Customer Satisfaction of Commercial Bank in Bangladesh

Customer Satisfaction of Commercial Bank in Bangladesh-
a study on First Security Islami Bangladesh

[This Thesis is submitted for the Partial Fulfillment of the Degree of Master of Business
Administration with a Major in Marketing]
Submitted By
Md. Samedul Hoque
ID: 1913015
Reg: 191113015
Program: MBA
Major: Marketing
Date of submission: 25th July, 2021
Faculty of Business Administration

BGC Trust University Bangladesh
1
Customer Satisfaction of Commercial Bank in Bangladesh
-a study on First Security Islami Bangladesh
[This Thesis is submitted for the Partial Fulfillment of the Degree of Master of Business
Administration with a Major in Marketing]
Supervised By
Nawrin Afrin
Lecturer
Submitted By
Md. Samedul Hoque
ID: 1913015
Reg: 191113015
Program: MBA
Major: Marketing
Date of submission: 25th July, 2021

Letter of Submission
2
25th July, 2021
To
Nawrin Afrin
Lecturer
Subject: Submission of Thesis.
Dear Madam,
With immense pleasure, I am presenting my thesis paper of “ Customer Satisfaction of Commercial

Bank in Bangladesh-a study on First Security Islami Bangladesh” that has been set up as a
necessary piece of my degree prerequisite. I am appreciative to you for allowing me the chance to set up
this report. I have attempted my dimension best to finish this report with the important data and
recommended suggestion that you were give me as your best also.
Thanking you and looking forward to receiving your gracious approval of my submission. I hope
this report will meet your expectation.
Sincerely yours,
---------------------------------
Md. Samedul Hoque

ID: 1913015
Program: MBA major in Marketing
Department of Business Administration
3
Declaration
I, hereby, declare that this paper titled “Customer Satisfaction of Commercial Bank in
Bangladesh-a study on First Security Islami Bangladesh” is an original work of mine and it has
been prepared under the guidance of Nawrin Afrin, (Lecturer) the supervisor of my thesis paper
as a requirement for the completion of my MBA degree from Department of Marketing, Faculty
of Business Administration (FBA), BGC Trust University Bangladesh.
This report is prepared solely for Department of Marketing, Faculty of Business Administration
(FBA), BGC Trust University. This report neither fully nor partially has ever been submitted for
any other Certificate / Degree/ Diploma or Qualification to any other University/ College/
Institution or Organization.
…………………………
Md. Samedul Hoque

