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1.1 Introduction:
In general sense we mean “Bank” as a financial institution that deals with money.
There are different types of Banks like Central Bank, Commercial Bank, Savings
Bank, Investment Bank, Merchant Bank, Co-operative Bank etc. But when we use
the term Bank it generally means ‘Commercial Bank’ that collects the deposit from
surplus unit of the society and then lends the deposits to the deficit units.

Now-a day’s Banking sector is modernizing and expanding its hand in different
financial events every day. At the same time the Banking process is becoming
faster, easier and is becoming wider. In order to survive in the competitive field of
the Banking sector all organizations are looking for better service opportunities to
provide their fellow clients. So it has become essential for every person to have
some idea on the Bank and Banking procedure. The Pakistani Banking system at
independence (14 August 1947) consisted of two Branch offices of the former state
Bank of Pakistan and seventeen large Commercial Banks, two of which were
controlled by Bangladeshi interests and three by foreigners other than West
Pakistanis. There were fourteen smaller Commercial Banks.

Virtually all Banking services were concentrated in urban areas. The newly
independent government immediately designated the Dhaka Branch of the State
Bank of Pakistan as the Central Bank and renamed it the Bangladesh Bank. The
Bank was responsible for regulating currency, controlling credit and monetary
policy, and administering exchange control and the official foreign exchange
reserves. The Bangladesh Government initially nationalized the entire domestic
Banking system and proceeded to reorganize and rename the various Banks.
Foreign-owned Banks were permitted to continue doing business in Bangladesh.
Banking sector is basically related to financial service.

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Banking deals with public money where Ethics, Integrity & Trust is utmost
important. Prime Bank upholds these principles in every section by its
management and customer service. Customers of the Banks are general as well as
high class people. As it is customers based, the authority need to satisfy its
customer; for this they take various initiative and new services facilities to satisfy
the customers. By satisfying their customers they maintain long term relation with
their clients. Prime Bank one of them and this Bank also follows the customers,
satisfaction rules and techniques.
1.2 Objective of the study:
The ultimate objective of the study is to gain real life exposure in the Banking
sector get a clear idea about various customer services and customer satisfaction of
Prime Bank Limited.
The objectives of the study are:
 To measure the customer satisfaction level of Prime Bank Limited.
 To explore the service gap between expected service and delivered
service of prime Bank.
 To find out the problem of customers services of Prime Bank Limited.
 To draw some suggestions and recommendations to improve the
quality and quantity of service of Prime Bank Limited.
1.3 Scope of the Study:

The scope of this report is limited to the overall description of the company, its
services and its position in the industry and its marketing strategies. The scope of
the study is limited to organizational setup, functions and performances.

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1.4 Limitations of the Study:
I have faced a few limitations to prepare the report. These are:
 It is very difficult to provide any specific example from any file about
certain document, as the matter is very sensitive for the client as well as for
the Bank.
 As a financial organization, a Bank has some restriction to serve all the real
data of the Bank to the general people.
 Large-scale research was not possible due to time constraints.
 Relevant data and document collection were difficult due to the
organization confidentiality.
 Non availability of data in a systematic way.

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2. Review of Literature
Banker et al. (2000) identified the relationships between customer satisfaction and
governance indicators, for example firm or business performance. They established
that investment in customer relationships provides the basis for developing strategies
for creating customer value, and such strategies provide the foundation for
sustainable competitive advantage leading to solid financial performance.

Liang et al. (2009) have successfully tested the relationship between CS and loyalty
which leads to better financial performance measured as customer retention and
cross-buying.

Reicheld and Sasser (1990) argued that loyal and satisfied customers are less likely
to switch to other Providers and their retention requires less ongoing effort to retain
the relationship.

Dutta and Kirti (2009) explored the gulf between customer expectations and
perceptions of service quality factors throughout public, private and foreign Banks in
India based on the SERVEQUEL model. According to the findings of their paper –
tangibles such as assurance, empathy and reliability dimensions explain customer
satisfaction in Indian Banks.

The prescriptions of donor agencies like the World Bank, IMF, and ADB, etc. are
centered on the notions of reforming the state-owned Banks and capital markets,
improving service quality and performance and good governance, because closing
them would cost more in terms of public welfare (Zafarullah, Huque, 2001).

Andaleeb et al. (2000(a), 2000(b), 2001, 2007) have explored more generally the

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issues pertaining to service quality and patient satisfaction in public and private
hospitals in Bangladesh. The findings of their papers shaped the SERVQUAL model
through combining and including cultural variables in the scale for measuring
customer satisfaction in the service sector in Bangladesh.
Siddiqi (2011) conducted a survey of 100 Retail Banking customers in Bangladesh
to establish the relationships between service quality attributes, customer
satisfaction and customer loyalty. His study also supported the contention that all
service quality attributes are positively related to customer satisfaction, and
customer satisfaction is positively related to customer loyalty in the Retail Banking
settings in Bangladesh.
Jahiruddin and Haque (2009) surveyed 198 Bank customers in Khulna, the third
largest city in Bangladesh to explore the pattern of preferences and relative
importance of different factors to customers when selecting their preferred Banks. The
study concluded that customers placed the highest priority on convenience factors, i.e.
responsiveness and assurance factors in the SERVQUAL model. The study also
recommended that Banks should focus on reducing their procedural complexities and
ensuring the delivery of quick services to customers in order to retain existing as well
as attracting new customers.
A similar study was conducted by Islam and Ahmed (2005) on 404 sample private,
Public and foreign Commercial Bank clients in the capital city, Dhaka, using the
SERVQUAL model. The findings of this particular study supported the notion that
the Banks’ most important service quality factors are: personal attention to the
clients, error-free records, safety in transactions, and tangible physical facilities. The
study also found a significant difference between the expected and perceived service
quality of public and private Banks.

Akter et al. (2008) studied the perception of service quality and patients’ satisfaction

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in public hospitals and identified the service quality factors that are important to
patients. The study identified six important attributes based on SERVQUAL and
qualitative interviews with experts and recipients of healthcare service.

Qun and Prybutok (2008) analyzed the determinants of customer perceived SQ in

fast-food restaurants and their relationship to customer satisfaction and behavioral
intentions using the modified SERVPERF instrument which originated from the
SERVQUAL model

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3. Methodology:
To meet the objectives of the study, I realized that a single method would not be
effective. Most of the necessary information has been collected by face to face
interview with the clients, personal investigation with Bankers, circulars sent by
Head Office and maintaining daily diary which contains all the activities that has
been observed in the Bank. Both Primary and Secondary Sources were used here.
3.1 Population:
The study has been conducted on the customers, Service Quality in Prime Bank
Limited. Therefore, for the purpose of the study customer Service Quality in Jessore
Branch of Prime Bank Limited would be constraints of population of the study and
the population number of this survey was 50.
3.2 Sample Design:
Only Jessore Branch of Prime Bank Limited would be the sampling unit for the study
3.3 Sampling Technique:
Random sampling used for the purpose of the study,
 Questionnaire Design:
Using five point Likert Scale based on SERVQUAL Model a questionnaire was
formulated to collect data.
3.4 Sources of Data:
The report is based on both Primary and Secondary Sources of information.
Primary data were collected by interviewing the Officers of the Bank, talking to
the customers.
Furthermore, different publications of the Bank, Annual Reports, and the Bank
website were the secondary sources of data.
(I) Primary Sources:
The primary data were collected from the various sources. The data were
obtained by:

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  Distributing questionnaire among the selected customers to receive
feedback.
 Face to face conversation with the employees.
 Personal interviewing and interacting customers of Prime Bank
Limited.
 Observing various organizational procedures.
(II) Secondary Sources:
The Secondary Data were collected:
 From previous research report.
 From different books and periodicals related to the Banking sector.
 From internet.
 Annual report of Prime Bank Limited.
 Published Booklet of Prime Bank Limited.
 Various published documents.
3.5 Data Collecting Technique:
Forts the purpose of the study two methods of data collection were used:
Observation
Interview
Observation:
Observation method is often used to complete this qualitative research because it is
very difficult to provide any specific example from any file about certain document,
as the matter is very sensitive for the client as well as for the Bank.

