April 18, 2013

Vice Chancellor
World University of Bangladesh
Dhanmondi, Dhaka
Subject: Prayer for permission to prepare and submit Internship Report.

Sir,
I would like to inform you that I am a student of BBA program major in Marketing. I have
successfully completed all the courses included in my BBA program. Now I would like to
prepare report on Measuring Customer Satisfaction Level of Sonali Bank Limited
(SBL) under the supervisor of MD. Zainal Abedin, Lecturer Dept, of Business
Administration, World University of Bangladesh.
I, therefore, pray and hope that you would be kind enough to permit me to prepare the
report and oblige thereby.

Yours Sincerely

Golam Rasel
Roll no: 952
ID no: WUB 01/09/25/952
Program: BBA
Batch: 25
th
(A)
World University of Bangladesh.


Department of Business Administration
World University of Bangladesh
Dhaka, Bangladesh

Proposal of Internship Report

Topic: Measuring Customer Satisfaction Level of Sonali Bank
Limited (SBL).


Submitted by:
Golam Rasel
Program: BBA
ID: WUB 01/09/25/952
Batch: 25
th
(A)
World University of Bangladesh


Submitted To:
MD. Zainal Abedin
Lecturer, Dept of Business Administration
World University of Bangladesh




Date of Submission: April 18, 2013

1.1 Introduction
The modern concepts of marketing realized that measuring consumer needs or behavior
was not enough. Customer Satisfaction should be the core and then the correct
perception on which marketing policies of our organization should be building.
Management must think of itself not as producing products but as proving customer
creating value satisfaction. Customer satisfaction has a vital role in sustaining and
improving hole on the market. Brief descriptions about the orientation have also been dealt
with. Consider the fact todays customer face a plenitude of products in every category.
Customer will be having high and raising expectation of quality and services. In the face of
their vast choices, the customer will gravitate to the offering that the best meet their
individual needs and expectation. They will buy one of the bases of their perception value.
Therefore it is not surprising that todays winning companies are those succeed best in
satisfying indeed delighting their target customer. They pay extreme attention to quality
and service to meeting and even exceeding customer expectation. They complete
vigorously and at the co-operated smartly with their strategy partners in their supply and
distribution chain. They pursue efficiently and yet are responsible and flexible.
Customer satisfaction is the outcome felt by buyers who have expectation. Customers are
satisfied when their expectation is met and delighted their expectations are exceeded.
Satisfied customer remains loyal longer, buy more, and are less sensitive and talk favorable
about the company. From this it is clear that the satisfied customer will be less sensitive
towards the fluctuating price and offensive marketing typically cost more than defensive
marketing, because it requires much effort and cost to induce satisfied customers to switch
away from their current suppliers. We should also consider the fact that the cost of
attracting a new customer may be five times the cost of keeping the current customer
happy. Therefore the companies are intending in developing stronger bones and loyalty
with their customer.
During the preparation of the internship report, the student are guided and supervised by
the faculties of the department with whom they are attached to. Each student is required to
work on a specific topic to his/her learning with the attachment of any respective
organization. As part of the program, I am highly proud to join with Sonali Bank Limited
as an Internee and selecting topic on Measuring Customer Satisfaction Level of Sonali
Bank Limited (SBL). I was placed in Sonali Bank Limited, Bangladesh Madrasha
Education Board (BMEB), Bokhsibazar Branch, for a period of three months. This
internship is an orientation to the entire working activities of Sonali Bank Limited. Though
I had worked there in several departments, but I had to select an area of study in which I
can make detail research and present my undertaking in the report.

1.2 Scope and Rationale of the Study
This study will help us to understand the consumers satisfaction on banking services and
products. This study will help banks to understand, how a consumer selects, organizes and
interprets the quality of services and product offered by banks. The market is more aware
and realistic about investment and returns from financial products. The study will able to
reveal the preferences, needs, satisfaction of the consumers regarding the banking services.
It also helps banks to know whether the existing products are offering really satisfying the
customers needs.

1.3 Objectives of the Study
The objectives of the study are as follows:
The broad objective of the study is to know about the customer satisfaction level of
Sonali Bank Ltd.
To identify the satisfaction level of customer towards different types of service
attributes, by identifying their critical factors.
To study about the bank about their customized products and services, according to
customer needed.
To study the experience and expectations of the existing customer.
To study the scope of introducing new types of services.






