EXECUTIVE SUMMARY

Private banking is a concept which is new and fast emerging in the world of banking where
changes have become a necessity in order for banks to survive in this competitive
environment vis-à-vis not only from the public and private sector banks but also from the
foreign banks. The objective of the research is to explore the various products, which a private
banker deals into and the systematic process involved to match client requirements with the
right kind of product.

Through this research one of the main objectives is to explore the reason why most of the
banks are injecting private banking as business profile to their set of service offerings.

Though private banking evolved in late 80’s in Asia, in India it is not more than 5 years sold.
ICICI started it in Aug 2002 and since then it has been a remarkable success. Today there are
enormous solutions to cater client needs but what suits best to a client is where private
banking fits in. Every client will have different needs, liking and preferences. So a customized
portfolio for every client is the need of the day. This research and project will highlight more
on the product portfolio of ICICI Private Banking, how they have changed or innovatively
structured to be attractive and competitive.

INTRODUCTION

Banking is a customer oriented services industry and Indian banks have started realising
that business depends on client service and the satisfaction of the customer. This is
compelling them to improve customer service and build relationships with customers.
Satisfied customer is the real asset for any organization that ensures long-term
profitability even in the area of great competition. It is found that satisfied customer repeat
his / her experience to buy the products and also creates new customer by communication
of positive message about it to other. Customer satisfaction is quite a complex issue and
there is a lot of debate and confusion about what exactly is required and how to go about
it. This article is an attempt to review the necessary requirements, and discuss the steps
that need to be taken in order to measure and track customer satisfaction.
 OBJECTIVES

1] To understand the major attributes of customer satisfaction.

2] To determine the main factors influencing the level of customer satisfaction in ICICI Bank.
3] To assess the level of customer satisfaction on the quality of services provided by the ICICI bank.
4] To study consumer perception about the ICICI BANK.

RESEARCH METHODOLOGY

Research methodology is a way to solve the research problem systematically. It involves the
various steps to find out the solution of an identified problem. It also clarifies the logic behind
the study of the problem. When we talk about research methodology we not only talk of the
research method but also consider the logic behind the method or techniques and why we are
not using other so the results are capable of being evaluated.

PRIMARY DATA –
Primary data are those collected by the investigator himself for the first time and thus they are
original in character, they are collected for a particular purpose. A well-structured
questionnaire was personally administrated to the selected to collect the primary data.

SECONDARY DATA-

Secondary data are those, which have already been collected by some other person for
their purpose and published. Secondary data are usually in the shape of finished products.
CHAPTER 1
 INTRODUCTION

CUSTOMER SATISFACTION IN BANKING

In today’s competitive environment relationship marketing is critical to banking corporate

success. Banking is a customer oriented services industry and Indian banks have started
realising that business depends on client service and the satisfaction of the customer. This
is compelling them to improve customer service and build relationships with customers.

Financial liberalization and deregulation has increased the competition among banks to
attract potential customer. Every banker tries to provide superior to keep satisfied
customer.

Satisfied customer is the real asset for any organization that ensures long-term
profitability even in the area of great competition. It is found that satisfied customer
repeat his / her experience to buy the products and also creates new customer by
communication of positive message about it to other (Dispensa,1997). On the other hand,
dissatisfied customer may switch to alternative product /services negative message to
other. So, organization must ensure the customer satisfaction regarding their goods /
services (Gulledge,1996)

Banking operations are becoming increasingly customer dictated. The demand for
'banking supermalls' offering one-stop integrated financial services is well on the rise.
The ability of banks to offer clients access to several markets for different classes of
financial instruments has become a valuable competitive edge. Convergence in the
industry to cater to the changing demographic expectations is now more than evident.
Banc assurance and other forms of cross selling and strategic alliances will soon alter the
business dynamics of banks and fuel the process of consolidation for increased scope of
business and revenue. The thrust on farm sector, health sector and services offers several
investment linkages. In short, the domestic economy is an increasing pie which offers
extensive economies of scale that only large banks will be in a position to tap. With the
phenomenal increase in the country's population and the increased demand for banking
services; speed, service quality and customer satisfaction are going to be key
differentiators for each bank's future success. Thus it is imperative for banks to get useful
feedback on their actual response time and customer service quality aspects of retail
banking, which in turn will help them take positive steps to maintain a competitive edge.
The working of the customer's mind is a mystery which is difficult to solve and
understanding the nuances of what customer satisfaction is, a challenging task. This
exercise in the context of the banking industry will give us an insight into the parameters
of customer satisfaction and their measurement. This vital information will help us to
build satisfaction amongst the customers and customer loyalty in the long run which is an
integral part of any business. The customer's requirements must be translated and
quantified into measurable targets. This provides an easy way to monitor improvements,
and deciding upon the attributes that need to be concentrated on in order to improve
customer satisfaction. We can recognize where we need to make changes to create
improvements and determine if these changes, after implemented, have led to increased
customer satisfaction. "If you cannot measure it, you cannot improve it." - Lord William

Satisfied customers are central to optimal performance and financial returns. In many
places in the world, business organizations have been elevating the role of the customer to
that of a key stakeholder over the past twenty years. Customers are viewed as a group
whose satisfaction with the enterprise must be incorporated in strategic planning efforts.
Forward-looking companies are finding value in directly measuring and tracking
customer satisfaction (CS) as an important strategic success indicator. Evidence is
mounting that placing a high priority on CS is critical to improved organizational
performance in a global marketplace.

With better understanding of customers' perceptions, companies can determine the actions
required to meet the customers' needs. They can identify their own strengths and
weaknesses, where they stand in comparison to their competitors, chart out path future
progress and improvement. Customer satisfaction measurement helps to promote an
increased focus on customer outcomes and stimulate improvements in the work practices
and processes used within the company.

When buyers are powerful, the health and strength of the company's relationship with its
customers – its most critical economic asset – is its best predictor of the future. Assets on
the balance sheet – basically assets of production – are good predictors only when buyers
are weak. So it is no wonder that the relationship between those assets and future income
is becoming more and more tenuous. As buyers become empowered, sellers have no
choice but to adapt. Focusing on competition has its place, but with buyer power on the
rise, it is more important to pay attention to the customer.

Customer satisfaction is quite a complex issue and there is a lot of debate and confusion
about what exactly is required and how to go about it. This article is an attempt to review
the necessary requirements, and discuss the steps that need to be taken in order to
measure and track customer satisfaction.
 COMPANY PROFILE

ICICI Banks is a private sector bank which is the second largest bank of India it has huge
number of branches throughout India and also in abroad. ICICI Bank is a leading private
sector bank in India. The Bank’s consolidated total assets stood at Rs.12.50 trillion at
June 30, 2019. ICICI Bank currently has a network of 5,275 branches and 15,589 ATMs
across India.

PRODUCT OFFERED BY THE COMPANY

ICICI Bank Products and Services

ICICI Bank offers a host of products and services to its clients, which include Deposits,
Loans, Cards, Investments, Insurance, Demate, NRI Services and Online Services etc.

