Investigating drivers of bank loyalty: the complex Relationship between service quality and satisfaction

A PROJECT REPORT
ON
Investigating drivers of bank loyalty: the complex
Relationship between service quality and satisfaction
Of
Center for Management Studies
Under Guidance of
Prof. Nirav Halvadia
SUBMITTED BY:
Hiran Patel (IB 13)
Seereen Patel (IB 14)
Mohit Prajapati (IB 15)
Hiren Vagasiya (Agri 27)
Mishek Sorathiya (Agri 25)
Bhargav Vaghani (Agri 26)
SUBMITTED TO:
Prof. Nirav Halvadia

Acknowledgement
We are grateful to center for management studies for giving us the
opportunity to work on this project.
We express our post gratitude to our project guide Prof. Nirav Halvadia
for rendering valuable support, guidance and encouragement throughout the
project.
We would also like to thanks our faculty members who rendered their
whole hearted cooperation in successful completion of the project work.

Index
Sr. no. Title Page no.
1. Introduction 6
Objectives 10
2. Literature Review 11
3. Research Methodology 18
4. Data Analysis 20
ICICI BANK 22
Q:1 Age of the respondents
Q:2 Respondent’s gender
Q:3 Respondent’s Occupation?
Q:4 Respondent’s income?
Q:5 kind of account?
Q:8 frequency of visiting the bank?
Q:9 Reason of choosing Bank?
Q:10. Measureservicequality of the bank?
Q:11 overall servicereceived?
Q:12 measureconsumer satisfaction?
Q:13 measureof consumer loyalty?
Q:14 ranking of the facilities?
Q:15 commitment towards the bank?
Chi-square
1) Visit – type of A/C
2)Age- commitment
35
ANOVA TEST
1). Income- satisfaction
2). Income- Loan facility
37
AXIS BANK: 38
Chi-square
2)Age- commitment
51

ANOVA TEST
1).Age- Satisfaction
2). Monthly income- Loan facility
52
HDFC BANK 54
CHI-SQUARE
1).visit - type of A/c
2).Age-commitment
67
ANOVA Test
1).Age – satisfaction
2).income- loan facility
68-69
YES BANK: 70
CHI-SQUARE
1).visit - type of A/c
2).Age-commitment
84
ANOVA Test
1).Age – satisfaction
85
5. Conclusion 89
6. BIBLIOGRAPHY 90
7. Annexure 91

Abstract
It is obvious that customers are important stakeholders in organizations and their
satisfaction is a priority to management. Customer satisfaction has been a subject
of great interest to organizations and researchers alike. In recent years,
organizations are obliged to render more services in addition to their offers. The
quality of service has become an aspect of customer satisfaction. It has been
proven by some researchers that service quality is related to customer satisfaction.
Others used service quality dimensions to evaluate service quality. What about the
relationship between customer satisfaction and service quality dimensions; the
relationship between service quality and its dimensions?

CH-1 Introduction
[1.1] what is bank:-
Bank means collect deposits from people and do loans and advice needy people
who has develop their business industry. Before banking sector develops, people
are doing their business by exchange their products each other instead of currency
note. After playing the fast role of business the necessity are arise for easy doing
business and then after a banking system is born for doing fast and easy business.
Before independent India the British government ruling in India and there are so
many Raj Wada developed in India. They were doing their business by their own
coins-seal among people. But when business was going on very fast the
requirement of one common currency for easy business and at that time the
banking business is born.
There is too much role of banking sector in growth and development of Indian
economy in each and every field.
[1.2] Banking in India:-
The Indian Banking industry, which is governed by the Banking Regulation Act of
India, 1949 can be broadly classified into two major categories, non-scheduled
banks and scheduled banks. Scheduled banks comprise commercial banks and the
co-operative banks. In terms of ownership, commercial banks can be further
grouped into nationalized banks, the State Bank of India and its group banks,
regional rural banks and private sector banks (the old/ new domestic and foreign).
These banks have over 67,000 branches spread across the country.
The first phase of financial reforms resulted in the nationalization of 14 major
banks in 1969 and resulted in a shift from Class banking to Mass banking. This in
turn resulted in a significant growth in the geographical coverage of banks. Every
bank had to earmark a minimum percentage of their loan portfolio to sectors
identified as “priority sectors”. The manufacturing sector also grew during the
1970s in protected environs and the banking sector was a critical source.

[1.9]Classification of bank:-
[1.9.1]Scheduled and Non-Scheduled Banks:-
In India the central banking authority is the Reserve Bank of India. It is also
referred to as the Apex Bank. It functions under an act called The Reserve Bank of
India Act, 1934. All the banks and other financial institutions operating in India
come under the monitoring and control of RBI. RBI controls the banking sector in
India through an Act called The Banking Regulations Act 1949. In the past, when
there were very few banks, RBI used to include all the scheduled banks in its
schedule. Nowadays, when the number of banks has gone up substantially, RBI has
to change the schedule every now and then, hence irrespective of whether a bank
finds its name in the schedule to the RBI Act or not, its schedule status can be
found out from its banking license. A Bank that is not a scheduled bank is referred
to as non scheduled bank even in it is having banking license.
The difference lies in the type of banking activities that a bank can carry out in
India. In the case of a scheduled bank, it is licensed by the RBI to carry on
extensive banking operations including foreign exchange operations, whereas, a
non-scheduled bank can carry out only limited operations. There are a number of
factors considered by RBI to declare a bank as a scheduled bank, like the amount
of share capital, type of banking activities that the bank is permitted to carry out
etc. An example of difference between a scheduled and non-scheduled bank is
dealing in Foreign Exchange.
[1.9.2] Commercial and Co-operative Banks:-
Commercial banks are by far the most widespread banking institutions in India.
They provide major products and services in India. A commercial bank is run on
commercial lines, for profits of the organization.
A co-operative bank on the other hand is run for the benefit of a group of members
of the co- operative body. A co-operative bank distributes only a very small
portion of its profit as dividend, retaining a major portion of it in business.
All the nationalized banks in India and almost all the private sector banks are
commercial scheduled banks. There are a large number of private sector co-
operative banks and most of them are non-scheduled banks. In the public sector
also, within a state, starting from the State capital, there are State Co-operative
Banks and District Central Co-operative Banks at the District level. Under the
District Central Co-operative Bank, there are Co-operative Societies.

At present, In India, the banks can be bifurcated into following categories. Public
Sector Banks or Nationalized Banks, which are commercial and scheduled
Examples: State Bank of India, Bank of India etc.
Public Sector Banks, which are co-operative and non-scheduled-These, are state
owned banks like the Maharashtra State Co-operative Bank, Junnar Co-operative
Society etc. Private Sector Banks, which are commercial and scheduled-These
could be foreign banks, as well as Indian Banks. Examples: Foreign Banks- CITI
Bank, Standard Chartered Bank etc. Indian Banks Bank of Rajasthan Limited,
VYSYA Bank Limited etc.
Private Sector Banks, which are co-operative and scheduled - These are large co-
operative sector banks but which are scheduled banks. Examples: Saraswat Co-
operative Bank Limited, Cosmos Co-operative Bank Limited etc.
Private Sector Banks, which are co-operative and non-scheduled-These are small
co-operative banks but which are non-scheduled. Examples: Local co-operative
banks which operate within a town or a city. Example: Mahesh Sahakari Bank
Limited.
These are state owned. These banks have been established with a view to
developing the rural economy by providing, for the purpose of development of
agriculture, trade, commerce, industry and other productive activities in the rural
areas, credit and other facilities, particularly to the small and marginal farmers,
agricultural labourers and artisans and small entrepreneurs Garmin Banks, that are
also state owned. They operate at still smaller level than RRBs and serve at
villages‟ level. Foreign banks, these banks have Head office outside India
and branch in India, besides, the Reserve Bank of India (hereinafter referred to as
RBI) acts as the central bank of the country. RBI is responsible for development
and supervision of the constituents of the Indian financial system (which comprises
banks and non-banking financial institutions) as well as for determining, in
conjunction with the central Ggovernment, the monetary and credit policies. They
are also controlled by RBI.
[1.9.3] Retail Banking vs. Wholesale Banking:-
Whole sale banking typically involves a small number of very large customers
such as big corporations and governments, whereas retail banking consists of a
large number of small customers who consume personal banking and small
business services. Wholesale banking is largely inter-bank; banks use the inter-