1.4 Methodology of the study
A number of procedures will be followed to prepare a meaningful report. The methodology
of the study has been given below:
Sources of data
This study will cover two types of data, which are:
Primary sources of data
Secondary sources of data
Primary sources of data
A model questionnaire has been developed to elicit necessary data and information
to conduct the research program.
Face-to-face informal interviews with employees.
Practical work exposures on accounts department desks.
Secondary sources of data
Secondary data will be collected from the
websites of Sonali Bank Limited ( http://www.sonalibank.com.bd/)
Banks annual report(2011)
Journals
Accounts Department guidelines
Different related booklets and company files and documents






Time Table
I will try my level best to accomplish the particular task within the limit time by following
the below time frame work with the heartiest co operation of my respective supervisor and
Manager of the SBL & other bank officers who will help me to accomplish the desired
task. Approximate length of the proposed study will be 3 months. The breakdown of
different activities along with time allocation is as follows
















Activity Duration (Weeks)
Submission of full proposal
Data and Information Collection 4 Weeks
Data analysis
Derive findings and possible recommendations from
analysis
6 Weeks
Report writing, illustration etc.
Amendments, revisions and presentation 2 Weeks
Total 12 weeks
Title Page No
Letter of Transmittal
Declaration
Certificate
Acknowledgement
Executive Summary
Table of contents
Chapter-01:
Introductory part
1.1: Origin of the Study
1.2: Background of the Study
1.3: Objectives of the Study
1.4: Methodology of the Study
1.5: Scope of the Study
1.6: Limitations of the Study
Chapter-02:
Company Overview
2.1: Sonali Bank At a glance
2.2: Vision
2.3: Mission
2.4: Principal Activities
2.5: Target customer
2.6: Various Product and Customer Services of Sonali Bank
Ltd.

Chapter-03:
Theoretical Framework of the Study
3.1: Customer Satisfaction
3.2: Measuring Customer Satisfaction
3.3: Importance of Customer Satisfaction
3.4: Factors influencing Customer Satisfaction of the
Service Organization

Chapter-04:
Analysis of Customer Satisfaction
4.1: Descriptive Analysis and Frequency Distribution
4.2: Reliability Dimension
4.3: Responsiveness Dimension
4.4 Assurance Dimension
4.5: Empathy Dimension
4.6: Satisfaction Dimension
4.7: Loyalty Dimension
Chapter-05:
Finding, Conclusion and Recommendations
5.1: Findings
5.2: Conclusion
5.3: Recommendations
Appendix
Questionnaire
Bibliography


























Theoretical framework

3.1 Customer Satisfaction

Customer satisfaction a term frequently used in marketing its means the extent to which a
products perceived performance can match the buyers expectation. Whenever we wish to
buy a product, we certainly develop an expectation about the performance of that product.
After using the product, if the perceive performance matches the performances expected
before, we become satisfied.

Customer satisfaction is a measure of how products and services supplied by a company
meet or surpass customer expectation. Customer satisfaction is defined as the number of
customer or percentage of total customers, whose reported experience with a firm, its
products, or its services (rating) exceeds specified satisfaction goals. It is seen as a key
performance indicator with business and in often part of a balanced score card. In a
competitive market place where businesses compete for customers. Customer satisfaction
is seen as a key differentiator and increasing has become a key element of business
strategy.

Within organization, Customer satisfaction rating can have powerful effect. They focus
employees on the importance of fulfilling customer expectation. Furthermore, when these
rating dip, they warn of problem that can affect sales and profitability. These metrics
quantity an important dynamics, when a brand has loyal customers, it gains positive words
of mouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage Customer satisfaction. To be
able do this, firms need reliable and representative measure of satisfaction.











3.2 Measuring customer satisfaction

Organization need to retain existing customers while targeting non-customer. Measuring
customer satisfaction provides an indication of how successful the organization is at
providing product and services to the market place. Customer satisfaction is measured at
the individual level, but it is almost always reported at an aggregate level. It can be, and
often is measured along various dimensions.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person and product or service to product or service.
The state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviors such return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have and other
products against which the customer can compare the organizations product.

The usual measure of Customer satisfaction involves a survey with set statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of
their perception and expectation of performance of the organization being measured. Their
satisfaction is generally measured on five-point scale.

Strongly Agree Agree Neither Agree
Nor Disagree
Disagree Strongly
Disagree
5 4 3 2 1

Regardless of the scale used, the objective is to measure perceived satisfaction with their
experience of firms offerings. It is essential for firms to effectively manage Customer
satisfaction. To be able do this, we need accurate measurement of satisfaction.

Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a customers attitude
towards a product, which can result from any product information or experience.

On the other hand, cognitive element is defined as an appraisal or conclusion on how the
products performance compare compared against expectation (or exceeded or fell short of
expectations), was useful (or not useful), fit the situation(or did not fit), exceeded the
requirements of the situation (or did not exceed).





3.3 Importance of customer satisfaction

Customer satisfaction is very important because a companys sales and profit come from to
groups_ new customer and existing customer. However, it is usually more costly to attract
new customer than to retain the existing customer, as they have already known to the
product. The best way to retain the existing customer to their expectation. Customer
satisfaction is a key to build a long lasting relationship with the customers to keep and
grow customers and reaping their customer lifetime value. Satisfied customers show some
behavior which is follows:

Buy the product again.
Talk favorably to others about the product.
Pay less attention to the competitive brands.
Become less influenced by price hike.
Not influenced by advertisement oh the company.
Buy other products of the company.
On the other hand, a dissatisfied customer will react in a different way.

