Zenin - In.13.11.20100

CHAPTER 1
Problem Definition
1.1 Background of the Research

The Better Client Service provides a forum for businesses to self report their experiences with Client transactions as well as search for Client ratings given by other businesses. By doing this, businesses are able to build a store of information regarding how specific Clients have performed compared to their business commitments. This effort is collaboration between businesses to better inform themselves of Client behaviors both positive and negative. Their Clients have been able to reduce their risks for decades through their access to The Better Business Bureau. Now, the better Client Service gives a ad firm an even greater ability to help protect themselves from Clients with poor intentions. It is the opinion of the better Client Service that all Clients are not equal. Many businesses have contracted to work with a Client in good faith to find that the Client's expectations or intentions are not what they have represented. Many businesses end up wishing that they had never agreed to work with a Client once the work has started. Determining this after significant time or money has been invested, is a poor way of doing business that leads to lost profits and much frustration.
1.2 Problem Statement

Before purchasing any product customers think about the product or service quality and price of the product or service. When the customer decides to purchase a product they want to pay minimum amount of money for getting maximum benefit of product or service. Price is focused that how much benefit customer will get from buying the product or service. Thats why company sets the price on customers expectation and value of the product or service. But some times customers expectations and price of the product or service do not match. The reasons are given below: If the customers are not aware If the product or services are not available to customer If competitor provides same product or service at a low price
High prices but low benefit No differences from same industrys product or service
To set the price one has to know about the classes of target group, target area, Client income level and collect information about their buying behaviors. Know about the competitors pricing policy and their product or service quality. To stay in a batter position in competitive market, organizations have to know and consider about some factors. Like- changes in political and economical condition of the country, culture and rituals, competitors selling process etc. Company has to gather knowledge about these factors before setting the price. Sometimes customer may face problem in term of communication with his vendor. The firm may not aware about the matter. To attain customer satisfaction & fixing price with the client demand it is difficult to maintain the quality of the products.
CHAPTER 2
Introduction
2.1 Introduction
Advertising is the promotion of a product or service and is extremely pervasive in contemporary society. To maximize sales, companies will pay a premium for wide exposure through the mass media. Advertising space is common, but not restricted to these realms; billboards, public transportation, movies (product placement), schools, clothing, even bathroom stalls carry ads and the industry are constantly finding new ways to advertise. The United States has the largest advertising market, accounting for half of the world's advertising expenditures. Japan holds a secure second place over Germany and the United Kingdom but still at less than one fifth of the U.S. total. In Bangladesh there are some advertising firms which are doing well in their respective fields. They have continued to come up with a constant performance over the years. These advertising firms not only show their performance in case of advertising but also they have explored areas such as Event. Spellbound founded in 2008, to make a distinction mainly in the field of graphic design & printing. Spellbound is one of the most respected law firms in the nation. Spellbound provides legal advice to mostly corporate clients. Spellbound is young but experienced. With a short time Spellbound is fully flourished as a communication & advertising agency in bangladesh. Spellbound has their own in-house, multi-general creative staff hub that includes full-time copy writers, designers & marketing specialists. Spellbound have multiple people on hand with different styles to provide our clients with more choices & better execution of their plans in areas of concept development & design, printing, production, advertising & event management. Currently, Spellbound is working from its 4000 square feet corporate head-office located at Banani in Dhaka. The company is operating all its activities with 48 permanent office employees. Spellbound view their relationship with their clients as a partnership truly care about the business.
Spellound is now the more growing marketing communication agency servicing a long list of satisfaction. It helps entrepreneurs to expand their markets by integrating new technologies with traditional media. Spellbound has five wings including Communication, Events, Printing, Tour & Wedding. The company is a collaboration of a group of young entrepreneurs that has been on the list of top 10 advertising agencies of Bangladesh, representing more than 50 major clients.
2.2 Objectives
2.2.1 Broad objective The broad objective of the research is to measure client satisfaction of advertising firm in Bangladesh through spellbound.
2.2.2 Specific objectives Specific objectives of the study are as follows: To measure client satisfaction of product of spellbound To measure client satisfaction of distribution of spellbound To measure client satisfaction of marketing promotion of spellbound To measure client satisfaction of price of spellbound To measure client satisfaction of people of spellbound To measure client satisfaction of process of spellbound To measure client satisfaction of physical evidence of spellbound
2.3 Justification of the research

By this research an Ad Firm can know about the customer satisfaction level. They also know about the competitive advantage, competitors growth level and the reasons. They can make decision to set the price, features, quality, packaging, standard & availability of the product or services. After doing the practical type of work that means a real research I gather knowledge.
2.4 Scope of the Study

The main scope of this study is to marketing division side. When we will see this report topic then we can understand that the scope is moderately large. Because we know that clients are the most important part of this kinds of firm and my journey was to measuring the client satisfaction which is given by the organization. There are many advertising firm in Bangladesh. But I work only with one advertising firm. I have taken only the views from fifty clients and there were other clients also those are related with ad firm.
2.5 Limitation
I have tried my best to do this work. But there are some limitations that I have faced during the completion of the report. Time is the first limitation of my research. My research was completed in a short time. So it was difficult to collect more information within a short time. Because of unavailability of secondary data, I have also faced problem to collect these types of data. The respondents were not giving exact answers. Another limitation was cost of the research.
CHAPTER 3
Methodology
3.1 Research Design

