Roles of service marketing in remittance business of Dhaka Bank Limited

Abstract

Over the years Banks have become an important sector all over the world as it plays an important role in promoting economic development of a country. Expatriates are very important part of a country as they send money from abroad to home country and for that banks have introduced remittance business. This business is helping them to send their money easily in home country. Moreover banks are also earning profit through this business as it helps to represent a bank in abroad also. Banks prefer the concepts of service marketing in case of remittance business as this business involves satisfying the customers and the exchange houses as well. Generally marketers are busy in introducing their products but the concepts of Service Marketing compels them to think beyond own profit. DBL is endeavoring to encourage expatriates to send their money through them. This report is a small attempt to focus on that endeavor DBL has adopted to encourage remittance business. The report consists four chapters. Chapter one talks about the origin, objective, scope, methodology and limitations of the report. In chapter two, there is a description of Dhaka Bank Limited’s Historical Perspective, Mission & Vision, Goals of the Bank, Values, Objectives of the Bank, Management System, Correspondent Relationship, Departments of DBL, organogram, workforce and management committee of Dhaka Bank Limited.Chapter three is about the working experience of the author and how the work is related to marketing theories. In chapter four there is a description of how does remittance unit is using Service Marketing as a medium of earning profit and also to grab customers’ satisfaction and market position. Finally, the author has made her recommendations and conclusion where several suggestions are given to develop the remittance business of Dhaka Bank Limited.