Interview:
Primarily I got some data from face-to-face interview of different employees of
Jessore Branch. By face to face conversation with the employees and by

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personal interviewing and interacting customers it is easy to collect the
accurate information for the study. For the purpose of this interview,
customers were asked to fill up a questionnaire. Based on their answer, it is
easy to justify the customer service quality in Jessore Branch of Prime Bank
Limited.

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4.1 Profile of the Company:
In the backdrop of economic liberalization and financial sector reforms, a group of
highly successful local entrepreneurs conceived an idea of floating a Commercial
Bank with different outlook. For them, it was competence, excellence and
consistent delivery of reliable service with superior value products. Accordingly,
Prime Bank Limited was created and commencement of business started on 17th
April 1995. The sponsors are reputed personalities in the field of trade and
commerce and their stake ranges from shipping to textile and finance to energy etc.
As a fully licensed Commercial Bank, a highly professional and dedicated team is
managing Prime Bank Limited with long experience in Banking. They constantly
focus on understanding and anticipating customer needs. As the Banking scenario
undergoes changes so is the Bank and it repositions itself in the changed market
condition.
Prime Bank Limited has already made significant progress within a very short
period of its existence. The Bank has been graded as a top class Bank in the
country through internationally accepted CAMELS rating. The Bank has already
occupied an enviable position among its competitors after achieving success in all
areas of business operation. Prime Bank Limited offers all kinds of Commercial
Corporate and Personal Banking services covering all segments of society within
the framework of Banking Company Act and rules and regulations laid down by
our Central Bank. Diversification of products and services include Corporate
Banking, Retail Banking, Green Banking and Consumer Banking right from
industry to Agriculture, and real state to software.

The company recruited Bankers with a high degree of expertise and a

proven track record. Thus it was enough to get the company going. And

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once the initial difficulty was averted, there was no turning back. The
superior service made the Bank a symbol of successful Banking.

Prime Bank Limited is one of the first few Bangladeshi Banks who have
become member of SWIFT (Society for Worldwide Inter-Bank Financial
Telecommunication) in 1999. SWIFT is members owned co-operates, which
provides a fast and accurate communication network for financial
transactions such as letters of credit, fund transfer etc. By becoming a
member of SWIFT, the Bank has opened up possibilities for uninterrupted
connectivity with over 5700 user institutions in 150 countries around the
world.
Prime Bank Limited being Banking Company has been registered under the
Companies Act 1913 with its registered office at 5, Rajuk Avenue,
Motijheel C/A, Dhaka-1000. Later it shifted to Adamjee Court Annex
building, 119-120, Motijheel C/A, Dhaka-1000. Prime Bank Limited was
established with an authorized capital of Tk. 1000 million and paid up
capital of Tk. 100 million (raised to Tk. 700 Million in 2003) by a group of
highly successful entrepreneurs from various fields of economic activities
such as shipping, oil, finance, garments, textiles and insurance etc.

The Bank operates as a scheduled Bank under Banking license issued by

Bangladesh Bank, the Central Bank of the country on April 17, 1995
through opening of its Motijheel Branch at Adamjee Court Annex Building,
Motijheel C/A, Dhaka-1000.
The Bank made satisfactory progress over the years after its starting. Despite
difficult circumstances it became able to sustain with some achievements.
The Bank further expected and consolidated its customer base in both of its
core business and Retail Banking. The Bank retained its lead position with

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the capital adequacy ratio of 12.68 % as on December end 2014. The Return
on Asset (ROA) was 0.96% as on December end 2014.
4.2 Objectives of Prime Bank limited:
 The main objective of Prime Bank Limited. Is to maximize the profit
through customer satisfaction which very much reflects the idea of
fundamental marketing concept. It has been pursuing to earn maximize
profit by providing best and improved customer service.
 To ensure high return on investment and with different products and
services.
 To remain as the market leader, diversification of business and the
automaton of Banking operation.
 To play a significant role in the economic growth of this country.
 To strive for profit and sound growth.
4.3 Vision, Mission and Strategic Priorities of PRIME BANK LIMITED:
4.3.1 Vision of the Bank:
To be the best Private Commercial Bank in \Bangladesh in terms of efficiency,
Capital Adequacy, Asset Quality, Sound Management and profitability having
strong liquidity.

4.3.2 Mission of the Bank:

To build Prime Bank Limited to an efficient, market driven, customer focused
institution with good corporate governance structure.

Continuous improvement in business policies, procedure and efficiency through

integration of technology at all levels.

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4.3.3 Corporate Philosophy of the Bank:

For the customers

 To provide the most courteous and efficient service in every aspect of its
business.
 To be innovative in the development of new banking products & services.
For the Bank’s employees
 By promoting their well- being through attractive remuneration & fringe
benefits.
 By promoting good staff moral through proper staff training & development.
 And, provision of opportunities for career development.
For the Shareholders
 By forging ahead and consolidating its position as a stable and progressive
financial institution.
 By generating profits and fare return on their investment.
 And, provision of opportunities for career development.
For the Community
 By assuming role as a corporate social responsible citizen in a tangible
manner.
 By adhering closely to national policies and objectives thereby contributing
towards the progress of the nation
 Upholding ethical values and best practices.

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4.3.4 Strategic priorities of the Bank:
 Maintain strong capital base by expediting borrowers, rating concentrating
lending portfolio having lower capital charge and strengthening Internal
Capital Adequacy Assessment Process (CAAP).
 Continuation of diversification of credit portfolio in corporate exposure,
emphasize on Retail, SME & Agricultural Loans, address gender issue by
providing loans to the women entrepreneurs in SME segment and emphasize
on geographical diversification.
 Improvement of deposit mix.
 Maintain adequate level of liquidity through minimizing asset-liability
mismatch and recovery of past due loans.
 Diversification of products and services by introducing IT based innovative
products and alternative delivery channels.
 Increase share of inward remittance by expansion of existing exchange
houses, opening of new exchange houses.
 Increase non-funded income & Maintain good corporate cultures.
 Extend Banking services to un-banked and under-banked people.
 Innovative approach in dealing with complex and large transactions/fund
requirement.
 Strengthening internal control and monitoring through centralization.
 Conduct BPR (Business Process Re-engineering) in different functional
areas to improve efficiency.
 Development in Human Resource Management System.
 Cost optimization at all levels of operation.
 Expansion of activities related to Corporate Social Responsibilities and
Green Banking.

