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7/24/2019 Varun Customer Satisfaction of Icici Bank
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PROJECT REPORT
ON
CUSTOMER SATISFACTION IN CONTEXT OF
STATE BANK OF INDIA
SUBMITTED IN PARTIAL FULFILLMENT FOR THE
AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
2011-13
UNDER THE GUIDANCE OF
Ms. GUNJAN BUDHLANI(Assistant Professor, BITTR)
SUBMITTED BY !ARUN PRAKASH
Roll No.: 07811301710
Batch No.: BBA III Se
BERI INSTITUTE OF TECHNOLOGY" TRAINING AND
RESEARCH
P!" #ar$et, Ti$ri %alan, &elhiAffiliate' to r o*in' Sin+h In'rarastha -niersit/, &elhi
BONAFIED CERTIFICATE
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I certifie' that this roect reort title'
#CUSTOMER SATISFACTION IN CONTEXT
OF STATE BANK OF INDIA$
is the *onafie' or$ of
!ARUN PRAKESH
2nroll. No.
0%&11301%10
f
B.B.A 'G()(*+, 3* S(/(s(*
4ho carrie' ot the research or$ n'er / serision. "ertifie' frther, that to the *est of
/ $nole'+e the or$ reorte' here in 'oes not for art of an/ other roect reort
'issertation on the *asis of hich a 'e+ree or aar' as confire' on earlier occasion on
this or an/ other can'i'ate.
MS. GUNJAN BUDHLANI
'P*( 456(
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A7)8,(.4(/()
I ol' li$e to e5ress / +ratit'e to all those ho +ae e the ossi*ilit/ to colete this
roect. I ant to than$ / institte B(*6 I)s65( 9T(:),4; T*+6)6)4 +) R(s(+*:for
+iin+ e erission to coence this roect in the first instance, to 'o the necessar/
research or$ an' to se internet facilit/. I hae frtherore to than$Ms. SANMEET KAURho +ae an' confire' this erission an' encora+e' e to +o
ahea' ith / roect.
I a 'eel/ in'e*te' to / seniors an' frien's hose hel, stilatin+ s++estions an'
encora+eent hele' e in all the tie of research for an' ritin+ of this roect an'
correctin+ an' offerin+ s++estions for iroeent.
2seciall/, I ol' li$e to +ie / secial than$s to / fail/ hose atient loe ena*le' e
to colete this or$.
!ARUN PRAKASH
ENROLL. NO. - 0%&11301%10
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OBJECTI!E
The ain ai of 'oin+ this roect is to $no a*ot the cstoer
satisfaction, its iortance for an/ or+ani6ation. 4h/ cstoer satisfaction is
iortant an' can an or+ani6ation rn ithot satisf/in+ their cstoer. To
$no a*ot the serices +ien */ the STAT2 BAN% IN&IA to satisfie'
their cstoers. To $no hether the cstoer of STAT2 BAN% IN&IA
are satisfie' or not, An' the leel of satisfaction aon+ the cstoers.
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TABLE OF CONTENTS
SL. NO. CONTENTS PAGE
NO
1. CHAPTER 1 INTR&-"TIN
1 - %
2. CHAPTER 2 "#PAN PRI92& - 2&
3. CHAPTER 3 R2!I24 9ITRAT-R22< - =1
=. CHAPTER = R2S2AR" #2T&9
=2->2
>. CHAPTER > IN&IN AN& ANA9SIS>3->>
?. CHAPTER ? CONCLUSION
>?->&
% CHAPTER % SUGGESTIONS
&. BIBLIOGRAPHY
>
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INTRODUCTION
1.1 INTRODUCTION ABOUT THE INSURANCE INDUSTRY
A@5 :( @+)76)4 6)5s*;
Ban$in+ in In'ia has its ori+in as earl/ as the !e'ic erio'. It is *eliee' that the transition fro
one/ len'in+ to *an$in+ st hae occrre' een *efore #an, the +reat in' ;rist, ho
has 'eote' a section of his or$ to 'eosits an' a'ances an' lai' 'on rles relatin+ to rates
of interest. &rin+ the #+al erio', the in'i+enos *an$ers la/e' a er/ iortant role in
len'in+ one/ an' financin+ forei+n tra'e an' coerce. &rin+ the 'a/s of the 2ast In'ia
"oan/, it as the trn of the a+enc/ hoses to carr/ on the *an$in+ *siness. The eneral
Ban$ of In'ia as the first ;oint Stoc$ Ban$ to *e esta*lishe' in the /ear 178
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I)*56) B+)7s 6) I)6+
B+)76)4 +(s @+7 1%&?" :( 96*s
@+)7 (s+@,6s:( 6) I)6+" :() :(
)+6)+,6s+6) 9 @+)7s 6) 1
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.
COMPANY PROFILE
I"I"I as esta*lishe' */ the oernent of In'ia in the 1=
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At the tie of the reerse er+er, there ere rors that I"I"I ha' lar+e roortions of Non
Perforin+ 9oans (DNPAD, as the/ are $non in In'ia) on its *oo$s in articlar to the steel
in'str/. Since @00@, there has *een a +eneral reial in In'ian in'str/ (an' etal *ase'
in'str/ in articlar). It is i'el/ *eliee' that the roortion of NP As has coe 'on to
r'ent leels (een if it ere hi+h earlier).
