1.

1 Introduction:
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 this modern era of business, banking activities have speared out in many areas like merchant banking, share trading, giving lease and so on. In such a highly competitive service industry, the importance of customer satisfaction cannot be de-emphasized. National Bank Limited is one of the most renowned private commercial bank in Bangladesh. During a short span of time the bank has been able to establish a good image in the banking sector and has become a house hold name in the country due to several customers- friendly deposit and loan scheme. I am doing my internship in National Bank Limited with rotation on different desks which includes accounts opening, general banking, retail banking, clearing, remittance, loans and advanced etc. in this report the The Customer Satisfaction on different services of National Bank Limited. I will focus on various aspects of this bank. Since they are standing at good position among the private banks, their financial position, market share, marketing mechanisms, overall strength and weakness, objectives, goals will be cross examined for analyzing the fact that how they were and how they will be in future. Various types of analysis will help us to understand the comparative position and a transparent picture of this bank that will help us to draw any comment at a glance. As I am directly in touch with customers, the report will deal with the service quality and customer satisfaction of National Bank Limited. A survey will be conducted on the customers of National Bank Limited. The objective of this report will be to determine to how well National Bank Limited is satisfying the customers on different service grounds. Various important issues of customer satisfaction will be presented in light of the findings of the survey.

Lastly the findings will be examined to prescribe a set of specific recommendations to improve the overall service quality according to customers expectations and also to solve the existing problems in the whole organizational level.

1.2 Objectives
1.4.1 Broad Objectives The general objective of this project is to complete the Internship. As per requirement of BBA program of International Islamic University Chittagong, one student needs to work in a business organization for twelve weeks to acquire practical knowledge about real Business operation. 1.4.2 Specific Objectives The objectives of this report are; 1) To know about the service quality of the bank 2) To identify the levels of the customers satisfaction. 3) To know about the company overview. 4) To identify the problems in providing quality services which are creating customers dissatisfaction. 5) To recommend some suggestion to overcome the problems.

1.3 Scope of the report

NBL introduced gradually development in banking system particularly, commercial banks and private banks. Main emphasis of the report is To identify different consumer products that National Bank Limited is currently offering to the consumers and measuring customer satisfaction regarding their offerings not micro but corporate banking concept on global and local service focus. This study covers the following aspects of trade financing of a commercial bank. The methods of trading. Export Import loan and advance. Product of Corporate Banking. Trading loan and advance of SBL

1.4 Methodology
1.3.1 Type of research

This research purports to be of analytical nature for finding the customer satisfaction level of National Bank in Chittagong branch and descriptive information presentation for presenting the overall banking and other perspectives of National Bank. The primary objective, as mentioned, is to determine service quality and find out Customer satisfaction state of National Bank and to understand the need for satisfaction of customers service at National banking at the face of increasing competition in the banking industry . This requires collecting information about all the population (i.e. customers) and conducting an analysis. In that sense it is an exploratory study.

1.4.2 Purpose of the research

The purpose of the report is to determine and present National Bank and assess the satisfaction of its customer. That is to say- the purpose is to discover analyze and determine customer satisfaction with the help of servqual method: currently existing in the customer services of consumer banking at National Bank with its banking functions and structural aspects.

1.4.3 Time frame

This study is a cross-sectional one as opposed to a longitudinal one. This is because the research data are collected at only one point time and it is more of a snapshot of the contemporary situation in the bank than a trend analysis. If I were to gather data uniformly at distant time periods and conduct a time-series analysis, then that would have been a longitudinal study. But for the purpose of their report data were collected at a time with identical questionnaire to all.

1.4.4 Research scope

The scope of the report has been limited to the source of information only available in Chittagong operation of National Bank, Internet site and their official personnel and Customers responses. The scope of the research study is strictly bounded by the topic of the report Assessment of service Quality and Customer Satisfaction: A Study on National Bank, Bhatiary Branch, Chittagong.

1.4.5 Environment The environment of the report is banking of National Bank its Customers in Chittagong. Most part of the primary data collection was conducted in personal banking environment. In terms of size and nature, this is a microenvironment.

1.4.6 Data collection design Data sources There have been used two basic sources of data. Those were: Primary Data Secondary Data

Primary Data Interviews Survey

Secondary Data Secondary data were collected from some purpose other than the problem at hand. These data can be located quickly and inexpensively. Secondary data was collected from any published materials like newspaper, Journal, magazines etc. Secondary Data: Annual reports Journals Internet Service marketing book

The data collection instruments that were used in this research were:
1.4.7 Questionnaire Questionnaire was used to obtain data as much as possible for the purpose of the report.

1.4.8 Interviews Due to the limited population, interviews were carried out to obtain in depth information about the products, services and Satisfaction of the various kinds of Customers etc.

1.4.9 Questionnaire Design The questionnaire is based on servqual method. It is close ended, structure and 5-point scale based question. One set of questionnaire was developed for the reports purpose. The set aimed to identify the satisfaction level of the customer; The problem faced by the customers and their suggestions how to overcome those problems.

The questionnaire was prepared with a view in mind to achieving the objective of the report. Particular care was taken in formulating the questions so as to avoid any form of ambiguity or embarrassment caused to the respondent. While designing the questionnaire emphasis was given to find out the inner thoughts of the customers about their satisfactions with National Bank.

1.4.10 Analysis Data Analysis This involved the application of mathematical reasoning and graphical illustration to understand and interpret the data that had been collected regarding the customers satisfaction.

