A Dissertation Report On

2010
A DISSERTATION ON
RETAIL BANKING
Your name
Pgdm-08/009
4/15/2010
ACKNOWLEDGEMENT
I would like to express my heartfelt thanks to many people. This dissertation is an effort to
contribute towards achieving the desired objectives. In doing so, I have optimized all available
resources and made use of some external resources, the interplay of which, over a period of time,
led to the attainment of the set goals.
I take here a great opportunity to express my sincere and deep sense of gratitude to my
esteemed faculty name for giving me an opportunity to work on this project. The support &
guidance from sir, was of great help & it was extremely valuable.
I also express my sincere thanks to all the people who, directly or indirectly, contributed in
time, energy and knowledge to this effort.
Your name
Ajay Kumar Garg Institute of Management Page 2

CONTENTS
A. Executive Summary 5-10
B. Introduction to the concept 11-16
C. Industry profile 17-19
D. Company profile
- Product/Services Profile 24
- Workflow model (end to end) 47
E. Mckinseys Seven S Model

-Structure 49
-Skill 50
-Style 51
-Strategy 54
-System 55
-Staff 56
-Shared Values 56
-SWOT Analysis 58
F. Research Methodology 60
- Title of the Project 61
- Statement of the problem 61
- Objectives 61
- Operational definitions 62
- Data collection 62
- Statistical Tools used for research 62
- Sampling Technique Sampling Unit, Sample Size and 63

Sampling method.
- Plan of Analysis 66
- Limitations to the study 67
G. Data Analysis and Interpretation 68
H. Summary of findings 91
I. Suggestions 93
J. Conclusions Future Growth 96
K. Learning Experience 97
L. Annexure 99
i) Financial Statements 100
ii) Questionnaires 107
(iii) Bibliography 111

EXECUTIVE SUMMARY
TITLE OF PROJECT
A Study on Retail Banking with special reference to YES BANK
STATEMENT OF THE PROBLEM
As there is immense opportunities of the retail banking in India. This Dissertation

is on the issues and challenges in the retail banking because of the competition of
the various banks and the customer satisfaction of the services which the banks are
providing and at the same time to solve the complaints of the customer and
maintaining the sound relationship for the future and by this way to estimate the
future growth of the retail banking.
OBJECTIVES
1. To study the issues and challenges in retail banking
2. To study the recent trends in retail banking
3. To ensure high satisfaction level and reduce percentage of complaints of
customers in retail banking.
4. To estimate the future growth of Indian retail banking.
5. To understand Optimization of retail banking channels.
6. To suggest strategies for improvement in Customer Service.

DATA COLLECTION
Data was collected from two sources-primary and secondary sources.

1. Primary data collection- The primary data was collected by means of
survey. It was collected from different customers through questionnaire.
2. Secondary data collection-This data was collected from Internet,
Companys websites & Magazines.
SAMPLE SIZE
Sample size was restricted to 50 respondents, since it was not possible to cover the
whole universe in the available time period.
SAMPLING METHOD
For this research Non- Probability Convenience Sampling has been used because
time limit for the completion of the work is limited and also managers and
employees were not available all the time.
Area of Study- Ghaziabad
Duration- 3 months

LIMITATIONS
Designing own and new financial products is very costly and time consuming
for the bank.
Customers now-a-days prefer net banking to branch banking. The banks that
are slow in introducing technology-based products, are finding it difficult to
retain the customers who wish to opt for net banking..
A major disadvantage is monitoring and follows up of huge volume of loan

accounts inducing banks to spend heavily in human resource department.
The volume of amount borrowed by a single customer is very low as

compared to wholesale banking. This does not allow banks to to exploit the
advantage of earning huge profits from single customer as in case of
wholesale banking.

SUMMARY OF FINDINGS
90% of customers are happy with the bank timings & they opinioned that it
is very good.
80% of respondents like the branch ambience & layout & find it friendly.
80% of respondents said branch was clean and well maintained.
Respondents were of view that Branch personnel had listened to them

patiently and have been able to respond to their queries and clarifications.
74% of respondent responded that Branch personnel had been very helpful
and courteous.
72% of respondents opinioned that branch personnel does Need Analyses

& Risk Assessment of customer savings before recommending any
investment option to them.
86% of respondent that branch personnel are aware of Product and Services
and responded to your queries.

SUGGESTIONS
As 10% customer response is not good for the clarification of the queries
response towards them so bank personnel should improve this issue because
customer is a source through which business can be increase and satisfy
customers is a source to create more customers, with reference to table no.4
As it is only 10% respondent said that sometime there was a error in the
transaction happened so to avoid these kinds of errors should be avoided
because it is unnecessarily results in wastage of time for both staff members
and service rendered, reference to table no. 9
With reference to table no. 6, larger number of branch personnel should do

Need Analyses & Risk Assessment before recommending any investment
option to customer.
With reference to table no.7, more branch personnel should be aware of

Product and Services and responded to customers queries.
With reference to table. 10, YES bank should look into the feedback provided
by customer and takes necessary action wherever required.
With reference to table no. 12, bank should focus on Instant FD facility &E-
cheques as small 10% of customer likes this.

RETAIL BANKING AN INTRODUCTION
Banking in India has come a full circle from the time when you had to wait in a
queue to collect cash to getting it delivered at your doorstep at no extra cost. Add to
that services like phone banking, Internet banking, 24 hour ATM, draft delivery at
home, etc. and you have service spelt with a capital S.
Though the contemporary banks' services have changed a lot over the last few
years, the core function has remained the same. Banks handle deposits and
withdrawal of money, provide loans, pay a part of the surplus as interest and the rest
is kept back for the smooth functioning of the bank and profit making.
A banks' functions can be divided into various divisions like:
Retail/Personal Banking: This division provides a range of financial services to

individual customers and small companies. It operates mainly through branch
networks.
Retail banking includes routine transactions like deposits and withdrawals of
money; money transfer; foreign currency exchange and traveller's cheque
encashment. They also deal with personal and small loans, credit and mortgages;
insurance policies; investment schemes; pension funds; and advice to customers on
various financial matters. Apart from offering home loans, car loans, educational
loans, consumer loans, etc. they also develop various deposit schemes and help
people fill their coffers.
Corporate Banking: They deal with medium to large-scale companies and

government agencies. It could start at the local branch manager level, though more
complex dealings are routed through corporate divisions of clearing banks and their

merchant banking subsidiaries. Corporate banking deals with credit and advances,
trade finance, foreign exchange management, asset management, lease financing of
heavy equipment, infrastructure, machinery, credit risk assessment, etc. They also
advise clients on matters such as corporate mergers and acquisition, raising capital
and business strategy regarding competitors and outside factors.
Merchant Banking: Investment management is the primary activity of this group.

It could be on behalf of corporate clients, or institutional investors-like pension
funds, investment trusts, or those in the securities business. This groups also
handles public issue and marketing of shares, debentures and other such papers. It
may also include other stock market functions like dematerialization services,
investment advisory services, etc. Merchant banking executives research into
capital market, advise and manage funds of various corporate and individual
customers.
Treasury group: This group takes care of the total funds of a bank including
foreign exchange reserves. Responsibilities include bank portfolio management,
dealing in foreign currency, etc. There are Forex (foreign exchange) dealers in this
group who exclusively deal with the foreign market. They buy and sell foreign
exchange at the minimum exchange cost thereby earning maximum profit from the
transactions.
Rural Banking: This group deals with the banking and credit needs of people in
the rural sector. Not all banks have this group and some banks have separate
subsidiary companies for rural banking.

Product Management: This group conceptualizes various banking services and
then develops, implements and manages them. They have the responsibility for a
banking product (meaning services like personal loans, home loans, credit cards,
loans against shares, educational loans, etc.)
Apart from these main functional groups, there is an appraisal group to analyse
economic feasibility of industrial projects, the bank's exposure to financial risk and
long term returns. There are internal auditors who audit the bank's internal books of
accounts.
There are various groups of professionals like lawyers, engineers, agricultural
scientists and economists who work in various departments in advisory capacities.
They help make decisions on issues that are legal, technical or economic in nature.
For example, the economist advises various functional groups on the implications
of the Union budget on the business of the banks, consumer buying pattern, etc.
BANKING IN RETAIL
With a jump in the Indian economy from a manufacturing sector, that never really
took off, to a nascent service sector, Banking as a whole is undergoing a change. A
larger option for the consumer is getting translated into a larger demand for
financial products and customization of services is fast becoming the norm than a
competitive advantage. With the Retail banking sector expected to grow at a rate of
30% [Chanda Kochhar, ED, ICICI Bank] players are focusing more and more on
the Retail and are waking up to the potential of this sector of banking. At the same
time, the banking sector as a whole is seeing structural changes in regulatory
frameworks and securitization and stringent NPA norms expected to be in place by
2004 means the faster one adapts to these changing dynamics, the faster is one
expected to gain the advantage. In this article, we try to study the reasons behind the

euphemism regarding the Retail-focus of the Indian banks and try to assess how
much of it is worth the attention that it is attracting.
POTENTIAL FOR RETAIL IN INDIA: IS SKY THE LIMIT
The Indian players are bullish on the Retail business and this is not totally
unfounded. There are two main reasons behind this. Firstly, it is now undeniable
that the face of the Indian consumer is changing. This is reflected in a change in the
urban household income pattern. The direct fallout of such a change will be the
consumption patterns and hence the banking habits of Indians, which will now be
skewed towards Retail products. At the same time, India compares pretty poorly
with the other economies of the world that are now becoming comparable in terms
of spending patterns with the opening up of our economy. For instance, while the
total outstanding Retail loans in Taiwan is around 41% of GDP, the figure in India
stands at less than 5%. The comparison with the West is even more staggering.
Another comparison that is natural when comparing Retail sectors is the use of
credit cards. Here also, the potential lies in the fact that of all the consumer
expenditure in India in 2001, less than 1% was through plastic, the corresponding
US figure standing at 18%.
But how competitive are the players

The fact that the statistics reveal a huge potential also brings with it a threat that is
true for any sector of a country that is opening up. Just how competitive are our
banks? Is the threat of getting drubbed by foreign competition real? To analyze this,
one needs to get into the shoes of the foreign banks. In other words, how do they
see us? Are we good takeover targets?
Going by international standards, a large portion of the Indian population is simply
not bankable taking profitability into consideration. On the other hand, the
financial services market is highly over-leveraged in India. Competition is fierce,
particularly from local private banks such as HDFC and ICICI, in the business of
home, car and consumer loans. There, precisely lie the pitfalls of such explosive
growth. All banks are targeting the fluffiest segment i.e. the upwardly mobile urban
salaried class. Although the players are spreading their operations into segments
like self- employed and the semi-urban rich, it is an open secret that the big city
Indian yuppies form the most profitable segment. Over-dependence on this segment
is bound to bring in inflexibility in the business.
What according to you would be the next big thing to happen in the Indian
retail banking sector
Outsourcing! If you are a keen observer of the market, you would notice that every
sector, including big industrial sectors like car manufacturers, have gone for
outsourcing their requirements. Over a period, those players who have gone
aggressive on outsourcing have found that it saves them not only cost and time but
helps them concentrate on their core business area, a key survival necessity in these
times of economic downturns.

