INTRODUCTION

The banking services are an honest attempt of study towards the small, medium enterprises customers initiative in banking sector. Where banking sector has adopted this concept of marketing and they have changed their working style according to the changes in technology and the need of customers. The aim of service is to create strong, lasting relationship with core group of customers. It is to a firm's advantage to develop long term relationship with existing customers because it is easier and less expensive to make an additional sale to an existing customer than to make a new sale to a new customer. Over a period of time with the competition and technological improvements customers have become fully aware of their rights. They now demand nothing short of excellent and prompt services. And further expect improvements there on. In fact over a period of time customer service has become customer satisfaction and customer delight and it can be said what they look forward to now is customer ecstasy. Now a days number of alternatives are available to enlightened customers to choose the banks according to their choice and the services provided by them hence, they choose only those banks that they consider best suites them. Customers mind set has changed now days and they are willing to get much more at their door steps. Todays Customers are very smart and hoping for better services from their bankers. Competition and globalization of banking services are forcing banks to be productive and profitable. To retain High Net Worth individuals, hence, banks need to focus strongly on relationship management with small, medium enterprises customers. To accept this challenges innovative service strategies and cutting edge software can help, to a great extent, in achieving the desired results.

INTRODUCTION TO BANKING SERVICE Banks are the most significant Bodies in the Indian financial market. Dominated by public sector Banks, the Industry has so far acted as an efficient partner in the growth and the development of the country. Customer satisfaction is the key to the profitability of retail banking in the India and it implies the retention of customers for the long term, which is cheaper than attracting new customers. In the current scenario of retail banking in the India particularly with banks becoming larger, the closure of branches and the advent of internet banking, the question arises whether the customers are satisfied or otherwise and what are the elements of retail banking which lead to the satisfaction or dissatisfaction of customers. The knowledge of current levels of satisfaction and, in particular, the key determinants of satisfaction benefit those in the industry allowing them to focus and build upon key areas that lead to highly satisfied customers. Results highlight that in-branch factors particularly staff, branch location and convenience are the most significant factors influencing customer satisfaction in retail banking. Small & Medium Enterprises The small enterprises segment has been identified as having a high potential for growth and as a source of increased profitability for the banks. The segment has shown significant growth trends surpassing both the industry sector and overall rate of growth of the economy over the last couple of years. The two main challenges for the bank in the SEG segment are to build high volumes by virtue of small ticket size and minimize credit risk involved in a transaction. The benefits include higher effective yields and rich cross sell opportunities in terms of retail products.

SMEW customers have the following behavioural features:

They exhibit relatively low price sensitivity, as they generally prefer close working relationships with their bankers to pricing issues. They usually have longer and stable banking relationships as compared to large corporate customers. They provide high opportunity for trade finance and cross selling of retail banking products.

The small and Medium Enterprise (SMEs) constitute the most dynamic segment of many transition and developing economies. SME segment in India accounts for 40% of the industrial output and 35% of total exports of the country. The market experience in the segment indicates that forward contracts and derivatives as risk hedging instruments are growing products offering margins greater than offered by the bigger corporate. The small and medium enterprise (SME) sector ahs come into sharp focus with a policy package announced by the government recently, envisaging public sector banks to fix their own targets for funding this sector in order to achieve a minimum 20 percent yearon-year growth in credit to the sector. In addition, these banks are requierd to follow a transparent rating system with cost of credit linked to the credit rating of the enterprise. Further, the package requires commercial banks to make concerted efforts to provide credit cover on an average to at least five new tiny, small and medium enterprises per year.

Though it appears to be a tall order for the banking sector, the guidelines have been embraced with enthusiasm. Several banks, including foreign banks like Citibank and Standard Charted Bank have set up special cells and branches dedicated to SME lending.

