A

SUMMER TRAINING PROJECT REPORT

ON

“CUSTOMER SATISFACTION AND

BANK @ HOME SERVICE”
AT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

DEGREEOF

MASTER OF BUSINESS ADMINISTRATION (MBA)

SESSION (2009-2011)

SUBMITTED TO: - SUBMITTED BY:-

Department of Management Studies, KOMAL MITTAL,

DCRUST, Murthal MBA (III SEMESTER)

09092823

DEENBANDHU CHHOTU RAM UNIVERSITY OF

SCIENCE AND TECHNOLOGY
DECLARATION
I, Komal Mittal, student of mba IInd Semester, studying at Deenbandhu Chhotu Ram University
of Science and Technology, Murthal, hereby declare that the summer training report on topic
“customer satisfaction and bank@home at ICICI Bank” submitted to DCRUST, Murthal in
partial fulfillment of Degree of Master’s of Business Administration is the original work
conducted by me.

The information and data given in the report is authentic to the best of my knowledge.

This summer training report is not being submitted to any other University for award of any
other Degree, Diplome and Fellowship.

KOMAL MITTAL
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the

development of this work and who influenced my thinking, behavior, and acts during the course
of study.

I express my sincere gratitude to Prof. Rajbir Singh worthy Principal for providing me an
opportunity to undergo summer training at ICICI Bank.

I am thankful to Mr Alok Gupta for his support, cooperation, and motivation provided to me
during the training for constant inspiration, presence and blessings.

I also extend my sincere appreciation to Dr. Aarti who provided her valuable suggestions and
precious time in accomplishing my project report.

Lastly, I would like to thank the almighty and my parents for their moral support and my friends
with whom I shared my day-to-day experience and received lots of suggestions that improved
my quality of work.

KOMAL MITTAL
 PREFACE

No professional curriculum is considered complete without practical study. Every

individual who is doing management studies undergo this phase of practical study before he/she
can consider himself/herself fully qualified as potential manager.

As a part of this, I have undertaken the Project titled “Customer Satisfaction and
Bank@home service of ICICI Bank” which involves the study of customer satisfaction and
Bank@home service provided by ICICI Bank.

The main objects of the project were to learn about the various products that the bank had
to offer to the customers, to find customer reaction towards various products and services
provided by ICICI Bank, to analyze the awareness of the Bank @ home service with existing
customers, educate them regarding the same and motivate them to enroll for the service. To
know the customer reaction and viewpoint towards the bank I approached various customers of
the bank and get questionnaires filled by them. In this project I had prepared two separate
questionnaires to analyze the bank @ home service and to find the customer reaction towards
existing products and services provided by the bank. The number of respondent (Sample size) is
150. I had used convenience sampling method as I have chosen customers near to me. I had
collected data for my project from Brochures, websites and various books as mentioned in
bibliography. On the basis of analysis and interpretation of the filled questionnaire it’s found that
ICICI bank has a good image in the mind of their customers and the bank enjoys goodwill in the
market. It provides good products and services. But the analysis also clearly showed that the
awareness regarding the Bank @ home service was extremely low. The Bank had to promote the
service in order to reach out to the customers and make its presence felt.

All the working of ICICI Bank has been incorporated in the report in details with the services
provided by them to customers. I have tried to give maximum data regarding the services
available by ICICI Bank.In the end, it is recommended that ICICI Bank should increase number
of drop boxes and branches as various customers replied in the questionnaire that the bank
branches are not near to their houses and they face problems while transacting with the bank.
 TABLE OF CONTENTS
CHAPTER TOPIC PAGE
1 COMPANY PROFILE
1.1 Background: industry profile 1-3
Profile of the organization- ICICI Bank 4
1.2 History 5
1.3 Vision and mission 6
1.4 Competitors 7
1.5 ICICI Group 8-11
1.6 Range of products 12-18
1.7 Awards and achievements 19
2 OBJECTIVE AND SCOPE OF THE STUDY 20
3 INTRODUCTION OF THE TOPIC
3.1 Customer satisfaction 21-23
3.2 Bank@home 24-28
4 RESEARCH METHODOLOGY 29-31
5 DATA ANALYSIS AND INTERPRETATION
5.1 Customer satisfaction 32-51
5.2 Bank@home 52-59
6 RESULTS AND FINDINGS 60-62
CONCLUSION 63
LIMITATIONS OF THE STUDY 64
7 SUGGESTIONS AND RECOMMENDATIONS 65-74
BIBLIOGRAPHY 75
APPENDICES 76-80

CHAPTER 1
COMPANY PROFILE
 BACKGROUND

OVERVIEW OF THE INDUSTRY

The evolution of the modern commercial banking industry in India can be traced to 1786 with
the establishment of bank of Bengal in Calcutta. Three presidency banks were set up in Calcutta,
Bombay, and Madras. In 1860, the limited liability concept was introduced in banking, resulting
in the establishment of joint stock banks like Allah bad Bank ltd., PNB ltd. bank of Baroda ltd.
and bank of India ltd. In 1921, the three presidency banks were amalgamated to form the
Imperial Bank of India, which took on the role of a commercial bank, a banker’s bank and a
banker to the Govt. The establishment of the RBI as the central bank of the country in 1935
ended the quasi- central banking role of the Imperial Bank of India. In order to serve the
economy in general and the rural sector in particular, the All India Rural Credit Survey
Committee recommended the creation of a state – partnered bank taking over the Imperial Bank
of India and integrating with it, the former state – owned and state –associate banks.
Accordingly, the State bank of India (SBI) was constituted in 1955. Subsequently in 1959, the
SBI (Subsidiary Bank) Act was passed, enabling the SBI to take over 8 former state-associate
banks as its subsidiaries. In 1969, 14 private banks were nationalised followed by 6 private banks
in 1980. Since 1991 many financial reforms have been introduced substantially transforming the
banking industry in India.

RESERVE BANK OF INDIA

The RBI is the central banking and monetary authority in India. The RBI manages the country’s
money supply and foreign exchange and also serves as a bank for the GOI and for the country’s
commercial banks. In addition to these traditional central-banking roles, the RBI undertakes
certain developmental and promotional activities. The RBI issues guidelines, notifications, and
circulars on various areas including exposure standards, income recognition, asset classification,
provisioning for non- performing assets, investment valuation and capital adequacy standards for
commercial banks and long-term lending institutions. And non- banking finance companies. The
RBI requires these institution to furnish information relating to their businesses to the RBI on a
regular basis.

1
CLASSIFICATION OF BANKS:

The Indian Banking industry consisted of 97 commercial banks, 196 regional banks, 52
Scheduled urban Co-operative banks, and 16 Scheduled state Co-operative banks.
At present, the banking system can be classified into the following categories:
1. PUBLIC SECTOR BANKS
 Reserve Bank of India
 State Bank of India and its 7 associate banks
 Nationalized Banks
 Regional rural Banks Sponsored by Public Sector Banks

2. PRIVATE SECTOR BANKS

 Old Generation Private banks
 New Generation Private Bank
 Foreign banks in India
 Scheduled Co-operative Banks
 Non- Scheduled Banks

3. CO-OPERATIVE SECTOR BANKS

 State Co-operative Banks
 Central Co-operative Banks
 Primary Agriculture Credit Societies
 Land development Banks
 Urban co-operative Banks
 State Land Development Banks

4. DEVELOPMENT BANKS
 IFCI
 IIBI
 SIDBI
 NABARD
 EXIM

2
 In India the concept of Development Banks is being to be diluted as no of banks like
ICICI, IDBI have converted into general banks.

The RBI has a centralized control over all these banks. It performs a wide range of
functions to:

 Issue Bank notes

 Supervise & administer exchange control and banking regulations and administer the
Govt. policy

 Issue licenses to the foreign banks for operations in India

 Approve the licenses of operation for the private banks

 Grant licenses to new banks and new bank branches.

Globalization, financial deregulation and improvement in technology have had a

profound effect on the financial landscape in recent years. These developments have intensified
competition and resulted in financial engineering through product innovation and business
strategies. While market participants have now greater scope to

The Reserve Bank had indicated on February 15, 2005 that banks in India would start
implementing Basel II with effect from March 31, 2007. Several initiatives, therefore, were taken
during the year to facilitate the smooth transition to Basel II. The Reserve Bank permitted banks
to raise capital through new instruments to enable them to meet capital requirements prescribed
under Basel II. The Reserve Bank also issued a guidance note for operational risk management.
Taking into account the state of preparedness of the banking system, however, it was announced
in the Midterm Review of the Annual Policy for 2006-07 on October 31, 2008 that Indian banks
with presence outside India and foreign banks operating in India would be required to migrate to
Basel II framework with effect from March 31, 2008, while all other Indian banks would be
encouraged to migrate to these norms by March 31, 2009.
3
PROFILE OF THE ORGANIZATION–ICICI BANK

ICICI Bank is India's second-largest bank with total assets of Rs. 3,634.00 billion (US$ 81
billion) at March 31, 2010 and profit after tax Rs. 40.25 billion (US$ 896 million) for the year
ended March 31, 2010. The Bank has a network of 2,016 branches and about 5,219 ATMs in
India and presence in 18 countries. 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 specialised subsidiaries in the areas of investment banking, life and non-life
insurance, venture capital and asset management. The Bank currently 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. Our
UK subsidiary has established branches in Belgium and Germany.

