Marketing in Banking Services

8/3/2019 Marketing in Banking Services

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A GROUPPROJECT

TOPIC ON

MARKETING IN BANKING

SERVICES

GROUP NO- 2

TYBBI SEMESTER V


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ROLL NO NAME STATUS

08 BHUSHAN DALVI MEMBER

09 DINESH GAWADE MEMBER

10 DEEPISH GAWAS MEMBER

11 MRUNMAYEE GAOKAR MEMBER

12 PRIYANKA GHAG MEMBER

13 DEEPAK GUPTA GROUPLEADER

14 ASHMITA JADHAV MEMBER


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INTRODUCTION OF BANKING SERVICES IN INDIA

I. HISTORY OF BANKING IN INDIA

There are three different phases in the history of banking in India.

1) Pre-Nationalization Era.

2) Nationalization Stage.

3) Post Liberalization Era.

1) Pre-Nationalization Era:

In India the business of banking and credit was practices even in very early

times. The remittance of money through Hundies, an indigenous credit instrument, was very

popular. The hundies were issued by bankers known as Shroffs, Sahukars, Shahus or

Mahajans in different parts of the country.

The modern type of banking, however, was developed by the Agency Houses

of Calcutta and Bombay after the establishment of Rule by the East India Company in 18th

and 19th

centuries.

During the early part of the 19th Century, ht volume of foreign trade was

relatively small. Later on as the trade expanded, the need for banks of the European type was

felt and the government of the East India Company took interest in having its own bank. The

government of Bengal took the initiative and the first presidency bank, the Bank of Calcutta

(Bank of Bengal) was established in 180. In 1840, the Bank of Bombay and IN 1843, the

Bank of Madras was also set up.


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These three banks also known as Presidency Bank. The Presidency Banks

had their branches in important trading centers but mostly lacked in uniformity in their

operational policies. In 1899, the Government proposed to amalgamate these three banks in

to one so that it could also function as a Central Bank, but the Presidency Banks did not favor

the idea. However, the conditions obtaining during world war period (1914-1918)

emphasized the need for a unified banking institution, as a result of which the Imperial Bank

was set up in1921. The Imperial Bank of India acted like a Central bank and as a banker for

other banks.

The RBI (Reserve Bank of India) was established in 1935 as the Central Bank

of the Country. In 1949, the Banking Regulation act was passed and the RBI was nationalized

and acquired extensive regulatory powers over the commercial banks.

In 1950, the Indian Banking system comprised of the RBI, the Imperial Bank

of India, Cooperative banks, Exchange banks and Indian Joint Stock banks.

2) Nationalization Stages:

After Independence, in 1951, the All India Rural Credit survey, committee of Direction with

Shri. A. D. Gorwala as Chairman recommended amalgamation of the Imperial Bank of India

and ten others banks into a newly established bank called the State Bank of India (SBI). The

Government of India accepted the recommendations of the committee and introduced the

State Bank of India bill in the Lok Sabha on 16th

April 1955 and it was passed by Parliament

and got the presidents assent on 8th

May 1955. The Act came into force on 1st

July 1955, and

the Imperial Bank of India was nationalized in 1955 as the State Bank of India.

The main objective of establishing SBI by nationalizing the Imperial Bank of India was to

extend banking facilities on a large scale more particularly in the rural and semi-urban areas

and to diverse other public purposes.


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In 1959, the SBI (Subsidiary Bank) act was proposed and the following eight state-associated

banks were taken over by the SBI as its subsidiaries.

Name of the Bank Subsidiary with effect from

1. State Bank of Hyderabad 1st

October 1959

2. State Bank of Bikaner 1st January 1960

3. State Bank of Jaipur 1st

January 1960

4. State Bank of Saurashtra 1st

May 1960

5. State Bank of Patiala 1st

April 1960

6. State Bank of Mysore 1st

March 1960

7. State Bank of Indore 1st

January 1968

8. State Bank of Travancore 1st January 1960

With effect from 1st January 1963, the State Bank of Bikaner and State Bank of Jaipur with

head office located at Jaipur. Thus, seven subsidiary banks State Bank of India formed the

SBI Group.

The SBI Group under statutory obligations was required to open new offices in rural and

semi-urban areas and modern banking was taken to these unbanked remote areas.

On 19th July 1969, then the Prime Minister, Mrs. Indira Gandhi announced the nationalization

of 14 major scheduled Commercial Banks each having deposits worth Rs. 50 crore and

above. This was a turning point in the history of commercial banking in India.

Later the Government Nationalized six more commercial private sector banks with

deposit liability of not less than Rs. 200 crores on 15th

April 1980, viz.

i) Andhra Bank.ii) Corporation Bank.iii) New Bank if India.iv) Oriental Bank of Commerce.v) Punjab and Sind Bank.vi) Vijaya Bank.


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In 1969, the Lead Bank Scheme was introduced to extend banking facilities to

every corner of the country. Later in 1975, Regional Rural Banks were set up to supplement

the activities of the commercial banks and to especially meet the credit needs of the weaker

sections of the rural society.

