Services Marketing Project Ram

7/28/2019 Services Marketing Project Ram

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SERVICES MARKETING PROJECT

ON

STATE BANK OF INDIA

SUBMITTED TO

MURALI MOHAN (AGM) S BALRAM


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We would like to extend our thanks to Mr Murali mohan, who helped extensively in preparing this reportand attented queries.

1. Name of Company Visited ____State Bank of India

2. Name of Person Contacted__Mr Murali Mohan

3. Designation/Status - Branch Assistant General Manager

4. Address -- Panty Centre

Secunderabad


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Contents

1. BANKING IN INDIA.............................................................................................................................. 4

1.1 ROLE OF BANKS IN INDIAN ECONOMY..................................................................................... 6

1.2 CLASSIFICATION OF BANKS IN INDIA ...................................................................................... 7

2. BANK SERVICES IN INDIA .................................................................................................................. 8

3. SBI CORPORATE PROFILE ................................................................................................................ 13

4. CUSTOMER EXPECTATION............................................................................................................. 155

5. CONSUMER BUYING BEHAVIOR .................................................................................................... 166

6. STRATEGY.......................................................................................................................................... 17

Industry Analysis............................................................................................................................... 17

7. MARKET OFFERING VIZ MARKETING MIX & BRAND POSITIONING ........................................... 19

8. DEMAND & CAPACITY MANAGEMENT ....................................................................................... 25

9. CONCLUSIONS ............................................................................................................................... 26

10. RECOMMENDATIONS ................................................................................................................... 26

11. APPEDIX ......................................................................................................................................... 28

QUESTIONNAIRE ......................................................................................................................................... 28


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1. BANKING IN INDIA

Banking in India originated in the last decades of the 18th century. The first banks were The

General Bank of India, which started in 1786, and Bank of Hindustan, which started in 1790;

both are now defunct. The oldest bank in existence in India is the State Bank of India, which

originated in the Bank of Calcutta in June 1806, which almost immediately became the Bank of

Bengal. This was one of the three presidency banks, the other two being the Bank of

Bombay and the Bank of Madras all three of which were established under charters from the

British East India Company. In India, currently there are 25 public sector banks and 30 private

sector banks.

We can divide banking history into three parts.

(1)Post Independence(2)Nationalization(3)Liberalization

Post Independence: - India's independence marked the end of a regime of the Laissez-faire for

the Indian banking. The Government of India initiated measures to play an active role in the

economic life of the nation, and the Industrial Policy Resolution adopted by the government in

1948 envisaged a mixed economy. This resulted into greater involvement of the state in different

segments of the economy including banking and finance. The major steps to regulate banking

included:

The Reserve Bank of India, India's central banking authority, was nationalized onJanuary 1, 1949 under the terms of the Reserve Bank of India (Transfer to Public

Ownership) Act, 1948

In 1949, the Banking Regulation Act was enacted which empowered the Reserve Bank ofIndia (RBI) "to regulate, control, and inspect the banks in India."

The Banking Regulation Act also provided that no new bank or branch of an existingbank could be opened without a license from the RBI, and no two banks could have

common directors.

Nationalization: Despite the control of RBI, Indian banks continue to operate by private personexcept SBI.By the 1960s, the Indian banking industry had become an important tool to facilitate

the development of the Indian economy. At the same time, it had emerged as a large employer,

and a debate had ensued about the nationalization of the banking industry. The Government of

India issued an ordinance and nationalized the 14 largest commercial banks with effect from the

midnight of July 19, 1969. 6 more commercial banks nationalized in 1980


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Liberalization: In the early 1990s, the then Narasimha Rao government embarked on a policy

of liberalization, licensing a small number of private banks. These came to be known as New

Generation tech-savvy banks, and included Global Trust Bank (the first of such new generation

banks to be set up), which later amalgamated with Oriental Bank of Commerce. This move,

along with the rapid growth in the economy of India, revitalized the banking sector in India,

which has seen rapid growth with strong contribution from all the three sectors of banks, namely,

government banks, private banks and foreign banks.The next stage for the Indian banking has

been set up with the proposed relaxation in the norms for Foreign Direct Investment, where all

Foreign Investors in banks may be given voting rights which could exceed the present cap of

10%,at present it has gone up to 74% with some restrictions. Currently banking in India is

generally fairly mature in terms of supply, product range and reach-even though reach in rural

India still remains a challenge for the private sector and foreign banks.


