An empirical study on customers’ satisfaction level regarding digital products of Al-Arafah Islami Bank Limited

Abstract

Al-Arafah Islami Bank Limited (AIBL) is one of the pioneer Islamic Sharia based bank in Bank. AIBL has started its operation in 1995. From the very beginning, main focus of AIBL is providing the best quality service to its customers. Its constant effort and innovation in service have helped it to gain constant growth. To provide good quality service and fill up customers demand AIBL has launched few digital products- ATM service, E-banking. The report is regarding customers’ satisfaction and scope of improvement of AIBL digital products. First chapter of the report will provide information regarding cause of report and procedure followed to prepare the report. Second chapter will give an idea about banking sector of AIBL- starting of AIBL, products and digital products of AIBL, management procedure. Third chapter will describe my job as an intern in AIBL. Finally, fourth chapter will describe findings and analysis of research- customer satisfaction level, scope of improvement regarding AIBL digital products. From the response of AIBL customers, we came to know that majority customers are more or less satisfied regarding AIBL digital products or service but they want more improvement like more ATM booth, more friendly software, network problem free booth service, accurate balance, more feature in I-Banking as well as SMS banking- utility payment, balance check option, transaction confirmation option. Moreover, we came to know that AIBL customers are not diversified- majority users belong to middle age group and female customers are not using digital products. Again, we also came to know that I-Banking service is still in dark side. Big portion customers do not know about I-banking facilities. The report has ended by providing some valuable suggestion like changing marketing strategy to attract more young and female customers, to create awareness among customers regarding I-Banking service and to add more feature and development in digital products.