ID: 1913015
Program: MBA
Major: Marketing
Faculty of Business Administration (FBA)
4
Acknowledgement
At the very beginning, I would like to express my thanks to the Almighty Allah for giving me the
strength to complete the thesis. Then I would like to express my gratitude to my honorable
faculty and academic supervisor Nawrin Afrin, Lecturer, Faculty of Business Administration,
BGC Trust University Bangladesh, who has provided me suggestions for making this thesis, and
also provided me with format for making and preparing the whole thesis, and support me to
create that from where we can learn many things about the bank industry. Finally, I want to
express my deep gratitude to my parents and all well wishers whose enormous helps assists me
to complete this thesis.
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EXECUTIVE SUMMARY
Satisfaction of customers in term of how they are satisfied with the politeness, knowledge and
promptness of employees in handling busy customers.it also takes into consideration the
perception of the customers as to whether the product or service is worth what they are paying
for it.Customer of First Security Islami Bank Bangladesh has a good perception about the
quality of service provided by them. From our survey we found that customers are satisfied with
the overall service of First Security Islami Bank Bangladesh Bank
I have tried to find and understand all banking activities especially customer service and other
day to day functions performed in First Security Islami Bank Bangladesh. It consists of opening
an account, issuing the cheque book, contacting with the customers over the telephone, Clearing
activities, inter branch transaction, closing of accounts, collections of bills, issuing FDR, pay
order, and demand draft etc.
To complete the analysis part different type of methods and primary and secondary data used by
me.Primary data include face to face conversation, questionnaire. And secondary data included
the previous report, website of First Security Islami Bank in Bangladesh. For analyze the report
use different type of methods such as frequency, percentage etc. Then put this result in column
chart, pie chart and bar diagram.
In findings part there we discussed about problems and tried to give possible solution in the
recommendations part.
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Contents Page
Letter of Submission 3
………………………………………………………….
Author Declaration 4
……………………………………………………………
Acknowledgement …………………………………………………..……...... 5
Executive Summary 6
………………………………………………………….
Chapter 1: Introduction……………………………………………………..
1.1 Prelude…………………………………………………………..……... 10
1.2 Objectives of the Study …………….………………………………….. 14
1.3 Customer Satisfaction………………………….......... 15
1.4 Customer Satisfaction and our commercial banking 16
sector…………………………….
1.5 Overview of First Security Islami Bank Bangladesh 18
Limited…………………………..........
1.6 Scope of the Study………………………………………………... 19
1.7 Limitations of the Study………………………………………………... 20
Chapter 2: Literature Review………………………………………………. 21-28
Chapter 3: Research Methodology ………………........................................ 29-33
Chapter 4: Analysis of the Study …………………………………………... 34-47
Chapter 5: Recommendations & Conclusion ……………………………..
5.1 Recommendations …………................................................................... 49
6.2 Conclusion ……………………………………………………………... 50
References ……………………………………………………………………. 51
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CHAPTER-1
INTRODUCTION
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1.1 Prelude
Generally by the word “Bank” we can easily understand that the financial institution deals with
money. But there are different types of banks like; Central Banks, Commercial Banks, Savings
Banks, Investment Banks, Industrial Banks, Co-operative Banks etc. But when we use the term
“Bank” without any prefix, or qualification, it refers to the ‘Commercial banks’. Commercial
banks are the primary contributors to the economy of a country. So we can say Commercial bank
is a profit-making institution that holds the deposits of individuals & business in checking &
savings accounts and then uses these funds to make loans. For these people and the government
is very much dependent on these banks as the financial intermediary. As, banks are profit
-earning concern; they collect deposit at the lowest possible cost and provide loans and advances
at higher cost. The differences between two are the profit for the bank. Banking sector is
expanding its hand in different financial events every day. At the same time the banking process
is becoming faster, easier and the banking arena is becoming wider. As the demand for better
service increases day by day, they are coming with different innovative ideas & products. In
order to survive in the competitive field of the banking sector, all banking organizations are
looking for better service opportunities to provide their fellow clients. As a result, it has become
essential for every person to have some idea on the bank and banking procedure.
There are total 55 commercial banks found in our database while 9 foreign banks are currently
operating beside of 46 local commercial banks in Bangladesh.
Bangladesh's banking system is now faced with a slow-motion banking crisis principally at the
government-run banks along with some private sector banks. The Finance Minister himself last
9
month said the current banking and non-banking financial sectors are in the most vulnerable
position. The situation is anything but getting any better largely due to very fast credit growth
and state directed lending and loan restructuring. All this raises the risk of a credit crunch. Six
state-owned commercial banks account for almost a quarter of all bank assets in the country. The
government appoints their chief executives and board members and often influences them to
activities with disastrous effects.
According to Bangladesh Bank, by the middle of 2018 seven state-owned and three private
sector banks were running capital deficits, that necessitated state-funded recapitalisation or
bailouts of these banks to maintain public confidence in the banking system. But such bailouts
will create moral hazard problem and likely to encourage banks to continue with such behaviour.
State also must refrain from directing lending to certain specific sectors or purposes and such
activities can better be undertaken through budgetary provisions. The existing regulatory capital
requirements to ensure banks remain financially viable have not yielded the desired results as
reflected in many banks experiencing capital inadequacy. That raises the question whether those
requirements are fit for the purpose. If that is the case they ought to be revisited. The banking
regulatory regime in Bangladesh also at the same time should focus on mitigating the risk of
misconduct and must assess the culture drivers of misconduct. As for the banks themselves, they
must put in place effective credit risk management to ensure loans are matched with ability to
repay and used for the purpose these were intended for and must forestall any insider lending and
mitigate any information asymmetry.
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1.2 Customer Satisfaction
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by an organization meet or surpass customer expectation.
Satisfaction is as a judgment following a consumption experience – it is the consumer’s
judgment that a product provided (or is providing) a pleasurable level of consumption-related
fulfillment.
Customer satisfaction is defined as “the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals.” In other words, the degree of satisfaction provided by
the goods or services of a company as measured by the number of repeat customers.
Importance of Customer satisfaction
1. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator.
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2. Satisfied customers are most likely to be loyal
3. Satisfied customers generally make repeat orders
4. They generally use a wide range of services offered by Bank.
5. A few unhappy customers will have an outsize impact on your reputation online. So all of
them need to be satisfied.
6. It’s the best form of advertising.
1.3 Customer Satisfaction and our commercial banking sector
During 1980s and 1990s, Global banking and capital market services had made great
