A STUDY ON CUSTOMER SATISFACTION IN ICICI BANK

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EXECUTIVE SUMMARY
Private Banking is a concept which is new and fast emerging in the world of banking where
changes have become a necessity in order to survive in this competitive environment vis-à-vis
not only from the public and private sector banks but also from foreign banks.
The objective of the research is to explore the various products, which a private banker deals into
and the systematic process used by the ICICI bank to make its services customer friendly.
ICICI started in Aug 2002 and since then it has been a remarkable success. Today there are
enormous solutions to cater client needs but what suits best to a client is where private banking
fits in. Every client will have different needs, liking and preferences. So, a customized portfolio
for every client is the need of the day.
This research will highlight more on the products & services portfolio of the ICICI private
banking, how they have changed or innovatively structured to be attractive and competitive.

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LITERATURE REVIEW
Satisfaction means a feeling of pleasure because one has something or has achieved something.
It is an action of fulfilling a need, desire, demand or expectation. Every rationale customer
compares the cost (price) and benefit (utility) of any product or Services. Customers compare
their expectations about specific product/services and its actual benefits. This comparison results
into three types of customers: dissatisfied Customers (expectations are more than actual
performance of the service); satisfied Customers (actual benefits realized from services are equal
to or more than expectations); indifferent customers (actual performance and expectation are
exactly equal).
Westbrook (1981) reported that overall satisfaction is the outcome of customer's evaluation of a
set of experiences that are linked with the specific service provider. It is observed that
organization's concentration on customer expectations resulted into greater Satisfaction (Peters
and Waterman, 1982). Kotler (2000) defined satisfaction as a person’s feelings of pleasure or
disappointment resulting from the comparison of Product’s perceived performance in reference
to expectations. Customers' feelings and Beliefs also affect their satisfaction level. It is said that
satisfaction is a function of Customer’s belief about fair treatment (Hunt, 1991).
Customer satisfaction has become important due to increased competition as it is considered very
important factor in the determination of bank's competitiveness (Bartell, 1993; Haron et al.
1994).Satisfaction is a post purchase evaluative judgment associated with a specific purchase
decision (Churchill and Suprenant, 1992). The customer Satisfaction is indispensable for the
successful survival of any organization. Continuous measurement of satisfaction level is
necessary in a systematic manner (Chakravarty et al.1996; Chit wood, 1996; Romano and
Sanfillipo, 1996).

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Customer Satisfaction in Banking:
Financial liberalization and deregulation has increased the competition among banks to attract
potential customers. Every banker tries to provide superior services to keep satisfied customers.
Satisfied customer is the real asset for any organization that ensures long-term Profitability even
in the era of great competition. It is found that satisfied customer repeat his/her experience to buy
the products and also creates new customers by communication of positive message about it to
others (Dispensa, 1997). On the other hand, dissatisfied Customer may switch to alternative
products/services and communicate negative message to others. So, organizations must ensure
the customer satisfaction regarding their Goods/services (Gulledge, 1996).
Expectation-Outcome Experience of Customers:
Report
Satisfaction or
Dissatisfaction
Actual
Performance
Pre purchase
Expectation
Switch

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CHAPTER I
INTRODUCTION
INTRODUCTION TO BANKING IN INDIA:
The banking section will navigate through all the aspects of the Banking System in India. It will
discuss upon the matters with the birth of the banking concept in the country to new players
adding their names in the industry in coming few years.
The banker of all banks, Reserve Bank of India (RBI), the Indian Banks Association (IBA) and
top 20 banks like IDBI, HSBC, ICICI, ABN AMRO, etc. has been well defined under three
separate heads with one page dedicated to each bank.
However, in the introduction part of the entire banking cosmos, the past has been well explained
under three different heads namely:
 History of Banking in India
 Nationalization of Banks in India
 Scheduled Commercial Banks in India
The first deals with the history part since the dawn of banking system in India. Government took
major step in the 1969 to put the banking sector into systems and it nationalized 14 private banks
in the mentioned year. This has been elaborated in Nationalization Banks in India. The last but
not the least explains about the scheduled and unscheduled banks in India. Section 42 (6) (a) of
RBI Act 1934 lays down the condition of scheduled commercial banks.

