www.aensi.

in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

A comparative study on customer services rendered by State Bank

of India and ICICI bank in Sivagangai district
A.Duraipandi
Assistant Professor, Department of Commerce,
Ganesar College of Arts and Science,
(Affiliated to Bharathidasan University, Tiruchirappalli-24)
Melaisivapuri Post, Ponnamaravathi Tk, Pudukkottai District-622 403

Received: 12 March Revised: 19 March Accepted: 25 March

Abstract
Present scenario focuses on the environment of cut-throat competition, where private and
foreign banks are leaving no stones unturned to attract new customers and existing customers of the
banking sector to their turf, because customer retention has become the key to the survival of
national and international banks. In the competitive world, awareness level of customers is increasing
day by day, and their expectations are increasing as they have a wider choice of products and
services, and the concept of generation to generation banking has also undergone changes.
Customers' loyalty is now conditioned by the quality of products and its delivery mechanism i.e.
Service. All these have necessitated the banks to provide better and excellent customer service. New
products are added to the basket and above all, computerization and networking is adopted for faster
processing and proper information. The latter opened the gate for a host of Delivery channels.
Internet services today have become a basic service when they have become sufficiently common
place and widely deployed to no longer provide substantive differentiation on a relative basis.

Keywords: Customer Utility of Services, Comparison of Services Rendered by SBI and ICICI.

Introduction
The banking sector is very important for the economic development of a country.
Traditionally the banks worked as finance depositor and finance provider only but presently as the
scenario have changed and many policies and other technical changes have become the part of
economies therefore now banks also play many roles in the development of economy. The study is an
attempt to analyze the financial performance of SBI and ICICI banks. The State Bank of India,
popularly known as SBI is one of the leading bank of public sector in India. SBI has 14 Local Head
Offices and 57 Zonal Offices located at important cities throughout the country. ICICI bank is the
second largest, leading bank of private sector in India. The Bank has 2,533 branches and 6,800 ATMs
in India. The study is descriptive and analytical in nature. The collected data was secondary in nature
and collected from various reports issued by these banks through internet. The comparison of
financial performance of these two banks was made on the basis of ratio analysis. The results
indicated that the SBI is performing well and financially sound than ICICI Bank. Also the market
position of SBI is better than ICICI in terms to earning per share, price ratio per share and dividend
payout ratio, but on the other hand ICICI bank is performing well in terms of NPA and provision for
NPA in comparison of SBI bank.
Banking sector is backbone of economy in the country. The finance collected from this sector works
in economy as blood works in the body. The banking sector is characterized by various services such
as account facility, ATM facility, loan facility, mutual fund facility and many other financial services.

21 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

These services help a citizen to facilitate his/her work life and private life in many ways. In India the
banking sector is witnessed various changes after liberalization and globalization. These changes
mould and change the structure of banking system. After globalization many banks has entered in
India and has gave tough competition to the existing banks in India. In India few public and few
private sector banks were operating since conceptualization of this sector but now they have to face
severe competition from the foreign banks to sustain in the market and consequently many
amendments were made by these domestic players to attract customers. Though the „own country
bank‟ factor has played important role in the sustainment of these domestic banks because customers
can easily rely on these banks and undoubtedly want to transact and make relations with domestic
banks. Due to this reason, presently as well many foreign banks has stepped into our country but still
not well established. The new generation is open minded in terms of new change and want to avail
new facilities offered by foreign banks therefore preferring the foreign banks over domestic banks
and now gradually the way of foreign banks is becoming easier in India. But the present study is
focusing on the domestic banks and tries to study the financial performance of domestic banks to
present the picture before the masses by comparing the public and private sector banks so that the
investors, bankers, customers and government can see the insight of domestic banks to make the
relation with these banks in future. For this purpose one private bank i.e. ICICI and one public sector
bank i.e. SBI have been taken to study the financial performance on the basis of ratio analysis. As SBI
is one of the leading public sector banks in India and ICICI is the second largest and leading bank of
private sector in India. Apart from this the NPA to advance comparison between these two banks was
also made to depict the picture of debtors which has turned to bad debts for these banks. The total
income depiction of both banks was also made through graph to show the income earning position of
the banks. In addition to this, market test ration was also calculated to present the market position of
banks in terms of earning per share, price earning ration and dividend payout ratio.

