Corporate Customer Management Practices in Akij Textile Mills Ltd

Abstract

The purpose of this report is to examine the “Corporate Customer Management Practices in Akij Textile Mills Ltd.” Through survey questionnaire regarding internal alignment, team effort, perceived risk, top management involvement, relational intimacy this study measured the overall performance of AKIJ Textile Mills Limited (ATML) in corporate customer management practices. The study is performed based on the information extracted from Akij Textile Mills Ltd. Data were collected from primary and secondary sources by counseling different officer of Akij Textile Mills Ltd (ATML) and their relevant documents associated with the study. According to the survey result, we can see the highest ranking value goes to the relational intimacy(RI) and the lowest ranking value goes to the perceived risk (PR).In relational intimacy (RI) everything is discussed between the company and corporate customer to know about the customer buyer-seller relationship and cooperative work. On the other hand, perceived risk (PR) refers to some issues related to the risks of serving customer. But here people are concern about this. Most of the cases it is seen that the customers are happy with the Quality of Product and Service maintained by ATML. In addition, customers are satisfied with the after sales services of ATML. Akij textile has a narrow product line. They should enhance its product item in fabric &yarn. Natural yarn plays a role that is important still today. Product Quality, Service Quality & Brand image has a significant impact on yarn & fabric marketing. Because of quality, all the customers are very satisfied with the product & service of Akij Textile Mills Ltd. They have the latest technological machines for Yarn Dyeing, Weaving and Fabric Dyeing, and Finishing. Akij Textile Mills Ltd is used direct marketing as a promotional tool and uses a pull strategy as a marketing strategy. Due to this, they have covered 25%& 15 % market share in spinning and fabric sector of Bangladesh.ATML should take proper care about perceived risk (PR) and all other factors should work together to get the combined effect to success.