five service quality dimensions
are conceptualized to illustrate the overall service quality of the
banking in relation to customers and providers perspective.

21

Banking was in the sector featuring medium goods and higher

customer producer interactions, since in banking, consumers
and service providers interact personally and the use of goods
is at a medium level. Hence, in banking, where there are high
customer-producer interactions, the quality of service is
determined to a large extent by the skills and attitudes of
people producing the service.
In the case of services, because customers are often either
direct observers of the production process or active
participants, how the process is performed also has a strong
influence on the overall impression of the quality of service. A
well-performed service encounter may even overcome the
negative impression caused by poor technical quality as well as
generate positive word-of-mouth, particularly if customers can
see that employees have worked very hard to satisfy them in
the face of problems outside their control. Employees are part
of the process, which connects with the customer at the point
of sale, and hence employees remain the key to success at
these service encounters or moments of truth. It is these
encounters with customers during a service that are the most
important determinants of overall customer satisfaction, and a
customers experience with the service will be defined by the
brief experience with the firms personnel and the firms
systems. The rudeness of the banks customer service
representative, the abruptness of the employee at the teller
counter, or the lack of interest of the person at the check
deposit counter can alter ones overall attitude towards the
service, perhaps even reversing the impression caused by high
technical quality.

Another important service quality factor, competence, is defined by whether the

bank performs the service right the first time, whether the employees of the
bank tell customers exactly when services will be performed, whether the bank
lives up to its promises, whether customers feel safe in their transactions with
the bank and whether the employees show a sincere interest in solving the
customers problems. In short, this dimension is related to the banks ability to
perform the promised service accurately and dependably. Performing the service
dependably and accurately is the heart of service marketing excellence. When a
company performs a service carelessly, when it makes avoidable mistakes, and
22

when it fails to deliver on promises made to attract customers, it shakes

customers confidence in its capabilities and undermines its chances of earning
a reputation for service excellence.
It is very important to do the service right the first time. In case
a service problem does crop up, by resolving the problem to the
customers satisfaction, the company can significantly improve
customer retention. However, companies fare best when they
prevent service problems altogether and fare worst when
service problems occur and the company either ignores them
or does not resolve them to the customers satisfaction.
Performing the service accurately is perhaps the most
important factor in service quality excellence. The cost of
performing the service inaccurately includes not only the cost
of redoing the service but also the cost associated with
negative word-of-mouth generated by displeased customers. In
case of services, the factory is the field. Again, services are
intangible and hence the criteria for flawless services are more
subjective than the criteria for defect-free tangible goods.
Hence for most services, customers perceptions of whether
the service has been performed correctly, and not providerestablished criteria, are the major determinants of reliability.
The service quality factor tangible is defined by whether the
physical facilities and materials associated with the service are
visually appealing at the bank. These are all factors that
customers notice before or upon entering the bank. Such visual
factors help consumers form their initial impressions. A crucial
challenge in service marketing is that customers cannot see a
service but can see the various tangibles associated with it - all
these tangibles, the service facilities, equipment and
communication materials are clues about the intangible
service. If unmanaged, these clues can send to the customers
wrong messages about the service and render ineffective the
marketing strategy of the company. On the other hand,
improving quality through tangibles means attention to the
smallest details that competitors might consider trivial. Yet,
these visible details can add up for customers and signal a
message of caring and competence.

23

Customers may reveal new aspects of service quality in

banking that are important to them, and these would have to
be incorporated in the scale so as to further explore the
concept of service quality in the banking arena.

RESEARCH OBJECTIVE
AND
RESEARCH
METHODOLOGY
24

RESEARCH OBJECTIVE
The objective of the study is as follows:
To examine the essential dimensions of service quality i.e. RATERReliability, assurance, tangibles, empathy and responsiveness of HDFC bank
and its effect on customers 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.

25

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
26

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 Delhi only.