bank markets to borrow from or lend to other banks/ large customers, to participate
in large bond issues and to engage in syndicated lending. Retail banking is largely
intra-bank; the bank itself makes many small loans.
Most of the Indian public sector banks practice retail banking; they are slowly
practicing the concept of wholesale banking. On the other hand, most of the well-
established foreign banks in India and the recent private sector banks practice
wholesale banking alongside retail banking.
As a result of this difference, the composition of income for a public sector bank is
different. While a major portion of the income for large public sector banks is from
lending operations, in the case of any private sector bank in India, the amount of
non-operating income (other than interest income) is substantially higher. The
composition of other income is commission on bills/ guarantees/ letters of credit,
counseling fees, syndication fees, credit report fees, loan processing fees,
correspondent bank charges etc.
[1.9.4] Global Banking:-
Global Banking activities are an extension of various activities listed above into
the international market. Global banking primarily consists of trade in international
banking services and establishment of branches and subsidiaries in foreign
countries.
[1.10]Special Kinds of Bank Branches:-
Most Banks in India have special kind of branches. This is done to reap benefits of
specialization as activities done by these branches are quite complex and require
in clearing house operations/Co
Agricultural finance branches.

Objectives
The main objective of this study is to examine the relationship between customer
satisfaction and service quality in service sectors with respect to the service quality
dimensions.
To know that customer are satisfied or not with the bank services.
To find customer loyalty.
To improve our internal skills by survey.To learn different marketing strategies.
Through survey have developed communications skills.
To know different opinion from different customer about the bank.

CH-2 Literature Review
Service loyalty:
A high positive correlation between the constructs of satisfaction and quality and
product loyalty is reported. Likewise, with regards to service loyalty, perceived
service quality as well as satisfaction have been identified as key antecedents in
banking as well as in other service industries.
Service loyalty is more dependent on the development of interpersonal
relationships as opposed to loyalty with tangible products.
Indeed, it has been demonstrated that loyalty is more prevalent among service
customers than among customers of tangible products.
In the services context, intangible attributes such as reliability and confidence may
play a major role in building or maintaining loyalty
In a services context, loyalty is frequently defined as observedbehaviour .
the degree ofloyalty in banking can be gauged by “trackingcustomer’s accounts
over a defined timeperiod and noting the degree of continuity inpatronage”. For
instance, alow degree of repeat purchasing of a particularservice may very well be
the result ofsituational factors such as non-availability,variety seeking and lack of
provider preference.Therefore, the behavioural approach toloyalty may not yield a
comprehensiveinsight into the underlying reasons for loyalty,instead it is a
consumer’s disposition interms of preferences or intentions that playsan important
role in determining loyalty
Furthermore, repeat purchasing behaviour may not even be based on a preferential
disposition but on various bonds that act as switching barriers to consumers We
define bank loyalty as the biased (i.e. non random) behaviouralresponse (i.e.

revisit), expressed over time, by some decision-making unit with respect to one
bank out of a set of banks, which is a function of psychological (decision-making
and evaluative) processes resulting in brand commitment. This definition is based
on
The critical part of our definitionof bank loyalty is bank commitment. In theories
of inter organisational relationships the concept of commitment plays a central role
. Commitment in service provider-customer relationships has been defined as “an
implicit or explicit pledge of relational continuity between exchange partners”
Likewise, define commitment as an enduring desire to maintain a valued
relationship. Parties identify commitment among exchange partners as key to
achieving valuable outcomes for themselves, and they endeavour to develop and
maintain this precious attribute in their relationship
We propose that bank commitment is a necessary condition for bankloyalty to
occur. In case of absence of bankcommitment, a patron to a bank is
merelyspuriously loyal, i.e. repeat visiting behaviour is directed by inertia .We
define bank commitment as: the pledging or binding of an individual to his/her
bank choice . As a result of explicit andextensive decision-making, as well as
evaluativeprocesses, a consumer becomes committedto the bank and therefore, by
definition,becomes bank loyal.
When the decision-makingand evaluative processes are not explicitand very
limited, the consumer will notbecome committed to the bank and cannot bebank
loyal. Consumers whose patronage isnot based on bank loyalty may exhibit
anattachment to bank attributes and can easilybe lured away by competitors
through, forinstance, pricing strategies. In our view, thelevel of consumer
commitment can differconsiderably. Therefore, we assume there is acontinuum of

bank loyalty. At one end of thecontinuum, one finds true bank loyalty; therepeat
visiting behaviour based on a maximumamount of commitment. At the otherend of
the continuum, one finds spuriousbank loyalty; the repeat visiting of the banknot
based on any commitment at all. In thisway, bank commitment enables us to define
adegree of bank loyalty.As mentioned above, service quality andsatisfaction have
both been advanced asantecedents of service loyalty. Therefore, inthe next section
we will zoom in on theseconcepts and the relationship between them.
In most models of client evaluations of retail banking services the focus has been
on a comparative judgement of expectations versus perceived performance
resulting in the two major evaluative judgements of perceived service quality and
client satisfaction Both concepts have been frequently used and measured in the
retail banking services area; However, it has been argued that problems of
definition, delineation and conceptualisation concerning these evaluative
judgements still exist . Much of the confusion arises from the fact that bothforms
of evaluative judgements are based oncomparable underlying constructs.
Clientsform expectations prior to their encounter with a bank (employee), they
develop perceptionsduring the service delivery process andsubsequently they
compare their perceptionsto their expectations in evaluating the outcomeof the
service encounter. While service quality and satisfaction are concepts that have a
number of similar characteristics, they have points of differentiation as well, as
becomes clear from major advances in the services marketing literature . In the
first place, it isfrequently argued that in order to form asatisfactionjudgement,
consumers must haveexperienced a service, whereas perceivedservice quality is
generally viewed as beingnot necessarily experience-based. Second, ithas been
argued that the two concepts aredetermined by different antecedents.
Evidenceexists regarding a number of cognitiveand affective processes (equity,

attributions,cost/benefit analyses) that influence satisfaction. The number of
antecedents to service quality is regarded as more limited . Clearly the two types of
evaluativejudgement are not perceived as isomorphicand increasingly treated as
separate constructsin research on services. There is agrowing consensus on the
sequential order ofservice quality and satisfaction. The latter is increasingly
regarded as the super ordinate construct based on conceptual work by and
empirical evidence provided by and . under took an empirical test ofthe reciprocity
between satisfaction andquality across several service industries.Using structural
equation modelling, theyfound that service quality can be seen as adeterminant of
satisfaction which in turninfluences purchase intentions. Lately, however,it has
been suggested that, in addition toservice quality and satisfaction, image is alsoan
important determinant of customerpatronage. We will discuss image in the
nextsection.
Service qualityand satisfaction?
In most models of client evaluations of retail banking services the focus has been
on a comparative judgement of expectations versus perceived performance
resulting in the two major evaluative judgementsofperceived service quality and
client satisfaction

