Customer Relationship Management of Basic Bank Limited: A Study

AN INTERNSHIP REPORT
ON
CUSTOMER RELATIONSHIP MANAGEMENT OF
BASIC BANK LIMITED: A STUDY
This Report is Submitted for the Partial
Fulfillment of the Degree of BBA (Hon’s) in
Accounting & Information Systems
Date of Submission: 26th
April, 2017
SUBMITTED BY
Dipto Biswas
Roll No: 1104015
Reg No: 258
Session: 2011-2012
Department of Accounting &
Information Systems
Islamic University, Kushtia.
SUPERVISED BY
Dr. Md. Ruhul Amin
Associate Professor
Department of Accounting &
Information Systems

i
Dedicated
To
My
Respectable Parents
&
Honorable Supervisor
Dr. Md. Ruhul Amin

ii
DECLARATION
I do hereby declare that the report entitled Customer Relationship
Management of BASIC Bank Limited: A Study embodies the results of my
own work, pursued under the supervision of Dr. Md. Ruhul Amin, Associate
Professor, Department of Accounting & Information Systems, Islamic
University, Kushtia.
I further affirm that the report is an original work and as a whole or part of this
report has not been submitted to any other university for any degree.
…………………………
Dipto Biswas
Roll No: 1104015
Reg. No: 258
Session: 2011-12
BBA (Hon’s)
Dept. of Accounting & Information Systems

iii
LETTER OF SUBMISSION
Date: 26th
April, 2017
To,
Dr. Md. Ruhul Amin
Associate Professor
Subject: Submission of internship report on Customer Relationship
Management of BASIC Bank Limited: A Study
Dear Sir,
It is my pleasure to submit the internship report on Customer Relationship
Management of BASIC Bank Limited: A Study which has been prepared as a part
of partial fulfillment of the degree of BBA (Hon’s). I have tried my best to follow the
guidelines that you have prepared. I will be very glad if the report serves its actual
purpose and I am ready to explain anything to you, if necessary.
I will be obliged, if you kindly accept the report. If any correction and invaluable
suggestions are needed, it will be fully accepted.
Sincerely yours,
…………………………………
Dipto Biswas
Roll No: 1104015
Reg. No: 258
Session: 2011-12
BBA (Hon’s)

iv
CERTIFICATE OF THE SUPERVISOR
This is to certify that, the report entitled Customer Relationship Management of
BASIC Bank Limited: A Study, submitted by Dipto Biswas, session: 2011-12,
bearing the roll no. 1104015, student of BBA (Hon’s), Dept. of Accounting &
Information Systems, Islamic University, Kushtia is the candidate’s own achievement
and is not a conjoint work.
I also certify that I have gone through the draft copy of the report and found it
satisfactory for submission to the Dept. of Accounting & Information Systems,
Islamic University, Kushtia as a part of partial fulfillment of the degree of BBA
(Hon’s).
…………………………………………
Dr. Md. Ruhul Amin
Associate Professor

v
ACKNOWLEDGEMENT
First of all, I would like to express my deep gratitude to the almighty who has created
and given me opportunity for fruitfully preparing this internship report.
I express my deep sense of gratitude and heartily respect to my honorable teacher and
supervisor, Dr. Md. Ruhul Amin, Associate Professor, Department of Accounting &
Information Systems, Islamic University, Kushtia, under whose cordial supervision
and guidance, I have completed this internship report.
I am indebted to the BASIC Bank Ltd, Jhenidah branch for giving me permission to
perform my internship work in their organization. I am also grateful to all the officials
and staffs of this bank. I am providing special thanks to all of the respondents for
providing their support in collecting my required information.
Finally, I am indebted to my parents for a permanent source of inspiration for all of
my works and achievements.
Thanks a lot to all, concerned of my report.
……………………………………
Dipto Biswas
Roll No: 1104015
Reg. No: 258
Session: 2011-12
BBA (Hon’s)

vi
CONTENTS
Chapter One: INTRODUCTORY ISSUES 1-5
1.1 Statement of the Problem 2
1.2 Rationale of the Study 2
1.3 Scope of the Study 3
1.4 Objectives of the Study 3
1.5 Limitations of the Study 3
1.6 Chapter Plan 4
Chapter Two: LITERATURE REVIEW 6-9
2.1 Review of Available Literatures 7
Chapter Three: CONCEPTUAL FRAMEWORK 10-20
3.1 Customer 11
3.2 Customer Service 11
3.3 Customer Relationship 11
3.4 Management 11
3.5 Customer Relationship Management (CRM) 12
3.6 Importance of Customer Relationship Management 12
3.7 Factors of Customer Relationship Management 14
3.8 An Overview of BASIC Bank Ltd. 15
3.9 Functions of BASIC Bank Ltd. 16
3.10 Vision of BASIC Bank Ltd. 17
3.11 Mission of BASIC Bank Ltd. 17
3.12 Corporate Culture of BASIC Bank Ltd. 18
3.13 Organizational Goals of BASIC Bank Ltd. 18
3.14 Organizational Structure of BASIC Bank Ltd. 18
3.15 Organogram of BASIC Bank Ltd. 20

vii
Chapter Four: METHODOLOGY OF THE STUDY 21-26
4.1 Sources of Data 22
4.2 Sampling Plan for the Research 22
4.3 Target Population 23
4.4 Sampling Frame, Sample Type, Sample Size 23
4.5 Methods of Data Collection 23
4.6 Pretest 25
4.7 Finalizing the Questionnaire 25
4.8 List of questions contained in the questionnaire for Data Collection 25
4.9 Measurement and Scaling Process 26
Chapter Five: ANALYSIS OF THE STUDY 27-46
5.1 Analysis of the Respondent Profile 28
5.2 Analysis of the Responses 32
5.4 Assumptions of the Analysis 44
5.5 SWOT Analysis 44
Chapter Six: FINDINGS, RECOMMENDATIONS & CONCLUSION 47-51
6.1 Findings of the Study 48
6.2 Recommendations of the Study 49
6.3 Conclusion 51
BIBLIOGRAPHY 52-53
APPENDIX 54-57

viii
ABSTRACT
Customer relationship management (CRM) can help organizations manage
customer interactions more effectively to maintain competitiveness in the present
economy. As more and more organizations are realizing the significance of
becoming customer-centric in today’s competitive era, they are adopting customer
relationship management as a core business strategy. Simply, customer
relationship management refers to a combination of people, processes, and
technologies that seeks to provide understanding of customer needs, to support a
business strategy, and to build long-term relationships with customers.
In order to build a clear understanding of the role of customer relationship
management, this study analyzes the literatures on customer relationship
management processes and forms propositions about the need for various elements
in customer relationship management in the context of BASIC Bank Ltd. It
emphasizes the responsibility of the executives and operational staffs of BASIC
Bank Ltd in making critical decisions and using intimate communications to lead
good relationship with their customers. The objective of this study is to understand
the relationship among the factors of customer relationship management as well as
to explain the necessity of customer characteristics, the content of information,
employees capabilities and the organizational environment in the success of
BASIC Bank Ltd.