ICICI Bank's equity shares are listed in India on 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).

4
History

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 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.

5
 VISION AND MISSION

Vision:
To be the leading provider of financial services in India and a major global bank.

Mission:
We will leverage our people, technology, speed and financial capital to:

 Be the banker of first choice for our customers by delivering high quality, world-class
products and services.
 Expand the frontiers of our business globally.
 Play a proactive role in the full realization of India’s potential.
 Maintain a healthy financial profile and diversify our earnings across businesses and
geographies.
 Maintain high standards of governance and ethics.
 Contribute positively to the various countries and markets in which we operate.
 Create value for our stakeholders.

6
COMPETITORS-

ICICI Bank is the largest private bank followed by HDFC Bank. Following chart shows the
ICICI Bank’s comparison with other banks as in September 2010:

Last Price Market Cap. Net Interest Net Profit Total Assets
(Rs. cr.) Income

ICICI Bank 1,112.95 124,180.10 25,706.93 4,024.98 363,399.71

HDFC Bank 2,489.35 114,433.11 16,172.91 2,948.69 183,270.78

Axis Bank 1,536.60 62,822.54 11,638.02 2,514.53 180,647.87

Kotak Mahindra 476.30 34,809.58 3,255.62 561.11 37,436.31

IndusInd Bank 265.90 12,260.24 2,706.99 350.31 35,369.52

YES BANK 350.15 11,940.82 2,369.71 477.74 36,382.50

Federal Bank 392.10 6,702.73 3,673.23 464.55 43,675.61

ING Vysya Bank 380.40 4,566.59 2,232.90 242.22 33,880.24

Karur Vysya 533.80 4,068.08 1,757.94 336.03 21,993.49

JK Bank 805.20 3,903.43 3,056.88 512.38 42,546.80

7
 ICICI GROUP

ICICI VENTURE

ICICI Venture is the largest and one of the most successful private equity and Venture capital
management companies in India with aggregate funds under Management in excess of USD 2
billion. ICICI Venture is a subsidiary of ICICI Bank, India’s second-largest bank with total
assets of about US$ 56.3 bn (March 31, 2006) and market capitalization of about USD 10.8 bn
(June 2006).

Over the years, ICICI Venture has built an enviable portfolio of companies in the sectors of
information technology, pharmaceuticals, biotechnology, media and retail thereby delivering
value consistently to its investors.

ICICI Venture has the distinction of managing a large number of exits in the Country. With over
100 liquidity events, the organization has reaped rich Experience and is well positioned to handle
IPOs, strategic sale and/or mergers.

8
ICICI Venture has a wide network of third party investors, which include Domestic investors
such as public sector banks, financial institutions and Insurance companies. A significant portion
of the fund’s corpus is also from International development financial institutions and
international funds.

The company has over 40 qualified professionals with experience across sectors and functions.
The capabilities of the team, structure of the organization, Emphasis on value creation and
performance evaluation matrices enable ICICI Venture to extract superior returns from its
investments.

ICICI SECURITIES – INDIA’S LEADING INVESTMENT BANK

ICICI Securities Limited is India’s leading full service investment bank with a Dominant
position in all segments of its operations - Corporate Finance, Fixed Income and Equities. It is a
subsidiary of ICICI Bank, the largest private sector bank in India and operates out of Mumbai
with offices in New Delhi, Chennai, Kolkata, New York, London and Singapore. Under the able
leadership of Mr.S Mukherji, Managing Director and CEO, ICICI Securities continues to grow
as reflected in its performance over the past couple of years.

The Corporate Finance team has consistently been among the top players in M&As and fund
raising from domestic and international capital markets. The Equities team is a major Indian
brokerage house and its research covers over 90% of Sensex market capitalization. The bond
research of the Fixed Income team is a benchmark for the industry.

The eminent position of ICICI Securities is reflected in the number of awards that our teams in
the Fixed Income, M&A and Equity Capital Markets win. Our Fixed Income team for the last
two years (CY04 and CY05) has been adjudged as the “Best Bond House” in India by both Asia
money and Finance Asia. The Equities team was adjudged as the ‘Best Indian Brokerage House-
2003’ by Asia money. The Corporate Finance team tops the M&A/Capital markets league tables
regularly. Our wholly owned subsidiary, ICICI Brokerage Services Limited (IBSL), buys and
sells equities for our institutional clients. ICICI Securities has a U.S. subsidiary, ICICI Securities
Inc., which is a member of the National Association of Securities Dealers, Inc. (NASD). As a
result of this membership, ICICI Securities Inc. can engage in permitted activities in the U.S.
securities markets.

9
These activities include dealing in securities markets transactions in the United States and
providing research and investment advice to US investors.

ICICI Securities Inc. is also registered with the Financial Services Authority, UK (FSA) and the
Monetary Authority of Singapore (MAS) to carry out Corporate Advisory Services

PRUDENTIAL ICICI

Prudential ICICI Asset Management Company enjoys the strong parentage of Prudential plc, one
of UK's largest players in the insurance & fund management sectors and ICICI Bank, a well-
known and trusted name in financial services in India. Prudential ICICI Asset Management
Company, in a span of just over eight years, has forged a position of pre-eminence in the Indian
Mutual Fund industry as one of the largest asset management companies in the country with
assets under management of Rs. 23559.60 crores (as of March 31, 2006). The Company manages
a comprehensive range of schemes to meet the varying investment needs of its investors spread
across 68 cities in the country.

 PRUDENTIAL LIFE INSURANCE

India's Number One private life insurer, ICICI Prudential Life Insurance Company is a joint
venture between ICICI Bank-one of India's foremost financial services companies-and Prudential
plc- a leading international financial services group headquartered in the United Kingdom. Total
capital infusion stands at Rs. 15.85 billion, with ICICI Bank holding a stake of 74% and
Prudential plc holding 26%.

We began our operations in December 2000 after receiving approval from Insurance Regulatory
Development Authority (IRDA). Today, our nation-wide team comprises nearly 120,000
insurance advisors, 18 banc assurance partners and 200 corporate agent tie-ups.

ICICI Prudential was the first life insurer in India to receive a National Insurer Financial
Strength rating of AAA (Ind) from Fitch ratings. For three years in a row, ICICI Prudential has
been voted as India's Most Trusted Private Life Insurer, by The Economic Times - AC Nielsen
ORG Marg survey of 'Most Trusted Brands'. As we grow our distribution, product range and
customer base, we continue to tirelessly uphold our commitment to deliver world-class financial
solutions to customers all over India.

10
ICICI LOMBARD

ICICI Lombard General Insurance Company Limited is a 74:26 joint venture between ICICI
Bank Limited and the US-based $ 26 billion Fairfax Financial Holdings Limited. ICICI Bank is
India's second largest bank, while Fairfax Financial Holdings is a diversified financial corporate
engaged in general insurance, reinsurance, insurance claims management and investment
management.  Lombard Canada Ltd, a group company of Fairfax Financial Holdings Limited, is
one of Canada's oldest property and casualty insurers. ICICI Lombard General Insurance
Company received regulatory approvals to commence general insurance business in August
2001.

FUTURE PLANS

ICICI bank has entered into mainland Europe by opening a branch in Antwerp, Belgium.The
primary reason for opening this branch is to enter into diamond financing since the Belgian
branch is located in the heart of the diamond district in Antwerp, which is a hub of diamond
business.

The bank plans to offer corporate banking products from this branch. ICICI bank also plans to
enhance its services to Indian companies to invest in the UK. It plans to achieve this by assisting
them in raising corporate and project finance for their investments abroad.

11
 RANGE OF PRODUCTS

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.

SAVING ACCOUNTS

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

SENIOR CITIZEN SERVICES

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.

YOUNG STARS

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.

FIXED DEPOSITS

12
 Safety, Flexibility, Liquidity and Returns!!!! A combination of unbeatable
features of the Fixed Deposit from ICICI Bank

RECURRING DEPOSITS

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. Select any of our
loan product and provide your details online and our representative will contact you for getting
loans

HOME LOAN

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!

