preface kotak

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Think Investment. Think Kotak.

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Swami Vivekanand MBA College

Preface

The industrial scenario of economy is highly competitive and constantly changing. To serve this highly

competitive scenario practical studies are much more important with theoretical studies. In India the

significance of MBA course is increasing drastically. Amongst all the PG courses MBA is most favoured.

As a partial fulfilment of third semester the students have to take a summer training of 6 ± 7 weeks at any

company and prepare a project report on the basis of that practical experience.

Indian economy is growing at a considerable rate. The growth of GDP in India is 9% per annum. The

major sector contributing to the growth of GDP is service sector and it is approximately 63% to GDP.

Banking is one of the main pillars of service sector. So I have decided to take exposure of banking sector

by taking practical training at ³KOTAK MAHINDRA BANK LTD´ which ii one of the reputed private

bank.

The aim of ³KOTAK MAHINDRA BANK´ is customization & people cantered banking. Customized

banking system can be achieved by provided what customer actually wants. So we want to check

weather ³KOTAK MAHINDRA BANK´ is successful or not. As a part of this study I have decided to

prepare a project report on µCUSTOMER OPINION ABOUT SERVICE PROVIDED BY ³KOTAK

MAHINDRA BANK´ IN CONTEXT OF 3P¶S OF SERVICES MARKETING ± PEOPLE, PROCESS, &

PHYSICAL EVIDENCE¶

The study of this topic is helpful to me in analyzing customer satisfaction & loyalty to the services whichthey are using at the ³KOTAK MAHINDRA BANK´. This study will also be helpful to us in analyzing

the information about what change customer want from the existing services. This report also give me the

overall satisfaction level of customer from the ³KOTAK MAHINDRA BANK´ & how the customers are

loyal to the bank. This report also includes graphical representation wherever it feels necessary. Finally, it

is indeed excellent opportunity for us to present this report and a matter of esteem honour itself. After

successful completion of training it is golden experience for me of banking sector. And I also know how

the different departments are working.




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Acknowledgement

First of all I am thankful to µKOTAK MAHINDRA BANK¶ and Branch Manager Mr. Ramakant Joshi for

giving me permission to take the summer training. I would also like to thank the staff members of the

bank for providing us information about the different departments of the bank. I would like to thank our

HOD of SWAMI VIVEKANAND MBA COLLEGE Prof. Apoorva Raval for their guidance and kind

support as well as our project guide Prof. Parag Raval for their valuable guidance and experience.

Finally I am glad to thank our all faculties who have provided me substantial guidance & support in

preparation of this project. This successful completion of this project could not have been possible

without their co-operation and support. I would also like give some share of thanks to my friends for their

support.

RIDDHI S. BHATT




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Ex ecutive Summary

Executive summary is a term used in business for a short document that summarizes a longer report,

proposal or group of related reports in such a way that readers can rapidly become acquainted with a large

body of material without having to read it all. It will usually contain a brief statement of the problem or

proposal covered in the major document(s), background information, concise analysis and main

conclusions. It is intended as an aid to decision making by business managers.

An executive summary differs from an abstract in that an abstract will usually be shorter and is intended

to provide a neutral overview or orientation rather than being a condensed version of the full document.

Abstracts are extensively used in academic research where the concept of the executive summary would

be meaningless.

This project report is based on the customer opinion about service provide by the Kotak Mahindra bank.

Three major criteria¶s are undertaken for finding the customer opinion i.e. people, process and physical

evidence. As there was a limitation of time and the project is too broad we have prepared the project

report in group of two. As Kotak Mahindra bank is a service firm we have selected the above mentioned

criteria¶s. I have selected the banking sector because in India banking is one of the most growing sectors

and there are many future opportunities are there. The banking sector of India is one of the least affected

by the slowdown all over the world because it strong framework and regulation.

