Project ReportOn

CORPORATE BANKING And

Level of customer satisfaction on corporate salary accounts

SUBMITTED TO:

Dr. Indrani BhattacharjeeFaculty Guide

SUBMITTED BY:Jaiprakash SinghRoll No.-1311470008

INSTITUTE OF PROFESSIONAL EXCELLENCE & MANAGEMENT

GHAZIABAD

PREFACE

After completion of two semesters of MBA from I.P.E.M. College

Ghaziabad, I joined HDFC Bank Limited. For My summer training project

for the duration of 6 Weeks. Where I was expected to report Mr.Darpan

Sharma who was my project guide from the company.

The topic of my project was “CORPORATE BANKING And Level of

Customer Satisfaction on Corporate Salary Accounts”

It was totally different topic for me. I can say it’s a combination of

marketing and finance.

During this project I got some real time experience of the Banking industry

what the industry is all about and how it functions.

It was really a very nice experience for me and many more things I learned

during this project.

I thank my whole faculty for providing me this opportunity.

ACKNOWLEDGEMENT

In pursuit of MBA degree, summer internship is a critical component of the

entire package. I would first like to express my gratitude to HDFC Bank’s

management for giving me an opportunity to be a part of their esteem

organization.

HDFC Bank Limited has given me the opportunity to gain invaluable

experience under the guidance of Mr.Darpan Sharma(Manager-Corporate

sales)His continuous support and cooperation along with his valuable in

hand experience in Corporate banking provided me with the conceptual

understanding and practical approach to work efficiently for this project. The

constant support rendered not only by him, but the entire corporate salary

account family is praiseworthy.

I would also like to acknowledge the assistance and counsel provided by Dr

Indrani , Faculty I.P.EM., Ghaziabad .Her constant guidance and assistance

helped me in giving a shape to my project.

The present report is an amalgamation of our thoughts and our efforts to

study the present banking and market potential for the sale of corporate

salary accounts.

JAIPRAKSH SINGH

UNDERTAKING

I JAIPRAKSH SINGH, pursuing MBA from INSTITUTE OF

PROFESSIONAL EXCELLENCE AND MANAGEMENT GHAZIABAD

declare that the Summer Training I performed on the topic of

CORPORATE BANKING And Level of Customer Satisfaction on

Corporate Salary Accounts

in “HDFC Bank Limited” is purely authentic & proper.

I submitted a detailed report of my working in HDFC Bank Limited

which is proper on the recorded data and which I achieved during my

dissertation. I declare that the report is purely authentic and true.

(JAIPRAKASH SINGH)

PART- I

CONTENTS Page No.

• History of HDFC Bank

• Vision and Mission of the Organisation

• Performance

• Products/Services

HISTORY OF HDFC BANK

HDFC Bank Limited is an Indian banking and financial services company headquartered in Mumbai, Maharashtra.

It is the fifth largest bank in India by assets, incorporated in 1994.It is the largest private sector bank in India by market capitalization as of 24 February 2014.

As on Jan 2 2014, the market cap value of HDFC was around USD 26.88B, as compared to Credit Suisse Group with USD 47.63B. The bank was promoted by the Housing Development Finance Corporation a premier housing finance company (set up in 1977) of India

As of 31 March 2013, the bank had assets of INR 4.08 trillion.For the fiscal year 2012-13, the bank has reported net profit of INR 69 billion up 31% from the previous fiscal year. Its customer base stood at 28.7 million customers on 31 March 2013.

HDFC Bank provides a range of commercial and transactional banking services, including working capital finance, trade services, transactional services, cash management, etc. to large, small and mid-sized corporates and agriculture-based businesses in India.

The bank is also a leading provider of these services to its corporate customers, mutual funds, stock exchange members and banks

Vision and Mission of the Organization

Vision:

To be customer driven best managed enterprise that enjoys market leadership in providing housing related finance.

