Internship Report

Clients Perception of Service Quality: A Study on Account Management Department of Protisha da Communications

Internship Report on

Clients Perception of Service Quality: A Study on Account Management Department of Protishabda Communications

May !"# $%%&

Chairman Internship placement Committee School'Department'Institution of (usiness Administration )))))) *niversity )))))))))++

Su ,ect: Su mission of the Internship report on -Clients perception of Service Quality: A study on Account Management Department of Protisha da Communications.

Dear Sir:

.ith due respect and honor I /ant to place my internship report entitled -Clients perception of Service Quality: A study on Account Management Department of Protisha da Communications0 as part of the internship program+

It /as a partial re1uirement of our ((A program and I found it very interesting+ I had to learn and perform several official tas2s to provide service to the clients of Protisha da Communications+ 3his gave me the opportunity to collect relevant data to prepare this report+ I there y e4press my deep gratitude as you 2indly give me the opportunity to successfully prepare the report and fulfill the re1uirement+

3han2ing you

Sincerely 5ours

Students name Roll (atch

ACKNOWLEDGEMENT

At first# I must sho/ my gratitude to Almighty Allah for giving me energy 6 capa ilities to preparing this report+

3hen I /ould li2e to e4press my sincere gratitude and than2s to my 7aculty supervisor Mr+ )))))))+# Associate Professor# Department of (usiness Administration# )))))))*niversity for his guidance and assistance to complete this report+

My deepest appreciation is to my e4ternal supervisor )))))))# Account Manager# Protisha da Communications for his guidance and cooperation to prepare the report+

I am also grateful to the Director of the Accounts Management department and all the employees of Protisha da Communications for all 2ind of helps and cooperation+

My sincere gratitude to all the peoples of Department of (usiness Administration of 8ahangirnagar *niversity including9 My 3eachers# My 7riends and :ther officials for their support and help+

Organization Part
1.1 Background of Protishabda Communications
Protishabda Communication is one of the full-service advertising agencies in the country !he gro"th rate of Protishabda sho"s that it is the fastest gro"ing agency in the advertising industry of the country Protishabda provides advertising services as promotional strategies and planning# creative art"or$s# creative concepts# media planning and media buying# production activities for different promotional campaign# organi%ation of different events and different public relation activities

1.2 History of Protishabda Communications

!he entrepreneur of Protishabda Communications &imited started the venture in '(() after leaving his M*C +ob !he initial set-up "as very small ,radually# Protishabda developed client base and set-up simultaneously -n its "ay# Protishabda handled brands li$e .spahani# /engal /iscuits# Cra%e Cosmetics# &imo 0lectronics# and Proshi$anet etc

1.3 Protishabda at present

!he office of Protishabda Communication &imited is no" located at /anani# Dha$a in a leased house As a full service agency Protishabda has proper departments and complete set up !he departments at Protishabda are:

Account Management: !he department does the strategic planning and day to day activities for the clients and their brands

Creatives: !he department generates ideas and concepts for advertisements and also e1ecutes those Media: !he department does the media planning and media buying activities for the clients Finance & Accounting: !he department loo$s after the financial planning and day to day accounting activities of the agency

Production: !he department carries out different production activities re2uired for the advertisements and other promotional affairs for the clients

1.4 he affi!iation of Protishabda Communications

Protishabda Communications got the affiliation of Saatchi 3 Saatchi Advertising *et"or$ 4orld"ide in '((( !he ne1t year# during 5666# it got the affiliation of P7/&.C.S 4orld"ide Communication ,roup 8 another reputed international communication net"or$

1." #inancia! performance

!he annual !urnover of Protishabda "as !$ 9#:6#66#666 in 5665# !$ ')#66#66#666 in 566; and !$ ')#)6#666#666 in 566< =rom beginning till date Protishabda achieved a gro"th rate of around <66>

1.$ Human resource

!he Protishabda team no" consists of ;6 personnel distributed among respective departments !he number is almost triple than "hat "as at the beginning Protishabda ran$s Creatives and Account Management personnel as the most important human resource !he minimum educational re2uirement for the Protishabda employees is ,raduation or /achelors Degree All the departments have some specific re2uirements regarding the sub+ect of the education of the employee li$e for the account management department one must have to have at least a //A degree# for the creatives and art department one have to have a bachelors degree in the related sub+ect# for the accounts department one have to be a bachelors of commerce and for media department one have to be a bachelors of statistics or

//A or a sub+ect "here the analytical ability is developed Protishabda follo"s a standard recruitment and selection process !he most preferable source of employment for Protishabda are .nternet# employee reference# "ord of mouth# ne"spapers# "al$ ins or direct employment =or the selection of the employee the Protishabda Management go through an e1plicit selection process li$e initial screening# "ritten test# personal intervie" and then final selection Sometimes Protishabda goes for contract basis employment to fulfill the occasional and special needs

1.% &anagement
Protishabda has top and middle level management !he management practice is democratic Protishabda believes that the management practice of ad agencies should be professional as other organi%ations

1.' &arketing
!he product Protishabda offers is advertising services .t maintains a rate chart# "hich reflects the industry standard# for pricing of its offers !he agency promotion for Protishabda includes public relations and# sometimes# planned advertisements

