SBT Customer Satisfaction

A Study on the “Customers Satisfaction of SBT ” with Special
Reference to SBT Karunagapally Branch 201

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Chapter I
INTRODUCTION
The banking industry like many other financial service
industries is facing a rapidly changing market, new technologies,
economic uncertainties, fierce competition and more demanding
customers and the changing climate has presented an unprecedented
set of challenges. Banking is a customer oriented services industry,
therefore, the customer is the focus and customer service is the
differentiating factors.
The banking industry in India has undergone sea change since

post independence. More recently, liberalization, the opening up of the
economy in the 90s and the government's decision to privatize banks
by reduction in state ownership culminated in the banking reforms
based on the recommendations of Narasimha Committee. The prime
mover for banks today is profit, with clear indications from the
government to 'perform or perish'. Banks have also started realizing
that business depends on client service and the satisfaction of the
customer and this is compelling them to improve customer service and
build up relationship with customers.
With the current change in the functional orientation of banks,

the purpose of banking is redefined. The main driver of this change is
changing customer needs and expectations. Customers in urban India
no longer want to wait in long queues and spend hours in banking
transactions. This change in customer attitude has gone hand in hand
with the development of ATMs, phone and net banking along with
availability of service right at the customer's doorstep. With the
emergence of universal banking, banks aim to provide all banking
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product and service offering under one roof and their endeavor is to be
customer centric. With the emergence of economic reforms in world
in general and in India in particular, private banks have come up in a
big way with prime emphasis on technical and customer focused
issues.
Chapter – II
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INTRODUCTION TO THE PROBLEM
STATEMENT OF THE PROBLEM
Customer satisfaction is the most discussed subject in todays

world competitive market. For use successful running of a service,
customer satisfaction is important. For a service, customer depends on
the service actually offered relative to the customers expectations.
SBT has a strong market in Kerala. SBT is a associate bank of State
Bank of India. Now SBT has many branches all over Kerala.
In order to maintain and improve the present market, the

management has to know the customers attitude towards SBT. So it
is felt that a study considering some variables of customer satisfaction
of SBT customers be conducted at Karunagapally with reference to
SBT Karunagapally branch.
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OBJECTIVE OF THE STUDY
1. To find out the level of customer satisfaction of SBT with

reference to Karunagapally branch.
2. To access the customer satisfaction regarding various services

offered by the bank.
3. To make recommendation on the basis of the findings of the

study.
SCOPE OF THE STUDY
The study helps to understand the present market positions of the

customers, and how much they are satisfied with the bank.
METHODOLOGY
This study mainly depends on primary data. Primary data are

collected through questionnaires and interview. The secondary data
i.e., company records, journals, magazines and web sites are also used
for the study.
Sampling is a technique of inspecting or studying only a selected

representives or adequate fraction of the population. Hence,
convenience sampling method is used because of location and
contacts with the units.
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The method is used in everyday life. In this survey 50 customers
are selected for sampling. The sample tools adopted are questionnaire
and interview schedule. A single customer represents a sample.
DATA SOURCES
The sources of information are generally classified as primary

and secondary.
(1) Primary
Primary data are collected by conducting face to face interview

with respondents. This data were also obtained by issuing
questionnaires to the respondents.
(2) Secondary Data
Secondary data were collected mainly from company records

and journals, magazines also provided information about product and
industry. Information from companies websites also provided
secondary data about plans and products.
ANALYSIS TOOLS USED
Analysis tools used are percentage and diagrammatic

representation.
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LIMITATIONS
(1) Time allowed for the study was not sufficient to cover the market
area.
(2) A small sample was selected and was restricted to Karunagapally. It

might not be true representation of whole market.
(3) Some did not respond properly to the questionnaire.
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Chapter III
CUSTOMER SATISFACTION –
AN OVERVIEW
Introduction
Customer or buyer is the central figure of all marketing

activities. It is the consumer who determines the growth, prosperity
and even existence of a business enterprise. Hence the marketer
should always feel the pulses of consumers "The mind decides and the
body acts". But what goes on in the mind of a consumer is difficult to
understand. His mind is black box were in several influences
operating to decide his buying patterns with regard to product or
service. The marketers need to understand fully the working of buyers'
mind and use suitable strategies to create a favorable orientation in the
mind of consumers. He must plan his production and distribution to
meet the needs and convenience of consumers rather than his own. He
must have a clear understanding of consumer behaviour.
Who is a Customer?
"Customer is a person who buys goods or services for his own

consumption for the satisfaction of his needs". Thus "customer is an
ultimate user of a product". But buyer or customer is a person who
buys goods either for resale or for production or for the use of
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somebody else/For e.g.: if a man buys mango and is used by him to
satisfy his hunger, he is called a consumer. But if a man buys a saree
and his wife uses it, he is called a buyer. Therefore the two terms
'consumer and buyer' are different in the true sense. However in the
"Consumer Protection Act 1986" defines the term consumer includes
buyers also.
Consumer behaviour
Market consists of buyers. Hence it is the behaviour of buyer