BANKING IN INDIA
Retail credit outstanding as on March 22, 2003, amounted to Rs 1,60,000 crore.

According to one estimate, the retail segment is expected to grow at 30-40% in the
coming years.
Major Players: State Bank of India, HDFC Bank, UTI Bank, IDBI Bank and ICICI
Bank.
What about the foreign giants
The foreign banks have identified this problem but there are certain systematic risks
involved in operating in the Retail market for them. These include regulatory restrictions
that prevent them from expanding their branch network.
So these banks often take the Direct Selling Agent (DSA) route whereby low-end
jobs like sourcing or transaction processing are outsourced to small regional layers.
So now on, when you see a loan mela or a road show showcasing the retail bouquet
of an elite MNC giant, you know that a significant commission earned out of any
such booking gets ploughed back to our own economy. Perhaps, one of the biggest
impediments in foreign players leveraging the Indian markets is the absence of
positive credit bureaus. In the west the risk profile can be easily mapped to things
like SSNs and this information can be publicly traded. PAN is a step in this
direction but lot more work need to be done. What has been a positive step towards
this is a negative file sharing started by a consortium of 11 banks. However, as a
McKinsey study points out actual write-offs on NPAs show a strong negative
correlation with sharing of positive information. On top of this, the spend-now-pay-
later credit culture in India is just not picking up. A swift legal procedure against
consumers creating bad debt is virtually non-existent. Finally, the vast geographical

and cultural diversity of the country makes credit policy formulation a tough job
and it simply cannot be dictated from a Wall Street or a Singapore boardroom! All
these add up to the unattractiveness of the Indian retail market to the foreign
players. So over the past few years, in spite of the entry of MNCs in many
industries, Retail Banking has seen a flurry of panicky exits. Fewer than 40 remain
in India and their share of total bank assets currently 7.2% is falling. Those that
remain might be thought to be likely buyers of Indian banks. Yet Citibank, HSBC
and Standard Charteredall in India for more than a century, and with relatively
large retail networksseem to have no pressing need to acquire a local bank.
Established foreign banks have preferred to take over customers or businesses from
other foreign banks that want to leave. Thus HSBC, in recent years, has o-
Mitsubishi. ABN Amro took over Bank of America's retail business.
So all for the keeping then
This will perhaps be the most wrongful inference that can be drawn from the above.
We just cannot afford to look inwards and repeat the mistakes that were the side
effects of the Nationalization of the Banking System. A growing market can never
be an alibi for lack of innovation. Indian banks have shown little or no interest in
innovative tailor-made products. A case in point is the successful implementation of
micro-credit networks in Bangladesh. Positioning a bank as a tech-savvy financial
vendor in a country where Internet penetration is an abysmal 1.65% can only add to
the over-leveraging as pointed out earlier.
The focus of the sector should remain in macroeconomic wealth creation and not
increasing the per capita indebtedness that will do little but add to the NPA burden.
Retail Banking in India has to be developed in the Indian way, notwithstanding the
long queues in front of the teller counters in the Public sector banks!

PRODUCT/SERVICES PROFILE OF YES BANK
1. Current account
-CA30000
-CA70000
-CA200000
-CA500000
2. Savings account
-Silver savings account
-Gold savings account
3. FD
4. Smart Saver
5. Smart Access
6. Non resident account (different varient)
CURRENT ACCOUNTS
Current Account is primarily meant for the purpose of facilitating business
transactions.
Current Accounts Benefits
The main advantage of Current Account is its high liquidity and also provides
safety of funds to the customer. Current account serves as a low cost of funds for
the Bank, provides an opportunity for cross sell and creates stickiness / engagement
of the customer because of their transactional nature.

CA 30
Features
Swift & Convenient Cheque Collections at YES Bank Locations as well as
2500 Correspondent Bank Locations
AQT/AQB Criterion for evaluating Non-Maintenance Charges
Doorstep Banking allowing pickup and delivery of cash and instruments
CMS Services
Corporate Net Banking with bulk upload facility
Flat and aggressive transaction charges for Pay Orders, Demand Drafts,
RTGS, Online RTGS, Foreign Outward Remittances (non-trade)
CA 70
Features
Doorstep Banking allowing pick up and delivery of cash and instruments
CMS Services
Flat and aggressive transaction charges for Pay Orders, Demand Drafts, RTGS,
Online RTGS, Foreign Outward Remittances (non-trade)

CA 200
Features
Swift & Convenient Cheqfue Collections at YES Bank Locations as well as
CMS Services
YES Business Gold Card providing a cash withdrawal limit of Rs 1 lacs
CA 500
Features
Free Personalized PAP Cheque Books (limits as per account variant)
CMS Services

YES Business Gold Card allowing a cash withdrawal limit of Rs 1 lacs
SAVINGS ACCOUNTS
Savings Bank Accounts are meant to promote the habit of saving among the citizens
while allowing them to use their funds when required. Savings accounts are opened
for purpose of personal banking transactions.
Savings Accounts Benefits
The main advantage of Savings Bank Account is its high liquidity and safety.
Savings account serves as a low cost of funds for the Bank, provides a platform for
cross sell and creates stickiness / engagement of the customer because of its
transactional nature.
SILVER SAVINGS ACCOUNT
Features:
Personalized Payable At Par Cheque book
More than 2500 locations for collection and more than 640 locations for
payment services
Free Instant Money transfer (RTGS/NEFT)to over 54,000 Bank branches in

India
International Silver Debit Card with access to over 1.25 million ATMs
worldwide & 35,000 ATMs of Cashtree/Maestro/NFS in India
Bill Pay facility with access to over 114 Billers in India

GOLD SAVINGS ACCOUNT
Features
Free Instant Money transfer (RTGS/NEFT)to over 54,000 Bank branches in
India
Personalized Payable At Par Cheque book
More than 2500 locations for collection and more than 640 locations for
payment services
International Gold Debit Card providing Free Access to over 1.25 million
ATMs worldwide & 35,000 ATMs of Cashtree/Maestro/NFS in India
Free Bill Pay with access to over 114 Billers in India
FIXED DEPOSITS
In a Fixed Deposit Account, a certain sum of money is deposited in the bank for a
specified time period with a fixed rate of interest. The rate of interest for Bank
Fixed Deposits depends on the maturity period.
Bank deposits are fairly safe because banks are subject to control of the Reserve
Bank of India (RBI) with regard to several policy and operational parameters. The
banks are free to offer varying interests in fixed deposits of different maturities.
Interest is compounded once a quarter, leading to a higher effective rate.
The minimum deposit amount varies with each bank. The minimum amount of
Fixed deposit that can be placed with YES Bank can range from as low as Rs.
10,000 to an unlimited amount.

Interest Rates for Fixed Deposits
Less than INR

Annualized Yield
15 lacs
7 to14 Days 2.25% 2.25%
15 to 30 Days 2.50% 2.50%
31 to 45 Days 3.00% 3.00%
46 to 60 Days 3.50% 3.50%
61 to 90 Days 4.00% 4.00%
91 to 120 Days 4.50% 4.50%
121 Days to 180 Days 4.75% 4.75%
181 Days to 270 Days 6.00% 6.14%
271 Days to less than 1 Year 6.00% 6.14%
1 Year to 13 Months 6.60% 6.77%
13 Months 1 Day 6.75% 6.92%
13 Months 2 Days to 15 Months 6.60% 6.77%
15 Months 1 Day to 18 Months 6.60% 6.77%
18 Months 1 Day to 2 Years 7.10% 7.29%
2 Years 1 Day to 25 Months 7.10% 7.29%
25 Months 1 Day 7.25% 7.45%
25 Months 2 Days to 3 Years 7.10% 7.29%
3 Years 1 Day to 5 Years 7.50% 7.71%
Greater than 5 Years 7.50% 7.71%

Less than INR
Annualized Yield
15 lacs
7 to14 Days 2.75% 2.75%
15 to 30 Days 3.00% 3.00%
31 to 45 Days 3.50% 3.50%
46 to 60 Days 4.00% 4.00%
61 to 90 Days 4.50% 4.50%
91 to 120 Days 5.00% 5.00%
121 Days to 180 Days 5.25% 5.25%
181 Days to 270 Days 6.50% 6.66%
271 Days to less than 1 Year 6.50% 6.66%
1 Year to 13 Months 7.10% 7.29%
13 Months 1 Day 7.25% 7.45%
13 Months 2 Days to 15 Months 7.10% 7.29%
15 Months 1 Day to 18 Months 7.10% 7.29%
18 Months 1 Day to 2 Years 7.60% 7.82%
2 Years 1 Day to 25 Months 7.60% 7.82%
25 Months 1 Day 7.75% 7.98%
25 Months 2 Days to 3 Years 7.60% 7.82%
3 Years 1 Day to 5 Years 8.00% 8.24%
Greater than 5 Years 8.00% 8.24%
Returns
The rate of interest for Bank Fixed Deposits depends on the maturity period
(duration) of the FD and the amount invested. Interest rate also varies between each
bank. Some banks have facility to pay interest every quarter or every month, but the
interest paid may be at a discounted rate in case of monthly interest. The Interest
payable on Fixed Deposit can also be transferred to Savings Bank or Current
Account of the customer or could be paid back by a PO.

FD Minimum Tenure Account
Value(Rs.) Type
Rs.200,000 6 Months 1 Day Gold

Account
Rs.25,000 6 Months 1 Day Silver

Account
Target Segment: Resident Individual Customers
TAX SAVER DEPOSIT
Product Name TAX SAVER DEPOSIT

439 - FD-5 Yrs Tax Efficient Payout Resident
Product codes
440 - FD-5 Yrs Tax Efficient Reinvestment Resident
( Normal Citizens )
441 - FD 5 Yrs Tax Efficient Payout Senior Citizen
Product codes 442 - FD-5 Yrs Tax Efficient Reinvestment Senior
( Senior Citizens ) Citizen
443 - FD-5 Yrs Tax Efficient Payout Non Resident

Product codes
444 - FD-5 Yrs Tax Efficient Reinvestment Non
( Non Residents )
Resident
Tax benefit up to max. Rs.1,00,000/- under Section 80 C of
Tax benefit
IT Act
Tenure 5 Years
Eligible for Benefit Individuals (Both Residents & Non-Residents) & HUF
Could be Single or Joint holders In case of joint accounts,
Joint Holders
only first holder would be eligible for tax deduction
Pan Card Mandatory for Primary holder
Rs 10,000/- (Deposit can be in multiple of Rs 1,000
Min Amount
thereafter).
Max Amount Rs.1,00,000/- in a Financial Year with all Banks
Deposit
Multiples of Rs 1,000
denomination

Quarterly Payout
or
Interest option
Reinvestment only.
Monthly payout option NOT available
Pre-closure is permissible only in the event of death of the
Premature
primary account holder. Pre-mat will happen at card rate for
withdrawal
the tenure FD is kept with the Bank.
Nomination Only one nomination allowed
RECURRING DEPOSIT
Given the volatility and risk of capital and return across various investment options,
customers look for avenues to park funds with assured returns and safety of
principal. Recurring Deposit scheme enables the depositor to make a financial
provision by paying equated monthly installments for a pre-agreed period. At the
end of pre-determined period you are paid back the lump sum including the
principal and interest.
Features and benefits of Recurring Deposit

Open a Recurring Deposit with a minimum monthly installment of Rs 1,000
Choose the convenience of duration between minimum 6 months to maximum 2
years.
Lock your interest rate now for future bookings (identical to the Term Deposit
interest rates).
Senior citizens get an extra benefit in the interest rates (extra 50 basis points).
Non-applicability of Tax Deduction at Source (TDS).
Encourages savings without stress on customers finances.
Easy way of paying monthly installment by providing a onetime standing
instruction from customers YES Bank Savings Account.