The SME sectors preferred by bankers for lending include bulk drugs, knitwear and auto-ancillary goods. Textiles, pharmaceutical companies, chemicals and dyes sectors also continue to find favour with banks as these businesses are thriving. Enterprises like gems and jewellery, seafood processing, sports good etc are not preferred, as banks have suffered huge non-performing assets on account of lending to these over the past few years. However, the new government package is accompanies by reworked guidelines from the Reserve Bank of India on the debt restructuring mechanism for SMEs with outstanding of up to Rs.10 crores. This can help banks assess the SMEs, which they now perceive as untouchable. According to the RBI guidelines, banks could decide the acceptable viability benchmark, consistent with the unit becoming viable in seven years and the repayment period for restructured debt not exceeding 10 years. Accounts classified by banks as loss assets would not be eligible for restructuring. Additional finance would be treated as a standard asset in all accounts up to a period of one year after the date when first payment of interest or of principal, whichever is earlier, was due. RBI has also asked banks to formulate a debt-restructuring scheme for SMEs. These guidelines are geared to help banks renew their focus on this sector. CRISIL has stepped in to provide a rating service for the SME sector. According to this rating programme, SMEs would be rated on a scale of one to eight, with scale one indicating the highest credit quality and the scale eight, hinting at default possibilities. The ratings assigned to SMEs would also function as a self-improvement tool for them. To top all initiatives, SBI, ICICI Ban k and Standard Chartered Bank, have agreed to join hands with the Small Industries Development Bank of India (SIDBI) to float a rating agency for the SME segment. The rating agency, Small and Medium Enterprises Rating Agency (SMERA), inaugurated recently, will rate the companys overall strength; unlike most rating agencies whose core business are to rate debt instruments.

While SIDBI will have largest share of 22 percent followed by SBI, ICICI Bank and international credit Information Company Dun & Bradstreet, which would be at 10-13 percent. Five other public sector banks hold about 28 percent. These are Punjab National Bank, bank of Baroda, Bank of India, Canara Bank and Union Bank of India. Credit information Bureau of India (CIBIL) is also likely to join the company shortly. Most small and medium companies rely on extremely expensive funds sourced from the unorganized financial sector. Part reason why bank credit is denied to many small units, despite repayment capacity not being suspect, is that lenders often do not have the capability to assess their risk. Rating agencies are a step in this direction. With a brand new government package, reworked guidelines for lending by the RBI and the facility of rating enterprises not just for their creditability and debt repayments, banks can now refocus on the SME sector.

OBJECTIVES OF THE STUDY

To study the banking services provided by ICICI bank to small, medium scale enterprises in Coimbatore city.
To analyses the facilities given by ICICI bank to satisfy the customers.

To identify the different way of promotions in offering banking services to the customers.
To know the updation of technology that is given and prompted to customer

for their well being To study the responsiveness of the bank in promoting remote areas.

SCOPE OF THE STUDY

Indian banking scenario had underwent dramatic changes after the implementation of the new economic policy which triggered out the economy in rapid speed as a result of that drastic changes have been taken place in money transactions hence the role of banking had expended incredibly, banks are also have equipped immensely with the help of IT development in unleashing the services in better way to its consumers in such context number of studies have been carried out to find out the consumer satisfaction of the bank customer in order to enhance the service, most of the studies have revealed the IT development has better impact on the service delivery but the propose study would like to encompass all the spheres of the banking services in assessing the service delivery and the satisfaction level of the customer, hence it is became very imperative to explore the consumer satisfaction at multi -dimensional level.
To examine the level of small medium enterprises customer satisfaction associated

with various aspects of ICICI Bank. To make policy recommendations to improve the service quality of ICICI Bank.
The details about the customer satisfaction level responding product and services.

LIMITATIONS OF THE STUDY

The area of study is on Coimbatore city. Hence the result is applicable to that area

only.
The period of study is only six month as the banking service of ICICI bank is vast

and hence huge respondents were not covered.

The sample size is 100 respondents , the result is applicable to this sample size

only.

STATEMNT OF THE PROBLEM

The small enterprises segment has been identified as having a high potential for growth and as a source of increased profitability for the banks. The segment has shown significant growth trends surpassing both the industry sector and overall rate of growth of the economy over the last couple of years. The two main challenges for the bank in the SEG segment are to build high volumes by virtue of small ticket size and minimize credit risk involved in a transaction.