Nationalization of banks paved way for retail banking and as a result there has

been an alt round growth in the branch network, the deposit mobilization, credit disposals and

of course employment.

The first year after nationalization witnessed the total growth in the

agricultural loans and the loans made to SSI by 87% and 48% respectively. The overall

growth in the deposits and the advances indicates the improvement that has taken place in the

banking habits of the people in the rural and semi-urban areas where the branch network has

spread. Such credit expansion enabled the banks to achieve the goals of nationalization, it

was however, achieved at the coast of profitability of the banks.

Consequences of Nationalization:

The quality of credit assets fell because of liberal credit extension policy. Political interference has been as additional malady. Poor appraisal involved during the loan meals conducted for credit disbursals. The credit facilities extended to the priority sector at concessional rates. The high level of low yielding SLR investments adversely affected the profitability of

the banks.

The rapid branch expansion has been the squeeze on profitability of banks emanatingprimarily due to the increase in the fixed costs.

There was downward trend in the quality of services and efficiency of the banks.


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3) Post-Liberalization Era---Thrust on Quality and Profitability:

By the beginning of 1990, the social banking goals set for the banking industry

made most of the public sector resulted in the presumption that there was no need to look at

the fundamental financial strength of this bank. Consequently they remained

undercapitalized. Revamping this structure of the banking industry was of extreme

importance, as the health of the financial sector in particular and the economy was a whole

would be reflected by its performance.

The need for restructuring the banking industry was felt greater with the

initiation of the real sector reform process in 1992. the reforms have enhanced the

opportunities and challenges for the real sector making them operate in a borderless global

market place. However, to harness the benefits of globalization, there should be an efficient

financial sector to support the structural reforms taking place in the real economy. Hence,

along with the reforms of the real sector, the banking sector reformation was also addressed.

The route causes for the lackluster performance of banks, formed the elements

of the banking sector reforms. Some of the factors that led to the dismal performance of

banks were.

Regulated interest rate structure. Lack of focus on profitability. Lack of transparency in the banks balance sheet. Lack of competition. Excessive regulation on organization structure and managerial resource. Excessive support from government.

Against this background, the financial sector reforms were initiated to bring about a

paradigm shift in the banking industry, by addressing the factors for its dismal performance.

In this context, the recommendations made by a high level committee on

financial sector, chaired by M. Narasimham, laid the foundation for the banking sector

reforms. These reforms tried to enhance the viability and efficiency of the banking sector.

The Narasimham Committee suggested that there should be functional autonomy, flexibility

in operations, dilution of banking strangulations, reduction in reserve requirements and

adequate financial infrastructure in terms of supervision, audit and technology. The

committee further advocated introduction of prudential forms, transparency in operations and

improvement in productivity, only aimed at liberalizing the regulatory framework, but also to


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keep them in time with international standards. The emphasis shifted to efficient and

prudential banking linked to better customer care and customer services.

Private Sector Banks

Private banking in India was practiced since the begining of banking system in

India. The first private bank in India to be set up in Private Sector Banks in India was Indus

Ind Bank. It is one of the fastest growing Bank Private Sector Banks in India. IDBI ranks the

tenth largest development bank in the world as Private Banks in

India and has promoted a world class institutions in India.

The first Private Bank in India to receive an in principle approval from theReserve Bank of India was Housing Development Finance Corporation Limited, to set up a

bank in the private sector banks in India as part of the RBI's liberalization of the Indian

Banking Industry. It was incorporated in August 1994 as HDFC Bank Limited with registered

office in Mumbai and commenced operations as Scheduled Commercial Bank in January

1995.

ING Vaysya, yet another Private Bank of India was incorporated in the year

1930. Bangalore has a pride of place for having the first branch inception in the year 1934.

With successive years of patronage and constantly setting new standards in banking, ING

Vaysya Bank has many credits to its account.

Entry of Private Sector Banks:

There has been a paradigm shift in mindsets both at the Government level in

the banking industry over the years since Nationalization of Banks in 1969, particularly

during the last decade (1990-2000). Having achieved the objectives of Nationalization, the

most important issue before the industry at present is survival and growth in the environment

generated by the economic liberalization greater competition with a view to achieving higher

productivity and efficiency in January 1993 for the entry of Private Sector banks based on the

Nationalization Committee report of 1991, which envisaged a larger role for Private Sector

Banks.


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The RBI prescribed a minimum paid up capital of Rs. 100 crores for the new bank and the

shares are to be listed at stock exchange. Also the new bank after being granted license under

the Banking Regulation Act shall be registered as a public limited company under the

companies Act, 1956.

Subsequently 9 new commercial banks have been granted license to start banking operations.

The new private sector banks have been very aggressive in business expansion and is also

reporting higher profile levels taking the advantage of technology and skilled manpower. In

certain areas, these banks have even our crossed the other group of banks including foreign

banks.

