An empirical study on the satisfaction level of customer’s regarding Bank Alfalah’s digital products & service

Abstract

This report is prepared with view to determine the contented level of the customers of Bank Alfalah Gulshan branch regrading Digital products and also some major problems that customers are facing during using and experiencing these products and services. Besides, this report also tries to find out customer’s preference for some innovative products that Bank Alfalah may introduce in near future. Bank Alfalah is one of the foreign banks of Bangladesh that are successfully operating their banking by providing innovative and attractive banking products for its customers. A detail and interesting banking history of Bank Alfalah is comprised in the very beginning of the report. The country office of Bank Alfalah Bangladesh is at 168 Gulshan Avenue form where all operations and foremost decisions are made for all branches of Bangladesh. Bank Alfalah has total seven branches in Bangladesh and I have got the opportunity to work in the principal branch, Gulshan branch. My core responsibility was to introduce latest digital products to customers over the phone and convince them to activate if they haven’t activated these products or services yet. Besides that, I have also worked in Transaction profile and KYC profile update. As a consequence, I have got the opportunity to pay close look at digital products and customer’s behavior towards these products. In the third chapter of this report, the project part is deliberated in detail to explore the satisfaction level of the customers regarding digital products. In the very beginning of the project, I have a hypothesis that customers are satisfied with the digital products. The research questions are “What is the standard satisfaction level of Bank Alfalah’s Customers regarding the digital products? Are the Customers of Bank Alfalah satisfied with digital products and services? What are problems they are facing during ATM experience? What features they prefer most in forthcoming digital products?” And to collect data, I have use a structure questionnaire and approached more 40 people to get their opinions about the digital products. Among them, 30 people were responded. After collecting data, I have use SPSS program to analyze these data. After analyzing and interpreting these data, I have noted some findings which may help to understand the customer’s behavior towards the digital products. Later on some recommendations which are perceived from customers have been included from point of view for further betterment.