Chapter4. Data Analysis & interpretation -...

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Chapter4. Data Analysis & interpretation

Questionnaire 1 has taken from objective No. 1 (To identify the Customer Relationship

Management (CRM) practices in banking sector in Pune city.)

.

Q4.1 Are you utilizing any services of bank?

(a) Yes (b) No

Respondents Percentage

Yes 1000 91%

No 100 9%

Total 1100 100%

Table 4.1

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Figure 4.1

With the help of the graph it is clear that 91% customer utilizing any services of bank out of

1000 Respondents.

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Questionnaire 2 has taken from objective No. 2. (To study the advantage of Customer

Relationship Management in SBI Bank, CBI, ICICI Bank, HDFC Bank in Pune city.)

Q4.2 If yes, which product

(a) ATM card (b) Credit card (c) Personal loan (d) Auto loan

(e) House loan (f) Bank account

Name of bank ATM card

Credit card

Personal loan

Auto loan

House loan

Bank account

SBI Bank 50% 5% 10% 15% 15% 5%

ICICI Bank 40% 10% 15% 15% 19% 1%

CBI Bank 45% 5% 10% 10% 20% 10%

HDFC Bank 40% 15% 10% 19% 15% 1%

Table 4.2

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Figure 4.2 With the help of the graph it is clear that customers used product as ATM card with 50% SBI

Bank, 40% ICICI Bank, 45% CBI Bank and 40% HDFC Bank out of 250 customers each

bank.

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Questionnaire 3 has taken from objective No. 1. (To identify the Customer Relationship

Management (CRM) practices in Banking sector in Pune city.)

Q4.3 which type of bank you prefer?

(a) Government (b) Private

Name of bank Respondents Percentage

SBI Bank 237 95%

ICICI Bank 175 70%

CBI Bank 225 90%

HDFC Bank 150 60%

Table 4.3

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0

10

20

30

40

50

60

70

80

90

100

Yes No

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.3 With the help of the graph it is clear that customers prefer Government bank with 95% SBI

Bank, 70% ICICI Bank, 90% CBI Bank and 60% HDFC Bank out of 250 customers each

bank.

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Q4.4 when you need to borrow money for things other than cars, home appliances and home

purchase etc., then

Table 4.4

Name of bank

< 1 Lac < 5 Lac <10 Lac >10 Lac

SBI Bank 20% 55% 15% 10%

ICICI Bank 25% 50% 15% 10%

CBI Bank 30% 50% 15% 5%

HDFC Bank 20% 65% 10% 5%

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Figure 4.4 With the help of the graph it is clear that customers need to borrow money for things other

than cars, home appliances and home purchase etc., then customers take loan amount as <5

Lac with 55% SBI Bank, 50% ICICI Bank, 50% CBI Bank and 65% HDFC Bank out of 250

customers each bank.

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Q4.5 where would you prefer to invest your saving?

(a) Fixed Deposit (b) Saving account (c) Mutual Funds (d) Insurance

(e) Shares Market (f) Others

Table 4.5

Name of bank Fixed Deposit

Saving account

Mutual Funds

Insurance Shares Market

others

SBI Bank 50% 20% 10% 10% 5% 5%

ICICI Bank 40% 10% 10% 20% 15% 5%

CBI Bank 45% 30% 5% 10% 5% 5%

HDFC Bank 35% 10% 15% 20% 15% 5%

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0

10

20

30

40

50

60

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.5

With the help of the graph it is clear that customers prefer to invest our saving as Fixed

Deposit with 50% SBI Bank, 40% ICICI Bank, 45% CBI Bank and 35% HDFC Bank out of

250 customers each bank.

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Q4.6 is the customer using any of the following channels and value added product?

(a) Debit cards Yes No

(b) Net banking Yes No

(c) Phone banking Yes No

(d) SMS Alerts Yes No

(e) Bill pay Yes No

Table 4.6

Name of bank

Debit cards Net banking

Phone banking

SMS Alerts

Bill pay

SBI Bank 60% 10% 5% 20% 5%

ICICI Bank 50% 20% 5% 15% 10%

CBI Bank 55% 5% 10% 25% 5%

HDFC Bank 45% 25% 5% 15% 10%

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Figure 4.6 With the help of the graph it is clear that customers using value added product as Debit cards

with 60% SBI Bank, 50% ICICI Bank, 55% CBI Bank and 45% HDFC Bank out of 250


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Questionnaire 7 has taken from objective No. 3 (d) Customer communication channel.