Dissatisfied customers show some specific behavior which are as follows:

Generally dont buy the product again.
Talk against the product to others.
Search about the competitive brands.
Shift to other product in sight change of price.
Often influenced.
Often dont buy other products of the company.
Therefore, a bank would be wise to measure the customer satisfaction regularly.











3.4 Factors influencing Customer satisfaction to the services organization

There are some factors that are influenced a customer for buying the products and services
again. There are following below:

Promptness of providing services.
Quality of services.
Attractiveness of services.
Safety matters.
Cost of services.
Behavior and Attitude of Employees.
Customer past experience.
Convenient availability of services.
Attractive infrastructures.
Modern facilities.
Cooperativeness of the bank.
Quick services.
Environment of the bank.
Relationship between customers and employees.
Goodwill of the bank.
Location.
Promotional incentives.
These factors are vitally important to ensure customer satisfaction for a bank.












Questionnaire

Dear Respondent,
As a student of World University of Bangladesh, I have assigned to conduct a research
program internship report on Measuring Customer Satisfaction Level of Sonali Bank
Limited (SBL). To accomplish the goal of conducting the research I need your valuable
participation and opinion on a series of questionnaire listed below. Your response will be
kept confidential and only be used for the academic purpose.
Thank you in advance for your valuable participation.

Sincerely Yours,

Golam Rasel
Roll no: 952
ID no: WUB 01/09/25/952
Batch: 25
th
(A)
Program: BBA
World University of Bangladesh












Personal information of the Respondent

Name of the Respondent: .....
Age:..
Gender: ....
Occupation: ..
Name of the Organization: ...
Designation: .
Contact info: cell:
E-mail: .


You will be now given a series of statements regarding your opinion about the
Measuring Customer Satisfaction Level of Sonali Bank Limited (SBL). Please
indicate the extent to which you agree or disagree with them using a five point Likert scale
where 1mark indicates your strong disagreement and 5 marks indicates strong agreement
with each statement. Please answer the questions as you perceive them and circle your
answer.
















Questionnaire

Measuring Customer satisfaction Level of Sonali Bank Ltd.

I am the student of BBA, World University of Bangladesh conducting an Internship report
survey about Measuring Customer satisfaction Level of Sonali bank ltd and would
like to know your views and opinions. Would you please not mind spending a few minutes
to help me by completing this questionnaire. The data collected through the survey will be
used for only developing the internship report and will not be disclosed elsewhere.

Please put the tick () marks in the appropriate box.

1. Gender
o Male
o Female


2. Age:
o 15-30 yrs
o 31-45 yrs
o 46-60 yrs
o more than 60


3. Occupation:
o Service holder
o Business person
o Others















Perception Statement in the Reliability Dimension

Serial Statement Strongly
Agree
Agree Neither
Agree or
Disagree
Disagree Strongly
Disagree
01 When Sonali bank ltd promises
to do something by a certain
time, it does so
5 4 3 2 1
02 When you have a problem,
Sonali bank ltd shows a sincere
interest in solving your problems
5 4 3 2 1
03 Sonali bank ltd performs the
right service at first time
5 4 3 2 1
04 Sonali bank ltd. keeps you
informed about when services
will be performed
5 4 3 2 1

Statements in the Responsiveness Dimension

Serial Statement Strongly
Agree
Agree Neither
Agree or
Disagree
Disagree Strongly
Disagree
05 The employees in Sonali bank
always willing to help you
5 4 3 2 1
06 The employees in Sonali bank
are never too busy to respond to
your request
5 4 3 2 1

Statements in the Assurance Dimension

Serial Statement Strongly
Agree
Agree Neither
Agree or
Disagree
Disagree Strongly
Disagree
07 The behavior of the employees
of the Sonali bank inspires
confidence in you
5 4 3 2 1
08 You feel safe in your
transactions with Sonali bank ltd
5 4 3 2 1





Statements in the Empathy Dimension

Serial Statement Strongly
Agree
Agree Neither
Agree or
Disagree
Disagree Strongly
Disagree
09 Sonali bank has employees who
give you individual attention
5 4 3 2 1
10 Sonali bank has your best
interests at heart
5 4 3 2 1
11 The employees in Sonali bank
understand your specific needs
5 4 3 2 1


Statements in the Satisfaction Dimension

Serial Statement Strongly
Agree
Agree Neither
Agree or
Disagree
Disagree Strongly
Disagree
12 You are satisfied with Sonali
bank ltd
5 4 3 2 1
13 Sonali bank ltd meets your
expectations
5 4 3 2 1

Statements in the Loyalty Dimension

Serial Statement Strongly
Agree
Agree Neither
Agree or
Disagree
Disagree Strongly
Disagree
14 If you open a new account, you
would prefer SB
5 4 3 2 1
15 You encourage friends for SB
who plan Opening a new
account
5 4 3 2 1