1.( C!ients of Protishabda Communications

Protishabda has a rich portfolio of clients both M*C and local Ma+or clients of Protishabda Communications include# along "ith others: Procter 3 ,amble /angladesh ?P@ &imited o Ariel# Aead 3 Shoulders# -ld Spice# -il of -lay# Pampers

*estlB /angladesh &imited o Maggi# Polo# Smarties# =ruitips# *esvita# /rea$fast Cereal

Arla =oods .ngredients Milco# /angladesh o Dano

,lobal /everage Co &td o C.D,.* Drin$s

Scancement .nternational &td

Scancement 4hite

!etley AC. /angladesh &imited o !etley tea

Citiban$ *A o Corporate# ProductEServices

,la1osmith$line /angladesh &imited o De1trose ?,lucose Drin$@

Marico /angladesh &imited o Parachute Aerbal Aair -il

Do1y Paints De$$o =oods &td o =oods .tems

Anfords /angladesh &td o Mediplus !oothpaste# 0nglish Anti-lice Shampoo

Aarvest Dich &td 4estern 7nion Money !ransfer /angladesh Center for Communication Programs ?/CCP@ Sony 0ricsson Abul Fhair ,roup o Starship condensed mil$# Starship flavored mil$# Starship +uice

/ombay S"eets 3 Company &imited &ipro Communications &imited

1.1) &ission of Protishabda

Protishabda loo$s for"ard to be the most admirable advertising agency in the country by delivering 2uality advertising services to the clients and by building their brands and businesses

1.11 *ie+s and opinion of Protishabda

Protishabda vie"s the advertising industry as very promising !o its vie"# the industry is gro"ing and the competition is getting stiffer day by day .n the future# 2uality-advertising

services "ill be of high demand to more and more clients Protishabda believes that the inhouse agency culture and the media malpractice are the main threats for the /angladesh advertising industry Protishabda is part of a net"or$ that "ants to be revered as the hothouse for "orld-changing ideas- the $ind of ideas that are necessary to transform our clients businesses brands and reputations Protishabda believes that Gnothing is impossible So it does not only give its clients "hat they already "ant# but "hat they never dreamed possible too

1.12 Protishabda organogram

,eneral Services Services ,eneral

Administration Administration

Production Production

Accounts Accounts

Audio Audio Cisual Cisual

!op Management Management !op

Media Media

Print Print 3 3 0vent 0vent

Media Media /uying /uying Account Management Management Account

Media Media Planning Planning

Strategic Strategic Planning Planning

Creatives Creatives

Client Client Service Service

Copy Copy 4riting 4riting Figure 1: Protishabda Organogram Art Art

1.13 ,-O .na!ysis of Protishabda Communications/

Strength analysis helps the company in a "ay that this is the basic of their survival# "hich ultimately "or$s as a nucleus of strategic planning# through companys "ea$ness identification it can go for ta$ing corrective actions "here needed and this is obvious for every successful organi%ation -pportunities and threat analyses is one of the vital issues as trend builder organi%ations are al"ays $een to capture lucrative opportunities of the mar$et and shielding against coming threats for their total prospect to fight the competitors ,trength/ Proven management team 4ell reputation in the industry Strong financial bac$ up Dapid gro"th of the organi%ation Aigh profile affiliation of Saatchi 3 Saatchi Advertising 4orld"ide and P7/&.C.S 4orld"ide Communication ,roup -eakness/ Absence of production facilities &ac$ of effective coordination bet"een the departments Absence of proper performance appraisal &ac$ of developed training for the human resources

Opportunity/ =astest gro"ing consumer mar$et .ncreasing a"areness of the advertisers about the significance of advertisement agencies

hreat/ &ac$ of entry barriers for ne" entrants *umber of lo"-profile advertising agencies "hich can offer services at a lo"er rate is very high Diversifying options for the clients to s"itch any time .n-house agency culture and the media malpractice

Pro0ect Part
!his part of the report describes the pro+ect partH an overvie" of the pro+ect and findings /eing an intern of !he Protishabda Communications# . "as able to vie" the service delivery process of the organi%ation very closely and interact "ith the clients .t gave me the opportunity to do report on the clients perception of the service 2uality of the accounts management department

2.1 Ob0ecti1e of the 2esearch/

!he research ob+ective is comprised "ith t"o types of ob+ectives !hey can be described as primary and secondary ob+ective 2.1.1 !he primary ob+ective of the study "asH !o find out the clients perception of service 2uality of the Accounts management department of Protishabda Communications by analy%ing the service 2uality dimensions =ind responses of the clients on specific dimensions of the service 2uality

2.1.2Secondary -b+ective/ !he secondary ob+ectives are to fulfill the academic re2uirement and obtaining some practical $no"ledge about the satisfaction and retention of the consumers in ban$ing sector

2.2 ,ignificance of the ,tudy/

!his study is significant for the follo"ing reasons: o !he findings of this research effort may have practical implications for the Account management department that strive to organi%e their services in order to accomplish their ob+ectives o !he study "ill help or assist the company to enhance their understanding of the actual clients perception so that it "ill be easy for the particular department to ta$e necessary steps to correct or improve the service

