---'--__ Internship Report

«Leve{ of Customer Satisfaction at rrFie cp,emier (Bank,

L tcf ana Wliat SliouU (Be (])one to Improve"

Submitted to:
S I Nusrat A Chaudhuary
Associate Professor
Department of Business Administration &
Head of Career Counseling Centre

Submitted by:
Md. Mozammel Hussain Shaon
ID: 2005-1-10-052
Department of Business Administratio ~
, D(~\ rJ
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I~l 2 1 SEP 2010

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Submission Date: December 22, 2008

 EAST WEST UNI\lERSITY
43 Mohakhali CIA, Dhaka-1212

eprember 20, 2008

To \Ybom It l\lay Concern

ertify that Md. Mozammel Hussain Shaon is a BBA student of EWU.

-all 2008 semester he has taken the course BUS 499, which requires a
report on a specific topic or on a specific organization after completing a
- -~~ months of work experience. For this purpose, he requires to gather relevant
. 'ormation about the chosen organization.

I i worth mentioning that the gathered information will only be used for pure
a ademic purposes and will be kept classified. It will be appreciated if you help
him to get relevant information about your esteemed organization.

Thank you for your kind cooperation.

incerely yours

S I Nusrat A Choudhury
Associate Professor
Business Administration Department
East West University
 , ------ -- ----- - ---1
I Letter of7'rans"mitta[ I
I
I
I I
I
----- - ---------

- ( :-\. Chaudhuary
_. .... Professor
-~n of Business Administration &
• .-Career Co unseling Centre
.. ~ st Uni versity

t: Submission oflntemship Report on Level of Customer Satisfaction at The

Premier Bank Ltd and What Should Be Done to Improve.

is a great pleasure for me to submit this report, as a partial fulfillment of the BBA
-j-
I gram, on "Level of Customer Satisfaction at The Premier Bank Ltd and What
- hould Be Done to Improve." Accomplishing this work has been a very worthwhile
xperience for me.

I have tried to prepare the report a comprehensive one within given time. Any sort of
query will be highly appreciated. There could be some mistakes, if any, for some
constraints during the process of preparing this report. However, I apologize for all those
and beg your kind consideration in this regard.

I hope that you would be kind enough to receive this term paper and bless me hearty with
respects. I would like to submit the report with the hope that it lives up to your
satisfaction. However, for any updates or query regarding this project please feel free to
contact the undersigned.

Sincerely yours

Md. Mozammel Hussain Shaon

ID: 2005-1-10-052
Department of Business Administration
East West University

ii
 ledgements

uld like to express my heartiest thanks to my teacher Mr. S I Nusrat

A Chaudhuary, Associate Professor, Department of Business
_;dministration and Head of Career Counseling Center, East West
- -niversity, for giving me the opportunity to work with him during my
. ternship period on this important issue. Under his counseling, I have
been able to compile this report in a comprehensive manner. I have tried
my best to implement his constructive suggestions, wherever relevant. I
am grateful to him for his excellent supervision and thoughtful guidance.

The report might never have been completed without the necessary
academic knowledge, assistance of reference books, web pages and some
practical knowledge, assistance of The Premier Bank Officials, and what
is worth mentioning the sincere and enthusiastic cooperation from the
course teacher Mr. S I Nusrat A Chaudhuary.

I would like to thank all those, especially the employees of the banks;
who have assisted me to prepare the report, and special thanks to my
supervisor Mr. S I Nusrat A Chaudhuary, and all the faculty members. I
will remain grateful to all of them .

iii
 Internship Report

~a6Ce of
•
Content
Topic Name Page No.
~ ::- ..... - · \~ e Summary........................... ...... 01
::a.::) er 1: Introduction........................... 02-07
:'.1 Background of the Study........................ 03
.2 Origin of the Report .............................. 04
l. 3 Scope of the Study ................................. 04
1.4 Objectives ............................................. 04
l. 5 Methodology.......................................... 05- 07
1. 6 Limitations of the Study........................ 07
Chapter 2: Organization Profile ................. 08-15
2. 1 A Brief History of the Premier Bank Ltd ... 09
2.2 Corporate Information ........................... 10
2.3 Board of Directors ................................. 10
2.4 Vision of the Bank ................................. 11
2.5 Mission of the Bank ................................. 11
2.6 Commitment of the Bank ........................ 11
2.7 Objectives of the Bank.............................. 12
2.8 Products of the Bank .............. ................ 12 -13
2.8.1 Deposit Products.............................. 13
2.8.2 Lending Products .............................. 13
2.9 Services of the Bank .............................. 14 -15
2.9. 1 Lockers Service ...................... ........... 14
2.9.2 SMS Service .................................... 14
2.9.3 Online Service .................................... 14
 Internship Report

2.9.4 ATM & VISA Debit Card ........................ 15

.~

2.9.5 Credit Card .......................................... 15

~ a pter 3: Key Aspects Related to the Service

Marketing in Premier Bank Ltd. 16- 20
3. 1 Customer Satisfaction .............................. 17- 18
3.2 Maintaining Quality Service ..................... 19
3.3 Expanded Marketing Mix for Service
Followed by the Bank................................. 20
Chapter 4: Analysis of Level of Present
Customer Satisfaction ............... 2 1-2 9
4.1 Problem Statement .................................... 22
4.2 Variables................................................... 22
4.3 Methodology for Data Analysis ..................... 23
4.4 Analysis of SPSS Output.............................. 23
4.4.1 Result of Regression Analysis......... 23- 25
4.4.2 Result of Discriminant Analysis ...... 27- 29
Chapter 5: Findings, Future Scope &
Conclusion............................... 30-34
5.1 Summary of the Survey Result.................. 31
5.2 Recommendations ................................. 32- 33
5.3 Conclusion ............................................. 34
Annexure ................................................. 35-40
Exhibit A: Questionnaire .............................. 35-36
Exhibit B: Statistical Output........................ 37-40
Bibliography............................................. 41
 ~ , • • I , " f " , .. ,

