RETAIL BANKING STRATEGIES: A STUDY WITH SPECIAL REFERENCE TO ICICI BANK

Purpose The main purpose of this paper is to review the retail banking strategies of ICICI Bank to satisfy the customers in the competitive scenario. Design/methodology/approach The paper is based on the primary data was collected by survey method. Questionnaires were prepared and customers of ICICI Bank was approached to fill up these questionnaires. The filled up information was later analyzed to obtain the required information. Findings The study also helps in what are the customer opinions towards operations of bank & its various product and services. With technology and non bank businesses providing new options for safeguarding and managing their finances, customers will continue to depend on banks only as long as banks can provide service and value that cannot be found anywhere else. Research limitations/implications For this research Non- Probability Convenience Sampling has been used because time limit and also managers and employees were not available all the time. Originality/value The analysis here is valuable in drawing the attention of retail banking strategies adopted by ICICI bank to satisfy the customers with various products and services and to understand response of the bank personnel courteous to customers to listen the quires and clarifications because of competition of various banks