Deposits

• Savings Account

• Advantage Deposit

• Special Savings Account

• Life Plus Senior Citizens Savings Account

• Fixed Deposits

• Security Deposits

• Recurring Deposits

• Tax-Saver Fixed Deposit

• Young Stars Savings Account

• Child Education Plan

• Salary Account

• Advantage Woman Savings Account

• EEFC Account

• Resident Foreign Currency (Domestic) Account

• Privilege Banking

• No Frills Account

• Rural Savings Account

• People's Savings Account

• Self Help Group Accounts

• Outward Remittance

• Freedom Savings Account

• Family Banking

Loans

ICICI Bank offers following loan facilities:

• Home Loans

• Loan Against Property

• Personal Loans

• Car Loans

• Two Wheeler Loans

• Commercial Vehicle Loans

• Loans Against Securities

• Loan Against Gold Ornaments

• Pre-approved Loans

ICICI Home Loans

ICICI Bank is the largest provider of Home Loans in India. ICICI Home Loans offer
unbeatable benefits to ensure that its clients get the best deal without any hassles. ICICI
Bank Home Loans provide loans not only at competitive interest rates, but also are so
designed that they cater to the specific needs of consumers.

New products / New features in existing products are introduced from time to time based
on customer feedback. ICICI Bank offers easy home loans for purchase or construction
off later house. The benefits associated with ICICI Home Loans which give them an
edge over other players in the market are:

• Attractive and customer friendly loan interest rates

• Loans as low as INR 0.2 million is available

• Term loans up to 20 years is available

• Loans come with a Free Personal Accident Insurance Policy

• Premium charged in case of insurance options for Home Loans is also attractive.

• Simplified Documentation

• Doorstep Service

• Home Loans can be sanctioned even before selecting a property

(All the above facilities are situational and subject to changes according to the company's
discretion.) With varied offering of house loans and home finance, ICICI Bank Home
Loans provide a variety of options to its customers from which they can choose the one
that suits them the best. The various policies or terms of ICICI Home Loans are:

• Fixed Rate Home Loan

• Adjustable Rate Home Loan or Floating Rate Home Loan

• Partly Fixed and Partly Floating Rate Home Loan

• Smart fix Home Loan

• Money saver Home Loan

The other types of loans include Land Loans, Office Premises Loans, Home Improvement
Loan and Home Loan for NRI. One can also leverage his/her existing property to get a
Loan against Property, Property Overdraft or Lease Rental Discounting. All of these are
available at a fixed rate or an adjustable rate of interest.
Another significant feature of ICICI Home Loans is that it allows the customer transfer
the balance of his/her existing home loan from other banks. Moreover, the Home Loans
are also liable to tax benefits.

Thus, for all good reasons mentioned above, ICICI Home Loans have been and will be
the most sought after in the distant future.

ICICI Bank Credit Cards

The provision of paying for an expensive commodity in easy installments is the basic
advantage of using a credit card. An ICICI Credit Card provides the facility of cash,
convenience and a range of benefits, anywhere in the world.

The benefits associated with ICICI Bank Credit cards are:

• Free cards for a lifetime

• Insurance benefits

• Global emergency assistance service

• Discounts

• Utility payments

• Travel discounts and and a few others.

ICICI Bank also offers a range of cards, each designed for a specific purpose as
follows:

• Premium Card

• Co-branded Card

• Classic Card

• Affinity Card

• Picture Card

• Corporate Card

• EMI Card

• Preferred Card
• Value for Money Card

The Premium Credit Card from ICICI Bank provides the card bearer, the benefits of
owning an exclusive Credit Card for his/her convenience and usage. The card includes
special deals to complement the bearer's lifestyle. Other cards in this category include
Super Gold Credit Cards, Platinum Credit Cards along with Travel Cards for Airmiles,
the best holiday packages and air tickets. A Golf Credit Card comes with a free
membership of the Indian Golf Union along with special Golfing benefits.

The Co-branded Credit Card provides access to various useful commodities the
consumption of which would otherwise be expensive. For example an ICICI Bank Co-
branded Card of a departmental chain can enable the consumer to buy commodities at a
lesser cost than he would normally have to do without the card.

The Classic Credit Card category comprises the following:

• ICICI Bank Sterling Silver Credit Card

• ICICI Bank - American Express Green Credit Card

• ICICI Bank Visa Mini Card

• ICICI Bank Online Credit Card

EMI Credit Card provides unique credit facility, where the customer's monthly EAD
(EMI Amount Due) is fixed and inclusive of all charges. Any incremental purchases will
not increase the EAD paid by the customer but only result in the proportionate increase in
the tenure of repayment.

The Value for Money Credit Card is the first in India of its kind. A no-frills Card packed
with benefits that matter. India's only internationally valid Value for Money Photo Card
offers an unmatched combination of features and convenience.

Thus as the introduction on credit card facility has brought about a revolution in the world
of purchases, the ICICI Credit Card has only taken this facility to the next level much to
the convenience of its millions of users worldwide.

ICICI Bank Investments Plans

• ICICI Bank Tax Saving Bonds

• Mutual Funds

• Government of India Bonds

• Initial Public Offers (IPO) by Corporates

• Foreign Exchange Services

• ICICI Bank Pure Gold

• Senior Citizens Savings Scheme, 2004

Insurance Plans

• Home Insurance

• Health Insurance

• Health Advantage Plus

• Family Floater

• Personal Accident

• Travel Insurance

• Individual Overseas Travel Insurance

• Student Medical Insurance

• Motor Insurance

• Car Insurance

• Two Wheeler Insurance

• Life Insurance

• ICICI Pru LifeTime Gold

• ICICI Pru LifeState RP

NRI Services By ICICI Bank

Following services are offered to the NRIs:

• Money Transfer

• Bank Accounts

• Investments
• Home Loans

• Insurance

• Loans Against FD

ICICI Mobile Banking

A user friendly automated service menu offers customers, a convenient access to their
accounts coupled with security. All the transactions are protected by a ATM PIN
(Personal Identification Number) which is a personal password to their respective Bank &
Credit Card Account and Tpin in case of Demat Account . Any additional assistance is
provided by the Phone Banking Officers (PBOs).

Self Phone Banking (IVR) Access Mechanisms are as follows :

• For Deposits, customer needs to key-in his ATM or Debit Card Number and its
corresponding ATM PIN.

• For Credit Cards, customer needs to key-in his 16 digit Card Number and its
corresponding ATM PIN.

• For Demat Account Holder , customer needs to key-in his 14 Digit Demat
Account Number and its TPIN

• For Bond Account Holders, customer needs to key in the Bond Holder Number
only.

• All the above facilities are obtained absolutely free of charge.