PERSONAL LOANS

13
 If you're looking for a personal loan that's easy to get, your search ends
here. ICICI Bank Personal Loans are easy to get and absolutely hassle
free. With minimum documentation you can now secure a loan for an
amount up to Rs. 15 lakhs

CAR LOANS

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.

COMMERCIAL VEHICLE LOANS

Range of services on existing loans & extended products like funding of new
vehicles, refinance on used vehicles, balance transfer on high cost loans, top
up on existing loans, Extend product, working capital loans & other banking
products

TWO WHEELER LOANS

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.

FARM EQUIPMENT LOANS

14
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 year

CARDS

ICICI Bank offers a variety of cards to suit your different transactional needs. Our range includes
Credit Cards, Debit Cards and Prepaid cards. These cards offer you convenience for your
financial transactions like cash withdrawal, shopping and travel. These cards are widely accepted
both in India and abroad. Read on for details and features of each.

CREDIT CARDS

ICICI Bank Credit Cards give you the facility of cash, convenience and a range
of benefits, anywhere in the world. These benefits range from life time free
cards to Insurance benefits, global emergency assistance service, discounts,
utility payments, travel discounts and much more.

DEBIT CARDS

The ICICI Bank Debit Card is a revolutionary form of cash that allows
customers to access their bank account around the clock, around the world. The
ICICI Bank Debit Card can be used for shopping at more than 100,000
merchants in India and 13 million merchants worldwide.

TRAVEL CARD

Presenting ICICI Bank Travel Card: the Hassle Free way to Travel the
world. Traveling with US Dollar, Euro, Pound Sterling or Swiss Francs;
Looking for security and convenience; take ICICI Bank Travel Card. Issued in
duplicate. Offers the Pin based security. Has the convenience of usage of Credit
or Debit card.

PRE PAID CARDS

15
ICICI Bank brings to you a complete bouquet of pre-paid cards providing payment solutions at
your fingertips. ICICI Bank pre-paid cards are a safe & convenient way for associate payments,
disbursements, gifting & small ticket transactions. Pre-paid cards are available on a VISA
platform thus providing accessibility to over one lakh merchant establishments & cash
withdrawal from all VISA ATMs in India.

INVESTMENTS

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 Corporate

 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)

DEMAT SERVICES
16
 ICICI Bank Demat Services boasts of
an ever-growing customer base of over 11.5 lacks account holders. In our continuous endeavor to
offer best of the class services to our customers we offer the following features: 

E-Instructions: You can transfer securities 24 hours a day, 7 days a week through Internet &
Interactive Voice Response (IVR) at a lower cost. Now with "Speak to transfer", you can also
transfer or pledge instructions through our customer care officer.

Consolidation Demat Account: Dematerialize your physical shares in various holding patterns
and consolidate all such scattered holdings into your primary demat account at reduced cost

Digitally Signed Statement: Receive your account statement and bill by email.

Corporate Benefit Tracking: Track your dividend, interest, bonus through your account
statement.

Mobile Request: Access your demat account by sending SMS to enquire about Holdings,
Transactions, Bill & ISIN details

Mobile Alerts: Receive SMS alerts for all debits/credits as well as for any request, which cannot
be processed

Dedicated customer care executives specially trained at our call center, to handle all your
queries.

Countrywide network of over 235 branches, you are never far from an ICICI Bank Demat
Services outlet

PRIVATE BANKING

17
 The chosen few know that the secret to success in
life is living it to the fullest on your terms. Then
life's luxuries follow naturally at home, at work, at
play. Not as an exception, but as the rule. At
ICICI Bank, we believe, it should be the same
when it comes to banking, a world where talented
people, synchronized processes and innovative products come together to create seamless global
banking solutions, solutions that go beyond wealth management, solutions that are uniquely
tailored to your specific needs.

18
 Awards and achievements

 Ms.Chanda Kochhar, Managing Director & CEO was ranked 10th in the International
Fortune list of 50 most powerful women in business
 Ms. Chanda Kochhar, Managing Director & CEO was featured as one of the five women
to make it to the Forbes India magazine's list of the 100 richest Indians
 ICICI Bank received the 2010 World Finance UK award for:
 Excellence in Remittance Business, Worldwide
 Excellence in NRI Services, Worldwide
 Excellence in Private Banking Business, APAC Region
 Ms.Chanda Kochhar, MD & CEO was awarded the Financial Express Best Banker
Award
 For the sixth time in a row, ICICI Bank has received the Most Preferred Auto Loan
Brand in the Financials Services category at the CNBC Consumer Awards
 ICICI Bank wins the Asian Banker Award for Excellence in SME Banking 2009
 ICICI Bank won the second prize in the Six Sigma Excellence Awards, conducted by
Indian Statistical institute, Bangalore for "Improving Sales for TV Banking business"
 Mr.N. Vaghul, Former Chairman, ICICI Bank was awarded the "Padma Bhushan"
 ICICI Bank won 2009 Brandon Hall Excellence in Learning Award
 In the Domestic Banking Awards of Finance Asia Country Awards for Achievement,
2009 held at Hongkong, ICICI Bank won the 'Best Foreign Exchange Bank, India' and
'Best Trade Finance Bank, India'
 ICICI Bank Wins 'House of the Year' Award from Asia Risk magazine, Honkong
 Ms. Chanda Kochhar, Managing Director & CEO ranked in the top 20 of the World's 100
Most Powerful Women list compiled by Forbes, August 2009
 Financial Express at its FE India's Best Banks Awards, honoured Mr. K.V. Kamath,
Chairman with the Lifetime Achievement Award , July 25, 2009
 ICICI Bank won Asset Triple A Investment Awards for the Best Derivative House, India.
In addition ICICI Bank were Highly commended , Local Currency Structured product,
India for 1.5 year ADR GDR linked Range Accrual Note., July 2009
 Mr. K. V. Kamath, MD & CEO, ICICI Bank awarded the "Padma Bhushan"

19

CHAPTER 2
OBJECTIVE AND SCOPE
OF STUDY
 OBJECTIVES OF THE STUDY

 To have a brief overview of the Indian banking industry.

 To study about the products and services offered by ICICI

 To study the customer satisfaction in ICICI bank

 To analyze Bank @ Home sevice:

- Understand the process of Bank@Home
- Find out the awareness of the service

- Motivate customers to enroll for the service

- Develop ideas for awareness

SCOPE OF THE STUDY

 This project provides the knowledge about banking industry of India.

 It also gives knowledge about the bank services rendered by ICICI bank and the customer
behavior shown by its customers.

 It gives us knowledge about the bank@home service of ICICI Bank and the customer’s
perception about it.

 It also gives us scope of knowing the futuristic approach required to be followed by banks in
relation to create win win situation for bank as well as customers.
20
 CHAPTER 3

INTRODUCTION OF THE
TOPIC
1. CUSTOMER SATISFACTION
2. BANK @ HOME SERVICE
 CUSTOMER SATISFACTION

Customer satisfaction is equivalent to making sure that product and service performance meets
customer expectations. It is the perception of the customer that the outcome of a business
transaction is equal to or greater than his/her expectation. Customer satisfaction occurs when the
acquisition of products and /or services provides a minimum negative departure from
expectations when compared with other acquisitions and when the marginal utility of a
transaction is equal to or greater than preceding acquisitions.

Customer satisfaction occurs when the perception of the reward from the purchase of goods or
services by the customer meets or exceeds his/her perceived sacrifice. The perception is a
consequence of matching past purchase and consumption experience with the current purchase.

CUSTOMER SERVICE AND SATISFACTION

We must cultivate our garden. –Voltair

When we talk about customer service and/or satisfaction, we talk about creativity. Creativity
allows us to handle or diffuse problems at hand or later on rather in the process of conducting the
everyday business. We talk about how, or what, does the organization have to do to gain not only
the sale but also the loyalty of the customer. We want to know the payoff of the transaction both
in the short and long term. We want to know what our customers want. We want to know if our
customers are satisfied. Satisfaction, Of course, means that what we delivered to a customer met
the customer’s Approval. We want to know if customers are delighted and willing to come back,
and so on.

Fleiss 2 and Feldman 3 present examples of that delightfulness in their writings. Fleiss has
written about Ben and Jerry’s ice cream and Feldman has discussed excellence in a cab ride. As
important as delightfulness is, some of us minimize it, or even totally disregard it. At this point,
we fail. Some of the issues that will guarantee failure in sales, satisfaction, and loyalty are:

• Employees must adhere to a rigid chain of command

• Employees are closely supervised

• Conflict—in whatever form—is not allowed

21
• Rewards are based on carrot-and-stick principles

• Wrong objectives are measure.

We must understand customer expectation levels concerning quality. We must also understand
the strategy for customer service quality, and next we must understand the measurement and
feedback cycles of Customer satisfaction.