Product and services offers by bank

(i) Deposits A Bank accepts deposits from the public. People can deposit their cash balances in either
of the following accounts to their convenience.
(ii) Fixed Deposits Cash is deposited in this account for a fixed period. The depositor gets receipts
for the amount deposited. It is called fixed deposit receipt. The receipt indicates the name of the
depositor, amount of deposit, rate of interest and the period of deposit. This receipt is not
transferable. If the depositor stands in need of the amount before the expiry of fixed period, he can
withdraw the some after paying the discount to the bank.
(iii) Savings Account This type of deposit suit those who just want to keep their small savings in a
bank and might need to withdraw them occasionally. Banks provide a certain rate of interest on the
minimum balance kept by the depositor, during the month.
(iv) Current Account This type of account is kept by the businessman who are required to withdraw
money every ne and then. Banks do not pay any interest on this account. Any sum or any number of
withdrawals can be presented by such an account holder.
(v) Loans Facility Loans are granted by the banks on securities which can be easily disposed off in
the market. When the bank has satisfied itself regarding the soundness of the party a loan is
advanced.
(vi) Credit Cards All Banks (except the Swiss Bank) provide VISA and Master card cards that enable
individuals to make payments over the Internet or in shops.
(vii) Mobile Banking Mobile Banking (also known as M-Banking, mbanking, SMS Banking etc.,) is a
term used for performing balance checks, account transactions payments etc., via a mobile device

22 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

such as a mobile phone. Mobile banking today 2018 is most often performed via SMS or the Mobile
Internet but can also use special programs called clients downloaded to the mobile device.
(viii) Internet Banking Online banking (or Internet banking) allows customers to conduct financial
transactions on a secure website operated by their retail or virtual bank, credit union or building
society.
(ix) Core Banking System Core Banking is a general term used to describe the services provided by
a group of networked bank branches. Bank customers may access their funds and other simple
transactions from any of the member branch offices etc.

Review of related literature

The banking system of India is featured by a large network of bank branches, serving many
kinds of financial services of the people. The State Bank of India, popularly known as SBI is one of the
leading bank of public sector in India. ICICI Bank is second largest and leading bank of private sector
in India. The present study is conducted to compare the financial performance of SBI and ICICI Bank
on the basis of ratios such as credit deposit, net profit margin etc. The period of study taken is from
the year 2007-08 to 2011-12. The study found that SBI is performing well and financially sound than
ICICI Bank but in context of deposits and expenditure ICICI bank has better managing efficiency than
SBI.
Financial health of a bank is the guarantee not only to its depositors but is equally significant
for the shareholders, employees and whole economy as well. As a sequel to this maxim, efforts have
been made from time to time, to measure the financial position of each bank and manage it efficiently
and effectively. In this paper, an effort has been made to evaluate the financial performance of the two
major banks operating in northern India .This evaluation has been done by using CAMEL Parameters,
the latest model of financial analysis. Through this model, it is highlighted that the position of the
banks under study is sound and satisfactory so far as their capital adequacy, asset quality,
Management capability and liquidity is concerned.
Aruna Dhade and Manish Mittal (2008) in their research project Preferences, satisfaction and
chances of shifting –A study of customers of public sector banks in India. In which they mainly
focus on the primary opinion of the customers of these banks. The State Bank of India (SBI) is selected
as the representative of the public sector banks and HDFC, ICICI, IDBI and UTI as representatives of
the new private sector banks.. It is evident from the study that the customers of private banks are
more satisfied than those of the SBI. Customers of the SBI are more sensitive with regard to the
processing time taken for account handling and technological updates. The researcher finds that
Dissatisfaction in those areas can lead to a shift to other banks, while proximity to residence and
sometimes, delay in processing time can be a reason for changing the existing bank for a new one in
the case of private bank customers. Customers of private banks are more satisfied than those of the
SBI. In prompt services private banks have little edge over the SBI, and technologically customers of
private banks.
Pooja Mengi (2008) in Customer satisfaction with service quality-An empirical study of public
and private sector banks Which compares customers‘ perceptions of service quality of public and
private banks of Jammu? The service quality of both the banks has been measured using SERVQUAL
(service quality) scale. It was found that customers of public sector banks are more satisfied with the
service quality, than those of private sector banks. The results of the study indicate that tangibility
and reliability provides Maximum satisfaction to customers of private as well as public sector banks.
Superior SERVQUAL performance will ensure maximum customer satisfaction and also help in
attaining customer‘s loyalty. Improved customer satisfaction through SERVQUAL would result in a
positive word-of-mouth and consequently better customer acquisition and retention.