There are lots of problems which face a company. And to identify the problem & came up with a Solutions the exploratory research is the best fit. It specifies the details of the procedures necessary for obtaining the information needed to structure or solve marketing research problem. The research is used for investigating the current situations of Client Satisfaction of Advertising Firms in Bangladesh for Spellbound Advertising Firm. This is an exploratory research. The whole report contains the primary data as well as secondary data as well as Qualitative research analysis.
3.2 Population The populations of the research are the people who are related with us. We are doing business & they are also doing business. So its really a tough job for me to contact with all the people who are working in the organization those are mainly spellbound client.
3.3 Sampling Frame

There are some Advertising Firms in Bangladesh. All do not provide same standards to their Client. The people of our country are emotional while buying a product or judging a service with the satisfaction. But I will focus only on the Spell bounds clients.
3.4 Sample Size

The study was conducted for Spellbound. My respondents were the clients of spellbound. I took 50 employees opinions from different clients as my sample size, the questionnaire was distributed to these employees and the percentage of response is 100%.
3.5 Sampling Method For conducting my research I followed two methods in case of data collection. One is primary data collection method another is secondary data collection method. 3.6 Survey Instruments
A structured Questionnaire designed by following the Likert scale used for business research is the main instrument of this survey. 3.6.1 Primary Sources Primary source of data is the clients of spellbound working in different organization. They answered the questions mentioned in the questionnaire and wrote their suggestions. This questionnaire was designed for this survey to identifying the factors related with the process and barriers of clients service.
3.6.2 Secondary Sources
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Spellbound Profile, published and unpublished documents of Spellbound was the source of secondary data. Internet and different websites were also source of secondary data.
3.7 Data processing methodology
Collected data was entered in the research software called SPSS. Using SPSS, Frequency analysis and percentage was calculated for all questions and responses. Finally analysis of total output was used for recommendation or the proposal.
3.8 Significance of the study
The study can be used for training and providing basic information about Client Satisfaction for Spellbound Advertising Firm. With more expertise and modification, the report can be used for further strategies of Spellbound Advertising Firm.
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CHAPTER 4
Organization Part
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4.1 Organizational History

Spellbound founded in 2008, to make a distinction mainly in the field of graphic design & printing. Spellbound Ltd. is one of the leading event management cum marketing solutions firm of Bangladesh. Being a relatively new player in the fiercely competitive market, Spellbound has been able to establish its name amongst the leading firms of its kind within a very short period of time. This has been possible due its strong commitment to deliver the best solution to its clients needs at the most competitive price. Composed of a group of young and enthusiastic marketers, Spellbound Ltd. has always been innovative and effective in its field of work. Based on the company philosophy of Stand Out from the Crowd, Spellbound has always tried to be different from its competitors. This has made possible the realization of the tagline We do Things Magically as the clients would testify. The success of the company has also been influenced by its well-established network of suppliers and affiliates who work side by side with Spellbound to stand up to the expectations of the clients. Spellbound has been successful in developing and maintaining long-term relations with its suppliers as well as the clients. Diversification has been a motto of Spellbound. That is why it has not kept itself limited to only one field of operation. Rather, the focus has been to create an organization that can
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satisfy a wide range of needs of the market. Now, besides event management, Spellbound successfully works in the fields of communication, printings, tourism, even wedding planning. Torai Badha Ghorar Dim, a gifts and souvenir shop, is also run by the company to bring forward the Bangladeshi culture in gift giving. Spellbound Ltd. is a Bangladeshi company which believes in its country and works continuously to promote it around the globe. Spellbound has a sincere interest in promoting Bangladeshi culture and heritage around the world and help in the progress of the country in every way possible. For that reason, the company always springs forward to grab any opportunity that helps the cause of its country.
4.2 Core Competence

Our core competence lies in our strength to develop effective and efficient communication and public relations programs for prestigious clients. Having a skilled creative team and a group of young specialists enables it to develop customized corporate campaigns that stand out in the communication clutter. To ensure smooth operation, Spellbound has affiliated itself with a number of organizations which work as backward and forward linkages for its activities. Combining that with the ability to provide best services at a competitive cost, Spellbound delivers the best value at the shortest possible time.
4.3 Area of Expertise

Being a communication agency dedicated to promotional activities, Spellbound specializes in Advertising and Public Relations. We work for our clients to activate and manage corporate events and campaigns. Besides developing promotional plans and concepts, Spellbound designs and places print and electronic advertisements for its clients. Spellbound has its own individual wings dedicated to communication, activations, printings, tours & wedding planning.
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4.4 Mission, Vision, Value

4.4.1Vision Profit making is not and should not be the only purpose of making business. At Spellbound we build relationship on the basis of loyalty, truthfulness and believe. Being proactive, positive, passionate business partners we go above & beyond, being accountable for every action. 4.4.2 Mission We provide customer oriented service with the passion, pride and finest quality. We listen and learn about the commercial challenges our clients face and goals they wish to achieve with a set target. 4.4.3 Value We value corporate ethics, integrity, creativity, efficient action and encourage motivated employee and team work. Guided by this value we provide superior service to the clients.
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4.5 Organizational Units
THE ORGANIZATION STRUCTURE CEO
Directors
HR/Admn./Finance/Accounts
Marketing Department
Creative Dept
Operation Department
Graphics Dept.
16 Information
Senior Executive / Executive
Office Staff
4.6 Strategic Development