Qualitative Analysis With In-depth interviews and surveys data were customers and bank officials so the information were subject to judgmental and subjective thoughts of the sources and in data presentation, and interpretation subjective methods were also used.

Population One set of population was dealt with for this research. The thirty customers that are account holders of the National Bank or have some kind of stable banking relationship with National Bank. Sampling Frame Sampling frame is a comprehensive list from which I derived samples. It is called a working population. The sampling frame of NBL was selected from a large pool of existing customers in the Chittagong branches of National Bank. Sampling Unit Sampling units are each of the customers who were described and analyzed for the report. Research design The research is an analytical one with some descriptive features. Sample size The survey for the report of the report was done on one set of sample. Sample size of the customers was thirty (30) in numbers. The sample size was determined by the NBL Officials.

1.5 LIMITATION OF THE REPORT I have tried to present the paper with a very cautious approach. To prepare the report I had to gather different relevant, books, brochures, journals and annual reports of the concerned banks. To prepare this paper I had to face the following constraints: The study was done only for the Bhatiary branch. But in case of foreign exchange operation they are more dependent on Agrabad Branch or Head office. As a result, I cannot collect all information what I need. The data that seems insufficient may be suffering from lack of reliability to some extent. The officers were quite busy with their regular activities, for this reason it was little problematic to extract information for them. There are some hidden information which they are not suppose to provide me.

2.1 AN OVERVIEW OF THE NATIONAL BANK LIMITED

National bank Ltd the first private sector commercial bank of Bangladesh, fully owned by local entrepreneurs. NBL started its never-ending journey from 23 march 1983. The board of directors of the bank consists of the finest intellects of the countrys business, commerce and banking areas. NBL brought a change in services in the banking sector besides the traditional Govt. banks with its excellent difference. The success of NBL is for its cooperative, helpful, approach, understanding the real banking needs of each and client and concern for their benefits and welfare. From the beginning NBL had the great objectives about the share holders-to maximize their facilities as well as dividend. Now NBL is bigger concern compare to others in same industry holding 91 branches in the inland area. In 1995 NBL opened a representative office at Myanmar. In different countries NBL has some exchange booths to facilitate the foreigners. With a string sense in all business area of commercial banking NBL could foresee tremendous growth in home bound remittance from Bangladeshi expatriates in USA, UK, and Middle East and in different countries of the work. Consequently, NBL established a unique money remittance system with Western Union of USA for inbound and outbound remittance. Still now, NBL has this sort of novelty services facilities. NBL always is committed to fulfill its ethical responsibility to the society, country and to the whole world. NBL has participated in the Brained Multi Purpose Project, a major enterprise undertaken for improving the ecological balance and the socio-economic condition of the farmers the northern region of the country. Establishment of NBL foundation, which operates National Bank Public School and collage and sponsorship of various sports tournaments are few of the mentionable projects that display NBLs commitment to the society. Besides the different types of accounts, NBL has some special schemes that really represent banks concern about the clients, some of them are MSS, SDS, SIS credit Card, ATM services.

2.2 Mission and vision

2.2.1 Mission
Our mission is to continue our support for expansion of activities at home and abroad by adding new dimension to our banking service which have been on going in an unabated manner. Alongside, we are also putting highest priority in ensuring transparency, account ability, improved clientele service, as well as our commitment to serve the society through which we want to get closer to the people of all strata. Winning an everlasting seat in the heart of the people as a caring companion in uplifting the national economic standard though continuous upgrading and diversification of our clientele services in line with national and international requirements is the desired goal we want to reach.

2.2.2 Vision
Ensuring highest standard of clientele services through best application of latest information technology, making due contribution to the national economy and establishing ourselves firmly at home and abroad as a front ranking bank of the country have been our cherished vision.

2.3 Objectives of NBL

Offering quick and improved clientele services through application of modern information technology. Playing and important role in the national progress by including improved banker customer relationship. Ensuring highest possible dividend to the respected shareholders by making best use of their equity. Pursuing the policy of nurturing balanced growth of the bank in all sectors. Consolidating our position in the competitive market by introducing innovative banking products. Ensuring highest professional excellence for our workforce through enhancement of their work efficiency, discipline and technological knowledge. 8

2.4 MOTO
The bank will be a confluence of the following three interests:

Of the bank

: Profit maximization and sustained Growth.

Of the customers : Maximum benefit and satisfaction. Of the society : Maximization of Welfare.

2.5 Core values

NBLs core values consist of 6key elements. These values bind our people together with an emphasis that our people are essential to everything being done in the bank.

Integrity

NBL protects and safeguard all customer information. NBL treats everyone in an equitable and consistent manner. NBL creates an environment, which earns and maintains customer trust.

Open communication NBL builds customers relationship based on integrity and respect. NBL offers a full line of products and excellent services. NBL is committed to the prosperity of the customers and shareholders.

Performance driven

In NBL, customers and employees are judged in terms of their performance.

Continuous self improvement Continuous learning, self challenge and strive make ways for self improvement of workforce at NBL.

Quality

NBL offers hassle free better service timely. NBL build up quality asset in portfolio.

Teamwork

Interaction, open communication, and maintaining a positive attitude reflect NBLs commitment to a supportive environment based on teamwork.

