Our Education Info: case study on Brac bank

Department of Business Administration

Fall 2011

Introduction

1. Back ground of the study

At the very arena of globalization and technological innovation, we sometimes forget the term ETHICS AND MORALITY, banking business has become more competitive. To cope up with this, bankers should have huge theoretical knowledge and professional skill, technical basis as well as moral and ethical attitude. The customers also must have knowledge about what services they are getting from the bank. Through this study, we will find the answer of the question ‘does the customer services provided by BRAC Bank ethically accepted?’

2. Objective of the Study

General Objective

To find the lacking of customer services provided by BRAC Bank Bangladesh limited. As the customer need to pay more charge to get the services though the bank is actually bound to provide the services without any charge. Sometimes the charges are relatively much more high then the provided services of BRAC Bank.

Project Objective

The objectives of this report are the followings:

Ø Get introduced with the idea of “ Customer Service Quality” in BRAC Bank Ltd.

Ø To know the quality of customer services.

Ø The level of satisfaction of customers.

Ø To know about the unethical approaches of the customer services of the Bank.

Ø To know the expectations of customers of BRAC Bank

Ø To know about what the customer service suppose to do with the customers to be ethical.

3. Methodology

To make the report more meaningful and presentable, two sources of data and information were used widely. Both primary and secondary data sources were used to prepare this report. The nature of this report is descriptive with some survey or using sampling method. Most of the necessary information has been collected by a questionnaire, officers working in Retail Banking and officers working in customer service.

4. Data Collection

Both the primary and secondary forms of data were used to make the report more rich and informative.

The details of these sources are gives below:

Primary Sources

ü Direct information from the customers of different branches whom are not satisfied with the customer services.

ü Direct information from the officers working in customer services section of BRAC bank limited Bangladesh.

Secondary Sources

ü Annual Report of the BRAC Bank Limited.

ü Various books, articles, compilations etc.

ü Websites of the Bank.

ü Instruction circular of Head Office, brochures of different banks, newspapers and magazines regarding banking issues, seminar papers and so on.

Organization profile

BRAC Bank Limited, a scheduled commercial Bank, commenced its business operation in Dhaka, Bangladesh on 4 July 2001. The Bank is mainly owned by the largest NGO in

Bangladesh

– BRAC. The Bank has positioned itself as a new generation Bank with a focus to meet diverse financial needs of a growing and developing economy. The Bank has embarked with an avowed policy to promote broad based participation in the

Bangladesh

economy through the provision of high quality banking service based on latest information technology. The Bank will ensure this by increasing access to economic opportunities for all individuals and businesses in

Bangladesh

with a special focus on currently underserved enterprises and households across the rural-urban spectrum. We believe that increasing the ability of underserved individuals and enterprises to build their asset base and access market opportunities will increase the economic well being for all Bangladeshis.

1. History of BRAC Bank

BRAC Bank Limited, with institutional shareholdings by BRAC, International Finance Corporation (IFC) and Shore cap International, has been the fastest growing Bank in 2004 and 2007. The Bank operates under a "double bottom line" agenda where profit and social responsibility go hand in hand, as it strives towards a poverty-free, enlightened Bangladesh.
An operational Commercial Bank, BRAC Bank focuses on pursuing unexplored market niches in the Small and Medium Enterprise Business, which hitherto has remained largely untapped within the country. In the last six years of operation, the Bank has disbursed over BDT 7500 corer in loans to nearly 2,00,0,000 small and medium entrepreneurs. The management of the Bank believes that this sector of the economy can contribute the most to the rapid generation of employment in Bangladesh. Since inception in July 2001, the Bank's footprint has grown to 56 branches, 429 SME unit offices and 112 ATM sites across the country, and the customer base has expanded to 4,65,000

Deposit and 1,87,000 advance accounts through 2008. In the years ahead BRAC Bank expects to introduce many more services and products as well as add a wider network of SME unit offices, Retail Branches and ATMs across the country.

