INDE X

CON TEN TS
1. INTRODUCTION 2. COMPANY PROFILE 3. SERVICE QUALITY IN BANKS 4. RESEARCH OBJECTIVE 5. RESEARCH METHODOLOGY 6. DATA ANALYSIS 7. FINDINGS OF THE REPORT 8. CONCLUSION 9. RECOMMENDATIONS 10. BIBLIOGRAPHY 11. ANNEXURE: QUESTIONNAIRE

P AGE N O.

RESEARCH OBJECTIVE AND RESEARCH M ETHODOLOGY

RESEARCH OBJECTIVE
The objective of the study is as follows: To examine the essential dimensions of service quality and its effect on customers

Satisfaction. To find out the level of perception of the customers from the service qua lity offered

by the banks. To know which service quality dimension of the bank is performing well. To identify which dimension of service quality needs improvement so that the quality

of service of banks is enhanced

IMPORTANCE AND SCOPE OF THE STUDY

The study would try to throw some insights into the existing services provided by the banks, perceptions and the actual service quality of the bank. The results of the study would be able to recognize the lacunae in the system and thus provide key areas where improvement is required for better performance and success ratio. In the days of intense competition, superior service is the only differentiator left before the banks to attract, retain and partner with the customers. Superior service quality enables a firm to differentiate itself from its competition, gain a sustainable competitive advantage, and enhance efficiency.

SCOPE OF STUDY
The scope of this research is to identify the service quality of bank. This research is based on primary data and secondary data. This study only focuses on the dimensions of service

quality. It aims to understand the skill of the company in the area of service quality that are performing well and shows those areas which require improvement. The study was done taking branche of CANARA bank into consideration. The survey was restricted to the

bank customers in Hyderabad only.

RESEARCH METHODOLOGY DATA SOURCE

Pri ma ry Data: The primary data was collected by means of a survey. Questionnaires were prepared and customers of the banks at branche were approached to fill up the questionnaires. The questionnaire contains 20 questions which reflect on the type and quality of services provided by the banks to the customers. The response o f the customer and they are recorded on a grade scale of strongly disagree, disagree, uncertain, agree and strongly agree for each question. The filled up information was later analyzed to obtain the required interpretation and the findings. Se conda ry Data: In order to have a proper understanding of the service quality of bank a depth study was done from the various sources such as books, a lot of data is also collected from the official websites of the banks and the articles from various search engines like Google, yahoo search and answers.com.

RESEARCH DESIGN
The research design is exploratory till identification of service quality parameters. Later it becomes descriptive when it comes to evaluating customer perception of service quality of the banks.

Descriptive research, also known as s tatis tica l research, describes data and characteristics about the pop ulat io n or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how. Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, descriptive research cannot be used to create a ca usa l re la t io ns hip, where one variable affects another. In other words, descriptive research can be said to have a low requirement for inter na l va lid it y. The description is used for freq ue nc ies, a vera ges a nd other statistical calculations. O ften the best approach, prior to writing descriptive research, is to conduct a survey investigation. Q ua lita t ive researc h o ften has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are.

RESEARCH SAMPLE
SAMPLING P LAN : Since it is not possible to study whole universe, it becomes necessary to take sample from the universe to know about its characteristics. Sampling Units: Customers of CANARA BANK Sample Technique: Random Sampling. Research Instrument: S structured Q questionnaire. Contact Method: Personal Interview.

SAMPLE SI ZE: The work is a case of CANARA BANK, one of the largest bank of Indian banking industry together representing over 25 per cent of the market share of Indian banking space. The survey was conducted in the city of Delhi with two branches of canara Bank, with 50 customers as respo nde nt.

DATA COLLECTION TOOL

Data was collected through a structured questionnaire. Likert scale technique is used. The format of a typical five- level Likert item is: 1. 2. 3. 4. 5. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

Likert scaling is a bipolar sca ling me t hod, measuring either positive or negative response to a statement. The questionnaire consists of two parts. The first part consists of three questions concerning the demographic information of the respondent such as the name, age, educational qualifications and income. The second part consisting of 18 questions exploring the respondent s perception about the service quality of bank. For evaluation of service quality of canara bank

service quality dimension of reliability, assurance, tangibility, empathy and responsiveness is used in order to evaluate the actual service quality of canara bank.

