Introduction :Branch is considered as one of the most important channel of the bank and is generally the most preferred

channel from the customer's point of view. The branch is referred to as the face of the bank since the customer can visit personally and meet and interact with the branch officials and avail the various services offered by the bank. In reality, the branch is the sales and service channel of a bank and the branch employees are generally responsible for both sales and service of bank's products. Sales in terms of branch banking could be of any of the bank's deposits, products, gold, retail or other investment products of other approved organizations, such as life insurance, general insurance, and mutual fund. The most common examples of deposit products of a bank are savings bank account, current accounts, fixed deposit accounts, and recurring deposit accounts. The customers or the prospects desiring to open any of these accounts have to fill an Account Opening Form [AOF] and submit the specified documents in order to meet the Know Your Customer [KYC] guidelines issued by the Reserve Bank of India [RBI] The examples of a bank's asset products include personal loan, home loan, car loan, and credit card. When a customer approaches the branch for any of the loan products of the bank, the branch employee takes down the contact details of the customer and the record of the lead generated are kept with the bank for follow up action. Sometimes, such leads are escalated to outsourced agencies, such as Direct Sales Agent [DSA] or Direct Marketing Agent [DMA] of the bank. These agencies, in turn, get in touch with the customers for obtaining the necessary documents. The credit decision whether to sanction or not the various loans to the customers is taken by the bank officials in the credit sanctioning department of the bank.

Aims & Objectives :To evaluate the performance of Banking industry in India

To determine the impact of different services of bank on the customers behaviour

To identify the functional capabilities of bank

To suggest and evaluate the banking routine functions

To study the customer behaviour and interest in bank services

To study important phases of the banking function

To study the investment methods and Indian Banking Industry

RESEARCH METHODOLOGY :The objective of the present study can be accomplished by conducting a systematic market research. Market research is the systematic design, collection, analysis and reporting of data and findings that are relevant to different marketing situations facing the Bank. The marketing research process that is adopted in the present study consists of the following stages: Formation of problem: To assess the routine banking function in a systematic manner. Methods of Collection of data: Data would be a collection of both primary as well as secondary data. The primary data would consist of data obtained from oral discussion in Axis Bank Malad (E) Branch and questionnaires. To complete this research report, we use data from various magazines, articles, online researches and books as a secondary data. Secondary data with all due credits and sources are specified in the bibliography section. Research Instrument: Discussion & Questionnaires would be designed to take in primary data whereas for secondary data, the focus would be on discussions, books, journals, online magazines, research and internet as well as library database.

Axis Bank Ltd - Malad (E) Branch

Functions Performed by the Bank Branch :Several Functions/Services are offered to customers by the bank branches. The following list only covers the main services offered by the Axis Bank Malad Branch.

Account opening Cash receipts Cash payments Cheque book issue Stop payment of cheques Closure of fixed deposits and premature withdrawals Issue of DDs and banker's cheque Safe deposit lockers Foreign exchange services Gold retail DeMat services Acceptance of clearing cheques Deliverables, such as cheque books, debit cards, PINs and passwords Acceptance of queries and complaints Investment services Standing instructions Retail loan products

All above functions/ services are explained in detail below :-

ACCOUNT OPENING PROCESS

There are three types of bank account i.e. Saving account, current account and recurring account. Normally an individual opens a Saving bank account for his convenience Current account is for the daily and routing transaction which is useful for small scale as well as the big business group Fill the Preliminary Account Opening Form.

Download the Account Opening Form by clicking the link provided, and print it. Alternatively, you can also download the form by using the link provided in the email that will be sent to you. Fill the Nomination Form, Mandate Form, etc. as applicable and attach all the required documents. Our Phone Banking Officer will contact you to help you complete the Account Opening Form, and assist with the required documentation.

Submit the completed application form along with your initial pay-in check/draft and required documents by choosing any of the options below, depending on your location abroad: On receipt of your completed application form and documents, we will set-up your account and issue your Welcome Kit containing your account number, cheque book and ATM Card / International Debit card.

Cash receipts by Bank/Deposit by customer

Cash deposit in the axis bank is also a very easy and fast. The entire process is as follows : Fill up the Cash Deposit slip with proper account number and name Also provide the proper denomination of notes of cash deposit And finally handover cash at Cash receipt counter and take the stamped receipt of deposit amount. Now you can also deposit cash in the new cash deposit Machine.

