In the same period, its credit card division was ranked second, having about 2.4 million customers. The
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They also introduced value for money cards, affinity cards and co-branded cards as part of their customer relationship strategy...
Questions for Discussion:
1. By concentrating on the numbers game, ICICI lost out on quality of customer service. Highlight the various measures taken by the bank to retain its customers.
2. Increased usage leads to more spending on credit cards. Do you think ICICI bank was able to leverage this factor and build customer relationship and loyalties?
Related Book For
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr
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