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Customer Relationship Strategies and Satisfaction Levels: Insights from ICICI Bank Customers

Dr. Shweta Patel, Ankita Agrawal

Dr Shweta Patel – Assistant Professor, Amity Business School, Amity University Chhattisgarh

Ankita Agrawal, Student, Amity Business School, Amity University Chhattisgarh

ABSTRACT

In today’s highly competitive banking environment, customer satisfaction has emerged as a critical factor for sustaining long-term profitability and growth. This research paper investigates the relationship between customer relationship management (CRM) strategies and customer satisfaction levels, using ICICI Bank as a case study. The objective is to evaluate how the bank’s CRM initiatives—such as personalized services, digital banking tools, grievance redressal systems, and customer engagement programs—impact overall satisfaction and loyalty among its customers. Primary data was collected through a structured questionnaire administered to 100 ICICI Bank customers across different age groups and income levels. The study employs descriptive and inferential statistical tools to analyse customer perceptions and identify key drivers of satisfaction. Findings reveal that efficient digital services, prompt issue resolution, and relationship-based banking significantly influence customer satisfaction. However, areas such as responsiveness and personal touch show potential for improvement. The study concludes that while ICICI Bank has implemented strong CRM strategies, consistent upgradation and personalization are vital to meeting evolving customer expectations. These insights can guide banks in refining their CRM approaches to enhance customer retention and trust.