that is central to an understanding of markets. A business enterprise
without having consumer understanding cannot fulfill its obligation of
consumer satisfaction. Marketers must study their customers' wants,
preferences and buying behaviour.
Such a study will produce clues for developing new products

and for making changes in the existing products and other marketing
mix elements. .It is not the policies that bring changes in the market,
it's the behaviour of the consumers. The marketing programs and
policies depend up on the consumers' behaviour. The consumers'
needs, attitudes and buying behaviour is ever changing. The buying
behaviour of consumers depends on certain factors like income,
location, sex, social status, psychology etc.
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In the words of Walters and Paul, "Consumer behaviour is the
process whereby individuals decide what, when, where, how and from
whom to purchase goods and services."
Customer satisfaction
Consumers are the largest of the activities of marketing

department of a company. Today business world recognize that
"Consumer is the king". The primary reason for producing quality
product and delivering quality services is customer satisfaction.
Without customer satisfaction organizations are unlikely to measure
their sales and revenue. Customer satisfaction is the result of
delivering a product or service that meets customer's requirements.
According to the "Journal of Advertising Research", customer

satisfaction service is one of the faster growing areas of market
research. This is understandable even in the context of the Indian
market where we are moving towards market economy with customer
on the central focus. There are alternative definitions for customer
satisfaction/dissatisfaction. It is a comparison of customer
expectations with perceptions regarding the service encounter.
The satisfaction of the customer is perhaps the most sensible

objectives of business firms. Until recently importance of
consumption was overlooked. But now, business men are trying to
ascertain the preferences tastes, attitudes, etc of the customers. These
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business activities must be turned in such a way as to secure
maximum satisfaction of the customers. For the purpose all the
necessary information should be collected from the consumers.
In order to satisfy his needs and wants the customer purchases

certain goods on the impression that it would satisfy his needs and
wants. If the product satisfies him, he will buy more and more of the
same product. He will also advertise about the product to others. If he
is dissatisfied he will stop consuming the product. Measuring
customer's satisfaction is important because 25% of customers
dissatisfied would be enough to stop doing business.
Peter Drucker observed that a company's first task is to "create

customers". Satisfaction is the person's feelings of pleasure or
disappointment resulting from comparing a product's perceived
performance (outcome) in relation to his / her expectation. If the
performance falls short of expectation, the customer is dissatisfied. If
the performances exceed expectation the customer is highly satisfied
or delighted. "Customer satisfaction is the level of persons felt state
resulting from comparing a product perceived performance in relation
to the person's expectations."
Maslow's need hierarchy theory
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Probably the most widely known theory of individual need and
motivation comes from Abraham Maslow, who was a clinical
psychologist in U.S.A, Maslow, he suggested that every individual
has a complex set of exceptionally strong needs and the behaviour of
an individual at a particular moment is usually determined by his
strongest need. According to psychologists, human needs have certain
priority. As the more basic needs are satisfied, the individuals seek to
satisfy the higher needs. If the basic needs are not satisfied, efforts to
satisfy the higher needs will be postponed. Maslow stated that people
have five basic levels of needs which they tend to satisfy in a
hierarchical fashion. He proposed that human needs can be arranged
in a particular order from the lowest level need to the highest level
need.
SelfActualizationNeeds
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
This need hierarchy can be explained as follows.
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1. Physiological needs: '- These are some bodily needs
comprising of
hunger, thirst, shelter, clothing, air and other necessities of life.
2. Safety needs:- In today's civilized society, a person is usually

protected from physical danger or threats of violence etc. so that the
safety and security needs dwell upon economic and job security,
security of source of income etc.
3. Social needs: - Social needs can be satisfied by being in the

company of friends, relatives or other group such as work groups or
voluntary groups.
4.Esteem Needs:- Fourth in the hierarchy of needs is ego or self

esteem needs which are concerned with self respect, self confidence,
recognition, appreciation, applause, prestige, power and control.
5. Self Actualization needs: - At the top of the hierarchy is the need

for any actualization or the need to fulfill what a person considers to
be the mission in his life.
Methods to measure customer satisfaction.
1. Complaint and Suggestion System: - A customer centered

organization would make it easy for its customer to deliver
suggestions and complaint. Complaint boxes are popular nowadays.
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2. Customer Satisfaction Survey:- Responsive companies obtain
direct measures of customer satisfaction by periodic surveys. They
sent questionnaires to a random sample of the customers to find out
how they feel about various aspects of the companies' performance
and also solicit views on the competitors' performance. It is useful to
measure the customers' willingness to recommend the company brand
to other persons. A high positive word of mouth score indicates the
company is producing his customer satisfaction.
3. Ghost Shopping:- Another useful way to gather a picture of

