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CHAPTER 1

Problem Definition

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1.1 Background of the Research

The Better Client Service provides a forum for businesses to self report their experiences with

Client transactions as well as search for Client ratings given by other businesses. By doing

this, businesses are able to build a store of information regarding how specific Clients have

performed compared to their business commitments. This effort is collaboration between

businesses to better inform themselves of Client behaviors both positive and negative. Their

Clients have been able to reduce their risks for decades through their access to The Better

Business Bureau. Now, the better Client Service gives a ad firm an even greater ability to

help protect themselves from Clients with poor intentions.

It is the opinion of the better Client Service that all Clients are not equal. Many businesses

have contracted to work with a Client in good faith to find that the Client's expectations or

intentions are not what they have represented. Many businesses end up wishing that they had

never agreed to work with a Client once the work has started. Determining this after

significant time or money has been invested, is a poor way of doing business that leads to lost

profits and much frustration.

1.2 Problem Statement

Before purchasing any product customers think about the product or service quality and price

of the product or service. When the customer decides to purchase a product they want to pay

minimum amount of money for getting maximum benefit of product or service. Price is

focused that how much benefit customer will get from buying the product or service. Thats

why company sets the price on customers expectation and value of the product or service.

But some times customers expectations and price of the product or service do not match. The

reasons are given below:

If the customers are not aware

If the product or services are not available to customer

If competitor provides same product or service at a low price

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High prices but low benefit

No differences from same industrys product or service

To set the price one has to know about the classes of target group, target area, Client income

level and collect information about their buying behaviors. Know about the competitors

pricing policy and their product or service quality. To stay in a batter position in competitive

market, organizations have to know and consider about some factors. Like- changes in

political and economical condition of the country, culture and rituals, competitors selling

process etc. Company has to gather knowledge about these factors before setting the price.

Sometimes customer may face problem in term of communication with his vendor. The firm

may not aware about the matter.

To attain customer satisfaction & fixing price with the client demand it is difficult to maintain

the quality of the products.

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CHAPTER 2

Introduction

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2.1 Introduction

Advertising is the promotion of a product or service and is extremely pervasive in

contemporary society. To maximize sales, companies will pay a premium for wide exposure

through the mass media. Advertising space is common, but not restricted to these realms;

billboards, public transportation, movies (product placement), schools, clothing, even

bathroom stalls carry ads and the industry are constantly finding new ways to advertise. The

United States has the largest advertising market, accounting for half of the world's advertising

expenditures. Japan holds a secure second place over Germany and the United Kingdom butstill at less than one fifth of the U.S. total. In Bangladesh there are some advertising firms

which are doing well in their respective fields. They have continued to come up with a

constant performance over the years. These advertising firms not only show their

performance in case of advertising but also they have explored areas such as Event.

Spellbound founded in 2008, to make a distinction mainly in the field of graphic design &

printing. Spellbound is one of the most respected law firms in the nation. Spellbound

provides legal advice to mostly corporate clients. Spellbound is young but experienced. With

a short time Spellbound is fully flourished as a communication & advertising agency in

bangladesh.

Spellbound has their own in-house, multi-general creative staff hub that includes full-time

copy writers, designers & marketing specialists. Spellbound have multiple people on hand

with different styles to provide our clients with more choices & better execution of their plans

in areas of concept development & design, printing, production, advertising & event

management.

Currently, Spellbound is working from its 4000 square feet corporate head-office located at

Banani in Dhaka. The company is operating all its activities with 48 permanent office

employees. Spellbound view their relationship with their clients as a partnership truly care

about the business.

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Spellound is now the more growing marketing communication agency servicing a long list of

satisfaction. It helps entrepreneurs to expand their markets by integrating new technologies

with traditional media. Spellbound has five wings including Communication, Events,

Printing, Tour & Wedding. The company is a collaboration of a group of young entrepreneurs

that has been on the list of top 10 advertising agencies of Bangladesh, representing more than

50 major clients.

2.2 Objectives

2.2.1 Broad objective

The broad objective of the research is to measure client satisfaction of advertising firm in

Bangladesh through spellbound.

2.2.2 Specific objectives

Specific objectives of the study are as follows:

To measure client satisfaction of product of spellbound

To measure client satisfaction of distribution of spellbound

To measure client satisfaction of marketing promotion of spellbound

To measure client satisfaction of price of spellbound

To measure client satisfaction of people of spellbound

To measure client satisfaction of process of spellbound

To measure client satisfaction of physical evidence of spellbound

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2.3 Justification of the research

By this research an Ad Firm can know about the customer satisfaction level. They also know

about the competitive advantage, competitors growth level and the reasons. They can make

decision to set the price, features, quality, packaging, standard & availability of the product or

services. After doing the practical type of work that means a real research I gather

knowledge.

