CUSTOMER DELIVERY AND DELIGHTS IN INDIAN BANKING–AN EMPIRICAL ANALYSIS AT HDFC BANK, ICICI BANK, VIS A VIS SBI

The Indian Banks do not have an option apart from learning and actively responding to the customer’s needs and requirements. Banks in turn have had to re – orient their strategies and become more customers – centric. Their intent now has been to attract and retain more profitable customers and high net worth (HNI) individuals. With the growth of private sector banks in India, public sector banks are also striving hard to render myriads of services to their existing customers and attracting new clients. . Now banks aim to enhance the customers’ profitability and look forward to make healthy customer relationship. In banking sector, CRM assists banks in making prolific business strategies that facilitate banks to acknowledge pool of lucrative customers and prospects. Ensuring good customer service at all ends is an imperative as it is the only thing which will drive customer acquisition and promote customer retention. The objectives of this paper are multifold – ranging from studying perceptions to expectations and extrapolating this to find improvement areas for banks. For this purpose of the same, 3 banks have been selected – SBI, the Public behemoth; ICICI & HDFC, the Private counterparts who are pioneers in being techno – savvy. For the purpose of research, a questionnaire was built from scratch and 20 respondents each – who were account holders of the banks - wereasked to mark their responses. The analysis has been done to find out where each of the 3 banks find their core strengths and weaknesses. Additionally, ‘z’ test has been used for ‘satisfaction analysis. It is concluded that SBI can thus be summed up as a utilitarian bank. ICI Bank though tops in IT enablement and performance still lags in Customer Delights and satisfaction