INTERNSHIP REPORT

ON
LEVEL OF CUSTOMER
SATISFACTION ON NATIONAL
BANK LIMITED

Prepared for:
Mr. Nurul Hasan Khan
Lecturer, School of Business
North South University

Prepared by:
M
Ashikur Rahman Bhuiyan

ID#
051-073-030

Major in Marketing
BBA Program
School of Business
North South University

Date of Submission: 10th March, 2010

10th March 2010

Mr. Nurul Hasan Khan

Lecturer, School of Business
North South University
Re: Submission of internship report
Dear Sir
It gives me immense pleasure to submit report as a partial requirement for the
completion of four years BBA program. In this report, I tried to focus on "Level of
Customer Satisfaction of National Bank Limited". I gathered all the materials
from the company and closely followed your instructions. I had to put in a lot of
effort and hard work in the preparation of this report with the support and help of
all the officials in the Gulshan Branch of NBL. I have tied with my academic
knowledge and practical experience to make an acceptable report.
I would pay my gratitude for you valuable gulden, care and advice hi preparing
this report. I shall enthusiastically respond for any further clarification where any
require. I hope and believe that you will kind enough to accord acceptance to this
report.
Yours faithfully
-----------------------------------M Ashikur Rahman Bhuiyan
ID: 051 073 030
Major in Marketing
BBA Program
School of Business
North South University

ACKNOWLEDGEMENT
I would like to express my gratitude to my honorable supervisor Lecturer Nurul
Hasan Khan for his kind concern, valuable advice and constant guidance
throughout the internship period. I enjoyed the opportunity to draw on his wealth
of knowledge and technique in carrying out study.
My heartiest thanks go to Md. Mahabubul Haque (EVP), Md. Ruhul Amin Khan
(SAVP), Mr. Mosaddek Hossain Mazumder (SPO), Mr. Abdul Matin (SPO), Ms.
Ferdoshi Begum (SO) at Gulshan Branch of National Bank Limited for their
valuable aid through out the internship period.
I would also like to express my foremost gratitude to all the officials of Gulshan
Brach who helped me and gave me their valuable time, for providing me with the
most relevant information on the basis of which I have prepared this report. I am
thankful to all of them for helping and guiding me and for being too nice and kind
to me.
I want to convey my sincere gratitude to all of my friends, classmates and wellwishers for their wholehearted support and encouragement in various aspects of
my work.
I want to express my best appreciation to the banks employee's and customers for
their valuable contribution in completing this internship report on Level of
Customer Satisfaction on General Banking and Foreign Exchange Activities of
National Bank Limited.

EXECUTIVER SUMMARY
The prime objective of this report is to find out the level of customer satisfaction
of National Bank Branch (Gulshan Branch).
In the introduction I discussed about how I have conducted this report and what
the elements of this report are. I have discussed here the background of the report,
objectives of study, methodology, what are the primary & secondary data,
limitations and scope. Next in I have discussed SOBC theoretical aspects.
Service quality is one of the important factors that influence customer satisfaction.
My purpose of doing the report was to identify the overall attitudes of customers
towards the service of National Bank Limited (Gulshan Branch). So I prepared a
questionnaire. This questionnaire will help to quick personal interaction with the
customers and thus motivate them to provide information and suggestion about
the banking products and will be helpful to evaluate the level of customer service.
I conducted my survey with 50 respondents.
Then I have tried to identify the strength, weakness of NBL by SWOT analysis.
In the major findings I have identified some major strengths and problems for the
National Bank Limited. And in the recommendation side I gave some suggestions
such as effective encounter process to maintain a short queue, complain
management, process management and individual attention and caring, better
sitting facility for writing, better parking capacity and many more. At last I have
made conclusion according to my findings.

TABLE OF CONTENTS

Topic

Page No
EXECUTIVE SUMMARY

PART -1: INTRODUCTION

1-5

1.1 Background and Purpose of the Report..............................

1.2 Significance of the Study................................................

1
1-2

1.3 Scope of the Study......................................................

1.4 Objectives of the Study................................................

2-3

1.5 Methodology................................................................

3-5

1.6 Limitations of the Study................................................

PART -2: OVERVIEW OF NATIONAL BANK LIMITED 632

2.1 Overview of NBL...........................................................

2.2

Mission.......................................................................