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HISTORY OF BANKING IN INDIA:
Without a sound and effective banking system in India it cannot have a healthy economy. The
banking system of India should not only be hassle free but it should be able to meet new
challenges posed by the technology and any other external and internal factors.For the past three
decades India's banking system has several outstanding achievements to its credit. The most
striking is its extensive reach. It is no longer confined to only metropolitans or cosmopolitans in
India. In fact, Indian banking system has reached even to the remote corners of the country.The
government's regular policy for Indian bank since 1969 has paid rich dividends with the
nationalization of 14 major private banks of India.
Not long ago, an account holder had to wait for hours at the bank counters for getting a draft or
for withdrawing his own money. Today, he has a choice. Gone are days when the most efficient
bank transferred money from one branch to other in two days. Now it is simple as instant
messaging or dials a pizza. Money has become the order of the day.
The first bank in India, though conservative, was established in 1786. From 1786 till today, the
journey of Indian Banking System can be segregated into three distinct phases. They are as
mentioned below:
 Early phase from 1786 to 1969 of Indian Banks
 Nationalization of Indian Banks and up to 1991 prior to Indian banking sector Reforms.
 New phase of Indian Banking System with the advent of Indian Financial& Banking
Sector Reforms after 1991.
SCHEDULED COMMERCIAL BANKS IN INDIA:
The commercial banking structure in India consists of:
 Scheduled Commercial Banks in India
 Unscheduled Banks in India

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Scheduled Banks in India constitute those banks which have been included in the Second
Schedule of Reserve Bank of India (RBI) Act, 1934. RBI in turn includes only those banks in
this schedule which satisfy the criteria laid down vide section 42 (6) (a) of the Act.
As on 30th June, 1999, there were 300 scheduled banks in India having a total network of 64,918
branches. The scheduled commercial banks in India comprise of State bank of India and its
associates (8), nationalized banks (19), foreign banks (45), private sector banks (32), co-
operative banks and regional rural banks.
"Scheduled banks in India" means the State Bank of India constituted under the State Bank of
India Act, 1955 (23 of 1955), a subsidiary bank as defined in the State Bank of India (Subsidiary
Banks) Act, 1959 (38 of 1959), a corresponding new bank constituted under section 3 of the
Banking Companies (Acquisition and Transfer of Undertakings) Act, 1970 (5 of 1970), or under
section 3 of the Banking Companies (Acquisition and Transfer of Undertakings) Act, 1980 (40
of 1980), or any other bank being a bank included in the Second Schedule to the Reserve Bank
of India Act, 1934 (2 of 1934), but does not include a co-operative bank".
"Non-scheduled bank in India" means a banking company as defined in clause (c) of section 5 of
the Banking Regulation Act, 1949 (10 of 1949), which is not a scheduled bank".
The following are some of the Scheduled Banks in India (Public Sector):
 State Bank of India
 Allahabad Bank
 Bank of India
 Central Bank of India
 Dena Bank
The following are some of the Scheduled Banks in India (Private Sector):
 Axis Bank Ltd

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 ICICI Bank Ltd
 HDFC Bank Ltd
 Bank of Punjab Ltd
 IDBI Bank Ltd
The following are some of the Scheduled Foreign Banks in India:
 American Express Bank Ltd.
 Bank of Tokyo Ltd.
 Citi Bank N.C.
 Standard Chartered Bank.

BANKING SERVICES IN INDIA:
With years, banks are also adding services to their customers. The Indian banking industry is
passing through a phase of customers market. The customers have more choices in choosing
their banks. A competition has been established within the banks operating in India.With stiff
competition and advancement of technology, the services provided by banks have become more
easy and convenient. The past days are witness to an hour wait before withdrawing cash from
accounts or a cheque from north of the country being cleared in one month in the south.
This section of banking deals with the latest discovery in the banking instruments along with the
polished version of their old systems.
Bank Account:
The most common and first service of the banking sector. There are different types of bank
account in Indian banking sector. The bank accounts are as follows:
 Bank Savings Account - Bank Savings Account can be opened for eligible person /
persons and certain organizations / agencies (as advised by Reserve Bank of India (RBI)
from time to time)