2.3 34pected #indings/

!he researcher is e1pected to find out the follo"ing issues in this research !he issues areH

!he clientsI perception of service 2uality of the Accounts management department =ind any area "here improvement is needed in response to the service 2uality dimensions

2.4 &ethodo!ogy/
!he methodology for this research is given in the belo" 2esearch ype/ !he research "as an exploratory research and it tried to clarify the nature of the problem ,ources of 5ata/ All the information "as collected from primary as "ell as secondary sources !he primary source included the contact persons of the client organi%ations of the agency !he secondary sources included the 4eb sites# various boo$s and maga%ines &ethods of co!!ection the primary data/ Persona! inter1ie+s "ere the methods of collecting the primary data &ethod of administering the 6uestionnaire/ Persona! inter1ie+ "as the method of administering the 2uestionnaire ,amp!e p!an and samp!e size/ As the number of the clients of the organi%ation is eighteen# all the clients "ere surveyed for best outcome

2." 5ata .na!ysis 7 Presentation/ =ive dimensions of service 2uality "ere used to determine the perception of service 2uality !hey are reliability# responsiveness# assurance# empathy# and tangibles Data "as analy%ed using "eighted average of the assigned values 0ach of the criteria of the service 2uality dimensions "as ran$ed according to relative importance !he ran$ing "as made by intervie"ing the manager of the department !he data "ere presented by simple tables and bar charts

!he "eighted average "as calculated by follo"ing formula:

-8 9

4here# 4 J 4eight calculated by multiplying assigned "eight and fre2uency * J *umber of Clients

2.$ :imitations/
&i$e all the research paper# this one also has some limitations !he obstacles faced by me# are given bello": o &imitation of time "as one of the most important factors that shortened the present study Due to time limitation# many aspects could not discuss in the present study Dush hours and business "as another reason that acts as an obstacle "hile gathering data o o &ac$ of e1perience of the researcher &ac$ of secondary data created a lot of problem for the organi%ation part

3.1 .d1ertising
Advertising# a form of commercial mass communication designed to promote the sale of a product or service# or a message on behalf of an institution# organi%ation# or candidate for political office 0vidence of advertising can be found in cultures that e1isted thousands of years ago# but advertising only became a ma+or industry in the 56th century !oday the industry employs hundreds of thousands of people and influences the behavior and buying habits of billions of people Advertising spending "orld"ide no" e1ceeds K;:6 billion per year .n the /angladesh alone about ':6 advertising agencies help create and place advertisements in a variety of media# including ne"spapers# television# direct mail# radio# maga%ines# the .nternet# and outdoor signs Advertising is so commonplace in the everyday life that an average person may encounter from 566 to 966 advertisements in a single day# according to some estimates .n 5666 the 7nited States "as the leading advertising mar$et in the "orld "ith total advertising spending of K'<L ' billion Mapan ran$ed second "ith K;( L billion# follo"ed by ,ermany "ith K56 L billion# the 7nited Fingdom "ith K') : billion# and =rance "ith K'6 L billion .n /angladesh that "as around K' billion according to some informal data

3.2 ypes of .d1ertising

Advertising can be divided into t"o broad categories 8 consumer advertising and trade advertising Consumer advertising is directed at the public !rade advertising is directed at "holesalers or distributors "ho resell to the public !his research focuses on consumer advertising# the form of advertising that is familiar to most people Consumer advertising can be further divided into national advertising and local advertising *ational advertising is aimed at consumers throughout the entire country *ational advertising usually attempts to create a"areness among the public of a product or service# or it tries to build loyalty to a product or service &ocal advertising is aimed at informing people in a particular area "here they can purchase a product or service Advertising to the public may also ta$e the form of institutional advertising# image advertising, informational advertising# or cooperative advertising

.nstitutional advertising see$s to create a favorable impression of a business or institution "ithout trying to sell a specific product !his type of advertising is designed solely to build prestige and public respect Such advertising helps nonprofit institutions to support their activities 8 for e1ample# by encouraging blood donations or cash contributions for the "or$ of an organi%ation li$e the Ded Cross or Shandhani .nformational advertising see$s to promote an idea or influence behavior Sometimes $no"n as public service advertising# it may try to discourage young people from using illicit drugs or tobacco# or it may encourage people to adopt safer# healthier lifestyles Cooperative advertising is an arrangement bet"een manufacturers and retailers in "hich manufacturers offer credits to their retail customers for advertising

3.3 .d1ertising ; its re!ationship +ith marketing

.n mar$eting advertising has a dominant role 0very formal mar$eting plan includes the advertisement plan 0ven if there is no formal mar$eting plan# there is al"ays a budget allocated for advertising