The strategic development will be conducted by M Sadequl Arefeen. He is currently working as the Chief Executive Officer (CEO). He will be coordinating the strategic planning as well as the event planning for the BEACH KABADDI 2010 4.6.1 Operations M. Iftekharul Islam is coordinating with the operations of the event. The activation and implementation will work prior to this event till event day with him. The operational activities will be supervised. Mr. Iftekharul Islam is currently working as the Head of Operations 4.6.2 Creative MH Mishu is act as the head of the creative team and implementation before production. He is currently the Head of Creative of Spellbound. He with his team members will implement the whole creative idea and needs for this event. 4.6.3 Accounts & Finance Mr. Toufiqul Alam will be coordinating with the finance related issues from Spellbound. 3-4 executive members will be working as his subordinates to run the regular basis. On a need basis more people will be hired to supervise this event.
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4.6.4 Project Coordinator The project will be coordinated by Anawar Hossain Chowdhury, Chief Coordinator, Spellbound. He will be the key personnel for this event. For any query or information he will act as the key personnel. Contact: Anawar Hossain Chowdhury Chief Coordinator Spellbound Mobile# 01711884422, Email anawar@spellboundbd.com Office Address: House # 121, Road # 19/A, 2nd floor Tel : 02 9887355, Email info@spellboundbd.com4.7 Logistics Support Spellbound has a good reputation of providing event support very effectively. We have already completed many activation and events including Dhaka Chamber of Commerce 50 years celebration, Center for foreign affairs Studies(CFAS),UNDP, UNYSAB, Save the children, FORD Launching, Warid logo re-launching, CAPEP CE Workshop 2008 (Chevron), Taste of Dhaka 2008, IFAWPCA Convention 2009, BACI Int. Construction Exhibition 2008. Currently we are also supporting some organization their logistics requirements in a regular basis. We have a strong and capable team who works regularly for us; as well as we have a back up team to help in times of need.
4.8 Resource support

Due to the diversified involvement in different sectors with individual wings including wedding planning, gift shop, we have a very strong support of resources which includes flowers, gift items, car rental services, venue bookings, food supply, decoration, etc.
4.9 Current and Previous Successes Of Spellbound
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We have been able to create a rather large pool of satisfied clients who keep their faith in us to cater to their needs. Our clientele includes government and non-government organizations, multinational companies as well as international agencies. The diversified natures of business that we cater to are a testimony of our ability to work equally efficiently for various business sectors in a dynamic and demanding market. A brief list of our clients is provided below: HSBC Association DCCI- Dhaka Chamber of Commerce & Industries BACI- Bangladesh Association of Construction Industry BGMEA- Bangladesh Garments Manufacturing Exporters Association Dhaka Mohanagar Shomity CFAS- Center for Foreign Affairs Studies Companies Runner group of companies Aamra Group Lafarge Surma Cement Limited Fortuna group Bakul Group Project Builders Limited Shanin Group Quazi Group Label Tex Limited Non Profitable Organization Action Aid Bangladesh Care Bangladesh UNDP Save the children- USA Save the children- UK Care Bangladesh UNYSAB Clinton Foundation Banks Dutch- Bangla Bank Limited BRAC Bank Ltd. Bank Asia Button Tex Limited Kaltimax Energy Bangladesh (pvt) Limited ACI Pharmaceuticals Sakaimex Limited ACI Food Telnet Zendor Mexcall Evergreen Trading Corporation Khulna Power Company Limited
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North south University Pexar Bangladesh Brac University
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4.10 SWOT Analysis

Strength: Strong forward and backward linkages. Young and creative workforce Strong relationship with clients Weakness: Young but experienced- making the clients believe in the company.
Opportunities: Endless. International Markets (especially in south Asia), More penetration in Consumer (B2C) markets International Affiliations and event management Eco-tourism (both nationally and internationally) Threats: Growing competition in home market. Entrance of foreign marketing companies to local markets Political turbulence may disrupt tourism ventures
4.11 Markets
National : B2B and B2C both types of businesses of Bangladesh.
International: same, no specific geographic concentration. International markets are mostly served through communication and printing wings.
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CHAPTER 5
Research Part
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5.1 Product Related Satisfaction

5.1.1 Premium services of Spellbound
Provide premium service
Strongly agree
Strongly Disagree
Disagree
Neither agree nor di Agree
Strongly Disagree Disagree Neither agree nor disagree Agree Strongly agree Total
Frequency 5 13 1 22 9 50
Percent 10.0 26.0 2.0 44.0 18.0 100.0
The analysis shows 44% respondents agreed that Spellbound provides premium service to their clients than present and 26% were disagree and 1% were in neither agree nor disagree position. The mean is 3.34 (Appendix 1). This is the arithmetic average which is indicating most of the respondents marked between 3 and 4.The median is 4 (Appendix 1), that means the midpoint is 4.The mode is 4 (Appendix 1), that means 4 is the most repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1) Its indicating the spread on the answers inconsistency.
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5.1.2 Proactive in their business activities

Proactive in their working activities
45.0 Strongly Disagree
Strongly agree
Disagree
Agree
Frequency 2 14 0 19 14 50
Percent 4.0 28.0 0 38.0 28.0 100.0
The analysis shows 38% respondents agreed that Spellbound provides premium service to their clients. The mean is 3.34 (Appendix 1). This is the arithmetic average which is indicating most of the respondents marked between 3 and 4.The median is 4 (Appendix 1), that means the midpoint is 4.The mode is 4 (Appendix 1), that means 4 is the most repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1) Its indicating the spread on the answers inconsistency.
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5.1.3 Placement of service Spellbound