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1.1ROLE OF BANKS IN INDIAN ECONOMY

A proper financial growth is important for economic growth of developed and developing

economy. Commercial banking sector should be well regulated & efficient because it is the

financial backbone of households. Banks plays various roles:

Capital Formation: Generally rate of saving is low in underdeveloped country because of deep

rooted poverty but even if proper mechanism there for savings of domestic household that capital

can be available to use for entrepreneurs for productive purpose.

Innovation: Entrepreneurs do various innovations to generate job and improve the quality of life

of the citizens. These innovations which need fund for efficient operation are provided by banks.

Banks provided credit for innovative firm.

Finance for Priority Sector: Commercial bank generally hesitate to give credit to these

underdeveloped sector because these loan may become NPA. Due to RBI regulation these banks

take risk & provide growth opportunity to these sectors by providing and giving credit.

Cheap Money Policy: Bank sucks or pumps money according the requirement of the economy.

Like in recessionary pressure cheap money flows but in inflationary interest rises to tackle

liquidity in the system.

ROLE OF RBI

Monetary Policy. Regulator & Supervisor of Financial System Manager of Exchange Control Issuer of Currency Development Role


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1.2CLASSIFICATION OF BANKS IN INDIA

Public sector Private sector Cooperative Development

SBI & Associates Axis Rani Laxmibaiurban Co-op Bank,

RRD

Bank of Baroda ICICI Mehsana Urban Co-Op Bank Ltd.

IFCI

Dena Bank HDFC Surat Peoples CoopBank Ltd.

IDBI

Canara Bank ING Vyasa Kalupur CommercialCoop.Bank Ltd.

NABARD

UCO Bank HSBC The Kapol Co-operative Bank Ltd.

Syndicate Bank Standard Chartered Adarsh Co-OperativeBank Ltd.,

Vijaya Bank Kotak Mahindra Sanmitra Sahakari

Bank Ltd.,

Examples of banks in India.

RBI

Commercial

PublicSector

Privatesector

Indian Foreign

Cooperative

Shorttermcredit

AgricultureUrbancredit

Longtermcredit

Development

EXIM Agriculture Industrial


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2. BANK SERVICES IN INDIA

There have been various services provided by bank in India to customers .We can classified into

5 categories based on the target segment & the money used by the customers. There has been

various sub categories in every broad category.

(A) Personal Banking:

There has been various products/service available in personal banking sector. We would like to

discuss these services one by one.

(1)Accounts & depositsTypes of Deposites Features

Dream Deposit Term deposit plan that enable the customer torealize their dream at every stage of life

Fixed Deposit Give attractive returns to customers

Recurring Deposit The smallest of customer saving into large one.

Saving Account It is providing 4 percent interest acc to RBI

guidelines. Customer can avail the experienceof banking through ATM, Mobile, Internet

Salary Account Customers can take advantage of efficientpayroll system

Bank Service

Personal Wealthmanagement

NRI Banking CorporateBanking

Business

Banking


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(2) Loans

Type of Loan

Home loan

Personal loan

Commercial Vehicle loan

Car loan

Loan against security, Gold, Ornaments etc.

Other different types of loans are also provided by loans to meet the various requirements of the

customers

(3)CardsType of Cards Feature

Debit Card These cards offered by banks which has wideacceptance at various banks ATM, Variousshopping malls gives wide variety ofconvenience to customers. They work on theprinciple of pay now buy latter.