The customer is the person or unit receiving the output of a process on the system. In fact, it is
worth emphasizing that a customer can be the immediate, intermediate, or ultimate customer.
Also, a customer may be a person or persons, or a process or processes. Customer satisfaction,
however, is when the customer is satisfied with a product/service that meets the customer’s
needs, wants, and expectations.

There are at least three levels of customer expectations about quality:

Level 1. Expectations are very simple and take the form of assumptions, must have, or take it for
granted. For example, I expect the airline to be able to take off, fly to my destination, and land
safely. I expect to get the correct blood for my blood transfusion and I expect the bank to deposit
my money to my account and to keep a correct tally for me.

Level 2. Expectations are a step higher than that of level 1 and they require some form of
satisfaction through meeting the requirements and/or specifications. For example, I expect to be
treated courteously by all airline personnel. I went to the hospital expecting to have my hernia
repaired, to be in some pain after it was done, to be out on the same day, and to receive a correct
bill. And I went to the bank expecting the bank teller to be friendly, informative, and helpful with
my transactions.

Level 3. Expectations are much higher than for levels 1 and 2. Level 3 requires some kind of
delightfulness or a service that is so good that it attracts me to it. For example, an airline gives
passengers traveling coach class the same superior food service that other airlines provide only
for first-class passengers. In fact, I once took a flight where the flight attendant’s actually baked
cookies for us right there on the plane. When I went to the hospital, I expected staff to treat me
with respect and they carefully explained things to me. But I was surprised when they called me
at home the next day to find out how I was doing. And at my house closing, the bank officer,

22
representing the bank holding my mortgage, not only treated me with respect and answered all
my questions about my new mortgage, but just before we shook hands to close the deal, he gave
me a housewarming gift.

CUSTOMER SATISFACTION SURVEYS HELP TO:

1. Improve customer, client, or employee loyalty.

2. React quickly to changes in the market.

3. Identify and capitalize on opportunities.

4. Beat the competition.

5. Retain or gain market share.

6. Increase revenue.

7. Reduce costs.

23
 BANK @ HOME

Over the years ICICI has been finding out ways to simplify banking for the people at large.
Every step to has been taken to insure that the bank is able to adapt to the ever changing situation
in order to serve people best and maintain the trust that the people have showed, ICICI is the
only bank that allows people to use their services from 8 am to 8 pm.

ICICI now take their services one step further and change the present traditional way of banking
and are sure to bring about a revolution and proudly introduced their latest service
“Bank@Home” in November last year. With the present tight working schedule of people the
service would help people to skip visits to the branch for small-small issues. No more traveling
in the extreme weather and waiting in queue. This service helps the bank to interact with their
clients even after their working hours without visiting our branch.

This service that has been authorized to ICICI Bank exclusively by the RBI has two models to it.

 RSD Service

 Cash On Tap Service

The main aim behind introducing the two services was to make banking more convenient for
clients and also try to reduce the foot fall at the branch, it was estimated a client coming to the
branch costs the bank around Rs.54 whereas the client using the Bank@Home service costs a
mere 10-20Rs.Moreover with the heavy traffic at the branch the employees are unable to take out
time for cross selling and up selling products. However this service did not taken off too well.

24
UNDRESTANDING THE BANK@HOME PROCESS:

Bank@Home is a unique service that ICIC started in November last year, it is one of the first and
the only bank to offer this service and has been authorized by RBI for the same. ICICI Bank has
been working to make banking simple and flexible. The present life style of the people is a hectic
one keeping the customers in mind and their comfort ICICI Bank came up with flexible working
hours from 8 am to 8 pm.

The Bank@home service allows the customers to use the banking service without having to visit
the branch and wait in long queues. ICICI Bank understood the paucity of time of their
customers. The Bank therefore introduced their service Bank@Home that allows customers to
use their service 24x7, so even if the customers have not been able to take care of their issues
during the banking hours ICICI is still there to take care of their issues.

WORKING:

Bank@Home has 2 models

 Remote Service Delivery (RSD)

 Cash On Tap (COT)
Bank@Home (RSD) is a service that has been structured in a simple way, the bank will be
putting up request drop boxes throughout the city, many of the banking issues can be handled by
this box 24x7.

The customers will have to enroll* with the bank for the service (there is no enrollment fee), on
enrollment they would be given an identification number. Once the customer has got enrolled
with the branch he can start using the service. All that the customers have to do is fill up the
request form that is available at the request drop boxes. The request form contain various issues
that can be handled by the service and the customers can choose any one request per form. The
request drop boxes are cleared on a daily basis, and the request reach the respective branches the
next day and the processing for the request start. Therefore effectively the bank would only take

25
a day extra for the request to be handled. The processing time however will be the same for the
request. Example A customer visiting the branch with the request for a cheque book issue, the
processing time for which is 5days, the customers may use the Bank@Home service for the same
and the processing time will be 6days.

Bank@Home (COT) allows its customers to call the phone banking assistance and ask for cash
to be delivered to him/her or ask someone to pick up cash for depositing it into his account. Calls
made on a working day between 8 am to 6 pm will be served within the next 2hrs. Calls made
after 6 pm or on a non working day will be served within 2hrs of the branch opening on the next
day. Customers however have the option to request the time of delivery/pickup of cash however
2hrs is the minimum time for the bank to serve the request. Incase customer wants to withdraw
/deposit cash through Bank@Home (RSD) then the cash will only be delivered/picked up the
next working day from the day the request has been made.

The customer while using the cash on tap service will be asked to provide a cheque number
against which the cash will be delivered. The cehque will be a self drawn cheque for the amount
to be withdrawn. At the same time the customer will provided with a transaction id over the
phone. In order the receive the cash the cheque number told by the customer over the phone must
match with the cheque presented to the representative also the transaction id must match.

*(It is not necessary that the customer is enrolled with the Bank@Home service to use cash on
tap service the representative that the serves the request will get it filled at the time of picking up
or delivering cash)

26
SERVICES PROVIDED

Services provided under Bank@Home Remote delivery service (RSD):

Bank@Home allows its customers to deal with the following issues without having to visit the
branch and dropping in request forms in the request drop boxes placed throughout the city.
 Application for DD/PO/Funds Transfer
 Cheque book request
 Cash Withdrawal
 Cash Deposit
 FD/RD account leads and renewal
 Bank statement issues
 Account opening leads
 De-mat account opening leads
 ATM/Debit card De-blocking
 ATM/Debit card pin regeneration
 Debit card reissue
 Internet/Mobile banking registration
 Interest Certificate request
 Linking Account to existing internet banking id

The Bank@Home Cash On Tap service provide the following two services

 Cash Withdrawal
 Cash Deposit
27
PRICING:

The Bank@Home remote service delivery (RSD) model is absolutely free of cost, there are no
extra charges for the requests placed under this model i.e. where customer drops in request in the
request drop boxes put up throughout the city. However all normal processing charges presently
applicable on any request will apply. Example If a duplicate statement request at the branch
costs Rs.25, then the request for the same through the RSD model will cost the same.

The Bank@Home Cash On Tap (COT) that basically deals with the request of Cash withdrawal
and Cash deposit do charge a flat fee of Rs.40 incase the cash is required within 2hrs, cash
request after 2hrs from the request are not charged, However for HNI customers (customers
having balance of more than 5,00,000 in their account) there are absolutely no charges. The
maximum limit for cash withdrawal is Rs.1,00,000 whereas the minimum is Rs.2,000 incase the
customer is not registered with Bank@Home he may still use the Cash on Tap service, however
he can only withdraw Rs.10,000 on his first request. Depositing cash more than Rs.50,000 would
require the PAN number of the customer.

Incase customers want to withdraw/deposit cash through Bank@Home (RSD) model then the
requests served the next working day from the day the request had been made. There will be
absolutely no charges for the same. There is no need of enclosing cheque leaf with the request
form, the representative of the bank will collect the cheque.

28
 CHAPTER 4

RESEARCH
METHODOLOGY
RESEARCH DESIGN

Type of Research: - Descriptive research

Descriptive research includes Surveys and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of affairs, as it exists as the present.
The main characteristic of this method is that the researcher has no control over the variables; he
can only report what has happened or what is happening.

SAMPLE DESIGN

Sample Size/ Population Size: - I have covered the customers visiting the Rohini branch of
ICICI bank..

Sample size – Sample size of 150 was used for questionnaires out of which everyone responded.

Time Frame – It is the period of time for which the survey or study is to be done. I have done
survey for 8 weeks.

Sampling Technique Used

Since the information required was not of a very technical nature and also looking at the scope of
the project and the extent of the target segment, the sampling technique employed was
Convenience Sampling. I administered the questionnaires.

