MARKETING MANAGEMENT SHORT TERM PROJECT

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

Topic:

Submitted By,

CHINCHU P. THOMASS2 MBAMACFASTTHIRUVALLA

Service:-A service is an act of performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.

MANAGING SERVICE QUALITYThe way for a service firm to succeed is by delivering

consistently higher-quality service than that of its competitors and by exceeding customers expectations.

These expectations are formed by the firm’s past experiences, word of mouth, and advertising.

After receiving the service, customers compare the perceived service with the expected service.

If the perceived service falls below the expected service, customers lose interest in the provider.

If the perceived service meets or exceeds their expectations, they are apt to use the provider again.

Service-quality Model

Parasuraman, Zeithaml, and Berry formulated a service-quality model that high-lights the main requirements for delivering high service quality.

The model identifies five gaps that cause unsuccessful service delivery:

1. Gap between consumer expectation and management perception: Management does not always perceive correctly what

customers want.

2. Gap between management perception and service-quality specification: Management might correctly perceive the customers’

wants but not set a specified performance standard.

3. Gap between service-quality specifications and service delivery: Service personnel might be poorly trained, or

incapable or unwilling to meet the standard.

4. Gap between service delivery and external communications: Customer expectations are affected by statements

made by company representatives and advertisement.

5. Gap between perceived service and expected service: This gap occurs when the consumer misperceives

the service quality.

Five determinants of service quality ReliabilityResponsivenessAssuranceEmpathyTangibles

Best Practices of Service Quality Management

Strategic conceptTop management commitmentHigh standardsSelf service technologyMonitoring systemSatisfying customer and employee need

ICICI BANKICICI (The Industrial Credit and Investment

Corporation of India Ltd) Bank is India's second-largest bank with total assets of Rs. 4,736.47 billion and profit after tax Rs. 64.65 billion for the year ended March 31, 2012.

The Bank has a network of 3,128 branches and 10,486 ATMs in India, and has a presence in 19 countries, including India. 

ICICI Bank's equity shares are listed in India on Bombay Stock Exchange and the National Stock Exchange of India Limited and its American Depositary Receipts (ADRs) are listed on the New York Stock Exchange (NYSE).

ICICI BANK

Personal

Banking

Privilege

Banking

WealthManageme

nt

Private Bankin

g

NRIBankin

g

Corporate

Banking

Business

Banking•Accounts &Deposits•Loans•Cards•Insurance•Investment•Demat•Agri & Rural•InternetBanking•Mobile Banking•ATM

•Personal Privileges

•Business Privileges

• Personal Banking

• Business Banking

• Banking•Insuranc

e• Investme

nt•Advisory• Real estate

•Privileges

•Insurance

• Investment

• Bank account• Money transfer• Loans

•Commercial

Banking•Investmen

t banking• Global Markets•FI,capital markets

& custodial services• Project

finance•Technolog

y finance

•Current

accounts &

services

• Business

Loans

• Trade services

•Advisory

services

Personal BankingICICI provides the following products and

services in Personal bankingAccounts and deposits

i wish- Flexible Recurring Deposits Dream deposits Fixed deposits Recurring Deposits Savings Account Silver savings Account Professional Savings Account Salary Account b2 Savings Account

Loans Home Loans Car Loans Personal Loans Commercial Vehicle Loans Loan against securities Loan against properties Gold loan Construction Equipment Loans Flexicash

Cards Credit Cards Debit Cards Prepaid Cards Corporate Cards

Insurance General Insurance Life Insurance Card Protection Plan

Investments Mutual funds Fixed Deposits ICICI Bank Bonds Initial Public Offerings GOI Bonds ICICI bank pure gold Public Provident Fund

Internet bankingMobile bankingATM

ICICI Bank Demat Services boasts of an ever-growing customer base of over 18.49 lacs customer base as on January 31st, 2013. In continuous endeavor to offer best of the class services to customers , bank offer the following features:

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

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

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

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

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

Demat Services

Rural, Micro & Agri business Forex and derivativesAgri investment banking solutionsWorking capital loansLoan against ware house recieptsMicro creditMicro savingsSelf help groupsTractor loansFarmer finance

Privilege BankingPrivilege Banking products and services are

designed to meet all banking and financial needs of selected customers such as deposits, accounts, credit and debit cards, loans, insurance etc.

