One Bank Overview

1
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 Limited was 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 ONE Bank
in both value and image.
The name ONE Bank is 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 Limited as a role Model in the Banking Sector of
Bangladesh.
To meet needs of our Customers, provide fulfillment for our people and create
shareholder 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 to
perform 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

4

Company Milestones:

Hallmarks Dates
Memorandum and Articles of Association signed by the Sponsors May 4, 1999
Incorporation of the Company May 12, 1999
Certificate of Commencement of Business May 12, 1999
License issued by Bangladesh Bank June 2, 1999
Formal launching of the Bank July 14, 1999
Commencement of business from the Principal Branch, Dhaka July 14, 1999
Sponsored Industrial and Infrastructure Development Finance Company
Limited (IIDFC) as Promoter Shareholder June 25, 2001
Floatation of Initial Public Offering (IPO):
Publication of Prospectus June 29, 2003
Subscription opened August 11, 2003
Subscription closed August 12, 2003
Lottery held for Allotment of oversubscribed Shares August 31, 2003
Trading of Shares at Dhaka Stock Exchange Limited December 6, 2003
Trading of Shares at Chittagong Stock Exchange Limited December 6, 2003
Sponsots Shares acquisition of VANIK Bangladesh Limited
(now LankaBangla Finance Limited) June 5, 2004
Dividend declared in the 5th AGM (First ever after the IPO) June 7, 2004
Purchased 471,850 sponsor shares (FV: Tk. 100) of
The City Bank Limited between June and December 2004
Commencement of trading of the Bank's Shares in dematerialized form on
Central Depository System(CDS) of Central Depository Bangladesh
Limited (CDBL) December 22, 2004
Launched ONE Bank MasterCard (Credit Cards) July 14, 2005
Installed Automated Teller Machines (ATM) July 14, 2006
Inaugurated its 50th Branch December 29, 2010
Incorporation of Subsidiary Company ONE Securities Limited May 4, 2011
Change of Face Value and Market Lot of Shares December 4, 2011
New CBS Software (ORACLE Flexcube-11.2) live operation January 1, 2012

5

Financial Highlights:

(Taka in million)
Sl.
No.
Particulars 2011 2010 2009 2008 2007
1 Authorized Capital 4,150 4,150 4,150 4,150 1,200
2 Paid up Capital 3,189 2,057 1,558 1,299 1,039
3 Statutory Reserve 1,898 1,450 914 688 527
4 Capital 7,700 5,956 3,573 2,658 2,107
5 Total Deposits 57,240 50,734 39,365 27,861 24,484
6 Total Loan &
Advances
47,814 42,190 32,533 23,287 19,709
7 Investment 8,128 7,491 6,789 3,715 3,587
8 Import Business
Handled
53,831 51,781 34,442 27,844 25,133
9 Export Business
Handled
45,897 35,432 25,561 25,214 19,413
10 Guarantee Business
Handled
12,941 7,999 5,075 1,454 949
11 Total Income 9,170 7,662 5,824 4,293 3,587
12 Total Expenditure 6,323 4,641 4,145 3,186 2,658
13 Net Interest Income 1,959 1,862 1,035 676 638
14 Operating Profit 2,847 3,020 1,679 1,108 929
15 Operating Expenses 1,764 1,447 950 708 598
16 Profit After Tax &
Provisions
1,449 1,887 727 422 405
17 Total Asset 67,619 58,736 45,163 31,744 27,475
18 No. of Correspondents 346 311 300 285 280
19 No. of Employees 1,472 1,247 1,039 859 781
20 No. of Branches 54 50 39 32 30
21 Loan Deposit Ratio 85.53% 83.16% 82.64% 83.58% 80.50%
22 Capital Adequacy
Ratio
11.24% 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 3.12
26 Dividend
Cash - - -
Bonus Share 30% 55% 32% 20% 25%
27 Net Asset Value(Book
Value/Shares holder
equity 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

6

Organizational Structure of ONE Bank Limited (Progoti Sharani Branch):