customer satisfaction is to hire persons to pose as potential buyers to
report their findings on strong and weak points they experienced in
buying the company's and competitors products. These Ghost
shoppers can even pose certain problems to list whether the
company's sales personnel handle the situation well.
4. Lost customer analysis: - Companies should contact customers

who have stopped buying or who have switched on to another
supplier to learn why that happened.
Customer Retention: -Today markets are totally different. These

are characterized by intense competition and the dividing line
between a service and a good among competitors is minimal. If there
is service parity among the different service providers then the
customers risk associated with brand switching is minimized. When a
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firm considers the cost associated with winning new customers, it is
likely to realize that to make profit and avoid the continuous cycle of
price discount, it is better to increase the lifetime spending on the
existing customers. Customer retention is far more important
than customer attraction.
Benefits of customer Retention. Benefits of customer retention

can be listed as follows.
1. Profit derived from sales
Customer retention can result in higher profits whatever might

be the type of service claim.
2. Profit from reduced operating cost
Since long term customers know the service providers well,

they tend to have lower maintenance cost and require less attention.
3. Profit from referrals
Customers retention can give rise the word of mouth advertising

by satisfied customers which can bring in new business. Companies
can retain the customers by providing a proper perspective of the
service to him, contacting him between service encounters. It can be a
typical birthday congratulations or an anniversary card.
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CHAPTER – IV
INDUSTRY PROFILE
State Bank of Travancore (SBT) was originally established as
Travancore Bank Ltd. in 1945 sponsored by the erstwhile Princely
State of Travancore. Under a special statute of the Indian Parliament
(SBI subsidiary Banks Act 1959) it has been made an Associate of the
State Bank of India and a member of the State Bank Group, the
largest banking group in India.
Regd. office/Head Office at: Poojapura, Trivandrum 695 012, Kerala

state, India
Highlights
○ More than 60 years of dedicated service
○ History of uninterrupted profits and Dividend payments
○ 130% dividend to shareholders
○ Network of 726 branches and 460 ATMs spanning 16 states

of the country
○ Using World class technology through the implementation of

100% Core Banking Solution
○ Premier bank in Kerala state with 584 branches
○ The Largest ATM Network in Home State
○ Member of the Largest ATM network in the country
Internet Banking, E-Payments, Utility Bill Payments, Fee payments,

E-Commerce etc
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Social Responsibility
• 550 Social circles provide selfless community service
• Free Medical Camps, Rehabilitation Programs, distribution of

free wheel chairs
• Programs for improving the facilities of orphanages, care

homes, geriatric centres
• Programs for the benefit of the student community
• Eco-friendly smoke - free offices
Social Banking
Being a public sector bank, we are committed to the policies of
the Government for social development. We offer credit to the priority
sectors and also the special schemes announced by the Government.
Through the decades

(Rupees in lacs)
Year => Decembe Decembe March March March March

r r
1991 2001 2008 2009
1971 1981
24542 115727 353538 420419
Deposits 6449 49812
6 9 9 2
Advance 13334 281366 327109
4142 29711 639750
s 8 2 3
Net
8 27 400 9749 38611 60784
Profits
Branche
218 475 608 671 710 726
s
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Staff 3275 8199 12172 12172 11365 11365

PRIORITY SECTOR LENDING
The Bank is alive to its developmental role and actively
participates in meeting need-based requirements of Small Scale
Industry (SSI), Agriculture and Small business. It has consistently met
the benchmarks for priority sector advances stipulated by the
Government from time to time. More than 40% of net bank credit is to
the Priority sectors.
SMALL SCALE INDUSTRY

The Bank attaches priority to this vital sector and encourages
technocrats and women entrepreneurs. Bank’s Technical Consultancy
Cell assists the small units in evaluation of techno-economic
feasibility of their projects. Bank has setup exclusive Small Scale
Industries (SSI) Branches for this sector.
AGRICULTURE
The Bank caters to the needs of farmers through its rural and
semi-urban branches. We have setup specialised Agricultural
Development Branches (ADB) totally dedicated to agricultural
advances. The Bank also encourages allied activities such as dairy,
poultry, piggery, fishery, horticulture, etc., Schemes like Rabbit Plus
for Rabbit rearing, Kamadhenu for rearing of Calves and Heifers,
Ksheerasamrudhi for dairy farming and Matsya Plus for Fish farming
has been introduced. Farm mechanisation and Agro based industries
are given due attention too. We have also introduced Kisan Credit
Card Scheme, for the farmers to purchase agricultural inputs and meet
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other productive needs. Bank also has launched 'Annapoorna Scheme'
to extend assistance to tenant farmers who are holding only leasehold
rights over the land in which they cultivate. Large areas of fallow
lands are being brought under cultivation under this Scheme.
Rural Training Institute for Micro Finance has been established

at Kalpetta in Wayanad district during the year 2005, for imparting
training to Micro entrepreneurs on an ongoing basis.
Agricultural Centralized Processing Centre (Agri.CPC) started

