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TO STUDY THE CUSTOMER RELATIONSHIP
MANAGEMENT AND IMPORTANCE OF
RELATIONSHIP MARKETING AT ICICI BANK
SUBMITTED BY:
STUDENT’S NAME: Sangam Yadav
PROGRAMME: BBA
ENROLLMENT NO- A7006412029
Under The Guidance of:
Faculty Guide:
Dr. Sachin Srivastava
Sr. Lecturer
Amity Business School, Lucknow.
(DISSERTATION REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIME
BACHELORS IN BUSINESS ADMINISTRATION (2012-15))
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

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STUDENT’S CERTIFICATE
Certified that this report is prepared based on the Dissertation Report undertaken
by me in “TO STUDY THE CUSTOMER RELATIONSHIP MANAGEMENT
AND IMPORTANCE OF RELATIONSHIP MARKETING AT ICICI BANK”
from 22nd
December 2014 to 4th
March 2015, under the able guidance of Dr. Sachin
Srivastava in partial fulfillment of the requirement for award of degree of Bachelors
of Business Administration from Amity University, Uttar Pradesh.
03/03/2015
Sangam Yadav Dr. Sachin Srivastava Prof. V. P. Sahi
(Student) (Faculty Guide) (ABS, Lucknow)

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FACULTY CERTIFICATE
Forwarded here with a Dissertation Report on “TO STUDY THE CUSTOMER
RELATIONSHIP MANAGEMENT AND IMPORTANCE OF
RELATIONSHIP MARKETING AT ICICI BANK” of submitted by Sangam
Yadav Enrolment No A7006412029 student of Bachelors in Business
Administration (2012-15). This project work is partial fulfillment of the
requirement for the degree of Bachelors in Business Administration from Amity
University, Lucknow Campus, Uttar Pradesh.
Dr. Sachin Srivastava
Sr. Lecturer,
Amity Business School,
Lucknow.

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ACKNOWLEDGEMENT
I express my sincere gratitude to Dr. Sachin Srivastava, for granting me the permission to work
on the project “TO STUDY THE CUSTOMER RELATIONSHIP MANAGEMENT AND
IMPORTANCE OF RELATIONSHIP MARKETING AT ICICI BANK”. I am greatly indebted
to him for providing her valuable guidance at all stages of the study, their advice, constructive
suggestions, positive and supportive attitude and continuous encouragement, without which it
would have not been possible to complete the project.
I am thankful to the faculties at Amity University, Lucknow who extended their help for me
whenever required.I hope that I can build upon the experience and knowledge that I have gained
and make a valuable contribution towards this industry in coming future.

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TABLE OF CONTENTS:-
SI.
No. PARTICULARS
Page
No.
1. Chapter 1- Introduction
 CRM- an overview
 Why CRM ?
 CRM framework
2. Chapter 2 – Profile of the company
 Bank profile
 Need of CRM in banking industry
 Process fordelievering CRM
 Components of CRM cycle
 Application of CRM in banks
3. Chapter 3 – Objectives
4. Chapter 4- Research Methodology
5. Chapter 5- Data Analysis
6. Chapter 6- Findings and Recommendations
7. Chapter 7 - Bibliography

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“How you gather, manage, and use
information will determine whether you win
or lose.”
-Bill Gates
CHAPTER 1- INTRODUCTION

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Customer relationship management (CRM) is a system for managing a company's interactions
with current and future customers. It often involves using technology to organize, automate and
synchronize sales, marketing, customer service, and technical support. CRM refers to the
practices, strategies and technologies that companies use to manage, record and evaluate
customer interactions in order to drive sales growth by deepening and enriching relationships
with their customer bases.
Customer relationship management (CRM) has its roots in relationship marketing which
supports the proposition that a firm can boost its profitability by establishing long term
relationships with the customers.
CRM systems are designed to compile information on customers across different channels or
points of contact between the customer and the company which could include the company's
website, telephone, live chat, direct mail, marketing materials and social media. CRM systems
can also give customer-facing staff detailed information on customers' personal information,
purchase history, buying preferences and concerns.
CRM is a long term approach and targets selected customers. It focuses on one-to-one or
individualized relationship with the customers.
CRM is a strategy and technology that is used to build stronger relationships between
organizations and their clients. An organization will store information that is related to their
clients, and employees will analyze it to use it in forecasting and making reports. Some of the
strategies of CRM software are planning for targeted marketing campaigns towards specific
clients. The strategies used will be relying on the information that is coming from the CRM
system. CRM software solution is commonly used by all kind of corporations that focusing on
maintaining a strong relationship with their customers.
CRM enables you to focus on your organization’s relationships with individual people – whether
those are customers, service users, colleagues or suppliers. Some of the biggest gains in
productivity can come from moving beyond CRM as a sales and marketing tool and embedding
it in your business – from HR to customer services and supply chain management.
Customer Relationship Management (CRM) is still at the infancy stage. It is a concept that seeks
to build long term relationships with customers. Through CRM initiatives it is expected to gain
confidence and loyalty of the customer.
The concept of CRM demands the sharing of customer combination management through the
positioning, value added strategies and reward, which aimed at sharing with customer.
Thus, the five best ways to keep customer coming back are:
 Be Reliable
 Be Credible