Current scenario

Currently (2007), overall, banking in India is considered as 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. Even in terms of quality of assets and

capital adequacy, Indian banks are considered to have clean, strong and transparent balance

sheets-as compared to other banks in comparable economies in its region. The Reserve Bank

of India is an autonomous body, with minimal pressure from the government. The stated

policy of the Bank on the Indian Rupee is to manage volatility-without any stated exchange

rate-and this has mostly been true. With the growth in the Indian economy expected to be

strong for quite some time-especially in its services sector, the demand for banking services-

especially retail banking, mortgages and investment services are expected to be strong.

M&As, takeovers, asset sales and much more action (as it is unraveling in China) will happen

on this front in India.

Private Sector Banks

Old Pvt. Sector

Banks (25)

New Pvt. Sector

Banks (9)


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In March 2006, the Reserve Bank of India allowed Warburg Pincus to increase

its stake in Kotak Mahindra Bank (a private sector bank) to 10%. This is the first time an

investor has been allowed to hold more than 5% in a private sector bank since the RBI

announced norms in 2005 that any stake exceeding 5% in the private sector banks would

need to be vetted by them. Currently, India has 88 scheduled commercial banks (SCBs) - 28

public sector banks (that is with the Government of India holding a stake), 29 private banks

(these do not have government stake; they may be publicly listed and traded on stock

exchanges) and 31 foreign banks.

They have a combined network of over 53,000 branches and 17,000 ATMs.

According to a report by ICRA Limited, a rating agency, the public sector banks

hold over 75 percent of total assets of the banking industry, with the private

and foreign banks holding 18.2% and 6.5% respectively.

II. BANKING IN INDIA

Overview of Banking:

Banking Regulation Act of India, 1949 defines Banking as accepting, for the

purpose of lending or of investment of deposits of money from the public, repayable on

demand or otherwise or withdrawable by cheque, draft order or otherwise. The Reserve

Bank of India Act, 1934 and the Banking Regulation Act, 1949, govern the banking

operations in India.


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Organizational Structure of Banks in India:

In India banks are classified in various categories according to differ rent

criteria. The following charts indicate the banking structure:

Broad Classification of Banks in India:

1) The RBI: The RBI is the supreme monetary and banking authority in the country andhas the responsibility to control the banking system in the country. It keeps the

reserves of all scheduled banks and hence is known as the Reserve Bank.

2) Public Sector Banks:y State Bank of India and its Associates (8)y Nationalized Banks (19)y Regional Rural Banks Sponsored by Public Sector Banks (196)

(3) Private Sector Banks:

y Old Generation Private Banks (22)y Foreign New Generation Private Banks (8)y Banks in India (40)

Reserve Bank of India

Commercial Banks Co-operative Banks Development Banks

Nationalized PrivateShort-term

credit

Long-term

credit

Agricultural

Credit

Urban

Credit

EXIM Industrial Agricultural


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(4) Co-operative Sector Banks:

y State Co-operative Banksy Central Co-operative Banksy Primary Agricultural Credit Societiesy Land Development Banksy State Land Development Banks

(5) Development Banks: Development Banks mostly provide long term finance for

setting up industries. They also provide short-term finance (for export and import activities)

y Industrial Finance Co-operation of India (IFCI)y Industrial Development of India (IDBI)y Industrial Investment Bank of India (IIBI)y Small Industries Development Bank of India (SIDBI)y National Bank for Agriculture and Rural Development (NABARD)y Export-Import Bank of India

Role of Banks:

Banks play a positive role in economic development of a country as repositories of

communitys savings and as purveyors of credit. Indian Banking has aided the economic

development during the last fifty years in an effective way. The banking sector has shown a

remarkable responsiveness to the needs of planned economy. It has brought about a

considerable progress in its efforts at deposit mobilization and has taken a number of

measures in the recent past for accelerating the rate of growth of deposits. As recourse to this,

the commercial banks opened branches in urban, semi-urban and rural areas and have

introduced a number of attractive schemes to foster economic development.

The activities of commercial banking have growth in multi-directional ways as well as multi-

dimensional manner. Banks have been playing a catalytic role in area development, backward

area development, extended assistance to rural development all along helping agriculture,


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industry, international trade in a significant manner. In a way, commercial banks have

emerged as key financial agencies for rapid economic development.

By pooling the savings together, banks can make available funds to

specialized institutions which finance different sectors of the economy, needing capital forvarious purposes, risks and durations. By contributing to government securities, bonds and

debentures of term-lending institutions in the fields of agriculture, industries and now

housing, banks are also providing these institutions with an access to the common pool of

savings mobilized by them, to that extent relieving them of the responsibility of directly

approaching the saver. This intermediation role of banks is particularly important in the early

stages of economic development and financial specification. A country like India, with

different regions at different stages of development, presents an interesting spectrum of the

evolving role of banks, in the matter of inter-mediation and beyond.

Mobilization of resources forms an integral part of the development process in

India. In this process of mobilization, banks are at a great advantage, chiefly because of their

network of branches in the country. And banks have to place considerable reliance on the

mobilization of deposits from the public to finance development programmes. Further,

deposit mobalization by banks in India acquired greater significance in their new role in

economic development.

