A STUDY ON QUALITY OF SERVICES AS A TOOL FOR ENHANCEMENT OF CUSTOMER SATISFACTION IN KOTAK MAHINDRA BANK.

Submitted By: Daxa Shingala Trupti Tilara

Introduction

The working of customers mind is a mystery; that is difficult to solve and to understand the Neocene of customer satisfaction is a challenges task. These applications in the context of banking industry will give us an insight in to the parameters of customer satisfaction and their measurement. Service quality can be defined as the difference between customers expectations of service and their perceptions of the actual service performance. This vital information will help to build satisfaction among the customer and customer loyalty in long run, which is an internal part of any business.

Industry Profile

In Globally, With the interest income coming under pressure, banks are urgently looking for expanding fee-based income activities.

In modern time there has been a huge reduction to the barriers of global competition in the banking industry.

In the vast majority of nations around globe the market share for

foreign owned banks is currently less than a tenth of all market

shares for banks in a particular nation.

In Nationally, For the past three decades Indias banking system has several outstanding achievements to its credit.

Cont

The governments regular policy for Indian bank since 1969 has paid rich dividends with the nationalization of 14 major private banks of India.

Indias banking sector is on a high-growth trajectory with around 3.5 ATMs and less than seven bank branches per 100,000 people, according to a World Bank report.

In State Level, The Bank started their operations in New Delhi by inaugurating a branch. They entered into ATM sharing agreement with UTI Bank

In January 2005, the Bank opened 29th retail-banking branch at Mehsana in Gujarat.

In Currently, The financial crisis has caused banks to re-assess their business fundamentals like profitability and client relationship management to improve client retention and cross selling

capabilities.

Banks are focusing on staff efficiency to make them more aligned with the banks risk and profit strategy by enhancing their IT

solutions.
MAJOR OFFERINGS

E- Banking

Retail banking
Business banking

Kotak Mahindra Bank is an Indian bank and financial service firm established in 1985. It was previously known as Kotak Mahindra Finance Limited, a non-banking financial company.

In February 2003, Kotak Mahindra Finance Ltd, the group's flagship company was given the license to carry on banking business by the Reserve Bank of India (RBI).

October 2013 it has more than 500 branches, over 1,000 ATMs and a consolidated balance sheet of approx. US$ 2.9 billion.

Kotak Mahindra Bank offers transaction banking, operates lending verticals, manages IPOs and provides working capital loans. Kotak has one of the largest and most respected Wealth Management

teams in India.

SERVICES

Personal Banking
NRI Banking Privy League Wholesale Banking Special Services

Department

Marketing Department

Account Department

Service management Department

Clearing Department

Co-marketing manager

Co-Account manager

Co-Service manager

Co-Clearing manager

Sales Staff

Account Staff

Front Line Officer

Back Office Staff

Literature Review
Service loyalty: The effects of service quality and the mediating role of customer satisfaction Author: Albert Caruana (Centre for Communication Technology, University of Malta, Msida, Malta) Research Paper Abstract: This study starts by first delineating the concept of service loyalty and proceeds to distinguish between service quality and customer satisfaction. Appropriate measures are identified and a postal survey is undertaken among 1,000 retail banking customers. A response rate of 20.5 per cent is obtained. Results indicate that customer satisfaction does play a mediating role in the effect of service quality on service loyalty.

Cont
Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Commercial Banks Author Usha Lenka, Damodar Suar, Pratap K.J. Mohapatra

Research Report Abstract This article examines whether service quality of Indian commercial banks increases customer satisfaction that fosters customer loyalty.

Data were collected from 350 valued customers of scheduled commercial bank branches in Orissa (India). Results suggest that better human, technical and tangible aspects of service quality of the bank branches increase customer satisfaction. Human aspects of service quality were found to influence customer satisfaction more than the technical and tangible aspects.

Author Newman and Cowling (1996), Zeithaml (2000), Heskett et al. (1997), Mohd (2008) Vimi and

Research Report
Abstract

The study of Newman and Cowling (1996) reports that two British banks used the SERVQUAL model and this model improved quality of service, as well as both banks enjoying substantial increases in profit.

Zeithaml (2000) also found evidence about the influences of service quality on profits.

Heskett et al. (1997) argued that a direct and strong relationship exists among service quality, customer satisfaction and profitability.

Vimi and Mohd (2008) undertook a study of the determinants of performance in the Indian retail banking industry based on perception of customer satisfaction.

Problem Identification

The basic problem of according report is that what is the relationship

between service quality and customer satisfaction .

Research Objectives:
1. 2.

To determine the dimensions of service quality. To identify their actual need and expectations regarding various services.

3.

To Seek improvements to delivering better Quality of services.

Research design: We will use descriptive research design in this study. Sampling: Sample will be according to research standards that is 300 sample taken from target population. Data Collection: researchers will decided to use primary data will collected with structured Questionnaire.

Tools for Analysis Researchers will may have use SPSS software, MS Excel 2007.

Limitation

Sample size for the selected study may be not so large and sufficient, so findings may not be generated for all the customers of bank in Surat city.

Biasness of respondent may not help in finding accurate result.

Convient sampling technique which is used for dragging

sample out of population has certain limitation.

Conclusion

The report constitutes of the 1st part of the 3rd semester completed till Research Methodology. The other part of the report would be completed in the 4th semester. Data would be collected, tabulated and analyzed in a systematic manner with the help of appropriate tools and would be concluded with required suggestions.

Bibliography
www.kotakmahindra.com www.wbiworldconpro.com/.../banking/1364462871_607-Niveen.pdf

www.journal-archieves13.webs.com/646-653.pdf
www.ccsenet.org/journal/index.php/ijms/article/viewFile/8110/6148 journal-archieves30.webs.com/390-400.pdf www.pp.bme.hu/so/article/view/1570/888 www.researchgate.net/...Service_quality..a../9c96051dbee3b90ff4.pdf www.academia.edu//The_impact_of_service_deliver_quality_on_cust www.wbiworldconpro.com/.../banking/1364462871_607-Niveen.pdf