Customer satisfaction in the banking sector a comparative study of SBI and HDFC

Abstract

Banking is a service industry, and therefore, the quality of customer service plays a pivotal role in the prosperity of any bank. Good customer service leads to better customer relationship, higher customer satisfaction, increased customer loyalty and ultimately profitability.The purpose of this research is to analyze and compare the customer service and satisfaction level of the two leading banks of India -SBI and HDFC.The research work uses both primary andsecondary sources of data.The primary data is collected using a self-constructed questionnaire which was designed on the basis of the study of previous scholars such as Berry, Parasuraman and Zeithaml. The questionnaire contained 60 service related questions which were further sub divided into questions related to Customer Expectation and Customer PerceptionThe result of the above research helps the two banks identify the impact of banking personnel, processes, physical evidence, income, age, occupation and gender on customers satisfaction level.Non cooperative employee attitude and mismanaged online banking/ ATMs were the front runner causes of customer dissatisfaction in SBI. Frequently changing bank staff with incomplete product knowledge and poor follow-ups on complaints has led to dissatisfaction among HDFC customers. Absence of any proper grievance redressal mechanism is a cause of concern for the customers of both the banksThe strategic impact of various factors on customer satisfaction, in banking can be extracted from the research findings. Through these findings the banks come to know both about the degree and the type of service gap they are facing. Once the bank understand what their customers expect from them they can formulate policies and products accordingly, which in turn will help to improve their customer service, satisfaction, loyalty and profitability