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

Secondary Data:
In order to have a proper understanding of the service quality
of bank a depth study was done from the various sources such
as books, a lot of data is also collected from the official
websites of the banks and the articles from various search
engines like Google, yahoo search and answers.com.
27

RESEARCH DESIGN
The research design is exploratory till identification of service
quality parameters. Later it becomes descriptive when it comes
to evaluating customer perception of service quality of the
banks.
Descriptive research, also known as statistical research,
describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how.
Although the data description is factual, accurate and
systematic, the research cannot describe what caused a
situation. Thus, descriptive research cannot be used to create a
causal relationship, where one variable affects another. In other
words, descriptive research can be said to have a low
requirement for internal validity.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing descriptive research, is to
conduct a survey investigation. Qualitative research often has the aim of
description and researchers may follow-up with examinations of why the
observations exist and what the implications of the findings are

RESEARCH SAMPLE
SAMPLING PLAN:
Since it is not possible to study whole universe, it becomes necessary to take
sample from the universe to know about its characteristics.
Sampling Units: Customers of HDFC bank
Sample Technique: Random Sampling.
28

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interview.

SAMPLE SIZE:
The work is a case of HDFC Bank, one of the largest banks of Indian banking
industry together representing over 25 per cent of the market share of Indian
banking space. The survey was conducted in the city of Delhi with two branches
of HDFC Bank, with 50 customers as respondent.

DATA COLLECTION TOOL

1.

Strongly disagree

2.

Disagree

3.

Neither agrees nor disagrees

4.

Agree

5.

Strongly agree
29

Liker scaling is a bipolar scaling method, measuring either

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

LIMITATIONS OF THE STRATEGY

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

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

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

30

 Respondents tried to escape some statements by simply answering

neither agree nor disagree to most of the statements. This was one of
the most important limitations faced, as it was difficult to analyze and
come at a right conclusion.
In our study we have included 50 customers of bank because of time
limit.

DATA
ANALYSIS

31

Ques. Age
AGE
CATEGORY

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

18-23 Years

10

20

20

24-29 Years

17

34

54

30-35 Years

15

30

84

35 Years and
above

16

100

TOTAL

50

100

32

Sales
18-23 Year

24-29 Year

30-35 Year

35 and above

INTERPRETATION

From the table and graph above it can be seen that

20% respondents age are 18 to 23 years

17% respondent ages are 24to 29 years
15% respondent age are 30 to 35 years

Ques. Educational qualifications

CATEGORY

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

UNDER
GRADUATE

13

26

26

GRADUATE

20

40

66

POST
GRADUATE

17

34

100

TOTAL

50

100

33

Sales
UNDERGARDUATE
GRADUATE
POST GRADUATE

INTERPRETATION
From the table above it can be seen that.
26% respondents are under graduate.
40% respondents are Graduate.
34% respondents are Post graduate.

TANGIBILITY DIMENSION OF SERVICE QUALITY

(Questions1 to 4):
Physical facilities, equipments and appearance of personnel
Ques.1 HDFC bank has modern looking equipment.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

10

10

DISAGREE

25

50

60

UNCERTAIN

16

32

92

34

AGREE

TOTAL

50

100

100

Sales
STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE

INTERPRETATION
HDFC bank has modern-looking and hi-tech equipments. Here analysis show
that most of the respondents disagreed with this statement. Among the total
respondents 50% disagreed, 32% were neutral and 8% agreed. After analysis I
found that majority of the respondents think that HDFC Bank does not have
modern looking equipments or no hi-tech equipments.

Ques.2 The bank's physical features are visually appealing.

SCALE

DISAGREE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

UNCERTAIN

29

58

66

AGREE

17

34

100

TOTAL

50

100

35

Sales
DISAGREE
UNCERTAIN
AGREE

INTERPRETATION
HDFC banks physical facilities are visually appealing. From this
statement I found that 17 persons agreed. 29 persons were
uncertain and 4 persons disagreed. This means 58% people
Were uncertain about this statement. Out of the total
respondents only 4% disagreed and no one strongly agreed or
disagreed with the statement. 17% people agreed that HDFC
banks physical facilities are visually appealing.

