One Bank Overview

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Introduction:

Banking in Bangladesh witnessed progress both quantitatively and qualitatively,

during last ten years. Due to implementation of financial sector reform programs, which

started in the year 1989, the supervision and control of Bangladesh Bank (Central Bank of the

country), has become more effective. The economic activities of the country increased and

diversified. Due to technological growth particularly in Information Technology sector,

Peoples expectations from the banking sector have also increased. The existing banks were

not able to meet all these demands effectively as they were over burdened with stuck-up loans

in a prevailing default culture. In the backdrop of this scenario, licenses were issued to ten

new banks in the year 1999 and ONE Bank Limited is one of these new third generation

banks.

Overview of ONE Bank Limited:

ONE Bank Limitedwas incorporated in May, 1999 with the Registrar of Joint Stock

Companies under the Companies Act 1994, as a commercial bank in the private sector. Now

the bank has almost 60 branches in all over Bangladesh. The bank is pledge-bound to serve

the customers and the community with utmost dedication. The prime focus is on efficiency,

transparency, precision and motivation with the spirit and conviction to excel as ONEBank

in both value and image.

The name ONE Bankis derived from the insight and long nourished feelings of the

promoters to reach out to the people of all walks of life and progress together towards

prosperity in a spirit of oneness.

Motto:

The Bank will be a confluence of the following three interests:

Of the Bank : Profit Maximization and Optimum Growth

Of the Customer : Maximum Benefits and Satisfaction


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Of the customer : Maximization of Welfare

The Bank will also cater to the new expectations of the customers. It will be a customer-

driven Bank.

Objectives:

Be one of the best banks of Bangladesh. Achieves excellence in customer services next to none and superior to all

competitors.

Cater to all differentiated of Retail and Wholesale customers. Be a high quality distributor of products and services. Use state-of-the-art technology in all spheres of banking.

Vision & Mission:

Vision:

To establish ONE Bank Limitedas a role Model in the Banking Sector ofBangladesh.

To meet needs of our Customers, provide fulfillment for our people and createshareholder Value.

Mission:

To constantly seek to better serve our Customers. Be pro-active in fulfilling our Social Responsibilities. To review all business lines regularly and develop the Best Practices in the

industry.


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Working environment to be supportive of Teamwork, enabling the Employees toperform to the very best of their abilities.

Organization Structure:

Figure1.1: Organizational structure of ONE Bank Limited.

CHAIRMAN

Managing Director (MD)

Deputy Managing Director (DMD)

Senior Executive Vice President (SEVP)Executive Vice President (EVP)

Senior Vice President (SVP)Vice President (VP)

Senior Assistant Vice President (SAVP)First Assistant Vice President (FAVP)

Assistant Vice President (AVP)Senior Principal Officer (SPO)

Senior Officer (SO)

Officer (O)

Junior Officer (JO)

Assistant Officer (AO)

Trainee Assistant Officer (TAO)

BOARD OF DIRECTORS


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Financial Highlights:

(Taka in million)

Sl.

No.Particulars 2011 2010 2009 2008 2007

1 Authorized Capital 4,150 4,150 4,150 4,150 1,2002 Paid up Capital 3,189 2,057 1,558 1,299 1,0393 Statutory Reserve 1,898 1,450 914 688 5274 Capital 7,700 5,956 3,573 2,658 2,1075 Total Deposits 57,240 50,734 39,365 27,861 24,4846 Total Loan &

Advances47,814 42,190 32,533 23,287 19,709

7 Investment 8,128 7,491 6,789 3,715 3,5878 Import Business

Handled53,831 51,781 34,442 27,844 25,133

9 Export BusinessHandled

45,897 35,432 25,561 25,214 19,413

10 Guarantee BusinessHandled

12,941 7,999 5,075 1,454 949

11 Total Income 9,170 7,662 5,824 4,293 3,58712 Total Expenditure 6,323 4,641 4,145 3,186 2,65813 Net Interest Income 1,959 1,862 1,035 676 63814 Operating Profit 2,847 3,020 1,679 1,108 92915 Operating Expenses 1,764 1,447 950 708 59816 Profit After Tax &

