INTRODUCTION:

For completion of the BBA degree all of the North South University students have to go

through an internship program in an organization. BBA students here require to undergo

internship program where they match practical knowledge with that of theoretical knowledge

which the acquired throughout the degree. The degree doesn’t complete unless a written report

submitted to the faculty, basing on what have the students learned through the internship

program. Being a student of BBA (major in Finance and Marketing), I have the opportunity to

work at Premier Bank Limited, Banani Branch. This report is prepared based on by observation

during the tenor I was with them.

BROAD OBJECTIVE

The broad objective of the study is to raise the real picture of retail banking division, moreover

draw a comparative picture of Premier Bank credit card and identify the trend of the credit card

customers to find the loop hole of the existing service provided by the PBL.

SPECIFIC OBJECTIVES

The broad objective of study is to draw an overall view of satisfaction level of credit card

customers and then identify the rank and prospects of Premier bank limited.

To ascertain the growth trend of Premier Bank Retail Banking in light of the present

practiced interest rate.

To discover the preferred attributes and satisfaction level of the clients of Premier Bank

Limited to choose credit card.

Comparison of Premier bank Asset Product and Liability products related charges with

others bank.

Market share analysis of the card offering organizations (issuers).

To compare their product and service offerings

To describe the detailed operational procedure of credit card along with their associated

benefits.

To identify cardholders’ level of satisfaction, and

To explore the opportunities and competitive advantages that has been ignored by

Premier Bank.

To identify the weakness and problems of the Credit card service offering to suggest

necessary measures to improve the service quality of the Branch and the Premier Bank

Limited as a whole.

METHODOLOGY

Data will be collected from two sources – primary sources. The survey will be conducted in

Retail Banking division, of Premier Bank. Information from the bank personnel will be gathered

through informal; discussion. In addition some secondary data will be used, too. To consummate

the survey the following steps will be followed:

SELECTION OF SAMPLING

Comparison analyzing for the Asset Product and Liability product in terms of charge applied,

sales person of different bank has played a vital role by fulfilling the questionnaire.

It is apparent that in the proposed study for Card division, the target samples are the credit

cardholders of different bank and issuer banks of credit cards. In order to know and measure the

true picture of the overall satisfaction level of customers we will choose specific number of

customers, who:

a) Is age of 25 or older.

b) Have income at least TK. 10,000 per month,

c) Have one of the of the VISA, MASTER card

d) Have own at least one land phone,

e) Mainly resides in Dhaka city

To obtain a representative sample of qualified individuals with in short period in low cost, a

systematic sampling method will be used to select the respondent from within the cardholders.

Among all the cardholders meeting the five qualifications, some will be selected and asked

according to the questionnaire. The steps in the sampling design process are as follows:

TARGET POPULATIONAsset Product and Liability product Credit Card

1) Sales persons of desired organization. 1) Adults meeting the five qualifications

(elements) holding credit cards of Premier

Bank.

2) The banks who issue credit cards.

SAMPLING FRAME

The computer generated record of the credit card holder of Premier Bank, other issuer bank

around Dhaka city.

SAMPLING UNIT

The sample units of this project are

Asset Product and Liability product Credit Card

1) Sales person as team leader of desired

organization.

1) The age group of people from 25 to 65 years

old who are involved in different profession

and sufficient income to get a credit card.

2) The executives of the banks.

SAMPLING TECHNIQUES

Cardholders: Systematic probability sampling was used. The target population was

selected from the computer-generated record by the systematic way (every alternate 3

will be chosen).

Issuers: The issuer was selected by non-probability convenience sampling One

representative from each selected bank was interviewed.

SAMPLE SIZE

For Asset Product and Liability product 25 issuer are chosen from the Standard Chartered

Bank (SCB), Prime Bank Limited (PBL), United Commercial Bank Ltd (UCBL), National Bank

Limited(NBL) and Premier Bank Ltd.

For Card Division sample size has been restricted to 100 Card holders from Standard Chartered

Bank (SCB), United Commercial Bank Ltd (UCBL), Prime Bank Limited (PBL), National Bank

Limited (NBL) and Premier Bank Limited. All the primary data sources are reached through

questionnaire survey.

DATA COLLECTION METHOD

PRIMARY SOURCE

In the preparation of this report, data was collected from different primary sources. Different

questionnaire for the issuer and cardholder was designed to collect the required data. The

techniques were used to collect data are:

Issuer: Door to door institutional survey and email survey.

Card holders: Telephone, email and Door to door survey.

SECONDARY SOURCE

Secondary data is of two kinds: Internal and External.