Ques.3 The bank's reception desk employees are neat appearing.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

10

10

UNCERTAIN

21

42

52

AGREE

18

36

88

12

100

DISAGREE

STRONGLY
AGREE
TOTAL

50

100
36

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGY AGREE

INTERPRETATION
HDFC banks employees appear neat. Here analysis shows that
majority were neutral. Among the total respondent 21
respondents were neutral, 18 people agreed and 6 respondents
strongly agreed. The rest disagreed. From analysis I found that
some respondents agreed with this statement but most of the
respondents think the employees of the HDFC bank appear
neat.

Ques.4 Materials associated with the service (such as pamphlets

or statements) are visually appealing at the bank.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

14

14

UNCERTAIN

22

44

58

18

36

94

AGREE
STRONGLY
AGREE

37

100

50

TOTAL

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY
AGREE

INTERPRETATION
Materials associated with the service are visually appealing at
HDFC bank. Here 36% respondents agreed with this statement
and 6% strongly agreed with this statement. 44% were neutral
that is most and 14% disagreed. There was no respondent who
strongly disagreed. Hence, in general it can be concluded that
materials associated with the services such as pamphlets or
statements are visually appealing.
RELIABILITY DIMENSION OF SERVICE QUALITY (Questions 5 to 8):
Ability to perform the promised service dependably and accurately
Ques.5 when the bank promises to do something by a certain
time, it does so.
SCALE

FREQUENCY

STRONGLY
DISAGREE

DISAGREE

26

PERCENTAGE

4
52
38

CUMULATIVE
PERCENTAGE

4
56

10

66

AGREE

14

28

94

STRONGLY
AGREE

TOTAL

50

UNCERTAIN

100

100

Sales

STRONGLY DISAGREE
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
My sample size was 50. Here analysis shows that among the total respondents
26 respondents disagreed and 14 respondents agreed with this question. Also I
found that 5 people were neutral and 2 people strongly disagreed. Hence I
concluded that majority of them disagreed that the bank when promises to do
something by certain time, it does so.

Ques. 6 When you have a problem, the bank shows a sincere

interest in solving it.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

14

28

34

AGREE

26

52

86

39

STRONGLY
AGREE

14

TOTAL

50

100

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
When you have a problem, HDFC bank shows sincere interest in
solving it. After analyzing this statement I found that most of
the respondents agreed i.e. 52% respondents agreed. Also I
found that 28% were neutral with this statement and 6% were
committed with disagree. There was no one who strongly
disagreed. Hence HDFC bank can be said to be reliable.

Ques.7 The bank performs the service right the first time.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

DISAGREE

16

20

UNCERTAIN

17

34

54

40

AGREE

17

34

88

STRONGLY
AGREE

12

100

TOTAL

50

100

Sales
STRONGLY DISAGREE
DISAGREE
AGREE
STRONGLY AGREE
UNCERTAIN

INTERPRETATION
Total sample size was 50. Here analysis shows that among the
total respondents 17 people agreed with this statement. They
think that HDFC bank performs the services right the first time.
6 people strongly agreed with this statement. Also 17 people
were neutral and the rest of the respondents disagreed and
strongly disagreed.

Ques.8 The bank insists on error free records.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

10

20

30

41

AGREE

23

46

76

STRONGLY
AGREE

12

24

100

50

100

TOTAL

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
Bank insists on error free records. HDFC bank has proved from
my analysis that it surely insist on error free records as 46%
respondents agreed with this statement and 24% strongly
agreed. Only 10% respondents disagreed and no one strongly
disagreed.

RESPONSIVENESS DIMENSION OF SERVICE

QUALITY (Question 9 to 12):
Willingness to help customers and provide prompt services
Ques. 9 Employees in the bank tells you exactly when the services will be
performed.