COMPANY PROFILE
ICICI Bank is India's second-largest bank with total assets of Rs. 4,062.34 billion (US$ 91 billion) at March 31, 2011 and profit after tax Rs. 51.51 billion (US$ 1,155 million) for the year ended March 31, 2011. The Bank has a network of 2,610 branches and 8,003 ATMs in India, and has a presence in 19 countries, including India. 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 specialised subsidiaries in the areas of investment banking, life and non-life insurance, venture capital and asset management. The Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices in United Arab Emirates, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia. Our UK subsidiary has established branches in Belgium and Germany. 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) History 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.
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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 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. The merger was approved by shareholders of ICICI and ICICI Bank in January 2002, by the High Court of Gujarat at Ahmedabad in March 2002, and by the High Court of Judicature at Mumbai 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 a single entity. ICICI Bank has formulated a Code of Business Conduct and Ethics for its directors and employees.
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REVIEW OF LITERATURE
1. Manoranjan Mobapatra, et al., (2010) About Forty percent of the population in

India is unbanked.

Since e-banking has evolved as a platform for future

innovations that can have long ranging socio-economic benefits for India and hence also be able to capitalize on the Indian governments dream of, one bank Account Per Indian; established in the fact that e-banking is the need of the hour in India today. It is a win-win situation for all concerned, operators banks and specialist companies are gradually getting themselves organized to operate e-banking services banks are able to reach remote areas without incurring the heavy expenses that opening a branch entails also the ATM penetrating in rural areas is not that High with only forty ATM s per million people in India.
2. Bernadette D.Silva et al., (2010) conducted an Analysis for internet banking that

the bank corporate to understand that there are certain Parameters in e-banking which are affected by the demographic status like Gender, Income level and Educational Qualification etc., for opening internet bank account. Bank operations through internet can attract longer customer and it will enhance the brand image of banks for usage of sophisticated technology.
3. KR. Kamath (2010) Banks may more towards universal banking driven by the

forces of deregulation, liberalizations, and technological advancement. The pressures would emanate from super markets, utility service providers etc., Technology has played and is playing a critical and arguably the most important role in redefining the financial business. Banks are responding by offering alternative delivery channels like ATMs, Tele banking, internet banking, mobile banking etc., Most of the banks have already implemented core banking solution (CBS) across all offices to provide anytime anywhere banking in true sense.

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RESEARCH METHODOLOGY
INTRODUCTION TO RESEARCH Research is a common parlance refers to a search of knowledge. It can be defined as a scientific and systematic search for pertinent information on a specific task. In fact research is an art of scientific investigation. The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry specially through search for new knowledge Redman and Mory define research as a systematized effort to gain new knowledge. Some people consider research as a movement from the known to the unknown. It is actually a voyage of discovery. Research is a academic activity and as such the term should be used in a technical sense. D.Slesinger and M.Stephenson in the Encyclopedia of social sciences define research as the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that the knowledge aids in construction of theory or in the practice of art. Research is thus an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objectives and systematic method of finding solution to a problem is research.

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RESEARCH DESIGN A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The Research as a scientific and systematic search for pertinent information an a specific topic in fact, research is an act of scientific investigation. A Research Design is an arrangement of condition for collection & analysis of data in a manner that aims to combine with relevance to the research purpose with economy in procedure. The researcher had done a descriptive research for studying the attitude of the customers.

PERIOD OF THE STUDY

The time period is 4 months dec2011-mar2012

Data Collection
The data is collected by the researcher both on primary and secondary data.

PRIMARY DATA
The primary data required for the study has been collected by using questionnaire method.

SECONDARY DATA
The secondary data are being collected from the books ,journals and magazines.

SAMPLE SIZE
The total sample size collected for this study is 100 ,As the more samples are collected the more we get know about the attitude on banking services given by ICICI bank.

SAMPLE DESIGN
The researches has selected convenient sampling technique

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. TOOLS USED FOR ANALYSIS

Simple percentage analysis = No of respondents Tot. No of respondents x 100

Standard deviation

x 2 N

Limitation of the Study The area of study is on Coimbatore city. Hence the result is applicable to

that area only.

The period of study is only six month as the banking service of ICICI bank

is vast and hence huge respondents were not covered. The sample size is 100 respondents ,the result is applicable to this sample

size only.

