CHAPTER-I

INTRODUCTION AND EXECUTION OF STUDY

INTRODUCTION

The concept of modern marketing of bank services was not fully adopted
in the past. However the banks and insurance companies are appointing
managers exclusively to look after their marketing problems. Now rendering
services in the bank are very much fast. The varied services rendered by
commercial banks at present testify this past. Marketing of services to the
customers aims at two important goals, prosperity to the bank and satisfaction to
the customers.

Bank Services are viewed in terms of the satisfaction they deliver to the
customers. For instance, bank account is seen in terms of customer satisfaction,
such as safety, convenience of paying dues, keeping records, transferring funds
with accuracy.

The American Marketing Association defines services as “activities,

benefits or satisfactions which are offered for sales or are provided in
connection with the sale goods”. The services of banks described in the second
half of the 20th century are those included in the sale of goods to the customer,
pre-sale and after-sale service “activities, benefits or satisfaction which are
offered for sale”. The marketing of these kinds of services usually does not
include the sale of the goods to the customers. Such activities, benefits or
satisfactions offered for sale of goods are intangible in nature. They are actual
objects, which can not be seen, tasted, felt, and moved and so on.

In order to grow and prosper and even to survive a bank has to keep
abreast of changing customer needs and preferences apart from knowing the
strategies of competing banks in the area of customer service. In a service
industry like banking, the customer at present continues to be a prime factor and
the customer service would be one of the factors for improving profitability of
the bank. Customer service is complex in nature and dynamic in action.

Marketing of banking services is the aggregate of all functions directed at

providing services to satisfy customers. Banking needs, more effectively and
efficiently than the competitors.

Products and services made available by a bank are: (1) bank deposits,
and bank loans and advances, credits cards, traveler cheques, remittances,
discounting of commercial papers, collections, trusteeship, standing
instructions, merchant banking, consultancy services on taxes and investment,
foreign exchange, letters of credit, bank guarantees. With the emergence of
global market, banks must adopt sophisticated customer oriented marketing
approach to meet keen competition in bank marketing and marketing of all
financial services. Banks in India are offering totally computerized banking to
their clients. Modern bank must have products such as planning and
development just like a manufacturer of a commodity. In fact, banks are
required asset manufacturers and dealer’s money and credit.

Good marketing management delivers satisfaction. It offers the right

products to the right people, at the right time, at the right price, and at the right
place. Place of location of management in offering bank services, plays a very
important role in the marketing of bank services.

Banking is essentially a convenience business and hence the selection of

bank location is very important to the success of the bank marketing.
STATEMENT OF THE PROBLEM

A common bank customer, now a days is not fully satisfied by the

services it has rendered to him. The levels of satisfaction in customer service
offered by a bank is generally related to their counter service and time taken to
provide some of the essential facilities, like collection of cheques and demand
draft of both local and outstation, deposit and withdrawal of money issue of
statement of accounts and updating of saving bank pass book.

The main problem in marketing is discovering the needs of the customers

and determining how the bank can meet these needs. They are two main
requirements. First, knowing as much as possible about each of the bank’s
market of customers, and secondly, knowing as much as possible about the
plans of the bank’s competitors in their attempt to exploit these Markets.

Marketing is an organizational philosophy. This philosophy demands the

satisfaction of customers’ (consumers) needs as the prerequisite for the
existence and survival of the bank. Marketing is so basic that it cannot be
considered as a separate function. It is the whole business seen from the point of
view of its final result that is the customer’s point of view.

Marketing for service industry like banks is a philosophy to be

understood by the whole organization from the chief executive to the person
working at the counter. The first and foremost important step in applying the
marketing concept is to have a wholehearted commitment to customer
orientation by all the employees. Marketing is an attitude of mind. This means,
that the central focus of all the activities of a bank is customer. Marketing is
much more than just advertising and promotion; it is a basic part of total
business operation. What is required for the bank is the market orientation and
consciousness among all the personnel of the bank.
 The good customer service does not merely mean treating customer
politely and putting through customer transaction with expediency and
expectation. It basically implies, ascertaining and assessing the customer’s
requirements and expectations and then initiating a management process to
fulfill and integrate the organizational goals and objectives. The present study
on customer satisfaction by ICICI bank makes an attempt to study the extent to
which customer is satisfied.

REVIEW OF LITERATURE

Many studies and report have been conducted on the commercial banks.
But a very few study has touched working of commercial banks in depth of the
studies of commercial banks. The various reports of the R.G. Saraiya
Committee (1969), Chore Committee (19790, Tanton Committee (1975),
Narasimham Committee (1991 & 1998) recommendations on the working of
commercial banks are as follows:

R.G.Saraiya study groups (1969) have elaborately reviewed the structure

of commercial banking of commercial banking system. These committees
recommend extending the geographical and functional coverage of the
commercial banking system and improvement and modernizing the operating
methods and process and the management policies of bank.

The Tanton Committee (1975) reports have studied the existing loan
management practices and framed guidelines for follow up of the bank activities
credit. They have suggested norms for holding raw-material stock in prorgress,
finished products and receivables and bills purchased and discounted for 15
type of SI. The study groups have recommended forms for quarterly
information system. For (I) quarterly operation statement and form (II) quarterly
fund flows statement.
 J.C.Lauther Committee has recommended statements on productivity,
efficiency and profitability in Commercial Banks (1976). This working group
has recommended the strengthening and recasting of the organizational setup
within the RBI for more effective and co ordinate action. Ensuring the
expeditious installation of management system within the bank or a prerequisite
for a meaningful planning and control of operation with special reference to the
monitoring of industrial units which have been nearly established and those
which are in various stages of sickness and making regular and systematic
arrangement for undertaking studies on the lost of banks and other related areas
on a continuing basis.

The Chore Committee (1979) report has reviewed the system of cash-
credit system, particularly with reference to the gap between sanctioned credit
limits and the entry of this utilization. In the light of the review, the system,
with a view to marking the system were amenities to rational management of
funds by commercial bank and alternative type of credit facilities which should
ensure greater credit discipline and also enable banks credit limits to increase in
output or other productive activities. A study on the computations and
mechanization process in the banking industry reveals the usages of computer in
credit management and the areas of further development.
Narasimham Committees (1991) recommendations were as follows:

● SLR should be reduced from the statutory maximum of 38.5% to 35%

of net demand and time liabilities of banks over the next five years.
● CRR should be progressively reduced from its present high level of
15% to 3 to 5%
● All controls and regulations on interest rates on lending and deposit
rates of banks should be removed.
● Concessional rates of interest on priority sector of small sizes should
be phased out subsidies in IRDP loans should be withdrawn.
● There are four large banks including SBI which should become
international in character.
● Eight to Ten banks should be National Banks with wide references of
branches throughout the country.
● The rest should remain as local banks.
● RBI should permit the establishment of new banks in the private
sector.
● Foreign banks should be allowed to open offices in India either as
branches of as the main.
● Foreign Banks and Indian Banks should be permitted to setup joint
ventures.
● Over regulation and over-delimitation should be avoided.
● Each bank should be free and autonomous.
● Every bank should go for radical change in working technology.
Recommendations of Narasimham Committee (1998) were as
follows:

● Adopt the concept of banking to rehabilitate weak banks.

● Setting up of small, local banks which should be confined to state or
cluster of districts in order to serve local trade, small industry and
agriculture.
● Higher Capital Adequacy requirements for banks and the setting up of
an Asset Reconstruction Fund to take over the bad debts of the banks.
● To review and amend the provisions of Reverse Banks of India Act,
Banking Regulation Act, so as to bring them in line with the current
needs of the banking industry.

From the review of literature it is understood that the above studies

insist on the significance of customer’s services, scope for marketing of
banking services etc. But no specific study has been carried out with
reference to adaptability of customer satisfaction. Hence, considering the
significance role, the research has under taken the current problem for the
study.

OBJECTIVE:

Main objectives of the study are

1. To identify the areas of discontent in the services rendered by ICICI

Bank.
2. To identify the services that is offered by ICICI Bank.
3. To analyse the extent of satisfaction of the customers regarding the
service provided by them.
4. To make suggestions for the improvement in services offered by the
Bank.
 Operational Definition

Banking Marketing:

BM = f(S,I.D,P)
BM = Bank Marketing
F = Function of (department on)
S = Services to Customers
I = Interest received (includes, service charges)
D = Distribution of services (by Post, Bank Branches etc.)
P = Promotion (advertisement, Personal Selling, Publicity,
Public relations)
Methodology of the study:

The study is based on both primary and secondary data, using

interview schedule for the purpose of collecting required information.