Commercial banks provide short-term and medium-term financial assistance.

The short-term credit facilities are granted for working capital requirements. The medium-

term loans are for the acquisition of land, construction of factory premises and purchase of

machinery and equipment. These loans are generally granted for periods ranging from five to

seven years. They also establish letters of credit on behalf of their clients favouring suppliers

of raw materials/machinery (both Indian and foreign) which extend the bankers assurance

for payment and thus help their delivery. Certain transaction, particularly those in contracts of

sale of Government Departments, may require guarantees being issued in lieu of security

earnest money deposits for release of advance money, supply of raw materials for processing,

full payment of bills on the assurance of the performance etc. Commercial banks issue such

guarantees also.


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The Role of Reserve Bank ofIndia (RBI) Bankers Bank:

The Reserve Bank of India (RBI) is the central bank of India, and was

established on April 1, 1935 in accordance with the provisions of the Reserve Bank of India

Act, 1934. Since its inception, it has been headquartered in Mumbai. Though originally

privately owned, RBI has been fully owned by the Government of India since nationalization

in 1949.

RBI is governed by a central board (headed by a Governor) appointed by the Central

Government. The current governor of RBI is Dr.Y.Venugopal Reddy (who succeeded Dr.

Bimal Jalan on September 6, 2003). RBI has 22 regional offices across India.The Reserve

Bank of India was set up on the recommendations of the Hilton Young Commission. The

commission submitted its report in the year 1926, though the bank was not set up for nine

years.

Main Objective:

Monetary Authority

y Formulates, implements and monitors the monetary policy.y Objective: maintaining price stability and ensuring adequate flow of credit to productive

sectors.

Regulator and supervisor of the financial system

y Prescribes broad parameters of banking operations within which the countrys banking andfinancial system functions.

y Objective: maintain public confidence in the system, protect depositors interest and providecost-effective banking services to the public. The Banking Ombudsman Scheme has been

formulated by the Reserve Bank of India (RBI) for effective redressal of complaints by bank

customers

Manager of Exchange Control

y Manages the Foreign Exchange Management Act, 1999.y Objective: to facilitate external trade and payment and promote orderly development and

maintenance of foreign exchange market in India.


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Issuer of currency

y Issues and exchanges or destroys currency and coins not fit for circulation.y Objective: to give the public adequate quantity of supplies of currency notes and coins and

in good quality.

Developmental role

y Performs a wide range of promotional functions to support national objectives.

Related Functions

y Banker to the Government: performs merchant banking function for the central and thestate governments; also acts as their banker.

y Banker to banks: maintains banking accounts of all scheduled banks.y Owner and operator of the depository (SGL) and exchange (NDS) for government bonds

There is now an international consensus about the need to focus the tasks of a central bank

upon central banking. RBI is far out of touch with such a principle, owing to the sprawling

mandate described above.

Supervisory Functions:

In addition to its traditional central functions, the Reserve bank has certain

non-monetary functions of the nature of supervision of banks and promotion of sound

banking in India. The Reserve Bank Act, 1934, and the Banking Regulation Act, 1949 have

given the RBI wide powers of supervision and control over commercial and cooperative

banks, relating to licensing and establishments, branch expansion, liquidity of their assets,

management and methods of working, amalgamation, reconstruction and liquidation. The

RBI is authorized to carry out periodical inspections of the banks and to call for returns and

necessary information from them. The nationalization of 14 major Indian scheduled banks in

July 1969 has imposed new responsibilities on the RBI for directing the growth of banking

and credit policies towards more rapid development of the economy and realization of certain

desired social objectives. The supervisory functions of the RBI have helped a great deal in

improving the standard of banking in India to develop on sound lines and to improve the

methods of their operation.


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Promotional Functions:

With economic growth assuming a new urgency since Independence, the

range of the Reserve Banks functions have steadily widened. The Bank now performs a

variety of developmental and promotional functions, which, at one time, were regarded asoutside the normal scope of central banking. The Reserve Bank was asked to promote

banking habit, extend banking facilities to rural and semi-urban areas, and establish and

promote new specialized financing agencies. Accordingly, the Reserve bank has helped in the

setting up of the IFCI and the SFC: it set up the Deposit Insurance Corporation of India in

1963 and the Industrial Reconstruction Corporation of India in 1972. These institutions were

set up directly or indirectly by the Reserve Bank to promote saving habit and to mobilize

savings, and to provide industrial finance as well as agricultural finance. As far back as 1935,

the RBI set up the Agricultural Credit Department to provide agricultural credit. But only

since 1951 the Banks role in this field has become extremely important. The Bank has

developed the co-operative credit movement to encourage saving, to eliminate money-lenders

from the villages and to route its short term credit to agriculture. The RBI has set up the

Agricultural Refinance and Development Corporation to provide long-term finance to

farmers.