I"I"I Ban$ no has the lar+est ar$et share aon+ all *an$s in retail or conser financin+.
I"I"I Ban$ is the lar+est isser of cre'it car's in In'ia Ecitation nee'e'F. It as the first *an$ to
offer a i'e netor$ of AT#Gs an' ha' the lar+est netor$ of AT#Gs till @00, *efore SBI
ca+ht ith it.
I"I"I *an$ no has the lar+est ar$et ale of all *an$s in In'ia, an' is i'el/ seen as a
sohisticate' *an$ a*le to ta$e on an/ +lo*al *an$s in the In'ian ar$et.
The *an$ is e5an'in+ in oerseas ar$ets. It has oerations in the -%, on+ %on+, Sin+aore
an' "ana'a. It acCire' a sall *an$ in Rssia recentl/. It has ties ith aor *an$s in the
-S an' "hina. The *an$ is a++ressiel/ tar+etin+ the NRI (Non Resi'ent In'ian) olation for
e5an'in+ its *siness.
ICICI B+)7 (forerl/ I)5s*6+, C*(6 +) I)(s/() C**+6) 9 I)6+. I"I"I
9iite', as esta*lishe' in 1= */ the 4orl' Ban$, the oernent of
In'ia an' the In'ian In'str/, for the rootion of in'strial 'eeloent in In'ia */ +iin+
roect an' cororate finance to the in'stries in In'ia.
I"I"I Ban$ has +ron fro a 'eeloent *an$ to a financial con+loerate an' has *ecoeone of the lar+est *lic financial instittions in In'ia. I"I"I Ban$ has finance' all the aor
sectors of the econo/, coerin+
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A*roa' S*si'iaries: -nite' %in+'o an' "ana'a
A*roa' *ranches: Sin+aore an' Bahrain
Reresentatie offices: -nite' States, "hina, -nite' Ara* 2irates, an' Ban+la'esh An' Soth
Africa.
I"I"I Ban$ is In'iaGs secon'lar+est *an$ ith total assets of a*ot Rs. @,13.8= *n (-SH
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instittional inestors in fiscal @001 an' fiscal @00@. I"I"I as fore' in 1= at the initiatie
of The 4orl' Ban$, the oernent of In'ia an' reresentaties of In'ian in'str/.
The rincial o*ectie as to create a 'eeloent financial instittion for Proi'in+ e'i
ter an' lon+ter roect financin+ to In'ian *sinesses. In the 1==0s, I"I"I transfore' its
*siness fro a 'eeloent financial instittion offerin+ onl/ roect finance to a 'iersifie'
financial serice +ro offerin+ a i'e ariet/ of ro'cts an' serices, *oth 'irectl/ an'
thro+h a n*er of s*si'iaries an' affiliates li$e I"I"I Ban$. In 1===, I"I"I *ecoe the first
In'ian coan/ an' the first *an$ or financial instittion fro non;aan Asia to *e liste' on
the NS2.
After consi'eration of arios cororate strctrin+ alternaties in the conte5t of the eer+in+
coetitie scenario in the In'ian *an$in+ in'str/, an' the oe toar's niersal *an$in+,
the ana+eents of I"I"I an' I"I"I Ban$ fore' the ie that the er+er of I"I"I ith
I"I"I Ban$ ol' *e the otial strate+ic alternatie for *oth entities, an' ol' create the
otial le+al strctre for the I"I"I +roGs niersal *an$in+ strate+/. The er+er ol'
enhance ale for I"I"I sharehol'ers thro+h the er+e' entit/Gs access to locost 'eosits,
+reater oortnities for earnin+ fee*ase' incoe an' the a*ilit/ to Particiate in the a/ents
s/ste an' roi'e transaction*an$in+ serices. The er+er ol' enhance ale for I"I"I
Ban$ sharehol'ers thro+h a lar+e caital *ase an' scale of oerations, sealess access toI"I"IGs stron+ cororate relationshis *ilt oer fie 'eca'es, entr/ into ne *siness
se+ents, hi+her ar$et share in arios *siness se+ents, articlarl/ fee*ase' serices, an'
access to the ast talent ool of I"I"I an' its s*si'iaries. In
cto*er @001, the Boar's of &irectors of I"I"I an' I"I"I Ban$ aroe' the er+er of I"I"I
an' to of its holl/ one' retail finance s*si'iaries, I"I"I Personal inancial Serices
9iite' an' I"I"I "aital Serices 9iite', ith I"I"I Ban$. The er+er as aroe' */
sharehol'ers of I"I"I an' I"I"I Ban$ in ;anar/ @00@, */ the i+h "ort of arat at
Ahe'a*a' in #arch @00@, an' */ the i+h "ort of ;'icatre at #*ai an' the Resere
Ban$ of In'ia in Aril @00@. "onseCent to the er+er, the I"I"I +roGs financin+ an' *an$in+
erations, *oth holesale an' retail, hae *een inte+rate' in a sin+le entit/.
ree float hol'in+ e5cl'es all rooter hol'in+s, strate+ic inestents an' "ross hol'in+s
aon+ *lic sector entities.