at Palakkad to ensure prompt and speedy sanction of loans to the
eligible farmers in Palakkad District.
SPECIAL SCHEMES
We actively participate in special schemes announced by the
Government like: PMRY (Prime Ministers Rozgar Yojana), Women
Empowerment scheme, Micro Credit - Self Help Groups scheme
etc. The Bank is actively involved in implementing Swarana Jayanthi
Shahari Rozgar Yojana which is aimed at providing self-employment
to the urban poor.
FINANCIAL INCLUSION
'Janapriya Savings Account' - a special savings bank account,
without any restriction of minimum balance, was launched aiming at
financial inclusion and extending banking facilities to those so far
deprived of it. Palakkad, Ernakulam, Alappuzha, Wayanad,
Kasaragod, Kottayam, Pathanamthitta and Thiruvananthapuram
districts have been fully included under 'Financial Inclusion'.
Personal banking
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Personal Banking services are offered to general public
customers who wish to operate a bank account for different
purpose.
Deposit Schemes
SBT have a number of deposit plans to suit convenience and
specific requirements of its customers. The customers can choose
from any of the following schemes that the bank offers.
Savings Bank Accounts

• Best suited for all classes of persons.
• Running account.
• Cheques, Drafts, Interest Warrants, Dividend warrants etc.., in

Indian rupees and foreign currencies in the personal names of
the depositors can be collected and credited to these accounts.
• Liberal withdrawal facilities.
• No Income Tax deduction at source on interest.
• Standing instructions for remittances of insurance premium,

rent and similar payments carried out.
• Minors above 10 years can open and operate the account.
• Nomination facility is available
• Quarterly Average Minimum Balance to be maintained in SB

accounts is Rs.1000/- with Cheque Book facility and Rs.500/-
without Cheque Book facility
• Internet Banking/ATM/Mobile Banking Facilities are available
Current Accounts
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• Running account with unlimited operational facilities.
• Minimum balance to be maintained is Rs. 3000/- for rural

branches and Rs.5000/- for others.
• Monthly statement of accounts made available.
• Standing instructions for remittances of insurance premium,

rent and similar payments carried out.
• Internet Banking Facility is available
Term Deposit Accounts

• Deposits for periods of 7 days to 120 months.
• Minimum deposit is Rs.1000/- and multiples Rs.100/-.
• Interest normally paid quarterly, half yearly, or yearly. Monthly
payment can be had at discounted rates.
• Loans are available upto 90% of the deposit, with interest 1%
above the deposit rate.
• Minors above the age of 10 can deposit upto Rs.200000/- in
their names independently.
• Premature withdrawal permitted with applicable penalty.
• Ideal investment for earning regular quarterly income without
disturbing principal, and with maximum liquidity and safety.
• The deposit will be renewed on due date for the same period.
• TDS is applicable, 15H/15G to be submitted for exemption.
SBT Reinvestment Plan(Special Term Deposits)

• Term Deposit accounts with automatic reinvestment of the
accrued interest at quarterly compounding till maturity of the
principal. No interim withdrawal of interest and therefore
investment multiplies.
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• Loans upto 90%, with interest 1% above the deposit rates.
• Existing term deposit accounts can freely be converted to

Special term deposit accounts and vice versa.
• Minors above the age of 10 can deposit upto Rs.2,00,000/- in

their names independently.
• Ideal for maximum returns, long term investment with safety

and liquidity.
• Premature withdrawal permitted with applicable penalty.
• TDS is applicable, 15H/15G to be submitted for exemption.
Unit Deposit Scheme

• Amount deposited is held in units of Rs.1000/- each.
• Accounts can be opened with Rs.10,000/- and thereafter in

multiples of Rs.1000/-.
• The salient feature of the scheme is that it allows the depositor

to withdraw the deposit partially in multiplies of Rs.1000/-
without breaking his entire deposit.
• It can be opened as either Term Deposit or Special Term

deposit accounts and interest payments are as applicable to
those schemes.
• Loans, Premature withdrawal and Nomination facilities are

available.
Recurring Deposit Accounts
• Recurring deposit for periods ranging from 12 to 120 months

with fixed monthly remittances.
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• No Income tax deducted at source. Premature withdrawal is
permitted.
• Minors above 10 years can open accounts in their name

independently subject to the maturity value not exceeding
Rs.2,00,000/-.
• Ideal for persons who can set apart a portion of their monthly
earnings especially regular monthly income earners; Traders,
pensioners etc. An easy way to save money.

available.
• Penalty is applicable for delayed remittance.
Variable Deposit Scheme (Super Surplus)
• Recurring deposit scheme for a period of 12 months to 120

months, offers flexibility in the amount of monthly remittance.
• Depositor can fix their core monthly instalment from Rs.100 to