BRAC Bank intends to set standards as the Market leader in Bangladesh. It will demonstrate that a locally owned institution can provide efficient, friendly and Modern full- service Banking on a profitable basis. It will produce earnings and pay out dividends that can support the activities of BRAC, the Bank’s major shareholder. Development and poverty alleviation on a countrywide basis needs mass production, mass consumption and mass financing. BRAC Bank goal is to provide mass financing to enable mass production and mass consumption, and thereby contribute to the development of Bangladesh. The Bank’s goals are thus aligned with those of BRAC.

2. Shareholding Structure

The shareholding structure of BRAC Bank Limited consists of different group with institutional shareholdings by BRAC, International Finance Corporation (IFC), Shore cap International and general public is also included through IPO.

BRAC

BRAC, a national, private organization, started as an almost entirely donor funded, small-scale relief and rehabilitation project initiated by Fazle Hasan Abed to help the country overcome the devastation and trauma of the Liberation War and focused on resettling refugees returning from India. Today, BRAC has emerged as an independent, virtually self-financed paradigm in sustainable human development. It is one of the largest Southern development organizations employing 97,192 people, with 61% women, and working with the twin objectives of poverty alleviation and empowerment of the poor.

International Finance Corporation

International Finance Corporation (IFC) is the commercial wing of World Bank. Using certain channels and overseas representatives, IFC it helps local financial institutions find profitable ways to target small and medium sized companies. Funding comes from the Asian Development Bank, Canada, the European Commission, the Netherlands, Norway, the United Kingdom and IFC itself.

IFC is a 19% shareholder in BRAC Bank. A new assistance program signed in August 2005 aims to double the bank’s number of small and medium enterprise clients in 18 months through campaigns to target women entrepreneurs and rural clients, introduce new products and train branch managers.

Shore Cap International

Shore Cap International Ltd. is an international private non-profit, equity company seeking to invest in small business banks and regulated micro finance institutions in countries with developing and transitional economies. Founded in mid 2003, Shore Cap has a current base of $28.3 million in capital commitments and seeks to support the growth of development finance institutions in Africa, Asia and Eastern Europe. The institution has made investments totaling $7 million in Bangladesh, India, Cambodia, Armenia, Mongolia and Kenya. Shore Bank is a 9% investor of Shore Cap and runs the management company, which oversees investment activities.

Shore Cap typically invests between $500,000 and $2 million for an ownership position of 10-25% of a company. As a minority shareholder, Shore Cap seeks financial institutions with a strong, experienced management team and a committed set of local development-minded investors. Shore Cap currently owns 18% of BRAC Bank Limited.

Shareholders		Percent
BRAC		31.74%
IFC		9.50%
Shore Cap International		8.76%
General Public through IPO		40%
Non-Residents Bangladeshi’s		5%
Mutual funds through IPO		5%
Total	100%

Sources and Application of Funds

Main source of fund is customer deposits and bank utilize major portion of the fund for loan and advances and investments. A portion of fund is maintained in the form of cash and cash equivalents to maintain SLR and CRR.

3. Goals

BRAC Bank will be the absolute market leader in the number of loans given to small and medium sized enterprises throughout Bangladesh. It will be a world - class organization in terms of service quality and establishing relationships that help its customers to develop and grow successfully. It will be the Bank of choice both for its employees and its customers, the model bank in this part of the world.

4. Vision

“Building a profitable and socially responsible financial institution focused on Markets and Business with growth potential, thereby assisting BRAC and stakeholders build a just, enlightened, healthy, democratic and poverty free Bangladesh".

5. Mission

ü Sustained growth in 'small & Medium Enterprise' sector

ü Continuous low cost deposit growth with controlled growth in Retained Assets

ü Corporate Assets to be funded through self-liability mobilization. Growth in Assets through Syndications and Investment in faster growing sectors.

ü Continuous endeavor to increase fee based income

ü Keep our Debt Charges at 2.5 % to maintain a steady profitable growth

ü Achieve efficient synergies between the bank's Branches, SME Unit Offices and BRAC field offices for delivery of Remittance and Bank's other products and services

ü Manage various lines of business in a fully controlled environment with no compromise on service quality

ü Keep a diverse, far flung team fully motivated and driven towards materializing the bank's vision into reality.