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 Bank Current Account - Bank Current Account can be opened by individuals /
partnership firms / Private and Public Limited Companies / HUFs / Specified Associates /
Societies / Trusts, etc.
 Bank Term Deposits Account - Bank Term Deposits Account can be opened by
individuals / partnership firms / Private and Public Limited Companies / HUFs/ Specified
Associates / Societies / Trusts, etc.
 Bank Account Online - With the advancement of technology, the major banks in the
public and private sector has facilitated their customer to open bank account online. Bank
account online is registered through a PC with an internet connection. The advent of bank
account online has saved both the cost of operation for banks as well as the time taken in
opening an account.
Plastic Money:
Credit cards in India are gaining ground. A number of banks in India are encouraging people to
use credit card. The concept of credit card was used in 1950 with the launch of charge cards in
USA by Diners Club and American Express. Credit card however became more popular with use
of magnetic strip in 1970.Credit card in India became popular with the introduction of foreign
banks in the country. Credit cards are financial instruments, which can be used more than once to
borrow money or buy products and services on credit. Basically banks, retail stores and other
businesses issue these.
Loans:
Banks in India with the way of development have become easy to apply in loan market. The
following loans are given by almost all the banks in the country:
 Personal Loan
 Car load or Auto Loan
 Loan against Shares
 Home Loan
 Education Loan or Student Loan

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Money Transfer:
Beside lending and depositing money, banks also carry money from one corner of the globe to
another. This act of banks is known as transfer of money. This activity is termed as remittance
business. Banks generally issue Demand Drafts, Banker's Cheque, Money Orders or other such
instruments for transferring the money. This is a type of Telegraphic Transfer or Tele Cash
Orders.It has been only a couple of years that banks have jumped into the money transfer
businesses in India. The international money transfer market grew 9.3% from 2003 to 2004 i.e.
from US$213 bn. to US$233 bn. in 2004. Economists say that the market of money transfer will
further grow at a cumulative 12.1% average growth rate through 2009.
FUTURE OF BANKING IN INDIA:
A healthy banking system is essential for any economy striving to achieve good growth and yet
remain stable in an increasingly global business environment. The Indian banking system has
witnessed a series of reforms in the past, like deregulation of interest rates, dilution of
government stake in PSBs, and increased participation of private sector banks. It has also
undergone rapid changes, reflecting a number of underlying developments. This trend has
created new competitive threats as well as new opportunities.
Given the competitive market, banking will (and to a great extent already has) become a process
of choice and convenience. The future of banking would be in terms of integration. This is
already becoming a reality with new-age banks such as YES Bank ICICI Bank, and others too
adopting a single-PIN, OTP facility. Geography will no longer be an inhibitor. Technology will
prove to be the differentiator in the short-term but the dynamic environment will soon lead to its
saturation and what will ultimately be the key to success will be a better relationship
management.
If one were to say that the future of banking in India is bright, it would be a gross
understatement. With the growing competition and convergence of services, the customers stand

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only to benefit more to say the least. At the same time, emergence of a multitude of complex
financial instruments is foreseen in the near future (the trend is visible in the current scenario
too) which is bound to confuse the customer more than ever unless she spends hours (maybe
days) to understand the same. Hence, I see a growing trend towards the importance of
relationship managers. The success (or failure) of any bank would depend not only on tapping
the untapped customer base (from other departments of the same bank, customers of related
similar institutions or those of the competitors) but also on the effectiveness in retaining the
existing base.
India has witness to a sea change in the way banking is done in the past more than two decades.
Since 1991, the Reserve Bank of India (RBI) took steps to reform the Indian banking system at a
measured pace so that growth could be achieved without exposure to any macro-environment
and systemic risks. Some of these initiatives were deregulation of interest rates, dilution of the
government stake in public sector banks (PSBs), guidelines being issued for risk management,
asset classification, and provisioning. Technology has made tremendous impact in banking.
‘Anywhere banking’ and ‘Anytime banking’ have become a reality. The financial sector now
operates in a more competitive environment than before and intermediates relatively large
volume of international financial flows. In the wake of greater financial deregulation and global
financial integration, the biggest challenge before the regulators is of avoiding instability in the
financial system.

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CHAPTER II
RESEARCH OBJECTIVE
This Study will help us to understand the consumer’s satisfaction about banking services and
products. This study will help banks to understand, how a consumer selects, organizes and
interprets the Quality of service and product offered by banks. The market is more aware and
realistic about investment and returns from financial products. In this background this study tries
to analyze the customer satisfaction towards banking services in general and ICICI Bank in
particular.
SCOPE OF THE STUDY:
This study is limited to the consumers with in New Delhi city. The study will be able to reveal
the preferences, needs, satisfaction of the customers regarding the banking services, It also help
banks to know whether the existing products or services they are offering are really satisfying the
customers’ needs.
OBJECTIVE OF THE STUDY:
1. To understand the major attributes of customer satisfaction.
2. To determine the main factors influencing the level of customer satisfaction in
ICICI Bank.
3. To assess the level of customer satisfaction on the quality of service provided by
the ICICI Bank.
4. To study consumer perception about the ICICI Bank.

