varun customer satisfaction of icici bank

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=


9/52

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


23/52

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.


28/52

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


29/52

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.


30/52

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


31/52

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


32/52

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.


33/52

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


34/52

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.


35/52

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


36/52

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.


37/52

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'.


38/52

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.


39/52

A*( ;5 6)(*(s( 6) *5s 99(*( @; :( ICICI PRUDENTIAL

es


40/52

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


41/52

W:(*( 85, ;5 ,67( 6)s5*( 69 46() :+)(

9I"


42/52

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.


43/52

INTERPRETATION

30J eole are hi+hl/ satisfie',

?0J satisfie',

1Jare o'erate,

J are nsatisfie'

10Jare hi+hl/ nsatisfie'.


44/52

INTERPRETATION

0Jeole are satisfie' ith inestent attern,

30J are satisfie' ith ore retrns an'

nl/ @0J eole e5ect colientar/ +ifts.


45/52

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.


46/52

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


47/52

*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


48/52

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


49/52

> 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/


50/52


51/52

(') -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.


52/52

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.com

varun customer satisfaction of icici bank

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