Nitish India Banking 00923009001533

BMS PROGRAMME
MUMBAI UNIVERSITY
UNIVERSITY OF MUMBAI
PROJECT REPORT ON
MARKETING OF BANKING SERVICES
IN PARTIAL FULFILLMENT OF BACHELOR

OF MANAGEMANT STUDIES
(BMS SEM V)
2010-2011
SUBMITTED BY
NITISH KUMAR
PROJECT GUIDE
MISS NITYA VARGHESE
KARNALA SPORTS ACEDAMY

BARNS COLLEGE OF ARTS, COMMERCE AND SCIENCE
NEW PANVEL: - 410406
BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE
BMS PROGRAMME
MUMBAI UNIVERSITY
CERTIFICATE
CLASS: - TYBMS
YEAR:-2010-2011
This is to certify that the work entered in this journal is the work of
Mr. /Mr.
. of
division .. Have successfully completed the project report on the topic
.
Terms of the year.. In the college as laid down by the college authority.
Mrs. NITYA VARGHESE

(Project guide)
Date. //.
.
Mr.
(Principle)
OBJECTIVES OF PROJECT
BMS PROGRAMME
MUMBAI UNIVERSITY
i)
To analyze the role and need of banking as it is an upcoming era of Banking
ii)
To know how marketing of banking services can be beneficial in growth of Indian

economy.
iii)
To know about the emergence of Banking in market.
iv)
To understand the nature of services rendered and various investment areas

provided by banks
v)
To know about the recent trends & services of banking in Indian market
vi)
To understand the future prospects and challenges faced by banking activity
CONTENTS
BMS PROGRAMME
MUMBAI UNIVERSITY
AN INTRODUCTION TO BANKING SECTOR IN INDIA

PEST ANALYSIS
7Ps OF BANKING SECTOR
BLUEPRINTING
4Is OF BANKING
RATER ANALYSIS FOR INDIAN OVERSEAS BANK
MARKET SEGMENTATION
COMPLAINT HANDLINGHDFC BANK
CASE STUDY-I
RATER
SERVICE RECOVERY
FISH BONE
CASE STUDY-II (ICICI BANK)
RATER
BIBLIOGRAPHY
ARTICLES
SERVICE SECTOR
BMS PROGRAMME
MUMBAI UNIVERSITY
MARKETING
A PROJECT ON MARKETING OF BANKING SERVICES
BMS PROGRAMME
MUMBAI UNIVERSITY
AN INTRODUCTION TO THE BANKING SECTOR IN INDIA

Banks are the most significant players in the Indian financial market. They are the
biggest purveyors of credit, and they also attract most of the savings from the population.
Dominated by public sector, the banking industry has so far acted as an efficient partner in
the growth and the development of the country. Driven by the socialist ideologies and the
welfare state concept, public sector banks have long been the supporters of agriculture and
other priority sectors. They act as crucial channels of the government in its efforts to ensure
equitable economic development.
The Indian banking can be broadly categorized into nationalized (government
owned), private banks and specialized banking institutions. The Reserve Bank of India acts
a centralized body monitoring any discrepancies and shortcoming in the system. Since the
nationalization of banks in 1969, the public sector banks or the nationalized banks have
acquired a place of prominence and has since then seen tremendous progress. The need to
become highly customer focused has forced the slow-moving public sector banks to adopt a
fast track approach. The unleashing of products and services through the net has galvanized
players at all levels of the banking and financial institutions market grid to look anew at
their existing portfolio offering. Conservative banking practices allowed Indian banks to be
insulated partially from the Asian currency crisis. Indian banks are now quoting al higher
valuation when compared to banks in other Asian countries (viz. Hong Kong, Singapore,
Philippines etc.) that have major problems linked to huge Non Performing Assets (NPAs)
and payment defaults. Co-operative banks are nimble footed in approach and armed with
efficient branch networks focus primarily on the high revenue niche retail segments.
The Indian banking has finally worked up to the competitive dynamics of the new
Indian market and is addressing the relevant issues to take on the multifarious challenges of
globalization. Banks that employ IT solutions are perceived to be futuristic and proactive
players capable of meeting the multifarious requirements of the large customers base.
Private Banks have been fast on the uptake and are reorienting their strategies using the
internet as a medium The Internet has emerged as the new and challenging frontier of
BMS PROGRAMME
MUMBAI UNIVERSITY
marketing with the conventional physical world tenets being just as applicable like in any
other marketing medium.
The Indian banking has come from a long way from being a sleepy business
institution to a highly proactive and dynamic entity. This transformation has been largely
brought about by the large dose of liberalization and economic reforms that allowed banks
to explore new business opportunities rather than generating revenues from conventional
streams (i.e. borrowing and lending). The banking in India is highly fragmented with 30
banking units contributing to almost 50% of deposits and 60% of advances.
Indian
nationalized banks (banks owned by the government) continue to be the major lenders in
the economy due to their sheer size and penetrative networks which assures them high
deposit mobilization. The Indian banking can be broadly categorized into nationalized,
private banks and specialized banking institutions.
The Reserve Bank of India acts as a centralized body monitoring any discrepancies
and shortcoming in the system. It is the foremost monitoring body in the Indian financial
sector. The nationalized banks (i.e. government-owned banks) continue to dominate the
Indian banking arena.
Industry estimates indicate that out of 274 commercial banks
operating in India, 223 banks are in the public sector and 51 are in the private sector. The
private sector bank grid also includes 24 foreign banks that have started their operations
here.
The liberalize policy of Government of India permitted entry to private sector in the
banking, the industry has witnessed the entry of nine new generation private banks. The
major differentiating parameter that distinguishes these banks from all the other
banks in the Indian banking is the level of service that is offered to the customer. Their
focus has always centered around the customer understanding his needs, preempting
him and consequently delighting him with various configurations of benefits and a wide
portfolio of products and services.
These banks have generally been established by
promoters of repute or by high value domestic financial institutions.
BMS PROGRAMME
MUMBAI UNIVERSITY
The popularity of these banks can be gauged by the fact that in a short span of time,
these banks have gained considerable customer confidence and consequently have shown
impressive growth rates. Today, the private banks corner almost four per cent share of the
total share of deposits. Most of the banks in this category are concentrated in the highgrowth urban areas in metros (that account for approximately 70% of the total banking
business). With efficiency being the major focus, these banks have leveraged on their
strengths and competencies viz. Management, operational efficiency and flexibility,
superior product positioning and higher employee productivity skills.
The private banks with their focused business and service portfolio have a reputation
of being niche players in the industry.
A strategy that has allowed these banks to
concentrate on few reliable high net worth companies and individuals rather than cater to
the mass market. These well-chalked out integrates strategy plans have allowed most of
these banks to deliver superlative levels of personalized services. With the Reserve Bank of
India allowing these banks to operate 70% of their businesses in urban areas, this statutory
requirement has translated into lower deposit mobilization costs and higher margins relative
to public sector banks.
PEST ANALYSIS
BMS PROGRAMME
MUMBAI UNIVERSITY
TECHNOLOGICAL ENVIROMENT
Technology plays a very important role in banks internal control mechanisms as well
as services offered by them. It has in fact given new dimensions to the banks as well as
services that they cater to and the banks are enthusiastically adopting new technological
innovations for devising new products and services.
The latest developments in terms of technology in computer and telecommunication
have encouraged the bankers to change the concept of branch banking to anywhere banking.
The use of ATM and Internet banking has allowed anytime, anywhere banking facilities.
Automatic voice recorders now answer simple queries, currency accounting machines makes
the job easier and self-service counters are now encouraged. Credit card facility has
encouraged an era of cashless society. Today MasterCard and Visa card are the two most
popular cards used world over. The banks have now started issuing smartcards or debit cards
to be used for making payments. These are also called as electronic purse. Some of the banks
have also started home banking through telecommunication facilities and computer
technology by using terminals installed at customers home and they can make the balance
inquiry, get the statement of accounts, give instructions for fund transfers, etc. Through ECS
we can receive the dividends and interest directly to our account avoiding the delay or chance
of loosing the post.
Today banks are also using SMS and Internet as major tool of promotions and giving
great utility to its customers. For example SMS functions through simple text messages sent
from your mobile. The messages are then recognized by the bank to provide you with the
required information.
All these technological changes have forced the bankers to adopt customer-based
approach instead of product-based approach.
ECONOMICAL ENVIROMENT
BMS PROGRAMME
MUMBAI UNIVERSITY
Banking is as old as authentic history and the modern commercial banking are
traceable to ancient times. In India, banking has existed in one form or the other from time to
time. The present era in banking may be taken to have commenced with establishment of
bank of Bengal in 1809 under the government charter and with government participation in
share capital. Allahabad bank was started in the year 1865 and Punjab national bank in 1895,
and thus, others followed
Every year RBI declares its 6 monthly policy and accordingly the various measures
and rates are implemented which has an impact on the banking sector. Also the Union budget
affects the banking sector to boost the economy by giving certain concessions or facilities. If
in the Budget savings are encouraged, then more deposits will be attracted towards the banks
and in turn they can lend more money to the agricultural sector and industrial sector,
therefore, booming the economy. If the FDI limits are relaxed, then more FDI are brought in
India through banking channels.
POLITICAL/ LEGAL ENVIROMENT

