Level of customer satisfaction AXIS and UNION bank

“Sales promotion of to study the level of satisfaction enjoyed by customers of AXIS Bank and UNION Bank”

Introduction

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Customer satisfaction is a function of customer’s expectations of the products perceived performance. If the product matches up to the expectation’s the customer is satisfied, if it exceeds than he is highly satisfied, if it falls short then the customer is not satisfied, we can find it through research. Marketing research is a versatile tool of several applications. It is useful to manufactures and distribution of individual products and customers goods, it has profitable applications to many types of services. It can be applied to the whole organization or only a part of it. In case of multi product producer, marketing research can be used for all, some or a single product.

“Marketing research consists of systematic analysis of marketing problems, model building process and fact finding approach for taking better decisions and controlling of the marketing of the goods and service.”

Finally the real functions of marketing of marketing research is to help the producers or he manufacturer to increase his sale and market research is to help the producer to determine the application of scientific methods.

Under the modern marketing concept, all marketing activities have to revolve around the customer. Effective marketing therefore requires a clear picture of the customer satisfaction that can be described as customer profile.

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For several decades the word or concept customer satisfaction was of crucial importance for marketing, manager’s in the organization’s and it is regarded today central issue to many definition’s (Parker and Mathew’s,2001). The oxford library of the words and phrases(1993) emphasize satisfaction as ” Release from uncertainty “.Customer satisfaction can be defined in many ways, (Kotler2000) defines customer satisfaction as one of which is “A person’s feeling of pleasure or disappointment from comparing a services perceived performance (or outcome) in relation to his or her expectation’s “.Another conceptualization given from (Homburg et al 2005) is that customer satisfaction is a cumulative worldwide assessment based on different experiences with a firm .Similarly, (Kotler 1991) and (Fornell 1992) Characterized satisfaction as an evaluation of quality of service’s after customer purchase them and he argues that ” high customer satisfaction rating are widely believed to be the best indicator’s of the company’s future profit”.(Kotler 1991).

Satisfaction is a process by which individual’s organize and interpret there sensory impression in order to give a meaning to their environment factors influencing satisfaction’s are: Receiver, Target, and Situation.

The present study titled “Comparative analysis of customer satisfaction of Union bank and Axis bank”. Is based on both primary and secondary data. The objective of the study is to make a comparison /comparative analysis of customer satisfaction of Union bank and Axis bank. The primary data was gathered through Questionnaire which was circulated among the customer’s of Union bank and Axis bank. The secondary data was collected through published sources. The sample size for the study was 30, After Circulating questionnaire; data was gathered and was analyzed and interpreted. The study reveals that the overall customer’s of union bank and Axis bank are satisfied with the bank.

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Company profile

Union Bank of India

The dawn of 20th century witness the birth of a banking enterprise par excellence – UNION BANK OF INDIA – that was flagged off by none other than father of nation (India) Mohan Das Karamchand Gandhi “we should have the ability to carry on a big bank, to manage efficiently billions of INR in the course of national activities. Though there are not many banks within India, it does not follow that Indians are not capable of efficiently managing millions and billions of INR. Union Bank of India is firmly committed on the basis of consolidating and maintaining its identity as a leading, innovative commercial bank, with a proactive approach to the changing needs of the society. This has resulted in a wide gamut of product and services, made available to its valuable clientele in catering to the smallest of their needs. Today, with its efficient, value added services, sustained growth, consistent profitability and development of the new technologies, Union Bank of India ha s ensured complete customer delight, living up to its image of, ” GOOD PEPOLE TO BANK WITH”. Anticipative banking – the ability to gauge the customer’s needs well ahead of real-time-forms the vital ingredient is value based service To effectively reduce the gap between expectations and deliverables.

The key to success of any organisation lie with its people. No wonder, Union Bank’s unique family of about 26000 qualified/ skilled employees is and ever will be dedicated and delighted to serve the discerning customer with professionalism and whole heartedness.

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Union Bank of India is a public sector bank unit 55.43% share capital held by the Government of India. The Bank came with IPO in August 20, 2002 and follow on public offer in February 2006. Presently 44.57% of share capital is presently held by Institution, Individuals and others.

