Importance Of Customer Satisfaction In Banking Industry Marketing Essay

The treatment of the theories of service quality, client value, client trueness, client satisfaction and buying- determination procedure were made in Literature reappraisal to analyze the job of the bank decently.

On the footing of decisions, recommendations were made to the bank that they should increase the over all client service quality, client value and client trueness by agencies of reorganizing and retracing the staff of the bank, service of the bank by utilizing the drivers of increasing client satisfaction. This development should be sufficient plenty to run into the outlook of the clients of the bank.

Keywords: ICICI bank, Customer, Satisfaction, Loyalty, Banking Industry, Service.

Introduction [ P1 ] :

In the retail banking industry the service quality is the chief standards to heighten the concern. Heskett et all. , ( 1997 ) said that the high quality of service believed to be influenced by client value and client satisfaction, once more the client satisfaction straight influence the client trueness. The client value, client satisfaction, service quality ensuing the client trueness is the chief facet which the retail banking industry should concentrate.

Cronin and Taylor ( 1992 ) , said that the purchase purpose of the clients in the retail banking industry depend on the client satisfaction.

The client acquiring the best response from the service supplier consequence in the addition of profitableness, the positive word of oral cavity and trade name trueness which is the map of the client trueness. Hence the client satisfaction from the service quality is necessary.

Parasuraman et Al. ( 1988 ) , proposed that the SERVQUAL analysis was suited to analyze the service quality of the banking industry by roll uping informations from the bank clients. The SERVIQUAL consist of five dimensions related to the service operation, that are tangibles services, dependability, reactivity, confidence and empathy. The usage of cyberspace banking services in the banking industry consequence as a one of the factor for making service quality. The analysis of the service quality determines the client satisfaction.

The information was collected from the secondary research and the primary research. Secondary information involves aggregation of informations through relevant databases, diaries, text editions and cyberspace web sites.

Background [ P1 ] :

The ICICI is abbreviated as Industrial Credit and Investment Corporation of India. The Year from 1999 to 2003 was important in the epoch of enlargement of ICICI bank. In the twelvemonth 2001 it opened up representative office in UK in the twelvemonth 2002. The bank opened its subordinates in UK in the twelvemonth 2003. ( hypertext transfer protocol: //, dated- 08/12/2010 )

The ICICI bank scheme chiefly targeted the NRI ‘s life abroad. ICICI bank won the excellence in the remittal concern award in the twelvemonth 2008. In UK it has formed an confederation with Lloyds TSB and uses it ‘s subdivisions to spread out it ‘s concern. The ICICI bank has branches all over UK. The subdivisions are in Birmingham, Coventry, East Ham, Harrow, Knightsbridge, Leeds, Leicester, Manchester, Slough, Southall and Wembley. ( hypertext transfer protocol: //, dated-08/12/2010 )

The barriers of ICICI bank in UK were that it has to make competition with the top Bankss of the universe such as HSBC, Royal bank of Canada, Barclays bank, Net west bank, Lloyd TSB bank and etc. ICICI bank is the emerging bank where as its revelry are the expert of the UK market and they have the complete laterality over the UK market clients. ICICI bank marks merely the Indian client for the remittal, where as the other revelry are aiming the all section of the population.

Research inquiry ( s ) [ P2 ] :

What are the most importance influential factor which attract the clients to ICICI bank, UK?

Make the client service qualities satisfied/dissatisfied the clients of ICICI bank, UK?

Make the Customer values satisfied/dissatisfied the clients of the bank?

Make the client truenesss satisfied/dissatisfied the client of the ICICI bank, UK?

What are the failing of the ICICI bank, UK in footings of client relation?

What are the factors influence client to do a purchase determination in the ICICI bank, UK?

Are the merchandise and services were sufficient to do purchase determination?

Hypothesis [ P2 ] :

Hypothesis 1:

H0: The clients are non satisfied for service qualities of ICICI bank, UK.

H1: The clients are really satisfied for service quality of ICICI bank, UK.

Hypothesis 2:

H0: There are no factors to act upon client to do a purchase determination in the ICICI bank, UK.

H1: There are many factors to act upon client to do a purchase determination in the ICICI bank, UK.

Hypothesis 3:

H0: The relationship between the client satisfaction, client value, client service quality and client trueness of the ICICI bank, UK are non good.

H1: The relationship between the client satisfaction, client value, client service quality and client trueness of the ICICI bank, UK are really good.

Research Aims & A ; Objectives [ P4 ] :


In this research, the research worker will analyze the influential factor which generates the client satisfaction and makes the purchasing the determination procedure towards the ICICI bank, UK. And will urge the bank to increase the client satisfaction and market portion.