Mission:

To provide a package of attractive financial services for housing purposes through a competent

Motivated team of employees using the state of the art technology to maintain financial stability

Growth of the organization whilst contributing to the national goal of providing decent housing to all

PART- II

CONTENTS PageNo. • Objective 42

• Research Methodology 44

• Analysis 50

• Corporate analysis 50

• Consumer analysis 53

• SWOT analysis 65

• Findings 71

• Conclusion 82

• Recommendations 83

• Limitations of the Study 84

• Annexure 85

• Bibliography 87

Introduction to Project

The project named as Level of “customer satisfaction on Facility

services” suggests aims to know the satisfaction level of employees on

various services. Two types of schemes are selected for the purpose

of analysis. The very first part of analysis is to go out in the companies

and find out to which Facility services the company is associated.

OBJECTIVE:

Understanding the market

Understanding the consumer behavior

To gain an insight into the forms of market communication

through personal sell

Applications of the various techniques of personnel for

selling the company’s products

Understanding the customer needs and preferences through

the conduct of surveys

As the name suggest, this project aims at finding out the satisfaction

level of employees on various services offered by Company on facility

services. Project aims at understanding how customer relationship

marketing can go a long way from just focusing on transactions to

building long term profitable customer relationships. The project is also

aimed at understanding the marketing management of the services of

the company, and how designing an effective marketing

communication mix helps the marketer to attract, persuade, urge and

remind customers of the company’s brands.

Need of the Services:

Services industry are going to set their stance in most of the area in Delhi/NCR

for that purpose it wants to have the whole idea of the industrial areas bit by bit of

the Delhi/NCR. That purpose requires the database of all industrial areas running

in Delhi/NCR. The work starts with mapping the areas plot wise with details of

each and every plot i.e.it is empty or under construction or some company is

running.

If it is under the construction get the details of the companies which would find

their place in that construction area. If the company is running get the details of

company phone no, visiting card or the number of services head to which the

company can contact in future.

This project also wants to know the potential of particular area or a company

RESEARCH METHODOLOGY

As per the project defined I established a plan that had outlined the investigation

that was carried out as well as it helped me mapping the Delhi/NCR area The

research design is based on

What?

Mapping of Delhi/NCR Area.

To start the project the very first thing that I accounted was to figure out the

places wher the industries are located. For that I took the map and marked the

places which was to be visited.

Where?

Corporates,Business parks, industrial areas

The places which I visited were mostly the corporate business parks and

industrial areas.Apart from this I also figure out the buildings which were

under construction and where there was the possibility of future

establishments of companies

PLACES VISITED

• Global Business park

• Infinity Towers

• Signature Towers

• Corporate Park

• Unitech Park

• Central Plaza

• Centrum Plaza

• Orchid Plaza

• Orchid Square

• Sector-18 Electronic City

• Sector 32

• Udhyog Vihar

When?

• I did the survey in the month of February and March and apart from this

carried out Customer relationship Management

Why?

• Geographical location of companies

At the start of the Project I was asked to go out in the existing companies

as well as the companies which are about to exist in buildings which are

under construction.There I was asked to find out to which company is

associated for facility services.For that I chose the location of the

companies i.e.Industrial areas,corporate parks where large number of

companies exist.

• Exploring Business Potential of Consumer interest in Corporate

Facility companies are going to set their stance in most of the area in

Delhi/NCR for that purpose it wants to have the whole idea of the

industrial areas bit by bit of the Delhi/NCR. That purpose requires the

database of all industrial areas running in Delhi/NCR. The work starts with

mapping the areas plot wise with details of each and every plot i.e.it is

empty or under construction or some company is running.

If it is under the construction get the details of the companies which would

find their place in that construction area. If the company is running get the

details of company phone no, visiting card or the number of services head

to which the company can contact in future.

Who?

Companies in Delhi/NCR Industrial area

The first and foremost thing that was striking my mind was whom to survey.The

answer to this question was to survey large,medium and small scale industries

which are located in various business parks and industrial areas far from city.

How?