Cash payments by Bank/Withdrawl by Customer

Cash Withdrawl in the axis bank is also a very easy and fast. The entire process is as follows : Fill up the Cash Deposit slip with proper account number and name Or provide the Bearer Cheque of any bank account holder in the same bank Present the cheque at the cash payment counter Cheque should be properly written and signed by the account holder and there should be enough balance In the Bank Account And collect the cash from the counter But the easiest way of withdrawing cash is cash withdrawl from 24 hour Axis bank ATM

Cheque book issue

The bank also provide this service of providing cheque book, and the process is as under

Customer has to feel one form for new cheque book. After a request from customer bank processes the request and forward it to their cheque book issue department Cheque book issuing department than couriers the Cheque book at the customers address in 7-15 days

Stop payment of cheque

This is also a very important functions performed by the bank branch : Customer has to provide a letter to the bank requiesting for the stop payment of cheque The letter should have a cheque number, Name of the Party and the date of issue of cheque Bank will charge some Bank charges for providing this additional services

Issue of DDs and banker's cheque

The Customer may place a request for issue of demand drafts / pay orders (the Instrument) by visiting AXIS Bank branch or through AXIS Bank 24-Hour Customer Care Centre or through such other mode and subject to such terms and conditions as AXIS Bank may intimate from time to time. In the event the Customer places a request through AXIS Bank 24-Hour Customer Care Centre, of such amount as may be intimated by AXIS Bank, he may thereafter collect the same from any Instrument issuing AXIS Bank branch chosen by the Customer on the same day of placing such request within such time as may be intimated to the Customer, failing which the Instrument will be sent to the communication address of the Customer last recorded in AXIS Banks records. In such an event, AXIS Bank shall be at a liberty to recover charges for such posting. AXIS Bank shall not be responsible on account of non-delivery or delays in delivery or non-receipt of the Instrument. AXIS Bank reserves the right to discontinue the Service at any time without prior notice to the Customer. AXIS Bank shall have the right to reject the request in the event of insufficient balance at any point of time from acceptance of request till dispatch of the Instrument to the Customer. AXIS Bank shall be entitled, at its sole discretion to accept or reject such requests. The provision of such Service shall be subject to such charges as may be applicable and the Customer authorises AXIS Bank to recover such charges by debiting the Account. The Customer may request for cancellation of the Instrument in the event the request for issue of the Instrument is placed through AXIS Bank 24-Hour Customer Care Centre, provided such request for cancellation is placed while the Instrument is still within the possession of AXIS Bank.

If the Instrument is lost or has to be cancelled once the same is with the Customer or his agent, the request for cancellation shall be accepted at the Instrument issuing AXIS Bank branch.

Closure of fixed deposits and premature withdrawals

DEFINITION :

Traditional Fixed Deposits" are fixed deposits where interest is paid at regular intervals, i.e., Quarterly or Monthly, as requested by the Customer/s at the time of creating the fixed deposits.' "Cumulative Fixed Deposits" are fixed deposits where interest is compounded quarterly and reinvested with principal amount. Maturity Value shall mean the amount payable to the customer at the end of the term of the fixed deposit subject to deduction of any tax as may be applicable. Date of Fixed Deposit

The effective date of fixed deposit shall be the date on which the amounts of deposit placed are realized by / credited to AXIS Bank Limited (the Bank ). No fixed deposit receipt will be issued in anticipation of realisation of cheque/s in relation to any deposit and will be issued only on actual receipt of payment / deposit monies. In case requests for opening fixed deposits are received on a Sunday or holiday through electronic channels like internet banking, phone banking, ATM or any other electronic channel, the fixed deposit will be opened with value date of the next business working day. In case requests for opening fixed deposits are received on Sunday from customers walking into a branch working on Sunday, the fixed deposit will be opened on the next business working day with value date of Sunday.

Fixed Deposit Receipt / Memorandum of Deposit

At the time of placing the fixed deposit if the customer does not opt for a Fixed Deposit Receipt, an Advice / MOD shall be issued by AXIS Bank by default. In cases where Auto Renewal or Auto Closure option is selected, only an Advice/MOD shall be issued. However, a Fixed Deposit Receipt will be made available to the customer on specific request.