3.3.1.d1ertising<s ro!e in designing the &arketing &i4

A formal definition of mar$eting reveals that advertising ?as a part of overall promotion@ is one of the primary tools available to any organi%ation: Mar eting is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organi!ational ob"ectives#$ Mar$eting assumes a "ide range of responsibilities related to the conception# pricing# promotion and distribution of ideas# goods or services !hese areas of responsibility and decision ma$ing in mar$eting are referred to as the mar$eting mi1 ,enerally spea$ing# the role of advertising in the mar$eting mi1 is to focus on the ability of the advertising effort to communicate to a target audience the value a product or service has to offer .ndeed# the customersEconsumers loo$ for the value in the product or service .n addition# a "ide range of emotional values such as belonging# affiliation and prestige can also be pursued in the brand choice process /ecause of consumers search for such diverse values# mar$eters must determine "hich mar$eting mi1 ingredients to emphasi%e and ho" to blend the mi1 elements

in +ust the right "ay to attract and satisfy customers !hese mi1 ingredients play a significant role in determining the message content and placement of advertising

3.3.2 .d1ertising<s ro!e to re1enue and profit generation

Advertising plays a significant role in driving sales as a part of the revenue generating process Advertising communicates persuasive information to audiences based on the values created in the mar$eting mi1 !his communication# "hich can highlight brand features# price or availability# attracts customers 4hen the brand has the right features# the right price# the right distribution and the right communication# sales "ill occur# and the firm generates revenue .n this "ay advertising ma$es a direct contribution to the mar$eting goal of revenue generation !he effect of advertising on profits is a bit more involved !his effect comes about "hen advertising can help give a firm greater fle1ibility in the price it charges for a product or service Advertising can help create pricing fle1ibility by ?'@ contributing to the economies of scale and ?5@ creating brand loyalty

3.3.3 .d1ertising<s ro!e in creating customer satisfaction

-nce again advertising can communicate ho" a brand addresses certain needs and desires and# therefore# plays an important role in attracting customers to the brands they "ill find useful and satisfying Advertising can go even further .t can help lin$ a brands image and meaning to a consumers social and environmental affairs# and even can e1tend the lin$age to the larger cultural issues of the consumers !hus advertising delivers a sense of personal connection for the consumers 4ithout advertising as a "ay to reveal the availability of brands and dra" out these connections of broader meaning# a firms ability to deliver customer satisfaction "ould be limited !he e1tent of advertising crosses the parameter of commercial ventures only !he process of advertising very "ell permits achieving different socially beneficiary results !his practice of advertising refers to as social communication Such social communication can benefit the society by changing peoples beliefs and attitudes !his is especially true for the least developed countries li$e /angladesh

3.4 History of .d1ertising

Archaeologists have found evidence of advertising dating bac$ to the ;666s /C# among the /abylonians -ne of the first $no"n methods of advertising "as the outdoor display# usually an eye-catching sign painted on the "all of a building Archaeologists have uncovered many such signs# notably in the ruins of ancient Dome and Pompeii An outdoor advertisement e1cavated in Dome offers property for rent# and one found painted on a "all in Pompeii calls the attention of travelers to a tavern situated in another to"n .n medieval times "ord-ofmouth praise of products gave rise to a simple but effective form of advertising# the use of socalled to"n criers !he criers "ere citi%ens "ho read public notices aloud and "ere also employed by merchants to shout the praises of their "ares &ater they became familiar figures on the streets of colonial American settlements !he to"n criers "ere forerunners of the modern announcer "ho delivers radio and television commercials Although graphic forms of advertising appeared early in history# printed advertising made little head"ay until the invention of the movable-type printing press by ,erman printer Mohannes ,utenberg about '<:6 !his invention made the mass distribution of posters and circulars possible !he first advertisement in 0nglish appeared in '<L5 in the form of a handbill announcing a prayer boo$ for sale !"o hundred years later# the first ne"spaper ad "as published offering a re"ard for the return of '5 stolen horses .n the American colonies# the %oston &e's()etter, the first regularly published ne"spaper in America# began carrying ads in 'L6<# and about 5: years later /en+amin =ran$lin made ads more readable by using large headlines .n the 7nited States# the advertising profession began in Philadelphia# Pennsylvania# in '9<' "hen Colney / Palmer set up shop as an advertising agent# the forerunner of the advertising agency Agents contracted "ith ne"spapers for large amounts of advertising space at discount rates and then resold the space to advertisers at a higher rate !he ads themselves "ere created by the advertisers .n '9)( =rancis Ayer bought out Palmer and founded * 4 Ayer 3 Son# an agency that still e1ists today Ayer transformed the standard agent practice by billing advertisers e1actly "hat he paid to publishers plus an agreed upon commission Soon Ayer "as not only selling space but "as also conducting mar$et research and "riting the advertising copy Advertising agencies initially focused on print /ut the introduction of radio created a ne" opportunity and by the end of the '(56s# advertising had established itself in radio to such an e1tent that advertisers "ere producing many of their o"n programs !he early '(;6s ushered in do%ens of radio dramatic series that "ere $no"n as soap operas because they "ere sponsored by soap companies

