Customer satisfaction on restructuring retail banking business model of BRAC Bank ltd. (supreme and excel banking)

Abstract

For my internship program, I got the opportunity to work at the BRAC Bank Limited, Gulshan Head Office where I was placed to Supreme and Excel Banking Division under Retail Banking of BRAC Bank Ltd. BRAC Bank has divided its retail banking division under four segments, supreme and excel banking is one of them. Retail banking is responsible for providing services to various types of individual clients. Hence, I thought it would be interesting to explore the satisfaction level of Local clients regarding restructuring retail banking business model. At first I focused on the background of BRAC Bank Ltd. Then I tried to give brief idea about BRAC Bank management and I also discussed about the retail banking division of BRAC Bank. A questionnaire was used to collect data from the Local clients, regarding services and solutions of restructuring retail banking business model (RRBBM). Data from surveys and interviews of the Bank’s staff have been used to examine the knowledge level of Local clients regarding RRBBM services; to investigate clients' views regarding the quality and standard of the services; to identify the gaps between the services that clients want and those which are actually being provided by RRBBM; and to suggest ways of improving the services offered by RRBBM. These data were analyzed using different statistical softwares like SPSS and MS-Excel and by forming certain hypotheses for the qualitative and quantitative variables. Various observations were found from the analysis and interpretation of the data. Most clients have rated RRBBM services as reliable, and believe RRBBM staffs to be responsive. Clients claimed that RRBBM staff and services are easily accessible.