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No.
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1.1 Statement of the Problem 2
1.2 Rationale of the Study 2
1.3 Scope of the Study 3
1.4 Objectives of the Study 3
1.5 Limitations of the Study 3
1.6 Chapter Plan 4

2
1.1 Statement of the Problem
At present, all of the business organizations are going through a competitive situation. In
order to sustain in this competitive business world, every business organization has to
adopt some strategies. Among the available strategies taken by the business organization,
one of the powerful strategies is to keep customer relationship at the top position and to
have a good customer relationship management. Simply, Customer relationship
management is a term that refers to practices, strategies and technologies that companies
use to manage and analyze customer interactions and data throughout the customer
lifecycle, with the goal of improving business relationships with customers, assisting in
customer retention and driving sales growth.
It is a strategy used to learn more about customers' needs and behaviors in order to
develop stronger relationship with them. After all, good customer relationships are at the
heart of business success. There are many technological components to customer
relationship management, but thinking about customer relationship management
primarily as technological terms is a mistake. Therefore, useful way to think about
customer relationship management is as a process of bringing together a lot of
information about customers, sales, marketing effectiveness, responsiveness and market
trends that help an organization acquire new customers, retain the existing customers and
maximize their values.
1.2 Rationale of the Study
We know that, without a continuous and progressive development of facilities, no
organization can survive today in the competitive market. As a student of business
section, I want to achieve new findings and gather practical knowledge about customer
relationship management. In addition, to fulfill the requirement of the internship program,
I have chosen of BASIC Bank Ltd. The overall topic of this report has been selected by a
discussion between me and my honorable course instructor. The topic of my report is
“Customer Relationship Management of BASIC Bank Ltd: A Study”.

3
1.3 Scope of the Study
This report concerns about the customer relationship management of BASIC Bank Ltd.
The study is made primarily on the basis of the observation of BASIC Bank Ltd,
Jhenidah Branch. It covers BASIC bank's products and services, organizational overview,
management and organizational structural functions. Besides, overview of the general
banking divisions, processes and other functions are also a part of this report. This report
has been prepared through extensive discussion with the bank employees as well as with
the valuable clients. While preparing this report, I had a great opportunity to acquire
depth knowledge of all the banking activities practiced by the BASIC Bank Ltd.
1.4 Objectives of the Study
The key objective of this study is to assess the relationship among the factors of customer
relationship management of BASIC Bank Ltd. In addition to these objectives, this study
also seeks to achieve the following objectives:
 To understand and analyze the overall activities of BASIC Bank Ltd.
 To evaluate the existing activities and techniques of BASIC Bank Ltd.
 To study the operational efficiency of BASIC Bank Ltd.
 To identify the problems facing by BASIC Bank Ltd.
 To suggest remedial measures for the development of BASIC Bank Ltd.
1.5 Limitations of the Study
This study is not out of limitations. But as an intern, it was a great opportunity for me to
know much about the banking activities of Bangladesh especially, BASIC Bank Ltd.
Some constraints are disclosed bellow:
 The main constraint of the study is insufficiency of information, which
was required for the study.
 Since the bank personnel were very busy, they could provide me very little
time.

4
 Another significant problem faced during the preparation of this report
was the contradictory explanation of a single subject by different
employees.
 The clients were very busy to provide me much time for interview.
1.6 Chapter Plan
Since it has been stated earlier that the major objective of this study is to assess the
relationship among the factors of customer relationship management of the selected bank.
To do so, the whole research work has been divided into the following chapters:
Chapter-1 Introductory Issues
This chapter deals with the statement of the problem, rationale of the study, scope
of the study, objectives of the study and limitations of the study.
Chapter-2 Literature Review
This chapter discusses the opinions of different authors relating to the study area.
Chapter-3 Conceptual Framework
This chapter reveals various types of concepts and terms which have been used in
preparing the report. These are the concept of customer, customer service,
relationship, management, customer relationship management, importance of
customer relationship management and factors of customer relationship
management. It also shows an overview of BASIC Bank Ltd, functions of BASIC
Bank Ltd, vision of BASIC Bank Ltd, mission of BASIC Bank Ltd, corporate
culture of BASIC Bank Ltd, organizational goals of BASIC Bank Ltd,
organizational structures of BASIC Bank Ltd and organogram of BASIC Bank
Ltd.

5
Chapter-4 Methodology of the Study
This chapter explains the sources of data, sampling plan for the research, target
population, sampling frame, sample type, sample size, methods of data collection,
pretest, finalizing of questionnaire, list of questions contained in the questionnaire
for data collection as well as the measurement and scaling process.
Chapter-5 Analysis of the Study
This chapter deals with the analysis of the respondent profile, analysis of the
responses, assumptions of the analysis and SWOT analysis.
Chapter-6 Findings, Recommendations and Conclusion
This chapter reveals the findings of the study, recommendations of the study and
conclusion.
In fine, the report has been come to an end by bibliography section.

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2.1 Review of Available Literatures 7

7
2.1 Review of Available Literatures
A good number of researches have been conducted on the field customer relationship
management but in the perspective of BASIC Bank Limited, such research works are not
sufficient. However, a brief summary of some researchers’ views relevant to the customer
relationship management are enumerated below:
Chen and Popovich (2003) said in their study that customer relationship management is
not a concept that is really new but rather due to current development and advances in
information and enterprise software technology, it has assumed practical importance. The
benefits of customer relationship management are such that it has the ability to deliver
repositories of customer data at smaller cost than old network technologies. Throughout
an organization, customer relationship management systems can accumulate, store,
maintain, and distribute customer knowledge.
Peppard (2000) noted that many businesses realize the importance of CRM and its
potential to help them achieve a competitive advantage. However, due to the growing
competition, the ability of banks to stay ahead of the competition and achieve competitive
advantage has become one of the critical challenges facing many banks today.
Kelvin and Yen (2002) explained in their study that in recent times, there has been a
shift in relationship literature from focusing on the benefits of long term relationships for
companies to the benefits that accrue to customers.
Kotler and Keller (2009) asserted that CRM enables companies to provide real-time
customer service through the effective use of individual account information. According
to them, maximizing customer value means cultivating long-term customer relationships
to promote precision marketing.
Bose (2002) noted in his study that customer relationship management was invented
because the customers differ in their preferences and purchasing habits. If all customers
were alike, there would be little need for customer relationship management. Due to the
changing nature of the global environment and competition, firms cannot compete
favorably with minor advantages and tricks that can easily be copied by competing firms.

