Study the customer satisfaction ratio and views

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TOPIC NO.
1
Introduction of Topic

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Objectives of the Study
To Study the customer satisfaction ratio and views towards The
ICICI Bank Shivaji Nagar Branch, Pune.
To Study the customers attitude towards the financial products of
the ICICI Bank.
To Study the customers opinion towards the services provided by
the ICICI Bank.
To Study the working and functioning of Sales Dept. of the
organization.
To study the efficiency of distribution channel of various
department.

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SCOPE
The study of customer s satisfaction helps to not only
employee of the organization but also to the common people at
large.
The study of customer s satisfaction helps us in following ways
1) Understand different facilities provided by the bank to the
customers.
2) To do the careful study of steps which bank takes to attract
the customers.
3) To study how bank are working for the development of the
population and the economy.
4) The study is also useful to the bank to formulate a systematic
structure for providing facilities to the customers.
5) It informs to customers about banks progressive attitude
towards customers.
6) Understand the overall performance and progress of the bank.

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RESEARCH METHODOLOGY
There are two methods of data collection
1. Primary data collection
2. Secondary data collection
1. Collection of primary data
The primary data are those which are collected afresh and for the
first time and thus happened to be original in character. For this project
primary data is collected by observation method, by taking interviews,
through questionnaire etc.
2. Collection of secondary data
The secondary data on the other hand are those which have already
been collected by someone else and which have been already been passed
through statistical process. The secondary data is collected from different
books, magazines, office files etc.

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LIMITATIONS OF THE STUDY
Following are the limitations of the study:
The overall data collected through one branch of the bank that is
Shivaji Nagar Branch Pune. Therefore it makes some limitations
to collect the data and analyze.
A customer s satisfaction towards the Branch is only considered
for study, hence the structure; other concepts of the banks are
excluded for the detail study.
The study is on the information collected from bank, during very
short period of the case study work. So only limited data is
collected and no detailed study about case is carried out.
The study considered only the customers satisfaction so other
concepts of the banks are excluded.

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Topic no 2
History of Organization

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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 Indian 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 funding from the World Bank and other multi-
lateral agencies, ICICI also among the first Indian companies to raise
funds from International markets.
1956: ICICI declared its first Dividend at 3.5%.
1967: ICICI made its first debenture issue for Rs.6 crore, which was
oversubscribed.
1969: First two regional offices in Calcutta and Madras were opened.
1972: Second entity in India to set-up merchant banking services.
Mr. H. T. Parekh appointed as the third Chairman of ICICI.
1977: ICICI sponsors the formation of Housing Development Finance
Corporation. Managed its first equity public issue.

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1982: Becomes the first ever Indian borrower to raise European
Currency Units.
ICICI commences leasing business.
1986: ICICI first Indian Institution to receive ADB Loans. First public
issue by an Indian entity in the Swiss Capital Markets.
ICICI along with UTI sets up Credit Rating Information Services
of India Limited, (CRISIL) India's first professional credit rating agency.
ICICI promotes Shipping 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 with
Commonwealth 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.
ICICI sets up ICICI Asset Management Company.
1994: ICICI sets up ICICI Bank.
1996: ICICI becomes the first company in the Indian financial sector to
raise GDR.

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ICICI announces merger with SCICI
1997: ICICI was the first intermediary to move away from 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".
ICICI announces takeover of ITC Classic Finance.
1998: Introduced the new logo symbolizing a common corporate identity
for the ICICI Group.
ICICI announces takeover of Anagram Finance.
1999: ICICI launches retail finance - car loans, house loans and loans for
consumer durables.
ICICI becomes the first Indian Company to list on the NYSE
through an issue of American Depositary Shares.
2000: ICICI Bank becomes the first commercial bank from India to list
its stock on NYSE.
ICICI Bank announces merger with Bank of Madura.
2001: The Boards of ICICI Ltd and ICICI Bank approved the merger of
ICICI with ICICI Bank.
2002: Moodys' assign higher than sovereign rating to ICICI.
2003: Merger of ICICI Limited, ICICI Capital Services Ltd and ICICI
Personal Financial Services Limited with ICICI Bank.

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Overview
ICICI Bank is India's second-largest bank with total assets of about
Rs.1,676.59 bn(US$ 38.5 bn) at March 31, 2005 and profit after tax of
Rs. 20.05 bn(US$ 461 mn) for the year ended March 31, 2005 (Rs. 16.37
bn(US$ 376 mn) in fiscal 2004). ICICI Bank has a network of about 573
branches and extension counters and over 2,000 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, Canada and Russia,
branches in Singapore and Bahrain and representative offices in the
United States, China, United Arab Emirates, Bangladesh and South
Africa.
ICICI Bank's equity shares are listed in India on the Bombay Stock
Exchange and the National Stock Exchange of India Limited and its
American Depositary Receipts (ADRs) are listed on the New York Stock
Exchange (NYSE).
ICICI Bank has formulated a Code of Business Conduct and Ethics
for its directors and employees.