2.6 Workforce
National Bank Limited (NBL) recognizes that a productive and motivated Work force is a prerequisite to leadership with its Customers, its Shareholders and in the Market it serves. NBL treats every Employee with dignity and respect in a supportive environment of trust and openness where people of different background can reach their full potential. The Banks Human Resources policy emphasize on providing job Satisfaction, Growth Opportunities, and due recognition of superior performance. A good working environment reflects and promotes a high level of loyalty and commitment from the employees. Realizing these National Bank Limited (DBL) has placed the utmost importance on continuous development of its Human Resources, identity the strength and weakness of the employee to assess the individual training needs, they are sent for training for self-development. To orient, enhance the Banking knowledge of the employees National Bank training Institute (DBIT) organizes both in- house and external training.

2.7 Management system

Great emphasis on the use of improved Technology. It has gone to Online Operation System since 2003. And the new banking software FLEXCUBE is newly installed. As a result the Bank will able to give the services of international standards.

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2.8 Correspondent relationship

The bank established correspondent relationship with a number of Foreign Banks, namely American Express Bank, Bank Of Tokyo, Standard Chartered Bank, Hong Kong Shanghai Banking Corporation, CITI Bank NA-New York and AB Bank limited. The Bank is maintaining Foreign exchange Accounts In New York. Tokyo. Calcutta, and London. The Bank has set up Letter Of Credit on behalf of its valued customers using its Correspondents as advising and reimbursing Banks. The Bank maintains a need based Correspondent Relationship policy, which is gradually expanding. The number of Foreign Correspondents is now 350.

Board of Directors
Moazzam Sossain Zainul Haque Shikder Parveen haque shikder Alhaj khalilur rahman Prof. Mahbub Ahmed MR Jakaria Taher Ron haque shikder Rich haque shikder (Lt.Col. 9Rtd) Md. Azizul Ashraf, psc Mabroor Hossain AKM enamul haque Capt. Abu Sayeed Monir Salim Rahman MD. Abdur Rahman Sharker Chairperson Director Director Director Director Director Director Director Director Director Director Director Director Managing Director

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Departments of National Bank Limited If the jobs are not organized considering their interrelationship and are not allocated in a particular department it would be very difficult to control the system effectively. If the any departments are not fitted for the Particular Works there would be Haphazard Situation and the performance of a Particular Department would not be measured. National Bank Limited (NBL) has does this work very well. Different Departments of National Bank Limited (NBL) are as follows:

Human Resources Division Personal Banking Division Operations division Computer and information technology Division Credit Division Finance and accounts division Financial institution Division Audit and Risk Management Division

Existing Branches On 23 March 1983 NBL was first stared at Dilkusha Branch. At the age of 19 years it has established a total of 75 branches over the country and made a smooth network inside the country as well as throughout the world. The number of branches as territory- wise is mentioned in the following table:

Name of the Area National Chittagong Rajshahi Khulna Sylhet Total

Number of Branches 46 30 18 20 16 130

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2.9 Hierarchy of NBL

Executives and Officers
Board of Directors (Chairman) Managing Director

AMD

Deputy Managing Director Senior executive Vice president

Executive Vice President Senior Vice President

VP AVP

Senior Assistant vice president

Senior principal officer

Senior Principal officer Principal officer Senior Officer Officer

Probationary officer
Assistant Officer

Junior Officer

Junior Officer-General / Cash

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3.1 Customer service

Customer service is the service provided in support of a companys Core Product. Customer Service most often includes answering question, taking orders, dealing with billing issue, handling complaints, and perhaps scheduling maintenance. Customer service can occur on site, or it can occur over the phone or via the internet. Many companies operate Customer service call centers, often staffed around the clock. Typically there is no charge for customer Service. Quality Customer Service is essential to building Customer relationships. It should not, however, be confused with the service provided for sale by a company.

The success of Customer Service is the Customer Satisfaction. It depends on the products actual performance relative to a buyers expectations. A Customer might experience various degree of satisfaction. If the products performance falls short of expectations, the Customer is satisfied. It performance exceeds expectations; the customer is highly satisfied or delighted.

Customer Service of a company has to have the Responsiveness, which means the willingness to help customers and to provide prompt service. This dimension emphasizes attentiveness and promptness in dealing with Customer request, question, complaints, and problems.

Responsiveness is communicated on customer by the length of time they have to wait for assistance, answer to question, or attention to problems. Responsiveness also capture the notion of flexibility and customizes the Service to customer needs.

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3.2 Customers Service in banking Business:

Customer service in bank may be grossly categorized into deposit services, and credit services. Customers services generally means taking deposit on money from customers, giving loans and advances to the customers and various Ancillary ( Balance Sheet Service). These activities require an arrangement of service process. Branch expansion, Survey of economic environment, location of deposit potential, identification of credit needs, and collect information about target markets. Accordingly, banks make arrangement to deliver their services to the potential customers in terms of acceptance, Sanction, Advances, Commitment, Transfers, Remittance, Opening of letter of credit (L/C), Export Documents Handling Bills Collections and many Other Services.

3.3 Service Quality :

A service firm can differentiate itself by delivering consistently higher quality than its competitors do. Like manufacturers before them. Most service industries have now joined the customer driven quality movement. Service quality is harder to define and judge than product quality. For instant , it is harder to agree on the quality of a hair cut than on the quality of a hair driver. Customer retention is perhaps the best measure of quality-service firms ability consistently it delivers value to them.

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3.4 Best Practice of Service Quality:

Various studies have shown that well managed service companies share the following common practiceReliability: Providing service as promised. Dependability in hand in customers service problems. Performing services right the first time. Providing services at the promised time. Maintaining error free records.

Responsiveness: Keeping customer informed as to when services will be performed. Promote service to customers. Willingness to help customers. Readiness to respond to customers requests.

