Introduction
In this globalization age consumers
are become very conscious about their rights and that is why every business
organization emphasizes on consumerism. Organizations always try to satisfy
their consumers. Banking is a service organization also tries to satisfy their
clients. But now a day competitive in banking sector increased very quickly. Now
the competitive is very intensive. Banks are always provided new strategies for
getting competitive advantages. They include new product categories, prices,
promotional activities and other modern banking facilities to satisfy existing
clients and to attract new clients.
Also customers are very dynamic.
Their needs are growing which increase their demand too. So, it is very tough
to satisfy the customer needs entirely. Islami Bank, Dhaka Bank, Brac Bank and
Prime Bank are the most established Banks in Bangladesh
 |
| Methodology |
Objective
of the study
° To know the
banking system of private scheduled banks in Bangladesh
° To measure the
customer satisfaction level of clients towards various functions of bank
services.
° To identify
the effective policy and strategy of private scheduled banks in Bangladesh
° To find out
the problems regarding existing marketing policy & strategy followed by the
Private Scheduled Banks of Bangladesh
° To recommend
how to develop the clients satisfaction level by developing appropriate
marketing strategies.
Methodology
In order to find out the marketing strategies and
measure the customer satisfaction level of private scheduled bank of Brac Bank,
Dhaka Bank, Islami Bank and Prime Bank I have used various method to collect
and present data. Mainly I used two types of data for this purpose-
1.
Primary data
2.
Secondary data
Primary
data: This report has prepared through extensive use of primary
data. It is collected from group of people who are related with this bank. The
following methods are used in collecting primary data. These are
a)
Direct
interviewing: I have collected data from the branch manager,
executives, officers and bank clients with the protested and well designed
questionnaire.
b)
Personal communication: I have gathered
data through personal communication with the officers, executives, managers and
clients of the bank branch.
c)
Observation
method: I went to every
department of four Banks and observe their activities.
Secondary
data: Secondary sources are those which are published or
processed materials. I have collected secondary data from the following
sources-
1.
Various types of official documents
2.
Some published research report, books, journal and
articles
3.
Personnel departments of four Banks
4.
File study, some books on Banking theory and practice
5.
Loans and advance manuals
6.
Different books of service marketing
Sample
Sample is a representative unit of a population. Few
or all of the characteristics of population may posses by the sample. But it is
mentionable that sample must be representative to the population. My samples
are Branch managers, executives, officers and
clients of the four banks.
Sample Area
Sample area means the scope of a research that will be
conducted. Sample area is an important factor for conducting a research. I have
taken Rajshahi Metropolitan City
Sample size
Sample size means the range of sample that is how many
samples are collected. Sample size is the great factor for getting tremendous
result. The more sample size indicates the more accuracy of the research. I
have tried to collect more samples as much as possible. My samples are shown in
the below chart.
Table:
Number of Different Sample Size
|
Sample unit
|
Number of sample
|
|
Branch
managers
|
4
|
|
Executives
|
16
|
|
Officers
|
20
|
|
Clients
|
60
|
|
Total
|
100
|
Sample
Selection Method
Firstly, I have taken stratified sampling method.
Stratified sampling means- Population is classified according to their
characteristics. I have classified my population as strata, company, deader and
businessman. Finally, I have used purposive sampling method.
 |
| Presentation |
Data
collection period
The necessary data have been collected from 10 March
to 2 July. The study covers five years period from 2001-2006 of four Banks.
Techniques
of analysis
The data have been tabulated and analyzed with the
help of different financial ratios, statistical tolls and computer.
Data
Presentation
I have used graph, chart, table and diagram to analyze
the data.
Data
collection area
Data have been collected from the Four Banks of Rajshahi
Metropolitan area.
Rationale of the study
The world is changing rapidly. We have to adjust with
the changes. But these changes have not come in day night. Different industries
are responsible for this. In this regard banking service has been changed the world
from the different corner like life style of the people, business system, production
system, investment system, government policy, technological improvement, etc. for
this I have selected this field.
 |
| Rationale of the study |
Limitation of the study
In undertaking this study, a number of problems were
faced. Thus the study has several limitations. The limitations are:
a) Lack of
knowledge:
As a student, in the research field, I have no past
practical experience of data collection, data processing, data analyzing,
integrating and presenting. So it is a limiting factor for obtain accurate
information.
b) Lack of
time
For the time limitation I could not gather more
information to justify exact condition. The time constraints are limiting
factors.
c) Small
sample size:
The study is limited by the size of the sample. As the
sample size is very small, geographical and regional differences could not be
included.
 |
| Customers |
f) Fund
unavailability
I don’t have much financial support to conduct this study. I
could not interview with more respondents covering the survey area.
g.
Customers willingness
Most of the customer of the banks businessman and
employee. So, they could not give me enough time to fill up questionnaire. Also
they are not willing or afraid to provide appropriate data.
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