Customer Service and Product Promotional Strategy of Rupali Bank PLC: A Case Study on HSTU Corporate Branch, Dinajpur

Abstract

This report is an individual assignment as a part of the internship program under the MBA curriculum of HSTU. The primary objective of this report is to know what “Customer Service and Product Promotional Strategy of Rupali Bank PLC” is following and how they are promoting their products and services to the customers. The internship program helped me to learn about the current situation of a financial institution. I have also implemented my theoretical knowledge into practical and realistic work environment. Banks have a unique challenge when it comes to marketing because they do not offer tangible products for consumers. Promoting a bank requires convincing consumers to trust a bank with their money and make customers feel like they are getting the most value for their money. Once customers invest with a bank, the bank must work to keep customers and get them to buy-in to additional products and services. Banking industry in Bangladesh up to now is leading the financial system. All of the banks in Bangladesh are introducing new products and services to meet the dimensional demands of customers. But only adoption of new products and services are not sufficient. Customers should get the proper information about the products and services. For this Banks are now emphasizing on proper Promotion strategy. And of course in this aspect they are applying different in promotion mix. This is a descriptive research designed to evaluate the customer service and product promotion strategy of Rupali Bank PLC based on observed facts and figures. This report “Customer Service and Product Promotional Strategy of Rupali Bank PLC” is the picture of marketing and promotion strategies used by one of the well-known private commercial bank of Bangladesh Rupali Bank PLC The study covers the following sections: Briefly discussion about Rupali Bank PLC, Promotional strategies and activities performed by Rupali Bank PLC, Evaluations of the current strategies and Findings & Recommendations.