8
Chou, Ding, & Unithan (2003) stated that the attention of customer relationship
management is currently being received across businesses due to the fact that the
marketing environment of today is highly saturated and more competitive. Customer
relationship management can also ensure customer satisfaction through allocation,
scheduling and dispatching the right people, with the right parts, at the right time. The
technological advancements, innovations and keen competitive marketing environment
are main drivers of present and future customer profitability which makes it possible to
appropriately and proportionately allocate firm’s resources to all functional areas that
affect customer relationship.
Peppers and Rogers (1999) argued that most of the organizations view customer
relationship management as a tool, which has been particularly designed for one-to-one
customer communications, which is the function of sales, call centers or the marketing
departments. Many businesses today realize the importance of customer relationship
management and its potential to help them achieve and sustain a competitive edge.
Frow and Payne (2004) added that customer relationship management stresses two-way
communication from the customer to the supplier to build the customer over time. The
two-way communication has been enhanced greatly by advances in technology
particularly the internet. In term of information technology (IT), customer relationship
management means an enterprise-wide integration of technologies working together such
as data warehouse, web site, and intranet/extranet, phone support system, accounting,
sales, marketing and production.
Goldenberg (2000) said in his study that customer relationship management is not
merely technology applications for marketing, sales and services but rather when it is
successfully implemented, it enables firms to have cross-functional , customer-driven,
technology-integrated business process management strategy that maximizes
relationships.
Boulding, Staelin, Ehret & Johnston (2005) stated that CRM unites the potential of
relationship marketing strategies and IT to create profitable, long-term relationships with
customers and other key stakeholders. CRM provides enhanced opportunities to use data
and information to both understand customers and create value.

9
Parvatiyar & Sheth (2001) said in their study that Customer Relationship Management
(CRM) helps in relationship development, increases trust, and provides the information
and knowledge needed to undertake the cooperative and collaborative activities of
relationship marketing. Additionally, communication is also essential to establish intra-
company communication, particularly among all concerned individuals and corporate
functions that directly play a role in managing the relationship with a specific customer or
customer group.

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3.1 Customer 11
3.2 Customer Service 11
3.3 Customer Relationship 11
3.4 Management 11
3.5 Customer Relationship Management (CRM) 12
3.6 Importance of Customer Relationship
Management
12
3.7 Factors of Customer Relationship Management 14
3.8 An Overview of BASIC Bank Ltd. 15
3.9 Functions of BASIC Bank Ltd. 16
3.10 Vision of BASIC Bank Ltd. 17
3.11 Mission of BASIC Bank Ltd. 17
3.12 Corporate Culture of BASIC Bank Ltd. 18
3.13 Organizational Goals of BASIC Bank Ltd. 18
3.14 Organizational Structure of BASIC Bank Ltd. 18
3.15 Organogram of BASIC Bank Ltd. 20

11
3.1 Customer
A customer is an individual or a business that purchases goods or services produced by a
business. Attracting the customers is the primary goal of most public-facing businesses
because it is the customer who creates demand for the produced goods and services.
Business organizations often go through several processes to attract an ever-larger
customer base.
3.2 Customer Service
Service given to the customers from the time of their first contact and even after the
purchase is known as customer service. It includes providing appropriate required
information to the clients and helping them with all their queries. Nowadays, it has
become one of the most important aspects of business and every business outlet has a
customer service desk. Customer service falls in two categories and these are manual and
automated.
3.3 Customer Relationship
Simply, relationship is the way by which two or more people or things become connected
or it is the state of being connected. Thus, customer relationship is a process or manner
by which a business develops, establishes, and maintains relationship with its customers.
Businesses rise and fall through the support of their customer bases. Consequently, it is
an essential tool that helps to acquire effective customers. On a practical level, customer
relationship means effectively communicating with the customers and promptly
addressing complaints and treating them as opportunities for improvement.
3.4 Management
Management is the administration of an organization, whether it is a business, a non-
profit organization, or a government body. Management includes the activities of setting
the strategy of an organization and coordinating the efforts of its employees or volunteers
to accomplish its objectives through the application of available resources, such as
financial, natural, technological and human resources. The term "management" may also
refers to the people who manage an organization.

12
3.5 Customer Relationship Management (CRM)
Customer Relationship Management (CRM) is the strongest and the most efficient
approach in maintaining and creating relationships with customers. Customer relationship
management is not only pure business but also ideate strong personal bonding within
people. Development of this type of bonding drives the business to new levels of success.
The idea of customer relationship management is that it helps businesses use technology
and human resources to gain insight into the behavior of customers and the value of those
customers. If it works as hoped, a business can provide better customer service, make call
centers more efficient, cross sell products more effectively, help sales staff close deals
faster, simplify marketing and sales processes, discover new customers, and increase
customer revenues. It doesn't happen by simply buying software and installing it.
For customer relationship management to be truly effective, an organization must decide
what kind of customer information it is looking for and it must decide what it intends to
do with that information. For example, many financial institutions keep track of
customers' life stages in order to market appropriate banking products like mortgages or
IRAs at the right time to fit customer needs. Next, the organization must look into all of
the different ways by which information about customers comes into a business, where
and how this data is stored and how it is currently used.
3.6 Importance of Customer Relationship Management
In case of a business organization, customer relationship management is essential for the
following reasons-
 A customer relationship management system consists of a historical view and
analysis of all the acquired or to be acquired customers. This helps in reduced
searching and correlating customers and to foresee customer needs effectively
and increase business.
 Customer relationship management contains each and every bit of details of a
customer, hence it is very easy for tracking a customer accordingly and can be
used to determine which customer can be profitable and which not.

13
 In customer relationship management system, customers are grouped
according to different aspects, according to the type of business they do or
according to physical location and are allocated to different customer
managers often called as account managers. This helps in focusing and
concentrating on each and every customer separately.
 The strongest aspect of customer relationship management is that it is very
cost-effective. The advantage of decently implemented customer relationship
management system is that there is very less need of paper and manual work
which requires lesser staff to manage and lesser resources to deal with. The
technologies used in implementing a CRM system are also very cheap and
smooth as compared to the traditional way of business.
 All the details in customer relationship management system is kept centralized
which is available anytime on fingertips. This reduces the process time and
increases productivity.
 Efficiently dealing with all the customers and providing them what they
actually need increases the customer satisfaction. This increases the chance of
getting more business which ultimately enhances turnover and profit.
 If the customers are satisfied, they will always be loyal to you and will remain
in business forever resulting in increasing customer base and ultimately
enhancing net growth of business.
In today’s commercial world, practice of dealing with existing customers and thriving
business by getting more customers into loop is predominant and is mere a dilemma.
Installing a customer relationship management system can definitely improve the
situation and help in challenging the new ways of marketing and business in an efficient
manner. Hence, in the era of business every organization should be recommended to have
a full-fledged customer relationship management system to cope up with all the business
needs.

14
3.7 Factors of Customer Relationship Management
 Communication
Communication refers to the association between a bank and its clients. It can add
value to the service in the eyes of the customer. Communication is a continual
series of dialogue or conversations with clients, with the goal being to get them.
Communication with clients should be viewed as a two-way mechanism rather
than as a one-way. The value of two-way communication is evident because of its
potential for spontaneity and creativity. Banks always create value for clients
through communication methods that ensure two-way communication.
 Interpersonal Relationship
Interpersonal relationship increases commitment from both customers & suppliers
sides which finally increases trust between each other rendering business growth.
Customers maintaining a long-lasting relationship will be less predisposed to
switch as they are with the firm for a long time. Using the service more in depth
and investing in complementary services strong bond between two or more people
refers to interpersonal relationship.
Communication
Interpertional
Relationship
Efficiency
Service
Quality