Rs.10000/p.m.
• Depositor can vary the monthly instalments and can deposit

upto 10 times the agreed core amount subject to maximum of
Rs.100000/ per month.
• One remittance per month. No insistence on regular monthly

payment.
• Interest credited to the account half yearly.
• Minors over 10 years can open in their name singly provided

the maturity value does not exceed Rs.2,00,000/-.
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• No penalty for delayed remittance but if the number of
remittance is less than 10 per year Rs.10/- will be levied as
penalty.
• Ideal for persons whose monthly savings vary from month to

month and for those seeking flexibility in remittances.

available.
Personal Loan Products

SBT we have a number of lending products to meet customers varied
needs of funds.
Cash Key facility

• The most convenient method of obtaining advance against
deposits.
• Unlimited withdrawals permitted in a Current account upto 90%

of the deposit amount and interest accrued.
• Cheque book facility is available.
• Interest charged on these loans will be 1% above the interest

rate allowed on the deposit irrespective of the amount, rate of
interest and period.
Gold Loans
Conventional
• Loans against Gold ornaments.
• Rs.1250 per gram of gold for all types of jewellery (including

hall marked jewellery).
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• Amount of Loan - Maximum 10 lacs
• Period of loan - 6/12 months and can be further renewed
• Simple easy documentation.
Liquid gold - SBT Gold overdraft

• Overdraft facility against pledge of Gold ornaments, operated as
a running account with facility of cheque book.
• Rs.1250 per gram of gold for all types of jewellery (including

Hall marked jewellery)
• Amount of Loan - Maximum 10 lacs
• Loans are granted for 6/12 months and can be further renewed.
Housing Loan
The purpose of housing loan is for construction, purchase /
repair / renovation / alteration of a house or for purchase of a plot for
the construction of a house.
Persons Eligible
i. All Resident / Non-Resident Indians with a regular monthly
income
ii. Spouses of Non-Residents, who are residents and receiving

regular monthly income.
iii. Salaried persons, self employed businessmen, professionals and

agriculturists, who have regular monthly income and who have
a minimum of three years of standing / experience in their line
of activity.
iv. The age should be such that the borrower is able to close the
account before he attains the age of 70.
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Amount of Loan
i. 60 times of Net monthly income (NMI)/ Average monthly
income (AMI) for individuals upto 45 years of age.
ii. 48 times of Net monthly income (NMI)/ Average monthly

income (AMI) for individuals over 45 years of age
However the repayment obligation is restricted to Maximum

60% of the NMI/AMI.
Maximum amount of the loan is Rs.300 lacs.
Gyan Jyothi Education Loan

The scheme provides financial assistance to deserving
meritorious students to pursue higher education in India and abroad
Purpose
To meet the tuition and other fees \Examination \Library
\Laboratory fee, cost of books\purchase of Computers \equipments
\instruments \uniforms and the cost of passage for studies
abroad. Caution Deposit, Building Fund, Refundable deposit subject
to 10% of the Tuition Fee. Any other expenses required to complete
the course like study, tours, project work, thesis etc. also be financed.
Sahaya Varsha
A clean demand loan to meet your short term funds/ financial
needs for various purchases/emergent requirements such as marriage,
family functions, travel, education, expensive medical treatment,
operation etc.
Suvidha Loan
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Loan against mortgage of immovable property. For personal
needs such as marriage related expenses, foreign travel, medical
expenses etc.
Prasanthi
All Central Civil, Defense, Railway, Telecom, KSRTC (Kerala
State Road Transport Corporation), KSEB, KWA, Kerala Agricultural
University, State and Bank Pensioners whose pension accounts are
maintained at our branches. Pension accounts include those accounts
to which Bank acts as the Pension Disbursing Officer and those
accounts to which pension amounts are received from DPDO.
Computer Loan
For purchase of home computers/PCs and other accessories like
Printer/UPS etc.
Car Loan
It is provided for both NRI and residential. Salaried and other
regular income earners with a minimum of 2 years standing/
experience in their line of activity can apply. Loan to spouse of NRIs
is based on the monthly income of the NRI.
Two Wheeler Loan

Salaried employees/pensioners, who are maintaining
salary/pension accounts with us where recovery of installment at
source is possible.
NRI SERVICES
• Rupee Drawing Arrangements with 22 Exchange Companies

and one bank.
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• Money Trans - provides faster and speedy remittance facility
from 6 exchange companies
• SMS Alert facility for customers in Gulf Countries
• Centralised NRE Savings Bank Account Opening at NRI

