An evaluation of the bank’s customer perception
View/ Open
Date
2011-10-09Publisher
BRAC UniversityAuthor
Abdullah, HuzaifaMetadata
Show full item recordAbstract
The current business environment requires firms to be alert to the requirements of the customers and be
updated those requirements to prevent switching of customers. For long term and sustainable success of a
business it should identify the needs of the customers and check the perceptions of the customers and
arrange its operations in a way that it helps them maintain its current crop of customers and use it to
attract newer customers. The perception of customers can be a major competitive edge for business
provided that they can use it for their advantage. This becomes more important for a service oriented firm
like which can only excel if it provides quality services to its customers. The report will attempt to
measure the customer perception of Al- Arafah Islami Bank, New Elephant Road Branch Dhaka.
To generate the exact perception of the customers a research was conducted. This research was
undertaken in direct interview of the customers. The customers were asked about the services of the
customers in five basic dimensions. The dimensions were:
1. To determine the extent to which customers are satisfied or not satisfied with the service they
receive from the bank.
2. To analyze the customer perception regarding the services of AIBL when compared to other
banks.
3. To find out the perception of the customers in terms of overall appearance of the bank in terms of
using state of the art technology, infrastructure, appearance of the staff and leaflets.
4. To examine the satisfaction levels of customers in problem solving ability of the bank.
5. To determine the extent to which customers are satisfied with the time taken to get the job done
The results were then given allotted points with excellent getting the highest point and poor getting the
lowest points. The total achieved points were then compared to the maximum points attainable. The results were disastrous as the success of the bank is concerned as the bank failed to perform according to the perceived level.
The bank is not being able to perform according to the needs of the customers and might suffer in the
longer run as the service quality and the use of the state of the art technology is minimal when compared
to the other leading banks. It appears that Al- Arafah Islami bank is lagging behind when compared to
their rivals.
Despite their failures in meeting customer standards the bank has been profitable and has earned a
handsome return on its investments. The market in which it is operating is giving it enough returns which
is making the bank ignore these apparent problems.
Financial success for AIBL has been good since its inception but if it wishes to be known as a market
leader some other measures like training of employees, state of the technology, setting up customer
complaint department are essential for the long term success of the bank.