42

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

12

12

DISAGREE

16

28

UNCERTAIN

13

26

54

AGREE

18

36

90

STRONGLY
AGREE

10

100

TOTAL

50

100

Sales
STRONGLY DISAGREE
DISAGREE
UNCERTAIN
STRONGLY AGREE
AGREE

INTERPRETATION
Employees in the bank tell you exactly when the services will
be performed. Majority of the respondents agreed with this
statement. 26% respondents were uncertain. At the same time
16% disagreed and 12% strongly disagreed with this statement.

Ques. 10 Employees in the bank give you prompt service.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

16

32

42

43

AGREE

27

54

96

STRONGLY
AGREE

100

TOTAL

50

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
Most of the respondents agreed with this statement. According
to my analysis, employees in HDFC Bank give prompt service.
Among the total respondents agreed respondents were 27 and
strongly agreed were 2. 16 people were neutral and 5
disagreed. There was no respondent who strongly disagreed
with this statement.

Ques.11 Employees in the bank is always willing to help you

SCALE

FREQUENCY

PERCENTAGE

44

CUMULATIVE
PERCENTAGE

UNCERTAIN

12

24

24

AGREE

29

58

82

STRONGLY AGREE

18

100

TOTAL

50

100

Sales

UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
Employees in HDFC bank are willing to help you. With this
statement no one disagreed or strongly disagreed. Strongly
agreed were 9 people i.e. 18% respondents strongly agreed, 29
people agreed i.e. 58% respondents agreed and 24%
respondents were neutral.

Ques.12 Employees in the bank is never too busy to respond to

your request.
SCALE

FREQUENCY

PERCENTAGE

45

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

11

22

24

AGREE

27

54

78

STRONGLY
AGREE

11

22

100

TOTAL

50

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
Employees in HDFC Bank ltd are never too busy to respond to
your request. After analyzing this statement I found that most
of the respondents agreed with this statement. Among the total
respondents 22% strongly agreed and 54% agreed. 11
respondents were neutral and 1 respondent disagreed. No one
strongly disagreed.

ASSURANCE DIMENSION OF SERVICE QUALITY

(Question13 to 16):

46

Knowledge and courtesy of employees and their ability to inspire trust

and confidence
Ques.13 the employees of the bank are trustworthy.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

13

26

34

AGREE

28

56

90

STRONGLY
AGREE

10

100

TOTAL

50

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
The employees of the bank are trustworthy. According to my
findings, 54% respondents agreed that employees at HDFC
bank are trustworthy. 13% respondents were neutral and 4%
respondents disagreed with this statement.

Ques.14 The behavior of employees in the bank instills confidence

in you.

47

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

28

56

56

UNCERTAIN

64

AGREE

13

26

90

STRONGLY AGREE

10

100

TOTAL

50

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
The behavior of employees in HDFC bank instills confidence in you. Here
analysis shows that most of the people disagreed. Among the total respondents
28 respondents disagreed, 13 agreed and 5 strongly agreed. There was no
respondent who strongly disagreed. This means 56% respondent disagreed with
this statement.

Ques.15 You feel safe in your transactions with the bank.

48

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

16

32

42

AGREE

23

46

88

STRONGLY
AGREE

12

100

TOTAL

50

100

Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

INTERPRETATION

With this statement most of the respondents agreed. Among

the total respondents 23 agreed with this statement and 6
strongly agreed. 32% respondents were neutral and 10%
respondents disagreed. But there no one who strongly
disagreed.

Ques.16 Employees in the bank has the knowledge to answer your

questions.
49

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

18

22

AGREE

26

52

74

STRONGLY AGREE

13

26

100

TOTAL

50

100

Sales

DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
From my analysis I found that 54% respondents agreed that
employees of HDFC bank have complete knowledge to answer
their questions. 26% respondents strongly agreed to this
statement and only 4% disagreed. 18% neither agreed nor
disagreed.