Both concepts have been frequently used and measured in the retail banking
services area (Lewis, 1993; Lewis and Mitchell, 1990; Smith, 1992). However, it
has been argued that problems of definition, delineation and conceptualisation
concerning these evaluative judgements still exist (De Ruyter et al., 1997).
Much of the confusion arises from the fact that both forms of evaluative
judgements are based on comparable underlying constructs. Clients form
expectations prior to their encounter with a bank (employee), they develop
perceptions during the service delivery process and subsequently they compare
their perceptions to their expectations in evaluating the outcome of the service
encounter. While servicequality and satisfaction are concepts that have a number
of similar characteristics, they have points of differentiation as well, as becomes
clear from major advances in the services marketing literature (Patterson and
Johnson, 1993).
In the first place, it is frequently argued that in order to form a satisfaction
judgement, consumers must have experienced a service, whereas perceived
service quality is generally viewed as being not necessarily experience-based.
Second, it has been argued that the two concepts are determined by different
antecedents. Evidence exists regarding a number of cognitive and affective
processes (equity, attributions, cost/benefit analyses) that influence satisfaction.
The number of antecedents to service quality is regarded as more limited (Oliver,
1993). Clearly the two types of evaluative judgement are not perceived as
isomorphic and increasingly treated as separate constructs in research on
services. There is a growing consensus on the sequential order of service quality
and satisfaction. The latter is increasingly regarded as the superordinateconstruct

based on conceptual work by Oliver (1993) and Rust and Oliver (1994), and
empirical evidence provided by Cronin and Taylor (1992) and De Ruyter et al.
(1997). Cronin and Taylor (1992) undertook an empirical test of the reciprocity
between satisfaction and quality across severalserviceindustries. Using structural
equation modelling, they found that service quality can be seen as a determinant
of satisfaction which in turn influences purchase intentions. Lately, however, it
has been suggested that, in addition to service quality and satisfaction, image is
also an important determinant of customer patronage.
The relationshipbetween image, servicequality and
satisfaction:
It has been suggested recently that retail banking has been suffering from an
identity crisis and that image research studies should be undertaken with the
objective of providing information that is as strategically important as financial
performance data (Worcester, 1997).
A favourable image is viewed as a critical aspect of a company’s ability to
maintain its market position, as image has been related to core aspects of
organisational success such as customer patronage .
Image has been treated as a “gestalt”, reflecting a customer’s overall impression.
have argued that the image of a retail institution is formed along the lines of
category-based processing theory, i.e. when a customer encounters a bank, he or

she will form a mental picture as to whether the bank matches any other categories
of banks experienced in the past. According to the category ybased processing
paradigm, it is proposed that incoming information, as well as customer evaluation
of attributes, will be judged relative to the bank image.
The exact relationship between image and loyalty has remained a matter of debate.
, for instance, report a direct positive relationship between image and loyalty. On
the other hand, it has been demonstrated that the link between image and loyalty is
mediated by customer evaluative judgements such as quality perceptions.
Moreover, in the product literature there is ample evidence that image significantly
affects perceptions of quality (Darden and Schwinghammer, 1985; Render and
O’Connor, 1976; Stafford and Enis, 1969). Therefore, we propose that as customer
evaluative judgements such as perceived service quality and satisfaction are
established in a process of inference making of expectations, image will precede
customer evaluations, rather than these evaluations being components of image
(Hildebrandt, 1988; Mazursky and Jacoby, 1986). That is, image determines the
nature of consumer expectations which, in turn, are a decisive influence on the
formation of quality perceptions. Based on our review of the literature we
formulate the following hypotheses:
H1: Image will have a direct positive effect on loyalty.
H2: Image will have an indirect positive effect on loyalty via satisfaction (i.e. a
mediator effect). H3: Image will have an indirect positive effect on loyalty via
quality (i.e. a mediator effect).
H4: Quality will have an indirect positive effect on loyalty via satisfaction (i.e. a
mediator effect).
H5: Satisfaction will have a direct positive effect on loyalty.

CH-3 Research Methodology
1. Research Design:
i. Exploratory Design:
1. Secondary Data:
 Published(newspaper,magazine,etc.)
 Computerized (Email,internet)
2. Qualitative Research Design:
 Focus group interview
(8 members at one place at one time.)
 In depth interview
(In depth interview of bank customers)
ii. Conclusive Research Design:
 Descriptive
o Multiple Cross Sectional
(Collecting information frombank
customers.)
Methods for conducting descriptive research:
Survey

Survey Method:
Personalinterview
Data collection instrument:
Questionnaire
2. Sampling Design:
a. Target population Definition:
i. Target population: All bank customers who has uses bank
services.
ii. Sampling element: A customer of bank
iii. Sampling unit: A customer of bank
iv. Sampling frame: N/A
v. Extent: Ashram road Ah’d.
vi. Time: January To April 2015
b. Sampling Method:
Probability sampling technique will be used
c. Sample size determination:
3. Scaling technique:
i. Comparative - Rank order

ii. Non-comparative – likert scale
4. Data analysis software:
i. Ms-excel &Spss
5.Data analysis techniques:
i. T-test,Z-test, ANOVA test, chi-square etc.

CH-4 Data Analysis
ICICI BANK:
Q:1 Age of the respondents
Respondent's Age
Frequency Percent Valid Percent
Cumulative
Percent
Valid less than 15 1 1.0 4.0 4.0
15 to 30 14 14.0 56.0 60.0
31 to 45 6 6.0 24.0 84.0
46 to 60 4 4.0 16.0 100.0
Total 25 25.0 100.0
Missing System 75 75.0
Total 100 100.0
Interpretation:
- There is highest number of users of icici bank in age group of 15-30 with almost 1%.
- There is lowest number of users of icici bank in age group of less than 15 with just 14%.
- Whereas there is balance uf users in age group of 31-40 with 6%.
- And in age group of 46 to 60 there is 4% of users are there.

Q:2 Respondent’s gender
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid Male
Female
Total
Missing System
Total
19
6
25
75
100
19.0
6.0
25.0
75.0
100.0
76.0
24.0
100.0
76.0
100.0
Interpretation:
- There is vast number of male users with 19%.
- There is less number of female users with 6%.

Q:3 Respondent’s Occupation?
Occupation
Cumulative
Percent
Valid Emplyee 9 9.0 36.0 36.0
Businessman 8 8.0 32.0 68.0
Other 8 8.0 32.0 100.0
Total 25 25.0 100.0
Total 100 1000
Interpretation:
- Employees using bank services are almost high with 9%.
- Whereas Businessmen and other occupations using bank services are equal with 16%.

