CUSTOMER Satisfaction ICICI Bank Project BY Vasudev

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A
PROJECT REPORT
ON
“CUSTOMER SATISFACTION’’
AT
ICICI BANK LTD
AHMEDNAGAR
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILMENT OF
MASTER IN COMMERCE (ADMINISTRATION)
BY
VASUDEV AVHAD
UNDER THE GUIDANCE OF
DR.D.B.MORE
(2017-2018)

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GUIDE CERTIFICATE
DR.D.B.MORE
HOD
BUSINESS ADMINISTRATION,
AHMEDNAGAR COLLEGE
STATION ROAD,
AHMEDNAGAR
Date: - / /
CERTIFICATE OF GUIDE
This is to certify that the work incorporated in the project study
of “CUSTOMER SATISFACTION” submitted by VASUDEV
AVHAD was carried out by the candidate under my supervision
and guidance. Such material has been obtained from other
source has been duly acknowledged in the thesis.
Date:-
Place: - Ahmednagar
DR. D. B. MORE
M.COM (ADMINISTRATION)
PROJECT GUIDE

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ACKNOWLEGMENT
“Success can never be attained without proper guidance.”
The project is a great source of learning and a good experience as it
made me aware of professional culture and conducts that exist in an
organization. Inspection and guidance are valuable in all aspects of life
especially in an academic field.
A very special thanks to our Honorable Principal DR.
R.J.BARNABAS Sir, for giving us an excellent opportunity to undergo
my project and gain practical knowledge.
I would like to put on record my gratitude to DR. D. B. MORE
SIR Head of Business Administration Department for his
encouragement and guidance for completion of my project.
I would like to express my gratitude to Prof. Nidhi Patel madam,
and all the faculty members and my internal project guide for her
continuous support and guidance without which this project would not
have been accomplished.
At last I am thankful to all my friends and parents who have
helped me directly or indirectly in competition of my project and making
it a success.
VASUDEV AVHAD

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DECLARATION BY THE CANDIDATE
I am VASUDEV AVHAD declare that the project entitled
“CUSTOMER SATISFACTION" Submitted by me for the degree
of M.Com is this record of work carried on by me during the
period Dec-2017 to March-2018 Under the guidance of Dr.
D.B.MORE SIR has not formed the basis for the award of any
degree, diploma, association ship, follow ship, titles is this or any
other university or any other institutions of higher learning.
I further declare that the material obtain form other
resources has been duly acknowledged in project.
VASUDEV AVHAD
M. Com II (ADMINISTRATION)

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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.

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SYNOPSIS
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.

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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.
WEBILOGRAPHY & BIBILOGRAPHY
WEBILOGRAPHY
www.icicibank.com
www.iciciuniverse.com
www.rbi.org.in
www.moneycontrol.com
www.nseindia.com
www.google.com
www.seribd.com
BIBLIOGRAPHY
Business Magazines

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INDEX
Sr. No. TOPICS Page No.
1 Introduction To Study 9–TO-12
2 Company Profile 13-TO-38
3 Objective Of Study 39-TO-40
4 Review of literature 41-TO-46
5 Research Methodology 47-TO-49
6 Data analysis and Interpretation, Observation 50-TO-63
7 Findings, Conclusion and Suggestion 64-TO-67

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CHAPTER 1
INTRODUCTION
of study

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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

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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.

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CHAPTER 2
COMPANY
PROFILE

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COMPANY PROFILE
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.

