Analysis of Service Quality of ICICI Bank

Since the several previous decades, the rapid growth of the service sector and increased competition has created a need for continuous focus on the construct of service quality. The main objective of this study is to analyse the service quality of ICICI Birmingham in the context of the retail banking industry of UK. This study seeks to identify the most significant service quality factors in ICICI Birmingham, which may be used to review characteristics of the bank as experienced by their customers. A review of literature performed in order to find out the appropriate service quality model to evaluate service quality in ICICI Birmingham. This study explores how ICICI customers perceive service quality and moreover seeks to identify how the actual performance of ICICI Birmingham complies with customers expectations. For these a SERVQUAL model was used. Furthermore a survey method was used for data collection. In particular, a total of 181 customers were surveyed, a number which we considered quite representative of ICICI Birmingham and 100 respondents gave their responses successfully.