Analysis of customer service quality and product promotional strategy of BRAC Bank Limited

Abstract

This report represents the working experience on private sector commercial bank operated in Bangladesh named "BRAC Bank Limited" (BBL) as internship report for BBA program.

BRAC Bank intends to set standards as the Market leader in Bangladesh. It will demonstrate that a locally owned institution can provide efficient, friendly and Modern bill- service banking on a profitable basis. The main objective of the study is to conduct an assessment of the implementation of Customer Service Quality and Propduct Promotional Strategy of BRAC Bank Limited Besides, the objective of the study is to have a clear knowledge about the service delivery status of private commercial Bank and different types of service they provide to the costumer.

In these report different types of assessment tools is discussed that bank used for the assessment of their staff such as Mystry Shopping, score card .Different type of promotional techniques that bank use for the promotion of their product promotion also be discussed basis on qualitative and quantitative strategy. Based on their promotional activities some recommendations will also suggest that will helpful to increase the product selling and quality of customer service.

A survey research is also conducted for measuring the customer satisfaction and Brac bank position in the Market After discussing the whole topic a general recommendation has also done on the basis of some problem that identified in the report. After conducting the survey research it can be said customer are more or less satisfied with the bank performance but many customer complaint about over charging price strategy of the Book. Most of the customer are satisfied of their modernized an excellent idea of their customer service quality.

BBL is a well established Bank in Bangladesh. It is providing maximum services to the customer then other Bank. Entering as a new bank in private banking scenario of Bangladesh, BRAC Bank is constantly try to cross the obstacles regarding typical business oriented ideas and come up with innovative curtailed to its Consumers need to harvest maximum benefit for them BRAC Bank Limited is a third generation bank inaugurated on 4 July 2001 with a mission of providing best banking service in the country to enhance economic activity. BRAC Bank is maintainin g it's competitiveness by leveraging on its on line Banking Software and modern IT infrastrurcUue. It is the pioneer amongst the local banks in introducing innovative products like SMS Banking, Phone Banking, and Internet Banking and so on.