Some of the Phone Banking services offered by ICICI Bank are:

Bank services:

• Account Balance

• Mini Statement

• Cheque Book Request

• Cheque Status Enquiry

• Stop Cheque Payment

• Utility Bill Payment

• Internet User id

• Mobile banking Registration

Card Services:

• Outstanding Balance

• Details of Last Statement

• Details of Last Payment

• Last five Transactions

• Reward Points status

Demat Services:

• Holding statement

• Transaction History

• Submitting Delivery Instructions

• Request for Instruction Booklet

• Information on Redemption:

• Information on Interest

• Information on Despatch of Bonds certificates

Other Services:

• Loss or Replacement of card

• Re-issue of ATM PIN

• Standing Instructions

• Complaints and suggestions

• Inquire about any ICICI Bank product

Market performance of ICICI Bank:

ICICI Bank is one of the leading bank in India it is the second largest private sector bank
in India in terms of asset and capitalization, with overall market share of Rs.
214,886.64cr.

ICICI bank is India’s largest private sector bank with total assets of 9,860.43 billion (US$ 152.0
billion) at March 31, 2017 and profit after tax of 98.01 billion (US$ 1.5 billion) for the year ended
March 31, 2017. ICICI Bank currently has a network of 4,850 Branches and 14,164 ATM's across
India.

HISTORY OF ICICI BANK –

ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian financial institution, and
was its wholly-owned subsidiary. ICICI's shareholding in ICICI Bank was reduced to 46% through a
public offering of shares in India in fiscal 1998, an equity offering in the form of ADRs listed on the
NYSE in fiscal 2000, ICICI Bank's acquisition of Bank of Madura Limited in an all-stock
amalgamation in fiscal 2001, and secondary market sales by ICICI to institutional investors in fiscal
2001 and fiscal 2002. ICICI was formed in 1955 at the initiative of the World Bank, the Government
of India and representatives of Indian industry. The principal objective was to create a development
financial institution for providing medium-term and long-term project financing to Indian businesses.

In the 1990s, ICICI transformed its business from a development financial institution offering only
project finance to a diversified financial services group offering a wide variety of products and
services, both directly and through a number of subsidiaries and affiliates like ICICI Bank. In 1999,
ICICI become the first Indian company and the first bank or financial institution from non-Japan Asia
to be listed on the NYSE.

After consideration of various corporate structuring alternatives in the context of the emerging
competitive scenario in the Indian banking industry, and the move towards universal banking, the
managements of ICICI and ICICI Bank formed the view that the merger of ICICI with ICICI Bank
would be the optimal strategic alternative for both entities, and would create the optimal legal
structure for the ICICI group's universal banking strategy. The merger would enhance value for ICICI
shareholders through the merged entity's access to low-cost deposits, greater opportunities for earning
fee-based income and the ability to participate in the payments system and provide transaction-
banking services. The merger would enhance value for ICICI Bank shareholders through a large
capital base and scale of operations, seamless access to ICICI's strong corporate relationships built up
over five decades, entry into new business segments, higher market share in various business
segments, particularly fee-based services, and access to the vast talent pool of ICICI and its
subsidiaries.

In October 2001, the Boards of Directors of ICICI and ICICI Bank approved the merger of ICICI and
two of its wholly-owned retail finance subsidiaries, ICICI Personal Financial Services Limited and
ICICI Capital Services Limited, with ICICI Bank. The merger was approved by shareholders of
ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002,
and by the High Court of Judicature at Mumbai and the Reserve Bank of India in April 2002.
Consequent to the merger, the ICICI group's financing and banking operations, both wholesale and
retail, have been integrated in a single entity.

ICICI Bank has formulated a Code of Business Conduct and Ethics for its directors and employees.

ICICI GROUP COMPANIES

ICICI bank offers a wide range of banking products and financial to corporate and retail customer
through a variety of delivery channel and through its group companies.

ICICI GROUP

ICICI Prudential Life Insurance Company

http://www.iciciprulife.com/public/default.htm

ICICI Securities

http://www.icicisecurities.com

ICICI Lombard General Insurance Company http://www.icicilombard.com

ICICI Prudential AMC & Trust http://www.icicipruamc.com

ICICI Venture http://www.iciciventure.com

ICICI Direct

http://www.icicidirect.com

ICICI Foundation http://www.icicifoundation.org

DISHA Financial Counselling

http://www.icicifoundation.org

ICICI Bank also has banking subsidiaries in UK and Canada

 Head office and branch office

Registered Office: ICICI Bank Tower,

Near Chakli Circle, Old Padra Road, Vadodara 390007, Gujarat, India.

Tel :+91-265-6722286

CIN : L65190GJ1994PLC021012

Corporate Office: ICICI Bank Towers, Bandra-

Kurla Complex, Mumbai 400 051. Tel : +91-22-
33667777

Fax : +91-22-26531122
BUSINESS OBJECTIVE OF ICICI BANK

Vision:
To be the leading provider of financial services in India and a major global bank.
Mission:
We will leverage our people, technology, speed and financial capital to:
• Be the banker of first choice for our customers by delivering high quality, world-class
products and services.
• Expand the frontiers of our business globally.
• Play a proactive role in the full realisation of India’s potential.
• Maintain a healthy financial profile and diversify our earnings across businesses and
geographies.
• Maintain high standards of governance and ethics.
• Contribute positively to the various countries and markets in which we operate.
• Create value for our stakeholders.

TECHNOLOGY USED IN ICICI BANK

ICICI Bank, India’s largest private sector bank, ICICI is announced the deployment of „Software
Robotics‟ in over 200 business processes across various functions of the bank. The bank is the first
in the country and among few, globally, to deploy „Software Robotics‟ that emulates human actions
to automate and perform repetitive, high volume and time consuming business tasks cutting across
multiple applications.
At ICICI Bank, software robots have reduced the response time to customers by up to 60% and
increased accuracy to 100% thereby sharply improving the bank’s productivity and efficiency. It
has also enabled the bank’s employees to focus more on value-added and customer-related functions.
The software robots now perform over 10 lakh banking transactions every working day.

ICICI Bank has deployed these software robots in over 200 business process functions across the
organisation including retail banking operations, agri-business, trade & forex, treasury and human
resources management among others. The bank has implemented the „Software Robotics‟ platform
mostly in-house, leveraging recent advancements in artificial intelligence such as facial and voice
recognition, natural language processing, machine learning and bots among others.

“ICICI Bank has a legacy of pioneering innovations in technology to create propositions that provide
increased convenience to customers. We have created new paradigms in the financial services
industry by taking the lead in introducing path breaking innovations including internet banking,
mobile banking, Tab banking, Touch Banking branches and banking on social media.

It is yet another proud moment for us as we bring forth the futuristic technology of 'Software
Robotics'. We have re-engineered over 200 business processes which are powered by software
robots across various functions of the Bank. This initiative marks a milestone in the banking
innovation in the Indian banking industry as it joins a select group of overseas organisations which
have deployed this unique state-of-the-art robotic technology in such a large way.

The software robots are processing over 10 lakh transactions daily, bringing in unparalleled
operational efficiency, higher accuracy and a massive reduction in processing time for customer
services. Further, with our retail banking growing at over 25% every year, we will be ready to handle
larger volumes with the same resources. This initiative deeply embodies the bank’s philosophy of
‘khayaalaapka’, wherein we strive to offer the best-in-class experience to our customers.

It will also enable our employees to focus on more value-added services while having better work-life
balance. I believe that the implementation of, Software Robotics‟ will herald a transformational
change in the Indian banking industry. We plan to more than double the software robots to over
500 by end of this fiscal.”