23 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

Kusum W. Ketkar, Venderbilt University in her article performance and profitability of Indian
banks in post reform Period explained the technique of DEA (data envelopment analysis) has been
used after deriving efficiency of each institution by using comparable mix inputs. The researcher
concludes that a high percent of officers in their workforce has added to their efficiency. Excessive
bank investment in government securities has negatively impacted bank efficiency. Such
overdependence on government securities by public sector banks is an indication of their risk-
averse behavior. Finally, the new MSI variable developed to measure the income environment facing
each bank is found to be quite relevant in explaining lower efficiency scores of state-owned and
nationalized banks.
B S Bodla and RichaVerma Bajaj (2006) in an analysis of private sector banks in India the
Production approach of Data Envelopment Analysis (DEA) was applied to judge the efficiency of
private sector banks. In this model, banks are considered as service providers, and while interest
expenses, non-interest expenses and the Non-Performing Asset (NPA) ratio. The study findings are as
follows:
• The private sector banks performed their best in the year 1998-99.
• The major source of inefficiency, in the case of private sector banks, was deposits (15 banks) in
2000-01, advances (19 banks) in 2001-02, investments (18 banks) in 2004-05, and net NPAs to net
advances ratio (19 banks) in 2004-05. Therefore, it can be inferred that the position of private banks is
greatly affected by the output variables; And On the whole, HDFC Bank was the top performer with an
average productivity score of 414.56%, followed by ICICI Bank. Centurion Bank (64.17%) was the
most in efficient bank among the private sector banks during the study period. Based on the above
findings, it can be said that the efficiency of private sector banks was acceptable during the study
period.
Usha Lenkaa, Damodar Suarb and Pratap K.J. Mohapatra in Customer satisfaction in Indian
commercial banks through total quality management approach study examines whether soft and
hard aspects of quality management practices determine service quality and customer satisfaction.
Data were collected from a branch manager and a valued customer from each of the 315 scheduled
39 commercial bank branches in Orissa (India). A conceptual model depicting the relationship was
applying structural equation modeling. Results reveal that transformational leadership, workplace
spirituality and service climate, depicting the soft aspects of quality management practices, do
increase employees ‘job satisfaction and affective commitment. Management information system and
physical evidence depicting hard aspects of quality management practices enhance service quality.
The study reveals that not only the information and analysis, but also the quality of the system, quality
of information and efficiency of managers in using those technologies are important for providing
better services to customers. Manoj P.K, (2010) in Determinants of Profitability and Efficiency of
Old Private Sector Banks in India with Focus on Banks in Kerala State: An Econometric Study
paper which Focuses on the OPBs based at Kerala state (KOPBs) in the Indian union, this paper seeks
to identify the determinants of profitability and operational efficiency of KOPBs, using an econometric
methodology. For the sake of comparison of KOPBs, the general case of OPBs and New generation
Private sector Banks (NPBs) in India have also been analyzed. Their study results that priority sector
advances are do not affect either profitability or risk management adversely, as against the popular
belief in this regard. The strategies as above have got special significance in respect of OPBs in
general and KOPBs in particular in the ongoing globalized regime of fierce industry competition;
because higher profitability, and strong risk management capability are vital for these banks for
survival and growth.
Jaspal Singh and Gagandeep Kaur (2011 in) Determinants of Customer Satisfaction: An
Empirical Study of Select Indian (Universal) Banks in which they investigate the determinants
of customer satisfaction of Indian (Universal) banks. Data was collected from a sample of 180

24 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

respondents using convenience sampling technique. Factor analysis results reveals that
responsiveness, tangibles, services innovation, reliability and accessibility, assurance, pricing and
other facilities, problem solving capability and convenient working hours are the main determinants
of customer satisfaction. Their result shows that customer satisfaction is influenced by nine factors,
namely, Responsiveness, tangibles like appearance of a bank‘s physical facilities equipment and
employees, Reliability 40 and accessibility, assurance, pricing and other facilities, problem solving
capability and convenient working hours of bank.
G Santhiyavalli and b. Sandhya in Service Quality in Service Quality Evaluation in Select
Commercial Banks: A Comparative Study which evaluates the service quality of select leading
commercial banks by identifying the major factors responsible for customer satisfaction. To support
the objective of the study, SERVQUAL technique, based on the model developed by Parasuramanet
al. (1988), was adopted. The factor analysis clearly indicates that among the five dimensions
assurance‘, tangibility ‘and reliability ‘are the major factors responsible for customer satisfaction
which stood at 74% with regard to the services provided by ICICI Bank. State Bank of India (SBI)
scored 94% on customers ‘satisfaction in respect of ‗reliability‘, responsiveness‘, empathy and
tangibility. The findings of the study reveal that the service quality of SBI is much better than the
services offered by the ICICI Bank. Based on the services offered by the SBI, reliability‘,
responsiveness‘, empathy ‘and tangibility ‘are the dimensions which stood at 94% on customer
satisfaction
Sonia Chawla and Ritu Sehgal (2011) in An Empirical Analysis of the Awareness and Satisfaction
Level of Internet Banking Users with Respect to Demographic Profile, This study is an attempt to
explore the sources of awareness regarding Internet banking and usage of Internet banking services.
The study also assesses the satisfaction level of the respondents on the basis of their demographic
profile across the public and private sector banks. The data was collected from 120 respondents
belonging (SBI), (PNB) and among the public sector banks, and (ICICI) Bank, (HDFC) Bank and Axis
Bank among the private sector banks in the state of Punjab The study reveals that age has a
statistically significant effect on the choice of a particular bank. Income also has a significant influence
on the number of banks used. Their findings say that the satisfaction level can be improved with some
more efforts of the banks by providing Internet banking services as per the users ‘expectations.
Dr Biranchi Swar (2012) in Managing Customers‟ Perceptions and Expectations of Service
Delivery in Selected Banks in Odisha, This study was conducted among six banks of Odisha, viz.,
State Bank of India (SBI) & Punjab National Bank(PNB) in public sector banks being the largest and
oldest banks in India, ICICI Bank and Axis Bank in the private sector banks being the 2nd largest
bank and most successful bank in India, and Citibank and Standard Chartered Bank having the
maximum operations in India among the foreign banks. For this study service delivery (Human
element and Systemization element) is taken as an independent variable to provide better customer
service quality,. A sample of 524 useable questionnaires of customers has been analyzed. It has been
found that as far as customers ‘perceptions of service delivery are concerned human element of
service delivery’ is the most important dimension, followed by systemization element of service
delivery respectively.
Navinkumar Mishra and Vijaykumar Pandey (may 2013) in their paper “customer satisfaction
–A comparison of public and private sector banks of India in which research is done to compare
public and private sector banks of India by evaluating their customer satisfaction. This research is
mainly based on primary data which has been collected through a well-structured questionnaire
(adapted from three different studies). The questionnaire has been distributed to 350 different
respondents on different chosen locations. This paper makes a useful contribution as there are very
low number of studies has been conducted in India on such areas like price, technology, reliability,