-
Interpretation:
- There is 7% of the respondents whose monthly income is less than 30000.
- There is 7% of the respondents whose monthly income is 30000 to 60000
- There is 7% of the respondents whose monthly income is 61000 to 100000.
- There is 4% of the respondents whose monthly income is more than 100000.
Q:4 Respondent’s income?
Monthly income
Cumulative
Percent
Valid less than 30000 7 7.0 28.0 28.0
30000 to 60000 7 7.0 28.0 56.0
61000 to 100000 7 7.0 28.0 84.0
more than 100000 4 4.0 16.0 100.0
Total 25 25.0 100.0
Total
100 100.0

Interpretation:
- 10% of current account holders.
- Account holders for saving account are 14%.
- Credit account holders are very less with 4%.
Q:5 kind of account ?
Kind of account
Cumulative
Percent
Valid Current_a/c 10 10.0 40.0 40.0
Saving_a/c 14 14.0 56.0 96.0
Credit_a/c 1 1.0 4.0 100.0
Total 25 25.0 100.0
Total 100 100.0

Q:8 frequency of visiting the bank?
Visiting the bank
Interpretation:
- 14% of the respondents visiting the bank daily and monthly as well.
- 10% visits the bank monthly.
- Whereas 1% of the respondent rarely visits the bank.
Cumulative
Percent
Valid Daily 7 7.0 28.0 28.0
Weekly 7 7.0 28.0 56.0
Monthly 10 10.0 40.0 96.0
Rarely 1 1.0 4.0 100.0
Total 25 25.0 100.0
Total 100 100.0

Q:9 Reason of choosing Bank?
Interpretation:
- 3.8% of the Respondents had choose the bank for getting personalized service.
- 4.3% of the respondents are interested because the bank have wide branch networking.
And more 4.3% of the respondents are interested for good customer service.
- 4.2% of them were willing to choose the bank for usage of latest technology.
- According to bank’s good image 4.48% of the respondent had choose the bank.
- On the basis of Supportive staff 3.80% of the respondents had choose the bank.
Q:10. Measure service quality of the bank?
3.4
3.6
3.8
4
4.2
4.4
4.6
Mean
Mean
Personalise.
service
Choosing_wide_
branch
networking
Choosing_good_
customer_service
Choosing_works
_on_latest_
technology
Choosing_good_
bank_image
Choosing_for
_supportive_staff
Mean 3.8800 4.3600 4.3600 4.2800 4.4800 3.8000

Interpretation:
- 2.44% of the respondents are satisfied with the service quality by personnel’s appearance in bank.
- 2.08% of them agree the fact that bank provides sufficient seating arrangements.
- 2.04% Respondents are satisfied with skills and knowledge of the bank’s personnel.
- 2.5% of them measure the service quality on the basis of sufficient customer representatives and providing
service in time.
- 7.2% of the respondents measures service quality with the variables of sufficient tellers, providing right
service on time and accurate record transaction.
- 2.04% of the customers agree the fact that the bank keeps its promises for providing service.
- 2.12% of the users believes that bank personnel’s are always willing to help them.
- 2.1% of the users admitted that bank shows sincere interest in solving their problems.
0
0.5
1
1.5
2
2.5
3
Mean
Mean
Meas
ure_s
ervic
e_qu
ality_
in_ap
pear
ance
Measure
_service
_quality_
seating_
arrange
ment_for
_custom
er
Measure_s
ervice_qual
ity_of_pers
onnel_skills
_and_know
ledge
Measure_
service_q
uality_of_
sufficient_
represent
atives
Measur
e_servic
e_qualit
y_of_suf
ficient_t
ellers
Measure_s
ervice_qua
lity_promis
es_to_solv
e_certain_t
ime
Measu
re_ser
vice_q
uality_
at_righ
t_time
Meas
ure_s
ervice
_quali
ty_ac
curate
Measur
e_servi
ce_qua
lity_willi
ng_to_
help
Measure_
service_q
uality_int
erst_in_s
olving_pr
oblem
Measure
_service
_quality_
provide_t
imely_se
rvice
Mea
n
2.44 2.08 2.04 2.5 2.4 2.04 2.4 2.4 2.12 2.1 2.5

Q:11 overall service received?
Statistics
Overall_services_you_received
N Valid 24
Missing 76
Mean 3.5833

Q:12 measure consumer satisfaction?
Interpretation:
- 4.5% of the customers are satisfied with the services and product
of the bank.
- 2.08% of them agree that their bank provides ease of obtaining
the products.
- 2.25% of the respondents are satisfied with the ease of opening
account.
- 2.12% of them are satisfied with the overall services.
1.95
2
2.05
2.1
2.15
2.2
2.25
2.3
mean
mean
Consumer_satisf
ation_of_your_b
ank
Consumer_satisf
ation_with_produ
ct_of_bank
Consumer_satisf
ation_of_leading
_products
Consumer_satisf
ation_easily_ope
n_account
Consumer_satisf
ation_of_overall_
bank_service
N Valid 24 24 24 24 24
Missing 76 76 76 76 76
Mean 2.2500 2.2500 2.0833 2.2500 2.1250

Q:13 measure of consumer loyalty?
Interpretation:
- 2.45% agree that the bank deserves their loyalty
- 2.25% believes that their loyalty had been increased over past five years.
0
0.5
1
1.5
2
2.5
3
Mean
Mean
Statistics
Measure_consu
mer_loyalty
Measure_consu
mer_loyalty_basi
s_of_past_year_
services
Measure_consu
mer_loyalty_relat
ion_for_short_ter
m
Measure_consu
mer_loyalty_abo
ut_switching_ba
nks
Measure_consu
mer_loyalty_willi
ng_pay_higher_f
or_services
N Valid 24 24 24 24 24
Missing 76 76 76 76 76
Mean 2.4583 2.2500 2.1250 2.8333 2.7083

- 2.12% of them believes that their bank values people and relationship rather than short
term goals.
- 2.83% respondents disagree that they will switch the bank.
- 2.70% of them said that they are willing to pay higher price for better product and
services.
0
1
2
3
4
5
6
7
mean
mean
Q:14 ranking of the facilities?
Statistics
Facilities_of
_loan
Facilities_o
f_OD
Facilities_of
_ATM
Facilities_of_Internet
_banking
Facilities_of_m
obi
le_banking
Facilities_of_credi
t_debit_card
Facilities_of_
locker
NValid 24 24 24 24 24 24 24
Missi
ng
76 76 76 76 76 76 76
Mean 4.2083 4.3333 2.7917 2.7500 3.2500 4.7500 5.7500

Interpretation:
- 4.20% of the respondents satisfied with the facility of the loan
- 4.33% of them satisfied with O/D facility.
- 2.79% of the respondents satisfied with ATM facility.
- 2.74% satisfied with internet banking.
- 3.25% satisfied with facility of mobile banking.
- 4.75% are highly satisfied with credit/debit card facility.
- 5.75% are highly satisfied with locker facility.

Q:15 commitment towards the bank?
Interpretation:
- 100% of the respondents are committed towards the bank and therefor it can be assumed
that they are satisfied with the service quality of the bank.
Commitment
Cumulative
Percent
Valid 0 25 25.0 100.0 100.0
Total 100 100.0

Chi-square
1) Income- types of a/c
Ho: there is no association between income and types of a/c.
H1: there is association between income and types of a/c.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 13.870a
9 .127
Likelihood Ratio 11.896 9 .219
Linear-by-Linear Association 1.010 1 .315
N of Valid Cases 24
a. 14 cells (87.5%) have expected count less than 5. The minimum
expected count is .13.

Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
9 .127
Interpretation-
Here, chi-square significant level at 95% and
P value is 0.127. That is less than 0.05, so I
accept alternative hypothesis there is
association between income and type of
a/c.
2) Age- Commitment
Ho: there is no association between age and
commitment.
H1: there is association between age and commitment
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
3 .791
Linear-by-Linear Association .516 1 .473
N of Valid Cases 24
a. 6 cells (75.0%) have expected countless than 5. The minimum
Interpretation-
P value is 0.791. That is more than 0.05, so I
accept null hypothesis there is no
association between age and commitment.