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At September 20, 2005, ICICI Bank, with free float market
capitalization* of about Rs. 400.00 billion (US$ 9.00 billion) ranked
third amongst all the companies listed on the Indian stock exchanges.
ICICI Bank was originally promoted in 1994 by ICICI Limited, an
Indian financial institution, and was its wholly-owned subsidiary. ICICI's
shareholding in ICICI Bank was reduced to 46% through a public
offering of shares in India in fiscal 1998, an equity offering in the form of
ADRs listed on the NYSE in fiscal 2000, ICICI Bank's acquisition of
Bank of Madura Limited in an all-stock amalgamation in fiscal 2001, and
secondary market sales by ICICI to institutional investors in fiscal 2001
and fiscal 2002. ICICI was formed in 1955 at the initiative of the World
Bank, the Government of India and representatives of Indian industry.
The principal objective was to create a development financial institution
for providing medium-term and long-term project financing to Indian
businesses. In the 1990s, ICICI transformed its business from a
development financial institution offering only project finance to a
diversified financial services group offering a wide variety of products
and services, both directly and through a number of subsidiaries and
affiliates like ICICI Bank. In 1999, ICICI become the first Indian
company and the first bank or financial institution from non-Japan Asia
to be listed on the NYSE.
After consideration of various corporate structuring alternatives in
the context of the emerging competitive scenario in the Indian banking
industry, and the move towards universal banking, the managements of
ICICI and ICICI Bank formed the view that the merger of ICICI with
ICICI Bank would be the optimal strategic alternative for both entities,
and would create the optimal legal structure for the ICICI group's
universal banking strategy. The merger would enhance value for ICICI

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shareholders through the merged entity's access to low-cost deposits,
greater opportunities for earning fee-based income and the ability to
participate in the payments system and provide transaction-banking
services. The merger would enhance value for ICICI Bank shareholders
through a large capital base and scale of operations, seamless access to
ICICI's strong corporate relationships built up over five decades, entry
into new business segments, higher market share in various business
segments, particularly fee-based services, and access to the vast talent
pool of ICICI and its subsidiaries. In October 2001, the Boards of
Directors of ICICI and ICICI Bank approved the merger of ICICI and two
of its wholly-owned retail finance subsidiaries, ICICI Personal Financial
Services Limited and ICICI Capital Services Limited, with ICICI Bank.
The merger was approved by shareholders of ICICI and ICICI Bank in
January 2002, by the High Court of Gujarat at Ahmedabad in March
2002, and by the High Court of Judicature at Mumbai and the Reserve
Bank of India in April 2002. Consequent to the merger, the ICICI group's
financing and banking operations, both wholesale and retail, have been
integrated in a single entity.

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Board Members
Mr. N. Vaghul, Chairman
Mr. Sridar Iyengar
Mr. R.K.Joshi
Mr. Lakshmi N. Mittal
Mr. Narendra Murkumbi
Mr. Anupam Puri
Mr. Vinod Rai
Mr. M.K. Sharma
Mr. P.M. Sinha
Prof. Marti G. Subrahmanyam
Mr. T.S. Vijayan
Mr. V. Prem Watsa
Mr. K.V. Kamath, Managing Director & CEO
Ms. Lalita D. Gupte, Joint Managing Director
Ms. Kalpana Morparia, Deputy Managing Director
Ms. Chanda Kochhar, Executive Director
Dr. Nachiket Mor, Executive Director

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Products of bank
1. Deposits
2. Loans
3. Cards
4. Investments
5. Demat
6. NRI Services
7. Private Banking

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Deposits
ICICI Bank offers wide variety of Deposit Products to suit your
requirements. Coupled with convenience of networked branches/ ATMs
and facility of E-channels like Internet and Mobile Banking, ICICI Bank
brings banking at your doorstep. Select any of our deposit products and
provide your details online and our representative will contact you for
Account Opening.
1) ICICI Bank offers you a power packed Savings Account with a host of
convenient features and banking channels to transact through. So now
you can bank at your convenience, without the stress of waiting in
queues.
2) We understand that as you reach the age to retire, you do have certain
concerns whether your hard earned money is safe and secure
whether your investments give you the kind of returns that you need.
That's why we have an ideal Banking Service for those who are 60 years
and above. The Senior Citizen Services from ICICI Bank has several
advantages that are tailored to bring more convenience and enjoyment in
your life.
3) It's really important to help children learn the value of finances and
money management at an early age. Banking is a serious business, but we
make banking a pleasure and at the same time children learn how to
manage their personal finances.
4) Safety, Flexibility, Liquidity and Returns!!!! A combination of
unbeatable features of the Fixed Deposit from ICICI Bank.