Co-operative Banks:

The Co-operative bank has a history of almost 100 years. The Co-operative

banks are an important constituent of the Indian Financial System, judging by the role

assigned to them, the expectations they are supposed to fulfill, their number, and the number

of offices they operate. The co-operative movement originated in the West, but the

importance that such banks have assumed in India is rarely paralleled anywhere else in the

world. Their role in rural financing continues to be important even today, and their business

in the urban areas also has increased phenomenally in recent years mainly due to the sharp

increase in the number of co-operative banks.

While the co-operative banks in rural areas mainly finance agricultural based activities

including farming, cattle, milk, hatchery, personal finance etc. along with some small scale

industries and self-employment driven activities, the co-operative banks in urban areas


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mainly finance various categories of people for self-employment, industries, small scale

units, home finance, consumer finance, personal finance, etc. Some of the co-operative banks

are quite forward looking and have developed sufficient core competencies to challenge state

and private sector banks.

According to NAFCUB the total deposits & lendings of Co-operative Banks is much more

than Old Private Sector Banks & also the New Private Sector Banks. This exponential growth

of Co-operative Banks is attributed mainly to their much better local reach, personal

interaction with customers, their ability to catch the nerve of the local clientele. Though

registered under the Co-operative Societies Act of the Respective States (where formed

originally) the banking related activities of the co-operative banks are also regulated by the

Reserve Bank of India. They are governed by the Banking Regulations Act 1949 and

Banking Laws (Co-operative Societies) Act, 1965.

There are two main categories of the co-operative banks.

(a) Short term lending oriented co-operative Banks within this category there are three

sub categories of banks viz state co-operative banks, District co-operative banks and Primary

Agricultural co-operative societies.

(b) Long term lending oriented co-operative Banks within the second category there are

land development banks at three levels state level, district level and village level.

Features ofCooperative Banks

Co-operative Banks are organized and managed on the principal of co-operation, self-help,

and mutual help. They function with the rule of one member, one vote. Function on no

profit, no loss basis. Co-operative banks, as a principle, do not pursue the goal of profit

maximization. Co-operative bank performs all the main banking functions of deposit

mobilization, supply of credit and provision of remittance facilities. Co-operative Banks

provide limited banking products and are functionally specialists in agriculture related

products. However, co-operative banks now provide housing loans also.


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UCBs provide working capital loans and term loan as well.

The State Co-operative Banks (SCBs), Central Co-operative Banks (CCBs) and Urban Co-

operative Banks (UCBs) can normally extend housing loans upto Rs 1 lakh to an individual.

The scheduled UCBs, however, can lend upto Rs 3 lakh for housing purposes.

The UCBs can provide advances against shares and debentures also. Co-

operative bank do banking business mainly in the agriculture and rural sector. However,

UCBs, SCBs, and CCBs operate in semi urban, urban, and metropolitan areas also.

The urban and non-agricultural business of these banks has grown over the years. The co-

operative banks demonstrate a shift from rural to urban, while the commercial banks, from

urban to rural. Co-operative banks are perhaps the first government sponsored, government-

supported, and government-subsidized financial agency in India. They get financial and other

help from the Reserve Bank of India NABARD, central government and state governments.

They constitute the most favoured banking sector with risk of nationalization. For

commercial banks, the Reserve Bank of India is lender of last resort, but co-operative banksit

is the lender of first resort which provides financial resources in the form of contribution to

the initial capital (through state government), working capital, refinance.

Co-operative Banks belong to the money market as well as to the capital market. Primary

agricultural credit societies provide short term and medium term loans. Land Development

Banks (LDBs) provide long-term loans. SCBs and CCBs also provide both short term and

term loans. Co-operative banks are financial intermediaries only partially. The sources of

their funds (resources) are (a) central and state government, (b) the Reserve Bank of India

and NABARD, (c) other co-operative institutions, (d) ownership funds and, (e) deposits or

debenture issues. It is interesting to note that intra-sectoral flows of funds are much greater in

co-operative banking than in commercial banking. Inter-bank deposits, borrowings, and

credit from a significant part of assets and liabilities of co-operative banks. This means that

intra-sectoral competition is absent and intra-sectoral integration is high for co-operative

bank.

Some co-operative banks are scheduled banks, while others are non-scheduled

banks. For instance, SCBs and some UCBs are scheduled banks but other co-operative bank


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are non-scheduled banks. At present, 28 SCBs and 11 UCBs with Demand and Time

Liabilities over Rs 50 crore each included in the Second Schedule of the Reserve Bank of

India Act.

Co-operative Banks are subject to CRR and liquidity requirements as other scheduled andnon-scheduled banks are. However, their requirements are less than commercial banks. Since

1966 the lending and deposit rate of commercial banks have been directly regulated by the

Reserve Bank of India. Although the Reserve Bank of India had power to regulate the rate

co-operative bank but this have been exercised only after 1979 in respect of non-agricultural

advances they were free to charge any rates at their discretion. Although the main aim of the

co-operative bank is to provide cheaper credit to their members and not to maximize profits,

they may access the money market to improve their income so as to remain viable.