expansions, due to the significant increase in demand from organizations, government
institutions, and financial institutions, for the reason of, financial market conditions. For the first
two decades, the Treasury notes and financial assets grew at a rate that is nearly twice the rate of
the global economy. In the past twenty years, it was not for the insightful effects of the
globalization of financial marketplaces particularly the US. Foreign investments, especially
from Japan, who not only gave the funds to companies in the U.S., but also assisted fund to the
federal government institutions, thus transitioning the U.S. stock market by far into the biggest
in the world (Nguli, 2016).
In the new global and highly competitive economy environment, it is crucial that business
companies become non-customer-oriented. In order to survive organizations need to produce
goods and services of very high quality that result highly satisfied and loyal customers. For
several years, customer gratification and satisfaction has been the biggest goal of every
organization, since it has been intended to influence company’s market share and customer
satisfaction (Dawar, 2013).
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According to the Nguli (2016), the measurement of consumer satisfaction is not possible unless
the critical factors behind the customer satisfaction are determined. There would be both
external and internal factors that together influence the customer satisfaction in a bank. Internal
factors are variables within the banking sector, which affect the satisfaction of customers.
External factors are those variables from outside the bank that influence consumer satisfaction.
The internal factors leading to consumer approval and satisfaction in a banking industry
includes; products deliver by the bank, management practices, and customer service. Internal
factors are those factors that affecting systems from and within the bank; that in one way or
another affect customer satisfaction. These factors can be categorized in many ways, for
examples, service quality, and product differentiation practices. In global , customer satisfaction
is important factor, since one might not get an opportunity to redo the service, if the
experience is identified by a consumers as unsatisfactory (Gatari, 2016). Narteh and Kuada,
(2014) argued that banks can only provide satisfactory consumer service, if standards,
procedures, and policies for service quality exist in the business. This is because the quality of
service plays a great role in achieving and improving customer satisfaction. According to
Munari et al., (2013) the industry of banking considers customer satisfaction as the one of
most critical and crucial criteria for assessing and evaluating the relationship that the bank has
with the marketplace. As such that result, the customer satisfaction is regarded as a fatal driver
in banks performance techniques.
13
1.4 Overview of First Security Islami Bank Bangladesh Limited
First Security Islami Bank Limited (FSIB) was incorporated in Bangladesh on 29 August1999 as
a banking company under Companies Act 1994 to carry on banking business. It obtained
permission from Bangladesh Bank on 22 September 1999 to commence its business. The Bank
carries banking activities through its 67 branches in the country. The commercial banking
activities of the bank encompass a wide range of services including accepting deposits, making
loans, discounting bills, conducting money transfer and foreign exchange transactions, and
performing other related services such as safe keeping, collections and issuing guarantees,
acceptances and letter of credit .From January 01, 2009 bank has converted into islami shariah
based banking system instead of conventional banking system. The bank has constituted a sariah
council consisting prominent ulama, bankers, lawyer and Economists to advice and guide on the
implementation of islami sariah in business activates.
Mission of the bank
FSBL mission is to provide banking services to our valued clientele with utmost proficiency &
sincerity reinforced by an efficient workforce and the latest state of the arttechnology.
Vision of the bank
The vision of FSBL is
 To always strive to achieve superior financial performance, be considered a leading
Islamic Bank by reputation and performance.
 Try to encourage savings in the form of direct investment
 To pay a vital role in human development and employment generation
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 To establish a welfare-oriented banking system
Strategy statement
 To manage and operate the Bank in the most efficient manner to enhance financial
performance and
 to control cost of fundTo strive for customer satisfaction through quality control and
delivery of timelyservicesTo identify customers' credit and other banking needs and
monitor their perception towards our performance in meeting those requirements
Objectives of the bank
The objectives of the FSIBL are given below:
 To provide efficient computerized banking system
 To enhance Loan with their valued clientTo accept deposits on profit-loss sharing basis
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1.5 Objective of study
The main objective is to measure the satisfaction level of customer of First Security Islami Bank
Bangladesh in Bangladesh
Specific objectives:
 To provide the overview about First Security Islami Bank Bangladesh in Bangladesh
 To measure the level of customer satisfaction of First Security Islami Bank Bangladesh
 To provide recommendation for developing customer satisfaction on First Security
Islami Bank Bangladesh
1.6 Scope of the study
The scope of the report was to find the financial aspect of the operation of the bank. An
infrastructure of organization has been detailed, accompanied by company corporate perceptive
and look into the future. The scope of this report is limited to the overall descriptions of the bank,
its services, and its position in the industry, and its competitive advantage. The scope of the
study is limited to organizational setup, functions, and performances.
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1.7 Limitation of the study
There are some lacks of information due to some limitations. It is very difficult to collect all the
information within 3 months’ time.
* Confidential information regarding past profit or product cost, financial information was not
accurately obtained. All banking institutions is very conservative and strict in providing those
information. In those cases, I have relied upon some assumptions, which in result have created
certain level of inaccuracy. Still, I had tried my best in obtaining that sensitive information, as
much as possible.
* Time constraint was another limitation restricting this report from being more detailed or
analytical. The relationship mangers at the operation or strategic level of the concerned
department are awfully busy with meeting their targets. So, it was very difficult for me to get
them free and obtain some practical ideas regarding their expectation and opportunities regarding
my topic. But they have given me practical ideas whenever they get free time.
*As another limitation I can say is lack of experience. Though I tried my best to obtain this
information.
With all these limitations I tried my best to make this report authentic and worth reading.
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CHAPTER-2
Literature Review
18
This chapter focuses on a discussion of the variables of the study done by other scholars and
researchers. It provides definitions, explanations and arguments put forward by them as well
as the conclusions that they drew from their various studies. The researcher also provides
theories concerning some of the variables from which insights were gained.
 Islam and Niaz, (2016) wrote in their article that “Delivering superior service quality to
customers in today’s business environment is very crucial and important due the stiff
competition in the local and international markets. The ability to provide high service quality
will strengthen the image; enhance retention of customers, attracting new potential customers
through customer satisfaction and loyalty.”
 Akhter, (2012) says in her journal that “The public commercial banks are not meeting the
everincreasing demand of their clients. To survive in competition with private sector‘s bank,