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 4.3.5 Ethics, Integrity & Trust
 Provide service to customers with uncompromising integrity, utmost respect,
unwavering responsibility and dedicated citizenship.
 Protect privacy and confidentiality of customer information.
 Prevent money laundering and fraud.
 Demonstrate workplace respect.
4.3.6 Green Banking
The environmental degradation needs to be tackled in a concerned manner by
all. Society demands that business also take responsibility in safeguarding the
planet. As a responsible Corporate Citizen, Prime Bank reinforced its Green
Banking Initiatives.
4.4 Organizational Structure:

Organizational Structure
Chairman
Executive Committee
Board of Directors

Managing Directors
Additional Managing Director
Deputy Managing Director
Senior Executive Vice President
Executive Vice President
Senior Vice President

Vice President

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 Senior Asst. Vice President
Asst. Vice President

First Asst. Vice President

Senior Executive Officers
Executive Officers
Senior Officers
Management Trainee
Officers
Junior Officers
Trainee Assistant
Other Employee’s

4.5 Branches of Prime Bank Limited:

The Prime Bank Group has a large and well distributed Branch network of
122 full fledged Branches and 3 off-shore Banking unit, 18 SME centers
and 145 ATM booths in Bangladesh with a strong tradition of service
excellence. Among the existing Branches of Prime Bank Limited, there are
58 Branches in Dhaka division, 26 Branches in Chittagong Division, 11
Branches in Rajshahi Division, 6 Branches in Khulna Division, 18 Branches
in Sylhet Division and 1 Branch in Barisal division & 02 Branches in
Rangpur Division. It has presence in Capital market through Merchant
Banking and Investment Banking. Prime Bank Limited has also 5 Islamic
Banking Branch(IBB) out of 140 Branches.

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Overseas Companies:
In order to encourage wage earners remittances through Banking channel,
the Bank has taken steps to open exchanges houses at different locations of
the world where the Bangladeshi wage earners are located. Accordingly,
step has been taken to open wholly owned exchange company of Prime
Bank Limited at Singapore, UK & Hong Kong. The Exchange Company has
started its operation in the 1 st quarter of 2006.
4.6 Departments of Prime Bank Limited:
Total division and departments of Prime Bank Limited can be classified
under three main aspect of Banking.
1. Administrative Department
2. Operational Department
3. Other Department
1. Administrative Department
Under the administrative department the following divisions of Prime Bank
Limited usually operate.
 Human Resource Division
Human resource division of Prime Bank Limited is one of the most
important divisions. This division is assigned to the responsibilit y of
recruiting, posting, transfer, promotion and development of Human
Resources of the Bank.
 Branch control and expansion division
The duties of this division are to preparing test key arrangement among the
Branches to maintain inter Branch accounts and overall control of the
Branches.

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  Public relation division
Another important division under administrative department is public
relation division. The main activity of this division is to maintain public
relation in terms of customer relation through its operating all over the
country.
2. Operational Department
Under the operational department the following divisions of PRIME BANK
LIMITED conduct their respective works.
 Credit division
All activities related the loans and advances of the Bank are directed and
controlled by the credit division. This division deals with different kinds of
credit products of the Bank. These are
Commercial Credit
Industrial Credit
Lease Finance
Hire Purchase
Real State Credit etc.
 Investment Division
Prime Bank Limited has started its operation with an objective exceptional to
other Commercial Banks, to take part in the Capital Market and Money
Market in the country.
To achieve this objective Bank has established a separate division named
‘Investment Division’. The main activity of this division is to maintain proper
investment and monitoring of those investments.

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3. Other Departments
There are some other important divisions performing their respective works
for the success of Prime Bank Limited which are as follows:
 Research and development
 Marketing
 Training
4.7 Prime Bank Training Institutions:
Prime Bank Training Institute was set up in July, 1998 with an aim to create
a strong & skilled workforce. During the year 2013, Prime Bank’s Internal
HR Training and Development Center arranged 61 professional training
courses and 32 workshop/seminars for 3,143 enthusiastic participants.
Besides, a total of 248 employees were sent to attend various training
programs/conferences in home and abroad. There were three foundation
training courses for the newly and existing recruited management trainee
officers covering General Banking, Credit & International Trade. Senior
Executives, eminent educationists, & various professionals of different
institutes are invited in the training program as guest speakers. The Bank
Management emphasized on computer literacy & it knowledge for their
employees & conducts various courses/ workshops/ seminars every year for
their officers.
4.8 Prime Bank’s Business Portfolio:
The aim of the Bank is to participate actively in the socioeconomic development of
the nation by operating a commercially sound Banking system. It provides credit to
deserving borrowers and at the same time protects depositors’ interest and thereby
earning more and more profit for the shareholders. In simple, to secure deposit
from the customer and to lend the deposit again to customer is the prime business
of Prime Bank Limited. Apart from traditional Banking activities, Prime Bank

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facilitates its clients with extending credit to traders to boost up their business, to
finance export import trade, to finance industrial sector and to support financially
to different priority sectors. Financing small and medium enterprise with particular
attention to export business and agro based industry has been focused. Small loan
scheme for small entrepreneur is an innovation in the credit scenario of Prime
Bank. Here are the main activities of Prime Bank described briefly.
4.8.1 Commercial Banking:
Prime Bank is largely involves in Commercial Banking operation. Besides
providing quality services to customer, priority has been given to expand free-
generating business and low-risk products.
4.8.2 Corporate Banking:
Prime Bank Limited(PBL) branded itself as a country’s leading corporate base by
providing a wide range of financial services, products and offering specialist
advice to corporate clients to meet assorted demands of shifting market scenario as
well as emerging markets. PBL has enhanced its footprints into Edible Oil
Refinery, Vessel Financing, Packaging, Food, Power, Construction, Glassware,
Healthcare, Renewable Energy, Plastic Polymer, Telecommunications, Agro
business like Poultry, Livestock, Fisheries, Food Processing etc., in addition to
traditional industries like RMG, Steel, Pharmaceuticals, Textiles, Ship Breaking &
Trading Sector.
Corporate Banking Division provides services to its corporate clients through six
wings namely
(i) Headline Banking Business Group,
(ii) General Credit Unit,
(iii) Export Finance Unit,
(iv) Structured Finance Department,
(v) Lease Finance Unit,

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 (vi) Corporate Liability Marketing and
(vii) Cash Management Unit.
The Bank’s corporate division department has successful in developing project
finance business, and the Bank has been involved in many key project finance
operated in Bangladesh. The initiatives include an independent review of all credit
proposals by Credit Risk Management Department and use of Credit risk
Grading system to improve objectivity in the evaluation of credit proposal.
4.8.3 Retail Banking:
Retail Banking Division plays a momentous role in the Bank by securing large
base customers, deposits and lending. Through delivery channels like Asset &
Liability Teams, Retail value Center, Premium Banking, Service Quality and
Payroll Services, the Division wires the changes in the Retail Banking Business.

