1. 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. THOMAS
S2 MBA
MACFAST
THIRUVALLA

2. 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.

3. MANAGING SERVICE QUALITY
 The 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.

4. Service-quality Model

5.  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.

6. 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.

7. Five determinants of service quality
 Reliability
 Responsiveness
 Assurance
 Empathy
 Tangibles

8. Best Practices of Service Quality Management
Strategic concept
Top management commitment
High standards
Self service technology
Monitoring system
Satisfying customer and employee need

9. ICICI BANK
 ICICI (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).

10. ICICI BANK
Personal
Banking
Privilege
Banking
Wealth
Management
Private
Banking
NRI
Banking
Corporate
Banking
Business
Banking
•Accounts
&Deposits
•Loans
•Cards
•Insurance
•Investment
•Demat
•Agri &
Rural
•Internet
Banking
•Mobile
Banking
•ATM
•Personal
Privileges
•Business
Privileges
•Personal
Banking
•Business
Banking
•Banking
•Insurance
•Investment
•Advisory
•Real estate
•Privileges
•Insurance
•Investment
•Bank
account
•Money
transfer
•Loans
•Commercial
Banking
•Investment
banking
•Global
Markets
•FI,capital
markets &
custodial
services
•Project
finance
•Technology
finance
•Current
accounts
&
services
•Business
Loans
•Trade
services
•Advisory
services

11. Personal Banking
ICICI provides the following products and services in
Personal banking
Accounts 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

12. Loans
 Home Loans
 Car Loans
 Personal Loans
 Commercial Vehicle Loans
 Loan against securities
 Loan against properties
 Gold loan
 Construction Equipment Loans
 Flexicash

13. Cards
 Credit Cards
 Debit Cards
 Prepaid Cards
 Corporate Cards
Insurance
 General Insurance
 Life Insurance
 Card Protection Plan

14. Investments
 Mutual funds
 Fixed Deposits
 ICICI Bank Bonds
 Initial Public Offerings
 GOI Bonds
 ICICI bank pure gold
 Public Provident Fund
Internet banking
Mobile banking
ATM

15.  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

16. Rural, Micro & Agri business
Forex and derivatives
Agri investment banking solutions
Working capital loans
Loan against ware house reciepts
Micro credit
Micro savings
Self help groups
Tractor loans
Farmer finance

17. Privilege Banking
 Privilege 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.

18. 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.

19. Private Banking
In private banking ICICI provides an additional service,
Real estate service. The following services are provided
in this area
o Residential Real Estate
o Commercial Real Estate
o Joint Venture Structuring
o Real Estate Consultancy Services
o Funding

20.  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.

21.  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).

22. Custodial Services
ICICI Bank is a one stop shop offering end-to-end
custodial solutions for:
 Equities and Fixed income Instruments
 Exchange Traded Derivatives
 GDR/ ADR/ Euro Issues and Arbitrage
 Government Securities and Treasury Bills
 Fund Accounting

23. Project Finance
 Project Finance is one of the key focus areas for ICICI
Bank
 Major 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.

24.  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

25. Business Banking
Provides services :-
 Current accounts and services such as roaming, prepaid
and cluster current accounts.
 Business loans
 Trade services
Other online services such as
Money Manager
Fund transfer
Bill Payment
Quick Pay
Prepaid mobile recharge

26. Service Quality Management in ICICI Bank
Reliability
 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

27. Assurance
Any 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.
Empathy
Relationship between the employees and customers
shows caring and individual attention to customers.
Customer Relationship Management is maintained.

28. Tangibles
Facilities and services made by the bank.
Forums to review customer grievances and enhance
the quality of customer service
 Branch level customer service committee (MILAP)
 Standing committee on customer service
 Customer service committee of the Board