Assignment on

The Service Encounter of

Independent University, Bangladesh
Course Name: Services Marketing

Course Id: MKT 350, Sec: 01

Submitted to: Mr. Suman Prosad Saha

Lecturer, Marketing

Department: School of Business

Independent University, Bangladesh (IUB)

Submitted by:

NAME ID
SL.NO
01 MD. Tanvir Ahamed Tushar 1310675
02 Sifat Mohammed Aziz 1410699
03 Shahriar Haque 1410517
04 Naimur Rahman 1420766
05 MriNoy Mirta 1430820
Date of Submission: 29th March, 2018
Table of Contents

EXECUTIVE SUMMARY ....................................................................... 2

INTRODUCTION ..................................................................................... 3

RESEARCH STRENGTH ........................................................................ 4

PURPOSE OF REPORT ........................................................................... 4

SERVICE ENCOUNTER SURVEY ANALYSIS ................................... 5

RECOMMENDATION........................................................................... 14

CONCLUSION ....................................................................................... 15

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Executive Summary

Independent University, Bangladesh (IUB) is a well reputed private University in Bangladesh.

We worked on the service encounter of IUB. The services provided by the University for the
Students and how the services encounter happens with the Students. We survey over 25 students
about their service experiences of IUB. We tried to identify the student’s judgmental view of
services. If there is any service failure or services error occurs in service delivery system, can the
organization recover the services?
Every day students face different types of service encounter in the University. We try to identify
that the students are satisfied or Not with the services. Also we try to identify that, if there are
any extra facilities provided for the university to make the students happy and more active in
their regular working days. We made some charts for identifying the ratio of students feedback
about the service encounter occurs in IUB.

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Introduction

Independent University, Bangladesh or IUB is a university in Bangladesh. Its permanent

campus is in Bashundhara R/A, Dhaka. It is considered one of the best private universities in
Bangladesh. Its business school has received American accreditation from ACBSP. The
university was established in 1993 by the Private University Act, 1992.

Types of Schools:

 School of Business
 School of Public Health
 School of Communication
 School of Environmental Science & Management
 School of Liberal Arts & Social Science
 School of Business & Technology
 School of Engineering & Computer Science
 Faculty of Life Science
 Faculty of Law

IUB Campus
The IUB campus sprawling over 3 acre, has an amphitheater, the state-of-the-art laboratories,
well-equipped library with online access to journals and books, above 50 classrooms, lecture
galleries, auditorium, gymnasium, food court, playground, medical Centre, counseling Centre
and an alumni office. IUB also has dormitory facilities for female students from outside Dhaka
and foreign students and a guesthouse for visiting scholars.

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Research Strength

The faculty members of IUB are actively engaged in research and publish regularly in peer-
reviewed journals. Along with conventional classroom based teaching, students are engaged in
research relatively early in their studies. IUB has academic research collaborations with various
universities including Harvard University, Stanford University, University of Colorado at
Boulder, Brown University, McMaster University, University of Heidelberg, University of South
Alabama, Southern Illinois University, University of Vermont, University of Minnesota, Aga
Khan University, Institute of Psychiatry in Pakistan, Public Health Foundation of India, and
Institute for Research and Development, Sri Lanka.

Purpose of Report

The purpose of the report is to identify the procedure of Recovery, Adaptability and Spontaneity
of Independent University Bangladesh and what are the flaws and problems of this procedure
and what are the things that should be improved in order to provide a better service to the
students.

Recover : the includes all incidents in which there has been a failure of the service delivery
system and how does IUB responds in some way to the to the problems and disappointments of
the students

Adaptability :This one is about the underlying satisfaction/Not satisfied service encounters and
ho adaptable the service delivery system is when the student has some kind of special need or
request that place demands on the process.

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Spontaneity: This means even when there is no system failure and no special request or need by
the students, they can still remember the service encounters as being very satisfying or Not
satisfied. Satisfying incidents in this category represents very pleasant surprises for the students
such as providing special attention, providing services which they students does not actually
require but will be happy if they get it. Where as not satisfied incidents include negative and
unacceptable behaviors such as rudeness, discrimination, ignoring the students.

Service Encounter Survey Analysis

Recovery
1. When there is a technical problem of IRAS during registration, does IUB solve the
problem quickly?

YES NO MAY BE
4 20 1

4%
16%

1
2
3

80%

Here, we asked the students if they are satisfied with the recovery procedure of IUB during
problems with registration. As we can see 80 % said No, 16% said Yes, 4% said No. So basically
the recovery procedure of registration problem of IUB should be fixed as because nearly 80 %
people are not satisfied with it.

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 2. When a class has been cancelled, does IUB provide any make up class to students?

YES NO MAY BE
20 4 1

4%
16%

1
2
3

80%

Here, we asked the students if they are satisfied with the recovery procedure of IUB if a class is
cancelled and if they take can makeup class for it. As we can see 80 % said Yes, 16% said No,
4% said maybe. So basically over here this is no problem as most faculties takes makeup classes.

3. If there is any technical problem during class time such as power outage or problems with
projector, does IUB recover the problems quickly?

