Internship Report on “Factors Affecting Effective Customer Service in Banking: A Case Study on Al-Arafah Islami Bank PLC”

Abstract

This report is based on 03 (Three) month internship at AL-Arafah Islami Bank PLC, Ati Bazar branch, Keranigonj. So basically this internship serves as a bridge which includes both theory and practice. This will be useful for me to understand the real life to activities & operation strategies of Al-Arafah Islami Bank PLC. Title of the Report: ―Factors Affecting Effective Customer Service in Banking: A Case Study on Al-Arafah Islami Bank PLC. Organizational part of the report based on Secondary data such as the annual report, publications, and the official website of Al-Arafah Islami Bank PLC. This study explores some key factors that assist the Bank in delivering better customer service. Method: Utilizing both primary and secondary data. Abstract: Secondary Data were taken from different annual reports, published materials and website of Al-Arafah Islami Bank. This research employs primary data, which is collected from the 109 branch customers using a structured questionnaire. A survey-based analysis with Microsoft Excel 2010 of the data entry and visualizing Excel with bar-, and pie- diagrams etc. The SERVQUAL model was used to measure service quality attributes of reliability, responsiveness, assurance, empathy, and tangibility. Sampling techniques were non-probability as respondents were selected based on availability and high relevance. Data was analyzed using SPSS and similar statistical tools. The findings reveal that customer satisfaction is primarily influenced by staff professionalism and responsiveness, service reliability, banking operating systems, and branch physical environment. Generally speaking, customers discuss the way the bank and its staff treat them. It has a direct impact on the overall Satisfaction with, and wordof-mouth recommendation of, the bank from the customer. Considering these research results, the following suggestions have been given to AlArafah Islami Bank for the improvement of its service quality performance resulting the enhancement of its customer satisfaction. The recommendations includes investing in recruitment, training and (Human Resources employees) development where relevant to improve competency and responsiveness, make banking processes better to improve efficiency of such processes, provide high reliable services and service guarantees through physical and human resources and development of user friendly and easy physical facility at Ati Bazar, Keranigonj Branch. In this way, proper service quality performance will enhance by the management of Al-Arafah Islami Bank PLC regarding the customer expectation and can also elevate the customer satisfaction level.