Figure1.3: Organizational structure of ONE Bank Limited (Progoti Sharani Branch).
Manager
S.M.Showkat Hossain
FAVP
Credit & Foreign Trade Head
Md. Shariar Alam
SO
GB Head
Nilufar Panna
SPO
Credit
Ridwanur Reza
SO
Credit
Rhidita Tasnim
TAO
Foreign Trade
Saleh Ahmed
O
Foreign Trade
Nimmi Ahmed
JO
Loan Admin
B.M.Abdul Awal
JO
Acconts
Md. Al-Amin
AO
Customer Service
K. Nahar
JO
Customer Service
Shazad Nour
AO
Customer Service
Prodip Kumar
ARM
Clearing
Md.Russel Rana
AO
Head Teller
Md. Abdul Hai
Biswas
PO
Cash
Md. Shariar Al-
Mamun
AO
Cash
Ummay Salma
Shuvra
JO
Cash
Tania Islam
AO
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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 department
b) Remittance department
c) Cash department
d) Accounts department
e) 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 form required to sign and 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 this person is authorized or client himself. If he is client then we dont see
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anything. Just take a signature from him and delivered the cheque book to the client.
However, if he is authorized person then we check the cheque requisition form to verify this
person signature are same or not. If the signature is same to the requisition form then we give
him the cheque book otherwise we do not give him the cheque book.

Pay Order Issue:

For issuing a pay order, the client is to submit an application to GB in the prescribed
form. This form should be properly filled up and signed.

Pay Order Cancellation:

The following procedure should be followed for the cancellation of the pay order:
The client should submit a written request for canceling the pay order attaching therewith
the original pay order.
The signature of the purchaser will have to be verified from the original application form.
Managers prior permission is to be obtained before refunding the amount of the pay
order.
Cancellation charge is to be recovered from the applicant and only the amount of the pay
order less cancellation charge should be refunded. Commission recorded for issuing of the
original pay order should not be refunded.
Then the officer should write cancelled on the pay order
The original entries should be reversed with narration.
Cancellation of the pay order should also be recorded in the register.

Clearing Cheque Received:

Cheque, dividend warrant and other forms of financial instruments, which are easy for
encashment, are received to the front desk. Those cheques are checked by machine that the
cheques are original. And give the cheque a bank crossing, and endorsement seal.
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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 check
there 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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Introduction:

We are all in the business of customer satisfaction. Everybody makes their living
selling something to someone, whether its goods or services. Most of us have many
customers, at all levels of business, both inside and outside of the organization we are working
in. In todays competitive and intelligent marketplace, almost everyone has a satisfactory
product. Todays consumers are enlightened, prepared, and expecting us to deliver what they
paid for. It is no longer possible to surpass the competition by building a satisfactory product,
because hardly anyone is building an unsatisfactory one.
So how do we get that leg-up on our competition? The answer lies in knowing our customers
not just as companies, but as people who buy our products and services. Over the past few
years, discerning executives have recognized that loyal customers are the lifeblood of their
business, and the key to developing long term competitive advantage. Now is the time to jump
at the opportunity and get ahead of the curve. Looking up to their needs and how they think
about the product or services, help us in providing them with better service. The ability to
accurately identify and satisfy our primary customers is therefore the key ingredient of our
success in the world of work.

Problem Statement:

The problem statement of this report is,
To identify different consumer products that One Bank Limited is currently offering to the
consumers and service quality and measuring customer satisfaction regarding their offerings.

Objective of the Study:

To identify and briefly explain different consumer products that OBL (One Bank
Limited) is currently offering.
To understand the Service quality of OBL
To identify customer satisfaction regarding the consumer products and Service quality.
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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 it represents a strong
partial 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; not
other 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 by
the respondents.
Sometimes the customers were in rush, so they didn't want to provide information
willfully.

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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-evaluation
concepts. 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
19

enhance communication by focusing on the voice of the customer within a product
development project.

Assurance:

Assurance is defined as the employees knowledge and courtesy and the service
providers ability to inspire trust and confidence (Zeithaml et al., 2006, p. 119).

Empathy:

Empathy is defined as the caring, individualized attention the firm provides its
customer (Zeithaml et al., 2006, p. 120).

Reliability:

Reliability is defined as the ability to perform the promised ser vice dependably and
accurately or delivering on its promises (Zeithaml et al., 2006, p. 117).

Responsiveness:

Responsiveness is the willingness to help customers and provide prompt service
(Zeithaml et al., 2006, p. 117).

Tangibles:

This dimension, which is defined as the physical appearance of facilities, equipment,
staff, and written materials. (Zeithaml et al., 2006, p. 118).