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INTERPRETATION AND DATA ANALYSIS TABLE 4.1

RESPONDENTS CLASSIFIED BY AGE GROUP
S.NO AGE 1 2 3 Below 25 26-35 Above 35 Total NO.OF RESPONDENTS 56 20 24 100 PERCENTAGE 56% 20% 24% 100%

Source: Primary data Interpretation: The above table shows that 56% of the respondents belong to the category below 25, 20% of the respondents belong to 26-35, 24% of the respondents belong to above 35 age group. The majority of the respondents are belonging to the age group is below 25 years.

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CHART 4.1 RESPONDENTS CLASSIFIED BY AGE GROUP

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TABLE 4.2 RESPONDENTS CLASSIFIED BY GENDER

S.NO GENDER NO.OF RESPONDENTS 1. 2. Male Female Total 68 32 100 68% 32% 100% PERCENTAGE

Source: Primary data Interpretation: The above table shows that 68% of the respondents are males and 32% of the respondents are females. The majority of the respondents are Males.

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CHART 4.2 RESPONDENTS CLASSIFIED BY GENDER

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TABLE 4.3
RESPONDENTS CLASSIFIED BY EDUCATION MARTIAL STATUS S.NO 1. 2. 3. Graduate Post Graduate Professional Total NO.OF RESPONDENTS 23 29 48 100 23% 29% 48% 100% PERCENTAGE

Source: Primary data Interpretation: The above table shows that 23% of the respondents are Graduate and 29% of the respondents are post graduate and remaining 48% of the respondents are professional. The majority of the respondents are professional.

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CHART 4.3 RESPONDENTS CLASSIFIED BY EDUCATION

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TABLE 4.4 RESPONDENTS CLASSIFIED BY TYPES OF ENTERPRISES

S.NO 1 2 MONTHLY INCOME Small Enterprises Medium Enterprises Total NO.OF RESPONDENTS 37 63 100 PERCENTAGE 37% 63% 100%

Source: Primary data Interpretation: The above table shows that 37% of the respondents belong to the category of small enterprises and remaining 63% of the respondents belong to the category of medium enterprises. The majority of the respondents are medium enterprises.

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CHART 4.4 RESPONDENTS CLASSIFIED BY TYPES OF ENTERPRISES

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TABLE 4.5
RESPONDENTS CLASSIFIED BY NUMBER OF YEARS HOLDING THE ACCOUNT S.NO 1 2 3 4. MODE Below 2 Years 2 Years 3 Years 3 Years 5 Years Above 5 Years Total NO.OF RESPONDENTS 17 29 6 48 100 PERCENTAGE 17% 29% 6% 48% 100%

Source: Primary data

Interpretation: The above table shows that 17% of the respondents are holding the account is below 2 years, 29% of the respondents are holding the account is below 2 years to 3 years and 6% of the respondents are holding the account is 3 years to 5 years and remaining 48% of the respondents are holding the account is above 5 years. The majority of the respondents are holding the account is above 5 years.

CHART 4.5 RESPONDENTS CLASSIFIED BY SERVICE IN YEARS

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TABLE 4.6

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RESPONDENTS OPINION OF CREDIT FACILITY AVAILABLE IN BANK

S.NO RESPONSES 1 2 3 4 Below 5 Lakhs Below 10 Lakhs Below 25 Lakhs Below 50 Lakhs Total NO.OF RESPONDENTS 24 21 48 7 20 PERCENTAGE 24% 21% 48% 7% 100%

Source: Primary data Interpretation: The above table shows that 24% of the respondents are available credit limit is below 5 Lakhs, 21% of the respondents are available credit limit is below 10 Lakhs, and 48% of the respondents are available credit limit is below 25 Lakhs, and remaining 7% of the respondents are available credit limit is below 50 Lakhs, The majority of the respondents are available credit limit is below 25 Lakhs

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CHART 4.6 RESPONDENTS OPINION CREDIT FACILITY AVAILABLE IN BANK

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TABLE 4.7 RESPONDENTS OPINION REGARDING TOOL USED TO PROMOTE CUSTOMER SERVICE
S.NO RESPONSES 1 2 3 4 SMS E-MAIL PHONE OTHERS Total NO.OF RESPONDENTS 57 23 20 0 100 PERCENTAGE 57% 23% 20% 0% 100%

Source: Primary data Interpretation: The above table shows that respondents opinion regarding tool used to promote customer service 57% - SMS, 23% - E-Mail, 20% - Phone. The majority of the respondents regarding tool used to promote customer service through SMS.