RESEARCH LIMITATIONS
The study is only for the canara Bank co nfined to a particular location and a very small sample of respondents. Hence the findings cannot be treated as representative of the entire banking industry. The study can also not be ge ne ra lized for public and private sector banks of the country. Respondents may give biased answers for the required data. Some of the respondents did not like to respond. Respondents tried to escape some statements by simply answering neither agree nor disagree to most of the statements. This was one of the most important limitation faced, as it was difficult to analyse and come at a right conclusion. In our study we have included 50 customers of bank because of time limit.

DATA ANALYSIS

Ques. Age

AGE CATEGOR Y

FREQUENCY

PER CENTAGE

CUMULATIVE PER CENTAGE

18-23 Years 24-29 Years 30-35 Years 35 Years and above TOTAL

10 17 15 8 50

20 34 30 16 100

20 54 84 100

Ag e
18-23 Years 24-29 Years 30-35 Years 35 Years and above

16%

20%

30% 34%

INTERPR ETATION From the table and graph above it can be seen that 20% respondents age are 18 to 23 years. 34% respondents age are 24 to 29 years.

30% respondents age are 30 to 35 years. 16% respondents age are 35 to above years.

Ques. Educational qualifications

CATEGOR Y

FREQUENCY

PER CENTAGE

CUMULATIVE PER CENTAGE

UNDER GRADUATE GRADUATE POS T GRAD UATE TOTAL

13 20 17 50

26 40 34 100

26 66 100

Educational qualifications
34% 26 % UNDER GRADUATE 40 % GRADUATE POST GRADUATE

INTERPR ETATION From the table and graph above it can be seen that 26% respondents are Under graduate.

40% respondents are Graduate. 34% respondents are Post graduate.

TANGIBILITY DIMENSION OF SERVICE QUALITY (Ques tions 1 to 4):

Phys ica l fac ilit ies, eq uip me nts a nd app eara nce o f perso nne l

Ques.1 CANARA bank has modern looking equipment.

SCALE

FREQUENCY

PER CENTAGE

CUMULATIVE PER CENTAGE

STRONGLY DISAGREE DISAGREE UNCER TAIN AGREE TOTAL

5 25 16 4 50

10 50 32 8 100

10 60 92 100

CANARA bank has modern looking equipments

8% 32% 10% 50 % STRONGLY DISAGREE DISAGREE UNCERTA IN AGREE

INTERPR ETATION CANARA bank has modern- looking and hi- tech equipments. Here analysis show that most of the respondents disagreed with this statement. Among the total respondents 50% disagreed, 32% were neutral and 8% agreed. After analysis I found tha t majority of the respondents think that CANARA Bank do not have modern looking equipments or no hitech equipments.

Ques.2 The bank's physical features are visually appealing.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE TOTAL

4 29 17 50

8 58 34 100

8 66 100

Bank's physical features are visually appealing

30 25 20 15 10 5 0 DISAGREE 4

29

17

UNCERTAIN

AGREE

INTERPR ETATION CANARA banks physical facilities are visually appealing. F rom this statement I found that 17 persons agreed. 29 persons were uncertain and 4 persons disagreed. This means 58% people were uncertain about this statement. Out of the total respondents only 4% disagreed and no one strongly agreed or disagreed with the statement. 17% people agreed that CANARA banks physical facilities are visually appealing.

Ques.3 The bank's reception desk emp loyees are neat appearing.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

5 21 18 6 50

10 42 36 12 100

10 52 88 100

The bank's reception desk employees are neat appearing

STRONGLY AGREE

AGREE

18

UNCERTAIN

21

DISAGREE

10

15

20

25

INTERPR ETATION Canara banks employees appear neat. Here analysis shows that majority were neutral. Among the total respondent 21 respondents were neutral, 18 people agreed and 6 respondents strongly agreed. The rest disagreed. From analysis I found that some respondents agreed with this statement but most of the respondents think the employees of the Canara bank appear neat.

Ques.4 Materials associated with the service (such as pamphlets or statements) are SCALE FREQUENCY PER CENTAGE CUMULATIVE PER CENTAGE DISAGREE UNCER TAIN visually 7 22 14 44 14 58

Materials associated with the services are visually appealling at the ban k
50% 14 % 44 %

36%

0% DISAGREE UNCERTA IN AGRE E

6%

STRONG LY AGREE

INTERPR ETATION Materials associated with the service are visually appealing atcanara bank. Here 36 % respondents agreed with this statement and 6% strongly agreed with this statement. 44% were neutral that is most and 14% disagreed. There was no respondent who strongly disagreed. Hence, in general it can be concluded that materials associated with the services such as pamphlets or statements are visually appealing.