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5) When expenses are high, you may not have adequate funds to make big
investments. But simply going ahead without saving for the future is not
an option for you. Through ICICI Bank Recurring Deposit you can invest
small amounts of money every month that ends up with a large saving on
maturity. So you enjoy twin advantages- affordability and higher
earnings.
Loans
ICICI Bank offers wide variety of Loans Products to suit your
requirements. Coupled with convenience of networked branches/ ATMs
and facility of E-channels like Internet and Mobile Banking, ICICI Bank
brings banking at your doorstep. Select any of our loan product and
provide your details online and our representative will contact you for
getting loans.
The No. 1 Home Loans Provider in the country, ICICI Bank Home Loans
offers some unbeatable benefits to its customers - Doorstep Service,
Simplified Documentation and Guidance throughout the Process. It's
really easy !
The NO 1 financier for car loans in the country. Network of more than
1500 channel partners in over 780 locations. Tie-ups with all leading
automobile manufacturers to ensure the best deals. Flexible schemes &
quick processing. Hassle-free application process on the click of a mouse.
Range of services on existing loans & extended products like funding of
new vehicles, refinance on used vehicles, balance transfer on high cost

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loans, top up on existing loans, Extend product, working capital loans &
other banking products.
Avail attractive schemes at competitive interest rates from the No 1
Financier for Two Wheeler Loans in the country. Finance facility up to
90% of the On Road Cost of the vehicle, repayable in convenient
repayment options and comfortable tenors from 6 months to 36 months.
Ride home on your Dream Two Wheeler with our hassle free finance.
Preferred financier for almost all leading tractor manufacturers in the
country. Flexible repayment options in tandem with the farmer's seasonal
liquidity. Monthly, Quarterly and Half-yearly repayment patterns to
choose from. Comfortable repayment tenures from 1 year to 9 years.
DEBIT CARD:
Combining the acceptability of a credit card and the prudence of an ATM
card, the ICICI Bank Debit card is a most convenient accessory for you.
No more fear of overspending.
No more searching for the nearest ATM.
No more searching for the nearest ATM.
With the ICICI Bank Debit Card you can shop using VISA Electron's on-
line debit program, and debit your ICICI Bank account directly when
purchasing goods or services at any shop displaying the ICICI
Bank/VISA Electron logo. ICICI Bank offers you the powerful options of

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ICICI Bank HPCL Debit Card
ICICI Bank Ncash Debit Card
INVESTMENT:
At ICICI Bank, we care about all your needs. Along with Deposit
products and Loan offerings, ICICI Bank assists you to manage your
finances by providing various investment options ranging from ICICI
Bank Tax Saving Bonds to Equity Investments through Initial Public
Offers and Investment in Pure Gold. ICICI Bank facilitates following
investment products:
ICICI Bank Tax Saving Bonds
Government of India Bonds
Investment in Mutual Funds
Initial Public Offers by Corporates
Investment in "Pure Gold"
Foreign Exchange Services
Senior Citizens Savings Scheme, 2004
You can invest in above products through any of our branches. For select
products ICICI Bank also provides the ease of investing through
electronic channels like ATMs and Internet (ICICIdirect.com)

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Services Provided by Bank
BRANCHES:
You can find a host of ICICI retail products at our widespread Bank
Branch network-Bank Accounts, Credit and Debit cards, Bonds, Demat
Accounts, Loans against Shares, etc.
INTERNET BANKING:
Steps to Login
Learn more about how to login on receiving your User Id
Why do you need Internet Banking
Learn more about ICICI Bank.com and the services available.
Login to your account
Choose this option to login to ICICI Bank.com. Click here for steps to
login.
Get your User Id
Click for information on how to apply for your Internet Banking User Id.
How to link your Bank, Credit Card and Demat account

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Choose this option for information on linking your bank, credit card and
demat account.
Trouble Logging in
Choose this option in case you are having trouble logging in to your
account.
PHONE BANKING:
What's on offer
A user friendly automated service menu offers you convenient access to
your account coupled with security as, all your transactions are protected
by a Atm Pin - The Personal password to your Banks & Credit card
Account and Tpin for your Demat Account . But if you do need any
assistance our officers will be glad to help you
Self Phone Banking (IVR) access Mechanisms are as follows:
For Deposits --The customer would need to key-in his
ATM/Debit Card Number and its corresponding ATM
PIN.
For Credit Cards -The customer would need to key-in
his 16 digit Card Number and its corresponding ATM
PIN.
For Demat Account Holders -The customer would
need to key-in his 14 Digit Demat Account Number