Government and RBI policies affect the banking sector. Sometimes looking into the
political advantage of a particular party, the Government declares some measures to their
benefits like waiver of short-term agricultural loans, to attract the farmers votes. By doing so
the profits of the bank get affected. Various banks in the cooperative sector are open and run
by the politicians. They exploit these banks for their benefits. Sometimes the government
appoints various chairmen of the banks.
Various policies are framed by the RBI looking at the present situation of the country
for better control over the banks.
SOCIAL ENVIROMENT
BMS PROGRAMME
MUMBAI UNIVERSITY
Before nationalization of the banks, their control was in the hands of the private
parties and only big business houses and the effluent sections of the society were getting
benefits of banking in India. In 1969 government nationalized 14 banks. To adopt the social
development in the banking sector it was necessary for speedy economic progress, consistent
with social justice, in democratic political system, which is free from domination of law, and
in which opportunities are open to all. Accordingly, keeping in mind both the national and
social objectives, bankers were given direction to help economically weaker section of the
society and also provide need-based finance to all the sectors of the economy with flexible
and liberal attitude. Now the banks provide various types of loans to farmers, working
women, professionals, and traders. They also provide education loan to the students and
housing loans, consumer loans, etc.
Banks having big clients or big companies have to provide services like personalized
banking to their clients because these customers do not believe in running about and waiting
in queues for getting their work done. The bankers also have to provide these customers with
special provisions and at times with benefits like food and parties. But the banks do not mind
incurring these costs because of the kind of business these clients bring for the bank.
Banks have changed the culture of human life in India and have made life much easier
for the people.
7 PS of BANKING SECTOR
BMS PROGRAMME
MUMBAI UNIVERSITY
It is very important for any bank to identify the 7 Ps of services so was understands
their customers better and provide them with best of service. The 7 Ps are:
1. PRODUCT MIX
2. PRICE MIX
3. PLACE
4. PROMOTION
5. PEOPLE
6. PROCESS
7. PHYSICAL EVIDENCE
PRODUCT MIX
The product mix of a company includes all different product lines a company offers to
its customers. The product line of a bank might easily include more than 100 different
services. In todays competitive scenario it has become very necessary for a bank to provide
its customers with a wide variety of services and the best technology in order to attract them.
Here is an example of some of the products offered by UTI Bank to its customers.
SAVING ACCOUNT
Offering
Axis Bank's Savings Account is just the right product for everyone, salaried, employees or
businessmen, high net worth individuals and NRI's. The unmatched package of Axis Bank
Savings Bank account given below brings the benefits of better, efficient and hassle free
banking.
ATM Network
BMS PROGRAMME
MUMBAI UNIVERSITY
A Savings Bank Account with Axis Bank entitles you to a free ATM card, which enables you
to access your account anytime and at any ATM centre across the country. You can withdraw
and deposit money and cheques with your ATM card. Unlike most other ATMs, a Axis Bank
ATM allows you to withdraw up to Rs. 20,000 a day. In addition, cash can be withdrawn
from any of the ATMs against your MasterCard (domestic/international).
7-Day Banking
At select branches spread over the country, you can bank on all the 7 days of the week
(except for public holidays), over extended working hours.
Telebanking
Telebanking service provides you instant access to your account. It offers you a wide range of
services over the phone such as account information, Balance Enquiry, Transaction Details,
Statement of Account, Status of your Cheque , etc.
iConnect-Internet Banking
This is the concept of "the Bank on your desk-top". You can look-up the status of your
account, query and undertake a range of financial transactions, simply by clicking the mouse.
Now don't you think you have a great opportunity to see yourself laughing your way to the
bank?
CREDIT CARDS
Offering
Axis Bank has joined hands with Citibank, to give rise to a new kind of card power - unique
and unmatched benefits and international utility at the most competitive rates. The Axis Bank
Citibank International Silver Card, the MasterCard and 'Unique' Card offers quite a few
benefits.
Rewards
BMS PROGRAMME
MUMBAI UNIVERSITY
Axis Bank Citibank Card combines dual conveniences of high purchase power and flexible
payment facility. Purchase of high-value items is now convenient and when it comes to
payback time, your bill can be paid in installments, depending on your financial liquidity at a
given moment. The Revolving Credit Facility lets you pay as little as 5% of your total
outstanding every month. Giving you the power to buy now and pay later in parts!
Dial-A-Draft
One can use your Axis Bank Citibank Card to pay for your personal expenses at places where
credit cards are not accepted yet. Like paying for investments, telephone and electricity bills,
school fees and much more. Just call CitiPhone and the draft you need will be delivered to
you!
Credit Limit Increase
You can call CitiPhone and ask for a Credit Limit Increase in the event that you have to make
a large purchase on your card urgently. It's especially handy for paying off vehicle repairs,
telephone bills and electricity bills. And for anniversaries, weddings, birthdays, or business
trips or when a holiday goes beyond budget
24-Hour ATMs
One can withdraw emergency cash up to 60% of your credit limit from 24-Hour ATMs in
Ahmedabad, Bangalore, Calcutta, Chennai, Delhi, Hyderabad, Mumbai and Pune. While
traveling overseas you can draw cash from MasterCard ATMs spread across the globe. The
same is applicable for any Citibank branch. Also the cash you withdraw is insured against
theft for a period of 12 hours after withdrawal. A never before facility is brought to you with
the UTI Bank Citibank Card at a transaction fee of 2.5% or Rs.50 whichever is higher. All
cash advances also carry a service charge from the date of the transaction. The cash
withdrawal limit for the first year is Rs. 5,000.
Photo card
One may choose to have your photograph and signature digitally imprinted on the front of
your Card in color. So that you get the extra recognition and security you expect as a Axis
Bank Citibank card member
BMS PROGRAMME
MUMBAI UNIVERSITY
Concession on Personal Remittances

Do you often need to remit funds to other cities using facilities such as Drafts/Telegraphic
Transfers, etc.? Here's a benefit you would most appreciate. A 25% rebate on standard
commission is offered on personal remittances at Axis Bank branches.
Overdraft facility
Axis Bank Citibank credit card provides you with an overdraft facility to the extent of 75% of
the value of your holdings of Demat Shares and Units! Moreover, you get a waiver of 0.5%
on interest rate chargeable under the scheme. All you need to avail yourself of these benefits
is a Demat A/c with Axis Bank.
Free ATM Card
The Axis Bank Citibank Credit Card offers you a free ATM Card, which can be used at over
250 Axis Bank ATM centers all over India. All you have to do is open a saving bank/current
Account with Axis Bank.
Other features
Axis Bank Citibank Card has the widest possible reach - welcomed by 1,10,000 Merchant
Partners across India and Nepal and yet another 160 lakh Merchant Establishments
worldwide. The card can be used both for major occasions, and also for everyday purchases
like groceries, cosmetics, and petrol and auto accessories. It can also be used to buy highvalue items like consumer durables (refrigerators, washing machines, microwave ovens, etc.).
And even paying customs duty and hospital bills becomes convenient with the Card.
PRODUCT WIDTH AND DEPTH

Width
Width of the product mix is the number of product lines a company is offering. The
product width could be a narrow one or a wide one depending from bank to bank. A wide
BMS PROGRAMME
MUMBAI UNIVERSITY
mix encourages more sales since the banks are able to diversify and provide more to their
customers and they also appeal to a larger target market.
Depth
Depth of the product mix is the number of product items in each product line. Banks
with more schemes and services have more depths than those offering only a few.
Here is table giving an example of Width and Depth in the Product Mix:
Similarly, different banks plan out their product portfolios and based on that, the
depth and width of their product mix can be determined.
In todays scenario, where there is cutthroat competition and new foreign banks
entering the Indian markets, it has became more or less like a law to have very wide product
lines with more and more number of products in each line.
PRODUCT LEVELS
Core Benefit:
BMS PROGRAMME
MUMBAI UNIVERSITY
It is the main or core reason why the customer will buy the service of the bank. More
like the basic purpose or necessity.
Basic Product:
The core benefit is converted into a basic product. That is the service can used by the
customer in order to fulfill his/her needs.
Expected Product:
It refers to the set of attributes and conditions expected by the customers when they
purchase the service.
Augmented Product:
It is the additional feature that the banks provide which exceeds the customers
expectations.
Potential Product:
Innovations and product differential is the bases of a Potential Product. If the banks
alter its services according to the requirements of the individual customers it reaches this
level.
Core
Product
The basic
necessity to use
banking
services in
order to handle
finance more
efficiently
Basic
Product
Safety of
deposits
Loanable funds
etc.
Expected
Product
Timely service
Long banking
hours
Low interest
rates
Augmented
Product
Goods waiting
rooms
Extensive ATM
network
Promotional
Discounts
Potential
Product
Mobile and
internet
Banking
New Schemes
tailored for
specific
customers
Thus it can be seen how a particular product passes through different levels. In
todays competitive scenario most banks try offering services at the Augmented and Potential
level.
PRICE MIX
BMS PROGRAMME
MUMBAI UNIVERSITY
The price mix in the banking sector is nothing but the interest rates charged by the
different banks. In todays competitive scenario where customer is the king, the banks have to
charge them interest at a rate in accordance with the RBI directives. Banks also compete in
terms of annual fees for services like credit cards, DMAT etc. Another important aspect of
the banks pricing policy today is the interest charged on the Home Loans and Car Loans.
With Indias economy progressing, there are more and more buyers seeking these loans but at
a very competitive interest rate.
Lets understand this with an example. A particular buyer approaches a bank for a car
loan for a period of 3 years. He is charged Rs. 20,000 as interest. However, if a sale
representative of another bank comes to know of this deal, he will try to attract the customer
by giving him a better deal i.e. a loan at a lower rate on interest. In this way, it is the customer
that ultimately benefits.
Here is an example of some of the prices charged by ICICI bank for their services
ATM Card Issue
Free 2 ATM cards issued free if it

joint account
RS. 100 Beyond 2 cards
Rs. 100
Add on Card
Duplicate Card
Other General Charges
Transaction Charges
Charges for issue of
Cheques book
Issue of duplicate statement
Account closure
Current Account
Savings Account
NIL
NIL
NIL
NIL
Rs. 25 per page