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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

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Board of Directors
Board of Members
Mr. M. K. Sharma, Chairman
..............................................
Mr.UdayChitale
..............................................
Mr.DileepChoksi
..............................................
Ms.NeelamDhawan
..............................................
Dr.Tushaar Shah
..............................................
Mr. V. K. Sharma
..............................................
Mr.AmitAgrawal
Ms.ChandaKochhar,
Managing Director & CEO
...........................................
Mr. N. S. Kannan,
Executive Director
...........................................
Ms.VishakhaMulye,
Executive Director
...........................................
Mr. Vijay Chandok,
Executive Director
...........................................
Mr.AnupBagchi,
Executive Director

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BOARD COMMITTEE
Audit Committee
Board Governance, Remuneration &
Nomination Committee
Mr.UdayChitale,Chairman
Mr.DileepChoksi, Alternate Chairman
Dr.Tushaar Shah
Dr.Tushaar Shah, Chairman
Mr. M. K. Sharma
Mr. V. K. Sharma
Corporate Social Responsibility
Committee
Customer Service Committee
Dr. Tushaar N. Shah,Chairman
Ms.ChandaKochhar
Mr.DileepChoksi
Mr.AmitAgrawal
Dr.TushaarShah,Chairman
Mr.UdayChitale
Ms.ChandaKochhar
Mr.AnupBagchi
Credit Committee Fraud Monitoring Committee
Ms.ChandaKochhar
Dr.Tushaar Shah
Mr.DileepChoksi, Chairman
Ms.NeelamDhawan
Mr.UdayChitale
Ms.ChandaKochhar
Mr.AnupBagchi
Information Technology Strategy
Committee
Risk Committee
Ms.NeelamDhawan,
Chairperson
Mr.DileepChoksi
Ms.ChandaKochhar
Mr.DileepChoksi
Mr. V. K. Sharma
Ms.ChandaKochhar
Stakeholders Relationship Committee Committee of Executive Directors
Mr.UdayChitale, Chairman
Mr. N. S. Kannan
Mr.AnupBagchi
Ms.ChandaKochhar,
Chairperson
Mr. N. S. Kannan
Ms.VishakhaMulye
Mr. Vijay Chandok

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Executive Directors OF ICICI -
ChandaKochhar
Managing Director & CEO
N.S. Kannan Vijay Chandok VishakhaMulye AnupBagchi
Executive Director Executive Director Executive Director Executive Director
Mr.AnupBagchi
Review Committee for identification
of wilful defaulters/non co-operative
borrowers
Managing Director & CEO,
Chairperson
Any Two Independent Directors

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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

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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

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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.
Announcing the deployment of ‘Software Robotics’, Ms.ChandaKochhar, MD & CEO, ICICI Bank,
said, “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 pathbreaking 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, „Pockets‟- India‟s
first digital bank on mobile phone and „iMobile SmartKeys‟ – 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)

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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 towork with such a behemoth organization. It might not be the best paymaster but it definitely

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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 andPinnacle7.016.Among from
this software ICICI bank uses the e-banking, core banking, mobile banking electronic display sy ICICI
Bank was using Teradata for its data
warehouse.However, due to its proprietary hardware, the cost of procurement, upgrades andadministratio
n 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 Sybaseenterprise 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 setof 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 pre-
configured. 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 at2.30 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

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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.
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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 bn (March 31, 2006) and market capitalization of about USD 10.8 bn (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.SMukherji,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 isa 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

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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
isa joint venture between ICICI Bank-one of India's foremost financial servicescompanies-
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 nation-
wide 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
betweenICICI Bank Limited and the US-based $ 26 billion Fairfax Financial HoldingsLimited. ICICI
Bank is India's second largest bank, while Fairfax Financial
Holdingsis 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.

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PRODUCT AND SERVICES
PRODUCT
ICICI Bank offers wide variety of Deposit Products to suit your requirements. Coupled with convenience
of networked branches/ ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank
brings banking at your doorstep. Select any of our deposit products and provide your details online and
our representative will contact you for Account Opening.