!elevision had been introduced in '(<6# but because of the high cost of !C sets and the lac$ of programming# it "as not immediately embraced As the American economy soared in the '(:6s# so did the sale of !C sets and the advertising that paid for the popular ne" sho"s Soon !C far surpassed radio as an advertising medium !he tone of the advertising "as also changing *o longer did advertising simply present the product benefit .nstead it began to create a product image /ill /ernbach# founder of Doyle Dane /ernbach in *e" Nor$ CityO &eo /urnett# founder of the &eo /urnett agency in Chicago# .llinoisO and David -gilvy# founder of -gilvy 3 Mather in *e" Nor$ City# all came to prominence in the late '(:6s and '()6s and led "hat has been called the Pcreative revolution P /ernbachIs agency captured the spirit of the ne" age /ernbach believed that advertising had to be creative and artistic or it "ould bore people Ae also believed that good advertising began "ith respect for the publicIs intelligence !he ads his agency created "ere understated# sophisticated# and "itty =or e1ample# "hen /ernbachIs agency pic$ed up the account for the Aenry S &evy /a$ery in /roo$lyn# a borough of *e" Nor$ City# the agency created an ad that entertained *e" Nor$ers and provided fodder for many conversations !he ad sho"ed a *ative American eating a slice of the ba$eryIs rye bread "ith the headline# PNou donIt have to be Me"ish to love &evyIs P /ut it "as the advertising for Col$s"agen that made the agencyIs reputation At a time "hen American cars "ere getting bigger and bigger and the advertising for them trumpeted that bigger "as better# Doyle Dane /ernbach created a maga%ine ad that sho"ed a small picture of the Col$s"agen /eetle surrounded by a sea of "hite space "ith the headline# Pthin$ small P An e2ually unconventional ad carried the headline PlemonP beneath a photo of an apparently fla"ed Col$s"agen !he adIs copy e1plained that Pthis Col$s"agen missed the boat !he chrome strip on the glove compartment is blemished and must be replacedQ4e pluc$ the lemonsO you get the plums P .n an era of hype and bombast# the Col$s"agen ads stood out because they admitted failure in a "itty "ay and gave facts in a believable manner that underlined the carIs strengths !his "it together "ith a conversational and believable style "as a hallmar$ of the advertising created by Doyle Dane /ernbach and that style became highly influential !he creative foundation established by /ernbach and others has been critical to the success of contemporary advertising !he introduction of the !C remote control and access to hundreds of cable channels mean that today advertising must interest and entertain consumers or else they "ill simply use the remote to change the channel *e" digital devices even threaten to ma$e it possible to edit out commercials !he development of interactive television# combining the functions of a computer "ith access to high-speed transmission over cable

lines or optical fibers# "ill li$ely enable consumers to select from a vast video library Consumers "ill be able to determine not only "hen they "atch something# but also# to a greater e1tent than ever before# "hat they "ill "atch Some industry observers believe that as consumers gain greater control over their vie"ing activities# they "ill find it easier to avoid advertising *o one can predict "hat ne" forms advertising may ta$e in the future /ut the rapidly increasing cost of ac2uiring ne" customers ma$es one thing certain Advertisers "ill see$ to hold onto current customers by forming closer relationships "ith them and by tailoring products# services# and advertising messages to meet their individual needs So "hile advertising "ill continue to encourage people to consume# it "ill also help provide them "ith products and services more li$ely to satisfy their needs

3." he scope of the ad1ertising industry

!o fully understand the structure of the advertising# "e need to appreciate the scope of advertising /y any measure# advertising is an enormous global business Annual e1penditure on advertising in he 7S totals about 7SD 566 billion# "ith nearly 7SD <5: billion spend "orld-"ide Advertising e1penditure "orld"ide have been gro"ing about L to 9 percent a year# "ith the 7nited States# ,reat /ritain# Asia# and &atin America leading the "ay .n the /angladesh scenario# all advertising e1penditure in the country increased more than si1 times from the early nineties till date During the starting of nineties the amount of ad e1penditure "as around !$ :66 million "hich +umped to almost !$ 5(66 million in the year 5666

4. ,er1ice =ua!ity
Service 2uality is a critical element of customer perception .n the case of pure services# service 2uality "ill be the dominant element in customers evaluations Desearches suggest that customers do not perceive 2uality in a unidimension "ay but rather +udge 2uality based on multiple factors relevant to the conte1t !he dimensions of service 2uality have been identified through the pioneering research of Parsu Parasuraman# Calarie Reithmal and &eonard /erry !hey are Deliability# Desponsiveness# Assurance# 0mpathy and !angibles !heir research identified five specific dimensions of service 2uality that apply a variety of service conte1ts !he dimensions represent ho" consumers organi%e information about service 2uality in their mind

4.1 2e!iabi!ity/ 5e!i1ery on promises

-f the five dimensions# reliability has been consistently sho"n to be the most important determinant of perceptions of service 2uality among the customers Deliability has been defined as the ability to perform the promised service dependably and accurately .n its broadest sense# reliability means that the company delivers on promises- promises about delivery# service provision# problem resolution and pricing Customers "ant to do business "ith companies that $eep their promises# particularly their promises about the service outcomes and core service attributes All firms need to be a"are of customer e1pectations of reliability =irms that do not provide the core service that customers thin$ they are buying fail their customers in the most direct "ay