29
DATA SOURCES

During preparation of the Project Report many different kinds Of Data were Required which
Included both Primary and Secondary Sources.

Primary Sources

Questionnaire – two questionnaires were prepared and provided to around 150 persons:

1. To find out how far the customers have been satisfied with the services provided
by ICICI bank.

2. To analyze the bank@home service provided by the bank.

A sample of the questionnaires along with Results from Findings and Analysis are given Later in
the Project

Secondary Sources

Journals – Various Journals published by B-Schools as well as Business houses have provided
vital statistical as well as Theoretical Data which have been very helpful

Newspapers and Magazines – Economic Times as Well as Magazines such as Business Today
have provided useful Information on Developing Indian Insurance Sector as well as how the
trend and demand of customers has changed over a period of time .

Internet and Other Media Sources – www has the latest data and interviews which helped me in
determining the scope pf my project as well as make it as up to date as possible.

30
QUESTIONNAIRE DESIGN / FORMULATION

Questionnaires: - A questionnaire consists of a set of questions presented to respondent for their

answers.

Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.

TYPES OF QUESTIONS USED IN THIS PROJECT:

 Close ended Questions: to know the choice of the people regarding various matters.
 Dichotomous Questions: this has only two answers “Yes” or “No”.
 Multiple Choice Questions: here respondent is offered more than two choices. This is
done to know the choice of the customers regarding different matters.

31
 CHAPTER 5

DATA ANALYSIS AND

INTERPRETATION
 CUSTOMER SATISFACTION

1. AGE GROUP

Age
20 - 30 yrs 30 - 40 yrs 40 - 50 yrs above 50 yrs
9%
19%

47%

25%

 Interpretation: If we closely look at the pie-chart, we can say that the people between the
age group of 25 to 55 are the main customer of the bank, which contributes almost 75% of
the bank’s customers. But the old age and the young people have been less attractive on
this leading product of ICICI Bank, which is a matter of concern. So more focus should be
givento them as they have the huge customer base.

32
2. EXPECTATIONS FROM A BANK WHILE OPENING AN ACCOUNT

Expectations while opening an account

VARIETY OF PRODUCT LESS FORMALITY WORKING HOURS
PROPER INFORMATION QUICK SERVICE
8%
6%

44%

28%

14%

Interpretation: When a customer visits a bank the first and foremost thing he looks, is that
how quickly he is served, how his problem is entertained by the bank employee and what is
the working hour of the bank. That’s why these three things contribute the maximum of this
pie – chart. Less formalities and variety of products although contributes less but it has a
major impact on the customer. So bank should work on these things also. Service sector like
banking, preference should be given to make.

33
3. INFLUENCING FACTOR:

Influencing factor
FRIEND/ RELATIVE ADVERTISEMENT BANK EMPLOYEE PROSPECTUS
11%
12%

44%

33%

Interpretation: It has been said a satisfied customer is the best medium for an
advertisement since in this chart friend / relative have played a key role in opening the
accounts of others. Which implies that bank’s real customers are satisfied enough with
facilities available on the products and services enjoyed by them. On the other hand
advertisement also plays a vital role in influencing the customer. As their behavior not only
please the customer but also attract the customer. Well maintained prospectus is also a
major attribute for attracting the customer. Main focus of the bank should be on satisfaction
of customer.

34
4.
i) CLEANLINESS, LAYOUT, ACCESS TO THE ENTRANCE, VISIBILITY OF
SIGNBOARDS

Cleanliness,layout,access to the entrance, visibility of

signboards
V.GOOD GOOD AVERAGE POOR

15% 5%

20% 60%

Interpretation: since majority of customers (80%) rank these attributes as v.good and good,
it is clear that there is sufficient cleanliness, good layout, easy access to entrance and good
visibility of signboards. These factors contribute in creating a favorable image of the
organization in the first visit only.

35
ii) SPACE AVAILABLE FOR SITTING / WAITING / WRITING

Space available for sitting,waiting,writing

15% 9%
6%

V.GOOD
GOOD
AVERAGE
POOR

70%

Interpretation: 70% of the customers have ranked the attribute of space availability as
good. Still there is a scope of further improvement in this direction so that all the customers
visiting the bank must get proper seats to sit, wait and write.

36
iii) EASY AVAILABILITY OF LOOSE PAY-IN-SLIPS, WITHDRAWAL SLIPS, DDS
/ TTS FORMS & CHALLANS ETC.

Easy availability of loose pay in slips, withdrawl slips,

DDs/TTs forms & challans etc.
V.GOOD GOOD AVERAGE POOR
10% 2%
9%

79%

Interpretation: a vast majority of customers are highly satisfied with the availability of
loose pay in slips, withdrawal slips, DDs/TTs forms and challans. Thus bank needs to
maintain the availability of these vouchers to customers with ease.

37
iv) AVAILABILITY OF SERVICES OF STAFF MEMBERS FOR ANY ENQUIRY/
LISTENING TO PROBLEMS.

Availability of services of staff members for any enquiry /

listening to problems
V.GOOD GOOD AVERAGE POOR
13% 1% 18%

68%

Interpretation: figures in the pie chart shown above clearly indicate the high level of
satisfaction among customers relating to availability of services of staff members for any
enquiry/ listening to problems.

38
 v) GENERAL BEHAVIOUR OF THE MEMBERS OF STAFF

General behavior of the members of staff

V.GOOD GOOD AVERAGE POOR
13% 1% 18%

68%

Interpretation: figures in the pie chart indicate high level of satisfaction among customers
relating to the behavior of the members of staff. This is a very important attribute that helps in
the formulation of positive image of the organization in the minds of customers.

39
vi) Availability of services at Computerized Counters e.g. Knowing the balance, Debit
/Credit of instruments etc., and delivery of printed Passbooks / Statements

Availability of services at computerised centers

V.GOOD GOOD AVERAGE POOR
9%
5% 2%

84%

Interpretation: 84% of the customers have ranked the availability of services at

computerized counters as very good. This shows that ICICI bank provides excellent services
at computerized counters.

40
vii) COMPLIANCE OF STANDING INSTRUCTIONS

Compliance of standing instructions

POOR V.GOOD
AVERAGE 4% 7%
9%

GOOD
80%

Interpretation: figures in the chart shown above indicate excellent services provided by the
bank as regards to compliance of standing instructions. This service is a potential indicator of
the level of customer satisfaction.

41
viii) AVAILABILITY OF COMPLAINT REGISTER ON DEMAND

Availability of complaint register on demand

EASILY AVAILABLE NOT AVAILABLE

37%

63%

Interpretation: since 37% of the customers surveyed are not satisfied by the availability of
complaint register on demand so the bank should improve its service in this sector so as to
make the complaint registers readily available to customers when demanded.

42
ix) DELIVERY OF DEMAND DRAFTS / PAY ORDERS / BANK ORDERS

Delivery of DD / pay order/ bank order

75%

23%

2%
WITHIN 20 MIN. 20-30 MIN. MORE THAN 30 MIN.

Interpretation: it is clear that almost all the DDs/ pay orders are delivered within 30 mints.
This indicates highly fast service as compared to other banks.

43
x) UPDATING OF SAVINGS / RD PASS BOOKS (WHERE ENTRIES ARE NOT
MORE)

Updating of savings/RD pass books

46%
43%

6% 5%

WITHIN 15 MIN 15-30 MIN MORE THAN 30 MIN. MORE THAN 1 DAY

Interpretation: in majority of cases it takes more than 15 minutes to update savings or RD

pass books even when entries are not more. So there is a scope of improvement here.

44
xi) ISSUE OF CHEQUE BOOKS

issue of cheque books

33%
30%
27%

10%

WITHIN 15 MIN 15-30 MIN MORE THAN 30 MIN. MORE THAN 1 DAY

Interpretation: figures in the graph indicate that a substantial percentage of customers are
issued cheque books in more than 1 day. This is not a good indication of quick service.

45
xii) ISSUE OF STATEMENT OF ACCOUNTS (MANUAL)

Issue of statement of accounts(manual)

53%

44%

3%

WITHIN 7 DAYS 7-15 DAYS MORE THAN 15 DAYS

Interpretation: figures in the above graph indicate satisfactorily fast service in the issue of
statement of accounts manually.

46
xiii) ISSUE OF STATEMENTS OF ACCOUNTS / PASS BOOKS (ON COMPUTERS)

Issue of statement of accounts/ pass books(on computer)

73%

22%

5%

INSTANTLY MORE THAN 30 MIN. MORE THAN 1 HR

Interpretation: According to the above figures, ICICI bank provides very quick service as
regarding issue of statement of accounts/ pass books (on computer).