Provisions

1,449 1,887 727 422 405

17 Total Asset 67,619 58,736 45,163 31,744 27,47518 No. of Correspondents 346 311 300 285 28019 No. of Employees 1,472 1,247 1,039 859 78120 No. of Branches 54 50 39 32 3021 Loan Deposit Ratio 85.53% 83.16% 82.64% 83.58% 80.50%22 Capital Adequacy

Ratio11.24% 9.69% 10.90% 11.02% 10.25%

23 Tier 1(capital) 9.22% 7.91% 9.08% 9.33% 8.91%24 Return on Asset 2.29% 3.63% 1.89% 1.43% 1.60%25 Earnings per Share 4.54 5.92 3.53 2.71 3.1226

Dividend

Cash - - -

Bonus Share 30% 55% 32% 20% 25%

27 Net Asset Value(BookValue/Shares holderequity per Share)

19.90 23.64 19.69 17.82 17.64

Figure1.2: Five years financial highlights of ONE Bank Limited.

The figures in the year of 2010 under serial no. 5, 17 and 21 has been restated due to the

rearrangement of figures in the year 2011 as disclosed in the notes to the accounts of 2.23


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Overview of General Banking Department:

General banking is one the main departments of any bank. To take any banking

services, one has to fulfill all the requirements of this department. General Banking activities

include opening of accounts, remitting funds receiving and paying cash, collecting different

instruments and payment against them, maintaining accounts, preparing vouchers etc. A

Branch of a commercial Bank performs these entire functions. One Bank functions through

the following departments:

a) Account opening departmentb) Remittance departmentc) Cash departmentd) Accounts departmente) Clearing

Working Experience:

Account Opening Cheque Requisition Cheque Received and Issue Cheque Book Delivery Pay Order Issue Pay Order Cancellation

Clearing Cheque Received Cheque Clearing Outward Clearing Inward Clearing Remittance Day-to-day function of Accounting Department


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Account Opening:

Account Opening is the very first step towards any banking transaction. In ONE Bank

Ltd. there does have a specific department where all kind of Account Opening formalities are

fulfilled. So prior to everything we should clearly understand the formalities need to be

fulfilled by the applicant and the necessary documents/ papers are to be submitted before

opening an account.

Cheque Requisition:

When cheque book page is finished or new account is opened client has submit a

cheque requisition formrequired to signand provide some information which are account

number, account name, Cheque Books leaves, want to authorized somebody or not.The

requisition slip should be preserved as Vouchers.This cheque book is not print in every branch.

Its only printed in head office and then sent to every branch. So we have to send requisition

from Progoti Sharani branch.

Cheque Received and Issue:

After two working days from cheque book requisition, head office sent those cheque

books which we give requisition. When cheque books come to us we orderly organized those

books to security boxes and have to place computer entry of those cheque books. After that

we take cheque book charge from account holder account.

Cheque Book Delivery:

When check book delivered from the head office in Progoti Sharani branch at first we

orderly organized all the check book. After that, when account holder comes for a check book

firstly we check thisperson isauthorized or client himself. If he is client then we dont see


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Cheque Clearing:

In clearing section, Cheque, dividend warrant and other forms of financial instruments,

which are easy for encashment, are received. The clearing departments send these instruments

to the clearing House of the Bangladesh Bank for collection. As soon as cash is received the

amount is deposited in the clients account. Collection of Cheque, drafts etc. on behalf of its

customers is one of the basic functions of commercial bank.

Outward Clearing:

Outward clearing means when a particular branch receives instruments drawn on other

bank within the clearing zone and those instruments for collection through the clearing

arrangement is considered as outward clearing for that particular branch.

Inward Clearing:

The bank provides the instruments to other bank through clearing house, which have

been collected different clients. It performs this kind of service for its clients without any

charge or the remittance.

Remittance:

ONE Bank exposes this facility to its customers by means of receiving money from

one branch of any bank and making an easier arrangement for payment to another bank within

the World. ONE Bank sells and purchases PO, DD and TT to its customers only. It does not

offer remittance service frequently to those other than its customer.

