CONTENTS

1. INTRODUCTION 2. OBJECTIVES 3. METHODOLOGY 4. SCOPE 5. LIMITATIONS 6. SECONDARY RESEARCH- DESK RESEARCH 6.1 Purpose 6.2 Procedure 7. PRIMARY RESEARCH- QUALITATIVE RESEARCH & QUANTITATIVE RESEARCH 8. QUALITATIVE RESEARCH 8.1 Purpose 8.2 Population & sampling 8.3 Procedure 9. QUANTITATIVE RESEARCH 9.1 Purpose 9.2 Population & sampling 9.3 Procedure 10. REPORTING 11. TIMING
RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD. 1

1. INTRODUCTION
In Bangladesh, there are stringent rules in the banking industry and these regulations are controlled by the Bangladesh Bank, which is the central governing body. The main concern is that there are numerous banks in the market so there is high competition. Thus, it seems that each and every day the competition among the banking products and financial services keep rising. Moreover, due to strict rules and regulations of the central bank, the banking services offered in Bangladesh appear to be very similar in many aspects almost in all the banks. Any novel banking service is easily copied and adopted by the other banks and so, competing by differentiation where one bank might provide some new or innovative service in comparison to another bank is becoming almost impossible. Therefore, only those banks will remain in the market which can be the most competitive and profitable ones in the future. This research proposal is designed by Research for Success deals which with the service quality and customer satisfaction of Habib Bank Limited. It requires a survey to be conducted with the customers of Habib Bank Limited. This survey will comprise questions probing qualitative and quantitative issues about different matters involving the services of the bank received by the customers. The objective is to assess the level of importance the customers of HBL put across various service level attributes and also to determine how well the Bank was satisfying the customers on those service grounds. The results of this survey will then be analyzed to determine the most important aspects of the services and to discover various drivers of overall satisfaction. Finally, the findings will be examined to prescribe a set of specific recommendations to improve the overall service quality according to customers expectations and also to solve the existing problems in the whole organizational level. Research for Success has been approached and a meeting took place in midApril this year. This meeting involved a discussion of a written brief prepared by Habib Bank Ltd. Subsequent telephone conversations clarified outstanding issues and the following proposal has been prepared.

RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD.

2. OBJECTIVES
The overall objective is to know about the customer service quality and its effects to the overall growth of Habib Bank Limited, Bangladesh. This objective is far more exploratory and will help to discover what appeals to the most promising segments. It is an in-depth study of the banking sector in terms of customer satisfaction. This has been broken into the following sub-objectives: 1. To get a clear idea about customer service quality in banking sector and industry performance: This objective is to get a clear idea about customer service quality in banking sector. It will establish how customer service quality affects industry performance. It will look at for what strategies the total result may affect.

2. To find out the effective strategies: This objective is to get a clear idea about what strategies we may take to get a preferable result. There may be many strategies .But the objective is to seek the best strategy which determines customer service quality and its effects to the overall growth of Habib Bank Limited

3. To find the pros & cons customer service quality in banking sector: This objective is to get a clear idea about the merits and demerits of customer service quality.

4. To prepare a Recommendation:
This objective is to prepare a recommendation about the topic. RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD. 3

Why to Consider this Objective:

The reason to consider this objective is that it would allow us to know the different aspects of customer service quality in banking field very closely. The analysis of data (Primary and Secondary) from different sources would aid us to develop a theoretical knowledgebase. This knowledgebase will facilitate to evaluate the customer service, it facilities and overall operation of a renowned commercial bank as well as it will help us to give an appropriate research result.

3. METHODOLOGY:
In the organization part, much information has been collected from different published articles, journals, brochures, web sites and previous internship report. All the information incorporated in this report will have been collected both from the primary sources and as well as from the secondary sources. So the proposed research will have two stages. The first stage will be to inspect existing sources to uncover usage figures and any useful information. This is the secondary research. secondary data will have been collected (like the companys background) through the website, annual report, Credit Manuals, Different Banking Circulars, Letters, Forms, Leaflet, Brochure, Employee Training Guide, Previous Case Analysis and so on. The second stage will involve primary research. It will include qualitative research to provide in-depth information about the banking sector, information related to the satisfaction of people and other services provided by the bank and the affects in industry performance. Primary data will be collected through the interview of managers and employees of the different (Customer Service, Cash and Foreign Exchange) departments

RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD.

of the bank and mostly from the practical experiences, Serving the by learning, Apprenticeship, Observation and so on.

4. SCOPE:
The scope of the research includes: Overall description of the bank Customer services it provides Looking into the present structure of the bank and strategies on customer service Identifying the impediments / core problems in this structure that are hindering the bank from making progress in the competitive market. Based on the problems identified, new vision and objectives will be set and strategies developed to address them.

5. LIMITATIONS:
Time is the major obstacle here. We get few days to cover a vast area of banking operations; much information was overlooked. Moreover the bank personnel remain too busy. It is tough to have a break from their tight schedule, even though they are willing to provide time. Past and present financial information that are confidential could not be accurately obtained. Alike all other banking institutions, HBL is also very conservative and strict in providing financial information and as an intern it was not possible to reach those secret topics. In such cases, I have relied upon certain assumptions, which are only amateur estimates.

RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD.

In many cases, up to date information is not published. As lack of knowledge and depth of understanding is there, it might have hindered my ability to produce an absolutely authentic and meaningful report.