Assurance: Employees who instill confidence in customers. Employee who are consistently courteous . Employees who have the knowledge to answer customer question.

Empathy: Giving customers individual attention. Employees who deal with customers in a caring fashion. Having the customers best interest at heat.

Tangibility: Modern equipment. Visually appealing facilities. Employees who have a meat professional appearance. 16

3.5 Customer Satisfaction

Customer satisfaction is a term generally used to measure a customer's perception of a company's products and services. It's not a straight forward science however, as customer satisfaction will vary from person to person, depending on a whole host of variables which may be both psychological and physical.

The challenge for companies in recent years has been to measure these perceptions. Measurement usually makes use of a feedback survey of some kind. Customers are asked to respond to a set of questions or statements using a 4 or 5 point scale. The customer completes the survey by evaluating the service they have received in terms of their perception and expectations. Customer satisfaction is a positive emotional state that occurs when a persons Customer seems to fulfill ones needs. It is not always related with the money factor-because some people also work to satisfy their urge to work. Dissatisfaction in a job occurs due to many factors. The term Customer satisfaction refers to an individuals general attitude toward his or her job. A person with a high level of satisfaction holds positive attitudes toward the job, while a person who is dissatisfied with his or her job holds negative attitudes about the job. Customer satisfaction as a pleasurable feeling that results from the perception that ones job fulfills or allows for the fulfillment of ones important job values. This definition reflects three important aspect of job satisfaction. First, job satisfaction is a function of values, defined as What a person consciously or unconsciously desires to obtain. i.e. Some business culture might value hiring people and helping them develops, rather than firing them and living them jobless.

Second one this definition emphasizes that different employees have different views of which values are important, which is critical in determining the nature and degree of their job satisfaction. One person may value high pay above all else; another may value the opportunity to travel; another may value the staying with a specific geographic region. The Third important aspect of job satisfaction is perception.

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3.6 Service quality dimension

Dimension Ranking and Analysis of National Bank
Assurance Assurance means employees knowledge and courtesy and their ability to inspire trust and confidence. This dimension is likely to be particularly important for services that the customer perceives as involving high risk and they feel uncertain about their ability to evacuate outcomes. In the early stage of relationship, the consumer may use tangible evidence to assess the assurance dimension. Visible evidence of degrees, honors, awards and special certifications may give a new customer confidence in a professional service provider. So overall this bank is able to achieve all those things successfully.

Tangibles Tangibles represent the service physically. Tangibles are defined as the appearance of physical facilities, equipment, personnel and communication materials. All of these provide physical representation or images of the service that customers will use to evaluate quality. This bank pays attention to the tangible dimension which enhances the banks image, good service quality and creates confidence on customers.

Reliability Reliability means ability to perform the promised service dependably and accurately. It is a most important dimension in every service organization.. To improve this dimension the problem identified was that clients are not informed well. Preferred suggestion would be, to let consumer know just how and when service is going to be performed through direct meeting, phone or via mail or email or even by sending newsletter. Customers want to do business with those service organizations that keeps promises about the core service attribute. So being a reputed bank, National Bank has to be more conscious about their performed service.

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Empathy Empathy means caring the customers individually. This dimension is not in the top most position because in Bhatiary branch there are lots of customers transecting over there. So most of the time it is totally impossible for the employees to treat customers as individual. Obviously it is important for every organization to build good relationship with the customer; but sometimes giving individual attention is quite tuff for National Bank where they have to give faster transaction as customer required.

Responsiveness It is willingness to help customers and to provide prompt service. So this indicates that National Bank has failed to provide perfect on time service and lacks in helping customer properly. This can be improved by providing technical training on faster delivery of service and through motivational training employees improve willingness to help consumers. They can even provide incentive for prompt service to employees. National Bank has promptness but in this dimension, this branch need well staffed customer service departments as well as responsive front line people in all contact position.

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4.1 Analysis of Service Quality

Factors Under the Reliability Dimension

Q1. When National Bank promises to do something by a certain time, it does so. The table shows the average and ranks of the questions.
Q1 Respondent Scale Strongly Disagree 1 1 1 Disagree 12 2 24 Natural 0 3 0 Agree 15 4 60 Strongly Agree 2 5 10 Average

30 95 3.2

Table: Reliability dimension question 1.

16 14 12 10 8 6 4 2 0 Strongly Disagree Disagree Natural Agree Strongly Agree Sample Size

Figure: Reliability dimension Question 1 Ranking & score: it is placed in the 4th position with the score of 3.2 Analysis: The consumer has the perception as the score represent that National Bank keeps their promises but not exactly in a certain time. It is an important part of the service to deliver their service as it is promised and by a certain time without much delay. They should always look for improvement in this factor.

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Q2. When you have a problem, National Bank shows a sincere interest in solving it. The table shows the average and ranks of the questions
Q2 Respondent Scale Strongly Disagree 0 1 0 Disagree 8 2 16 Natural 4 3 12 Agree 16 4 64 Strongly Agree 2 5 10 Average

30 102 3.4

Table: Reliability dimension question 2.

18 16 14 12 10 8 6 4 2 0 Strongly Disagree 0 Disagree 8 Naturel 4 agree 16 Strongly Disagree 2

Sample size

Figure: Reliability dimension question 2. Ranking & score: it is placed in the 2nd position with the score 3.4. Analysis: The consumers have the perception as the score represents those National Bank shows a sincere interest in solving it when a customer has a problem. Although they are not 100% perfect in doing every work. The score suggest that in few occasions in customers rush time, they have failed to solve all the problems of the customers and thus those consumers have scored them low. Most consumers dont like mistakes; So National Bank should show a sincere interest in solving the customers problem.