• The project aims to create awareness about the Facility services and to

analyze the parameters and services offered to corporate on facility

management. Following methodology will be adopted to fulfill the

objectives:

Data collection: An in depth knowledge of the facility management in the

company is essential and therefore all available information related to corporate

facility services will be collected through internet, brochures, catalogues,

magazines, reports of previous years, various books about facility industry and

services and interaction with the project guide and other staff in the office.

Designing the survey: A survey will be conducted to find the response of

customer’s in corporate. To carry the survey the questionnaires is to be designed

to know the response of employees on the services offered by R.D.Facility in

comparison to other company. After that the papers filled by the customers will

be analyzed and conclusion will be drawn to reach to a particular outcome

SURVEY TECHNIQUE

I used survey technique as it involves the collection of primary data about

subjects, usually by selecting a representative sample of the population or

universe under study, through the use of a questionnaire. It is a very popular

since many different types of information can be collected, including attitudinal,

motivational, behavioral and perceptive aspects. It allows for standardization and

uniformity both in questions asked and in the method of approaching subjects,

making it far easier to compare and contrast answers by respondent group. It

also ensures reliability than some other techniques.

If properly designed and implemented ,surveys can be an efficient and accurate

means of determining information about a given population Results can be

provided relatively quickly, and depending on the sample size and methodology

chosen, they are relatively inexpensive.

As I had only a short period of time to cover such big areas so it was a better

technique as I can first find out the population and then select a sample from that

population on a random basis.

In survey technique I preferred in person interview survey. As face to face

interviews are a direct communication so, it provided us opportunities for

feedback from the respondent, which was a distinct advantage Not only there

was an opportunity to reassure that the respondent was actively participating, but

also I could clarify certain instructions or questions also had the opportunity to

probe answers by asking the respondent to clarify or expand on a specific

response. I supplement answers by recording our own observations, for instance

there is no need to ask the respondent’s companies phone etc

Sample plan and specifications

To start the Project there should be an ideal sample size and specifications so

that it could be achieved in required time.To accomplish the project the very first

thing that strike in my mind was the ideal sample size of the employees to be

surveyed. To derive accurate and real findings it was mandatory to take the

sample size of around 50.But due to limitation of time I was able to survey

around 100 employees.

Industries covered

• Entertainment industry

• BPOs

• Residency apartment

• Commercial complex

• Manufacturing units

• Hospitality management

• Pharmacy.

Apart from this I had surveyed 65 companies to just find out to which services

industry is associated for corporate facility services. Following this I had also

filled up the forms of new recruiters in the companies which numbered around

ANALYSIS

CORPORATE ANALYSIS

The project named as Level of “customer satisfaction on corporate

facility management” suggests aims to know the satisfaction level of

employees on various services . Two types of schemes are selected

for the purpose of analysis. The very first part of analysis is to go out in

the companies and find out to which service the company is

associated.

PURPOSE:

Understanding the market

Understanding the consumer behavior

To gain an insight into the forms of market communication

through personal sell

Applications of the various techniques of personnel for

selling the company’s services

Understanding the customer needs and preferences through

the conduct of surveys

As the name suggest, this project aims at finding out the satisfaction

level of employees on various services offered by the company on

facility management. Project aims at understanding how customer

relationship marketing can go a long way from just focusing on

transactions to building long term profitable customer relationships.

The project is also aimed at understanding the marketing management

of the services of the company, and how designing an effective

marketing communication mix helps the marketer to attract, persuade,

urge and remind customers of the company’s brands.

During the course of the Project I had visited around 65 companies. My

work was to find out to which services the companies are associated

for corporate facilities

Market share of companies for facility services

After visiting around 65 companies what I figured out is that the market share of

different companies in corporate facility services from 65 companies of which PCI

leads with 21%,followed by HDFC with 18%.citibank with 17%,HSBC with

12%,StanC with 10%,Axis and ABN AMRO with 6%and other banks which

includes Bank of Baroda,Bank of America,Bank of India,SBI,ING Vysya

constitutes 10%. .

Type Of Bank to Which Companies are associated

.