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CHAPTER III
COMPANY PROFILE
ICICI Bank is India's largest private sector bank with total assets of Rs. 6,461.29 billion (US$
103 billion) at March 31, 2015 and profit after tax Rs. 111.75 billion (US$ 1,788 million) for the
year ended March 31, 2015. ICICI Bank currently has a network of 4,450 Branches and 13,797
ATM's across India.
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.

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

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ICICI GROUP COMPANIES:
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 group companies.
ICICI Group
http://www.icicigroupcompanies.com
ICICI Prudential Life Insurance Company
http://www.iciciprulife.com/public/default.htm
ICICI Securities
http://www.icicisecurities.com
ICICI Lombard General Insurance Company
http://www.icicilombard.com
ICICI Prudential AMC & Trust
http://www.icicipruamc.com
ICICI Venture
http://www.iciciventure.com
ICICI Direct
http://www.icicidirect.com
ICICI Foundation
http://www.icicifoundation.org
Disha Financial Counselling
http://www.icicifoundation.org
ICICI Bank also has banking subsidiaries in UK and Canada

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BOARD OF DIRECTORS:
ICICI Bank's Board members include eminent individuals with a wealth of experience in
international business, management consulting, banking and financial services.
Board Members:
Mr. K. V. Kamath, Chairman Mr. SridarIyengar
Mr. Homi R. Khusrokhan Mr. Lakshmi N. Mittal
Mr. NarendraMurkumbi Dr. Anup K. Pujari
Mr. AnupamPuri Mr. M.S. Ramachandran
Mr. M.K. Sharma Mr. V. Sridar
Prof. Marti G. Subrahmanyam Mr. V. PremWatsa
Ms. Chanda D. Kochhar, Mr.SandeepBakhshi,
Managing Director & CEO Deputy Managing Director
Mr. N. S. Kannan, Mr. K. Ramkumar,
Executive Director & CFO Executive Director
Mr. SonjoyChatterjee,
Executive Director

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BOARD COMMITTEE:
Audit Committee
Board Governance Remuneration &
Nomination Committee
Mr. SridarIyengar, Chairman
Mr. M. K. Sharma, Alternate Chairman
Mr. NarendraMurkumbi
Mr. V. Sridar
Mr. M. K. Sharma, Chairman
Mr. K. V. Kamath
Mr. AnupamPuri
Prof. Marti G. Subrahmanyam
Corporate Social Responsibility
Committee
Customer Service Committee
Dr. Anup K. Pujari
Ms. Chanda D. Kochhar
Mr. K. V. Kamath, Chairman
Dr. Anup K. Pujari
Mr. M. S. Ramachandran
Mr. M.K. Sharma
Credit Committee Fraud Monitoring Committee
Mr. M. S. Ramachandran Mr. M .K.
Sharma
Mr. K. V. Kamath
Mr. SandeepBakhshi
Risk Committee
Share Transfer & Shareholders'/
Investors' Grievance Committee
Mr. SridarIyengar
Dr. Anup K. Pujari
Prof. Marti G. Subrahmanyam
Mr. V. PremWatsa
Mr. N. S. Kannan
Committee of Executive Directors
Ms. Chanda D. Kochhar, Chairperson
Mr. SandeepBakhshiMr. N. S. Kannan
Mr. K. Ramkumar
Mr. SonjoyChatterjee

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BUSINESS OBJECTIVE:
 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 service.
 Expand the frontiers of our business globally.
 Play a proactive role in the full realisation 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.
TECHNOLOGY USED IN ICICI BANK:
ICICI use many type of advance technological software like Pinnacle 7.0
andPinnacle7.016.Among from this software ICICI bank uses the e-banking, core banking,
mobile banking electronic display. ICICI Bank was using Teradata for its data warehouse.
However, due to its proprietary hardware, the cost of procurement, upgrades and administration
was soaring. The closed box architecture of Teradata imposed restrictions on scalability.
Secondly, querying and loading could not happen simultaneously. Queries could only be run
during business hours because the loading of data had to take place during off business hours.
This meant that the refresh rate of EDW was delayed, so queries may not reflect the most current
data. ICICI Bank was also dependent on Teradata for support and other activities: The bank was
completely tied down to that solution.