ANOVA TEST
1). Income- satisfaction
H0: there is no impact of age on satisfaction level
H1: there is impact of age on satisfaction level
ANOVA
Consumer_satisfation_of_overall_bank_service
Sum of Squares df Mean Square F Sig.
Between Groups 1.258 3 .419 .433 .732
Within Groups 19.367 20 .968
Total 20.625 23
By allowing significance level 95% the f value 0.433 will be in acceptance region. So alternative hypothesis
will be accepted
2). Income- Loan facility
H0: there is no impact of income on loan
H1: there is impact of income on loan
ANOVA
Facilities_of_loan
Between Groups 8.758 3 2.919 .452 .719
Within Groups 129.200 20 6.460
Total 137.958 23
will be accepted

AXIS BANK:
Respondent's Age
Cumulative
Percent
Valid 15 to 30 17 17.0 65.4 65.4
31 to 45 4 4.0 15.4 80.8
46 to 60 4 4.0 15.4 96.2
60 & above 1 1.0 3.8 100.0
Total 26 26.0 100.0
Total 100 100.0
Interpretation:
- There is highest number of users of axis bank in age group of 15-30 with almost 17%.
- There is lowest number of users of axis bank in age group of less than 15 with just 4%.
- Whereas there is balance of users in age group of 31-40 with 4%.

Gender
Cumulative
Percent
Valid Male 19 19.0 73.1 73.1
Female 7 7.0 26.9 100.0
Total 26 26.0 100.0
Total 100 100.0
Interpretation:

Occupation
Cumulative
Percent
Valid Emplyee 10 10.0 38.5 38.5
Professional_Person 4 4.0 15.4 61.5
Other 10 10.0 38.5 100.0
Total 26 26.0 100.0
Total 100 100.0
Interpretation:
- Whereas Businessmen using bank services with 2%.
- 4% of the Professional persons using bank services.
- Other are 10%.

Monthly income
Cumulative
Percent
Valid less than 30000 16 16.0 61.5 61.5
30000 to 60000 6 6.0 23.1 84.6
61000 to 100000 3 3.0 11.5 96.2
more than 100000 1 1.0 3.8 100.0
Total 26 26.0 100.0
Total 100 100.0
Interpretations:

Interpretation:
- Demit account holders are very less with 2%.
- Credit holders for saving account are 16%.
Kind_of_account
Cumulative
Percent
Saving_a/c 16 16.0 61.5 80.8
Demait_a/c 2 2.0 7.7 88.5
Credit_a/c 3 3.0 11.5 100.0
Total 26 26.0 100.0
Total 100 100.0

Visit_the_bank
Cumulative
Percent
Valid Daily 4 4.0 15.4 15.4
Weekly 8 8.0 30.8 46.2
Monthly 9 9.0 34.6 80.8
Rarely 4 4.0 15.4 96.2
5 1 1.0 3.8 100.0
Total 26 26.0 100.0
Total 100 100.0
Interpretation:
- 4% of the respondents visiting the bank daily.
- 8% of the respondents visits the bank weekly.

Commitment
Cumulative
Percent
Valid Yes 22 22.0 84.6 84.6
No 3 3.0 11.5 96.2
4 1 1.0 3.8 100.0
Total 26 26.0 100.0
Total 100 100.0
Interpretations:
- 22% of the respondents are committed towards the axis bank.
- Whereas 3% of them are not committed.

Statistics
Reason_for_cho
osing_bank
Choosing_wide_
branch_networki
ng
Choosing_good_
customer_service
Choosing_works
_on_latest_techn
ology
Choosing_good_
bank_image
Choosing_for_su
pportive_staff
N Valid 26 26 26 26 26 26
Missing 74 74 74 74 74 74
Mean 3.4615 4.0769 3.7692 4.1154 4.0385 3.6154
Interpretation:
- 3.76% of the respondents are interested for good customer service.
3
3.2
3.4
3.6
3.8
4
4.2
Mean
mean

Statistics
Measure_
service_q
uality_in_
appearanc
e
Measur
e_servi
ce_qual
ity_seati
ng_arra
ngemen
t_for_cu
stomer
Measur
e_servi
ce_qual
ity_of_p
ersonne
l_skills_
and_kn
owledg
e
Measur
e_servi
ce_qual
ity_of_s
ufficient
_repres
entative
s
Measur
e_servi
ce_qual
ity_of_s
ufficient
_tellers
Measur
e_servi
ce_qual
ity_pro
mises_t
o_solve
_certain
_time
Measure
_service_
quality_at
_right_ti
me
Measu
re_ser
vice_q
uality_
accura
te
Measur
e_servi
ce_qual
ity_willi
ng_to_h
elp
Measur
e_servi
ce_qual
ity_inter
st_in_s
olving_
problem
Measur
e_servi
ce_qual
ity_prov
ide_tim
ely_ser
vice
Measu
re_ser
vice_q
uality_
of_rep
resent
atives
N Va
lid
26 26 26 26 26 26 26 26 26 26 26 26
Mi
ssi
ng
74 74 74 74 74 74 74 74 74 74 74 74
Mean
2.1923 2.1154 1.7692 2.0000 2.0385 2.1154 2.3077
2.230
8
2.1154 1.8846 2.3462 2.2308

Interpretation:
- 2.19% of the respondents are satisfied with the service quality by personnel’s appearance
in bank.
- 2.00% of them measure the service quality on the basis of sufficient customer
representatives and providing service in time.
- 2.03% of the respondents measures service quality with the variables of sufficient tellers
- 2.11% of the customers agree the fact that the bank keeps its promises for providing
service.
- 2.30% of them measures quality by Provides the right services in time.
- 2.23% of them measures quality by bank’s accurate records of transactions
- 2.34% measure quality by providing time by bank personnel.
0
0.5
1
1.5
2
2.5
mean
mean

- 2.23% measures quality by behavior of the bank’s personnel.
Statistics
Consumer_satisf
ation_of_your_b
ank
Consumer_satisf
ation_with_produ
ct_of_bank
Consumer_satisf
ation_of_leading
_products
Consumer_satisf
ation_easily_ope
n_account
Consumer_satisf
ation_of_overall_
bank_service
N Valid 26 26 26 26 26
Missing 74 74 74 74 74
Mean 2.0385 2.3846 2.1538 1.8846 2.4231
Interpretation:
- 2.38% of the customers are satisfied with the services and product of the bank.
- 2.15% of them agree that their bank provides ease of obtaining the products.
- 1.88% of the respondents are satisfied with the ease of opening account.
0
0.5
1
1.5
2
2.5
3
Mean
mean

Statistics
Measure_consu
mer_loyalty
Measure_consu
mer_loyalty_basi
s_of_past_year_
services
Measure_consu
mer_loyalty_relat
ion_for_short_ter
m
Measure_consu
mer_loyalty_abo
ut_switching_ba
nks
Measure_consu
mer_loyalty_willi
ng_pay_higher_f
or_services
N Valid 26 26 26 26 26
Missing 74 74 74 74 74
Mean 2.3846 2.3077 2.5385 3.0000 3.3462
Interpretation:
term goals.
services.
0
0.5
1
1.5
2
2.5
3
3.5
4
mean
mean

Interpretation:
0
1
2
3
4
5
6
Mean
mean
Statistics
Facilities_of_
loan
Facilities_of
_OD
Facilities_of
_ATM
Facilities_of_Int
ernet_banking
Facilities_of_mo
bile_banking
Facilities_of_cre
dit_debit_card
Facilities_of_loc
ker
N Valid 26 26 26 26 26 26 26
Missing 74 74 74 74 74 74 74
Mean 4.2308 5.0385 2.7308 3.3846 3.3077 4.1538 5.3846

Chi-square
Ho: there is no association between bank visit and types of a/c.
H1: there is association between bank visit and types of a/c.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
12 .023
N of Valid Cases 26
Interpretation-
Here, chi-square significant level at 95% and P value is 0.023. that is less
than 0.05, so I accept alternative hypothesis there is association
between bank visit and type of account.
2) Age- commitment
Ho: there is no association between age and commitment.
H1: there is association between age and commitment.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
6 .926
N of Valid Cases 26

Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
6 .926
Interpretation-
P value is 0.926. that is greater than 0.05, so
I accept null hypothesis there is no
association between age and commitment.
ANOVA test
1) Age- Satisfaction
Between Groups 4.111 3 1.370 1.068 .383
Total 32.346 25

will be accepted
2) Monthly income- Loan facility
ANOVA
Facilities_of_loan
Sum of Squares Df Mean Square F Sig.
Between Groups 9.449 3 3.150 .659 .586
Total 114.615 25
will be accepted

HDFC BANK:
Respondent's Age
Cumulative
Percent
Valid 15 to 30 17 17.2 70.8 70.8
31 to 45 7 7.1 29.2 100.0
Total 24 24.2 100.0
Total 99 100.0
Interpretation:
- Here is highest number of users of HDFC bank in age group of 15-30 with almost 17.2%.
- There is lowest number of users of HDFC bank in age group of less than 15 with just
7.1%.
- Whereas there is balance uf users in age group of 31-40 with 24.2%.
- And in age group of 46 to 60 there is 75.8% of users are there.