SMART ACCESS
Money kept in the Savings Account earns a lower rate of interest vis a vis the same
if placed as a Term Deposit. Money in the Savings account provides liquidity and
cover for day to day or immediately foreseeable expenses. SMART ACCESS
account gives you the flexibility by linking your term deposit(s) to your savings or
current account. Whenever there is a need of funds, the same is swept in from the
linked term deposit to meet the requirements.
Features & Benefits

Earn high Term Deposit interest rates on your savings
Enjoy the flexibility of a YES Bank Savings Account or a Current Account.
Get easy access to you money whenever you need it through a ATM or any
YES Bank branch
Your Deposit is broken in multiples of Re 1
Link multiple Term Deposits to your account.
Get a personalized cheque book in the Savings Account
Your complete access to your account related information on your fingertips
with our phone banking services.
No extra fee or cost will be charged to the customer for this facility. The
Savings/Current Account AQB requirements as well as associated service
charges will be as per applicable Schedule of Charges.

DEBIT/ATM CARDS
FREE Unlimited Access to over 19000 ATMs across India

Free Unlimited Access to over 1.25 million MasterCard ATMs worldwide
and over 19,000 ATMs in India
1st Indian debit card to offer 0% surcharge on fuel purchases at any petrol
pump in India- instant 2.5% saving
Daily cash withdrawal limit of Rs. 75,000 & purchase limit of Rs.75,000
International transactions are always reflected in Indian Rupees
Free access to clipper lounges at Airports in major metros
FREE Unlimited Access to over 19000 ATMs

Daily cash withdrawal limit of Rs. 25,000 & purchase limit of Rs. 25,000
Instant updation of account to reflect your debit card transactions. Keeping
you in the know, so you can manage your money better
International transactions are always reflected in Indian Rupees
Annual fee of only Rs149
Indias most economical US$ Travel Card: Low fees and cross-currency
exchange mark-up not applicable in U.S.
FREE Access to over 9000 Chase ATMs in the U.S.
MOBILE BANKING
YES Bank is going to provide its customer a service where they can transfer
money, send money and pay utility bills through their mobile phone. This
will be an addition to the existing Mobile banking facility.
The YES BANK OBOPAY Mobile Payment Solution is a mobile payment
service by YES BANK that lets you Send, Spend and Get Money to/from
any of the 240+ million mobile phones in India (provided they are registered
users of this service and have a bank account with YES BANK or any of the
partner banks).

Process at the branch
For getting registered on the Obopay network customer needs to fill up the
application form and submit the same at the nearest YES Bank
branch.(Application form attached)
Branch will verify the signature of the customer against the signature present
in the FCR
Post signature verification branch official will affix a date and time of receipt
of application along with his signatures
Verified forms will be sent to the NOC Mumbai attention to DB Ops team
under a covering schedule
Process at NOC
DB Ops on receipt of the forms will enter the data manually into an excel
sheet which will be sent to Efunds for Virtual card generation.
Data to be send to Efunds will contain the customer details like Cust Id,
Account No., Name, Mobile No., Type of card to be issued, etc
Efunds will generate the Virtual card no. along with the PIN mailers and
forward the same to DB Ops
DB Ops will reconcile the Card data received from Efunds against the data
forwarded to Efunds
Virtual card no. generated will be then uploaded in the Obopay admin
module along with other customer details
(https://mtrainier.obopay.in/obopaymgmtconsole/login.do)
Upload file is to be prepared in the attached format.

File uploaded needs to be authorized by a verified against the customer data
NET BANKING
NET BANKING SETUP FOR RETAIL AND CORPORATE

Retail Net Banking Setup
Retail net banking setup is done for those customers who have not opted for a Debit
Card but wish to avail a Net Banking facility
Receipt of Data
Account opening team receives the forms from the various branches for
opening the customer accounts.
Data for customers who have not opted for Debit Card but wish to avail a Net
Banking facility is collated by the account opening team on excel.
Data collated at Day 0 till EOD is forward to DB Ops team via mail
DB Ops on Day 1 utilises this data for setting up of Retail Net Banking
facility for the customer through FLEX@Retail admin module
Customer can also submit a letter at the branch for availing net banking
facility
Branch needs to verify the signature and affix the branch stamp on the letter
which is then send across to DB Ops.
Processing of request
Retail Net Banking Set up for the mentioned customers is done by inputter in
the retail admin
After the setup is complete details of the customers are forwarded to the
authoriser

Authoriser cross checks data provided by the account opening team with the
data input done in the retail admin module
On proper verification of the details the data input done is authorized
Corporate Net Banking Setup

Documents required
View Only facility
Duly Completed Channel Registration form. (Attached below)
Form should be signed as per the mode of operation in the account.
Transaction Access
Duly Completed Channel Registration form
Form should be signed as per the mode of operation in the account
Board Resolution for net banking in Desired Format
Bulk Upload Facility
Board Resolution for net banking in Desired Format
Duly filled bulk upload forms mentioning the payment type & debit account
number signed as per the mode of operation
2. Factor Authentication
2 Factor authentication should be ticked on the user profile form
Email Id of the customer is required to be mentioned on setup form
Setup will be done in Portwise for sending the SEED and PIN at the email id
provided by the customer

Note:
All the channel registration forms should have the company stamp
Branch to affix date and time stamp on the channel registration form
Receipt of documents
Branch to send the complete set of form along with the checklist under a
covering schedule to DB Ops
A soft copy of the covering schedule is also sent over email to DB Ops.
DB Ops sends acknowledgement over e mail to the branch and updates the
record on the ftp site.
PROCESS FOR BILL PAYMENT
YES Bank is providing its customer a service to pay their bills and make
charity/subscription payments through the Internet.
This is an extension to the existing Internet Banking facility.
All individual customers who have the right to conduct financial transactions
in their account are eligible for this facility.
Customer Payment Process

Customer Registration
The customer needs to register for each Biller separately before paying the
bills through Net Banking
For registration customer needs to submit unique identifiers as per the
specifications given by individual Biller.
If the Biller is a Payment type biller, customer can immediately start paying
bills after successful registration

If the Biller is a presentment type biller, then the customer will be able to
view all the bills pertaining to the said Biller from the next billing cycle, after
successful registration.
Customer will able to view and pay presentment type bills under View &
Pay option
Payment Process
Customer can pay the bill through PAY option in the Bill Pay page
Once the customer provides a confirmation for payment of the bill following
entry is passed by the system
A. Customer account Dr --------- Biller account Cr
Transactions done by Customers till 11:59:59 pm Day 0 are processed on
working Day 1.
Transactions done after 12 pm are processed on the next working day.

YES BANK announces Q3FY10 Financial Results
Net Profit of Rs. 125.9 crore; highest ever since inception
Loan growth of 71.1%, Deposit growth of 62.8%
Summary Highlights for the quarter
Advances grew by 71.1% y-o-y to Rs. 18,710.4 crore and Deposits grew
62.8% y-o-y to Rs. 22,038.6 crore as at December 31, 2009
Net Interest Income up 69.5% to Rs. 210.9 crores
Net Profit at Rs. 125.9 crore up more than 70% over Q3FY09 net profit
adjusted for exceptional treasury gains*
Total Net Income at Rs. 338.7 crore up more than 28% over Q3FY09
total net adjusted for exceptional treasury gains**
Net Interest Margin of 3.1% (2.8% in Q3FY09)
Cost to Income ratio of 36.2% (41.3% in Q3FY09)
Return on Average Assets (annualized) of 1.80%
Return on Equity (annualized) of 26.3%
Total CRAR of 16.2% and Tier I CRAR of 9.0% as at December 31,
2009
Gross NPA at 0.29% and Net NPA at 0.09% as at December 31, 2009
Basic EPS of Rs. 4.20 and Diluted EPS of Rs. 4.04 for the quarter
Book value per share of Rs. 65.99 as at December 31, 2009

Mumbai, January 20, 2010: The Board of Directors of YES BANK Ltd. took on
record the un-audited Q3FY10 results at its meeting held in Mumbai today.
Commenting on the results and financial performance, Rana Kapoor,
Founder/Managing Director & CEO, YES BANK said, YES Bank has
achieved record profits second time sequentially on the back of strong and
sustainable net interest income and exceptional credit growth of 71.1% y-o-y and
14.8% q-o-q, despite muted credit growth in the industry. We continue to maintain
extremely high productivity and have posted ROEs in excess of 20% for the
5th successive quarter. We are building a robust branch banking model and are in
the process of hiring and retaining world class human capital as the Bank enters its
second version of its growth strategy with the Vision to become the Best Quality
Bank of the World in Indiaby 2015.
Summary P&L
Q3 Q3 9M 9M Growth
Growth
(Rs in Crore ) FY10 FY09 FY10 FY09
Net Interest 543.8 359.5 51.3%
210.9 124.5 69.5%
Income
Non Interest 415.4 375.7 10.6%
127.8 189.4 (32.5%)
Income
Total Net 959.2 735.2 30.5%
338.7 313.9 7.9%
Income
Operating 353.4 327.5 7.9%
122.6 129.5 (5.4%)
Expense
Operating Profit 216.2 184.4 1F7.3% 605.8 407.7 48.6%
Profit after Tax 125.9 105.8 19.0% 337.7 223.7 50.9%
* Net Profit without adjusting for fixed income gains was up by 19.0% y-o-y
* * Total Net Income without adjusting for fixed income gains up by 7.9% y-o-y

Summary Balance Sheet
31-Dec- 30-Sep- Growth

31-Dec-09 Growth
(Rs in Crore ) 08 09
Advances 18,710.4 10,934.9 71.1% 16,294.3 14.8%
Investments 8,282.0 6,952.8 19.1% 6,981.4 18.6%
Shareholders 1,844.3 7.5%
1,981.3 1,544.1 28.3%
funds
Total Capital 3,608.1 4.0%
3,751.7 2,847.8 31.7%
Funds
Deposits 22,038.6 13,539.1 62.8% 19,365.1 13.8%
Total Balance 26,370.1 12.2%
29,587.5 19,746.6 49.8%
Sheet
Q3FY10 Performance highlights
Strong Net Interest Income (NII): Net Interest Income (NII) for Q3FY10
grew by 69.5% to Rs. 210.9 crore (Rs. 124.5 crore in Q3FY09) on account of
strong growth in advances & investments and improved Net Interest Margin
(NIM). NIM for Q3FY10 increased to 3.1% as compared to 2.8% in Q3FY09.
Gross yield on advances for Q3FY10 was 10.3% (13.7% in Q3FY09) while cost
of funds reduced to 6.6% from 9.6% in Q3FY09.
Exceptional growth in Advances and Deposits: Total Advances grew

by 71.1% to Rs. 18,710.4 crore as at December 31, 2009 from Rs. 10,934.9 crore as
at December 31, 2008, despite muted credit growth in the industry. Investments
grew by 19.1% to Rs. 8,282.0 crore as at December 31, 2009 from Rs. 6,952.8
crore as at December 31, 2008.
Total Deposits grew by 62.8% to Rs. 22,038.6 crore as at December 31, 2009 from
Rs. 13,539.1 crore as at December 31, 2008. Current and Savings Account deposits
grew by 79.4% to Rs. 2,228.9 crore while Term Deposits grew by 61.1% to Rs.