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Research Methodology:

Types of Research:

This research purports to be of analytical nature for finding the customer satisfaction level of
ONE Bank in Dhaka branches and descriptive information presentation for presenting the
overall banking and other perspectives of ONE Bank. This requires collecting information
about all the population (i.e. customers) and conducting an analysis. In that sense it is an
exploratory study.

Data collection design:

Data were collected from two sources.
Primary data
Secondary data

Primary data:
Questionnaire: It is a formalized instrument of collecting data. A questionnaire was
developed with questions to take real notes of the service quality and satisfaction level of the
customers of the bank. For designing the questions of the questionnaire meetings with ONE
Bank officials were held, various books were consulted, internet sites were also reviewed that
the questionnaire perfectly work on its objective. The questionnaire was also protested and
consulted with some marketing research experts.

Questionnaire design: The questionnaire is based on servqual method. It is close ended,
structured and 5 point scale based question. One set of questionnaire was developed for the
report's purpose. The set aimed to identify the satisfaction level of the customer; the problems
faced by the customers and their suggestions how to overcome those problems.
Qualitative Analysis: With In-depth interviews and Surveys data were collected from the
customers and bank officials, so the information were subject to judgmental and subjective
21

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 is placed in the 1
st
position 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 their
service 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.
th
position 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.
nd
position 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 2
nd
position 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 4
th
Analysis: The consumer has the perception as the score has a little difference from the 3
rd

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.
st
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
3.3
3.4
3.5
3.6
3.7
3.8
1 2 3
Responsiveness
1
2
3
X Axis =
Mean
Y Axis=
percentage
24

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.
nd
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.
rd
position 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.
nd
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
25

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.
st
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.
rd
position 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.
nd
ONE Bank have adequate knowledge for answering the customers unknown question. So
customers are quite satisfied in this factor.

26

Factors Under Empathy Dimension:

Figure 2.4: Empathy dimension.
Q1.ONE Bank gives you individual attention.
nd
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.
st
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.
rd
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
27

Q4. Employees in ONE Bank understand your specific needs.
th
ONE Bank has a very little knowledge to understand the customers specific needs. Thats
why serious improvement is needed in this factor.

Factors under Tangibles dimension:

Figure2.5: Tangibles dimension
Q1. ONE Bank has modern looking equipments.
nd
Analysis: The consumers have the perception as the score represents that ONE Bank has
sufficient and visible modern looking equipments. In Progoti Sharani branch on which the
research has been done are decorated such a way which has much new equipments and other
tangibles which all consumer noticed.

Q2. ONE banks physical facility is visually appealing /attractive.
nd
Analysis: The consumers have the perception as the score represents that ONE Banks
physical facilities are visually much attractive and appealing to the consumer because old look
and dull colored office does not make any feelings in consumers mind. A well decorated
3.2 3.4 3.6 3.8 4 4.2
1
2
3
4
5
Tangibles
1
2
3
4
5
X Axis =
Mean
Y Axis=
percentage
28

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.
st
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 the

3
rd
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 the

4
th
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 1
st
position 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
29

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 2
nd
position 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 ONE
Bank is in 3
rd
position 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
30

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 5
th
position 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
31

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 of
support to the customers.
It is an important part for OBL to deliver their service as it is promised and by a
certain 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
32

Officials should be faster during transaction
Bank can accept new ideas from the customers for regarding improvement the
quality of their service.

Conclusion:

Throughout this research, we see the importance of this dimension in determining the service
quality of standard chartered bank. Customers satisfaction is vastly dependent on service
quality and Servqual is the method which evaluates the quality of the service. This method is
also used to determine the consumer perception which is unknown and hidden. In view of
that, this report will provide the customers view regarding this banks service and use the
research findings for further improvement.
In the banking industry OBL is still in the top position for their service quality. It is found in
the customer survey that the customers of the OBL are satisfied for overall performance of the
bank. The locations, customer type, organizational structure, priority sectors, management
technique make all banks unique. But although the bank should exactly know what are the
customers expectation and perception and how the service will be match with their
expectation. So it is the bank authority who will decide which measure would be applied in
solving the problem that arises in providing service to its valuable customers.

33

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39

Appendix:

Questionnaire for Bank Client

This questionnaire has been designed to conduct a research to fulfill the course requirement of
Internship 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.

Strongly
disagree

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

Strongly
disagree

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.

Strongly
disagree

13. ONE Bank gives you individual attention.

Strongly
disagree

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

Strongly
disagree

41

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

42

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!

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