How Does Customer Relationship Management Impact Customer Retention?

The Case of ICICI Bank UK

by

TABLE OF CONTENTS

CHAPTER # 4: FINDINGS1

Introduction1

Questionnaire Analysis1

Overall Satisfaction Rating With Your Bank5

Factors That Influence Your Long-Term Relationship with the Bank9

Interview Analysis15

CHAPTER # 5: CONCLUSION20

REFERENCES24

APPENDIX26

CHAPTER # 4: FINDINGS

Introduction

A total of 60 self-completion questionnaires were distributed. 40 questionnaires were distributed at ICICI Bank Knightsbridge and Harrow branches and the remaining were e-mailed to 20 existing customers as selected from the ICICI bank's database who have acknowledged their desire to partake in surveys conducted by the bank.

Questionnaire Analysis

A total of 50 completed questionnaires were received corresponding to a respondent rate of 83% which was then analysed using the SPSS software. These data are presented in the figures below:

The total sample of 50 covered 35 male respondents and 15 female respondents; accounting for 70% and 30% respectively of the total sample as indicated in figure.

As shown in figure, majority (50%) of respondents were between 20-30 age groups.

Duration with Bank

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

3 Years and over

37

74.0

74.0

74.0

2-3 Years

13

26.0

26.0

100.0

Total

50

100.0

100.0

The above table and bar chart presents the findings of duration of association with the bank. From the above table it can be observed that 74 percent of the respondents were associated for more than 3 years with the bank. There were 26 percent of the respondents were associated for 2-3 years with the bank.

Annual Income

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Less than £10,000

9

18.0

18.0

18.0

£10,000-£20,000

19

38.0

38.0

56.0

£20,000 and over

22

44.0

44.0

100.0

Total

50

100.0

100.0

The above table and bar chart presents the findings of annual income of the respondents. It can be observed that most of the respondents have income £20,000 and over. There were 38 percent of the respondents have income within the range of £10,000-£20,000.

Which bank do you use in your day to day transactions?

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

NatWest

3

6.0

6.0

6.0

HSBC

8

16.0

16.0

22.0

ICICI Bank

21

42.0

42.0

64.0

Santander

18

36.0

36.0

100.0

Total

50

100.0

100.0

The above table and bar chart presents the findings of “Which bank do you use in your day to day transactions?” there were 42 percent of the respondents who have taken part in this research study were using ICICI bank for your day to day transaction. There were 36 percent of the respondents who have taken part in this research study were using Santander bank for your day to day transaction.

Overall Satisfaction Rating With Your Bank

Core banking requirements are being fulfilled

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Highly Satisfied

19

38.0

38.0

38.0

Satisfied

24

48.0

48.0

86.0

Nor Satisfied or Dissatisfied

5

10.0

10.0

96.0

Dissatisfied

2

4.0

4.0

100.0

Total

50

100.0

100.0

The above table presents the findings of “Core banking requirements are being fulfilled” the responses were taken by using 5 point likert scale. There were 38 percent of the respondents were highly satisfied with the core banking requirements which are being fulfilled. There were 48 percent of the respondents were satisfied with the core banking requirements which are being fulfilled. There were 10 percent of the respondents who respond as not satisfied or dissatisfied with the asked statement. There were only 4 percent of the respondents were dissatisfied with the core banking requirements which are being fulfilled.

Excellent Customer Service

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Highly Satisfied

17

34.0

34.0

34.0

Satisfied

23

46.0

46.0

80.0

Nor Satisfied or Dissatisfied

9

18.0

18.0

98.0

Dissatisfied

1

2.0

2.0

100.0

Total

50

100.0

100.0

The above table presents the findings of “Excellent Customer Service” the responses were taken by using 5 point likert scale. There were 34 percent of the respondents were highly ...