19,809.7 crore during the same period. The Banks Balance Sheet grew
by 49.8% to Rs. 29,587.5 crore as at December 31, 2009 from Rs 19,746.6 crore as
at December 31, 2008.
Break-up of the total non-Priority Sector Lending as at December 31, 2009 was as
follows - Wholesale Banking (72.6%), Commercial Banking (23.1%), and Branch
Banking (4.3%).
Sustainable Non Interest Income streams: Transaction Banking and Financial

Advisory business continue to show traction y-o-y and sequentially. Non Interest
Income was Rs. 127.8 crore for the quarter (Rs. 189.4 crore in Q3FY09). For the 9
months ended December 31st 2009, non-interest income grew 10.6% to Rs. 415.4
crore (Rs. 375.7 crore for the 9 months ended December 31, 2008) and contributed
43.3% for 9 months ended December 31 ,2010.
Components of Non interest income for Q3FY10 were as follows: Transaction
Banking Rs. 37.1 crore, Financial Advisory Rs.57.0 crore, Financial Markets
Rs. 28.0 crore and 3rdparty distribution / retail fee Rs. 5.7 crore.
Operating and Net profit: Operating profit for Q3FY10 was up 17.3% to Rs.
216.2 crore as compared to Rs. 184.4 crore for Q3FY09 driven primarily by
sustained revenue growth from multiple revenue streams and lower operating cost
to income ratio of 36.2% in Q3FY10 (41.3% in Q3FY09).
Profit after tax for Q3FY10 was up 19.0% at Rs. 125.9 crore as compared to Rs.
105.8 crore for Q3FY09, which is the highest ever in the Banks history.
Consistently healthy Asset Quality: Gross Non Performing Assets as a
proportion of Gross advances was at 0.29% while Net Non Performing Assets as a
proportion of Net advances was at 0.09% as at December 31, 2009 as against 0.44%
and 0.15% respectively as at December 31, 2008.

Banks total loan loss coverage ratio was at 270% while specific provisioning cover
was at 70.1% as at December 31, 20
The Banks restructured advances declined by Rs. 21.9 crores during the quarter.
Total restructured advances were Rs. 134.0 crore as at December 31, 2009 (Rs.
155.9 Crs as of September 30, 2009) which constituted 0.71% of the Gross
Advances as at December 31, 2009.
Strong Shareholders returns: RoE of 26.3% (annualized) and RoA

of 1.80% (annualized) for the quarter consistently continue to be amongst the
highest in the Banking industry. RoE has been consistently greater than 20% and
RoA has been more than 1.5% for the last 5 consecutive quarters.
Capital Funds: Tier I Capital stood at 9.0% and total CRAR stood at 16.2% as
at December 31, 2009.

Case :- If Non Interest Income is considered as
operating Income
Interest
Income 210.9
Non Interest Income 127.8
Operating
Income 338.7
Operating
Expenses 122.6
Operating
Profit 216.1
Net Profit after
Tax 125.9
Shareholders
fund 3751.7
Net Profit Ratio 37%

Net Operating Profit Ratio 64%
Operating Cost Ratio 36%
(as a % of Sales)
Return On
Investments 5.76%
Formulae Used:
Net profit = Net Profit after Tax/ Operating Income
Net Operating Profit Ratio= Operating Profit/ Operating Income
Operating Cost Ratio (as a % of Sales)= Operating Expenses/ Operating
Income
Return On Investments= Operating Profit/ Shareholders fund

Case :- If Non Interest Income is not considered as operating
Income
Interest Income 210.9

Operating
Expenses 122.6
Operating Profit 88.3
Shareholders
fund 3751.7
Non Interest
Income 127.8
Net Profit 216.1
Net Profit after
Tax 125.9
Net Profit Ratio 102%

Operating Cost
Ratio 58%
(as a % of Sales)
Operating Profit
Ratio 42%
Return on
Investments 2.35%
This assumption is not justifiable because net profit ratio is greater

than 100%
Formulae Used:
Net Profit Ratio= Net Profit/ Interest Income
Operating Cost Ratio (as a % of Sales)= Operating Expenses/ Operating
Income
Operating Profit Ratio= Operating Profit/ Interest Income

Balance Sheet (as on 31 dec 2009)
LIABILITIES AMOUNT ASSETS AMOUNT
(Rs in (Rs in
Crore) Crore)
Shareholders
funds 1,981.30 Other Assets 2,595.10
(written in details of axis
bank)
Net Profit Investments 8,282.00
Opening
Balance 1,644.50 Advances 18,710.40
current year 125.9 1,770.40
Deposits 22,038.60
other Liability 3,797.20
29,587.50 29,587.50
Calculation of Other
Liability
Total of Balance Sheet 29,587.50
Less:- Total capital fund 3,751.70
Deposits 22,038.60
Other
Liability(balancing
figure) 3,797.20

Calculation of Other
Assets
Total of Balance Sheet 29,587.50
Less:-
Investments 8,282.00
Advances 18,710.40
Other Assets 2,595.10
Other
Information
Net Profit after
Tax 125.9
Operating
Income 338.7
Operating
Expenses 122.6
Operating
Profit 216.1
BALANCE SHEET RATIOS

Return on Investments 5.76%
Return On Equity 3.36%
Return On Net Worth 3.36%
Return On Total Assets 0.43%
Return On Equity=Net Profit after Tax/Total capital fund
Return On Net Worth=Net Profit after Tax/ Total capital fund
Return On Total Assets= Net Profit after Tax/( Investments+ Advances+ Other
Assets)

WORK FLOW MODEL
DEPOSITS
Customer Approaching the

Bank/Enquiry
Introduction
Documentation
Saving, Fixed, Current

and Recurring A/C
A/C holder facility
Deposits Withdrawal
Cashier Cashier
Cash supervision Cash supervision
Account for the customer

ACCOUNT OPENING
Choose an Institution
Go to the Bank or Website
Pick the Product You Want
Provide Your Information
Agree to Terms
Print, Sign, and Mail (If Applicable)
Congratulate Yourself!

MCKINSEYS SEVEN S MODEL AS APPLICABLE TO THAT
ORGANIZATION
The Seven-Ss is a framework for analyzing organizations and their effectiveness. It

looks at the seven key elements that make the organizations successful, or not:
strategy; structure; systems; style; skills; staff; and shared values.
Consultants at McKinsey & Company developed the 7S model in the late 1970s to
help managers address the difficulties of organizational change. The model shows
that organizational immune systems and the many interconnected variables
involved make change complex, and that an effective change effort must address
many of these issues simultaneously.

7-S Model A Systemic Approach to Improving Organizations
The 7-S model is a tool for managerial analysis and action that provides a structure
with which to consider a company as a whole, so that the organization's problems
may be diagnosed and a strategy may be developed and implemented.
The 7-S diagram illustrates the multiplicity interconnectedness of elements that

define an organization's ability to change. The theory helped to change manager's
thinking about how companies could be improved. It says that it is not just a matter
of devising a new strategy and following it through. Nor is it a matter of setting up
new systems and letting them generate improvements.
Shared values are commonly held beliefs, mindsets, and assumptions that shape
how an organization behaves its corporate culture. Shared values are what
engender trust. They are an interconnecting center of the 7Ss model. Values are the
identity by which a company is known throughout its business areas, what the
organization stands for and what it believes in, it central beliefs and attitudes. These
values must be explicitly stated as both corporate objectives and individual values
Strategy are plans an organization formulates to reach identified goals, and a set
of decisions and actions aimed at gaining a sustainable advantage over the
competition. Systems define the flow of activities involved in the daily operation
of business, including its core processes and its support systems. They refer to the
procedures, processes and routines that are used to manage the organization and
characterize how important work is to be done. Style refers to the cultural style of
the organization, how key managers behave in achieving the organization's goals,
how managers collectively spend their time and attention, and how they use
symbolic behavior. How management acts is more important that what management
says. Staff refers to the number and types of personnel within the organization

and how companies develop employees and shape basic values. Skills refer to the
dominant distinctive capabilities and competencies of the personnel or of the
organization as a whole. . Structure is the organizational chart and associated
information that shows who reports to whom and how tasks are both divided up and
integrated. In other words, structures describe the hierarchy of authority and
accountability in an organization, the way the organization's units relate to each
other: centralized, functional divisions (top-down); decentralized (the trend in larger
organizations); matrix, network, holding, etc. These relationships are frequently
diagrammed in organizational charts. Most organizations use some mix of
structures - pyramidal, matrix or networked ones - to accomplish their goals.

STRUCTURE
Board Of Directors
Mr. Rana Managing Director & YES BANK Ltd.

Kapoor CEO
Chairman - Nominations
& Governance
Committee
Mr Sipko Non Independent Member Executive Board, Vice
Schat Director Chairman Rabobank International
Mr. Independent Director Former Vice Chairman Managing
Wouter Board, Rabobank International,
Kolff Holland
Mr. Independent Director Non Executive Chairman, Procter &
Bharat Chairman - Investor Gamble, India
Patel Relations committee
Chairman - Service
Excellence Committee
Mr. S.L Independent Director Former Secretary, Government of
Kapur Chairman - Audit & India, Department of Small Scale
Compliance Committee Industries & Agro and Rural Industries
Chairman - Board
Remuneration
Committee
Mr. Arun Independent Director Former Chief Secretary, Government
K Mago of Maharashtra
Ms Radha Independent Director Former Union Agriculture Secretary,
Singh Government of India
Mr Ajay Independent Director Managing Partner of the Corporate,
Vohra Tax and Business Advisory Law firm,
Vaish Associates

SKILLS
Highly skilled candidates are recruited at various levels across the organization.
Skills can be classified broadly into highly skilled and semi skilled routine work.
Various training program are organized regularly to impart training needs of the
employees.
STYLE /CULTURE
The culture of the organisation, consisting of two components:

Organisational culture: the dominant values and beliefs, and norms, which
develop over time and become relatively enduring features of organisation
life.
Management Style: More matter of what managers do than what they say
how do a companys managers spend their time? What are they focusing
attention on?
Symbolism the creation and maintenance (or sometimes deconstruction) of

meaning is a fundamental responsibility of managers.
Building a high performance culture is another key prerogative of the HR function.
YES bank envisage a credible and transparent performance management process
that helps in aligning individual goals with corporate objectives, both quantitative
and qualitative, and encourages cross sell and team spirit. YES bank performance
management process will be supported by a robust rewards and recognition strategy
for each business and a market based compensation structure that is flexible,
responsive and helps retention through asset building and wealth creation for top
performers.