2.4 Scope of the Study

The main scope of this study is to marketing division side. When we will see this report topic

then we can understand that the scope is moderately large. Because we know that clients are

the most important part of this kinds of firm and my journey was to measuring the client

satisfaction which is given by the organization. There are many advertising firm in

Bangladesh. But I work only with one advertising firm. I have taken only the views from fifty

clients and there were other clients also those are related with ad firm.

2.5 Limitation

I have tried my best to do this work. But there are some limitations that I have faced during

the completion of the report. Time is the first limitation of my research. My research was

completed in a short time. So it was difficult to collect more information within a short time.

Because of unavailability of secondary data, I have also faced problem to collect these types

of data. The respondents were not giving exact answers. Another limitation was cost of the

research.

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CHAPTER 3

Methodology

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3.1 Research Design

There are lots of problems which face a company. And to identify the problem & came up

with a Solutions the exploratory research is the best fit. It specifies the details of the

procedures necessary for obtaining the information needed to structure or solve marketing

research problem. The research is used for investigating the current situations of Client

Satisfaction of Advertising Firms in Bangladesh for Spellbound Advertising Firm. This is an

exploratory research. The whole report contains the primary data as well as secondary data as

well as Qualitative research analysis.

3.2 Population

The populations of the research are the people who are related with us. We are

doing business & they are also doing business. So its really a tough job for me

to contact with all the people who are working in the organization those are

mainly spellbound client.

3.3 Sampling Frame

There are some Advertising Firms in Bangladesh. All do not provide same standards to their

Client. The people of our country are emotional while buying a product or judging a service

with the satisfaction. But I will focus only on the Spell bounds clients.

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3.4 Sample Size

The study was conducted for Spellbound. My respondents were the clients of spellbound. I

took 50 employees opinions from different clients as my sample size, the questionnaire was

distributed to these employees and the percentage of response is 100%.

3.5 Sampling Method

For conducting my research I followed two methods in case of data collection.

One is primary data collection method another is secondary data collection

method.

3.6 Survey Instruments

A structured Questionnaire designed by following the Likert scale used for business research

is the main instrument of this survey.

3.6.1 Primary Sources

Primary source of data is the clients of spellbound working in different organization. They

answered the questions mentioned in the questionnaire and wrote their suggestions. Thisquestionnaire was designed for this survey to identifying the factors related with the process

and barriers of clients service.

3.6.2 Secondary Sources

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Spellbound Profile, published and unpublished documents of Spellbound was the source of

secondary data. Internet and different websites were also source of secondary data.

3.7 Data processing methodology

Collected data was entered in the research software called SPSS. Using SPSS, Frequency

analysis and percentage was calculated for all questions and responses. Finally analysis of

total output was used for recommendation or the proposal.

3.8 Significance of the study

The study can be used for training and providing basic information about Client Satisfaction

for Spellbound Advertising Firm. With more expertise and modification, the report can be

used for further strategies of Spellbound Advertising Firm.

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CHAPTER 4

Organization Part

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4.1 Organizational History

Spellbound founded in 2008, to make a distinction mainly in the field of graphic design &

printing. Spellbound Ltd. is one of the leading event management cum marketing solutions

firm of Bangladesh. Being a relatively new player in the fiercely competitive market,

Spellbound has been able to establish its name amongst the leading firms of its kind within a

very short period of time. This has been possible due its strong commitment to deliver the

best solution to its clients needs at the most competitive price. Composed of a group ofyoung and enthusiastic marketers, Spellbound Ltd. has always been innovative and effective

in its field of work.

Based on the company philosophy of Stand Out from the Crowd, Spellbound has always

tried to be different from its competitors. This has made possible the realization of the tagline

We do Things Magically as the clients would testify.

The success of the company has also been influenced by its well-established network of

suppliers and affiliates who work side by side with Spellbound to stand up to the expectations

of the clients. Spellbound has been successful in developing and maintaining long-term

relations with its suppliers as well as the clients.

Diversification has been a motto of Spellbound. That is why it has not kept itself limited to

only one field of operation. Rather, the focus has been to create an organization that can

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satisfy a wide range of needs of the market. Now, besides event management, Spellbound

successfully works in the fields of communication, printings, tourism, even wedding

planning. Torai Badha Ghorar Dim, a gifts and souvenir shop, is also run by the company to

bring forward the Bangladeshi culture in gift giving.

Spellbound Ltd. is a Bangladeshi company which believes in its country and works

continuously to promote it around the globe. Spellbound has a sincere interest in promoting

Bangladeshi culture and heritage around the world and help in the progress of the country in

every way possible. For that reason, the company always springs forward to grab any

opportunity that helps the cause of its country.

4.2Core Competence

Our core competence lies in our strength to develop effective and efficient communication

and public relations programs for prestigious clients. Having a skilled creative team and a

group of young specialists enables it to develop customized corporate campaigns that stand

out in the communication clutter.