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CHART 4.7 RESPONDENTS OPINION REGARDING TOOL USED TO PROMOTE CUSTOMER SERVICE

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TABLE 4.8 RESPONDENTS OPINION IN HOME BANKING AND INTERNET BANKING PROVIDED
S.NO RESPONSES 1 2 YES NO Total NO.OF RESPONDENTS 89 11 100 PERCENTAGE 89% 11% 100%

Source: Primary data Interpretation: The above table shows that 89% of the respondents accept the bank provides home banking and internet banking and 11% of the respondents does not know the home banking and internat banking. The majority of the respondents accept the bank provides home banking and internet banking.

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CHART 4.8 RESPONDENTS OPINION IN HOME BANKING AND INTERNET BANKING PROVIDED

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TABLE 4.9 RESPONDENTS OPINION OF CARD FACILITIES PROVIDED

S.NO RESPONSES 1 2 3 4 ATM CARD CREDIT CARD BUSINESS CARD INTERNATIONAL CARD Total 100 100% NO.OF RESPONDENTS 78 9 10 3 PERCENTAGE 78% 9% 10% 3%

Source: Primary data Interpretation: The above table shows that 78% of the respondents are provide by ATM Card, 9% of the respondents are provide by Credit Card , 10% of the respondents are provide by Business Card and the remaining 21% of the respondents are provide by International card The majority of the respondents are available provided by ATM card.

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CHART 4.9 RESPONDENTS OPINION OF CARD FACILITIES PROVIDED

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TABLE 4.10 RESPONDENTS OPINION REGARDING DIFFERENT WAY OF PROMOTION

S.NO RESPONSES 1 2 3 4 5 Public Relations Personal Selling Sales Promotion Telemarketing Internet Total NO.OF RESPONDENTS 13 12 27 46 2 100 PERCENTAGE 13% 12% 27% 46% 2% 100%

Source: Primary data Interpretation: The above table shows that promotion of bank 13% - public relations, 12% - personal selling, 27% - sales promotion, 46% - Telemarketing, 2% - Internat. The majority of the respondents are promotion of bank is Telenarketing.

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CHART 4.10 RESPONDENTS OPINION REGARDING DIFFERENT WAY OF PROMOTION

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TABLE 4.11 RESPONDENTS OPINION REGARDING CUSTOMER SERVICE PROVIDED INSIDE THE BANK
S.NO RESPONSES 1 2 3 4 Good Very Good Excellent Improve Total NO.OF RESPONDENTS 36 48 6 10 100 PERCENTAGE 36% 48% 6% 10% 100%

Source: Primary data Interpretation: The above table shows that 36% of the respondents are good service provide inside the bank, 48% of the respondents are very good service provide inside the bank, 6% of the respondents are excellent service provide inside the bank and the remaining 10% of the respondents improve service provide inside the bank The majority of the respondents very good service provide inside the bank.

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CHART 4.11 RESPONDENTS OPINION REGARDING CUSTOMER SERVICE PROVIDED INSIDE THE BANK

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TABLE 4.12 RESPONDENTS OPINION REGARDING ZERO BALANCE ACCOUNT

S.NO RESPONSES 1 2 Yes No Total NO.OF RESPONDENTS 2 98 100 PERCENTAGE 2% 98% 100%

Source: Primary data Interpretation: The above table shows that 98% of the respondents are not a zero balance account and the remaining 2% of the respondents are zero balance account. The majority of the respondents are not a zero balance account.