Credit Card These card works on the principle of buynow pay latter. It has enhanced the buyingpower of the consumers.

(4)Investments:Banks offer personalized solution to their customers based on their fund capacity and risk

appetite of the particular customers to deliver greater returns.

Banks offer various investment products like bonds, GOI bonds, Mutual funds, IPO, Insurance

product etc.


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(B) Wealth Management

It is the different function in banks that give the wealth management services to HNI, manage

their portfolio. It is the team of experts on investment, banking loans, property services etc.

which provide expertise advice to their client and manage their portfolio to maximize the return.

(C) Corporate Banking

This service can be divided into various heads for the corporate client.

.

Corporate

Banking

Commercial

CMSGlobal Trade

Service

Global

Market

Forex DeskDerivative

Desk

Investment

Banking

Project

Finance

Structured

Finance


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Service Features

CMS(Cash Management Service) Banks provide full range of receivable &

payables services to meet companys

complex cash management service

Global Trade Service This service designed to meet a range of

short term to medium term trade financing

requirement to seize new business

opportunity.

Forex Desk Banks propose immediate offers for cash,

tom, spot & forward rates depending on

companys requirement

Derivative Desk Banks offer complete interest rate risk

management services through derivative

product.

Investment Banking Banks offer M & A advisory, underwrite the

IPO of companies through alone or forming

syndicate.

Project Finance Banks provide funds for various projects to

companies operating in different sectors

based on the attractiveness of the projects &

sectors.

Structured Finance It enables the corporate clients to access fund

through cost efficient structures. Banks

provide investment opportunities in various

debt securities.


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(D) Business Banking

Service Features

Current Account & Service Benefit is provided by speedy payment &

collection.

Business Loan For SME sector, timely finance to leverage on

business opportunity

Trade service Various services like Letter of credit, Bank

guarantee, Export bill negotiation etc. are

provided by banks

Advisory Service Banks provides niche & exclusive investment

banking service to SME sector. It manages

capital raising and special situation solutions.

BusinessBanking

Current AccountService

Business Loans Trade ServiceAdvisoryService


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3. SBI CORPORATE PROFILE

State Bank of India is the countrys largest commercial Bank in terms of profits, assets, deposits,

branches and employees.State Bank of Indiahas an extensive administrative structure to oversee

the large network of branches in India and abroad. The Corporate Centre is in Mumbai and 14

Local Head Offices and 57 Zonal Offices are located in important cities spread throughout the

country. The Corporate Centre has several other establishments in and outside Mumbai,

designated to cater to various functions.

The Corporate Accounts Group is a Strategic Business Unit of the Bank set up exclusively to

fulfill the specialized banking needs of top corporates in the country.

State Bank of India has 157 foreign offices in 32 countries across the globe.

SBI SHARE HOLDING PATTERN

59.41

3.54

10.23

12.97

4.353.38

6.12

Sales

President of India

GDRs

Non residents

Fis Including insurance co's

Mutual funds

Domestic Co's

others includes resident


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(A) Banking subsidiary

(B) Foreign subsidiary

SBI International (Mauritius) Ltd.(C) Non banking subsidiary

SBI Capital Markets Ltd SBI Funds Management Pvt. Ltd SBI Factors & Commercial Services Pvt. Ltd SBI Cards & Payments Services Pvt. Ltd. (SBICPSL) SBI DFHI Ltd SBI General Insurance Company Limited)

(D) Joint Venture

1. SBI Life Insurance Company Ltd (SBI LIFE)

2. SBI General Insurance Company Limited

SBIAFFILIATES

Bankingsubsidiary

Foreignsubsidiaries

Non bankingsubsidiary

Joint venture

Banking

Subsidiary

SBBJ SBH SBM SBP SBT
http://www.sbilife.co.in/http://www.sbigeneral.in/http://www.sbigeneral.in/http://www.sbilife.co.in/


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4. CUSTOMER EXPECTATION

High

Low

(1)Minimum Tolerable Expectation: After contacting several existing customers (Retail)of SBI, we realized that some of them have very less expectations. They have opened the

saving account because it is Indias largest public sector bank & their money is safe.

