MBA PROGRAM CHAPTER FIVE

Recommendation & Conclusion

Recommendation

Customers are the heart of the business organizations. But the main objective of an organization is to achieve profit. So, banking organizations like other business sectors are engaged in earning profits though customer satisfaction. So, all the strategies of banks are operated to satisfy the customers for earning profits.

Recommendation

From the research I conducted, I find out the strategies and measure the satisfaction level of customers of Brac bank, Dhaka Bank, Islami Bank and Prime Bank. From that research I find some recommendation for that four bank to improve their customers’ satisfaction level and achieve their objective quickly. The recommendations are

° Brac Bank and Islami Bank have the most product of the bank services. But Dhaka Bank and Prime Bank have some selected products. So, they should increase their product category to attract the more customers.

° Dhaka Bank and Prime Bank have not some modern popular products in their product category like locker service, 24 hour service. So, they should add these products in their product line.

Recommendation

° Prime Bank should launch ATM Card and Debit Card facilities because these are the most modern popular items of bank services at present.

° Dhaka Bank should serve more segments of customers as their target market to increase the numbers of present customers.

° Brac Bank should increase deposit facilities for long period of time.

° Dhaka Bank and Prime Bank should redesign their interest rate.

° Brac Bank, Islami Bank and Prime Bank have better position in the charges on transaction. Dhaka Bank charges higher amount of transaction. So, Dhaka Bank should decrease it.

° Brac Bank should increase their branches in the rural areas. Also Dhaka Bank and Prime Bank should increase the number of branches.

° Islami Bank should increase their modern banking faculties.

° Islami Bank should increase the efficiency of cash counters and Prime Bank should increase the number of cash counters.

° Brac Bank has very few foreign exchange branches. So, they should increase it. Dhaka Bank should also increase foreign exchange facility.

° Brac Bank, Dhaka Bank and Prime Bank should increase their advertising activities through various media. Prime Bank and Islami Bank should follow more marketing strategies to increase their efficiency.

° Islami Bank should develop their inanimate environment, employee dress up, up-to-date equipment, image and total system.

° Brac Bank as a new entrance should increase the efficiency of employees operating time, image, safety and error free record.

° Prime Bank should increase safety, error free record, provide exact knowledge etc.

° Dhaka Bank should try to increase dependency, total system and hold the existing quality of the service factors.

Recommendation

° To meet the intensive competition all the four banks should be modernized and protect their position.

° The four banks should find out new markets to capturing more customers.

° All the four banks should increase the research activities to find out the lacking and to provide better services for better customer satisfaction.

° All the four banks should take active participation in social functions and infrastructure development to develop the economy of the country.

 Conclusion

Banking service is the most important field of economy’s that make the economy strong, dynamic and develop the life style of citizens. In the banking sector of Bangladesh Islami Bank, Dhaka Bank, Prime Bank, Brac Bank are well established leading banks. So, from the research I find out the movement and future vision of banking sector of Bangladesh. From the research I also find out the marketing strategies followed by the four banks and measure the satisfaction level of customers of the four banks.

Recommendation

 I also find out the lackings of the four bank banks for which customers are not completely satisfied. I have recommended some possible solutions to overcome the lackings and to satisfy the customers completely.

I think banks can overcome their all problems lackings to develop the customer satisfaction level and thus they can take more important value in developing the total economy of Bangladesh.