Payment of Interest on Fixed Deposit

Interest on fixed deposits is reckoned/paid at quarterly / monthly intervals and at the rate/s applicable as on the value date of opening of fixed deposits, as the case may be, in accordance with with the rate fixed by the Bank from time to time as also directives issued by Reserve Bank of India ("RBI"). The interest may be paid either in a lump sum at the time of maturity or it may be paid every quarter or every month in accordance with the regulatory payments for payment of interest on the fixed deposit. Where the interest is to be paid by the Bank in lump sum at the time of maturity, the fixed deposit shall bear the yearly rate of interest on the fixed deposit. The Bank may announce special rates for senior citizens and staff

Premature/partial closure of Fixed Deposits

In the event of the fixed deposit being closed before completing the original term of such deposit, interest will be paid at the rate applicable on the date of deposit for the period for which the deposit has remained with the Bank. The deposit may be subject to penal rate of interest as prescribed by the Bank on the date of deposit. For the deposit amount remaining after the part withdrawal, interest rate will be reset as the rate applicable for the amount remaining, for the original tenure, as prevailing on the date of opening of the deposit. hanother scheme of Fixed Deposit, the existing deposit would be subject to penal rate of interest as prescribed by the Bank on the date of deposit. Interest will be paid for the period the deposit has remained with the bank. The interest rate prevailing on date of re-investment of term deposit will be applicable for the new term deposit.

Safe deposit lockers

Axis Bank also provides the Safe deposit lockers services to their customer They Charge the interest on the total value for the safe deposit

Foreign exchange services

Providing foreign exchange is also a very vital function performed by the bank They are providing services such as providing forex to the customer who are traveling abroad.

Gold retail
This is nothing but a loan agaist the gold security, Now a days so many financial company and banks are providing the loan against the deposit of gold such as MUTHUL FINANCE, IIFL Etc Axis bank also provides the such kind of services and they are providing the loan against the gold at a good interest rate.

DeMat services
Demat account is an account which is used for the transaction of shares Normally if anybody wants to buy or sell the share of NSE or BSE, they require a demate account for the transation Bank branch provides the demat accout facility to their customer

Acceptance of clearing cheques

This is also a routine bank function which provide the services to their customer The bank accept the cheque of their customer for clearing and remit the fund to the third party after analysing the proper signature, name and Amount of the cheque In case of non availability of fund, the cheque can be bounce or dishonored, in such case the bank can charge the bank charges for their additional services

Deliverables, such as cheque books, debit cards, PINs and passwords

This is also a very important function performed by the bank to provide the good service to their customer Axis bank delivers the cheque book, Debit card, Credit Card, PINs and password to their customers registered address

Acceptance of queries and complaints

The branch also notes down the complaints and the queries of their customers And they provide the quick action for sorting the queries and complaints of their customers

Long Term- Short Term Loans

The bank branch also provises the following loans which are short term as well as the long term in nature i) ii) iii) iv) v) vi) Home Loan Personal Loan Vehicle Loan Gold Loan Loan against Stock Business Loan

The interest rates depends upon the nature and period of the loan The bank strictly analyses and checks the all document with proper verification The bank also checks the present market value of the mortgage asset and after words the bank sanctions the loan

Analyses of Data Despite the emergence of several other delivery channels external to the bank, branch banking still remains its utility. This might be due to the advantage of the location of branches enjoyed by the customer. Also, in the current state of development the alternate channels have limited service capabilities which make a branch an extremely useful service and delivery outlet. A branch is capable of handling diverse requirements of a customer in addition to projecting the human feeling arising out of the personal relationship with the branch officials.

Conclusion :In most of the banks, the front office activities that involve customer interaction are handled at the branches, for instance, cash receipts and payments, issue of DD or lockers. The back office activities, such as clearing and account opening may be centralized at a different location away from the branch. Activities like clearing centralize payments of drafts and other instruments, which are related to the local area, may be grouped in to one centre. Certain other activities that are common across centres may be performed at another place for the purpose of achieving efficiency of operation and controlling costs.

Discussion :Opinion :Bibliography/Reference :-