Gender
Cumulative
Percent
Valid Male 19 19.2 79.2 79.2
Female 5 5.1 20.8 100.0
Total 24 24.2 100.0
Total 99 100.0
Interpretation:
- There is vast number of male users with 19.2%.
- There is less number of female users with 5.1%.

Occupation
Cumulative
Percent
Valid Emplyee 11 11.1 45.8 45.8
Other 6 6.1 25.0 100.0
Total 24 24.2 100.0
Total 99 100.0
Interpretation:
- Employees using bank services are almost high with 11.1%.
- Other are 6.1%.

Monthly income
Cumulative
Percent
Valid less than 30000 10 10.1 41.7 41.7
30000 to 60000 8 8.1 33.3 75.0
61000 to 100000 6 6.1 25.0 100.0
Total 24 24.2 100.0
Total 99 100.0
Interpretations:
- There is 10.1% of the respondents whose monthly income is less than 30000.
- There is 8.1% of the respondents whose monthly income is 30000 to 60000
- There is 6.1% of the respondents whose monthly income is 61000 to 100000.
- There is 24.2% of the respondents whose monthly income is more than 100000

Kind_of_account
Cumulative
Percent
Saving_a/c 18 18.2 75.0 87.5
Demait_a/c 1 1.0 4.2 91.7
Credit_a/c 2 2.0 8.3 100.0
Total 24 24.2 100.0
Total 99 100.0
- Account holders for saving account are 18.2%.
- Credit holders for saving account are 2%.

Visit_the_bank
Cumulative
Percent
Valid Daily 2 2.0 8.3 8.3
Weekly 4 4.0 16.7 25.0
Monthly 17 17.2 70.8 95.8
Rarely 1 1.0 4.2 100.0
Total 24 24.2 100.0
Total 99 100.0
Interpretation:
- 4% of the respondents visits the bank weekly.
- 17.2% visits the bank monthly.

Commitment
Cumulative
Percent
Valid Yes 18 18.2 75.0 75.0
No 6 6.1 25.0 100.0
Total 24 24.2 100.0
Total 99 100.0
Interpretations:
- 18.2% of the respondents are committed towards the axis bank.
- Whereas 6.1% of them are not committed.

Statistics
Reason_for_cho
osing_bank
Choosing_wide_
branch_networki
ng
Choosing_good_
customer_service
Choosing_works
_on_latest_techn
ology
Choosing_good_
bank_image
Choosing_for_
supportive_sta
ff
N Valid 24 24 24 24 24 24
Missing 75 75 75 75 75 75
Mean 3.3750 3.8750 3.6667 3.8333 3.9583 3.3333
Interpretation:
- 3.37% of the Respondents had chosen the bank for getting personalized service.
- 3.87% of the respondents are interested because the bank has wide branch networking.
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
4
4.1
mean
mean

0
0.5
1
1.5
2
2.5
3
mean
mean
Statistics
Measur
e_servi
ce_qual
ity_in_a
ppeara
nce
Measure
_service_
quality_s
eating_ar
rangeme
nt_for_cu
stomer
Measure
_service_
quality_of
_personn
el_skills_
and_kno
wledge
Measure
_service_
quality_of
_sufficien
t_represe
ntatives
Measur
e_servi
ce_qual
ity_of_s
ufficient
_tellers
Measure
_service_
quality_pr
omises_t
o_solve_
certain_ti
me
Measure
_service_
quality_at
_right_tim
e
Measure_s
ervice_qual
ity_accurat
e
Measure
_service_
quality_w
illing_to_
help
Meas
ure_s
ervice
_quali
ty_int
erst_i
n_sol
ving_
proble
m
Measur
e_servi
ce_qual
ity_prov
ide_tim
ely_ser
vice
Mea
sure
_ser
vice
_qu
ality
_of_
repr
ese
ntati
ves
N Valid 24 24 24 24 24 24 24 24 24 24 24 24
Missing 75 75 75 75 75 75 75 75 75 75 75 75
Mean
2.4167 2.0417 1.9583 1.9583 1.9583 2.1667 2.4583 1.9167 2.3333
2.125
0
2.5000
2.50
00

Interpretation:
in bank.
service.

Statistics
Consumer_satisf
ation_of_your_b
ank
Consumer_satisf
ation_with_produ
ct_of_bank
Consumer_satisf
ation_of_leading
_products
Consumer_satisf
ation_easily_ope
n_account
Consumer_satisf
ation_of_overall_
bank_service
N Valid 24 24 24 24 24
Missing 75 75 75 75 75
Mean 2.5417 2.5417 2.2917 2.2500 2.3750
Interpretation;
- 2.54% of the customers are satisfied with the services and
product of the bank.
- 2.29% of them agree that their bank provides ease of obtaining
the products.
2.1
2.15
2.2
2.25
2.3
2.35
2.4
2.45
2.5
2.55
2.6
mean
mean

account.
Statistics
Measure_consu
mer_loyalty
Measure_consu
mer_loyalty_basi
s_of_past_year_
services
Measure_consu
mer_loyalty_relat
ion_for_short_ter
m
Measure_consu
mer_loyalty_abo
ut_switching_ba
nks
Measure_consu
mer_loyalty_willi
ng_pay_higher_f
or_services
N Valid 24 24 24 24 24
Missing 75 75 75 75 75
Mean 2.5417 2.6667 2.5833 2.3333 2.4583
2.1
2.2
2.3
2.4
2.5
2.6
2.7
mean
mean

Interpretation:
- 2.58% of them believe that their bank values people and relationship rather than short
term goals.
services.
Interpretation:
0
1
2
3
4
5
6
mean
mean
Statistics
Facilities_of_l
oan
Facilities_of_O
D
Facilities_of
_ATM
Facilities_of_I
nternet_banki
ng
Facilities_of_mobi
le_banking
Facilities_of
_credit_deb
it_card
Facilities_of_lo
cker
N Valid 24 24 24 24 24 24 24
Missing 75 75 75 75 75 75 75
Mean 4.2083 4.5417 2.5417 3.0833 2.7917 4.3333 5.3333

CHI-SQUARE
1) visit - type of A/c
Ho: there is no association between visit and type of a/c.
H1: there is association between visit and type of a/c.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
6 .254
N of Valid Cases 24
Interpretation-
Here, chi-square significant level at 95% and P value is 0.254 that is less
than 0.05, so I accept alternative hypothesis there is association between
visit and type of a/c.