Rs.100
Rs. 25 per page

Rs.100
This example evinces some of the charges that the customer has to pay for the
services provided by the bank.
The pricing factor is very important because of the kind of competition that is
prevailing today in the Indian market. However it is very important to understand that in the
BMS PROGRAMME
MUMBAI UNIVERSITY
banking sector, the main pricing policy is concerned with the interest rate charged. This
interest rate is however regulated by the RESERVE BANK OF INDIA and THE INDIAN
BANKING ASSOCAITION. Any one particular bank or a group of banks does not regulate
it. The interest rate charged cannot be higher than that decide by the RBI and the INDIAN
BANKING ASSOCIATION.
Thus, inspite of the constraints in the pricing policy due to the RBI directives there are
mainly three types of pricing methods adopted by banks. They are:
Value pricing:
Banks having unique or different products or schemes mainly do this type of pricing.
They usually charge a combination of high and low prices depending on the customer loyalty
as well as the products. This type of pricing strategy is usually coupled with promotion
programmes.
Going Rate pricing:
The most commonly used pricing technique is the going rate pricing. In going rate
pricing, the bank bases its price largely depending on the competitors prices. The banks
however have to stay within the RBI directives and compete. The banks may charge higher or
lower than their competitors. After 1991 when the foreign banks entered the Indian market
this method of pricing has gained increasing importance.
Mark up pricing:
This is a pricing technique wherein the cost of the service is determined and a small
margin is added to it and then the final price is offered to the customers. This type of pricing
is the not very popular since in the banking sector it is not very easy to arrive at the cost of
the service. Thus most banks use a combination of mark up pricing and going rate pricing.
THE MOST FAVORABLE PRICING STRATEGY

BMS PROGRAMME
MUMBAI UNIVERSITY
This model shows a pricing strategy, which should be adopted in order to ensure
maximum satisfaction to both the bank as well as the customers.
The price should be set in such a manner that the customer is assured that he is not
being cheated or overcharged by the bank and at the same time the bank is able to reap
maximum profits. Such a pricing stand helps the bank get maximum sales as well as profits
since the customer feels that by entering such a transaction he is winning.
PLACE MIX
Place mix is the location analysis for banks branches. There are number a factors
affecting the determination of the location of the branch of bank. It is very necessary a bank
to situated at a location where most of its target population is located.
Some of the important factors affecting the location analysis of a bank are:
1. The trade area
2. Population characteristics
BMS PROGRAMME
MUMBAI UNIVERSITY
3. Commercial structure
4. Industrial structure
5. Banking structure
6. Proximity to other convenient outlets
7. Real estate rates
8. Proximity to public transportation
9. Drawing time
10. Location of competition
11. Visibility
12. Access
It is not necessary that all the above conditions have to be satisfied while selecting the
location but it should be tried to satisfy as many of them as possible.
1. The Trade Area:

The trade area is a very important factor determining the place where a bank branch
should be set up. For e.g. a particular location maybe a huge trading place for textiles,
diamonds or for that case even the stock market. Such locations are ideal for setting up of
bank branches.
2. Population Characteristics:
The demography of a place is a very important factor. This includes:
The income level of the population
The average age
The average male female population
The caste, religion, culture and customs
The average spending and saving habit of the people.
These factors are very important for a bank as the help them decide the kind of
business the branch will get.
BMS PROGRAMME
MUMBAI UNIVERSITY
3. Commercial Structure:
The commercial structure refers to the level of commerce i.e. business activities
taking place at a particular location. The higher the level of business activities taking place in
a particular location the more preferable it is for setting up a bank branch.
4. Industrial Structure:
This is nothing but a combination of the trade area analysis and the commercial
structure. However the industrial structure focuses more on the kind of industries operating in
a particular location. For example, an area like SEEPZ is marked with a lot of electronic
manufacturing units. Thus the industrial stricture determines the kind of financial transactions
that could take place in a particular location.
5. Banking Structure:
The Banking structure refers to the existence of other banks in the area. Whether there
is already an efficient network of other bank branches operating at that particular area. Thus
the overall infrastructure needed for the working of a bank.
6. Proximity of other convenient outlets:

This refers to the other branches of the same bank as well other commercial,
entertainment and industrial outlets.
7. Real Estate Rates:
This is mainly dealing with the cost factor involved in opening up a bank branch at a
particular location. The real estate rate is a very strong factor influencing the location
decision for a bank branch.
8. Proximity to public transportation:
The location should be proximate to public transportation facilities. This means it
should have bus stops close by as well as it should be proximate to railway stations so as to
make it convenient for the common man.
BMS PROGRAMME
MUMBAI UNIVERSITY
9. Drawing Time:
Drawing time refers to the time period during which a customer can draw money from
the banks. It should be convenient to the customer and somewhat flexible to accommodate
the customers needs. No bank has more than a certain amount with them and in case a
customer wants to withdraw an amount more than that available with the bank, the bank
needs to draw that amount from other banks. Hence, a location must be such that it facilitates
minimum drawing time.
10. Location of Competition:
The existence of other banks also means competition. If the level of competition is
very high in a particular location, it is necessary that a bank does a lot of market research
before opening a branch so as to estimate the kind of business it would get.
11. Visibility:
The location of a branch should be such that it is visible and easily noticed by the
customers as well other people.
12. Access:
The bank branch should be very easily accessible to the customers. If this is not the
case, the customer might switch to some other bank, which is more convenient to him and
very easily accessible. The location should be such that it is very convenient for the customer
to reach.
Promotion Mix
Promotion is nothing but making the customer more and more aware of the services
and benefits provided by the bank. The banks today can use a lot of new technology to
communicate to their customers. Two of the fastest growing modern tools of communicating
with the customers are:
1. Internet Banking
2. Mobile Banking
BMS PROGRAMME
MUMBAI UNIVERSITY
This can be better explained with the example of ICICI bank.
SMS services
SMS functions through simple text messages sent from your cellular phone. These
messages are recognized by ICICI bank to provide you with the required information.
For example, when you enter IBAL your cellular phone screen will display the
current balance in your primary account. Thus with the help of SMS a wide range of query
based transactions can be performed without even making a call.
ICICI was the first organization in India to provide Wireless Application Protocol
(WAP) based services. Mobile commerce using WAP technology, allows secure online
access of the web using mobile devices. With WAP one can directly access the ICICI WAP
server, check ones account details and use other value added services.
Thus different methods are used by different banks to promoter its services.
A bank may have very attractive schemes and services to offer to their customers but
they are of no use if they are not communicated properly to the customers. Promotion is o
inform and remind the individuals and persuade them to accept, recommend or use of
product, service or idea. However there some very important points that is to be considered
before the promotion strategy is made. These points are:
Finalizing the Budget
Before the bank decides the kind of promotion that should be done, it very important
to finalize the budget for it. The formulation of a sound budget is essential to remove the
financial constraints in the process. The budget is determined on the basis of volume of
business of the bank. In addition to this the intensity of competition also plays a decisive role.
Selecting a suitable vehicle
BMS PROGRAMME
MUMBAI UNIVERSITY
Another very important task is to select a suitable vehicle for driving the message.
There are a number of devices to advertise such as broadcast media, telecast media and the
print media. The selecting of the mode of advertising is strongly influenced by the kind of
budget decided. Usually for promoting banks the most effective and economical form of
advertising has been the print media.
Making possible creativity
Making possible creativity is nothing but the kind of slogans, punch lines etc. that are
supporting the message. They should be very creative but yet simple to be understood by the
common man. It should appeal to the customers. It should be distinct from that of the
competitors and should be successful in informing and sensing the customers.
Testing the Effectiveness
It should be borne in mind that the advertisement is first tested for its effectiveness.
This should be done with the help of various techniques like testing effectiveness on a sample
group. This helps determine the success of the advertisement and in case of any problem the
advertisement can be altered and remedied.
Instrumentality of Branch Managers
At a micro level, it is the responsibility of the branch managers to promote and drive
the message to the people in the local area. They should organize small programs in order to
attract people and crate awareness in the local area about the new schemes of the bank.
Different Ways of Promotion
Public Relations:
In todays competitive scenario developing strong public relations is very important
for any bank to be successful. Most banks today have a separate Public Relations department.
However primarily it is considered as a responsibility of the various bank managers to
develop a steady and strong relationship with their present customers as well as potential
customers. This can be done by a constant follow up, small programmes etc.
Personal Selling:
BMS PROGRAMME
MUMBAI UNIVERSITY
Personal selling is found to be one of the most effective and popular forms of
promoting bank business. The main reason for this is that banking is a service in which trust
plays a very important role. In personal selling, a bank representative goes to the customers
and explains the scheme to the customers. Also he gives the customers any kind consultation
he might need. He provides the customers all the information sought by him. The
representative tries to persuade the customers to go for the scheme provided by the bank by
telling him all the benefits. Here are some of the important features of personal selling
It is a direct relation between the buyers and the seller
It is oral presentation in conversation
It is personal and social behavior
It is found to be more effective in service oriented organizations
It is based on the professional excellence or expertise of an individual
Sales Promotion:
Sales promotions are basically giving the customers some additional benefits, maybe
at times just some small gifts, in order to promote the schemes. The more innovative the sales
promotions the more positive are the results. Some of the most popular sales promotions
techniques are gifts, contests, fairs and shows, discounts and commission, entertainment and
traveling plans for bankers, additional allowance, low interest financing etc. It is very
important that the sales promotions benefits are designed in such a manner that they are better
than those of the competitors.
Word of mouth Promotion:

