Customer Service

3.1 Customer Service : Customer service means to provide customers with good services in order to earn profit along with customer satisfaction . Successful customer service companies focus their attention on both their customers and their employees .They understand the service profit chain , which links service firm profits with employee and customer satisfaction .This chain consists of five links : Internal service quality : Superior employee selection and training , a quality work environment ,and strong support for those dealing with customers. Satisfied and productive service employees :More satisfied ,loyal and hard working employees . Greater Service Value : More effective and efficient customer value creation and service delivery. Satisfied and loyal customers : Satisfied customers who remain loyal, repeat purchase , and refer other customers. Healthy service profits and growth : Superior service firm performance.From the above discussion it can be said that well managed customer service companies share a number of common virtues regarding customer service .Successful service companies are Customer Obsessed ,and set high service quality standards. 3.2 Managing Service Quality :

A service firm may win by delivering consistently higher quality service than competitors and exceeding customers expectations. These expectations are formed by their past experiences ,word of mouth and advertising. After receiving the service , customers compare the perceived service with the expected service. If the perceived service meets or exceeds their expectations, they are apt to use the provider again.

Researchers formulated a service quality model that highlights the main requirements for delivering high service quality. The model, shown in the figure below , identifies five gaps that cause unsuccessful delivery.

1.0 Gap between consumer expectation and management perception : Management doesnt always perceive correctly what customers want. A Bank authority may think that clients want prompt service but clients may be more concerned with more responsiveness.

2.0 Gap between management perception and service quality specification: Management might correctly perceive the customers wants but not set a specified performance standard. A Bank may tell the Officers to give fast service without specifying it quantitatively. 3.0 Gap between service quality specifications and service delivery : The personnel might be poorly trained , or incapable or unwilling to meet the standard or they may be held to conflicting standards, such as taking time to listen to customers and serving them fast.

4.0 Gap between Service delivery and external communications : Customer expectations are affected by statements made by company representatives and advertisements.

5.0 Gap between perceived service and expected service :This gap occurs when the consumer misperceives the service quality. The Banker may keep visiting the valued clients but the client may interpret this as an indication that something really is wrong.

3.3 Service quality Parameters : Researchers found out five parameters of service quality . These are presented in order of importance :

1.0 Reliability : The quality to perform the promised service dependably and accurately. In its broadest sense reliability means that the company delivers their services on its promises .Customers want to do business with companies tat keep their promises ,particularly their promises about the core service attributes.In my questionnaire 3 question were to assess the reliability of the Prime Bank Limited ,which were :

1. Do you think PBL provides the services all time that it promises to do so ?

2. When you face a problem PBL show interest to solve the problem?

3. Problems are solved very promptly?

2.0 Responsiveness : Responsiveness is the willingness to help customers and to provide prompt service .This dimension emphasis attentiveness and promptness in dealing with customer request ,questions, complaints and problems .Responsiveness is communicated to customers by the length of time they have to wait for assistance ,answer to questions or attention to problems .Responsiveness also captures the notion of flexibility and ability to customize the service to customer needs. In my questionnaire the following questions were about responsiveness:1. Do you think PBL employees are very friendly and helpful?2. Do you think employees always search for solutions for you?3. Do you think the behavior of the officers satisfy you ?

3.0 Assurance: Assurance is defined as employees knowledge and courtesy and the ability of the firm and its employees to inspire trust and confidence .This dimension is likely to be particularly important for services that the customers perceive as involving high risk.In my questionnaire the following questions were about Assurance :

1. Do you think the employees of PBL are trustful and reliable ?

2. Every transaction by PBL employees is safe to you ?

3. Do you think as a Bank ,Prime Bank is always trustworthy from all aspect ?

4.0 Empathy :

Empathy is defined as the caring ,individualized attention the firm provides its customers. The essence of empathy is conveying through personalized or customized service that customers are unique and special. In my questionnaire the following questions were about Empathy :

10. Do you think PBL always give you individual attention?

11. Do you think PBL understands your specific needs?

12. Do you think PBL believes in personal relationship with their clients ?

5.0 Tangibles : Tangibles are defined as the appearance of physical facilities ,equipment ,personnel, and communication material . In my questionnaire the following questions were about tangibles:

13. Do you think PBL use modern looking equipment ?14. Do you think the Bank has a convenient transaction hour?15. Do you think PBL should introduce new facilities like ATM card and credit card facilities ?

There were also another question asking whether the customers are satisfied with the present charges and fees of Prime Bank Limited. Also there was a scope for them to opine on the Bank services .These were also evaluated through the whole survey process.

4.0 Customer Service of Prime Bank Ltd

4.1 An overview of customer services activities :

Prime Bank Limited is a leading Bank in Bangladesh .At the end of 2005 fiscal year, it stood the first position among the native conventional Private Banks in case of profit. It is also in a very good position in the Bangladesh Bank introduced CAMEL rating. As it is topped among the other financial institutions ,it is also very much caring to its customers.So customer service is always a very vital issue for Prime Bank Limited. There is a common dialogue in Prime Bank which says Customers are our KING .So it likes to treat its customers with a very outstanding manner. As the hospitality is very necessary, the Bank always try to give its clients the best service. All the efforts and works in the Branch Banking environment focus on customer satisfaction .There are several departments in a Bank which is more or less directly linked with the customers.These are front dest ,Computer section ,Cash department, CCS department and also foreign exchange department.An evaluation of customer services given by this department can be discussed below :4.2. Front desk activities :

