A Term Paper on:
Service Marketing of Dutch Bangla Bank Ltd. Khulna Branch
Supervised by:
Md. Rabiul Islam
Lecturer
Department of Marketing
Azam Khan Govt. Commerce College, Khulna
Submitted by:
Rokaya Islam Ikta
Roll: 9175
MBA (Session: 2020-2021)
Department of Marketing
Azam Khan Govt. Commerce College, Khulna
Submission Date: August 16, 2023
Letter of Transmittal
August 16, 2023
To
Md. Rabiul Islam
Lecturer
Department of Marketing
Azam Khan Govt. Commerce College, Khulna
Subject: Submission of report on “Service Marketing of Dutch Bangla Bank Ltd. Khulna
Branch’’
Dear Sir,
Here is the report on an observational study on “Service Marketing of Dutch Bangla Bank Ltd.
Khulna Branch’’
As you will see my observations pointed to some specific areas in Khulna city. I have analyzed
different journals, magazines, and websites and gathered information about their activities.
My recommendation is that the authoritative body like Bangladesh, Business Associations, or the
Government should set out proper guidelines for social welfare as well as the economic welfare of
the country.
My utmost effort is focused on this report. So, any mistake or shortcoming in this report would be
apologetically considered my fault.
With thanks and best regards
Sincerely Yours
Name: Rokaya Islam Ikta
Roll No: 9175
MBA (Session: 2020-2021)
Department of Marketing
Azam Khan Govt. Commerce College, Khulna
Letter of Endorsement
The Term Paper Report entitled “Service Marketing of Dutch Bangla Bank Ltd. Khulna Branch” has
been submitted to the requirements for the degree of Master of Business Administration, Major in
Marketing, Azam Khan Govt. Commerce College Under National University by Rokaya Islam Ikta,
Roll: 9175, MBA (Session: 2020-2021). The report has been accepted and may be presented to the
supervisor for further defense or evaluation.
(Any opinions or suggestions made in this report are entirely that of the author of the report. The
University neither condones nor rejects any of these opinions or suggestions).
…………………………………
Md. Rabiul Islam
Term Paper Supervisor
Lecturer of Marketing
Azam Khan Govt. Commerce College, Khulna
Acknowledgment
First and foremost, I would like to pay my gratitude to the Almighty Allah, the most Merciful, the
Beneficent, for blessing me with good health and tenacity of mind to complete the requirements for
the degree. I am also grateful to my parents who provided me with the necessities of life since my early
childhood.
I, Rokaya Islam Ikta, a student of the Department of Marketing, Azam Khan Govt. Commerce College,
Khulna, do hereby declare that I am pleased to be given the responsibility to study and work on the
report entitled “Service Marketing of Dutch Bangla Bank Ltd. Khulna Branch,” assigned by
Lecturer, Md. Rabiul Islam. I also confirm that I have successfully taken part in all the required
activities in carrying out and completing this report, and am submitting the paperwork on due time.
My special gratitude goes to my supervisor, Md. Rabiul Islam, Lecturer, Department of Marketing
at Azam Khan Govt. Commerce College, Khulna* for his cooperation and the time to guide me with
helpful hints and useful advice all along in the preparation of this report.
I hope that my effort will result in a product that can lead any layman to become interested in the
practices.
