Customer satisfaction in Prime Bank PLC in the digital era: a case study on retail banking services (Gulshan branch)

Abstract

Prime bank plc is a major privately owned commercial bank in Bangladesh based in Dhaka. The bank has grown to include corporate, retail, MSME and sustainable finance since its establishment in 1995 using a regional network of about 146 branches and 170 ATM units. Prime Bank has also invested a lot in technology; internet banking, mobile banking, card services and real time core systems so that the customers in the urban market and rural market can access it securely and conveniently. This internship report is a report of my three months attachment at Gulshan Branch in the general banking and service operations. This included customer daily onboarding (account openings and credit cards applications), cheques follow-up campaigns, and accommodating the payroll client acquisition. It was aimed to comprehend how front-office processes, compliance (KYC/AML) and digital channels merge to provide timely and reliable service and create customer satisfaction. The research was conducted in the practice-based manner; direct observation, reviews of the internal process manuals (non-confidential), informal interviews with officers and analysis of regular operational data. Some of the key findings include that standardized documentation and disciplined queue/ turnaround tracking enable a significant decrease in the processing time, whereas proactive communication with customers (SMS/ phone reminders) increases pickup rates and retention. The possibilities are still present in digitalizing workflows (e-forms and OCR), CRM-oriented staff prompts, and specific employee education on service recovery to continue improving customer experience. Prime Bank has a good capitalization, diversification of products, and an innovative culture, which gives this bank a strong stance to continue its growth and dominate the banking industry in Bangladesh. The suggestions in this report, which focus on simplifying processes, leveraging more on digital tools, and measures of service quality, will support the branch to convert operational effectiveness to customer satisfaction, which could be measured. Keywords: client satisfaction, Prime Bank PLC, commercial banking, general banking, quality of service, quality of digital banking.