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and its TPIN
For Bond Account Holders -The customer would need
to key in his Bonds holder Number only.
What's more...this facility comes to you totally free of charge!
Some of the services offered are listed below
Banks Functionalities:
Account Balance
Mini Statement
Cheque Book Request
Cheque Status enquiry
Stop Cheque Payment
Utility Bill Payment
Internet Userid
Mobile banking Registration
Card Functionalities:
Outstanding Balance
Details of Last Statement
Details of Last Payment
Last five Transactions
Reward Points status

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Demat Functionalities:
Bonds Functionalities:
Information on Redemption
Information on Interest
Information on Despatch of Bonds certificates
Click here to download the Relationship Form(for
resident individuals)
Others:
Lost/Replacement card
ATM pin re-issue
Standing Instructions
Complaints and suggestions
Inquire about any ICICI Bank product
Register for Phone Banking
There is no phone banking registration which needs to be done for Banks
/Cards /Bonds it is given to the customer by default .
For Demat you just have to fill the form and drop it at the nearest ICICI
Bank Branch or ATM.

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ATM:
ICICI Bank's 24 Hour ATM network is one of the largest and most
widespread ATM Network in India. Our ATMs are located in commercial
areas, residential localities, major petrol pumps, airports, near railway
stations and other places which are conveniently accessible to our
customers.
ICICI Bank ATMs features user-friendly graphic screens with easy to
follow instructions. We have introduced ATMs which interact with
customers in their local language for increased convenience.
Following are the features available on our ATMs, which can be accessed
from anywhere at anytime.
Cash Withdrawal: Withdraw upto Rs. 25,000/- per day from your
account (50,000 for HNI's). Fast Cash option provides the facility of
withdrawing prefixed amounts. Ultra Fast Cash option allows you to
withdraw Rs.3000/- in one shot.
Balance Inquiry: Know your ledger balance and available balance
Mini Statement: Get a printout of your last 8 transactions and your
current balance.
Deposit Cash / Cheques: Available at all full function ATMs, Customers
can deposit both cash and cheques. Cash deposited in ATMs will be
credited to the account on the same day (provided cash is deposited
before the clearing) and cheques are sent for clearing on the next working
day.

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Fund Transfer: Transfer funds from one account to another linked
account in the same branch.
Pin Change: Change the Personal Identification Number (PIN) of ATM
or Debit card.
Payment: The latest feature of our ATMs, this functionality can be used
for payment of bills, making donations to temples / trusts, buying internet
packs, airtime recharges for prepaid mobile phones and much more...
Others: Request for a checkbook from our ATMs and our concerned
branch will dispatch it such that it reaches you within 10 working days.
Charges: There is no charge levied on ICICI Bank customers for
transacting on ICICI Bank's ATMs. However for customers not
maintaining the minimum quarterly average balance in their savings
account, first 6 transactions in the quarter will be free and Rs. 25 per
transaction will be charged thereafter.

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Anywhere Banking
ICICI Bank is the second largest bank in the country. It services a
customer accounts through a multi-channel access network. This includes
branches and extension counters, ATMs, Call Centre and Internet
Banking.
Thus, one can access the various services ICICI Bank has to
offer at anytime, anywhere and from anyplace. To learn more about the
various channels, please click on the topic of your interest mentioned in
the left menu.
MOBILE BANKING:
Bank on the move with ICICI Bank Mobile Banking. With ICICI Bank,
Banking is no longer what it used to be. ICICI Bank offers Mobile
Banking facility to all its Bank, Credit Card, Demat and Loan customers
customers.
ICICI Bank Mobile Banking can be divided into two broad categories of
facilities:
Alert facility:
ICICI Bank Mobile Banking Alerts facility keeps you informed
about the significant transactions in your Accounts. It keeps you updated
wherever you go.

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Request facility:
ICICI Bank Mobile Banking Requests facility enables you to query
for your account balance.
BANK @ HOME:
There are two basic services in Bank@Home
1. Remote Service Delivery
2. Cash on Tap
1. Remote Service Delivery:
The main components of this service are the drop boxes, which are
installed at certain defined locations (residential complexes, shopping
complexes, etc.). A customer can drop in a request for a variety of
services into the drop box. These requests will be picked up daily and
sent to the branch where they will be taken up for processing on the next
working day and the normal TAT's will apply from then on. This service
has NO - CHARGES.
The services available in Remote Service Delivery are:
Cash Withdrawal
Application for DD/PO/Fund Transfer
Lead generation for Bank A/c and Demat A/c opening.
ATM/Debit card PIN regeneration.
ATM/Debit card de-blocking and re-issue.
Chequebook request.
Statement Request.