6. DESK RESEARCH
6.1 Purpose:
Our search of secondary sources will be carried out to refine the objectives and provide lines of enquiry for the next stages. Specifically, the desk research phase will gather information about Habib bank. This trend data should give a useful indication about the status of the bank in the marketplace. At this point, we must also generate a list of competitors and uncover any pertinent information on competing banks that may be useful in the next parts of the research. The desk research will attempt to establish the following: What is the year of establishment of the banks? How many Networks (branch) they have? What is the amount of Deposit? What is the FDR Rates? What is the Savings & STD Rates? How about Loans & Advances? What is the Operating Profit? Credit Cards Operation ATM service What about their MIS? What are the Marketing Activities? What about their Social Responsibilities?

6.2 Procedure:
RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD. 6

The search will begin from the website, annual report, Credit Manuals, Different Banking Circulars, Letters, Forms, Leaflet, Brochure, Employee Training Guide, and Previous Case Analysis and so on.

7.PRIMARY RESEARCH

RESEARCH-

QUALITATIVE

AND

QUANTITAVE

The research will require primary research to be conducted in the bank premises. This will be carried on by composing a questionnaire including qualitative and quantitative questions.

8. QUALITATIVE RESEARCH
8.1 Purpose:
Given the exploratory nature of some aspects of the objectives, we will provide you with detailed qualitative information. Focused research will be used to explore and understand the attitudes of potential customers towards the bank and subsequent quantitative research will be used to measure how widespread these attitudes are. The qualitative phase will probe the following: How would you rate customer service of HBL? How often are you annoyed with the ATM services? How often are you annoyed with the customer services of HBL? Did the customers get their services in time? Did the customers find that they were shown sincere interest in their problems? Did the customers find that they were always willing to help?
Did the customers find that they were never too busy to respond to the customers request?

Did the customers receive courteous behavior? Did the bank appear to be neat and clean to the customers? What do the customers think about reading instruction?

8.2 Population and sampling:

RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD. 7

These will include the people of Dhaka city who would be coming to Habib Bank for their transactions and it will include a mix of males and females

9. QUANTITATIVE RESEARCH
The research would comprise a study about the opinions of the customers who are receiving services at Habib Bank Ltd. Thus, personal interviewing would be used in the research. Although this method is relatively expensive but apparently no other alternative to this approach could be found. A questionnaire will be designed after the preliminary desk research will be conducted. This questionnaire will include qualitative and quantitative questions. This will form the components of primary research. We have not proposed a postal study or online approach because we feel that the personal interviewing gives us the opportunity to select people accurately and swiftly. This gives an assurance of achieving the desired number and type of respondents.

9.1 Purpose:
This stage aims to quantify how many persons take the services of this bank. It will also inform which other banks the customers use and give percentages of names of different banks of which the customers take services. By establishing classification data, we will know what type of people take what type of services and we might include questions inquiring about the personal information of the customers such as, their age, gender, educational background, profession, income, etc. We do not think the negative name association will need to be probed at this phase, but we may add a question on that too.

5.2 Population and sampling:

We have made the decision to carry out 40 interviews with different customers coming to the bank for their work. This will give a spread of responses and the opportunity to identify interesting differences. It will be with the person mainly responsible for carrying on banking transactions of the family.

RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD.

Sampling used in the research will be such that 40 customers will be interviewed of which will include a mix of males and females.

9.3 Procedure:
The questionnaire will be developed by Research for Success and sent to Habib Bank Ltd. for approval. The questionnaire will probe the following: How long have been each customer banking with HBL? Do they have accounts with another banks and if so then which other banks? How frequent do you go to HBL? What is (are) the type of your account(s) with HBL? What is the average amount of Bangladeshi taka you maintain in your account (s)? Do you use the ATM Card? How many times do you use your ATM Card? To what extent do you have problems with the location of the ATM machine? The questionnaire will all also inquire about the personal information of the respondents which will include questions such as: What is the age of the customer? What is his educational background? How much is his household income? What is his profession? Where does he live? Is the customer a male or female? Where possible, questions will be pre-coded and for costing purposes a maximum duration of ten minutes. The analysis will involve computer tabulations, in the form of frequency distributions. Subsequent requirements for statistical analysis will be discussed, once the initial data is evaluated.

RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD.

10. REPORTING
Following the qualitative section of the research, an interim presentationreport will be submitted. This will be followed by a meeting with Habib Bank Ltd. to discuss the next stage of the research. An outline PowerPoint presentation will be created. Once this has been approved, there will be a formal presentation of all findings, along with conclusions drawn. Three copies of a report summarizing the findings of all phases of the research will then be submitted. Three sets of tabulations will also be provided. It is not our normal practice to provide transcripts of the interviews, but these can be provided at extra cost, available on request.

11. TIMING
The table below indicates our suggested timeframe for the research. This meets the deadlines set out in the brief. Please note that there are overlapping periods; these have been carefully studied to ensure that the deadlines are respected. Timing is tight, so if we are to conduct the research to match the deadlines that are provided.

WEEK 1s1 2nd 3rd 4th 5th

ACTIVITY Secondary Research Questionnaire Development Primary Research Findings and Analysis Final Report

RESEARCH PROPOSAL- CUSTOMER SERVICE QUALITY OF HABIB BANK LTD.

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