47
xiv) CREDIT OF PROCEEDS OF DOMESTIC TRANSFERS

Credit of proceeds of domestic transfers

67%

23%

10%

WITHIN 20 MIN 20-30 MIN MORE THAN 30 MIN

Interpretation: in majority of the cases credit of proceeds of domestic transfers take place
within 20 minutes indicating fast service in this respect. However, there is a scope for
improvement as to this regard.

48
xv) TIME TAKEN IN SANCTIONING OF LOANS AGAINST BANK'S DEPOSITS

Time taken in sanctioning of loans against bank deposits

47%

30%

23%

WITHIN 30 MIN 30-60 MIN MORE THAN 60 MIN

Interpretation: According to the graph shown above, time taken in sanctioning loans against
bank deposits is less in majority of cases which is a potential indicator of fast and good
service provided by the bank. Still in 30% (a substantial percentage) of the cases it takes
more than 60 minutes for sanctioning of loan against bank deposits.

49
 5. IN COMPARISON TO OTHER BANKS HOW WOULD YOU RATE ICICI
BANK?

Comparison
EXCELLENT GOOD AVERAGE POOR CAN'T SAY
5% 27%
7%
14%

47%

Interpretation: although a fairly large no. of surveyed customers have rated ICICI bank as
good and excellent. But 7% of the customers are ambiguous about the rating they should give
to the bank and 5% have rated it as poor. The management should make efforts to know the
reasons for this raring pattern and improve upon the things so as to satisfy the dissatisfied or
less satisfied customers.

50
 6. WOULD YOU RECOMMEND ICICI BANK TO OTHERS?

RECOMMENDATION
YES NO
14%

86%

Interpretation: As per the chart we show that 5% of the people don’t want to recommend
ICICI Bank to others. Bank must find the reason of their dissatisfaction because in this
competitive world we have to achieve this target.

51
 BANK @ HOME

1. HOW OFTEN DO YOU VISIT YOUR BRANCH?

Frequency of visits
0 - 1 KM 1 - 5 KM 5 - 10 KM MORE THAN 10 KM
25% 15%

15%

45%

Interpretation: Almost 55% respondents visit the branch weekly followed by 25%
respondents who visit the branch fortnightly while only 20% of the respondents visit the
branch monthly. Large proportion of the respondents visits the branch weekly and fortnightly
which is a high frequency.

52
 2. HOW FAR IS YOUR HOME/OFFICE FROM THE BRANCH?

Distance of home/ office from the branch

0 - 1 KM 1 - 5 KM 5 - 10 KM MORE THAN 10 KM
25% 15%

15%

45%

Interpretation: A large percentage of respondents live far from their bank branch, 45% are
1-5km away from their bank branch, 15% are further 5-10km away whereas 25% have their
bank branches more than 10km away from their home/office and still the visits to the branch
have a high frequency. Only 15 % of the respondents are as close as 0-1km from their bank
branch.

53
 3. WHAT ARE THE MAJOR ISSUES FOR WHICH YOU NEED TO VISIT THE
BRANCH?

Issues for visiting the branch

DD/ PO/ FUNDS TRANSFER CHEQUE BOOK REQUESTS STATEMENTS
CHEQUE DEPOSITS FD?/ RD OPENING AND RENEWAL CASH WITHDRAWAL
CASH DEPOSIT A/C OPENING
9% 9%
15%
18%

14%

20% 14%

1%

Interpretation: Since multiple answers were given the highest frequency of people visiting
the branch is for Cash withdrawal, Cash deposit is next favorite in the answers. This clearly
shows that the Cash on Tap service will be highly useful to the customers, other issues can be
handled easily by the remote service delivery.

54
 4. WOULD YOU LIKE TO CARRY OUT ALL THE ABOVE MENTIONED
TRANSACTIONS FROM THE CONVENIENCE OF YOUR HOME?

Like to carry transactions from home

YES NO
2%

98%

Interpretation: All respondents were very happy with the idea that they could take care of
their banking issues without even having to visit the branch specifically for cash withdrawal
and cash deposit.

55
 5. ARE YOU AWARE OF OUR SERVICE BANK@HOME?

Awareness
YES NO
8%

92%

Interpretation: The pie chart gives us a very clear indication that a very high proportion of
respondents are not even aware of the service Bank@Home. Thus there is a significant need
to promote and educate customers about the service.

56
 6. DID YOU KNOW THAT BANK@HOME IS A FREE SERVICE?

DID YOU KNOW THAT BANK@HOME IS A FREE SERVICE?

YES NO

5%

95%

Interpretation: Again the figures indicate that a service that is free of cost and still not
known to the existing customers speaks a lot about the promotion and awareness strategy.

57
 7. ARE YOU ENROLLED WITH US FOR AVAILING BANK@HOME?

ENROLMENT
YES NO

4%

96%

Interpretation: A high majority of customers were not enrolled for using the Bank@Home
facility 96% respondents to be exact.

58
 8. WOULD YOU LIKE TO ENROLL NOW?

ENROL NOW
YES NO

5%

95%

Interpretation: During the interview high emphasis was given on the advantages of using
the service and answering all queries, 83% of the respondents were convinced by us to enroll
for the service. The rest 17% respondents were not very sure as to why the bank is offering
the service almost free of cost, they were afraid of hidden costs while many explained that
they feel safer taking care of their banking issues on their own and by meeting the bank
executives in person.

59
 CHAPTER 6

RESULTS AND FINDINGS

 RESULTS AND FINDINGS FOR CUSTOMER SATISFACTION

 Old and Young people have been less attractive on this leading product of ICICI
Bank.

 Service holders and business people are main customers of the bank because of
suitability of working hours and anywhere banking facility available to them.

 Consumer expect from the bank the following things which are –

 Quick services

 Variety of products

 Proper information

 Less formalities

 The analysis chart reveals that majority of the people like the saving account.
Value added saving A/c is a unique sub-product provided by the ICICI Bank to its
customers.

 A satisfied customer is the best medium for an advertisement which implies that
banks real customers are satisfied enough with facilities available on goods and services
enjoyed by them.

 Majority of people had rated the qualitative performance of ICICI Bank like
cleanliness, space available for sitting, availability of loose pay-in-slips, general behavior
of the members of staff, etc as a good one.

 Majority of customers have rated fast delivery of ICICI bank in processing the
transactions like delivery of DD, credit proceeds of domestic transfers, time taken in
sanctioning of loans, etc

 Complaint register should be made easily available on demand.

 Only 5% don’t want to recommend ICICI bank to others reason for which is
necessary ascertain.
 The private players like ICICI will have to play a long battle in order to ensure
that there are serious player in the market.

60
 RESULTS AND FINDINGS FOR BANK@HOME SERVICE:

 A large number of respondents visit the branch frequently to handle banking issues even
though their bank branch is quiet far off for either their home or office, this shows the
keenness of the customers to visit the branch for almost every small issue. The service
Bank@home does provide an answer to the problem of the customers.

 The service provided by Bank@home does offer the main requirements of the customers
for which they visit the branch

 All the respondents wanted to carry out the banking needs from the convenience of their
home. This means the service caters the banking needs that customers generally require
and its main benefit of banking while sitting at home is desired by one and all, thereby
proving that the service does have the potential usage.

 Only 8% of the respondents were aware about the service which was desired by 100%
respondents clearly showing that there has been a falter in its promotion and awareness
strategies.

 Customers were not aware that the service was a free one, this is clear that almost all the
attributes of the services are favorable to the customers still customers are not using the
service and are not even aware of it.

 Almost all customers once educated about the service readily enrolled for it whereas a
mere portion did not trust the bank and thought that the bank would have some hidden
charges that they are not putting forward

61
 Many customers who enrolled for the Bank@home service would have problems using it
as the drop boxes are not strategically placed many areas do not even have drop box
facility; ICICI Bank must look into the policies of installing the drop box. They should
assign it to the regional office or allow branches to put up boxes where the branch thinks
it would be optimally utilized no matter which area of the city as of now that branches are
allowed to put up drop boxes in a radius which falls in close by areas to the branch. A
customer who lives close by to the branch would not use this service whereas customers
who are far of require the service, however the branch cannot provide them with the
facility as they cannot install the boxes in that area and it is the duty of the local branch of
that area to put up boxes which is not happening they hardly know where customers of
the other branch are located.

62
 CONCLUSION

The customers of the ICICI Bank are quite satisfied by the services provided by it. Most
of the customers had rated the performance of ICICI Bank as good one. The qualitative
services of ICICI Bank like cleanliness, space available for sitting, availability of loose
pay-in-slips, general behavior of the members of staff, availability of services at
computerized centres, etc are fairly good. However there is a scope for lot of
improvement in respect of quantitative services like delivery of DD, credit proceeds of
domestic transfers, time taken in sanctioning of loans against bank’s deposits, etc.
Overall it can be said that customers are satisfied by the ICICI services and recommend it
to other customers.