The researcher has collected primary of collected Primary Data from a

great deal of customers of the Salem ICICI bank as the interview schedule is
appended in the appendix. The Interview schedule for this purpose has been
prepared elaborately, with thirty-nine questions. This sort of collections of
information for the customers of the ICICI Bank has been treated or used as
Primary Data of the study. As per the proposal, nearly 200 customers of the
bank have been met at the door step of the bank and their opinions have been
collected at the bank and analysis has been made.

It is proposed to collect the secondary data from the relevant books and
articles. Bank-marketing journal and magazines would also be used to extract
more information regarding this study.
Sampling Size:

In order to study the view of customers and the extent of their

satisfaction, sample of 200 customers were identified and stratified sampling
method have been adopted. The total customers of the ICICI Bank in Salem
area are stratified into five categories namely viz.,

Professionals, Employees, Businessman, Students and Others.

Period of Study:
The present study covers a period of three months January-March 2005.

Limitations:

The present study deals with only limited area. The present study finding
and suggestions may be applicable only in the study area. Informations are
collected directly from the customer. At the time of study, customers may have
in depressive mood. So, the level of perfections of information may be reduced.

Chapter Scheme:

1. The first chapter deals with includes formal introduction, statement of

the problem, review of literature, objectives of the study, operational
definition, methodology, sampling size, Chapter Scheme, Limitations of
these study are given.
2. The Second Chapter portrays the profile of ICICI Bank.
3. The third chapter analyses the nature and extent of customer service
rendered by the ICICI bank for its customers.
4. The fourth chapter analyses the nature and extent of customers
satisfaction in utilizing the banking service.
5. The fourth and concluding chapter contains the summary of findings,
suggestions and conclusion.
 CHAPTER-II

PROFILE OF ICICI BANK

OVERVIEW
ICICI Banks is India’s second –largest bank with total assets of about
Rs.112.024 cores of about 450 branches and offices and about 1750 ATMs.
ICICI Bank offers a wide range of products and financial services to corporate
and retail customers through a various channels and through its specificalised
subsidiaries and affiliates in the areas of investments and non-life insurance,
venture capital, asset management and information technology equity shares are
listed in India on stock exchanges at Chennai, Delhi, Kolkata and Stock
Exchange, Mumbai and the National Stock Exchange of India Limited and
Depositary Receipts (ADRs) are listed on the New York Stock Exchange.
(NYSW).

ICICI Bank was originally promoted in 1994 by ICICI Limited, an Indian

financial install its wholly-owned subsidiary ICICI’s shareholding in ICICI
Bank was reduced to 46% to offering of shares in India in fiscal 1998, an equity
offering in the form of ADRs listed of fiscal 2000 ICICI Bank’s acquisition of
Bank of Madura Limited in an all-stock amalgam 2001, and secondary market
sales by ICICI to institutional investors in fiscal 2001 a ICICI was formed in
1995 at the initiative of the World Bank, the Government representatives of
India industry. The principal objective was to create a develop institution for
providing medium-term and long-term project financing to Indian business
1990s ICICI transformed its business from a development financial institution
offering finance to a diversified finance services group offering a wide variety
of products and directly and through a subsidiaries and affiliates like ICICI
Bank. In 1999, the first Indian company and the first bank or financial
institution from non-Japan Asia the NYSE.
 After consideration of various corporate structuring alternatives in the
context of competitive scenario in the Indian Banking Industry, and the move
towards universe, management of ICICI Bank formed the view that the merger
of ICICI would be the optional strategic alternative for both entities and would
create the structure for the ICICI group’s universal banking strategy. The
merger would enhance shareholders through the merged entity’s access to low-
cost deposits, great of earning fee-based income and the ability to participate in
the payments system transaction banking services. The merger would enhance
value for ICICI Bank share a large capital base and scale of operations,
seamless access to ICICI’s relationships built up over five decades, entry into
new business segments, higher various business segments, particularly fee-
based services , and access to the was ICICI and its subsidiaries. In October
2001, the Boards of Directors of ICICI and ICICI the merger of ICICI and two
of its wholly-owned retail finance subsidiaries. ICICI per services Limited and
ICICI Capital services Limited with ICICI Bank. The merger was shares holders
of ICICI Bank in January 2002, by the High Court of Gujarat at March 2002
and by the High Court of Judicature at Mumbai and the Reserve Bank 2002.
Consequent to the merger, the ICICI group’s financing and banking operations,
and retail, have been integrated in a single entity.

HISTORY OF ICICI

1955: The Industrial Credit and Investment Corporation of India Limited

(ICICI) incorporated at the initiative of the World Bank, the Government
of India and representatives of India industry, with the objective of creating a
development financial institution for providing medium-term and long-term
project financing to Indian businesses. Mr. A. Ramaswami Mudaliar elected as
the first Chairman of ICICI Limited.
 ICICI emerges as the major source of foreign currency loans to Indian
industry. Besides finding from the World Bank and other multi-lateral agencies,
ICICI also the first Indian companies to raise funds from international markets.

1956: ICICI declared its first Divident at 3.5%

1958: Mr. G.L Mehta was appointed the 2nd chairman of ICICI Ltd.,
1960: ICICI building at 163, Back Bay Reclamation was inaugurated.
1961: The first West German Loan of DM 5 Million from Kredianstait was
obtained by ICICI.
1967: ICICI made its first debenture issue for Rs.6 crores which was
oversubscribed.
1969: First two regional in Calcutta and Madras were opened.
1972: Second entity in India to set-up merchant banking services
: Mr. H.T. Parekh appointed as the Fourth Chairman of ICICI.
1979: Mr. James Raj appointed as the Fourth Chairman of ICICI
1982: Becomes the first ever Indian borrower to raise European Currency Units.
: ICICI commences leasing business.
1984: Mr. S. Nadkarni appointed as the sixth chairman of ICICI
1986: Mr. N. Vaghul appointed as the seventh Chairman and Managing
Director of ICICI.
: ICICI along with UTI sets up Credit Rating Information Services of
India Limited (CRISILI India’s first professional credit rating agency.
: ICICI promotes Shopping Credit and Investment company of India
Limited (SCICI).
: The Corporation made a public issue of Swiss Franc 75 million in
Switzerland, the first public issue by any Indian equity in the Swiss Capital
Market.
1987: ICICI signed a loan agreement for Sterling Pound 10 million in Common
Wealth Development Corporation (CDC), the first loan by CDC for financing
projects in India.
1988: ICICI promotes TDICI – India’s first venture capital company.
1993: ICICI sets-up ICICI Securities and Finance Company Limited in joint
venture with J.P.Morgan.
1994: ICICI sets up ICICI Bank.
1996: ICICI becomes the first company in the Indian financial sector to raise
GDR.
: ICICI announces merger with SCICI.
: Mr. K. V. Kamath appointed the Managing Director and CEO of ICICI
Ltd.,
1997: ICICI was the first intermediary to move way form single prime rate to
three-tier prime rates structure and introduced yield-curve based pricing.
: The name “The Industrial Credit and Investment Corporation of India
Limited” was changed to “ICICI Limited.
1998: ICICI launches retail finance- car loans, house loans and loans for
consumer durables.
: ICICI becomes the first commercial bank from India to list its stock on
NYSE.
2001: The Boards of ICICI Limited and ICICI Bank approved the merger of
ICICI with ICICI Bank.
2002: Merger of ICICI Limited, ICICI Capital services Ltd., and ICICI
Personal Financial services Limited with ICICI Bank.
K. V. Kamath
Managing Director and /chief Executive Officer
Lalita Gupte Kalpana Morparia
Joint Managing Director Deputy Managing Director
Chnda Kochhar Nachiket MOR
Executive Director Executive Director
Board Members

