2. SERVICE QUALITY MANAGEMENT
“The process of managing the quality of services delivered according to customers expectations
is called as Service quality management”. It basically examines how well the services are
rendered to meet customers satisfaction level
• The increased importance to service industry has sharpened the focus of achieving excellence
in services marketing by offering quality of services,that is how ICICI bank has excelled to
be the second largest bank offering wide financial quality services to its customers.
3. • ICICI bank started its operation in 1994 as a wholly owned subsidiary.the bank was founded as the Industrial
credit and investment corporation of india bank,before it changed its name to ICICI bank.ICICI has now been
termed as the second largest bank in India.
Evaluation of customer satisfaction of ICICI bank
as per the survey conducted for ICICI bank reveals that customer satisfaction.and quality service has played a
huge factor for the growth and development of the bank .there are several parameters on which the service
quality can be measured they include
• Courteous and knowledgeable staff
• Customer friendly environment
QUICK PROFILE OF ICICI BANK
4. • Feasibility of account opening
• Innovative bank products
• Time taken for transactions
• How quick the bank is in redressing customer complaints.
• The survey was made to rate the bank based on 3 parameters
• Innovation:
In terms of services offered by ICICI bank in terms of innovation the customers rate it on a high
scale ,the customers compare the services with the private sector banks .
• Competativeness
It is observed that ICICI has a close competition with HDFC bank and other private and public
banks
• dynamism
ICICI bank is a leader in setting trends in services innovation on a continuous basis ,hence along
with innovation there is a high dynamism created
On these following parameters the customers satisfaction level and quality of services may be
remarked
5. SERVICE LEVELS OF ICICI BANK
ICICI bank offers a wide range of services to its customers including investment banking,
institutional broking,retail broking,private wealth management,and financial product
distributions etc
ICICI enables over 2million indians to access the capital markets through ICICIdirect.com,an
award winning and pioneering online broking platform .it allows seamless trading of various
products like equity,derivatives,mutual funds,life insurance loans,IPOs,fixed deposits and
new pension system through internet dealings.there are much more functions rendered by
ICICI direct.com
From the above analysis it is clear that ICICI stands above in achieving service marketing
excellence.
6. SERVICES OFFERED BY ICICI
Services offered by the bank includes
• Fund transfer
• Cardless cash withdrawal
• Recharge prepaid mobile connection
• Pay utility bills
• ICICI fixed and recurring deposits etcc these are the various services offered by
icici bank to its customers.