23 Vision.........................................................................

2.4 Objectives of the NBL.....................................................

7-8

2.5 Business goal/function.....................................................

2.6 Hierarchy of NBL.........................................................

8-9

2.7 NBL Core Values..........................................................

10-11

2.8 Division of the NBL ......................................................

11-14

2.9 Target group...............................................................

14

2.10 NBL Potential Competitors.............................................

14-15

2.11 The Service Marketing Mix............................................

15-24

2.12 Other Activities of NBL.................................................

24-29

2.13 SWOT Analysis...........................................................

29-31

TABLE OF CONTENTS

Topic
PART -3: THEORETICAL ASPECTS
33-35
3.1 The Term "Customer Satisfaction" refers to...........
3.2 Why Customer Satisfaction is so important?
3.3 Major Consideration of Improving Satisfaction........
3.4 Satisfying Customers go hand in hand with satisfying
Shareholders.........................................................
3.5 Customer Satisfaction Affect Profitability...............

PART -4: TOPIC ANALYSIS & FINDINGS

4.1 Data Analysis.........................
4.1.1 Analysis of Q No. 1.........
4.1.2 Analysis of Q No. 2.........
4.13 Analysis of Q No. 3.........
4.1.4 Analysis of Q No. 4.........
4.1.5 Analysis of Q No. 5.........
4.1.6 Analysis of Q No. 6.........
4.1.7 Analysis of Q No. 7.........
4.1.8 Analysis of Q No. 8.........
4.1.9 Analysis of Q No. 9.........
4.1.10 Analysis of Q No. 10 & 11,
4.1.11 Analysts of Q No. 12... .
4.1.12 Analysis of Q No. 13........

PART -5: MAJOR FINDINGS

5.1 Factors of Satisfaction.......................................................
5.1.1 Most Satisfied Aspects of Gulshan Branch Services
5.1.2 Most Dissatisfied Aspects of Gulshan Branch Services

Page No

33
34
34
34-35
35

36-50
36-41
42
43
43-44
44-45
45-46
56
47
47
48
48-49
49
50

51-53
51
52
53

TABLE OF CONTENTS

Topic

Page No

PART -6: RECOMMENDATION

PART-7:

CONCLUSION

54-56
57

PART- 8: BIBLIOGRAPHY

58

PART-9: ANNEXURE

59

LIST OF GRAPH

Headline
Graph: 1
Graph: 2
Graph: 3
Graph: 4
Graph: 5
Graph: 6
Graph: 7
Chart: 8
Graph: 10
Graph: 11
Graph: 12
Graph: 13
Graph: 14

Page No

Number of Male & Female respondents

Number of Respondents according to the Age
Gross monthly of the customers
Types of Account
Reasons for selected National Bank Limited
Types of transactions
Dealing with the NBL
reasoning for choosing NBL Gulshan Branch
Satisfaction on internal environment of the bank
Customer Satisfaction towards overall service
Awareness of NBL products and services
Mgt problems faced by the customers
Individual attentions towards customers.

37
38
39
40
41
42
43
44
45
46
47
48
49

LIST OF ABBREVIATION
AOF

Account Opening Form

ATM

Automated Teller Machine

AMEX

American Express Bank

AL

SME Loan

BAL

Banking Agreement letter

BFS

Business Financial Service

BSSM

Branch sales & service Manager

BFS

Business Financial Service

BIL

Business Installment Loan

BSE

Branch Sales Executives

BDT

Bangladesh Taka

FOR

Fixed Deposit Receipt

FL

Flexi Loan

FCY

Foreign Currency

IQMS

Intelligent Queue Management System

PL

Personal Loan

PO

Pay Order

PFC

Personal Financial Consultant

PDC

Post dated Check

NBL

National Bank Limited

STD

Short Term Deposit

STM

Sales Team manager

SA

Service Ambassador

TP

Transaction Profile

TIN

Telephone Identification Number

FAD

Finance and Administration Division

NBR

National Board of Revenue

ICT

Information & Communication Technology

NBTI

National Bank Training Institute