The followers are the aims of this research,

To discourse the importance of client satisfaction in an administration.

To discourse and place the theories of client satisfaction, peculiarly underscoring on the service quality, client value and client trueness.

Analyzing and happening the client satisfaction, of ICICI bank, UK sing factors of client service quality, client value and client trueness.

To find the cardinal influencing factor among client service quality, client value and client trueness, which resulted in the purchasing behavior of ICICI bank, UK.

Reviewing the construct of the client satisfaction resulted from the service quality, client value and client trueness obtained from ICICI bank, UK.

To verify the relationship between the client satisfaction, client value, client service quality and client trueness of the ICICI bank, UK.

Literature Review [ P5 ] :

In order to back up the purpose of this research, a literature reappraisal was undertaken. Besides, literature reappraisal focuses on the 2nd aim of the research. This literature reappraisal trades with the factors related to the client satisfaction.

Customer Satisfaction

The Greek philosopher, Epictetus says that “ What concerns me is non the manner things are, but instead the manner people think things are “ ( Szwarch, 2005, p.3 ) .The construct of the consumer satisfaction were depend on the thought of the consumer.

The research workers of the client satisfaction such as Heskett, Sasser and Schlesingler ( 1997 ) said that client satisfaction is a transitional ongoing procedure. Oliver ( 1997 ) gave a inactive definition of the consumer satisfaction by analyzing the entire ingestion procedure and experience of the client. “ Satisfaction is defined as a enjoyable fulfillment. That is the consumer senses that ingestion fulfils some demands, desire, ends, or so frontward and that this fulfillment is enjoyable. Thus satisfaction is the consumers sense that ingestion provides outcomes against the criterion of pleasance versus displeasure. For satisfaction to impact trueness frequent or cumulative satisfaction is required so that single satisfaction episodes become aggregative or blended ” Oliver ( 1997 ) .

Customer Expectation

The theories of consumer outlook have been researched by a figure of research workers. Oliver ( 1980 ) said that outlooks consist of an estimation of likeliness or chance of happening. Expectations of the client are the based on the rating of goodness or badness of merchandise and services. It is determined that coveted public presentation made by client about the degrees of public presentation during a dealing.

The feeling of satisfaction arises when the client compares their perceptual experience of existent merchandise s or services public presentation to the past outlooks. The difference between past outlooks and existent public presentation consequences in the disconfirmation

Customer Disconfirmation

The disconfirmation construct are based on the comparing of consumer ‘s outlook and ascertained public presentation. The disconfirmation has three possibilities

Positive disconfirmation- It occurs when the merchandise or service public presentation is grater so the outlook.

Negative disconfirmation- It happens when the merchandise or service public presentation is less so the outlook.

Zero disconfirmation- It occurs when the merchandise or service public presentation is meet or same as the outlook, so the consumer feels a province of no disconfirmation or zero disconfirmation.

Importance of Customer satisfaction in an Administration

“ Customer satisfaction is progressively going a corporate end as more and more companies strive for quality in their merchandise and services ” ( Bitner and Hubbert, 1994, p.78 ) . There is an intense competition in the market to capture the clients. Therefore the planetary leaders can non believe viing in the market, merely with the monetary value factor entirely. They realised that the client satisfaction is the most of import factor to go the concern leader. The ability of the house to stay in the concern is necessary to win clients over competition since the client is the foundation of the concern. For illustration “ The retail merchant Tesco focussing on the client, managed itself to increase its market portion and profitableness by going the market leader in the extremely competitory and cost-conscious market topographic point ” ( Cook, 2002, p. 4 ) . Today the clients were more educated and good informed. They will non be diverted from their outlook. They have broad scope of option to take the merchandise and services. To accomplish the complete satisfaction from merchandise and services the client makes active comparing between different merchandise and services. The client ‘s outlook rises bit by bit when they begin to utilize a better services. Therefore the administration have challenges to keep the high degree of client satisfaction ever. The competitory market force the house to raise their client satisfaction ever.

Customer Value

A house who gives value to its clients, it receives the client satisfaction as the result. Day ( 1990 ) advocated that in today ‘s competitory environment, making superior client value is most of import for company ‘s public presentation. The concentration of the house on the client values leads to increase the net income every bit good as market value. Porter ( 1980 ) said that a company can follow two market schemes ( 1 ) cost leading and, ( 2 ) merchandise distinction. But Day ( 1990 ) argued that both the schemes have same nonsubjective to make superior client value. Without the superior client value the accomplishing of market leading is in vain. Woodruff ( 1997 ) said that the client value is related to the trade off between what the client wages in exchange for geting and utilizing a merchandise or services from marketer and what the client viewed what he/she received.