The above chart depicts that the companies that were associated to different

Banks constituted Foreign,Private as well as Nationalized.Out of which Private

Banks lead with 55 %,foreign Banks with 38% and only 7 % constitute

Nationalized Banks

CONSUMER ANALYSIS

The Project also covered the analysis of level of customer satisfaction on

corporate facility services. For this project to be accomplishes a suitable

questionnaire was formed to know the inputs from the employees working in the

organization’s. Survey around 100 employees was done working in different

organizations and were asked to fill the questionnaire containing 14 questions.

According to the response of the employees the study has been done findings

has been calculated.To carry out the consumer analysis a suitable questionnaire

was designed to figure out the appropriate findings and response from

consumers.

Does the process of getting a services in R.D.Facilty is Simple Difficult Complex Time consuming

When this question was put up against the emplyoee there was 100 % response

that the process of getting a services is simple.

That’s because.to open a services it requires only 1 photo,1 ID proof Which may

be the Driving license,Passport,Election Voter ID,Ration card,PAN proof.If there

is no PAN proff the form 60 signed by the emplyoee is mandatory.

Do you get adequate response to your queries in R.D.Facility?

Instantly after some time too much time Never

The response to the above question resulted in 47% saying after some time,38%

saying that our response to the problems take too much time and only 15 %

saying that our problems get solved instantly.

If given choice, which company will you prefer for Facility services?

HDFC ICICI Standard Chartered HSBC

Any other please specify

When asked about their preference towards bank if given choice between tha

banks a huge 52% said they would go for ICICI,18% said they would like to have

HDFC and only 21% said they would prefer either citibank AND 9% voted for

stanc..The reason for the more inclination towards ICICI was that they have got a

large network covering wide ATM/s.There earlier response of ICICI was much

better.they got adequare response from customer care.When asked why they

won’t prefer HDFC the answer was simple lack of customer response and no

third party transaction.

In which income group do you fall?

5000-10000 11000-15000 16000-20000 21000&above

When asked about the income group of the persons in the organization 27%

were those whose salary exceed 21000 & above,55% were those whose salaries

were ranging between 16000-20000,13% were those whose salary ranges

between 5000-10000 and only 5% covered 11000-15000.

In which age group do you fall?

20-25 26-30 30-40 41&above

When asked about the age group of the persons 75% were in the range of 26-

30,while only 13% were in 20-25 and 12% in30-40.While no one was in the range

of 41 & above.

Do you have any preference for any other company?

Yes No

The above question when shooted to the corporate person whethr thay have any

preference for any other company,a huge mass of 88% told that they won’t prefer

any other company,while 12% told that they would go for any other company

Which service you avail frequently?

Online banking phone banking ATM’s Transaction

Credit Card

When the emplyoees were asked that which service they avail frequently,84% went for

ATM’s transaction,11% used online banking service while only 5% used phone banking

and credit card.

Why do you prefer other banks over HDFC?

Better services Minimum Balance account wide ATM network

The response to the above question was that 94 % prefered better services as

the main reason behind the preference over HDFC.Only 2 and 4% constituted to

minimum balance account and wide ATM network respectively.When asked what

were those services the answer to this was they believe that banks other than

HDFc provides better services in terms of customer response.

How would you rate your existing corporate banking relationship?

Dissatisfied Somewhat satisfied Average

Delighted

When asked how would you rate your existing corporate banking relationship.the

response of the emplyoees was pretty much close to average.87% said banking

was average5% were delighted with the service of HDFC,while 8% were some

what satisfied eith the service while only 4% were dissatisfied.

What’s your perception about the brand image of HDFC?

Very Good Good Fair Average

In the above pie-chart it is clearly visible that 74% believes that the brand image

is good.while 19 % says it is fair and only a miniscule 7% says that brand image

is very good.

At what level would you rate the behavior of HDFC employees?

Good praise worthy Rude

When asked at what level would you rate the behaviour of HDFC emplyoees the

response was 89% as good and 7% as praiseworthy and 4% said that HDFc

emplyoees are rude.