6. Corporate Values

BBL’s strength emanates from their owner - BRAC. This means, we will hold the following values and will be guided by them as we do our jobs.

ü Value the fact that we are a member of the BRAC family

ü Creating an honest, open and enabling environment

ü Have a strong customer focus and build relationships based on integrity, superior service and mutual benefit

ü Strive for profit & sound growth

ü Work as a team to serve the best interest of our owners

ü Relentless in pursuit of business innovation and improvement

ü Value and respect people and make decisions based on merit

ü Base recognition and reward on performance

ü Responsible, trustworthy and law-abiding in all that we do

7. Achievements

ü Fastest growing bank: BRAC Bank has been the fastest growing Bank in 2004 and 2007. It is one of the local private commercial bank that set the standard of banking for the leader bank of Bangladesh banking industry.

ü Leader in SME financing through 429 SME unit offices: The idea of SME unit are become very popular to the BRAC bank customer. In the last six years of operation, the Bank has disbursed over BDT 7500 corer in loans to nearly 2,00,0,000 small and medium entrepreneurs.

ü Biggest suit of personal banking & SME products: BRAC Bank has variety of products for their customer in Branch and also in SME office.

8. Performance and investment impact

ü Four-fold growth in size and earnings in three years.

ü Loans outstanding grew by 87% during 2007 and total deposits increased by 51% to US$200m.

ü SME lending of US$81.7m to nearly 15,000 SME customers in 2007.

ü Growing retail market presence with 125,000 account holders and 60,000 cash cards in circulation.

ü The bank now has a total of 2500 full-time staff (475 in 2003).

ü BRAC Bank customer surveys reveal that an estimated 18,000 new jobs have been created thanks to SME loans helping business expansion.

ü BRAC Bank's SME focus has proved so successful that many of the larger commercial banks are now competing for customers in this sector.

ü The bank is planning to open new branches within 2012.

Customer Service Quality

Let’s see what business Guru’s thinks:

“Customer Service is an organization’s ability to supply their customers’ wants and needs”

“Customer Service is any contact between a customer & a company, that cause a +ve /-ve perception by a customer”

At first BRAC Bank, introduce the concept of customer service quality at banking sector in Bangladesh. BRAC Bank is always careful to provide their customer the best service and always try to make them happy. But most of the customers are not happy enough that we can say that may be there is some lacking of morality and ethics. However, every branch has a customer service department that consisting two level of employee but they are not capable of satisfying the customers with their services.

BSSO (Branch sales and service officer): They give all the service to the customer except cash transaction.

ü Seek information about products /service.

ü Get more Clarity on products.

ü Solving Problems.

ü Lodge complaint & seek Solution

ü Multiple affaires: FDR Receipt order and delivery, PO etc.

BSSO are responsible to solve this problem of customer.

Criticisms on BSSO:

1. Customers need to pay more charge to get the desired services.

2. Sometimes customer service section takes more time to provide their services to the customers.

Floor Supervisor: Floor Supervisor normally careful about customer

ü Timing: They give the customer Token and Serial Number.

ü Correct Placement: Sometimes new or uneducated customer come to branch and they not know about where they go for which service. Floor Supervisor places them in correct department.

ü Information: Floor Supervisor also gives necessary information to the customer.

1. Importance of Good Customer Service

Good customer service always has to play some rule. BRAC Bank customer service always tries to provide certain service to their customer. Those are:

ü Customer Satisfaction: Customer satisfaction is the main purpose of customer service. All the branch staff is always try to give the best service to their customer.

ü Building Relationship: BRAC Bank treat customer as their guest. That’s why floor supervisor always cordially invited the customer when they enter into the branch and serve them until they leave the branch. That’s help customer to make loyal to the Bank.

ü Customer Expectation: As a service organization BRAC Bank always try to provide the best service that expected by its customer.