Our project is mainly based on the research but for some aspects secondary data is also being included

from the websites and the books. As it is research project we have undergone one survey of around 150

respondents to find the customer opinion of services provided by the Kotak Mahindra bank. We have

selected the Changodar branch of the Kotak Mahindra bank as our territory of research. A well designed

questionnaire was formed of 21 questions for collecting the data. The questionnaire is framed by taking

different scales and measurements. We have used the comparative as well as non comparative scales like

rank order, likert scale, staple scale, and semantic scale. The exploratory research design is undertaken

and the data is being collected by field work and telephone. Without replacement and non-random

sampling method is being used. Our target population was customers coming at bank and the corporate

salary accounts.

We have also included all the information regarding the 7 Ps of the Kotak Mahindra bank which will

include all the information of Kotak Mahindra bank related products, pricing, promotional schemes,

people, various processes, and the physical evidence facilities. All these data is being collected from the

secondary sources.




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Analysis is done by preparing the tables and charts. For that we have used the coding, editing and

decoding methods. We have also prepared some hypothesis and test by taking relations which can be

helpful in analyzing the data. We prepare the tests like chi-square test, z test, ANOVA test for the purpose

of interpretation of the data.

Last but not the list reader of this project will get exposure of the Kotak Mahindra bank in context of all

the aspects like staff, various process, and physical evidence. It will provide the research findings related

how the attitude is and behaviour of the staff and the manager toward the customers, how is the

satisfaction level of the customer related to various processes like opening account, loan, and regular

transactions, and how conveniently customers are getting the physical evidence facilities.




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I nde x

Sr. No Description Page No

1. Preface I

2. Acknowledgement II

3. Executive summary III

4. List of tables VI

5. List of charts VII

6. Chapter 1 Introduction 1

1.1 Introduction to banking 1

1.2 Introduction to Kotak Mahindra Bank 8

1.3 Milestones 11

1.4 Awards 11

7. Chapter 2 Marketing R esearch 13

2.1 Theory of marketing research 13

2.2 Objectives of marketing research 15

2.3 Marketing research process 16

2.4 Objectives of our study 19

2.5 Scope of the study 20

2.6 Research Methodology 22

2.7 Limitations of the study 25

8. Chapter 3 Service marketing mix 26

3.1 People 26

3.2 Process 27

3.3 Physical evidence 29

3.4 Product 30

3.5 Price 44

3.6 Promotion 63

3.7 Place 64

9. Chapter 4 Analysis & Interpretation 65

10. Chapter 5 Findings, recommendations, & Conclusion 85

5.1 Findings 85

5.2 Recommendations 86

5.3 Conclusion 87

11. Annexure 88

A. Questionnaire 88

B. Financial overview 91

12. Bibliography 95




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LIST OF TABLES

1. Age & Services used by the customers 65

2. Service channels used by the customers 67

3. Attitude and behaviour of the manager toward customers 68

4. Rating the employees on the basis of the different skills 69

5. People faced problems while using the services 70

6. Types of the problem 72

7. Processing time of opening an account 74

8. How is the procedure of opening an account 76

9. Process of taking a loan 77

10. Processing time of some of the important transactions 78

11. Analysis of the charges 80

12. Internal environment of the Kotak Mahindra bank 81

13. Facilities available at the Kotak Mahindra bank 82

14. Overall experience of the Kotak Mahindra bank 83




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LIST OF CHARTS

1. Structure of banking system 3

2. Awards 12

3. Process of marketing research 18

4. Age & Services used by the customers 65

5. Service channels used by the customers 67

6. Attitude and behaviour of the manager toward customers 68

7. Rating the employees on the basis of the different skills 69

8. People faced problems while using the services 70

9. Types of the problem 72

10. Processing time of opening an account 74

11. How is the procedure of opening an account 76

12. Process of taking a loan 77

13. Processing time of some of the important transactions 78

14. Analysis of the charges 80

15. Internal environment of the Kotak Mahindra bank 81

16. Facilities available at the Kotak Mahindra bank 82

17. Overall experience of the Kotak Mahindra bank 83

preface kotak

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