Customer satisfaction survey at retail banking division of BRAC Bank Ltd

Abstract

This report was prepared as a part of internship program in BRAC Bank Ltd. BRAC Bank is a renowned bank in Bangladesh which was established in 2001. Within these few years this bank has own a majority of market share in the retail banking sector of Bangladesh. BRAC Bank focuses on SME banking sector in Bangladesh. BRAC Bank is a leader in SME Banking of Bangladesh. However it is also providing efficient service in corporate banking, probashi banking, custodial services, e banking and other banking services. I completed my internship in graphics building branch of retail banking division of BRAC Bank Ltd. From there I learnt that the customer service officers work under tremendous pressure at the retail banking sector. I randomly choose 30 customers and took their opinion. I took their opinion on the five dimensions of SERVQUAL method of customer satisfaction survey. The dimensions are: Tangibility, Responsiveness, Reliability, Empathy, and Assurance. There were 22 questions in the questionnaire. The questionnaire was originally prepared by the College of Business of University of South California. It was translated into Bangla and then supplied to the customers. After collection of the survey data I compiled the data into spreadsheet. After using to statistical tools for analysis of the data the result was converted into a table and included in this report. The customers were expressing opinion that BRAC Bank employees provide service at moderate satisfaction level. However, some customers provided consistently high scores in all questions and some customers provided consistently poor score in all questions. The scale was from 1 to 7. Hence the standard deviation was around 1.25 for all questions. The mean score was around 4.5 for all sections. The projects like Customer information update should be implemented by phases with proper planning to reduce customer waiting time in queue. If the number of customer service officer’s desk was increased then the waiting time in queue for the customers will be reduced. If the officers were given other fringe benefits then they will be happy to work under the pressurized environment of the retail banking division of BRAC Bank ltd.