Customer relationship management : A study based on customer satisfaction of ICICI bank
Nariya, Gautam (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053015748
https://urn.fi/URN:NBN:fi:amk-2023053015748
Tiivistelmä
The aim of this thesis was to explore the key attributes of customer satisfaction and Customer relationship Management, to understand the strategies of ICICI Bank on customer satisfaction and CRM, and to study the customer satisfaction level of the bank’s customers. A wide range of sources, both old and new, physical, and digital, form the literature source of this thesis.
A mix of qualitative and quantitative research method was employed as the research methodology of this thesis. Survey questionnaire with 5-point Likert scale was used for quantitative data collection and was analysed statistically via Webropol. Survey was sent to 100 customers of ICICI bank, of which, 51 responses were received. 36 were males while 15 were females. For qualitative research, a semi-structured interview was conducted with a banking expert and the responses received were qualitatively analysed.
The quantitative findings suggested that the bank has provided timely services, is willing to help customers, and possesses new and modern equipment and attractive infrastructures. The bank seems sincere in solving customers’ problems, meeting their needs, and satisfying them. The qualitative interview was more focused on understanding the CRM strategies of ICICI bank. The rich data suggested that the bank has strongly advocated its internet banking and digitalization.
However, a large number of neutral responses may indicate that the ICICI bank may have to assess and amend some of its CRM strategies to retain their existing customers and expand their customer base. The bank may have to review matters such as employees’ cooperation with customers, the interest rate offerings, and demonstrate proper care in dealing with customers.
A mix of qualitative and quantitative research method was employed as the research methodology of this thesis. Survey questionnaire with 5-point Likert scale was used for quantitative data collection and was analysed statistically via Webropol. Survey was sent to 100 customers of ICICI bank, of which, 51 responses were received. 36 were males while 15 were females. For qualitative research, a semi-structured interview was conducted with a banking expert and the responses received were qualitatively analysed.
The quantitative findings suggested that the bank has provided timely services, is willing to help customers, and possesses new and modern equipment and attractive infrastructures. The bank seems sincere in solving customers’ problems, meeting their needs, and satisfying them. The qualitative interview was more focused on understanding the CRM strategies of ICICI bank. The rich data suggested that the bank has strongly advocated its internet banking and digitalization.
However, a large number of neutral responses may indicate that the ICICI bank may have to assess and amend some of its CRM strategies to retain their existing customers and expand their customer base. The bank may have to review matters such as employees’ cooperation with customers, the interest rate offerings, and demonstrate proper care in dealing with customers.