2004 showed the tremendous value of breadth and diversity of division’s earning
profile, and it has seen continued evidence of the strong fundamentals which are
essential for long term growth.
The Bank has a network of One Hundred Forty (140) Branches in the country. The
Bank has sharply focused on key customer segments to profitable deliver a well
tailored set of products and services through expanded distribution channel with
high levels of efficiency and productivity. Prime Bank has well distributed network
of ATM and POS (Point of Sale) terminal giving customer unmatched
convenience. Payment of utility bill, credit card, personal loan and any purpose
loan etc has contributed largely to expand Retail Banking.

Retail Asset Position for last five years is furnished under:

Year BDT in Million Growth is 3.62 % in
2010 9,293.50 2014 compared to 2013

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 2011 10,936.40
2012 11,303.30
2013 12,138.30
2014 12,577.20
Source: Annual Report 2014
Retail Asset as on 31 December 2014:
Items Amount
Loans & Advances BDT 12,577.20 Million
My First Account Holders 51,826 Nos.
Savings Account Holders 620,381 Nos.
Deposit Schemes 205,354 Nos.
Shukonna Account Holders 4,518 Nos.
CASA Accounts 32,773 Nos.

4.8.4 Islamic Banking:

Prime Bank has started its Islamic Banking operation through its first Branch being
inaugurated at 19, Dilkusha C/A, Dhaka on 18 December 1995. Since then it has so
far has established four more Branches at different locations in the Country.

Prime Bank enjoys a very strong brand image in the Banking Sector and the Bank has
a very good market reputation and its Islamic Banking Business also has proved to be
superior compared to others and also its own conventional system. Its Islamic
Banking Market Share and Growth Rate is the highest among the Conventional
Banks having Islamic Banking Branches.

Objectives of launching Islamic Banking operation in Prime Bank Limited are:

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  To cater to the needs of customers who want to have services in Islamic
Modes;
 To introduce the partnership concept of business operations;
 To arrange for ensuring justice in distribution system- use of funds
 To introduce wealth maximization concept through profit /loss sharing
system in business and investment;
 To provide products and services free from interest suited to the needs of
customers and establish justice in the society.
 To give importance to the sentiment of the people, majority of whom are
Muslims and are akin to the Islamic financial system;
 To help distressed people develop their financial standing through Islamic
Banking operation mechanism;
 To do other acts ancillary to the establishment of exploitation free society.

4.8.5 Service Portfolio under Islamic Banking:

Prime Bank provides the following services under Islamic Banking:
Deposit
Investment
Foreign Trade
Remittance and Fund Transfer

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4.8.6 Unique features of Islamic Banking Branch:
There are some features that are unique from all other Branches of Prime Bank
limited. These are point out below:
 All activities are conducted according to Islamic Shariah.
 Interest free monetary operations.
 To accept deposits on Mudaraba & Al-Wadeah basis.
 To contribute in achieving the ultimate goal of Islamic economic system.
 To establish a welfare-oriented Banking system.
 To play a vital role in human development and employment generation.
 To contribute towards balanced growth and development of the country
through investment operations particularly in the less developed areas..
 Building partnership relation between the Bank and its customers.
 To establish participatory Banking instead of Banking on debtor-creditor
relationship.
 Following Islamic principles in its investment portfolio.
 While investing special consideration to social needs is given.
 Through small and long term deposit schemes providing hope to the poor
income group of the society.
 Client service centric Banking, through which making the clients feel
special.
 Conduct welfare activates etc.
 To extend co-operation to the poor, the helpless and the low-income group
for their economic enlistment

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4.9 Major activities under Branch Banking:
4.9.1 Introduction:
A Bank is a financial institution which takes deposits money from surplus economic
unit & provides lending to the deficit economic unit. It plays an important role for
developing economic growth in a country & it is a largest mobilizes of surplus
domestic savings. The operational procedure of Islamic Banking Branch is mainly
serve three major activities for their customer effectively and efficiently. These are:
General Banking
Loans and advances
Foreign exchange
These are discussing below:
4.9.2 General Banking:
A Bank is a financial institution which takes deposits money from surplus economic
unit & provides lending to the deficit economic unit. General Banking is the main
part of every Commercial Bank.
General Banking department offer many products for their customers. These are:
Current Deposit Account
Saving Deposit Account
Short Term Deposit Account
Fixed Deposit Account
Contributory Saving Scheme
Monthly Benefit Deposit Scheme
Special Deposit Scheme
Educational Deposit Scheme
Foreign Currency Deposit Account
Non-resident Taka Account
Non-resident Foreign Currency Deposit Account (NFCD)

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 Non-resident Investors Taka Account (NITA)
Prime Bank Insured Fixed Deposit Scheme
Prime Bank Money Scheme
Multi Currency Account
Credit Card ( Master card & VISA)
4.9.3 Opening an account:
Bankers and customer relationship established through opening an account. It
binds the customer & Banker into a contractual relationship. There are two types of
account.
Deposit account
Loan account
Generally account opening means to open a deposit account. When a customer
want to open a Bank account the Bankers has to maintain some common principles
& procedure from & he/she have to field those prescribed form & have to attach
their organizations documents.
4.9.4 Different types of account:
The total deposits held by the Banker are broadly divided into demand deposits &
time deposits. PRIME BANK LIMITED is maintaining the major accounts for
deposit mobilization.
The different types of accounts are as followed:
4.9.5 Demand deposit:
Under demand deposit clients can withdraw his or her money any time without any
prior notice. At present Prime Bank Limited offers three types demand deposit
such as:
Current account
Savings accounts
Short term deposit account

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4.9.6 Current account:
This scheme is of the nature of demand deposit. No interest is allowed on
this deposit. This account has cheque facilities & balances are transferable.
4.9.7 Savings account:
Deposit on this account is self-explanatory & generally emanates from the
individuals. A portion varying from time to time has saving deposits
Constituted demand deposit. Under this scheme Bank pays 5% to 7.50% interest
rate to the clients.
4.9.8 Short term deposit account:
The characteristics of short term deposit and current deposit are same. Here clients
have to hold money for some period of time & the volume of the deposit will be
large than current account. Under this scheme interest rate is 5.5%.
4.9.9 Term deposit:
In case of term deposit client can withdraw his/her money offer specific period of
time. Prime Bank Limited offers following kinds of term deposit:
4.9.10 Fixed deposit receipt (FDR):
This is classified by period of maturity & is exclusively time deposit. Under this
scheme there are some terms & conditions as follows:
 Minimum deposit of this scheme will be 25,000.
 Age limit for the deposit should be 18 to 25.
 Insurance coverage is provided up to Tk. 20 lac.
 The range of interest of this scheme is 12.00% currently.
 The minimum time for this scheme is 1 year.