15
 Efficiency
Efficiency refers to the degree to which a task or activity is performed correctly
on time. The efficiency of banking services may be defined as the degree to which
a task or activity for the clients of a bank are performed correctly or as desired.
The influence of the degree of perceived efficiency of banking services on
customer relationship management will be investigated in this study. For the
purpose of this study, various dimensions within the service delivery of banking
institutions are included in the variable efficiency of banking services, namely
confidentiality of personal information, security of personal funds, ethical
behavior of the institution, variety of services offered, bank charges, and technical
development within the institution.
 Service Quality
A service is a process consisting of a series of more or less intangible activities
that normally, but not necessarily always, take place in interactions between the
customer and service employees or physical resources or goods or systems of the
service provider, which are provided as solutions to customer problems. It is a
global judgment or attitude relating to a particular service; the customer’s overall
impression of the relative inferiority or superiority of the organization and its
services. Service quality is a cognitive judgment.
3.8 An Overview of BASIC Bank Ltd.
The Bank of Bangladesh Small Industries & Commerce Limited (BASIC) established as
banking company under the Companies Act 1993, launched its operation January 21,
1989. At the outset, it started as a joint venture enterprise of the Bangladesh Credit
Commerce (BCC) foundation with 70 percent shares and Government of Bangladesh
(GOB) with the remaining 30 percent shares. The BCC foundation being nonfunctional
following the closure of the BCCI, the Government of Bangladesh took over 100 percent
ownership of the Bank on 4 June, 1992. The bank was established as the policy makers of
the country felt the urgency for a bank in the private sector for financing Small Scale
Industries (SSI).

16
Bangladesh Small Industries and Commerce Bank Limited, popularly known as BASIC
Bank, is state-owned. However, it is not a nationalized bank. It is a bank company and
operates on the lines of a private bank. The very name Bangladesh Small Industries and
Commerce Bank Limited is indicative of the nature of the bank. BASIC is unique in its
objectives. It is a blend of development and commercial banks. The memorandum and
articles of association of the bank stipulate that 50% of loanable funds shall be invested
in small and cottage industries sector. Thus the bank’s priority remains with promoting
and financing in the development of small-scale industries within the country.
3.9 Functions of BASIC Bank Ltd.
The Banks offers-
 Term loans to industries especially to small-scale enterprise.
 Fully fledged commercial banking service including collection of deposit,
short term trade finance, working capital finance in processing a
manufacturing units and facilitating international trade.
 Micro credit to the urban poor trough linkage with NGOs with a view to
facilitating their access to the formal financial market for the mobilization of
resources.
 Financing and technical support to small-scale industries in order to enable
them to run their enterprises successfully.
 Financing in import and export business like other commercial banks.
 General Banking facilities like CD, FDR, SB, STD, BCD, FCA etc. are
available.
 The bank invest it’s fund into profitable sector.
 It transfers money by Demand Draft (DD), Pay Order (PO) and Telegraphic
Transfer etc.
 To establish linkage with other institution which are engaged in financing
micro credit to little organization
 BASIC bank keeps pace with the changing environment.
 To corporate and collaborate with institutions entrusted with the responsibility
of promoting and aiding SSI sector.

17
3.10 Vision of BASIC Bank Ltd.
The vision of BASIC Bank Ltd is to become “A Bank for Performance with Potential” by
transforming the way they do business and developing a truly unique financial institution
that delivers superior growth and financial performance and be the most recognizable
brand in the financial service in Bangladesh.
BASIC Bank Ltd dreams to become the bank of choice of the general public, which
includes both the consumer and the corporate clients. They want to build such an image
that whenever people will think of a bank, they will think of BASIC Bank Ltd. In order to
build up such an image, BASIC Bank Ltd has taken up some attractive promotional
campaign. They are targeting the young generation in particular because research has
shown that people usually have a soft corner for the first bank of their lives and tend to
stick to it if they are satisfied with its services. With this plan in mind, BASIC Bank Ltd
is trying to project itself as a vibrant and dynamic organization by introducing state-of-
the-art banking technology that will make banking easier and hassle-free to the young
generation.
3.11 Mission of BASIC Bank Ltd.
In line with its vision, BASIC Bank Ltd has developed a mission statement, which reads
as follows and is self-explanatory:
 As a blend of development and commercial banking BASIC Bank provide their
clients with full range of service to help them grow their assets and net worth.
 To deliver service excellence to all the customers, both internal and external.
 To ensure human resource development to meet the challenges of time
 BASIC Bank Ltd will constantly change its systems, procedures and training
to maintain a professional team in order to achieve service excellence.
 To ensure human resource development to meet the challenges of time.
 The Banks main manifest to progress as an institution par excellence to
customer satisfaction.
 To play a vital role in human development and employment generation.

18
3.12 Corporate Culture of BASIC Bank Ltd.
BASIC Bank is one of the most disciplined banks with a distinctive corporate culture.
The bank believes in shared meaning, shared understanding and shared sense making.
People can see and understand events, activities, objects and situation in a distinctive
way. They mold their manners and etiquette, character individually to suit the purpose of
the bank and the needs of the customers who are of paramount importance to us. The
people in the bank see themselves as a tight knit team/family that believes in working
together for growth. The corporate culture the bank belongs has not been imposed; it has
rather been achieved through its corporate conduct.
3.13 Organizational Goals of BASIC Bank Ltd.
 BASIC Bank Limited dedicated their service to the nation through active
financial participation in all segments of economy, small industries, trade,
commerce and service sector etc.
 Develop appropriate management structure, systems and approaches.
 Develop a realistic deposit mobilization plan.
 Develop a plan for offering better customer service.
 The bank’s main manifest is to progress as an institution par excellence to
customer satisfaction.
 Global banking is changing rapidly and BASIC bank is trying to adapt it.
 To pay a vital role in human development and employment generation.
 To undertake project promotion to identify profitable areas of investment .
 To establish linkage with other institution which are engaged in financing
micro enterprise.
3.14 Organizational Structure of BASIC Bank Ltd.
To achieve its organizational goal, the bank conducts its operation in accordance with the
major policy guidelines laid down by the Board of Directors, the highest policy making
body. The day to day operation off the bank is looked after by the management.

19
 Board of Directors
The Government holds 100 percent ownership of the bank. All the directors of the
board are appointed by the Government of Bangladesh (GOB). The Secretary of
the Ministry of Industries is the chairman of the bank. Other directors of the bank
are high Govt. executives.
 Management
The management is headed by the Managing Director (MD). He is assisted by the
General Manager (GM) and other high officials. BASIC bank is different in
respect of hierarchical structure from other Bank in that it is much more vertically
integrated as far as reporting to the chief executive is concerned. The Branches in
charge of the bank report directly to the Managing Director and, for functional
purpose, to the head of the departments.
 Human Resources
BASIC has a well-diversified pool of human resource, which is composed of
personnel with high academic background. Also, there is a positive demographic
characteristic. Most employees are comparatively young in age yet mature in
experience. They are energetic and committed to their profession.
 Risk Management
In banking business, no reward can be expected without risk. In this backdrop, the
management has established a formal program for managing the business risk
faced by the bank. Every loan proposal is placed under careful scrutiny before
approval.
 Automation
The Bank has been providing off-line computerized banking service to all its
customers since its inception. To accelerate the speedy and accurate account
ledger maintained and to make available all potential international banking
products, the bank has already been in the process of implementing centralized
online banking system.