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 Be Attractive
 Be Responsive
 Be Empathic.
WHY CRM ?
 Profit- CRM has to be sustainable for customer as well as the company. CRM
must be beneficial for both the parties. The organization wants to earn money and
also provide value-added services. The customers should get value for their money
and the company should earn revenue/profit.
 CRM is a low investment-high return strategy.
 CRM helps businesses grow because it keeps a track on the history of customer
interactions.
 CRM has no limit. It can always be enhanced.
 Customer retention is enhanced by engaging the customers in a relationship.
 Chances of customer satisfaction increases.
 It helps to identify the prospects through database and customer knowledge.
 Up-selling and cross-sellingbecomes easier.

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CRM FRAMEWORK/BLUERINT :-
1. Know your customers- It refers to formal or informal approach towards the customers in
order to identify their needs.
2. Know your internal customers- Until and unless an employee is happy, he will not be
able to satisfy his customers. Therefore, it is equally important to keep your internal
customers (employees) happy through incentives like employee of the month.
3. Recognize your customers- It refers to identifying profitable customers through
database management.
4. Value addition through interaction- Keep interacting with customers and make every
interaction value added or beneficial for the customer. Every interaction with customer
should become a source of information.
5. Interdependence- There comes a stage when company and customers become inter-
dependent on each other.
Know your customers Recognize your customers
Value addition through interactionInterdependence

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CHAPTER 2- PROFILE OF THE COMPANY
ICICI Bank is an Indian multinational banking and financial services company headquartered in
Mumbai, Maharashtra. As of 2014 it is the second largest bank in India in terms of assets and
market capitalization. It offers a wide range of banking products and financial services for
corporate and retail customers through a variety of delivery channels and specialized subsidiaries
in the areas of investment banking, life, non-life insurance, venture capital and asset
management. The Bank has a network of 3,800 branches and 11,162 ATMs in India, and has a
presence in 19 countries. ICICI Bank is one of the Big Four banks of India, along with State
Bank of India, Punjab National Bank and Bank of Baroda. 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 also established branches in Belgium and Germany.
ICICI Bank was established by the Industrial Credit and Investment Corporation of India
(ICICI), an Indian financial institution, as a wholly owned subsidiary in 1994. The parent
company was formed in 1955 as a joint-venture of the World BANK. The bank was initially
known as the Industrial Credit and Investment Corporation of India Bank, before it changed its
name to the abbreviated ICICI Bank. The parent company was later merged with the bank.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 Depositary Receipts on the NYSE in 2000. ICICI Bank
acquired the Bank of Madura Limited in an all-stock deal in 2001 and sold additional stakes to
institutional investors during 2001-02.In the 1990s, ICICI transformed its business from a
development financial institution offering only project finance to a diversified financial services

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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.
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.
ICICI Bank (formerly Industrial Credit and Investment Corporation of India) is a major banking
and financial services organization in India. It is the 4th largest bank in India and the largest
private sector bank in India by market capitalization. The bank also has a network of 1,700+
branches (as on 31 March 2010) and about 4,721 ATMs in India and presence in 19 countries, as
well as some 24 million customers (at the end of July 2007). ICICI Bank offers a wide range of
banking products and financial services to corporate and retail customers through a variety of
delivery channels and specialization subsidiaries and affiliates in the areas of investment
banking, life and non-life insurance, venture capital and asset management.
• ICICI Bank has won Gold in the Readers Digest Trusted Brands 2010 Consumer award in the
Finance category for a) Best Bank and b) Best Credit Card Issuing Bank.
• ICICI Bank has been recognised as one of the 'Top Companies for Leaders' in India in a study
conducted by Aon Hewitt.
• IDRBT has given awards to ICICI Bank in the categories of 'Social Media and Mobile Banking'
and' Business Intelligence Initiatives'.
• ICICI Bank won the award for the Best Bank - Global Business Development (Private Sector)
in the Dun & Bradstreet - Polaris Financial Technology Banking Awards 2014.
• ICICI Bank was awarded the Certificate of Recognition as one of the Top 5 Companies in
Corporate Governance in the 14th ICSI (The Institute of Company Secretaries of India)
Parent Company- ICICI Bank Limited
Category-Banking Sector
Tagline/ Slogan-Khayal Aapka; Hum hain na