25 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

customer service, location and infrastructure. Their finding says that most of people prefer to deal
with public sector banks due to safety and reliability factors.

Need for the study

The need for emphasis on banking sector for an organizations growth arises for the following
reasons:
1. Death of capable managerial manpower now and a greater nee in the future increases the
competition for available talent.
2. Continued growth and development of business, coupled with increased complexities such as the
problems of size, technology and competition, add further pressures. Unsettled political economic
and social conditions do not diminish pressures on a bank manager.
3. The need to continually press for improved banking performance to improve the quality of service
rendered by the do not customer satisfaction.

Statement of the problem

The Banks (Public and Private) have been facing stiff competition due to the entry of foreign
banks. The application or use of technology for the qualitative transformation in the process of
banking service is necessary and quite natural, since the market is competitive and the customers are
receptive. Consumerism has taken a new shape. The needs and requirements of the customers are
developing and expanding very fast. In this complex and fast changing environment, the only
sustainable competitive advantage for banks (Both public and private sector) is to give the customer
an optimum blend of technology and traditional services. Hence meeting the competition and the
customer requirements are the priorities of both public and private sector banks and hence he
focusing element in the thesis title is a comparative study of customers preferences of the major two
player competitors in banking sector, SBI and ICICI.

Objectives of the study

Objectives of the study the study is about comparison between two banks services with
reference to consumer preferences, so the purpose is as follows.
1. To study the Demographic profile area of the study period covered from 2014 – 2019.
2. To find out customer relationship with banks.
3. To know that how far customers are aware about various services provided by banks.
4. To know customer satisfaction about various services and process in transactions.
5. To know employees opinions about promoting services and customer dealings.
6. To know and compare overall satisfaction of customers regarding both bank services.
7. To offer suitable suggestions based on the findings of the whole study.
To full fill the purpose separate questionnaire are made to understand opinions. Here one
questionnaire is for customers and another is created for bank employees. In customers
questionnaire various questions like factors to keep in mind while selecting bank, bank employees’
attitude, time taken to provide service, extra facilities, customers’ problem solutions and other
necessary questions are included. In employees questionnaire questions related to CRM practices,
communication about new services, related to commitment, complaints, marketing of various
services and other necessary details are also included.

Methodology
The study has been conducted with reference to the data related comparative study of service
rendered by SBI and ICICI bank. These banks have been studies with the belief that they hold the
largest market share of banking business in India, in their respective sector. The study examines the

26 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

for evaluating the Utilization of Banking Service, Customer Service awareness and utility, Customer
utilization of services, Customer level of satisfaction services, Customer relationship management
practices, and Bank environment, Updating the modern technology, Customer accessibility,
Customer service cost.

Sampling technique:

Sample Size For this purpose of this study, the sample size comprise of 300 respondents. (SBI 150-
Customers, ICICI 150-Customers)
Method of Sampling For the study on Customer service provided by public sector banks and private
sector banks with reference to SBI and ICICI bank, random sampling method has been adopted.
Non-probability Sampling Techniques is a sampling technique where the samples are gathered in
a process that does not give all the individuals in the population equal chances of being selected. This
method, sometimes referred to as a convenience sample, does not allow the researcher to have any
control over the representativeness of the sample.
Probability Sampling Techniques Probability sampling is a sampling technique where the
samples are gathered in a process that gives all the individuals in the population equal chances of
being selected.
Simple Random Sample. The simple random sample is the basic sampling method assumed in
statistical methods and computations. To collect a simple random sample, each unit of the target
population is assigned a number. A set of random numbers is then generated and the units having
those numbers are included in the sample. For example, let‘s say you have a population of 300
customers and you wish to choose a simple random sample each bank of 150 customers.

Sources of data information and collection

The study is undertaken on the basis of all details about services from SBI and ICICI. It
includes the banks profile, evolution and developmental phases, awards won by both the banks and
other necessary details. The primary data is also plays very vital role in this study which is collected
through questionnaires prepared separately for selective bank branches customers and employees.
These respondents (customers and employees) are from Sivagangai District.
 SBI and ICICI banks ‘websites on internet.
 Authenticated websites on internet
 Website of RBI (Reserve bank of India)
 Information collected to know the preferences and opinions would be mainly from
 Primary sources such as: Customers of some of the official cities,
 In Sivagangai District Employees of some selective branches of SBI and ICICI.
 CMIE (Centre for monitoring Indian economy)
 The questionnaires were designed based on the study of literature and brain storming
sessions held with management faculty and practicing mangers. Feedback of the respondents,
received during testing of the questionnaire was also considered.
Appendix A.1 shows the complete questionnaires as used for the survey.