Table of Content
Name of the Chapters
1.0 Introduction
Page Number
1
1.1 Background of the Study
1
1.2 Rationale of the Study
1
1.3 Significance of the Study
1
1.4 Limitations of the Study
2
2.0 Literature Review
2
Relation of Marketing Theories with the existing practice
3.0 Methodology
3
3.1 Method of Data Collection
3
3.2 Data Analysis
3
4.0 Results and Discussions.
4
5.0 Conclusion and Recommendation
6
References
7
“Service Marketing of Dutch Bangla
Bank Ltd. Khulna Branch”
1.0 Introduction
In the era of fiercely competitive financial markets and the fastest growth of the banking sector and
other financial institutions, it is a very tremendous task of service marketing people to meet the
demands of customers and increase their value of deposits. Without satisfying the customer, the
banking business cannot stand alone. To satisfy customers it is often recommended to provide better
quality banking service to the bank customers. The study evaluates the measuring of service quality in
Dutch Bangla Bank Ltd. Khulna Branch, Khulna. This study is related to the principles of commercial
banks. (Zheng, p. Zhu, J, Wang, H. 2018)
1.1 Background of the study
All over the world, the dimension of banking has been changing rapidly due to Deregulation,
Technological Innovation, and Globalization. Commercial banks in Bangladesh have to keep pace with
the change in global business. Now banks have to compete in market place both with local institutions
as well as with foreign institutions. To survive and thrive in such a competitive banking world, an
important requirement is the development of appropriate financial infrastructure by the Central Bank
and to introduce of skilled bankers, only theoretical knowledge in the field of banking studies is not
sufficient for an academic course the study has a great value when it has practical application in real
life situation.
So, I need proper application of my knowledge to get some benefit from my theoretical knowledge
and make it more tactful. Such theoretical knowledge is obtained from a course of study at only
halfway through the subject matter. Internship implies on other the full application of the method and
procedures through the rich acquisition of subject matter that can be forcefully applied in my day-today life situation. Such a procedure of practical application is known as an internship which program
covers a period of three months of organizational attachment. This period particularly helps us to get
to know corporate behavior and get acquainted to face new challenges with the knowledge that we
gained in our university life.
1.2 Rational of the study
Now a day’s people like to use his/her vehicle for transportation because of the lack of public vehicles,
security, relaxation, etc. So, there is a tendency to buy cars. For full fill, this needs Higher & Highermiddle-class people want to purchase cars. So, they want to invest their money in a 'Car Loan’ in
different banks. United Commercial Bank Ltd. is also providing this kind of scheme. This topic will
be covered how to evaluate an investment scheme, how it works, what’s the reason behind contributing
to this investment scheme & the comparison between United Commercial Bank with some other banks.
I want to know how this bank provides services, what is the quality of service, and whether customers
are satisfied with their services. I want to know about the operational activities of this bank. I also want
to know about the investment facility provided by Bangladesh.
1.3 Significant of the study
The goal of this study is to identify the interrelationships between measuring service quality, customer
satisfaction, and customer loyalty in the DBBL banking sector in Khulna. The study also aims to find
out the most important attributes of service quality in DBBL banks which can be used to evaluate the
characteristics of banking service quality as perceived by customers. Examples of this aspect of
banking include the appearance of bank statements, website design, updated equipment, and staff
dealings. Tangibility helps in maintaining contact between the employee and customer which
ultimately helps enhance the level of customer satisfaction. Reliability helps in maintaining the
reputation among consumers, by providing the promised services-for example, error-free transactions
and timely updates of accounts. It helps in building trust and confidence among consumers. Assurance
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deals with ensuring safety, freedom from risk, and building trust among consumers. Bank should be
able to provide a commitment to ensure the safety of customer monies and a clear explanation must be
given to the consumers regarding the insurance policies, margins, and other services so that consumers
can feel confident about the services provided.
1.4 Limitations of the Study
The present study was not out of limitations but as an intern, it was a great opportunity for us to know
the banking activities of Bangladesh, especially DBBL Bank. The main constraint of the study is time
limitation. Due to time limitations, many of the aspects could not be discussed in the present report.
Another constraint of the study is the insufficiency of the information, which was required for the
study. There is various information the bank employee can’t provide due to security and other
obligations. Since the bank persons are very busy, they could provide me with very little time. I carried
out such a study for the first time, so in experience one of the main constraints of the study. I have tried
to overcome this limitation with the help of textbooks and the internet by spending a lot of time and
hard work.
1.4 Limitations of the Study
The present study was not out of limitations but as an intern, it was a great opportunity for us to know
the banking activities of Bangladesh, especially DBBL Bank. The main constraint of the study is time
limitation. Due to time limitations, many of the aspects could not be discussed in the present report.