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EMPLOYEES WORKING IN ICICI BANK
&2NIATIN N.
2#P9A22
Partner in "har+e 1
Accont 25ectie 1
Associate Partner @
A+enc/ "o. @
IT &eartent 1
"stoer Serice 1
Trainin+ #ana+er @
Sales #ana+er 10
Assistant Sales
#ana+er
TTA9 @ 9oo$in+ for secrit/ an'
conenience> ta$e I"I"I Ban$ Trael "ar'. Isse' in 'licate. ffers the Pin *ase'
secrit/. as the conenience of sa+e of "re'it or &e*it car'.
COMPETITORS
M+* C/(6*s
1. PNB
@. "anara Ban$
3. State Ban$ of In'ia
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P5)+@ N+6)+, B+)7
Pna* National Ban$ (PNB) is one of In'iaGs lar+est nationali6e' *an$s, ith soe ?,00
locations. The financial instittion offers serices in ersonal an' cororate *an$in+, incl'in+
in'strial, a+ricltral, an' e5ort finance, as ell as international *an$in+. Its ersonal len'in+
serices incl'e loans for hosin+, atos, an' e'cation. PNBGs 'ierse client list incl'es
In'ian con+loerates, sall an' i'si6e' *sinesses, nonresi'ent In'ians, an' ltinational
coanies. The *an$ as esta*lishe' in 9ahore in 18= *efore the contr/ as artitione'
into In'ia an' Pa$istan in 1=?7.
C+)+*+ B+)7
"anara Ban$ has a can'o attit'e a*ot *an$in+ in In'ia. ne of In'iaGs lar+est *an$s, "anara
Ban$ (also $non as "anBan$) has a netor$ of ore than @,00 *ranches thro+hot In'ia
an' *ranches in on+ %on+ an' 9on'on. All of "anara Ban$Gs *ranches incl'in+ those
locate' in rral areas are coteri6e', in a contr/ here it is not a +ien that *an$s can
a$e sch a clai. (The *an$ consi'ers 30J of its *ranches to *e locate' in rral areas.) The
o'erni6ation of all *ranches allos the *an$ to offer its cstoers netor$e' AT#s,
tele*an$in+, internet *an$in+, an' 'e*it car' serices. ther serices incl'e asset ana+eent
an' factorin+. The financial instittion is 73J one' */ In'iaGs +oernent.
S+( B+)7 9 I)6+
State Ban$ of In'ia is the nationGs lar+est *an$. Tracin+ its roots *ac$ soe @00 /ears to the
British 2ast In'ia "oan/ (an' initiall/ esta*lishe' as the Ban$ of "alctta in 180
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oo' for ne inestor as the fn' has to *e ana+e' */ seciali6e' fn' ana+er.
nl/ ro'ct hich inests in one/ ar$et, 'e*t ar$et an' eCit/ ar$et at sae
tie.
Inestent nee'e' is coaratiel/ less than other inestents.
&rin+ the stac$ ar$et *oo erio's all I"I"I *an$ fn's hae erfore' fairl/ ell
there*/ increasin+ inestorKs e5ectations.
W(+7)(ss
"stoers 'o not refer it *ecase of ris$ attache' to it that is ar$et ris$.
n' ana+er if a$es a ron+ re'iction then cstoer ill *ear the *rnt therefore it
'een's on fn'Ks ana+erKs anal/sis.
Soeties the a+e factor affects the inestent reference of the inestors.
Peole are afrai' of inestin+ in the eCit/ ar$et.
O*5)66(s
"reatin+ ositie ia+e a*ot the fn' an' chan+in+ the natre of the ar$et itself.
#ar$et of tal fn' is e5an'in+ as an/ forei+n coanies are coin+ in this.
reat scoe of ne inestent 'e to the *'+et annonceent this /ear.
The o*ectie of inestin+ in I"I"I *an$ is Ta5sain+ aart for retrns thir' ain
o*ectie is +roth.