competitive and professional attitude is to be created in the mind of the employees of the
public sector‘s banks. Proper training and education is to be provided to the employe
 Ashaduzzaman et al. (2012) in their study tried to seek and measure the level of customer
satisfaction and services rendered in the private commercial banks of Bangladesh. They
conducted a survey on the customers of the different private commercial bank of different
areas of the country and identified that the customers were fairly satisfied regarding the
service they received from the private commercial banks of the country.
 Cengiz, (2010) conducted a study and an investigation was made to find the answer of some
questions which was developed by the researcher. The study found that customer constantly
appraised the service of the company including the entire thing that affects the satisfaction of
the customers.
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 Kashem & Islam, (2012) they conducted a study on the superstores of different areas of
Bangladesh to point out the influencing factors of customer’s satisfaction and pinpointed the
three factors comprised of products factor, store service factors, and customer facilities
factors are noteworthy for customer satisfaction.
 Masukuzzan & Akter, (2010) they conducted a survey on the quality of services listed and
customer’s perception in connection to the satisfaction towards private commercial banks of
Bangladesh with the motive to evaluate the quality of the service provided by the banks. The
findings of the study affirmed that the quality of the service and customer loyalty of Islami
Bank Bangladesh Limited is comparatively satisfactory than other private commercial
banks.es of Public Commercial Banks.”
 Parasuraman et al. (1988) in their study sought to pinpoint which dimension affects in
customer satisfaction and perception. After conducting a survey, they discovered five
dimension namely, Reliability, Responsiveness, Assurance, Tangibility and Empathy
dimension. These dimensions can serve as a tool to evaluate the satisfaction and perceptions
of the customer.
 Palto, (2010) carried out a study and made an inquiry in grocery food retailing in
Bangladesh to identify the systems of marketing in creating customer relationship and
customer retention. An investigation was made and the findings pointed out that customer
retention had received appreciable attention and become a major factor for a food retail
organization to increase the size, maximize profits, create and sustain a competitive food
advantage.
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 Rahman & Mukul, (2013) an investigation was made by the researchers to identify the
influential factors of customer satisfaction of commercial banks of Bangladeshi. The findings
affirmed that commercial banks had measured only those factors that are significant and
needed to ensure customer satisfaction.
 Salma and Shahneaz, (2013) admitted in their research paper that “Some publicly owned
banks are scoring well among customers but overall analysis shows that satisfaction rate in
customers of private banks is much higher than public sector banks and people will continue
the mortgage with private banks then public because they're impressed by the level of
honesty of private banks.” This article talks about performance level of private bank v/s
public banks of Bangladesh. In this text the Salma and Shahneaz, (2013) also claimed that
“When the private sector banks are compared with public sector banks, private bank
customers were more satisfied with their bank because of their multiple branches at
convenient locations and technology (like check deposit machines, utility bill accepting
machines etc.) which were not even seen in public sector banks. But when we talk about
public sector banks customers of public sector banks were more satisfied with reputation,
reliability and the prices which public sector banks impose on services like cheque/cash
deposit and cheque/cash withdraw (it has been shown that price charges are lower in public
sector banks than in private sector).”
 Parasuraman et al. (1988) in their study sought to pinpoint which dimension affects in
customer satisfaction and perception. After conducting a survey, they discovered five
dimension namely, Reliability, Responsiveness, Assurance, Tangibility and Empathy
dimension. These dimensions can serve as a tool to evaluate the satisfaction and perceptions
of the customer.
21
 Palto, (2010) carried out a study and made an inquiry in grocery food retailing in
Bangladesh to identify the systems of marketing in creating customer relationship and
customer retention. An investigation was made and the findings pointed out that customer
retention had received appreciable attention and become a major factor for a food retail
organization to increase the size, maximize profits, create and sustain a competitive food
advantage.
22
CHAPTER-3
Research Methodology
23
Primary Data Collection:
Data have been collected through questionnaire survey among the people. Questionnaire has
been designed to find our customer satisfaction in banking sector.
Secondary Data:
Besides this, secondary data was also used such as: library books, internet sites, previous reports.
Textbooks that have been documented.
Survey Questionnaire Design:
For gathering descriptive information, the most suitable approach is survey, which can be
structured or unstructured. A structured survey is conducted using questionnaire forms and is
called structured because all the respondents are asked in the same way. The questionnaire
consists of close-ended simple questions regarding the key points of customer satisfaction.
Close-questions are profession, gender, age and profession. While filling in the list of questions
concerning informative, truthfulness, Reliability and Usefulness, respondents were asked to rate
them from strongly agree to strongly disagree. The scale used in the quantitative research form
was made on the basis of Likert scale, which has five levels: from strongly disagree to strongly
agree, including answer neutral. The Likert scale was early designed by Likert (1932). In the
questionnaires I kept the following points in mind:
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 The number of questions was as few as possible.
 Questions were logically arranged.
 Questions were short and simple.
 Questions of sensitive nature were avoided.
 Answer to questions was not required any calculations.
Target population
The targeted populations are all the customers of Commercial Banks in Bangladesh
Sampling Size
The sample was comprised of 20 respondents. These respondents were selected by using random
sampling.
Statistical Tools Used for Data Analysis
After the data was collected it was organized and analyzed. For analysis of closed-ended
questions, computer program is used. Data was analyzed by using descriptive statistics.
Frequency tables were drawn and from these the data was presented in pie diagrams.
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CHAPTER-4
Analysis and Findings
26
1. Gender of the Respondent
Frequency Percentage
Male 11 56%
Female 9 44%
44%
Male
56% female
Source: Survey through questionnaire.
Analysis: By the above graph we can see that about 56% respondent are male and 44% are
female.
2. Age of the Respondent
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Frequency Percentage
15-25 years 7 37%
26-35 years 10 51%
More than 36 years 3 12%
12%
37%
15-25 years
26-35 years
more than 36 years
51%
Analysis: By this study we can see 37% of respondent are from the age group 15-25, 51% are
from the age group 26-35 and 12% are more than 36 years.
3. Occupation of the respondent
Frequency percentage
Student 12 62%
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Housewife 2 9%
Business person 2 8%
Service holder 3 17%
Others 1 4%
9%
8% 4%
Student
service holder
Business person
17% housewife
62% others
Analysis: By the above graph we can see 62% of the respondents are student, 17% of them
are service holder, 9% are housewife, and 8% are business person and remaining respondent
do their job on other sector.
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4. How satisfied are you with the behavior of employees and staffs of First
Security Islami Bank Bangladesh?
Good and friendly behavior is important for any bank. The staffs and employees should act
politely with the customers.
Responses Frequency Percentage