With using western union and money gram, client of ONE Bank get an early payment of their

money from one country to another. When I give a money gram payment, I have to checkthere national Id card, verify the amount.


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Day-to-day function of Accounts Department:

Here day-to-day function refers to the everyday tasks. Accounting department of ONE

Bank performs the following day to day functions:

Preparing daily position of the branch.

Preparing weekly position of the branch.

Preparing cost of fund calculation of the branch.

Making the payment of the expense of the branch.

Checking whether all the vouchers are correctly passed.

Packing and maintains the total debit and total credit vouchers.

Problems and Recommendations:

Problems:

The office of ONE Bank Limited, Progoti Sharani Branch, Dhaka is not sufficient

enough.

Customer service cannot reach up to the level.

Lack of promotional activities.

Not enough of printers.

Numbers of employees are less than required.

Lack of experienced employees in junior level management.

There is no color printer in this branch.

Recommendation:

Giving better customer service.

Interior decoration should be introduced for clients comfort.

Introducing available Scheme in proper manner to the people by making advertisement


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and giving facilities than the others. This will improve banks performance.

Modern courses on banking should be included in job training.

The number of employees & officers should increase for operating official activities

smoothly.

The banks should powerful economic and social trends effecting banking customer

base with intensifying competition from non-bank financial service institution.

In the credit department, strict supervision is necessary to avoid loan defaulters. The

bank official should do regular visit to the project.

Conclusion:

It was a great deal for me to do my practical orientation in a bank like One Bank

Limited. Principal Branch of OBL provides me a wide range of scope to observe and do

different functions of the Bank through the cordial assistances of its employees. The overall

environment of the Bank is quite suitable and good. I had the scope of General Banking

Division and Accounts Division. They usually used to give the optimum services to their

customers though they have some limitations. If the management of the Branch can turn these

limitations positively may attain the ultimate goal. I am certain that my three months

experience of sharing works in the OBL will help me a lot in my professional life as a Banker.


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To propose some recommendations.

Scope:

One bank has two type of customer.

1. Individual customer in consumer banking &2. Corporate customer.

For assessment of the service quality and customer satisfaction, there has been covered

individual customer in consumer banking. There are now five branches in Chittagong and data

has been collected from Progoti Sharani branch which is Dhaka.So itrepresents a strongpartial picture of the customers thoughts and satisfaction level as well as service quality of

One Bank.

Limitations:

There were few limitations in the study due to some uncontrollable and unavoidable

factors as the report attempts to reflect the exact scenario of customer satisfaction of One

Bank. Some of the limitations of the report are as follows:

The information was limited because it only covers consumer banking department; notother departments.

The availability of adequate data was a major problem in making the report. Moreover,the interviews could not be the factual evidence due to lack of time that might raise

questions on the fairness of the report.

There were a few questions which were tactfully avoided or not exactly answered bythe respondents.

Sometimes the customers were in rush, so they didn't want to provide informationwillfully.


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Review of Literature:

Product Quality:

In this paper we focus on the relation between product quality and information, which

let us distinguishing search and experience goods. We show how literature has studied the

way firms signalling the high quality of their products/services: introductory discount pricing,

strong advertising expenditures or commitment (for instance, warranties). For search goods

we consider contributions dealing with a single-product monopolist (Spence 1975, Rochet and

Stole 1999, Lambertini 1998,) and a multiproduct monopolist (Mussa and Rosen 1978), this

first simple model has been used extensively by applied theorists studying regulation,

auctions, and labor contracts (Katz 1984, Rochet and Stole 2002,) For experience goods, we

mention for instance the lemons model (Akerlof 1970) and no milking condition (Shapiro

1983)

Service Quality:

Many researchers have conducted studies in measuring service quality in the past

twenty years. In 1982, McCleary and Weaver indicated that good service is defined on the

basis of identification of measurement behaviors that are important to customers. Zemke and

Albrecht (1985) suggested that service plays an important role in defining a restaurants

competitive strategies and identified systems and strategies for managing service. In 1988,