RELIABILITY DIMENSION OF SERVICE QUALITY (Ques tions 5 to 8):

Ab ilit y to per for m t he pro mis ed ser vice depe ndab ly a nd acc ura te ly

Ques.5 When the bank promises to do something by a certain time, it does so.

SCALE

FREQUENCY

PER CENTAGE CUMULATIVE PER CENTAGE

STRONGLY DISAGREE DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

2 26 5 14 3 50

4 52 10 28 6 100

4 56 66 94 100

When bank promises to do something by certain time, it does so

STRONGLY AGREE AGREE UNCERTAIN DISAGREE STRONGLY DISAGREE 0 2

3 14 5 26

10

15

20

25

30

INTERPR ETATION My sample size was 50. Here analysis shows that among the total respondents 26 respondents disagreed and 14 respondents agreed with this question. Also I found that 5 people were neutral and 2 people strongly disagreed. Hence I concluded that majority of them disagreed that the bank when promises to do something by certain time, it does so.

Ques. 6 When you have a problem, the bank shows a sincere interest in solving it

SCALE

FREQUENCY PER CENTAGE CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

3 14 26 7 50

6 28 52 14 100

6 34 86 100

When you have a problem, bank shows sincere interest in solvin g it

30 20 26 10 0 3 DISAGREE UNCERTAIN AGREE STRON GLY AGREE 14 7

INTERPR ETATION When you have a problem, canara bank shows sincere interest in solving it. After analysing this statement I found that most of the respondents agreed i.e. 52% respondents agreed. Also I found that 28% were neutral with this statement and 6% were committed with disagree. There was no one who strongly disagreed. Hence canara bank can be said to be reliable.

Ques.7 The bank performs the service right the first time.

SCALE

FREQUENCY

PER CENTAGE CUMULATIVE PER CENTAGE

STRONGLY DISAGREE DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

2 8 17 17 6 50

4 16 34 34 12 100

4 20 54 88 100

Bank performs the service right the first time

17 8 2 STRONG LY DISAGR EE DISAGREE UNCERTAIN

17

AGREE

STRONGLY AGREE

INTERPR ETATION Total sample size was 50. Here analysis shows that among the total respondents 17 people agreed with this statement. They think that canara bank performs the services right the first time. 6 people strongly agreed with this statement. Also 17 people were neutral and the rest of the respondents disagreed and strongly disagreed.

Ques.8 The bank insists on error free records.

SCALE

FREQUENCY PER CENTAGE CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE

5 10 23

10 20 46

10 30 76

STRONGLY AGREE TOTAL

12 50

24 100

100

STRONGLY AGREE 24%

DISAGR EE 10 % UNCERTA IN 20%

AGRE E 46 %

Bank insist in error free records

INTERPR ETATION Bank insists on error free records. canara bank has proved from my analysis that it surely insist on error free records as 46% respondents agreed with this statement and 24% strongly agreed. Only 10% respondents disagreed and no one strongly disagreed.

RESPONSIVENESS DIMENSION OF S ERVICE QUALITY (Ques tion 9 to 12):

W illingness to he lp c usto mers a nd pro vide p ro mp t ser vices

Ques. 9 Employees in the bank tell you exactly when the services will be performed .

SCALE

FREQUENCY

PER CENTAGE CUMULATIVE PER CENTAGE

STRONGLY DISAGREE DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

6 8 13 18 5 50

12 16 26 36 10 100

12 28 54 90 100

Employees tell you exactly when the service will be performed

STRONGLY AGREE AGREE UNCERTAIN DISAGREE STRONGLY DISAGREE

5 18 13 8 6

INTERPR ETATION Employees in the bank tell you exactly when the services will be performed. Majority of the respondents agreed with this statement. 26% respondents were uncertain. At the same time 16% disagreed and 12% Strongly disagreed with this statement.

Ques. 10 Emp loyees in the bank give you prompt service.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

5 16 27 2 50

10 32 54 4 100

10 42 96 100

Employees in the bank give you prompt services

30 20 10 0 DISAGREE UNCERTA IN 5 16

27

2 AGRE E

STRONGLY AGREE

INTERPR ETATION Most of the respondents agreed with this statement. According to my analysis, employees in canara Bank give prompt service. Among the total respondents agreed respondents were 27 and strongly agreed were 2. 16 people were neutral and 5 disagreed. There was no respondent who strongly disagreed with this statement.