Method of collection of data

Primary Data will be collected through questionnaires.
Secondary Data will be collected through various sources such Bank magazine, Bulletin, Internet and
Banking journals.

27 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

Hypothesis
In the light of the objectives set, the following assumptions are framed
1. Public Sector banks are facing stiff competition from private sector banks with regard to customer
satisfaction.
2. There is a difference in level of satisfaction of SBI and ICICI customers.
3. Employees of ICICI bank are more efficient in providing services to customers than employees of
SBI.
H0: There is no significant difference in the perceptions regarding satisfaction level with respect to
the services of the bank among the customers belonging to different Age Group, Educational Level,
Monthly Income and Occupation.
H1: There is significant difference in the perceptions regarding satisfaction level with respect to the
services of the bank among the customers belonging to different Age Group, Educational Level,
Monthly Income and Occupation.

The analysis and interpretation of data

The analysis is made on the basis of the answers collected from all the respondents. In all 300
questionnaires were circulated in different branches in Sivagangai District. Most of the customers
were regularly visiting customers of the branches some customers were from the reference groups.
The study evaluates the demographic profile study the customer various utilization of services
in both banks. The result after simple percentage analysis is given below:

Sl. No. Table Bank Demographic Variables No. of % of

No. Customers Customers

1. 1.1 SBI Gender Male 107 71.33%

Female 43 28.67%

Total 150 100.00

2. 1.1 ICICI Gender Male 102 68.00%

Female 48 32.00%

Total 150 100.00

3. 1.2 SBI Age 18-35 41 27.33%

36-60 77 51.34%

> 60 32 21.33%

Total 150 100.00

4. 1.2 ICICI Age 18-35 53 35.33%

36-60 76 50.67%

> 60 21 14.00%

Total 150 100.00

5. 1.3 SBI Occupation Service 55 36.67%

Business 46 30.67%

28 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

Professional 32 21.33%
Students 13 08.67%
Housewife 04 02.67%

Total 150 100.00

6. 1.3 ICICI Occupation Service 53 35.33%

Business 37 24.67%

Professional 46 30.67%

Students 11 07.33%

Housewife 03 02.00%

Total 150 100.00

Graduates 72 48.00%

Post Graduate
7. 1.4 SBI Education 44 29.33%

Others 34 22.67%

Total 150 100.00

8. 1.4 ICICI Education Graduates 78 52.00%

Post Graduate 29 19.33%

Others 43 28.67%

Total 150 100.00

9. 1.5 SBI Income Level < Rs.30,000 23 15.33%

Rs.30,000 - Rs.50,000 42 28.00%

> Rs.50,000 85 56.67%

Total 150 100.00

10. 1.5 ICICI Income Level < Rs.30,000 14 09.33%

Rs.30,000 - Rs.50,000 33 22.00%

> Rs.50,000 103 68.67%

Total 150 100.00

Source: Primary Data

 From the Table 1.1 it shows that, 71.33% for SBI, and 68% for ICICI of the respondents belong
to the male, 28.67% for SBI and 32% for ICICI of the respondents Female.
 Comparatively, SBI Customers data comprises more male customers in this survey, However
there is no big difference between SBI and ICICI. Customers.
 From the Table 1.2 it shows that, 27.33% of the respondents belong to the age group