Though many of them dont expect service as good as that provided by other private

bank, but came to SBI for many loans like Teaser Loan as its interest rate is least in the

industry.

(2)Acceptable Expectation: Many customers expect that bank employees will listen to theirproblem & serve them in a adequate manner.

(3)Experienced Based Expectation: Many customers believe that most of the time SBIprovides good & fast service but when the staff is on less & during rush hours, due to

higher load they have to wait longer period than usual.

(4)Normative Expectation: Many customers, especially students who have taken educationloan, believe that its interest rate charges are more than what many PSB offer so they

expect that SBI will provide the various installments at the right time without much delay

in various procedures. Many corporate customers believe that they are providing crores

of rupees business to SBI so the bank will provide loan & credit for their future business

expansion easily.

(5)Ideal Expectation: Everyone says that you name any product/service in the bankingsector and you will find it at SBI. So many customers open their current and saving

Ideal

Normative

Experience Based

Acceptable Expectation

Minimum Tolerable Expectataion


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account at SBI because they are looking for a one stop banking service at SBI. It provides

insurance, mutual fund and all other the services based on the customers requirement.

Expectations of customer:

Minimum waiting time (approximately 5-7 min) Automatic update on new products/services/schemes. Floating rate should be most competitive in the industry. Highest risk free rate of return. Simplicity of documentation procedure. There should not be any hidden fee & charge.

5. CONSUMER BUYING BEHAVIOR

1) Need recognition: SBI is providing its service to retail customers as well as corporateclients. For a retail client there need is safety of their money. Retail customer are looking for

risk free growth of their saving. Corporate client is looking that SBI will manage their cash

flow requirement in such a way that SBI will deploy the idle fund in the most efficient

manner. Meet their requirement of the short term fund in cost effective manner.

2) Information Search:Information is available in the following ways

a. Internet: The official website of SBI and other government sites promoting Indianbanking. Customers can also give their contact number to the agent so that an SBIemployee can contact him back.

b. Bank Branches: SBI & its associates gas the largest network through bank branches.So the customer can visit any of the bank branches to gather information.

c. Friends\Colleagues: People who have already availing SBI services.The customer then gathers information for the following parameters:

a) Price (interest rate) b) Convenience (Distance) c) Timeliness of service

Other factor like reliability, assurance responsiveness etc. can also play important role.3) Evaluation of alternatives:

There are more than 50 banks operating in India currently. So the customers can select a

particular bank based on their requirement like HDFC bank has the specialization in

providing home loan and ICICI is the largest private sector bank.

Customers can do a comparative analysis of various services provided by different banks

based on information available on the internet etc.


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4) Purchase decision:For purchasing a service, the customer has to open a saving & current account most of

the time. It may be possible that for credit card they may not required to open account.

All the terms & conditions are signed after mutual agreement & RBI norms.

5) Consumption of service:Customers can avail the service consistently as long as they wish to.

6. STRATEGY

Industry Analysis

The total assets size of the banking industry rose by more than five times between March 2000

and March 2010 - from US$ 250 billion to more than US$ 1.3 trillion - a Compound Annual

Growth Rate (CAGR) of 18 per cent compared to the average GDP growth of 7.2 per cent during

the same period. CAR stands around 14 percent which is higher than 8 percent based on BASEL

requirement. According to the central bank's WSS, Indian bank loans increased by 19.9 per cent

year-on- year (y-o-y) as of July 1, 2011. Deposits rose by 18.4 per cent from a year earlier.

STRENGTH

Strong regulatory system

Economic growth Relative insulation from

external market.