They are very aware
Strongly agree Strongly Disagree
Disagree
Neither agree nor di
Agree
Frequency 5 7 1 22 15 50
Percent 10.0 14.0 2.0 44.0 30.0 100.0
The majority of clients agree that spellbound is very aware about their placement of the service. The analysis shows 44% respondents agreed and 26% were disagreeing and 2% were in neither agree nor disagree position. The mean is 3.7 (Appendix 1). The mode is 4 (Appendix 1), that means 4 is the most repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1). This means the result shows the inconsistency.
5.1.4 Provide service on time of Spellbound 25
provide service on time

Disagree
Agree
Frequency Strongly Disagree Disagree Neither agree nor disagree Agree Strongly agree Total 6 8 0 19 17 50
Percent 12.0 16.0 0 38.0 34.0 100.0
The analysis shows that spellbound provides their service on time. 38% respondents agreed that Spellbound provides service on time to their clients than present and 16% were disagree and 0% were in neither agree nor disagree position. The mean is 3.66 (Appendix 1). The median is 4 (Appendix 1), that means the midpoint is 4.The mode is 4 (Appendix 1), that means 4 is the most repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.1.5 Printing strategy of spellbound
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Provide digital printing service

Strongly Disagree Strongly agree Disagree
Agree
Frequency 4 8 0 28 10 50
Percent 8.0 16.0 0 56.0 20.0 100.0
The analysis shows 56% respondents agreed that Digital printing service provided by spellbound is satisfactory than present and 16% were disagree. The mean is 3.6 (Appendix 1). The calculated standard deviation is 1.20 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.1.6 Designs provided by Spellbound
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Their design is atractive
Strongly Disagree Strongly agree
Disagree
Agree
Frequency 7 8 1 20 14 50
Percent 14.0 16.0 2.0 40.0 28.0 100.0
The analysis shows 40% respondents agreed that Spellbound provides attractive design than present and 16% were disagree. The mean is 3.5 (Appendix 1). The calculated standard deviation is 1.40 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.2 Place Related Satisfaction

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5.2.1 Satisfactory direct services of Spellbound
Their direct service is satisfactory

Strongly Disagree
Strongly agree
Disagree
Frequency 9 10 1 15 15 50
Percent 18.0 20.0 2.0 30.0 30.0 100.0
The analysis shows 30% respondents strongly agreed that Direct services provided by spellbound is satisfactory than present and 20% were disagree. The mean is 3.34 (Appendix 1). The calculated standard deviation is 1.53 (Appendix 1) Its indicating the spread on the answers inconsistency.
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5.2.2 Satisfactory indirect services of the firm
Their indirect service is satisfactory

6.0 Strongly agree Strongly Disagree
Disagree
Strongly Disagree Disagree Neither agree nor disagree Agree Strongly agree 6.0 Total
Frequency 10 6 1 27 5 1 50
Percent 20.0 12.0 2.0 54.0 10.0 2.0 100.0
The analysis shows 54% respondents agreed that Indirect services provided by spellbound is satisfactory than present and 20% were strongly disagree. The mean is 3.28 (Appendix 1). The calculated standard deviation is 1.41 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.2.3 Strong distribution channel of Spellbound 30
Their channel of distribution is strong

Disagree
Agree
Frequency 11 5 3 18 13 50
Percent 22.0 10.0 6.0 36.0 26.0 100.0
The analysis shows 36% respondents agreed that Spellbounds channel of distribution is strong than present and 22% was strongly disagreeing. The mean is 3.34 (Appendix 1). The calculated standard deviation is 1.52 (Appendix 1) Its indicating the spread on the answers inconsistency.
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5.3 Promotion Related Satisfaction

5.3.1 Web design of the firm
Web desing is atractive
Strongly agree
Strongly Disagree
Disagree
Agree
Frequency 7 13 3 20 7 50
Percent 14.0 26.0 6.0 40.0 14.0 100.0
The analysis shows 40% respondents agreed that Web design of spellbound is very attractive than present and 26% was disagreeing. The mean is 3.34 (Appendix 1). The calculated standard deviation is 1.34 (Appendix 1) Its indicating the spread on the answers inconsistency.
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5.3.2 Striking internet advertisement of Spellbound

Internet advertisment is striking
Disagree
Agree
Neither ag ree nor di
Frequency 11 9 2 16 12 50
Percent 22.0 18.0 4.0 32.0 24.0 100.0
The analysis shows 32% respondents agreed that Internet advertisement of spellbound is striking than present and 22% was strongly disagreeing. The mean is 3.18 (Appendix 1). The calculated standard deviation is 1.53 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.3.3 Giving gifts to the client by Spellbound 33
Provides gift to the clients

Disagree
Agree Neither agree nor di
Frequency 12 10 2 12 14 50
Percent 24.0 20.0 4.0 24.0 28.0 100.0
The analysis shows 28% respondents strongly agreed that occasionally spellbound provides gift item to your company than present and 24% was strongly disagreeing. The mean is 3.18 (Appendix 1). The calculated standard deviation is 1.59 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.4 Price Related Satisfaction

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5.4.1 Pricing strategy of the firm

Sete reasonable price
Strongly Disagree
Strongly agree
Disagree
Agree
Frequency 9 7 2 17 15 50
Percent 18.0 14.0 4.0 34.0 30.0 100.0
The analysis shows 34% respondents agreed that Spellbound sets reasonable price than present and 18% was strongly disagreeing. The mean is 3.44 (Appendix 1). The calculated standard deviation is 1.50 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.4.2 Sets higher price by the firm 35
Sets higher price compare to others