Q4.7 how offend does the customer visits his bank branch?

(a) Once a 3 months (b) Once a 1 month (c) Once a week (d) Once a day

Name of bank Once a 3

months Once a 1 month

Once a week Once a day

SBI Bank 20% 50% 25% 5%

ICICI Bank 30% 40% 20% 10%

CBI Bank 25% 55% 10% 10%

HDFC Bank 35% 40% 15% 10%

Table 4.7

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Figure 4.7

With the help of the graph it is clear that customer’s visit their bank branch once a 1 month



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Questionnaire 8 has taken from objective No. 3(a) Customer Retention.

Q4.8 Do you believe that private banks provide superior services than government banks?

(a) Yes (b) No

Table 4.8


SBI Bank 237 95%

ICICI Bank 175 70%

CBI Bank 225 90%

HDFC Bank 150 60%

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Figure 4.8

With the help of the graph it is clear that customers believe that private banks provide superior

services than government banks with 95% SBI Bank, 70% ICICI Bank, 90% CBI Bank and

60% HDFC Bank out of 250 customers each bank.

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Questionnaire 9 has taken from objective No. 3(b) Customer value and CRM performance

.

Q4.9 Are you satisfied with bank services?

(a) Yes (b) No

Table 4.9


SBI Bank 225 90%

ICICI Bank 175 70%

CBI Bank 200 80%

HDFC Bank 187 75%

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Figure 4.9

With the help of the graph it is clear that customers satisfied with bank services with 90%

SBI Bank, 70% ICICI Bank, 80% CBI Bank and 75% HDFC Bank out of 250 customers

each bank.

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Questionnaire 10 has taken from objective no. 3(b) Customer value and CRM performance.

.

Q4.10 what is recommendation by the unsatisfied customers?

(a) Bank polices (c) Interest rate

(b) Customers services (d) No recommendation

Name of bank Bank polices

Customers services

Interest rate No recommendation

SBI Bank 5% 80% 5% 10%

ICICI Bank 10% 60% 10% 20%

CBI Bank 5% 70% 10% 15%

HDFC Bank 10% 55% 10% 25%

Table 4.10

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0

10

20

30

40

50

60

70

80

90

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.10

With the help of the graph it is clear that the unsatisfied customers recommendation

customers services with 80% SBI Bank, 60% ICICI Bank, 70% CBI Bank and 55% HDFC

Bank out of 250 customers each bank.

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Q4.11 Does your bank keep a track of the key (frequent and profitable) customers?

(a) Yes (b) No


SBI Bank 200 80%

ICICI Bank 225 90%

CBI Bank 175 70%

HDFC Bank 237 95%

Table 4.11

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0

10

20

30

40

50

60

70

80

90

100

Yes No

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.11

With the help of the graph it is clear that banks are keep a track of the key (frequent and

profitable) customers with 80% SBI Bank, 90% ICICI Bank, 70% CBI Bank and 95% HDFC


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Q4.12 Does your bank collect any data about these customers?

(a) Yes (b) No


SBI Bank 200 80%

ICICI Bank 225 90%

CBI Bank 175 70%

HDFC Bank 237 95%

Table 4.12

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0

10

20

30

40

50

60

70

80

90

100

Yes No

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.12

With the help of the graph it is clear that banks are keep a track of the key (frequent and

profitable) customers with 80% SBI Bank, 90% ICICI Bank, 70% CBI Bank and 95% HDFC


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Questionnaire 13 has taken from objective No. 3(b) Customer value and CRM performance.

Q4.13 what type of data do you collect?

(a) Demographic (b) Buying pattern (c) Life style (d) Channel Preferences

(e) Habits (f) others

Table 4.13

Name of bank

Demographic

Buying pattern

Life style

Channel Preferen

ces

Habits others

SBI Bank

60% 10% 5% 10% 10% 5%

ICICI Bank

50% 10% 10% 15% 10% 5%

CBI Bank

50% 15% 5% 10% 15% 5%

HDFC Bank

40% 20% 10% 10% 15% 5%

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0

10

20

30

40

50

60

70

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.13 With the help of the graph it is clear that banks collect data from customers with 60%

Demographic data from SBI Bank, 50% ICICI Bank, 50% CBI Bank and 40% HDFC Bank

out of 250 customers each bank.