Front desk play a very vital role in a Banks customer service. This happen gradually that a prospective client approach to a Bank at first to know something .To know the facilities which the Bank could provide him. Clients want to know various matters to a Bank. There are varieties of clients .Someone may be a teacher, someone is a doctor, someone is businessman and may be some are students. To a Bank all the prospective customers are equally valuabe. When a client enters into a Bank ,he at first meet to the Front Desk. So the officers who serve here play a very important role .It is a very common rule that First impression should be the best impression .Prime Bank is very prompt in their front desk activities. Here customers find their guideline and all necessary information .They can open their account ,open different deposit scheme, deposit cheques for clearing, can do Pay Order and could get all support to do so from the experienced officers.4.3 Computer Department : Computer is a very necessary part of Branch Banking activities.At present Prime Bank is using PC BANK software for their all daily transaction .Officers help customers in this section to post their cheques ,provide them bank statement , give them different types of certificates as the customers demand. They also provide them bank balance directly or over phone. Here officers help their clients to get a track of all transactions as if they feel comfort.4.4 Online Banking in Prime Bank Limited : At present Prime Bank provide online banking to some selected customers .To get this facility an account holder need to apply first. Then the bank decide whether the account will be benefited with online Banking. If a account holder gets online banking facility then he is able to make transaction in any Branch of Prime Bank Limited.

5.0 Findings and analysis of Customer Services Quality :

5.1 Questionnaire findings and analysis :Now the survey findings are represented by according to different parameters.The answer of the questions are representing according to the parameter that identify the customer perception or attitude towards customer services of the Prime Bank Limited.5.1 a Reliability Parameter:Q 1 Do you think PBL provides the services all time that it promises to do so ?Satisfaction optionPercentageFrequency

130%36

240%48

325%30

45%6

50%0

Q 2 When you face a problem PBL show interest to solve the problem ? Satisfaction optionPercentageFrequency

132%39

244%53

313%15

411%13

50%0

Q3 Problems are solved very promptly ? Satisfaction optionPercentageFrequency

132%39

244%53

313%15

411%13

50%0

Findings : Prime Bank Limited provide its services at the time it promises to do so. When you face a problem Prime Bank Ltd shows a sincere interest to solving it. Problems are solved promptly.

5.1b Responsiveness Parameter :Q 4 Do you think PBL employees are very friendly and helpful ?Satisfaction optionPercentageFrequency

112%14

234%41

317%21

423%27

514%17

Q 5 Do you think employees always search for solutions for you ?Satisfaction optionPercentageFrequency

139%47

223%28

322%26

48%10

58%9

Q6 Do you think the behavior of the officers satisfy you ?

Satisfaction optionPercentageFrequency

141%49

222%26

317%21

415%18

55%6

Findings : Employees of Prime Bank Limited are friendly and helpful. Employes always search for solutions for the clients. The behaviour of the employees is very good.

5.1c Assurance :Q 7 Do you think the employees of PBL are trustful and reliable ?


142%51

228%33

312%14

414%17

54%5

Q8 Every transaction by PBL employees is safe to you ?


113%16

238%45

327%32

419%23

53%4

Q 9 Do you think as a Bank ,Prime Bank is always trustworthy from all aspect ? Satisfaction optionPercentageFrequency

145%54

226%31

321%25

48%10

50%0

Findings : Employees of Prime Bank Limited are trustful and reliable . The transaction by PBL employees is safe to the clients. As a Bank ,Prime Bank Limited is trustworthy to its clients.

5.1 d Empathy

Q10 Do you think PBL always give you individual attention ?


126%31

252%62

36%8

416%19

50%0

Q11 Do you think PBL understands your specific needs?


124%29

228%33

338%46

410%12

50%0

Q12 Do you think PBL believes in personal relationship with their clients ?


115%18

225%30

332%39

421%25

57%8

Findings : Prime Bank Ltd .always gives individual attention to its clients. Prime Bank Ltd. understands customers specific needs. Prime Bank believe in personal relationship with their clients.5.1 e Tangibles : Q 13 Do you think PBL use modern looking equipment


123%28

246%55

313%16

411%13

57%8

Q14 Do you think the Bank has a convenient transaction hour?


136%43

243%52

317%20

44%5

50%0

Q15 Do you think PBL should introduce new facilities like ATM card and credit card facilities ? Satisfaction optionPercentageFrequency

150%60

227%32

316%19

47%9

50%%0

Findings : Prime Bank use modern equipment in their Banking service. Prime Bank has a convenient transaction hour. Modern facilities like ATM machine, credit card facility should be introduced to Prime Bank.5.1 f Others Q16 Do you think the fees and service charges of the Bank is reasonable in comparison with other Banks ?


112%14

238%46

327%33

411%13

512%14

Findings : Customers seldom say that the charges of Prime Bank Ltd is quite high .So these fees should be reduced.Q17 What is your opinion to improve the Services of the Bank OptionPercentageFrequency

Introduction of ATM58%70

Transaction hour long22%27

Online Promptness12%14

Service charge lower5%6

Friendly atmosphere3%3

Findings : Clients of Prime Bank Limited strongly desire ATM service ,which we found from the above table.Some say that Evening Banking should be little more lengthened while some demands online service to be very fast.

Documents

Customer Service