A STUDY ON SALES OF RETAIL BANKING PRODUCTS AND CUSTOMER SATISFACTION OF ICICI BANK LIMITED

India has an extensive banking network, in both urban and rural areas. ICICI Bank is the largest private sector bank and India’s second-largest bank with total assets of about Rs.1 trillion and a network of about 645 branches and offices and over 2100 ATMs across 250 cities. 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 specialized subsidiaries and affiliates in the areas of investment banking, life and non-life insurance, venture capital, asset management and information technology. The present paper is based on survey conducted to know the customer satisfaction level regarding the retail banking products that are provided by ICICI bank ltd. The survey was carried out among A/c holders of ICICI bank ltd. in Bangalore city. At the same time, customers were asked to give any unsatisfactory aspects that they may have come across or any problems they faced with the services. Percentage analysis has been used in this study to analyze the primary data collected via structured questionnaire. Furthermore, the paper also attempts to suggest likely improvements so that satisfaction level of the employees may be improved further.