20
3.15 Organogram of BASIC Bank Ltd.
Chairman
Managing Director
Deputy Managing
Director
General Manger
Deputy General
Manger
Assistant General
Manger
Manger
Deputy Manger
Assistant Manger
Officer
Assistant Officer

Serial
No.
Particulars Page
No.
4.1 Sources of Data 22
4.2 Sampling Plan for the Research 22
4.3 Target Population 23
4.4 Sampling Frame, Sample Type, Sample Size 23
4.5 Methods of Data Collection 23
4.6 Pretest 25
4.7 Finalizing the Questionnaire 25
4.8 List of questions contained in the questionnaire
for Data Collection
25
4.9 Measurement and Scaling Process 26

22
4.1 Sources of Data
The study requires various types of information of present policies, procedures and
methods of customer relationship management. Both primary and secondary data
available have been used in preparing this report.
Primary Data sources:
 Practical banking work.
 Face to face conversation with the bank officers and staffs.
 Personal interview with the customers.
Secondary Data sources:
 Daily diary (containing my activities of practical orientation in
BASIC Bank Ltd.)
 Various publications on banking operation.
 Website of Bangladesh Bank.
 Website of BASIC Bank Ltd.
 Annual Report of the BASIC Bank Ltd.
 Different circulars issued by Head Office and Bangladesh Bank
4.2 Sampling Plan for the Research
Choosing a sampling method for the research is quite difficult. In this study, there are two
populations which are of different sizes. From the two types of population, different
samples have been drawn. In this research, two types of sampling technique- probabilistic
sampling and non-probabilistic sampling technique have been used. For the research
purpose, data has been taken according to convenience sampling (non-probability
sampling).

23
Table: Sampling Distribution
4.3 Target Population
For this research, the target populations that has been chosen are the BASIC Bank Ltd
officials and the general customers of BASIC Bank Ltd.
4.4 Sampling Frame, Sample Type, Sample Size
A sampling frame is a representation of the elements of the target population. It
constitutes of a list or set of directions for identifying the target population. Convenience
sampling has been used to collect the information required to analyze the level of
customer satisfaction with the general banking procedures in Bangladesh. Convenience
sampling attempts to obtain a sample of convenient element. Respondents were selected
from bank lawn basically.
4.5 Methods of Data Collection
We have selected the four methods for collecting necessary and relevant data from
various sources. These are the observation method, the library work method, the
interview method, the questionnaire method.
Strata Sampling Frame Data Collection Method Sample type Sample
Size
BASIC Bank
Ltd officials
List of the
BASIC Bank Ltd
officials
Executive interview Stratified
random
sampling
10
General
customers
No particular
sampling frame
available
Questionnaire survey
using mail intercept
technique
Non-
probability
quota
sampling
50

24
(a) The observation Method
Observation method is considered as one of the most important method of
collection data. This is a specific process of scientific investigation of collecting
necessary information by the observer. The success of this method depends
largely upon the exercise and capacity of the observer. Therefore, the researcher is
expected to record the relevant data as soon as those come to his notice. For this
purpose, we have maintained a diary form the very beginning of the study.
Information revealed through observation had been noted down in the diary.
(b) The library work Method
The work has been primarily confined to studies relating to various aspects of
customer relationship management. We have gone through different journals,
periodicals, books and Govt. publications and have obtained necessary data for
the purpose.
(c) The Interview Method
For the sake of my study I followed the interview method. Here I have taken
interview of the bank officials, customers in face to face basis on about some
preset question in order to justify the existence of the factors of customer
relationship management in BASIC Bank Ltd.
(d) The Questionnaire Method
In deciding the format, nature and wording of questions, close attention was given
to the survey objectives, resources and constraints. Any deviation between
objectives and the questionnaire has been closely monitored in the development
stage. The questionnaire comprised of open-ended questions, closed ended
questions and scale response format. Majority of the questioning concentration
was given on close ended response. However, considering the education level of
the sample units questions were made as simple as possible. No critical or
complex scales were used.

25
4.6 Pretest
Pretest for screening of the questionnaire (to investigate things as difficulties with
question wording, problems with leading questions, and bias due to order) has been
carried out by consulting the research supervisor and BASIC Bank Ltd officials.
4.7 Finalizing the Questionnaire
After pretest, the final questionnaire has been prepared. Due attention was given on
precise typing, spacing, pre-coding etc. Paper is used to print the questionnaire was of
good quality. Questionnaire was made in English and interviews conducted in Bengali,
instead of giving the respondent to fill up the questionnaire.
4.8 List of questions contained in the questionnaire for Data
Collection
1. Do you choose BASIC Bank Ltd because of its image?
2. Do choose for better service quality?
3. Do you choose for lowest service charge?
4. Do you choose for advanced technology’?
5. Are you satisfied with transaction acceleration?
6. What is your rating on expertise in solving problem?
7. What is your rating on public relation and media information?
8. What is your rating on secrecy in terms of transaction?
9. What is your rating on wide range of service?
10. What is your opinion about customer relationship management?
11. What is your opinion about employees’ loyalty?
12. What is the overall customer satisfaction of BASIC Bank?

26
4.9 Measurement and Scaling Process
In a research, to analyze the data some measurement and scaling procedure are used. For
this research, likert scale has been used to analyze the data. The likert scale includes five
levels. These are-
a) Strongly Agree / Excellent,
b) Agree / Good.
c) Neutral / Average,
d) Disagree / Bad,
e) Strongly Disagree / Very Bad

Serial
No.
Particulars Page
No.
5.1 Analysis of the Respondent Profile 28
5.2 Analysis of the Responses 32
5.3 Assumptions of the Analysis 44
5.4 SWOT Analysis 44

28
5.1 Analysis of the Respondent Profile
Respondent profile refers to the details about any respondent. It includes the gender of
the respondent, occupation of the respondent, respondents’ account duration/year and
different types of accounts of the respondents. These analysis have been made just to
identify who are the respondents i.e. what types of clients are chosen for the analysis.
5.1.1 Gender of the Respondent
BASIC Bank has a lot of clients including male and female. That’s why the question was
asked to identify the gender of the respondent. In other word, to find out how many male
clients or how many female clients have participated in this study.
Table 1.1: Gender of the Respondent
Gender No of respondent Percentage
Male 43 86%
Female 7 14%
Total 50 100%
Source: Field Survey
The above table indicates that most of the customers are male that is 86% customers are
male. Whereas minimum number of customers are female that is only 14% customers are
female. Data can be shown graphically as-

29
5.1.2 Occupation of the Respondent
BASIC Bank has many clients. Every person’s occupations are different. That’s why the
question was asked to identify the occupation of the respondents.
Table 1.2: Occupation of the Respondent
Occupation No of respondent Percentage
Business 29 58%
Service holder 11 22%
House Wife 4 8%
Student 2 4%
Others 4 8%
Total 50 100%
The above table shows that out of 50 customers, maximum customers are businessman
that is 58% customers are business man. Whereas minimum customers are students that is
only 4% customers are students. 22% customers are service holder and 8% customers are
house wife. And the remaining 8% are of other occupations. Data can be shown
graphically as-
Business, 58%
Service
holder, 22%
House Wife,
8% Student, 4%
Others, 8%