Ques.11 Employees in the bank are always willing to help you.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

UNCER TAIN AGREE STRONGLY AGREE TOTAL

12 29 9 50

24 58 18 100

24 82 100

Employees in bank are willing to help you

29

12 9

UNCERTAIN

AGREE

STRONGLY AGREE

INTERPR ETATION Employees in canara bank are willing to help you. With this statement no one disagreed or strongly disagreed. Strongly agreed were 9 people i.e. 18% respondents strongly agreed, 29 people agreed i.e. 58% respondents agreed and 24% respondents were neutral.

Ques.12 Employees in the ba nk are never too busy to respond to your request.

SCALE

FREQUENCY PER CENTAGE CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

1 11 27 11 50

2 22 54 22 100

2 24 78 100

Employees at bank are never too busy to respond to your reque st

STRONGLY AGREE AGREE UNCERTAIN DISAGREE 1

11 27 11

10

15

20

25

30

INTERPR ETATION Employees in canara Bank ltd are never too busy to respond to your request. After analyzing this statement I found that most of the respondents agreed with this statement. Among the total respondents 22% strongly agreed and 54% agreed. 11 respondents were neutral and 1 respondent disagreed. No one strongly disagreed.

ASSURANCE DIMENSIO N OF SERVICE QUALITY (Ques tion13 to 16 ):

Knowled ge a nd co ur tes y o f e mp lo yees a nd t he ir ab il it y to insp ire tr us t a nd co nfide nce

Ques.13 The employees of the bank are trustworthy.

SCALE

FREQUENCY PER CENTAGE CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

4 13 28 5 50

8 26 56 10 100

8 34 90 100

Employees of the bank are trustworthy

28 30 25 20 15 10 5 0 DISAGREE UNCERTAIN AGREE STRONGLY AGREE 4 5 13

INTERPR ETATION The employees of the bank are trustworthy. According to my findings, 54% respondents agreed that employees at canara bank are trustworthy. 13% respondents were neutral and 4% respondents disagreed with this statement.

Ques.14 The behavior of employees in the bank instills confidence in you.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

28 4 13 5 50

56 8 26 10 100

56 64 90 100

Behavior of employees in the bank instills confidence in you

30 20 10 0

28

13 4 5 DISAGREE UNCERTA IN

AGRE E

STRONGLY AGREE

INTERPR ETATION The behavior of employees in canara bank instills confidence in you. Here analysis shows that most of the people disagreed. Among the total respondents 28 respondents disagreed, 13 agreed and 5 strongly agreed. There was no respondent who strongly disagreed. This means 56% respondent disagreed with this statement.

Ques.15 You feel safe in your transactions with the bank. UNCER TAIN AGREE STRONGLY AGREE TOTAL 16 23 6 50 32 46 12 100 42 88 100

You feel safe in your transactions with the bank

DISAGREE UNCERTAIN AGREE STRONGLY AGREE

12%

10%

32% 46%

INTERPR ETATION With this statement most of the respondents agreed. Among the total respondents 23 agreed with this statement and 6 strongly agreed. 32% respondents were neutral and 10% respondents disagreed. But there no one who strongly disagreed.

Ques.16 Employees in the bank have the knowledge to answer your questions.

SCALE

FREQUENCY PER CENTAGE CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

2 9 26 13 50

4 18 52 26 100

4 22 74 100

Employees in the bank have knowledge to answer your questio ns

STRONGLY AGREE AGREE UNCERTAIN DISAGREE 2 9

13 26

INTERPR ETATION From my analysis I found that 54% respondents agreed that employees of HDFC bank have complete knowledge to answer their questions. 26% respondents strongly agreed to this statement and only 4% disagreed. 18% neither agreed nor disagreed.

EMPATHY DIMENSION OF SERVICE QUALITY (Ques tion17 to 20 ):

Car ing a nd ind ivid ua lized a tte nt io n t hat fir m pro vides to it s c usto me rs

Ques.17 The bank gives you individual attention.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

26 12 10 2 50

52 24 20 4 100

52 76 96 100

Bank gives you individual attention

26

12 10

2 DISAGR EE UNCERTA IN AGRE E

STRONGLY AGREE

INTERPR ETATION canara bank is not able to give individual attention to its customers as out of the total respondents 54% disagreed with this statement. 12% of the respondents were neutral and only 12% agreed and 2% strongly agreed. From this finding it can be concluded that it is unable to give individual attention to its customers.