2) Age-commitment
Ho: there is no association between age and commitment.
H1: there is association between age and commitment.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
1 .195
Continuity Correctionb
.605 1 .437
Fisher's Exact Test .307 .215
N of Valid Casesb
24
a. 2 cells (50.0%) have expected countless than 5. The minimum expected countis 1.75.
a. Computed onlyfor a 2x2
table
Interpretation-
Here, chi-square
significant level at 95%
and P value is 0.195 that is
less than 0.05, so I accept
alternative hypothesis
there is association
between age and
commitment.
ANOVA Test
1) Age – satisfaction

ANOVA
Between Groups .079 1 .079 .128 .724
Within Groups 13.546 22 .616
Total 13.625 23
will be accepted.
ANOVA
Facilities_of_loan
Between Groups 2.858 2 1.429 .337 .718
Total 91.958 23
will be accepted.

YES BANK:
Respondent's Age
Cumulative
Percent
Valid 15 to 30 16 16.0 64.0 64.0
31 to 45 7 7.0 28.0 92.0
46 to 60 2 2.0 8.0 100.0
Total 25 25.0 100.0
Total 100 100.0

Interpretation:
- There is highest number of users of YES bank in age group of 15-30 with almost 16%.
- There is lowest number of users of YES bank in age group of less than 15 with just 7%.
- Whereas there is balance of users in age group of 31-40 with 2%.
Gender
Cumulative
Percent
Valid Male 15 15.0 60.0 60.0
Female 10 10.0 40.0 100.0
Total 25 25.0 100.0
Total 100 100.0

Interpretation:
Occupation
Cumulative
Percent
Valid Emplyee 5 5.0 20.0 20.0
Other 15 15.0 60.0 100.0
Total 25 25.0 100.0
Total 100 100.0

Interpretation:
- Other is 15%.
Monthly income
Cumulative
Percent
Valid less than 30000 16 16.0 64.0 64.0
30000 to 60000 5 5.0 20.0 84.0
61000 to 100000 2 2.0 8.0 92.0
more than 100000 2 2.0 8.0 100.0
Total 25 25.0 100.0

Monthly income
Cumulative
Percent
Valid less than 30000 16 16.0 64.0 64.0
30000 to 60000 5 5.0 20.0 84.0
61000 to 100000 2 2.0 8.0 92.0
more than 100000 2 2.0 8.0 100.0
Total 25 25.0 100.0
Total 100 100.0
Interpretations:
Kind_of_account

Cumulative
Percent
Saving_a/c 18 18.0 72.0 96.0
Demait_a/c 1 1.0 4.0 100.0
Total 25 25.0 100.0
Total 100 100.0
Interpretation:

Interpretation:
- 12% of the respondents visit the bank weekly.
Visit_the_bank
Cumulative
Percent
Valid Daily 3 3.0 12.0 12.0
Weekly 12 12.0 48.0 60.0
Monthly 8 8.0 32.0 92.0
Rarely 2 2.0 8.0 100.0
Total 25 25.0 100.0
Total 100 100.0

commitment
Cumulative
Percent
Valid Yes 23 23.0 92.0 92.0
No 2 2.0 8.0 100.0
Total 25 25.0 100.0
Total 100 100.0
Interpretations:
- 23% of the respondents are committed towards the axis bank.
- Whereas 2% of them are not committed.

Interpretation:
3.3
3.4
3.5
3.6
3.7
3.8
3.9
mean
mean
Statistics
Reason_for_cho
osing_bank
Choosing_wide_
branch_networki
ng
Choosing_good_
customer_service
Choosing_works
_on_latest_techn
ology
Choosing_good_
bank_image
Choosing_for_su
pportive_staff
N Valid 25 25 25 25 25 25
Missing 75 75 75 75 75 75
Mean 3.5600 3.6400 3.8400 3.8400 3.4800 3.7600

Statistics
Measur
e_servi
ce_qual
ity_in_a
ppeara
nce
Measur
e_servi
ce_qual
ity_seat
ing_arr
angem
ent_for
_custo
mer
Meas
ure_s
ervice
_quali
ty_of_
perso
nnel_
skills_
and_k
nowle
dge
Measure
_service_
quality_of
_sufficien
t_represe
ntatives
Measur
e_servi
ce_qual
ity_of_s
ufficient
_tellers
Measure
_service_
quality_pr
omises_t
o_solve_
certain_ti
me
Measur
e_servi
ce_qual
ity_at_ri
ght_tim
e
Meas
ure_s
ervice
_quali
ty_ac
curate
Measur
e_servi
ce_qual
ity_willi
ng_to_
help
Measur
e_servi
ce_qual
ity_inter
st_in_s
olving_
proble
m
Measure
_service_
quality_pr
ovide_tim
ely_servi
ce
Measure
_service_
quality_of
_represe
ntatives
N Valid 25 25 25 25 25 25 25 25 25 25 25 25
Missing 75 75 75 75 75 75 75 75 75 75 75 75
Mean
2.1600 2.0000
2.200
0
1.8800 1.9200 2.1600 2.2800
2.000
0
2.2400 1.9600 2.0800 2.1600
0
0.5
1
1.5
2
2.5
mean
mean

Interpretation:
in bank.
service.

Statistics
Consumer_satisf
ation_of_your_b
ank
Consumer_satisf
ation_with_produ
ct_of_bank
Consumer_satisf
ation_of_leading
_products
Consumer_satisf
ation_easily_ope
n_account
Consumer_satisf
ation_of_overall_
bank_service
N Valid 25 25 25 25 25
Missing 75 75 75 75 75
Mean 2.3200 2.3200 2.2800 2.0800 2.1200
1.95
2
2.05
2.1
2.15
2.2
2.25
2.3
2.35
mean
mean

Interpretation:
- 2.32% of the customers are satisfied with the services and product
of the bank.
- 2.28% of them agree that their bank provides ease of obtaining the
products.
account.
Statistics
Measure_consu
mer_loyalty
Measure_consu
mer_loyalty_basi
s_of_past_year_
services
Measure_consu
mer_loyalty_relat
ion_for_short_ter
m
Measure_consu
mer_loyalty_abo
ut_switching_ba
nks
Measure_consu
mer_loyalty_willi
ng_pay_higher_f
or_services
N Valid 25 25 25 25 25
Missing 75 75 75 75 75
Mean 2.2400 2.2000 2.3200 2.6000 2.5200
2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
mean
mean

Interpretation:
term goals.
services.
Statistics
Facilities_of_loa
n
Facilities_of_
OD
Facilities_of_
ATM
Facilities_of_I
nternet_banki
ng
Facilities_of_
mobile_banki
ng
Facilities_of_
credit_debit_c
ard
Facilities_of_loc
ker
N Valid 25 25 25 25 25 25 25
Missing 75 75 75 75 75 75 75
Mean 4.0800 3.8800 2.9200 3.0000 3.8000 4.6800 4.7600

Interpretation:
0
1
2
3
4
5
mean
mean

CHI-SQUARE
1) visit – type of a/c
H0: There is no association between visit and type of a/c.
H1: There is association between visit and type of a/c.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
6 .025
N of Valid Cases 25
a. 10 cells (83.3%) have expected count less than 5.The
minimum expected countis .08.
Interpretation-
Here, chi-square significant level at 95% and P value is 0.025. that is less
than 0.05, so I accept alternative hypothesis there is association
between visit and type of a/c .
2) Age- commitment
H0: there is no association between age and commitment
H1: there is association between age and commitment
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
2 .543

Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
2 .543
N of Valid Cases 25
a. 4 cells (66.7%) have expected countless than 5. The minimum
Interpretation-
Here, chi-square significant level at 95% and P value is 0.543. That is more than 0.05, so I
accept null hypothesis there is no association between age and commitment.
ANOVA test
1) Age- Satisfaction
ANOVA
Between Groups .845 2 .423 .335 .719
Total 28.640 24
will be accepted.