T:*(+s
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No there are an/ other inestent instrents hich are ore lcratie than I"I"I
*an$. (real estate , +ol')
-naareness aon+ inestors re+ar'in+ I"I"I *an$. Also in In'ia ost of the eole
lac$ of aareness a*ot I"I"I *an$. The/ 'onKt $no an/thin+ a*ot hat is I"I"I*an$, ho it or$s. o fn' ana+ers inest eoleKs one/ in 'ifferent ortfolios
an' roi'e the *etter retrns to the cstoers
9ac$ of rootions, a'ertisin+ */ I"I"I *an$ in'str/
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RE!IEW OF LITERATURE
CUSTOMER SER!ICE AND SATISFACTION
4e st cltiate or +ar'en. U!oltair
4hen e tal$ a*ot cstoer serice an'Lor satisfaction, e tal$ a*ot creatiit/. "reatiit/
allos s to han'le or 'iffse ro*les at han' or later on rather in the rocess of con'ctin+
the eer/'a/ *siness. 4e tal$ a*ot ho, or hat, 'oes the or+ani6ation hae to 'o to +ain not
onl/ the sale *t also the lo/alt/ of the cstoer. 4e ant to $no the a/off of the transaction
*oth in the short an' lon+ ter. 4e ant to $no hat or cstoers 4antV 4e ant to $no
if or cstoers are satisfie'V Satisfaction, f corse, eans that hat e 'eliere' to a
cstoer et the cstoerKs Aroal. 4e ant to $no if cstoers are 'eli+hte' an' illin+
to coe
Bac$, an' so on. leiss @ an' el'an 3 resent e5ales of that 'eli+htflness in their
ritin+s. leiss has ritten a*ot Ben an' ;err/Ks ice crea an' el'an has 'iscsse'
e5cellence in a ca* ri'e. As iortant as 'eli+htflness is, soe of s inii6e it, or een
totall/ 'isre+ar' it. At this oint, e fail. Soe of the isses that ill +arantee failre in sales,
satisfaction, an' lo/alt/ are:
W 2lo/ees st a'here to a ri+i' chain of coan'
W 2lo/ees are closel/ serise'
W "onflictXin hateer forXis not alloe'
W Rear's are *ase' on carrotan'stic$ rinciles
W 4ron+ o*ecties are easre.
4e st n'erstan' cstoer e5ectation leels concernin+ Calit/. 4e st also n'erstan'
the strate+/ for cstoer serice Calit/, an' ne5t e st n'erstan' the easreent an'
fee'*ac$ c/cles of "stoer satisfaction.
The cstoer is the erson or nit receiin+ the ott of a rocess on the s/ste. In fact, it is
orth ehasi6in+ that a cstoer can *e the ie'iate, intere'iate, or ltiate cstoer.
Also, a cstoer a/ *e a erson or ersons, or a rocess or rocesses. "stoer satisfaction,
hoeer, is hen the cstoer is satisfie' ith a ro'ctLserice that eets the cstoerKs
nee's, ants, an' e5ectations.
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There are at least three leels of cstoer e5ectations a*ot Calit/:
L((, 1. 25ectations are er/ sile an' ta$e the for of asstions, st hae, or ta$e it
for +rante'. or e5ale, I e5ect the airline to *e a*le to ta$e off, fl/ to / 'estination, an'
lan' safel/. I e5ect to +et the correct *loo' for / *loo' transfsion an' I e5ect the *an$ to
'eosit / one/ to / accont an' to $ee a correct tall/ for e.
L((, 2. 25ectations are a ste hi+her than that of leel 1 an' the/ reCire soe for of
satisfaction thro+h eetin+ the reCireents an'Lor secifications. or e5ale, I e5ect to *e
treate' corteosl/ */ all airline ersonnel. I ent to the hosital e5ectin+ to hae / hernia
reaire', to *e in soe ain after it as 'one, to *e ot on the sae 'a/, an' to receie a correct
*ill. An' I ent to the *an$ e5ectin+ the *an$ teller to *e frien'l/, inforatie, an' helfl
ith / transactions.
L((, 3.25ectations are ch hi+her than for leels 1 an' @. 9eel 3 reCires soe $in' of
'eli+htflness or a serice that is so +oo' that it attracts e to it. or e5ale, an airline +ies
assen+ers traelin+ coach class the sae serior foo' serice that other airlines roi'e onl/
for firstclass assen+ers. In fact, I once too$ a fli+ht here the fli+ht atten'ants actall/ *a$e'
coo$ies for s ri+ht there on the lane. 4hen I ent to the hosital, I e5ecte' staff to treat e
ith resect an' the/ carefll/ e5laine' thin+s to e. Bt I as srrise' hen the/ calle' e
at hoe the ne5t 'a/ to fin' ot ho I as 'oin+. An' at / hose closin+, the *an$ officer,
reresentin+ the *an$ hol'in+ / ort+a+e, not onl/ treate' e ith resect an' ansere' all
/ Cestions a*ot / ne ort+a+e, *t st *efore e shoo$ han's to close the 'eal, he +ae
e a hosearin+ +ift.
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CUSTOMER SATISFACTION SUR!EYS HELP TO
1. Iroe cstoer, client, or elo/ee lo/alt/.
@. React Cic$l/ to chan+es in the ar$et.
3. I'entif/ an' caitali6e on oortnities.
?. Beat the coetition.
. Retain or +ain ar$et share.
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DATA SOURCES
&rin+ rearation of the Proect Reort an/ 'ifferent $in's f &ata ere ReCire' hich
Incl'e' *oth Priar/ an' Secon'ar/ Sorces.
P*6/+*; S5*(s
estionnaire A sale Cestionnaire as roi'e' to aron' 0 'ifferent eole hich as
se' to &erie Reslts an' Anal/6e cstoer nee's for Insrance an' ho far the/ hae *een
satisfie' ith the Serices an' Retrns Proi'e' */ I"I"I r'ential as ell as other coanies
.