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CHART 4.12 RESPONDENTS OPINION REGARDING ZERO BALANCE ACCOUNT

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TABLE 4.13 RESPONDENTS OPINION REGARDING SPEED OF CUSTOMER SERVICE INSIDE THE BANK
S.NO RESPONSES 1 2 3 4 Good Very Good Excellent Improve Total NO.OF RESPONDENTS 73 20 6 1 100 PERCENTAGE 73% 20% 6% 1% 100%

Source: Primary data Interpretation: The above table shows that 73% of the respondents are said good speed of customer service inside the bank, 20% of the respondents are said very good speed of customer service inside the bank, 6% of the respondents are said excellent speed of customer service inside the bank and the remaining 1% of the respondents are said improve The majority of the respondents are said good speed of customer service inside the bank.

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CHART 4.13 RESPONDENTS OPINION REGARDING SPEED OF CUSTOMER SERVICE INSIDE THE BANK

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TABLE 4.14 RESPONDENTS OPINION REGARDING LEVEL OF OVERDRAFT INTEREST RATE

S.NO RESPONSES 1 2 3 HIGH MODERATE LOW Total NO.OF RESPONDENTS 5 80 15 100 PERCENTAGE 5% 80% 15% 100%

Source: Primary data Interpretation: The above table shows that 5% of the respondents are said overdraft interest rate is high, 80% of the respondents are said overdraft interest rate is moderate and the remaining 15% of the respondents are said overdraft interest rate is low. The majority of the respondents are said overdraft interest rate is moderate.

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CHART 4.14 RESPONDENTS OPINION REGARDING LEVEL OF OVERDRAFT INTEREST RATE

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TABLE 4.15 RESPONDENTS OPINION REGARDING CUSTOMER SERVICE PROVIDED FOR NET BANKING
S.NO RESPONSES 1 2 3 4 Good Very Good Excellent Improve Total NO.OF RESPONDENTS 36 48 6 10 100 PERCENTAGE 36% 48% 6% 10% 100%

Source: Primary data Interpretation: The above table shows that 36% of the respondents are good service provide by net banking, 48% of the respondents are very good service provide by net banking, 6% of the respondents are excellent service provide by net banking and the remaining 10% of the respondents improve service provide by net banking The majority of the respondents very good service provide for net banking.

44

CHART 4.15 RESPONDENTS OPINION REGARDING CUSTOMER SERVICE PROVIDED FOR NET BANKING

45

TABLE 4.16 RESPONDENTS OPINION REGARDING HELPFULNESS OF BRANCH STAFF TO CUSTOMERS

S.NO RESPONSES 1 2 Satisfied Not satisfied Total NO.OF RESPONDENTS 68 32 100 PERCENTAGE 68% 32% 100%

Source: Primary data Interpretation: The above table shows that 68% of the respondents are satisfied by service and the remaining 32% of the respondents are not satisfied by service. The majority of the respondents are satisfied by service. .

46

CHART 4.16 RESPONDENTS OPINION REGARDING HELPFULNESS OF BRANCH STAFF TO CUSTOMERS

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TABLE 4.17 RESPONDENTS OPINION REGARDING FREQUENT ATM FACILITIES

S.NO RESPONSES 1 2 Yes No Total NO.OF RESPONDENTS 89 11 100 PERCENTAGE 89% 11% 100%

Source: Primary data Interpretation: The above table shows that 89% of the respondents are tell frequent ATM facilities and the remaining 11% of the respondents are not available ATM facilities frequently. The majority of the respondents are satisfied by ATM facilities frequently.

48

CHART 4.17 RESPONDENTS OPINION REGARDING FREQUENT ATM FACILITIES

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TABLE 4.18 RESPONDENTS OPINION REGARDING DEGREE OF RESPONSIVENESS TO REMOTE ENQUIRIES

S.NO RESPONSES 1 2 3 Immediate Moderate Slow Total NO.OF RESPONDENTS 86 11 3 100 PERCENTAGE 86% 11% 3% 100%

Source: Primary data Interpretation: The above table shows that 86% of the respondents told immediate enquiry response, 11% of the respondents told moderate enquiry response and the remaining 3% of the respondents told slow enquiry response. The majority of the respondents told immediate remote enquiry.

