Factors that attract customers to bank with Social Islami Bank Limited (SIBL)

Abstract

Banking sectors play an important role to the development of a country. Banking business always depends on their customers. Because of this, the target of all banks is to attract and retain their customers. Customers are influenced to do banking relationship with some specific banks based on some factors. This report tried to find out the factors that attract customers of Social Islami Bank Limited (SIBL) to do banking relationship with them. Social Islami Bank Ltd. (SIBL) is one of the eight Islami Shaiah based Private Commercial Bank in Bangladesh. They executed their banking operation according to Islami Shariah based principles. It started their journey in 1995 with a vision to work together for caring society. To stay in the banking industry, SIBL offer a range of varied products and services to attract and retain their customers. Currently it has 100 branches across the country. Internship duties and responsibility part will elaborate the working experience of mine on this bank. Through this three months internship program on SIBL Mirpur Branch, I was responsible to open accounts, issues cheque books, file managements etc. Over these three months internship program my view regarding different aspect of job performance, critical observation on the working environment of this branch were given on this part. Otherwise, based on the critical observation I gave some recommendation over here. The project part of this report is designed to identify the factors that attract customers of SIBL to bank with them. As like other banks, SIBL also tries to attract and retain their customers. This project finds out ten factors that attract customers of SIBL to do banking relationship with them. The factors of the questionnaire were found from face to face conversation with the customers of this bank. Based on customers’ perception, questionnaire was developed. The ten factors was Bank reputation, Provision of fast and efficient service, Availability of ATM facilities, Profit & interest, Varity of banking services, good behavior of employees, Recommendation from relatives & friends, low service charge, Beauty of interior and exterior space of the bank, Salary account of the organization, Availability of large branch network across country. At the last part of this report, the findings, recommendations and conclusion are included. From the analysis part, I found that the customers are most attracted to do banking with SIBL based on their bank reputations, profit rate, fast & efficient service of the employees, recommendation from their friends & relatives, beauty of interior & exterior space of the bank and variety of services of the bank. Whereas, customers are dissatisfied with the bank ATM facilities, service charges and lower number of branch network across the country. In this part, based on the findings I gave some recommendations to the bank. Overall, Social Islami Bank Ltd. (SIBL) will be able to attract and retain more customers if they facilitate the customers desire needed products and services.