India is becoming the IThub.

Credit Quality of bank Extensive reach

OPPORTUNITY

Only 40 % residents have access tobanking services.

Growing per capita income. Liberalization of ECB norms.

WEAKNESS

Quality of service is not upto themark in rural sector.

Refusal to dilute stake in PSB Weak sales & marketing team of

PSB compare to foreign bank.

THREAT

Increasing NPA. Increasing dependency on global

banking system.

Threat from cyber attack. Rising inflation


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Segmentation

Various aspects on the basis of which SBI is doing segmentation are

1) Based on Tenor2)

Based on Geography3) Based on SEC

4) Based on volume (Retail V/s Corporate V/s Govt.)5) Based on sector(Priority Lending)

Targeting

SBI is targeting the retail segment as well as the corporate and government business. Retail

segment has very less value per account compared to the corporate segment. It has different

products available to meet different consumer segment needs.

Positioning

SBI has positioned itself as a Banker to Every Indian. One can be assured that any banking

service will be available with SBI. Further, being a Public Sector Bank, it also promulgates a

strong Trust among its clients. SBI has positioned itself as a mass marketer in the consumer

mind. One can name any banking service and it will be available with SBI. All the bankingproducts/ services are available with SBI to satisfy different customer segment need.


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7. MARKET OFFERING VIZ MARKETING MIX & BRAND

POSITIONING

1) PRODUCT / SERVICE

SBI has its presence in various domains.

(A) Personal Banking

State Bank of India offers a wide range of services in the Personal Banking Segment. Various

services in personal banking domain include:

SBI term deposit SBI recurring deposit SBI home loan SBI education loan SBI car loan SBI personal loan SBI loan for pensioners Loan against mortgage of property Loan against shares & debentures

(B) Agriculture

State Bank of India Caters to the needs of agriculturists and landless agricultural labors through

a network of 8750 rural and semi-urban branches.

SBI DOMAIN

Personal

BankingAgriculture International Corporate SME Services


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(C) International Banking

The services include corporate lending, loan syndications, merchant banking, handling Letters of

Credit and Guarantees, short-term financing, collection of clean and documentary credits and

remittances.

(D) Corporate Banking

SBI is a one shop providing financial products / services of a wide range for large , medium and

small customers both domestic and international.

Working capital financing Term loan Deferred payment guarantee Corporate loan Export credit.

(E) SME

The Bank has financed over 8 lakh SSI units in the country. It has 55 specialized SSI branches,

99 branches in industrial estates and more than 400 branches with SIB divison.

(F) Services

State Bank Vishwa Yatra Foreign Travel CardState Bank Vishwa Yatra Foreign Travel Card is available in six Foreign Currencies

viz. US Dollars (USD), Pound Sterling (GBP), Euro (EUR), Canadian Dollar (CAD) and

Australian Dollar (AUD), Japanese Yen (YEN).

Broking ServiceSBI Capital Markets Ltd. has expanded its retail broking network to help investors carry

out their broking transactions with confidence.

ATMState Bank offers the convenience of over 21,000 ATMs in India, the largest network in

the country. This means that customer can transact free of cost at the ATMs of State

Bank Group and wholly owned subsidiary viz. SBI Commercial and International Bank

Ltd., using the State Bank ATM-cum-Debit (Cash Plus) card.


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Internet Bankingwww.onlinesbi.com

The Internet banking portal SBI, enables its retail banking customers to operate their

accounts from anywhere anytime, removing the restrictions imposed by geography andtime. It's a platform that enables the customers to carry out their banking activities from

their desktop, aided by the power and convenience of the Internet.

Using Internet banking services, customers can do the following normal banking transactions

online

Funds transfer between own accounts. Group transfer to accounts in State Bank group Inter banks transfer to accounts with other banks. Online standing instructions for periodical transfer for the above Credit PPF accounts across branches. Request for opening new accounts. Request for closure of loan accounts. Request for issue of cheque book. Utility bill payments.