30
5.1.3 Accounts Duration/Year
It refers to the duration of the account. The question was asked to identify the duration of
the account of customers.
Table 1.3: Accounts duration/Year
Year/ Duration No of respondent Percentage
Less than one Year 14 28%
One year to Less than two Year 20 40%
More than two year 16 32%
Total 50 100%
The above table reveals that out of 50 customers, maximum customers have account for
one year to less than two years that is 40% customers have account for one year to less
than two years. Whereas 28% customers have account for less than one year. The rest of
the 32% customers have account for more than two year. Data can be shown graphically
as-
Less than one
Year
One year to less
than two Years
More than two
Years

31
5.1.4 Different Types of Accounts
It means that the accounts are not similar one with another. The question was asked to
identify which account the customers have of this bank.
Table 1.4: Different types of accounts
Types of account No of respondent Percentage
Current Account 18 36%
Savings Account 15 30%
Fixed Deposit 6 12%
Others 11 22%
Total 50 100%
The above table shows that out of 50 customers, maximum customers have current
account that means 36% customers have current account. Whereas minimum customer
have fixed deposit accounts that means only 12% customers have fixed deposit account
in this bank. 30% customer have savings account and remain 22% customer have others.
Data can be shown graphically as-
36%
30%
12%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Current
Account
Savings
Account
Fixed
Deposit
Others
Respondent

32
5.2 Analysis of the Responses
1. Do you choose BASIC Bank Ltd because of its image?
Image of the bank means the reputation of the bank. That’s why this question was asked
to identify how many respondents choose this bank for its image.
Table 1.5: Image if the Bank
Variables No of respondent Percentage
Strongly Agree 12 24%
Agree 16 32%
Neutral 10 20%
Disagree 8 16%
Strongly Disagree 4 8%
Total 50 100%
The above table indicates that out of 50 customers, maximum customers are agreed to
this statement that means 32% customers are agreed to choose the bank for its image.
Whereas minimum customers are strongly disagreed that means only 8% customers are
strongly disagreed. 24% customers are strongly agreed and 20% customers are neutral.
And the rest of 16% are disagreed. Data can be shown graphically as-
24%
32%
20%
16%
8%
0%
10%
20%
30%
40%
Strongly
Agree
Agree Neutral Disagree Strongy
Disagree
Respondent
Image of the Bank

33
2. Do choose for better service quality?
Service quality means the standard or quality of the services provided by the bank. That’s
why this question was asked to identify how many respondents choose this bank for
better service quality.
Table 1.6: Better Service Quality
Agree 19 38%
Neutral 10 20%
Disagree 4 8%
Total 50 100%
The above table explains that out of 50 customers, maximum customers are agreed about
this statement that means 38% customers are agreed choosing the bank for better service
quality. Whereas minimum customers are strongly disagreed that means only 6%
customers are strongly disagreed. 28% customers are strongly agreed and 20% customers
are neutral. And remain 8% customers are disagreed. Data can be shown graphically as-
28%
38%
20%
8% 6%
0%
10%
20%
30%
40%
Strongly
Agree
Disagree
Respondent
Better Service Quality

34
3. Do you choose for lowest service charge?
Generally, banks charge fees for rendering their services. Customers always seek for
those banks whose service charge is low. This question was asked to identify customers
opinion about this bank’s service charge.
Table 1.7: Lowest service charge
Agree 17 34%
Neutral 13 26%
Disagree 6 12%
Total 50 100%
The above table indicates that out of 50 customers, maximum customers are agreed about
this statement that means 34% customers are agreed choosing the bank for lowest service
charge. Whereas minimum customers are strongly disagreed that means only 6%
customers are strongly disagreed. 26% customers are neutral and 22% customers are
strongly agreed. And the rest of the 12% customers are disagreed. Data can be shown
graphically as-
22%
34%
26%
12%
6%
0%
10%
20%
30%
40%
Strongly
Agree
Disagree
Respondent
Lowest Service Charge

35
4. Do you choose for advanced technology?
Advance technology means the technology which is updated and very fast. That’s why
this question was asked to identify how many respondents prefer this bank for the
advanced technology.
Table 1.8: Advance Technology
Agree 12 24%
Neutral 15 30%
Disagree 11 22%
Total 50 100%
The above table says that out of 50 customers, maximum customers are neutral about this
statement that means 30% customers are neutral for advance technology. Whereas
minimum customers are strongly disagreed that means only 10% customers are strongly
disagreed. 24% customers are agreed and 22% customers are disagreed. And remain 14%
customers are strongly agreed. Data can be shown graphically as-
14%
24%
30%
22%
10%
0%
10%
20%
30%
40%
Strongly
Agree
Disagree
Respondent
Advanced Technology

36
5. Are you satisfied with transaction acceleration?
Acceleration of transaction means the speed of transaction. Customers always prefer high
speed transaction process. That’s why this question was asked to identify how many
respondents are satisfied with the acceleration of transaction.
Table 1.9: Acceleration of transaction
Excellent 18 36%
Good 12 24%
Average 11 22%
Bad 5 10%
Very Bad 4 8%
Total 50 100%
The above table shows that out of 50 customers, considerable portion’s rate is
excellent.36% customers have said excellent, whereas minimum customers that means
8% customers rated as very bad. 24% customers rated as good and 22% customers think
as average. And remaining 10% customers think as bad about the acceleration of
transaction. Data can be shown graphically as-
36%
24% 22%
10% 8%
0%
10%
20%
30%
40%
Excellent Good Averege Bad Very Bad
Respondent
Acceleration of transaction

37
6. What is your rating on expertise in solving problem?
Expertise in solving the problem mean when the customers feel any problem, in that time
the problem is easily solved. That’s why this question was asked to identify customers’
opinion in solving the problem by this bank.
Table 1.10: Expertise in solving problem
Excellent 8 16%
Good 12 24%
Average 19 38%
Bad 10 20%
Very Bad 1 2%
Total 50 100%
The above table reveals that out of 50 customers, maximum customers rated as average.
That is 38% customers said average about expertise in solving problem. Whereas
minimum customers that is only 2% customers think as very bad. 24% customers rated as
good and 16% customers rated as excellent. And remaining 20% customers rated bad
about expertise in solving problem. Data can be shown graphically as-
16%
24%
38%
20%
2%
0%
10%
20%
30%
40%
Respondent
Expertise in solving problem

38
7. What is your rating on public relation and media information?
Public relation and media information means how bank gives messages to the customer.
That’s why this question was asked to identify whether the customers are satisfied with
public relation and media information or not.
Table 1.11: Public Relation and Media Information
Excellent 1 2%
Good 2 4%
Average 8 16%
Bad 13 26%
Very Bad 26 52%
Total 50 100%
The above table explains that out of 50 customer’s maximum customers rated as very bad
about this statement that means 52% customers said very bad about public relation and
media information to the customer. Whereas minimum customers said excellent that
means only 2% customers rated as excellent. 26% customers rated as bad and 16%
customers rated as average. And remaining 4% customers rated as good about public
relation and media information to the customer. Data can be shown graphically as-
2% 4%
16%
26%
52%
0%
20%
40%
60%
Respondent
Public relation and media information to the customer

