How is it possible to manage quality of service for a firm, which has wider and deeper service mix? Take the case of a multiple service provider like ICICI bank and explain various service levels.

1. PRESENTED BY,
BINI ANU BABU

2.  The degree to which a provided activity promotes customer
satisfaction.
 The totality of features and characteristics of a product or service that
bears its ability to satisfy stated or implied needs.
 The quality of customer service is the key differentiator between good,
bad and indifferent companies. Good quality customer service keeps
customers coming back; bad customer service drives customers away,
taking their friends, family and workmates with them.

3.  Attracting new customers costs more than retaining existing customers
 Customer service costs real money
 Understand your customers’ needs and meet them
 Good process and product design is important
 Customer service must be consistent
 Employees are customers too
 Open all communications channels
 Every customer contact is a chance to shine
 People expect good customer service everywhere

4.  Marketing mix is a combination of interrelated independent set of
marketing decisions, which help a marketing manager to break down
the decision making into number of identifiable and actionable set of
activities.
 The 4P’s(product, price, place, promotion) are found to be limited in
their application in service marketing.

5.  Customers test the quality of service of firm at every encounter-’moment of truth’.
 Management of service of quality is a growing concern for service marketer.
 Quality management involves deciding on quality standards and implementing a
method of assurance on performance level of the staff and the facilities.
 Quality has emerged as a major competitive element in service company strategies.
 Good quality of service provides a positive image for their organization.
 The service quality management process involves matching evolving customer
expectations.

6. Companies need to find ways of creating differential
advantage by having better service levels than their
competitors.
Increased level of consumerism and greater media attention
on quality have meant that companies have to be more
responsive to quality issues.
There has been a growing sophistication of consumer
markets, with the non-price factors of image, product
positioning and service delivery processes becoming more
important.

7. Reliability
Assurance
Tangibles
Empathy
Responsiveness

8.  Product Attributed Approach
 In this approach, customers try to judge the
product’s conformance to standardized requirements
which have been set by reference to what company
managers think the failure is.
 This approach focuses on: performance, features,
reliability, conformance, durability, serviceability,
aesthetics, perceived quality.

9.  This approach also termed as user-based approach.
 This approach starts from the premise that quality ‘lies in the
eyes of the beholder’.
 It recognises the holistic process of service delivery has to be
controlled by taking into consideration, the expectations and
attitudes of service clients.

10.  Reliability-ability to provide what was promised dependably and accurately.
 Tangibility-physical facilities and equipment and the appearance of the personnel.
 Credibility-honesty and trustworthiness.
 Responsiveness-willingness to help customers and provide prompt service.
 Communication-keeping customers informed in a language that they can understand
 Security-physical, financial and confidentially for the service delivery.
 Competence-possession of required skills and knowledge to deliver the support services.
 Access-the ease of approach and contact with the organization personnel.
 Empathy-degree of caring & individual attention provided to customer’s needs & demands.
 Courtesy-politeness, respect or friendliness in delivering the services.

11.  ICICI Bank Limited is an Indian multinational banking and financial services company
headquartered in Mumbai, Maharashtra with its registered office in Vadodara,
Gujarat.
 As of 2018, ICICI Bank is the second largest bank in India in terms of assets and
market capitalisation.
 It offers a wide range of banking products and financial services for corporate
and retail customers through a variety of delivery channels and specialised
subsidiaries in the areas of investment banking, life, non-life insurance, venture
capital and asset management.
 The bank currently has a network of 4867 branches and 14367 ATMs across India
and has a presence in 17 countries including India.
 ICICI Bank is one of the Big Four banks of India.
 ICICI Bank offer products and services like online money transfer & tracking
service, loans, automated lockers, credit card, debit card and digital wallet

12.  India's second largest bank is the ICICI Bank offering a wide range of financial
services to its customers through its delivery channels.
 To attain this sustainable competitive advantage, service industries face a unique
challenge of meeting the needs of the customers regularly and continuously.
 Though mechanized form of activity has its own impact on service delivery
performance, many service industries still remain to be manual because there exits
no equivalent substitute for personal interaction between the employees of service
industry and customers.
 The optimum mix of technology and people in the service delivery process decides
the competitive advantage of an organization.
 Customer satisfaction is taken as a yardstick for measuring the quality of service and
providing excellent customer service decides the effectiveness of service delivery
process.
 Only through excellent customer service, an organization can consistently exceed
customer expectations.

13.  In order to achieve customer satisfaction, every service organization must understand and
improve service delivery process and implement valid and reliable service performance
measures to measure the same.
 To assess the degree of customer satisfaction, a SERVQUAL instrument is administered to
study the quality of service and the gaps were identified in the services offered by ICICI Bank,
in all five dimensions of service quality, the overall weighted SERVQUAL score being −1.92.
 The ICICI Bank Ltd. has to take steps to close the gaps by establishing a service quality
information system.

15.  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.
 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

16.  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

17.  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.

18.  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 favoured 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,
Travellers Cheques or Travel Card, ICICI Bank Foreign Exchange Services is a one-stop
solution to your foreign exchange requirement.

19. THANK YOU