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These issues compelled ICICI Bank to look for more efficient and flexible solutions. The
solution would have to address not only current issues, but accommodate future growth
expectations and business requirements. ICICI Bank evaluated numerous data warehousing
solutions in the pursuit of solving its issues, and developed a shortlist of alternatives for its
migration proof-of-concept: Sybase, SAS and Netezza. The primary criteria for evaluation were
the price-to-performance ratio where Sybase IQ emerged the clear winner. During this rigorous
testing, Sybase IQ delivered faster results on independent hardware and operating systems with
minimum infrastructure. Commending the improvements achieved, AmitSethi, Joint General
Manager, ICICI bank says, "What impressed us wasthat even with overall lower costs, we could
achieve significantly better query performanceafter implementing the Sybase enterprise
warehouse solution." ICICI Infotech today launched an enterprise resourceplanning (ERP)
solution for the small and medium enterprises.
The ERP package - Orion Advantage - comes bundled with an HP dual processor Xeon server,
Oracle 9i database, Windows 2003 server and costs about Rs 9.90 lakh and has a 15-user license.
An ERP package helps a manufacturer or any other business implementing it to manage all the
important parts in the company such as product planning, parts purchasing, maintaining
inventory and interacting with suppliers and customers.
ICICI Infotech officials told a press conference here today that Orion Advantage offered a set of
business practice solutions for industry segments such as engineering, auto ancillary,
pharmaceuticals, chemicals and IT distribution. Besides the cost advantage, the ERP package
also came pre-configured. ICICI Infotech had mapped the processes specific to each industry
segment into the package.
Mr. R.K. Kanthi, Deputy General Manager, ICICI Infotech, said there was no ERP packagefor
the SMEs that bundled the server, database and operating system right now. That was the
advantage ICICI Infotech offered to SMEs as Orion Advantage came bundled and preconfigured.
Besides the high cost of generic ERP packages, their implementation time as far as SMEs were
concerned was also long. Orion Advantage could be installed in 45 days.
ICICI Infotech had signed up six customers so far for the package and hoped to garner a 15 per
cent market share of the SME segment, whose number in the country was estimated at 2.30 lakh.

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We can see that the how technology gives the best results in the below diagram. There are
drastically changes seen in the use of Internet banking, in a year 2001 (2%) and in the year 2008
(25%).
Centralized Processing Units  Derived Economies Of Scale
Electronic Straight through Processing  Reduced Transaction Cost
Data Warehousing,CRM  Improve Cost Efficiency,Cross Sell
Innovative Technology Application  Provide New Or Superior Products
The country’s middle class accounts for over 320 million people. In correlation with thegrowth
of the economy, rising income levels, increased standard of living, and affordability of banking
products are promising factors for continued expansion.

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CHAPTER IV
PRODUCTS AND SERVICES
Loan Product Deposit Product Investment & Insurance
 Auto loan
 Loan against
security
 Loan against
property
 Personal loan
 2- wheeler loan
 Commercial
vehicles finance
 Home loans
 Retail business
banking
 Tractor loan
 Working capital
finance
 Construction
 Equipment finance
 Health care finance
 Education loan
 Gold loan
 Savings A/C
 Current A/C
 Fixed Deposits
 Demat A/C
 Safe Deposit
Lockers
 Mutual Funds
 Bonds
 Knowledge Centre
 Insurance
 General And Health
Insurance
 Equity And
Derivatives
 Mudra Gold Bar
Cards Payment Services Access To Bank
 Credit Card
 Debit Card
 Prepaid Card
--------------------------------
Forex services
--------------------------------
 Product And
Services
 Trade Services
 Forex Service
Branch Locater
 RBI Guidelines
 Net Safe
 Merchant
 Prepaid Refill
 Bill Pay
 Visa Bill Pay
 InstaPay
 Direct Pay
 VisaMoney
Transfers
 E-Monies Electronic
Funds Transfer
 Online Payment Of
Direct Tax
 Net Banking
 One View
 InstaAlert Mobile
Banking
 ATM
 Phone Banking
 Email Statements
 Branch Network

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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:
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

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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:
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 LOAN:
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:
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

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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, 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:
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:

24
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)
ICICI BANK PURE GOLD:
Gold has been traditionally the most favored form of investment for Indians. In fact, India, even
today is amongst the highest consumers of Gold in the world. However, the Gold market remains
largely unorganized with reliability and convenience remaining the key issues for gold buyers in
the country.ICICI Bank with its `Pure Gold' offer attempts to bridge the gap between the need of
the customers for buying gold and availability of an organized avenue to satisfy that need, by
taking care of the two key components - Reliability and Convenience. Reliability 24 Carat ICICI
Bank Pure Gold is imported from Switzerland. This Gold carries a 99.99% Assay Certification,
signifying highest level of purity, as per international standards.
FOREX SERVICES:
ICICI Bank's Foreign Exchange Services will help you organize your foreign exchange in the
most hassle free manner. Whether its Foreign Currency, Travelers Cheques or Travel Card,
ICICI Bank Foreign Exchange Services is a one-stop solution to your foreign exchange
requirement.