39
8. What is your rating on secrecy in terms of transaction?
It means that the bank preserves information secretly and do not share with others. That’s
why the question was asked to identify how many respondents think about the secrecy in
terms of transaction.
Table 1.12: Secrecy in terms of transaction
Excellent 5 10%
Good 19 38%
Average 21 42%
Bad 2 4%
Very Bad 3 6%
Total 50 100%
The above table explains indicates that out of 50 customers, maximum customers rated as
average about this statement that means 42% customers said average about secrecy in
terms of transaction. Whereas minimum customers that is only 4% customers rated as
bad. 38% customers rated as good and 10% customers rated as excellent. And remaining
6% customers rated as very bad about secrecy in terms of transaction. Data can be shown
graphically as-
10%
38% 42%
4% 6%
0%
10%
20%
30%
40%
50%
Respondent
Secrecy interms of transaction

40
9. What is your rating on wide range of service?
Wide range of service means the extent of services. The question was asked to identify
the customers’ thinking about it.
Table 1.13: Wide range of service
Excellent 9 18%
Good 28 56%
Average 7 14%
Bad 4 8%
Very Bad 2 4%
Total 50 100%
The above table says that out of 50 customers, maximum customers rated as good about
this statement that means 56% customers said good about wide range of service. Whereas
minimum customers that is only 4% customers rated as very bad. 18% customers rated as
excellent and 14% customers rated as average. And remaining 8% customers rated as
bad. Data can be shown graphically as-
18%
56%
14%
8%
4%
0%
10%
20%
30%
40%
50%
60%
Respondent
Wide range of service

41
10. What is your opinion about customer relationship management?
Customer relationship management refers to the relationship between bank and the
customer. That’s why the question was asked to identify the relationship between bank
and customers.
Table 1.14: Customer Relationship Management
Agree 19 38%
Neutral 12 24%
Disagree 3 6%
Total 50 100%
The above table shows that out of 50 customers, maximum customers are agreed about
customer relationship management. That means 38% customers are agreed. Whereas
minimum customers that is only 4% customer are strongly disagreed. 28% customers are
strongly agreed and 24% customers are neutral. And the remaining 6% customers are
disagreed. Data can be shown graphically as-
28%
38%
24%
6% 4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strongly
Agree
Disagree
Respondent
Customer Relationship Management

42
11. What is your opinion about employees’ loyalty?
Employees’’ loyalty means the treat received from the bank officials. Every customer
expects good behavior. That’s why the question was asked to identify what customers
think about it.
Table 1.15: Loyalty of the Employees
Agree 14 28%
Neutral 19 38%
Disagree 5 10%
Total 50 100%
The above table shows reveals that out of 50 customers, maximum customers are neutral
about this statement. That means 38% customers are neutral whereas minimum customer
that is 6% customer are strongly disagreed. 28% customers are agreed and 18%
customers are strongly agreed. . And the remaining 10% customers are disagreed. Data
can be shown graphically as-
18%
28%
38%
10%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strongly
Agree
Disagree
Respondent
Employees are really concerned

43
12. What is the Overall Customer Satisfaction of BASIC Bank Ltd?
It means that satisfaction of customer with the overall activities of this bank. That’s why
the question was asked to identify how many customers are satisfied with the overall
activities performed by this bank.
Table 1.16: Overall Customer Satisfaction
Excellent 11 22%
Good 26 52%
Average 8 16%
Poor 3 6%
Very poor 2 4%
Total 50 100%
The above table explins that out of 50 customer’s maximum customers rated as good
about this statement that means 52% customers said good about overall satisfaction level.
Whereas minimum customers said very poor that means only 4% customers rated as very
poor. 22% customers rated as excellent and 16% customers rated as average. And
remaining 6% customers rated as poor. Data can be shown graphically as-
Excellent,
22%
Good, 52%
Average, 16%
Poor, 6% Very Poor, 4%

44
5.3 Assumptions of the Analysis
No research work is free from assumption. The assumptions are with the respect to the
organizations, market, conditions, position. The assumption can be pointed out as below:
 Data collected through questionnaire and personal interview from the
respondents are correct.
 The research methodology is appropriate.
 All of the respondents have provided accurate data.
5.4 SWOT Analysis
A bank’s strength and competitive capabilities can be shown by the SWOT analysis. The
SWOT analysis is grounded in the basic principle that strategy-making efforts must aim
at producing a good fit between a company’s resource capability and its external
situation. The SWOT analysis of BASIC Bank Ltd is as follows:
S- Strengths:
 Reputation of the Bank: Since the inauguration, the BASIC Bank Ltd
has been managing their activities with their own images to serve their
customers. They have provided services successfully and have achieved
goodwill among the banks.
 Sponsor: BASIC Bank Ltd has sponsors from various sectors of
Bangladesh. The most successful entrepreneurs from various sectors
started this company.
 Top Management: BASIC Bank Ltd has a very competent and
experienced top Management. The current Managing Director has the
experience of customer relationship management in his long career. This
has helped the bank to achieve its goal.
 Branches: This bank is operating their business all over the country with
many branches and planning to open new branches in the country.

45
W- Weaknesses:
 Promotion: The bank does not any formal promotional activity. They do
not give any sort of advertisement or do not have any marketing activity.
They do not even too many billboards.
 Remuneration: The remuneration of the officers of BASIC Bank Ltd is
lower compared to other private banks. Even the internship students are
paid nothing. This is why high skilled human resources are discouraged to
join here.
 Online Banking: At present every bank try to converted them to the
online banking. BASIC Bank has no online banking system. So it is a
great weakness for the bank. I hope that BASIC Bank Ltd also introduce
the online banking system & serve his client very smoothly
 Centralization Decision Making: The decision making of the bank is too
many centralized. No decision is made without the authorization of the
head office.
O- Opportunities
 Consumer Banking: BASIC Bank Ltd is operating corporate banking. In
our country there is a huge opportunity of consumer banking. So this bank
can reposition their branding and introduce consumer banking with
corporate banking.
 ATM: ATM card is getting popularized in the country. BASIC Bank Ltd
can introduce ATM system in their bank.
 More Branches: As the demand for banking service is increasing day by
day, BASIC Bank can open more branches for expanding their business.
 Government Bank: BASIC Bank Ltd is a Govt. bank. So it has a great
opportunity to expand itself.

46
C- Challenges
 Competitions: In Bangladesh, after economic reform, more private bank
has started their operation in the country. They are coming with different
types of attracting products. This has increased the completion among the
private banks.
 Devaluation of local Currency: The value of local currency is
decreasing. So investment in local banking is decreasing. More over the
inflation is increasing in the country. So people want to save money but in
many cases they cannot. As a result, the banks are getting less deposit.