ü Higher Service Charge – Expectation of better Service

ü Positive & Negative Word of Mouth: BRAC Bank is always following the motto ‘Customer is always right’ and behaves softly with the customer.

ü Customer Loyalty: BSSO and CSM always show sympathy in the any sad news of the customer or share a Share a happy moment with their existing customer. ex: Send Eid card, Calendar, Inform about new facility.

ü Increasing market Competition: BRAC Bank introduce new strategy day by day to make their potential client as their loyal customer.

2. Role of Customer Service Peoples in Service Delivery

Explosion 1: Role to Play
ü You are Service
ü You are bank in customer’s eye
ü Seller
ü Motivator

In the branch the branch manager, customer service manager, customer service people (BSSO and OCCS) have to play several rules. Those are:

3. Service Quality in the Eye of BRAC Bank

ü Service quality is service-checking points for customer service or any other issues in branches and backward linkage departments.

ü Service Auditing and Monitoring

ü SQ works with process & people part of customer Service

4. Purpose of Service quality

ü Access & Monitoring the performance of CSO & OCCS on Regular basis.

ü Process Designing and Reengineering

ü Complaint handling

ü Launching different service related campaign

ü Design new customer service

ü Asses and monitor customer Service standard in branches

5. How BRAC Bank Tracks the performance of BRANCH Service quality

For tracking the performance of CSOs & CSM apply the following approaches:

ü Mystery Shopping

ü Pop-Up Visit

ü Customers’ Feedback

Mystery Shopping

Mystery shoppers work just like an ordinary customer to gain real customer experience, with respect to selected activities. The mystery shopper monitors each CSO and CSM (Customer Service Manager) twice in a month.

Parameter of Evaluation in Mystery Shopping: There are some parameters fixed by bank. Mystery shoppers go to branch and asses the staff in this attributes.

Attributes of assessment (Individual)

Personal Aptitude: How an employee is behaving with customer? Includes: Acknowledgement & Greetings, Introduction and Offering seat, Facial Expression, Body Language, Closing Conversation

Professional Conduct: A Customer service person always shows professionalism in their work, Dress Up and Appearance, Impression Management & professional attitude, Addressing & accent, Dispute Handling Ability, Apologizing for Mistake, Confusing by Referring, Do it Right at the First Time.

Product Knowledge & Service focus: Complete knowledge about different type of product is mandatory. Adequate Product Knowledge, Presentation Ability, Reasonable Timing, Error Free Service Delivery, All information should be well Communicated.

Inappropriate Conduct: Some behaviors are restricted for bank staff in front of customer. Those include: Referring Without Completing, Left Seat & Kept Vacant for long time, Eating and Drinking, Receiving PERSONAL Phone Call, Prolonged Conversation with other, Causal body language, Rudely & Loudly Talking, Identical Discrimination, Act as nothing Wrong, Improper, Falls & Unsure statement, laughing at Customer, Lack of Commonsense, and Subjective Impression.

6. Can bank Control over their Customer

ü 1% die

ü 3% move away

ü 5% seek alternatives or develop other relations

ü 9% begin doing business with the competitors

ü 14%are dissatisfied with the product or service

ü 68% are upset with the treatment they received

That means bank have some control over 96% of the reason customers stop doing business with bank.

7. Customer service Quality Rules (Code of Conduct) of BRAC Bank

a. Know your customer (KYC): When a client comes to open an account, try to get a clear idea about that person prior to open an account. Common facts required to be noticed are:

ü Social Position: Take prior permission from Head office and be careful in case of opening account for people who are Politicians, Customs, Technocrats, Judicial, Defense personnel, law enforcing agency, Income tax, Vat authority etc.

ü Occupation: Type & nature of Business job nature and duration. Check the Trade License / employment documents. Take Prior permission from Head office and be careful when the occupation is in jewelry, Exchange House, Manpower, Courier Company, Hotel & Restaurant, Machine parts.

ü Income Level: Check whether the level of income complies with the average industry income level for the sector and position where the customer belongs.