SWOT ANALYSIS

After Going Through the detailed process of analyzing market, available brands,

and the analysis is as follows

I have used the SWOT technique as my benchmark in a variety of areas: making

major decisions, recommending a strategy for a client, or even simply

understanding a company’s operation. In a business context it can often offer

valuable guidance and insight.

Strengths (Internal):

• What does the company do well?

• What are its assets?

• What advantages does the company have over its competitors?

Weaknesses (Internal):

• Why is the company for sale?

• What is done badly?

• Why is it losing money?

• How might a change in ownership affect the staff?

Opportunities (External):

• What has the competition missed?

• What are the emerging needs of the customer?

• What should this company be doing better?

Threats (External):

• Are the company’s competitors getting stronger?

• Will a change in ownership be perceived negatively by vendors and

customers?

• Does the company have cash to fund research and development?

• Will it be possible to retain key employees after the sale?

STRENGTHS:

• Large share of low-cost deposits, higher net interest margin.

• Better quality of assets, NPA of 0.4 per cent.

• Free float available, FIIs can buy its stock.

• Higher profitability

• Associated with top 50 Corporate

• Brand image is good

• Well-conceived functional area strategies

• Innovative programs/services

• Good overall reputation?

• Insulated (at least somewhat) from strong competitive pressures?

• Competitive advantages

• Proven management

• A distinctive competence

• Adequate financial resources

• Good contacts/relations

• Good competitive skills

• Special expertise

•

HDFC Bank has a focused strategy for its retail business. The Bank is in the

process of acquiring customers aggressively and has identified its target

customers according to the potential existing among different groups.

Importantly, the focus is more on profitability than on garnering market share.

Currently, the Bank has 3.1mn retail accounts that is, a YoY growth of 40%. The

Bank is using its technology platform and is in a high capex phase to increase its

reach in its bid to access customers, cross sell its products and reduce their

transaction costs.

Core Banking Solution in place

HDFC Bank has one of the best technology platforms in the Indian

banking sector, which allows it to generate a strong MIS, do data mining

and cross sell products.

The usage of alternate channels is allowing it to reduce transaction costs

Weakness

• Marginal international presence.

Not very aggressive in M&A space, growing only organically.

Uncaptured market in international and rural business.

• Not Well-established subsidiaries in life and non-life insurance and AMC

business.

• Weak bench-strength.

• Size is less as compared to other top notch banks such as ICICI.

• No clear strategic direction.

• A deteriorating competitive position.

• Lack of managerial depth and talent.

• Missing any key skills or competencies.

• Poor track record in implementing strategy.

• Plagued with internal operating problems.

• Vulnerable to competitive pressures.

• Unable to finance needed changes in strategy.

Opportunities

Vast uncovered and untapped market.

Rapidly Growing Market.

Many MNC’s will come into existence.

Large number of employment opportunities will lead to new

opening of accounts

Enter new markets or segments

Expand services to meet broader range of customer needs

Diversity into related services

Complacency

Fast market growth

Weak competitors

Threats

• Stiff completion from other Banks especially ICICI

• Difficult to differentiate on same platform

• Many new Banks are coming into existence

• Slow market growth

• Adverse government policies

• Growing competitive pressures

• Vulnerability to recession and business cycle

• Adverse demographic changes

• Deviation of Existing Customers towards other Banks

FINDINGS

RELATION BETWEEN THE AGE GROUP AND BANK PREFERENCE

The above graph depicts the relation between the age group and there

preferences towards bank if suitable choice is assigned to them.The above figure

shows that in the age group of 20-25 only 2 prefered HDFC,9 preferedICICI and

2 citibank,while no one opted for Stanc.In the age group of 26-30,23 prefered

HDFC,11 stanc,68 ICICI and 29 citibank.In the age group of 31-40,3 people

opted for HDFC and Stanc,6 opted for icici while only 1 went for citibank.