29 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

18-35, 51.34% of them were 36-60, only 21.33% of the respondents were above 60 for SBI.
 From the Table 1.2 it shows that, 35.33% of the respondents belong to the age group
18-35, 51.67% of them were 36-60, only 14.00% of the respondents were above 60 for ICICI.
 Comparatively, In the surveys in both the banks customers are almost from middle age
group-36-60 years. The young age customers 18-35 years are more than in ICICI. While in SBI
the senior citizen people are more in number as compare to ICICI, in this 21% in SBI. Vs. 14%
in ICICI.
 From the Table 1.3 many of the respondents are from service class 36.67% some are from
business class 30.67%, 21.33% are professionals while vary few are housewives for SBI.
 Almost neat to 35.33% respondents are from service class, many of them are from business
class, 24.67% are professionals and 30.67% are professional, 7.33% are students, 2% are
other respondents (non-working) for ICICI.
 Comparatively, In ICICI, more customers are from service and business sector as compare to
SBI in this survey. In SBI more customers are professionals as compare to ICICI, However the
difference is not so noticeable. Some respondents in SBI and ICICI are students/housewives
UG. And PG students respectively.
 From Table 1.4 In this, most of the respondents are from post graduate qualifications 29.33%,
Many respondents are with Graduation 48.00%. Some of them are either doctorate or any
other professional degree holders 22.67% for SBI.
 In this most of the respondents are form graduate qualifications 52% many respondents are
with post graduation 19.33%, some of them are both doctorate and any other professional
degree holders 28.67% for ICICI.
 Comparatively, So far as education is concerned, most of the respondents in both the banks
are from the category of Graduation Qualification. So it is derived that they hold pretty
appreciable higher education. Some of the respondents are with Post graduate and
Professional degree and also experience with corporate sector. So, it is derived that most of
respondents are highly educated and experienced.
 From this Table 1.5 for SBI most of the respondents are from middle class and having 3 lakh
above income p.a., Only 28% customers are with income group of 1-3 lakh. Very few
respondents 15.33% are with less than 1 lakh income, many of them are students and
housewives.
 For ICICI 68.67%, respondents are from above 3 lakh income group, 22%, are from 1-3 lakh
income group, Only 9.33% comes under 1 lakh income group.
 Comparatively, So far as income is concerned, most of the respondents in both the banks are
from category of 3 lakhs & above per annual. In SBI more customers are from 1 lakh and less
Rupees income category 15.33% as compare to ICICI 9.33%. Customers falling in second
category, (1-3 lakh) in SBI 28% while in ICICI it 23% which reflects that mostly they come
from same social class. In this survey most of the customers fall under third category (3 lakhs
and above), in SBI its 56.67% while in ICICI its 68.67%. Percentage of customers of both the
banks.

30 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

Descriptive statistical analysis

Sl. Tabl Variables N Mea Std. Groups SS. df. MS. F Sig.
No. e n Deviatio
No. n

1. 2.1 Age Group 04 3.75 0.500 Betwee 0.696 4 0.174 1.316 0.267
n
2. 69 3.88 0.365

3. 54 3.96 0.334 Within 19.17 145 0.132

7
4. 16 4.00 0.365

5. 07 3.71 0.488

Total 150 3.91 0.365 Total 19.87 149

3

1. 12 4.00 0.426 Betwee 3

n 0.197 0.066
2. 24 3.96 0.204
2.2 Educationa
l Level 0.488 0.691
3. 79 3.89 0.284 Within 19.67 146 0.135
6
4. 35 3.91 0.365

Total 150 3.91 0.365 Total 19.87 149

3

1. 09 4.00 0.000 Betwee 0.090 3 0.030 0.221 0.881

n
2. 36 3.92 0.368
2.3 Monthly
3. 90 3.90 0.398 Within 19.78 146 0.136
Income
3
4. 15 3.93 0.258

Total 150 3.91 0.365 Total 19.87 149

3

1. 06 4.00 0.000 Betwee 0.709 4 0.177 1.341 0.258

n
2. 21 4.00 0.316
2.4 Occupatio
3. 85 3.88 0.359 Within 19.16 145 0.132
n
5
4. 31 3.87 0.428

5. 07 4.14 0.378

Total 150 3.91 0.365 Total 19.87 149

3
Source: Primary Data

31 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

 The above table 2.1 from result clearly indicates that the of F.1.316 with 4 and 145 degrees of
freedom, resulting in a probability of 0.267, as the associated probability value of F-test is
more than the significance level of 0.050, the null hypothesis of equal population means is
accepted . So there is no significant difference in the perceptions regarding satisfaction level
with respect to the services of the bank among the customers belonging to different age
group.
 The result of table 2.2 clearly indicates that the F=0.488 with 3 and 146 degrees of freedom,
resulting in a probability of 0.691. As associated probability value of F-test is more than the
significance level of 0.050, null hypothesis of equal population means is accepted. So there is
no significant difference in the perceptions regarding satisfaction level with respect to the
services of the bank among the customers belonging to different education level.
 The above table 2.3 result clearly indicates that the value of F=0.221 with 3 and 146 degrees
of freedom, resulting in a probability of 0.881. As the associated probability value of F-test is
more than the significance level of 0.050, the null hypothesis of equal population means is
accepted. So there is no significant difference in the perceptions regarding satisfaction level
with respect to the services of the bank among the customers belonging to different income
level.
 The result of table 2.4 clearly indicates that the value of F=1.341 with 4 and 145 degrees of
freedom, resulting in a probability of 0.258. As the associated probability value of F-test is
more than the significance level of 0.050, the null hypothesis of equal population means is
accepted. So there is no significant difference in the perceptions regarding satisfaction level
with respect to the services of the bank among the customers belonging to different
occupation.

Limitations of the study

As the research is based on questionnaires here are some limitations.
1. Because of time and other constraints in this survey it would not be possible to contact each and
every branch of SBI and ICICI whose responses would have provided a better insight regarding
customers ‘preferences regarding bank services.
2. Purpose of research is limited to study customers preferences and likings on banking services of
Sivagangai District only.
3. Lack of some customers and employees interest to fill up Questionnaire.
4. Customers past experience may also affect his present preference.
4. Selection of some of the cities of Sivagangai only.
5. Limited sample size 300 only.
6. Difficulty to get details from some employees of both the banks.