This form of promotions is not only very effective in banking services but in any
kind of service. However it is more important in banking for the only reason that this is a
service where trust plays a very important role. If a particular banks services are
recommended by friends, relatives, or other well wishers the person is more influenced and
inclined towards that bank. It is very important to note that the internal employees of the bank
play a very important role in word of mouth promotion technique. This is because they
can start the process by recommending the bank to their friends and relatives and after that it
is like a chain, which spreads like a wild fire.
BMS PROGRAMME
MUMBAI UNIVERSITY
Telemarketing:
In recent times telemarketing has gained increasing importance as an effective tool for
promotion. The telemarketing is a process of making use of sophisticated communication
network for promoting the banks. This includes promoting through television, telephone, and
radio. Nowadays, cell phones are used extensively for the same. This is the most popular
form of promotion. Banks today have started using SMS and many other services supported
by cell phones to provide benefits to their customers and thus have tried to increase their
sales. In todays competitive and modern scenario it very important that banks makes use of
telemarketing techniques very efficiently to have desirable results.
Internet:
The use of Internet as a promotional tool is increasing. More and more banks are
using Internet to promote their services. The online banking has made it even easier for the
customers to avail the banks services. No longer do people have to go to their bank branches
for small petty matters like checking their balance etc. All this can be done with the help of a
few clicks.
Thus, these were the numerous ways in which a bank can promote its services and
create more awareness amongst the people.
People
People are the employees that are the service providers. In a banking sector, the
service provider plays a very important and determinant role in rendering the customers a
satisfactory and a good service. It is extremely essential that the service provider understand
what his customers expect from him. In the banking sector, the customer needs to be guided
in a lot of matters, which is possible only with the help of the service provider.
The position in the eyes of the customer will be perceived by appearance, attitude and
behavior of the customer contact employees. Not only does the customer contact employee
influence the customers perception but also the customer base of the organization does so.
BMS PROGRAMME
MUMBAI UNIVERSITY
Process Mix
The process mix constitutes the overall procedure involved in using the services
offered by the bank. It is very necessary that the process is very customer friendly. In other
words a process should be such that the customer is easily able to understand and easy to
follow. Today if particular banks formalities are long and the procedure very complicated the
overall process fails and the customer may not be inclined towards using that banks services.
Lets take for example the process for application for a car loan.
Now this mainly involves 3 things.
1. Producing of proper documents
2. Filling up of application form
3. Paying for the initial down payment.
Here the process may fail in the following cases:
1. If the customer is asked to produce a number of forms out of which some may not be
necessary at all. Thus it is very necessary that the customer be asked for the minimum
but most necessary document and not the other unnecessary documents.
2. In case of application form, the application form must be in a language best
understood by the customers and it should not be very lengthy one or demanding a lot
of unnecessary information.
3. Finally the payment of initial amount. The customer should be given options as to
how he would like to pay by cheques or by credit card. Once again the amount should
be very competitive not very high above the regular rates prevailing in the markets.
The smaller and simpler the procedure, the better the process, and the customer will be
more satisfied.
BMS PROGRAMME
MUMBAI UNIVERSITY
PHYSICAL EVIDENCE
Physical evidence is the overall layout of the place i.e. how the entire bank has been
designed. Physical evidence refers to all those factors that help make the process much easier
and smoother. For example, in case of a bank, the physical evidence would be the placement
of the customer service executives desk, or the location of the place for depositing cheques.
It is very necessary that the place be designed in such a manner so as to ensure maximum
convenience to the customer and cause no confusion to him.
Let us see an example as to how banks try to make little changes so as to make the
service better for their customers.
The Hong Kong Shanghai Banking Corporation (HSBC) has decided in introducing a
common uniform for all the employees in all its branches all over India. The plan is possibly
in line with the aggressive retail banking adopted by HSBC. A common uniform its nothing
like a revolutionary change but however this little change makes it very easy for the customer
to identify with his service provider and makes the entire process very easy for him. The
more the bank does to make the service easier and better the more satisfied will be the
customer.
Thus, these are the 7 Ps of services. Each of them plays a very important and a
pivotal role in determining the quality of the service provided to the customer.
BLUEPRINTING
A service blueprint is a picture or a map that accurately portrays the service system so
that different people involved in providing it can understand and deal with it objectively
regardless of their roles or their individual points of view. Blueprints are particularly useful at
the designing and redesigning stages of service development. A service blueprint visually
displays the service by simultaneously depicting the process of service delivery, the points of
customer contact, the roles of customers and employees, and the visible elements of the
BMS PROGRAMME
MUMBAI UNIVERSITY
service. It provides a way to break the service down into its logical components and to depict
the steps or tasks in the process, the means by which the tasks are executed and the evidence
of the service as the customer experiences it.
BMS PROGRAMME
MUMBAI UNIVERSITY
Standard Beginning
Regardless of our mapping objective (to describe a new process or an existing process), type
of map selected (flow chart, risk management, cross-functional, time elapsed), and state (asis, should be, could be) selected, all process maps will have the same common beginning
steps.
1. Begin by defining the objective and the process

boundaries. Our objective in this case is to document the
existing savings-deposit process for the purpose of training
new cashiers. The process boundaries will begin with the
customers bringing a deposit into the bank (the input) and
end with the last step in the cashiers handling of the
transaction: issuing a receipt to the customer (the output).
2. List the basic steps that produce the output, using as brief a
description as possible, such as a verb followed by a noun.

These may include: complete deposit slip, greet customer,
count cash, inspect deposit slip, post deposit, post
passbook, authenticate passbook posting, store cash, store
deposit slip, thank customer. Arrange these processes in
the sequence in which they occur; this will help you
construct your map logically and easily.
3. Record the map title and reference number at the top and
centre of a landscape-formatted sheet.
In the sample
below, use B1 as the reference number, where B refers

to a series of savings-related process maps and 1 is the
first map in the series.
4. Record your name and the date prepared below the map
title line, at the left hand margin.

Constructing the Map: What Symbols Do I Use?
BMS PROGRAMME
MUMBAI UNIVERSITY
5. The starting point for this process is the customer. Use the
Start symbol and place this symbol in the upper left hand
corner of your paper.
6.
Symbols must be connected by arrows to show flow, which may represent either the
sequence of the processes or the movement (transportation) of the inputs from process to
process. Automatically enter an arrow after posting a process, inspection, document/input, or
decision symbol to your map. By convention, movement is from left to right, and from top to
bottom; both directions are shown in the sample below. Alternating the vertical and
horizontal flows can help you show activities that occur almost simultaneously, and can also
save space on your sheet. For example, a down arrow is used to connect the Start Process
(customer) with the first two inputs (passbook and cash). You could have just as well used a
horizontal arrow and placed the two inputs to the right of the Start Process symbol. The
choice is yours. Just remember, our objective is to present as clear and understandable a map
as possible.
7.
The customers deposit has three component inputs: the cash, the deposit slip (the
banks voucher), and the passbook (the customers receipt). These three inputs have different
processes performed on them, and are stored in different places at the end of the process, so
they need to be identified by distinct symbols. Note that the passbook and deposit slip use the
Document symbol, while the Input symbol is used to represent the cash. For the sake of
clarity, insert the document name into the centre of the symbol. From this point forward
assume that these documents flow with the arrows (transportation symbols) until otherwise
indicated. At this point in the process, you have only two inputs: the passbook and the cash.
Place these next to each other, with one arrow to the right, indicating that they flow together.
8.
Your option for this step is to use either the Process or Manual Operation symbol.
Because the customer must hand-write the document (rather than it being computergenerated, for example), the better option is to select the Manual Operation symbol.
9.
At this point, the cashier processes the deposit. The first step is to ensure that the
customer has submitted a valid deposit slip containing all required information (which is
listed in the process description). Since this activity serves as a control point as well as a
process pointthe process cannot continue if the amount is not recorded, for exampleyou
BMS PROGRAMME
MUMBAI UNIVERSITY
can select either a process or an inspection symbol to represent the action. Because this step
is an important control for the further processing of the deposit, the better option is to select
the Inspection symbol.
10.
There is not sufficient space left on the sheet to post the next step, even though there
is space below the existing line of symbols. Since arrows move from left to right and top to
bottom, you cannot, by convention, draw a big arrow from the right side of the paper across
to the left margin in order to continue the flow in the space remaining on the paper. This
means you continue on another sheet of paper. Select the On Map connector symbol from
the list. This symbol is used twice: first where you discontinue, or break, the process, and
second, where you resume it. (If you have two breaks on a map, you will have four On Map
symbols.) To let the reader know which connectors go together (form a pair), insert a letter or
number, assigned sequentially, in each symbol. The first pair, for example, might be labeled
A, while the second pair would be labeled B. The reader knows which one of the pair
represents the break in the flow, because there are no more symbols below or to the right of
the connector symbol. The reader knows which one of the pair represents the resumption of
the flow, because symbols will appear below or to the right of the connector symbol.
11.
In this step, the cashier counted the cash and found it to be either correct or incorrect.
This results in two possible courses of action that must be shown in the process. Use the
decision symbol. Insert a word or two inside the symbol to reflect what condition is being
decided; in this case, you are answering the question: Amount correct? The question has to
be phrased so that it can be answered either Yes or No. Both courses of action are
mapped. The decision symbol, therefore, has two arrows attached to it, one representing the
Yes course of action, and the other, the No course of action.
BMS PROGRAMME
MUMBAI UNIVERSITY
A. NO: This course of action represents a rework loop. The customer has to either make
the correction to the deposit slip and initial the change, or make up/receive the
difference in the amount of cash deposited so that it will equal the amount shown on
the deposit slip. After the correction process, the arrow points back to the decision
diamond because the cashier now decides again whether the actual cash counted
agrees with the amount reflected on the deposit slip. If it does, then the process
resumes the flow from the Yes arrow leaving the decision diamond.
B. YES: The cashier has answered Yes to the question, Does the amount of cash
received agree with the amount shown on the deposit slip? The process continues to
the next step.
12.
Up to this point, the three inputsthe passbook, deposit slip, and cashhave been
flowing together. It is now time to separate their flow and to show storage of the cash. The
deposit slip and the passbook will continue to flow together; redraw and label the document
symbols for each of these inputs next to each other, followed by one arrow. (To emphasize
that these documents flow together, you can overlap the documents as shown in the sample.)
Redraw and label the cash symbol, followed by an arrow. Use the Storage symbol, and place
it after the arrow leading from the Cash symbol to show that the cash has been dropped from
the flow. If it adds clarity and not clutter, you can label the storage symbol (in this case,
Till). Note that the act of the cashier placing the money in the till does not need a process
box; it is sufficiently clear to show through the use of the cash symbol, arrows, and storage
symbol that the cash is going into the till. This illustrates how the use of symbols can
eliminate unnecessary and redundant process boxes.
13. The details of the inspection performed by the back office supervisor can be described in
the second tier of the map. Alternatively, you can shadow the inspection box (refer to the
Tier Your Maps section) and create a sub process map that describes what the back office
supervisor actually does.
14.This step demonstrates a teaching point discussed above. Which point is represented
here? Hint: Describe what is happening here.
BMS PROGRAMME
MUMBAI UNIVERSITY
15.The passbook/receipt, posted with the deposit (the output), is returned to the customer.
This is the end of the process. Use the End Process symbol, (which is the same as the Start
symbol) and label it to show that the Customer is the endpoint. This now completes the first
tier of your Process Map.
16.In the second tier, record the description for each step. This task serves a dual purpose,
because it forces you to proofread your symbols to make sure that you have complied with
the requirements described in the Proofread Map section above. You will also be able to
see for yourself whether your process map makes sense. Alternatively, you can complete
these descriptions as you draw your symbols; you may find, however, that keeping up with
the text while also posting symbols on your map is cumbersome.
17.Lastly, since you have used a second page, carry forward the Process Map title and
number the map pages in the upper right hand corner.
BMS PROGRAMME
MUMBAI UNIVERSITY
Cashier Process of Savings Deposit-B1 (Ref-1)