Parasuraman, Zeithaml and Berry developed a multiple-item scale for measuring service

quality called SERVQUAL. SERVQUAL is a generic instrument for measuring perceived

service quality that is viewed as the degree and direction of discrepancy between consumers

perceptions and expectations. Thus, service quality, as perceived by consumers, stems from a

comparison of what they feel service providers should offer with their perceptions of the

performance of service provided by service providers (Parasuraman, Zeithaml and Berry,

1988). The researchers also identified that there are five dimensions to service quality. The

following is a list of the five dimensions and a brief description of each:


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1. Tangibles: (physical facilities, equipment, and appearance of personnel).2. Reliability: (ability to perform the promised service dependably and accurately).3. Responsiveness (willingness to help customers and provide prompt service).4. Assurance (knowledge and courtesy of employees and their ability to inspire trust and

confidence).

5. Empathy (caring, individualized attention the firm provides its customers).Relation between product quality, service quality and customer satisfaction

Wang, Lo, and Yang (2004) attempt to conceptualize factors of service quality (tangibility,

reliability, responsiveness, assurance and empathy) as antecedents to customers overall

evaluation of service quality, rather than as dimensions or components of the construct.

However, since they focus on Chinas mobile communication market, durability and

aesthetics may not be relevant. These researchers believe that measuring service quality as

disconfirmation (the difference between perceptions and expectations) is valid.

Hansen and Sand (2008), drawing on the conceptualizations offered by Selnes (1993) and

Fombrun (1996), define image as a perceptual representation of the firms overall appeal

when compared with other rivals. They argue that both benevolence and image are extrinsic

faces of the satisfaction object. They conclude that improving customer satisfaction can be

achieved by combining good service quality with communicative messages focusing on the

firms positive image as well as focusing on the customers perception of benevolence

signaled by the firm.

Helgesen (2006) focuses on the relationships between customer satisfaction, customer loyalty

and customer profitability at the individual customer level. The context is the order-handling

industry: four Norwegian exporters of fish products and their customers. Variations in

customer loyalty explain only about 10 percent of the variations of customer profitability. The

relationship seems to be degressive, which indicates that increased customer loyalty has a

positive effect on customer profitability, but at a decreasing rate.

Kim (2005) integrates and applies the concept of satisfaction from three fields: management

information systems (MIS), marketing and e-commerce. Satisfaction affects post-purchase

behavior (word-of-mouth, advocacy etc.) and future purchase behavior (repeat purchase). The

obvious implication is that satisfaction goes beyond simple satisfaction with the product or

purchase outcome; the channel experience also has an impact on overall satisfaction.


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Customer Satisfaction:

The basis for consumer satisfaction or dissatisfaction lies in mankind's ability to learn

from past experiences. Accordingly, consumer preferences are constantly being updated by

way of the learning process. Learning theory posits that " a given response is reinforced either

positively or negatively to the extent that it is followed by a reward. Reward, in turn, leads to

an evaluation that the purchase was satisfactory and hence it can exert an effect on brand

beliefs and attitudes. The probability of engaging in a similar buying act will be increased if

there are positive consequences in the act of purchase and use and vice versa" (Engel, Kollat

& Blackwell, 1968, p. 532). A basic tenet of marketing is that consumer satisfaction with a

product is likely to lead to repeat purchases, acceptance of other products in the product line,

and favorable word-of-mouth (Cardozo, 1965). However, while the idea of post-purchase

outcome has been included as a variable in early consumer behavior models (Engel, Kollat &

Blackwell, 1968; Howard & Sheth, 1969), the study of CS/D, as a separate outcome of the

purchase decision, was not given much research attention until the latter part of the 1970s

(Anderson, 1973). Early attempts to understand consumer post-purchase responses focused on

the notion of cognitive dissonance (Festinger, 1957). A number of early studies suggested that

CS/D was a more definitive outcome of the post-purchase decision (Cardozo, 1965; Engel,Kollat & Blackwell, 1968).