Findings
The analysis of customers feedback has been made with help of charts (bar and pie charts),
which shows the proper comparison between the answers given by the respondent of SBI and ICICI.
Here two questionnaires are analyzed one is customers feedback and then after employees feedback
1. Many of the respondents are from service sectors and most of them are from the income group of
three lakhs and above.
2. Most of the customers have savings account and many of them have also invested in fixed deposits.
3. Among all the routine services offered by SBI and ICICI, ATM and credit/debit card is the most
commonly widely used services

32 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

4. A noticeable difference can be seen in SBI and ICICI customer’s responses, in cash deposits ICICI
customers are considerably more satisfied than SBI customers, same scenario is in cheque deposits
net banking that ICICI customers are more satisfied then SBI customers
5. In cash withdrawal also there is a vast difference in satisfaction level of SBI and ICICI, here SBI
customers are less satisfied because many a times they have to face hurdles like delay in time, to
stand in a long queue and to wait due to unofficial breaks taken by employees/cashier.
6. It is derived after analyzing that most of the customers have rated facilities (sitting facilities, safe
drinking water, ATMs, passbook machine and others) and ambience as the most essential parameter
which should have in a bank.
7. So far as staff behavior is concerned, SBI customers are less satisfied and they have suggested that
many a times cashier/in charge employees are not so attentive to solve their complaints or to provide
satisfactory service.
8. For almost all the respondent’s location of bank and widespread network of bank is also very
important, in this point both the banks win customers preference.
9. In the point of bank loan, most of SBI customers are not satisfied with time taken by employees, as
per their opinion they take more time for sanctioning the loan. Apart from these, they charge more
interest as compare to ICICI bank loan schemes, while ICICI being a private sector leader offers
more attractive schemes in loan for different sectors a s compare to SBI.
10. Loan applying and sanctioning process is also complicated in SBI as compare to ICICI, as per their
opinions.
11. After considering all the essential services the customers have opined the overall satisfaction
level also, SBI customers are satisfied mostly but ICICI customer are appreciably satisfied with their
bank. There is a considerable difference in their satisfaction level.
12. So it is derived that even though SBI is the leading bank in India as well nationalized
13. Most of the SBI people have not gone through any problem but some have filed complaints While
in ICICI less people have filed complains as compare to SBI. This is the vital factor affecting
customer’s preferences.
14.The another important fact is that some of the complaints in SBI were not solved through bank
authority while in ICICI almost every complaint was solved through bank authority, and this directly
affects employees satisfaction and preferences.
15. After considering employees questionnaire it was found that in ICICI many of the employees Are
of young age (18 to 35) as compare to SBI. There is a considerable education qualification wise
difference in both the banks employees, in ICICI more post graduates as well with professional
degree are working compare to SBI.
16. Both the banks develop banking product services after considering customers suggestions but
ICICI is more attentive in this matter.
17. So far as experience of service is concerned its implied that in SBI more employees have more
than 10 years as well some have even more than 30 years of experience as compare to ICICI.
18. It is indeed necessary to disclose all necessary details to customers as and when it is needed, by
collecting customers opinions it is found that in ICICI almost all information are given by many of
their employees.

Suggestions
1. On the basis of the entire analysis of customers’ responses and employees responses as well also
by incorporating their suggestions, as a researcher some suggestions are as follows from the entire
evaluation of this study.
2. SBI as the leading bank in India, technologically updated also as compare to previous years, But
due to tough competition with other banks and especially private sector giant ICICI, SBI has to face a

33 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

tough competition, so suggestion is that firstly it should try to minimize its NPA (non performing
assets) which is quit higher than the other banks, then there can be a noticeable improvements in its
performance.
3. Another suggestion is about the delay in transaction. By asking many customers it is found that
many of the senior employees from SBI takes more time than the required during completion of the
transaction, for e.g. cashier takes unofficial breaks, to stand in a long queue to fill up pass book, many
a times the employees attitude is also not so courteous or supportive, they may not much attentive to
the customers.
4. Many times ICICI keeps more bank charges for any ordinary transaction as a mediator or even in
credit or debit card as compare to SBI. Their ATM charges are also higher as compare to SBI A part
from these for some special services they charge higher than SBI. The reason is easy to understand
that ICICI is a private sector bank unlike SBI.
5. So far as ATMS are concerned, many a time’s customers find difficulty due to faulty ATMs, or when
they are not properly in working conditions. If they lodge complaints it is not easily solved so the
suggestion is that being a leader of banking sector SBI should give prompt solution of this very
common problem faced by customers.
6. In net banking system on the basis of this study it was found that SBI customers are not very
satisfied, the reason might be difficulty in accessibility or system. They should focus on more updated
system and consumer friendly operations of net banking like ICICI.
7. Being public sector bank SBI provides necessary facilities and ambience but not compatible to
ICICI. This is one of the major factor which affects customers preference to select a bank and also
affect their satisfaction level.
8. A suggestion to SBI is that normally for loan sanctioning it takes more time as compare to other
banks and especially for housing loan. The applying and sanctioning process is also not so hassle
free. Apart from these SBI demands more documents as compare to ICICI. So due to this many small
entrepreneurs or business ventures cannot take the advantage.
9. Every bank is required to use technologically updated service facilities now a days in the tough
competition in banking sector private bank are ahead in this so SBI is suggested to use more techno
friendly services for the customers.
10. A bank is always required to promote services or products newly launched, here SBI is suggested
to promote it within the regular customers group personally also which is already adopted strategy
by its competitor ICICI.
11. A customer always expects prompt response for any question or confusion, ICICI being from
private sector is particular and focused to give immediate possible response to customer which is the
matter of improvements to certain extent in SBI.
12. CRM (customer relationship management) practices are widely adopted in service sectors,
banking is one of the prominent part of service industry. By asking employees of SBI it is found that
many of them are not strongly agree with this so suggestion to SBI is that they should more sincerely
try to develop strong relations with customers by various ways and means.
13. After all overall satisfaction of a customer is also very important to win their trust. By asking to
customers of both the banks it was found that SBI customers are less satisfied and the reasons are
employee’s time taken, some services still have to be technologically updated and prompt solution of
the complaints, and better CRM practices. If the bank focuses on all these mentioned points it can win
customers preferences to great extent.

