CHAPTER 1

INTRODUCTION
1.1 COMPANY PROFILE
History
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 1990’s, 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 Bank became 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 universal banking strategy
 In October 2001, the Boards of Director 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
Headband in March 2002, and by the High Court of judicature at Mumbai and the Reserve
Bank of Indian 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 launched internet banking operations in 1998. ICICI's shareholding in ICICI Bank
was reduced to 46 percent, through a public offering of shares in India in 1998, followed by
an equity offering in the form of American on the NYSE in 2000.

Current Status
ICICI Bank is India’s second –largest bank with total assets of about Rs.
146,214 Crore at December 31, 2010 and profit after tax of Rs. 1,391 crore in
the nine months ended December 31, 2010 (Rs 1,637 Crore in fiscal 2010).
ICICI Bank has a network of about 530 branches and extension counters and
over 1,880 ATMs ICICI Bank offers a wide range of Banking products and
financial services to corporate and retail customers through a variety of
delivery channels and through its specialized subsidiaries and affiliates in the
areas of investment banking life and non life insurance venture capital and
asset management

ICICI Bank set up its international banking group in fiscal

2002 to cater to the cross border needs of clients and leverage on its domestic
banking strengths to offer products internationally. ICICI Bank currently has
subsidiaries in the United Kingdom and Canada, branches in Singapore and
Bahrain and representative offices in the United States, China, United Arab
Emirates, Bangladesh and South Africa. Introduction ICICI Bank Limited is an Indian
diversified financial services company headquartered in Mumbai, Maharashtra. It is the
second largest bank in India by assets and third largest by market capitalization. It offers a
wide range of banking products and financial services to corporate and retail customers
through a variety of delivery channels and through its specialized subsidiaries in the areas of
investment banking, life and non-life insurance, venture capital and asset management. The
Bank has a network of 2,630 branches and 8,003 ATM's in India, and has a presence in 19
countries, including India.

The bank has subsidiaries in the United Kingdom, Russia, and Canada; branches in United
States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance
Centre; and representative offices in United Arab Emirates, China, South Africa, Bangladesh,
Thailand, Malaysia and Indonesia. The company's UK subsidiary has established branches in
Belgium and Germany.

ICICI Bank is India’s largest private sector bank in market capitalization and second largest
overall in terms of assets. The bank has a network of 1,626 branches and about 4,883 ATMs
in India and presence in 18 countries.

The industrial credit and investment corporation of India limited (ICICI) was incorporated in
1955 at the initiative of World Bank, the government of India and representatives of Indian
industry, with the objective of creating a development financial institution for providing
medium– term and long- term project financing to Indian businesses. A.Ramaswami
Mudaliar is elected as the first chairman of ICICI Limited.

ICICI MILESTONES
 1988: Promoted TDICI – India’s first venture capital company.

 1996: ICICI Ltd became the first company in the Indian financial sector to raise GDR.

 1999: ICICI becomes the first Indian company to get listed on the NYSE through an

 issue of American depository shares.

 2000: ICICI BANK became the first commercial bank from India to get its stock listed on the

NYSE.
1.2 PRODUCT PROFILE
ICICI Bank Private Banking offers a comprehensive range of products & services:

1.2.1 Fixed Deposits

ICICI Bank offers competitive interest rates with the added comfort at safety and liquidity.
Customer can also avail of loans against fixed deposits (up to 90%) at attractive rates.

1.2.2 Debit cards & Credit cards

Customer can avail a free personalised photo signature international debit card with enhanced
cash withdrawal and point of sales limits. In addition, customer can also apply for the ICICI Bank
Gold Credit Card, which comes with pre-approved limits.

1.2.3 Home loans

Customer can enjoy attractive interest rates and the convenience of doorstep service form
enquiry to disbursement. The facility to transfer customers existing higher interest rate loan to
ICICI Bank is also available personal loans.

Personal Loans are given without any collateral, security, and guarantor and without reasons
for the end use of funds. A balance and transfer facility is also available.
 Auto loans
ICICI Bank enjoys the preferred financier status with 12 leading manufacturers /dealers and has
special tie-ups with most manufacturers – dealers to ensure the highest quality service to the
customers.