56.0 Strongly agree Strongly Disagree
Disagree
Agree
Frequency 10 8 4 18 9 1 50
Percent 20.0 16.0 8.0 36.0 18.0 2.0 100.0
The analysis shows 36% respondents agreed that Sets higher price compare to the others than present and 20% was strongly disagreeing. The mean is 4.22 (Appendix 1). The calculated standard deviation is 1.6 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.4.3 Sets lower price by the firm
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Sets low price compare to others
Disagree Agree
Frequency 14 11 0 8 17 50
Percent 28.0 22.0 0 16.0 34.0 100.0
The analysis shows 34% respondents strongly agreed that Sets low price compare to the others than present and 28% was strongly disagreeing. The mean is 3.06 (Appendix 1). The calculated standard deviation is 1.70 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.4.4 Various pricing policy of Spellbound 37
Their price varies clien to client
Strongly agree
Strongly Disagree
Disagree
Agree
Frequency 7 7 2 26 8 50
Percent 14.0 14.0 4.0 52.0 16.0 100.0
The analysis shows 52% respondents agreed that Sets low Spellbound price varies client to client than present and 14% was strongly disagree and disagreeing. The mean is 3.42 (Appendix 1). The calculated standard deviation is 1.31 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.4.5 Price reduction policy of the firm
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Price reduction is given

Strong ly D isag ree
Strong ly ag ree
D isag ree
N either ag ree nor di
Ag ree
Frequency 12 4 4 12 18 50
Percent 24.0 8.0 8.0 24.0 36.0 100.0
The analysis shows 36% respondents strongly agreed that Price reduction is given for large quantity than present and 24% was strongly disagree. The mean is 3.40 (Appendix 1). The calculated standard deviation is 1.62 (Appendix 1) Its indicating the spread on the answers inconsistency.
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5.5 People Related Satisfaction

5.5.1 Employees coordination of Spellbound
Employees are well coordenated
23.0
Strong ly Disag ree
Strong ly agree
Disagree
Neither ag ree nor di
Ag ree
Frequency 4 10 6 14 15 1 50
Percent 8.0 20.0 12.0 28.0 30.0 2.0 100.0
The analysis shows 30% respondents strongly agreed that Employees of spellbound are well coordinated than present and 20% was disagree. The mean is 3.92 (Appendix 1). The calculated standard deviation is 1.05 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.5.2 Promptly inquiry reply by the employees 40
Promptly inquire
6.0 Strongly Disagree Strongly agree
Disagree
Agree
Frequency 10 6 2 19 11 2 50
Percent 20.0 12.0 4.0 38.0 22.0 4.0 100.0
The analysis shows 38% respondents agreed that Employee can reply any of your inquiry promptly than present and 20% was strongly disagree. The mean is 3.42 (Appendix 1). The calculated standard deviation is 1.55 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.5.3 Telemarketing of Spellbound 41
Their telemarketing is satisfactiry

Disagree
Agree
Frequency 3 8 2 20 17 50
Percent 6.0 16.0 4.0 40.0 34.0 100.0
The analysis shows 40% respondents agreed that Spellbound telemarketing is satisfactory than present and 16% was disagree. The mean is 3.80 (Appendix 1). The calculated standard deviation is 1.25 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.5.4 Employees dresses up of the firm 42
Employees are always well dressed

Disagree
Agree Neither agree nor di
Frequency 11 9 1 19 10 50
Percent 22.0 18.0 2.0 38.0 20.0 100.0
The analysis shows 38% respondents agreed that Employee of spellbound are always well dressed than present and 22% was strongly disagree. The mean is 3.16 (Appendix 1). The calculated standard deviation is 1.50 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.5.5 Satisfactory face to face communication of the firm 43
Satisfactory face to face communication
Disagree
Agree
Frequency 6 7 2 25 10 50
Percent 12.0 14.0 4.0 50.0 20.0 100.0
The analysis shows 50% respondents agreed that you are satisfied with their face to face communication than present and 14% was disagree. The mean is 3.52 (Appendix 1). The calculated standard deviation is 1.30 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.5.6 Satisfactory E-marketing of Spellbound
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Their e-marketing is satisfactory

Disagree
Agree
Frequency 6 8 4 12 20 50
Percent 12.0 16.0 8.0 24.0 40.0 100.0
The analysis shows 40% respondents strongly agreed that E-marketing provided by spellbound employee is satisfactory than present and 16% was disagree. The mean is 3.64 (Appendix 1). The calculated standard deviation is 1.45 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.6 Process Related Satisfaction
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5.6.1 Extra facilities provided by the firm
Defective matarials changing fasilities
Disagree
Agree
Frequency 8 8 2 20 12 50
Percent 16.0 16.0 4.0 40.0 24.0 100.0
The analysis shows 40% respondents agreed that Defective material changing facilities are provided than present and 16% was disagree and strongly disagree. The mean is 3.40 (Appendix 1). The calculated standard deviation is 1.43 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.6.2 Give importance to the clients choice
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They give importance on your choice
Disagree
Agree
Frequency 7 5 6 21 11 50
Percent 14.0 10.0 12.0 42.0 22.0 100.0
The analysis shows 42% respondents agreed that Company give importance on your choice than present and 14% was strongly disagree. The mean is 3.48 (Appendix 1). The calculated standard deviation is 1.33 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.6.3 Good capacity to manage their clients
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Good client management
Strongly Disagree Strongly agree Disagree
Agree
Frequency 7 7 3 18 15 50
Percent 14.0 14.0 6.0 36.0 30.0 100.0
The analysis shows 36% respondents agreed that Client management of spellbound is good than present and 14% was strongly disagree and disagree. The mean is 3.54 (Appendix 1). The calculated standard deviation is 1.42 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.6.4 Give most priority to the clients privacy
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Cosoder the client privacy
Strongly Disagree
Strongly agree
Disagree
Agree
Frequency 5 14 3 13 15 50
Percent 10.0 28.0 6.0 26.0 30.0 100.0
The analysis shows 30% respondents strongly agreed that strongly consider the client privacy than present and 28% was disagreeing. The mean is 3.38 (Appendix 1). The calculated standard deviation is 1.43 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.7 Process Related Satisfaction
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5.7.1 Used most up-dated software by the firm