Executive Summary

part or objective of this repot is to find out the present level of customers
"-:"'c ion at Premier Bank and what should be done for further improvement.
- - e -cr;.- bank and financial institution it is very important to satisfy their current
_ '. mers and attract potential customers by providing new and innovative
es. That's why banks are changing their way of service for customers, recruit
employees and trained them about customer' s relationship management.
. - tis factory service may cause negative word of mouth about the company and
'- - - an be extremely detrimental because it can reinforce the customer' s feelings
:1 - negativism and spread that negative impression to other present and potential
tamers. To find out the level of customer satisfaction, I have chosen the
uestionnaire research methodology. Questionnaire of the Survey covered the
chnique, Process, People, Physical Evidence, Products and other issues that this
ank uses in providing their customer services. For time and cost limitation I have
ro limit the sample size to 51. Data has been analyzed through various statistical
methods like-Multiple Regression Analysis, Discriminant Analysis Wilkis Lamda,
Factor analysis etc. The major finding of the analysis is that present level of
satisfaction of the customers is 72.55%. Customers are satisfied with the manner
& etiquette of the employees, branch environment, online service, time to
complete a service etc, but less satisfied with the branch location, customer
reception, and product verities. At the end of the report some recommendations
regarding improvement of skill of the employees, selection of branch location,
online service facility enlargement, logistic support to faster the service,
promotional activities and more to improve the customer service and to remove
the problems that the bank has in customer services.

Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 1 of 42
Internship Report on Customer Satisfaction at The Premier Bank Limited
Page 2 of 42
 BACKGROUND OF THE STUDY:
·1
-- ~ ~. and Hands on experience complement each other in the arena of BBA. The
rogram is designed to orient the student with the interaction of theoretical
. - wI edge along with the experience of the practical field of business. Here, I can
ri ence and evaluate the common phenomena and feasibility of the theoretical
epts which I have came across in the sessions with our learned teachers. As
norm this report is the requirement of the fulfillment of the internship program.
Thi report on "Level of Customer Satisfaction at The Premier Bank Ltd and
\\ nat Should Be Done to Improve" is a requirement for the completion of the
BBA program under the Faculty of Business Studies.

Bangladesh has achieved colossal augmentation in the service sector over the last
ouple of decades. This growth can be attributed to the accomplishment of the
banking sector over the course of this decade as one of the sources. Private Banks
are trying to break up the oldest method of banking service by introducing new
technologies and services to smooth the all kind of banking operations. Quality
Service and Customer Satisfaction are the key issues in Service Marketing. Being
a third generation and local bank, The Premier Bank Ltd has to compete with the
local and as well as Foreign banks. Thus, it is very much necessary to maintaining
a quality service, understanding the customer' s expectation, designing a customer
driven services and matching performance to promises to stay in the market and
make the customers more satisfied. So it is sometimes needed to measure the
customer satisfaction. As an intern I got that scope to find out the level of present
customer satisfaction of The Premier Bank Ltd, Uttara Branch, Dhaka.

Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 3 of 42
1.2 ORIGIN OF THE REPORT:

The report is being prepared under direct supervision & guidelines of Associate
Professor Mr. S I Nusrat A Chaudhuary, Department of Business Administration,
East West University as a prerequisite for successfully completion of the BBA
program.

1.3 SCOPE OF THE STUDY:

The survey for the study has been conducted on Current Customers of the Uttara
Branch, Dhaka, The Premier Bank Ltd where I have been working in. The analysis
and interpretation of the report have been done with the help of my academic
supervisor Associate Professor Mr. S I Nusrat A Chaudhuary, Department of
Business Administration, East West University.

1.4 OBJECTIVES:

The objectives of the research are:

~ Determine the Level of Customer satisfaction of Premier Bank Ltd.
~ Identify the factors responsible for Customer satisfaction
~ Identify of the effectiveness of every factor to each others

Internship Report on Customer Satisfaction at The Premier Bank Limited

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 .5 METHODOLOGY:
Re earch Design:
descriptive research approach has been used to conduct the study.

• Sources of Data:
To carry out the proposed study data has been collected from two sources;
Primary sources and Secondary sources.
1 Primary data: Primary data for this study has been collected through
a well prepared structured questionnaire. Clients who came in the
branch to take the services are chosen for the Interview to collect data

2 Secondary data: Secondary data again are of two kinds, internal and
external. Internal secondary data has been collected from the
organization (Head Office) and from its brochures and annual reports of
different years. External secondary data are gathered from internet and
internship reports of other organizations.

• Tools for Data Collection:

The major tool for data collection was the questionnaire that includes simple,
straightforward, close-ended questions and open-ended question.

• Questioning Process:
The questions are been asked after taking the service when they had some time
to feel free to express their ideas or by taking the prior permission about the
time that they are willing to spend for interview. I have questioned to the
respondent based on the questionnaire format without using the ambiguous
words.

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 • , , , r I r

• Interview Technique:
·1
I have followed the "Questionnaire" for the survey keeping III mind the
fo llowing advantages:
1 F ewer misunderstood questions and inappropriate responses
2 Fewer incomplete responses
3 Higher response rates
4 Easy to avoid biasness
5 Low cost
6 Easy to reach and take response
The data collection instrument was paper questionnaire and recorded the
responses with a pencil at the time of the survey.

• Sampling plan:
The outlined sampling plan is given as below-

1. Target population: The population includes only the customers of the

Uttara Branch of The Premier Bank Ltd.

2. Sample unit: The proposed samples (Customers) have been taken

from the customers of three departments (General Banking, Credit &
Foreign Exchange) of the Uttara Branch of the Premier Bank Ltd.

3. Sample size: The sample SIze for the proposed survey was 5l.
'Convenience and Judgmental Sampling Method' is used to select these
respondents from the total customers of the branch as because the
sample size is too small.

Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 6 of 42
 .' Data Analysis Procedures:

" Factor Analysis- To find out the most important factors that make the
customer most satisfied.

~ Multiple Regression Analysis- To find out the importance of each of

the independent variables in determining customer satisfaction.

~ Discriminant Analysis- To measure the effects of some independent

variables on a dependent variable

1.6 LIMITATIONS OF THE STUDY:

1. Sample size is too small (51 only).
2. Due to time and cost limitation, the study is concentrated only at the Utlara
Branch of the Premier Bank Ltd.
3. Sampling error may occur in this study due to the utilization of convenience
and judgmental sampling.
4. Lack of required effectiveness in the questionnaire since the pilot survey
has not been conducted before the final survey.
5. Difficulties in collecting information because most of the respondent was
extremely busy and some of them are unwilling to participate.
6. Typically, these types of researches are carried out in groups. But, in this
situation, it was an individual research. As a result, there was no field force
provided to the researcher to carry the field work. This also acts as a
constraint to the research.

Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 7 of 42
 O~.fj.Jl:NIZ.Jlrr10N qxJ{OPI£fE

Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 8 of 42
2.1 A BRIEF HISTORY OF THE PREMIER BANK LTD:
The Premier Bank Limited (PBL) is incorporated in Bangladesh as banking
company on loth June 1999 under Companies Act 1994. Bangladesh Bank, the
h
central bank of Bangladesh, issued banking license on 1i June 1999 under
Banking Companies Act.1991. The Head Office of The Premier Bank Limited is
located at 42 Kemal Ataturk Avenue, Banani, Dhaka, one of the fast growing
ommercial and business areas of Dhaka city. Now it is operating with twenty
Seven Branches all over the country. The Premier Bank also incorporated Islamic
Banking division along with normal banking facilities to meet the demand of all
types ' customers in Bangladesh. The Premier Bank also introduced on line
banking facilities to enhance customers' facilities all over the country. People can
draw and deposit money from any part of the country. Visa Credit Card facilities
also a fascinating product of PBL. It has both local and international credit
facilities for the customers. PBL came in the banking sector in Bangladesh with
complete service. It is one of the most successful and fastest growing third
generation banks in Bangladesh. Service is the first priority for Premier Bank
Limited.

There is only Three Major banking areas where the group is performing with high
reputation. These areas are:

Personal Banking

Commercial Banking

SME Banking

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 • I J • • t

2.2 CORPORA TE INFORMA TION:

Premier Bank Limited is managed by a group of dynamic Board of Directors

\'TI from different segments. They hold very respectable positions in the society
d are from highly successful group of business and Industries in Bangladesh.
-:be bank has a very competent Management Team who has enough knowledge
and experience in domestic and international banking. The bank uploads and
-trictly abides by good corporate governance practices and is subject to the
egulatory supervision of Bangladesh bank.

t the Year Ended 2007:

The Authorized Capital : BTD 2000.00 Million
Paid-up Capital is : BTD 1689.99 Million
Total Deposit : BDT 2711.47 Million, Growth: 12.05%,
Advance : BDT 2363.71Million, Growth: 14.31 %
Advance Deposit Ratio : 87.18%
Capital Adequacy Ratio : 12.66% (Required 10 %.)
The bank is a full fledged Commercial Bank and licensed by Bangladesh Bank.
The bank has a strong capital base, with low non-performing loans (5.96%).

2.3 BOARD OF DIRECTORS:

The Board consist of 11 (Eleven) Directors. The members of the Board of

Directors of the Bank hold very respectable positions in the society. They are from
highly successful group of Business and Industries in Bangladesh. Out of 11
members one is from Taiwan. Each member of the Board of Directors plays a
significant role in the socio-economic domain of the country.

Internship Report on Customer Satisfaction at The Premier Bank Limited

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 r , I • " ~ J r

: .4 VISION OF THE BANK:

. ~

- To be the best amongst the top financial institutions."

_.5 MISSION OF THE BANK:

o To be the most caring and customer friendly provided of financial
services, creating opportunities for more people in more places.
o To ensure stability and sound growth whilst enhancing the value of
shareholders investment.
o To aggressively adopt technology at all levels of operations and to
improve efficiency and reduce cost per transactions.
o To ensure a high level of transparency and ethical standards in all
business transacted by the banle
o To provide congenial atmosphere which will attract competent work
force who will be proud and eager to work for the bank.
o To be socially responsible and strive to uplift the quality of life by
making effective contribution to national development.

2.6 COMMITMENT OF THE BANK:

"Service First" - holds a prime and central focus in the Bank's operation.
"Easier Banking" - provide the customers with a comfortable and friendly
environment and up to date technological applications.
"Better Relationship" - view banking to be a long term relationship with the
customers to fulfill their needs and satisfaction.
"Assured Confidentiality" - assure our customers with uncompromlsmg
commitment to transact their financial activities with strict confidentiality and
professional manner.

Internship Report on Customer Satisfaction at The Premier Bank Limited

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: . - OBJECTIVES OF THE BANK:

It[ To ensure and motivate new entrepreneur to establish industries and

business in line with development of the national economy.
It[ To boost up investment in private sector by financiering independently or

under syndication arrangement.

It[ To financing foreign trade of the country both in export and import.

It[ To enhance savings tendency of the people by offerings attractive and

lucrative new savings scheme.

It[ To develop the standard of living of the limited income group by offering

consumer credit scheme.

o To boost up mobilization of savings both from urban and rural areas.
o To develop the model of participatory banking.
o To develop competitive most modem science and social welfare oriented
banking institutions on the country.
o To finance the industry, trade and commerce through conventional way as
well by offerings various customers' friendly credit products.

2.8 PRODUCTS OF THE BANK:

Premier bank always conscious of the changing needs of the customers and strive
to develop new and improved services for its valued customers. The Premiers
Bank offers various Deposit and Lending Products and Services to meet all kinds
of financial needs of their customers:

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 f • I • " t ) ~

_.8.1 DEPOSIT PRODUCTS:

~ Monthly Savings Scheme (MSS).
~ Monthly Income Scheme (MIS).
~ Double Benefit Scheme
~ Fixed Deposit
~ Savings Account.
~ Current Account.
~ Premier 50+ (for Senior Citizen)
~ Premier Genius Account (for Students aged 18 & Above)
~ Corporate savings account.
~ Short Term Deposit Account.

Premier Bank is paying interest on daily balance of the savmgs & corporate
savings accounts. Interest rate is given higher on Premier 50+ and Premier Genius
Account than all other savings account.