Mr. N. Vaghul, Chairman

Mr. Uday M. Chitale
Mr. P.C. Ghosh
Dr. Sathish C. Jha
Mr. S.B. MAthur
Mr. L.N. Mittal
Mr. Anupam Puri
Mr. Vinod Raj
Mr. Somesh R. Sathe
Mr. P. M. Sinha
Mr. M.K. Sharma
Prof. Marti G. Subrahmanyam
Mr. V. Perm Watsa
Mr. K.V. Kamath, Managing Director & Chief Executive Officer.
Ms. Lalita D. Gupte, Joint Managing Director
Ms. Kalpana Morparia, Deputy Executive Director
Ms. Chandra Kochhar, Executive Director
Dr. Nachiket Mor, Executive Director.
Board Committees
Agricultural & Small Enter prises Audit Committee
Business Committee
Mr. N. Vaghul Mr. Udaya M. Chitale
Dr. Sathish C. Jha Mr. Somesh R. Sathe
Mr. Somesh R. Sathe Mr. M.K. Sharma
Mr. M.K. Sharma
Board Governance & Business Strategy
Remuneration Committee Committee
Mr. N. Vaghul Mr. N. Vaghul
Mr. Somesh R.Sathe Mr. Anupam Puri
Mr. Anupam Puri Mr. M.K. Sharma
Mr. P.M. Sinha
Mr. K.V. Kamath
Credit Committee
Mr. N. Vaghul Mr. N. V. Vaghul
Mr. Somesh R. Sathe Prof. Marti G. Subrahmanyam
Dr. Sathish C. Jha Mr. Udaya M. Chitale
Mr. K.V. Kamath Mr. V. Prem Watsa
Mr. K.V. Kamath
Share Transfer & Shareholders/ Committee of Investors’
Grievance Committee Directors
Mr. Uday M.Chitale Mr. K. V. Kamath
Mr. Somesh R. Sathe Ms. Lalita D. gupte
Ms. Kalpana Morparia Ms. Kalpana Morparia
Ms. Chandra D. Kochhar Dr. Nachiket Mor
Asset- Liability Management Committee
Ms. Lalita D. Gupte
Ms. Kalpana Morparia
Ms. Chandd D. Kochhar
Dr. Nachiket Mor
ICICI Ltd

ICICI Bank Ltd

Buyers credit/Suppliers Credit

Bank normally extends the financing if the LC is advised and negotiated

through them (opportunity for fee based income). No bank is interested in just
extending finance for an import transaction. Hence check with the client about
the requirements for buyer’s credit / Suppliers credit before the opening of the
letter of credit.

Refer your request well before the expected date of establishing of the
LC (Please refer to Annexure II for timeline) so that IFIG can offer the
transaction to more banks as a result the chances for getting finer pricing is
high.

Outward Guarantee

Unlike other transactions, issuance of guarantees (bid bond and other

guarantees covered) involve lot of procedures including the following.

1. Acceptability of the counter guarantees format and the guarantee text to

the guarantee re-issuing bank.
2. As per local regulations in some guarantee (eg., Syria), the guarantee
also needs to be open ended. Business or legal decision in this regard
delays the process.
3. Most of the countries insist for local jurisdiction and they wanted
transactions subject to local laws approvals needs to be taken by the
correspondent banks.
 For the completion of any transaction all terms must be acceptable
to both the Banks (in some cases 3 banks when we guarantee are routed
through an intermediary bank-eg., Iran, Syria who do not take direct credit
exposure on India) The entire process consumes lot of time and hence it is
essential that the request for issuance of outward guarantee have to be
submitted to us well in time (Ref Annexure II). IBG do not approve any
guarantee format. IBG responsibility will be restricted to providing
pricing and making available credit lines and any decision regarding
acceptability of the guarantee text / counter guarantee text, open ended
clauses, compliance atc shall be the responsibility of the respective
business group / GTSU as applicable.

Contacts:

Currently we have four Relationship Managers who take care of

each region. The details of the Relationship Manager along with their
contact details are given in Annexure -1.

To achieve maximum efficiency in your dealing with IFIG please

make use of the following suggestions:

1. Use the standard formats appearing in the intranet for any request
for pricing / Approval of credit lines giving the complete
information in the first reference itself.
2. Submit the requests in time as per Annexure I long with soft
copies of the doctors wherever applicable.
3. Please send your requests at the following e-mail id:
ifigrams@icicibank.com

CHAPTER- III
 CUSTOMER SERVICES AND ITS IMPLICATONS

Banking is essentially service- oriented industry. The survival and growth

of a bank does not depend on its size or funds, it depends on service to
customers.

A bank is an institution, which deals with money and credit. It accepts

deposits from the public, makes the fund available to those who need them, and
helps in the remittance of money from one place to another.

The Banking Regulation Act, 1949 defines the world “banking” as

“accepting for the purpose of Lending or Investment, deposits of money from
the public, repayable on demand otherwise and withdrawal by cheque, draft or
otherwise”.

Crowther defines a bank “collects money from those who have it to spare
or who are saving it out of their incomes, and it lends this money to those who
require it”.

There are various definitions for the term “customer”. In common

parlance the term customer means a person who has an account with the bank.

Thus a person does not become a customer simply by opening an account

with bank. He should be in the habit of dealing with the bank i.e., there should
be continuity in his dealing with the bank.

Dr.Herbert L.Hart defined, “a customer is one who has an account with a

banker or for whom a banker habitually undertakes to act as such”.

Every business enterprise including a bank exists to serve customers.

“A customer is the most important visitor on our premises. He is not

dependent on us, we are dependent on him. He is not an interruption in our
work; he is the purpose of it. He is not an outsider on our business, he is a part
of it. We are not doing him a favour by serving him. He is doing us a favour by
giving us an opportunity to do so”

Mahatma Gandhi

While choosing a bank, customers give importance to quality of service

and the image of the bank.

Customer service is a dynamic concept as it varies from time to time. The

expectations of people change over time. With growing public awareness and
expectations, dissatisfaction with banks has increased. It is therefore necessary
to continuously assess and reassess how the customers perceive bank services
and what are the new and emerging expectations and how can they may be
satisfied on a continuous basis.

All customers are not well-informed about banking. Many of them took
for advice from banker to serve their interests. Bank Manager and his staff
should take initiative in giving advice on choice of deposit plan, choice of
borrowing scheme, mode of operating accounts etc.

A person opens an account with a bank with the hope of efficient

service in future. It is only after becoming a customer of the bank that he can
test the promise quality of services. Only if the promise is fulfilled the bank can
attract new customers for future.

A bank can serve its customer better by providing proper amenities like
adequate space, cleanliness, functional layout, reception counter, sitting launge
etc. Those are minor things but they have an important impact on customers.

Any person that uses the services of a bank on a regular basis may be
called a customer of a bank. A bank has multiple relationships with its
customers. It is a debtor of its depositors, a creditor of its borrowers, a trustee of
its locker holders, an agent of its customers for their instructions etc.

An active banker may not rest with just responding to needs, He has to
create awareness through customer education and also encourage generation of
new needs and designed appropriate service, it is necessary on the part of the
banker to continually assess and reassess how customer pursue bank services.

Good services lead to customer satisfaction. In bank customer’s

perception is important.

There are two categories of customers using the services of bank-

Organization and General. The expectations of general customers are different
to the expectations of organizational customers. Both categories of customers
are substantially influenced by the decent behavior of Bankers.

SERVICE TO ALL

Banks offer several facilities to meet the customer requirement. In

addition to various types of deposit schemes and loan schemes, bank offer
agency and consultancy service.

Bank deals with its customer and public also. The service may be in the
form of demand draft, enhancement of cheque and so on.

SERVICES OFFERED BY BANKERS IN THE BANKS ARE

DISCUSSED BELOW
 1. Return of the passbook and other counterfoils within a very short
period.
2. Entries in passbook are upto date legibly and neatly.
3. Information about collection of cheques and dishonor of cheques
within a few days.
4. Immediate transfer of account from one bank to another bank.
5. Adequate of fixed deposit maturity and facility of reinvestment with
interest credit to intervening period.
6. Adequate safety lockers and easy access to the vault without much loss
of time.
7. Treating the customer decently/kindly.
8. Compliant and suggestions boxes for customers.
9. Easy approach to the Branch Manager to get any redressel immediately
done.
10. In Extraordinary circumstances cash payment after normal banking
hours.
11.Display of notices informing bank charges, interest rates, new schemes
started by the banks.
12. Issuance of draft without delay.
13. Quick encashment of funds.
14. Issue of duplicate draft where the original is lost
By planning banks can provide better services to the customers Banks
should take more effort to improve their services. They should hear the
complaints of the customers. Even in case the fault is not on the side of
the banks, they should give explanations to the customers.

COMPLAINTS BY THE customers

 From the enquiry of the banks, the majority of the complaints are on the
following matters:

1. Delay in the collection of and crediting of cheques, bills and other

instruments.
2. Lack of counseling and guidance facilities.
3. Delay in sending information of receipt of documents to the drawees of
the bills.
4. Faulty, delayed and unhelpful decisions.
Complaints by the customers should be handled carefully by the officials.
There must be somebody to deal about the problem and complaints of the
customers. Complaints give opportunity to bank to correct it.