In noting that it "would indeed be an understatement" to say that there is no general agreement

on how to define satisfaction, Day (1980) asserts that "while everyone knows what

satisfaction means, it clearly does not mean the same thing to everyone" (p. 593). Early

conceptualizations of consumer satisfaction view it as a single variable which involves a

single evaluative reaction from consumers, which may or may not be related to pre-evaluationconcepts. In discussing the conceptualization of consumer satisfaction, for example, Hunt

(1977b) notes that satisfaction is a kind of stepping away from an experience and evaluating

it. One could have a pleasurable experience that caused dissatisfaction because even though it

was pleasurable, it wasn't as pleasurable as it was supposed to be. So

satisfaction/dissatisfaction isn't an emotion, it's the evaluation of the emotion"


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Service Quality and Customer Satisfaction:

Customers perceive quality in a multi-dimensional way. Customers measure quality

through the use of multiple factors. Servqual model helps companies to better understand the

expectation and perception of their customers. Servqual analysis result could be used to

identify the components or facts of a service the company was particularly good or bad at. It

was used to monitor service quality overtime, to compare performance with that of

competitors, or to measure customer satisfaction with a particular service industry generally.

So this servqual was important measurement to evaluate customer satisfaction of any service

organization.

The following five dimensions were considered as a standard format for the assessment of

service quality .They are

Reliability: ability to perform the promised service accurately and dependably. Responsiveness: Willingness to help customer and provide prompt service. Assurance: Employees knowledge and courtesy & their ability to inspire trust and

confidence.

Empathy: Caring, individualized attention given to customer. Tangibles: Appearance of physical facilities, equipment, personnel and written

materials.

Product Quality and Customer Satisfaction:

Despite all efforts, many product development projects fail and lead to the introduction

of products that do not meet customers' expectations. A high level of customer satisfaction

cannot be obtained. On the other hand, in many product development projects the process of

product development is conducted very unsystematically and resources are wasted because of

a lack of communication between the different functions involved in product development.

Time especially is a critical factor within product development as time to market is becoming

increasingly more important.

Managers need a set of practical step-by-step tools and methods which ensure a better

understanding of customers' needs and requirements, as well as procedures and processes to


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thoughts of the sources and in data presentation, and interpretation subjective methods were

also used.

Sampling Procedure: Systematic convenient sampling was carried out for the purpose of the

research. The persons from who information were collected were all ONE Bank account

holder or had Service relationship with the bank.

Sample Size: The survey for the purpose of the report was done on one set of sample. Sample

size of the customers was thirty (30) in numbers. The sample size was determined by the ONE

Bank Officials.

Sample Design & Data Collection:

Internal Survey Data

Survey Data: Systematically data was collected directly from the respondents. Data was

collected through personal interview.

Personal Interview: In-depth interviews of the employees of the particular areas of the bank

were taken.

Secondary Data: Secondary data were collected from some purpose other than the problem at

hand. These data can be located quickly and inexpensively. Secondary data was collected

from Journals, customer service guide, Internet and Service marketing book


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Individual factors: finding, ranking & analysis:

Factors Under the Reliability Dimension:

Figure2.1: Reliability dimension.

Q1. When ONE Bank promises to do something by a certain time, it does so.

Ranking & score: it isplacedin the 1stposition with the score of 4.1

Analysis: The consumer has the perception as the score represent that ONE Bank keeps their

promises but not exactly in a certain time. It is an important part of the service to deliver theirservice as it is promised and by a certain time without much delay. They should always look

for improvement in this factor.

Q2. When you have a problem, ONE Bank shows a sincere interest in solving it.

Ranking & score: it is placed in the 4thposition with the score 3.5.

Analysis:The consumers have the perception as the score represents those ONE Bank shows

a sincere interest in solving it when a customer has a problem.

Although they are not 100% perfect in doing every work. The score suggest that in few

occasions in customers rush time, they have failed to solve all the problems of the customers

and thus those consumers have scored them low. Most consumers dont like mistakes, so

ONE Bank should show a sincere interest in solving the customers problem.

Q3. ONE Bank performs the service right the first time.

Ranking & score: it is placed in the 2ndposition with the score 3.8

3.2

3.4

3.6

3.8

4

4.2

1 2 3 4 5

Reliability

1

2

3

4

5

X Axis =

Mean

Y Axis=

percentage


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Analysis: The consumer has the perception as the score represents that ONE Bank performs

the service right the first time. It is perceived that they are efficient to perform the service at

the first time. The result is quite satisfactory which indicates the efficiency of the bank

officials. So customers are satisfied with the service provided by the bank.