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USP- The most efficient and Tech Savvy bank in the Indian Banking Industry
STP-
Segment- People who want to INVEST their money in the banking industry
Target Group- People in the high and the mid income group
Positioning- ICICI has positioned itself as the bank that is customer friendly and is using
technology to reach its customers
SWOT Analysis
Strength:-
1. Front runner in the Indian Private Banking Sector
2. Strong presence via its branches
3. High use of technology to make life simpler for the customers
4.Large no. of facilities for the customers in terms of products and services
5. Over 75,000 employees at ICICI
6. Decades of Experience in the Banking sector along with marketing has added to the brand
name
7. Presence in over 19 countries
Weakness-
1. Too much competition in the banking sector affecting employee and customer management
2. Many branches in urban areas has led to high cost
Opportunity-
1. Opening more branches in the rural areas
2. Use of technology to penetrate rural markets
3. Venturing into countries like Africa where the economy is coming up
Threats-
1. Ever changing RBI policies
2. International and other Competitors

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3.Inability to adapt to changing conditions due to large size
Competitors-
1. SBI
2. HDFC
3. Kotak Mahindra Bank
Need of CRM in the Banking Industry:
A Relationship-based Marketing approach has the following benefits: -
1. Over time, retail bank customers tend to increase their holding of the other products from
across the range of financial products / services available.
2. Long-term customers are more likely to become a referral source.
3. The longer a relationship continues; the better a bank can understand the customer and his/her
needs & preferences, and so greater the opportunity to tailor products and services and cross-sell
the product / service range.
4. Customers in long-term relationships are more comfortable with the service, the organization,
methods and procedures. This helps reduce operating cost and costs arising out of customer
error.
With increased number of banks, products and services and practically nil switching costs,
customers are easily switching banks whenever they find better services and products. Banks are
finding it tough to get new customers, and more importantly, retain existing customers.
The Processes for Delivering CRM:-
The tools and the processes are as follow –
 Customer application form
 Centralized software where the whole data is collected.
 Wide range of offerings
 Cross – selling
 Feedback forms
1) Customer Application Forms:
Bank collects all the data from customer application form and gets the personalized information
to know which product to offer to which customer. This process helps in collecting the data and
knowing what the customer wants.

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2) Centralized Software where the Whole Data is Collected:
The data collected through customer application forms is available at one server and can be
accessed anytime, anywhere. So, this helps in the further process of customized offerings and
3) Wide Range of Offerings:
After collecting the data from the customer, team decides what product to offer to which
customer. In case the bank recognizes you as a valuable customer then is offers a more
customized service.
4) Cross – Selling:
It refers to offering another product from the service offering of the bank to the customer which
he has not gone for. For example If customer has savings account with the bank then they offer
him a insurance, fixed deposits etc. This depends on the value of the customer to the bank. Cross
selling is not offered to every customer. It depends on how loyal the customer is to the bank. The
more business he gives us, the more are his chances of being special services offered.
5) Feedback Forms:
The bank distributes feedback forms at all its branches. The customer’s feedbacks on the service,
technology used, employee behaviour and promptness in solving customer’s problems, are taken
and they are analyzed.
CRM helps to know the needs and wants of the customer. So, on the basis of this company can
decide which product to offer to which customer. It has been observed that cross – selling is the
best weapon. It enhances the relationship value with the customer. This satisfies the customer
and that is the reason why the customer keeps on coming again and again to the company. This
helps in retaining the market share. Now, the satisfied customers help in the word- of – mouth
promotion of the bank, which eventually increases our market share.
• It is viewed as a discipline as well as a set of discrete software technologies, which will focus
on automating and improving the business processes associated with managing customer
relationships in the areas of sales, marketing, customer service and support. The organization
aims to achieve the end goal of one-to-one marketing. The CRM Software applications will
facilitate the coordination of multiple business functions. Coordinate multiple channels of
communication with the customer to carry out customer management more efficiently.
It should allow ICICI to engage in one-to-one marketing by tracking complete customer life-
cycle history. To begin with, it will automate process-flow tracking in the product sales
process, and be able to generate customized reports and promote cross selling.