In case of FDR scheme PRIME BANK LIMITED deals with following terms
deposit:
Term Interest rate
1 Month 7.00%

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 3 months 8.00%
6 months 8.00%
1 year 8.50%
If the customer can not withdraw his money after the maturity period then it will be
auto renew for next period.
Mudaraba Term Deposit
Term Interest rate
1 Month 7.00%
3 months 8.00%
6 months 8.00%
1 year 8.50%

4.9.11 Special Deposit Scheme:

This is deposit scheme where an instrument is issued for the full certain amount.
The scheme is specially designed to provide for children education, marriage and
old age security. It will create good opportunities for attractive investment of
provident fund, trust fund, reserve fund/security fund of institution and
organizations. It will also provide for the wage earners towards investment of their
fund.
 Online Banking
The Bank has set up Wide Area Network (WAN) across the country within
its all Branches to provide online Branch Banking facility to its valued
customers. The service named “PRIMELINE” has opened up several
possibilities of improved customer services. Under this facility client of one
Branch are able to do Banking transaction at any other Branch of the Bank.
The Bank hosted its web site to facilitate dissemination of information about
the Banking services and facilities of PRIME BANK LIMITED all over the
world.

32
  Information Technology in Banking Operation
PRIME BANK LIMITED has adopted automation in Banking operation
from the first day of its business. The main objective of this automation is to
provide efficient and prompt services to its valued clients.
 SWIFT Services
PRIME BANK LIMITED is one of the first few Bangladeshi Banks to
obtain membership of SWIFT. SWIFT is members owned co -operates,
which provides a fast and accurate communication network for financial
transactions such as letters of credit, fund transfer etc. By becoming a
member of SWIFT, the Bank has opened up possibilities for uninterrupted
connectivity with over 5700 user institutions in 150 countries around the
world.
4.9.12 Deposit Mix:
At the end of 2014, total deposit stood at Tk. 204,838 million which was Tk
201,907 at the end of 2013. The Bank collected those deposits through different
deposit schemes.
Deposit mix as on December 31, 2014 was as follows:
Serial Items Outstanding Taka Growth
(in million) over %
2014 2013
1. Current and other deposits 28,490 27,407 3.95%
2. Bills payable 2,493 2,081 41.42%
3. Savings 25,106 21,126 18.84%
4. Special Notice Deposits 14,013 15,097 -7.18%
5. Fixed Deposits 87,881 90,251 -2.63%
6. Scheme Deposit 46,405 45,945 1.00%
Total 204,838 201,907 1.45%
Source: Prime Bank’s Annual Report 2014.

33
Types of DPS:
Prime Bank limited offers various deposit schemes for the customer that are vary
much popular. This deposit schemes make Prime Bank limited attractive for their
customer. These are as follows:
Lakhopoti Deposit Scheme
Contributory Saving Scheme
Double Benefit Deposit Scheme
Prime Millionaire Deposit Scheme
Haji Savings scheme
Education Savings Scheme
Lakhopoti Deposit scheme:

This is the most popular deposit scheme of Prime Bank limited.

On the basis of monthly installments and maturity period the total money received
by the depositor are following:
Monthly installment
Maturity period Total money after maturity
(Taka)
250 15 years 100000/-
500 10 years 100000/-
1285 5 years 100000/-
2400 3 years 100000/-
Contributory savings scheme:

The terms and conditions of this scheme are following:

 Minimum size of the monthly installment shall be Tk. 500/- and multiples of
Tk. 1000/-. Maximum installment size shall be Tk. 25000/-.
 The deposit shall be a period of 5 years.
 Lump sum amount shall be paid after maturity or monthly pension shall be paid
for the next 5 years according to the size of deposit.

34
Double benefit scheme:
The terms and conditions of this scheme are following:
 The scheme shall be implemented through all of our Conventional Banking
Branches.
 Deposit of TK 25000/- (Taka Twenty five Thousand) and multiples thereof
but maximum limit of Tk. 25, 0000/- (Taka Twenty five lac) at a time will
be acceptable under the scheme.
 The instrument shall be issued for 6 Years 6 Months term.
 At maturity after 6 Years 6 Months double the amount of deposit will be
paid to the depositor.
 Income must be paid on the interest income up on the fixed amount.
Prime Millionaire Deposit Scheme (PMDS):
The terms and conditions of this scheme are following:
 Monthly installment will be Tk 12,465/7,890/4,570 for the period of 5/7/10
ears respectively.
 According to the installment size and duration of the deposit, the terminal
value will be Tk.10.00 Lac.
 Income must be paid on the interest income up on the fixed amount.
A chart in this regard along with monthly return is furnished below:
Size of Investment period After the investme- Monthly Return /
monthly (Approximate in nt Period the termi- Pension Amount ( in
deposit year) nal value of the Taka)
(in Taka) Scheme ( in Taka)
12,465.00 5 1000000.00 @21,748/month(5years)
7890.00 7 1000000.00 @17,137/month(7years)
4570.00 10 1000000.00 @13,786/month(10years)

35
Hajj Savings Scheme:
The terms and conditions of this scheme are following:
 Hajj Savings Account can be opened in the name of the individual only.
 Deposits in this account are received on the basis of Mudaraba principle of
Islamic Shariah.
 Persons eager to perform Hajj within the period of 1 to 5 years may build-up
savings by monthly installment to the amount of Hajj expenses for a
particular year.
Education Savings Scheme (MESS):
The terms and conditions of this scheme are following:
 The Scheme shall be implemented through all of our Branches.
 Deposit of TK. 50,000.00/- and multiples thereof but maximum limit of TK.
5, 00,000.00/- (Taka five lac) at a time will be acceptable under the scheme.
 A specially designed Receipt shall be issued for the deposit under the
Scheme in the same manner as issued in case of MTDR.
 The instrument shall be issued for 5 years term.
4.10 Despatch by the Branches:
Despatch by the Branches is two categories. These are:
Inward mail
Outward despatch
Inward mail:
Inward mail is two types such as:
Inward mail
Inward telegram

36
Outward despatch:
Outward despatch includes the following items:
Outward mail
Hand delivery
Ordinary mail
Registered post &Postage stamp
4.11 Loan and Advances:
Loan and advance is an important part of a Bank. Deposit extraction and credit
extension is the basic function of a Bank. Proper credit management is the crying
need for a Bank. So every Bank follows some policy of direction, monitor, smooth
approval and review of lending operation for the proper credit management. IBB,
Mirpur continued to extend its credit facilities to industries, trade and commerce,
productive and priority sectors and to small and medium enterprise, within the
policy guidelines of the Bank and Bangladesh Bank.
Prime Bank offers various loan products for their customer. These are as follows:
SME credit scheme.
House building financing scheme.
Hire purchase.
Secured Overdraft.
Lease financing
Consumers’ credit scheme
Loan against shares and securities
Prime Bank master card credit card
Prime Bank visa card credit cards
Import financing
Export financing
Industrial and project financing

37
 Financing scheme for Contractors
Computer software financing scheme
Working capital financing
Securities:
Securities are vary essential for implicit in the credit decision. The Bank for
creation of Loan requires following securities:
Loan.
Machinery’s.
Security Papers.
Band Sanchaypatra.
Personal Guarantee.
Ownership for vehicles.
Bank guarantee etc.
Different form of advances:
Depending on the various nature of financing, all the lending activities have been
brought under the following major heads:
 Loan (General):
Short term (for 1 year), Medium term (for 1 to 3 years), Long term loans (for 3
years and above) allowed to individual/ firm/ industries for a specific purpose but
define period & generally repayable by installments.
 Housing building loan (General):
Under these types the amount is repayable by monthly installment within a specific
period. The advances are known as HBL loan.