STRATEGY
Being one of the leading banking institution with rich culture of professionalism the
bank has various strategies to tackle the competitors in the market. With the strong
fundamentals down from the British bank the bank has followed a strategy of
formulating tailor made schemes that suit the customers. The bank has the strategy
to make use of the growing potential of the rural sector as well as the global
academy, the business landscape will be changing magically and so will the
financial service need.
The bank has the strategy to enhance the reach of anytime and anywhere banking. It
has the ATMs almost in all the cities and in good numbers. With the growing of
the net banking the bank has several new products and facilities with state-of-the-art
facilities, enabling you to conduct all your banking activities using your personal
computer, from the comfort of your home or office. Thus providing you with
secure, 24 hour access to all your accounts from anywhere in the world.
Unique Advantages:
Single Access Key :Our revolutionary technology allows you to access your
account with your debit card PIN. Just log on to our website, select Internet
Banking services and key in your Customer ID and debit card PIN. On
successful validation you will be allowed to select an Internet password. It's
that easy.
Secure Technology:For the first time in India, our Two Factor Authorization
allows for "One Time Passwords" for Internet Banking transaction
authentication to be delivered via SMS to your Mobile Phone. This password
enhances your Internet Banking security and allows you the freedom of
banking without remembering multiple passwords.

Instant Payment Soluions:Our Real Time Gross Settlement (RTGS)
Payment and Electronic Funds Transfer (EFT) facilities allow you to transfer
funds to own or third party accounts instantly. You can also request for
multiple Demand Drafts at various locations and set up standing instructions
for your account to execute routine payments
128 bit SSL Encryption:A high level of encryption standard is used for all
our Internet Banking transactions. Ensuring that the information exchanged
between you and the Bank is completely secure.
Verisign Certification:Our Internet Banking services are certified by
Verisign as a Verisign secure site.
SYSTEM
Formal and informal procedures that support the strategy and structure (systems are
more powerful than they are given credit).
The bank follows a systematic procedure at all the levels. The bank has very good
performance appraisal system, training and development system, resource
allocation system, distribution and recovery system. The instructions flow from top
management to lower levels of management.
The training needs are developed after TNI (Training Needs Identification) and all
the programs are put on the monthly/annual training calendar to be implemented.

STAFF
The people/human resources management processes used to develop managers,

socialization processes, ways of shaping basic values of management cadre, ways of
introducing young recruits to the company, ways of helping to manage the careers
of employees.
Yes Bank is one of the most aggressive banks in the industry with stiff targets for
employees. Yes Banks total employee strength stands at 3,150. The banks fourth-
quarter earnings jumped 108.7% to Rs64.5 crore compared with Rs30.9 crore a year
ago.
Yes Bank envisaged that for an individual to work with the organization in perfect
synergy, his/her goals had to be linked with the goals of the organization. This
process of aligning individual and organizational goals was termed as the
performance management process. The main objective of these innovative
performance management practices was to encourage the employees to think
innovatively.
SHARED VALUE
The bank aimed at building a culture to inculcate professional entrepreneurship in

them to make themselves and the shareholders prosperous. The push for a
performance culture at Yes Bank came right from the top and was reflected in
Kapoor's leadership style.
Yes Bank has planned to steadily increase its presence in retail business. Earlier
bank has purposely maintained a low-key presence in the retail market, now is
planning to increase exposure in this segment.
When asked is the bank planning to foray into housing loan and car loan segments,
Kapoor replied, We certainly plan to foray into these two segments of retail

lending. But before we go for it, we will try to increase our presence in across the
country.
The bank had aggressive plans for the future and planned to have 150 branches by
2010 and 400 branches by 2012. There is tremendous scope for Yes Bank's growth
as it was trying to take care of the latent needs of the customers with highly skilled
and involved employees.
Currently Yes Bank is lending mainly to big companies followed by mid-size
companies and the small-scale sector. At present banks retail portfolio is merely
1% of its total loan portfolio, including mainly personal loans. In the business
segment Yes Bank main focus is on the transportation sector, including roads and
railways; power sector, mainly renewable energy; telecom and agri-infrastructure
among others.

SWOT ANALYSIS
STRENGHTS :
It has an extensive distribution network comprising of 132 branches in 88
locations.
The Bank has a strong retail depository base & has good number customers.
Bank boasts of a strong brand equity.
ISO 9001 certification for its depository & custody operations & for its
backend processing of retail operation & direct banking operation.
The bank has a near competitive edge in area of operations.
The bank has a market leader in cash settlement service for the major stock
exchanges in its country.
YES Bank is one of the largest private sector bank working in India.
It has a highly automated environment in terms of information technology &
communication system.
Infrastructure is best.
It has many innovative products like kids Advantage scheme, NRI services.

WEAKNESS :
Some time acount opening and delivery of cheque book take comparatively
more time.
Lack of availability of different credit products like CC Limit, Bill
discounting facilities.
OPPORTUNITY :
Branch expansion
Door step services
Greater liberalization in foreign ownership via FDI in Indian Pvt. Sector
Banks.
CC/ OF Facilities.
Infrastructure improvements & better systems for trading & settlement in the
govt. securities & foreign exchange markets.
THREATS:
The bank has started facing competition from players like SBI, PNB Bank in
the finance market itself. This reduce the profit margins in the future.
Some Pvt. Banks have 7 days banking.

TITLE OF DISSERTATION
A Study on Retail Banking with special reference to YES BANK
STATEMENT OF THE PROBLEM
As there are immense opportunities of the retail banking in India. This project is
onthe issues and challenges in the retail banking because of the competition of the
various banks and the customer satisfaction of the services which the banks are
providing and at the same time to solve the complaints of the customer and
maintaining the sound relationship for the future and by this way to estimate the
future growth of the retail banking.
OBJECTIVES OF STUDY
1. To study the issues and challenges in retail banking
2. To study the recent trends in retail banking
3. To ensure high satisfaction level and reduce percentage of complaints of
customer in retail banking.
4. To estimate the future growth of Indian retail banking.
5. To understand Optimization of retail banking channels.
6. To suggest strategies for improvement in Customer Service.

OPERATIONAL DEFINITION
Retail banking refers to banking in which banking institutions execute transactions

directly with consumers, rather than corporations or other banks. Services offered
include: savings and checking accounts, mortgages, personal loans, debit cards,
credit cards, and so forth. And to know about the customers perceptions about the
different products of the bank like current account, savings account, FD, Smart
Saver, Smart Access and others.
DATA COLLECTION
There are several Approach of data collection. The primary sources of data
collection are done through
Observation
Questionnaire
Questionnaire:
Questionnaire is the method of data collection, which is very much popular,
particularly in big cities. Different modes of questions are put up on the paper and
the particular universe, on which the research is conducted, are asked to fill their
responses
The Secondary source includes data collection through:
Magazines
Company Website

SAMPLING TECHNIQUE
(a) Sampling Unit:- Walk in customers and the company database of high ended
customer.
(b) Sample Size:-

Sample size for this project was restricted to 50 respondents. Since it was not
possible to cover the whole universe in the available time period, it was necessary
for me to take a sample size of 50 respondents.
(c) Sampling Method:-

There are three methods of sampling:-
1. Probability Sampling:
2. Non-Probability Sampling:
3. Quota
For this research work Non- Probability Convenience Sampling has been
chosen because time limit for the completion of the work is limited and also
managers and employees were not available all the time.
Area of Study- Ghaziabad
Duration- 3 months

DATA COLLECTION METHOD
Data for the present study is collected from two sources:
1. Primary Data:.
The data are collected directly from the universe by conducting interviews,
etc. these are the original sources from which the researcher directly gathers
data which are not previously referred.All the people from different
profession were personally visited and interviewed. They were the main
source of primary data. The method of collection of primary data was
personal direct interview through a structured questionnaire.
The primary data was collected by means of survey. Questionnaires were
prepared and customers of YES bank were approached to fill up these
questionnaires. The filled up information was later analyzed to obtain the required
information.
2. Secondary Data:
The data are collected from the secondary sources such as magazines,
journals, etc. These sources consist of already variable data in the form of
statements, and reports, which may include sensory reports, financial
statements of the company, reports of governments departments, etc.
It was collected from internal sources. The secondary data was collected on
the basis of organizational file, official records, newspapers, magazines,
management books, preserved information in the companys database and the
website of the company.
Both Primary and Secondary sources was used for data collection.
For primary source, Questionnaire was used. For secondary source Internet,
Magazines, and Newspaper etc were used.

RESEARCH DESIGN
Research design is simply the framework or plan for a study, used as a guide in
collecting and analyzing data. There are three types of Research Design:-
1. Exploratory Research Design

2. Descriptive Research Design
3. Casual Research Design
For the study, Exploratory Research Design was undertaken to classify the
investors on their risk and return profile.
PLAN OF ANALYSIS
The data obtained from the structured questionnaire was interpreted and recorded.
The table and graph were constructed using data from the questionnaire through
simple techniques like average, percentage, ratios etc.which was then used for
analyzing the acquired data.

LIMITATIONS
1. Designing own and new financial products is very costly and time consuming
for the bank.
2. Customers now-a-days prefer net banking to branch banking. The banks that
are slow in introducing technology-based products, are finding it difficult to
retain the customers who wish to opt for net banking.
3. Customers are attracted towards other financial products like mutual funds
etc.
4. Though banks are investing heavily in technology, they are not able to
exploit the same to the full extent.
5. A major disadvantage is monitoring and follow up of huge volume of loan
accounts inducing banks to spend heavily in human resource department
6. Long term loans like housing loan due to its long repayment term in the
absence of proper follow-up, can become NPAs.
7. The volume of amount borrowed by a single customer is very low as
compared to wholesale banking. This does not allow banks to to exploit the
advantage of earning huge profits from single customer as in case of
wholesale banking.

Profile of Respondents
Respondents were the customers of YES bank of Ghaziabad city of age

group 25-40 years
A. Opinion on Branch experience.

The Branch timings (9:30 am to 6:30 pm from Monday to Saturday) are
convenient
Table:1
Parameter In numbers In percentage
Very Good 45 90
Good 5 10
Satisfactory 0 0
Could be better 0 0
Interpretation
The purpose of this question is to know the whether the bank timings are
convenient for the customer, 90% of respondents opinioned that bank timings are
very good and 10% of respondent opinioned that timings are good. None of the
customers have any problem with respect to timings.
Inference: As 90% responded very good, it seems high number are happy with
bank timings.

