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1.

Introduction:

The visionaries place the customer at the core of their organization's business systems. In fact, it takes a visionary to see the mass market, assemble the financial and human resources and be the winner at the market place. What establishes the position of the winner firms at the market place is the commitment to meeting and exceeding customer satisfaction and their continuous self questioning how well "our product fulfills needs and expectation of the customers". Banking is one of the most competitive industries of Bangladesh that has seen a huge amount of growth during the last decade. A large number of new banks have made their places in the industry and yet there are more to register in the list. In such a highly competitive service industry, the importance of customer satisfaction cannot be de-emphasized. Improved customer satisfaction and loyalty gives a firm a better base than its rivals and allows it to flourish in the industry. In recent years, however the customer service of banks that are getting popular widely in Bangladesh are not much up to the quality and standard considering the amount of time, energy and creativity is involved with the banks in world wide. As a result banks are usually trying to convince their customers by simplifying its customer services within its limited resources.
1.1 Title of the Study:

Therefore, I choose the topic- Measuring quality of customer services delivered by Bank Asia, Tongi Branch to illustrate that how Bank Asia is optimizing customers feedback from numerous sources.
1.2 Profile of the Organization or Business Establishment:

Bank Asia Limited is a scheduled bank under private sector established within the ambit of Bank Company Act, 1991 and was incorporated as a Public Limited Company under Companies Act, 1994 on September 28, 1999. The Bank started commercial banking operations from November 27, 1999. The main function of the bank is intermediation i.e. collecting funds from the surplus

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units of the economy in the form of deposit and mobilizing deposit to the deficit units of the economy in the form of credit.
1.3 Rationale of the Study:

I joined in the Bank Asia, Tongi Branch as an internee on 16th of August, 2010. During the two months of my Internship period I was placed in the customer service department. There, I acquired a great amount of knowledge about customer service attributes and conducted some techniques on customer service quality. Thats why I am very much eager to do my internship report on the above mention topic which is directly related to my acquired knowledge.

2.

Statement of the Problems:

An exploratory research will conduct to explore through the various aspects of customers satisfaction and to provide insights and understandings of the overall service environment of banking. In this phase of research, employees and customers interview will obtain to determine the service attributes that are most important in the selection of banks and also responsible for the overall customer satisfaction.

The interviewees will point out various important attributes that they thought is important to customers in assessing service quality and satisfaction. The most common and relevant responses will be select from the pool of attributes and will categorized according to five dimensions of service quality. To conduct my research I will broke down my paper into three main segments. In each of the segments I will try to provide answer of the some question relating to the research topic. At this point, I have identified three major parts of questions regarding this topic, which are:

What is your perception about the service of Bank Asia, Tongi Branch? What are your expectations about an excellent Bank? What is the importance of every dimension?

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3.

Scope and Delimitation of the Study:

My overall report will be divided into three broad parts. In the First part, I will give a comprehensive idea about the overall organization; the department of my internship, frequently used products and services, different departments, organizational structure, management style and so on. Then, I will conduct a performance analysis of the bank. This analysis includes financial performance analysis and SWOT analysis of Bank Asia Ltd.

The second part of the paper will contains the survey and its findings that I will conduct on the customer service quality of Bank Asia. My survey followed the SERVQUAL approach of measuring service quality. I will try to figure out how customers are putting importance in different attributes of the service delivered by Bank Asia, Tongi Branch and whether the delivered attributes are being able to completely satisfy the customers. I will collect the survey data with a questionnaire, and analyze the data to test the hypothesis Customers of Bank Asia, Tongi Branch are completely satisfied with all attributes of the service delivered by the Bank. The findings will lead to the acceptance/rejection of this hypothesis. In the third and final part, I will try to include some real life incidents and events which happened during my internship period. These happenings had function impact on the organization, and enriched my experience about handling contingencies.

4.

Objectives of the Study:

Broad/General Objective:

To assess the level of importance the customers of Bank Asia put across various service level attributes and also to determine how well Bank Asia is satisfying the customers on those service grounds. Specific Objectives:

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To provide information on Bank Asia, Tongi Branch. 5.

To provide an overview of Personal Financial Service Division. To provide an overall analysis of the Bank.

Methodology of the Study:

To conduct my research I have to include the trend of the customer service. The trend of customer service and its chronological evolution along the 20th century has to be prepared through a thorough study of the historical trend. Therefore, I have planned to go through the history of customer service with the help of websites, and gather historical data regarding this area. So my secondary research will be mainly based on the information I get from websites related to the history of customer service specially that of Banks customer service. I wish to conduct my primary research by conducting a survey on customers of Bank Asia, Tongi Branch. I have planned to take a random sample of 30 customers and 5 employees of Bank Asia, Tongi Branch and conduct questionnaire survey. Through this survey I will get a complete picture of how Bank Asia Ltd. is optimizing its customers feedback from numerous sources. I have also planned to take interviews of some Bank Asia feedback makers. I hope it will help me to find out the present situation of the customer service.
6.

Timeline of Activities:

I have planned to prepare my absolute paper before the end of the month of November. I will conduct my survey within the last week of the month of October. Then in the 1 st week of the month of November, I will do the interviews and complete my survey result. In between this time I will also continue my search in the net to collect the secondary data. I believe within the last week of the month of November, I will be able to complete my internship paper and submit it.

7. Request for approval:


Madam, I believe this is a very interesting and imperative topic, because now-a-days we differentiate superior or bad these two terms among different banks based on their customer services.

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I therefore, would like to request you to consider this topic and allow me to do the internship report on it.

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