2.8.2 LENDING PRODUCTS:

~ Consumers Credit Scheme.
~ Student Credit Program.
~ Special Credit Scheme on RMG.
~ Lease Finance.
~ SME Finance
~ Car Loan.
~ Trade Finance.
~ Project Finance.
~ Finance for Agro-processing Industry.
Others commercial lending such as: Cash Credit, PAD, LIM and L TR

Internship Report on Customer Satisfaction at The Premier Bank Limited

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2.9 SERVICES OF THE BANK:

2.9.1 LOCKERS SERVICE:

For safekeeping of customers' valuables and important documents and goods like
jewelries and gold ornaments, premier locker service is available in most of the
branches of urban areas.

2.9.2 SMS SERVICE:

Customers of the bank are enjoying the SMS service facility through which a
customer can get the balance, last three transaction and full statement of the
account through email address.

2.9.3 ONLINE SERVICE:

Premier Bank Limited already been set up wide area network using Radio link,
fiber optic and other available communication systems to provide any branch
banking to its customers in really better, easy and modem way which is very
significant in today's banking.

Customers of one branch are now able only to deposit and withdraw money at any
of our branches. No TTIDD or cash carrying will be necessary. Online branch
banking service is designed to serve its valued clients. No charges for online
transactions for Dhaka & Chittagong Clearing House.

Under this system anyone is able to do the followings type of transaction:

o Cash withdrawal & Deposit from any branch of PBL.
o Transfer of money from one account to another account at any of the
branch of PBL.

Internship Report on Customer Satisfaction at The Premier Bank Limited

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_.9.4 ATM & VISA DEBIT CARD:
.~

Premier bank Limited already buys numbers of ATM machines and set up has
een started around the country. It will help to the customers deposit and
\\-ithdrawal of money any time any where in Bangladesh. Visa Debit Card is also
introduced in the market which will help the customers in purchasing goods and
ervices without carrying the hard cash in pocket.

2.9.5 CREDIT CARD:

The premier bank limited hold the principle members license from VISA
International to Issue & acquire the world' s most widely used credit card. Premier
Bank is the first local bank offers VISA International Credit Card in the country.
The Bank is offerings both local and international credit card into two categories
Classic and Gold.

Internship Report on Customer Satisfaction at The Premier Bank Limited

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Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 16 of 42
 , , I • , f , , • f

3.1 CUSTOMER SATISFACTION:

Because the concept of customer satisfaction is new to many companIes, it's

important to be clear on exactly what's meant by the term. Customer satisfaction
is the state of mind that customers have about a company when their expectations
have been met or exceeded over the lifetime of the product or service. The
achievement of customer satisfaction leads to company loyalty and product
repurchase. There are some important implications of this definition:

~ Because customer satisfaction is a subjective, non-quantitative state,

measurement won't be exact and will require sampling and statistical
analysis.
~ Customer satisfaction measurement must be undertaken with an
understanding of the gap between customer expectations and attribute
performance perceptions.
~ There should be some connection between customer satisfaction
measurement and bottom-line results.

"Satisfaction" itself can refer to a number of different facts of the relationship with
a customer. For example, it can refer to any or all of the following:

~ Satisfaction with the quality of a particular product or service

~ Satisfaction with an ongoing business relationship
~ Satisfaction with the price-performance ratio of a product or service
~ Satisfaction because a product/service met or exceeded the customer's
expectations

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 ~ 1 • • ,. r ) ~

Each industry could add to this list according to the nature of the business and the
-,
specific relationship with the customer. Customer 'satisfaction measurement
variables will differ depending on what type of satisfaction is being researched.
For example, manufacturers typically desire on-time delivery and adherence to
specifications, so measures of satisfaction taken by suppliers should include these
critical variables.

Clearly defining and understanding customer satisfaction can help any company
identify opportunities for product and service innovation and serve as the basis for
performance appraisal and reward systems. It can also serve as the basis for a
customer satisfaction surveying program that can ensure that quality improvement
efforts are properly focused on issues that are most important to the customer.

To satisfy the customer some factors are taken in to consideration by The Premier
Bank Ltd.
• Product / Service Features: Customer satisfaction IS influenced
significantly by the customer's evaluation of the product or service
features. The Premier Bank offers competitive better products and services
than the competitors. Low interest rate on loans products and better offer in
savings depository accounts. Free online service, less charge for Locker
facility, Less Service charge for account maintaining etc.

• Perception of Equity or Fairness: Customer satisfaction is also depends on

how they are treated fairly compared with other customers. In the Premier
Bank Ltd, various type and class of customers are getting services. Bank
always tries to serve the all level of customers equally.

Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 18 of 42
3.2 MAINTAINING QUALITY SERVICE
.~

Customer satisfaction mostly depends on the Quality Service. Now we will look
how the bank provides quality service through the following quality service
dimensions.
• Reliability: The Premier Bank Ltd holds a prime and central focus in the
Bank's operation- "Service First". Thus the bank always tries to deliver
the proper service that it promised about the service outcomes and core
service attributes.

• Responsiveness: The employees of this bank always follow the customer

friendly environment. Employees are well trained to deal any customers
request and also there is a Manager (Operation) who deals with customer's
question, complaints and solves the problem and also ensures the quick
servIce.

• Assurance: The employees of this bank always try to give the proper
guideline to the customer to get the most benefit from the bank.
Confidentiality of the customers is also strictly maintained. For example,
No information is given to any person (even spouse) other than account
holder without having any authorization, a telephonic authorization is taken
from the account holder for online cheque payment to bearer for the amount
Tk.l.OO Lac & above.

• Empathy: It means treating customers as individuals. In a bank, there are a

lot of customers. So it is sometime difficult to know the customers by
name. But in every organization there are some valued clients. They should
be serviced in a customized way and these are doing in this bank.

Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 19 of 42
 • Tangible: The total environment of the Branch like physical facilities ,
.,
Equipment, Personnel and other communication materials are defined as
tangibles. Branch environment of this Bank is very good. Modern
technologies, well interior decoration, good dress up of the employees,
waiting room for the client, Prayer room etc are the common scenario of all
the branches of the Bank.

3.3 EXPANDED MARKETING MIX FOR SERVICE FOLLOWED BY

THE BANK:
Careful management of Product, Place, Price & Promotion, there are some
additional variables that should be also essential to take into consideration to
satisfy and communicate with customers. The additional Three Ps is
1. People- In The Premier Bank Ltd always tries to recruit qualified
Employees and to train and motivate them. People from various classes
of the society are the Customers of the bank. So this bank always tries
to handle the all types of people fairly and equally.