To ensure smooth operation, Spellbound has affiliated itself with a number of organizations

which work as backward and forward linkages for its activities. Combining that with the

ability to provide best services at a competitive cost, Spellbound delivers the best value at the

shortest possible time.

4.3 Area of Expertise

Being a communication agency dedicated to promotional activities, Spellbound specializes in

Advertising and Public Relations. We work for our clients to activate and manage corporate

events and campaigns. Besides developing promotional plans and concepts, Spellbound

designs and places print and electronic advertisements for its clients.

Spellbound has its own individual wings dedicated to communication, activations, printings,

tours & wedding planning.

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4.4 Mission, Vision, Value

4.4.1Vision

Profit making is not and should not be the only purpose of making business. At Spellbound

we build relationship on the basis of loyalty, truthfulness and believe. Being proactive,

positive, passionate business partners we go above & beyond, being accountable for every

action.

4.4.2 Mission

We provide customer oriented service with the passion, pride and finest quality. We listen

and learn about the commercial challenges our clients face and goals they wish to achieve

with a set target.

4.4.3 Value

We value corporate ethics, integrity, creativity, efficient action and encourage motivated

employee and team work. Guided by this value we provide superior service to the clients.

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4.5 Organizational Units

THE ORGANIZATION STRUCTURE

CEO

Marketing Department

DirectorsHR/Admn./Finance/Accounts

Creative Dept

Graphics Dept.

Operation Department

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4.6 Strategic Development

The strategic development will be conducted by M Sadequl Arefeen. He is currently working

as the Chief Executive Officer (CEO). He will be coordinating the strategic planning as

well as the event planning for the BEACH KABADDI 2010

4.6.1 Operations

M. Iftekharul Islam is coordinating with the operations of the event. The activation

and implementation will work prior to this event till event day with him. The

operational activities will be supervised. Mr. Iftekharul Islam is currently working as

the Head of Operations

4.6.2 Creative

MH Mishu is act as the head of the creative team and implementation before

production. He is currently the Head of Creative of Spellbound. He with his team

members will implement the whole creative idea and needs for this event.

4.6.3 Accounts & Finance

Mr. Toufiqul Alam will be coordinating with the finance related issues from

Spellbound. 3-4 executive members will be working as his subordinates to run the

regular basis. On a need basis more people will be hired to supervise this event.

Senior Executive / Executive Office Staff

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4.6.4 Project Coordinator

The project will be coordinated by Anawar Hossain Chowdhury, Chief Coordinator,

Spellbound. He will be the key personnel for this event. For any query or information

he will act as the key personnel.

Contact:

Anawar Hossain Chowdhury

Chief Coordinator

Spellbound

Mobile# 01711884422, Email [email protected]

Office Address:

House # 121, Road # 19/A, 2nd floor

Tel : 02 9887355, Email [email protected] Logistics Support

Spellbound has a good reputation of providing event support very effectively. We have

already completed many activation and events including Dhaka Chamber of Commerce 50

years celebration, Center for foreign affairs Studies(CFAS),UNDP, UNYSAB, Save the

children, FORD Launching, Warid logo re-launching, CAPEP CE Workshop 2008

(Chevron), Taste of Dhaka 2008, IFAWPCA Convention 2009, BACI Int. Construction

Exhibition 2008.

Currently we are also supporting some organization their logistics requirements in a regular

basis. We have a strong and capable team who works regularly for us; as well as we have a

back up team to help in times of need.

4.8 Resource support

Due to the diversified involvement in different sectors with individual wings including

wedding planning, gift shop, we have a very strong support of resources which includes

flowers, gift items, car rental services, venue bookings, food supply, decoration, etc.

4.9 Current and Previous Successes Of Spellbound
mailto:[email protected]:[email protected]

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We have been able to create a rather large pool of satisfied clients who keep their faith in us

to cater to their needs. Our clientele includes government and non-government organizations,

multinational companies as well as international agencies. The diversified natures of business

that we cater to are a testimony of our ability to work equally efficiently for various business

sectors in a dynamic and demanding market. A brief list of our clients is provided below:

Association

DCCI- Dhaka Chamber of Commerce &

Industries

BACI- Bangladesh Association of

Construction Industry

BGMEA- Bangladesh Garments

Manufacturing Exporters Association

Dhaka Mohanagar Shomity

CFAS- Center for Foreign Affairs Studies

Non Profitable Organization

Action Aid Bangladesh

Care Bangladesh

UNDP

Save the children- USA

Save the children- UK

Care BangladeshUNYSAB

Clinton Foundation

Banks

Dutch- Bangla Bank Limited

BRAC Bank Ltd.