The software robots at ICICI Bank are configured to capture and interpret information from systems,
recognize patterns and run business processes across multiple applications to execute activities
including data entry and validation, automated formatting, multi-format message creation, text
mining, workflow acceleration, reconciliations and currency exchange rate processing among others.
This launch comes close on the heels of a slew of technology-led innovative services introduced by
the bank. The list includes fully automated and round-the-clock 'Touch Banking' branches, Tab
Banking, banking on Facebook and Twitter, the country's first contactless debit and credit cards,
Pocket’s- India’s first digital bank on mobile phone and, I Mobile SmartKey’s – Asia’s first payment
service using a smartphone keyboard.

ICICI Bank services its large customer base through a multi-channel delivery network of 4,451
branches, 14,073 ATMs, call center, internet banking (www.icicibank.com), mobile banking,
banking on Facebook &

Twitter and ‘Pockets by ICICI Bank’ the country’s first digital wallet. (Figures as on June 30, 2016)

An employer the bank extends a lot of authority along with justified accountability to you. The
working culture is very collaborative in nature. It can be owed to the fact that the bank is highly
segmented with a lot of overlapping and mostly distinct roles and responsibility. ICICI Bank has
established itself as a one stop solution (Universal Bank) for all financial need of individuals and
institutions alike. The credit for the same can be attributed to its vast network, probably the largest
among private sector banks. This makes the life of an employee a lot easier, especially for those who
face the external customers. You do not have to justify your organization, it is only the product that
has to be pitched. As far as employee benefits are concerned, ICICI Bank offers a lot of financial
benefits ranging from your family health insurance to your kids school donations. The organization is
sensitive to the needs of its employees as this quality is one of the building blocks (DNA) of the
organizational culture. The organization will be giving you enough flexibility to innovate and come-
up with new ideas. It will also exhibit its in terms of well laid systems, processes and infrastructure. It
will extend a fast track growth for those with extraordinary talent at the same time offer stability to
those who are able to deliver satisfactorily. Overall, I would say it's a lifetime experience to work
with such a behemoth organization. It might not be the best paymaster but it definitely will impress
you with its capability as the head master (Principal) of banking industry. There are huge competition
between the employee to achieve the goal.

TECHNOLOGY

ICICI use many type of advance technological software like Pinnacle 7.0 and Pinnacle 7.016. Among
from this software ICICI bank uses the e-banking, core banking, mobile banking electronic display
ICICI Bank was using Teradata for its data warehouse. However, due to its proprietary hardware, the
cost of procurement, upgrades and administration was soaring. The closed box architecture of
Teradata imposed restrictions on scalability. Secondly, querying and loading could not happen
simultaneously. Queries could only be run during business hours because the loading of data had to
take place during off- business hours. This meant that the refresh rate of EDW was delayed, so
queries may not reflect the most current data. ICICI Bank was also dependent on Teradata for support
and other activities: The bank was completely tied down to that solution. These issues compelled
ICICI Bank to look for more efficient and flexible solutions. The solution would have to address not
only current issues, but accommodate future growth expectations and business requirements. ICICI
Bank evaluated numerous data warehousing solutions in the pursuit of solving its issues, and
developed a shortlist of alternatives for its migration proof-of-concept: Sybase, SAS and Netezza.
The primary criteria for evaluation was the price-to-performance ratio where Sybase IQ emerged the
clear winner. During this rigorous testing, Sybase IQ delivered faster results on independent
hardware and operating systems with minimum infrastructure. Commending the improvements
achieved, Amit Sethi,Joint General Manager, ICICI bank says, "What impressed us was that even
with overall lower costs, we could achieve significantly better query performance after implementing
the Sybase enterprise warehouse solution." ICICI Infotech today launched an enterprise resource
planning (ERP) solution for the small and medium enterprises. The ERP package - Orion Advantage
- comes bundled with an HP dual processor Xeon server, Oracle 9i database, Windows 2003 server
and costs about Rs 9.90 lakh and has a 15-user license. An ERP package helps a manufacturer or any
other business implementing it to manage all the important parts in the company such as product
planning, parts purchasing, maintaining inventory and interacting with suppliers and customers.
ICICI Infotech officials told a press conference here today that Orion Advantage offered a set of
business practice solutions for industry segments such as engineering, auto ancillary,
pharmaceuticals, chemicals and IT distribution. Besides the cost advantage, the ERP package also
came pre-configured. ICICI Infotech had mapped the processes specific to each industry segment
into the package. Mr.Manoj Kunkalienkar, Executive Director and President, ICICI Infotech, said
that small and medium enterprises (SMEs) offered a good market and ICICI Infotech hoped to
become a leading solution provider to this segment.Mr. R.K. Kanthi, Deputy General Manager, ICICI
Infotech, said there was no ERP package for the SMEs that bundled the server, database and
operating system right now. That was the advantage ICICI Infotech offered to SMEs as Orion
Advantage came bundled and preconfigured. Besides the high cost of generic ERP packages, their
implementation time as far as SMEs were concerned was also long. Orion Advantage could be
installed in 45 days. ICICI Infotech had signed up six customers so far for the package and hoped to
garner a 15 per cent market share of the SME segment, whose number in the country was estimated
at 2.30 lakh. Mr. K.S. Natarajan, Managing Director, Trident Pneumatics Pvt Ltd of Coimbatore, one
of the companies that had installed Orion Advantage, said that the company had tried three other ERP
packages, all of which had failed, before settling on Orion Advantage. Mr. Kunkalienkar said that
ICICI Infotech planned to move the two development centers in Chennai into a single location and
double the staff strength from 300 now in the next two years. The Chennai centers were involved in
research and development of Orion ERP solutions and Premia, an insurance package.

ERP Systems Integration

Pinnacle Software Solutions has the expertise and experience to assist you with your enterprise
systems integration. From developing your strategy, through implementation and support, we bring
the right combination of resources, management skillsets, and technical know-how. We will help you
successfully integrate your Enterprise Resource Planning(ERP) systems into your overall business
and technology infrastructure. Whether you are planning an upgrade of an existing ERP system, or a
complete replacement of a legacy application and platform, we can help you improve your financial,
human resources, electronic mail, and other business systems. We work with the leading ERP
systems, including the latest versions of the Oracle and PeopleSoft applications:

General Ledger

Project Costing Accounts Payable

Human Resources
Accounts Receivable

Payroll Purchasing

Benefits Asset Management

Compensation Our technology management solutions will help you migrate hardware platforms,
improve network and database performance, develop or refresh policies and procedures, and develop
sound disaster recovery and backup solutions. Please contact us to learn how Pinnacle Software
Solutions can help you develop “Solutions that fit” Your enterprise.

ICICI VENTURE

ICICI Venture is the largest and one of the most successful private equity and Venture capital
management companies in India with aggregate funds under Management in excess of USD 2 billion.

