Customer and Employee Perception of the Banking Service: A Case of Dhaka Bank Limited

Abstract

Customer perception refers to how clients view and interpret a bank’s services, trustworthiness, and overall brand experience. In the banking sector, positive customer perception is crucial for attracting and retaining clients, especially in a highly competitive environment. It influences service satisfaction, loyalty, and even word-of-mouth referrals, ultimately shaping the bank's reputation and profitability. The purpose of this report is to present the scenario of the perception of bank service at the Dhaka Bank Limited by both customers and employees. Based on the experience of my internship at Dhaka Bank Limited, this report is written in connection with the customer perception of services at the General Banking Department of Dhaka Bank Limited. The internship was successfully completed within a three-month period, and I gathered knowledge about operations of the banking sector, like account opening, customer services, fund transfer, deposit, and internet banking facilities.

The document provides the Bangladeshi banking industry from the perspective of government, private, foreign, and Islamic banks. It discusses banking industry growth trends, technological upgrades in the form of digital and agent banking, and general issues like non-performing loans and regulatory concerns. At the same time, it also highlights opportunities in digital upgrades, Islamic banking, remittance from overseas, and the emerging middle class. Dhaka Bank, the first private commercial bank of Bangladesh, formed in 1995, has a customer-friendly service operation in the areas of retail, corporate, Islamic, and investment banking. During my internship visit there, I was engaged in the general banking sector, where different activities varied from customer assistance during account opening procedures to handling deposit products such as DPS and FDR, assisting fund transfer and RTGS operations, and rendering ATM services and regular credit-related responsibilities. Based on the study findings, several recommendations are forwarded so that Dhaka Bank Limited can actively monitor and adapt to customer perceptions to be better positioned to deliver personalized, inclusive, and innovative services.