Ques.18 The bank has operating hours convenient to all its customers.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

2 14 27 7 50

4 28 54 14 100

4 32 86 100

Bank has operating hours convenient to all its customers

STRONGLY AGREE AGREE UNCERTAIN DISAGREE 0 2 14 7 27

10

15

20

25

30

INTERPR ETATION canara bank has operating hours convenient to all its customers. Out of 50 respondents, 27 respondents agreed with this statement and only 2 respondents disagreed. Also 7 respondents strongly agreed that the bank has operating hours convenient to its customers.

Ques.19 The bank has your interests best at heart.

SCALE

FREQUENCY

PER CENTAGE CUMULATIVE PER CENTAGE

STRONGLY DISAGREE DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

3 5 10 25 7 50

6 10 20 50 14 100

6 16 36 86 100

30 25 20 10 0
STRONG LY DISAGREE

10 7

DISAGREE UNCERTAIN

AGRE E

Bank has your interests best at heart

STRONG LY AGRE E

INTERPR ETATION canara bank has your best interests at heart. Here analysis shows that 25 respondents agreed and 7 respondents strongly agreed with this statement. 20% were neutral and the rest disagreed and strongly disagreed.

Ques.20 The employees of the bank understand your specific needs.

SCALE

FREQUENCY PER CENTAGE

CUMULATIVE PER CENTAGE

DISAGREE UNCER TAIN AGREE STRONGLY AGREE TOTAL

5 21 20 4 50

10 42 40 8 100

10 52 92 100

Employees of the bank understand your specific needs

21

20

DISAGREE

UNCERTAIN

AGREE

STRONGLY AGREE

INTERPR EATION Employees of canara bank understand specific needs. With this statement most of the respondents were neutral. Among the total respondents 20 respondents agreed and 4 respondents strongly agreed. 5 respondents disagreed with this statement.

MEASURING SERVICE QUALITY DIMENSIONS

Measuring the quality of a service can be a very difficult exercise. Unlike product where there are specific specifications such as length, depth, width, weight, colour etc. a service can have numerous intangible or qualitative specifications. Parasuraman, Zeithaml, and Berry (1985) provide a list of determinants of service quality: access, communication, competence, courtesy, credibility, reliability, responsiveness, security, understanding, and tangibles. A total of five consolidated dimensions of service quality are: Tangibles (ques.1 to 4) - Physical facilities, equipments and appearance of personnel Reliability (ques.5 to 8) - Ability to perform the promised service dependably and accurately Responsiveness (ques.9 to 12) Willingness to help customers and provide prompt services Assurance (ques.13 to 16) (including competence, courtesy, credibility and security) Knowledge and courtesy of employees and their ability to inspire trust and confidence Empathy (ques.17 to 20) (including access, communication and understanding the customer) Caring and individualized attention that firm provides to its customer. In order to calculate which dimension of service qua lity is performing well, a sample of the questions are used in the questionnaire. Using the questionnaire, obtain the score for each of the 20 statements. After analysis of the data, O verall score to each statement is given on a scale of 1 to 5 i.e. 1 is give n to strongly disagreed i.e. the lowest score, then 2= disagreed, 3= uncertain, 4= agreed and 5= strongly agreed.

Sum the score for each dimension of service quality to obtain a final score which tells which

dimension is performing well and which dimension needs improvement. The scores are shown in the following table: Statement 1. canara bank has modern looking equipment. 2. The bank s physical features are visually appealing. 3. The bank s reception desk employees are neat appearing. 4. Materials associated with the service (such as pamphlets or statements) are visually appealing at the bank. 5. When the bank promises to do something by a certain time, it does so. 6. When you have a problem, the bank shows a sincere interest in solving it. 7. The bank performs the service right the first time. 8. The bank insists on error free records. 2 4 3.5 4 Score 2 3 3 3

9. Employees in the bank tell you exactly when the services will be performed. 4 10. Employees in the bank give you prompt service. 11. Employees in the bank are always willing to help you. 12. Employees in the bank are never too busy to respond to your request. 13. The employees of the bank are trustworthy. 14. The behavior of employees in the bank instills confidence in you. 15. You feel safe in your transactions with the bank. 16. Employees in the bank have the knowledge to answer your questions. 17. The bank gives you individual attention. 18. The bank has operating hours convenient to all its customers. 4 4 4 4 2 4 4 2 4

Statement 19. The bank has your best interests at heart. 20. The employees of the bank understand your specific needs.