Bank Asia

HSBC

Companies

Runner group of companies

Aamra Group

Lafarge Surma Cement Limited

Fortuna group

Bakul Group

Project Builders Limited

Shanin Group

Quazi Group

Label Tex Limited

Khulna Power Company Limited

Button Tex Limited

Kaltimax Energy Bangladesh (pvt)

Limited

ACI Pharmaceuticals

Sakaimex LimitedACI Food

Telnet

Zendor

Mexcall

Evergreen Trading Corporation

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North south University

Pexar Bangladesh

Brac University

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4.10 SWOT Analysis

Strength: Strong forward and backward linkages.

Young and creative workforce

Strong relationship with clients

Weakness: Young but experienced- making the clients believe in the company.

Opportunities: Endless.

International Markets (especially in south Asia),

More penetration in Consumer (B2C) markets

International Affiliations and event managementEco-tourism (both nationally and internationally)

Threats: Growing competition in home market.

Entrance of foreign marketing companies to local markets

Political turbulence may disrupt tourism ventures

4.11 Markets

National : B2B and B2C both types of businesses of Bangladesh.

International: same, no specific geographic concentration. International markets are

mostly served through communication and printing wings.

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CHAPTER 5

Research Part

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5.1 Product Related Satisfaction

5.1.1 Premium services of Spellbound

Provide premium service

Strongly agree

Agree

Neither agree nor di

Disagree

Strongly Disagree

Frequency Percent

Strongly Disagree 5 10.0

Disagree 13 26.0

Neither agree nor disagree 1 2.0

Agree 22 44.0

Strongly agree 9 18.0

Total 50 100.0

The analysis shows 44% respondents agreed that Spellbound provides premium service

to their clients than present and 26% were disagree and 1% were in neither agree nor disagree

position. The mean is 3.34 (Appendix 1). This is the arithmetic average which is

indicating most of the respondents marked between 3 and 4.The median is 4 (Appendix

1), that means the midpoint is 4.The mode is 4 (Appendix 1), that means 4 is the most

repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1)

Its indicating the spread on the answers inconsistency.

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5.1.2 Proactive in their business activities

Proactive in their working activities

45.0

Strongly agree

Agree

Disagree

Strongly Disagree

Frequency Percent


Disagree 14 28.0

Neither agree nor disagree 0 0

Agree 19 38.0


Total 50 100.0

The analysis shows 38% respondents agreed that Spellbound provides premium service

to their clients. The mean is 3.34 (Appendix 1). This is the arithmetic average which is

indicating most of the respondents marked between 3 and 4.The median is 4 (Appendix

1), that means the midpoint is 4.The mode is 4 (Appendix 1), that means 4 is the most

repeated answer in this question. The calculated standard deviation is 1.31 (Appendix 1)

Its indicating the spread on the answers inconsistency.

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5.1.3 Placement of service Spellbound

They are very aware

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 7 14.0


Agree 22 44.0


Total 50 100.0

The majority of clients agree that spellbound is very aware about their placement of the

service. The analysis shows 44% respondents agreed and 26% were disagreeing and 2%

were in neither agree nor disagree position. The mean is 3.7 (Appendix 1). The mode is 4

(Appendix 1), that means 4 is the most repeated answer in this question. The calculated

standard deviation is 1.31 (Appendix 1). This means the result shows the inconsistency.

5.1.4 Provide service on time of Spellbound

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provide service on time

Strongly agree

Agree

Disagree

Strongly Disagree

Frequency Percent


Disagree 8 16.0


Agree 19 38.0


Total 50 100.0

The analysis shows that spellbound provides their service on time. 38% respondents

agreed that Spellbound provides service on time to their clients than present and 16%

were disagree and 0% were in neither agree nor disagree position. The mean is 3.66

(Appendix 1). The median is 4 (Appendix 1), that means the midpoint is 4.The mode is 4

(Appendix 1), that means 4 is the most repeated answer in this question. The calculated

standard deviation is 1.31 (Appendix 1) Its indicating the spread on the answers

inconsistency.

5.1.5 Printing strategy of spellbound

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Provide digital printing service

Strongly agree

Agree

Disagree

Strongly Disagree

Frequency Percent


Disagree 8 16.0


Agree 28 56.0


Total 50 100.0

The analysis shows 56% respondents agreed that Digital printing service provided by

spellbound is satisfactory than present and 16% were disagree. The mean is 3.6

(Appendix 1). The calculated standard deviation is 1.20 (Appendix 1) Its indicating the

spread on the answers inconsistency.

5.1.6 Designs provided by Spellbound

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Their design is atractive

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 8 16.0


Agree 20 40.0


Total 50 100.0

The analysis shows 40% respondents agreed that Spellbound provides attractive design

than present and 16% were disagree. The mean is 3.5 (Appendix 1). The calculated


inconsistency.