ü Address Level: At lease one of the addresses (permanent / present / work) mentioned in the account opening from should be verified by personal visitation of DSE or other officer of the Bank.

ü Purpose of opening the account: Etc.

b. Points to be checked in the time of account opening:

Process Flow for Account Opening

3. Eligibility

ü Bangladeshi National

ü Foreign National

ü Major (age above 18 years)

ü Age Limit Vs eligibility

ü Allowed Currency of operation

ü Eligible to sign (thumb impression maybe acceptable in some banks)

ü Business Entity operating in Bangladesh

ü Satisfactory “KYC” understanding

ü Having Sound documentation for A/C opening as per bank’s policy

Customer Satisfaction

The success of any product is largely dependent on customer’s satisfaction and acceptance. Selling a product or a service is just the beginning of a relationship, which is to be built and maintained over the year. Only this way the sense of loyalty is established in customer’s mind.

BRAC Bank Limited with the commitment to provide Excellence service in Banking always tries to offer better product to the customers as well as keeping in mind about the volatility of the market.

Here in this part I have shown demand of customer satisfaction is related with its customers’ financial position and demand(by their occupation) and are they satisfied with BBL or not.

A Survey of Customer Satisfaction

1. Research approach

We have conducted a survey on the people of different occupation. Today the demand of Deposit and loan is rapidly increasing. At the preliminary stage, only rich people were interested to take service from BRAC Bank. Now middle class segments are also interested to this sector. So we have surveyed on both high and middle class people. Therefore, we tried our best to go through most of the places.

2. Contact Method

We have contacted to the persons individually with a questionnaires. Then we gave them both close-ended questions and open-ended questions. Most of the person gave answer of our entire question. Some did not because of their busyness and lacking of knowledge about loan procedure.

3. Sample Design

Sample design consists of three parts-

1. Sample size

2. Sampling frame

3. Sample technique

a. Sample size: for this research (the survey on customer satisfaction) the determined sample size is 100.

b. Sampling frame: Opening an account is depending on the occupation of the family. He may be a company owner of related to any other type of business and he may be service holder. So the survey is conducted on these persons – businessmen & service holders.

c. Sampling technique: For this research the researcher, follow the convenience sampling. As here, the main objective was to gather knowledge about the customer satisfaction.

3. Research Instrument

Our research instrument was a printed questionnaire to which we gave both close-ended questions and open-ended questions. It is because to make an explanatory research and to easily interpret and tabulate our research work.

Graph-: Segment of income Rang

Graph -: Occupation Graph-: % of customer satisfaction

13.5 ORGANIZED DATA FROM THE SURVEY

Part	Description	TOTAL (%)
1)	Personal Information :
-	Relationship with BRAC Bank
	0-2 years	45%
	3-4 years	25%
	5-6 years	20%
	More than 6 years	10%

-	Occupation -Artist	1
	-Service Holder	33
	-Engineer/Architecture	6
	-Banker	2
	-Business	25
	-Retired Person	3
	-Consultant	1
	-Others	8

-	Age Range of 21-30	34
	Age Range of 31-40	39
	Age Range of 41-50	17
	Age Range of above 50	3

-	Income Range of 15 – 25 (’000)	41
	Income Range of 25 – 35 (’000)	17
	Income Range of 35 – 45 (’000)	20
	Income Range of above 45000	15

-	Refer BRAC Bank to the Friends/Relatives
	Yes	55
	No	45

2)	Features: (Average Result)

-	Fully Satisfied With Performance	6
	Satisfied With Performance	30
	Neutral With Performance	40
	Dissatisfied With Performance	16
	Fully Dissatisfied	1

Findings and Problem Identifications

1. FINDINGS OF THE STUDY

From the view point of Porter’s 5 forces a conclusive result regarding the potential profitability of the BRAC Bank is identified:

ü As the threat of new entrants is high that means competition will be increased in the future, which will reduce the profit.

ü Power of buyer is minimum in the banking industry that will increase the profit.