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Q3. National Bank performs the service right the first time. The table shows the average and ranks of the questions
Q3 Respondent Scale Strongly Disagree 0 1 1 Disagree 5 2 10 Natural 3 3 9 Agree 18 4 72 Strongly Agree 4 5 20 Average

30 112 3.7

Table: Reliability dimension question 3

20 15 10 5 0 Strongly Disagree Disagree naturel 0 5

18

Agree

Strongly Agree

Sample Size

Figure: Reliability dimension question 2

Ranking & score: it is placed in the 1st position with the score 3.7 Analysis: The consumer has the perception as the score represents that National Bank performs the service right the first time. It is perceived that they are efficient to perform the service at the first time. The result is quite satisfactory which indicates the efficiency of the bank officials. So customers are satisfied with the service provided by the bank.

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Q4. National Bank provides the services at the time it promises to do so. The table shows the average and ranks of the questions
Q4 Respondent Scale Strongly Disagree 0 1 0 Disagree 9 2 18 Natural 6 3 18 Agree 12 4 48 Strongly Agree 3 5 15 Average

30 99 3.3

Table: Reliability dimension question 4

Sample Size

9 6 0

12

3 Strongly Disagree Disagree naturel

Agree Strongly Agree

Figure: Reliability dimension question 4 Ranking & score: it is also in 3rd position with the score of 3.3. Analysis: The consumer has the perception as the score represents that National Bank provides services timely and as promised. Consumers are quite agreed in this question just like the above one.

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Q5. National Bank keeps customers informed about when services will be performed. The table shows the average and ranks of the questions
Q5 Respondent Scale Strongly Disagree 3 1 3 Disagree 10 2 20 Natural 2 3 6 Agree 13 4 52 Strongly Agree 2 5 10 Average

30 91 3.03

Table : Reliability dimension question 5

15 10 5 0 Strongly Disagree Disagree Sample Size naturel Agree

Sample Size

Strongly Disagree 3

Disagree 10

naturel 2

Agree 13

Figure: Reliability dimension question 5

Ranking & score: it was placed in the 5th position with the score 3.03. Analysis: The consumer has the perception as the score has a little difference from the 3 rd position. The score represents that consumers are satisfied but not that much. Thats why this factor needs continuous improvement.

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Factors Under Responsive Dimension

Q1. Employees in National Bank give you prompt service. The table shows the average and ranks of the questions
Q1 Respondent Scale Strongly Disagree 1 1 1 Disagree 11 2 22 Natural 0 3 0 Agree 16 4 64 Strongly Agree 2 5 10 Average

30 97 3.23

Table: Responsive dimension question 1

20 15 10 5 0 Strongly Disagree Disagree naturel Sample Size

Agree

Strongly Agree

Table: Responsiveness dimension question 1 Ranking & score: it is placed in the 2nd position with the score 3.23. Analysis: The consumer has the perception as the score represents that National Bank has good score in this question which means that they are performing prompt or on time service. A lot of customer is satisfied with their performance in this factor. In banking, people want fast transaction because time is very important for the business people.

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Q2. Employees in National Bank are always willing to help you. The table shows the average and ranks of the questions
Q2 Respondent Scale Strongly Disagree 0 1 0 Disagree 8 2 16 Natural 2 3 6 Agree 18 4 72 Strongly Agree 2 5 10 Average

30 104 3.5

Table : Responsive dimension question 2

18 16 14 12 10 8 6 4 2 0 Strongly Disagree Disagree naturel Agree Strongly Agree Sample Size

Figure : Responsiveness dimension question 2 Ranking & score: it is placed in the 1st position with the score 3.5. Analysis: The consumer has the perception as the score represents that National Bank are willing to help consumers. Maintaining the relationship with the customer is the key factor in consumer banking. As consumer like to be helped, National Bank have to give more focuses on this topic.

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Q3. Employees in One are never too busy to respond to your request. The table shows the average and ranks of the questions
Q3 Respondent Scale Strongly Disagree 5 1 5 Disagree 10 2 20 Natural 6 3 18 Agree 9 4 36 Strongly Agree 0 5 0 Average

30 79 2.6

Table : Responsive dimension question 3

10 9 8 7 6 5 4 3 2 1 0 Strongly Disagree Disagree naturel Agree Strongly Agree

Sample Size

Figure : Responsiveness dimension question 3 Ranking & score: it is placed in the 3rd position with the score of 2.6. Analysis: The consumers have the perception as the score represents that National Bank are not giving that much good response to their request, there is need for improvement. They have to be more responsive to improve the score by showing responsiveness to all consumers.

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Factors Under Assurance Dimension

Q1. The behavior of employees in National Bank instills/builds confidence in you. The table shows the average and ranks of the questions
Q1 Respondent Scale Strongly Disagree 2 1 2 Disagree 10 2 20 Natural 0 3 0 Agree 16 4 64 Strongly Agree 2 5 10 Average

30 77 3.2

Table : Assurance dimension question 1

20 15 10 5 0 Strongly Disagree Disagree naturel Agree Strongly Agree Sample Size

Figure2.3: Assurance dimension Queastion 1 Ranking & score: it is placed in the 3rd position with the score of 3.2 Analysis: It has been tried to determine if the customers are satisfied with the service provided by the bank. The result is quite satisfactory as their score represents that employees are able to build confidence in the consumers mind. Consumers have good trust in them and agree that they are getting good assurance.

