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Conclusion and Suggestion for Dhaka Bank Study

The objective of this analysis was to explore and analyse the social bank by Dhaka Lender through its banking marketing mix and the CSR plans. The results of an investigation of these organisational techniques in a Bangladeshi Banking system and the contribution to its customers as well as the population show the bank's the bank position in a confident manner. The bank's customer service policies started functioning with the purpose of achieving the customer satisfaction by offering the razor sharpened service through correctness, trustworthiness, on time delivery, progressive technology, and personalized solution for business needs. Beside this standard bank tries to attain in Global trade and commerce and high produce on customer's investments-the amount of which is, in their words, Brilliance in Banking. This is the mandatory shoot for a service oriented organization by which they can contribute their sociable bonding.

The first contribution of the study is explained that the marketing mixture of the bank and the client satisfaction on the service marketing from the adoption of organisational culture and commitment to the customer in a single organisation. Although research workers have called for scholars to look at a wider selection of perspectives in analysing the culture of organisations (Martin 1992, 2002; Harris and Ogbonna 1998), various other analysts have given emphasize on the public value of the organizations. The sense of the approach to organisational research is plagiaristic through the deliberation that company's customers are entrenched in practices that happen to be constituted in sociable norms and that are characterised by numerous, sometimes incompatible meanings (Casey 1999; Alvesson 2002). This attitude helps the bank's reputation to the large range of the client.

Environmental value

consciousness building on global warming

Resource recycling

Preservation of water resources

Preservation of natural environment

Employees' value

Equal opportunity, non-discrimination

T&D, continuity of employment

Compatibility of work & family life

Support for employment of women

Work security & hygiene

Market value

Rational trade & competition

Consumer rights

Supply string management

Growing profitability

Growing shareholder value

Social value

Dialogue & relationship with community

Ensure safe practices of community

Contribution & investment in community

Connection with politics & community administration

Assistance & collaboration w/ int'l bodies

Management integrity

Determination of top management

Commercial governance (3rd party perspective)

Ethical & legal compliance

Disclosure & accountability

Risk management

Management integrity and the corporate beliefs of the Dhaka Bank

Beside the mainstream business services, they also have the responsible corporate citizenship among the list of private sector organizations of Bangladesh. Up to now the lender has a sitting on a quite reasonable financial base, and is also operated by a team of seasoned bankers. It's been reviled from the study that the lender has attractive responsibility products for all divisions of the contemporary society, and tries to satisfy the financing needs of large companies to SMEs to the non-public in need of consumer financing. The bank's growth trend says us that it could become a major player in the bank market of Bangladesh if the quality of service is duly managed (Dhaka Lender 2009).

Most of the top companies commitment and job satisfaction of the employees' is determined by the perceptions of professionals' use of vitality and procedural justice and that can play an important role among the business's internal satisfaction. That is another tool of differing the CSR of a company. In Dhaka Bank or investment company the researcher has found the director are coping their internal subject by talking about with the bigger authority and

Marketing Mix

Dhaka Lender Ltd

Customer satisfaction


Wide verities of deposit and loan Products



The interest and service charge for loan product is relatively higher than their state owned commercial banks.

On the other palm the eye given for the first deposit scheme is relatively higher.



This bank has comparatively more branches in urban area. 40% with their branches in Dhaka city. The ATM booths are also in the central area.

Satisfied (They may have only urban customer)


This bank uses following promotional activities on a huge range, like; personal advertising, public relation, Advertisements, publicity and sales campaigns.


Physical Evidence

This bank or investment company has lucrative branches with central air conditioning equipment. Their branches have good sitting down agreement and nice perspective.



This bank or investment company has shortcut and easy process in opening bill, sanctioning loan and remittance transfer



This loan company has comparatively smart staff with cordial approach to customers


Though professionals legitimate and praise ability bases were unrelated to employees organizational dedication and job satisfaction, in contrast, managers referent and expert capabilities were strongly related to employees organizational dedication and job satisfaction. This implies that, professionals may most effectively build employees' devotion and support through development of electricity bases. Similar results were also within circumstance of the DBL. These conclusions suggested that employees felt comfortable and enthusiastic working under managers with high know-how. It could also be related to ethnical issues. In Bangladeshi culture, more impressive range authority is expected to be more aged, informed, and experienced. The higher rank employees are expected to provide assistance for the lower rank employees. Following this guidance the lower list employees will grow within the business. When the professionals are not able to provide assistance, employees feel low in self-assurance and usually perform the jobs in their own specific way.

Perceived Quality

Customer loyalty

Perceived Value

Over all Customer satisfaction

Customer Expectations

Customer complaints

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+ - -


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American client satisfaction model (Fornell et. al. 1996).

The research also revealed that employees need to see effective use of ability and procedural justice. This will create a feeling of belonging to the business for the employees and really should enhance organizational final results. The incentive system would help motivate professionals to serve the business better. In the competitive business world, a firm must respond to its customers and employees faster than its competitors

By the time we are speaking about about the DBL, we have found some important lackings those they could not be aware of. But these road blocks are very serious and might be huge in future. These are:

Lake of flexibilities to handle the recent and strong changes in the banking environment.

There are not enough branches of DBL in the united states. That's why they are failing to catch a huge market

In spite to be one of the best commercial bank of the country, DBL is not having an effective 'market research team' and 'product development team'.

13. 0 Recommendations

Any organization must operate within its environment, and its own success or failing is decided through the interplay of strategy, competition, stakeholders' priorities and macro monetary environment. There is also to stay of their limitations to resolve their problems. Here some suggestions receive below:

To handle the changes in the macro operating environment, DBL should perform its SWOT (Power, Weakness, Opportunity, and Threat) examination and make advisable adjustments to be in your competition.

Among other activities, the lender must increase its reach by starting new branches in the united states, and thereby growing a large main deposit base.

Many services are being created by lenders and non-banking financial institutions (NBFIs) every now and then. That is why DBL will need to have market research team and product development team to recognize the underlying market fads and get them up for the best interest of the bank's stakeholders.

The bank or investment company must give proper attention to maintaining the quality of service it has already attained-because client satisfaction is the key of profitability in this time of challenging competition on a tiny turf.

These are all the recommendations that people can provide with respect to DBL. They must be very careful about fixing their problems. Because they are one of the very best commercial loan company in the country and they do have their reputations. They need to solve their problems at exactly the same time need to keep their goodwill. You can find competitors as well, who are on their feet to get benefited against their little faults.

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