An Evaluation of Customer Satisfaction– A Study On

Sitalpur Auto Steel Mills Limited (SASM)

(Internship Report Is Submitted For the Partial Fulfillment of the Degree of Bachelor of Business
Administration with a Major in Marketing)

Prepared by:

Md. Ibrahim Mozumder

Matric No.: B131359

Program: BBA

Internship Duration: March 20 – May 31, 2017

Date of Submission: July 12, 2017

Department of Business Administration

Faculty of Business Studies
International Islamic University Chittagong
 An Evaluation of Customer Satisfaction– A Study on
Sitalpur Auto Steel Mills Limited (SASM)
(This Internship Report Is Submitted For the Partial Fulfillment of the Degree of Bachelor
of Business Administration with a Major in Marketing)

Prepared by:
Md. Ibrahim Mozumder
Matric No.: B131359
Program: BBA

Supervised By:
Mohammad Toufiqur Rahman
Assistant Professor, DBA, IIUC

………………………………………..……………….
Signature of the supervisor
Date of Submission: July 12, 2017

Department of Business Administration

Faculty of Business Studies
International Islamic University Chittagong
 Letter of Transmittal
12th July, 2017
The Convener,
Internship Organization Committee,
Department of Business Administration,
International Islamic University Chittagong

Subject: Submission of Internship Report for completion of Internship.

Dear Sir,
This is to inform you that I have completed my internship. The report is an accumulation of my
learning, activities and performance in Sitalpur Auto Steel Mills Ltd. (SASM). The main purpose
of this internship is to learn about practical applications of my theoretical knowledge and relate
these to achieve organizational Goal. My conceptual understanding of the courses of Business is
the medium to demonstrate my ability to apply it in a real world scenario.

All your instructions regarding the structure of preparing the internship report have been adhered
to when writing the structure of report and I’m willing to shed light on any discrepancies that
may arise.

Thank you for giving me an opportunity to work with flexibility and independence
I needed most to enhance my insight in this project.

Thank you
Yours Faithfully,

Md. Ibrahim Mozumder

ID: B131359
Department of Business Administration
International Islamic University, Chittagong
 Acknowledgement
I have completed my internship in Sitalpur Auto Steel Mills Ltd. (SASM) from March 20th to
May 31th. My internship report won’t be possible without contribution of few people.

At first I desire to express our deepest sense of gratitude of almighty Allah. With profound
regard I gratefully acknowledge my respected teacher Mr. Mohammad Toufiqur Rahmanr,
Assistant Professor, International Islamic University Chittagong for his generous help and day to
day suggestion in the process of my internship report.

Next I would like to show my gratitude towards Mr. BorhanUd-Deen, Brand Manager & Mr.
Mohammed Farruk Shear, Asst. Manager Marketing & Sales of SASM. They have been
extremely supportive to me. I cannot thank enough to all the personnel of Sitalpur Auto Steel
Mills Limited. They have explained everything I asked for in details. Throughout time they were
never impatience. They did not allow me to feel uncomfortable for even a single moment. I am
really grateful to all for their supportive and friendly behavior.

I am also grateful to the Marketing & Sales Division of SASM for granting me the opportunity to
make my internship program in this organization.

Lastly, I am thankful to my family members & friends for giving me support in preparing my
Internship Report.
 Executive Summery:
While preparing this report I gained first-hand knowledge about the Steel industry and was
confronted for the first time with the commercial world. Besides I learnt how to work under
pressure and cooperate in a team. SASM has been involved with the steel industry of Bangladesh
for the last 30 years with the sole aim of serving the nation with quality steel products mainly
MS Rod at reasonable and most competitive price. This eventually led to bigger popularity and
connections to wealthier customers. Overpriced products however along with the increased
number of companies offering branded steel bars is eventually becoming a threat to SASM’s
share in the market. Still so, SASM manages to attract its clients through promised quality,
reasonable discounts for cash purchases and long term relationship of value and bonding. And
not to forget, SASM is sustained through recession phase because of its advanced technology,
unique product and service towards customer by creating a bond which is to be forever. Lack of
advertising activities is the weakness of this company. But they are currently planning something
big. The past 2 months was something unforgettable to me due to the bonding with some people
with extremely beautiful heart and their help in this entire period can’t be paid in return. The
work pressure was a lot, but what delights me is the valuable learning, which I believe will work
as competitive advantages for me.
 Table of Content
SL Contents Page No

Chapter-01 Introduction (1-5)

1.1 Introduction 2
1.2 Objectives of the study 2
1.3 Methodology of the study 3
1.4 Scope of the study 4
1.5 Limitations of the study 4
Chapter-02 Organizational overview (6-18)
2.1 Industry profile 7
2.2 History 7
2.3 Market 8
2.4 Market Share 8
2.5 Company Profile 10-18
Chapter-3 Customer Services of SASM (19-24)
Chapter-4 Customer Satisfaction Analysis (25-38)
4.1 Customer Satisfaction 26
4.2 Why Customer Satisfaction 27
4.3 Methods to find out Customer Satisfaction level 29
4.4 Indicators of Customer Satisfaction 29
4.5 Analysis of Survey Data 30-38
Chapter-5 Findings, Recommendations & Conclusion (39-43)
5.1 Findings 40-41
5.2 Recommendations 42-43
5.3 Conclusion 44
References 45
Appendix- Questionnaire 46-48