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Questionnaire 14 has taken from objective No. 3(c) Customer loyalty.

Q4.14 Does your bank reward the key (frequent and profitable) customers?

(a) Yes (b) No

Table 4.14


SBI Bank 200 80%

ICICI Bank 225 90%

CBI Bank 188 75%

HDFC Bank 213 85%

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0

10

20

30

40

50

60

70

80

90

100

Yes No

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.14

With the help of the graph it is clear that banks rewarded the key (frequent and profitable)

customers with 80% SBI Bank, 90% ICICI Bank, 75% CBI Bank and 85% HDFC Bank out of

250 customers each bank.

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Questionnaire 15 has taken from objective No. 3(c) Customer loyalty.

Q4.15 how do you reward these customers?

(a) gifts/discounts (b) dinner/lunch party (c) Loyalty programmes (d) others

Table 4.15

Name of bank

Gifts/discounts Dinner/lunch party

Loyalty programmes

Others

SBI Bank

70 10 15 5

ICICI Bank

80 5 10 5

CBI Bank 60 10 20 10

HDFC Bank

75 15 5 5

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Figure 4.15

With the help of the graph it is clear that banks rewarded these customers as gifts/discounts



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Q4.16 is your employee empowered to take decision that may positively affect Customer Satisfaction, in the absence of his superior?

(a) Yes (b) No


SBI Bank 175 70%

ICICI Bank 225 90%

CBI Bank 200 80%

HDFC Bank 212 85%

Table 4.16

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0

10

20

30

40

50

60

70

80

90

100

Yes No

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.16

With the help of the graph it is clear that bank employee empowered to take decision that may

positively affect customer satisfaction, in the absence of his superior with 70% SBI Bank, 90%

ICICI Bank, 80% CBI Bank and 85% HDFC Bank out of 250 customers each bank.

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Q4.17 Does your bank measure the employee satisfaction?

(a) Yes (b) No

Table 4.17


SBI Bank 237 95%

ICICI Bank 150 60%

CBI Bank 225 90%

HDFC Bank 175 70%

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Figure 4.17

With the help of the graph it is clear that banks measure the employee satisfaction with 95%

SBI Bank, 60% ICICI Bank, 90% CBI Bank and 70% HDFC Bank out of 250 customers each

bank.

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Questionnaire 18 has taken from objective No. 3(d) Customer communication channel.

Q4.18 If yes, what are the tools that you use to measure the employee satisfaction? (a) Formal dialogue (b) Suggestion box (c) Feedback form (d) others

Table 4.18

Name of bank

Formal dialogue

Suggestion box

Feedback form

Others

SBI Bank

60 20 15 5

ICICI Bank

70 5 20 5

CBI Bank

50 25 20 5

HDFC Bank

60 15 20 5

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Figure 4.18

With the help of the graph it is clear that banks use to measure the employee satisfaction as

formal dialogue with 60% SBI Bank, 70% ICICI Bank, 50% CBI Bank and 60% HDFC Bank

out of 250 customers each bank.

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Q4.19 does your bank train employees in customer service?

(a) Yes (b) No

Table 4.19


SBI Bank 200 80%

ICICI Bank 237 95%

CBI Bank 288 75%

HDFC Bank 225 90%

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0

10

20

30

40

50

60

70

80

90

100

Yes No

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.19

With the help of the graph it is clear that banks have trained employees in customer service



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.

Q4.20 State the communication channel you use for customer interaction? (a) E-mail /fax/letters (b) Call centers (c) Executive visit (d) others

Table 4.20

Name of bank

E-mail/ fax/letters

Call centers Executive visit

Others

SBI Bank 75 10 5 10

ICICI Bank

60 20 15 5

CBI Bank 70 15 5 10

HDFC Bank

50 20 20 10

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0

10

20

30

40

50

60

70

80

E-mail /fax/letters

Call center s Executive visit

Others

SBI Bank

ICICI Bank

CBI Bank

HDFC Bank

Figure 4.20

With the help of the graph it is clear that banks use the communication channel as E-mail

/fax/letters for customer interaction with 75% SBI Bank, 60% ICICI Bank, 70% CBI Bank and

50% HDFC Bank out of 250 customers each bank.