III. PRODUCTS AND SERVICES OFFERED BY BANKS

Broad Classification of Products in a bank:

The different products in a bank can be broadly classified into:

y Retail Banking.y Trade Finance.y Treasury Operations.

Retail Banking and Trade finance operations are conducted at the branch level while the

wholesale banking operations, which cover treasury operations, are at the hand office or a

designated branch.


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Retail Banking:

y Depositsy Loans, Cash Credit and Overdrafty Negotiating for Loans and advancesy Remittancesy Book-Keeping (maintaining all accounting records)y Receiving all kinds of bonds valuable for safe keeping

Trade Finance:

y Issuing and confirming of letter of credit.y Drawing, accepting, discounting, buying, selling, collecting of bills of exchange,

promissory notes, drafts, bill of lading and other securities.

Treasury Operations:

y Buying and selling of bullion. Foreign exchangey Acquiring, holding, underwriting and dealing in shares, debentures, etc.y Purchasing and selling of bonds and securities on behalf of constituents.

The banks can also act as an agent of the Government or local authority. They

insure, guarantee, underwrite, participate in managing and carrying out issue of shares,

debentures, etc.

Apart from the above-mentioned functions of the bank, the bank provides a

whole lot of other services like investment counseling for individuals, short-term funds

management and portfolio management for individuals and companies. It undertakes the

inward and outward remittances with reference to foreign exchange and collection of varied

types for the Government.


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Common Banking Products Available:

Some of common available banking products are explained below:

1)C

reditC

ard: Credit Card is post paid or pay later card that draws from acredit line-money made available by the card issuer (bank) and gives one a

grace period to pay. If the amount is not paid full by the end of the period, one is

charged interest.

A credit card is nothing but a very small card containing a means of

identification, such as a signature and a small photo. It authorizes the holder to change goods

or services to his account, on which he is billed. The bank receives the bills from the

merchants and pays on behalf of the card holder.

These bills are assembled in the bank and the amount is paid to the bank by the card holder

totally or by installments. The bank charges the customer a small amount for these services.

The card holder need not have to carry money/cash with him when he travels or goes for

purchasing.

Credit cards have found wide spread acceptance in the metros and big cities.

Credit cards are joining popularity for online payments. The major players in the Credit Card

market are the foreign banks and some big public sector banks like SBI and Bank of Baroda.

India at present has about 3 million credit cards in circulation.

2) Debit Cards: Debit Card is a prepaid or pay now card with some stored

value. Debit Cards quickly debit or subtract money from ones savings account, or

if one were taking out cash. Every time a person uses the card, the merchant who in turn can

get the money transferred to his account from the bank of the buyers, by debiting an exact

amount of purchase from the card. To get a debit card along with a Personal Identification

Number (PIN).

When he makes a purchase, he enters this number on the shops PIN pad.

When the card is swiped through the electronic terminal, it dials the acquiring bank system

either Master Card or Visa that validates the PIN and finds out from the issuing bank whether

to accept or decline the transaction. The customer never overspread because the amount spent


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is debited immediately from the customers account. So, for the debit card to work, one must

already have the money in the account to cover the transaction. There is no grace period for a

debit card purchase. Some debit cards have monthly or per transaction fees.

Debit Card holder need not carry a bulky checkbook or large sums of cashwhen he/she goes at for shopping. This is a fast and easy way of payment one can get debit

card facility as debit cards use ones own money at the time of sale, so they are often easier

than credit cards to obtain.

The major limitation of Debit Card is that currently only some 3000-4000

shops country wide accepts it. Also, a person cant operate it in case the telephone lines are

down.

3) Automatic Teller Machine: The introduction of ATMs has given the customers the

facility of round the clock banking. The ATMs are used by banks for making the customers

dealing easier. ATM card is a device that allows customer who has an ATM card to perform

routine banking transaction at any time without interacting with human teller. It provides

exchange services. This service helps the customer to withdraw money even when the banks

ate closed. This can be done by inserting the card in the ATM and entering the Personal

Identification Number and secret Password.

ATMs are currently becoming popular in India that enables the customer to withdraw their

money 24 hours a day and 365 days. It provides the customers with the ability to withdraw or

deposit funds, check account balances, transfer funds and check statement information. The

advantages of ATMs are many. It increases existing business and generates new business. It

allows the customers.

y To transfer money to and from accounts.y To view account information.y To order cash.y To receive cash.


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Advantages of ATMs:

To the Customers

y ATMs provide 24 hrs., 7 days and 365 days a year service. y Service is quick and efficienty Privacy in transactiony Wider flexibility in place and time of withdrawals.y The transaction is completely secure you need to key in Personal Identification

Number (Unique number for every customer).

To Banks

y Alternative to extend banking hours.y Crowding at bank counters considerably reduced.y Alternative to new branches and to reduce operating expenses.y Relieves bank employees to focus an more analytical and innovative work.y Increased market penetration.