A sale of the Cestionnaire alon+ ith Reslts fro in'in+s an' Anal/sis are +ien 9ater in
the Proect
S()+*; S5*(s
;ornals U !arios ;ornals *lishe' */ BSchools as ell as Bsiness hoses hae roi'e'
ital statistical as ell as Theoretical &ata hich hae *een er/ helfl
Nesaers an' #a+a6ines U 2conoic Ties as 4ell as #a+a6ines sch as Bsiness To'a/
hae roi'e' sefl Inforation on &eeloin+ In'ian Insrance Sector as ell as ho the
tren' an' 'ean' of cstoers has chan+e' oer a erio' of tie .
Internet an' ther #e'ia Sorces U 444 has the latest 'ata an' interies hich hele' e
in 'eterinin+ the scoe f / roect as ell as a$e it as to 'ate as ossi*le.
UESTIONNAIRE DESIGN FORMULATION
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5(s6))+6*(s A Cestionnaire consists of a set of Cestions resente' to reson'ent for
their ansers.
C,s( E)( Presecif/ all the ossi*le ansers M are eas/ to Interret an' Ta*late.
TYPES OF UESTIONS USED IN THIS PROJECT
C,s( ()( 5(s6)s
To $no the choice of the eole re+ar'in+ arios atters
D6:/5s 5(s6)s
4hich has onl/ to ansers esO or NoO.
M5,6,( C:6( 5(s6)s
4here reson'ent is offere' ore than to choices. This is 'one to $no the choice of
the cstoers re+ar'in+ 'ifferent atters.
SAMPLE DESIGN
S+/,6)4 U)6 The ar$etin+ researcher st 'efine the tar+et olation that ill *e
sale'.
S+/,( S6( P5,+6) S6( -I hae coer entire &elhi cit/ for the sre/.
S+/,( s6( Sale si6e of 10 as se' for Cestionnaires ot of hich eer/one
reson'e'.
T6/( F*+/( It is the erio' of tie for hich the sre/ or st'/ is to *e 'one.
I hae 'one sre/ for 8 ee$s.
S+/,6)4 T(:)65( Us(
Since the inforation reCire' as not of a er/ technical natre an' also loo$in+ at the scoe
of the roect an' the e5tent of the tar+et se+ent, the salin+ techniCe elo/e' as
"onenience Salin+. I a'inistere' the Cestionnaires.
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DATA ANALYSIS AND INTERPRETATION
AGE GROUP
INTERPRETATION: If e closel/ loo$ at the iechart, e can sa/ that the eole
*eteen the a+e +ro of @ to are the ain cstoer of the *an$, hich contri*tes
alost 7J of the *an$Ks cstoers. Bt the ol' a+e an' the /on+ eole hae *een less
attractie on this lea'in+ ro'ct of I"I"I Ban$, hich is a atter of concern. So ore
focs shol' *e +ien to the as the/ hae the h+e
OCCUPATION
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POTENTIAL. OCCUPATION
INTERPRETATIONThis ie chart clearl/ shos that serice hol'er an' the *siness
eole are the ain cstoer of the *an$. Reason for this col' *e as er interiee' as
or$in+ hor an' an/here *an$in+ hich sits the. 8 to 8 *an$in+ +ie the the
free'o to 'o *an$in+ or$ after the office. St'entKs contri*tion is less as st'ent
accont is not aaila*le in Patna an' 000 as ini *alance is not ossi*le for the.
ther section shol' *e increase' */ creatin+ aareness a*ot the *an$in+ ro'cts
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ANNUAL INCOME
INTERPRETATION: i+her incoe or e can sa/ that ore than 3? 9A%S earnin+
eole are contri*tin+ 70J of the transactions. Bt it is a'isa*le to enetrate ore in
the loer incoe +ro not onl/ in ters of acconts *t also in other *an$in+ ro'cts
*ecase the/ contri*te a aor art of the societ/. Tar+et shol' *e on that eer/ section
of the societ/ shol' oen sain+ accont or other accont in ICICI B+)7.
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DO YOU EXPECT FROM A BANK WHILE OPENING AN ACCOUNT
INTERPRETATION: 4hen a cstoer isits a *an$ the first an' foreost thin+ he
loo$s, that ho Cic$l/ he is sere', ho his ro*le is entertaine' */ the *an$ elo/ee
an' hat is the or$in+ hor of the *an$. ThatKs h/ these three thin+s contri*te the
a5i of this ie U chart. 9ess foralities an' ariet/ of ro'cts altho+h contri*tes
less *t it has a aor iact on the cstoer. So *an$ shol' follo on these thin+s also.
Serice sector li$e *an$in+, reference shol' *e +ien to a$e.