The Branch ambience & layout is very friendly
Table:2
Very Good 40 80
Good 7 14
Satisfactory 2 4
Could be better 1 2
Interpretation
80% were of the respondent opinioned that Branch ambience is very good, 14%
were of the opinioned that branch ambience is good while 4% opinioned that it is
satisfactory & just 1% opinioned that it could be better.
Inference: As 80% of respondents say branch ambience is very good, so not too
many respondents like the branch ambience.

The Branch was clean and well maintained
Table :3

Very Good 40 80
Good 7 14
Satisfactory 2 4
Could be better 1 2
Interpretation
80% were of the respondent opinioned that Branch cleanness is very good,14%
were of the opinioned that branch cleanness is good while 4% opinioned that it is
satisfactory & just 1% opinioned that it could be better.
Inference: As 80% of respondents say branch cleanness is very good, so not too
many respondents like the branch cleanness.

B. Opinion of the customer regarding Branch personnel?
The Branch personnel have listened to me patiently and have been able to
respond to my queries and clarifications
Table:4
Parameter In In percentage
numbers
Very Good 38 76
Good 7 14
Satisfactory 3 6
Could be better 2 4
Interpretation
76% of respondents opinioned that branch personnel listened patiently& have been
able to respond to their queries, 14% of respondents opinioned it is good. While
only 6% of respondent opinioned that it is satisfactory and 4% said it could be
better.
Inference: As only 76% of respondents say branch personnel listens Patiently and
have been able to respond to queries and clarifications, so not too many respondents
are satisfied.
The Branch personnel have been very helpful and courteous
Table:5
Very Good 37 74
Good 8 16
Satisfactory 3 6
Could be better 2 4
Interpretation
74% of respondents opinioned that branch personnel have been very helpful and
courteous, 16% of respondents opinioned it is good. While only 6% of respondent
opinioned that it is satisfactory and 4% said it could be better.
Inference: As only 74% of respondents say branch personnel have been very
helpful and courteous, so not too many respondents are satisfied.

The branch personnel have done a Need Analyses & Risk Assessment
before recommending any investment option
Table:6
Very Good 36 72
Good 10 20
Satisfactory 3 6
Could be better 1 2
Interpretation
72% of the respondents opinioned that risk assessment before recommending any
investment is very good, 20% of respondents opinioned that it is good, 6% of
respondents opinioned that it satisfactory and only 2% said it could be better.
Inference: As only 72% of respondents say branch personnel does a Need
Analyses & Risk Assessment before recommending any investment option, so
not too many respondents have positive response.

The branch personnel were aware of Product and Services and responded to
your queries
Table :7
Very Good 43 86
Good 3 6
Satisfactory 3 6
Could be better 1 2
Interpretation
86% respondents opinioned that branch personnel responded to their queries and is
very good, 6% says to be good & 6% satisfactory. Only 2% said it could be better.
Inference: As 86% of respondents say branch personnel were aware of Product and
Services and responded to customer queries, so not too many respondents are
satisfied.

C. Customers opinion of transacting in Branches?
The waiting time at the Teller Counter was minimal
Table:8
Very Good 40 80
Good 5 10
Satisfactory 1 2
Could be better 4 8
Interpretation
80% of respondent opinioned that waiting time is minimum at teller counter and it
is very good, 10% of respondent opinioned that it is good, 8% its satisfactory and
2% said it could be better.
Inference: As 80% of respondents say waiting time at teller counter was minimal ,
not too many were satisfied with transaction.

The transactions done by us have been smooth & error free
Table:9
Very Good 45 90
Good 5 10
Satisfactory 0 0
Could be better 0 0
Interpretation
90% of respective opinioned that transactions are smooth and error free, 10% of
respondent opinioned that transactions are good. None of the customers have any
problem with respect to timings.
Inference: As 90% responded very good, it seems high number are happy with
transactions.

Yes bank looks into the feedback provided by you and takes necessary action if
required.
Table:10
Very Good 41 82
Good 5 10
Satisfactory 2 4
Could be better 2 4
Interpretation
82% of respondent responded that Yes Bank looks into the feedback & is very
good, 10% said its good, 4% said its satisfactory and 4% said it could be better.

Inference: As 82% of respondents says Yes bank looks into the feedback provided
by customer and takes necessary action if required, not too many were satisfied
with transaction.
D. Customers opinion for Bank sevices?

Are you happy with the TAT (Turn around time) post request
Table:11
Very Good 40 80
Good 7 14
Satisfactory 2 4
Could be better 1 2
Interpretation
80% of respondent opinioned that TAT post request is very good, 14% said its good
4% said its satisfactory 2% said it could be better.

Inference: As 80% of respondents says the TAT (Turn around time) post request is
very good, not too many were satisfied with TAT post request.
E.Products and Services
Which feature of the YBL Savings account you like most
Table: 12
OBOPAY 30 38
Money Monitor 35 45
Instant FD OD facility 10 13
E-Cheques 3 4
Interpretation

38% of the respondents opinioned for OBOPAY , 45% of respondent are in favour
of Money Monitor, 13% are in favour of Instant FD OD while only 4% like E-
cheques.
Inference: Maximum number of people like Money Monitor feature of YBL
Savings account.
How do you rate the YES COMMUNITY EVENTS held at yes bank
Table:13
Very Good 37 74
Good 8 16
Satisfactory 3 6
Could be better 2 4

Interpretation
74% of the respondent opinioned that YES COMMUNITY EVENTS are very
good, 16% of respondents opinioned that events are good, 6% said it is satisfactory
and 4% said it could be better.
Inference: As 74% of respondents says YES COMMUNITY EVENTS is very
good, not too many opinioned for community events.
Is the information in the Bank Statement clear, easy to understand and

adequate
Table:14
Very Good 39 78
Good 6 12
Satisfactory 5 10
Could be better 0 0
Interpretation

78% of the respondent opinioned that information in bank statement is clear, easy &
adequate and is very good,12% of respondent opinioned that it is good,10% said it
is satisfactory.
Inference: As 78% of respondents says information in the Bank Statement is clear,
easy to understand and adequate or not, not too many were satisfied with the bank
statement.
Will you recommend YES Bank to your friends and relatives
Table:15
Most Definitely 45 90
Yes 4 8
May Be 1 2
No 0 0

Interpretation
90% of respondent opinioned that they will most definitely recommend YES
BANK to their friends & relatives, 8% of respondent opinioned yes. Only 2% said
may be.
Inference: As 90% of respondent opinioned that they will definetly recommend
YES BANK to their families & friends, maximum number of respondent opinioned
positive.
OPPORTUNITIES AND CHALLENGES
Retail banking has immense opportunities in a growing economy like India. As the
growth story gets unfolded in India, retail banking is going to emerge a major
driver. How does the world view us? The BRIC report is viewing India as an
economic superpower. A.T. Kearney, a global management-consulting firm,
recently identified India as the second most attractive retail destination of 30
emergent markets.
The rise of Indian middle class is an important contributory factor in this regard.
The percentage of middle to high-income Indian households is expected to continue
rising. The younger population not only wields increasing purchasing power, but as
far as acquiring personal debt is concerned, they are perhaps more comfortable than
previous generations. Improving consumer purchasing power, coupled with more
liberal attitudes towards personal debt, is contributing to Indias retail banking
segment.
The combination of above factors promises substantial growth in retail sector,

which at present is in the nascent stage. Due to bundling of services and delivery
channels, the areas of potential conflicts of interest tend to increase in universal

banks and financial conglomerates. Some of the key policy issues relevant to the
retail-banking sector are: financial inclusion, responsible lending, and access to
finance, long-term savings, financial capability, consumer protection, regulation
and financial crime prevention.
What are the challenges for the industry and its stakeholders
First, retention of consumers is going to be a major challenge. According to a
research by Riechheld and Sasser in the Harvard business review, 5percent increase
in customer retention can increase profitability by 35 percent in banking business,
50 percent in insurance and brokerage, and 125 percent in the consumer credit card
market. Thus, banks need to emphasis on retaining consumer and increasing the
market share.
Second, rising indebtedness could turn out to be a cause for concern in the future.
Indias position, of course, is not comparable to that of developed world where
household debt as a proportion of disposable income is much higher. Such a
scenario creates high uncertainty. Expressing concerns about the high growth
witnessed in consumer credit segments the reserve bank has, as a temporary
measure, put in place risk containment measures and increased the weight from 100
percent to 125 percent in the case of consumer credit including personal loans and
credit cards.
Third, information technology poses both opportunities and challenges. Even with
ATM machines and Internet Banking, many of the customers still prefer the
personal touch of their neighborhood branch bank. Technology has made it possible
to deliver services throughout branch network, providing instant updates to
checking accounts and rapid movement of money for stock transfers. However, this
dependency on the network has bought IT departments additional responsibilities

and challenges in managing, maintaining and optimizing the performance of retail
banking networks. Illustratively, ensuring that all bank products and services are
available, at all times, and across the entire organization is essential for todays
retail banks to generate revenue and remain competitive. Besides, there are network
management challenges, whereby keeping this complex, distributed networks and
applications operating properly in support of business objectives becomes essential.
Specific challenges include ensuring that account transaction applications run
efficiently between the branch offices and data centers.
Fourth, KYC Issues and money laundering risks in retail banking is yet another
important issue. Retail lending is regarded as a low risk area for money laundering
because of the perception of the sums involved. However, competition for clients
may also lead to KYC procedures being waived in the bid for new business. Banks
must also consider seriously the type of identification documents the will accept
and other processes to be completed. The Reserve Bank has issued details
guidelines on application of KYC norms in November 2004.
Trends In Retail Banking

Growing a retail banking business is becoming increasingly challenging. The yield
curve is flattening, reducing banks net interest margin. Competition is intensifying,
as new, non-traditional players enter the retail banking space. And consumer
preferences for financial products, payment methods and distribution channels
continue to evolve, providing revenue opportunities, but also introducing new
operational challenges.
The changing dynamics of the retail banking business have significant implications
for financial institutions. In order to successfully compete in this environment,
banks must provide a distinctive customer experience and offer innovative product
solutions in order to differentiate their value proposition in the marketplace.

Key trends in retail Banking are:
1. Bifurcation of the retail banking business
National- Consolidate- Credit Cards, Home Equity Loans Mortgages
Local- Fragmented- Deposits, Installment Loans, Small Business Loans
2. Lack of differentiation in retail financial services:
Many financial institutions are struggling to differentiate their value propositions
in the retail banking market.
Free checking is now offered by all or most financial institutions.
Most institutions no longer charge for online banking or online bill payment.
Extended branch hours are increasingly common in many markets, as banks
seek to increase customer convenience.
3. Proliferation and growth of electronic payments: In the last 25 years, the range of
payment methods available in the market has exploded. In addition to cash, checks,
and credit cards, consumers can now use one of an expanding array of electronic
payment options that includes debit cards, prepaid cards, online bill payment,
automatic bill payment, and P2P services.
4. Increasing demand for ATM access
Strategies for Ensuring high Customer Satisfaction
Set service expectations and standards of behavior- this means that managers
must set clear service expectations and standards of behavior, beginning with
defining "excellent service."
Identify and eliminate barriers and obstacles. Policies that do not make sense;
procedures that get in the way; and rules, norms that make satisfying
customers difficult all need to be eliminated to successfully improve service
Learn and develop skills. Clearly, personnel at all levels should learn new
skills related to service excellence and serve the customer.