2. Physical Evidence- Environment is a vital factor to facilitate

performance or communication of the servIce. The tangible
representation (Decoration, Brochures etc) of The Premier Bank Ltd is
modern like other private banks.

3. Process- Flow of activities is standardized and somewhat customized

and service delivery system is simple in the Premier Bank Ltd.

Internship Report on Customer Satisfaction at The Premier Bank Limited

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Internship Report on Customer Satisfaction at The Premier Bank Limited

Page 21 of 42
 ~ , J , , . t ~ r , ,.

In the last few pages, I have discussed what the Premier Bank Ltd does to satisfY
.,
the customers. Now I would like to analysis what the customers really feel about
the bank's products, services, and environment.

4.1 PROBLEM STATEMENT:

Determination the Present Level of Customer Satisfaction of Premier Bank
Limited.

4.2 VARIABLES:
Dependent Variable: "Customer satisfaction"
Independent Variables: Independent variables are selected based on the most
important Marketing Mix for the Service Marketing.
~ Product Verities
Product ~
'---------'I ~ On line service quality
Price ~ Competitive Service Charges & Interest of Loan

'---P_I_a_c_e_----'I----+ Convenience of Location

Reception to Customers
L-P_e_o_p_'e----.Jk
Manner & Etiquette of the Employees

Physical
Branch Environment
Evidenc

Proces ~ Time to complete a Service

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Page 22 of 42
4.3 METHODOLOGY FOR DATA ANALYSIS:
-i
Various methods of data analysis can be used for the research study like ANOVA,
Multiple Regression Analysis, Discriminant Analysis etc. Since the research
includes relationships among some variables, multiple regression analysis is
chosen. ANOVA is also necessary. The significance of the variables and their
importance are needed to be analyzed. Bearing these in mind, I carry out a
discriminant analysis. Detailed theoretical backgrounds and descriptions of these
techniques are given below.

4.4 ANALYSIS OF SPSS OUTPUT:

To analyze, I put the data collected from my fieldwork into the SPSS and I took
the output necessary to my survey analysis. Then I analyzed these outputs and
contents of these windows are given as my results in the following sections.

4.4.1 RESULT OF REGRESSION ANALYSIS:

To describe the relationship among two variables regression analysis is used.
Multiple regression analysis is used when there are more than two variables. In my
research, there are more than two independent variables acting upon the dependent
variable. So I used multiple regression analysis.

Multiple regression analysis can be presented by an equation, III which, the

dependent variable is the summation of the independent variables. The coefficient
of each of the independent variable determines the significance of it.

Following is an example of such equation:

Y= ~o+ ~lXl+ ~2X2+ ~3X3+ ~4X4+ ~5X5+ .. . ..... . ................. + ~nXn

Where, Y denotes the dependent variable and the X IIn represent the independent
variables.

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As the null hypothesis is assumed that there is no contribution of each of the
factors over the dependent variable, a measure required -to identify the contribution
of the factors. The R2 value is used for this purpose. The R2 value indicates the
overall contribution or influence of the independent variables on the dependent
variable. When the value is zero it indicates that no summed contribution of the
independent variables in determining employee satisfaction. A value above zero
indicates some contribution. Thus it clearly indicates that a zero R2 value results in
an acceptance of the null hypothesis.

In brief, the hypotheses test according to multiple regression analysis can be stated
2
as, Ho: R2= 0, HI: R 0 *
Hypotheses Test:
The hypotheses assumed for the hypotheses test are
2 2
Ho:R =0,H 1:R *0
Following table is found from the regression analysis

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .815 a .664 .600 .630
a. Predictors: (Constant), Charge & Interest, Recp to
Customer, Branch Location, Time to Serve, Product
Varities, Manner & Attitude, Online Quality, Environment

Here, R2 = 0.664 which is grater than zero. We know, R2 = 0 means that there is no
correlation among the variables. But as our value is 0.664, which is greater than
zero, this indicates that there is a significant amount of correlation among the
variables. That is, the decision can be drawn that there exist some relationships
among the variables.

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Relationship Analysis:
·1
Following table is the summary of the multiple regression analysis from which the
relationship is analyzed

CoefficientS'

Unstandardized Standardized
Coefficients Coefficients
Model B Std . Error Beta t Sig .
1 (Constant) 1.471 .807 1.823 .075
Branch Location -.070 .122 -.061 -.572 .571
Recp to Customer -.057 .087 -.075 -.652 .518
Manner & Attitude .378 .116 .469 3.254 .002
Time to Serve -.078 .134 -.098 -.582 .563
Product Varities -.099 .100 -.123 -.993 .327
Online Quality .162 .089 .246 1.829 .075
Environment .419 .152 .412 2.745 .009
Charge & Interest .017 .092 .020 .187 .853
a. Dependent Variable: Satisfaction

Here the above coefficients indicate the relationships among the variables.
Following equation can be drawn from this table
Cs = 1.4 71 - 0.070 BL - 0.057 RC + 0.378 M&A - 0.078 TS - 0.099 PV+ 0.162 OQ + 0.419 E +
O.017C&!
Where,
Cs = Customer Satisfaction
BL = Branch Location
RC = Reception to Customer
M&T = Manner & Etiquette of the Employees,
TS = Time to Serve
PV = Product Verities,
OQ = Online Service Quality
E = Branch Environment
C&I = Charge & Interest

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 ~ ( , I I , " r

There are both positive and negative coefficients of the independent variables. The
positive coefficients indicate that they have a positIve relationship with the
dependent variable and the negative coefficients indicate that they have a negative
relationship with the dependent variable. Let's check how much each of the
independent variable has contributed to the Present Customer Satisfaction of
Premier Bank Ltd.

Branch Location has 7% negative contribution but on the other hand it has least
significance on the customer satisfaction, which means Customers either less
satisfied with the present location or they have given less emphasis on this factor
rather on the other variables.

Customers are also less satisfied with the reception, time to serve, Product
Varieties which is indicated by negative relationship of the variables.

Customers are pretty satisfied with the manner & etiquette, Branch Environment,
Competitive charge & Interest and online service quality of the Premier Bank.