ü As the power of suppliers is ignorable, it cannot influence the profit. So, with this force we cannot predict the potential profit.

ü Threat of substitutes is low which obviously give positive sign for predicting a potential profit.

ü If the intra- industry rivalry will increase at an increasing rate and it create a unhealthy competition then it will surely reduce the profit.

From the view point of financial performance

ü Increasing trend in foreign exchange business, profit and investment position.

From the view point of performance analysis

ü Interest income has the most influence on loan amount than deposit amount.

From the view point of comparative analysis

ü Though BRAC Bank has a positive trend but Prime bank is doing better because its cost of fund is lower and interest rate is lower.

ü Credit risk is now stabilizing in BRAC bank but sill needs to be more

Considerations.

From the view point of customer satisfaction

ü Most customers are not satisfied with BBL’s product.

ü Wide range of customer groups in terms of age and occupation.

2. Some Other Findings

ü The Bank had also extended long-term loan to a number of projects under syndicated financing arrangement with banks and financial institutions.

ü BRAC Bank Limited had a pioneer role in providing necessary finance to the fixed income group for buying items that are necessary for raising the quality of living through its Consumer Credit Scheme.

ü The Bank provide incentive bonus to its employees because of profit earned during the year. This year the Bank provides five time’s basic salary as the incentive bonus to its employees and two festival bonuses, which motivate its employees to perform their activities effectively and efficiently.

ü Because of the strong marketing effort of BBL the deposits amount has increased. For this even when competition has increased due to the intrusion of some new local banks, BBL has become successful to keep its strong position in credit division.

ü BBL also gives preferences to its local customer through its marketing efforts. The number of branches of PBL is comparatively higher than other illustrative banks. As a result, it covers a higher market segment and sector of the whole country.

3. Identification of Some Problems

ü Pressure from Directors and Politicians for Credit

ü Lack of Deposit for Credit Extensions:

ü Loan default culture in Bangladesh.

ü Defective Legal System.

ü Higher cost of fund.

ü Lack of Supervision and Monitoring:

ü Changes in Policies

ü Lower Remuneration Structure

ü Insufficient employees for this reason the bank do not provide sufficient service to its potential customer. Mainly in pick period the presser of customer is very high.

ü Sometimes car parking problem.

ü As the lack of employee, they do not give time to the potential client for his (client) own Interest, sometime some employees misbehaved to the client.

ü Introduce problem is a great problem most of the employee does not help the new client as an introducer.

ü Careless of the bank if the client's good became damage most of employees do not agree to provide compensation.

ü Most of the employee does not accept torn taka from the potential client.

ü Limitation of proper training for this reason most of one department employee do not know the other department's work properly.

Observation and Recommendation

Recommendations

BBL is a well-established Bank in Bangladesh. It is providing maximum services to the customer then other Bank. But it has some limitation that is mentioned above. I want to give some suggestion to remove these problems or reduce these problems BBL should increase work force. Not only Gulshan but also other branches need more employees to provide maximum service. At least general banking department and cash department the Bank should provide sufficient employee.

The concluding remarks on the above-mentioned topic, its discussions, analysis and evaluation are as follows with recommendation:

ü Setting proper planning for each and every work as well as for the whole department. Managerial supervision is also wanted to increase.

ü Reduce the service charge for account and other service charge. Because most of the customer complaint about over charging ex: Statement issue charge.

ü Proper maintenance of files and necessary files and documents on daily basis.

ü Separating Card department and concern operation because in most of the department BSSO doing all types of customer related works.

ü Ensure that every one working in Software knows it properly and giving them personal ID.

ü Changes in banking policies will not be sufficient the purposes unless it is followed by a change in the attitude and outlook of both the customers and the bankers.

ü BRAC Bank Limited should be enforced to expand its activities and loan programs in the rural areas to serve the national interest.

ü Diversification of the loan portfolio is, of course, the key to lowering overall credit risk. Default risk can be lowered through diversification of credit programs at each and every corner of the economy as best as possible. So the BBL should diversify the loan portfolio to reduce risk.

