1120455
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The relationships of customer satisfaction & customer loyalty, context of Bangladesh Commerce Bank limited
Name:RokonuzzamanID:1120455
Semester:Autumn,2015
Independent University ,Bangladesh
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Company Profile
Name: Bangladesh Commerce Bank Limited Legal Status: A public limited company incorporated
in Bangladesh on June 01, 1998 under the Companies Act 1994, the Bank Company Act 1991 and Act 12 of 1997
Authorized Capital: BDT 10,000 Million Paid up Capital: BDT 1,989 Million Face Value per Share: BDT 100 per share
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Mission Statement
BCBL is committed to fulfill its customer's needs and become their first choice in banking so that a sustainable growth, reasonable return and contribution to the socio-economic development of the country can be ensured with a motivated and professional work-force.
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Organogram
Managing Director
Deputy Managing Director
Executive Vice President
Vice President
Senior Assistant Vice President
Assistant Vice President
First Assistant Vice President
Junior Assistant Vice President
Senior Excutive Officer
Excutive Officer
Junior Officer
Assistant Officer
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Branch Employee Hierarchy
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Internship Outcome
Duties and responsibility Assist customer to fill out the account opening
form correctly and also obtain all necessary document.
Issue of check book .Prepare Bank statement: Income Statement,
Balance Sheet, Expenditure Statement, Monthly Salary Statement, Withdrawal Statement.
Giving remittances to the customer
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Problem Statement
In order to bank service industry to have a smooth run, it must obtain loyal customers. And The statement of the problem for this study is; “increase customer satisfaction level to having loyal customer”
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Purpose Of The Sturdy
The purpose of this study is to find what factor can satisfy customers and make an ordinary customer in to a loyal customer
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Conceptual Framework
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Research Question
Is there any significant relationship between Customer Satisfaction and Customer loyalty of a bank context of Bangladesh Commerce Bank Limited?
Is there any significant relationship between Responsiveness and Customer loyalty of a bank context
of Bangladesh Commerce Bank Limited? Is there any significant relationship between Reliability and Customer Satisfaction of a bank context
of Bangladesh Commerce Bank Limited? Is there any significant relationship between Convenience and Customer Satisfaction of a bank
context of Bangladesh Commerce Bank Limited? Is there any significant relationship between Assurance and Customer Satisfaction of a bank context
of Bangladesh Commerce Bank Limited? Is there any significant relationship between Tangibles and Customer Satisfaction of a bank context of
Bangladesh Commerce Bank Limited? Is there any significant relationship between Service Quality and Customer Satisfaction of a bank
context of Bangladesh Commerce Bank Limited? Is there any significant relationship between Image and Customer Satisfaction of a bank context of
Bangladesh Commerce Bank Limited?
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Hypothesis
Ha1: Customer satisfaction has a positive effect on customer loyalty of a bank context of Bangladesh Commerce Bank Limited.
Hø1: Customer satisfaction has no positive effect on customer loyalty of a bank context of Bangladesh Commerce Bank Limited.
Hb1.Responsiveness has a positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hø1.Responsiveness has no positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hb2. Reliability has a positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hø2. Reliability has no positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hb3. Convenience has a positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hø3. Convenience has no positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
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Hypothesis
Hb4. Tangibility has a positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hø4. Tangibility has no positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited
Hb5. Assurance has a positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hø5. Assurance has no positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hb6. Image has a positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited
Hø6. Image has no positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited
Hb7. Service quality has a positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
Hø7. Service quality has no positive effect on customer satisfaction of a bank context of Bangladesh Commerce Bank Limited.
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Research Methodology
Research Type: Descriptive Sample Size: 50 Data Collection Primary Sources: Conversations with the people who are working in Bank and customers of Bangladesh Commerce Bank Limited. Questionnaires used in interview. Secondary Sources: Various articles.
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Data Analysis
Reliability AnalysisA commonly accepted rule that describing internal consistency using cronbach'salpha (http://en.wikipedia.org/wiki/Cronbach's_alpha#cite_note-Cortina-8) is as follows- α ≥ 0.9 Excellent 0.7 ≤ α < 0.9 Good 0.6 ≤ α < 0.7 Acceptable 0.5 ≤ α < 0.6 Poor α < 0.5 Unacceptable
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Reliability AnalysisCustomer Satisfaction 0.865 Good and reliable
Responsiveness 0.711 Good and reliable
Reliability 0.422 Unacceptable and not reliable
Convenience 0.708 Good and reliable
Assurance 0.757 Good and reliable
Tangible 0.819 Good and reliable
Service quality 0.622 Acceptable and reliable
Image 0.633 Acceptable and reliable
Customer Loyalty 0.881 Good and reliable
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Correlation analysis
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Correlation analysisCustomer Satisfaction and responsiveness
0.496 moderate Positive
Customer Satisfaction and reliability
-.061 weak Negative
Customer Satisfaction and convenience
-0.58 moderate Negative
Customer Satisfaction and assurance
0.738 moderate Positive
Customer Satisfaction and tangible
0.684 moderate Positive
Customer Satisfaction and service quality
0.794 moderate Positive
Customer Satisfaction and image
.014 weak Positive
Customer Loyalty and Customer Satisfaction
0.896 Strong Positive
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Regression Analysis
The r2 value = 0.806
(Constant), Image , Tangibles, Convenience, Reliability, Responsiveness, Assurance , Service quality
The r2 value = 0.802
(Constant), Customer Satisfaction
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Recommendation
There are few adjustments they might consider taking in terms of reliability and responsiveness. BCBL can constantly remind clients about how its transactions are done, so that the customers feel a lot safer. Employees of BCBL have of first to respond customer problem, they have to fulfill customer demand in a quick possible time .In order to do this they can let customers know how their information is safe through using the best software. They should reduce charges to prevent the loss of customers