Score 4 3

The scores for each dimension are summed up and a final score is obtained:

SERVICE QUALITY DIMENSION 1. TANGIBILITY (1 TO 4) 2. RELIABILITY (5 TO 8) 3. RESPONSIVENESS (9 TO 12) 4. ASSURANCE (13 TO 16) 5. EMPATHY (17 TO 20)

Points 11 13.5 16 14 13

SERVICE QUALITY OF CANARA BANK

18 16 14 12 10 8 6 4 2 0 TANGIBILITY RELIABILITY RESPONSIVENESS EMPATHY ASSURANCE 11 13.5 16 14 13

FINDINGS OF THE REPORT

The Reliability dimension of service quality is better as compared to empathy and

tangibility. Still the score is low. For most services, customer s perceptions of whether the service has been performed correctly, and not provider-established criteria, are the major determinants of reliability. C ustomers of the bank hesitate to rely on the bank. Whenever they have a problem, the bank shows sincere interest in solving it but the services are not performed by a certain time as promised. The employees should take this proble m seriously and take steps to remove this. As score for Assurance is at second place after responsiveness, so the customers

of HDFC bank are very confident and feel safe while transacting with the bank. Moreover the employees of the bank have proved to be trustworthy. Employees are also educated enough to answer all the questions. The score of Tangibility dimension of service quality of canara bank is the lowest.

The service quality factor tangible is defined by whether the physical facilities and materials associated with the service are visually appealing at the bank. These are all factors that customers notice before or upon entering the bank. C ustomer expectations regarding visual appealing of canara is very high. F rom my study I found that P hysical facilities and modern looking equipment are not sufficient in canara bank. Respondents were uncertain about the neat appearance of the reception desk employees. So they should work on that and try to fulfill the gap. According to my findings, the score of Empathy is not satisfactory but not unsatisfactory also. canara bank is unable to give individual attention to its customers and is unable to

understand specific needs of its customers. But still bank has taken steps to satisfy its customers by keeping operating hours convenient to its customers and keeping their interest best at heart. In canara bank, the score of Responsiveness is highest so they are focusing on prompt

service, employees are willing to help the customers and say the exact time when the services will be performed. Employees at bank give their customers first preference and are always ready to help them. O verall canara banks responsiveness dimension of service quality is the highest. According to the customer perception, canara bank is highly responsive. Customers

are assured while transacting with the bank. The reliability dimension is lower than the first to dimension. They feel that the bank is unable to give them individual attention and its equipments are not modern and sufficient for the bank. There is not much gap between all the dimensions, this shows that CANARA BANK

is a better service provider in all the dimensions i.e. reliability, assurance, tangibility, responsiveness and empathy. As a result of which, the customers are satisfied with the service offered by canara bank.

CONCLUSION
Based on the study conducted it can be concluded that responsiveness, assurance and reliability are the critical dimensions of service quality of canara bank and they are directly related to overall service quality. The factors that may delight customers tend to be concerned more with the intangible nature of the service, commitment, attentiveness, friendliness, care, and courtesy. The employees give prompt services, always are ready to answer the questions and are trustworthy. The main sources of dissatisfaction appear to be cleanliness, up to date technology modern equipments, and neatly dressed up employees. The Tangibility dimension of service quality of canara bank is highly disappointing and serious steps are needed to be taken to enhance this dimensio n. C ustomers of the bank are dissatisfied with the empathy dimension. To satisfy these customers, the management can take some attempts, noted earlier as recommendations. The study brings about the areas which require urgent attention of the employees, the management, and the policy makers of the industry. These are areas in which customers are hugely d iss at is fied with the services of the banks against their expectation. This high degree of dissatisfaction resulting from the services received clearly questions the design of services or subsequent response of the bank employees. These limitations are too serious to be avoided as these question the front- line people dealing with the customers and the approach of the management in taking customers seriously. The management should understand the benefits of service quality. It include increased customer satisfaction, improved customer retention, positive word of mo uth, reduced staff turnover, decreased ope rat ing cost s, enlarged market share, increased profitability, and improved financial

performance. In the days of intense competition, superior service is the only differentiator left before the banks to attract, retain and partner with the customers. S uperior service quality enables a firm to differentiate itself from its competition, gain a sustainable competitive advantage, and enhance efficiency. Thus, improving service quality leads to the customer satisfaction and, ultimately, to customer loyalty.