Prepared by: Your Name
18 August 2005
Customer
Deposit
Slip
Passbook
(Ref-4)
(Ref-2)
Cash
A
(Ref-3)
(Ref-1)
Customer enters
banking hall bearing
passbook and cash.
Customer
completes
deposit slip.
Customer hands
deposit slip, passbook,
and cash to cashier.
Cashier greets
customer, then
checks deposit slip
for name, account
number, agreement
of written and
numerical
amounts.
Cashier
counts cash
and ticks to
amount on
deposit slip.
Page 36
BMS PROGRAMME
MUMBAI UNIVERSITY
Cashier Process of Savings Deposit-B1

A
No
Amount
?
(Ref-6)
Y
es
Passbook
Deposit
Slip
Passbook
(Ref-7)
Deposit
Slip
Cash
Customer
T
il
l
No: Customer corrects
and initials correction on
deposit slip or adjusts
amount of cash tendered.
(Ref-5)
Yes: Cashier
posts transaction
to banks books
of account.
Cashier
places cash
in till.
Spindle
Cashier posts deposit to

customers passbook,
calculates and posts new
balance, initials passbook
balance, then passes
passbook and deposit slip.
Cashier
thanks
customer,
placing the
deposit slip
on spindle for
end of day
balancing.
(Ref-8)
Cashier passes
passbook to
customer; thanks
customer;
customer leaves
banking hall.
Page 37
BMS PROGRAMME
MUMBAI UNIVERSITY
Process Mapping Symbols

Start/End
Operation,
Process
Manual
Operation
Document
This symbol is used to indicate both the beginning and the

end of your program.
Identifies an activity or task in the process that changes an
output. Usually the name of the activity or task is written
inside.
Manual Operation. If it is important to indicate that an

operation is manually performed, you can use this instead
of the square Operations Process symbol.
Document: indicates a physical paper on which information

is recorded.
Multi-part
document
The document symbol, superimposed on itself, indicates

the presence of multiple copies of a document. At left, for
example, a document in triplicate is shown. When a
document is shown in this manner, usually the destination
of each copy is traced.
Input
Input: The materials, equipment, information, people,

money, or environmental conditions that are required to
carry out the process.
Decision
Identifies a decision or branching point in the process.

Write the decision inside. Label each path emerging from
the Decision Diamond with the appropriate options, usually
yes or no. Decision diamonds must post a question.
Questions should be worded as specifically and objectively
as possible, so that everyone will interpret them in the same
way.
Page 38
BMS PROGRAMME
MUMBAI UNIVERSITY
Inspection/
Measurement
Indicates that the flow has been stopped in order to evaluate

the quality of the output or to obtain an approval to
proceed.
Delay
Indicates when something must wait or is placed in

temporary storage.
Transportation
Storag
e
H6
Indicates
locations.
movement
of
the
output
between
Indicates that an output is in storage. Storage differs from

delay based on the duration of the wait and the need for
some type of authorization to retrieve the item.
An On-Map connector indicates that an output from this

process is continued elsewhere on the process map. It is
used to reduce awkward or confusing lines across a map. In
order to help the reader follow the path, the same letter is
used in a corresponding connector posted where the process
resumes.
Off-Page connector: This indicates that the flow continues
on another process map. Record the page index (H) and the
connector number (6) inside the symbol to show where the
reader will pick up the flow. Conversely, on the
continuation map, record the page index (C) for the
previous map, but use the same connector number (6) so
that the reader can follow the path.
Page 39
BMS PROGRAMME
Actual
Time
Target
Time
MUMBAI UNIVERSITY
Ref 1&2
2 mins
Ref 3&4
2 mins
Ref 5
1 min
Ref 6
1.5 mins
Ref 7&8
2 mins
Total
8.5
mins
1 min
1.5 mins
0.5 min
1 min
1 min
5
mins
Improvement Opportunity = 8.5 mins 5 mins

= 3.5 mins
Is the
incident
critical
Participants
Visible
Evidence
N
Customer
Y
Customer,
Cashier
Customer,
Cashier
CustoCustomer,
mer,
Cashier
Cashier
Furnishings, Appearance, Behaviour, Simplicity of process
of staff
of staff
THE 4 Is OF BANK MARKETING

There are four distinctive characteristics of service, which create challenges and
opportunities. They are commonly known as the four Is namely:
1. Intangibility
2. Inconsistency
3. Inseparability
4. Inventory.
1.) Intangibility
Page 40
BMS PROGRAMME
MUMBAI UNIVERSITY
It is that characteristics of a service indicating that it has no physical attributes that a

person may feel, hear, taste before they buy it.
For example, a person who is new to a bank and wants to open up an account in the
bank cannot feel or taste it and ascertain whether the bank is good or bad before opening
an account. He has to experience it, feel how the service is, how humbly do people or the
staff members behave with him, is his money invested or put in a safe account or not. It is
only then he would come to know about the services. This could be done only from the
trust that he would have built up, as these things cannot be inspected before the use.
Therefore, most banks now a days, indulge in tangibilizing the intangibles i.e. they
provide tangible clues to the prospective customers like the different awards that they
have received for their superior services, their annual records, etc. this helps the
customers in selecting the banks more easily.
2.) Inconsistency
It refers to variability or heterogeneity. In case of a bank, a new customer or a rarely
going customer may not get the same type of service as a regular customer may get. This
may be the case because the staff members know the person well as he comes often but
they dont know that person who does not come in again and again.
Also another point for inconsistency is that there is variability in the service
delivered by different people, that is services delivered differs from people to people.
Like in case of a bank, different staff members would provide different services. In the
bank, a person may have lot of work and may not attend to a customer .On the other
hand, some other person with the same work may attend him with great enthusiasm. In
order to tackle this inconsistency aspect, adequate training and motivation must be
provided to the employees. This will result in higher number of customers for the bank,
higher profits and subsequently lower retention rate.
E.g. PUNJAB NATIONAL BANK prides itself for providing crown of quality for
customer who is the king and is an ISO 9002 certified bank. Thus, they will have to
ensure that their service quality level is always consistent and up to the mark to meet the
tall expectations of their customers.
Page 41
BMS PROGRAMME
MUMBAI UNIVERSITY
3.) Inseparability
Inseparability is that characteristics of a service indicating that it cannot be separated
from creator-seller of the product. Many services are created, delivered and consumed
simultaneously through interaction between customers and service producers. This is a
source of major limitation for the bank. But technology has in a big way helped the banks
to cope with this problem.
Production of services, when it comes to banks can be performed in the following 3

ways:
(i) Co- production: In this case both the service provider and the customer work together
to produce services.
When a customer wants to withdraw cash from the banking
premises, then both the customer and the service provider needs to be present.
(ii) Isolated production: It is that part of service that is done outside to an organization.
Eg. Tele-Banking.
(iii) Self Service production: In this case, the customer uses the equipments of the
service providers and self serves it. Eg. ATM.
4.) Inventory
Inventory relates to the perishable characteristics of the service marketing. If a
customer starts his day at eight in the morning and ends it at four, but if bank is open only
from 9:00 a.m. to 1:00 p.m. in the afternoon, then one might not be able to attend it. The
demand for banking services also fluctuates by day and hour. The day before the holiday,
weekend, most Mondays and Saturdays, pension and salary days are heavier than normal
Page 42
BMS PROGRAMME
MUMBAI UNIVERSITY
banking hours. So service faces a lot of problem from inventory as it cannot be stored,
saved and then used later.
RATER Analysis For Indian Overseas Bank