25
SWOT ANAYSIS:
STRENGTH: WEAKNESS:
Online service
Advanced Infrastructure
Friendly staff
12 hr banking service
Other facilities to the customers and employees
Late night ATM service
High bank service charges
Less credit period
OPPURTUNITY: THREATS:
Bank Insurance service
Increase in percentage of returns on increase
Recruit professionally guided students
Associate with social cause
Competition
Net services
Decentralized management

26
CHAPTER V
RESEARCH METHODOLOGY
Research Methodology is a way to solve the research problem systematically. It involves the
various steps to find out the solution of an identified problem. It also clarifies the logic behind
the study of the problem. When we talk about research methodology we not only talk of the
research method but also consider the logic behind the method we use in the context of our
research study and explain why we are using a particular method or techniques and why we are
not using other so the result are capable of being evaluated.
RESEARCH DESIGN:
A descriptive study tries to discover answers to the questions who, what, when, where, and,
sometimes, how. The researcher attempts to describe or define a subject, often by creating a
profile of a group of problems, people, or events. Such studies may involve the collection of data
and the creation of a distribution of the number of times the researcher observes a single event or
characteristic (the research variable), or they may involve relating the interaction of two or more
variables. Organizations that maintain databases of their employees, customers, and suppliers
already have significant data to conduct descriptive studies using internal information. Yet many
firms that have such data files do not mine them regularly for the decision-making insight they
might provide. This descriptive study is popular in business research because of its versatility
across disciplines. In for-profit, not-for-profit and government organizations, descriptive
investigations have a broad appeal to the administrator and policy analyst for planning,
monitoring, and evaluating. In this context, how questions address issues such as quantity, cost,
efficiency, effectiveness, and adequacy. Descriptive studies may or may not have the potential
for drawing powerful inferences. A descriptive study, however, does not explain why an event
has occurred or why the variables interact the way they do.

27
SAMPLE METHOD:
Convenience sampling method is used for the survey of this project. It is a non-probability
sample. This is the least reliable design but normally the cheapest and easiest to conduct .In this
method Researcher have the freedom to choose whomever they find, thus the name convenience.
Example includes informal pools of friends and neighbors or people responding to a newspaper’s
invitation for readers to state their position on some public issue.
SAMPLE SIZE:
Sample size denotes the number of elements selected for the study. For the present study, 50
respondents were selected at random. All the 50 respondents were the customers of different
branches of ICICI Bank.
SAMPLING METHOD:
A sample is a representative part of the population. In sampling technique, information is
collected only from a representative part of the universe and the conclusions are drawn on that
basis for the entire universe.
TYPES OF DATA:
Every decision poses unique needs for information, and relevant strategies can be developed
based on the information gathered through research. Research is the systematic objective and
exhaustive search for and study of facts relevant to the problem
Research design means the framework of study that leads to the collection and analysis of data. It
is a conceptual structure with in which research is conducted. It facilitates smooth sailing of
various research operations to make the research as effective as possible.

28
PRIMARY DATA:
Primary data are those collected by the investigator himself for the first time and thus they are
original in character, they are collected for a particular purpose. A well-structured questionnaire
was personally administrated to the selected sample to collect the primary data.
SECONDARY DATA:
Secondary data are those, which have already been collected by some other persons for their
purpose and published. Secondary data are usually in the shape of finished products.

29
CHAPTER VI
DATA ANALYSIS & INTERPRETATION
1. How long have you been customer of the ICICI bank?
No. of Years No. of Respondents
Less than a year 13
1-4 years 18
4-7 years 15
More than 7 years 4
INTERPRETATION: From the above graph it is clear that majority of the respondents are part
of the ICICI bank from 1-4 years i.e.36%; 30% of the respondents are part of the ICICI bank
from 4-7 years; 26% respondent from less than a year and remaining 8% respondent are part of
the ICICI bank form more than 7 years.
Less than a
year 1-4 years
4-7 years
More than 7
years
13
18
15
4
How long have you been customer of the
ICICI bank?