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Q2. Do you feel safe in your transaction with National Bank. The table shows the average and ranks of the questions
Q2 Respondent Scale Strongly Disagree 0 1 0 Disagree 4 2 8 Natural 0 3 0 Agree 18 4 72 Strongly Agree 8 5 40 Average

30 120 4

Table : Assurance dimension question 2

18 16 14 12 10 8 6 4 2 0 Strongly Disagree Disagree naturel

Sample Size

Agree

Strongly Agree

Figure: Assurance dimension Queastion 2 Ranking & score: it is placed in the 1st position with the score of 4 Analysis: The consumer has the perception as the score represents that National Bank has successfully gained the perception of safe transactions with the consumers. Consumers are well safe with transacting and keep believe on them.

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Q3. Employees in National Bank are consistently courteous/ polite with you. The table shows the average and ranks of the questions
Q3 Respondent Scale Strongly Disagree 8 1 8 Disagree 12 2 24 Natural 1 3 3 Agree 9 4 36 Strongly Agree 0 5 0 Average

30 71 2.4

Table : Assurance dimension question 3

12 10 8 6 4 2 0 Strongly Disagree Disagree naturel Agree Strongly Agree Sample Size

Figure: Assurance dimension Question 3 Ranking & score: it was placed in the 4th position with the score of 2.4 Analysis: The consumers have the perception as the score represents that the employees of National Bank have to show their politeness more. The consumers are not much satisfied with their politeness. They have to make improvement in this factor.

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Q4. Employees in National Bank have the knowledge to answer your question. The table shows the average and ranks of the questions
Q4 Respondent Scale Strongly Disagree 0 1 0 Disagree 6 2 12 Natural 0 3 0 Agree 19 4 76 Strongly Agree 5 5 25 Average

30 113 3.7

Table : Assurance dimension question 4

20 18 16 14 12 10 8 6 4 2 0 Strongly Disagree Disagree naturel Agree Strongly Agree Sample Size

Figure2.3: Assurance dimension Queastion 4

Ranking & score: it is placed in the 2nd position with the score of 3.7 Analysis: The consumers have the perception as the score represents that the employees of National Bank have adequate knowledge for answering the customers unknown question. So customers are quite satisfied in this factor

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Factors Under Empathy Dimension

Q1. National Bank gives you individual attention. The table shows the average and ranks of the questions
Q1 Respondent Scale Strongly Disagree 2 1 2 Disagree 10 2 20 Natural 4 3 12 Agree 13 4 52 Strongly Agree 1 5 5 Average

30 91 3.03

Table : Empathy dimension question 1

14 12 10 8 6 4 2 0 Strongly Disagree Disagree naturel Agree Strongly Agree Sample Size

Figure 2.4: Empathy dimension Question 1 Ranking & score: it is placed in the 2nd position with the score of 3.03 Analysis: The consumers have the perception as the score represents that National Bank sometimes pay individual attention to its customers; not every time. Maybe some of the customers get personal attention but not all are getting the same attention. The bank needs to take immediate steps in these factors because consumers like to get individual attention from the service all the time.

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Q2. National Bank has employees who give you individual attention. The table shows the average and ranks of the questions
Q2 Respondent Scale Strongly Disagree 0 1 0 Disagree 4 2 8 Natural 0 3 0 Agree 18 4 72 Strongly Agree 8 5 40 Average

30 120 4

Table: Empathy dimension question 2

20 18 16 14 12 10 8 6 4 2 0 Strongly Disagree Disagree naturel Agree Strongly Agree

Sample Size

Figure 2.4: Empathy dimension Question 2 Ranking & score: it was placed in the 1st position with the score of 4 Analysis: The consumers have the perception as the good score represents that National Bank has employees who give them special attention. Whether the employees are known to the customers or not they are friendly.

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Q3. National Bank has your best interest at heart. The table shows the average and ranks of the questions
Q3 Respondent Scale Strongly Disagree 8 1 8 Disagree 12 2 24 Natural 1 3 3 Agree 9 4 36 Strongly Agree 0 5 0 Average

30 71 2.5

Table : Empathy dimension question 3

14 12 10 8 6 4 2 0 Strongly Disagree Disagree naturel Agree Strongly Agree Sample Size

Figure 2.4: Empathy dimension Question 3 Ranking & score: it is placed in the 3rd position with the score of 2.5 Analysis: The consumers have the perception as the score represents that National Bank has scored much lower in this factor of empathy. To grow consumers interest and believe is the core in every consumer banking sector. So this factor also has to need improvement.

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Factors under Tangibles dimension

Q1. National Bank has modern looking equipments. The table shows the average and ranks of the questions
Q1 Respondent Scale Strongly Disagree 0 1 0 Disagree 6 2 12 Natural 0 3 0 Agree 20 4 80 Strongly Agree 4 5 20 Average

30 112 3.7

Table: Tangibles dimension question 1

20 15 10 5 0 Strongly Disagree Disagree naturel Sample Size

Agree

Strongly Agree

Figure: Tangibles dimension Question 1

Ranking & score: it was placed in the 1st position with the score of 3.7. Analysis: The consumers have the perception as the score represents that National Bank has sufficient and visible modern looking equipments. In Bhatiary branch on which the research has been done are decorated such a way which has much new equipments and other tangibles which all consumer noticed.