2). Monthly income- loan facility
H0: there is no impact of monthly income on loan
H1: there is impact of monthly income on loan
ANOVA
Facilities_of_loan
Between Groups 26.140 3 8.713 2.552 .083
Total 97.840 24
By allowing significance level 95% the f value 2.552 will be in rejection region. So null hypothesis will be
accepted.

Q:15 more preferable bank
Most_perferable_bank_according_to_you
Percent
Valid
ICICI 9 9.0 34.6 34.6
Axis 13 13.0 50.0 84.6
HDFC 2 2.0 7.7 92.3
YES 2 2.0 7.7 100.0
Total 26 26.0 100.0
Total 100 100.0
Interpretation:
9% of the respondents gave preference for ICICI BANK.
13% of the respondents has given their preference for AXIS BANK.
2% of them prefer HDFC BANK.
2% prefers YES BANK.

Overall_services_you_received
Percent
Valid
Highly_Dissatisfied 10 10.0 10.0 10.0
Dissatisfied 12 12.0 12.0 22.0
Neutral 15 15.0 15.0 37.0
Satisfied 48 48.0 48.0 85.0
Highly_Satisfied 15 15.0 15.0 100.0
Total 100 100.0 100.0
Interpretation:
50% of the customers are satisfied with their banks.
Around 15% of this four bank users are highly satisfied.
There are only 10-12% users who dissatisfied with their bank

Overall satisfactionofBanks
Sr. no. Variable name ICICI AXIS HDFC YES
1 Service quality 2.25 2.11 2.19 2.09
2 Satisfaction 2.19 2.18 2.40 2.22
3 Bank loyalty 2.52 2.72 2.52 2.38
* Total: 6.96 7.01 7.11 6.69
Interpretation:
From above table it is clear that HDFC users are more satisfied with their bank. AXIS bank is on
second number to satisfy their customers. ICICI and YES bank are respectively on 3rd and 4th
number.

CH-5 Conclusion
The bank have already win trust of the customers because they feel safety and security in
depositing amount
The training or workshop should be conducted to the bank officers who have direct or indirect
contact with customers.
According to time, the needs also change they have to know how to satisfy the customer in
matter of service.
The bank officers should have enough knowledge about the financial planning so that it can help
the customer and this will improve the service and also the customer will be loyal to private
sector bank.
The private sector bank should start door to door marketing as it can improve the customer
loyalty and also create awareness about bank product and services.
Even though the bank had latest modern equipment they should teach the customer how to use it.

CH-6 BIBLIOGRAPHY
1. Allen, N.J. and Meyer, J.P. (1990), “The measurement and antecedents of
affective, continuance, and normative commitment to the organization”,
Journal of Occupationa Psychology, Vol. 63, pp. 1-18.
2. Berry, L.L. (1983), “Relationship marketing”, inBerry, L.L., Shostack, G.L.
and Upah, G.D.(Eds), Perspectives on Services Marketing,American
Marketing Association, Chicago,IL.
3. Bloemer, J.M.M. and Kasper, J.D.P. (1995), “TheComplex relationship
between consumersatisfaction and brand loyalty”, Journal of Economic
Psychology, Vol. 16, pp. 311-29.
4. Brislin, R. W. (1980), “Translation and content analysis of oral and written
materials”, in Triandis, H.C. and Berry, J.W. (Eds), Handbook of Cross-
Cultural Psychology: Methodology, Volume 2, Allyn& Bacon, Boston, MA.
5. Cronin, J.J. and Taylor, S.A. (1992), “Measuring service quality: a re-
examination and extension”, Journal of Marketing, Vol. 56, pp. 55-68.Crosby,
L.A., Evans, K.R. and Cowles, D. (1990),
6.Czepiel, J.A. (1990), “Service encounters and service relationships:
implications for research”, Journal of Business Research, Vol.
20, pp. 13-21.
7. Patterson, P.G. and Johnson, L.W. (1993), “Disconfirmation of expectations
and the gap model of service quality: an integrated paradigm”, Journal of
Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 6, pp.
90-9.

CH-7 Annexure
1. Name: ____________________________________
2. Age: Less than 15
15 to 30
31 to 45
46 to 60
60 and above
3. Gender: Male
Female
4. Occupation: Employee
Businessman
Professional Person
If other please specify_________________________
5. Monthly Income: Less than 30,000 30,000 to 60,000
61,000 to 1, 00,000 More than 1, 00,000
6. Currently, which private bank are you using?
ICICI HDFC
Axis YES
7. What kind of account do you maintain in this bank?
Current A/C Saving A/C

DemitA/C Credit A/C
8. How often do you visit the bank?
Daily Monthly
Weekly Rarely
9. Reason of choosing such bank..?
no statement 1
Highly
disagree
2
Disagree
3
Neutral
4
Agree
5
Highly
agree
1 It is good in personalized
services.
2 It has a wide branch
networking.
3 It has a good customer
service.
4 It works on latest
technology.
5 it has a good bank image
6 It has a variety of
services and supportive
staff.
If other than Specify:____________________
10. Followings are variables of pleasure to measure Service Quality towards Indian Private
Banking Sector. Please indicate your views on five point scale.

1
(Strongly
Agree)
2
(Agree)
3
(Neutral)
4
(Disagre
e)
5
(Strongly
Disagree)
My bank’s personnel is neat in
appearance.
My bank has sufficient seating
arrangement for its customers.
My bank’s personnel has the
required skills and knowledge.
My bank has sufficient
customer representatives.
My bank has sufficient tellers.
When your bank promises to
do something by a certain
time, it does so.
My bank provides the right
service the first time.
My bank keeps accurate
records of transactions and
requests.
Personnel at your bank are
always willing to help.
When you have a problem,
your bank shows sincere
interest in solving it.
Bank employees always have
the time to provide service.
Customer representatives are
friendly and well-behaved.
11. Rate the overall service you received?

1
Highly Dissatisfied
2
Dissatisfied
3
Neutral
4
Satisfied
5
Highly Satisfied
12. Followings are variables of pleasure to measure consumer satisfaction towards Indian
Private Banking Sector. Please indicate your views on five point scale.
1
(Strongly
Agree)
2
(Agree)
3
(Neutral)
4
(Disagre
e)
5
(Strongly
Disagree)
I am satisfied with the services
of my bank.
I am satisfied with the
products of my bank.
I am satisfied with the ease of
obtaining leading
products(loans/credit cards)
I am satisfied with the ease of
opening an account at my
bank
Overall, I am satisfied with my
bank.
13. Followings are variables of pleasure to measure consumer loyalty towards Indian Private
Banking Sector. Please indicate your views on five point scale.

1
(Strongly
Agree)
2
(Agree)
3
(Neutral)
4
(Disagre
e)
5
(Strongly
Disagree)
I believe my bank deserve my
loyalty.
Over the past year, my
loyalty toward my bank has
increased.
My bank values people and
relationship ahead of short
term goal.
I am seriously thinking about
switching banks
I am willing to pay a higher
price for a better product or
service.
14. Give rank to the following facilities in your bank.
Loan facilities
O/D facilities
ATM facilities
Internet banking
Mobile banking
Credit/Debit card facilities
Locker Facilities
15. Are you committed toward your bank..?
Yes No

16. Which private bank is more preferable according to you?
ICICI HDFC
Axis YES
17. Give your personal opinion about your bank?

Investigating drivers of bank loyalty: the complex Relationship between service quality and satisfaction

Investigating drivers of bank loyalty: the complex Relationship between service quality and satisfaction

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