Listen to your customers. Measurement of customer satisfaction can be a
powerful way to improve service if the feedback is not focused on
punishment. Managers need to help staff hear, first hand, how they are doing.
For this feedback to be effective, however, it must be tied to specific targets
and goals and needs to be frontline driven
Reinforce and support continuous improvement. The real challenge is

keeping the energy, learning, and improving alive and going
FUTURE OF RETAIL BANKING
How do we see the future of retail banking? What are the major attributes of the
shape of things to come in this sector?
First, customer service should be the be-all and end-all of retail banking. The other
day a document released by the British Bankers Association, entitled UK Retail
Banking Manifesto: addressing the challenges that lie ahead for the industry and its
stakeholders on September 29, 2004 came to my notice. This document analysed
the key policy issues relevant to the retail banking sector and highlighted the role of
financial inclusion, responsible lending, access to finance, and consumer protection.
It is in this context that that one is reminded of the needs to develop the standards
and codes for banking.
The contribution of the Committee on Procedure & Performance Audit on Public

Services (CPPAPS) (Chairman: Shri S.S. Tarapore) has been invaluable and has
provided great insight. Based on the recommendation of the CPPAPS, the Annual
Policy Statement for 2005-06 announced the decision to set up an independent
Banking Codes & Standards Board of India on the model of the mechanism in the
UK in order to ensure that comprehensive code of conduct for fair treatment of
customers is evolved and adhered to. The codes and standards, together with the

institutional mechanism to monitor them, are expected to enhance the quality of
customer service, to the individual customer in particular. The codes will bring
about greater transparency in the system and also tackle the issue of information
asymmetry. The Board would function as an industry-wide watchdog of the
banking code and ensure that the banks comply with the banking codes. The codes
would establish the banking industrys key commitments and obligations to
customers on standards of practice, disclosure and principles of conduct for their
banking services. The Board will monitor compliance with the Codes by the
affiliated banks..
Second, sharing of information about the credit history of households is extremely
important as far retail banking is concerned. Perhaps due the confidential nature of
banker-customer, banks have a traditional resistance to share credit information on
the client, not only with one another, but also across sectors. Globally, Credit
Information Bureaus have, therefore, been set up to function as a repository of
credit information - both current and historical data on existing and potential
borrowers.
The database maintained by these institutions can be accessed by the lending

institutions. Credit Bureaus have been established not only in countries with
developed financial systems but also in countries with relatively less developed
financial markets, such as, Sri Lanka, Mexico, Bangladesh and the Philippines. In
Indian case, the Credit Information Bureau (India)
Limited (CIBIL), incorporated in 2000, aims at fulfilling the need of credit granting
institutions for comprehensive credit information by collecting, collating and
disseminating credit information pertaining to both commercial and consumer
borrowers. At the same time banks must exercise due diligence before declaring a
borrower as defaulter.

Third, outsourcing has become an important issue in the recent past. With the
increasing market orientation of the financial system and to cope with the
competition as also to benefit from the technological innovations such as, e-
banking, the banks are making increasing use of "outsourcing" as a means of both
reducing costs and achieving better efficiency. While outsourcing does have various
cost advantages, it has the potential to transfer risk, management and compliance to
third parties who may not be regulated. A recent BIS Report on Outsourcing in
Financial Services developed some high-level principles. A basic requirement in
this context is that a regulated entity seeking to outsource activities should have in
place a comprehensive policy on outsourcing including a comprehensive
outsourcing risk management programme to address the outsourced activities and
the relationship with the service provider. Application of these principles in the
Indian context is under consideration.
Finally, retail banking does not refer to lending only. In the whole story of retailing
one should not forget the role played by retail depositors. The homemaker, the retail
shop keeper, the pensioners, self-employed and those employed in unorganized
sector - all need to get a place in the banks. It is in this backdrop that the Annual
Policy for 2005-06 pointed out issues relating to financial exclusion and had
announced that the RBI would implement policies to encourage banks which
provide extensive services while disincentivising those which are not responsive to
the banking needs of the community, including the underprivileged.
Furthermore, the nature, scope and cost of services need to be monitored to assess
whether there is any denial, implicit or explicit, of basic banking services to the
common person and banks have been urged to review their existing practices to
align them with the objective of financial inclusion.

SUMMARY OF FINDINGS
With reference to table no.1, 90% of customers are happy with the bank
timings & they opinioned that it is very good.
With reference to table no. 2, 80% of respondents like the branch ambience
& layout & find it friendly with reference to table no.3, 80% of respondents
said branch was clean and well maintained.
With reference to table no.4, 76% respondents view that Branch personnel
had listened to them patiently and have been able to respond to their queries
and clarifications.
74% of respondent responded that Branch personnel had been very helpful
and courteous with reference to table no.5.
With reference to table no. 6,72% of respondents opinioned that branch

personnel does Need Analyses & Risk Assessment of customer savings
before recommending any investment option to them.
With reference to table no.7,86% of respondent that branch personnel are

aware of Product and Services and responded to your queries.

With reference to table no 8, 80% of respondents opinioned that waiting time
at the Teller Counter is very good.
With reference to table no.9, 90% of respondent opinioned that transactions

are smooth and error free & is very good.
With reference to table no. 10, 82% of respondent responded that Yes Bank
looks into the feedback & is very good.
With reference to table no.11, 80% of respondent opinioned that they are
happy with the TAT post request is very good.
With reference to table no.12, 45% of respondent are in favour of Money

Monitor feature of the YBL Savings account.
With reference to table no.13, 74% of the respondent opinioned that YES
COMMUNITY EVENTS are very good.
With reference to table no. 14, 78% of the respondent opinioned that
information in bank statement is clear, easy & adequate and is very good.
With reference to table no 15, 90% of respondent opinioned that they will
most definitely recommend YES BANK to their friends & relatives. Overall
the response of the bank customer is good.

SUGGESTIONS
Suggestions are always considered to be the most important part of any project
report because for every pros there is cons associated with and to reduce the effect
of latter, following suggestions must be taken into consideration in regard to retail
banking.
The Branch personnel should listen to customer patiently and should be able
to respond to their queries and clarifications because some customer are new
to some of the bank services and until and unless they will come to know
about those services they will be not be satisfied.
With reference to table no. 5 as not many respondent opinioned that Branch
Personnel are helpful and courteous, so I will suggest that Bank personnel
should be helpful & courteous towards maximum number of customers.
With reference to table no. 6, larger number of branch personnel should do

Need Analyses & Risk Assessment before recommending any investment
option to customer.
With reference to table no.7, more branch personnel should be aware of

Product and Services and responded to customers queries.
With reference to table. 10, YES bank should look into the feedback provided
by customer and takes necessary action wherever required.

With reference to table no. 12, bank should focus on Instant FD facility &E-
cheques as small 10% of customer likes this.
Some time the customer has to wait at the Teller Counter, the service should
be improve by appointing more staff, with reference to table no.11.
Information in the Bank Statement should be more clear, easy to understand

and adequate.
Along with customer satisfaction employees participation must be kept

active by appraising their salary as theyll as their work.
Frequently customers must be kept delighted by providing them regards and

by maintaining customer relationship so that their interest can be kept
maintained.
The YES bank should focus on business and service portfolio for a reputation
of being niche players in the industry.
The bank should concentrate on few reliable high net worth companies and
individuals rather than cater to the mass market.

As 10% customer response is not good for the clarification of the queries
response towards them so bank personnel should improve this issue because
customer is a source through which business can be increase and satisfy
customers is a source to create more customers, with reference to table no.4
As it is only 10% respondent said that sometime there was a error in the
transaction happened so to avoid these kinds of errors should be avoided
because it is unnecessarily results in wastage of time for both staff members
and service rendered, reference to table no. 9
Their should increase in the number of events organize by bank because it is

a opportunity for the bank to introduce new products and services and at the
same time it is a open opportunity for the customer to come forward and
suggest its views which might prove to add the values for the bank because
10% customer still not have a good response, with reference to table no.13
Communication with the customer should improve and increase so bank can
easily response towards them and in result the customer would be satisfy and
no question that they will recommend the YES Bank to their friends and
relatives because 2% customer are no responding it in a positive manner.

CONCLUSIONS FUTURE GROWTH
The project aims to study the retail banking operations of YES BANK. The study
was very fruitful, it yielded the desired results, helped me understand the retail
banking. The study also helps in what are the customer opinions towards operations
of bank & its various product and services.
Any serious discussion of the future of the retail banking industry eventually raises
a basic question: will future customers still need retail banks? The answer, it turns
out, depends on banks themselves. With technology and nonblank businesses
providing new options for safeguarding and managing their finances, customers will
continue to depend on banks only as long as banks can provide service and value
that cannot be found anywhere else.
The need to become highly customer focused has forced the slow-moving public
sector banks to adopt a fast track approach. The unleashing of products and services
through the net has galvanized players at all levels of the banking and financial
institutions market grid to look a new at their existing portfolio offering.
Conservative banking practices allowed.
Indian banks to be insulated partially from the Asian currency crisis.Indian banks
are now quoting at higher valuation when compared to banks in other Asian
countries (viz. Hong Kong, Singapore, Philippines etc.) that have major problems
linked to huge Non Performing Assets (NPAs) and payment defaults. Co-operative

banks are nimble footed in approach and armed with efficient branch networks
focus primarily on the high revenue niche retail segments.
The Indian banking has finally worked up to the competitive dynamics of the new
Indian market and is addressing the relevant issues to take on the multifarious
challenges of globalization. Banks that employ IT solutions are perceived to be
futuristic and proactive players capable of meeting the multifarious requirements
of the large customers base.
YES BANK has a great opportunity to increase their market potential in the present
market situation.
LEARNING EXPERIENCE
The Dissertation is to define the retail banking and regarding the general services of
bank.
The study was very fruitful, it yield the desire result, helped me to understand the
banking services better. The study also yield what are the factors that banking are
looking forward for the customer.
The Indian banking has come from a long way from being a sleepy business
institution to a highly proactive and dynamic entity. This transformation has been
largely brought about by the large dose of liberalization and economic reforms that
allowed banks to explore new business opportunities rather than generating
revenues from conventional streams (i.e. borrowing and lending). The banking in
India is highly fragmented with 30 banking units contributing to almost 50% of
deposits and 60% of advances.

Industry estimates indicate that out of 274 commercial banks operating in India, 223
banks are in the public sector and 51 are in the private sector. The private sector
bank grid also includes 24 foreign banks that have started their operations here.
Under the ambit of the nationalized banks come the specialized banking
institutions.
The bank gives great importance towards customer satisfaction .The senior staff
with their busy schedule try to advice the customer how to invest in better way.\
The employees in the bank are well behaved and give a great deal of satisfaction
to see them how they approach their customers. The bank plays an important role
not only to fulfill their duties towards customer but also to understand them better
regarding what they want and how to maximize the return on the investment.
The bank has set up separate department for the impart training program for the
employees. The biggest achievement is the implementation of core banking
solution.