1.2.4 Demit / web trade:

ICICI Bank offers the best value for money through competitively priced service charges for
online share trading services from ICICI Direct, com with a 3 in 1 account consisting of a demat,
brokerage and an ICICI Bank account.

1.2.5 ICICI Bank Gold Coins:

ICICI Bank offers 24 carat 99.99% into nationally certified pure gold Coins, in denominations of 5
Gms, 8gms and 10gm. The attractive packing makes these coins appropriate gifting option too.

1.2.6 Bureau De Change:

ICICI Bank offer American Express & Thomas Cook Travellers cheques at preferential exchange
rates to Private Banking clients Multicity cheque book facility.

A payable-at-par chequebook is provided to customers free of charge making

outstation financial transactions just a signature away.

1.2.7 Exclusive phone banking:

A call from customers registered mobile to ICICI Bank Customer Care centre would directly
connect them to the Private Banking phone banking officer. No further authentication would be
required for customers’ non-financial transactions. It also provides customers with a dedicated
toll-free number.
1.2.8 Internet Banking & Mobile Banking

ICICI Bank Internal Banking service is a convenient remote banking facility that uses
sophisticated multilayered security architecture with digital certification, to prevent
unauthorized access Mobile banking keeps customers informed through regular mobile alerts.

1.2.9 Cash Management Service Overview

ICICI Bank's Cash Management Services offer a full range of receivable and payable services to
meet your complex cash management needs. Payments received from your dealers/
distributors and made to your suppliers are efficiently processed to optimise your cash flow
position and to ensure effective management. .

ICICI Bank provides a gamut of products and services, ensuring that all the business
requirements of the corporations are met under one roof. Further, ICICI Bank constantly
innovates and improves its product offerings in order to improve client servicing.

1.2.10 Product and Services

Collection solutions

ICICI Bank offers a wide range of collection products to meet the specific requirements of the
clients like local cheque collections, upcountry cheque collections, cash collections and
electronic collections. With a wide network, customised MIS and multiple channels for delivery
of MIS, ICICI Bank renders quick and effective management of receivables.

Payments
The payment solutions offered by ICICI Bank include bulk disbursement solutions for making
payments to channel partners through multiple modes, Payable at Par solutions for payment of
dividend, interest or for redemption and Internet-based cheque writing facility for printing of
cheques at your own premises.

Key Benefits:
• Widest network across India

• Comprehensive range of CMS products

• Strong logistics support

• Advanced technology support and a highly competent team

• Dedicated and trained Customer Care

• Ensuring timely deposit of collections

• Timely execution of disbursement request

1.3 Private Banking

Private Banking is a status given to the customers who can maintain a minimum balance
account of Rs. 5,00,000 (saving + FD Balance) For the privileged Private Banking Clients ICICI
Bank offers the entire range of products and services. This is delivered through a single point
contact and a separate interaction area in the branch to ensure the highest quality service.

1.4 Wealth Management

Advantage At ICICI Bank Wealth Management, we understand you may have a unique view of
wealth. That's why we have designed our new Wealth Management offerings to give you a
comprehensive suite of services that match your financial needs at every stage of life.
• Experts for Every Need

• Exclusive Priority Service

• Customised Investment Planning

• Special Privileges

1.4.1 Experts for Every Need

To service your varied needs like buying property*, seeking loans for personal or business
needs, investments and insurance, our experts on different products will work closely with your
Relationship Manager.

Together, these experts bring to the table ICICI Bank's expertise across various financial
products, offering you enhanced service levels, quicker responses and end-to-end solutions,
customised to your present and future needs.

• Dedicated Relationship Manager

• Dedicated Customer Service Manager

• Team of Financial Experts

• Dedicated Business Banking Advisor

• ICICI Group Expertise

1.4.2 Special Privileges

We believe that our relationship with Wealth management customers is truly special. So, you
and family can enjoy a wide range of benefits, which span from personal and business banking
privileges to lifestyle exclusives - all hand-picked for you. We invite you to make the most of our
special relationship.