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It will also enable efficient campaign management by providing a software interface for
definition, tracking, execution and analysis of campaigns.
COMPONENTS OF CRM CYCLE
• Understand and Differentiate.
• Develop and Customize.
• Interact and Deliver.
• Acquire and Retain.
• Understand and Differentiate: Organizations need to understand their customers in order to
have a relationship with them. Profiling to understand demographics, purchase patterns and
channel preference. Primary research to capture needs and attitude. Customer valuation to
understand profitability, as well as lifetime value or long-term potential. The ICICI Group’s
customers need to see that the firm is differentiating service and communications, based on their
learning independently and on the customer expectation and the expected values.
• Develop and Customize: In a customer-focused world, product and channel development has
to follow the customer’s lead, identify customer’s wants, determine the value and desire of the
customer, etc. Organizations are increasingly developing products and services, and even new

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channels based on customer needs and service expectations. ICICI believes that the extent of
customization should be based on the potential value delivered by the customer.
• Interact and Deliver: To foster relationships, organizations need to insure that: All areas of
the organization have easy access to relevant, actionable customer information. All areas are
trained how to use customer information to tailor interactions based on both customer needs
potential customer value. ICICI is strongly of the opinion that value is not just based on the price
of the product or the discounts offered but are based on a number of factors including the quality
of products and services, convenience, speed, ease of use, responsiveness, and service
excellence.
• Acquire and Retain: The more ICICI learns about customers, the easier it is to pinpoint those
that are producing the greatest value for the organization. They aim to continue to learn more
about each customer segment and use it for successful customer retention. As ICICI moves step
further in CRM they hopes to gain insight and understanding that enhance the subsequent efforts.
The organization shall become increasingly sophisticated in the implementation of CRM
processes, and over a period of time shall become increasingly profitable by doing so. Successful
customer retention is based on the organizations ability to constantly deliver, based on three
principles:
• Maintain interaction:
 Never stop listening.
 Continue to deliver on the customer’s definition of value.
Customers change as they move through differing stages of their lives, which implies that the
firm needs to be alert for changes and to modify its services and value propositions as they
change. There are five interrelated areas:
• Business Focus.
• Organizational Structure.
• Business Metrics.
• Marketing Focus.
• Technology.
The key to building the CRM action plan was in understanding with the organization that stood
relative to each of the five aspects of change. Interviews with key individuals throughout the
organization helped identify different initiatives that have been launched, all focused on CRM.
• The next step in the process was a ‘Gap Analysis’, this analysis helped identify the CRM
organizational holes: Marketing, sales and service practices. Collection, capture, processing and

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deployment of customer information. Distribution and operations effectiveness at customer
touch points.
• CRM, according to ICICI consists of the following approaches:
• 1. Getting personalized information on customers.
• 2. What is the value of the relationship?
• 3. Customized offerings to the customers.
• 4. Converting a prospective customer into a true customer.
1) Getting personalized information on customers:
• The bank collects all the information about the customers for processing. ICICI bank
• Mainly 4 service offerings viz: loan account, saving account, current account and
• Deposits. Moreover, the bank has many customers in each category. So, they collect
• On one server and thus the company gets the personalized information on each customer by
• Asking them to fill the information in customer application form.
2) What is the value of the relationship?
• After the collection of the personalized information on every customer, the department checks
out the value of the relationship with each and every customer. Later, they decide how to
approach the customer for knowing what his needs and wants are? After this is done, the
company offers him the customized product.
3) Customized offering to the customers:
• The step which comes after deciding the value of the customer is that the company offers the
person the customized product. Moreover, they also practice a concept called cross- selling. Over
here. Cross – selling refers to offering another product from the service offering • Bank to the
customer which he has not gone for. Example If customer has saving with the bank then we offer
him loan, insurance and other investments.
4) Converting a prospective customer in to a true customer:
• The last approach of CRM according to ICICI bank is that they try to convert the prospective
customer into a true customer. Right from the moment the inquiry comes, they follow- up the
customer and then make him to come to the bank occasionally and then regularly.