According to this regression analysis the rating for the independent variables can
be made as mentioned in the following table:

Variable Effect on Satisfaction Rank

Product Verities High 1
Time to Serve 2
Branch Location 3
Reception to Customer 4
Branch Environment 5
Manner & Etiquette 6
Online Service Quality 7
Charge & Interest Low 8

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4.4.2 RESULT OF DISCRIMINANT ANALYSIS:
.~

In marketing research discriminant analysis is used wheri the dependent variable is

categorical and the independent variables are metric scaled in nature. It is a strong
analytical tool for measuring the effects of some independent variables on a
dependent variable.

The tables resulting from discriminant analysis include the within mean
correlation tables, ANOV A tables, test of significance tables, structured metric
tables, standardized canonical discriminant coefficient tables etc. There are some
values based on which the analysis is done. Among these values, most important
ones are Wilks' lambda, F ratio, Standardized Canonical Discriminant function
coefficient etc. Wilks' Lambda gives the categorization capability of the variables
while F ratio gives the significance of the variables and standardized canonical
discriminant function coefficient gives the relative importance of each of the
factors.

To convert the metric data into categorical data, the raw data was modified. The
response categories from 1 to 3 were assumed to be low response categories and
were assigned the number one in the SPSS variable view. Response categories
from 4 to 5 were assigned number two and response categories from 6 to 7 were
assigned number three in the SPSS variable view.

For the analysis of discrimination among the groups I selected the Wilks ' Lambda
Coefficient, F ratio and Standardized Canonical Discriminant Function
Coefficients. There are other measures based on which the analysis can be done.
But due to the simplicity of the project, these analyses are more than enough. The
main part of the analysis can be given in a tabular form as follows;

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 ~ • r , I , , t ~ ,

Tests of Equality of Group Means

.
Wilks'
Lambda F df1 df2 Sig.
Branch Location .995 .109 2 48 .897
Recp to Customer .944 1.425 2 48 .251
Manner & Attitude .529 21.339 2 48 .000
Time to Serve .739 8.477 2 48 .001
Product Varities .947 1.347 2 48 .270
Online Quality .715 9.562 2 48 .000
Environment .586 16.952 2 48 .000
Charge & Interest .866 3.699 2 48 .032

Analysis of Wilks' Lambda:

The Coefficient of Wilks' Lambda shows how much discrimination one
independent variable can make among the three categories imagined for the
Customer satisfaction of Premier Bank Ltd. The higher values indicate lower
discrimination ability and a lower value indicates higher discrimination ability.
The variable which causes the most discrimination among the categories is indeed
the most important one to look for.

The value of Wilks' Lambda is least for Manner & Etiquette. As we know the
lower the value the higher the ability to discriminate, so Manner & Etiquette has
the highest discriminating power among all the independent variables. Thus in a
service organization like Bank, Manner & Etiquette of the Employees are most
powerful factor to satisfy customers.

From the above table, the Value of Wilks' Lambda can be arranged from lower to
relatively higher as- Branch Environment, Online Service Quality, Time to Serve
Charge & Interest, Reception to Customer, Product Verities and last of all Branch
Location. So from the viewpoint of the present customers of the Bank, it is clear
that customers have given most emphasis on the Branch environment, afterwards

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online service Quality, Time to complete the service. Branch Location & Product
Verities are the less important factors to the clients of the" The Premier Bank.

Analysis of Standardized Canonical Discriminant Function Coefficients:

Standardized Canonical Discriminant Function Coefficients shows the relative
importance of each of the independent variable in discriminating the categories of
Customer satisfaction of Premier Bank Ltd. The lower value of an independent
variable shows a lower importance while a higher value shows the higher
importance. In the table we see that the value of Manner & Attitude has the
highest Standardized Canonical Discriminant Function Coefficients. This means,
this independent variable is the most important one and has the greatest influence
in satisfaction.

Significance Test for the Independent Variables (Analysis Made on F ratio):

F ratios indicate the significance of the independent variable's effect in
discrimination. The degree of freedom according to the test of equality table is 2
and 48. Between these two values, the F ratio is 3.23. The independent variable
having a lower F ratio than this value means its effect is insignificant.

From the table of group means, it can be seen that, only promotion and
appreciation have a lower F value. This means those have a low significance. We
can also see from the significance table that its probability of type 1 error is very
high, almost 89.70% and 27.00% respectively. So, Branch Location and Product
Verities do not have the proper discriminating ability. Manner & Etiquette of the
Employees has the highest significance as its F ratio value is much higher than the
theoretical value.

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 PINCJJINqS, pVPV(j{fE SCOCPE d
CONC£VSION

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5.1 SUMMARY OF THE SURVEY RESULT:
.
~

After analysis of collected data some useful observation' were found. The findings
are based on a survey comprising responds of 51 clients of the bank' s Uttara
Branch. The observations are given below:
• Customer satisfaction level of the Branch of the Premier Bank Limited is
satisfactory
• Most of the clients are satisfied with the overall service of Uttara branch,
which is a good sign for The Premier Bank Limited
• Maximum numbers of the customers are either satisfied with the present
branch location or they are not given emphasis on this factor
• Reception of customers is not up to the mark of the branch. Customer wants
more attentive and courteous reception
• Online service is somewhat satisfactory and also required some additional
service to make the service more meaningful to customers
• Many customers wanted better services like Foreign Banks
• Many clients of this branch expect to see the existing servIce level
continued without loss of quality for long
• More logistic support is required for employees in the bank to reduce the
time to complete a service
• Customers want more product and service verities. A TM and Debit Card
facility with more ATM booth and other type of bonus schemes.