50

EMPATHY DIMENSION OF SERVICE QUALITY (Question17

to 20):
Caring and individualized attention that firm provides to its
customers.
Ques.17 The bank gives you individual attention.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

26

52

52

UNCERTAIN

12

24

76

AGREE

10

20

96

STRONGLY
AGREE

100

TOTAL

50

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
HDFC bank is not able to give individual attention to its
customers as out of the total respondents 54% disagreed with
this statement. 12% of the respondents were neutral and only
12% agreed and 2% strongly agreed. From this finding it can be
concluded that it is unable to give individual attention to its
customers.
51

Ques.18 The bank has operating hours convenient to all its

customers.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

UNCERTAIN

14

28

32

AGREE

27

54

86

STRONGLY AGREE

14

100

TOTAL

50

100

Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPRETATION
HDFC bank has operating hours convenient to all its customers.
Out of 50 respondents, 27 respondents agreed with this
statement and only 2 respondents disagreed. Also 7
respondents strongly agreed that the bank has operating hours
convenient to its customers.
52

Ques.19 The bank has your interests best at heart.

SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

STRONGLY
DISAGREE

DISAGREE

10

16

UNCERTAIN

10

20

36

AGREE

25

50

86

STRONGLY AGREE

14

100

TOTAL

50

100

INTERPRETATION
HDFC bank has your best interests at heart. Here analysis
shows that 25 respondents agreed and 7 respondents strongly
agreed with this statement. 20% were neutral and the rest
disagreed and strongly disagreed.

53

Ques.20 The employees of the bank understands your

specific needs.
SCALE

FREQUENCY

PERCENTAGE

CUMULATIVE
PERCENTAGE

DISAGREE

10

10

UNCERTAIN

21

42

52

AGREE

20

40

92

STRONGLY
AGREE

100

TOTAL

50

100
Sales
DISAGREE
UNCERTAIN
AGREE
STRONGLY AGREE

INTERPREATION
Employees of HDFC bank understand specific needs. With this
statement most of the respondents were neutral. Among the
total respondents 20 respondents agreed and 4 respondents
strongly agreed. 5 respondents disagreed with this statement .

MEASURING SERVICE QUALITY DIMENSIONS

54

Measuring the quality of a service can be a very difficult

exercise. Unlike product where there are specific specifications
such as length, depth, width, weight, color etc. a service can
have numerous intangible or qualitative specifications.
Parasuraman, Zeithmal, and Berry (1985) provide a list of
determinants of service quality: access, communication,
competence, courtesy, credibility, reliability, responsiveness,
security, understanding, and tangibles. A total of five
consolidated dimensions of service quality are:
Tangibles (ques.1 to 4) - Physical facilities, equipments and
appearance of personnel
Reliability (ques.5 to 8) - Ability to perform the promised service
dependably and accurately
Responsiveness (ques.9 to 12) Willingness to help customers
and provide prompt services
Assurance (ques.13 to 16) (including competence, courtesy,
credibility and security) Knowledge and courtesy of employees
and their ability to inspire trust and confidence
Empathy (ques.17 to 20) (including access, communication
and understanding the customer) Caring and individualized
attention that firm provides to its customer.
In order to calculate which dimension of service quality is
performing well, a sample of the questions are used in the
questionnaire. Using the questionnaire, obtain the score for
each of the 20 statements. After analysis of the data, Overall
score to each statement is given on a scale of 1 to 5 i.e. 1 is
given to strongly disagreed i.e. the lowest score, then 2=
disagreed, 3= uncertain, 4= agreed and 5= strongly agreed.
Sum the score for each dimension of service quality to obtain a
final score which tells which
Dimension is performing well and which dimension needs
improvement.