RECOMMENDATIONS
Reliability is an obvious place to start. C ustomers of the bank want to know their

resources are safe and within trustworthy institutions. A way to ensure this peace of mind would be to take steps to ensure bank employees are well trained, so each bank associate is able to offer complete and comprehensive information at all times. Consistent policies combined with a knowledgeable staff will foster a high degree of institutional cohesion and reliability. Responsiveness, again when associated with a well-trained staff and timely answers

to service-related questions, would make significant inroads into causing canara bank be regarded as responsive. Staff should be encouraged to present relevant options to banking customers in a manner that does not resemble salesmanship so much as a desire to serve. Intangibles please customers just as much as tangibles in the banking industry. People

tend to visit the same branch of a bank over and over again. Usually, this is a location close to their home or their workplace. It is natural that customers become comfortable and habituated to these branch banks, for the same reason they develop familia rity with a neighborhood supermarket or convenience store. It makes sense that bank employees would be encouraged to learn to recognize these regular customers, learn their names, and begin to identify their basic service requirements. Learning to understa nd customers needs will allow bank associates to offer

enhanced services, perhaps lowering customers banking costs and increasing their investment potential. This could also open up the possibility of increased profits for banks, for when perceived as mo re service and customer oriented, they will, in effect, become a useful and pleasant way to shop. Keeping the bank with up-to-date technologically are important factors. Modern

equipments, new improved technology should be replaced with the old ones. If the staff inside is pleasant and well- informed, in an aesthetically pleasing environment, then customer satisfaction will be high. The five-dimensional structure could possibly serve as a meaningful framework for

tracking a banks service quality performance over time and comparing it against the performance of competitors. Items on some dimensions should be expanded if that is necessary for reliability. Thus, the banking industries must continuously measure and improve these dimensions

in order to gain customers loyalty.

BIBLIOGRAPHY
Re fe re nces Kotler P hilip, marketing management, (Pearson education, 12 th edition) Malhotra K. Naresh, marketing research (An applied orientation), Research design, (Prentice hall of India pvt. 5th edition) Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing Integrated customer Focus across the F irm (4th Edition) M.K. Rampal : Service Marketing Webs ite s www. goo gle.co m ww w. hd fcba nk.co m ww w. hd fc ind ia.co m www.wik iped ia.or g www. ma rketr esearc h. co m

ANNEXURE QUESTIONNAIRE
Respected S ir/Madam I am student of SIVA SIVANI INSTITUTE OF MANAGEMEN T, conducting a survey on S ERVIC E QUALITY OF CANARA BANK . The following statements relate to your feelings about the canara bank. P lease show the extent to which you believe canara bank has the feature described in the statement. I request you to the option which in your opinion are believed to be true. All data will be kept confidential. Name: Age: Educational Q ualifications:
Strongly Disagree Disagree Neither agree Nor disagree Agree Strongly Agree

1. canara bank has modern looking equipment. 2. The bank's physical features are visually appealing. 3. The bank's reception desk employees are neat appearing. 4. Materials associated with the service (such as pamphlets or statements) are visually appealing at the bank. 5. When the bank promises to do something by a certain time, it does so. 6. When you have a problem, the bank shows a sincere interest in solving it.

St rongly Disagree Agree

Disagree

Neither agree Nor disagree

Agree

Strongly

7. The bank performs the service right the first time. 8. The bank insists on error free records. 9. Employees in the bank tell you exactly when the services will be perfo rmed. 10. Employees in the bank give you prompt service. 11. Employees in the bank are always willing to help you. 12. Employees in the bank are never too busy to respond to your request. 13. The employees of the bank are trustworthy. 14. The behavior of employees in the bank instills confidence in you. 15. You feel safe in your transactions with the bank. 16. Employees in the bank have the knowledge to answe your questions. 17. The bank gives you individual attention. 18. The bank has operating hours convenient to all its customers. 19. The bank has your best interests at heart. 20. The employees of the bank understand your specific needs. r