Analysis of Customer Satisfaction in Prime Bank Securities Limited

Abstract

The study is intended to measure the level of customer satisfaction at Prime Bank Securities Limited. Prime Bank Securities Limited (PBSL) is one of the renowned brokerage house in the industry with a loyal groups of customer base. The main objective of this paper is to find out the level of satisfaction and customers’ attitude toward this organization. The whole report is divided into six section. A survey has been conducted to measure the outcome. In the beginning, a short company profile and the objective, rational & limitations of the study has clarified. Various authors’ & experts’ statements have been given in the literature review section to clarify the concept & importance of customer satisfaction for an organization. A relevant model has also been added to demonstrate the relationship between product requirements & customer satisfaction. The organizational background & industry perspective section discusses about the current stock market scenario and the role of stock market in the economic growth. This section also discusses about the operational activities & product lines of prime bank securities ltd. A SWOT analysis has been done to differentiate the core strength & environmental opportunities from major weaknesses & environmental threats of PBSL. Both primary and secondary research was done to gather information and for analyzing the data. The primary research was conducted through direct interaction with clients of PBSL. The overall results found was satisfactory which interprets a healthy level of customer satisfaction toward the firm. Important recommendations have been discussed to improve the complained areas. The statements from different authors, books & journal have been added as appendix at the end of the report.