Assessing Customer Satisfaction of Commercial

Bank in Bangladesh: A study of Al-Arafah Islamic

Bank Ltd
 Ashraf Ahmed
ID: UG01-44-17-049
Batch: 44th
Department of Business Studies
State University of Bangladesh
 Introduction
• Al-Arafah Islami Bank Limited has been established and functioning with effect from 27th
September 1995 as a schedules commercial Bank of Bangladesh strictly based on Islamic
Shariah principles.

• It is the leading private sector bank in Bangladesh offering full range of Personal,
Corporate, International Trade, Credit, Foreign Exchange, Lease Finance and Capital
Market Services.

• AIBL is the preferred choice in banking for friendly and personalized services, cutting edge
technology, tailored solutions for business needs, global reach in trade and commerce and
high yield on investments, assuring excellence in Banking Services.
 Objectives
Primary objective

• The primary objective of preparing this report is to identify customers satisfaction

of service quality of Al-Arafah Islam Bank Limited and to have a clear conception

about all of the essential parts of the internship program.

Secondary objective
• To evaluate the customer service of the Al-Arafah Islam Bank Limited
• A brief discussion on the general banking
• Identify the statistical performance of AIBL.
• Discussion on function and operation of each level of the organization of AIBL
• Overview of the Al-Arafah Islam Bank Ltd.
 Analysis
 Data Type

Primary data
i. Face to face conversation with the employees
ii. By interviewing customers at AIBL
Secondary data

i. Annual Reports of the AIBL

ii. Prior research reports and journals

iii. Articles published on newspaper and websites.

iv. Group Business Principal manual & Business Instruction Manual

 Analysis
• Research Type
In this study, exploratory research are undertaken to gain insights and
understanding of the overall banking industry and also to determine some of the
attributes of service quality in general banking system. After that a more
comprehensive conclusive research are done to fulfill the main purpose of the
study.

• Data Analysis Tools

– Questionnaire survey
– Regression and Cross Tab Analysis
– Adopt simple random sampling technique during the survey of this project
– Survey a total of 40 customers with the help of a structured questionnaire.
 Findings
• Most of the clients of AIBL are from business and service category.
• Almost all the of the respondents are satisfied with the current marketing strategy of
AIBL
• 57.5% respondents thinks that employees of AIBL are helpful but still 15% are neutral
about it and 7.5% are unsatisfied because of lengthy loans granted process.
• 80% people are concern about the equipment they use, which gives a good indication in
the market place.
• Customer of AIBL are satisfied with the general banking services they are offering.
• In the cross tabs, there is no relationship between modern equipment and satisfaction
with AIBL. But there is relationship between current strategy of marketing and
satisfaction with AIBL.
 Recommendation
• AIBL have to add more products and services and grab other markets also.
• The management of AIBL should regularly administer marketing research
activities in order to keep a regular track of satisfaction levels
• The bank should focus more on existing customers in order to build strong and
loyal relationship with them.
• Regular research should also be conducted to find out customer expectations
about various service aspects.
• Al-Arafah Islam Bank have to approve easy loan policy.
• AIBL have to launch ATM cards and ATM booths in every corner of the country.
 Conclusion
• Al-Arafah Islam Bank Limited (AIBL) is one of the best banks in respect of service,
profitability and strength among the private commercial banks; in our country and also to
play a catalyst role in the formation of capital market. Al-Arafah Islam Bank Ltd bears a
unique history of its own.

• AIBL is now been called a modern bank that undertakes all its operations at an international
standard. Over the years, AIBL has built itself as one of the pillars of Bangladesh’s financial
sector and is playing a pivotal role in extending the role of the private sector of the economy.
The customers of AIBL are satisfied with the general banking system which they provide.