50

CHART 4.18 RESPONDENTS OPINION REGARDING DEGREE OF RESPONSIVENESS TO REMOTE ENQUIRIES

51

TABLE 4.19 RESPONDENTS OPINION REGARDING OVERALL CUSTOMER SERVICE

S.NO RESPONSES 1 2 Yes No Total NO.OF RESPONDENTS 98 2 100 PERCENTAGE 98% 2% 100%

Source: Primary data Interpretation: The above table shows that 98% of the respondents are overall satisfaction and the remaining 2% of the respondents are not satisfied. The majority of the respondents are overall satisfied.

52

CHART 4.19 RESPONDENTS OPINION REGARDING OVERALL CUSTOMER SERVICE

53

FINDINGS, SUGGESTIONS AND CONSCLUSION This chapter deals with the findings, suggestions and conclusion of the study. FINDINGS

The majority of the respondents belong to the age group is below 25 years. 68% of the respondents are male A majority of the respondents have completed their professional. A majority of the respondents are medium enterprises. A majority of the respondents are holding the account is above 5 years. Majority of the respondents are available credit limit is below 25 Lakhs. Most of the respondents regarding tool used to promote customer service through SMS. Most of the respondents accept the bank provides home banking and internet banking. Most of the respondents are available provided by ATM card. Majority of the respondents are promotion of bank is Telemarketing. Most of the respondents are very good service provide inside the bank. 98% of the respondents are not a zero balance account Majority of the respondents have good speed of customer service inside the bank. Majority of the respondents said overdraft interest rate is moderate Most of the respondents are very good service provide for net banking. Majority of the respondents said that Bajaj Pulsar have more market share. Most of the respondents (68%) had satisfied by service As per the respondents (89%) are satisfied by ATM facilities frequently 86% of the respondents told immediate remote enquiry. The majority of the respondents are overall satisfied in ICCICI bank service.

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SUGGESTIONS
Since many of the respondents are not aware of there key services. The bank has to

take some initiatives. The bank can post a list of services that they are rendered to the customers inside the bank Premises.
They can post demo of all these services in their bank website.

They can concentrate more on the respondents are falling under the age group

25years 45years.
The bank cannot concentrate on customer complaints handling.

The bank can also send a post to there customers by informing there services and how to proceed with that and all details they can mention it in the post.

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CONCLUSION
This study is important to emphasize that the researcher was unable to influence the questions asked and response options in the survey conducted. However, the variables investigated had sufficient breadth and depth, and comparability to previous research for analysis and the subsequent formation of valid conclusions. This investigation into the determinants of satisfaction in a India setting identified in-branch satisfaction, economic satisfaction, remote services satisfaction and

ATM satisfaction as contributing to overall satisfaction. In-branch satisfaction was found to be the most important factor followed by economic satisfaction, and remote services satisfaction, with the least influence by ATM satisfaction. In-branch satisfaction included factors such as speed of service in-branch, employee behavior as well as branch convenience. For managers, the significantly large influence of in-branch satisfaction implies that it is still considered as a main factor in evaluation of satisfaction. In satisfying customers, both staff and convenience of the branch facility should continuously be assessed and upgraded, as it is still the main delivery channel for banking. The role of staff, in terms of their behavior and expertise in their jobs become issues of prime importance as findings show it to be a significant factor in determining satisfaction both for in-branch as well as for remote services.

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BIBLIOGRAPHY:
Anonymous. (2007, August 16). Tap into your clients needs by putting customer service first. Printweek, 18. Boiko, B. (2005). Defining data, information, and content. In Content management bible (2nd Edition.). Indianapolis, Indiana: John Wiley & Sons. D a h l m a n n , C., & Utz, A. (2005). India and the knowledge economy: L e v e r a g i n g s t r e n g t h s a n d opportunities. Washington, D.C: The World Bank. Davies, P. (2004). Whats this India business? London, UK: Nicholas Brealey International. Hinderliter, H. (2003). Digital publishing primer. Sewickley, PA: GATF. Hira, R., & Hira, A. (2005). Outsourcing America: Whats behind our national crisis and how we can reclaim American jobs. New York, NY: AMACOM. Levy, F., & Murnane, R. J. (2004). The new division of labor: How computers are creating the next job market. New York, NY: Russell Sage Foundation. Streitfeld, D. (2004, August 29). The world office of tomorrow has an address in India. Los Angeles Times, p. A1.