There are many reasons why a customer should be given QUALITY SERVICES. The
most of them are:
1. Industry being so competitive that a customer should be given the best services as
they have many competitors (the company) and if even a single customer is lost in
todays JLT world then it very difficult to win back the customer.
2. Most of the customers do not complain as they just opt out and do get satisfied
with better services elsewhere.
When it comes to services, there are 10 quality dimensions. Each of the dimensions is of
utmost importance since human element is involved and it relates to services.
But Zeithaml, Bitner and Parsuraman have developed a new and concise model
by clubbing some points. This model consists of the following dimensions:
Reliability
Assurance
Tangibility
Empathy
Responsiveness
RELIABILITY
Page 43
BMS PROGRAMME
MUMBAI UNIVERSITY
RESPONSIVENESS
ASSURANCE
EMPATHY
TANGIBILITY
RELIABILITY
It is defined as the ability to perform the promised service dependably and
accurately. In its broadest sense, reliability means that the company delivers on its
promisespromises about delivery, service provision, problem resolution, and pricing. It
is also known as the No Excuses service delivery.
Indian Overseas Bank faces stiff competition from many other banks within its
vicinity and some of these banks are foreign banks. But the existing customers have faith,
loyalty and trust in this bank. The customers are well aware that the bank will provide
them back the best and reliable services. For e.g., no person likes to wait to withdraw
his/her money. In order to correct this problem, Indian Overseas Bank has ensured that
whoever comes in for cash withdrawal will receive his/her cash within five to ten
minutes.
ASSURANCE
Page 44
BMS PROGRAMME
MUMBAI UNIVERSITY
Assurance is defined as employees knowledge and courtesy and the ability of the
firm and its employees to inspire trust and confidence. It includes the ability, knowledge,
genuineness, and honesty to provide the best services to the customer from the frontline
staff. In this dimension the front line staff is more important rather than the owner.
At Indian Overseas Bank, every customer who comes is treated with utmost care and
any problem that takes place is solved with great enthusiasm. It assures the customers
coming up to the bank that the money they invest is secure; the interest rate that is being
provided to them is at par or sometimes even higher as compared to other banks. Also, it
assures the customers that the money they have invested will be returned to them as and
when required with proper interest. It tries to empower their customer contact people and
regularly train them in skills to build trust and loyalty between employess and the
customers. They have assigned some of their staff members to build relationships with
the customers by getting to know them personally.
TANGIBLITY
Tangibles are defined as the appearances of physical facilities, equipments,
personnel and communication materials. All of these provide physical representations or
images of the service that customers, particularly new customers, will use to evaluate
quality.
At Indian Overseas Bank, the entire premise is air-conditioned. They have
computerized systems in place and therefore quick, accurate and efficient service can be
provided to the customers. The tables and chairs are conveniently located for the
customers. The personnel always have a cheerful and helping veneer and are always
ready to help out the customers. The entire place is done up in bright colours and thus the
customer can immediately feel the warmth and the radiance of the place.
EMPATHY
Page 45
BMS PROGRAMME
MUMBAI UNIVERSITY
Empathy is defined as the caring, individualized attention the firm provides its
customers. The essence of empathy is conveying, through personalized or customized
service, the customers are unique and unique special.
The empathy shown by the employees of the Indian Overseas Bank is good as they
are always polite humble and helpful. There was a case where once a customer misplaced
Rs. 1,00,000 within the premises of the bank. He panicked but the bank personnel put
him at rest and assured him that they would locate the same for him. Since he was a
regular customer, they knew him very well and took the situation under control. They
quickly located the cash and thus, the customer was placated. The bank personnel went
out of their way to help this customer and thus understood his predicament. This bank
regularly holds seminars and training workshops so that they can understand the
consumer better and thus serve him better.
RESPONSIVENESS
Responsiveness is the willingness to help the customer and provide him with
immediate and fast service.
The Indian Overseas Bank is prompt at providing its customers with the
information and services that they seek. It is extremely prompt when it comes to
resolving the complaints of the customers. The customers, in their feedback form,
mentioned this as one of the most important factor that has prompted them to continue
with this bank.
All the five dimensions basically aim at serving the customers to the best of their
ability, giving them quality services and if things are followed as they are demanded,
(i.e., according to the customers demand) then there would be no problems in facing any
type of people. The successful service organizations set up speeds for service standards.
MARKET SEGMENTATION
Page 46
BMS PROGRAMME
MUMBAI UNIVERSITY
An organization is supposed to cater to the changing needs of customers; it is only

natural that all customers have their own likes and dislikes. They have some uniqueness,
which throws a big imprint on their lifestyles. This makes the task of understanding a bit
difficult. It has the context that we go through the problem of market segmentation in the
banking service.
The study of the needs of customers invites a plethora of problems since in
addition to other aspects; the regional considerations also influence the hierarchy of
needs. To be more specific in the banking services, the banking organizations are
supposed to satisfy different types of customers living in different segments. The
segmentation of market makes the task of bank professionals easier. If the market
segmentation is done in a right fashion, the task of satisfying the customers is simplified
considerably. The modern marketing theories advocate the formulation of marketing
policies and strategies for each segment, which an organization plans to solicit.
The marketing segmentation is based in the principle of divide and rule. If we
divide the market into different segments, the size of market is made small and the
process of study is found convenient. We find market segmentation division and
subdivision of a market based on considerations. The bank professionals have to segment
the market in such a way that the expectations of all potential customers are studied in a
right perspective and the marketing resources are developed to fulfill the same. The
marketing efforts can be made more proactive if the process and bases of segmentation
are right.
It is essential that the bank professionals assign due weightage to the difference
that we find in the market behavior due to geographical, age, sex, nationality, educational
background, income classes, occupation, social and other considerations. If they overlook
or underestimate key bases while segmenting, the study results cant be proactive to the
formulation of creative marketing decisions. This makes it essential that the bank
Page 47
BMS PROGRAMME
MUMBAI UNIVERSITY
professionals are well aware of the criteria for market segmentation. The agriculture
sector, industrial sector, services sector, household sector are found important in the very
context. The gender segment is found important no doubt but we cant underestimate
institutional and professional segments. Since the banking organizations serve different
sectors and segments, the segmentation should be done carefully.
IMPORTANCE OF SEGMENTATION
Instrumental in exploring opportunities: We find market segmentation very
much effective in exploring the profitable opportunities. It is well known to us
that while segmenting, the market is divided into different groups and subgroups and this simplifies the process of studying and understanding the
customers in a right perspective. If we know about the rural segment, the
opportunities are explored to the rural areas. If we know about the women
segment, the opportunities are identified in that area. If we know about the
low- income group, the opportunities are identified in that group. Thus the
segmentation helps the bank professionals in exploring the profitable
opportunities.
Instrumental in designing a sound marketing strategy: We cant deny that
market segmentation makes it easier to formulate a sound strategy. Since the
banking professionals are aware of the changing needs and requirements of a
segment, the marketing resources can be developed in tune with the needs and
requirements of a segment. The formulation of a package is found significant
and the bank professionals can do it successfully on the basis of market
segmentation. The promotional measures can be satisfied in the face of
receiving capacity of a particular segment. The pricing strategy can be made
operational and the sales promotion measures can be made productive.
Page 48
BMS PROGRAMME
MUMBAI UNIVERSITY
Helpful to the policy planners: In addition, the policy makers also find
segmentation since they are well aware of the emerging trends in the business
environment. They get detailed information about the changing needs and
requirements of a segment. The planning is an on going process. The banking
professionals transmit necessary information to the policy planners, which
simplifies the process of making a sound policy.
Enriching the market resources: In addition to other aspects, we find
segmentation instrumental in enriching the marketing potentials. If we know
about the preference, needs, requirements, attitudes, lifestyles it is found
easier for us to develop the marketing resources accordingly. This in a natural
way makes it convenient to develop marketing resources. The process of
innovation can be activated. The services, the promotional measures, the
pricing tool and the process of offering can be made more competitive. The
development of world-class marketing resources thus makes it convenient to
influence the impulse of prospects. The bank professionals find it easier to get
the positive results for their productive marketing efforts.
CRITERIA FOR SEGMENTATION

Page 49
BMS PROGRAMME
MUMBAI UNIVERSITY
Segmentation in a right fashion makes the way for profitable marketing. This helps
policy planners in formulating and innovating the policies and at the same time also
simplifies the task of banking professionals while formulating and innovating the
strategic decision. The following criterion makes the segmentation right.
ECONOMIC SYSTEM
An important criterion for market segmentation is the economic system in which we
find agricultural sector, industrial sector, services sector, household sector, and rural
sector requiring the weight age while segmenting.
A). AGRICULTURAL SECTOR: In the agricultural sector, there are four categories
since the needs of all categories cant be identical.
The mechanization of agriculture, the improved or scientific system of cultivation,

the help of nature, the magnitude of risk, the availability of infrastructural facilities
influence the level of expectations vis--vis the needs and requirements. The banking
organizations are supposed to know and understand the changing requirements of
different categories of farmers.
B). INDUSTRIAL SECTOR: The banking organizations are supposed to have an indepth knowledge of the changing needs and requirements of the industrial sector. The
large sized, small- sized co-operative and tiny industries use the services of the banks.
The expectation of all the categories cant be uniform.
Page 50
BMS PROGRAMME
MUMBAI UNIVERSITY
The banking organizations are supposed to have an in-depth knowledge of the

changing needs and requirements of the industrial segment. The emerging tends in
competition, the pressure of inflation, the use of sophisticated technologies, and the
business regulations are some of the important aspects influencing the hierarchy of needs.
C). SERVICES SECTOR: It is an important sector to the economy where the banking
organizations get profitable business. The two categories of organizations such as profitmaking and non- profit making are found important in the very context.
PROFIT MAKING ORG.