30
2. Do you always get the prompt service whenever you visit the ICICI bank branch?
No. of Respondents
Strongly agree 23
Agree 17
Neither Agree nor Disagree 7
Disagree 2
Strongly disagree 1
INTERPRETATION: From the above graph it is clear that majority of the respondents get
timely and quick services by the ICICI bank i.e.46%; 34% of the respondents seem to be just
satisfied; 14% respondent are neither happy nor have any problem and remaining 6% respondent
are dissatisfied with respect to get late services from the ICICI bank.
46%
34%
14%
4% 2%
Do you always get the prompt service
whenever you visit the ICICI bank?
Strongly agree Agree Neither Agree nor Disagree Disagree Strongly disagree

31
3. Do you agree that the procedure to open an account with the ICICI bank is
difficult?
No. of Respondents
Strongly agree 0
Agree 1
Disagree 19
Strongly disagree 25
INTERPRETATION: From the above graph it is clear that 3/4th of the respondents doesn’t face
any problem in the process of opening a new account; 10% respondent are neither happy nor
have any problem and remaining 2% respondent are dissatisfied with the procedure of opening a
new account in the ICICI bank.
Strongly agree Agree Neither Agree
nor Disagree
Disagree Strongly
disagree
0 1
5
19
25
Do you agree that the procedure to open an
account with the ICICI bank is difficult?

32
4. Do you agree that the process of depositing and withdrawing money from the ICICI
bank is complex?
No. of Respondents
Strongly agree 1
Agree 1
Disagree 29
Strongly disagree 11
INTERPRETATION: From the above graph it is clear that 80% of the respondents feel that the
process of depositing and withdrawing money from the by ICICI bank isn’t complex; 16% of the
respondents are neither happy nor have any problem and remaining 4% respondent face problem
in depositing and withdrawing money from the ICICI bank.
1 1
8
29
11
Strongly agree Agree Neither Agree nor
Disagree
Disagree Strongly disagree
Do you agree that the process of depositing
and withdrawing money from the ICICI bank
is complex?

33
5. Are satisfied you with the way the queries of the customers have been resolved by
the ICICI bank?
No. of Respondents
Strongly agree 23
Agree 16
Disagree 0
Strongly disagree 1
INTERPRETATION: From the above graph it is clear that 82% respondent’s query and
conflict has been easily resolved by the ICICI bank; 16% of the respondents are neither happy
nor have any problem and remaining 4% respondent feels that their problems have not been
resolved in the best way by the ICICI bank.
50%
32%
16%
0% 2%
Are satisfied you with the way the queries of
the customershave been resolved by the
ICICI bank?

34
6. Do you agree that minimum account limit is not high and easy to maintain in the
ICICI bank?
No. of Respondents
Strongly agree 5
Agree 17
Disagree 9
Strongly disagree 3
INTERPRETATION: From the above graph it is clear that 44% of the respondents are satisfied
with the minimum account limit and easy maintenance of the in the ICICI bank; 32% of the
respondents are neither happy nor have any problem and remaining 24% respondent feels that
minimum account limit isn’t good and face some problem in operating their accounts.
Strongly agree Agree Neither Agree
nor Disagree
Disagree Strongly
disagree
5
17 16
9
3
Do you agree that minimum account limit is
not high and easy to maintain in the ICICI
bank?

35
7. According to you which service provided by the ICICI bank is best?
Services No. of Respondents
Depositing and withdrawing money 8
Query handling 12
New account process 9
Friendliness of bank personnel 7
Minimum account limit is not high 1
Easy maintenance of account 2
Parking facilities and accessibility 2
Convenience of location 1
Online services 8
INTERPRETATION: From the above graph it is clear that majority of the respondents would
feel that new account process, inquiry facility, depositing and withdrawing process & online
services are the best services provided by the ICICI bank; 14% like friendliness of personnel and
the remaining like parking facilities, convenience of location etc. as best services among the
various services provided by the ICICI bank.
8
12
9
7
1 2 2 1
8
Accordingto you which service provided by
the ICICI bank is best?

36
8. What are problems that you face whenever you make a visit to the ICICI Bank?
Services No. of Respondents
Depositing and withdrawing money 1
Query handling 1
New account process 1
Friendliness of bank personnel 0
Minimum account limit is not high 1
Easy maintenance of account 1
Parking facilities and accessibility 27
Convenience of location 10
Online services 8
Interpretation: From the above graph it is clear that majority of the respondents face the
problem of parking and location of the branch of the ICICI bank i.e.74; 16% face the problem
while performing online services and the remaining face the problem in depositing and
withdrawing process, new account opening process in the ICICI bank.
1 1 1 0 1 1
27
10
8
What are problemsthat you face whenever
you make a visit to the ICICI Bank?

