CUSTOMER

SATISFACTION
Marketing of Banking Services
Group 5
 Outline
introduction

Survey methodology

Survey results

Conclusion
 INTRODUCTION
 Customer Satisfaction: State of mind of customers when
expectations have been met or have exceeded over the
lifetime of the products/services.
 Leads to loyalty and repurchase.
 Banks moving towards relationship based banking.
 Affectivemeasures involve
Satisfaction Cognitivethree psychological
Behavioralelements
for evaluation of the product or service experience:

●
Appraisal
●
Emotiona ●
Experienc
●
Evaluatio
l feeling e
n
●
Like/Disli ●
Future
●
Conclusio
ke Actions
n
Different Evaluating Approaches
 Post Purchase Evaluation : Satisfaction feedback is obtained
from the individual customer at the time of product or service
delivery

 Periodic Satisfaction Surveys : Satisfaction feedback from

groups of customers at periodic intervals to provide an
occasional snapshot of customer experiences and
expectations

 Continuous Satisfaction Tracking : Satisfaction tracking

surveys are often part of a management initiative to assure
quality is at high levels over time
 Customer Satisfaction Survey

Satisfactory Satisfactio Satisfaction

Interaction n with Core with the
with personnel Organization
Services
●
Behavior & Mannerism ●
Quality of Products ●
Value Added Services
of Service Staff & Services
●
Ambience, Parking,
●
Processing Time ●
Timeliness of etc
●
Attitude of Banking ●
Transparency
Product Delivery &
Staff ●
Networking of
●
Level of Product Servicing Branches
Knowledge with the
●
Pricing ●
Frequency & Quality of
Service Staff
●
Working Days/ Contact
●
Query Handling Hours ●
Proximity of ATMs
 Methodology
Questionnaire
Responses was
submitted
Emailed
prepared to
got registered in a
several
Googlepeople
Spreadsheet
Document
online
Tool was used

Di
ffe
re
nt
Ch
ar
t
Ty
pe
s
w
er
e
us
ed
to
A
na
ly
ze
th
e
D
at
a
 Survey Results
Total Respondents = 216

59% Male & 41% Female

Bank Accounts Product Usage

86%
Others
31% Educational Loans
3% 11% Home/Car/Personal Loans
Overdraft Facility
r o r n k r s D-Mat Facility
o t e
ect e c Ba th Internet Banking
S S n O
l ic a te e ig ATM/Debit/Credit
b i v r
Pu Pr Fo Fixed Deposits
0% 20%
40% 60%
80% 100%
 Satisfaction in Products & Services
Public Private

62%

52%

22%
15% 15%
13%
9% 8%
4%
0%
Highly Satisfied 2 3 4 Dissatisfied
 Timeliness in Product Delivery & Behaviour & Mannerism of Service Staff
Servicing
Public Private
Public Private
48%
46%

54%

39%

43%

31%

35%

31%

22%
15%

9%
8%
8% 8%
4%

0% 0% 0% 0% 0%

very good ok bad very bad very good ok bad very bad
good good
 Processing Time Pricing
Public Private Public Private
48%
46% 46%

39%

35% 35%

31%

23% 23%

15% 15%
13% 13% 13%

4%

0% 0% 0% 0% 0%

very good ok bad very bad very good ok bad very bad
good good
 Value Added Services Working Days & Hours
Public Private Public Private
48% 43%
46%

38%

35%

31%

31%

26%

22%

15% 15%
15%
13%

9%
8%

4%

0% 0% 0% 0%

very good ok bad very bad very good ok bad very bad
good good
 Ambience
Public Private
0%
very bad 0%

38%
bad 0%

31%
ok 48%

23%
good 39%

8%
very good 13%

Attitude of Bank Staff

Public Private
0%
very... 0%

8%
bad 4%

38%
ok 48%

38%
43%

15%
very g... 4%
 Transperancy of Bank Proceedings
Public Private
8%
very bad 0%

0%
bad 4%

46%
ok 30%

31%
good 57%

15%
very good 9%

Level of Product knowledge with service staff

Public Private
0%
very bad 4%

0%
bad 4%

46%
ok 39%

31%
good 43%

23%
very good 9%
 Query Handling
Public Private
8%
very bad 0%

15%
bad 17%

31%
ok 35%

31%
good 43%

15%
very good 4%

Networking of Branches
Public Private
0%
very bad 0%

8%
bad 9%

23%
ok 4%

46%
good 52%

23%
very good 35%
 Frequency & Quality of Contact
Public Private
8%
very bad 0%

0%
bad 22%

69%
ok 30%

8%
good 48%

15%
very good 0%

Proximity of ATMs
Public Private
0%
very bad 0%

8%
bad 0%

23%
ok 22%

46%
good 35%

23%
very good 43%
 Overall Satisfaction Overall Satisfaction
(Public Sector Banks) (Private Sector Banks)

4% 4%
9%
15% 15%

26% 23%

57%
46%

Highly Satisfied 2 3 4 Dissatisfied

 Recommendations
(Private Sector Banks)
Yes No Probably

8%

Recommendations
(Public Sector Banks)
31%
Yes No Probably
62%

22%

17% 61%
 Suggestions & Comments
 Earlier service was very poor. Old mindset is changing slowly, due to competition
from new banks. (Public Sector Respondent)
 Interactive voice recording system of answering queries takes hell of time many
times. Particularly in ICICI. At times you have to force land yourself by giving
arbitrary responses and reaching at "do you want to talk to our representative".
 You could have include questionnaire like How frequently you use ATM/internet
Banking, Do you prefer home delivery service, Do you prefer to get SMS Alerts,
Normal Personal Loan Processing Time, Usage of Locker, Evening Counter and
lot more
 I could not find any good reason to recommend my bank to anyone. Experience
was very ordinary. I could not have good feeling about being customer of my
bank. So for value addition, there is lot of scope for banks. Especially in terms of
accountable behaviour and understanding customer's expectations.
 Like private sector banks staff of public sector banks should also be punctual in
timing. Target should be fixed for officers/staff of public sector banks also.
Customer satisfaction should be the motto of public sector banks also.
 I being a retired Bank Manager, my rating may be biased. But compared to
many other Private Sector Banks and Foreign Banks, the Public Sector
Banks (of Indian origin) are far better in services rendered, hidden charges
levied and transparency. There are black sheeps everywhere and hence they
cannot be taken as base.
 Relations with the customers can be further improved (Public Sector
Respondent).
 Banks should give a thought on exempting charges for issuing cheque book
to customers. This relaxation would lend opportunity to feel more satisfied
while availing bank services at more frequency (Public Sector Respondent).
 Most of the branches don't have proper parking space at their disposal.
They should give more priority somewhat equivalent to the internal
beautification itself to address this problem. It will be a difficult task for the
customers to park their vehicles at a distance of 200 or 300 meters and walk
all the way to the branch to deposit cash or walk back after drawing the
cash. There should be more easy approachability.
 I am a priority banking customer of Axis Bank from last 14-15 years, using
ATM facility since 1998. At that time Public Sector Banks were not having
ATM facility. Presently I am using internet banking also. The services are
satisfactory.
Thank You!!!