Personal Banking Privileges - Enjoy special privileges like charge waivers, personalized
international Debit Card and Family Wealth Account. Lifestyle Privileges - We bring you
exclusive investment seminars, lifestyle events and special offers on lifestyle brands. Business
Banking Privileges - Become a club elite Ivy member and avail of special benefits to manage
your business finances as well as you manages personal wealth.
1.5AWARDS

● 2004: Best Bank in India Award presented by Euro money Magazine

● 2007: ICICI Bank has been conferred the Euro money Award 2007 for the Best Bank in the
Asia-Pacific Region

● 2007: ICICI Bank wins the Excellence in Remittance Business award by The Asian Banker

● 2009: ICICI Bank bags the "Best bank in SME financing (Private Sector)" at the Dun &
Bradstreet Banking awards

● 2011: ICICI Bank is the only Indian brand to figure in the Brands Top 100 Most Valuable Global
Brands Report, second year in a row

● 2011: ICICI Bank ranked 5th in the list of "57 Indian Companies", and 288th in World Rankings
in Forbes Global 2000 list.

● 2011: ICICI Bank has won the "Banking Technology Awards 2010" at The Indian Banks
Association in the following categories

● 2011: ICICI Bank was recognized for its Special Citation of the Fully Electronic Branch Service
Channel, first set up at Hiranandani Estate, Thane, at the Financial Insights Innovation Awards
held in conjunction with Asian Financial Services Congress

● 2011: For the second year in a row, ICICI Bank was ranked 70th in the Bran directory league
tables of the world’s most valuable brands by, The Brand Finance Banking 500

● 2011: ICICI Bank was ranked 1st in the Banking and Finance category and 9th in the "2010
Best Companies to Work For" by Business Today

● 2011: ICICI Bank UK, Hisave product range has been awarded the Consumer Money facts
Awards 2011 for the 'Best Online Savings Provider'

● 2011: For the second consecutive year, ICICI Bank was ranked second in the "India's 50
Biggest Financial Companies", in The BW REAL 500 by Business World 12
● 2011: ICICI Bank was one of the winners in the Global Awards for Enterprise & IT Architecture
Excellence. ICICI Bank bagged the award in the ‘Business Intelligence and Analytics' category

● 2011: The Brand Trust Report ranks ICICI among the top 4 most trusted financial institutions.

● 2011: ICICI Bank awarded "House of the Year (India)", by Asia Risk magazine, for eighth time
in a row since 2004 ● 2011: ICICI Bank awarded the most Tech-friendly Bank award by Business
World

● 2011: ICICI Bank received the Best Trade Finance Bank in India by The Asset Triple a Award,
Hong Kong

● 2011: ICICI Bank is the first and the only Indian brand to be ranked as the 45th most valuable
global brand by Brands Top 100 Global Brands Report
 CHAPTER 2
AIM OF THE PROJECT

2.1 OBJECTIVES
To study the awareness and usage level of all the products and facilities provided to Private
Banking customers of ICICI Bank and to study the satisfaction level of Private Banking customers
of ICICI Bank.

2.2 SCOPE OF THE STUDY

The study aims to study the effectiveness of services provided to the Private Banking
customers of ICICI Bank, Peelamedu. This has been done by preparing a questionnaire, which
questions the respondents on their awareness, usage and satisfaction levels on various services
and facilities provided to Private Banking customers. The study would help in identifying the
usage patterns, awareness and satisfaction levels of Private Banking customers.

The study would help ICICI Bank Peelamedu, in understandings the effectiveness of various
facilities provided to Private Banking customers and would help them in improving these
services.

2.3 LIMITATIONS OF THE STUDY

The study is basically confined to the branches in central Coimbatore. The sample is not
comprehensive. Profile of the customers being contacted is similar

. Difficulty in getting appointments from Private Banking customers within given time.
 CHAPTER 3
RESEARCH METHODOLOGY

3.1 TYPE OF RESEARCH DESIGN

A research design is purely and simply framework or a plan for study that guides is collection of
data. Descriptive research design is adopted for analysing the data.

3.2 SAMPLING DESIGN

3.2.1 Population under study

The Private Banking customers of ICICI Bank peelamedu branch are the targeted respondents
for the study. The population size is 100.

3.3 SAMPLING FRAME

The frame refers to the customers who have been given Private Banking status by ICICI Bank,
Peelamedu.

