Identifying customer satisfaction level of BRAC Bank general banking activities

Abstract

This research paper is done based on my Internship experience of BRAC Bank Ltd. Here I worked under Branch Governance department. While working here, I have decided to complete my report on Customer satisfaction level of general banking activities. The main motto of this report is to identify the factors that help to bring positive satisfaction and the factors that create difficulties to bring a loyal customer base. Here the SEVQUAL model is used to analyze these dimensions. The independent variables are Reliability, Responsiveness, Tangibility, Assurance and Empathy. At first, a brief organizational overview is given on BRAC Bank. Then a related literature review is inserted including different books, journals and research report. The methodology of this study is also given here which is a combination of primary and secondary data collection. Then the analysis and interpretation of data is given. Here SPSS analysis is used to identify the strength of independent and dependent variables and the total significance of the model. In the result part, the anova table and beta coefficients are also given to test the reliability and validity of the variables. Then a thorough discussion is given highlighting on every independent variables on the areas to improve. Some recommendations are provided based on customers feedback while branch visit and the analysis of coefficient beta. Finally, some concluding words are inserted to identify the overall situation of banking industry. The reference part provides all information and sources by which the entire report is combined. In addition, the final questionnaire of data collection is inserted in the appendix part.