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SAVING ACCOUNTS-
ICICI Bank offers you a power packed Savings Account with a host of convenient features and
banking channels to transact through. So now you can bank at your convenience, without the
stress of waiting in queues
SENIOR CITIZEN SERVICES
We understand that as you reach the age to retire, you do have certain
concernswhether your hard earned money is safe and secure … whether your investments give you
the kind of returns that you need. That's why we have anideal Banking Service for those who are 60 years
and above. The Senior Citizen Services from ICICI Bank has several advantages that are tailored to bring
more convenience and enjoyment in your life
YOUNG STARS
It's really important to help children learn the value of finances and moneymanagement at an early age.
Banking is a serious business, but we make banking a pleasure and at the same time children learn how
to manage their Personal finances.

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FIXED DEPOSITS
Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatablefeatures of the Fixed Deposit from
ICICI Bank.
RECURRING DEPOSITS
When expenses are high, you may not have adequate funds to make biginvestments. But simply going
ahead without saving for the future is not anoption for you. Through ICICI Bank Recurring Deposit you
can invest smallamounts of money every month that ends up with a large saving on maturity.So you enjoy
twin advantages- affordability and higher earnings

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LOANS
ICICI Bank offers wide variety of Loans Products to suit your requirements.Coupled with convenience of
networked branches/ ATMs and facility of E-channels like Internet and Mobile Banking, ICICI Bank brings
banking at your doorstep. Select any of our loan product and provide your details online andour
representative will contact you for getting loans.
HOME LOAN-
The No. 1 Home Loans Provider in the country, ICICI Bank Home Loans
offerssome unbeatable benefits to its customers - Doorstep Service, SimplifiedDocumentation
and Guidance throughout the Process. It's really easy!
PERSONAL LOAN-
If you're looking for a personal loan that's easy to get, your search ends here.ICICI Bank
Personal Loans are easy to get and absolutely hassle free. Withminimum
documentation you can now secure a loan for an amount up to RS. 15lakhs.

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CAR LOAN-
The NO.1 financier for car loans in the country. Network of more than
1500channel partners in over 780 locations. Tie-
ups with all leading automobilemanufacturers to ensure the best deals.
Flexible schemes & quick processing. Hassle-free application process on
the click of a mouse.
COMMERCIAL VEHICLE LOANS-
Range of services on existing loans & extended products like funding of new vehicles,
refinance on used vehicles, balance transfer on high cost loans, top up on existing
loans, Extend product, working capital loans & other banking products.
TWO WHEELER LOANS-
Avail attractive schemes at competitive interest rates from the No 1 Financier for Two
Wheeler Loans in the country. Finance facility up to 90% of the On Road Cost of the vehicle,
repayable in convenient repayment options and comfortable tenors from 6 months to 36
months. Ride home on your Dream Two Wheeler with our hassle free finance.

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FARM EQUIPMENT LOANS-
Preferred financier for almost all leading tractor manufacturers in the
country.Flexible repayment options in tandem with the farmer's seasonal liquidity.Monthly, Qu
arterly and Half-yearly repayment patterns to choose from.Comfortable repayment tenures
from 1 year to 9 year.

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CARDS
ICICI Bank offers a variety of cards to suit your different transactional needs. Our range
includes Credit Cards, Debit Cards and Prepaid cards. These cards offer you convenience
for your financial transactions like cash withdrawal, shopping and travel. These cards are
widely accepted both in India and abroad. Read on for details and features of each.
CREDIT CARDS
ICICI Bank Credit Cards give you the facility of cash, convenience and a range of benefits,
anywhere in the world. These benefits
rangefrom life time free cards, Insurance benefits, global emergency assistance service,
Discounts, utility payments, travel discounts and much more.
DEBIT CARDS
The ICICI Bank Debit Card is a revolutionary form of cash that allows customers to access
their bank account around the clock, around the world. The ICICI Bank Debit Card can be

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used for shopping at more than 100,000 merchants in India and 13 million merchants
worldwide.
PRESENTING ICICI BANK TRAVEL CARD-
The Hassle Freeway toTravel the world. Traveling with US Dollar, Euro, PoundSterling or
Swiss Francs; Looking for security and convenience
take ICICI Bank Travel Card. Issued in duplicate. Offers the Pin basedsecurity. Has the
convenience of usage of Credit or Debit card.