37
9. Are satisfied you with the services provided by the ICICI bank?
No. of Respondents
Strongly agree 21
Agree 16
Disagree 3
Strongly disagree 1
INTERPRETATION: From the above graph it is clear that 74% of the respondents are satisfied
with the dealing of the ICICI bank, 16% are not fully satisfied and 18% are satisfied to some
extent.
42%
32%
18%
6%2%
Are satisfied you with the services provided
by the ICICI bank?

38
CHAPTER – VII
FINDINGS & CONCLUSION
From the analysis of the results and based on the objectives of the study the following findings
can be ascertained.
 According to the data collected, it is clear that most of the respondents are part of the
ICICI bank from 1-7 years.
 Almost half of the population gets timely and quick services by the ICICI bank and 75%
of the respondents are satisfied with the service offered by ICICI bank.
 Presently the bank offers varieties of services but the customers are mostly happy with
the easy and simple process of opening a new account, depositing and withdrawing
money and query handling process of the ICICI bank.
 The problems face by the majority of the population is related to the location of branch
and parking facility availability. Whereas online services are new to the customers so
they also face some problem in performing the online services of the ICICI bank.
 As minimum account limit is a cause that restricts the population to make them a part of
the ICICI bank. On the other hand maintain the account is seems to a problem for 1/4th of
the population.

39
CHAPTER – VIII
SUGGESTIONS & RECOMMENDATIONS
With regard to banking products and services, consumers respond at different rates, depending
on the consumer’s characteristics. Hence ICICI Bank should try to bring their new product and
services to the attention of potential early adopters.
 Due to the intense competition in the banking sector, the ICICI Bank should adopt better
strategies to attract more customers.
 ICICI Bank should select the location for its branch in such a way that the parking
problem should be solved, as more than half of the respondents are facing this problem.
 ICICI Bank should come up with various supporting policies to increase the awareness
level among the consumers about the new online services.
 ICICI Bank should ask for their consumer feedback to know whether the consumers are
really satisfied or dissatisfied with the service and product of the bank. If they are
dissatisfied, then the reasons for dissatisfaction should be found out and should be
corrected in future.
 ICICI Bank should try to increase the Brand image through performance and service then
only the customers will be satisfied.
 Majority of the people find banking important in their life, so the ICICI Bank should
employ the strategies to convert the want in to need which will enrich their business.

40
BIBLIOGRAPHY
 www.rbi.org.in
 www.moneycontrol.com
 www.nseindia.com
 www.icicibank.com
 www.google.com

41
ANNEXURE I
QUESTIONNAIRE
1. How long have you been customer of the ICICI bank?
<1 year 1-4 years
4-7years >7 years
2. Do you always get the prompt service whenever you visit the ICICI bank branch?
Strongly agree
Agree
Neither Agree nor Disagree
Disagree
Strongly disagree
3. Do you agree that the procedure to open an account with the ICICI bank is
difficult?
Strongly agree
Agree
Disagree
Strongly disagree
4. Do you agree that the process of depositing and withdrawing money from the ICICI
bank is complex?
Strongly agree
Agree
Disagree
Strongly disagree

42
5. Are satisfied you with the way the queries of the customers have been resolved by
the ICICI bank?
Strongly agree
Agree
Disagree
Strongly disagree
6. Do you agree that minimum account limit is not high and easy to maintain in the
ICICI bank?
Strongly agree
Agree
Disagree
Strongly disagree
7. According to you which service provided by the ICICI bank is best?
Depositing and withdrawing money
Query handling
New account process
Friendliness of bank personnel
Minimum account limit is not high
Easy maintenance of account
Parking facilities and accessibility
Convenience of location
Online services
8. What are problems that you face whenever you make a visit to the ICICI Bank?
Depositing and withdrawing money
Query handling

43
New account process
Friendliness of bank personnel
Minimum account limit is not high
Easy maintenance of account
Parking facilities and accessibility
Convenience of location
Online services
9. Are satisfied you with the services provided by the ICICI bank?
Strongly agree
Agree
Disagree
Strongly disagree

A STUDY ON CUSTOMER SATISFACTION IN ICICI BANK

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