| Abstract |
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The consumer satisfaction towards the services provided by any organization will depend mainly upon the extent of communication with the customers. To be effective in terms of communication, a company must train its own intermediaries to behave in a manner in which the consumers want to behave. Positive staff attitude, sincerity, integrity, and reliability, sensible advice, delivery of promise, reliable delivery of superior quality service, simplicity and ease of doing business, superior after-sales service, reasonable and competent complaints handling policy on the part of the intermediaries are the determinants of customer loyalty. In India, the private sector banks are highly depending on the agencies outside their organization for the enhancement of their business. This is so because; they have found the investment to be cheaper to appoint the franchisees rather than to open their own branches. Private banks need to sell and cross-sell their products though doorstep banking which is achieved by a widespread direct sales force. The compensation of sales personnel depends on the volumes of business they fetch for the bank. To assess the behaviour of intermediaries of ICICI Bank, a survey is conducted with a sample size of 473 customers by administering an interview schedule. The data collected has been analysed with ANOVA single factor to study the impact of intermediaries’ behaviour on customer satisfaction and Weighted ANOVA to know the preference of the customers. The results show that, though ICICI Bank is viewed as an immediate service provider, the customers’ rate the service of the bank based on the attitude and behaviour of the intermediaries. This study is applicable to all service sectors like insurance, tourism, hospitality and computer education institutions operating with the marketing intermediaries. |