Thry have used most up date software
Disagree
Frequency 10 7 2 20 11 50
Percent 20.0 14.0 4.0 40.0 22.0 100.0
The analysis shows 40% respondents agreed that Spellbound has used most of the update software than present and 20% was strongly disagreeing. The mean is 3.30 (Appendix 1). The calculated standard deviation is 1.47 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.7.2 Office environment of Spellbound 50
Office equipments are outstading

Disagree
Agree
Frequency 5 12 1 19 13 50
Percent 10.0 24.0 2.0 38.0 26.0 100.0
The analysis shows 38% respondents agreed that the office environment of spellbound is outstanding than present and 24% was disagreeing. The mean is 3.46 (Appendix 1). The calculated standard deviation is 1.37 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.7.3 Office out looking of Spellbound
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Out looking is excellent

Disagree
Agree
Frequency 10 9 2 17 12 50
Percent 20.0 18.0 4.0 34.0 24.0 100.0
The analysis shows 34% respondents agreed that the out looking of spellbound is excellent than present and 20% was strongly disagreeing. The mean is 3.24 (Appendix 1). The calculated standard deviation is 1.51 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.7.4 Creative house of the firm
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Creative hous is eye catching

45.00 24.00 Strongly Disagree
Strongly agree Disagree
Agree
Strongly Disagree Disagree Neither agree nor disagree Agree Strongly agree 24.00 45.00 Total
Frequency 5 10 1 19 13 1 1 50
Percent 10.0 20.0 2.0 38.0 26.0 2.0 2.0 100.0
The analysis shows 38% respondents agreed that Spellbounds creative house is eyecatching than present and 20% was disagreeing. The mean is 4.76 (Appendix 1). The calculated standard deviation is 1.62 (Appendix 1) Its indicating the spread on the answers inconsistency.
5.7.5 Printing machineries of Spellbound 53
They have won printing machineris