Branch Ernakulam
• NRI Helpdesk for resolving problems faced and attending

complaints of NRIs
Management
Our organisational structure
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Chapter V
DATA ANALYSIS AND INTERPRETATIONS
Table No. 1
Analysis of Age of the respondents
Age Group No Percentage
18-25 8 16%
25-40 30 60%
40 and above 12 24%
Total 50 100%
Source : Primary data
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Interference
According to this table 60% of customers who are having SBT
Bank account were belonging to the age group between 25-40. 24%
belongs to the age group of 40 and above, 16% of customers belong to
the age group of 18-25. It shows that the most of SBT Bank account
users are from the age group of 25-40.
Figure No.1
Analysis of Age of the respondents
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Table No. 2
Gender of customers
Sex No Percentage
Male 32 64%
Female 18 36%
Total 50 100%
Source: Primary data
Interference
The table reveals that about 64% of the customers were males
and only 36% of the customers were females.
Fig No. 2
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Gender of customers
Table No. 3
Occupation of the customers
Occupation No Percentage
Students 3 6%
Employees 31 62%
Business 10 20%
Others 6 12%
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Total 50 100%
Interference
It explains that 62% of customers are employees. 20% of
customers are doing business. 12% of customers are belonging to
other category and only 6% of the customers belong to the category of
students.
Figure No. 3
Occupation of the customers
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Table No.4
Income group of customers
Income Group No Percentage
Below 10,000 11 22%
10,000-15,000 26 52%
15,000-20,000 9 18%
Above 20,000 4 8%
Total 50 100%
Interference
The table shows that 52% of the respondents are of the monthly
income group of 10,000-15,000. 22% of the customers are in the
income group of below 10,000. The table also shows that 18% of the
customers from the income group of 15,000-20,000 and only 8% of
respondents belongs to the income group of above 20,000.
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Figure No. 4
Income group of customers
Table No 5
Term of 0peration of SBT account
Percentage
Years No
Less than 1 year 10 20%
1-3 years 12 24%
3-5 years 21 42%
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Above 5 years 7 14%
Total 50 100%
Inference
From the above table, 20% of the respondent is operating SBT
account for less than 1 year, 24% have been operating for about one to
three years; 42% have operates the account for 3 to 5 years; and 14%
have been operating for more than 5 years.
Fig No 5
Term of 0peration of SBT account
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Table No 6
Withdrawal service preferred by the customers
Opinion No Percentage
ATM 36 72%
Bank 12 24%
Online Banking 2 4%
Mobile Banking 0 0%
Total 50 100%
Interference
Of the 50 customers interviewed 72% of the customers preferred
to use ATM for cash withdrawal, 24% preferred direct bank service,
4% preferred online banking service for various transactions.
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Table No 6
Withdrawal service preferred by the customers
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Table No 7
Customer satisfaction with Withdraw cash from SBT ATM
Yes 38 76%
No 12 24%
Total 50 100%
Interference
76% of the customers who used ATM service for cash
withdrawal was able to withdraw cash from ATM’s, but 24% says
they could not withdraw cash as and when needed.
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Figure No 7
Customer satisfaction with Withdraw cash from SBT
ATM
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Table No 8
Customers Opinion about Queue’s in Front of ATM’s
Yes 33 66%
No 17 34%
Total 50 100%
Interference
A majority 66% of the customers had the opinion that they had
to wait in queue in front of ATM for cash withdrawal, and 34% have
said that they need not wait in queue in front of ATM for cash
withdrawal.
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Figure No 8
Customers Opinion about Queue’s in Front of ATM’s
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Table No 9
Customers opinion about Customer relation By bank
Excellent 42 84%
Good 6 12%
Satisfactory 2 4%
Bad 0 0%
Total 50 100%
Interferences
With the banks customer relation 84% of the customers says the banks
is excellent, 12% say good, 4% say satisfactory, and none said it was
bad.
42
1
Figure No 9
Customers opinion about Customer relation By bank
43
1
Table No 10
Customers opinion about deposit schemes of the bank
Excellent 34 68%
Good 11 22%
Satisfactory 5 10%
Bad 0 0%
Total 50 100%
Interference
68% of the respondents said, the bank had excellent deposit schemes;
22% said good; 10% had a satisfactory response; and none had a bad
response.
44
1
Fig No 10
Customers opinion about deposit schemes of the bank
45
1
Table No 11
Customers opinion about bank premises
Excellent 32 64%
Good 12 24%
Satisfactory 4 8%
Bad 2 4%
Total 50 100%
Interference
About the bank premises, 64% of the respondents gave an excellent
response; 24% said it had a good premises, a satisfactory response was
given by 8% of the respondents and notable 4% responded as bad
premises
46
1
Fig No 11
Customers opinion about bank premises
47
1
Table No 12
Customers opinion about Financial advice By bank
Excellent 28 56%
Good 8 16%
Satisfactory 8 16%
Bad 6 12%
Total 50 100%
Interference
The bank gives excellent financial advice since, 56% of the
respondents responded so. And 16% say it is good and satisfactory
respectively; 12% say it is bad.
48
1
Table No 12
Customers opinion about Financial advice By bank
49
1
Table No 13
Customers Opinion About the attitude of the employees
Friendly 24 48%
Supportive 13 26%
Aggressive 13 26%
Total 50 100%
Interference
48% of the respondents said that attitude of the employees was
friendly, 26% said they were supportive and aggressive respectively.
50
1
Figure No 13
Customers Opinion About the attitude of the employees
Table No 14
Customers satisfaction on maintaining SBT account
Satisfied 50 100%
Not Satisfied 0 0%
51
1
Total 50 100%
Inference
100% of the account holders are satisfied with SBT Bank Account.
Fig No 14
Customer’s satisfaction on maintaining SBT account
Chapter VI
FINDINGS AND SUGGESTIONS
FINDINGS
1. About 60% of the respondents belonging to the age group of 25-