5.2 Place Related Satisfaction

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5.2.1 Satisfactory direct services of Spellbound

Their direct service is satisfactory

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 10 20.0


Agree 15 30.0


Total 50 100.0The analysis shows 30% respondents strongly agreed that Direct services provided by

spellbound is satisfactory than present and 20% were disagree. The mean is 3.34



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5.2.2 Satisfactory indirect services of the firm

Their indirect service is satisfactory

6.0

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 6 12.0


Agree 27 54.0


6.0 1 2.0

Total 50 100.0

The analysis shows 54% respondents agreed that Indirect services provided by

spellbound is satisfactory than present and 20% were strongly disagree. The mean is 3.28



5.2.3 Strong distribution channel of Spellbound

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Their channel of distribution is strong

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 5 10.0


Agree 18 36.0


Total 50 100.0

The analysis shows 36% respondents agreed that Spellbounds channel of distribution is

strong than present and 22% was strongly disagreeing. The mean is 3.34 (Appendix 1).

The calculated standard deviation is 1.52 (Appendix 1) Its indicating the spread on the

answers inconsistency.

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5.3 Promotion Related Satisfaction

5.3.1 Web design of the firm

Web desing is atractive

Stronglyagree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 13 26.0


Agree 20 40.0


Total 50 100.0

The analysis shows 40% respondents agreed that Web design of spellbound is very

attractive than present and 26% was disagreeing. The mean is 3.34 (Appendix 1). The

calculated standard deviation is 1.34 (Appendix 1) Its indicating the spread on the


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5.3.2 Striking internet advertisement of Spellbound

Internet advertisment is striking

Strongly agree

AgreeNeither agree nor di

Disagree

Strongly D isagree

Frequency Percent


Disagree 9 18.0


Agree 16 32.0


Total 50 100.0

The analysis shows 32% respondents agreed that Internet advertisement of spellbound is

striking than present and 22% was strongly disagreeing. The mean is 3.18 (Appendix 1).



5.3.3 Giving gifts to the client by Spellbound

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Provides gift to the clients

Strongly agree

Agree


Disagree

StronglyDisagree

Frequency Percent


Disagree 10 20.0


Agree 12 24.0


Total 50 100.0

The analysis shows 28% respondents strongly agreed that occasionally spellbound

provides gift item to your company than present and 24% was strongly disagreeing. The

mean is 3.18 (Appendix 1). The calculated standard deviation is 1.59 (Appendix 1) Its

indicating the spread on the answers inconsistency.

5.4 Price Related Satisfaction

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5.4.1 Pricing strategy of the firm

Sete reasonable price

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 7 14.0


Agree 17 34.0


Total 50 100.0

The analysis shows 34% respondents agreed that Spellbound sets reasonable price than

present and 18% was strongly disagreeing. The mean is 3.44 (Appendix 1). The



5.4.2 Sets higher price by the firm

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Sets higher price compare to others

56.0

Strongly agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 8 16.0


Agree 18 36.0


56.0 1 2.0

Total 50 100.0

The analysis shows 36% respondents agreed that Sets higher price compare to the others

than present and 20% was strongly disagreeing. The mean is 4.22 (Appendix 1). The



5.4.3 Sets lower price by the firm

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Sets low price compare to others

Strongly agree

Agree

Disagree

StronglyDisagree

Frequency Percent


Disagree 11 22.0


Agree 8 16.0


Total 50 100.0

The analysis shows 34% respondents strongly agreed that Sets low price compare to the

others than present and 28% was strongly disagreeing. The mean is 3.06 (Appendix 1).



5.4.4 Various pricing policy of Spellbound

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Their price varies clien to client

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 7 14.0


Agree 26 52.0


Total 50 100.0

The analysis shows 52% respondents agreed that Sets low Spellbound price varies client

to client than present and 14% was strongly disagree and disagreeing. The mean is 3.42



5.4.5 Price reduction policy of the firm

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5.5 People Related Satisfaction

5.5.1 Employees coordination of Spellbound

Employees are well coordenated

23.0

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 10 20.0


Agree 14 28.0


23.0 1 2.0Total 50 100.0

The analysis shows 30% respondents strongly agreed that Employees of spellbound are

well coordinated than present and 20% was disagree. The mean is 3.92 (Appendix 1).



5.5.2 Promptly inquiry reply by the employees

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Promptly inquire

6.0

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 6 12.0


Agree 19 38.0


6.0 2 4.0

Total 50 100.0

The analysis shows 38% respondents agreed that Employee can reply any of your inquiry

promptly than present and 20% was strongly disagree. The mean is 3.42 (Appendix 1).



5.5.3 Telemarketing of Spellbound

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Their telemarketing is satisfactiry

Stronglyagree

Agree


Disagree

StronglyDisagree

Frequency Percent


Disagree 8 16.0


Agree 20 40.0


Total 50 100.0

The analysis shows 40% respondents agreed that Spellbound telemarketing is satisfactory

than present and 16% was disagree. The mean is 3.80 (Appendix 1). The calculated


inconsistency.