3.4 DATA COLLECTION METHOD

Data collection is the most impeccant aspects in the research methodology. The data was
collected based on interview technique and personally handed out structured questionnaire
questions were resented is exactly the same words is the same order to all the respondents.

The questionnaire was conceived in such a way that the questions as well as the answers were
standardized. This is accomplished by employing fixed alternative. Such a questionnaire
facilitates easy administration & tabulation and analysis closed ended questionnaire was used
in the project.
3.4.1 Feature of Questionnaire
The questionnaire was designed in order to check those features.

 Awareness of Private Banking status ™ Usage level of Private Banking facilities

 Awareness of various facilities provided to Private Banking Customers ™
 Satisfaction level of Private Banking Customers

3.5 STATISTICAL TOOLS USED

In the study simple percentage and weighted Average is used to interpret the data collected.

Percentage Analysis
Percentage refers to a special kind of ratio in making comparison between two or more data and to
describe relationships. Percentage can also be used to compare the relation terms the distribution of
two or more sources of data.

Number of Respondents

Percentage of Respondents = --------------------------------- X 100

Total Respondents

Ranking Method (Weighted Average Method)

In this method the respondents were asked to rank their opinion about the characteristics of the bank.
The order of merit given by the respondents was converted into ranks by using the following formula.

Weight age Score = Σ WiXj

---------

ΣW

Where

Wi - Weight age value

Xj - Ranking position
 CHAPTER 4

ANALYSIS AND INTERPRETATION

The collected data is analysed through simple percentage, weighted Average and charts are
used to interpret the data. The inferences given below the table will makes the reader to
understand the problem as well as the solution to the problem.

TABLE NO. 1

TABLE SHOWING THE RESPONDENTS BANKING

RELATIONSHIP

WITH ICICI BANK

Banking Relationship Percentage

Less than 1 year 46
1 to 2years 34
2 to 3 years 20

INTERPRETATION
46% of the respondents are related with ICICI for less than a year, 34% for 1 to 2 years, and 20%
for 2 to 3 years.
 Chart 1
Chart showing the repodents banking re-
lationship with ICICI
Banl

20%

46%

34%

Less than 1 year 1 to 2 Years 2 to 3 years

 TABLE NO. 2
CHART SHOWING SIGNIFICANCE OF VARIOUS REASONS TO

BANK WITH ICICI BANK

Significance Extremely Very Significant Least Insignificant

of various Significant Significant Significant
reasons
Convenience 6 38 40 16 -

Customer 18 62 20 - -
Service

Facilities 12 20 56 12 -
Interest Rate 6 30 18 40 6
Security 12 40 48 - -
Trust 18 32 24 20 6

INTERPRETATION
6% of the respondents see Convenience as extremely significant, 38% feel it as very significant,
40% see it as significant and 16% feel it as least significant reason to bank with ICICI.

18% of the respondents see Customer service as extremely significant, 62% feel it as very
significant and 20% see it as significant reason to bank with ICICI.
12% of the respondents see facilities as extremely significant 20% feels it as very significant 56% see
it as significant and 12% feel it as least significant reason to bank with ICICI

6% of the respondents see interest rates as extremely significant , 30% feel it as very significant 40%
feel it as least significant and 6% see it as insignificant reason to be with ICICI

12% of the respondents see Security as extremely significant 40% feel it as Very Significant and 48%
see it as significant reason to be with ICICI

18% of the Respondents see Trust as extremely significant 32% feel it is very Significant , 24% see
significant 20% feel it as least significant and 6% see it as insignificant reason to bank with ICICI

Chart 2
Chart showing significance of various
reasons to6 6
12
20 bank with
16
ICICI bank 20
40 48
38 56 24
62 18
40 32
40 20 30
18 12 12 18
6 6

ce es es y t
en on at rit us
ni cti ic liti R cu Tr
ve sfa Fa st Se
n ati tre
Co S In
er
om
st
Cu

Etremely Significant Very Sifnificant Significant

Least Significant Insignificant
 TABLE NO. 3
TABLE SHOWING RESPONDENTS AWARENESS OF
PRIVATE BANKING STATUS
Awareness of Private Percentage
Banking Status
Yes 100
No -