Strongly Agree 2 10%
Agree 14 70%
Neutral 3 15%
Disagree 1 5%
Strongly Disagree 0 0%
Behavior of employees and staffs of First Security Islami Bank Bangladesh

limited
70%
15%
10%
5%
0%
Strongly Agreed Agreed Neutral Disagreed Strongly Disagreed
30
Comment: Above statistics shows that 70% of the total customers of bank are satisfied with
the behavior of the staffs and the employees of First Security Islami Bank Bangladesh. So we
can assume that the employees of First Security Islami Bank Bangladesh are satisfying their
customer with their behavior.
5. How do you feel about the official environment of this branch?
First impression plays a vital role. When a customer visits any bank for the first time, he takes a
view of the total environment of the bank. Are the bank is well organized or not, are there
enough staffs or not. Is it so noisy or not. A bank should be well organized with sufficient space.

Strongly Agreed 6 30%
Agreed 9 45%
Neutral 4 20%
Disagreed 1 5%
Strongly Disagreed 0 0%
31
Environment of First Security Islami Bank Bangladesh
45%
30%
20%
5%
0%
Comment: Here I found that 30% customers of bank are fully pleased with the bank
environment, 45% customers are satisfied and less than 20% customers think the environment of
this bank is not well organized. The bank has enough space and it is well organized.
6. Are you satisfied with their sincerity?
Every employee should show their interest to solving the problems of their customer.