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QUESTIONNAIRE 01. NAME OF THE RESPONDENT : 02. AGE: Below 25 Yrs 25 and 35 Yrs 35 and 45 Yrs 45 Yrs & above 03. SEX Male Female 04. EDUCATION Graduate Post Graduate Professional 05. TYPE OF ENTERPRISES Small Enterprises Medium Enterprises

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06. NUMBER OF YEARS HOLDING THE ACCOUNT Below 2 Years 2 Years 3 Years 3 Years 5 Years Above 5 Years 07. CREDIT FACILITY AVAILABLE IN BANK Below 5 Lakhs Below 10 Lakhs Below 25 Lakhs Below 50 Lakhs 08. TOOL USED TO PROMOTE CUSTOMER SERVICE SMS E-MAIL PHONE OTHERS 09. HOME BANKING AND INTERNET BANKING PROVIDED YES NO

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10. CARD FACILITIES PROVIDED ATM CARD CREDIT CARD BUSINESS CARD INTERNATIONAL CARD 11. DIFFERENT WAY OF PROMOTION Public Relations Personal Selling Sales Promotion Telemarketing Internet 12. CUSTOMER SERVICE PROVIDED INSIDE THE BANK Good Very Good Excellent Improve 13. YOUR ACCOUNT TYPE IS ZERO BALANCE ACCOUNT YES NO

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14. SPEED OF CUSTOMER SERVICE INSIDE THE BANK Good Very Good Excellent Improve 15. LEVEL OF OVERDRAFT INTEREST RATE HIGH MODERATE LOW 16. CUSTOMER SERVICE PROVIDED FOR NET BANKING Good Very Good Excellent Improve 17. HELPFULNESS OF BRANCH STAFF TO CUSTOMERS Satisfied Not Satisfied 18. WHETHER FREQUENT ATM FACILITIES AVAILABLE FOR THE CUSTOMERS Yes No

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19. DEGREE OF RESPONSIVENESS TO REMOTE ENQUIRIES Immediate Moderate Slow 20. OVERALL CUSTOMER SERVICE PROVIDED BY BANK Satisfied Not Satisfied

TABLE 4.6 62

RESPONDENTS OPINION OF CREDIT FACILITY AVAILABLE IN BANK S.N O 1 2 3 4 Particulars Below 5 Lakhs Below 10 Lakhs Below 25 Lakhs Below 50 Lakhs Total X = 100 X 24 21 48 7 X2 576 441 2304 49 X 2 = 3370

= X 2/ N = 3370 / 4 = 842.5 = 29.02

Inference The majority of the respondents are available credit limit is below 25 Lakhs

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TABLE 4.7 RESPONDENTS OPINION REGARDING TOOL USED TO PROMOTE CUSTOMER SERVICE S.N O 1 2 3 4 RESPONSES SMS E-MAIL PHONE OTHERS Total X 57 23 20 0 100 X2 3249 529 400 0 4178

= X 2/ N = 4178 / 4 = 1044.5 = 32.31

Inference The majority of the respondents regarding tool used to promote customer service through SMS.

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I.

TABLE 4.5

RESPONDENTS CLASSIFIED BY NUMBER OF YEARS HOLDING THE ACCOUNT S.NO 1 2 3 4. MODE Below 2 Years 2 Years 3 Years 3 Years 5 Years Above 5 Years Total X 17 29 6 48 100 X2 289 841 36 2304 3470

= X 2/ N

= 3470 / 4 = 867.5 = 29.45

Inference The majority of the respondents are holding the account is above 5 years.

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Conclusion

The small and Medium Enterprise (SMEs) constitute the most dynamic segment of many transition and developing economies. The market experience in the segment indicates that forward contracts and derivatives as risk hedging instruments are growing products offering margins greater than offered by the bigger corporate. RBI has also asked banks to formulate a debt-restructuring scheme for SMEs. These guidelines are geared to help banks renew their focus on this sector.

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