Another constraint of the study is the insufficiency of the information, which was required for the
study. There is various information the bank employee can’t provide due to security and other
obligations. Since the bank persons are very busy, they could provide me with very little time. I carried
out such a study for the first time, so in experience one of the main constraints of the study. I have tried
to overcome this limitation with the help of textbooks and the internet by spending a lot of time and
hard work.
2.0 Literature Review
An extensive effort has been made to explore banking services in different developed country contexts.
The review of relevant literature reveals that very limited effort has been made in terms of correlating
service quality, satisfaction, and loyalty in the banking sector. Service quality is one of the important
determinants of the success of a bank. It is difficult to measure the quality of service due to its distinct
characteristics. In comparison, goods have tangible characteristics and thus can be easily measured by
objective indicators such as performance, physical attributes, and durability. Service quality is
measured by intangible and subjective elements such as attitudes, perceptions, and feelings of
customers. Increasingly service quality dimension is becoming more important both for researchers
and service providers. A conceptual model concerning perceived service quality was first developed
by Parasuraman, A, Zeithaml, V.A & Berry, (1985). They identify ten dimensions of measuring service
quality.
The study found that the differences between perceived performance and expected performance of
these ten dimensions determine overall service quality. However, this conception does not examine
any particular service industry. (Later, Parasuraman et al, 1988) revised their earlier conceptual model
and conceptualized perceived service quality as “a global judgment, or attitude, relating to the
superiority of the service” and also developed a 22-items instrument, recognized as SERVQUAL,
which has become widely used as a generic instrument for measuring service quality. The instrument
items represent five dimensions. The conceptual model of Parasuraman et al. (1988) can serve as a
basis for understanding customer expectations and service performance. Lee et al. (2000) have made
substantial contributions to the service quality literature. Service quality measurement is one of the
significant measurement tools for firms to understand consumers' needs and wants by analyzing the
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experience of consumers' satisfaction with the services provided. Service quality is predominantly for
financial service providers who typically offer items that are homogeneous in nature. Customer
satisfaction is the feeling that clients get when they encounter a benefit that satisfies or outperforms
their desire. Primarily in marketing, satisfaction is characterized as the worldwide assessment of
relationship fulfillment by a firm or the decidedly influenced state coming about because of the
evaluation of the firm’s working relationship. Satisfaction is likewise a standout among the most
imperative components to clarify any kind of relationship between members and a purchaser’s
satisfaction reaction. Customer satisfaction is known as a result of service quality, which implies that
it is identified with the nature of the items or administrations positively given to the client.
3.0 Methodology
3.1 Method of Data Collection:
Both primary and secondary data have been collected. I have gathered primary data through personal
interviews. Mainly I have discussed with them verbally. I collected information from them providing
questionnaires and the annual report of DBBL Bank. I used journals, manuals, and several books on
HR to prepare this report. More than 65% of data is collected from banks and articles on different
websites, Wikipedia, and workshops, and 20% is collected from books as well as the information
provided by competitive banks. I used both primary data and secondary data for preparing the report.
Primary Data was collected from:
Observing various organizational procedures; Conversations with the bank officers and staff; Informal
Conversations with the clients; Face to face conversations with the employees in various fields;
Secondary Data was collected from:
Internet and annual report of Dutch Bangla Bank Ltd., Several types of academic textbooks, and
training sheets.