Q4. ONE Bank provides the services at the time it promises to do so.

Ranking & score:it is also in 2ndposition with the score of 3.8.

Analysis: The consumer has the perception as the score represents that ONE Bank provides

services timely and as promised. Consumers are quite agreed in this question just like the

above one.

Q5. ONE Bank keeps customers informed about when services will be performed.

Ranking & score: it was placed in the 4thposition with the score 3.7.

Analysis: The consumer has the perception as the score has a little difference from the 3rd

position. The score represents that consumers are satisfied but not that much. Thats why this

factor needs continuous improvement.

Factors Under Responsive Dimension:

Figure2.2: Responsive dimension.

Q1. Employees in ONE Bank give you prompt service.

Ranking & score: it is placed in the 1stposition with the score 3.7.

Analysis: The consumer has the perception as the score represents that ONE Bank has good

score in this question which means that they are performing prompt or on time service. A lot

3.2

3.33.4

3.5

3.6

3.7

3.8

1 2 3

Responsiveness

1

2

3

X Axis =

Mean

Y Axis=

percentage


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of customer is satisfied with their performance in this factor. In banking, people want fast

transaction because time is very important for the business people.

Q2. Employees in ONE Bank are always willing to help you.

Ranking & score: itis placed in the 2ndposition with the score 3.6.

Analysis: The consumer has the perception as the score represents that ONE Bank are willing

to help consumers. Maintaining the relationship with the customer is the key factor in

consumer banking. As consumer like to be helped, ONE Bank have to give more focuses on

this topic.

Q3. Employees in One are never too busy to respond to your request.

Ranking & score: it is placed in the 3rdposition with the score of 3.4.

Analysis: The consumers have the perception as the score represents that ONE Bank are not

giving that much good response to their request, there is need for improvement. They have to

be more responsive to improve the score by showing responsiveness to all consumers.

Factors Under Assurance Dimension:

Figure2.3: Assurance dimension

Q1. The behavior of employees in ONE Bank instills/builds confidence in you.

Ranking & score: it is placed in the 2ndposition with the score of 4.1

3.6

3.8

4

4.2

4.4

4.6

1 2 3 4

Assurance

1

2

3

4

X Axis =

Mean

Y Axis=

percentage


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Analysis: It has been tried to determine if the customers are satisfied with the service provided

by the bank. The result is quite satisfactory as their score represents that employees are able to

build confidence in the consumers mind. Consumers have good trust in them and agree that

they are getting good assurance.

Q2. Do you feel safe in your transaction with ONE Bank.

Ranking & score: it is placed in the 1stposition with the score of 4.5

Analysis: The consumer has the perception as the score represents that ONE Bank has

successfully gained the perception of safe transactions with the consumers. Consumers are

well safe with transacting and keep believe on them.

Q3. Employees in ONE Bank are consistently courteous/ polite with you.

Ranking & score: it was placed in the 3rdposition with the score of 4.

Analysis: The consumers have the perception as the score represents that the employees of

ONE Bank have to show their politeness more. The consumers are not much satisfied with

their politeness. They have to make improvement in this factor.

Q4. Employees in One bank have the knowledge to answer your question.


Analysis: The consumers have the perception as the score represents that the employees of

ONE Bank have adequate knowledge for answering the customers unknown question. So

customers are quite satisfied in this factor.


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Factors Under Empathy Dimension:

Figure 2.4: Empathy dimension.

Q1.ONE Bank gives you individual attention.


Analysis: The consumers have the perception as the score represents that ONE Bank

sometimes pay individual attention to its customers; not every time. Maybe some of the

customers get personal attention but not all are getting the same attention. The bank needs to

take immediate steps in these factors because consumers like to get individual attention from

the service all the time.

Q2. ONE Bank has employees who give you individual attention.

Ranking & score: it was placed in the 1stposition with the score of 4.2

Analysis: The consumers have the perception as the good score represents that ONE Bank has

employees who give them special attention. Whether the employees are known to the

customers or not they are friendly.