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Internet/Mobile Banking registration.
Request for FD Renewal.
Request for Balance certificate/Interest Certificate.
Linking of A/c to existing Internet banking id.
2. Cash on Tap:
This service offers the customer the facility to call the Phone Banking
team and ask for cash from his A/c to be delivered to him (CASH
WITHDRAWAL) or for someone to pick up cash from him for
depositing into his A/c.(CASH DEPOSIT). The Cash on Tap service is
available in two variants:
a) Express Delivery - If the customer requests the service to be carried
out in the same working day.
In this case all calls made on working days between 8
A.M. and 6 P.M. on working days, will be serviced by
the branch within two hours.
The express delivery transactions are charged a flat fee of Rs. 40/- per
transaction for all Non - HNI customers. These transactions are FREE for
HNI customers.
b) Normal Delivery - If the customer requests the service to be carried out
on the next working day.
All calls made after 6 P.M. or calls made on non working days will be
serviced within two hours of the branch opening on the next working day.
A customer can call and request for a cash delivery or a cash pickup at a
given time on the next working day.

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TOPIC NO. 3
Theoretical Background
And
Study of Details of Customers
Satisfaction

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Study of Details of Customers Satisfaction
Introduction to Marketing
Marketing occupies an important position in the organization of business
unit. According to the traditional view, the customer will accept whatever
the seller present to him. In this view the main concern of the
manufacturer is only to produce without considering the customers
demand.
But this concept is totally changed now. According to the
modern concept, the customer is the king of the market and today s
manufacturer produce or provides services as per the demands of
customers. The prime objective of modern marketing is the satisfaction of
customers need. Thus, the concept of marketing becomes very vast. It
includes all the functions, which satisfy customers such as financing,
storage and risk bearing etc.
The customer is the center around which the market is
circulated with different marketing activities. Marketing is thus a total
system of interacting business activities designed to plan price, promotion
and distribution of want satisfying products and services to present and
potential customers. Thus marketing is a system of business activities,
which includes customers demand and fulfilling efforts of the producers
toward it.

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Meaning and Definition of Market Research
Market research may be defined as the application of
scientific method for making marketing decisions. Market Research is
any systematic attempt to get information useful in making marketing
decisions. It is a systematic analysis of market to that product of facility
that will help in finding the facts that improve decision making and
control in marketing of goods and services. Thus, marketing research is
the systematic object and exhaustive search for study of all facts relevant
to any decision making relate to the field of marketing.
Thus, marketing research embraces all research activities
carried on in connection with the management of marketing work. This
may include market research, product research, advertisement research
and sales research export marketing research, motivating research and
post purchase research.
Market research may also be defined as gathering, recording
and analysis of all facts about decision- making related to the transfer of
sale of goods and services from the producers to consumers. So it may be
concluded that marketing is the systematic collection, recording and
interpretation and reporting of necessary information and data about-
1. Existing and potential customers.
2. Marketing methods.
3. Cannels of distribution.
4. Media of advertisement.
5. Methods of sales promotion competitors.
Thus market research is an overall study related with management of
marketing work.

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Methods of Market Research
There are three basic methods of marketing research. They are as follows:
1. The observation method.
2. The experimental method.
3. The survey method.
The observation method:
Data is collected on the basis of direct observation. In this
method no talks take place. By observation the person the analyst collects
the data. The method simply involves watching or listening or at times
both with no attempt of probing the reasons.
The experimental method:
This method is based on the concept that small scale
experiment is useful to indicate the expectations of large scale
experiments. A wall designed experiment gives a fair idea of the market
conditions and thus can be useful information for decision making.
Theists conducted can serve as a guide for important market related
decisions.
The survey method:
Under this method the information is collected directly from
individuals in three ways viz. telephone, mail and personal interview.
This is also called as a survey technique. Responses to direct questions
are collected. The survey method has three main uses, they are:
1. To gather facts from respondents.
2. To report their opinion.

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3. To probe the interpretation they give.
This method is the most accurate and reliable when used
with together factual data so as record opinions and get an insight into the
respondent s interpretation.
Thus the survey has three kinds:
1. Factual survey.
2. Opinion survey.
3. Interpretative survey.
In my project, I prefer the opinion survey method which helps to obtain
expressions of personal opinion to record evaluation of different things.
This method is also helpful in collecting and easy analysis of information
from the data collected. Within limited period of time and with fewer
effects, survey method provides effective and efficient information that
widens the success of company.