4.2 2esponsi1eness/ Being +i!!ing to he!p

Desponsiveness is the "illingness to help customers and to provide prompt service !his dimension attentiveness and promptness in dealing "ith customer re2uests# 2uestions# complaints and problems Desponsiveness is communicated to the customers by the length of time they have to "ait for assistance# ans"ers to 2uestions or attention to problems Desponsiveness also captures the notion of fle1ibility and ability to customi%e the service to customer needs !o e1cel on dimension of responsiveness a company must vie" the process of service delivery and the handling of re2uests from the customers point of vie" rather than the companys point of vie"

4.3 .ssurance/ >nspiring trust and confidence

Assurance is defined as employees $no"ledge and courtesy and te ability of the firm and its employees to inspire trust and confidence !his dimension is li$ely to be particularly important for servicesthat customers perceives for high ris$ or for services of "hich they feel uncertain about their abilityto evaluate outcomes !rust and confidence may be embodied in the person "ho lin$s the customer to the company

4.4 3mpathy? reating customers as indi1idua!s

0mpathy is defined as the caring# individuali%ed attention that the firm provides its customers !he essence of empathy is conveying# through personali%ed or customi%ed service# that

customers are uni2ue and special and that their needs are understood Customers "ant to feel understood by and important to firms that provide service to them

4." angib!es/ 2epresenting the ser1ice physica!!y

!angibles are defined as the appearance of physical facilities# e2uipment# personnel and communication materials !angibles provide physical representations or images of the service that customers# particularly# ne" customers "ill use to evaluate 2uality Service industries that emphasi%e tangibles in their strategies include hospitality services in "hich the customer visits the establishment to receive the service Although tangible are often used by service companies to enhance their image# provide continuity and signal 2uality to customers# most companies combine tangibles "ith another dimension to create a service 2uality strategy for the firm =irms that do not pay attention to the tangibles dimension of the service strategy can confuse and destroy an other"ise good strategy

".) .na!ysis and findings of the study

Clients "ere as$ed to give points in respect of some service 2uality dimensions A five point &i$ert scale "ith a range from PStrongly agreeP to strongly disagreeP "as used to gauge clients perception !he 2uestionnaire consists of t"enty 2uestions !he 2uestions are distributed throughout the five service 2uality dimensions =irst eight 2uestions are for reliability# three 2uestions are for responsiveness# three are for assurance# four 2uestions are for empathy and t"o 2uestions are for tangibles !he analysis of the collected data also "as made individually for each of the dimensions !he results of the study are as follo"s:

".1 2e!iabi!ity of the emp!oyees of the .ccount management department

!able ': Deliability of the employees according to the clients ,trong!y .gree @+tA"B f ?fS:@ ' : 5 : '6 5: .gree @+tA4B f ( ( '6 ?fS<@ ;) ;) <6 9eutra! @+tA3B f 9 L ; ?fS;@ 5< 5' ( 5isagree @+tA2B f ?fS5@ ,trong!y 5isagree -eighted @+tA1B a1erage @ W / f ?fS'@ N B ; )'' ; L55 < '''

2ank

#actors

' 5 ;

Quality of relations Pro-activityE=le1ibility Pro+ect management capabilities Coordination 3 cooperation bet"een agencies /rand understanding Performs right first time .nterest in solving clients problem Degular mar$et research

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5: ;: ': ;6

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5< ( 5L ') ( ( '9 ; )

; 9;; < 555 ; ''' < ;;; 5 9;;

!he clients perception of reliability regarding the Account management department is satisfactory !he analysis sho"ed that for the most important criteria the clients perception is high So it can be said that employees of the department are 2ualified# s$illed# fle1ible and $no"ledgeable in providing service /ut as for the mar$et research the "eighted average score is 5 9;;# belo" the mean value ; So it can be stated that the clients are not satisfied "ith the present research activities done by the department !able 5: Desponse of clients regarding Deliability 2esponse ,trong!y .gree @CB : :: '' '' 5L L9 5L L9 ;9 99 ') )L ;; ;; :6 :6 :: :: 5L L9 << << '' '' << << ;; ;; << << ;9 9( ') )L << << ') )L :6 55 55 ') )L :6
*ource: Primary +ata

.gree @CB

9eutra! @CB

5isagree @CB

,trong!y disagree @CB

=ueries Quality of relations ProactivityE=le1ibility Pro+ect management capabilities Coordination bet"een agencies /rand understanding Performs right first time .nterest in solving clients problem Degular mar$et research

') )L

/ut the analysis sho"s that there are places "here improvement is needed Degarding the mar$et research most of the clients that is :6># are not satisfied So the department should ta$e decisions to improve the scenario

".2 2esponsi1eness of the emp!oyees

!able ;: Desponsiveness of the employees ,trong!y .gree .gree @+tA4B @+tA"B 2ank #actors f ' 5 ; Prompt service 4illingness to help Attentiveness L 9 ; ?fS:@ ;: <6 ': f : ; ( - ?fS<@ 56 '5 ;) f ) L : ?fS;@ '9 5' ': ' 5 f ?fS5@ 9eutra! @+tA3B 5isagree @+tA2B ,trong!y -eighted 5isagree a1erage @+tA1B @ W / N B f ?fS'@ < 6:) < 6:: ; LL9