WHICH OF THE FOLLOWING ATTRIBUTES COMPELLED YOU MOST TOOPEN SA!ING ACCOUNT IN ICICI BANK
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INTERPRETATION: As e fon' in or fin'in+ that aorit/ of the eole li$e the
sain+ accont, this chart reeals that hat are the factor an' their contri*tion a$in+
their ro'ct reall/ lea'in+ ro'ct of I"I"I Ban$. !A9-2 A&&2& SA!IN
A""-NT is n'oa*le a niCe s* ro'ct of I"I"IBan$. Since it has the aeal
catch a5i cstoer as it roi'es the facilit/ of IY2& 'eosit in sain+ accont
AT# c 'e*it car' is also a aor attri*tes as it a'e the *an$in+ eas/. Personali6e'
cheCe*oo$ is also a aor attraction in this section. As far as other factors are concern
the/ are shoin+ less aearance in this chart.
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WHAT TYPE OF ACCOUNT DO YOU HA!E IN ICICI BANK
INTERPRETATION: Sain+ accont is the lea'in+ an' attractie ro'ct for the I"I"I
Ban$as it has occie' a aor chn$ in this chart. This n*er an' ercenta+e clearl/
shos that this ro'ct has all the Calit/ to +ie the cstoer *est serices an' a*ilit/ to
satisf/ the. n the secon' an' thir' osition crrent an' fi5e' 'eosit has also *een
helfl to increase the cstoer *ase *t still their erforance nee's to *e iroe'. As
far as NRI an' other acconts are concerne' the/ hae less aearance. So aorit/ of the
*siness is oin+ aron' fe lea'in+ ro'cts. Reason col' *e either eole are not
aare a*ot the arios ro'cts of the *an$ or *an$ has liite' ran+e of ro'cts. So
*an$ st ascertain that here thin+s are +oin+ ron+ an' for that hat sort of necessar/
ste col' *e ta$en.
WHICH FACTOR AMONG THE FOLLOWING INFLUENCED YOU MOST TO
OPEN AN ACCOUNT IN ICICI BANK
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INFLUENCED FACTOR
FRIENDS /
RELATIVE
44%
ADVERTISE
MENT
33%
BANK
EMPLOYEE
12%
PROSPECT
US
11%FRIENDS /
RELATIVE
ADVERTISEMENT
BANK EMPLOYEE
PROSPECTUS
INTERPRETATION: It has *een sai' a satisfie' cstoer is the *est e'i for an
a'ertiseent since in this chart frien' L relatie hae la/e' a $e/ role in oenin+ the
acconts of others. 4hich ilies that *an$Ks real cstoers are satisfie' eno+h ith
facilities aaila*le on the ro'cts an' serices eno/e' */ the. n the other han'
a'ertiseent also la/s a ital role in inflencin+ the cstoer. As their *ehaior not
onl/ lease the cstoer *t also attract the cstoer. 4ell aintaine' rosects is also
a aor attri*tes of attractin+ the cstoer. #ain focs of the *an$ shol' *e no
satisfaction of cstoer.
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IN COMPARISION TO OTHER BANKS HOW WOULD YOU RATE ICICI
BANK
INTERPRETATION"oarison ith other *an$s 'een's on its oerall erforance
in the e/es of the eole. In this chart it is clearl/ shoin+ that 7?J of the eole are
satisfie' ithI"I"IBan$. In a short san of tie of its e5istence in this cit/ ith stron+
coetition fro aor *lic sector *an$ li$e SBI an' other riate la/ers *an$ has
'one ell it has occie' a 'ifferent osition in the eoleKs in'.
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WOULD YOU RECOMMEND ICICI BANKTO OTHERS
INTERPRETATION:As er the chart e sho that J of the eole 'onKt ant to
recoen' I"I"I Ban$to others. Ban$ st fin' the reason of their 'issatisfaction
*ecase in this coetitie orl' e hae to achiee this tar+et.
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A*( ;5 6)(*(s( 6) *5s 99(*( @; :( ICICI PRUDENTIAL
es
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A*( ;5 s+6s96( 86: ;5* *(s() 6)s5*(*
2S =J
No J
INTERPRETATION
ere is here the challen+e is. Ineita*l/ ost of the la/ers are er/ satisfie'
ith their resent insrer hich a$es it ore to+h for the riate la/ers to
attract the cororates. The reainin+ J are also not er/ 'issatisfie' */ the
serices *t the/ are st oen to ne aenes an' are loo$in+ forar' that
riate coanies coe ith +oo' offers so that the/ a/ shift to the. Ths
riate la/ers ill hae to *e er/ roactie an' in this re+ar' since 9I" is the
lea'er an' I"I"I PR- is la++in+ *ehin' its coetitors in ters of coetition.
95%5%
5%Yes
No
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W:(*( 85, ;5 ,67( 6)s5*( 69 46() :+)(
9I"
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W:+ 6s (,(s /+6) )(*) 8:6,( +76)4 + 6)s5*+)( ,6;
A) Secrit/ 70J
B) Retrns 10J
") Ta5 re*ate @0J
INTERPRETATION
Peole inest in insrance ainl/ *ecase of secrit/ concern.
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INTERPRETATION
30J eole are hi+hl/ satisfie',
?0J satisfie',
1Jare o'erate,
J are nsatisfie'
10Jare hi+hl/ nsatisfie'.