5.5.4 Employees dresses up of the firm

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Employees are always well dressed

Strongly agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 9 18.0


Agree 19 38.0


Total 50 100.0

The analysis shows 38% respondents agreed that Employee of spellbound are always

well dressed than present and 22% was strongly disagree. The mean is 3.16 (Appendix

1). The calculated standard deviation is 1.50 (Appendix 1) Its indicating the spread on

the answers inconsistency.

5.5.5 Satisfactory face to face communication of the firm

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Satisfactory face to face communication

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 7 14.0


Agree 25 50.0


Total 50 100.0

The analysis shows 50% respondents agreed that you are satisfied with their face to face

communication than present and 14% was disagree. The mean is 3.52 (Appendix 1). The



5.5.6 Satisfactory E-marketing of Spellbound

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Their e-marketing is satisfactory

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 8 16.0


Agree 12 24.0


Total 50 100.0

The analysis shows 40% respondents strongly agreed that E-marketing provided by

spellbound employee is satisfactory than present and 16% was disagree. The mean is 3.64



5.6 Process Related Satisfaction

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5.6.1 Extra facilities provided by the firm

Defective matarials changing fasilities

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 8 16.0


Agree 20 40.0


Total 50 100.0

The analysis shows 40% respondents agreed that Defective material changing facilities

are provided than present and 16% was disagree and strongly disagree. The mean is 3.40



5.6.2 Give importance to the clients choice

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They give importance on your choice

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency PercentStrongly Disagree 7 14.0

Disagree 5 10.0


Agree 21 42.0


Total 50 100.0

The analysis shows 42% respondents agreed that Company give importance on your

choice than present and 14% was strongly disagree. The mean is 3.48 (Appendix 1). The



5.6.3 Good capacity to manage their clients

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Good client management

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 7 14.0


Agree 18 36.0


Total 50 100.0

The analysis shows 36% respondents agreed that Client management of spellbound is

good than present and 14% was strongly disagree and disagree. The mean is 3.54



5.6.4 Give most priority to the clients privacy

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Cosoder the client privacy

Strongly agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 14 28.0


Agree 13 26.0


Total 50 100.0

The analysis shows 30% respondents strongly agreed that strongly consider the client

privacy than present and 28% was disagreeing. The mean is 3.38 (Appendix 1). The



5.7 Process Related Satisfaction

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5.7.1 Used most up-dated software by the firm

Thry have used most up date software

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 7 14.0


Agree 20 40.0


Total 50 100.0

The analysis shows 40% respondents agreed that Spellbound has used most of the update

software than present and 20% was strongly disagreeing. The mean is 3.30 (Appendix 1).



5.7.2 Office environment of Spellbound

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Office equipments are outstading

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 12 24.0


Agree 19 38.0


Total 50 100.0

The analysis shows 38% respondents agreed that the office environment of spellbound is

outstanding than present and 24% was disagreeing. The mean is 3.46 (Appendix 1). The



5.7.3 Office out looking of Spellbound

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Out looking is excellent

Strongly agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 9 18.0


Agree 17 34.0


Total 50 100.0

The analysis shows 34% respondents agreed that the out looking of spellbound is

excellent than present and 20% was strongly disagreeing. The mean is 3.24 (Appendix 1).



5.7.4 Creative house of the firm

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Creative hous is eye catching

45.00

24.00

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency PercentStrongly Disagree 5 10.0

Disagree 10 20.0


Agree 19 38.0


24.00 1 2.0

45.00 1 2.0

Total 50 100.0

The analysis shows 38% respondents agreed that Spellbounds creative house is eye-

catching than present and 20% was disagreeing. The mean is 4.76 (Appendix 1). The



5.7.5 Printing machineries of Spellbound

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They have won printing machineris

44.00

Strongly agree

Agree


Disagree

Strongly Disagree

Frequency Percent


Disagree 7 14.0


Agree 18 36.0


44.00 1 2.0

Total 50 100.0

The analysis shows 36% respondents agreed that for printing material spellbound has

their machinery than present and 14% was disagreeing. The mean is 4.32 (Appendix 1).



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In case of service company the client satisfaction is most important than the other things.

The topic of this report is Measuring Client Satisfaction of Advertising Firms in

Bangladesh And my studies were on spellbound advertising firm. I had a broad

objective and as well as some specific objectives to complete this report. When I went for

collecting the data to the respondents then I have seen most of the respondents told me

that in Bangladesh there are lots of advertising firms or agenesis and there is a huge

competition. They also told me if you would like to stay in this industry in long time then

definitely you will have to careful about the clients satisfaction that means what the

client actually wants from you. My sample size was 50 because Spellbound has 60

clients. I have used SPSS software so that I can analyze the entire questionnaire to

complete this research report. To see the analysis of the study I can say that spellbound is

providing premium service to their client. They are very proactive in their service. The

respondents are highly agree about that is very aware about the placement of service.

Very few so clients express that spellbound is not conscious about the timing. But the

majorities respondents are agree that spellbound provide service on time. In case of

printing materials delivery clients are very satisfied with their digital printing quality.