INTERPRETATATION
Among the respondents 100% are aware of the Private Banking Status

Chart 3
CHART SHOWING RESPONDENTS
AWARENESS OF
PRIVATE BANKING STATUS

Yes
100%
 TABLE NO. 4
TABLE SHOWING RESPONDENTS’AWARENESS OF ALL THE
PRIVILEGED BANKING SERVICES
30 52 18 72 28 - 66 34 - 18 30 52 50 40 10 28 72 - 40 36 24 36 52 12 28 44 28

Privileged banking Fully aware Partially aware Not aware

services
Avoiding charges 32 56 12
Better loan deal 30 52 18
Dedicated 72 28 -
relationship officer
Enhanced withdrawal 66 34 -
facility
Foreign exchange 18 30 52
Gold credit card 50 40 10
Investment options 28 72 -
Locker facility 40 36 24
Mobile banking 36 52 12
Phone banking 28 44 28
.

INTERPRETATION
 32% are fully aware of avoiding charges facility, 56% are partially aware and 12% are not
aware of this service.
 30% are fully aware of Better loan deals, 52% are partially aware and 18% are not
aware.
 72% are fully aware of dedicated relationship officer and 28% are partially aware.
 66% are fully aware of Enhanced withdrawal facility and 34% are partially aware.

 18% are fully aware of Foreign exchange facility, 30% are partially aware and 52% are

not aware of this service.

 50% are fully aware of Gold credit card facility, 40% are partially aware and 10% are

not aware of this service.

 28% are fully aware of Investment options and 72% are partially aware.

 40% are fully aware of Locker facility, 36% are partially aware and 24% are not aware

of this service.

 36% are fully aware of Mobile banking, 52% are partially aware and 12% are not aware

of this service.

 28% are fully aware of Phone banking, 44% are partially aware and 28% are not aware

of this service.
 Chart 4
Chart Showing respodents
awareness
12 18
0 0
of all the
10 previleged
0
12
banking
28 34 Services 24 28
52
40
72 52
56 36
52
44

72 66 30
50
40 36
32 30 28 28
18

es ls ip al ge rd n ity g g
arg Dea nsh r aw an Ca ptio acil kin nkin
h t n
Ch an o d c di O F Ba eB
a
ing Lo elati ith n
ex
Cre ent
cker
ile n
r r W i o
oi
d
tte te
d
ce
d re
g
ol
d
es
tm Lo ob Ph
Av B e ca n Fo G
In
v M
di ha
De En

Fully Aware Partially aware Not Aware

 TABLE NO. 5
TABLE SHOWING DIFFERENT CHANNELS USED BY
RESPONDENTS FOR BANKING WITH ICICI BANK
Channels Used For Banking Percentage

ATM, branch ,relationship officer 34

ATM, branch ,relationship officer, 22
phone
ATM, Branch , Internet , Mobile 16
ATM, branch ,Internet, relationship 16
officer
ATM, Branch , Internet , Relationship 12
officer

INTERPRETATION
34% of respondents use ATM, Branch, Relationship officers , 22% use ATM,
Branch relationship officer, phone, 16% Use ATM, Branch , Internet , Mobile
16% use ATM, branch ,Internet, relationship officer 12% make use of A TM,
Branch , Internet , Relationship officer
 Chart 5
Chart Showing Different channels used by
respodents for banking with ICICI
ATM, branch ,relationship officer ATM, branch ,relationship officer, phone
ATM, Branch , Internet , Mobile ATM, branch ,Internet, relationship officer
ATM, Branch , Internet , Relationship officer

12%
34%

16%

16%
22%
 TABLE NO. 6
CHART SHOWING RESPONDENTS’ FREQUENCY OF USING
DIFFERENT CHANNELS FOR BANKING WITH ICICI BANK
Frequency of Daily Weekly Fortnightly Monthly Never
using channels
ATM 10 54 28 8 -

Branch - 12 46 42 -
Internet 26 6 - 68 -
Banking
Mobile Banking 6 22 6 66 -
Phone Banking 6 6 10 78 -
Relationship 10 20 28 26 16
Officer

INTERPRETATION
10% of the respondents use ATM daily, 54% use weekly, 28% use fortnightly and
8% use the ATM’s monthly.