Bank should take steps to solve the customer complaints. The official
who deals with the complaint must understand the reason by which complaint
has raised. He should handle with open mind.

In cases where the customer is wrong the official should explain in

simple term and bring home the truth. The official must listen the complaints.
Banker should avoid the arguments with the customers. An argument is a
contest between the customer and banker in which any one will win, either the
official or the customer. If the customer wins then he will lose the goodwill of
the bank.

There should be a separate service department in major branches for

tackling the problem.

STEPS IN HANDLING THE COMPLAINTS

 1. The complaints received are to be given top priority and they should
be settled at the least delay. In case the complaint is received by
head/regional office immediately comments and clarification should
be obtained from the branch. There is a rigid time limit say 21days
within which the complaint should be settled. A reply should be
given, if it takes large time to solve the problems.
2. Complaint box and suggestion box should be kept in every branch
and periodically they have to be cleared and registered in a register for
this purpose.
3. In case the decision is given by branch/zonal office that address may
be given so that the customer could approach the appellate authority,
if they are not satisfied with the disposal of their complaints.
4. Complaint of a general nature may be discussed on the customer day
meet which is to be held periodically.
5. Every bank may have graveness officer, complaints redressal officers
who should co-ordinate and see the concerned sections properly and
should take up complaints promptly.

EXPECTATIONS OF THE CUSTOMERS

Customers of bank have some expectations. They generally center on the

following:

1. Proper advice regarding merits and demerits of various deposits scheme.

2. Proper guidelines for availing the benefits.
3. Advice regarding the advantage of joint account.
4. Receipt of maturity notices of deposit promptly.
5. Receipts to be neatly handwritten or typed.
It is very difficult to list out all the expectations of customers. The
expectations between rural, semi-urban and urban customers may vary.
 The quality and job knowledge of the bank personnel also influences
customer service. Inexperienced and ill-informed staff may postpone decision-
making and many land on decisions, which may not be sound. Sometimes the
decisions taken by official are not useful to the customers.

Data presented in the table 4.22 indicates the opinion about ICICI service
to their customers. Out of 200 samples, (34.00 Percent) sample respondents 68
respondents have expressed their views about quick service of the bank and
(66.00 percent) sample respondents 132 respondents have stated that their
services are without delay but they take some time. None of the respondents
has stated that there is delayed service. As far as service is concerned in ICICI,
there is no problem and their service is quick and excellent.

CHAPTER – ІV

DATA ANALYSIS
 Banking is a service industry selling a wide range of services to persons
called customers. Speedy and courteous service to customer is the essence of
banking business. The markets of such services very much depend on quality of
customers service and the satisfaction that customers derive from such services.

The bank must continuously assess its performance in this regard and
must strive to satisfy the new and emerging customer’s expectations. The
improvements in customers service are necessary for progressive growth of the
banking industry.

This chapter deals with sati2sfaction of the customers on the various

services to the bank. Satisfaction of the customers on the various services to the
bank is abstract and qualitative. It cannot be measured directly. Their opinions
or responses to various services of bank can measure it only indirectly.

Once the services have been effectively marketed by the banks its
operation preferences of the banking customers. Banks also attract different
type of customers who are different in their age, sex, income, education,
occupation etc. banking services are common for all. But preference by the
customers over particular bank and service may vary. Hence, an attempt has
been made to penetral into the personal and functional qualification of the
banking customers in the following paragraphs.

Distribution of respondents by age the data were collected from various

age groups ranging from 17 to 60 and above. The respondents are classified into
two groups such as bellow 30 years and above 30 age group customers.

TABLE 4.1
AGE WISE DISTRIBUTIONS OF THE RESPONDENTS
Respondents Below % to Above % to % to
Total
Category 30 years total 30 years total total
32
Professionals - - 100.00 32 100.00
(16.00)
42 26
Employees 61.76 38.24 68 100.00
(21.00) (913.00)
21 22
Businessmen 48.84 51.16 43 100.00
(10.50) (11.00)
47
Students 100.00 - 47 100.00
(23.50)
10
Others - - 100.00 10 100.00
(500)
110 90 200
Total -
(55.00) (45.00) (100)

Source: Primary data

Data presented in table 4.1 indicate the age groups of ICICI customers.
The customers are classified into five groups i.e., Professionals, Employees,
Businessmen, Students and others. In professionals group, all 32 sample
respondents coming under above 30 years age group. Under Employees
category, (61.76 percent) 42 respondents sample respondents belong to below
30 years age group. (38.24 percent) 26 respondents coming under above 30
years category. Among Businessmen category, (48.84 percent) 21 respondents
samples respondents are below 30 years category and (51.16 percent) 22
respondents sample respondents are above 30 years category.
 Under students group, all the samples 47 students are coming under age
groups of below 30 years category. In other category, 10 sample respondents
have been enrolled.

Out of 200 sample respondents of ICICI customers, (55 percent) of

respondents 110 customers are coming under the category of below 30 years.
(45 percent) of respondents 90 customers are coming under the category of
above 30 years. It could be seen clearly from the above illustration that major
sample respondent of ICICI customers are young customers.

Sex wise status of the data was collected both male and female.
 TABLE 4.2

SEX WISE STATUS OF THE RESPONDENTS

Respondent % to % to % to
Male Female Total
s Category total total total
19 32
Professionals 59.37 40.63 32 100.00
(9.50) (6.50)
68
Employees 100.00 - - 68 100.00
(34.0)
43
Businessmen 100.00 - - 43 100.00
(21.50)
24 23
Students 51.06 48.94 47 100.00
(12.00) (11.50)
1
Others - - 100.00 10 100.00
(5.00)
154 46 200
Total - -
(77.00) (23.00) (100)
Source: Primary data

A study of data in table 4.2 indicates the sex wise status of the sample
respondent. In professional’s category (58.37 percent) 19 respondents of
customers belong to male category and (40.63 percent) 13 respondents of
customers belongs to female category. Under employees sample group all the
customers 68 respondents belongs to male category and also in Business sample
group all the customers are in the male category. In students sample group,
(51.06 percent) of the customers 24 respondents belongs to male category and
(48.94 percent) customers 23 respondents belongs to female category. In others
category all the customers 10 respondents belongs to female category out of
200 sample respondent of ICICI Bank 77 percentage of customers belong to
male category and 23 percent of customers belong to female category. It is clear
from the above discussion that student, professionals and others category female
customers enrollment is very high. Under employees and Businessmen category
none of the female has been enrolled as customers. In general, one fourth of
female enrolled as ICICI customers.

Education wise status of the data were collected, various educated group
higher secondary to post graduate. The respondents are classified in to three
groups such as higher secondary or below, Graduate and Post Graduate or
above.
 TABLE 4.3

EDUCATION WISE STATUS OF SAMPLE RESPONDENTS

Higher Post-
Responden % %
seconda % to Gradua gradua Tot % to
ts to to
ry or total te te or al total
Category total total
below above
Professiona 11 21 65.6 100.0
34.28 - - 32
ls (5.50) (10.50) 2 0
33 48.5 35 51.4 100.0
Employees - - 68
(16.50) 3 (17.50) 7 0
Businessm 16 13.9 21 48.4 100.0
37.21 6(3.00) 43
en (8.00) 5 (1.50) 8 0
31 65.9 21 48.8 100.0
Students - - 47
(15.50 6 (10.50) 4 0
10 100.0 16 34.0 100.0
Others - - 10
(5.00) 0 (8.00) 4 0
200
37 70 93
Total (100
(18.50) (35.00) (46.50)
)
Source: Primary Data

Table 4.3 present data on the education-wise respondents of ICICI

customers. Under professional’s category, (34.38 percent) customers 11
respondents completed their Higher Secondary Education and (65.62 percent)
customer’s 21 respondents completed their post-graduation. None of the
customers is coming under graduate/diploma holder’s category in professionals
category. In employer’s category, (48.53 percent) customers 33 respondents
qualified as graduate and Diploma holder and (51.47 percent) customers 35
respondents complete their post-graduation. None of the respondents is coming
under High Secondary qualification under Businessmen category, (32.21
percent) customers 16 respondents qualified their higher secondary education,
(13.95 percent) 6 respondents customers completed their graduation and(48.84
percent) customers 21 respondents have been qualified as post graduates. In
students category (65.96 percent) of customer’s 31 respondents is coming under
graduate/diploma category and (34.04 percent) customer’s 16 respondents
coming under post graduation category. None of them is coming under higher
secondary education under student’s category. In other categories, all females
have completed higher secondary education. Out of 200 sample respondents,
18.50 percent customers qualified in higher secondary education. 35.00 percent
customers have completed their graduation and diploma and 46.50 percent
customers qualified as post- graduates. It is clear from the above table that most
of the ICICI customers are highly education.