RTGS / NEFTRTGSstands for Real Time Gross Settlement. It is an electronic payment system in

which payment instructions between banks are processed and settled individually and

continuously, on a real time basis, throughout the day. It is available for transaction

value of Rs.2.00 Lacs and above.

NEFT stands for National electronic fund transfer. It is another electronic payment

system in which payment instructions between banks are processed and settled on

deferred net settlement (DNS) basis at fixed times during the day. There is no minimum

or maximum stipulated transaction value for using this facility.

E-RAILTo Book Railways Ticket Online.The facility has been launched wef 1st September 2003 in association with IRCTC. The

scheme facilitates Booking of Railways Ticket Online.
http://www.onlinesbi.com/http://www.onlinesbi.com/http://www.onlinesbi.com/


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E-PAYBill Payment (e-Pay) will let customers to pay their telephone, mobile, electricity, insurance

and credit card bills electronically over our Online SBI website.

If customers biller presents bills online, customer can also give SBI AutoPay instructionsand SBI will pay the bills as and when it falls due.

SAFE DEPOSIT LOCKERFor the safety of customers valuables SBI offer its customers safe deposit vault or locker facilities at

a large number of branches. There is a nominal annual charge, which depends on the size of the

locker and the centre in which the branch is located.

2) PRICE

Home Loan

Loan amount Upto Rs.30

lacs

Above Rs.

30 lacs to

Rs. 75 lac

Above Rs.75

lac to Rs.5 Cr.

Above 5 cr.

Interest rateduring

1styear

8.75% 8.75% 10% 10.25%

Interest rate

during 2nd & 3

rd year

9.50%. 9.50% 10% 10.25%

Interest rate

from 4th year

onwards

9.75% 10.00% 10% 10.25%


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Car Loan

Loan amount Below Rs.5 lacs Rs.5 lacs and above

Interest rate during

1styear

9.25% p.a. 9.25% p.a.

Interest rate during

2nd & 3 rd year10.25% p.a. 10.25% p.a.

Interest rate for 4th &

5th year

11.25% 11.00%

Interest rate for 6th &

7th year

11.25% 11.00%

All the interest charge & fee are nationalized and same in all the branches. Further detail is

available on following website. (www.sbiindia.com)

3) PLACE

It is widely distributed bank in India with 26,500 bank branches including those of associate

banks. It is trying to provide banking services to masses. It has already opened some of the

branches outside India to provide service to foreign travelers & NRI.

4) PROMOTION

SBI is using different- different medium to promote its services to target market

Personal Communication Sales Promotion Instructional Material Advertisement through print & electronic media Public Relation
http://www.sbiindia.com/http://www.sbiindia.com/http://www.sbiindia.com/http://www.sbiindia.com/


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(SBI advertisement in newspaper)

5) PHYSICAL EVIDENCE

SBI provides various physical evidences to bring tangibility in its services. It includes:

Website Brochure Challan after depositing money to account Cheques All the tangible infrastructure in bank branch Various form for documentation Fixed deposit contract, etc.


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6) PROCESS

Processes to avail various services are standardized across the branches. The customer has to

follow particular procedure to avail those services. Also, the employees have to follow certain

pre-defined procedure to provide those services to the customers.

7) PEOPLE

People are the most important part of the whole service delivery process. In the case of services,

people are on both sides i.e. the service providers and the customers. SBI has employee base of

around 2 Lac. Any new employee - a clerk or a probationary officer is been given proper training

for 3-6 months. New joiners are trained through various procedures to deliver services to

customers. It depends on the customer what kind of services he wants to avail from the bank and

his cooperation in following the whole process and making it easier for the employee to servicehim, thereby making him an important part of the whole process.