RELATION BETWEEN AGE GROUP AND RESPONSE TO THE QUERIES

In the age group of 20-25,only 4 people told that it takes too much time to get

response to queries,8 voted for after some time,1 for instantly.In the age group of

26-30,55 went for too much time,66 after some time and 10 voted for instantly.in

the age group of 31-40,only 1 said too much time,7 people went for after some

time and 5 went for instantly

RELATION BETWEEN AGE GROUP AND SERVICE AVAILED

This graph depicts the relation between the age group and the type of service

they avail frequently.in response to the questionnaire.In the age group of 20-

25,12 people uses ATM transaction while only 2 uses online banking.in the age

group of 26-30,122 uses ATM Transaction,43 uses online banking.In the age

group of 31-40,12 uses ATM Transaction while only 3 uses online banking.

RELATION BETWEEN AGE GROUP AND SATISFACTIONLEVEL OF EMPLYOEES

The above graph depicts the relation between the age group and satisfaction

level of the emplyoees.The above figure shows that in the age group of 20-25

only1 said they are delighted,12 said that it is average.In the age group of 26-

30,4 said they are delighted,111 said that it is average,11 said they are some

what satisfied,while 5 were dissatisfied with th service.in the age group of 31-

40,only 2 were delighted,7 were average,3 were some what satisfied,while only 1

was dissatisfied in this group

RELATION BETWEEN AGE GROUP AND BRAND PERCEPTION

The above graph shows the relation between age group and brand perception.

In the age group of 20-25,9 said brand is good,3 said it is fair,while only 1 said it

is very good.

In the age group of26-30,109 said brand is good,13 said it is fair,while 9 said it is

very good.

In the age group of 31-40,7 said it is good,5 said it is fair,1 said it is very good.

RELATION BETWEEN INCOME AND AGE GROUP

The above graph shows the relation between the income and age group of

people .There was no one in the range of 20-25 and 31-40 whose salary was

between 5000-10000.The re were 21 people in the age group of 26-30 whose

salary fall under 5000-10000.

There was no one 31-40 in the group of 11000-15000.There were 10 people in

the age group of 20-25 whose salary fall under 11000-15000,while in the age

group of 26-30 there wereonly 6 people.In the age group of 20-25 people there

were4 people whose salary fall under 16000-20000,while in the age group of 26-

30,79 people existe and in the age group of 31-40 only 4 people existed.In the

age group of 20-25 people there were 8 people whose salary was 21000 and

above while in the age group of 26-30 there were 25 people ,while in the age

group of 31-40 there were p people whose salary fall under 21000 and above.

RELATION BETWEEN INCOME GROUP AND RESPONSE TO QUERIES

In the income group of 5000-10000,11 told it takes too much time,4 told instantly

while 6 told it takes after some time.In the income group of 11000-15000,5 told

too much time,2 told queries get solved after some time.In the income group of

16000-2000,33 told it takes too much time,4 told that there queries get solved

instantly while50 told it takes after some time.in the income group of 21000 &

above,11 told it takes too much time,8 people told that there queries get solved

instantly while 23 told it takes after some time

RELATION BETWEEN INCOME GROUP AND SERVICE AVAILED

In the graph shown it clearly shows that in the range of income group 11000-

15000 only 20 people uses ATM Transaction.while no one uses online banking.In

the income group of 16000-20000,80 people uses ATM Transaction while 35

uses online banking.In the Income group of 21000 & above,only 38 people uses

ATM Transaction while only 13 uses online banking.

RELATION BETWEEN INCOME GROUP AND SATISFATION LEVEL OF EMPLYOEES

The graph clearly shows that in the income group of 5000-10000,20 people said

the service is average while 1 was dissatisfied.In the income group of 11000-

15000,only 7 said that service is averagIn the income groupof16000-2000 only1

opted for delighted,73 said the service is average,10 said they were some what

satisfied while 3 said they were dissatisfied with the service.In the Income group

of 21000 & above 6 said they were delighted,30 said they were average,4 said

some what satisfied while only 2 said they were dissatisfied.