!he result of collected data sho"s that all the individual criteria averages are higher than the mean ; !he individual averages are < 6:)# < 6:: and ; LL9 So it can be concluded that employees of the department are providing prompt services "ith intent to help !able <: Desponse of clients regarding Desponsiveness Desponse ,trong!y .gree @CB .gree @CB 9eutra! @CB 5isagree @CB ,trong!y disagree @CB

Queries Prompt service 4illingness to help Attentiveness

;9 9( << << ') )L

5L L9 ') )L :6

;; ;; ;9 9( 5L L9 : ::
*ource: Primary +ata

!he above fre2uency distribution sho"s that for prompt service a significant number of the respondent# ;; ;;> are neither agree nor disagree "ith the researcher !hat is also true for "illingness to help and responsiveness# ;9 9(> and 5L L9> respectively are the fre2uency of neutral clients So it directs that this situation should be improved

".3 .ssurance of the ser1ice

!able :: Assurance of the service ,trong!y .gree @+tA"B 2ank #actors f ' Confidence on Client 5 Attitude to"ards Client ; Fno"ledge ?fS:@ f ?fS<@ <6 f - ?fS;@ f - ?fS5@ .gree @+tA4B 9eutra! @+tA3B 5isagree @+tA2B ,trong!y -eighted 5isagree a1erage @+tA1B @ W / N B f ?fS'@ < '''

5:

'6

( :

<: 5:

9 )

;5 5<

' )

; '9 ' 5

< <<< ; LL

!he result of collected data sho"s that "eighted averages are <6'''# < <<< and ; LL So it can be concluded that the clients perception of assurance of the service 2uality of the department is high !able ): Desponse of clients regarding Assurance Desponse Queries Confidence on client Attitude to"ards client Fno"ledge :6 << << : :: 5L L9 :: :: ') )L ,trong!y .gree @CB .gree @CB 9eutra! @CB 5isagree @CB ,trong!y disagree @CB

5L L9

;; ;;

;; ;;

: ::
*ource: Primary +ata

!he fre2uency of individual 2uery scores sho"s that most of them agreed that the department is serving "ith assurance !hey sho" confidence on client# their attitude are al"ays cordial

/ut the : ::> of the clients disagree "ith the $no"ledge of the employees So the employees should give attention to improve the situation and try to ma$e the unsatisfied customer satisfied

".4 3mpathy in the ser1ice

!able L: 0mpathy in the service ,trong!y .gree @+tA"B 2ank #actors f ' 5 ; .ndividual attention Caring 7nderstand /rand Specific needs < -perating hours ) ;6 '' << ' ; < 5L9 ?fS:@ <6 5: f ?fS<@ 56 ;5 f ?fS;@ '5 ': f ?fS5@ 5 .gree @+tA4B 9eutra! @+tA3B 5isagree @+tA2B ,trong!y -eighte 5isagree d @+tA1B a1erage f ?fS'@ < ''' < 6'

9 :

: 9

< :

'

;:

;5

< 555

Since the "eighted average values are higher than the mean ; "e can say that Account management department is caring to clients need# listen problems sincerely and give individual attention to the clients !able 9: Desponse of clients regarding empathy ,trong!y Desponse .gree Queries .ndividual attention Caring 7nderstand /rand Specific needs -perating hours @CB << << 5L L9 ;9 9( 5L L9 << << << << 55 55 5L L9 ') )L : :: .gree @CB 9eutra! @CB 5isagree @CB ,trong!y disagree @CB

;; ;;

)' ''

: ::
*ource: Primary +ata

: ::> respondents disagreed "ith the researcher that they al"ays got individual attention !his should be in notice of the policy ma$ers of the agency and should ta$e steps before

the clients become dissatisfied and tend to s"itch

"." angib!es
!able (: Perception regarding tangibles ,trong!y .gree @+tA"B
2ank

.gree @+tA4B

9eutra! @+tA3B

5isagree @+tA2B f ?fS5 @

,trong!y 5isagree @+tA1B f ?fS' @

#actors
f ?fS:@ f

?fS<@

?fS; @

-eighted a1erage

7se of modern
'

'' 02uipments Appearance '5

:: )6

) )

5< 5<

'

< ;9( < ))L

!he clients "ere as$ed about the used e2uipments and the appearance of the employees of the department !he result of the above table sho"s that the "eighted average values are < ;9( and < ))L So it can be stated that clients agreed that the department use modern e2uipment and employees appear neat

!able '6: Desponse of clients regarding tangibles Desponse

,trong!y .gree @CB

.gree @CB

9eutra! @CB

5isagree
@CB

,trong!y disagree @CB

Queries
7se of modern 02uipments Appearance

)' ''

;; ;;

: ::

)) )L

;; ;;
*ource: Primary +ata

Most of the clients ?)' ''> and )) )L>@ for 2ueries regarding e2uipment used and appearance strongly agreed "ith the researcher that the department uses necessary modern

e2uipments and the e1ecutives al"ays appear neat !his is the most satisfactory area of the department !he perception of the clients "as measured by using five dimensions of the service 2uality !he criteria of any dimensions are ran$ed and individual "eighted average "as calculated for each of them =or all the dimensions the individual values of the most important criteria are satisfactory /ut in reliability most of the clients are not satisfied "ith the current mar$et research activities of the department -ther than this overall perception of the clients of service 2uality is over the mean value ; that means clients agree that the service 2uality is satisfactory