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INTERPRETATION
0Jeole are satisfie' ith inestent attern,
30J are satisfie' ith ore retrns an'
nl/ @0J eole e5ect colientar/ +ifts.
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FINDINGS
#ore than a *an$ /o nee' a trste' artnerO is the core rincile on hich
Priate Ban$in+ at I"I"I Ban$ is strctre'.
Tho+h ro'cts hae *een a''e' an' o'ifie' in the ast *t the otto has not
chan+e' hich is to +ro an' 'eelo relationshi ith to en' client a+e an' +enerate
retrns for the *an$.
Priate *an$in+ at I"I"I Ban$ has *een a +reat sccess latel/ than$s to their
e5ertise in financial a'isor/, s$ille' tea of Relationshi #ana+ers an' *ein+
roactie in aroach ri+ht fro the *e+innin+.
The anal/sis of the research shos that aron' tothir' of their client a+e are
*an$in+ ith the fro ore than to /ears hich is coen'a*le in ters of client
retention. Also for nearl/ all of their clients I"I"I Priate *an$in+ is the onl/ soltion
roi'er. ro a hi+h net orth in'ii'al asect the riate *an$in+ is trl/ a *rilliant
e5erience to *e reco+ni6e' an' treate' as a riorit/ cstoer.
To s I"I"I is +oin+ +reat +ns ith its Priate Ban$in+ 'iision *t this
*siness o'el is still at its +roin+ sta+e of life c/cle in In'ia an' there is still a lot
ore to *e achiee' */ eer/one inole' ith this.
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SUGGESTIONS
Since the cstoer an' his nee's reain in focs in *an$in+, it ol' *e aroriate to
hae a ie of the cstoers *an$in+ nee's hich incl'e financial secrit/,
conenience, Cic$ serice, ersonali6e' serice, inestent conselin+, retrn of
inestent, sort */ a/ of cre'it resti+e, i'e ran+e of serice, etc. an' to *e the
*est on these asects I"I"I Ban$ has an' is tr/in+ itKs *est, an' has *een sccessfl too,
*t still there is soe scoe for iroeent, hich I o*sere' 'rin+ / trainin+ in
this *an$.
Noa'a/s, cstoers are ore serice 'rien than ro'ct U 'rien an' are not
hoo+eneos in their *ehaioral attern, attit'e, nee's an' e5ectations. Therefore, athro+h n'erstan'in+ of the cstoer is a re reCisite to offer hi satisfaction thro+h
roi'in+ serices. I"I"I Ban$ shol' also focs on to hae the roision to a$e soe
chan+es in itKs core ro'cts on the *asis of re+ion, rchasin+ oer of the eole etc.
*ecase cstoers ant that their secial case st *e consi'ere', for that *ranches
nee' to *e eoere'. In other or' it can *e sai' *an$ shol' alter itKs e5istin+ serice
to satisf/ the cstoer nee's, as an' hen it is nee'e' in secial cases. Ban$ shol'
*e+in a clear n'erstan'in+ of the entire cstoer *ase in articlar, of those cstoers
are the ost rofita*le.
Pricin+ is in fact a er/ critical an' sensitie isse hile lanchin+ an/ ro'ct or
in'cin+ ore featres in e5istin+ ro'ct in sch a hi+hl/ coetitie ar$et of
*an$in+ *efore the ana+eent of an/ *an$. Becase, rice 'rien coetition is one
of the si+nificant eer+in+ tren' in *an$ ar$etin+. I"I"I Ban$ shol' also *e er/
carefl hile reconsi'erin+ the rice of an/ core an' lea'in+ ro'ct */ closin+
n'erstan'in+ the *ehaior to hat e5tent cstoers are in the osition to tolerateit, since cstoerKs rice sensitiit/ is not sae across ro'ct cate+ories.
Price of an/ ro'ct is $et sae across the contr/ *t for the soe laces is ala/s
not correct, li$e Ne &elhi here 'elta increase in the rice of an/ ro'ct atters for
the cstoers. As it has *een seen in the case of increase in char+es of AB of sain+s
accont that reslte' in an/ closres of the accont.
The reaction of this increent in the char+es fro the cstoer as a++ressie. So *an$
st rice an/ ro'ct */ $eein+ the ie of re+ion factor toohere eole nee's,
attit'e an' rchasin+ oer st *e closel/ n'erstoo' */ the ana+eent of the
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*an$. or this, *ranches also nee's to *e eoere' to the soe e5tenthere the/ can
a$e necessar/ chan+es in the rice of soe selecte' core ro'cts, as the/ hae *etter
n'erstan'in+ of the *ehaior of their cstoers than the olic/ a$ers of the *an$.
There shol' *e effectie *licit/ of ne ro'cts of ne ro'cts an' relanchin+ of
e5istin+ one too. #onitorin+ an' cstoer fee'*ac$ of all the ne an' ol' ro'cts
shol' *e one re+lar *asis.