Over the years, the bank has earned the reputation of being a techno – savvy and is a front runner among public sector banks in modern day banking trends. It is one of the pioneer public sector banks, which launched core banking solution in 2002. Under this solution umbrella, all branches of bank have been 1135 networked ATMs, with online Tele banking facility made available to all its core banking customers – individual as well as corporate. In addition to this, the versatile internet banking provides extensive information pertaining to accounts and facets of banking. Regular banking services apart, the customer can also avail of a variety of other value added services like cash management service, insurance, mutual funds and demat.

The bank will ever strive in its endeavour to provide services to its customer and enhance its businesses thereby filling its vision of becoming “THE BANK OF FIRST CHOICE IN OUR CHOSEN AREA BY BUILDING BENIFICIAL AND LASTING RELATIONSHIP WITH CUSTOMERS THROUGH A PROCESS OF CONTINUOUS IMPROVENT”

Axis bank

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Axis Bank is new name for UTI Bank. It is a private sector Indian bank. The bank has a net worth of rs. 2.872 billion. Public holding of Axis bank shares stands at 57.6% ending 31st March, 2008. Dr.P.J. Nayak is the chairman and Chief Executive Officer.

History

Axis bank started its financial operations in 1994. The bank was set up by a consortium of financial companies that include Life Insurance Corporation of India (L.I.C.). the New India Assurance Company, administrator of specified undertaking of Unit Trust of India(UTI),United India Assurance

A nationwide banking operation

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Axis bank presently has its registered office in Ahmedabad. The central office is located in Mumbai. Axis bank of India currently conducts its operations through more than 700 branches and ancillary extension counters. Day to day banking activities are further supplemented by the presence of 2854 ATMs scattered all over India. Axis bank possesses one of the largest ATM networks in India.

Corporate banking is a special forte of Axis bank. It also expertise in retail. Asset quality of the bank is extremely high. Non Performing Assets (NPAs) of the bank is at a comfortable low – below 1% of its total loans.

Rationale

Customers satisfaction research answers” How happy are customer’s with your product’s and services?” Customer satisfaction is a function of customer expectation of the product’s perceived performance. If the product matches up to the expectation’s the customer is satisfied, if it exceeds the customer is highly satisfied if it falls short then the customer is dissatisfied. Some expert’s put Satisfaction as:

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Satisfaction = Closeness between expectation’s and performance

Satisfaction or dissatisfaction is more than a reaction to the actual performance and quality of the product or service influenced by prior expectation regarding the level of quality.

According to the expectancy disconfirmation model customer often form believes about the product or services, product or service performance based upon prior experience with the product or services and /or upon communication about the product that imply level of quality.

This study will help the Management of Union bank and Axis bank interviewing the various factors that have an influence on their purchase behavior .It will also help them in knowing the level of satisfaction of their customers and also their feedback and suggestion’s.

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The study as a researcher will help me in enhancing my knowledge of research and also it will give me an exposure to the outside world which will improve my personality.

Purpose of study

Primary objective

To make a comparative analysis of customer satisfaction of Union bank and AXIS bank.

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Secondary objective

To get suggestions from customers.

To know the reasons for their dissatisfaction.

To know the expectation of customers.

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Scope

Improve the front line services in banks.

It will help optimise window interaction.

Research methodology

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Research methodology including research strategy, sampling strategy, data collection and analysis methods and validity and reliability:

Sampling method

For collection information, purposive sampling and convenience sampling methods are used.

Sample size

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The sample size for present study is 30 ( 15 customers of Union bank and 15 customers of Axis bank)

Tools used

Questionnaire

Percentages

Pie charts

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Graphs

Area covered

Geographical area covered is Union bank and Axis bank situated in Bhopal.

Limitation

â-« Time was the biggest boundation.

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â-« Every Customer was not ready to fill the questionnaire.

â-« the study is based on the information gathered from the Customer’s of Union bank and Axis bank, bhopal. Therefore, in such case it is possible that the information supplied might be biased

â-« Since the study was limited to 30 customers it is difficult to give a precise conclusion. But I have tried to give the conclusion in a comprehensive manner.

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Customers can be accessed directly.

Internal information will be provided by Mrs. Laxmi Iyer( branch manager Axis bank) & Mr. Raghunandan Das (branch manger Union bank of India)

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Is the study feasible on “what” and “when” things are to be done? (e.g. Gantt Chart) (4 marks)

Not evident

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