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Customer Satisfaction
As organizations become increasingly focused and driven by demand the
need to get customer loyalty and retain their loyalty is critical. Customer
satisfaction is the most effective way to active customer loyalty.
Customer satisfaction and customer loyalty share many traits. Customer
value is customer s perception of the ratio of benefits to what heshe
gives to obtain these benefits. The customer value trait is framework used
to understand what is that customer wants.
1. Perceived product quality
2. value based pricing
3. perceived service quality
Customers are satisfied when value satisfied meets or exceed
expectations. If their exceptions of value are not met, there is no chance
of satisfying them. Finding out what customer wants however difficult
and complex process. To be able to create and deliver customer value, it
is important to understand its components.
The benefits customers expect are shaped primarily by how
they perceive product and service quality and whether or not their
perceptions are valid. Customers are product and tangible service
attributes as indicators of quality often enough cannot be observed
directly.
Unfortunately customers don t know to draw a distinct line
between product and service and quality. Customers tend to combine
product and service attributes together as apart of a total package to

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which they attach some individual perceived value. Most companies
products fall somewhere between pure product and pure service.
Manager s incharge decide which attributes or tangibles or more
important than other according to the needs of their customers.
On the risk side of the education, the customer s perception
and exceptions become the determining factors. Transaction price, life
cycle costs and the actual degree of the risk being taken constitutes the
three components involved in the risk of buying. The actual price being
paid for the product or service at the time of purchase represents the
transaction cost. Life cycle costs are the total cost of ownership, which
includes operating and service expenses.

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Service Marketing
Service marketing has some characteristics which are cited
below:
1. Intangibility
Services are intangible, unlike physical products, they cannot
be seen tested, felt heard or smelt before they are brought. So the buyers
draw their inferences about quality from the people, place, equipment,
price that they see.
2. Inseparability
Services are typically produced and consumed
simultaneously. This is not true of physical goods.
3. Variability
Service depend on who provide them and when and where
they provided, they are highly variable.
4. Perish ability
Services cannot be stored. Some doctors charge patients for
missed appointments because the service value existed only at that point.

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The Importance of Word of Mouth Publicity
Mouth publicity represents on advantage gained through
quality customer service. Customer don t just make up stories about a
company, the company creates a story themselves. These stories come
from firm action or reaction along with the customers perceptions of
them. Estimates show that more than 50% of advertisement in American
Business alone is verbal.
The only real way to get the word out about the firm is to
create memorable impression and situations. Memorable or impressive
service is not what one might think it to be. It is, what your customer
perceives it to be and tells others.
Advantages of Word of Mouth Advertising.
1. It is free.
2. It builds goodwill.
3. It builds customer loyalty.
4. It leads to referred business.
Perhaps the greatest advantage to be gained from mouth
advertisement is that it literally makes your customer, sales people for
your company. By having good word of mouth advertising company can
gain huge competitive advantage. This type of advertising enables your
company to create a clear distinction between them and their competitors.
Topping it all off, it makes it almost impossible for competitors to steel
away your customers even at a lower price.

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Importance of Customer Satisfaction In An Organization
With the increase in customers demand and competition it
has become lot more importance at base your entire company on
customer service. When doing this one must first realize that every
member of your organization playa an active role in customer service.
This includes both external and internal customers within your company.
In these organizations, top management frequent contacts
with external customers. The top management uses consultative
participative and supportive management styles to get through the
customers. The staff focuses on of its attention on satisfying the
customer s need.
According to Michel N. Bamber CEO, of Marks and
Associates Business Growth Specialist, there are six critical steps in
establishing and maintaining quality customer service viz:
1) Senior management commitment
2) Measurement and feedback
3) Communication and training
4) Core standards
5) Customer friendly system
6) Reward and recognition
These six stages can be applied to any company in growth
stage at its life cycle. The process of building your company around
customer service is on going and no matter and how good one quality of.