Distribution of respondents by income the data were collected from

various income groups ranging from below 10,000 per month to above 10,000
per month.
 TABLE 4.4

INCOME WISE DISTRIBUTION OF RESPONDENTS

Below Above
Respondents 10,000 % to 10,000 % to % to
Total
Category p.m. (in total p.m. (in total total
Rs.) Rs.)

Professionals 21 (10.50) 65.63 11 (5.50) 34.37 32 (16.00) 100.00

Employees 44 (10.50) 64.71 11 (5.50) 34.57 68 (34.00) 100.00

Businessmen 10 (5.00) 23.26 - - 43 (21.50) 100.00

Others 10 (5.00) 100.00 - - 10 (5.00) 100

Total 85 (42.50) - 15 (57.50) - 200 (100.00)

Source: Primary Data

Date presented in the table 4.4 indicate the income-wise distribution of

responding of ICICI Bank. In professional group, (65.63 per cent) customer 21
respondents come under below Rupees 10,000 income category. Under
employee’s category, (64.71 percent) customers 44 respondents’ income is
below 10,000 rupees category. And (35.29 percent) customers 24 respondents
belong to above 10,000 groups. In Businessmen sample group (23.26 percent)
10 respondents come under below 10,000 income category and (76.74 percent)
33 respondents customer’s income group are above 10,000 rupees.

In others category all the respondents, belong to below 10,000 income

group category. It could be clearly seen from the above discussion that out of
200 sample respondents, 42.50 customers come under below 10,000 income
group and 57.50 percent customers come under above 10,000 income group
category.

Distribution of respondents by location convenience, the data were

collected and classified in to three groups, such as below 1 km, above 1 km and
greater than 3 km.
 TABLE 4.5

LAVATIONAL CONVENIENCE OF BANK

Respondents
Below 1 km Above 1 km >3 km Total
Category
Professionals 8 (25.00) 24 (75.00) - 32 (100.00)

Employees 44 (64.75) 24 (75.00) - 68 (100.00)

Businessmen 21 (48.83) 24 (75.00) - 43 (100.00)

Students 24 (51.06) 24 (75.00) - 47 (100.00)

Others 7 (70.00) 24 (75.00) - 10 (100.00)

Total 104 (52.00) 24 (75.00) - 200 (100)

Source: Primary Data

Date presented in the table 4.5 indicate customers distance form ICICI
Bank. Out of 200 samples responds 52.00 percent customers are coming from
below one Kilometer distance. 48 percent customer coming to the Bank from
above 1 kilometers distance. It is clear that most of the sample respondent’s
residence is situated within kilometer. A very greater proportion of the
respondents belong to the short distance group. As there is easy accessibility,
the banks are in a position to extend extensive range of services to large
clientele.

Sources of information about the bank, the data were collected and
classified into five ways. Such as newspaper, bank staffs, friends, magazines,
pamphlets/ signboards.

TABLE 4.6
 SOURCES OF INFORMATION ABOUT THE BANK

M % p % T %
a t a t ot t
g o m o al o
a T p T T
zi ot hl ot ot
New % Ban % % n al et al al
Responde
s to k to Frien to es s/
nts
Pap Tot Staf To ds Tot Si
Category
er al fs tal al g-
b
o
a
r
d
9 11 32
Professionals 65.63 34.37 100.00
(4.50) (5.50) (16.00)
43 11 68
Employees 64.71 34.57 100.00
(21.50) (5.50) (34.00)

3 43
Businessmen 23.26 - - 100.00
(1.50) (21.50)

2
Students
(1.50)
2 10
Others 100.00 - - 100
(1.00) (5.00)
60 15 200
Total - -
(30.00) (57.50) (100.00)
Source: Primary Data

The table 4.6 indicates sources of information about the bank. Out of 200
sample respondents, (30 percent) of respondents know from the bank through
daily newspapers. (8 percent) of respondents know from the bank through bank
officials and (41.50 percent) of respondents were know from the bank through
from other friends. (15 percent) of the sample respondents know from the bank
through magazines and (5.50 percent) respondents know from the bank through
pamphlets/signboards. It is clear from the above table that most of the
respondents got know from other friends and newspaper advertisements.

Motivation to bank the data were collected and classified into three
groups such as directly, bank employee and other customers.

TABLE – 4.7

MOTIVATION TO BANK WITH ICICI BANK

Respondents Bank Other

Directly Total
Category Employees Customers

Professionals 13 (40.62) 15 (46.87) 4 (12.5) 35 (100.00)

Employees 37 (54.75) 23 (33.82) 8 (11.76) 68 (100.00)

Businessman 11 (25.58) 9 (20.9) 23 (53.48) 43 (100.00)

Students 14 (29.78) 13 (27.65) 20 (42.55) 47 (100.00)

Others 4 (40.00) 2 (20.00) 4 (40.00) 10 (100.00)

Total 79 (39.5) 62 (31.00) 59 (29.5) 200 (100.00)

Source : Primary Data

This table 4.7 explains who motivated them to join as customers in ICICI
Bank. Out 32 sample respondents in professional’s category, 13 customers
(40.62 percent) directly jointed as member in ICICI bank, 15 customers (46.87
percent) jointed as members through bank employees and 4 customers (12.50
percent) joined through other customers. In employee’s category, there are 68
sample respondents. Out of that 37 customers (54.41 percent) jointed directly,
23 customers (33.82 percent) have joined as member through other customers.

In business category, out of 43 sample respondents, 11 customers (25.58

percent) have joined as member directly. 9 customers (20.90 percent) enrolled
as member through bank employees and 23 customers (53.48 percent)
registered as members through other customers. Under students category, out of
47 sample Respondents, 14 customers (27.65 percent) have registered as
members directly, 13 customers (27.65 percent) have joined as members
through bank employees, 20 customers (42.55 percent ) have enrolled
themselves as members through other customers. In others category, out of 10
sample respondents, 4 customers (40.00 percent) have joined as members
directly, 2 customers (20.00 percent) have joined through bank employees and 4
customers 940.00 percent) have enrolled as members through other customers.
Out of 200 sample customers, 79 respondents (39.50 percent) have
directly joined as members in ICICI 62 respondents (31.00 percent) have joined
as members through bank employees and 59 respondents (29.50 percent) have
joined as customers through other customers. It is clear from the above table
that bank employees and other customers play a major role in increasing
customers size in ICICI Bank, their 60 percent contribution is responsible to
increase the customers strength.
Approach of the bank employees towards the customer, the data were
classified in the following table.
TABLE 4.8
APPROACH OF BANK EMPLOYEES TOWARDS THE CUSTOMERS
Respondents Polite & % to Impersona % to Impersonal & % to % to % to
Category Friendl Total l & Helpful total Indifferent Total Total Total
y
Professionals 16 50.00 9 (4.50) 28.12 7 (3.50) 28.88 32 100.00
(8.00) (16.00)
 Employees 54 79.41 14 (7.00) 20.59 - - 68 100.00
(27.00) (34.00)
Businessmen 33 76.74 10 (5.00) 23.26 - - 43 100.00
(16.50) (21.50)
Students 32 68.09 6 (3.00) 12.76 9 (4.50) 19.15 47 100.00
(16.00) (23.50)
Others 2 20.00 7 (3.50) 70.00 1 (0.50) 10.00 10 100.00
(1.00) (5.00)
Total 137 46 17 (8.50) 200
(68.50) (23.00) (100.00)