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Q2. National Banks physical facility is visually appealing /attractive. The table shows the average and ranks of the questions
Q2 Respondent Scale Strongly Disagree 0 1 0 Disagree 8 2 16 Natural 4 3 12 Agree 16 4 64 Strongly Agree 2 5 10 Average

30 102 3.4

Table: Tangibles dimension question 2

Strongly Disagree Disagree naturel Agree Strongly Agree

Figure: Tangibles dimension Question 1 Ranking & score: it is placed in the 2nd position with the score of 3.4. Analysis: The consumers have the perception as the score represents that National Banks physical facilities are visually much attractive and appealing to the consumer because old look and dull colored office does not make any feelings in consumers mind. A well decorated office enhances the prestige of any organization. Bhatiary branch is quite big and its physical facilities are attractive enough which increase the image of the bank.

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Q3. National Banks employees appear neat/look smart. The table shows the average and ranks of the questions
Q3 Respondent Scale Strongly Disagree 0 1 0 Disagree 5 2 10 Natural 3 3 9 Agree 18 4 72 Strongly Agree 4 5 20 Average

30 111 3.7

Table: Tangibles dimension question 3

Strongly Disagree Disagree naturel Agree Strongly Agree

Figure: Tangibles dimension Question 3 Ranking & score: it is placed in the 1st position with the score of 3.7 Analysis: The consumers have the perception as the score represents that National Banks employees are well dressed and agreed on their neatness in dressing and smartness. Consumers feel good to interact with them.

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Q4. Materials associate with the service are visually appealing at National Bank. The table shows the average and ranks of the questions
Q4 Respondent Scale Strongly Disagree 0 1 0 Disagree 9 2 18 Natural 6 3 18 Agree 12 4 48 Strongly Agree 3 5 15 Average

30 99 3.3

Table: Tangibles dimension question 4

12 10 8 6 4 2 0 Strongly Disagree Disagree naturel

Sample Size

Agree

Strongly Agree

Figure: Tangibles dimension Question 4 Ranking & score: it is placed in the 3rd position with the score of 3.3 Analysis: The consumers have the perception as the score represents that National Banks materials associated with the service are moderately appealing and attractive to them.

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Q5. National Bank has convenient/suitable business hours. The table shows the average and ranks of the questions
Q5 Respondent Scale Strongly Disagree 3 1 3 Disagree 10 2 20 Natural 2 3 6 Agree 13 4 52 Strongly Agree 2 5 10 Average

30 91 3.03

Table: Tangibles dimension question 5

Strongly Disagree Disagree naturel Agree Strongly Agree

Figure: Tangibles dimension Question 1 Ranking & score: it is placed in the 4th position with the score of 3.03 Analysis: The consumers have the perception as the score represents that National Bank have not convenient and suitable business hours. Clients want more and more suitable business hours because time is very important factor for them. So improvement is needed in these factors immediately.

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4.2 Analysis of Customer Satisfaction Factors under Customers satisfaction dimension

Custoners Satisfaction
3.6 3.5 3.4 3.3 3.2 3.1 3 2.9 2.8 Q1 Q2 Q3 Q4 Q5

FIGURE: Customers satisfaction dimension

01.How do you find our service? Ranking & score: it is placed in the 2nd position with the score of 3.5 Analysis: The consumers have the perception as the score represents that National Bank have a good service quality.

Q1 Respondent Scale

Strongly Disagree 0 1 0

Disagree 10 2 20

Natural 0 3 0

Agree 16 4 64

Strongly Agree 4 5 20 Average

30 104 3.5

Table: Customers satisfaction dimension question 1

02. How was the customer service you received? Ranking & score: it was placed in the 4th position with the score of 3.13 Analysis: The consumers have the perception as the good score represents that National Bank has employees who give services to the customers. Whether the employees are known to the customers or not they are friendly. 40

Q2 Respondent Scale

Strongly Disagree 0 1 0

Disagree 12 2 24

Natural 2 3 6

Agree 16 4 64

Strongly Agree 0 5 0 Average

30 94 3.13

Table: Customers satisfaction dimension question 2

03.How do you find our other product/services? Ranking & score: it is placed in the 5th position with the score of 3.06 Analysis: The consumers have the perception as the score represents that National Bank has scored much lower in this question. To grow consumers interest and believe is the core in every consumer banking product. So this factor also has to need improvement.

Q3 Respondent Scale

Strongly Disagree 0 1 0

Disagree 12 2 24

Natural 4 3 12

Agree 14 4 56

Strongly Agree 0 5 0 Average

30 92 3.06

Table: Customers satisfaction dimension question 3

04.How do you find our company overall? Ranking & score: it is placed in the 3rd position with the score of 3.4 Analysis: The consumers have the perception as the score represents that National Bank has scored good in this factor of empathy.

Q4 Respondent Scale

Strongly Disagree 0 1 0

Disagree 8 2 16

Natural 5 3 15

Agree 13 4 52

Strongly Agree 4 5 20 Average

30 103 3.4

Table: Customers satisfaction dimension question 4

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05.How likely you would recommend our products/services to others? Ranking & score: it is placed in the 1st position with the score of 3.5 Analysis: The consumers have the perception as the score represents that the employees of National Bank have adequate knowledge for answering the customers unknown question. So customers are quite satisfied in this factor.

Q5 Respondent Scale

Strongly Disagree 2 1 2

Disagree 10 2 20

Natural 0 3 0

Agree 14 4 64

Strongly Agree 4 5 20 Average

30 106 3.5

Table: Customers satisfaction dimension question 5 Q6: Is the nature of product meets your ultimate need?