FINANCIAL STATEMENTS
BALANCE SHEET
Mar '
Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 05
Sources of funds
Owner's fund
Equity share capital 296.98 295.79 280 270 200
Share application money - - - - -
Preference share capital - - - - -
Reserves & surplus 1,327.24 1,023.13 507.06 302.69 17
Loan funds
Secured loans - - - - -
Unsecured loans 16,169.42 13,273.16 8,220.39 2,910.38 663.03
Total 17,793.64 14,592.08 9,007.45 3,483.07 880.03
Uses of funds
Fixed assets
Gross block 194.88 133.01 86.66 36.24 17.59
Less : revaluation reserve - - - - -
Less : accumulated depreciation 64.15 35.73 17.38 6.81 1.25
Net block 130.73 97.28 69.28 29.43 16.34
Capital work-in-progress 0.39 3.89 1.59 5.29 3.3
Investments 7,117.02 5,093.71 3,073.12 1,350.14 394.86
Net current assets
Current assets, loans & advances 1,326.86 729.7 376.88 155.01 49.66
Less : current liabilities &
provisions 2,918.10 1,404.13 1,228.68 214.72 28.4
Total net current assets -1,591.24 -674.42 -851.8 -59.71 21.26
Miscellaneous expenses not written - - - - -
Total 5,656.90 4,520.45 2,292.20 1,325.16 435.77
Notes:
Book value of unquoted
investments - - - - -
Market value of quoted
investments - - - - -
Contingent liabilities 43,481.94 68,874.54 52,061.58 17,524.20 6,522.22
Number of equity
sharesoutstanding (Lacs) 2969.79 2957.9 2800 2700 2000

RATIO ANALYSIS
Calculation of the ratios
Particulars Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 Mar ' 05
Calculation of Owners
Fund ( Equity Base) 1,624.22 1,318.92 787.06 572.69 217
Calculation of Net Profit
for the Year 304.11 516.07 204.37 285.69 17
Operating Balance of Net
Profit 1023.13 507.06 302.69 17 0
Return on Net Worth 0.19 0.39 0.26 0.50 0.07834
Total Fixed Assets 130.73 97.28 69.28 29.43 16.34
Earning Per Share (Rs.) 0.45 0.35 0.18 0.112107 0.0085
Current Assets 1,326.86 729.7 376.88 155.01 49.66
Current Liabilities 2918.1 1404.13 1228.68 214.72 28.4
Current Ratio 0.45 0.52 0.31 0.72 1.74859
Debt Equity Ratio

(Loan/ capital + Net Profit)
Loan 16169.42 13273.16 8220.39 2910.38 663.03
Capital +Net Profit 1,624.22 1,318.92 787.06 572.69 217
Debt Equity Ratio 9.96 10.063658 10.44443 5.081947 3.05544
-
Working Capital 1,591.24 -674.42 -851.8 -59.71 21.26
Net Profit for the Year 304.11 516.07 204.37 285.69 17
Return on Working Capital -0.19 -0.77 -0.24 -4.78 0.79962
Chart 1
Return on Net Worth
60.00%
Return on Net Worth
50.00%
40.00%
Ajay30.00%
Kumar Garg Institute of Management Page 101
20.00%
10.00%
Chart 2
Earning Per Share
0.5
Earning Per Share(Rs.)
0.4
0.3
0.2
0.1
0
Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 Mar ' 05
Year
Chart 3
Calculation of Current Ratio
0.6
0.5
Current Ratio
0.4
0.3
0.2
0.1
Chart 4
Debt Equity Ratio
12.00
10.00
Debt Equity Ratio
8.00
6.00
4.00
2.00
-
Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 Mar ' 05
Year
Chart 5
Return on Working Capital
200.00%
eturn on Working Capital
100.00%
0.00%
-100.00% Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 Mar ' 05
-200.00%
-300.00%
-400.00%
-500.00%
Chart 6
Working Capital Ratio
200.00
0.00
-200.00 Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 Mar ' 05
Working Capital
-400.00
-600.00
-800.00
-1,000.00
-1,200.00
-1,400.00
-1,600.00
-1,800.00
Year
RATIOS
Return on Net Worth = Net Profit / Owners Fund

Earning Per Share = (Net Profit + Operating Balance of Net Profit) / Net
Worth
Current Ratio = Current Asset / Current Liablities

Debt Equity Ratio = Total Debt / Equity.
Return on Working Capital = Net Profit for the year / Working Capital
Working Capital = Current Asset Current Liablities.
INTERPRETATIONS
Return on Net Worth is low its shows that bank is getting less rate of return
on the invested funds, with the reference to chart no. 1
Earning per share is continuously increasing which could be helpful to attract

more number of customers, with reference to chart no. 2
The Current Ratio is adverse because it is lower than 1. Its means the bank
has more current liabilities than current asset, with reference to chart no. 3
The Debt Equity Ratio is adverse because it is more than Net Worth, more
Debt is not good for bank, with reference to chart no. 4
Return on working capital is slightly increasing as compare to previous years

but it is still need to be more, with reference to chart no. 5
Company has current liabilities more than current asset which is not good foe
the viability of the bank it is not beneficial for short and long term and it is
showing is negative sign, with reference to table no. 6

QUESTIONNAIRE
YES for YOU Help us to serve you even better
Dear Valued Customer,
Your candid feedback on our service standards is very important for us to help you
serve even better.
We would like to know a little more about you:

Your Name:
Your Cust Id/A/c No.(optional):
Your Branch:
Your E-mail id:
Your Contact details:
How frequently do you visit the Branch (in a month):

We would be extremely grateful if you would let us know how we are doing. We
would like to know about your experience of Banking with us. Please tick as
appropriate.
A. How was the Branch experience?
1) The Branch timings (9:30 am to 6:30 pm from Monday to Saturday) are

convenient?
a) Very Good b) Good c) Satisfactory d) Could be
better
2) The Branch ambience & layout is very friendly?

better
3) The Branch was clean and well maintained?

better
B. How did you find our Branch personnel?
4) The Branch personnel have listened to me patiently and have been able to
respond to my queries and clarifications?
better
5) The Branch personnel have been very helpful and courteous?

better
6 The branch personnel have done a Need Analyses & Risk Assessment before
recommending any investment option?
better

7) The branch personnel were aware of Product and Services and responded to your
queries?
better
C. How was your experience of transacting in our Branches?
8) The waiting time at the Teller Counter was minimal?
better
9) The transactions done by us have been smooth & error free?

better
10) Yes bank looks into the feedback provided by you and takes necessary action if
required.
better
11) Are you Happy with the TAT (Turn around time) post request?
better
12) Which feature of the YBL Savings account you like most?
a) OBOPAY b) Money Monitor c) Instant FD d) E-Cheques

OD facility
D. How do you like what we send to you?
13) How do you rate the YES COMMUNITY EVENTS held at yes bank?

better

14) Is the information in the Bank Statement clear, easy to understand and
adequate?

better
15) Will you recommend YES Bank to your friends and relatives?
a) Most Definitely b) Yes c) May be d) No

BIBLIOGRAPHY
http://economics.about.com/cs/finance/a/india_banking_2.htm
http://www.expresscomputeronline.com/20020610/opinion2.shtml
http://www.yesbank.com/citizen_charter.htm
http://www.vyapaarasia.com/india/banks.asp

http://www.indianexpress.com/ie/daily/20001222/focus10.htm
http://www.peoplesmarch.com/archives/2001/feb2k1/banking.htm
http://www.onlinebangalore.com/fina/pro_yes.html
http://www.yesbank.com/loan.htm#yesSHELTER
www.moneycontrol.com
http://www.yesbank.com/international_banking.htm#PRODUCTS
http://www.moneycontrol.com/news/hotstocks/newsdetail_new.php?filename=new
s19062004112840.htm
http://www.livemint.com/2009/06/21220423/Yes-Bank-a-unique-model-No-
co.html

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2010

Ajay Kumar Garg Institute of Management Page 2

A. Executive Summary 5-10

B. Introduction to the concept 11-16

C. Industry profile 17-19

E. Mckinseys Seven S Model

Ajay Kumar Garg Institute of Management Page 3

G. Data Analysis and Interpretation 68

J. Conclusions Future Growth 96

Ajay Kumar Garg Institute of Management Page 4

A Study on Retail Banking with special reference to YES BANK

STATEMENT OF THE PROBLEM

As there is immense opportunities of the retail banking in India. This Dissertation

Ajay Kumar Garg Institute of Management Page 6

Data was collected from two sources-primary and secondary sources.

Ajay Kumar Garg Institute of Management Page 7

A major disadvantage is monitoring and follows up of huge volume of loan

The volume of amount borrowed by a single customer is very low as

Ajay Kumar Garg Institute of Management Page 8

Respondents were of view that Branch personnel had listened to them

72% of respondents opinioned that branch personnel does Need Analyses

Ajay Kumar Garg Institute of Management Page 9

With reference to table no. 6, larger number of branch personnel should do

With reference to table no.7, more branch personnel should be aware of

Ajay Kumar Garg Institute of Management Page 10

Retail/Personal Banking: This division provides a range of financial services to

Corporate Banking: They deal with medium to large-scale companies and

Ajay Kumar Garg Institute of Management Page 12

Merchant Banking: Investment management is the primary activity of this group.

Ajay Kumar Garg Institute of Management Page 13

Ajay Kumar Garg Institute of Management Page 14

POTENTIAL FOR RETAIL IN INDIA: IS SKY THE LIMIT

But how competitive are the players

Ajay Kumar Garg Institute of Management Page 16

Retail credit outstanding as on March 22, 2003, amounted to Rs 1,60,000 crore.

What about the foreign giants

Ajay Kumar Garg Institute of Management Page 18

So all for the keeping then

Ajay Kumar Garg Institute of Management Page 19

Ajay Kumar Garg Institute of Management Page 21

AQT/AQB Criterion for evaluating Non-Maintenance Charges

Doorstep Banking allowing pickup and delivery of cash and instruments

Corporate Net Banking with bulk upload facility

AQT/AQB Criterion for evaluating Non-Maintenance Charges

Doorstep Banking allowing pick up and delivery of cash and instruments

Corporate Net Banking with bulk upload facility

Ajay Kumar Garg Institute of Management Page 22

AQT/AQB Criterion for evaluating Non-Maintenance Charges

Doorstep Banking allowing pickup and delivery of cash and instruments

Corporate Net Banking with bulk upload facility

YES Business Gold Card providing a cash withdrawal limit of Rs 1 lacs

AQT/AQB Criterion for evaluating Non-Maintenance Charges

Free Personalized PAP Cheque Books (limits as per account variant)

Doorstep Banking allowing pickup and delivery of cash and instruments

Corporate Net Banking with bulk upload facility

Ajay Kumar Garg Institute of Management Page 23

YES Business Gold Card allowing a cash withdrawal limit of Rs 1 lacs

Free Instant Money transfer (RTGS/NEFT)to over 54,000 Bank branches in

Bill Pay facility with access to over 114 Billers in India