Marketing analysis of retail banking products to improve customer loyalty of Prime Bank Limited

Abstract

This internship report represents the working experience on private sector commercial Bank operated in Bangladesh named “Prime Bank Limited” (PBL) as a part of completion for BBA Program. Prime Bank Limited intends to set standards as the Market leader in Bangladesh. It will demonstrate that a locally owned institution can provide efficient, friendly and modern full service banking on a profitable basis. The main objective of the study is to get knowledge about the Retail Banking of Prime Bank Limited and also gaining the practical experience of corporate life and view the application of theoretical knowledge in the real life. Its retail division is an excellent banking division of it. The operations process of Bank is smooth and excellent. Besides, it has provided me a chance to deal with some of the customers. In this report, I have basically discussed about retail banking and its product and also the marketing policy of the retail banking division. Besides, I did two types of analysis, one is literature analysis and another one is the comparative analysis on overall private banks in the banking industry. I have presented my learning experience at Prime Bank Limited. I have discovered some positive and negative findings. On the basis of the findings and from the analysis and observation, some recommendations have been formulated in order to improve the service quality and to smooth the operation of Banking Business of Prime Bank Limited. That is, latest development in the business should be introduced accordingly. Again, since the whole process is largely dependent on human skill, properly planned training program should be arranged and implemented for the improvement of technical and conceptual skills of the dealing officers. So far, from this report it can be said that it is the pioneer amongst all the local banks in Bangladesh.