The analysis of bank@home services shows that it is a very good service and liked by the
customers, however, considerable efforts are required to be done in promoting this
service among customers. The customers’ apprehensions regarding this service should be
cleared by the bank.

63
 LIMITATIONS OF THE STUDY

 Reliability on the primary source of data.

 Most of the contents collected were difficult to understand because it was new for me to
work in this field.

 It was tricky and time consuming to understand the mysteries of marketing.

 Response of customers could be biased.
 Paucity of time

 Concentrating on the happenings on specific branch and not on the bank policies on a
whole

64
 CHAPTER 7
SUGGESTIONS AND
RECOMMENDATIONS
RECOMMENDATIONS FOR CUSTOMER SATISFACTION
 Since the customer and his needs remain in focus in banking, it would be appropriate to have
a view of the customers banking needs which include financial security, convenience, quick
service, personalized service, investment counseling, return of investment, support by way of
credit prestige, wide range of service, etc. and to be the best on these aspects ICICI Bank has
and is trying it’s best, and has been successful too, but still there is some scope for
improvement, which I observed during my training in this bank.

 Nowadays, customers are more service driven than product – driven and are not
homogeneous in their behavioral pattern, attitude, needs and expectations. Therefore, a
thorough understanding of the customer is a pre requisite to offer him satisfaction through
providing services. ICICI Bank should also focus on to have the provision to make some
changes in its core products on the basis of region, purchasing power of the people etc.
because customers want that their special case must be considered, for that branches need to
be empowered. In other word it can be said bank should alter its existing service to satisfy the
customer needs, as and when it is needed in special cases. Bank should begin a clear
understanding of the entire customer base in particular; of those customers are the most
profitable.

 Pricing is in fact a very critical and sensitive issue while launching any product or inducing
more features in existing product in such a highly competitive market of banking before the
management of any bank. Because, price driven competition is one of the significant
emerging trend in bank marketing. ICICI Bank should also be very careful while
reconsidering the price of any core and leading product by closing understanding the
behavior up to what extent customers are in the position to tolerate it, since customer’s price
sensitivity is not same across product categories.

 Price of any product is kept same across the country but for the some places is always not
correct, like New Delhi where delta increase in the price of any product matters for the
customers. As it has been seen in the case of increase in charges of QAB of savings account
that resulted in many closures of the account.

65
 The reaction of this increment in the charges from the customer was aggressive. So bank
must price any product by keeping the view of region factor too-where people needs, attitude
and purchasing power must be closely understood by the management of the bank. For this,
branches also needs to be empowered to the some extent-where they can make necessary
changes in the price of some selected core products, as they have better understanding of the
behavior of their customers than the policy makers of the bank. There should be effective
publicity of new products of new products and relaunching of existing one too. Monitoring
and customer feedback of all the new and old products should be one regular basis.

 Bank should provide effective publicity of new product launched and educate the customer to
go in for these products by highlighting the advantages of the products. Because if bank’s
aim is to provide service matching the best in the banking industry so that it can get the most
effective publicity, especially through word of mouth for this at the same it is inevitable to
educate the customer about bank’s product and facilities available on it.

 As the products and services of the ICICI Bank are almost technology oriented where most
advanced softwares are used and most of the banking work are executed on computer
through Internet. In such situation where more technicalities is involved in both products and
services there is a need to educate the customers so that they can easily use and avail all the
facilities available on all the product.

 During my training, I observed that many customers, not to ask about Internet banking,
Phone Banking even don’t know how to use ATM, which is really a area of concern.
Customers do not know the complete rules and regulations and procedures of banks and
bankers preserve them for themselves and do not take interest in educating the customers
because if you are giving a product in the hands of the customers keeping the view to serve
them better, it is equally important to aware not only about the facilities that are available on
any product but also how to use them.

 Until and unless this thing is practices as a campaign, it would be difficult to retain existing
customers as it is said retaining the existing customers is less expensive than creating new
one. For this bank need to educate the customer from the grass root of banking.

66
RECOMMENDATIONS FOR BANK@HOME

 Since the customer and his needs remain in focus in banking, it would be appropriate to have
a view of the customers banking needs which include financial security, convenience, quick
service, personalized service, investment counseling, return of investment, support by way of
credit prestige, wide range of service, etc. and to be the best on these aspects ICICI Bank has
and is trying it’s best, and has been successful too, but still there is some scope for
improvement, which I observed during my training in this bank.

 Nowadays, customers are more service driven than product – driven and are not
homogeneous in their behavioral pattern, attitude, needs and expectations. Therefore, a
thorough understanding of the customer is a pre requisite to offer him satisfaction through
providing services. ICICI Bank should also focus on to have the provision to make some
changes in its core products on the basis of region, purchasing power of the people etc.
because customers want that their special case must be considered, for that branches need to
be empowered. In other word it can be said bank should alter its existing service to satisfy the
customer needs, as and when it is needed in special cases. Bank should begin a clear
understanding of the entire customer base in particular; of those customers are the most
profitable.

 Pricing is in fact a very critical and sensitive issue while launching any product or inducing
more features in existing product in such a highly competitive market of banking before the
management of any bank. Because, price driven competition is one of the significant
emerging trend in bank marketing. ICICI Bank should also be very careful while
reconsidering the price of any core and leading product by closing understanding the
behavior up to what extent customers are in the position to tolerate it, since customer’s price
sensitivity is not same across product categories.

 Price of any product is kept same across the country but for the some places is always not
correct, like New Delhi where delta increase in the price of any product matters for the
customers. As it has been seen in the case of increase in charges of QAB of savings account
that resulted in many closures of the account.

67
 The reaction of this increment in the charges from the customer was aggressive. So bank
must price any product by keeping the view of region factor too-where people needs, attitude
and purchasing power must be closely understood by the management of the bank. For this,
branches also needs to be empowered to the some extent-where they can make necessary
changes in the price of some selected core products, as they have better understanding of the
behavior of their customers than the policy makers of the bank. There should be effective
publicity of new products of new products and relaunching of existing one too. Monitoring
and customer feedback of all the new and old products should be one regular basis.

 Bank should provide effective publicity of new product launched and educate the customer to
go in for these products by highlighting the advantages of the products. Because if bank’s
aim is to provide service matching the best in the banking industry so that it can get the most
effective publicity, especially through word of mouth for this at the same it is inevitable to
educate the customer about bank’s product and facilities available on it.

 As the products and services of the ICICI Bank are almost technology oriented where most
advanced software are used and most of the banking work are executed on computer through
Internet. In such situation where more technicalities is involved in both products and services
there is a need to educate the customers so that they can easily use and avail all the facilities
available on all the product.

 During my training, I observed that many customers, not to ask about Internet banking,
Phone Banking even don’t know how to use ATM, which is really a area of concern.
Customers do not know the complete rules and regulations and procedures of banks and
bankers preserve them for themselves and do not take interest in educating the customers
because if you are giving a product in the hands of the customers keeping the view to serve
them better, it is equally important to aware not only about the facilities that are available on
any product but also how to use them.

 Until and unless this thing is practices as a campaign, it would be difficult to retain existing
customers as it is said retaining the existing customers is less expensive than creating new
one. For this bank need to educate the customer from the grass root of banking.

68
INNOVATIVE PROMOTIONAL STRATEGIES

1. Money Back Contest: This contest will be a monthly contest for our non-HNI customers
who are using Cash On Tap service. The customer with the most number of transactions
through Cash On Tap in a single month will not be charged for the same i.e. the delivery
charges of Rs40 will be credited back into his/her account. The more you use the more
you get back.

2. Movie Tickets: A yearly contest for our HNI customers who use Cash On Tap, the
customer with the most number of transaction through Cash On Tap will be given an
option to choose from either 2movie tickets or a year free news paper subscription.

3. RSD Up-grade: This will be an upgrading strategy especially for our customers who use
Remote Service Delivery services. A customer making 8 requests in a month through
Remote Service Delivery will be given a free coupon to avail one free transaction through
Cash On Tap. This would help us promote both our models of BANK@HOME.

4. Point Gather Scheme: This scheme can be used in 2 ways, firstly for our non HNI
customers who use Cash On Tap, whenever they use our service they get 2 points for
availing the service, when they collect 500 points they are eligible for 3 unique gift items
from which they can choose any 1or they can wait and collect 1000 points to avail better
gifts. Secondly if we look at BANK@HOME as way to migrate our customers to this
channel we can apply this scheme to both Cash On Tap (HNI and Non-HNI customers)
and Remote Service Delivery.