40, which constitute majority of the account holders.
2. The study reveals that about 64% of the account holders are
male. It shows the dominance of male customers.
3. This analysis reveals that about 62% of the customers are

employees of Government as well as private organisations. It
shows that out of the total customers, the employees have more
share than the students, Professionals and business men.
4. About 52% of the total respondents have a monthly income of
52
1
5,000- 10,000 and it is higher than the group of 10,000-15,000
which posses only 18% of the total customers.
5. The study reveals that about 42% of the account holders are
maintaining SBT account between 3-5 years.
6. The study reveals that 72% of the customers preferred to use

ATM for cash withdrawal. Even though people can withdraw
cash from an ATM much faster 24% of the respondents preferred
to use direct banking service.
7. 76% of the customers who used ATM service for cash

withdrawal was able to withdraw cash from ATM’s, but 24%
says they could not withdraw cash as and when needed.
8. With the banks customer relation 84% of the customers says the
banks is excellent, 12% say good, 4% say satisfactory, and none
said it was bad.
9. 68% of the respondents said, the bank had excellent deposit
schemes; 22% said good; 10% had a satisfactory response; and
none had a bad response.
10. The bank gives excellent financial advice since, 56% of the
respondents responded so. And 16% say it is good and
satisfactory respectively; 12% say it is bad.
11. About the bank premises, 64% of the respondents gave an

excellent response; 24% said it had a good premises, a
satisfactory response was given by 8% of the respondents and
notable 4% responded as bad premises.
53
1
12. The bank gives excellent financial advice since, 56% of the
respondents responded so. And 16% say it is good and
satisfactory respectively; 12% say it is bad.
13. The study reveals that 48% of the respondents said that attitude
of the employees was friendly, 26% said they were supportive
and aggressive respectively.
14. The study reveals that 100% of the account holders are satisfied
with SBT Bank Account.
SUGGESTIONS
On the basis of the findings of the study, the following

suggestions can be put forward for increasing customer satisfaction
and their by increasing the number of customers.
1. The Bank can conduct training and awareness programme for using
ATM facilities.
2. A seminar can be conducted for customers for informing them

about online banking services and mobile banking services. So it
will be helpful for customers for easy money transfer and easy
transactions.
3. General people should be educated on money saving habits.
4. Conduct seminars on various deposit schemes offered by the bank.
54
1
5. The Bank should add more counters and drop in boxes.
6. Various deposite and pay in slips should be maintained without

shortage.
7. The Bank can increase the number of ATM counters.
8. The ATM counters should be well maintained so people can

withdraw cash at any time.
9. Conducting economic survey is an aid to promote business.
10. More advertisement can be given for promotional activities.
11. Attitude towards the customers is an important part in the business.

So management should take initiative to it.
12. Continuous contact (through phones, mail or person) are preferred

by the customers. So it will strengthen the relationship between
customer and the management.
55
1
Questionnaire

Reference to SBT Karunagapally Branch
Name:.......................................................
Address:…..
…………………………………………………………………………
…………………………………………………………………………
……………………………………………………………
Age: a) 18-25 b) 25-35 c) 35-50 d) Above 50
Sex: M/F
1. Occupation
 Students
 Professionals
 Business
 Others
1. What type of account do you have?
56
1
 Saving Bank account
 Current Account
 Fixed Account
 Recurring Deposit
1. How long have you been operating SBT Bank account?

 Less than 1 year
 1 to 3 years
 3 to 5 years
 Above 5 years
2. Which service do you use often?

 ATM
 Bank
 Online Banking
 Mobile Banking
3. Do you have ATM cum Debit Card?
 Yes
 No
4. Are you able to withdraw cash from SBT ATM?

 Always
 Not Always
5. Do you need to wait in queue to withdraw cash from ATM

 Yes
 No
6. Do you find it easy to get loan from your bank?

 Yes
57
1
 No
7. How do you rate the following

Sl.
Attribute Excellent Good Satisfactory Bad
No
1 Customer Relation
2 Deposit Scheme
3 Bank Premises
Online Banking
4
Service
5 Financial Advice
8. Did you get any priority

 Yes
 No
9. How was the attitude of the bank employees towards you?
 Friendly
 Supportive
 Aggressive
10.Do you need to wait in queue for various bank transactions?

 Yes
 No
11.Are you satisfied with the clearance of outstation Cheques?

