Letter of Transmittal

July 22, 2013

Dr. Abdul Hannan Chowdhury
Professor and Dean
School of Business
North South University
Bashundhara, Dhaka -1229

Subject: Submission of Internship Report.

Dear Sir,
I am truly delighted to complete the internship report on the topic of Analysis of Customer Service Quality
of BRAC Bank. I have gathered what I believe to be the most complete information and strategic tools
available.

I tried my best to complete the report in this very short span of time and with the quality of your
expectation. I wish the report would meet your expectations and standards.

I truly appreciate this internship project as it helped me to learn about the banking industry and their
operation. I sincerely hope that you will appreciate the report. I have enjoyed working on this report and
have learnt a lot.

Sincerely,
____________________
Md. Sunzidul Hasan Shubho
(082 427 030)

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 Declaration

This report has been prepared by me for Dr. Abdul Hannan Chowdhury as to fulfill the requirement of BUS
498 course. This report was never submitted before any institution.

____________________
Md. Sunzidul Hasan Shubho
(082 427 030)

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 Acknowledgement

First of all let me thank and express my heartfelt gratitude to Almighty Creator.

Obviously next I would like to thank my honorable faculty Dr. Abdul Hannan Chowdhury, Professor and
Dean, NSU Business School, North South University, Dhaka. Without his kind assistance, it might not be
possible for me to prepare this report. Had he not instructed me the guideline, I would not have had so
much of knowledge about how to prepare a well written formal internship report that requires so much of
intricate details and accuracy. Undoubtedly, this project would help me in future career, thus preparing
this report has given me a great moral boost and confidence. I again thank my faculty for devoting his
precious time and knowledge to help me correctly prepare this report.

Next I would like to thank Susmita M Samad, Cluster & Branch Manager of BRAC Bank (Bashundhara
Branch) for his excellent support to provide in depth information about the company. Her hospitality
during my office time was such a wonderful experience that has really helped me to get a sense of real life
work situation. The whole experience is so precious for me that it will show a path way in my own service
life.

I would like to give special thanks to following persons for their tremendous support and inspiration.
 Zaheed Sarwar, Assistant Branch Manager (BRAC Bank, Bashundhara)
 Md. Shahidul Islam Khan, Sales and Service officer (BRAC Bank, Retail Banking Division)
 Nigar Sultana, Assistant Manager (BRAC Bank Human Resource Department)

I am also grateful to my colleagues and other officials whom did support me a lot during the internship
period. Finally, I want to keep my thanks to my parent who gave special attention to me from the very
beginning and during the preparation of the report & the internship program.

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 Executive Summary

This report gives an overview of my working experience in “BRAC Bank Limited” (BBL) and the marketing
knowledge I have gained from the company.

BRAC Bank intends to set standards as the Market leader in Bangladesh. It believes in providing efficient,
friendly and modern full- service relying on a profitable basis. The main objective of the study is the
analysis of Customer Service of BRAC Bank Limited. Besides, the objective of the study is to have a clear
knowledge about the service delivery status of BRAC Bank and different types of services they provide to
the customers.

This report also highlights the different types of promotional techniques the bank uses for promoting their
products and services based on their qualitative and quantitative strategies. Based on their promotional
activities, recommendations have been outlined that will be helpful in increasing their quality of customer
services.

After conducting the survey research it can be said customer were quite satisfied with the bank
performance, but few customers complained about the bank’s service processing time and over charging
price strategy of the bank. Yet, most of the customers were satisfied of their modernized idea of marketing
strategy. BRAC Bank Limited is a third generation bank inaugurated on 4 July 2001 with a mission of
providing best banking services in the country to enhance economic activities. It is the pioneer amongst the
local banks in introducing modern products like SMS Banking, Phone Banking, and Internet Banking and so
on.

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 Table of Content
Part: I (Introduction) 01 - 07

Back Ground of the Study ……………………………………………………………… 02

Origin of the Study ……………………………………………………………… 02
Objective of the Study ……………………………………………………………… 02
Scope of the Report ……………………………………………………………… 03
Research Hypothesis ……………………………………………………………… 03
Literature Review ……………………………………………………………… 04
Methodology ……………………………………………………………… 05
Limitation ……………………………………………………………… 06
Budget of the Study ……………………………………………………………… 07

Part: II (About BRAC Bank) 08 - 31

Company Profile ……………………………………………………………… 09

Corporate Vision ……………………………………………………………… 10
Corporate Mission ……………………………………………………………… 10
Core Value ……………………………………………………………… 11
Corporate & Chronicle Information ……………………………………………………………… 12
Board of Directors & Management Committee ……………………………………………………………… 14
Shareholder Structure, BRAC Bank Ltd ……………………………………………………………… 15
BRAC Bank Subsidiaries ……………………………………………………………… 16
Departments of BRAC Bank Ltd ……………………………………………………………… 17
Wings of BRAC Bank Ltd ……………………………………………………………… 18
Corporate Banking Division ……………………………………………………………… 18
Area Wise Business Concentration (Corporate Division) ………………………………………………… 19
Corporate Product ……………………………………………………………… 21
Retail Banking Division ……………………………………………………………… 22
Cards Department ……………………………………………………………… 23
ATM ……………………………………………………………… 23
VISA Debit Card ……………………………………………………………… 23
Small & Medium Enterprise Banking Division ……………………………………………………………… 23
Units of SME Banking Division ……………………………………………………………… 24
Products and Services ……………………………………………………………… 24
Foreign Trade & Treasury ……………………………………………………………… 24