44.00
Strongly Disagree
Strongly agree Disagree
Agree
Frequency 6 7 5 18 13 1 50
Percent 12.0 14.0 10.0 36.0 26.0 2.0 100.0
The analysis shows 36% respondents agreed that for printing material spellbound has their machinery than present and 14% was disagreeing. The mean is 4.32 (Appendix 1). The calculated standard deviation is 1.88 (Appendix 1) Its indicating the spread on the answers inconsistency.
54
CHAPTER 6
Findings of the Study
Major Findings of the Study
55
In case of service company the client satisfaction is most important than the other things. The topic of this report is Measuring Client Satisfaction of Advertising Firms in Bangladesh And my studies were on spellbound advertising firm. I had a broad objective and as well as some specific objectives to complete this report. When I went for collecting the data to the respondents then I have seen most of the respondents told me that in Bangladesh there are lots of advertising firms or agenesis and there is a huge competition. They also told me if you would like to stay in this industry in long time then definitely you will have to careful about the clients satisfaction that means what the client actually wants from you. My sample size was 50 because Spellbound has 60 clients. I have used SPSS software so that I can analyze the entire questionnaire to complete this research report. To see the analysis of the study I can say that spellbound is providing premium service to their client. They are very proactive in their service. The respondents are highly agree about that is very aware about the placement of service. Very few so clients express that spellbound is not conscious about the timing. But the majorities respondents are agree that spellbound provide service on time. In case of printing materials delivery clients are very satisfied with their digital printing quality. Graphic design provided by spellbound to the clients is satisfactory. And customers are satisfied with both services of spellbound direct & indirect service. The channel of distribution of spellbound is good enough. That is why client are getting full service from spellbound very penetratingly. Spellbound is not doing ATL promotional activities. But they are doing their promotional activities through below the line. From the result it is justified that spellbound wed design is very attractive & clients are satisfied with it. And some of the clients are very confused about their internet advertisement. On the other
56
hand maximum respondent are agree with that spellbound provide internet advertising. To motivate client spellbound provide gift to the client. And clients are very satisfied with because its a unique service which given by spellbound toward them. Respondent are not agree that spellbound sets reasonable price to their clients. So clients are not happy with their pricing policy. And respondents are also agreeing with that spellbound give price reduction for large quantity. To satisfy by service to a client it is very important to that organization people coordination. And the result shows that clients are satisfied with the employee of spellbound. Even clients are satisfied with the telemarketing of spellbound. And process of delivering the service is also satisfactory of spellbound. And they give the extra facilities as like changing the defective materials. Spellbound is giving more importance on clients views. Respondent are also agree with that spellbound clients management satisfactory. Clients are satisfying with the spellbound office environment & overall out looking of spellbound. And Clients are satisfied with other physical evidence of spellbound. After analyzing the project part then I can say that spellbound performance is very high. And they are growing very fast which indicate about their performance.
CHAPTER 7 57
Recommendation
Spellbound is an advertising firm and it is doing their job well in the ad firm industry. My objectives were to find out all of the client satisfactions related factors which are directly related to the firm. And I have found out that the clients of Spellbound are quite happy but they need more quality services from Spellbound which are not provided by others. Below there are some recommendation which I would like to make for Spellbound.
1.0 Decentralization may reduce the time and cost of decision making.
2.0 Spellbound should ensure strong monitoring of Human Resource Department over
employee discipline and satisfaction.
3.0 The Spellbound can award Limited decision making authority to mid level managers
for implementing short term projects.
4.0 The Spellbound should maintain quality of the products and services for make the
client loyal.
5.0 The Spellbound can go for introducing innovative idea in all level.
58
6.0 The Spellbound should take decisions by analyzing industry competitors steps rather
than analyzing previous information
7.0 Spellbound should launch more promotional programs/products in home for
attracting target customers.
8.0 Spellbound should have some long run comparative competitive advantage over
rivals that is sustainable.
CHAPTER 8
Conclusion
59
Conclusion
Spellbound is a Media and Marketing Solution Company that helps businesses by connecting them to their communities of interest through diverse platforms. They are committed to exceed your marketing and sales expectations by delivering winning marketing solutions that will enhance your business or project. Spellbound provide total marketing solution. Since 2008, they have been identifying the best vendor sources and resources. Spellbound understand the challenges that entrepreneurial organization faces. As a marketing communication firm, Spellbound ascertain your needs in your branding and marketing communication process and deliver/serve you with the best solutions suit you. They believe it is important to invest the time to develop a thorough understanding of your company. They view their relationship with our clients as partner and truly care about your business. Spellbound spend time investing in researching, defining, and building your brand. The research is used for investigating the current situations of Client Satisfaction of Advertising Firms in Bangladesh for Spellbound Advertising Firm. Spellbound has a well equipped office with 60 Corporate Clients in Bangladesh. Spellbound has qualified mid level officials and talented management team is operating the overall business and solid financial strength, quality of services, appropriate business 60
decisions by management, ability to afford huge investments in business when needed, and reputation amongst clients. Spellbound is commitment to quality of services. They always conscious of clients thinking process about the product or services and they have differentiated same product or services in different company. So now Automation is the solution for Spellbound for reducing time and cost related with prompt service processing. Spellbound should go for full automation as soon as possible and if feasible for the firm. Innovation and speed are the components of modern organizations, so as a leading advertising firm of Bangladesh Spellbound should also concentrate on innovation and speed rather than tradition or traditional agenesis techniques.
CHAPTER 9
Internship Experience
9.1 Duties & Responsibilities After joining the organization I really got a new experience about the study. I was mainly assign for the work as an executive. My responsibilities are leading my subordinate in the an activation team, reporting to clients about the work as well as reporting to my organization, planning about event implication, working in idea generation sector. 9.2 Reporting Structure I had to submit report weekly to my senior and he is the director of the company. In case of daily reporting I was very much leggy because there was on any formal reporting
61
system. But now the reporting structure is more important than the other official formalities. 9.3 Division of work placement I was in marketing department under the marketing manager and he is my organization supervisor.
9.4 Specific Contribution In case of contribution or payment or compensation the organization is really favorable to the employee and they have given a good compensation to me during the internship period within the organization.
9.5 Job related to my Major Areas In my entire internship period the major area of study was on client satisfaction and I have done this report on client satisfaction of Nymphea advertising firm.
CHAPTER 10
Internship Experience
62
Bibliography
Spellbound Profile Spellbound website Journals News Papers Service Marketing, 12th Edition by Philip Kotler Hardcover Studies on others Advertising Firms Marketing Recearch, 12th Edition by Professor Kevin Keller
Appendix
11.1 Activities Of Spellbound 11.1.1 Calender
63
11.1.2 FORD Flyer
64
11.1.3 DCCI Eid Card
11.1.4 Newspaper Advertisement

65
11.1.5 Event & Activition
66
11.2. SPSS Output (Appendix # 1)

Q:1 Q:2 Q:3 Q:4 Q:5 Q:6 Q:7 Q:8 Q:9 Q:10 Q:11 Q:12 3.340 4.420 3.700 3.660 3.640 3.520 3.340 3.280 3.340 3.140 3.180 3.120 4.000 4.000 4.000 4.000 4.000 4.000 4.000 4.000 4.000 4.000 4.000 4.000 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 5.0 1.319 1.993 1.313 1.409 1.208 1.418 1.533 1.415 1.520 1.340 1.535 1.599 1.739 1.922 1.724 1.984 1.460 2.010 2.351 2.002 2.311 1.796 2.355 2.557 1.0 5.0 1.0 45.0 1.0 5.0 1.0 5.0 1.0 5.0 1.0 5.0 1.0 5.0 1.0 6.0 1.0 5. 1.0 5.0 1.0 5.0 1.0 5.0
Mean Median Mode Std.Deviation Variance Minimum Maximum Mean Median Mode Std.Deviation Variance Minimum Maximum
Q:13 Q:14 Q:15 Q:16 Q:17 Q:18 Q:19 Q:20 Q:21 Q:22 Q:23 3.440 4.220 3.060 3.420 3.400 3.920 3.420 3.800 3.160 3.520 3.640 4.000 4.000 4.0 4.0 1.500 1.6057 2.251 1.889 1.0 5.0 1.0 5.0 3.000 4.000 4.000 5.0 4.0 5.0 1.707 1.311 1.616 2.915 1.718 2.612 1.0 5. 1.0 5.0 1.0 5.0 4.000 4.000 5.0 4.0 1.056 1.553 9.340 2.412 1.0 5.0 1.0 5.0 4.000 4.0 1.245 1.551 1.0 5.0 4.000 4.000 4.000 4.0 4.0 5.0 1.503 1.297 1.453 2.260 1.683 2.113 1.0 5.0 1.0 5.0 1.0 5.
Mean Median Mode Std.Deviation Variance Minimum Maximum
Q:24 Q:25 Q:26 Q:27 Q:28 Q:29 Q:30 Q:31 Q:32 3.400 3.480 3.540 3.380 3.300 3.4600 3.2400 4.7600 4.3200 4.000 4.000 4.0 4.0 1.429 1.328 2.041 1.765 1.0 5.0 1.0 5.0 4.000 4.000 4.000 4.0000 4.0000 4.0000 4.0000 4.0 5.0 4.0 4.00 4.00 4.00 4.00 1.417 1.427 1.474 1.3734 1.5059 1.6257 1.8813 2.009 2.036 2.173 1.8861 1.2678 1.9004 1.5894 1.0 5.0 1.0 5.0 1.0 5. 1.00 5.00 1.00 5.00 1.00 5.00 1.00 5.00
11.3 Suevey Sheet
67
Measuring Client Satisfaction of Advertising Firm in Bangladesh: A study on Spellbound