Source: Primary data

Out of 200 sample customers, 79 respondents (39.50 percent) directly
joined as members in ICICI. 62 respondents (31.00 percent) have joined as
members through bank employees and 59 respondents (29.50 percent) have
joined as customers through other customers. It is clear from the above table
that bank employees and other customers played a major in increasing customer
size in ICICI Bank, their 60 percent contribution is responsible to increase the
customers strength.
Approach of the bank employees towards the customers, the data were
classified in the following table.
TABLE 4.9
APPROACH OF BANK EMPLOYEES TOWARDS THE CUSTOMERS
Impe
Polit % % Impers
Responde rson % %
e& to to onal & % to
nts al & to to
Frien tota tota Indiffer total
Category Help total total
dly l l ent
ful
Professionals 50.00 9 28.12 7 28.88 32 100.00
(4.50) (3.50) (16.00)
Employees 54 79.41 14 20.59 - - 68 100.00
 (27.00) (7.00) (34.00)
Businessmen 33 76.74 10 23.26 - - 43 100.00
(16.50) (5.00) (21.50)
Students 32 68.09 6 12.76 9 (4.50) 19.15 47 100.00
(16.00) (3.00) (23.50)
Others 2 20.00 7 70.00 1 (0.50) 10.00 10 100.00
(1.00) (3.50) (5.00)
Total 137 46 17 200
(68.50) (23.00) (8.50) (100.00)

Source : Primary data

Approach of the bank employees towards the customers are taken for
further discussion. Among the 200 sample respondents (68.50 percent)
customers stated their approach is polite and friendly manner. (23.00 percent)
customers expressed that they are helpful and (8.50 percent) customers stated
that ICICI officials approach is indifferent. It is clear from the above table that
majority of the respondents stated that ICICI employees approach is more
friendly in nature.
Investment in different schemes the data were collected and classified in
the following table.
TABLE 4.10
INVESTMENT IN DIFFERENT SCHEMES
Mont
% %
Mino hly Edu
Fix t t
r % intere % catio Savi %
Responde ed o t T
Savi to st to nal ng to
nts De t o ot
ng tot incom tot savi Acco tot
Category pos o t al
Depo al e al ng unt al
it t a
sit Depos plan
al l
it
Professionals 32
7 9 28. 16
- - 21.87 50.00 (16.
(3.50) (4.50) 13 (8.00)
00)
Employees - - 17.65 16.18 - - 66.17
12 11 45 68
 (34.
(6.00) (5.50) (22.50)
00)
Businessmen 43
6 13.9 5 11. 32
- - - - 74.42 (21.
(3.00) 5 (2.50) 63 (16.00)
50)
Students 47
9 19.1 7 31
- - 14.89 - - 65.96 (23.
(4.50) 5 (3.50) (15.50)
50)
Others 10
2 20.0 2 6
- - 20.00 - - 60.00 (5.0
(1.00) 0 (1.00) (3.00)
0)
Total 200
17 12 27 14 130 (10
(8.50) (6.00) (13.50) (7.00) (65.00) 0.00
)
Source : Primary data
The table 4.10 indicates customers investment towards different schemes
in the ICICI Bank. Out of 200 sample respondents, (8.50 percent) customers 17
respondents have saved money in fixed deposit schemes. (6.00 percent) 12
customers have deposited under minor saving deposit schemes and (13.50
percent) 27 customers are saving under monthly interest income deposit
schemes. (7.00 percent0 customers 14 respondents are depositing under
educational saving plan. Remaining (65.00peercent) customers 130 respondents
are saving money in the savings account. It is clear from the above table most of
the respondents have saved their money only through savings account.
Utilization of benefits, the data were collected and classified in the
following table.
TABLE 4.11
UTILIZATION OF BENEFITS
Respondent Cash % to Reinvestment % to Nothing % to Total % to
s Category Certificate total plan total total total
 Professionals 19 32
- 13 (6.50) 40.62 59.38 100.00
(9.50) (16.00)
Employees 12 56 68
- 17.65 82.35 100.00
(6.00) (28.00) (34.00)
Businessmen 17 43
26 (13.00) 60.47 - 39.54 100.00
(8.50) (21.50)
Students 47 47
- - 10.00 100.00
(23.50) (23.50)
Others 10
1 (0.50) 10.00 4(2.00) 40.00 5 (2.50) 50.00 100.00
(5.00)
Total 144 200
27 (13.00) 29 (14.50)
(72.00) (100.00)

Source: Primary data

Data present in table 4.11 indicates the benefits utilized by the customers
of ICICI Bank. Out of 200 sample respondents (13.00 percent) customers have
invested their money in cash certificates. (14.50 percent) of customers joined
reinvestment plan. (72.00 percent) of customers are not investing and are not
utilizing ICICI deposit schemes. It is clear from the above table that nearly (30
percent) of the customers alone utilizing are deposit schemes.
Customers account details, they were collected and classified in the
following table.

TABLE 4.12
CUSTOMERS ACCOUNT DETAILS
Caagories of Account Operating Overdraft Arrangement
Respondents Through Cheque
Yes No Total Yes No Total
Professionals 28 4 32 2 30 32
Employees 37 31 68 9 59 68
Businessmen 33 10 43 21 22 43
 Students 9 38 47 - 47 47
Others 2 8 10 - 10 10
Total 109 91 200 32 168 200
Source : Primary data
Data present in the table 4.12 state that the ICICI customers accounting
operating through cheque and overdraft arrangement details. Out of 200 sample
customers, 109 respondents have been operating their accounts through
cheques. Among the sample groups, most of the businessman operating their
accounts through cheques. Out of 68 employees, 37 employees have been using
cheques operation. In professional group, out of 32 customer. 28 customers
operate their account through cheques. It could be seen clearly from the above
that the table majority of the customers in ICICI Bank have been operating their
accounts through cheque.
Out of 200 sample customers, 32 customers only are having overdraft
facility and the remaining 168 customers are not having this facility.
Problems faced while operating account, the data were collected and
classified in the following table.

TABLE 4.13
PROBLEMS FACED WHILE OPERATING ACCOUNT
Categories of Problem while Credit facility
Respondents drawing money
Yes No Total Yes No Total
Professionals 4 28 32 3 29 32
Employees 13 55 68 7 61 68
Businessmen 7 36 43 14 29 43
Students 5 42 47 - 47 47
Others - 10 10 - 10 10
 Total 29 171 200 24 176 200
Source: primary data
The table 4.13 states that problems while operating account in ICICI
Bank. Out of 200 sample customers, 29 (14.5 percent) customers have
expressed their problems while operating the account. They have faced some
inconvenience in the form of no responsibilities and lateness of services. While
operating the account 17.1 (85.5 percent) customers have expressed no problem
while operating accounting ICICI Bank. Many employees and businessmen
have also faced this inconvenience.
Regarding credit facility, out of 200 sample customers, (12.00 percent)
customers stated they could not get credit facility from ICICI Bank, others
members say that they can get such a facility easily.
Types of loan received by the respondents, the data were collected and
classified in the following way.

TABLE 4.14
TYPES OF LOAN RECEIVED BY THE RESPONDENTS
Respondents Personal Over Term Cash None Total
Category Loan Draft Loan Credit
Professionals 1 1 1 - 29 32
(16.00)
Employees 3 1 - 3 61 68
(43.00)
Businessmen 4 8 2 - 29 43
(21.50)
Students - - - - 47 47
(23.50)
Others - - - 10 10
(5.00)
Total 8 10 3 3 176 200
 (4.00) (5.00) (1.50) (1.50) (88.00) (100.00)
Source: Primary data
Data presented in the table 4.14 explain the types of loan received by the
customers of ICICI. It is leant out of 200 sample respondents. 8 respondents
(4.00 percent) alone have received personal loan. 10 respondents (5.00 percent)
have received loan in the form of overdraft. 3 respondents (1.50 percent) get
cash credit from employees group. 176 respondents (88.00percent) have not
received any loan from ICICI Bank. It could be seen clearly from the above
table only few of the customers enjoy privileges and few of the customers from
businessmen and employees group receive loans from ICICI Bank.
Utilization of services by the customers of ICICI, the data were collected
and classified in the following table.

TABLE 4.15
UTILIZATION OF SERVICES BY THE CUSTOMERS OF ICICI
Categories of Utilizing mail Offer Locker Avail of the
respondents service Facility Service
Utilization
Yes No Total Yes No Total Yes No Total
Professionals 32 - 32 32 - 32 18 14 32
Employees 68 - 68 68 - 68 49 19 68
Businessmen 43 - 43 43 - 43 27 16 43
Students 47 - 47 47 - 47 - 47 47
Others 10 - 10 10 - 10 3 7 10
Total 200 - 200 200 - 200 97 103 200
Source: Primary data
The table 4/15 explains the opinion of customers regarding the services
offered by ICICI bank for the customers. Out of 200 sample respondents, all the
customers from all the five groups utilize the mail service and all the customers
have stated that ICICI offers locker facilities, but all the customers are not
availing these facilities. Out of 200 sample respondents, 97 respondents avail
the all service utilization and 103 respondents are not avail the service
utilization. It is to be noted that most of the customers avail ICICI services.
Utilization of benefits, the data were collected and classified in the
following table.