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Deposit Product ……………………………………………………………… 25
Loan Products ……………………………………………………………… 26
Card Products ……………………………………………………………… 27
Deposit Premium Scheme (DPS) ……………………………………………………………… 27
SWOT Analysis ……………………………………………………………… 28
CRAB Rating ……………………………………………………………… 31

Part: III (Job Description as an Intern) 32-33

Job Description ……………………………………………………………… 33

Part: IV (Finding and Analysis) 34 – 103

Frequency Table and Graphical Representation ……………………………………………………………… 35

Descriptive Statistics ……………………………………………………………… 68
Cross Tabulation & Chi-Square Analysis ……………………………………………………………… 73
T - Test and Interpretation ……………………………………………………………… 93
Reliability Test ……………………………………………………………… 95
Correlation ……………………………………………………………… 95
Regressions Analysis ……………………………………………………………… 100
ANOVA for Regression ……………………………………………………………… 101
Coefficient ……………………………………………………………… 101
The Estimated Regression Equation ……………………………………………………………… 102
Overall Interpretation ……………………………………………………………… 103
Observation and Recommendation ……………………………………………………………… 104
Conclusion ……………………………………………………………… 106

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Reference

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Textbooks
 Philip Kotler, Marketing Management- Analysis, Planning, implementation and Control, 9th Edition,

Prentice Hall,Inc, 1997

 Murray R. Speigal & Larry J. Stephens, Theory and Problems of statistics, 3rd edition, McGraw hill,

1999

 Del I Hawkins, Roger J Best, Kenneth a Coney, Consumer Behavior Building Marketing Strategy, 9th

Edition

 Peter S. (2005), Bank Management & Financial Services, 6th Edition, McGraw Hill International,

New York, NY

 Timothy W. (2003), Bank Management, 5th Edition, Southwestern, Moscow.

Journals

 Books, Publications and Journals of BRAC Bank limited

 Valuable discussion of supervisors during the period of internship

 Prospectus of BRAC Bank Ltd.

 Bangladesh Bank related websites

Websites

 http://www.bracbank.com/Management.php

 http://en.wikipedia.org/wiki/BRAC_Bank

 www.bangladesh-bank.org

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Appendix

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 Questionnaires on Customer Satisfaction & Preference

This questionnaire is used to find out customer service satisfaction level at BRAC Bank. Please
answer the question as per the given instruction. All the answers will be used for educational
purpose only.
________________________________________________________________________________

Gender: Male Female

Age: a
21-30 years 31-40 years 41-50 years 51 or more

Profession: Service Business Others ________________

a
Income range:

15,000-25,000 25,000-35,000 35,000-45,000 Above 45,000

1. Did you recommend BRAC Bank to your relatives/ Friends / Colleagues? Yes No

Features:
1) Very Satisfied 2) Satisfied 3) Neutral 4) Dissatisfied 5) Very Dissatisfied
(Please tick on your answers)

Token system that determines handover time 1 2 3 4 5

Product knowledge of customer service officer 1 2 3 4 5
The fees/service charge of the bank 1 2 3 4 5
Phone Banking service 1 2 3 4 5
The way of issue / encash fixed deposit service 1 2 3 4 5
System of Pay Order 1 2 3 4 5
The service process takes a reasonable time or within TAT (Turn
1 2 3 4 5
Around Time)
The terms and conditions of the BRAC Bank 1 2 3 4 5
Environment of the bank 1 2 3 4 5
Overall Satisfaction of Customer service of the bank 1 2 3 4 5

SERVQUAL Test
1) Unimportant 2) Not So Important 3) Neutral 4) Important 5) Very Important

Tangibles
Providing up-to-date equipment and instrument facilities for
customers. 1 2 3 4 5
Bank’s physical facilities should be visually appealing. 1 2 3 4 5

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Bank’s waiting area should be well enough. 1 2 3 4 5
The appearance of the physical facilities of the bank should be in
keeping with the type of services provided. 1 2 3 4 5
Reliability
Processing service process should be reasonable time. 1 2 3 4 5
Service charges of the bank must be reasonable. 1 2 3 4 5
Bank should provide their services at the time they promise to do
so. 1 2 3 4 5
Deposit money in the bank must be safe in future. 1 2 3 4 5
Responsiveness
Bank should provide prompt service to the customers 1 2 3 4 5
Employees of bank should always willing to help customers. 1 2 3 4 5
Banker should reply in any query of the customers. 1 2 3 4 5
Bank should arrange special care to special customers 1 2 3 4 5
Assurance
When customers have problems, Bank should be sympathetic and
reassuring. 1 2 3 4 5
Customers should feel safe in transactions with Banks. 1 2 3 4 5
Terms and conditions should fully disclose. 1 2 3 4 5
Employees of banks should polite. 1 2 3 4 5
Empathy
Employees get adequate support from Bank to do their jobs well. 1 2 3 4 5
Bankers should give individual attention to the customers. 1 2 3 4 5
Bank should have operating hours convenient to all their
customers. 1 2 3 4 5
Bankers should try to know what your needs are. 1 2 3 4 5
_____________

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