Ban$ shol' roi'e effectie *licit/ of ne ro'ct lanche' an' e'cate the
cstoer to +o in for these ro'cts */ hi+hli+htin+ the a'anta+es of the ro'cts.
Becase if *an$Ks ai is to roi'e serice atchin+ the *est in the *an$in+ in'str/ so
that it can +et the ost effectie *licit/, eseciall/ thro+h or' of oth for this at
the sae it is ineita*le to e'cate the cstoer a*ot *an$Ks ro'ct an' facilitiesaaila*le on it.
As the ro'cts an' serices of the I"I"I Ban$ are alost technolo+/ oriente' here
ost a'ance' softares are se' an' ost of the *an$in+ or$ are e5ecte' on
coter thro+h Internet. In sch sitation here ore technicalities is inole' in
*oth ro'cts an' serices there is a nee' to e'cate the cstoers so that the/ can
easil/ se an' aail all the facilities aaila*le on all the ro'ct.
&rin+ / trainin+, I o*sere' that an/ cstoers, not to as$ a*ot Internet *an$in+,
Phone Ban$in+ een 'onKt $no ho to se AT#, hich is reall/ a area of concern.
"stoers 'o not $no the colete rles an' re+lations an' roce'res of *an$s an'
*an$ers resere the for theseles an' 'o not ta$e interest in e'catin+ the
cstoers *ecase if /o are +iin+ a ro'ct in the han's of the cstoers $eein+ the
ie to sere the *etter, it is eCall/ iortant to aare not onl/ a*ot the facilities
that are aaila*le on an/ ro'ct *t also ho to se the.
-ntil an' nless this thin+ is ractices as a caai+n, it ol' *e 'ifficlt to retain
e5istin+ cstoers as it is sai' retainin+ the e5istin+ cstoers is less e5ensie than
creatin+ ne one. or this *an$ nee' to e'cate the cstoer fro the +rass root of
*an$in+.
-2STINNAIR2
&ear Sir L #a'a, I a con'ctin+ a sre/ on I"I"I. I shall *e er/ than$fl to /o to +ie /or fe
intes to e for anserin+ / fe Cestions *elo.
Nae A''ress
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1 W:6: +4( 4*5 9 5s/(*s :+( :( /+6/5/ )*6@56)
(a) @030
(*) 30?0
(c) ?00
(') A*oe 0
2 W:+ 6s ;5* 5+6)
(a) Serice
(*) Bsiness
(c) St'ent
(') thers
3 W:+ 6s ;5* +))5+, 6)/(
(a) 9ess than 1 la$h
(*) 1@ la$h
(c) 3? la$h
(') ore than ? la$hs
= W:+ ;5 (( 9*/ + @+)7 8:6,( ()6)4 +) A5)
(a) ic$ Serice
(*) Proer Inforation
(c) 4or$in+ or
(') 9ess oralities
(e) !ariet/ of Pro'cts
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> W:6: 9 :( 9,,86)4 +*6@5(s /(,,( ;5 /s () s+6)4 +5) 6) STATE
BANK OF INDIA
(a) AT# " &e*it "ar'
(*) !ale A''e' Sain+ Accont
(c) "heCe Boo$
(') Phone L Internet Ban$in+
? W:+ ;( 9 +5) ;5 :+( 6) STATE BANK OF INDIA
(a) Sain+ Accont
(*) "rrent Accont
(c) i5e' Accont
(') NRI
(e) ther
% W:6: 9+* +/)4 :( 9,,86)4 6)9,5()( ;5 /s () +) +5) 6) STATE
BANK OF INDIA
(a) rien's L Relatie
(*) A'ertiseent
(c) Ban$ 2lo/ees
(') Prosects
& I) /+*6s) :(* @+)7s :8 85, ;5 *+( STATE BANK OF INDIA
(a) 25cellent
(*) oo'
(c) Aera+e
(') Poor
(e) "anGt Sa/
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(') -nsatisfie'
(e) i+hl/ Satisfie'
1> W:+ :(* ,+)s * 9,(6@6,6; ;5 (( 9*/ I)s5*+)( C/+)6(s
(a) #ore retrns
(*) "oleentar/ +ifts
(c) Inestent Patterns
BIBLIOGRAPHY
BOOKS
". R %othari ,Research #etho'olo+/, #etho's M TechiCes ,@n' 2'ition , @00 , N24
A2 INT2RNATINA9 P!T.. 9T&.
S. Bas , DInestent Perforance f "oon Stoc$s In Relation To Their Price
2arnin+ Ratios : A Test f The 2fficient #ar$et /othesis D , ;ornal f inance, ;ne
1=77.
Steinherr, A. (1==8), &eriaties: The il' *east of finance, ;ohn 4ile/ an' Sons.
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WEBSITES
.s*i.co
LLLhtt..s*inierse.coL
LLLhtt.i$ie'iaLs*i.coL
LLhtt.on$e/sre/Ls*i.co
http://www.sbiuniverse.com/http://www.wikipedia/icicibank.comhttp://www.sbiuniverse.com/http://www.wikipedia/icicibank.comRecommended