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PRE PAID CARDS
ICICI Bank brings to you a complete bouquet of pre-paid cards providing payment solutions
at your fingertips. ICICI Bank pre-paid cards are a safe& convenient way for associate
payments, disbursements, gifting & small ticket transactions. Pre-paid cards are available
on a VISA platform thus providing accessibility to over one lakh merchant establishments &
cash withdrawal from all VISA ATMs in India.
INVESTMENTS –
At ICICI Bank, we care about all your needs. Along with Deposit products and Loan
offerings, ICICI Bank assists you to manage your finances by providing various investment
options ranging from ICICI Bank Tax Saving Bonds to Equity Investments through Initial
Public Offers and Investment in Pure Gold. ICICI Bank facilitates following investment
products:

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•ICICI Bank Tax Saving Bonds
•Government of India Bonds
•Investment in Mutual Funds
Initial Public Offers by Corporate
•Investment in "Pure Gold"
•Foreign Exchange Services
•Senior Citizens Savings Scheme, 2004
You can invest in above products through any of our branches. For select products ICICI
Bank also provides the ease of investing through electronicchannels like ATMs and Internet
(ICICIdirect.com)
FOREX SERVICES-
ICICI bank’s foreign exchange services will help you organize your foreign exchange in the
most hassle free manner. Whatever its foreign currency, travellers cheque or travel card
ICICI bank foreign exchange services is a one –stop solution to your foreign exchange
requirement.
Gold Monetisation Scheme (GMS)-
Resident Indians can deposit gold under Gold Monetisation Scheme. The deposit will be
denominated in grams of gold with purity 995. The deposit will help the depositor earn
interest at the rate of interest decided by Central Government and notified by Reserve Bank
of India from time to time. ICICI Bank is one of the designated banks authorised to
implement the Scheme.
Objective of RBI/Government
GMS, which modifies the existing 'Gold Deposit Scheme' (GDS) is intended to mobilise gold
held by households and institutions of the country and facilitate its use for productive
purposes, and in the long run, to reduce country's reliance on the import of gold.
Eligibility
Resident Indians (Individuals, HUF, Trusts including Mutual Funds/Exchange Traded
Funds registered under SEBI (Mutual Fund) Regulations and Companies) can make
deposits under the scheme. The opening of gold deposit accounts will be subject to the
same rules with regard to customer identification as are applicable to any other deposit
account.

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You need to hold Savings / Current Account with ICICI Bank before opening Gold deposit
account for credit of interest on gold deposit in INR. In case you do not hold an account
with us, you will need to open a Savings / Current Account after complying with the KYC
norms
DEMAT SERVICES
ICICI Bank Demat Services boasts of an ever-growing customer base of over 11.5 lacs
account holders. In our continuous endeavor to offer best of the class services to our
customers we offer the following features:
e-Instructions
: You can transfer securities 24 hours a day, 7 days a week through Internet & Interactive
Voice Response (IVR) at a lower cost. Now with "Speak to transfer", you can also transfer or
pledge instructions through our customer care officer.
Consolidation Demat Account
: Dematerialize your physical shares in various holding patterns and consolidate all such
scattered holdings into your primary demat account at reduced cost
Digitally Signed Statement:
Receive your account statement and bill by email.
Corporate Benefit Tracking:
Track your dividend, interest, bonus through your account statement.
Mobile Request:

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Access your demat account by sending SMS to enquire about Holdings, Transactions, Bill &
ISIN details
Mobile Alerts:
Receive SMS alerts for all debits/credits as well as for any request, which cannot be
processed
Dedicated customer care executives specially trained at our call center, to handleall
your queries.
Countrywide network of over 235 branches, you are never far from an ICICI Bank Demat
Services.
PRIVATE BANKING
The chosen few know that the secret to success in life is living it. To the fullest on your
terms. Then life's luxuries follow naturally at home, at work, at play. Not as an exception,
but as the rule. At ICICI Bank, we believe, it should be the same when
itcomes to banking. A world where talented people, synchronized processes andinnovative
products come together to create seamless global banking solutions.Solutions that go
beyond wealth management. Solutions that are uniquely tailored to your specific need

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CHAPTER 3
OBJECTIVE OF THE
STUDY

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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.