ü BBL should introduce prime rate for the best customers which will attract the good customers. It is observed that irregular borrowers are given facilities like loan rescheduling, time extension etc. But a regular customer does not get any facility.

ü For motivating the employees to perform their activities efficiently and effectively BBL should restructure the remuneration structure of the employees.

ü Since the lending rate of BBL is comparatively high, it can attract more customers by lowering the rate of lending

ü If the bank wants to provide services to the customer easily and comfortably it should increase the number of branch and should it place in a suitable situation when the client come and parks their cars easily.

ü Introducer is an important factor for open an account most of people do not have introduce but they wants to deposit money to the bank so for increasing deposit the employee should do their function.

ü To reduce the bad character of employee the bank should provide physical training. Another reason of misbehavior is lack of employee. The present employee became fad up and they misbehave to the client.

Conclusion

We moved a long way from the time when the banks were deposit taking and money-lending institution. The old concepts, attitudes and methods in banking have undergone a marked change all over the world. Modern Banking is an outcome development driven by changing financial activities and lifestyle. Bangladesh has not lagged behind. Banks are required to participate in the nation building activities and act as agent for bringing about socioeconomic changes.

Entering as a new bank in private banking scenario of Bangladesh, BRAC Bank is constantly try to cross the obstacles regarding typical business oriented ideas and come up with innovative curtailed to its Consumers need to harvest maximum benefit for them. BRAC Bank Limited is a third generation bank inaugurated on 4 July 2001 with a mission of providing best banking service in the country to enhance economic activity.

In the world of global economy, banking needs have become more diverse and exotic than ever before. In this regard BRAC Bank promises to fulfill every possible Customer needs with high quality service and satisfaction. This success has resulted from the dedication, commitment & dynamic leadership of its management over the periods. To become market leader in providing banking services, introduction of sophisticated banking instruments i.e., on line banking services, ATM services is a demand of time.

BRAC Bank is maintaining it’s competitiveness by leveraging on its on line Banking Software and modern IT infrastructure. It is the pioneer amongst the local banks in introducing innovative products like SMS Banking, Phone Banking, and Internet Banking and so on.

Though having some drawbacks the bank’s overall performance is satisfactory. I wish a prosperous future for the Bank.

BIBLIOGRAPHY

In this report, the overall considerations of BRAC BANK LIMITED have been discussed. I have collected this information from the following sectors:

Reference Book

1. Ahmed, Toufic. “An Evaluation of Performance of Commercial Banks in Bangladesh”. Bank Parikrama, 1990.

2. Cothari C, R, “Research Methodology”, New age International Publisher,

New Delhi, 2007

3. Bangladesh Institute of Bank Management. “Appraisal of Customers Services of Scheduled Banks of Banglade sh”. Bank Parikrama, 2005.

4. Report on “Banker – Customer Relationship”, of National Bank Training Institute.

Internet

Website: www.bracbank.com

www.google.com

www.encyclopedia.com

Other Reference

Brochures of products of BRAC BANK LIMITED.

Annual Report 2007 – 09, BRAC BANK LIMITED

Leaflet, Booklet and department published documents.

Prospectus of BRAC Bank Ltd.

Academic Calendar of BRAC Bank Ltd.

APPENDIX

QUESTIONNAIRE

A Survey on Customer Satisfaction & Preference

EWU University

MBA Department

Surveyed By:_________________

(Please Put a Tick Mark in your selected one)

q Personal Information:

1) Your Relationship with BRAC Bank:

a) 0-2 years b) 3-4 years c) 5-6years d) 6or more years

2) In which age group do you belong?

a) 21-30 b) 31-40 c) 41-50 d) 51 or more

3) What is your occupation?__________________________________________

4) Your income range-

a) 15,000-25,000 b) 25,000-35,000

c) 35,000-45,000 d) Above 45,000

5) Did you recommend BRAC Bank to your relatives/ Friends / Colleagues?

a) Yes b) No

q Features:

1) How satisfied are you with the quality of customer service department?