ICICI Venture is a subsidiary of ICICI Bank, India’s second-largest bank with total assets of about
US$ 56.3 billion (March 31, 2006) and market capitalization of about USD 10.8 billion (June 2006).
Over the years, ICICI Venture has built an enviable portfolio of companies in the sectors of
information technology, pharmaceuticals, biotechnology, media and retail thereby delivering value
consistently to its investors.

ICICI Venture has the distinction of managing a large number of exits in the Country. With over 100
liquidity events, the organization has reaped rich Experience and is well positioned to handle IPOs,
strategic sale and/or mergers. ICICI Venture has a wide network of third party investors, which
include Domestic investors such as public sector banks, financial institutions and Insurance
companies. A significant portion of the fund’s corpus is also from International development
financial institutions and international funds. The company has over 40 qualified professionals with
experience across sectors and functions. The capabilities of the team, structure of the organization,
Emphasis on value creation and performance evaluation matrices enable ICICI Venture to extract
superior returns from its investments.
ICICI Venture has the distinction of managing a large number of exits in the Country. With over 100
liquidity events, the organization has reaped rich Experience and is well positioned to handle IPOs,
strategic sale and/or mergers. ICICI Venture has a wide network of third party investors, which
include Domestic investors such as public sector banks, financial institutions and Insurance
companies. A significant portion of the fund’s corpus is also from International development
financial institutions and international funds. The company has over 40 qualified professionals with
experience across sectors and functions. The capabilities of the team, structure of the organization,
Emphasis on value creation and performance evaluation matrices enable ICICI Venture to extract
superior returns from its investments.

ICICI SECURITIES – INDIA’S LEADING INVESTMENT BANK

ICICI Securities Limited is India’s leading full service investment bank with a Dominant position in
all segments of its operations - Corporate Finance, Fixed Income and Equities. It is a subsidiary of
ICICI Bank, the largest private sector bank in India and operates out of Mumbai with offices in New
Delhi, Chennai, Kolkata, New York, London and Singapore. Under the able leadership of Mr. S
Mukherji, Managing Director and CEO, ICICI Securities continues to grow as reflected in its
performance over the past couple of years. The Corporate Finance team has consistently been among
the top players in M&As and fund raising from domestic and international capital markets. The
Equities team is a major Indian brokerage house and its research covers over 90% of Sensex market
capitalization. The bond research of the Fixed Income team is a benchmark for the industry.

PRUDENTIAL ICICI

Prudential ICICI Asset Management Company enjoys the strong parentage of Prudential, one of UK's
largest players in the insurance & fund management sectors and ICICI Bank, a well-known and
trusted name in financial services in India. Prudential ICICI Asset Management Company, in a span
of just over eight years, has forged a position of pre-eminence in the Indian Mutual Fund industry as
one of the largest asset management companies in the country with assets under management of RS.
23559.60 crores (as of March 31, 2006). The Company manages a comprehensive range of schemes
to meet the varying investment needs of its investors spread across68 cities in the country.

PRUDENTIAL LIFE INSURANCE

India's Number One private life insurer, ICICI Prudential Life Insurance Company is a
joint venture between ICICI Bank-one of India's foremost financial services companies and Prudential
plc- a leading international financial services group.

Headquartered in the United Kingdom. Total capital infusion stands at RS. 15.85 billion, with ICICI
Bank holding a stake of 74% and Prudential plc holding 26%. We began our operations in December
2000 after receiving approval from Insurance Regulatory Development Authority (IRDA). Today,
our nationwide team comprises nearly 120,000 insurance advisors, 18 banc assurance partners and
200 corporate agent tie-ups.

ICICI LOMBARD

ICICI Lombard General Insurance Company Limited is a 74:26 joint venture between ICICI Bank
Limited and the US-based $ 26 billion Fairfax Financial Holdings Limited. ICICI bank is India's
second largest bank, while Fairfax Financial Holdings is a diversified financial corporate engaged in
general insurance, reinsurance, insurance claims management and investment management. Lombard
Canada Ltd, a group company of Fairfax Financial Holdings Limited, is one of Canada's oldest
property and casualty insurers. ICICI Lombard General Insurance Company received regulatory
approvals to commence general insurance business in August 2001.

PRODUCT AND SERVICES

 OBJECTIVE OF THE STUDY

1] To understand the major attributes of customer satisfaction.

2] To determine the main factors influencing the level of customer satisfaction in ICICI Bank.

3] To assess the level of customer satisfaction on the quality of services provided by the ICICI bank.

4] To study consumer perception about the ICICI BANK.

 CHAPTER 2

LITERATURE REVIEW

Satisfaction means a feeling of pleasure because one has something or has achieved
something. It is an action of fulfilling a Needs, desire, demand or expectation every
rationale customer compare the cost (price) and benefit (utility) of any product or
services. The comparison result into three types of customers; dissatisfied customer
(expectation are more than actual performance of the services); satisfied customer (actual
benefits realizes from services are equal to or more than expectations ); indifferent
customers ( actual performance and expectation are exactly equal ).

Westbrook (1981) reported that overall satisfaction is the outcome of customer’s

evaluation of a set of experience that are linked with the specific services provider. It is
observed that organization’s concentration on customer expectation resulted into greater
satisfaction (peters and waterman, 1982). Kotler (2000) defined satisfaction as a person’s
felling of pleasure or disappointment resulting from the comparison of product’s
perceived performance in reference to expectations. Customers feeling and beliefs also
their satisfaction level. It is said that satisfaction is a function of customer’s belief about
fair treatment (hunt,1991).
Customer satisfaction has become important due to increased competition as it is
considered very important factor in to determination of bank’s competitiveness
(Bartell ,1993); Haron et al.1994). Satisfaction is a post purchase evaluative judgement
associated with a specific purchase decision (Churchill and Suprenant, 1992). The
customer satisfaction is indispensable for the successful in a systematic manner
(Chakravarty et al .1996; chit wood ,1996; Romano and sanfillipo, 1996).

CHARACTRASTICS OF CUSTOMER SATISFACTION

1] Listening Skills

A customer service representative must be able to listen to the needs of the customer.
They take notes and summarize the customer’s words back to them to ensure
understanding. Instead of planning their answer or retort as the customer is speaking, they
listen with the goal of comprehension.

2] Asking Skills

Those in customer service know that asking the right questions can yield the answers that
are necessary to solve the problem or address the issue. Quality questions help to uncover
the actual needs, goals, objectives and concerns of the customers so the representative can
work to meet those needs and alleviate the concerns.

3] Responsible

To work in customer service, responsibility is a must. This responsibility is two-sided, as

it covers the agents’ responsibility in attendance, service, loyalty and attitude. It also
covers the ability of the agent to take responsibility for mistakes and results--to know that
their own actions determine the results in customer situations.

4] Responsive

Each need, question or concern is addressed in quality customer service. Bypassing a

question because the answer is not known can leave a customer feeling ignored. Many
service-related inquiries are multi-faceted so it is important to fully respond to one
inquiry before moving to another.

5] Knowledgeable

Customer service agents should be completely knowledgeable in the

department/product/service for which they are responsible. Along with this knowledge
comes confidence, which leads to customer satisfaction. If a situation arises where an
agent does not know an answer, he must be willing to admit not knowing, and find the
answer or pass the client to a representative that can answer the question.