8. DEMAND & CAPACITY MANAGEMENT

1) As various banking service are seasonal & unpredictable, so matching capacity with demand

efficiently becomes a cumbersome task. The important step which SBI does is to separate banks

factory like transaction (like check encashment, withdrawal etc) which are more standardized

than personalized ones (like opening new account, loan application etc). Factory like

transactions are more predictable based on the no of account & past trends. Matching

infrastructure capacity (people, process, system) for factory transaction is the very first step.

2) Bank changes working hour to meet the varying demand, but when overtime crosses the

particular limit bank manager request for more personnel from headquarter.

3) On the job multi skill development program for employee to meet supply in peak hour.

4) Mobile van used by SBI to meet demand from rural area. It reduces the load on the bank

branch.

5) Dollar value per employee is the index used to standardize the no of employee per branch.

6) When

Credit growth rate > Deposit rate (Bank Increase interest rate)

Credit growth rate < Deposit rate(Bank reduce interest rate)


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7) SBI has the maximum number of ATMs (25,000 as on 31 March, 2011) to reduce load on

bank branch.

8) SBI has been continuously recruiting Clerk & Probationary Officer to meet the manpower

requirement at various branches.

9) More & more automation is done to reduce the load on manpower & efficient use of

infrastructure (Automatic note counting machine).

9. CONCLUSIONS

SBI is at the top of consumers share of mind & share of heart in Indian banking sector. It has the

largest network of bank branches across the India which enables it to deliver its service in

various geographic areas. SBI is the market leader and others follow what SBI does. SBI has

different targeting strategy for various product/ service based on its target segment. As it has

captured more than 20% share of market it can leverage on its economies of scale and economies

of scope. Consumer perceive SBI as the one stop shopping where they can meet the all the

banking service requirement. Consumers perceive SBI as the safest bank due to its government

holding & large customer base.

10.RECOMMENDATIONS

Following few points which would help SBI in improving its consumer satisfaction which in turn

would also improve its consumer perception.

SBI bank branches should improve to its physical infrastructures (interiors as wellexteriors) to make it comparable to the private bank. Though it is the gradual and slow

process, so SBI can start with urban cities first.

Bank should recruit more personnel to reduce average waiting time per customer. Also, itwould increase the ratio of no of employees per 1000 customers.

Promotion on Electronic media is less when compared to private banks. Bank canincrease expenditure on this to improve its brand building further.


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DATA ANALYSIS

Sample Size100

45%

55%

Account Holders

SBI

Other Banks


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11.APPEDIX

QUESTIONNAIRE

SBI Bank Service Quality

1) Name

2) Ageo 1825o 2635o 3645o 4655o >55

3) Occupation4) Primary purpose with the Bank

Current Account Online Banking Loan Purpose Savings Account Locker Service Others ___________

5) Was the external appearance (location, premises, surroundings etc.) of the bank visuallyappealing? (Rate on a scale of one to five; one being most negative response and five being

the most positive response):

1 2 3 4 5

6) Rate the interaction quality of the employees (Were they responsive, empathetic) Rate on ascale of one to five; one being most negative response and five being the most positiveresponse:

1 2 3 4 5


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7) Rate your service perception about the product (savings account, ATM card, credit card,loans etc.)that you use (your satisfaction level) Rate on a scale of one to five; one being most

negative response and five being the most positive response:

1 2 3 4 5

8) Rate your service perception (waiting time, time taken at the counter, reply to yourcomplaints, addressing your requests etc.) about the branch? Rate on a scale of one to five;one being most negative response and five being the most positive response:

1 2 3 4 5

9) Rate your overall satisfaction level with this bank taking into account all factors of servicequality as well as product quality. Rate on a scale of one to five; one being most negativeresponse and five being the most positive response:

1 2 3 4 5

10)Compare services of SBI Bank as compared to other private banks on a scale of 15. (5SBI services are much better; 1Private Bank services are much better)

1 2 3 4 5

11)Any other comments about SBI Bank Services

Services Marketing Project Ram

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