Abstract:
This report was prepared as a part of internship program in BRAC Bank Ltd. BRAC Bank is a
renowned bank in Bangladesh which was established in 2001. Within these few years this bank
has own a majority of market share in the retail banking sector of Bangladesh. BRAC Bank
focuses on SME banking sector in Bangladesh. BRAC Bank is a leader in SME Banking of
Bangladesh. However it is also providing efficient service in corporate banking, probashi
banking, custodial services, e banking and other banking services.
I completed my internship in graphics building branch of retail banking division of BRAC Bank
Ltd. From there I learnt that the customer service officers work under tremendous pressure at
the retail banking sector. I randomly choose 30 customers and took their opinion. I took their
opinion on the five dimensions of SERVQUAL method of customer satisfaction survey. The
dimensions are: Tangibility, Responsiveness, Reliability, Empathy, and Assurance. There were
22 questions in the questionnaire. The questionnaire was originally prepared by the College of
Business of University of South California. It was translated into Bangla and then supplied to the
customers. After collection of the survey data I compiled the data into spreadsheet. After using
to statistical tools for analysis of the data the result was converted into a table and included in
this report.
The customers were expressing opinion that BRAC Bank employees provide service at moderate
satisfaction level. However, some customers provided consistently high scores in all questions
and some customers provided consistently poor score in all questions. The scale was from 1 to
7. Hence the standard deviation was around 1.25 for all questions. The mean score was around
4.5 for all sections.
The projects like Customer information update should be implemented by phases with proper
planning to reduce customer waiting time in queue. If the number of customer service officer’s
desk was increased then the waiting time in queue for the customers will be reduced. If the
officers were given other fringe benefits then they will be happy to work under the pressurized
environment of the retail banking division of BRAC Bank ltd.