6] Complete

A customer service representative should work through a situation to its completion.

Instead of being quick to hand off the problem or hesitant in working through a
customer’s needs, the agent should be thorough and work through each situation step-by-
step until it is resolved.

7] Timely

Customer service is at its best when it is prompt. Allowing a customer to sit on hold or
wait in the store for an available representative is unacceptable. The timely response to a
request, question, concern or problem is the first step to a solution. This may not always
be speedy, but it should be efficient and thorough.

8] Accurate

Any information relayed from a customer service representative to a customer must be

100 percent accurate. Whether it is instructions on assembly or performance, or
information on warranties, everything must be factual. Along with accuracy in fact, the
representative should be precise in the actions performed on the customer’s behalf.

FEATURES OF CUSTOMER SATISFACTION

Quality customer service is crucial to the success of any business. While marketing and
product development are important, the relationship between a business and its customers
greatly affects the success of all other elements in a business. Customer service focused
on providing a favorable experience will increase the likelihood of retaining customers
and gaining new customers through word of mouth. Poor customer service can create a
reputation that may prove difficult to overcome.

1] Relationship Between Customer and Business

Quality customer service should focus on building a relationship between the customer
and the business. Ideally, customers will continue to utilize a business' services and
products in the future, so creating a quality relationship is key to ensuring repeat business.
Good customer communication is built on a foundation of courtesy and respect. Customer
surveys can help a business better understand its customer base and establish a positive
relationship between clients and customer service representatives. Following up with
customers after a product or service has been delivered will indicate to the purchaser that
the business cares about customer satisfaction, which can increase the likelihood of repeat
business.

2] Reliability

A company should always convey reliability to its customers. Keeping promises,

providing replacement products or services in a timely fashion, and responding quickly to
questions or problems indicate to customers that a business is committed to reliable
customer service. If a customer believes that a business can be counted on in the event of
a problem, he will be more likely to purchase goods or services from that business in the
future.

3] Product Knowledge

Expressing extensive knowledge of the products and services provided by the business is
important for effective customer service. Customers contacting a company for assistance
want to receive quality information regarding their purchases. Providing extensive FAQs
on a company website and updating customer service representatives with new product
and service developments will increase overall product knowledge among employees,
which enhances the customer-service experience.

4] Ease of Doing Business

Whatever goods or services a business provides, customers should have no trouble

acquiring them. Overly complicated product descriptions, forms and purchasing
procedures can decrease customer satisfaction and ultimately reduce the likelihood of a
sale.

ADVANTAGES OF CUSTOMER SATISFACTION

1] Feedback

The information from a customer satisfaction survey provides your company with
valuable feedback on the issues that are important to your customer. You can design
surveys to find out how well your products meet customers’ needs or how satisfied they
are with different aspects of the service you offer. The feedback can highlight problems
that you were not aware of, giving you the opportunity to respond and take remedial
action.

2] Listening
A satisfaction survey provides a channel for customers to express their views. This is
important in an environment where increasing numbers of consumers share their views
and opinions on social networking sites that are outside your control. Asking your
customers for their views on your company’s products and performance indicates that
you’re prepared to listen to customers and take account of their views

3] Understanding

By sharing the results of a customer satisfaction survey with your employees, you can
build an understanding of company operations from the customers’ perspective.
Employees in departments such as accounts or order processing may not feel that their
work is relevant to customer satisfaction.

By including questions in the survey such as “how satisfied are you with the accuracy of
invoices” or “how satisfied are you with the length of time taken to process orders,” you
can highlight the importance of the work of those departments and build a customer-
focused attitude.

4] Priorities

Analyzing the responses to a satisfaction survey highlights your company’s strengths and
weaknesses from your customers’ perspective. Focus on areas of your business that
achieve very low satisfaction scores and prioritize improvement programs so that you can
remedy any serious problems in those areas. The improvement programs can take the
form of changes to business processes or employee training. If the survey indicates poor
performance in areas such as order processing or telephone response, you may be able to
improve performance by automating the processes using information technology.
Responses that highlight problems with employee attitudes or knowledge indicate a need
for training.

5] Retention

Customer satisfaction levels have an impact on your ability to retain customers. If the
survey indicates low levels of satisfaction across a large number of questions, you face
the risk of customers defecting to competitors. Research firm B2B International points
out that customers’ attitudes can fall into three distinct zones: zone of defection, zone of
indifference and zone of loyalty. The zones correspond to different levels of customer
satisfaction. The higher the level of satisfaction you can achieve, the more likely you are
to retain loyal customers, something that is extremely important for a small business,
which likely has a smaller customer pool. 6] Progress
A single satisfaction survey gives you a snapshot of customers’ views at a given point of
time. By conducting a number of surveys over a period of time, you can measure the
results of any improvement programs you have undertaken. Ask customers the same set
of questions in each survey and analyze the results to assess progress.

DIS-ADVANTAGES OF CUSTOMER SATISFACTION

1] Customer Burnout

As easy as surveys are to fill out, many people simply don’t like completing them.
Sending surveys too often can lead to customer burnout, and that burnout may result in
lower satisfaction scores despite your excellent business model.

2] Anonymity Issues

These days there is so much unwanted spam and excessive sales strategies that customers
are often hesitant to give information that may lead to more sales calls in the future.
Without ample assurance that the survey will not be used to target them directly, it may
be hard to get the responses you want. Read more on survey anonymity.
 CHAPTER 3

RESEARCH METHOLOGY

Research methodology is a way to solve the research problem systematically. It involves

the various steps to find out the solution of an identified problem. It also clarifies the
logic behind the study of the problem. When we talk about research methodology we not
only talk of the research method but also consider the logic behind the method or
techniques and why we are not using other so the results are capable of being evaluated.

RESEARCH DESIGN
A descriptive study tries to discover answer to the question who, what, when, where, and
sometimes, how. The research attempts to describe or define subjects, often by creating a
profile of a group of problems, people, or events. Such studies may involves the
collection of data and the creation of a distribution of the number of time the researcher
observes a single event or characteristic ( the research variable) , or they may involve
relating the interaction of two or more variables .organization that maintain database of
their employees ,customer and suppliers already have significant data conduct descriptive
studies using internal information .Yet many firms that have such data files do not mine
them regularly for the decision – making insight they might provide. Descriptive study is
popular in business research because of its versatility across disciplines. In for- profit not-
for-profit and government organization descriptive investigation have a broad appeal to
the administrator and policy analyst for planning monitoring and evaluating. In this
context, how questions address issue such as quantity, cost efficiency, effectiveness, and
adequacy. Descriptive studies may or may not have the potential for drawing powerful
inferences. A descriptive studies, however, does not explain why not event has occurred
or why the variable interact the way they do.

SAMPLE METHOD –

Convenience sampling method is used for the serve of this project. It is non- probability
sample. This is least reliable decision but normally the cheapest and easiest to conduct. I
this method researcher have the freedom to choose whomever they find, thus the name
convenience. Example includes informal pools of friend and or people responding to a
newspaper’s invitation for readers to state their position on some public issue.