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5.2 RECOMMENDATIONS:
.,
After analyzing the results of all of the above analysis, the following
recommendations can be made
a. Reception to Customers has a great impact on customer satisfaction.
Because customers are getting the first impression from the Front Desk
reception. Customers are less satisfied with the present reception.
Scope for Enhancement: The employee of the Front desk as well as other
desk should be more caring about the customer reception. They should show
the utmost honor, attention and courtesy. The employees are also should be
routinely up-skilled and empowered to respond to customer needs effectively.

b. Online Service Quality is moderately satisfactory. Premier bank is

providing only cash deposit & withdrawal facility through online. To get all
other facilities (cheque book issue, alc payee cheque deposit, Statement of
the account, Bank Certificate, etc) a customer has to go to his or her
account maintaining branch.
Scope for Enhancement: Online service can be updated by providing the
clients all type of facilities, mainly getting cheque books, depositing of alc
payee cheques, getting statement of the account from any branch of the bank.
Many local banks are giving those types of facilities, so to compete in the
market The Premier Bank Ltd should take these steps to make the online
service more meaningful to customers.

c. Customers are becoming choosier day by day. Most of the private banks are
giving near about the same services and products. So customers are
selecting those banks which are giving more benefited products and

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 services. From the survey it is clear that customers are less satisfied with
the current variety of products and services of the Itank.
Scope for Enhancement: Bank can offer various services through internet
and provide a full coverage of all the facilities. The website of PBL should be
updated regularly with every additional service and there should be a general
comparative feature where the lucrative features of the bank's services can be
exposed. Explanation in detail is needed so that people can understand the
services better and at the same time the banks will gain the facility to create a
brand image. For instance, ATM card with more booths, more bonus scheme
and verities in Credit products can help the bank to provide variation in
products and services to satisfy the customers more.

Beside the above recommendations, The Premier Bank Ltd should also take into
consideration the following activities to enhance the level of present customers
satisfaction and to attract the and potential customers.

o The Premier Bank Ltd. should introduce more TV advertisement

with an early extent.

o Initiative must be taken for proper and effective marketing of this

bank so that it will be able to draw a large volume of depo'51tors.

lt1 The bank should have the scope for various training programs for
increasing the efficiency of employees to provide better service to
customers.

o The bank authority should give emphasis on employees' benefits;

because if the employees of the bank are satisfied then they will be
more serious to provide better services to the clients.

o Should emphasis more on quality people rather than reference.

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 , , < , r .' r

5.3 CONCLUSION:

Customer is in the core of everything that The Premier Bank does. The PBL tries
to upgrade and realign products and services regularly to fulfill customer
expectation. The delivery standard are constantly monitored and improved to
assure the highest satisfaction.

"Service First" is the motto of The Premier Bank Limited. Whether in personal,
Corporate, Treasury or Trade transactions The Premier Bank is committed to
provide the best. Meeting the demand of the discerning customers is not the sole
objective of The Premier bank. PBL endeavor to deliver a quality that makes every
transaction a pleasurable experience.

The Management should take steps to fill the gap between the service and the
satisfaction level of the customers. To fill this gap, every corner of the system
should be in continuous observation to identify the faults and so that those can be
corrected properly. This study found out some of the faults and lacking of the PBL
services, and also some demand of the customers to the bank and their
perceptions, by which some fruitful measurement and ratification steps can be
made to keep the existing customers as well as to invite the potential customers to
join with PBL.

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 ANNEXURE .j

EXHIBIT A: QUESTIONNAIRE

Dear Sir / Madam:

This is a questionnaire from East West University to collect data on Level of Customer
Satisfaction at Premier Bank Ltd and What Should Be Done to Improve. All the data will
be used for academic purpose and will be kept confidential. And you are assured that we
will not take more than five minutes to serve this purpose.

1. What is your age?

a. 18-35 yrs b. 36-45 yrs c. 46-55 yrs d. More than 55 yrs

2. What is your occupation?

a. Service b. Business c. Housewife d. Others

3. From how many years you are taking services from PBL?
a. Less than 1 year b. 1-3 yrs c. 3-6 yrs d. More than 6 yrs

4. What type of account you are maintaining in PBL?

a. Savings b. Current c. MSS d.FDR e. Loan
f. DBS g. MIS

5. How much time takes to open an account in PBL?

a. Excessive b. Average c. Quick. d. Very fast.

6. Are you satisfied with the interest rates of Savings, FDR, MSS, DBS and other
account rate?
a. Moderate b. Yes c. Not at all d. No comments
7. How is the service of online transaction?
a. Too bad b. Take more times than others c. Average d. Fast

Internship Report on Level of Customer Satisfaction at The Premier Bank Limited 35

 8. Is there any credit card facility of PBL?
a. Yes b. Don't know c. Not sure

9. How many days bank takes to issue a credit card?

a. More than average b. Average c. Fast

10. Is there any debit card facility of PBL?

a. Yes b. Don't know c.Notsure

11. How many days bank takes to issue a credit card?

a. More than average b. Average c. Fast

12. How many days bank takes to sanction a loan?

a. More than Average b. Average c. Fast

13. What is the overall environment inside the bank?

a. Very Neat & Clean b. Average c. Not up-to the mark d. Very Bad

14. What your opinion about the employees of the bank?

a. Supportive & Friendly B. Not Supportive & Friendly

15. What is the response of the bank regarding any complain?

a. Instant b. F aster than Others c. Average d. No Response

16. Are you satisfied with the overall service of Premier Bank Ltd?
a. Not at all b. In some case c. No Comments d. Yes

17. Please fill up the below spaces:

3 good things ofPBL _ _ __ _ _ _ __ _ _ __ _ _ _ _ __ _ __
3 bad things ofPBL _ _ _ _ _ __ __ _ _ _ _ _ _ _ _ __ _ __
3 suggestions _ _ _ __ _ __ _ _ _ _ _ __ _ __ _ _ _ _ __ _ __

Internship Report on Level of Customer Satisfaction at The Premier Bank Limited 36

 EXHIBIT B: STATISTICAL OUTPUT
Discriminant
Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 51 100.0
Excluded Missing or out-of-range
0 .0
group codes
At least one missing
0 .0
discriminating variable
Both missing or
out-of-range group codes
0 .0
and at least one missing
discriminating variable
Total 0 .0
Total 51 100.0