Agreed 7 35%
Neutral 2 10%
Disagreed 0 0%
32
Sincerity in banking
55%
35%
10%
0% 0%
Comment: Here I can say most of the customers are happy with the sincerity of the employees
of First Security Islami Bank Bangladesh
7. Are you satisfied with their communication system before doing any
transaction or making any changes?
Every account holders have the right to know the updates of their accounts. All customers should
provide information about when the charge will be applied and why charge will be added. It will
reduce the confusion. It is the primary duty of any bank to keep their customers updated about
their accounts.

33
Agreed 6 30%
Neutral 1 5%
Disagreed 0 0%
Update of Bank Information

65%
30%
5%
0% 0%
Comment: My statistics shows that 65% customers of First Security Islami bank Bangladesh
are aware of their account information, 30% customers agree they got information and 5%
customers are neutral.
8. How satisfied are you with the Cheque Book and ATM delivery?
Time is one of the most important elements of customer. They don’t want to compromise with
the time. They want best service within short period of time. In that case, to issue cheque and
debit card, they want fast service. So by the analysis, my aim objective is to find out the level of
customer satisfaction about Time taken to issuance cheque book and ATM card.
34
Agreed 10 50%
Neutral 1 5%
Disagreed 3 15%
Time Taken to Issuance of Cheque Books and ATM Cards
50%
20%
15%
10%
5%
35
Comment: The above figure shows 20% of the total customer are said comm First Security
Islami bank Bangladesh Cheque Book and ATM card Issuance procedure are excellent that is
they are fully satisfied regarding the Cheque Book and ATM card issuing procedure of
commercial bank Bangladesh, 50% agree, 5% neutral and only 15% are not satisfied. Therefore,
in general it can be said that customers are satisfied regarding Cheque Book and ATM card
Issuance procedure of commercial bank Bangladesh.
9. How satisfied are you with the service charges of First Security Islami bank
Bangladesh?
Our aim is to find out customer satisfaction level case of Service charge charged by First
Security Islami bank Bangladesh for different service provided. Here customers want to pay less
charge and compare with different bank.

Agreed 3 15%
Neutral 6 30%
Disagreed 9 45%
36
Service charge
45%
30%
15%
10%
0%
Comment: Here the statistics shows that 45% customers are dissatisfied.
10. How satisfied are you with the Service of Cash Department of First
Security Islami bank Bangladesh?
Punctuality must be shown in cash department of any banking service.
37
Agreed 8 40%
Neutral 3 15%
Disagreed 0 0%
45%
40%
15%
0% 0%
Comment: Here the percentage shows that 45% customers strongly agree and 40% customers
agree in this regard.
11. How satisfied are you with the online banking system in First Security
Islami bank?
38
Today’s era is modernized so online banking system should be technologized.

Agreed 7 35%
Neutral 1 5%
Disagreed 0 0%
Online Banking System
60%
35%
5%
0% 0%
Comment: In this graph we can see that 60% respondents are strongly agreed with the
statement that they are satisfied with the online banking service of First Security Islami bank
Bangladesh
39
14. How satisfied are you with the overall services of First Security Islami
bank Bangladesh?
Here I tried to find out the overall satisfaction of customers. This was the most important
question of my survey report. The people, who are dealing with First Security Islami Bank
Bangladesh, are they satisfied or not.