SAMPLE SIZE-

Sample size denote the number of elements selected for the study. For the present study
for the present,50 respondents were the customer different branches of ICICI bank.

SAMPLING METHOD-

A sample is a representative part of the population. In the sampling technique,

information is collected only from a representative part of the universe and the
conclusions are drawn on that basis for the entire universe.

TYPES OF DATA –
Every decision unique needs for Information, and relevant strategic can be developed
based on the information gathered through research. Research is the systematic objective
and exhaustive search for and Study of facts relevant to the problem.

Research design mean the framework of the study that leads to the collection and analysis
of data. It is a conceptual Structure with in which research is conduct. It facilitates smooth
sailing of various research operations to make the research as effective as possible.

PRIMARY DATA –

Primary data are those collected by the investigator himself for the first time and thus they
are original in character, they are collected for a particular purpose. A well-structured
questionnaire was personally administrated to the selected to collect the primary data.

SECONDARY DATA-

Secondary data are those, which have already been collected by some other person for
their purpose and published. Secondary data are usually in the shape of finished products.
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

The previous chapter reviewed the growth structure of Retail Banking in India and found
that various products like Home loans, Consumer loan, Educational loan, Retail deposits,
ATMs facilities etc. have been expanding at an appreciable rate in India. It discussed the
working of retail banking in India and provided an insight into the management of various
retail products both in public sector banks and private sector banks. A clear picture of the
performance of public sector banks and private sector banks in recent years came to fore
highlighting that retail banking in private sector banks grows at a faster rate than in public
sector banks. The present chapter analyses the data and, with the application of statistical
tools, interprets the facts and figures to test the set hypotheses in order to derive logical
inferences. Since the test of hypotheses involves measurement of the customer
perceptions

of Service Quality of retail banking in public and private sector banks, setting the
dimensions of service quality to serve as benchmarks for measurement and test of
hypotheses becomes imperative. Accordingly, the present chapter is split into two parts.
Section-I presents a detailed view of the concept of Service Quality and also lays down
the various dimensions of the SERVQUAL Model applied to survey and garner data
about perceptions of customer satisfaction with retail banking services in banks of both
the sectors-public and private. Section-II on the other hand, is devoted to the collection of
data, its analysis and interpretation as well as to critically test the hypotheses constructed
on the service quality dimensions in retail banking in India and draw conclusions.

1] How long have you been customer of the ICICI Bank?

NO OF YEARS NO OF RESPONDENTS
Less than a year 13
1-4 year 18
4-7 year 15
More than 7 year 4

20

15

10 Series 2
5 Series 3
0 Series 1
less than a
1-4 year
year 4-7 year
more than 7
year

INTERPRETATION-

From the above graph it is clear that majority of the respondent are part of the ICICI bank from 1-4
years i.e. 36% of the respondent are part of the ICICI bank from 4-7 years; 26% respondent from less
than a year and remaining 8% respondent are part of the ICICI bank from more than 7 years.

2] Do you always get the prompt services whenever you visit the ICICI bank?

Agreed No of respondent

Strongly agree 46%

Agree 34%
Neither agree nor agree 14%

Disagree 4%

Strongly disagree 2%

PROMOTION SERVICES

2%
4%
14%
46% STRONGLY AGREE
AGREE
NITHER AGREE NOR DISAGREEE
34%
DISAGREE
STRONGLY DISAGREE

INTRPRETATION –

From the above graph it is clear that majority of the respondents get timely and quick
services by the ICICI bank i.e. 46%; 34% of the respondent seem to the just satisfied 14%
respondent are neither happy nor have any problem and remaining 6% respondent are
dissatisfied with respect to get let services from the ICICI bank.

3] Do you agree that the procedure to open an account with the ICICI bank is difficult?
Agreed No of respondents
Strongly Agree 0.5

Agree 1
Neither Agree Nor Disagree 5
Disagree 19
Strongly Disagree 25

25

20

15 Series 1
Column1
10
Series 3
Series 3
5
Column1
Series 1
0
STRONGLY AGREE NEITHER DISAGREE STRONGLY
AGREE AGREE DISAGREE
NOR
DISAGREE

INTERPRETATION –

From the above graph it is clear that 3/4 th of the respondents doesn’t face any problem in
the process of opening a new account 10% respondent are Neither happy nor have any
problem and remaining 2% respondent are dissatisfied with the procedure of opening a
new account in the ICICI bank.

4] Do you agree that the process of depositing and withdraw wing money from the ICICI
bank is complex?
Agreed NO OF RESPONDENTS

STRONGLY AGREE 1

AGREE 1

NEITHER AGREE NOR DISAGREE 8

DISAGREE 29

STRONGLY DISAGREE 11

35

30

25

20
Series 1

15 Column1
Column2

10

0
STRONGLY AGREE NEITHER AGREE DISAGREE STRONGLY
AGREE NOR DISAGREE DISAGREE

INTERPRETAITON-

From the above graph it is clear that 80% of the respondent feel that the process of
depositing and withdrawing money from the by ICICI bank isn’t complex; 16% of the
respondent are neither happy nor have any problem and remaining 4% respondent face
problem in depositing and withdrawing money from the ICICI bank

5] Are you satisfied with the way queries of the customer have been resolved by the ICICI bank?
Agreed Percentage
Strongly Agree 23%
Agree 16%
Neither Agree Nor Disagree 10%
Disagree 0%
Strongly Disagree 1%

no of respondent
Strongly Agree Agree Nither Agree Nor Disagree Disagree Strongly Disagree

0% 2%

20%

46%

32%

INERPRETATION –
From the above graph it is clear that 82% respondent’s query and conflict has been easily resolved by
ICICI bank; 16% of the respondent are neither happy nor have any problem and remaining feels that
their problems have not been resolved in the best way by the ICICI bank.

6] Do you agree that minimum account limit is not high and easy to maintain in the ICICI bank?
Agree No of respondent
Strongly Agree 5
Agree 17
Neither Agree Nor Disagree 16
Disagree 9
Strongly Disagree 3

18
16
14
12
10 Column1
8 Column2
6 Series 1
4
2
0
STRONGLY AGREE NEITHER DISAGREE STRONGLY
AGREE AGREE NOR DISAGREE
DISAGREE

INTERPRETATION

From the above graph it is clear that 44% of the respondent are satisfied with the
minimum account limit and easy maintenance of in the ICICI bank; 32% of the
respondent are neither happy nor have any problem and remaining 24% respondent feels
that minimum account limit isn’t good and face some problem in operating their accounts.

7] According to you which services provided by the ICICI bank is best?

 SERVICES No .OF RESPONDENT
Depositing and Withdrawing money 8
Query Handling 12
New Account Process 9
Friendliness Of Bank Personnel 7
Minimum Account Limit Is Not High 1
Easy Maintenances Of Account 2
Parking Facilities And Accessibility 2
Convenience of location 1
Online services 8

INTERPRETATION-

From the above graph it is clear that majority of the respondent would feel that new
account process, inquiry, facility, depositing and withdrawing process & online services
provided by the ICICI bank ;14% like friendliness of personnel and the remaining like
parking facilities of location etc. as best services among the services provided by the
ICICI bank.