38
  House building loan (Staff loan):
Loan allowed to Bank employees for purchase/ construction of house is known as
staff loan.
 Cash Credit:
Cash credit is a continuous form of debit and credit up to a limit with an expiration
date. Here interest charge is normally made as a percentage of the value of
purchases, depending on the nature of this term cash credit is divided in to 11
pledge and hypothecation.
 Secured Overdraft:
Advance allowed to a customer’s current account at the Bank permitting him/her to
overdraw up to a certain agreed period to a certain limit.
 Payment against document:
It is an interim advance with import and is generally liquidated shortly against
payment usually made by the party for retirement of the documents for release of
imported goods from the customer authority.
 Export credit:
These types of facilities are provided to facilities export of all items against
Confirmed export order and also accommodate under the head “Export credit,
Packing credit and foreign documentary bills purchase.
 Demand loan:
The demand is such types of loan the repayment of which is required to be making
after a format notice, is given to the borrower by the Bank.

39
  Consumer credit scheme:
At present consumer credit scheme is the most popular service oriented customer
based credit scheme, which IBB has been providing to its respected clients. Under
this program IBB offers loan to its clients for buying essential commodities for
consumption purpose that are given below
Car, Motor cycle, Bicycle
Television, VCP, VCR, Radio, Two-in-one camera
Air condition, Air-cooler, Washing Machine
Refrigerator (all types)
Computer, Telephone, Typewriter, Mobile phone, E-mail, Fax
Generator, UPS, IPS, photocopies machine
Furniture

Portfolio of Loans and Advances:

At the end of 2014, Total Gross Credit Risk Exposure was 14,736.67 crores as
on 31.12.2014. The Bank extended its credit facilities to Trade Finance, Project
Loans, Working Capital and Consumer Credit etc. The Prime Bank Limited also
encourages small business groups and offers credit facilities to them. Agriculture
and IT sector both got priority from the Bank in line with national interest. Prime
Bank Limited has also extended long-term loans to a number of projects under
syndicated financing arrangement with other Banks and financial institutions.

40
Total Gross Credit Risk Exposure as on December 2014 is given below:
Serial Sector Taka (in Crore)
1 Secured Overdraft 3,673.74
2 Cash Credit 1821.15
3 Loan (General) 3565.07
4 House Building Loan 360.35
5 LTR 741.59
6 Payments Against Documents 12.42
7 Retail Loan 1255.28
8 Lease Finanve 488.17
9 Credit Card 113.17
10 SME loan 75.91
11 Hire Purchase 616.60
12 Other Loans & Advances 1554.55
13 Bills purchased(Discounted- inland) 305.88
14 Bills purchased(Discounted -foreign) 152.78
Total 14,736.67
Source: Prime Bank’s Annual Report 2014.
Total Industry Type Credit Risk Exposure as on December 2014 is given
below:

Serial Sector Taka (in Crore)

1 Commercial Lending 3161.88
2 Export Financing 752.27
3 House Building Loan 360.35
4 Retail Loan 1255.28
5 SME loan 2005.48
6 Special Program Loan 133.05
7 Staff Loan 0.90
8 Others Loans 221.55
9 Loans to MD/CEO and others 185.47
Total Industrial Loans 6630.43
Source: Prime Bank’s Annual Report 2014.

41
Advances & Accounts as on 31.12.2014
Items Amount
Loans & Advances BDT 147,367 Million
My First Accounts 51,826 Nos.
Savings Account Holders 620,381 Nos.
Deposit Schemes 205,354 Nos.
Shukonna Account Holders 4,518 Nos.
CASA Accounts 32,773 Nos.
Source: Prime Bank’s Annual Report 201
Alternative Delivery Channels
Name of the Service/Product Position on
Sl Started from
at ADC 31.12.2014
1 ATM Machine January 2008 160
2 Atm Card Proprietary April-2008 1,91,000
3 Debit Card- Master Card January 2011 1,85,000
4 Prepaid Card(Dhaka Club) November-2008 905
December-
5 Internet Banking(Altitude) 2009(Handed over to 31,000 users
ADC 12.10.2014
6 SME Banking July 2010 25,000 users
7 Phone Banking July 2010
Gender Diversity among employees:
Gender No. of members Percentage
Male 2265 79.0%
Female 602 21.0%
Total 2867 100%
Source: Prime Bank’s Annual Report 2014.

42
4.12 Foreign Exchange:
Foreign trade operation played a pivotal rate in the overall business development
of the Bank. This involves handling of import and export business through opening
letter of credit, inshore L/C. The Bank established relationship with 30 new
correspondents abroad thereby raising the total number of correspondents to 396.
The import items handled by the Bank included electronic equipment, sports
goods, chemicals, garments, machinery’s fabric accessories etc.
L/C (Letter of credit):
Letter of credit means a credit guarantee from a Bank that a seller’s credit to a
buyer will be honored provided the seller his part of a specified agreement.
Type of L/C according to its characterize and nature:
L/C Aid Loan/ Banter
L/C Cash
Back to Back L/C

Parties of an L/C:
Importer/Buyer
Exporter/Supplier/Seller
Confirming Bank
Advising Bank/ Notifying Bank
Negotiating Bank
Paying Bank / Reimbursing Bank
Issuing Bank
Operating Bank

43
4.13 Customer satisfaction:
Customer satisfaction is important in Banking and represents a key driver of
success and value creation. While Banks are increasingly international in their
outlook (and some have taken important steps to move into developing markets),
for many, their core Retail markets are mature and well Banked with stable and
aging populations.

Banks are restricted to the natural turnover of their client base (capturing new
clients as they mature into the financial services market) or capturing other Banks’
existing clients with a better product, channel or service. Holding on to them once
you have them is even more important.

What then, are some of the most important elements of customer service in the
current market and what has been going right and wrong for the Banks?
Marketing professionals believe that the most important factors for meeting the
expectations of their customers are:

 The provision of a good range of quality products appropriate to the

customers’ needs
 Speed and efficiency in dealing with customer requests and complaints
 A good quality Branch experience.
This can be explained under the headings of:
Channel
Product
Personal service

44
Channel:

A major dimension of customer service that considered was the range and diversity
of the channels available to Banks’ clients to purchase and service their products.
This is, of course, not what it used to be – what is a pleasing array of choice for the
clients can be a demanding operational problem for the Banks as telephone
Banking (in a variety of flavors), Internet Banking, Branches and ATM networks,
all need to be coordinated and managed.

 Branch networks
In the midst of the technology boom the Branch network retains a very strong
position as the second most important channel to market. Indeed, after a long
period when Bank Branches have been the poor cousins to the more glamorous
technical channels, they are enjoying something of a renaissance.

 Internet Banking
Internet Banking is the most important channel of clients, the results of the KPMG
International 2004 consumer survey (Banking beyond borders), which found that,
apart from price, good Internet Banking was the most important feature of
European consumers’ Banking relationship. While the Banks’ overall performance
in this area is seen as strong, opinions were heavily divided.

 Telephone Banking
KPMG Research shows Banks believe their clients’ place a higher value on their
personalized telephone Banking services than on their automated systems.
Personalized telephone Banking support was seen to be as important as the Branch
and ATM networks in the delivery of good customer service.