Agreed 7 35%
Neutral 6 30%
Disagreed 3 15%
40
35%
30%
15% 15%
5%
Comment: Here majority of the customers are overall satisfied with banking system of First
Security Islami Bank. The statistics shows that 15% are fully satisfied and 35% are satisfied. So
it shows that majority of customers are satisfied.
41
CHAPTER-5
Recommendation & Conclusion
42
5.1 Recommendation
1. First security islami Bank Ltd. should increase facilities for increasing clients’ satisfaction.
So the customer could know about their products and services and attract by their
superior products and services.
2. Service charge should be decreased. As their service charge consider higher than the
other banks.
3. Employee training and seminars should be conducted to offer them expertise and
professionalism in customer interactions. With more professional base employees can
better satisfy the customers. They should be taught about how to handle difficult
customers and how to manage the problematic situations
4. The bank should upgrade the machines on ATM booths. Most clients come to inquire
about issues with ATM booth. So they should give more concern on ATM booths
problems like fund unavailability, network problem, power failure and solve these sought
of problems as soon as possible.
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5.2 Conclusion
Success in the banking business largely depends on effective lending. Less the amount of loan
losses, the more the income will be from lending operations. The more the income from lending
operations the more will be the profit of the bank.
Overall of my investigation I can say that Products and services are satisfactory and continuously
meet the challenges of developing new products and services to match the specific requirements
of customers.
Modern commercial banking is challenging business. The rewards are modest. the penalties for
bad looking are enormous. Commercial banks are great monetaryinstitutions, important to
general welfare of the company more than many other financialinstitutions.FSIBL is an
emerging bank. The bank has completed twelve years of banking services. Atthe initial stage of
business, every institution has to go through the difficult stage ofsurvival. To achieve the
confidence of the customers, the bank must execute someimprovement in its marketing and
operational areas – FSIBL should try to win customersfaith by providing them efficient and
dependable services, credit facilities and updatingwith user friendly modern technologies. The
bank should redesign all sorts of banking procedure to be more users friendly, attractive and
impressive
Over the years First security Islami bank Ltd. had shown commendable improvement. But as
discussed earlier, the world will not compromise for First security Islami bank ltd., for that
matter, neither local competitors nor the multinational ones.
44
Information and Analysis is not sufficient because it is difficult to measure and express perfectly
within this short time of my internship period. But it is a great opportunity forme to get use to
with the operational environment of commercial banking of FSIBL. Ihave tried by soul to
incorporate the research report with necessary relevant informationin my report
Thus it is expected that the service of First security Islami bank LIMITED will be increased
day by day and it will achieve more popularity among the banks in future.
45
References
46
References
 Amoake K. G. (2010). International Business Research, ISSN 1913-9004 (Print), ISSN
1913-9012.
 Anderso E.W., Fornell C., and Rust R.T. (1997). Customer Satisfaction, Productivity,
and Profitability: A study on Service and Goods. Journal of Michigan University, USA,
16(2), 129-145. https://doi.org/10.1287/mksc.16.2.129
 Ashaduzzaman M. (2011). Impact Study of Environmental Factors on Sales Productivity
in IDS Bangladesh Eastern University Journal, 3(2), 15-23.
 Ashaduzzaman M., Khan M. M., and Farhana S. (2012). User Satisfaction Review of
Private Commercial Banks in Bangladesh, South Asian J. of Commerce and
Management, 2(3), 1-16. 5. Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E., &
Lee, J. (1996). Customer sales associate retail relationships. Journal of Retailing, 72(3),
223-247. https://doi.org/10.1016/S0022-4359(96)90028- 7
 “Bank Management & Financial Services” 6th Edition. McGraw-Hill Singapore.-
Peter S. Rose & Sylvia C. Hudgins (2005)
 Masukuzzan M., and Akter A. (2010). Quality of Categorized Service and
Customer Satisfaction in Banking Industry: An Empirical Study on Private
Commercial Banks in Bangladesh, Journal of Business and Technology, 5(2), 19-
37. https://doi.org/10.3329/jbt.v5i2.9933
47
 Mazumder S., and Hasan R. (2014). Measuring Service Quality and Customer
Satisfaction of the Hotels in Bangladesh: A Study on National and International
Hotel Guest, American Research Institute for Policy Development, 2(1), 95-111.
 Palto R. D. (2010). An Examination into Customer Relationship Marketing and
Customer Retention in Grocery food retailing in Bangladesh, International Trade
& Academic Research, 10(3), 67-93.
 Parasuraman, A., Zeithaml, V.A., and Berry, LL. (1985). “A conceptual model of
service quality and its implication”, Journal of Marketing, 49: 41-50.
https://doi.org/10.1177/002224298504900403 15. Parasuraman A., Zeithaml V.
A., and Berry L. L. (1988). "SERVQUAL: a multi-item scale for measuring
consumer perceptions of the service quality", Journal of Retailing, 64(1), 12-40.
 Rahman A. M., and Mukul A.Z. (2013). Identifying the Factors of Customer
Satisfaction in E-Banking System in the Context of Bangladesh, Global Journals
Inc. (USA), 13(4), 1-8. 17. Thomas A., and Coleman N., et al. (2010). “Customer
Satisfaction Research”. ISBN: 978 1 84712 775, 4, 1-143.
Website
 http://www.bangladesh-bank.org/fnansys/bankfi.php
 https://www.eximbankbd.com/
 http://www.activemedia-guide.com/busedu_banking.htm
 http://www.shkfd.com.hk/glossary/eng/RA.htm
48
 http://www.investinganswers.com/financial-dictionary/businesses-corporations/return-
assets-roa-1627
 http://www.investopedia.com/terms/a/assetturnover.asp#axzz1v0zJx7qB
 http://www.investopedia.com/terms/c/capitaladequacyratio.asp#axzz1v0zJx7qB
 http://www.investopedia.com/terms/t/tier-1-capital-ratio.asp?q=Core%20Capital
%20Ratio#axzz1v0zJx7qB
 http://www.investopedia.com/terms/t/tier1capital.asp?q=Tier%20I
%20Capital#axzz1v0zJx7qB
49