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APPLICATION OF CRM IN BANKS:-
In the pre- industrialized area where SBI and other nationalized banks dominated the economy,
relationship building was not given much importance but with deregulation and entrance of
private banks into the economy, CRM became important.
 Personalization: Banks can apply CRM with personalized attention to net worth
customers. As customers have grown accustomed to personalized solutions in other
industries, the demand has begun to receive the same attention from their financial
services providers
 Management of Demand and Supply: During some days, the no. of people that visit the
bank are higher than on other days. Bank can cope up with the mismanagement of
demand and supply by creating more customers.
 Waiting time: Even if a bank manages its demand and supply, there can be no possibility
of avoiding the waiting time. Therefore, it should be ensured that the waiting time is
minimum. In ICICI bank, if a particular counter takes more than the stipulated time, the
manager is notified about it.
 Proper ambience and facilities: The banks should have proper ambience and facilities
in the waiting area so that the customer can be entertained, during the waiting time. Eg-
tv, magazines, tea and coffee, etc.
 Trust: Banking is a business of building trust. For building trust, a bank must have error
free transactions and knowledgeable employees so that the employee is able to provide
the best advice to customers. It is important for all the employees to ensure that the
customer is informed and aware of the products and the changes in policies, if any.
 Customer Retention: If there is a case where the customer is in the situation of closing
the account which is evident through decrease in no. of visits and heavy withdrawal, they
need to ask the customer his reason for the same.
 Relationship pricing: This means that the loyal customers are provided with the
facilities which the other customers are not provided or at a rate lower than the other
customers.
 Complaint handling: There should be a separate counter for complaint handling. It is
important to ensure that the complaint is resolved and the customer is satisfied. Also it is
important to make sure that the customer is aware of the status of complaint he has made.
 Electronic transactions: Banks are nowadays encouraging electronic transactions by
providing benefits to the customer because the transaction is done by the customer and it
also saves time.

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CHAPTER 3- OBJECTIVES
 To understand the meaning of CRM.
 To know the CRM practices at ICICI Bank.
 To understand the importance of relationship marketing.
 To know the level of satisfaction among existing customers.

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CHAPTER 4 – RESEARCH METHODOLOGY
The methodology I adopted for my research was descriptive research i.e. surveys and
facts.
Sample Size:
The sample size for this research is 50 customers.
Sample Area:
Lucknow.
Sampling Method:
The sampling method I used for my research work is simple random sampling
technique i.e. the samples were selected randomly.
Questionnaire type:
Structured questionnaire
Sources of Data:-
1. PRIMARY DATA: Primary data was collected by getting customers reviews on a
questionnaire. In this method the sample size taken was 50 which were selected
randomly..
2. SECONDARY SOURCES: Secondary data was collected from various sources such
as:
 Journals
 Textbooks
 Internet
 Company Bulletin

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CHAPTER 5 - DATA ANALYSIS
Here, I have analyzed the data to reach the final conclusion.
The following pie chart shown below is based on the questionnaire and the reviews
given by the customers of ICICI bank on CRM perspective.
Fig 1.
 According to the above pie chart, 8 % customers have their account for less
than 1 year.
 About 16 % customers have their account for 1-2 years, 27% have their
account for 2-3 years, 14% have their account for more than 4 years.
 35% of the customers have their account for more than 4 years in ICICI bank.
Since when are you having an
account in ICICI bank
Less than 1 year
1-2 year
2-3 years
3-4 years
More than 4 year

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Fig 2.
 In the above pie chart, it shows that the least percentage of services that the
customers use mobile and internet banking.
 The customers mostly use the services of credit card and saving account.
Fig 3.
 In the above pie chart, it shows that 44 % of customers have complaints
regarding the services of bank.
 Whereas, 56% of customers do not have any complaints regarding the bank.
Please tick the services you avail of
your current bank.
Mobile banking
Demat a/c
Internet banking
Current banking
Loan
Credit card
Savings a/c
Do you have any complaints
regardingthe bank ?
Yes
No

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Fig 4
 According to the above pie chart, about 2% customers have complaints
regarding wrong transactions, 8% with disruption in services, 5% with
non-upgraded services, and 11% with insecure services.
 About 22% customers have complaints regarding the behavior of
employees and 32% regarding delay in services.
Fig 5.
Please tick the area that you have
complaints.
Wrong transaction
Disruption in services
Non-upgraded services
Insecure services
Rude employee
behaviour
Do you feel that your complaints are
resolved effectively?
Yes
No
Not sure