BANK INSURANCE,
TRANSPORT HOTEL,
TOURISM, PERSONAL
CARE, CONSULTANCY
ELECTRICITY
PERSONAL
SERVICE
SEGMENT
MULTIPLE
SEGMENTS
NON PROFIT MAKING ORG.

EDUCATION, HHHOSPITAL,
RELIGIOUS
POLITICAL AND SOCIAL
WELFARE.
The banking organizations need to identify the changing needs and requirements
of the services sector with the frequent use of IT and with the mounting pressure of
inflation and competition, we find a change in the hierarchy of needs.
HOUSEHOLD SEGMENT
Page 51
BMS PROGRAMME
MUMBAI UNIVERSITY
This also constitutes an important sector where different income groups have
different needs and requirements. In the below figure we can see the different segments
of household sector.
A). HOUSEHOLD SEGMENT: The high income group, middle income group,
subsistence level group and marginal income group have different hierarchy of needs
which influence the level of their expectations.
B). GENDER SEGMENT: In the gender segment we find males and females having
different needs and requirements. The banking organizations are supposed to identify the
level of expectations of both sexes as shown in the below figure.
Housewives
Working Ladies
Some of the women are housewives and therefore they have different needs and
requirements whereas some of them are working ladies having different needs and
requirements.
PROFESSION SEGMENT
Page 52
BMS PROGRAMME
MUMBAI UNIVERSITY
In the profession segment, we find different categories of professions and therefore we

find a change in their needs and requirements. As shown in the figure below:
Technocrats
Bureaucrats
Corporate
Executives
Intellects
Profession Segment
Public/ Private Formal/Informal
White - Collar
Employees
Blue Collar
Employees
The technocrats, bureaucrats, corporate executives, intellects, white-collar and

blue collar employees have different needs and requirements and therefore the banking
organizations should know their expectations.
INSTITUTIONAL SECTOR
In this sector we find different categories of organizations. Some of the
organizations are known as charitable organizations, some of them are cultural/ social
organizations, some of them are industrial and many of them are profit making and many
are philanthropic and many of them are related to trade and commerce. It is natural that
the needs and requirements vis--vis the level of expectations cant be identical in all
cases. To satisfy and to increase the market share it is imperative that the banking
organizations are familiar with changing needs and requirements. The emerging trends in
the social transformation process determine the hierarchy of needs.
Page 53
BMS PROGRAMME
MUMBAI UNIVERSITY
Charitable Trusts
Institutional Segment
Sub- Segment
Individual
Originations
Chamber of
Commerce
Trade and
Commerce
Health/Education
Sports Org
Philanthropic
Organizations
Complaint Handling-HDFC Bank

Page 54
BMS PROGRAMME
MUMBAI UNIVERSITY
Whatever a service firm may do for customer, even the best firms are going to
find themselves facing complaints from customers who feel that they are not being
treated fairly. In dealing with these situations, it is important to know how to diffuse them
and then turn them into positive experiences for all involved.
However, when it came to complaint handling, HDFC Bank turned to the airline
industry for inspiration. Impressed by the way an airline takes care of its customers from
the time they enter the airport till they collect their luggage after landing, the bank maps
the customer flow at its branch. The first change it brought to its branches was the 'May I
help you' desk at the reception to guide the customer to the right counter. Next, it laid
down efficiency parameters for each sub-process carried out at the branch. "We are
constantly fine-tuning our processes to reduce time taken, especially on routine tasks. We
monitor how long it takes for customer transactions as well as complaints to get
processed".
The bank's 'moments of truth' surveys too are modeled after the airline industry's
satisfaction surveys. These are given to customers just before they exit a branch after a
transaction.
HDFC Bank introduced changes for consumer convenience, starting with the
reception area and with good reason. A traditional branch has always been an infrequent
user's nightmare: cryptic boards are placed on counters leaving one as confused as ever,
bank officials sit behind wire-meshes making it impossible to seek any guidance, and the
long queues are frustrating, all the more so when you realize you stood in the wrong long
line. But HDFC branch models are trying to address this confusion, as well as the jail-like
counters.
Page 55
BMS PROGRAMME
MUMBAI UNIVERSITY
HDFC believes that unless they change to create convenience for that customer,
and add to his brand experience, they will fail to capture the loyalty they're trying so hard
to earn. And unless they achieve this loyalty and increase their share of the customer's
wallet substantially, the majority of their retail customers will continue to be unprofitable
for them.
COMPLAINT RESOLUTION MODEL (CRM)
HDFC bank takes complaint not as a mere complaint but as an issue. They have
got this unique CRM technique where in if there is any complaint either by an employee
or a customer in any branch; it will be looked into and resolved in 24 hours. Within 24
hrs, if the branch manager does not handle the complaint it goes to the higher authority.
And then again if the same complaint is not handled in 12 hours by the higher authority it
goes to the Managing Director. Once if it reaches the MD, either the branch manager is
sacked or necessary action is taken against him.
CASE STUDY-I
Phase I
Page 56
BMS PROGRAMME
MUMBAI UNIVERSITY
The reason why the customer decided to open an account with ABC Bank was
their constant boasting of being the best online trading bank in India. So one day the
customer called their customer center to open an account. The lady was very polite and
after talking with her for some 5 minutes, she told the customer that one of their
representatives will visit her soon. She gave the lady her office address and asked her to
send the person to her office. The next day the customer gathered all the necessary
documents to open an account. It took exactly a week for their representative to turn up
and on her inquiring about the delay, he gave her a silly reason, like he was busy with
many more clients and so could not come on the promised date. She felt that the
employees attitude towards the customers depend upon their mood on that particular day.
Phase II
Within a month the customer got a letter from the bank saying that her account
has been activated. So the next day she went to her nearest branch to deposit a cheque. As
she entered inside, it was over crowded with people in each and every corner; most of
them were the employees themselves. In most of the branches that she had visited in last
5 months, she had got the feeling that the branches were over employed.
Phase III
After going through all this she decided to use their Phone banking facilities, and
its did not turn out any better than Central Railway Inquiry. Every hour you find some
different people to answer your query, and most of the time you are put on HOLD.
Phase IV
They used to claim that their trump card was the ATM. To some extent it was ok
but what the customer noticed is that most of the ATMs are located in a very isolated
place
and
its
down
during
evening
time.
The Finale
Page 57
BMS PROGRAMME
MUMBAI UNIVERSITY
Here is something that made the customer to finally say GOODBYE to ABC.
Initially they told her that their share trading service is free, so she did most of her trading
through ABC direct. The service was not of much help. Just a week from then, she got a
mail asking her to pay for using share-trading service. Again she got in touch with the
concerned person and informed them about the mail and also that she was no more
interested in continuing her account in ABC. Then they informed her that this mail is not
for current year its the advance payment for the coming year. In the end she had to pay
them for the service, which she never utilized. She stopped using ABC Bank and asked
all her colleagues never to have an account with the bank after her experience.
ANALYSIS OF THE CASE