39
Customer Satisfaction and Loyalty
Customer satisfaction is worthless; this statement was made
by Jeffery Gitomer, in his resent book Customer Satisfaction Is
Worthless, Customer Loyalty Is Priceless. Gitomer researches and
examines the differences between customer satisfaction and loyalty.
According to him, loyal customers are happy with their purchase that,
they will proactively refer someone to you. The customer walks away
with feeling of WOW!!
People everywhere in today s business world are trying to
figure out what s more important customer satisfaction or customer
loyalty. Both, practitioners and academics understand that customer
loyalty and satisfaction both are linked in extricable. Even through, loyal
customer is most typically satisfied; satisfaction does not always translate
into loyalty.
Marketing concept has been designed by product and service
providers in an effort to maximize customer s satisfaction. Reported date
in 1993 showed that customer s satisfaction accounted for 1/3 of revenue
received by largest US Research firms. Recently there has been a shift in
a research dynasty from satisfaction to loyalty. People are starting to see
satisfied customers as being only mediocre.
Even through satisfaction and loyalty are linked together and
loyal customers seen typically satisfied, satisfaction still represents and
unreliable precursor to loyalty. As result of this, Oliver raises two
questions.
1) What aspect of the satisfaction response has implications
for loyalty?
2) What fraction of the loyalty response is due to this
satisfaction component?

40
For these question satisfaction and loyalty must be clearly
defined in the post satisfaction has been defined as an evaluation or the
perceived discrepancy between prior expectations and actual performance
of the product.
Recent definition of satisfaction according to Oliver is that
satisfaction is the consumer sense that consumption moved out comes
again a standard of pleasure versus displeasure.
Oliver defines loyalty as a deeply held commitment to re-by
or re-patronize preferred product or service consistently in the future
there by causing reputed some brand set purchasing despite situation
influences and marketing effects having the potential to cause switching
behavior.
After extensive amount of research, Oliver concludes that
satisfaction is necessary step in loyalty. However satisfaction becomes
less significance as loyalty begins to set trough other mechanisms. In the
conclusion to these studies Oliver stakes, the disparity between the
pursuit of satisfaction versus loyalty as well as the fundamental contents
of the loyalty response, poses several investigates direction for the next
wave of post consumption research.
All these concepts combine provide the basic model
customer value. Customer s value the products or services more if the
expected benefits seem greater than the expected risks being taken. If
expected benefits do not overweight the expected risks. This customer
will perceive the product to have a low customer value.

41
TOPIC NO 4
Data Analysis and Interpretation

42
1) Are you satisfied with the Anywhere Banking facility provided by
ICICI bank?
Sr.No. Response Total
1 Yes 89
2 No 11
Total 100
Yes
No
Interpretation:
From survey of various customers, it comes to know that nearly
90% customers are satisfied with the any where banking facility provided
by ICICI bank while others are unsatisfied with this facility.

43
2) Are you satisfied from the facilities provided with branches of ICICI
bank?
1 Yes 91
2 No 09
Total 100
Yes
No
Interpretation:
90% customers are uses the branches facility of ICICI bank while others
are not interested.

44
3) Are you satisfied with the Internet Banking facility provided by ICICI
bank?
1 Yes 74
2 No 26
Total 100
Yes
No
Interpretation:
From survey of various customers, it comes to know that the
customers which have demat account, which is the businessmen s, mostly
they use the Internet Banking facility.

45
4) Are you satisfied with the Mobile Banking facility provided by ICICI
bank?
1 Yes 69
2 No 31
Total 100
Yes
No
Interpretation:
70% customers are satisfied with the mobile banking facility provided by
ICICI bank while others are gives less response.

46
5) Are you satisfied with the ATM facility provided by ICICI bank?
1 Yes 94
2 No 06
Total 100
Yes
No
Interpretation:
90% customers are satisfied with the any where banking facility provided
by ICICI bank while others are unsatisfied with this facility.

47
6) Are you satisfied with the Phone Banking facility provided by ICICI
bank?
1 Yes 64
2 No 36
Total 100
Yes
No
Interpretation:
65% customers are satisfied with the phone banking facility provided by
ICICI bank while others are unsatisfied with this facility.

48
7) Are you satisfied with the Bank @ Home facility provided by ICICI
bank?
1 Yes 54
2 No 46
Total 100
Yes
No
Interpretation:
customers which have no time to come in bank, these customers mostly
use this facility.

49
8) Overall Customers satisfaction towards various services provided by
ICICI Bank.
Sr.No. Response Total (%)
1 Highly satisfied 59
2 Satisfied 32
3 Not satisfied 09
total 100
59%
32%
9%
Highly satisfied Satisfied
Interpretation:
From the survey it is found that the customers which are the
businessmen who have less time to their banking, they use the services
like bank @ home, internet banking, mobile banking. Nearly about 90%
customers are satisfied with the services provided by the ICICI bank.

50
9) Are you satisfied with the various deposits offered by ICICI bank?
1 Yes 83
2 No 17
Total 100
Yes
No
Interpretation:
From survey of various customers it comes to know that, above
80% customers are give response to various deposits in ICICI bank.

51
10) Are you satisfied with the various loans offered by ICICI bank?
1 Yes 79
2 No 21
Total 100
Yes
No
Interpretation:
maximum customers are takes the various loans from ICICI bank.