Group Statistics

Valid N (Iistwise)
Satisfaction Mean Std. Deviation Unweighted Weighted
Low Branch Location 6.50 .707 2 2.000
Recp to Customer 4.50 2.121 2 2.000
Manner & Attitude 2.50 2.121 2 2.000
Time to Serve 3.00 2.828 2 2.000
Product Varities 4 .00 2.828 2 2.000
Online Quality 1.50 .707 2 2.000
Environment 3.50 .707 2 2.000
Charge & Interest 5.00 .000 2 2.000
Medium Branch Location 6.21 .726 29 29.000
Recp to Customer 4.52 1.184 29 29.000
Manner & Attitude 5.07 1.033 29 29.000
Time to Serve 4.48 1.056 29 29 .000
Product Varities 4.83 1.071 29 29.000
Online Quality 3.55 1.454 29 29.000
Environment 5.45 .827 29 29.000
Charge & Interest 4.52 1.056 29 29.000
High Branch Location 6.25 1.070 20 20.000
Recp to Customer 5.15 1.424 20 20.000
Manner & Attitude 6.30 .571 20 20 .000
Time to Serve 5.55 .999 20 20.000
Product Varities 5.25 1.293 20 20.000
Online Quality 4.85 1.089 20 20.000
Environment 6.35 .671 20 20.000
Charge & Interest 5.40 1.231 20 20.000
Total Branch Location 6.24 .862 51 51 .000
Recp to Customer 4.76 1.320 51 51 .000
Manner & Attitude 5.45 1.238 51 51.000
Time to Serve 4.84 1.255 51 51.000
Product Varities 4.96 1.232 51 51.000
Online Quality 3.98 1.516 51 51 .000
Environment 5.73 .981 51 51.000
Charge & Interest 4.88 1.177 51 51.000

Internship Report on Level of Customer Satisfaction at The Premier Bank Limited 37

 Tests of Equality of Group Means

Wilks'
Lambda F df1 df2 Sig.
Branch Location .995 .109 2 48 .897
Recp to Customer .944 1.425 2 48 .251
Manner & Attitude .529 21.339 2 48 .000
Time to Serve .739 8.477 2 48 .001
Product Varities .947 1.347 2 48 .270
Online Quality .715 9.562 2 48 .000
Environment .586 16.952 2 48 .000
Charge & Interest .866 3.699 2 48 .032

Analysis 1
Summary of Canonical Discriminant Functions
Eigenvalues

Canonical
Function Eigenvalue 0/0 of Variance Cumulative % Correlation
1 1.792" 90 .7 90.7 .801
2 .184" 9 .3 100.0 .394
a. First 2 canonical discriminant functions were used in the
analysis.

Wilks' Lambda
Wilks'
Test of Function(s) Lambda Chi-square df Sig.
1 through 2 .302 53.225 16 .000
2 .844 7.528 7 .376

Standardized Canonical Discriminant Function Coefficients

Function
1 2
Branch Location -.392 .175
Functions at Group Centroids
Recp to Customer -.471 .622
Function Manner & Attitude .765 -. 109
Satisfaction 1 2 Time to Serve -.481 .668
Low -5090 1.259 Product Varities .123 -.299
Medium -.464 -.331
Online Quality .494 -.142
High 1.182 .354
Environment .815 -.517
Unstandardized canonical discriminant
Charge & Interest -.196 .919
functions evaluated at group means

Internship Report on Level of Customer Satisfaction at The Premier Bank Limited 38

 Structure Matrix

Function
1 2
Manner & Attitude .699* .275
Environment .624* .217
Online Quality 458* .347
Time to Serve 426* .392
Product Varities .175* .084
Charge & Interest .166 .754*
Recp to Customer .134 .383*
Branch location -.026 .134*
Pooled within-groups correlations between discriminating
variables and standardized canonical discriminant functions
Variables ordered by absolute size of correlation within function.
largest absolute correlation between each variab le and
any discriminant function

Regression
b
Variables Entered/Removed

Variables Variables
Model Entered Removed Method
1 Charge &
Interest,
Recp to
Customer,
Branch
Location ,
Time to
Serve,
Enter
Product
Varities,
Manner &
Attitude,
Online
Quality,
Env~ronme
nt
a. All requested variables entered .
b. Dependent Variable: Satisfaction

Model Summary

Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .815a .664 .600 .630
a. Predictors: (Constant), Charge & Interest, Recp to
Customer, Branch Location, Time to Serve, Product
Varities, Manner & Attitude, Online Quality, Environment

Internship Report on Level of Customer Satisfaction at The Premier Bank Limited 39

 ."

Sum of
Model Squares df Mean Square F Sig.
1 Regression 33 .008 8 4.126 10.390 .000a
Residual 16.678 42 .397
Total 49 .686 50
a. Predictors: (Constant) , Charge & Interest, Recp to Customer, Branch Location,
Time to Serve, Product Varities , Manner & Attitude, Online Quality, Environment
b. Dependent Variable: Satisfaction

CoefficientSI

Unstandardized Standardized
Coefficients Coefficients
Model B Std . Error Beta t Sig.
1 (Constant) 1.471 .807 1.823 .075
Branch Location -.070 .122 -.061 -.572 .571
Recp to Customer -.057 .087 -.075 -.652 .518
Manner & Attitude .378 .116 .469 3.254 .002
Time to Serve -.078 .134 -.098 -.582 .563
Product Varities -.099 .100 -.123 -.993 .327
Online Quality .162 .089 .246 1.829 .075
Environment .419 .152 .412 2.745 .009
Charge & Interest .017 .092 .020 .187 .853
a. Dependent Variable: Satisfaction

Internship Report on Level of Customer Satisfaction at The Premier Bank Limited 40

 Bibliography

I. Course Contents of Service Marketing

II. Naresh K. Malhotra: Marketing Research (Fifth Edition)

III. www.premierbankltd.com

IV. www.customerstatisfaction.com

V. Premier Bank's leaflets, brochures & Annual Report

VI. Consumer Behavior; Hawkins, Best, Coney; Hill Edition 2003

th
VII. Bank Management and Financial Services; Rose & Hudgins; 6

Edition

VIII. Essential of Services Marketing Concept Strategies of Cases, K.

Douglas Hoffman, Second Edition

IX. Service Marketing Integrating Customer Focus Across the Firm,

Valarie A. Zeithaml & Mary Jo. Bitner, Third Edition

X. Statistical Techniques in Business & Economics; Lind, Marchal &

Mason, Eleventh Edition (International Edition)

Internship Repo rt on Lev el of Customer Satisfaction at The Premier Bank Limited 41

 Internship Report

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qJian{ <You

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