YES
NO MAY BE
19 4 2

8%
16%
1
2
3

76%

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Here, we asked the students if they are satisfied with the recovery procedure of IUB when there
is some kind of technical problem. As we can see 76 % said Yes, 16% said No, 8% said maybe.
So basically over here this is no problem as most people said they are satisfied with the
procedure. But IUB need to improve their technical things.

Adaptability

4. If a student has a problem of understanding the class lecture, do the faculties provide
extra time to help the students?

YES NO MAY BE
17 3 4

17%

12% 1
2
3

71%

Here, we asked the students if they are satisfied with the adaptability of IUB when students does
not understand class lecture and for which does IUB provide extra time to help the students. As
we can see 71 % said Yes, 12% said No, 17% said maybe. So basically over here this is no
problem as most faculties takes provide extra time to students.

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 5. If there is a problem with the food quality at cafeteria and students complain to the
authorities, does IUB take immediate action?

YES NO MAY BE
6 16 3

12%
24%
1
2
3

64%

Here, we asked the students if they are satisfied with the adaptability of IUB when students has
problem with food quality. As we can see 64 % said No, 24% said Yes, 12% said maybe. So
basically over here this is a problem with food quality, and most students said no. So IUB take
some actions in order to provide better food quality to students.

6. Does IUB provide financial services like waiver and scholarship to students?

YES NO MAY BE
23 1 1

4% 4%

1
2
3

92%

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Here, we asked the students if IUB provides waiver to the students 92% said Yes, 4% said No,
4% said maybe. So basically over here this is no problem as IUB provides waiver to students.

7. Does IUB provide transportation services to students who live far away from university?

YES NO MAY BE
7 15 3

12%

28%
1
2
3

60%

Here, we asked the students if they are satisfied with the adaptability of IUB when students
require transportation service. As we can see 60 % said No, 28% said Yes, 12% said maybe. So
basically over here this is a very big problem and IUB should try to provide transportation
services to students.

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 8. Does IUB provide computer lab to students?

YES NO MAY BE
23 1 1 4%

4%

1
2
3

92%

Here, we asked the students if they are satisfied with the lab facilities of IUB. As we can see 92
% said No, 4% said Yes, 4% said maybe. So basically over here this is no problem as IUB
provide lab facilities.

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Spontaneity
9. Does IUB provide gym facility to students?

YES NO MAY BE
23 1 1 4%

4%

1
2
3

92%

Here, we asked the students if they are satisfied with the spontaneity of IUB by providing
students with extra facility like gym. As we can see 92 % said Yes, 4% said No, 4% said maybe.
So basically over here this is no problem as IUB provide GYM facilities

10. Does IUB provide any counseling service to students?

YES NO MAY BE
11 8 6

24%

1
44% 2
3

32%

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Here, we asked the students if they are satisfied with the adaptability of IUB when students has
problem with food quality. As we can see 64 % said No, 24% said Yes, 12% said maybe. Maybe
IUB provide counseling service but it not sufficient for the student, that’s why some student
don’t know about this service.

11. Does IUB provide campus job to students?

YES NO MAY BE 0%
23 2 0
8%

1
2
3

92%

Here, we asked the students if they are satisfied with the adaptability of IUB by providing
students with campus job. As we can see 92 % said Yes, 8% said No. So basically over here this
is no problem as IUB provide campus job to students.

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 12. Does IUB organize functions and cultural activities for students?

YES NO MAY BE
13 6 6

24%

1
2
52% 3
24%

Here, we asked the students if they are satisfied with the adaptability of IUB by arranging
cultural activities for students. As we can see 52 % said Yes, 24% said No, 24% said maybe.
Graf says IUB organize functions and cultural activities but it’s not sufficient for student that’s
why some student’s don’t happy, so IUB need to organize functions and cultural activities.

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Recommendation

Our Suggestions

IUB’s IRAS website should be fixed immediately so that students can register their courses
without any hassle.

The employees at the register office should be more concerned about student’s problems and
improve their services to students.

IUB should improve the food quality of canteen. They must unsure the students that the food at
cafeteria is hygienic and safe for the students.

Consumer’s Suggestion

IUB’s girls’ hostel should near the university so that it can be easier for girls to commute. Also,
IUB must provide boys hostel for boys who live far away from university.

Most of the computers at BBA lab does Not work. And IUB should increase the number of
computers at BBA lab for students.

During mid or final exams, many students see that the exam time of their courses clash with one
Another. Also, many students see that they have three exams in one day, and this results in a
huge problem to the students. So IUB should either fix the exam date and time without any clash
of courses. Or they can provide day off to students before the exams.

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Conclusion

After the whole observation of the survey, we came to know that Independent University
Bangladesh has some issues regarding in providing service and also employee – customer
service encounter .We learnt many service factors including the service quality and the issues of
service. We are hopeful that this will help us in our further life in IUB. With the study and
analysis it has been seen that the Solution are in fact will help in well-established in business.
IUB service provider is very thorough about their service, both direct and indirect. They are
presenting the customers with high quality service and they are also maintaining a good relation
with them by presenting them factors. But some services need to be quick solving and also
customers can rely on the service provider. The analysis we made can help IUB to develop their
quality so as a suggestion, so we can provide our survey to the authority.

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