Q3. ONE Bank has your best interest at heart.

Ranking & score: it is placed in the 3rdposition with the score of 3.5

Analysis: The consumers have the perception as the score represents that ONE Bank has

scored much lower in this factor of empathy. To grow consumers interest and believe is the

core in every consumer banking sector. So this factor also has to need improvement.

0 1 2 3 4 5

1

2

3

4

Empathy

1

2

3

4

X Axis =

Mean

Y Axis=

percentage


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office enhances the prestige of any organization. Progoti Sharani branch is quite big and its

physical facilities are attractive enough which increase the image of the bank.

Q3. ONE Banks employees appear neat/look smart.

Ranking & score: it is placed in the 1stposition with the score of 4.2

Analysis: The consumers have the perception as the score represents that ONE Banks

employees are well dressed and agreed on their neatness in dressing and smartness.

Consumers feel good to interact with them.

Q4. Materials associate with the service are visually appealing at ONE Bank.

Ranking & score: it is placed in the3rdposition with the score of 3.9

Analysis: The consumers have the perception as the score represents that ONE Banks

materials associated with the service are moderately appealing and attractive to them.

Q5. ONE Bank has convenient/suitable business hours.

Ranking & score: it is placed in the4thposition with the score of 3.6

Analysis: The consumers have the perception as the score represents that ONE Bank have not

convenient and suitable business hours. Clients want more and more suitable business hours

because time is very important factor for them. So improvement is needed in these factors

immediately.

Dimension Ranking and Analysis of ONE Bank:

Assurance:

Assurance means employees knowledge and courtesy and their ability to inspire trust and

confidence. This dimension is likely to be particularly important for services that the customer

perceives as involving high risk and they feel uncertain about their ability to evacuate

outcomes. In dimension ranking of assurance ONE Bank is in 1stposition scoring 4.25 which

indicates this bank is able to gain trust and confidence to the customer which is the key for

success of any organization. In the early stage of relationship, the consumer may use tangible


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evidence to assess the assurance dimension. Visible evidence of degrees, honors, awards and

special certifications may give a new customer confidence in a professional service provider.

So overall this bank is able to achieve all those things successfully.

Tangibles:

Tangibles represent the service physically. Tangibles are defined as the appearance of

physical facilities, equipment, personnel and communication materials. All of these provide

physical representation or images of the service that customers will use to evaluate quality.

This dimension is ranked in 2ndposition with the score 3.96 in ONE Bank. This bank pays

attention to the tangible dimension which enhances the banks image, good service quality and

creates confidence on customers.

Reliability:

Reliability means ability to perform the promised service dependably and accurately. It is a

most important dimension in every service organization. Though in dimension ranking ONEBank is in 3rdposition with the score 3.77; it has to be improved more. To improve this

dimension the problem identified was that clients are not informed well. Preferred suggestion

would be, to let consumer know just how and when service is going to be performed through

direct meeting, phone or via mail or email or even by sending newsletter. Customers want to

do business with those service organizations that keeps promises about the core service

attribute. So being a reputed bank, ONE Bank has to be more conscious about their performed

service.

Empathy:

Empathy means caring the customers individually. In One bank this dimension is in 4 th

position with the score 3.73. This dimension is not in the top most position because in Progoti

Sharani branch there are lots of customers transecting over there. So most of the time it is

totally impossible for the employees to treat customers as individual. Obviously it is important


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for every organization to build good relationship with the customer; but sometimes giving

individual attention is quite tuff for ONE Bank where they have to give faster transaction as

customer required.

Responsiveness:

It is willingness to help customers and to provide prompt service. It is a very important

dimension but ONE Bank has its 5thposition with the score 3.59 which is so poor. So this

indicates that ONE Bank has failed to provide perfect on time service and lacks in helping

customer properly. This can be improved by providing technical training on faster delivery of

service and through motivational training employees improve willingness to help consumers.

They can even provide incentive for prompt service to employees. ONE bank has promptness

but in this dimension, this branch need well staffed customer service departments as well as

responsive front line people in all contact position.