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Questionnaire 21 has taken from objective No. 4 (To study the level of awareness about the

CRM Strategy amongst banks in Pune city)

Q4.21 Kindly indicates the CRM status at your bank. (A) Already implemented (b) In implementation (c) Convinced and planning to implement (d) Unaware (e) Convinced but not planning to implement (f) Aware but convinced

Table 4.21

Name of bank

Already implemented

In implementation

Convinced and

planning to implement

Unaware

Convinced but not

planning to

implement

Aware but

convinced

SBI Bank

10 34 40 5 1 10

ICICI Bank

20 23 45 5 2 5

CBI Bank

10 21 55 5 5 4

HDFC Bank

20 22 45 1 7 5

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Figure 4.21

With the help of the graph it is clear that banks indicate the CRM status as In implementation



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4.22 Hypothesis test result

We make an attempt to test the unproven statements framed in the beginning of study.

“Four banks (State bank of India, ICICI Bank, Central Bank of India, HDFC Bank) in Pune

city aware of CRM strategy tends to be not more than 20 % of the population”

Null Hypothesis Ho: P = Po = 20% (Proportion of banks in Pune city aware of CRM strategy

is 0.20)

Alternative Hypothesis H1: P > 20 % i.e. P > 0.20 (Proportion of banks in Pune city aware of

CRM strategy is more than 0.20)

Level of significance i.e. level of error allowed α = 0.05

The sample size n = 250 responds (For each Bank)

Because measuring CRM status is a qualitative characteristic, therefore

ONE-SAMPLE Z TEST for proportion was selected for α = 0.05 the normal table critical

value of Z = ±1.645.

Thus, if the calculated Z value is larger than ±1.645 the null hypothesis is rejected otherwise

accepted.

1) Calculated value of Z is using the formula for SBI Bank.

= = = 5.6

Z= 5.6

Where, P = Observed Value = 34 % = 0.34 (Observed 0.34 % of CRM awareness)

Po = Assumed Value = 20 % = 0.20 (Assumed 0.20 % of CRM awareness)

Qo = 1- Po = 1- 0.20 = 0.80

n = 250,

Thus, the Calculated Z = 5.6 value is larger than ±1.645, so the null hypothesis is rejected for

SBI Bank. With 95% of confidence it can be Calculated that there is significant difference

between the assumed 20 % of CRM awareness and the observed 34 % of CRM awareness,

thus the tentative statement that “Four banks (State bank of India, ICICI Bank, Central Bank

of India, HDFC Bank) in Pune city aware of CRM strategy tends to be not more than 20 % of

the population” stands false for SBI Bank.

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2) Calculated value of Z is using the formula for ICICI Bank.

= = = 1.2

Z= 1.2

Where, P = Observed Value = 23 % = 0.23 (Observed 23 % of CRM awareness)

Po = Assumed Value = 20 % = 0.20 (Assumed 20 % of CRM awareness)

Qo = 1- Po = 1- 0.20 = 0.80

n = 250,

Thus, the Calculated Z = 1.2 value is Smaller than ±1.645, so the null hypothesis is accepted

for ICICI Bank. With 95% of confidence it can be Calculated that there is no significant

difference between the assumed 20 % of CRM awareness and the observed 23 % of CRM

awareness, thus the tentative statement that “Four banks (State bank of India, ICICI Bank,

Central Bank of India, HDFC Bank) in Pune city aware of CRM strategy tends to be not more

than 20 % of the population” stands true for ICICI Bank.

3) Calculated value of Z is using the formula for Central Bank of India.

= = = 0.4

Z= 0.4



Qo = 1- Po = 1- 0.20 = 0.80

n = 250


for Central Bank of India. With 95% of confidence it can be Calculated that there is no

significant difference between the assumed 20 % of CRM awareness and the observed 21 % of

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CRM awareness, thus the tentative statement that “Four banks (State bank of India, ICICI

Bank, Central Bank of India, HDFC Bank) in Pune city aware of CRM strategy tends to be not

more than 20 % of the population” stands true for Central Bank of India.

4) Calculated value of Z is using the formula for HDFC Bank.

= = = 0.8

Z= 0.8



Qo = 1- Po = 1- 0.20 = 0.80

n = 250,


for HDFC Bank. With 95% of confidence it can be Calculated that there is no significant

difference between the assumed 20 % of CRM awareness and the observed 22 % of CRM

awareness, thus the tentative statement that “Four banks (State bank of India, ICICI Bank,

Central Bank of India, HDFC Bank) in Pune city aware of CRM strategy tends to be not more

than 20 % of the population” stands true for HDFC Bank.

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