12% of the respondents use branch weekly, 46% use fortnightly and 42% use
branch monthly.
26% of the respondents use internet banking daily, 6% use weekly, and 68% use
the internet banking monthly.

6% of the respondents use mobile banking daily, 22% use weekly, 6% use
fortnightly, and 66% use the mobile banking monthly.

6% of the respondents use phone banking daily, 6% use weekly, 10% use
fortnightly, and 78% use the phone banking monthly.

10% of the respondents use the relationship officer daily, 20% use weekly, 28%
use fortnightly, 26% use monthly, 16% never use the relationship officer
 Chart 6
Chart showing Respondents frequency of using Different channels for banking

With ICICI Bank

100% 8
16
90%
28 42
80%
26
70% 68 66
78
60%

50% 28
40% 54 46
6 6
30%
20
20% 22 10
26
6
10% 10 12 10
6 6
0%
ATM Branch Internet Banking Mobile Banking Phone Banking Relationship Officer

Dai;y Weekly Fortinightly Monthly Never

 TABLE NO.7
TABLE SHOWING THE PRIVILEGED BANKING SERVICES
AVAILED
BY THE RESPONDENTS

Privileged banking Availed Not Availed

services availed
Avoiding charges 46 54
Better loan deals 70 30
Dedicated relationship officer 54 16
Enhanced withdrawal facility 66 34
Foreign exchange 34 66
Gold credit card 48 52
Investment options 94 6
Locker facility 34 66
Locker facility 56 44
Phone banking 36 64
 INTERPRETATION
 46% of the respondents have availed for avoiding charges, while 54% have
not.
 70% of the respondents have availed for better loan deals, while 30% have
not.
 84% of the respondents have availed for dedicated relationship officer,
while 16% have not.
 66% of the respondents have availed for enhanced withdrawal facility,
while 34% have not.
 34% of the respondents have availed for foreign exchange, while 66% have
not.
 48% of the respondents have availed for gold credit card, while 52% have
not.
 94% of the respondents have availed for Investment options, while 6% have
not.
 34% of the respondents have availed for locker facility, while 66% have not.
 56% of the respondents have availed for mobile banking, while 44% have
not.
 6% of the respondents have availed for phone banking, while 64% have not.
 Chart 7
Chart Showing The Privileged Banking Services Availed By The Respondents

100% 6
16
90% 30 34
80% 44
54 52
70% 66 64 66

60%

50% 94
84
40% 70 66
30% 56
46 48
20% 34 36 34

10%

0%
es ls ce
r
ilit
y
ar
d n
ilit
y g g
ilit
y
arg Dea ffi ac C p tio ac nkin n kin ac
o t
Ch oa
n p al
F di nt
o
er
F
eB
a
eB
a
al
F
ing L shi w Cre e ck il n w
d r n ra tm Lo ob o ra
v oi ette atio thd ol
d
v es M Ph thd
A B l i G In i
re W W
ted ced
ca n
di ha
De en

Availed Not Availed

 Table 8
TABLE SHOWING SATISFACTION LEVEL OF
RESPONDENTS ON THE PRIVILEGED BANKING SERVICE
Services Highly Satisfied Uncertain Dissatisfied
satisfied Satisfied
Avoiding charges 20 26 54
Better loan deals 6 48 30 16
Dedicated 40
relationship
44 16
officer
Enhanced 22
withdrawal
48 30
facility
Foreign exchange
28 66 6
Gold credit card 14 34 52
Investment 4
options
82 6 8
Locker facility 18 16 66
Mobile banking
50 44 6
Phone banking
28 64 8
 INTERPRETATION

 20% of the respondents are highly satisfied with charges avoiding facility,
26% are satisfied, and 54% are uncertain.

 6% of the respondents are highly satisfied with better loan deals, 48% are
satisfied, 30% are uncertain, and 16% are dissatisfied.

 40% of the respondents are highly satisfied with dedicated relationship

officer, 44% are satisfied, 16% are uncertain.

 22% of the respondents are highly satisfied with enhanced withdrawal

facility, 48% are satisfied, 30% are uncertain.

 28% of the respondents are satisfied with foreign exchange, 64% are
uncertain, 8% are dissatisfied.