Graphic design provided by spellbound to the clients is satisfactory. And customers are

satisfied with both services of spellbound direct & indirect service. The channel of

distribution of spellbound is good enough. That is why client are getting full service from

spellbound very penetratingly. Spellbound is not doing ATL promotional activities. But

they are doing their promotional activities through below the line. From the result it is

justified that spellbound wed design is very attractive & clients are satisfied with it. And

some of the clients are very confused about their internet advertisement. On the other

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hand maximum respondent are agree with that spellbound provide internet advertising.

To motivate client spellbound provide gift to the client. And clients are very satisfied

with because its a unique service which given by spellbound toward them. Respondent

are not agree that spellbound sets reasonable price to their clients. So clients are not

happy with their pricing policy. And respondents are also agreeing with that spellbound

give price reduction for large quantity. To satisfy by service to a client it is very

important to that organization people coordination. And the result shows that clients are

satisfied with the employee of spellbound. Even clients are satisfied with the

telemarketing of spellbound. And process of delivering the service is also satisfactory of

spellbound. And they give the extra facilities as like changing the defective materials.

Spellbound is giving more importance on clients views. Respondent are also agree with

that spellbound clients management satisfactory. Clients are satisfying with the

spellbound office environment & overall out looking of spellbound. And Clients are

satisfied with other physical evidence of spellbound. After analyzing the project part then

I can say that spellbound performance is very high. And they are growing very fast which

indicate about their performance.

CHAPTER 7

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Recommendation

Spellbound is an advertising firm and it is doing their job well in the ad firm industry. My

objectives were to find out all of the client satisfactions related factors which are directly

related to the firm. And I have found out that the clients of Spellbound are quite happy

but they need more quality services from Spellbound which are not provided by others.

Below there are some recommendation which I would like to make for Spellbound.

1.0 Decentralization may reduce the time and cost of decision making.

2.0Spellbound should ensure strong monitoring of Human Resource Department over

employee discipline and satisfaction.

3.0The Spellbound can award Limited decision making authority to mid level managers

for implementing short term projects.

4.0The Spellbound should maintain quality of the products and services for make the

client loyal.

5.0The Spellbound can go for introducing innovative idea in all level.

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6.0The Spellbound should take decisions by analyzing industry competitors steps rather

than analyzing previous information

7.0Spellbound should launch more promotional programs/products in home for

attracting target customers.

8.0Spellbound should have some long run comparative competitive advantage over

rivals that is sustainable.

CHAPTER 8

Conclusion

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decisions by management, ability to afford huge investments in business when needed,

and reputation amongst clients. Spellbound is commitment to quality of services. They

always conscious of clients thinking process about the product or services and they have

differentiated same product or services in different company. So now Automation is the

solution for Spellbound for reducing time and cost related with prompt service

processing. Spellbound should go for full automation as soon as possible and if feasible

for the firm. Innovation and speed are the components of modern organizations, so as a

leading advertising firm of Bangladesh Spellbound should also concentrate on innovation

and speed rather than tradition or traditional agenesis techniques.

CHAPTER 9

Internship Experience

9.1 Duties & Responsibilities

After joining the organization I really got a new experience about the study. I was mainly

assign for the work as an executive. My responsibilities are leading my subordinate in the

an activation team, reporting to clients about the work as well as reporting to my

organization, planning about event implication, working in idea generation sector.

9.2 Reporting Structure

I had to submit report weekly to my senior and he is the director of the company. In case

of daily reporting I was very much leggy because there was on any formal reporting

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system. But now the reporting structure is more important than the other official

formalities.

9.3 Division of work placement

I was in marketing department under the marketing manager and he is my organization

supervisor.

9.4 Specific Contribution

In case of contribution or payment or compensation the organization is really favorable to

the employee and they have given a good compensation to me during the internship

period within the organization.

9.5 Job related to my Major Areas

In my entire internship period the major area of study was on client satisfaction and I

have done this report on client satisfaction of Nymphea advertising firm.

CHAPTER 10

Internship Experience

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Bibliography

Spellbound Profile

Spellbound website

Journals

News Papers

Service Marketing, 12th Edition by Philip Kotler Hardcover

Studies on others Advertising Firms

Marketing Recearch, 12th Edition by Professor Kevin Keller

Appendix

11.1 Activities Of Spellbound

11.1.1 Calender

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11.1.2 FORD Flyer

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11.1.3 DCCI Eid Card

11.1.4 Newspaper Advertisement

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11.1.5 Event & Activition

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11.2. SPSS Output (Appendix # 1)

Q:1 Q:2 Q:3 Q:4 Q:5 Q:6 Q:7 Q:8 Q:9 Q:10 Q:11 Q:12

Mean

Median

Mode

Std.Deviation

Variance

Minimum

Maximum

3.340

4.000

4.0

1.319

1.739

1.0

5.0

4.420

4.000

4.0

1.993

1.922

1.0

45.0

3.700

4.000

4.0

1.313

1.724

1.0

5.0

3.660

4.000

4.0

1.409

1.984

1.0

5.0

3.640

4.000

4.0

1.208

1.460

1.0

5.0

3.520

4.000

4.0

1.418

2.010

1.0

5.0

3.340

4.000

4.0

1.533

2.351

1.0

5.0

3.280

4.000

4.0

1.415

2.002

1.0

6.0

3.340

4.000

4.0

1.520

2.311

1.0

5.