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CHAPTER 4
REVIEW OF LITERATURE

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REVIEW OF LITERATURE
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

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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,

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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.

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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.

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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.

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CHAPTER 5
RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY
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.
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.

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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.

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CHAPTER 6
DATA ANALYSIS
AND
INTERPRETATION

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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.

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DATA ANALYSIS
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
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.
0
5
10
15
20
less than a
year
1-4 year
4-7 year
more than 7
year
Series 2
Series 3
Series 1

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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%
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 nither happy nor have any problem and remaining 6% respondent are
dissatisfied with respect to get let services from the ICICI bank.
46%
34%
14%
4%
2%
PROMOTION SERVICES
STRONGLY AGREE
AGREE
NITHER AGREE NOR DISAGREEE
DISAGREE
STRONGLY DISAGREE

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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
INTERPRETATION –
From the above graph it is clear that 3/4th of the respondents doesn’t face any problem in
the process of opening a new account 10% respondent are Nither happy nor have any
problem and remaining 2% respondent are dissatisfied with the procedure of opening a
new account in the ICICI bank.
Series 1
Column1
Series 3
0
5
10
15
20
25
STRONGLY
AGREE
AGREE NEITHER
AGREE
NOR
DISAGREE
DISAGREE STRONGLY
DISAGREE
Series 1
Column1
Series 3

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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
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
0
5
10
15
20
25
30
35
STRONGLY
AGREE
AGREE NEITHER AGREE
NOR DISAGREE
DISAGREE STRONGLY
DISAGREE
Series 1
Column1
Column2

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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%
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
46%
32%
20%
0% 2%
no of respondent
Strongly Agree Agree Nither Agree Nor Disagree Disagree Strongly Disagree

57 | P a g e
6] Do you agree that minimum account limit is not high
and easy to maintain in the ICICI bank?
No of respondent
Strongly Agree 5
Agree 17
Neither Agree Nor Disagree 16
Disagree 9
Strongly Disagree 3
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.
0
2
4
6
8
10
12
14
16
18
STRONGLY
AGREE
AGREE NEITHER
AGREE NOR
DISAGREE
DISAGREE STRONGLY
DISAGREE
Column1
Column2
Series 1

58 | P a g e
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

59 | P a g e
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.
0
2
4
6
8
10
12
Column2
Column1
Series 1

60 | P a g e
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

61 | P a g e
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% .
0
5
10
15
20
25
30
Column2
Column1
NO OF RESPONDENT

62 | P a g e
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
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.
42%
32%
18%
6% 2%
NO OF RESPONDENT
Strongly agree
agree
neither agree nor disagree
disagree
Strongly disagree

63 | P a g e
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
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.
0
10
20
30
40
50
60
70
80
90
100
Frequency
percent

64 | P a g e
CHAPTER 7
Findings and
conclusion

65 | P a g e
Findings and conclusion
Findings
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 seems to a problem for
¼th of the population.

66 | P a g e
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.

67 | P a g e
SUGGESTIONS & RECOMMENDATIONS
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.

68 | P a g e
BIBLIOGRAPHY&
weblIOGRAPHY

69 | P a g e
BIBLIOGRAPHY
 Business Magazines
webIlIOGRAPHY
 www.icicibank.com
 www.iciciuniverse.com
 www.rbi.org.in
 www.moneycontrol.com
 www.nseindia.com
 www.google.com
 www.seribd.com

CUSTOMER Satisfaction ICICI Bank Project BY Vasudev

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