Q1: Are the product segmented based on customer choice/criteria?

Analysis: In the analysis we see that most of the customers strongly agree with the statement.

Most of the customer said that ONE Bank has very good customer choice. But some

respondent are disagree and strongly disagree with the statement.

Figure2.6: Product that segmented on customer choice.

40%

16%

28%

8%8%

Product that segmented on customer

choice

Strongly Agree

Agree

Neither Agree nor

Disagree

Disagree


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Q2: Is the nature of product meets your ultimate need?

Analysis: In this question customers has different view like some respondent strongly agree

with the statement but some respondents are completely disagree with the statement because

they are not satisfied with the product and as well as service quality.

Figure 2.7: Product that fulfill the need.

Recommendation:

In view of the above facts, the following recommendations are made to the respective

concerned for consideration and implementation.

The employees of one bank have to show their politeness more. The employee of one bank should show a sincere interest in solving the customers

problem.

For maintaining the relationship with the customer, employees have to give all types ofsupport to the customers.

It is an important part for OBL to deliver their service as it is promised and by acertain time without much delay.

The officials should be trained up for their efficiency. OBL needs increasing number of staffs and cash terminals Officials should be more cooperative with the clients.

45%

20%

15%

12% 8%

Product that fulfill the need

Strongly Agree Agree

Neither Agree nor Disagree Disagree

Strongly DIsagree


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Appendix:

Questionnaire for Bank Client

This questionnaire has been designed to conduct a research to fulfill the course requirement ofInternship Program under the school of business, Independent University Bangladesh. Your

cooperation and active participation will enable me to conduct the research work successfully.

*At first please fill up (mark) this information:

Name. Gender: [] Male [] Female Age: [] 25-30 [] 31-35 [] 36-40 [] 41-45 [] 46-50 [] 51-55 [] 56-60 [] 60

more

Occupation: [] Teacher [] Private sector employee [] Student [] Businessman [] Govt.sector employee [] others..

The following questions are related to your opinion regarding the overall service quality

of ONE Bank Limited:

Please tick ()the following opinion which closely matches your opinion.

1. When ONE Bank promises to do something by a certain time, it does so.

Strongly

disagree

Disagree Neutral Agree Strongly agree

2. When you have a problem, ONE Bank shows a sincere interest in solving it.

Strongly

disagree


3. ONE Bank performs the service right the first time.

Stronglydisagree


4. ONE Bank provides its services at the time it promises to do so.

Strongly

disagree



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40

5. ONE Bank keeps customers informed about when services will be performed.

Strongly

disagree


6. Employees in ONE Bank provide you prompt service.

Strongly

disagree


7. Employees in One Bank are always willing to help you.

Strongly

disagree


8. Employees in ONE Bank are never too busy to respond to your requests.

Strongly

disagree


9. The behavior of employees in ONE Bank in instills confidence in you.

Strongly

disagree


10. You feel safe in your transactions with ONE Bank.

Strongly

disagree


11. Employees in ONE Bank are consistently courteous with you.

Strongly

disagree


12. Employees in ONE Bank have the knowledge to answer your questions.

Stronglydisagree


13. ONE Bank gives you individual attention.

Strongly

disagree


14. ONE Bank has employees who give you individual attention.

Strongly

disagree



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15. ONE Bank has your best interests at hard.

Strongly

disagree


16. Employees of ONE Bank understand your specific needs.

Strongly

disagree


17. ONE Bank has modern looking equipment.

Strongly

disagree


18. ONE Banks physical facilities are visually appealing.

Strongly

disagree


19. ONE Banks employees appear need.

Strongly

disagree


20. Materials associated with service are visually appealing at ONE Bank.

Strongly

disagree


21. ONE Bank had convenient business hours.

Strongly

disagree



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The following questions are related to your opinion regarding the overall product

quality of ONE Bank Limited:

Please tick ()the following opinion which closely matches your opinion.

22. Are the product segmented based on customer choice/criteria?

Strongly

disagree


23. Is the nature of product meets your ultimate need?

Strongly

disagree


Finally, THANKS for participating in our Customer Survey!

Documents

One Bank Overview