ATMs can be installed anywhere like Airports, Railway Stations, Petrol

Pumps, Big Business arcades, markets, etc. Hence, it gives easy access to the customers, for

obtaining cash.

The ATM services provided first by the foreign banks like Citibank, Grind

lays bank and now by many private and public sector banks in India like ICICI Bank, HDFC

Bank, SBI, UTI Bank etc. The ICICI has launched ATM Services to its customers in all the

Metropolitan Cities in India. By the end of 1990 Indian Private Banks and public sector banks

have come up with their own ATM Network in the form of SWADHAN. Over the past

year upto 44 banks in Mumbai, Vashi and Thane, have became a part of SWADHAN a

system of shared payments networks, introduced by the Indian Bank Association (IBA).


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4) E-Cheques: The e-cheques consists five primary facts. They are the consumers, the

merchant, consumers bank the merchants bank and the e-mint and the clearing process. This

chequring system uses the network services to issue and process payment that emulates real

world chequing. The payer issue a digital cheques to the payee ant the entire transactions are

done through internet. Electronic version of cheaques are issued, received and processed. A

typical electronic cheque transaction takes place in the following manner:

y The customer accesses the merchant server and the merchant server presents its goodsto the customer.

y The consumer selects the goods and purchases them by sending an e-cheque to themerchant.

y The merchant validates the e-cheque with its bank for payment authorisation.y The merchant electronically forwards the e-cheque to its bank.y The merchants bank forwards the e-cheque to the clearing house for cashing.y The clearing house jointly works with the consumers bank clears the cheque and

transfers the money to the merchants banks.

y The merchants bank updates the merchants account.y The consumers bank updates the consumers account with the withdrawal

information.

The e-chequing is a great boon to big corporate as well as small retailers. Most

major banks accept e-cheques. Thus this system offers secure means of collecting payments,

transferring value and managing cash flows.

5) Electronic Funds Transfer (EFT): Many modern banks have computerised theircheque handling process with computer networks and other electronic equipments. These

banks are dispensing with the use of paper cheques. The system called electronic fund

transfer (EFT) automatically transfers money from one account to another. This system

facilitates speedier transfer of funds electronically from any branch to any other branch. Inthis system the sender and the receiver of funds may be located in different cities and may

even bank with different banks. Funds transfer within the same city is also permitted. The

scheme has been in operation since February 7, 1996, in India.

The other important type of facility in the EFT system is automated clearing

houses. These are the computer centers that handle the bills meant for deposits and the bills


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meant for payment. In big companies pay is not disbursed by issued cheques or issuing cash.

The payment office directs the computer to credit an employees account with the persons

pay.

6)

Telebanking: Telebanking refers to banking on phone services.. a customer can accessinformation about his/her account through a telephone call and by giving the coded Personal

Identification Number (PIN) to the bank. Telebanking is extensively user friendly and

effective in nature.

y To get a particular work done through the bank, the users may leave his instructions inthe form of message with bank.

y Facility to stop payment on request. One can easily know about the cheque status.y Information on the current interest rates.y Information with regard to foreign exchange rates.y Request for a DD or pay order.y D-Mat Account related services.y And other similar services.

7) Mobile Banking: A new revolution in the realm of e-banking is the emergence ofmobile banking. On-line banking is now moving to the mobile world, giving everybody with

a mobile phone access to real-time banking services, regardless of their location. But there is

much more to mobile banking from just on-lie banking. It provides a new way to pick up

information and interact with the banks to carry out the relevant banking business. The

potential of mobile banking is limitless and is expected to be a big success. Booking and

paying for travel and even tickets is also expected to be a growth area.

According to this system, customer can access account details on mobile using

the Short Messaging System (SMS) technology6 where select data is pushed to the mobile

device. The wireless application protocol (WAP) technology, which will allow user to surf

the net on their mobiles to access anything and everything. This is a very flexible way of

transacting banking business.

Already ICICI and HDFC banks have tied up cellular service provides such as

Airtel, Orange, Sky Cell, etc. in Delhi and Mumbai to offer these mobile banking services to

their customers.


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8) Internet Banking: Internet banking involves use of internet for delivery of bankingproducts and services. With internet banking is now no longer confirmed to the branches

where one has to approach the branch in person, to withdraw cash or deposits a cheque or

request a statement of accounts. In internet banking, any inquiry or transaction is processed

online without any reference to the branch (anywhere banking) at any time.

The Internet Banking now is more of a normal rather than an exception due to

the fact that it is the cheapest way of providing banking services. As indicated by McKinsey

Quarterly research, presently traditional banking costs the banks, more than a dollar per

person, ATM banking costs 27 cents and internet banking costs below 4 cents approximately.

ICICI bank was the first one to offer Internet Banking in India.