55

The scores for each dimension are summed up and a final

score is obtained:
SERVICE QUALITY DIMENSION

Points

11

1. TANGIBILITY (1 TO 4)

13.5

2. RELIABILITY (5 TO 8)

16

3. RESPONSIVENESS (9 TO 12)

14

4. ASSURANCE (13 TO 16)

13

5. EMPATHY (17 TO 20)

56

FINDINGS OF THE REPORT

The Reliability dimension of service quality is better as compared to

empathy and tangibility. Still the score is low. For most services, customers
perceptions of whether the service has been performed correctly, and not
provider-established criteria, are the major determinants of reliability.
Customers of the bank hesitate to rely on the bank. Whenever they have a
problem, the bank shows sincere interest in solving it but the services are not
performed by a certain time as promised. The employees should take this
problem seriously and take steps to remove this.
As score for Assurance is at second place after responsiveness, so the
customers of HDFC bank are very confident and feel safe while transacting with
the bank. Moreover the employees of the bank have proved to be trustworthy.
Employees are also educated enough to answer all the questions.
The score of Tangibility dimension of service quality of HDFC bank is the
lowest. The service quality factor tangible is defined by whether the physical
facilities and materials associated with the service are visually appealing at the
bank. These are all factors that customers notice before or upon entering the
bank. Customer expectations regarding visual appealing of HDFC is very high.
From my study I found that Physical facilities and modern looking equipment
are not sufficient in HDFC bank. Respondents were uncertain about the neat
appearance of the reception desk employees. So they should work on that and
try to fulfil the gap.
According to my findings, the score of Empathy is not satisfactory but not
unsatisfactory also. HDFC bank is unable to give individual attention to its
customers and is unable to understand specific needs of its customers. But still
bank has taken steps to satisfy its customers by keeping operating hours
convenient to its customers and keeping their interest best at heart.
In HDFC bank, the score of Responsiveness is highest so they are
focusing on prompt service, employees are willing to help the customers and
say the exact time when the services will be performed. Employees at bank give
their customers first preference and are always ready to help them. Overall
HDFC banks responsiveness dimension of service quality is the highest.
According to the customer perception, HDFC bank is highly responsive.
Customers are assured while transacting with the bank. The reliability
57

dimension is lower than the first to dimension. They feel that the bank is unable
to give them individual attention and its equipments are not modern and
sufficient for the bank.
There is not much gap between all the dimensions, this shows that HDFC
BANK is a better service provider in all the dimensions i.e. reliability,
assurance, tangibility, responsiveness and empathy. As a result of which, the
customers are satisfied with the service offered by HDFC bank.

58

CONCLUSION
Based on the study conducted it can be concluded that
responsiveness, assurance and reliability are the critical
dimensions of service quality of HDFC bank and they are
directly related to overall service quality. The factors that may
delight customers tend to be concerned more with the
intangible nature of the service, commitment, attentiveness,
friendliness, care, and courtesy.
The employees give prompt services, always are
ready to answer the questions and are trustworthy. The main
sources of dissatisfaction appear to be cleanliness, up to date
technology modern equipments, and neatly dressed up
employees. The Tangibility dimension of service quality of HDFC
bank is highly disappointing and serious steps are needed to be
taken to enhance this dimension. Customers of the bank are
dissatisfied with the empathy dimension. To satisfy these
customers, the management can take some attempts, noted
earlier as recommendations.
The study brings about the areas which require
urgent attention of the employees, the management, and the
policy makers of the industry. These are areas in which
customers are hugely dissatisfied with the services of the banks
against their expectation. This high degree of dissatisfaction
resulting from the services received clearly questions the
design of services or subsequent response of the bank
employees. These limitations are too serious to be avoided as
these question the front-line people dealing with the customers
and the approach of the management in taking customers
seriously.
The management should understand the benefits of service
quality. It include increased customer satisfaction, improved
customer retention, positive word of mouth, reduced staff
turnover, decreased operating costs, enlarged market share,
increased profitability, and improved financial
Performance. 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
59

sustainable competitive advantage, and enhance efficiency.

Thus, improving service quality leads to the customer
satisfaction and, ultimately, to customer loyalty.