8] What are the problems that you face whenever you make a visit to the ICICI
bank?
 SERVICES NO.OF RESPONDENT
Depositing and withdrawing money 1
Query handling 1
New account open process 1
Friendliness of bank personnel 0
Minimum account limit is not high 1
Easy maintenance of account 1
Parking facilities and accessibility 27
Convenience of location 10
Online services 8

INTERPRETATION-

The above graph indicates that the parking facilities in area of the ICICI bank better than other banks
and satisfied customer more than 90%.

9] Are satisfied you with the services provided by the ICICI bank?
 No of respondent
Strongly agree 21

Agree 16

Neither agree nor disagree 9

Disagree 3

Strongly disagree 1

NO OF RESPONDENT

6% 2%

Strongly agree
18%
42% agree
neither agree nor disagree
disagree
Strongly disagree

32%

INTERPRETATION-

From the above graph it is clear that 74% of the respondents are satisfied with the dealing
of the ICICI bank, 16% are not fully satisfied and 18% are satisfied to some extent.

10] Income level of the respondent of the ICICI bank?

 Amount Frequency Percent

Rs.5,000-Rs 15,000 17 54.8

Rs.15,000-Rs 25,000 8 25.8

Rs.25,000-Rs35,000 4 12.9

Above Rs.35,000 1 3.2

30 100

100
90
80
70
60
50
40
30 Frequency
20 percent
10
0

INCOME LEVEL OF THE RESPONDENTS

INTERPRETATION-

From the above table 54.8% of respondents are falling under the income range between Rs.5, 000-
Rs.15, 000. And 25.8% are falling under the income range between Rs.15, 001-Rs.25, 000. And
12.9% of respondents are falling under the income range between Rs.25, 001-Rs.35, 000. And 3.2%

of respondents are falling under the income range between Above Rs.45, 000.
 CHAPTER 5

FINDING AND CONCLUSION

Finding
From the analysis of the result and based on the objective of the study the following findings can be
ascertained.

 According to the data collected it is clear that must of the respondent are part of the ICICI bank
from 1-8 years.
 Almost half of the population gets timely and quick services by the ICICI bank and 75% of the
respondent are satisfied with the services offered by ICICI bank.
 Presently the bank offers varieties of services but the customer are mostly happy with the easy
and simple process of opening a new account, depositing and withdrawing money and query
handling process of ICICI bank.
 The problem face by the majority of the population is related to the location of branch and
parking facility availability. Where online services are new to the customer so they also face
some problems in performing the online services of the ICICI bank.
 As minimum account limit is a cause that restrict the population to make them part of the ICICI
bank. On the order hand maintain the account is seem’s to a problem for ¼th of the population.

Conclusion

“More than a bank you need a trusted partner”- is the core principle on which Private Banking at
ICICI Bank is structured. Though products have been added and modified in the past but the motto has
not changed which is to grow and develop relationship with top end client age and generate returns for
the bank. Private banking at ICICI Bank has been a great success lately thanks to their expertise in
financial advisory, skilled team of Relationship Managers and being proactive in approach right from
the beginning. The analysis of the research shows that around two-third of their client age are banking
with them from more than two years which is commendable in terms of client retention. Also for
nearly all of their clients ICICI Private banking is the only solution provider. From a high net worth
individual aspect the private banking is truly a brilliant experience to be recognized and treated as a
priority customer. Relationship Manager’s need to be more proactive in approach and concentration
should be on enlarging the customer base of HNI clients and also stress should be given on client
retention techniques. To sum up ICICI is going great guns with its Private Banking division but this
business model is still at its growing stage of life cycle in India and there is still a lot more to be
achieved by everyone involved with this.
CHAPTER 6

RECOMMENDATIONS AND SUGGESTION

With regard to banking products and service, consumers respond at different rates, depending on the
consumer’s characteristic. Hence ICICI bank should try to bring their new product and services to the
attention of potential early adopters.

 Due to their intense competitions in the banking sector, the ICICI bank should adopt better
strategies to attract more customers.

 ICICI bank should select the location for its branch in such a way that the parking problems
should be solved, as more than half of the respondents are facing this problem.

 ICICI bank should ask for their consumer feedback to know whether the consumer are really
satisfied or dissatisfied with the services and product of the bank. If they are dissatisfied, then
the reason for dissatisfaction should be find out and should be corrected in future.

 ICICI bank should try to increase the brand images through performance and services then
only customers will be satisfied.

 Majority of the people find banking important in their life, so the ICICI bank should employee
the strategies to convert the want in need which enrich their business.
CHAPTER 7

REFERENCES
BIBILOGRAPHY

 Business Magazines

WEBILOOGRAPHY

 www.icicibank.com

 www.iciciuniverse.com

 www.rbi.org.in

 www.moneycontrol.com

 www.nseindia.com

 www.google.com
 www.seribd.com
CHAPTER 8

ANNEXURE
Q.1. How long have you been customer of the ICICI bank?
 Less than a year
 1-4 year
 4-7 year
 More than 7 year
Q.2. Do you always get the prompt services whenever you visit the ICICI bank?
 Strongly agree
 Agree
 Neither agree nor agree
 Disagree
 Strongly disagree
Q.3. Do you agree that the procedure to open an account with the ICICI bank is
difficult?
 Strongly agree
 Agree
 Neither agree nor agree
 Disagree
 Strongly disagree
Q.4. Do you agree that the process of depositing and withdraw wing money from the
ICICI bank is complex?
 Strongly agree
 Agree
 Neither agree nor agree
 Disagree
 Strongly disagree
Q.5. Are you satisfied with the way queries of the customer have been resolved by
the ICICI bank?
 Strongly agree
 Agree
 Neither agree nor agree
 Disagree
 Strongly disagree
Q.6. Do you agree that minimum account limit is not high and easy to maintain in
the ICICI bank?
 Strongly agree
 Agree
 Neither agree nor agree
 Disagree
 Strongly disagree

Q.7. According to you which services provided by the ICICI bank is best?
  Depositing and Withdrawing money
 Query Handling
 New Account Process
 Friendliness Of Bank Personnel
 Minimum Account Limit Is Not High
 Easy Maintenances Of Account
 Parking Facilities And Accessibility
 Convenience of location
 Online services

Q.8. What are the problems that you face whenever you make a visit to the ICICI
bank?
 Depositing and withdrawing money
 Query handling
 New account open process
 Friendliness of bank personnel
 Minimum account limit is not high
 Easy maintenance of account
 Parking facilities and accessibility
 Convenience of location
 Online services

Q.9. Are satisfied you with the services provided by the ICICI bank?
 Strongly agree
 Agree
 Neither agree nor agree
 Disagree
 Strongly disagree
Q.10. Income level of the respondent of the ICICI bank?
 Rs.5,000-Rs 15,000
 Rs.15,000-Rs 25,000
 Rs.25,000-Rs35,000
 Above Rs.35,000