52
11) Are you satisfied with the various cards of ICICI bank?
1 Yes 86
2 No 14
Total 100
Yes
No
Interpretation:
From survey of various customers, it comes to know that the nearly
about 85% customers are satisfied with the various cards offered by
ICICI bank.

53
12) Are you satisfied with the Investment in ICICI bank?
1 Yes 76
2 No 24
Total 100
Yes
No
Interpretation:
maximum customers are give response to investment in ICICI bank.

54
13) Are you satisfied with the Demat product offered by ICICI bank?
1 Yes 71
2 No 29
Total 100
Yes
No
Interpretation:
From survey of various customers it comes to know that, above
70% customers are using this product.

55
14) Are you satisfied with the NRI Service offered by ICICI bank?
1 Yes 64
2 No 36
Total 100
Yes
No
Interpretation:
customers are give partially less response to NRI Service from other
products of ICICI bank.

56
15) Are you satisfied with the Private Banking facility offered by ICICI
bank?
1 Yes 56
2 No 44
Total 100
Yes
No
Interpretation:
customers are give less response to private banking from other products
of ICICI bank

57
16) Overall Customers satisfaction towards ICICI Bank.
1 Highly satisfied 51
2 Satisfied 38
3 Not satisfied 11
Total 100
51%
38%
11%
Highly satisfied Satisfied
Interpretation:
Overall analysis of customer s satisfaction towards financial products and
services especially in the Shivaji Nagar branch of ICICI bank, 51%
customers disclosed their full satisfaction. Where as others are partially
satisfied.

58
TOPIC NO 5
Findings, Observations,
Suggestions & Conclusion

59
FINDINGS
From the details of the study, we can enumerate the observation
of the project report i. e. customers satisfaction towards the ICICI
Bank, Branch Shivaji Nagar, Pune in the form of finding as below.
The ICICI Bank provides better customer service comparing to the
other banks.
The bank has personal touch and affection towards the customers.
In this current dynamic well developed world, computerization has
become necessary and bank has done computerization.
The rate of interest in satisfactory.
Nearly about 90% customers, felt satisfied with the service.
While estimating of the level of awareness of financial products, it
was found that percentage of awareness were high and the level of
unawareness was very low and those who were they were using of
financial products.
Most of the respondents were satisfied about the financial products
of ICICI bank.
The marketing system was also found to be satisfactory to the most
of the respondents.

60
SUGGESTIONS
Though the ICICI Bank is doing well and have a progressive trend,
some suggestions are given below to make the bank completely eligible
to satisfy customers, investors, depositors, staff and the whole bank and
for the overall success of the private sector.
1) The bank has to increase the rates on deposits for the stability in the
competition of the market.
2) The bank should try to open ATM facility in the rural areas for the
customers, which is mostly necessary for today s well developed world.
3) The bank has to increase agriculture loan facilities with minimize the
rate of the interest.
4) Awareness in certain financial products has to be improved.

61
CONCLUSION
In the wound up the study, I come to conclude that, financial
products of the ICICI bank are good one. As well as the service providing
facilities of the ICICI bank is better than the other private sector banks.
A complete marketing this word has a great importance in
organization that s why apart from job the other essential marketing is
also given to the employees like Bank @ Home, NRI service etc.

62
QUESTIONNERY
1) Are you satisfied with the Anywhere Banking facility provided by
ICICI bank?
2) Are you satisfied from the facilities provided with branches of ICICI
bank?
3) Are you satisfied with the Internet Banking facility provided by ICICI
bank?
4) Are you satisfied with the Mobile Banking facility provided by ICICI
bank?
5) Are you satisfied with the ATM facility provided by ICICI bank?
6) Are you satisfied with the Phone Banking facility provided by ICICI
bank?
7) Are you satisfied with the Bank @ Home facility provided by ICICI
bank?
8) Overall Customers satisfaction towards various services provided by
ICICI Bank.
9) Are you satisfied with the various deposits offered by ICICI bank?
10) Are you satisfied with the various loans offered by ICICI bank?
11) Are you satisfied with the various cards of ICICI bank?
12) Are you satisfied with the Investment in ICICI bank?
13) Are you satisfied with the Demat product offered by ICICI bank?
14) Are you satisfied with the NRI Service offered by ICICI bank?
15) Are you satisfied with the Private Banking facility offered by ICICI
bank?
16) Overall Customers satisfaction towards ICICI Bank.

63
BIBLIOGRAPHY
1) ICICI Banks Annual Reports.
2) Marketing Management {Mrs. M. M. Kumthekar}
3) Marketing Management {Philip Kotler}

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