Customer Satisfaction of Commercial Bank in Bangladesh

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Customer Satisfaction of Commercial Bank in Bangladesh-

a study on First Security Islami Bangladesh

Date of submission: 25th July, 2021

Faculty of Business Administration

Date of submission: 25th July, 2021

Faculty of Business Administration

Faculty of Business Administration

BGC Trust University Bangladesh

Subject: Submission of Thesis.

With immense pleasure, I am presenting my thesis paper of “ Customer Satisfaction of Commercial

this report will meet your expectation.

Md. Samedul Hoque

Department of Business Administration

BGC Trust University Bangladesh

of Business Administration (FBA), BGC Trust University Bangladesh.

Md. Samedul Hoque

Faculty of Business Administration (FBA)

BGC Trust University Bangladesh

to complete this thesis.

Chapter 2: Literature Review………………………………………………. 21-28

Chapter 3: Research Methodology ………………........................................ 29-33

Chapter 4: Analysis of the Study …………………………………………... 34-47

Chapter 5: Recommendations & Conclusion ……………………………..

5.1 Recommendations …………................................................................... 49

6.2 Conclusion ……………………………………………………………... 50

operating beside of 46 local commercial banks in Bangladesh.

activities with disastrous effects.

mitigate any information asymmetry.

services supplied by an organization meet or surpass customer expectation.

Satisfaction is as a judgment following a consumption experience – it is the consumer’s

judgment that a product provided (or is providing) a pleasurable level of consumption-related

Customer satisfaction is defined as “the number of customers, or percentage of total

the goods or services of a company as measured by the number of repeat customers.

Importance of Customer satisfaction

1. In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator.

3. Satisfied customers generally make repeat orders

4. They generally use a wide range of services offered by Bank.

them need to be satisfied.

6. It’s the best form of advertising.

1.3 Customer Satisfaction and our commercial banking sector

expansions, due to the significant increase in demand from organizations, government

globalization of financial marketplaces particularly the US. Foreign investments, especially

in the world (Nguli, 2016).

companies become non-customer-oriented. In order to survive organizations need to produce

satisfaction (Dawar, 2013).

experience is identified by a consumers as unsatisfactory (Gatari, 2016). Narteh and Kuada,

in banks performance techniques.

implementation of islami sariah in business activates.

Mission of the bank

Vision of the bank

The vision of FSBL is

 To always strive to achieve superior financial performance, be considered a leading

Islamic Bank by reputation and performance.

 Try to encourage savings in the form of direct investment

 To pay a vital role in human development and employment generation

monitor their perception towards our performance in meeting those requirements

Objectives of the bank

The objectives of the FSIBL are given below:

 To provide efficient computerized banking system

 To provide recommendation for developing customer satisfaction on First Security

Islami Bank Bangladesh

1.6 Scope of the study