Abstract:
In 21st century, we have entered in to a new age of business world. We have seen how business
organizations have changed from profit centric to more customers centric. There is no business
organization that can survive in market without satisfying its customers. Quality service is a precursor of
customer satisfaction. Only purchasing product does not satisfy customers, rather they may weigh
convenience, availability, reliability. In banking industry where almost all the products are
indistinguishable, with nominal difference in charges set by market, service quality can be key
differentiator. BRAC bank is offering wide arrays of products to its customers. Sales centers of BRAC
bank are propelling these products to the customers. It is interesting to see how these service centers
are operating, what is customer’s perception towards their service.
I took, “Evaluation of customer satisfaction level at Graphics Building Branch: BRAC Bank LTD” as my
intern topic, given that my Internship experience in BRAC bank helped me to conduct this research.
During my internship, I came to realize dealing with customers, pleasing them is requires special skills
and a deep understanding of customer’s mind.
BRAC bank has set some code & conducts for all its employees to follow. Bank is committed to make
customers leave bank with a hassel free, contented experience. While conducting my research I came to
know about customer’s complaints, suggestions and satisfaction. There are number of issues Graphics
building branch should improve. They need to employ adequate staffs in some places to speed up the
service. Server system in this branch is little slow sometime which sometimes becomes reason of
customer’s infuriation. Graphics building branch is very concerned about their honored customers and
always ready to help them. Customers are also happy about credit service. Some of them expressed
their disappointment how bank is taking too long to disburse their loan. Similarly, there are some other
issues customers think bank should improve.
BRAC bank is a financial institution, which may not have been in market for long time, but they have
been showing impressive growth over the years. Their quality service and diverse range of products
already have left good impression on customer’s mind. They have a legacy for contribution in
economical reformation and development of human capital. To be a market leader in long run they
need to keep improving in all aspects of their service.