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 In the above pie chart, 68% customers feel that their complaints are resolved
effectively.
 About 28% customers feel that their complaints are not resolved effectively,
while 4% are not sure about it.
Fig 6.
 According to the above pie chart, about 2 % customers strongly disagree with
the fact that their previous complaints were resolved.
 About 56% strongly agree that they were satisfied with the resolution of their
previous complaints.
Fig 7.
Were you satisfied with resolution of
your previous complaints?
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
How would you rate the behaviour of
employees in ICICI bank?
Excellent
Good
Average
Bad
Worst

25. | 25
 According to the above pie chart, 10% customers raed the behaviour of
employees at ICICI bank as excellent, 48% as good, 10% as average, 28% as
bad and 4% as worst.
Fig 8.
 In the above pie chart, 62 % customers feel that they are given personalized
services at ICICI bank, while 38% feel they don’t get personalized services.
Fig 9.
Do you think you are given personalized
services in ICICI?
Yes
No
Please rate the satisfactionlevel with
ICICI bank.
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied

26. | 26
 According to the above pie chart, 8% customers were dissatisfied with the
bank.
 4% rated average on the satisfaction level.
 72% were satisfied.
 16% were highly satisfied.
Fig 10.
 In the above pie chart, 72% customers say that would like to use more
products/services of the bank.
 20% say that they would not like to use more products/services of the bank.
 8% are not sure.
Would you like to use more
products/services of ICICI bank?
Yes
No
May be

27. | 27
Fig 11.
 According to the above pie chart, 62% customers say that they would like to
recommend the bank to their family and friends.
 34% say that they would not recommend such, and 4% are unsure about it.
Would you like to recommendthis bank to
your family and friends ?
Yes
No
May be

28. | 28
CHAPTER 6 - FINDINGS AND RECOMMENDATIONS
FINDINGS:-
 On an average, the customers are satisfied with the services provided at the ICICI
Bank.
 Very few number of customers use mobile and internet banking services.
 At ICICI Bank, every customer has a relationship officer in order to help the
customer at the bank.
 The employees give prompt services, always are ready to answer the questions
and are trustworthy.
 The major cause of dissatisfaction appears to be delay in services.
 Individualized services are provided to the customers.
RECOMMENDATIONS:-
 Customers should be encouraged to use more of mobile and internet banking
services to ease the work of both employees and customers.
 The bank should pay more attention towards calculating the customer lifetime
value (CLV) of a new customer.

29. | 29
CHAPTER 7 - BIBLIOGRAPHY
Internet:-
 www.icicibank.com
 www.scribd.com
 www. marketresearch.com
Books-
 Marketing management – Philip & Kotler
 Malhotra K. Naresh, marketing research (An applied orientation)
 Zeithmal V. A., Grembler D.D., Bitner M.j., and Pandit A.: Service Marketing
Integrated customer Focus across the Firm”

30. | 30
ANNEXURE
QUESTIONNAIRE
1. Since when are you having an account in ICICI Bank ?
 Less than 1 year
 1-2 year
 2-3 years
 3-4 years
 More than 4 years
2. Please tick the services you avail of the bank.
 Mobile Banking
 Demat a/c
 Internet Banking
 Current Banking
 Loan
 Credit card
 Savings a/c
3. Do you have any complaints regarding the bank ?
 Yes
 No
4. Please tick the area you have compaints.
 Wrong transaction
 Disruption in services
 Non-upgraded services
 Insecure services (mobile, internet banking)
 Rude behavior of employees
 Unresponsiveness of the employees
 Delay in service delievery

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5. Do you feel that your complaints are resolved effectively?
 Yes
 No
 Not sure
6. Were you satisfied with the resolution provided on your previous complaints ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
7. How would you rate the behavior of the employees in the bank ?
 Excellent
 Good
 Average
 Bad
 Worst
8. Do you think that you are given personalized services at ICICI ?
 Yes
 No
9. Please rate your satisfaction level with ICICI.
 Highly dissatisfied
 Dissatisfied
 Average
 Satisfied
 Highly Satisfied
10. Would you like to use more products/services of ICICI in future ?
 Yes
 No
 May be
11. Would you like to recommend this bank to your family and friends ?
 Yes

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 No
 May be.