Conc!usion
!he advertising industry in /angladesh is yet to mature .t is going through development phases !he current "or$ing process of the industry "ill shape the industry in the future /ut the mar$et is full of competitors and is increasing day by day .t is very crucial to $no" the perception of the clients# especially for the advertising industry as the industry has become the most intensely competitive one at present -perating in such a mar$et demands high service 2uality to have satisfied clients !he account management department is the main communication "indo" of the agency "ith clients So the employees of the department should be highly 2ualified# $no"ledgeable# smart and courteous !he organi%ation should ta$e necessary steps to train the employees to ensure best performance and ma$e the service 2uality as a competitive advantage !he department should also conduct regular mar$et research to $no" the mar$et scenario and uncover ne" opportunities to e1ploit for the organi%ations benefit

2ecommendations
Considering the clients responses and the findings of the research# the follo"ing recommendation is presented: !he response of the clients sho"s that the department is reliable /ut it also sho"s that fifty percent of the clients are not agreeing "ith the researcher that the department conduct regular mar$et research So the management should ta$e necessary steps to conduct regular mar$et research activity A monthly or 2uarterly mar$et research can be made mandatory to improve current state .n the responsiveness dimension a significant number of clients gave score ; that mean they are neutral about the responsiveness of the contact persons !he personnel of the department should be more attentive and be prompt in responding the clients 2uery

.ppendi4
=uestionnaire
5ear ,ir8&adamD . am a student of QQQQ of /usiness Administration of QQQQQ 7niversity# conducting a survey on T C!ients< perception of ser1ice 6ua!ity/ a study on .ccount &anagement 5epartment of Protishabda Communications. U as a re2uirement of my t"elve "ee$s .nternship program in the Protishabda Communications Findly note that this is an academic study and the findings "ill be remain confined "ithin academic interests *o part of this study "ill be printed or disclosed "ith others Nour cooperation and guidance are important for the success of this study and "ill be very much appreciated

Dimension: Reliability !+ Quality of relations and contacts ' Capacity to listen and ta2e into account client needs ;as long as the needs are stated in /riting: contact reports# statement of /or2' riefs< Strongly disagree Strongly agree $+ Initiative ' Pro9activity' 7le4i ility of the employees Strongly disagree Strongly agree =+ Pro,ect management capa ilities ;pro,ect planning# activity reports# contact reports# methodology# respect of agreed timelines# +++< of the department Strongly disagree Strongly agree
' 5 ; < : ' 5 ; < : ' 5 ; < :

>+ Quality of coordination# cooperation 6 relations et/een agencies involved in the meeting organi?ation ;creative agency+# technical production agency# logistic agency etc< Strongly disagree Strongly agree "+ @ey contact person of the department understands your rand Strongly disagree Strongly agree A+ 3he Account management department performs the service right first time Strongly disagree Strongly agree B+ 3he employees of the department sho/s a sincere interest in solving your pro lems Strongly disagree Strongly agree &+ 3he account management department does regular mar2et research for relevant data for your enefit Strongly disagree Strongly agree
' 5 ; < : ' 5 ; < : ' 5 ; < : ' 5 ; < : ' 5 ; < :

Dimension: Responsiveness C+ Dmployees of the department give you prompt service Strongly disagree Strongly agree
' 5 ; < :

!%+Dmployees of the department are al/ays /illing to help you Strongly disagree Strongly agree !!+Dmployees of the department are never too usy to respond to your re1uest Strongly disagree Strongly agree Dimension: Ass !an"e !$+3he ehavior of the employees of the department instills confidence in you Strongly disagree Strongly agree !=+Dmployees of the department al/ays courteous /ith you Strongly disagree Strongly agree !>+Dmployees of the department have the 2no/ledge to ans/er your 1ueries Strongly disagree Strongly agree
' 5 ; < : ' 5 ; < : ' 5 ; < : ' 5 ; < : ' 5 ; < :

Dimension: Empat#y !"+you are provided /ith individual attention y the department

Strongly disagree Strongly agree

'

<

!A+the 2ey contact person in the department has your est interest at heart Strongly disagree Strongly agree !B+ 3he 2ey personnel of the department understand specific needs of your rand Strongly disagree Strongly agree !&+3he department has convenient operating hour Strongly disagree Strongly agree Dimension: Tan$ibles !C+3he department uses modern technologies Strongly disagree Strongly agree
' 5 ; < : ' 5 ; < : ' 5 ; < : ' 5 ; < :

$%+3he personnel appear neat Strongly disagree Strongly agree

' 5 ; < :

Eame of the Company:

Thank you

Bibliography
;n+d+<+ Retrieved %> $%# $%%&# from .i2ipedia: http:''///+/i2ipedia+com Feithaml# G+ A+# 6 (itner# M+ 8+ ;$%%A<+ Services Marketing. Ee/ 5or2: McHra/ Iill+ Fi2mund# .+ H+ ;$%%A<+ Business Research Methods. Ee/ 5or2+