RELATION BETWEEN INCOME GROUP AND BRAND PERCEPTION

The above graph depicts the relation between income group and brand

perception.In the income group of 5000-10000,20 said the brand is good while 1

said brand is very good.in the income group of 11000-15000,6 said brand is good

while 1 said it is fair.In the income group of 16000-20000,69 said it is good,6 said

very good and 12 said it is fair.In the income group of 21000 & above,30 said the

brand is good,4 said very good,while 8 people said brand is fair.

RELATION BETWEEN INCOME GROUP AND BEHAVIOUR OF HDFC EMPLYOEES

The above graph shows the relation between income group and behaviour

of HDFC emplyoees.In the income group of 5000-10000,20 people said

behaviour is good while only 1 said it is praise worthy.In the income group

of 11000-15000,6 people said that the behaviour is good,In the income

group of 16000-20000,73said it is good, 5 said it is praise worthy,while 4

said it is rude.In the income group of 21000 & above 3 people opted for

good while 5 for praise worthy and only 3 said the behaviour is rude.

]

CONCLUSION

HDFC Bank Ltd has been judged as the best service provider Bank by the Corporate Customers.

HDFC is far behind in case of Individual Customers from ICICI, Citibank.

ICICI is having wider network than the HDFC in case of Individual Customers

HDFC is having a lot of Potential in dealing with its Corporate Customers and its market share is increasing continuously.

HDFC Bank has adopted aggressive marketing strategy which has best suited the organisation.

Due to this strategy HDFC Bank has been able to attract a large number of customers from other Banks.

The distribution channel of HDFC Bank is relatively better than other Banks except ICICI Bank.

HDFC has also entered into rural market also.

Recommendations

• Unlike the retail segment of banking this segment of corporate sales

does not require extensive visible brand building by means of

aggressive advertising as done by most of the banks. Based upon my

observations I had been able to compile few recommendations, which

as per my knowledge are expected to bring about a great visibility of

the brand these are as follows:

• A major part of market seems to be unaware of the product offering of

private banks; hence there is an emergence to increase the brand

visibility with the help of Information campus, Presentations.

• Hoarding and banners at construction sites

• Tapping company owners of the construction sites

• Strengthening existing relationship with companies

• Putting up notifying boards of banking relations outside existing client

office

• Instead of establishing a new atmosphere is need to increase the no

charge free withdrawals from other bank ATM

• Direct mailers by name to companies.

• Targeting those companies especially in Udhyog Vihar which pays

salary to employees in form of cheques.

• Time to time fed back of existing clients.

• Feed back of existing clients and maintain a monthly review chart.

LIMITATIONS OF THE STUDY

• The analysis may also cover historical data and thus indicates the past

performance which may not always be indicative of the future

performance.

• Wrong information provided by the employees in response to the

questionnaire filled

• People are reluctant to disclose their preferences

• Due to lack of awareness, many corporate may have a wrong perception

that they may be not interested to have face to face interaction with them.

ANNEXURE

QUESTIONNAIRE

1-Does the process of getting a salary account in HDFC is

Simple Difficult Complex Time consuming

2-Do you get adequate response to your queries in HDFC?

Instantly after some time too much time Never

3-If given choice, which bank will you prefer for opening up a salary

account?

HDFC ICICI Standard Chartered HSBC

4-In which income group do you fall?

5000-10000 11000-15000 16000-20000 21000&above

5-In which age group do you fall?

20-25 26-30 30-40 41&above

6-Do you have any preference for foreign banks?

Yes No

7-Which service you avail frequently?

Online banking phone banking ATM’s Transaction

Credit Card

8-Why do you prefer other banks over HDFC?

Better services Minimum Balance account wide ATM network

9-How would you rate your existing corporate banking relationship?

Dissatisfied Somewhat satisfied Average

Delighted

10-What’s your perception about the brand image of HDFC?

Very Good Good Fair Average

11-At what level would you rate the behavior of HDFC employees?

Good praise worthy Rude

Bibliography

• www.google.com

• www.hdfcbank.com

• www.howstuffworks.com

• HDFC Bank Brochures