TABLE 4.16
UTILIZATION OF BENEFITS
Categories of Using Telegraphic Using Traveler Utilizing Gift
respondents Transfer Service Cheque Cheque

Yes No Total Yes No Total Yes No Total

Professionals 16 16 32 16 16 32 29 3 32
Employees 54 14 68 46 22 68 41 27 68
Businessmen 34 9 43 21 22 43 29 14 43
Students 12 35 47 6 41 47 9 38 47
Others 8 2 10 1 9 10 2 8 10
Total 200 76 200 90 110 200 110 90 200
Source: Primary data
Data presented in the table 4.16 indicates the utilization of benefits by the
ICICI customers, ICICI introduced three important services for their customers
viz., telegraphic transfer service, travelers cheque and gift cheque service.
Out of 200 sample respondents from five categories mentioned in the
above table, 124 sample respondents using telegraphic transfer service. i.e. 62
percentage of customers utilizing this facilities. In using travelers cheque only
45 percent of customers utilizing this opportunities. 45 percentage of customers
utilizing fit cheque facilities. It could be seen clearly from the above table that
nearly haft of the respondents utilizing the above mentioned facilities.
Details of difficulties faced by the ICICI customers, the data were
collected and classified in the following table.

TABLE 4.17
DETAILS OF DIFFICULTIES FACED BY THE ICICI CUSTOMERS
Categories
Difficulty in Nothing
of Difficulties due to Total
getting loan Difficulties
respondents
Yes No Total Delay in Too much No. of
payment formalities Installments
Professionals 15 17 32 3 12 17 32
Employees 31 37 68 29 2 37 68
Businessmen 11 32 43 1 9 1 32 43
Students 13 34 47 4 7 2 34 47
Others 3 7 10 2 1 7 10
Total 73 12 200 9 59 6 127 200
7
Source: Primary data
A study as stated in table 4.17 explains the details of difficulties faced by
the ICICI customers. Out of sample respondents, 73 of them have mentioned
that there are some difficulties to get loan from ICICI Bank. At the time some
127 sample respondents have expressed views that they have faced no problem
for getting loan.
Regarding other difficulties, out of 200 sample respondents, 8
respondents have stated that bank has delayed the payments in ordinate some 59
respondents have expressed their view that the bank has followed too much
formality and 6 respondents have stated that bankers are offering loan on the
basis of installments. Remaining 127 respondents have stated that there is no
problem for getting loan facilities.
Age of accounts of respondents, the data were collected and classified in
the following table.

TABLE 4.18
AGE OF ACCOUNTS OF RESPONDENTS
Respondents Before 2001 2002 2003 2004 Total
Category
Professionals 1(43.75) 18(65.25) - - 32(100.00)
(7.00) (9.00) (16.00)
Employees - - 38 (19.00) 30 (15.00) 68 (100.00)
(34.00)
Businessmen 11 (5.50) 17 (8.50) 7 (3.50) 8 (4.00) 43 (100.00)
(21.50)
Students - - 34 (12.00) 13 (6.50) 47 (100.00)
(23.50)
Others 2 (1.00) 5 (2.50) 3 (1.50) - 10 (10.00)
(5.00)
Total 27 (13.50) 40 (20.00) 82 (41.00) 51 (25.50) 200
Source: Primary data
 A study of data in table 4.18 indicates ICICI customers account opening
details over the years. Out of 200 customers (13.50 (percent) 27 respondents
have joined as ICICI customers in the year 2001, (20.00percent) of the
customers 40 respondents has joined as member in the year 2002.
In the year 2002 majority of the members joined as customers, (41.00
percent) 82 respondents have joined as customers in the respective year in the
2004 (25.50 percent) 51 respondents have joined as ICICI customers. It is clear
from the above table most of the customers joined in the years 2003 and 2004.
Opinion on procedure for opening account, the data were collected and
classified in the following table.

TABLE 4.19
OPINION ON PROCEDURE FOR OPENING ACCOUNT
Respondents Highly Satisfied No Total
Category Satisfied Commends

Professionals 12 20 - 32

Employees 8 49 11 68

Businessmen 4 29 10 43

Students 7 31 9 47

Others 3 7 - 10

Total 34 (17.00) 136(68.00) 30 (15.00) 200 (100.00)

Source: Primary data

The table 4.19 reveals that opinion about procedure of opening
account in ICICI Bank, out of 200 sample respondents, (17.00 percent) of
respondents 34 customers stated that the bank service in this regard highly
satisfied. When they open an account, officials co-operate with them.

(15 percent) respondents 30 customers did not make any comments

about in this regard. It could be clearly seen from the above table that (15.00
percent) of the customers they keep silence. So the officials could do more to
satisfy the customers when they first open their account. Further more
convincing capacity and hospitality are needed in this regard.

Customer’s opinion about difference from ICICI Bank, the data were
collected and classified in the following table.

TABLE – 4.20
CUSTOMERS OPINION ABOUT DIFFERENT SERVICES FROM
ICICI BANK
Highly
Service Satisfied Poor Total
Satisfied

Withdrawal of Cash 88 95 70 200

Obtained a draft 5 172 23 200

Collection a draft 2 155 43 200

Collection of Local
22 133 45 200
Cheque
Collection of out 47 151 2 200
 station cheque
Operate a Locker
114 43 43 200
teller counter
Source : Primary Data
The table above 4.20 explains customer’s opinion about different types of
services they receive from ICICI Bank. As per the sample when the customers
go for withdrawal of cash, 88 respondents (44 percent) have stated that they are
highly satisfied with their services and (47.5 percent) of the customers stated
that they are simply satisfied with their services and bank in case of withdrawals
of cash.
Regarding getting a draft, 5 sample respondents (2.5 percent) stated that
they are highly satisfied. With the services of the bank (11.5 percent) of
respondents expressed the service of the bank poor. When they go for collection
of draft 43 respondents (21 percent) reported that they had faced problem and
they stated about the poor services of the bank.

When the customers go for collection of local cheque 45 respondents

(22.5 percent) have faced problem and have stated that they are not satisfied
with the service regarding collection of out-station cheque. Almost all sample
respondents have stated that they are highly satisfied and satisfied. With the
services of the bank when the customers go for operating locker facilities, 43
respondents (21.5 percent) have faced with problems and they have stated the
poor services. Other customers have stated that they are highly satisfied or all
satisfied regarding this service. It is clear from the table majority of the
customers stated that they are highly satisfied about different services from
ICICI Bank.

Opinion on bank charges, the data were collected and classified in the following
table.
 Respondents % to % to % to
High Normal Total
Category Total Total Total
25 32
Professionals 78.12 7 (3.50) 21.88 100.00
(12.50) (16.00)
41 27 68
Employees 60.29 39.71 100.00
(20.50) (13.50) (34.00)
22 21 43
Businessman 51.16 48.84 100.00
(11.00) (10.50) (21.50)
24 23 47
Students 51.00 48.84 100.00
(12.00) (11.50) (23.50)
10
Others 9 (4.50) 90.00 1 (0.50) 10.00 100.00
(10.00)
121 79 200
Total
(60.50) (39.50) (100.00)

Source : Primary Data

Data presented in the table 4.21 explain that customers opinions about
bank charges and approach of bank employees towards the customers. Out of
200 sample respondents, (60.50 percent) have respondents stated ICICI Bank
rates are high and (39.50 percent) respondents have stated that the bank rates
are normal. So, most of the customers (60.50 percent) in ICICI Bank, feel that
the bank charges are very high.

Opinion about ICICI services to the customers, the data were collected
and classified in the following table.

Respondents Quick Takes Some Delayed

Total
Category Service time Service
 Professionals - 32 (16.00) -32

Employees 14 (7.00) 54 (27.00) - 68

Businessman 21 (10.50) 22 (11.00) - 43

Students 33 (16.50) 14 (7.00) - 47

Others - 10 (5.00) - 10

Total 58 (34.00) 132 (66.10) - 200 (100.00)

Source : Primary data

Data presented in the table 4.22 indicates the opinion about ICICI service
to their customers. Out of 200 samples, (34.00 percent) sample respondents 68
respondents have expressed their views about quick service of the bank and
(66.00 percent) sample respondents 132 respondents have stated that their
services are without delay but they take some time. None of the respondents has
stated that there is delayed service. As far as service is concerned in ICICI, there
is no problem and their service is quick and excellent.