3.140

4.000

4.0

1.340

1.796

1.0

5.0

3.180

4.000

4.0

1.535

2.355

1.0

5.0

3.120

4.000

5.0

1.599

2.557

1.0

5.0

11.3 Suevey Sheet

67

Q:13 Q:14 Q:15 Q:16 Q:17 Q:18 Q:19 Q:20 Q:21 Q:22 Q:23

Mean

Median

Mode

Std.Deviation

Variance

Minimum

Maximum

3.440

4.000

4.0

1.500

2.251

1.0

5.0

4.220

4.000

4.0

1.6057

1.889

1.0

5.0

3.060

3.000

5.0

1.707

2.915

1.0

5.

3.420

4.000

4.0

1.311

1.718

1.0

5.0

3.400

4.000

5.0

1.616

2.612

1.0

5.0

3.920

4.000

5.0

1.056

9.340

1.0

5.0

3.420

4.000

4.0

1.553

2.412

1.0

5.0

3.800

4.000

4.0

1.245

1.551

1.0

5.0

3.160

4.000

4.0

1.503

2.260

1.0

5.0

3.520

4.000

4.0

1.297

1.683

1.0

5.0

3.640

4.000

5.0

1.453

2.113

1.0

5.

Q:24 Q:25 Q:26 Q:27 Q:28 Q:29 Q:30 Q:31 Q:32

Mean

Median

Mode

Std.Deviation

Variance

MinimumMaximum

3.400

4.000

4.0

1.429

2.041

1.05.0

3.480

4.000

4.0

1.328

1.765

1.05.0

3.540

4.000

4.0

1.417

2.009

1.05.0

3.380

4.000

5.0

1.427

2.036

1.05.0

3.300

4.000

4.0

1.474

2.173

1.05.

3.4600

4.0000

4.00

1.3734

1.8861

1.005.00

3.2400

4.0000

4.00

1.5059

1.2678

1.005.00

4.7600

4.0000

4.00

1.6257

1.9004

1.005.00

4.3200

4.0000

4.00

1.8813

1.5894

1.005.00

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Measuring Client Satisfaction of Advertising Firm in Bangladesh: A

study on Spellbound

QUESTIONNAIRE:

I am a student of BBA program at Eastern University. Now I am continuing myinternship in spellbound, an advertising firm, and I have to prepare a report after

conducting a survey on MeasuringClient Satisfaction of an Advertising Firm: Astudy on Spellbound and would like to know your views and opinions. All of theinformation provided by you will be treated confidential during and letar copletion of my

report.

Company :

Phone number:

Strongly Disagree = 1, Disagree = 2, neither agree nor disagree = 3, Agree = 4, strongly Agree = 5

Sl Description 5 4 3 2 1

1 Spellbound Provides premium services to the client

2 Spellbound is proactive in their working activities

3 Spellbound is very aware about the placement of their

service

4 Spellbound Provides service on time

5 Digital printing service provided by spellbound issatisfactory

6 It provides attractive design

7 Direct services provided by spellbound is satisfactory

8 Indirect services provided by spellbound is satisfactory

9 Spellbounds channel of distribution is strong

10 Web design of spellbound is very attractive

11 Internet advertisement of spellbound is striking

12 Occasionally spellbound provides gift item to your

company

13 Spellbound sets reasonable price14 Sets higher price compare to the others

15 Sets low price compare to the others

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Strongly Disagree = 1, Disagree = 2, neither agree nor disagree = 3, Agree = 4,

strongly Agree = 5

Sl Description 5 4 3 2 1

16 Spellbound price varies client to client

17 Price reduction is given for large quantity18 Employees of spellbound are well coordinated

19 Employee can reply any of your inquiry promptly

20 Spellbound telemarketing is satisfactory

21 Employee of spellbound are always well dressed

22 You are satisfied with their face to face communication

23 E-marketing provided by spellbound employee is

satisfactory

24 Defective material changing facilities are provided

25 Company give importance on your choice

26 Client management of spellbound is good27 Strongly consider the client privacy

28 Spellbound has used most of the update software

29 The office environment of spellbound is outstanding

30 The out looking of spellbound is excellent

31 Spellbounds creative house is eye-catching

32 For printing material spellbound has their machinery

Thank you for your cooperation

Zenin -In.13.11.20100

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