 Yes
 No
12.Did you get personal attention in the bank?
58
1
 Yes
 No
13.Which sector bank do you prefer?

 New Generation Banks
 Central Govt. Banks
14.Have you been to a new generation banks?
 Yes
 No
15.Do you have an account with a new generation bank?
 Yes
 No
16.How do you rate the service of a new generation bank

 Excellent
 Good
 Satisfactory
 Bad
17.Do you have taken

 Housing Loan
 Vehicle Loan
 Personal Loan
 Other Loan
 No Loan
18.Will you recommend your friend or relative to open an account

with SBT?
 Yes
 No
59
1
1. Are you satisfied with the banks service
 Yes
 No
Your suggestions:
……………………………………………………..
………………………………………………………………
…………… .
THANK YOU FOR SPENDING YOUR VALUABLE TIME.
BIBLIOGRAPHY
➢ Agarwal Sangeeta, "Marketing Management", Global business

Press, 1998, First edition reprint.
➢ Gupta Santhosh, "Research Methodology and Statistical

Techniques", Deep publications, New Delhi, 1999.
➢ Kotler Philip, "Marketing Management", Prentice Kail of India

Private Ltd, New Delhi, 2002, Tenth Edition
➢ Levine. M. David, Krebbiel. C. Timothy, Berenson. L. Mark,

"Business Statistics", Pearson Education, Second Edition.
➢ Malhotra. K. Naresh, "Marketing Research", Pearson Education

Asia, 2001, Third Edition.
➢ Ramesh Kumar. S., "Marketing Nuggets", Vikas Publications

House Private Ltd, 1998.
➢ Saxena Rajan, "Marketing Management", Tata Me Graw Hill

Publication Company Ltd, New Delhi, 1997, 8. Tull. S.
60
1
Donnald and Hawkins. I. Del, "Marketing Research,
measurements and Methods", Prentice - Hail of India Private
Ltd, New Delhi, 1998, 6th Edition.
Websites :-
www.sbt.com
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A Study on the “Customers Satisfaction of SBT ” with Special

Reference to SBT Karunagapally Branch 201

The banking industry in India has undergone sea change since

With the current change in the functional orientation of banks,

INTRODUCTION TO THE PROBLEM

STATEMENT OF THE PROBLEM

Customer satisfaction is the most discussed subject in todays

In order to maintain and improve the present market, the

OBJECTIVE OF THE STUDY

1. To find out the level of customer satisfaction of SBT with

2. To access the customer satisfaction regarding various services

3. To make recommendation on the basis of the findings of the

SCOPE OF THE STUDY

The study helps to understand the present market positions of the

This study mainly depends on primary data. Primary data are

Sampling is a technique of inspecting or studying only a selected

The sources of information are generally classified as primary

Primary data are collected by conducting face to face interview

(2) Secondary Data

Secondary data were collected mainly from company records

ANALYSIS TOOLS USED

Analysis tools used are percentage and diagrammatic

(2) A small sample was selected and was restricted to Karunagapally. It

(3) Some did not respond properly to the questionnaire.

Customer or buyer is the central figure of all marketing

"Customer is a person who buys goods or services for his own

Market consists of buyers. Hence it is the behaviour of buyer

Such a study will produce clues for developing new products

Consumers are the largest of the activities of marketing

According to the "Journal of Advertising Research", customer

The satisfaction of the customer is perhaps the most sensible

In order to satisfy his needs and wants the customer purchases

Peter Drucker observed that a company's first task is to "create

Maslow's need hierarchy theory

This need hierarchy can be explained as follows.

2. Safety needs:- In today's civilized society, a person is usually

3. Social needs: - Social needs can be satisfied by being in the

4.Esteem Needs:- Fourth in the hierarchy of needs is ego or self

5. Self Actualization needs: - At the top of the hierarchy is the need

Methods to measure customer satisfaction.

1. Complaint and Suggestion System: - A customer centered

3. Ghost Shopping:- Another useful way to gather a picture of

4. Lost customer analysis: - Companies should contact customers

Customer Retention: -Today markets are totally different. These

Benefits of customer Retention. Benefits of customer retention

1. Profit derived from sales

Customer retention can result in higher profits whatever might

2. Profit from reduced operating cost

Since long term customers know the service providers well,

3. Profit from referrals

Customers retention can give rise the word of mouth advertising

Regd. office/Head Office at: Poojapura, Trivandrum 695 012, Kerala

○ History of uninterrupted profits and Dividend payments

○ 130% dividend to shareholders

○ Network of 726 branches and 460 ATMs spanning 16 states

○ Using World class technology through the implementation of

○ Premier bank in Kerala state with 584 branches

○ The Largest ATM Network in Home State

○ Member of the Largest ATM network in the country

Internet Banking, E-Payments, Utility Bill Payments, Fee payments,

• Free Medical Camps, Rehabilitation Programs, distribution of

• Programs for improving the facilities of orphanages, care

• Programs for the benefit of the student community