45
Product:
Product is one of the most important drivers of Bank strategy. Banks anxious to
gain access to new product areas have spent billions. Strategic alliances have come
and gone and the Bank assurance model has been in and out of fashion on more
than one occasion.

All this strategic angst is apparently for good reason, as the provision of a good
range of products was confirmed in the survey and commentary as one of the most
important determinants of customer satisfaction. Innovative and increasingly
tailored products are seen as key differentiators in Banking industry.

Personal service:
Respondents were asked to rank and comment on a number of the people issues in
the delivery of good quality customer service, such as the importance of friendly
and courteous Bank staff, speed and efficiency in handling complaints and
efficiency in dealing with customers’ requests. These softer factors were seen as
the most important elements of good customer service but are also some of the
areas where Banks, by their own assessment, are under-delivering. Respondents
appear genuine in their desire to build a closer, trusting relationship with their
clients. While a strong brand and reputation for financial solidity and stability can
help with the trust issue, there seems to be a new willingness to rely on front line
staff to build the Bank’s relationship with their clients. Training, in both technical
issues and relationship skills, is very important. Getting the basics right’ is
viewed as the most important element of customer service.

46
Satisfaction is a term, which differs from person to person. Expectation of
customers increases as time passes. Evaluating whether customers are satisfied is
very difficult. Every person has different perception about the same job. An
example from my real experience I used to receive cheque from the customers
some of the customers were satisfied even if I take 5 minutes some were not
satisfied even if I take 1 minute. This example explains that satisfying customer is
a difficult task. The process of evaluating customer satisfaction involves
questionnaire and direct interview of customers. These questions include some
close ended and open-ended question. Questionnaires were distributed among
different customer to receive their feedback.

47
48
5. Questionnaire Findings and Analysis

ANALYSIS
After getting all the data from the clients I have analyzed through SPSS software
using different statistical tools to find out the satisfaction level of the customers.
Mainly I have used the popular tools for measuring satisfaction of the customer is
standard deviation, frequency analysis, cross tabulation.
Descriptive Analysis:
Frequency Table
Physical Facilities
Satisfaction level Frequency Percent
Disagree 3 6
Agree 40 80
Strongly agree 7 14
Total 50 100
Source: field survey, May 2015

Physical Facilities

Disagree
Agree
Strongly agree

Interpretation: From the table and chart we can say that 6% customer disagree with
the parameter. 80% customers are agreed with this. Here 14% customers are
strongly agreed with this. Which indicate that prime Bank’s physical facilities are
visually appealing.

49
 Modern Technology
Satisfaction level Frequency Percent
Disagree 1 2
No comment 3 6
Agree 33 66
Strongly agree 13 26
Total 50 100
Source: field survey, May 2015

Modern technology

Disagree
No comment
Agree
Strongly agree

Interpretation: From the table and chart we can say that only 2%customer disagree
with this parameter. 66% customers are agreed with this. Here 26% customers are
strongly agreed with this. 6% customer does not make comment. Those indicate
that prime Bank’s uses modern technology to serve the customer.

50
 Safely transaction
Satisfaction level Frequency Percent
Disagree 5 10
No comment 3 6
Agree 31 62
Strongly agree 11 22
Total 50 100
Source: field survey, May 2015

Safely transaction

Disagree
No comment
Agree
Strongly agree

Interpretation: From the table and chart we can say that only 10% customer
disagree with this parameter. 62% customers are agreed with this. Here 22%
customers are strongly agreed with this. 6% customer does not make comment.
Those indicate that people feel safe in their transaction with prime Bank limited.

51
Errorless account service
Satisfaction level Frequency Percent
Disagree 11 22
No comment 8 16
Agree 27 54
Strongly agree 4 8
Total 50 100
Source: field survey, May 2015

Errorless account

Disagree
No comment
Agree
Strongly agree

Interpretation: From the table and chart we can say that only 22%customer
disagree with this parameter. 54% customers are agreed with this. Here 8%
customers are strongly agreed with this. 16% customer does not make comment. so
prime Bank limited provides errorless account services.

Updated Deposit scheme

52
Satisfaction level Frequency Percent
Disagree 18 36
Strongly disagree 2 4
No comment 12 24
Agree 15 30
Strongly agree 3 6
Total 50 100
Source: field survey, May 2015

Updated Deposit scheme

Disagree
Strongly disagree
Agree
Strongly agree
No comment

Interpretation: From the table and chart we can say that only 36% customers
disagree with this parameter and 4% customer strongly disagree with this. 30%
customers are agreed with this. Here 6% customers are strongly agreed with this.
24% customer does not make comment. So prime Bank limited provides updated
deposit scheme.

Updated credit scheme

Satisfaction level Frequency Percent

53
 Disagree 3 6
No comment 30 60
Agree 12 24
Strongly agree 5 10
Total 50 100
Source: field survey, May 2015

Updated credit scheme

Disagree
No comment
Agree
Strongly agree

Interpretation: From the table and chart we can say that only 6% customers
disagree with this parameter and 24% customer agree with this. Here 10%
customers are strongly agreed with this. 60% customer does not make comment.
So prime Bank limited provides updated credit scheme.

54
 Service in Time
Satisfaction level Frequency Percent
Disagree 23 46
Strongly disagree 1 2
No comment 8 16
Agree 16 32
Strongly agree 2 4
Total 50 100
Source: field survey, May 2015

Service in time

Disagree
Strongly disagree
No comment
Agree
Strongly agree

Interpretation: From the table and chart we can say that 46% customers disagree
with this parameter and 16% customer agrees with this. Here 4% customers are
strongly agreed with this. 16% customer does not make comment. So prime Bank
limited provides timely service.

55
 Hassle free Service
Satisfaction level Frequency Percent
Disagree 17 34
Strongly disagree 9 18
No comment 7 14
Agree 15 30
Strongly agree 2 4
Total 50 100
Source: field survey, May 2015

Hassle free service

Disagree
Strongly disagree
Agree
Strongly agree
No comment

Interpretation: From the table and chart we can say that 34% customers disagree
with this parameter and 30% customer agrees with this. Here 4% customers are
strongly agreed with this. 14% customer does not make comment. So prime Bank
limited provides hassle free service.

56
 Behavior of Employee
Satisfaction level Frequency Percent
Disagree 1 2
No comment 5 10
Agree 32 64
Strongly agree 12 24
Total 50 100
Source: field survey, May 2015

Behavior of Employee

Disagree
No Comment
Agree
Strongly agree

Interpretation: From the table and chart we can say that only 2% customers
disagree with this parameter and 64% customer agree with this. Here 24%
customers are strongly agreed with this. 10% customer does not make comment.
So customers accept the behavior of the employee.

57
 Co-operative to customer
Satisfaction level Frequency Percent
Disagree 2 4
No comment 3 6
Agree 33 66
Strongly agree 12 24
Total 50 100
Source: field survey, May 2015

Cooperative to customer

Disagree
No comment
Agree
Strongly agree

Interpretation: From the table and chart we can say that only 4% customers
disagree with this parameter and 66% customer agree with this. Here 24%
customers are strongly agreed with this. 24% customer does not make comment. It
is really good for prime Bank because majority of the customer say that employees
are cooperative to their customer. So, it is a positive side for the prime Bank.