 14% of the respondents are highly satisfied with gold credit card, 34% are
satisfied, 52% are uncertain.

 4% of the respondents are highly satisfied with investment options, 82%

are satisfied, 6% are uncertain, and 8% are dissatisfied.

 18% of the respondents are highly satisfied with locker facility, 16% are
satisfied, 66% are uncertain.

 50% of the respondents are satisfied with mobile banking, 44% are
uncertain, 6% are dissatisfied.

 28% of the population are satisfied with the phone banking , 60% are
uncertain,6% are dissatisfied
 Chart 8
Chart showing satisfaction level of respondents on the Privileged banking
Services

100% 6 8 6 8
16 16
90% 6
30
80%
54 52 44
70% 30 66
44 66 64
60%

50% 48 82
40%
26 34
48
30% 16 50
40
20%
28 28
20 22 18
10% 14
6 4
0%
es als ce
r ity ge rd ns ity g g
rg de cil an ca tio cil kin kin
ch
a offi f a h it p fa
ba
n an
an p l ex
c d o r eb
ng lo shi wa cre nt ke ile n
idi tte
r
on dr
a
eig
n
ld tm
e
Lo
c
ob o
vo Be lati ith or Go es M Ph
A e w F v
d
r d In
a te n ce
c ha
di
De En

Highly Satisfied Satisfied Uncertain Dissatisfied

 TABLE NO. 9
WEIGHTED AVERAGE ANALYSIS
SIGNIFICANCE OF VARIOUS REASONS TO BANK WITH ICICI BANK
Weight ages given:

Extremely Significant = 5 Very Significant = 4 Significant = 3

Least Significant = 2

Insignificant = 1

Frequency Daily Weekly Fortnightly Monthly Never Total

of Using
Channels
Convenienc 45 224 177 48 - 494
e
Customer 135 368 87 - - 590
Service
Facilities 90 116 249 36 - 491
Interest 45 176 81 118 9 429
Rate
Security 90 236 213 - - 539
Trust 135 188 108 58 9 498

INTERPRETATION
From the table it is found that customer service is the main reason for banking
with ICICI. The next degree of significance to deal with ICICI is Security, Trust,
Convenience, Facilities, and Interest Rate respectively. It is found that Interest
Rate is not so significant for the Private Banking customers.

TABLE NO. 10
RESPONDENTS’ FREQUENCY OF USING DIFFERENT
CHANNELS FOR BANKING WITH ICICI BANK
Weight ages given:

Daily = 5 Weekly = 4

Fortnightly = 3 Monthly = 2

Never = 1

Frequency Daily Weekly Fortnightly Monthly Never Total

of Using
Channels
ATM 75 320 123 24 - 542
Branch - 72 204 124 - 400
Internet 195 36 - 200 - 431
Banking
Mobile 45 132 27 194 - 398
Banking
Phone 45 36 45 230 - 356
Banking
Relationship 75 120 123 78 23 419
Officer

INTERPRETATION
From the table it is found that most frequently used channel for banking with ICICI is through
ATM. The next frequently used channels are Internet Banking, Relationship Officer, Branch,
Mobile Banking, and Phone Banking respectively. It is found that Phone Banking is the least
frequently used channel for banking with ICICI.

TABLE 11
SATISFACTION LEVEL OF RESPONDENTS ON THE

PRIVILEGED BANKING SERVICES

Weight ages given:
Highly Satisfied = 5 Satisfied = 4

Uncertain = 3 Dissatisfied = 2

Highly Dissatisfied= 1

Service Highly Satisfied Uncertain Dissatisfied Total

Satisfied
Satisfied
Better loan 150 152 240 - 542
deals
Dedicated 45 284 132 48 509
relationship
officer
Enhanced 295 260 72 - 627
withdrawal
facility
Foreign 165 284 132 - 581
exchange
Gold credit - 164 294 18 476
card
Investment 105 200 231 - 536
options
Locker facility 30 484 27 24 565
Mobile 130 96 294 - 520
banking
Phone banking - 296 195 18 509
Avoiding - 164 285 24 423
charges

INTERPRETATION
From the table it is found that dedicated relationship officer is the most satisfied privileged banking
services. The next satisfied privileged banking services are Enhanced withdrawal facility, Investment
options, Avoiding charges, Gold credit card, Locker facility, Better loan deals, Mobile banking, Phone
banking, and Foreign exchange respectively. It is found that Foreign exchange is the least satisfied
privileged banking services.

CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
 46% of the respondents are related with ICICI for less than a year, 34% for
1 to 2 years, and 20% for 2 to 3 years.

 Private Banking customers feel that customer service is the main reason
for banking with ICICI .The next degree of significance to deal with ICICI is
Security, Trust, Convenience, Facilities, and Interest Rate respectively. It is
found that Interest Rate is not so significant for the Private Banking
customers.

 Among the respondents 100% are aware of the Private Banking status.

 Fully awareness for avoiding charges is 32%,better loan deals is 30%,

Dedicated relationship officer is 72%, Enhanced withdrawal facility is 66%,
Foreign exchange is 18%, Gold credit card is 50%, Investment options is
28%, Locker facility is 40%, Mobile banking is 36% and Phone banking is
28%.
 34% of the respondents use ATM, branch and relationship officer, 22% use
ATM, branch, relationship officer and phone, 16% use ATM, branch,
internet and mobile, 16% use ATM, branch, internet and relationship
officer, 12% make use of ATM, branch, mobile and relationship officer

 The most frequently used channel for banking with ICICI is through ATM.
The next frequently used channels are Internet Banking, Relationship
Officer, Branch, Mobile Banking, and Phone Banking respectively. It is found
that Phone Banking is the least frequently used channel for banking with
ICICI.

 Usage level of Avoiding charges is 46%, Better loan deals is 70%, Dedicated
relationship officer is 84%, Enhanced withdrawal facility is 66%, Foreign
exchange is 34%, Gold credit card is 48%, Investment options is 94%, Locker
facility is 34%, Mobile banking is 56% and Phone banking is 36%.

 Dedicated relationship officer is the most satisfied privileged banking

services. The next satisfied privileged banking services are Enhanced
withdrawal facility, Investment options, Avoiding charges, Gold credit card,
Locker facility, Better loan deals, Mobile banking, Phone banking, and
Foreign exchange respectively. It is found that Foreign exchange is the least
satisfied privileged banking services.
5.2 SUGGESTIONS
It is found that interest rate is not so significant for the Private Banking customers to deal with ICICI
Bank. Most of the customers want to keep money safely, so they want more investment options which
is short term as well as easily accessible.

It is suggested that the company should use effective strategies to bring more customers under the
Private Banking umbrella such as door step service, reduce the eligibility criteria to become a Private
Banking customer etc...

It is suggested that the company should use effective methods such as conducting seminars, Private
Banking meets, cocktail party etc… to make the Private Banking customers aware of all the privileges
provided to them.

It is suggested that the company should come out strategic decisions to increase the usage level of all
the facilities provided to Private Banking customers.

It is suggested that the company should give proper training to the persons in the Phone banking and try
to reduce time lag in transaction through Phone banking.

Try to reduce the cost occurs during Foreign exchange transaction.

 SWOT ANALYSIS OF ICICI BANK
Introduction to SWOT analysis.
The overall evaluation of the company’s Strength, Weakness, Opportunities and Threats is
called as SWOT Analysis. The external environment analysis of any business will give you the
opportunities and threats facing the business. The external environment consists of two parts:

STRENTH
 Right strategy for the right products.

 Superior customer service v/s competitors.

 Great Brand Image

 Products have required accreditations.

 High degree of customer satisfaction.

 Good place to work

WEAKNESS

•Lower response time with efficient and effective service

•Some gaps in range for certain sectors.

•Customer service staff needs training.

•Processes and systems, etc.

•Management covers insufficient.

OPPORTUNITIES

•Profit margins will be good.

•Could extend to overseas broadly.

•New specialist applications.

•Could seek better customer deals

• Fast – track career development opportunities on an industry – wide basis .

THREATS

•Legislation could impact.

•Great risk involved

•Very high competition prevailing in the industry.

•Vulnerable to reactive attack by major competitors

•Lack of infrastructure in rural areas could constrain investment

•High volume/low cost market is intensely competitive