3.2 Data Analysis:
Dutch Bangla Bank Limited (DBBL) is a Bangladesh-based financial institution that provides
banking services. The services include personal and business banking, loans, credit cards, online
banking, and money transfer services. The bank primarily operates in Bangladesh, it’s headquartered
in Dhaka. With its firm commitment to the economic development of the country, the Bank has already
made a distinct mark in the realm of Private Sector Banking through personalized service and efficient
Management. The Bank, aiming to play a lead role in the economic activities of the country, is firmly
engaged in the development of trade, commerce, and industry through a creative credit policy. DBBL
uses the latest technology to give the best services to its customers. Most of the customers are so happy
because they feel that this bank is so much trustworthy. DBBL follows some marketing strategies to
attract its customers. This Bank conducts its marketing activities by SWOT analysis. Bank has adopted
a new method to increase the quality of customer service. Home Banking is one of them. For the
satisfaction of customers, they have made well decorations in their branches, by using the latest
technology. They have offered additional profit on savings to satisfy customers and retain long-term
relationships.
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4.0 Results and Discussions:
To come up with a result and to carry on with the research various statistical tools were employed.
Series of data were acquired through fieldwork and then computed in a frequency distribution. Based
on the above analysis it can be said that DBBL has a good reputation in the market. The management
and employees are well-qualified and experienced. Customers are happy with the fees of the services
but compared with other banks interest rates on different services should be increased. Due to a lack
of manpower and workload sometimes employees cannot provide services on time but most of the
customers are satisfied with the service. The majority of people are quite happy that whenever they
have queries or problems employees are always there to give them proper solutions. Due to work
pressure sometimes, employees cannot give proper solutions to the customer’s problems. If they have
a customer representative who will monitor the customers and give them basic information then the
customers will be more satisfied (Anderson, C. R., & Zeithaml, C. P. 1984). The errors and mistakes
are corrected properly. Customers are satisfied with the attitude of the employees but sometimes
employees cannot give individual attention to the customers due to the pressure of work. A large
number of customers think that DBBL has visually appealing facilities but they need to advertise.
Respondents are not satisfied with employees' work speed. They think employees are a little slow.
There should be more swiftness in giving services to the customers so that customers do not have to
wait for a long time. Most of the customers agreed that they have modern equipment but a large number
of people do not think so. They said the bank should upgrade its technologies. Customers are very
much impressed with banking hours. Online services should be better. Customers are quite dissatisfied
with online services. Frequently online servers of different branches do not work properly and
sometimes there is a shortage of cash in online transactions. From time-to-time senior management
can discuss with the employees what kind of problems they are facing while dealing with customers,
what are the needs and requirements of the customers, what kind of services customers expect from
the bank, etc. It will give an idea of how to do better in the future.
Internal Analysis:
There are a lot of internal factors affecting the banking business in
Bangladesh. Here I tried to focus on some of the major factors
which have a direct effect on DBBL.
SWOT Analysis:
The business environment can be analyzed with different tools.
One of them is SWOT analysis. SWOT analysis is a procedure that
classifies an administration's strengths, weaknesses, opportunities,
and threats. Using conservational data to estimate the focus of a
company, a SWOT analysis defines what supports the firm in
completing its objectives, and what hindrances must be
overwhelmed or else diminished to attain preferred results where the organization is these days and
where it may be stood in the forthcoming.
Strength:
The high point of Dutch Bangla Bank Limited, Khulna branch can be invention out since the
A SWOT analysis is bellowed:
To earn a good reputation among clients and regulators surrounded by a brief period in that era. Dutch
Bangla Bank Limited, Khulna branch has the repute of existence as the provider of high-quality
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facilities to its customers. It has grown quite rapidly in all phases of banking services. To give
comparatively greater yield on deposits in saving schemes than other banks. Service controls are quite
practical. The bank has already shown tremendous growth in the revenues and payment subdivision.
The number of deposits and loans and advances is also increasing rapidly. The working environment
is very amiable, interactive, and formal. And there are no hidden barriers or boundaries while the
superior and the employees are communicating. This corporate culture works as an incredible
motivating factor among the employees.
Weakness:
The feebleness of Dutch Bangla Bank Limited that I identified is below:
According to individual customers, an opinion introducer is one of the complications to open an
account. If a person who is entirely new to the city wants to initiate an account, it is a delinquent for
him/her to assemble an introducer of accounts holder. Lack of proper inspiration, training, and job
rotation, Insufficiency of the ATM booths A lot of people are not aware of DBBL and its activities.