5. Lucky One: Customers using Cash On Tap and Remote Service Delivery of
BANK@HOME, for Cash On Tap one lucky customer everyday will not be charged for
the service. Customers using Remote Service Delivery will be given 2 free coupons to
avail Cash on Tap without any charges.

6. Early Bird: The very first request through Cash on Tap every day can be kept free for the
customers.

69
PROPOSED PAMPHLET FOR BANK@HOME

70
The main aim of making a pamphlet for bank at home was to have a handout that the customers
can carry, the pamphlet was small in size but an attractive one stating all the necessary details to
avail the service. It gives all necessary details of both the models of Bank@Home i.e. Remote
service delivery and Cash on tap.

71
Places To Install Drop Boxes

1. ATM’s: ATM’s are easy to find in any area of the city and therefore it makes sense to
put the request drop boxes at our ATM’s.

2. Petrol Pumps: Prominent Petrol pumps are a good place to have our request drop boxes,
people do visit petrol pumps and the box will definitely catch the eye of our customers.
Moreover we have our tie-up with HP we can think of putting up boxes at the HP petrol
pumps.

3. Clubs: Having our drop boxes at clubs of various localities will allow our service to
reach out to people easily. People of all age groups visit the clubs for some activity or
the other.

4. Societies: Our boxes should be placed at the society office of various colonies; people
visit the societies regularly and are well aware of the locations of the same.

5. Prominent Places: Such as restaurants, fast food joints, shopping malls, super bazaars,
card shops, cinema halls, are places which are visited regularly by people from various
localities of the city, therefore this will help us reach out more people.

6. Near Offices: We should look out for people that work in an organization which does
not have a salary account with ICICI but employees do have accounts with us and put
our request boxes near their offices or outside their office. This will allow us to extend
our relationship with the organization

7. Branch: Setting up request drop in boxes at the branch and encouraging people to use
the same for the issues that can be served through BANK@HOME will allow people to
be aware of this service, recognize the box and avoid their own inconvenience of coming
all the way to the branch.

8. Mother Dairy Booths: People do visit the mother dairy booths very regularly almost
daily, our drop boxes at the mother dairy booth will help us to make our drop in boxes
more recognizable as well as increase its utility.

72
9. District Parks: If possible our drop boxes should be located near the entrances of district
parks, people tend to go for their morning and evening walks and exercises.

10. Temples: Drop boxes near the temples can allow customers to locate our drop boxes
easily and use them.

11. Delhi Metro: The Delhi metro station would be a nice place to put up the drop boxes as a
large number of people now commute through it.

73
SUGGESTIONS

1. Knowledge: All bank officials and the call center customer care executives must have full
knowledge about all issues of BANK@HOME, dummy calls to the call center revealed
that the customer care executives are confused about various issues.

2. Quick Action: Customers who have enrolled must be sent a mailer regarding location of
request boxes located near their residence as soon as possible so that the enthusiasm
remains with the customer he would be not willing to utilize the concept if bank does not
show interest for the same.

3. Pamphlets: Pamphlets of BANK@HOME must be given to customers as and when they

start a relationship with the bank that allows them the privilege to use the same.

4. Credit Card: Credit card queries at the branch are too many; BANK@HOME must extend
some service for the credit cards that will allow the foot fall to decrease. Maybe the
service can be extended to gold card users.

5. The Policy: The ICICI regional office must consider their policy of putting up boxes. At
present the Branch looks after the task of putting up boxes in its locality. It is important here
to understand that the service is more beneficial for people who live far from their bank
branch, however the branch serving them has no authority to put up boxes in that locality, for
example many of our respondents who enrolled for Bank@Home were putting up at Dwarka
however there are no drop boxes at Dwarka. Another noticeable thing that is evident was that
many important areas have no drop boxes, or even if they are they are far from the actual
locality for example the request drop box at Vasant Vihar is placed at Qutab institutional area.

74
BIBLIOGRAPHY
BOOKS:

 Kothari, C.R., Research Methodology, Methods & Techiques ,2nd Edition , 2005 , NEW
AGE INTERNATIONAL PVT.. LTD.

 Basu, S, "Investment Performance Of Common Stocks In Relation To Their Price

Earnings Ratios: A Test Of The Efficient Market Hypothesis " , Journal Of Finance, June
1977.

 Steinherr, A. (1998), Derivatives: The wild beast of finance, John Wiley and Sons.

MAGAZINES:

 Official Brochures of ICICI Bank

 Data base provided by company

WEBSITES:

 wwwICICIBank.com

 www.iciciuniverse.com

 www.moneycontrol.com

75
APPENDICES
QUESTIONNAIRE FOR CUSTOMER SATISFACTION

Dear Sir / Madam, I am conducting a survey on ICICI. I shall be very thankful to you to
give your few minutes to me for answering my few questions below.

NAME ADDRESS

1. WHICH AGE GROUP DO YOU REFER TO?

a) 20 – 30 yrs
b) 30 – 40 yrs
c) 40 – 50 yrs
d) Above 50

2. WHAT DO YOU EXPECT FROM A BANK WHILE OPENING AN ACCOUNT

(a) Quick Service

(b) Proper Information

(c) Working Hour

(d) Less Formalities

(e) Variety of Products

3. WHICH AMONG THE FOLLOWING INFLUENCED YOU MOST TO OPEN AN

ACCOUNT IN ICICI BANK?

(a) Friends / Relative

(b) Advertisement

(c) Bank Employees

(d) Prospectus

76
 4. PLEASE TICK FOLLOWING SERVICES / FACILITIES BASED ON YOUR
PERSONAL EXPERIENCE IN DEALING WITH THE BRANCH OFFICE :

S.N QUESTION RATING

O
1. Cleanliness, Layout, Access to the V. Good Good Average Poor
entrance, Visibility of Signboards
2. Space available for sitting / waiting / V. Good Good Average Poor
writing
3. Easy availability of loose pay-in-slips, V. Good Good Average Poor
withdrawal slips, dds / tts forms &
challans etc
4. Availability of services of staff members V. Good Good Average Poor
for any enquiry/ listening to your
problems.
5. General behaviour of the members of V. Good Good Average Poor
staff
6. Availability of services at Computerised V. Good Good Average Poor
Counters eg. Knowing the balance, Debit
/Credit of instruments etc., and delivery
of printed passbooks / Statements
7. Compliance of standing instructions V. Good Good Average Poor
8. Availability of Complaint Register on Easily available on Not available
demand demand

S.N QUESTION
O
9. Delivery of Demand Drafts / Pay Orders / Within 20 20-30 min More than
Bank orders min 30 min
10. Updating of Savings / RD Pass Books Within 15 15-30 min More More
(Where entries are not more) min than than 1
30 min day
11. Issue of Cheque Books Within 15 15-30 min More More
min than than 1
30 min day

77
12. Issue of Statement of Accounts (Manual) Within 7 7- 15 days More than
days 15 days
13. Issue of Statements of Accounts / Pass Instantly More than 30 More than
Books (on Computers) min 1 hr
14. Credit of proceeds of domestic transfers Within 20 20-30 min More than
min 30 min.
15. Time taken in sanctioning of loans against Within 30 30-60 min More than
Bank's deposits min. 60 min.

5. IN COMPARISON TO OTHER BANKS HOW WOULD YOU RATE ICICI BANK?

a) Excellent
b) Good
c) Average
d) Poor
e) Can’t say

6. WOULD YOU RECOMMEND ICICI BANK TO OTHERS?

a) Yes
b) No

78
QUESTIONNAIRE FOR ANALYZING BANK @ HOME SERVICE

1. HOW OFTEN DO YOU VISIT THE BRANCH?

a) Daily
b) Weekly
c) Fortnightly
d) Monthly

2. HOW FAR IS YOUR HOME/OFFICE FROM THE BRANCH?

a) 0- 1 km
b) 1-5 km
c) 5-10 km
d) More than 10 km

3. WHAT ARE THE MAJOR ISSUES FOR WHICH YOU NEED TO VISIT THE
BRANCH?
a) DD/ PO/ Funds transfer
b) Cheque book requests
c) Statements
d) Cheque deposits
e) FD/ RD opening and renewal
f) Cash withdrawal
g) Cash deposit
h) A/C opening

4. WOULD YOU LIKE TO CARRY OUT ALL THE ABOVE MENTIONED

TRANSACTIONS FROM THE CONVENIENCE OF YOUR HOME?
a) Yes
b) No
5. ARE YOU AWARE OF OUR SERVICE BANK@HOME?
a) Yes
b) No
79

1
6. DID YOU KNOW THAT BANK@HOME IS A FREE SERVICE?
a) Yes
b) No

7. ARE YOU ENROLLED WITH US FOR AVAILING BANK@HOME?

a) Yes
b) No

8. WOULD YOU LIKE TO ENROLL NOW?

a) Yes
b) No