Product that fulfills the need

Strongly Agree Neither Agree nor Disagree Strongly DIsagree 12% 15% 20% 8% 45% Agree Disagree

Figure 2.7: Product that fulfills the need.

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5.1 Findings
While doing my Internship Program I could find some problems faced by the customers. The summery of the findings are as follows: National Bank is found to be sincere in delivering services in time. When a customer has a problem, National Bank solves this problem sincerely and quickly. The bank performs the services right the first time. The bank sometime fails to provide the promised services. The bank does not keep the proper information regarding service delivering. Employees show promptness in delivering services. The bank is found to be willing to help customers. National Bank tries to response all of the customer request. As stated by the clients, the transitions in National Bank are safe. The bank show less responsiveness to their customers. The physical facilities of the branch are visually not much attractive and comfortable. The product segment of National Bank is not good enough. As reported by the clients, the products do not fulfill the customers requirement.

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5.2 Recommendations:
Recommendation of these report has been made on basis of the research findings of the overall banking of national bank limited. with my little experience in bank, I observed and find out some aspect of their banking. On the basis of my observation I would like to recommend the following recommendation: The bank should try to ensure promised customer services. The bank should provide prompt service in case of opening the account and loan processing. The bank should give individual attention to customers. Physical facilities such as, attractive and comfortable interior decoration should be introduced for clients comfort. The bank should segment their products according to customers need.

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5.3Conclusion:
National bank limited has positive image itself as the local banks among third generation bank. National bank limited is committed to keep up its promise to provide cordial services in baking to its valued customers. NBL management has always put special effort to uphold the interest and trust of their customers. NBL is initiating new products and concentrating on the consumer demand that is drawing a difference between NBL with other third-generation banks. This research has provided some interesting insight into what kind of service the customers give importance to and what quality they get from NBL. It is quite obvious from the research that the customers requirements are not fully met and they are very dissatisfied with some of the aspects of the bank (loan interest rate, different service charges, convenience location, organized processing etc.) again the research relevant that only one third of customers where more of less satisfied with the services of the bank and more than half of the respondents were on the neutral side of satisfaction line. NBL should attract this half and bring then to the positive side of the road so that strong relationship with the customers can be maintained. In order to retain competitive edge, investment in technology is always a top arenda and under constant focus. Keeping the network within a reasonable limit, NBL strategy is to serve the customers through capacity buildings across multi delivery channels. They are better placed and poised to take customers through fast changing times and enable them compete more effectively in the market they operate. The main purpose of this report is to study Customer Satisfaction Of National Bank Limited considering all the attributes which influence customers should be more effective for them. Due to the significantly important of those factors they can compete in the market in the near future.

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Appendix
Bibliography:

Commercial Bank Management (5th Edition) Research Methodology (2nd Edition)

Peter Rose

C. R. Kothari

Managing Core Risks in Banking Credit Risk Management Reports on Banks

Bangladesh Bank

References:
National Bank Limited (NBL)s Brochures, Leaflets and Operational Manual. Web Site of National Bank Limited (NBL) www.nationalbankltd.com Annual Report of National Bank Limited (NBL)Year-2009& year 2010

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Questionnaire for Bank Clients

This questionnaire has been designed to conduct a research to fulfill the course requirement of Internship Program. Your cooperation and active participation will enable me to conduct the research work successfully.

*At first please fill up (mark) this information: Name. Gender: Age: 60 more [] Male [] Female

[] 25-30 [] 31-35 [] 36-40 [] 41-45 [] 46-50 [] 51-55 [] 56-60 []

Occupation: [] Teacher [] Private sector employee [] Student [] Businessman []

Govt. sector employee [] others..

The following questions are related to your opinion regarding the overall service quality of National Bank Limited:

Please tick () the following opinion which closely matches your opinion.

1. When National Bank promises to do something by a certain time, it does so.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

2. When you have a problem, National Bank shows a sincere interest in solving it.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

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3. National Bank performs the service right the first time.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

4. National Bank provides its services at the time it promises to do so.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

5. National Bank keeps customers informed about when services will be performed.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

6. Employees in National Bank provide you prompt service.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

7. Employees in National Bank are always willing to help you.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

8. Employees in National Bank are never too busy to respond to your requests.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

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9. The behavior of employees in National Bank in instills confidence in you.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

10. You feel safe in your transactions with National Bank.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

11. Employees in National Bank are consistently courteous with you.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

12. Employees in National Bank have the knowledge to answer your questions.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

13. National Bank gives you individual attention.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

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14. National Bank has employees who give you individual attention.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

15. National Bank has your best interests at hard.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

17. National Bank has modern looking equipment.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

18. National Banks physical facilities are visually appealing.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

19. National Banks employees appear need.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

20. Materials associated with service are visually appealing at National Bank.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

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21. National Bank had convenient business hours.

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

22. Are the product segmented based on customer choice/criteria?

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Customer Satisfaction:
01. How do you find our service?

Average

Satisfactory

Good

Excellent

02.How was the customer service you received?

Average

Satisfactory

Good

Excellent

03.How do you find our other product/services?

Average

Satisfactory

Good

Excellent

04.How do you find our company overall?

Average

Satisfactory

Good

Excellent

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05.How likely you would recommend our products/services to others?

Average

Satisfactory

Good

Excellent

Finally, THANKS for participating in our Customer Survey!

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