As can be seen in this case, there is a definite failure in the service delivery. Now
apply the different dimensions of service quality to this particular case and find out
reasons for the failure.
RATER
Reliability: The lady assured the customer that the representative would visit her the next
day. Instead he took a week to turn up. Also instead of apologizing to the customer, he
gave the excuse that he was busy with other clients and so he could not attend to him. In a
service industry the customer is the king and you should make each customer feel special.
As can be seen, the attitude of the employees in the bank is indifferent. In fact, the
customer concludes his review by saying that the employees attitude towards the
customer depends on their mood. This shows tremendous inconsistency in service
delivery.
Assurance: Here the staff has failed to live up to its promise. Instead of coming in a day
as promised, the representative came after a week. He didnt even apologize for his
mistake. As a result the customer was inconvenienced. The customer was angry that the
Page 58
BMS PROGRAMME
MUMBAI UNIVERSITY
bank made false promise just to woo customers. Also she was told that the share trading
service was free. Afterwards she was made to pay for the service, which she had hardly
used.
Tangible: The tangible cues here will be the facilities that they provide, like the phone
banking and the ATM. The customer here describes the ATM service as okay. She says
that it works only sometimes. She compares their phone banking facility to the central
railway enquiry, where every hour different people come to answer his query and most of
the time he was put on hold.
Empathy: From the case, it seems that they are not understanding towards the customer
grievances. All the branches this customer has gone to have been very crowded. There
was no effort on the part of the employees to help this customer. Also in the case of their
phone banking, they make the customer wait for long periods of time without answering
their query.
Responsiveness: In the case of this customer, the bank and its staff were not able to
respond quickly. When the particular representative was not able to reach the next day,
the bank should have sent another representative in his place. Also they should not have
charged this customer for using the share trading service, especially since it was a
mistake on their part.
Service recovery
Service recovery pertains to the actions taken by an organization In response to a
service failure. When a customer complains he expects 3 types of fairness.
Outcome fairness: In this case the customer decided to use the share trading service as
she was told it was free. She did not find the service of much help. In the end she had to
pay for a service, which she hardly used. The bank should not have charged the customer
for this service especially since it was a mistake on their part.
Page 59
BMS PROGRAMME
MUMBAI UNIVERSITY
Procedural fairness: When the customer entered the bank to deposit a cheque, she found
it overcrowded. There was no effort made by any of the employees to help this customer.
Using the phone banking facility was also not of much help.
Interaction fairness: After promising the customer that the representative would come
the next day, he came after a week. After committing this mistake, he made no effort to
apologize for it. Instead he gave the excuse that he was too busy with other clients to
attend to him.
Fish-Bone
CUSTOMER
EQUIPMENT
FRONT
PROCEDURE
DELAY IN
SERVICE
OTHERS
MATERIAL
SUPPORTING
INFORMATION
Equipment: - Phone banking system of ABC Bank was really bad. Every hour there was
a new person on the phone and most of the time the customer had to wait as the phone
was kept on hold. The customer had some difficulty using the ATM machines, as they
were located on isolated places, which was very inconvenient for the customer to access.
Secondly, during the evening time they were not working. The customer had been told
about that the share trading facility was free but later on they charged for the next years
trading in advance. So, there was certainly a failure in equipments.
Page 60
BMS PROGRAMME
MUMBAI UNIVERSITY
Material: The material aspect of HDFC bank would be its ATM and Phone Banking
services that are described by the customer as a total flop and a waste of time. This
shows a complete material failure, as the services are not up to the extent of the
customers perception and expectations.
Front line staff: The customer has rated employees attitude towards him as depends
upon the mood. In a service industry this is not acceptable, whatever might be the mood
his attitude towards the customers should be good. The front line staffs job is to make
the work easier for the customer and not to complicate further which is not the case in
this particular case study.
Supporting Activities: The supporting staff in this case would include the front desk
receptionist who fails to act in haste and inform the same to the concerned representative.
Also, the customer is not informed about the different service charges, which the back
office should have notified by sending some mails or notifications
Procedure: In the second phase the customer went to the bank to deposit cheque, she
found out that the place was very crowded and there were no proper signboards for the
counters to guide her.
Information: In phase 1, the customer was told that the bank representative would be
coming to his place in a days time. But these representatives came after a week. So there
was wrong information given on the part of the customer. Again in the final phase, the
customer was not given any information about the next years share trading charges and
charged her in advance.
Company Profile
Page 61
BMS PROGRAMME
MUMBAI UNIVERSITY
ICICI Bank is India's second-largest bank with total assets of over Rs. 1 trillion
and a network of about 540 branches and offices and over 1,000 ATMs. 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 specialized subsidiaries
and affiliates in the areas of investment banking, life and non-life insurance, venture
capital, asset management and information technology. ICICI Bank's equity shares are
listed in India on stock exchanges at Chennai, Delhi, Kolkata and Vadodara, the Stock
Exchange, Mumbai and the National Stock Exchange of India Limited and its American
Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).
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
Page 62
BMS PROGRAMME
MUMBAI UNIVERSITY
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 transactionbanking 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. Shareholders of ICICI and ICICI BANK approved
the merger in January 2002, by the High Court of at Ahmedabad in March 2002, and by
the High Court of Judicature at Bombay 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
singularly.
CASE STUDY-II
The Customers Association with the Bank
The customer became an ICICI bank customer in 1998 when he became an NRI
customer. Things were rather mundane and normal. Compared to the other big
Page 63
BMS PROGRAMME
MUMBAI UNIVERSITY
nationalized banks and Citibank, the customer felt ICICI Bank was the best and got some
great feedback from friends and relatives alike. His initial relationship was excellent. This
continued till 2001. All the facilities were of the highest grade. Their email follow-ups,
request resolution, customer service and everything they served were of the highest
grade. They also baffled him by calling him overseas with regard to certain transactions
and request. So, he would have given a 5 star rating in 1998. But it did not continue for
long.
What has changed since then?

This bank grew leaps and bounds ever since the IPO in 1998 as well as the NYSE
listing in 2000. The numbers of customers were huge and the merger with Bank of
Madura added to the woes of the service. As there is a saying Quality is inversely
proportional to Quantity, ICICI bank yielded to this very true philosophy. The customer
sent a letter to their NRI center regarding a change of address for his NRI account. This
took considerable amount of time since ICICI misplaced the letter twice and he head o
mail the letter again. This frustrated and infuriated the customer. Then, they sent a courier
to the customer but at the wrong address. They sent one to the wrong address, and other
one to the right address but with the wrong password for the bank account.
Snippets from mail correspondence that took place between the customer and the banking
personnel
are
provided
as
follows
providing
us
with
an
insight:
If doing an address change should take such a long time and if your processes
are so sterner and baseless with a mediocre customer-care follow-up, I definitely need to
reconsider my options. I had opened an account in ICICI though I had quite a few
options for an NRI account, in hope of having an excellent customer service.
Ill have to rethink if my decision was correct. I have received similar complaints from
my friends as well stating that the Quality of ICICI has gone down with Quantity, I
would definitely like to talk to some manager for NRI Services, for the same
matter. Revert to me, if you still have any queries.
Page 64
BMS PROGRAMME
MUMBAI UNIVERSITY
Mr. XYZ
The Reply
NRI Cell <nri@icicibank.com> wrote:
Dear Mr. XYZ,
We apologize for the delay in our response.
With reference to your mail we would like to inform
you that we have not received your letter for address change.
Blah Blah Blah
In this letter instead of requesting the customer for sending the letter again and
apologizing to him, the bank authority says that the customer hasnt send any letter at all
thus making it a CRITICAL INCIDENCE for the customer.
Customers Final Conclusion of the Bank

All things considered, the ICICI bank is far ahead of many of the nationalized
banks. As an NRI customer and a person used to excellent banking for quite sometime, I
feel that this bank has some mediocre facilities and service. I will be reevaluating the
opinion at a later point. I am just having an account after many unpleasant services and
incidents.
Will the customer recommend ICICI Bank to anyone? A big NO at least for the time
being
until
the
bank
makes
efforts
to
upgrade
their
services.
Case Study Analysis: RATER

R: Reliability
The Case Study shows that the bank was extremely reliable and trustworthy
initially. But after the surge and swelling of customers, inefficiency has crept in r to the
bank. The bank is unreliable only on the basis of the service that it provides, but when the
question of financial reliability arises the bank seems to be in very sound and secure.
Page 65
BMS PROGRAMME
A:
MUMBAI UNIVERSITY
Assurance
The customer Mr. XYZ was rest assured about the fact that the bank was very
professional in its approach. But after the bank conducted the mistakes of sending the
password at the wrong address and then sending the wrong password at the right address
made sure that the bank lost the dignity of being a financial institution that provides
assurance.
This
had
deep
impact
on
the
customer.
T: Tangibility
As we can see when the customer Mr. XYZ wanted to change the address for his
NRI account he had to send 3 mails to the bank out of which 2 of them were lost by the
company, later on the first confirmation was sent at the wrong address and the second
confirmation was sent at the right address with the wrong password. The whole process
took around 2 months, which is a very long time to take by any standards.
E: Empathy
The bank was very co-operative and sympathetic towards customers before the
phase of their IPO, the best example of this would be that the company also called its
NRI customers overseas for certain transactions this showed that the bank was indeed
very good towards its customers, but after the IPO, the bank just lost all loyalty it earned,
it took the bank almost 2 months to change the address and when the customer Mr. XYZ
wrote a mail to the bank for its mediocre service provided the bank in reply blamed the
customer for its mistake. Thus, ICICI Bank performs miserably on this count too and thus
loses
the
customer.
R: Responsiveness
The company lost this quality after the IPO. The company took almost 2 months
Page 66
BMS PROGRAMME
MUMBAI UNIVERSITY
to change the address and only after sending 3 mails was the job done, the bank
management was also very unresponsive in apologizing to its customers.
BIBLIOGRAPHY
SERVICES MARKETING M.K.RAMPAL & S.L.GUPTA
SERVICES MARKETINGVALARIE.A.ZEITHAML & MARY JO BITNER
SERVICES MARKETINGCHRISTOPHER LOVELOCK
MARKETING MANAGEMENTPHILIP KOTLER
WWW.ICICI.COM
WWW.HDFC.COM
Page 67
BMS PROGRAMME
MUMBAI UNIVERSITY
WWW.INDIANOVERSEASBANK.COM
THE TIMES OF INDIA
BUSINESSWORLD
Page 68

Nitish India Banking 00923009001533

Transféré par

Informations du document

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Nitish India Banking 00923009001533

Transféré par

Droits d'auteur :

Formats disponibles

BMS PROGRAMME

IN PARTIAL FULFILLMENT OF BACHELOR

KARNALA SPORTS ACEDAMY

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Mrs. NITYA VARGHESE

To analyze the role and need of banking as it is an upcoming era of Banking

To know how marketing of banking services can be beneficial in growth of Indian

To know about the emergence of Banking in market.

To understand the nature of services rendered and various investment areas

To understand the future prospects and challenges faced by banking activity

AN INTRODUCTION TO BANKING SECTOR IN INDIA

CASE STUDY-II (ICICI BANK)

A PROJECT ON MARKETING OF BANKING SERVICES

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

AN INTRODUCTION TO THE BANKING SECTOR IN INDIA

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Industry estimates indicate that out of 274 commercial banks

These banks have generally been established by

promoters of repute or by high value domestic financial institutions.

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

A strategy that has allowed these banks to

POLITICAL/ LEGAL ENVIROMENT

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Concession on Personal Remittances

PRODUCT WIDTH AND DEPTH

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

ATM Card Issue

Free 2 ATM cards issued free if it

Rs. 25 per page

Rs. 25 per page

THE MOST FAVORABLE PRICING STRATEGY

1. The Trade Area:

6. Proximity of other convenient outlets:

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

This can be better explained with the example of ICICI bank.

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Word of mouth Promotion:

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

1. Begin by defining the objective and the process

description as possible, such as a verb followed by a noun.

centre of a landscape-formatted sheet.

below, use B1 as the reference number, where B refers

title line, at the left hand margin.

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Cashier Process of Savings Deposit-B1 (Ref-1)

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Cashier Process of Savings Deposit-B1

Cashier posts deposit to

BARNS COLLEGE OF ARTS, SCIENCE AND COMMERCE

Process Mapping Symbols

This symbol is used to indicate both the beginning and the

Manual Operation. If it is important to indicate that an

Document: indicates a physical paper on which information

The document symbol, superimposed on itself, indicates