Conclusion
The stiff competition within the banks has come out as a boon for the customers who are now
witnessing a wide range of options to choose right from banks to banking services. Banks in India are

34 The research journal of social sciences April 2019 volume 10 number 4

 www.aensi.in /Index in Cosmos ISSN 0025-1348 (P), 2456-1356 (O) UGC APPROVED

now passing through a phase of customer market. Gone are the days when one used to wait for banks
before withdrawing cash from his/her bank account. With the rapid advancement of technology in the
sector, one can execute most of his/her account transactions without visiting the banks.

Bibliography:
1. Arunadhade and Manish Mittal (2008), Preferences ,satisfaction and chances of shifting- A study of
customers of customers of public sector banks in India, the ICFAI journal of bank management, vol-7,
no.2, 2008
2. B S Bodla and RichaVerma Bajaj (2006), An analysis of private sector banks in India, The IUP journal
of bank management, vol-9, no. 1 and 2, 2010
3. B S Bodla and RichaVerma Bajaj (2006), An analysis of private sector banks in India, The IUP journal
of bank management, vol-9, no. 1 and 2, 2010, pp.60-82
4. Jaspal Singh and Gagandeep Kaur (2011)) in Determinants of Customer Satisfaction: An Empirical
Study of Select Indian (Universal) Banks, The IUP journal of bank management, Vol-10, No.1, 2011
5. Kusum W. Ketkar (2008), performance and profitability of Indian banks in post reform period, The
international journal of finance, Vol-20, No.3, 2008
6. Dr.M.Kumarswami, Jayprasad D.(2014),Customer Relationship Management in KaveriGrameena
Bank, Gjra - Global Journal For Research Analysis, Volume : 3 Issue : 2 Feb 2014, pp 29-34
7. Manoj p.k, (2010), Determinants of Profitability and Efficiency of Old Private Sector Banks in India
with Focus on Banks in Kerala State: An Econometric 227 Study, International research journal of
finance and economics, issue- 47.2010, pp. 1-15.
8. Navinkumar Mishra and VijaykumarPandey(may 2013) in their paper “customer satisfaction –A
comparison of public and private sector banks of India International journal of multidisciplinary
research academy(IJMRA), Vol-3, no-5, 2013 ,pp 166-175
9. Navinkumar Mishra and VijaykumarPandey (may 2013) in their paper ―customer satisfaction –A
comparison of public and private sector banks of India, International journal of multidisciplinary
research academy (IJMRA), Vol-3, no-5, 2013.
10. Pooja Mengi (2008) , Customer satisfaction with service quality-An empirical study of public and
private sector banks, The IUP journal of management research,vol.-7, no.9,2009, pp.7-17
11. G Santhiyavalli and b. Sandhya in Service Quality Evaluation in Select Commercial Banks: A
Comparative Study, The IUP journal of operation a management, Vol-10, No.1, 2011.
12. Sonia Chawla and RituSehgal (2011) in An Empirical Analysis of the Awareness and
Satisfaction Level of Internet Banking Users with Respect to Demographic Profile, The IUP journal of
marketing management, vol- 11, no-1,2012.
13. N.Satghiya ,(2013),A study on customer relationship management practises (with reference to
salem district) IJSR-,International journal of science and research,Vol-2,Issue-11,November 2013, pp
89-92
14. Uppal R. K (2011), India banking sector reforms: Rationale, efficacy and necessity of third
reforms,’ Business Administration and Management (BAM), Prime Journals, Vol. 1(3), March 10th
2011, pp. 68-72.

Web references
1. www.competitionmaster.com
2. www.sbi.co.in
3. www.icicibank.com
4. www.rbi.org.in
5. www.isrj.net
6. www.ideas.repec.org

35 The research journal of social sciences April 2019 volume 10 number 4