Serial
No.
Particulars Page
No.
6.1 Findings of the Study 48
6.2 Recommendations of the Study 49
6.3 Conclusion 51

48
6.1 Findings of the Study
From the analysis presented in the previous section, a few generalizations can be deduced
from the research questions based on the primary and secondary data. These are
summarized below-
 Interest rate is very low on savings account and fixed deposit account
compare to other banks.
 BASIC Bank does not give any message through advertising about their
various services in different TV channels, radio, newspapers etc.
 In some cases BASIC Bank follow the traditional banking system.
 There are few ATM booths in this bank.
 All of the branches are not associated with on line banking system.
 In rural areas there are not enough branches.
 BASIC Bank are not concerned about promotional activities.
 They do not provide loan like car loan, education loan etc.
 The branches are not well computerized.
 Some activities are doing on the manually rather than computer. So it
takes more time.
 They do not use the advance technology.
 Employees help to the customer willingly.
 Need more employees in some division but there are few employees in
that division.
 Employees treat customer with respect.
 Acceleration of transaction is good.
 They don’t have right number of employee in some division.
 They take more time to open a new account.
 BASIC Bank doesn’t have any entertainment facility.
 Sometimes they take time to solve the problem.

49
6.2 Recommendations of the Study
It is very difficult for me to recommend about BASIC Bank Limited because I have been
there only three months. So from my point of view, I think that BASIC Bank can follow
these following steps to run its operation more efficiently.
 Use of advanced technology
The BASIC Bank Ltd should have used advanced technology such as intranet
service, online system, task sharing, computerized documentation, and high
tech software and so on. BASIC Bank should introduce Management
information system (MIS) system to mobilize its day to day activities. It will
help the employee to do their work more quickly and at the same time
maintaining their quality of work and also helps to work efficiently and
effectively and get it enabled to provide services according to the customers’
needs and wants.
 Increase the interest rate to attract more customers and stop switching of
the existing customers
Interest rate on savings deposit should be increased. Interest rate on fixed
deposit should be increased. Because savings and fixed deposit interest rate is
very low of BASIC Bank than other banks. So, the bank should increase the
interest rate.
 Increase ATM booths and mobile service
BASIC Bank does not have that much ATM booth. People cannot withdraw
money by any time based on their needs. So, ATM booth should be increased
in many places.
 Inform customers about the existing products and services through
advertising
BASIC Bank should give messages through advertising about their various
services in different TV channels, radio, newspapers etc. They should inform
to the customer what their existing product is and upcoming product.

50
 Discover new scheme
At present BASIC Bank does not have credit card or debit card facility. So,
credit card, debit card facility should be established. They should give some
sought of loan like car loan, education loan etc. to the customers.
 Skilled employee
The bank should produce the required number of effective and efficient
employee by the different type of training where the right person does the
right job at the right time for banking benefits.
Beside the above statement, I have also found following relevant recommendations-
 Some divisions should assign right number of employee to do the banking
activities smoothly.
 BASIC Bank should use different types of marketing strategy for
attracting customers.
 BASIC Bank should provide the customers quick services.
 The bank should give optimum level of remuneration to the intern person
for becoming them more rechargeable.
 BASIC Bank should arrange some entertaining elements like television or
other visual elements which can refresh the customers while they are
waiting for withdrawal of money or other banking activities.

51
6.3 Conclusion
BASIC Bank Ltd is unique in terms of constitution, its mandate, and its objectives. The
bank is committed to being a sophisticated prominent and professional institution,
providing a one window service to its customers. The bank has found its own special
position in the sector at the higher rank of the self. BASIC bank Ltd is expected to
continue to maintain strong competitive edge in banking sector in Bangladesh in the
years ahead. Through bank’s specialization and integrated approach, the bank aims to
build a strong position in the industrial development of Bangladesh. The bank also plans
to maintain its focus on managing capital and costs to maximize shareholders value. In
this environment the bank expects to make further gains in revenue, income and return on
capital.
As an internee in BASIC Bank Limited at Jhenidah Branch, I have learned many things
and found some practical things after analyzing. If management of this bank concentrate
on this, then it will be better. I think pulling the new customer and to hold the existing
customer is very important.
So, the bank must make a positive attempt to be more outward looking in their goals and
aware what is happening. They must also emphasize on the domestic scenario more
closely and analyze all strategies of their competitors. The bank must accept any failure
and think of them as an objective to pursue future goals.

52
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now. Proceedings of DCI Customer Relationship Management Conference,
Boston, MA, 27-29 June.
6. Kelvin, P. G., & Yen, H. J. R. (2002). Internet Retail Customer Loyalty; the mediating
role of relational benefits. International Journal of Service Industry Management,
14(5), 485-500.
7. Kotler, P., & Keller, K. (2009). Marketing Management. Pearson Educational Limited.
8. Parvatiyar, A., & Sheth, J. N. (2001). Customer Relationship Management: Emerging
Practice, Process, and Discipline. Journal of Economic and Social Research, 3(2),
1-34.

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9. Payne, A., & Pennie, F. (2004). A Strategic Framework for Customer Relationship
Management. Journal of Marketing, 69(4), 167-176.
10. Peppard, J. (2000). Customer Relationship Management (CRM) in financial services.
European Management Journal, 18(3), 312-27.
11. Peppers D., & Rogers M. (1999). Marketing One To One. Milano, Il Sole 24 Ore.
12.Annual Report 2015 of BASIC Bank Limited. Retrieved from
https://www.basicbanklimited.com/
13.Annual Report 2014 of BASIC Bank Limited. Retrieved from
https://www.basicbanklimited.com/

54
Q u e s t i o n n a i re f o r R e s p o n d e n t s
Level of Customer Relationship Management in BASIC Bank Limited
Please read the following questions carefully and just put a tick (√) in the respective box (□)
and kindly give your judgments where necessary.
Q1. What is your gender?
□ Male □Female
Q2. What is your occupation?
□ Business □ Service holder □ Housewife □ Student □ Other
Q3. What type of account do you have in BASIC Bank Ltd?
□ Current Account □ Savings Account □ Fixed Deposit □ Others
Q4. What is the duration of your account?
□ Less than one Year □ One year to Less than two Year
□ More than two year
Dear Sir/Madam,
This questionnaire has been designed to conduct a research to fulfill the course requirement of
BBA Internship program. Your cooperation and active participation will enable me to conduct the
research work successfully. Please be assured that the information you provide will be strictly
confidential and will be used only for academic purposes.

55
Q5. Do you choose BASIC Bank Ltd because of its image?
□ Strongly Agree □ Agree □ Neutral
□ Disagree □ Strongly Disagree
Q6. Do choose for better service quality?
Q7. Do you choose for lowest service charge?
Q8. Do you choose for advanced technology?
Q9. Are you satisfied with transaction acceleration?
□ Excellent □ Good □ Average
□ Bad □ Very Bad
Q10. What is your rating on expertise in solving problem?

56
Q11. What is your rating on public relation and media information?
Q12. What is your rating on secrecy in terms of transaction?
Q13. What is your rating on wide range of service?
Q14. What is your opinion about customer relationship management?
Q15. What is your opinion about employees’ loyalty?
Q16. What is the Overall Customer Satisfaction of BASIC Bank Ltd?

57
Q17. Give some suggestions for improving customer relationship management of
BASIC Bank Ltd.
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
................................................................................................................................................
Name of the respondent:…………………………….
Address:…………………………………………………………..
Date: ………………………………….
T H A N K Y O U
I heartily appreciate your valuable time and effort given to fill up this questionnaire.
Have a very nice day!!!

Customer Relationship Management of Basic Bank Limited: A Study

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