58
Overall customer satisfaction:
Satisfaction level Frequency Percent
Disagree 83 16.6
No comment 79 15.8
Agree 255 51
Strongly agree 71 2.4
Total 500 100
Source: field survey, May 2015

300

250

200

Persent
150
Frequency

100

50

0
Disagree No comment Agree Strongly agree

Interpretation: From the chart we see that, 14.2% people are strongly agreed the
entire question. 15.8% people do not make any comment. 16.6% people disagree
with the question, 2.4% people are strongly disagreed with the question, but we
can see that 51% people are agreed with the questions. So it really good scene for
any Bank. So, majority of the people like the prime Bank. According to the chart it
is clear that the market position of the Bank really good. Some of the factors where
people are not really satisfied. PRIME BANK LIMITED should work on this
sector.

59
 Findings Summary
The findings of the study-

 In case of physical facilities 30 respondents think that it is good 7

respondents are satisfied with the physical facilities but 3respondents are
dissatisfied they think the Bank should increase the physical facilities. So,
the condition of physical facilities of prime Bank is good.

 Use of modern technology, 33 respondents think prime Bank is in right track

13 respondents are highly satisfied with modern technology. So, it is good
sign for the Bank.

 In case of safely transaction 31 respondents are happy 11 respondents are

happier but 5 respondents think the Bank need to improve the system of
safely transaction with more confidential.
 In case of errorless account opening 27 respondents think it is ok but 11
respondents are not agree with it and it is considerable and other are
satisfied.

 In case of update deposit scheme 18 respondents think it is not update 15

mind that it is ok, 12 respondents did not give their opinion.

 Update credit scheme of prime Bank is really difficult to measure because

most of the respondents do not give their opinion.

 In case of timely service 23 respondents are not satisfied with the service but
16 respondents are agreeing with the current services.

 In case of hassle free service most of the respondents faced the problem. So,
the Bank needs to take more care about it.

 Behavior of the employees in prime Bank is good and maximum number of

respondents is agreeing with it.

 Most of the respondents think employees are very much co-operative.

60
61
6.1 Conclusion:
It was great pleasure for me to do my internship in a reputed organization like
Prime Bank Limited. Though my practical exposure in PRIME BANK LIMITED.
IBB, Mirpur for just three months. It provides me a wide range of scope to observe
the different functions of the Bank through the cordial assistance of its members. I
had the scope to observe the functions focused on customer relation. This is a vast
area; I had opportunity of observing the activity of all the departments. I worked
mainly in the front line.
I think that, management should appoint at least few employees in all the
departments. As, I have seen from my practical experience that many customers
wait for a long time for any service as they see that the concerned officials are
doing their best to meet the requirements of the customers. Some of the IBB’s
current employees do not want to understand customer wants quality service at
minimum possible time.
PRIME BANK LIMITED should arrange some training programs, which will help
its employee to improve their quality and speed of the service. If PRIME BANK
LIMITED think customers are bound to come to us even if we behave like a
government Bank, they are wrong. They should understand time of old days
Banking is over. PRIME BANK LIMITED management is now sleeping they must
wakeup to save its current position otherwise somebody else will take away its
position.
With some limitation, what I have observed is the Bank has the vision to be the
best private Commercial Bank in Bangladesh in terms of efficiency, capital
adequacy, asset quality, sound management etc.

62
The Branch is maintaining a well-structured communication from top to bottom
level. Each official should be valued treated as a part of the Bank and they must
have the privilege to devote themselves for the betterment of service of the Bank.
Prime Bank places utmost importance on managing credit risk. The whole process
includes management of credit risk, foreign exchange risk, prevention of money
laundering, asset liability management, internal control and compliance. They
should modernize themselves to always have the bigger pie of the cake meaning to
hold the top position. All it took to grow is having satisfied customers. So PRIME
BANK LIMITED should satisfy its customer with all possible effort and the
customer service quality of Prime Bank Limited is better than all other local Bank
in Bangladesh.
6.2 Recommendation:
I exercised practical exposure in Prime Bank Limited Retail Banking Division,
Prime Bank Limited, Gulshan Avenue, Dhaka for just three months, with my little
experience in the Bank in comparison with vast and complex Banking system, it is
very difficult for me to recommend. I have observed some shortcomings regarding
operational and other aspects of their Banking. On the basis of my observation I
would like to recommend the following recommendations-
 In case of account opening a considerable error may occur so employees
need to take more training to mitigate it.
 The prime Bank needs to update its deposit scheme because most of the
respondents are not satisfied with it.
 On the basis of my observation the Bank need to update its credit scheme
because most of the respondents are not interest about the tropic.
 Timely services given by the prime Bank is not satisfactory so it is highly
recommended to improve timely service.

63
  Hassle free Banking service in prime Bank need to ensure because it is
competitive market.

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Madura, Jeff “1967 Financial markets and institutions” Journal of finance

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Cronin, J. and Taylor, S., 1992 “Measuring SQ: a re-examination and

extension”, Journal of Marketing, Vol. 56, July, 55-68.

Gronroos, C., 1984, “A SQ model and its marketing implications”, European

Journal Marketing, Vol. 18, pp. 36-44

Howard, J. and Sheth, J. 1969, The Theory of Buyer Behavior, John Wiley
& Sons, Vol.15,pp.12-14

Oliver, R.L., 1997, “Satisfaction: A Behavioral Perspective on the

Consumer, “McGraw-Hill, New York, and NY

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Quality, Free Press, New York, NY

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Aldershot

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Strandvik, T. (1994), Tolerance Zones in Perceived Service Quality,
Swedish School of Economics and Business Administration, Helsinki.

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implications”, European Journal of Marketing, Vol. 18 No. 4, pp. 36-44

www.bangladesh-Bank.org 31/12/14
www.primeBank.com.bd 31/12/14

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 Questionnaire

Dear Respondent,

I Md. Abul Kashem, student of EMBA Program, Department of Finance &

Banking of Islamic University, Kushtia am conducting a survey on “Customer
Satisfaction in Prime Bank Limited’’ as a partial requirement for EMBA Degree.
Your participation and cooperation in this regard is very important. Information
provided by you will be used only for academic purpose and confidentiality will be
maintained.

Please read the following statement about prime Bank limited carefully and tick
mark to provide your opinion.

Where: 5=strongly agree, 4=Agree,3=No comment, 2=Disagree, 1=strongly

Disagree.

Statements 5 4 3 2 1
1 Prime Bank’s physical facilities are visually
appealing
2 PRIME BANK LIMITED uses modern
technology to serve the customers
3 You feel safe in your transaction
4 PRIME BANK LIMITED provides error less
service
5 PRIME BANK LIMITED provides update
deposit scheme to the customers
6 PRIME BANK LIMITED provides updated loan
products to the customers
7 PRIME BANK LIMITED provides services
within the time promised
8 PRIME BANK LIMITED provides hassle free
services
9 The behavior of employees of PRIME BANK
LIMITED is satisfactory

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Personal information:

1. Name………………………………………………
2. Gender Male Female
3. Age below 25 25-35 35-45 45-Above
4. Occupation-
A) Business B) Service Holder
C) Student D) House wife
E) Others

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