Benefits ofInternet Banking:

y Reduce the transaction costs of offering several banking services and diminishes theneed for longer numbers of expensive brick and mortar branches and staff.

y Increase convenience for customers, since they can conduct many banking transaction24 hours a day.

y Increase customer loyalty.y Improve customer access.y

Attract new customers.y Easy online application for all accounts, including personal loans and mortgages

Financial Transaction on the Internet:

Electronic Cash: Companies are developing electronic replicas of all existing payment

system: cash, cheque, credit cards and coins.

Automatic Payments: Utility companies, loans payments, and other businesses use on

automatic payment system with bills paid through direct withdrawal from a bank account.

Direct Deposits: Earnings (or Government payments) automatically deposited into bank

accounts, saving time, effort and money.

Stored Value Cards: Prepaid cards for telephone service, transit fares, highway tolls,

laundry service, library fees and school lunches.


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Point of Sale transactions: Acceptance of ATM/Cheque at retail stores and restaurants for

payment of goods and services. This system has made functioning of the stock Market very

smooth and efficient.

Cyber Banking: It refers to banking through online services. Banks with web site Cyber

branches allowed customers to check balances, pay bills, transfer funds, and apply for loans

on the Internet.

9) Demat: Demat is short for de-materialisation of shares. In short, Demat is a processwhere at the customers request the physical stock is converted into electronic entries in the

depository system.

In January 1998 SEBI (Securities and Exchange Board of India) initiated

DEMAT ACCOUNTANCY System to regulate and to improve stock investing. As on date,

to trade on shares it has become compulsory to have a share demat account and all trades take

place through demat.

How to Operate DEMAT ACCOUNT?

One needs to open a Demat Account with any of the branches of the bank.

After opening an account with any bank, by filling the demat request form one can handover

the securities. The rest will be taken care by the bank and the customer will receive credit ofshares as soon as it is confirmed by the Company/Register and Transfer Agent. There is no

physical movement of share certification any more. Any buying or selling of shares is done

via electronic transfers.

1) If the investor wants to sell his shares, he has to place an order with his broker andgive a Delivery Instruction to his DP (Depository Participant). The DP will debit hi

s account with the number of shares sold by him.

2) If one wants to buy shares, he has to inform his broker about his Depository AccountNumber so that the shares bought by him are credited in to his account.

3) Payment for the electronic shares bought or sold is to be made in the same way as inthe case of physical securities.


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IV. BANKING SERVICES

Banking covers so many services that it is difficult to define it. However, these

basic services have always been recognized as the hallmark of the genuine banker. These

are

y The receipt of the customers depositsy The collection of his cheques drawn on other banksy The payment of the customers cheques drawn on himself

There are other various types of banking services like:

1) Advances Overdraft, Cash Credit, etc.2) Deposits Saving Account, Current Account, etc.3) Financial Services Bill discounting etc.4) Foreign Services Providing foreign currency, travellers cheques, etc.5) Money Transmission Funds transfer etc.6) Savings Fixed deposits, etc.7) Services of place or time ATM Services.8) Status Debit Cards, Credit Cards, etc.

Customer Services in Commercial Banks:

Customer service is the service provided in support of a banks core products.

Customer service often includes answering questions; handling complaints. Customer service

can occur on site (as when an onstage employee helps a customer or answers a question) or it

can occur over the phone or the Internet. Quality customer service is essential to building

cordial customer relationship.

Banking being a service industry, a lot depends on efficient and prompt

customer service. Customer service is the most important duty of the banking operations.

Prompt and efficient service with smile will develop good public relations reduce complaints

and increase business.


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Why is Customer Service Important?

Changing customer expectations: Today the customer is more demanding and moresophisticated than he or she was thirty years ago.

The increased importance of customer service:With changing customerexpectations, competitors are seeing customer service as a competitive weapon with

which they differentiate their products and services.

The need for a relationship strategy: To ensure that a customer service strategy thatwill create a value preposition for customers should be formulated implemented and

controlled. It is necessary to give it a central role and not one that is subsumed in the

various elements of the marketing mix.

The customer is the kingpim in growth organizations like commercial banks.

Only those institutions which work according to his dictates will flourish. Quality,

Consistency and Durability at low price are the final expectations of a customer. Quality will

have to be unambiguous, of world class quality. Quality cannot be of minimum acceptable

standards. Customer responsiveness must be quick and also competent. Speed, performance

and cost will be the new values mantra for success.

The ten key areas of customers services to be attended timely and regularly are:

i. Submission of statement of A/Cs to customersii. Updating of savings pass books.

iii. Teller system efficiency.iv. Cleanliness and Upkeep of premises.v. Intermediate Credit for institution cheques/land bills.

vi. Advance intimation to customers for rewards of Term Deposits Receipts on maturity.vii. Advance for Debit/credit to accounts.

viii. Punctuality of staff.


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BIBLIOGRAPHY:

www.statebankofindia

.com

www.finance.indiamarketingservices-privatesectorbanks.html

www.rbiorg.in

REFERENCES BOOK:

[1] C. Gronroos Service Management and Marketing Managing the Moments

of Truth in Service Competition.

[2] A. Palmer., Principles of Services Marketing.

Date post:	06-Apr-2018
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