Opportunity:
The opportunities that are available for Dutch Bangla Bank Limited to explore are bellowed:
They can expand their marketing side to emphasize the branch. Furthermore, of those things, Dutch
Bangla Bank Limited can announce superior corporate patterns for the commercial client or offer who
have a sophisticated income level from the service holder. The Growth of the global economy and
Bangladesh's foreign trade in the coming years can provide tremendous growth opportunities; Small
& Medium Enterprise (SME) and retail banking can provide a real chance for growth; Online banking
facilities can make the operation of the bank more efficient. Expansion of banking services into other
different services.
Threats:
The pressures that are available for Dutch Bangla Bank Limited to explore itself are bellowed:
The macroeconomic situation of the country can deteriorate; The reduction of BDT against major
currencies (USD, EUR, JPY, etc.) is a significant hazard to foreign exchange transactions and
profitability. Intensifications of rivalry in the industry; All sustaining and upcoming multinationals,
foreign and private banks pose enormous threats to DBBL, Khulna branch. The little compensation
package of the employees from the mid-level to the lower-level position is a reason for threats to
employee motivation. As a result, quality employees leave which affects the organization.
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5.0 Conclusion
Dutch Bangla Bank Ltd. is providing and maintains a pleasant working environment for the delivery
of better-quality services to maintain an edge over the competitors. It is not possible to make a
profitable business without concerning the customer's benefits. This bank has a great potential in the
country to achieve the desired position in the market, timely improvement in services is essential. This
research has provided some interesting insight into what kind of service the customers give importance
to and what quality service they get from DBBL. It is quite obvious that the customer requirements are
not fully met and they are sometimes dissatisfied with some of the aspects of the bank. DBBL should
attract these customers so that the bank can link up strong relationships with the customers. The
efficiency and effectiveness in services only in customer service is not mandatory. It is the collective
responsibility of all the departments. So, all the concerned departments should be prompt and more
efficient to compete with the challenging opportunities of the future. The executive management also
should be enthusiastic about the development of administration and operational systems as per the
demand of the age.
Recommendations:
The process of sanctioning an auto loan is very time-consuming. Management should give more effort
to reduce the time of processing a loan. The branch manager should have some discretionary power to
sanction the Auto-loan. They should renew their Scheme rate with the proper authorization of
Bangladesh banks. They should create awareness among the new investors for this Scheme by
providing some advertisements in newspapers & magazines or other media. The Auto-loan Policy of
the Bank is very complicated. Banks need to make it easy and understandable. So that all credit officers
can understand the instructions and follow these instructions correctly at the time of risk management.
The management must be careful to sanction auto-loans which is recommended by powerful bodies.
Because these loans sometimes become riskier. To reduce the auto-loan risk the original documents of
the client must be verified thoroughly. If the manager sanctions the auto-loan without verifying original
documents that may cause more risk. To reduce the default risk the repayment capacity of the autoloan client should be properly investigated. Otherwise, here have the chance to default. Bank has a few
numbers of tools and techniques such as DBR (Debt-Burden Ratio) to assess the auto-loan risk. Banks
need to introduce new and advanced risk assessment tools and techniques.
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REFERENCES
Books & Articles:
1.Gronroos, C. (1988). Service quality: The six criteria of good perceived service. Review of
business,9(3), 10.
2. Crotty, J. (2005). Competition and Modern Financial Markets on Nonfinancial Corporation.
Financialization and the world economy,77.
3. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and
its implications for future research. Journal of Marketing, 49(4), 41-50.
4. Anderson, C. R., & Zeithaml, C. P. (1984). Stage of the product life cycle, business strategy, and
business performance. Academy of Management Journal, 27(1), 5-24.
5. Internet
6. www.google.com
7. www.wikipedia.com
WEBSITES:
www.bangladesh-bank.org
www.epzbangladesh.org.bd
www.foreignexchange.com
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