Internal: Annual reports of Premier Bank along with other banks, other published

documents of the Banks.

External: Different web-sites of the sample Banks, different articles from journals and

newspapers.

Data Administering Method

The cardholders and the issuers were personally interviewed. Due to some inconvenience and

also to avoid wastage of time, some respondents were also interviewed over the telephone by

making them understand the technical terms. A set of questionnaire were developed to collect all

the data and information.

Techniques of Data Analysis

Quantitative approaches like frequency distribution, cumulative percentage measurement,

regression, Chi square test, significance level, reliability test have been used for analyzing the

collected data with the statistical software SPSS version 17.

Significance of the Study

The report titled A Comparative Analysis and ranking on Credit Card: Fees, charges,

documentation and customer satisfaction of The Premier Bank Limited is prepared as a

requirement of the three months long internship program at The Premier Bank Limited. Entering

into a new line of business requires careful research and analysis on the market and competitors’

strategies, strengths, weaknesses etc. Under this circumstance a comparative analysis on the

existing Credit Card Market would be very helpful for the bank to accumulate various data and

information regarding the product/service offerings, customer bases, customers’ satisfaction

level etc. and in the process help to explore opportunities and set strategies etc. It would be a

huge boost for me to get acquainted with the credit card business. So this study is very

significant for both the bank and me.

Research Hypothesis

Research Questions

1. Whether the attributes related to credit card (i.e.: convenience, Security, mental

satisfaction, status, loans, Cash withdrawal facility, discount, payment of utility bills,

interest charges, number of ATM booths, customer service) has significant impact on

customers satisfaction of Premier Bank Limited?

Null: “Attributes have no impact on customer satisfaction.”

Alternative: “Attributes have an impact on customer satisfaction.”

2. Whether fees and interest rates have significant impact on customer satisfaction of

the credit card holders?

Null: “Fees and interest rates have no impact on customer satisfaction.”

Alternative: “Fees and interest rates have an impact on customer satisfaction.”

3. Whether ranking of Credit card of Premier Bank comparing to the other bank has a

significant impact on customer preference for the credit card users and seekers?

Null: “Ranking of Credit card of Premier Bank comparing to the other bank has no impact on

customer preference.”

Alternative: “Ranking of Credit card of Premier Bank comparing to the other bank has impact

on customer preference.”

SCOPE OF THE STUDY:

Where does the satisfaction level of credit card customers of Premier Bank LTD’s lays in terms of fees, charges, convenience and useful attributes by their rank?

The scope of the study is overall retail banking performance in terms of asset and liability

product future trend, outstanding, profit, offered rate of interest as well as raise the true picture of

premier bank credit card market of Bangladesh and the potentiality to improve and offer newer

benefit to the credit card customers to improve their satisfaction level.

LIMITATIONS

Every study has its distinct limitations. Preparing this report I have also faced some certain

limitations which are summarized below:

There is also insufficiency of current information, relevant to the study.

Consolidated data related to the study were not available for the current year. So the most

of the information is used from the previous years.

Inaccurate or Contradictory information created huge confusion during preparation of this

study.

Bank confidential rule posed a major problem since disclosure of some information has

been restricted.

Relevant documents were not available as it is a technical issue.

Learning all the banking functions about Trade Finance within just three months was

really tough.

Lack of comprehension of the respondents might be the major problem that might create

many confusions regarding verification of conceptual question.

Since the report has to be made parallel to other office work within three months, time

might be a major constraint in accumulating all sorts of information. Due to time

limitation many aspects could not be discussed in the present study.

Confidentiality of data might be another important barrier that might be faced during the

conduct of this study. Every organization has their own secrecy that is not revealed to

others. While collecting data on Premier Bank, it is obvious that personnel would not

disclose enough information for the sake of confidentiality of the organization.

The findings of the survey would be based on customer responses in different Premier

Bank’s different branches located in Dhaka City only.

The result may not reflect the same for the other branches located outside of the Dhaka

City.

The findings will be based on only the frequency, cross tabs and correlation analysis.

TIME BUDGET

Preparation of project proposal 2 weeks

Preparation of questionnaire 1 week

Collection of data 4 weeks

Analysis of data 2 weeks

Preparation of Draft report 2 weeks

Preparation of final report 2 weeks

FINANCIAL BUDGET

Tuition Fee for BUS 498 BDT 16,000.00

Data Collection BDT 2,000.00

Data Entry BDT 3,000.00

Transportation BDT 6,000.00

Refreshments BDT 4,000.00