CHAPTER- V

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

The following findings have been arrived at from the research study:

From the table it is observed that the majority of sample respondents of

ICICI Customers (55 percent) are young customers.

Further, nearly one fourth of respondents are female (23 percent)

customers besides, students, professionals and other category of customer’s
enrollment is very high.
 The result of the study found out that, most of the ICICI Customers
(46.50 per cent) are highly educated. In the case of Income-wise distribution
57.50 per cent respondents come under above Rs.10,000 pm income group
category. Regarding Location convenience of bank, 52 per cent of the sample
respondent’s residence is situated within a kilometer.

Further, the result infers that regarding motivation to bank with as

customers in ICICI Bank, bank employees and other customers are responsible
to increase the customer size, nearly 60 per cent of their contribution is
responsible to increase the customers strength.

Result of the study also shows that, in the case of procedure of opening
an account, more convincing capacity and hospitality is needed in this regard.

On the basis of customer’s opinion regarding the different services of

ICICI Bank, out of 200 respondents,114 respondents, 114 respondents have
stated that they are highly satisfied with services of the bank.

In the case of approach of bank employees towards the customer, 91.50

percent respondents have stated that their approach is friendlier in nature.

Regarding the investment towards different schemes, nearly 65% of the

respondents have deposited money only through savings account; besides 30 per
cent customers alone have utilized deposit schemes.

Further in the case of source of information about the bank, the

customers, majority of the respondents (71.50 percent) have obtained awareness
from other friends, newspaper and advertisements.

Regarding account details, out of 200 sample customers 32 customers are

only having overdraft facility, the remaining 168 customers are not having such
facility. Regarding credit facility out of 200 sample customers 12 percentage of
customer have stated that, they could not get credit facility from ICICI Bank,
other members get such a facility freely.

As far as the service is concerned, in ICICI Bank there is no problem and

their service is quick and excellent.

It could be seen clearly from the analysis that 73 respondents customers

have stated that while getting loan from bank, they have been facing problem.

SUGGESTION

Based on the above analysis and findings, the following suggestions have
been listed.

When new customers approach the bank officials for opening an account,
more convincing approach and hospitality is needed. To attract more number of
customers this kind of cordial approach is inevitable.

65 percent of customers have saved their money only through savings

account. Remaining customers are alone utilizing deposit schemes. To cover all
customers wide propaganda is essential. Particularly scheme-wise propaganda
is needed.
 Most of ICICI Customers come under above Rs. 10,000 per month
income group, so ICICI should cover all categories of income groups.

Special deposit schemes and loan schemes should be provided to attract

the poor income group.

Profit motive is the primary objective of private commercial banks but

the same time they should not forget service motive.

Customer satisfaction is very essential and officials should be properly

trained up in this regard. Orientation course may be given to the officials to
attract more customers and to satisfy them.

CONCLUSION

In the competitive world performance of the commercial banks are good.

But there are two major divisions in the bank namely the private sector and
public sector. If they are to survive in the competitive environment customer
satisfactions, more flexible approach and procedures are essential to improve
the bank status and also this kind of positive change will increase their market
value and their caliber.

To improve the satisfaction level of customers of ICICI Bank the above-

mentioned suggestions may be implemented.
 BIBLIOGRAPHY

BOOKS

1. Jothi, R.L. and Momoria, C.B. principles and practice of Marketing in

India Allahabad: Kitab Amahal, 1993.
2. Mukhrjee, P.k. Modern Banking theory, Calcutta; The world press private
LTD.,1972.
3. Nararajan, K & Gorden, E. Banking theory, Law and practice, Bombay;
Himalaya publishing House, 1992.
4. Naveen Chandra joshi – Indian Banking p.202.
 5. Pillai & Bagavathi, R.S.N Modern Marketing, New Delhi, Sulthan Chand
& Company Ltd., 200.
6. Radhaswami, M & Vasudevan, S.V. A test book of Banking , New Delhi,
Sultan Chand & Company Ltd., 1984.
7. Rajan Nair, N & Sanjith Nari, R. Marketing, New Delhi, Sulthan Chand
& Sons, 2000.
8. Ravi Shankar, Services Marketing, New Delhi, South Asia
Publications,1998.
9. Sharma D.D. Marketing Research, New Delhi; Sulthan Chand &
Sons,1997.
10.Sherlekar, S.A. Marketing Management, Mumbai, Himalaya Publishing
House, 2000.
11.Stanton William, J., Fundamentals of Marketing Mc.graw, Hill
International Book Company, Japan, 1984.
12.Subramanya, S., Trends and programme of Banking in India, New Delhi,
Deep and Deep publications, 1989.
13.Sundaharam, L.P., Varshney M. Banking Theory and Law practice, New
Delhi, sulthan Chand & sons, 1997.
14.Sundaram & VArsheny – Banking Theory Law and practice p.399

JOURNALS

1. Banking and finance Aug – October, 2003.

2. Indian Infrastructure, Feb. 2004.

3. Indian Journal of Marketing, Vol. XXXIII < No.4, April 2003.

4. JIMS 8M, January, March 2003.

5. Prestige Journal of Management and Research Vol.5, No.1, April 2001.

 6. The ICFAI Journal of Marketing Management, Vol. II, No.4,
Nov.2003.

APPENDIX

SCHEDULE FOR CUSTOMERS

1. Name :
2. Age :
3. Sex : Male/Female
4. Education : High School/Graduates/Post-Graduate:
5. Occupation :
6. Income (PM) :
7. Name of the bank in which your account is held.
8. Distance between the residence and bank.
9. How did you come into contact with the bank?
a) Directly
b) Bank employees
c) Others customers
10. When did you open your account?
11. Did you find any problem at the time of opening the account.
(Yes/No)
If yes: Specify the problem
12. How did you feel about the procedure for opening an account?
Highly satisfied/Satisfied/Dissatisfied
13. Waiting time and satisfaction
Service:. Highly satisfied Satisfied Dissatisfied
Withdrawal of Cash :
To obtained a draft :
Collection a draft :
Collection of local cheque :
Collection of out station cheque
To operate a locker teller Counter :
14. How do you consider bank charges/
15. How do you bank employees treat you:
Polite and friendly
Impersonal and helpful
Impersonal and Indifferently
16. Are you satisfied about the amenities provided in the bank:
Services: High Satisfied Satisfied Dissatisfied
Seating arrangements
Writing arrangements
 Fans/Cooler
Drinking Water
Parking Space:
17. Does the credit sanctioned to you is adequate (Yes/N0):
18. How long does your bank is sanctioning the Loan?
19. Do you face any difficulty in getting the loan? Place specify:
20. Is there any interaction between customer and Bank Manager
(Yes/No)
21. State the type of Non-financial facility available in your bank:
22. Apart from saving/account do you have any one or more of the following
accounts under different schemes:
Fixed Deposit ( )
Minor Savings Deposit ( )
Monthly Interest Income Deposit ( )
Deposit under Educational Saving Plan ( )
Other, specify the scheme ………….
23. Is there any other benefits attached to your accounts
Cash certificates ( )
Reinvestment Plan ` ( )
Others please specify ( )
24. How do know about the schemes
Newspapers ( )
Bank staffs ( )
Friends ( )
Magazines ( )
Pamphlets ( )
Signboard at the Bank` ( )
25. Do you operate the account through cheque : Yes/No
26. Do you overdraft arrangements with the bank? If so specify.
27. Do you normally experience any problem while drawing money from bank?
Yes/No
If yes please specify.
28. Did you borrow the money from the bank?
Yes/No
29. If ‘Yes” specify the type of Loan
Personal Loan
Overdraft
Term Loan
Cash credit
Others (Please specify)
30. Details of Loan
Type of loan amount period Interest Mode of payment
31. Did you feel any difficulty in getting loan facility:
Yes /No
32. If yes specify
Delay in payment ( )
Too much of formalities ( )
No. of installments ( )
Others (Please specify)
33. Does your banker render the mail transfer Services: Net
Yes/No
34. How do you feel about the rendering of this service?
Quick ( )
Without Delay ( )
Delayed Service ( )
35. Does your banker render telegraphic transfer (TT) Service
Yes/No
36. Does your banker issue Traveler Cheque
 Yes/No
37. Does your banker issue gift cheque
Yes/No
38. It ‘Yes’ they are issued
At free of cost ( )
At charge ( )
39. Does your banker undertake to pay premium on life policies on behalf of
customers?
Yes/No.