RECOMMENDATIONS

Reliability is an obvious place to start. Customers of the bank want to

know their resources are safe and within trustworthy institutions. A way to
ensure this peace of mind would be to take steps to ensure bank employees are
well trained, so each bank associate is able to offer complete and comprehensive
information at all times. Consistent policies combined with a knowledgeable
staff will foster a high degree of institutional cohesion and reliability.
Responsiveness, again when associated with a well-trained staff and timely
answers to service-related questions, would make significant inroads into
causing HDFC bank be regarded as responsive. Staff should be encouraged to
present relevant options to banking customers in a manner that does not
resemble salesmanship so much as a desire to serve.
Intangibles please customers just as much as tangibles in the banking
industry. People tend to visit the same branch of a bank over and over again.
Usually, this is a location close to their home or their workplace. It is natural
that customers become comfortable and habituated to these branch banks, for
the same reason they develop familiarity with a neighbourhood supermarket or
convenience store. It makes sense that bank employees would be encouraged to
learn to recognize these regular customers, learn their names, and begin to
identify their basic service requirements.
Learning to understand customers needs will allow bank associates to
offer enhanced services, perhaps lowering customers banking costs and
increasing their investment potential. This could also open up the possibility of
increased profits for banks, for when perceived as more service and customer
oriented, they will, in effect, become a useful
And pleasant way to shop.

60

Keeping the bank with up-to-date technologically are important factors.

Modern equipments, new improved technology should be replaced with the old
ones. If the staff inside is pleasant and well-informed, in an aesthetically
pleasing environment, then customer satisfaction will be high.
The five-dimensional structure could possibly serve as a meaningful
framework for tracking a banks service quality performance over time and
comparing it against the performance of competitors. Items on some dimensions
should be expanded if that is necessary for reliability.
Thus, the banking industries must continuously measure and improve these
dimensions in order to gain customers loyalty.

61

BIBLIOGRAPHY
References
Kotler Philip, marketing management, (Pearson education, 12th edition)
Malhotra K. Naresh, marketing research (An applied orientation), Research
design,
(Prentice hall of India pvt. 5th edition)
Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing
Integrated customer Focus across the Firm (4th Edition)
M.K. Rampal: Service Marketing
Websites
www.hdfcbank.com
www.hdfcindia.com
www.wikipedia.org
www.marketresearch.com

62

ANNEXURE
QUESTIONNAIRE
Respected Sir/Madam
I am student of Rukmini Devi Institute of Advance
Studies, conducting a survey on SERVICE QUALITY OF
HDFC BANK. The following statements relate to your
feelings about the HDFC bank. Please show the extent
to which you believe HDFC bank has the feature
described in the statement. I request you to the
option which in your opinion are believed to be true.
Name:
Age:
Educational Qualifications

QUESTIONS

Strongly
Disagree

1.HDFC bank has modern looking

Equipment.
2. The bank's physical features are visually
appealing
3. The bank's reception desk employees are
Neat appearing.
4. Materials associated with the service
(such
as pamphlets or statements) are visually
Appealing at the bank.
63

Disagree

Neither
agree
Nor
disagree

Agree

Strongly
Agree

5. When the bank promises to do something

By a certain time, it does so.
6. When you have a problem, the bank
Shows a sincere interest in solving it.
7. The bank performs the service right the
First time.
8. The bank insists on error free records.
9. Employees in the bank tell you exactly
When the services will be performed.
10. Employees in the bank give you prompt
Service.
11. Employees in the bank are always
Willing to help you.
12. Employees in the bank are never too
Busy to respond to your request.
13. The employees of the bank are
Trustworthy.
14. The behavior of employees in the bank
Instills confidence in you.
15. You feel safe in your transactions with
The bank.
16. Employees in the bank have the
Knowledge to answer your questions.
17. The bank gives you individual attention.
18. The bank has operating hours
convenient
to all its customers
19. The bank has your best interests at heart.
20. The employees of the bank understand
Your specific needs.

64