Provides services for all life stages in both personal and business aspects and special privileges also.

Wealth Management In Wealth Management ICICI provides

products and services such as funds and investment, insurance and risk protection, investment advice , managing of investments, tracking of shipment and other banking services for growing ,managing, protecting wealth in personal wealth management

Business Loans and Insurance are provided in early and growing stage of business.

Private BankingIn private banking ICICI provides an additional

service, Real estate service. The following services are provided in this areao Residential Real Estateo Commercial Real Estateo Joint Venture Structuringo Real Estate Consultancy Serviceso Funding

In NRI banking, banking services such as accounts, money transfer,loans,investments and insurance are provided.

In Corporate Banking commercial Banking services such as general banking, cash management services, global trade services ,corporate internet banking services are provided.• ICICI Bank offers innovative FX services and

products to its clients, based on its client's unique requirements by not only incorporating the best practices followed globally but also by leveraging technology to deliver bespoke solutions and user- friendly experience.

Mergers and Acquisitions Advisory Group (MAAG)MAAG Provides end-to-end advisory services to the client in the mergers and acquisitions involving target search, analysis of the target and potential synergies for the client, value analysis, pricing strategy, review of the transaction documents, negotiation support, documentation and closure of the transaction.

ICICI Bank services the financial sector for the entire set of banking requirements and provides a complete range of solutions.

The Financial Institutions and Syndication Group (FISG) is responsible for ICICI Bank's relationship with the financial sector.

ICICI Bank is an active capital market intermediary. It is one of the promoters of several leading institutions in

the country including NSE, NCDEX, Central Depository Services (India) Limited (CDSL).

Custodial ServicesICICI Bank is a one stop shop offering end-to-

end custodial solutions for:Equities and Fixed income InstrumentsExchange Traded DerivativesGDR/ ADR/ Euro Issues and ArbitrageGovernment Securities and Treasury BillsFund Accounting

Project FinanceProject Finance is one of the key focus areas

for ICICI BankMajor sectors ICICI financed was power,

roads, ports and airports, manufacturing and mining, oil and gas etc.

The project finance team of ICICI Bank has also played a key role in assisting the Government of India in formulating policies relating to various segments of the infrastructure sector.

The Technology Finance Group (TFG) of ICICI Bank implements various programmes for international agencies such as World Bank and USAID.

The programmes currently running are designed to help the industry and institutions undertake collaborative R&D and technology development projects.

These programmes focus on the following sectors: Biotechnology/ Healthcare Electrical Electronics & communication Energy Environment Materials Manufacturing/ Control technologies Financial/ Security services

Business BankingProvides services :-

Current accounts and services such as roaming, prepaid and cluster current accounts.

Business loansTrade services

Other online services such asMoney ManagerFund transferBill PaymentQuick PayPrepaid mobile recharge

Service Quality Management in ICICI BankReliability

ICICI Bank has always harnessed technology to introduce safe, reliable and convenient banking services.

Responsiveness 24 hours customer care services is an example for

responsiveness of firm Customers are fully informed of their rights to

alternative remedy if they are not fully satisfied with the response of the Bank to their complaint.

The bank will work continuously towards providing quality service to its customers

ICICI Bank won "Most Customer Responsive Company” award in 2007

AssuranceAny complaints raised by customers are

dealt with courtesy and on time All customers are treated fairly at all times.Proper training is given to development of

employees.EmpathyRelationship between the employees and

customers shows caring and individual attention to customers.

Customer Relationship Management is maintained.

TangiblesFacilities and services made by the bank.Forums to review customer grievances and

enhance the quality of customer serviceBranch level customer service committee

(MILAP)Standing committee on customer serviceCustomer service committee of the Board

THANK YOU