Evaluation of customer satisfaction level at BRAC bank limited : graphics building branch

Abstract

In 21st century, we have entered in to a new age of business world. We have seen how business organizations have changed from profit centric to more customers centric. There is no business organization that can survive in market without satisfying its customers. Quality service is a precursor of customer satisfaction. Only purchasing product does not satisfy customers, rather they may weigh convenience, availability, reliability. In banking industry where almost all the products are indistinguishable, with nominal difference in charges set by market, service quality can be key differentiator. BRAC bank is offering wide arrays of products to its customers. Sales centers of BRAC bank are propelling these products to the customers. It is interesting to see how these service centers are operating, what is customer’s perception towards their service. I took, “Evaluation of customer satisfaction level at Graphics Building Branch: BRAC Bank LTD” as my intern topic, given that my Internship experience in BRAC bank helped me to conduct this research. During my internship, I came to realize dealing with customers, pleasing them is requires special skills and a deep understanding of customer’s mind. BRAC bank has set some code & conducts for all its employees to follow. Bank is committed to make customers leave bank with a hassel free, contented experience. While conducting my research I came to know about customer’s complaints, suggestions and satisfaction. There are number of issues Graphics building branch should improve. They need to employ adequate staffs in some places to speed up the service. Server system in this branch is little slow sometime which sometimes becomes reason of customer’s infuriation. Graphics building branch is very concerned about their honored customers and always ready to help them. Customers are also happy about credit service. Some of them expressed their disappointment how bank is taking too long to disburse their loan. Similarly, there are some other issues customers think bank should improve. BRAC bank is a financial institution, which may not have been in market for long time, but they have been showing impressive growth over the years. Their quality service and diverse range of products already have left good impression on customer’s mind. They have a legacy for contribution in economical reformation and development of human capital. To be a market leader in long run they need to keep improving in all aspects of their service.