QUESTIONNAIRE: I am a student of BBA program at Eastern University. Now I am continuing my internship in spellbound, an advertising firm, and I have to prepare a report after conducting a survey on Measuring Client Satisfaction of an Advertising Firm: A study on Spellbound and would like to know your views and opinions. All of the information provided by you will be treated confidential during and letar copletion of my report.
Company
Phone number:
Strongly Disagree = 1, Disagree = 2, neither agree nor disagree = 3, Agree = 4, strongly Agree = 5
Sl 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Description Spellbound Provides premium services to the client Spellbound is proactive in their working activities Spellbound is very aware about the placement of their service Spellbound Provides service on time Digital printing service provided by spellbound is satisfactory It provides attractive design Direct services provided by spellbound is satisfactory Indirect services provided by spellbound is satisfactory Spellbounds channel of distribution is strong Web design of spellbound is very attractive Internet advertisement of spellbound is striking Occasionally spellbound provides gift item to your company Spellbound sets reasonable price Sets higher price compare to the others Sets low price compare to the others
68
Strongly Disagree = 1, Disagree = 2, neither agree nor disagree = 3, Agree = 4, strongly Agree = 5 Sl 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 Description Spellbound price varies client to client Price reduction is given for large quantity Employees of spellbound are well coordinated Employee can reply any of your inquiry promptly Spellbound telemarketing is satisfactory Employee of spellbound are always well dressed You are satisfied with their face to face communication E-marketing provided by spellbound employee is satisfactory Defective material changing facilities are provided Company give importance on your choice Client management of spellbound is good Strongly consider the client privacy Spellbound has used most of the update software The office environment of spellbound is outstanding The out looking of spellbound is excellent Spellbounds creative house is eye-catching For printing material spellbound has their machinery 5 4 3 2 1
Thank you for your cooperation
69

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CHAPTER 1

1.1 Background of the Research

1.2 Problem Statement

2.3 Justification of the research

2.4 Scope of the Study

3.1 Research Design

3.3 Sampling Frame

3.4 Sample Size

3.6.2 Secondary Sources

3.7 Data processing methodology

3.8 Significance of the study

4.1 Organizational History

4.2 Core Competence

4.3 Area of Expertise

4.4 Mission, Vision, Value

4.5 Organizational Units

THE ORGANIZATION STRUCTURE CEO

Senior Executive / Executive

4.6 Strategic Development

4.8 Resource support

4.9 Current and Previous Successes Of Spellbound

North south University Pexar Bangladesh Brac University

4.10 SWOT Analysis

5.1 Product Related Satisfaction

Neither agree nor di Agree

Percent 10.0 26.0 2.0 44.0 18.0 100.0

5.1.2 Proactive in their business activities

Percent 4.0 28.0 0 38.0 28.0 100.0

5.1.3 Placement of service Spellbound

Neither agree nor di

Percent 10.0 14.0 2.0 44.0 30.0 100.0

5.1.4 Provide service on time of Spellbound 25

provide service on time

Percent 12.0 16.0 0 38.0 34.0 100.0

5.1.5 Printing strategy of spellbound

Provide digital printing service

Percent 8.0 16.0 0 56.0 20.0 100.0

5.1.6 Designs provided by Spellbound

Their design is atractive

Strongly Disagree Strongly agree

Neither agree nor di

Percent 14.0 16.0 2.0 40.0 28.0 100.0

5.2 Place Related Satisfaction

5.2.1 Satisfactory direct services of Spellbound

Their direct service is satisfactory

Neither agree nor di Agree

Percent 18.0 20.0 2.0 30.0 30.0 100.0

5.2.2 Satisfactory indirect services of the firm

Their indirect service is satisfactory

Neither agree nor di Agree

Percent 20.0 12.0 2.0 54.0 10.0 2.0 100.0

5.2.3 Strong distribution channel of Spellbound 30

Their channel of distribution is strong

Neither agree nor di

Percent 22.0 10.0 6.0 36.0 26.0 100.0

5.3 Promotion Related Satisfaction

Neither agree nor di

Percent 14.0 26.0 6.0 40.0 14.0 100.0

5.3.2 Striking internet advertisement of Spellbound

Neither ag ree nor di

Percent 22.0 18.0 4.0 32.0 24.0 100.0

5.3.3 Giving gifts to the client by Spellbound 33