Customer Value Creating Service Quality

Butz and Goodstein ( 1996 ) defines that the client value as the emotional bond established between a client and a merchandise after the client has used a outstanding merchandise or service provided by that providers. Again Anderson and Narus ( 1998 ) construct a linkage between client value and perceptual experience of service quality. They advocated that the consumer value can be understand by the full procedure of ingestion experience of the client.

Customer Loyalty

Jacoby and Chesnut, ( 1978 ) said that the trade name trueness was merely measured in footings of the result variables. “ Customer trueness have focused on chiefly on the product-related or trade name trueness, whereas research workers on the client trueness to the service administration has remained limited ” ( Gremler and Brown, 1996 ) . He added that the construct of trueness to the intangible merchandises, and their definition of service trueness include three specific constituents that are, ( 1 ) Purchase, ( 2 ) attitude and, ( 3 ) knowledge. The service trueness is the degree at which client shows repetition buying behavior from service supplier. As a consequence he/she posses a positive attitude behavior towards supplier. And client consider to utilize merely the service supplier when there is demand for the service.

The clients becomes loyal to the service supplier because they have good cognition of the service supplier and believe on them. The client have good service quality have positive attitude towards the service supplier by cognizing that the service quality will be developed and convey the positive massage to the people in contact about the service supplier. The client has involvement to go on to acquire the service from the service supplier even if the monetary value of the service charge is increased as the service supplier is the first pick to the client.

Service Quality

There is a great different in the traditional and modern service quality bringing to the client. The modern service quality enhancement need the implement of internet installation. The usage of IT is of import in the many service enabled organisation the analysis of engineering for the service quality property are besides necessary. The IT based services can make dissatisfaction to the client if they are unable to utilize the service. The gradual addition in the figure of client to utilize the IT service it is the challenge to the organisation to do it more efficient and more effectual. Furey, 1991 and licata et al. , ( 1998 ) said that IT can assist to better the service quality by cut downing mistake rate. The IT based services generate high client satisfaction.


The reappraisal of the literature reveals that there is a great consequence of the client value, client trueness, merchandise and service quality for the formation of the client satisfaction. The fulfillment of the client outlook and demand consequences in the client satisfaction. The client acquiring best response from the service supplier addition in the profitableness, trade name trueness, word of oral cavity and purchasing purpose. Customer satisfaction consequences in the client keeping and client purchasing attitude. The service is provider holding challenges in the competitory market to guarantee the best client satisfaction otherwise it will take to exchange to other service supplier.

Rationale [ P6 ] :

Today the universe are globalised and clients were good educated and good informed, this increased the competition among the houses and administrations. The competition gave the client bargaining power and exchanging power to take the merchandise and service. To retain the client and fulfill the client is the major issue for the administration to go cost leading and to go product/ service distinction. To keep the service quality in the cost witting market is the challenge to the administration. The administration usage assorted driver of the client satisfaction to retain the clients, such as service quality, Customer value and client trueness.

Contemplations [ P6 ] :

The aim of this research is to “ reexamining the theoretical issues of Customer value, client satisfaction, service quality and client satisfaction, client purchasing purpose in retail banking industry. Initially researcher relates the theory with the old researches on fiscal establishments. After acquiring in-depth cognition of the client activity and desire towards fiscal establishment, the research worker relates the theory to the client perceptual experience and service quality towards the retail banking industry.

Scope [ P6 ] :

The turning competition and deficiency of service distinction in the banking industry, it become necessary for Bankss to increase client satisfaction, service quality, client value and client trueness. The client keeping is the greater issue since broad scope of replacement are available for the client. The concern sing with merely the merchandise and services will non last long.

The client trueness can assist the concern to turn but the client trueness without perfect service quality and client value will eventually take to prostration of the concern. The service quality, client value and client satisfaction is the of import sing issues in the retail banking industry to go market leader, profitableness and trade name trueness.

Therefore, it became of import for the ICICI bank, UK to full make full the demands and wants of the clients and to function better service quality.

Action program [ D2 ] :















Topic & A ; Title

Abstract & A ; Keywords



Research inquiry ( s )


Research Aims & A ; Aims

Literature Review



Scope and Restrictions

Action program

Ethical consideration

Theoretical Framework / Methodology

Research design

Analysis and treatment

Execution of Research undertaking

Execution of Research undertaking


Recommendations and future work