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Service Study Alternative Deivery Channel And Internet Ban Essay

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In today's world, education is the imperative tool for understand the real world and apply knowledge for betterment of the society as well as in Business Sector. From the education session the theoretical knowledge is obtained from various courses throughout the programs, which is only the half way of the subject matter. Practical knowledge has no alternative. The perfect coordination between theory and practice is of paramount importance in the context of modern MBA Graduates to get twelve (12) weeks practical experience, which is known as "Internship Program". That program is taken when the student is at the leg of his/her MBA Degree. Internship is a step towards fulfilling this commitment by giving students an opportunity to get ready for the real world before they enter their practical life. Involvement of the banking sector in different financial events is increasing day by day. At the same time the financial arena is becoming faster, customer focused and its involvement got unavoidable in our everyday life. Now a day, it has become essential for every person to have some ideas on the economics and mostly on banking procedure. For the internship program, each student is attached with an organization. My internship placement was at Alternative Delivery Channels of Prime Bank Limited.


The rationale of this study is to project the feasibility of the products and services in the form of ATM cards to optimize the customer satisfaction level by Prime Bank Limited. The study focuses on the Automated Teller Machine (ATM) services provided by banks in Bangladesh. So, it will help us to find a preview of the related matter in context of our country. It will help the management to gain more knowledge about the latent demand and the level of requirement from the ATM card and will help them to redefine their strategies to satisfy the customers. It will also help them to analyze more. After conducting the study the employees will be more motivated to adopt new ways of approaching the customers. This study will not only help the management of Prime Bank, but also the stakeholders on a whole. Different financial institutions can be motivated to take an essence of this study in order to improve their different features of ATM card and ways of improving their customer service. In that way the market will be more competitive and ultimately the society at large will be benefited. People may come to know about the different advantages of having ATM card, which will increase the trust and the volume of profit of the bank as well and boost up the economy of the country.


Today's world is very much service oriented in every sector. Those who are giving much more services than others are giving; he will be well ahead of competition because of getting better competitive advantages rather than other competitors. Commercial banking is considered as a service industry. In the process of conducting its own activities to achieve its own goals, i.e. making profit, a commercial bank provides various ancillary facilities. Automated Teller Machine (ATM) is such an ancillary facility.

ATM is a part of the electronic financial transactions systems. In Bangladesh, different banks are now offering ATM cards to their valued customers.

The main objectives of the study can be stated as below:


To find out the roles of Alternative Delivery Channel (ADC) in Prime Bank Ltd in order to provide better customer services regarding ATM and other facilities such as Internet Banking.


To focus the modern banking instrument in the context of ATM & Internet Banking of PBL.

To unearth usage pattern of ATM customers on ATM.

To analyze how transaction with ATM card satisfies the customers needs for instant money.

To analyze the feasibly of ATM card as product at the present market.

To explore the advantages and disadvantages of ATM.

To find out the level of needs for ATM card and the product offered by Prime Bank Limited to fulfill those.

To analyze the improvement of overall performance of the bank with the introduction of ATM cards.

To illustrate and analyze the new project "Master Debit Card".

To analyze growth of ATM card issue, sensitivity of different variables and different scenario based on different variables such as card issue volume, transaction volume, regression analysis to determine the linear relationship between revenue and transaction volume.

To suggest ways of improving the service standard and satisfaction level of the customers.

Moreover, to prepare the standard operating procedure of Internet Banking for Prime Bank Limited.


Today's world is very much service oriented in every sector. Those who are giving much more services than others are giving; he will be well ahead of competition because of getting better competitive advantages rather than other competitors. Commercial banking is considered as a service industry. In the process of conducting its own activities to achieve its own goals, i.e. making profit, a commercial bank provides various ancillary facilities. Automated Teller Machine (ATM) is such an ancillary facility.

Since the most important factor for any service sector, to retain in the business, is to satisfy their customers, they need to take steps to know about the customer's satisfaction level. ATM is a part of the electronic financial transactions systems. The Prime Bank Limited has also introduced the ATM facility in 2001 This study is to find out the acceptability and feasibility of the upcoming product offered by Prime Bank Limited and the factors on which the satisfaction level depends, which affects the revenue of the bank. This study will also give an insight to the management about the unmet demand and desirable features from the particular services.


In the organization part, much information has been collected from different published articles, journals, brochures, web sites and some survey reports provided by Visa Inc. All the information incorporated in this study has been collected both from the primary sources and as well as from the secondary sources.



Observation from the total internship period

Planning sessions

Frequently asked questions

Interviewing & Discussion with officials of ADC, Prime Bank Limited


Relevant Prime Bank Limited paper and published documents

Data from the company's documents and Prime Bank Limited computerized information system

Different papers, manuals etc. and Bank's other published information related to the topic

Website of the Bank

Annual report of Prime Bank Limited 2010



In the study different types of variables have been used such as

Number of card issued

Transaction volume in ATM,

Transaction amount,

Recurring and fixed costs,

Imposed transactions cost,

Annual fee of cards,

Service charges,

Number of ATM booths and so on.

All the variables are used in different financial and statistical tools.


In this study several analysis have been done such as -

Breakeven analysis

Sensitivity analysis

Scenario analysis

Regression analysis


In this study different financial statistical tools have been used to get unambiguous view of analysis part.


The break-even point for a product is the point where total revenue received equals the total costs associated with the sale of the product (TR = TC). A break-even point is typically calculated in order for businesses to determine if it would be profitable to sell a proposed product, as opposed to attempting to modify an existing product instead so it can be made lucrative. Break even analysis can also be used to analyze the potential profitability of an expenditure in a sales-based based business. As alternative delivery channel is a part of retail banking division, for this break even analysis has been done. The procedures of break even analysis are following:

Break even point (for output) = fixed cost / contribution per unit

Contribution per unit = selling price per unit - variable cost per unit

Break even point (for sales) = fixed cost / contribution per unit * selling price per unit


Sensitivity analysis allows changing two independent variables to observe the change in depending variable. Here, the effect of changing transaction cost and transaction volume has been examined.

Scenario analysis allows the examiner to change more than two independent variables to see the resulting change in dependent variable. Here, three scenarios have been presented Base case, Best case, and Worst case Scenario.


Two variables have been taken transaction volume and revenue of alternative delivery channel division and try to estimate the linear regression which implies the straight line relationship between two variables.

The equation of simple regression is, Ŷ = B0 + B1X.

Here, Y = Dependent Variable

b0 = Y intercept

b1 = Slope, it represents the amount of change in Y when X increases by one unit

X = Independent Variable

Two variables have been taken where one is independent variable another is dependent variable.

The formulas are as follows

N∑XY - ∑X ∑Y

B1 = -----------------------

N ∑X² - ( ∑ X)²

∑Y B1∑ X

B0 = ------- - ------------



This study is an overall view of ATM Operations of The Prime Bank Ltd. However, there were some limitations while preparing this study. In undertaking the study, a number of problems were faced. Thus the study has several limitations. The limitations are:

Firstly this bank has started to provide ATM service in 6th June, 2001 and Alternative Delivery Channels; the division which deals with ATM cards; has been started its operation as a separate division from January 1, 2009; so they do not have enough data.

There has no plethora research work in Bangladesh perspective particularly.

The major limitation of this study is that no previous study has been done beforehand on Prime Bank's Alternative Delivery Channels division or on the ATM services provided by the bank. So, secondary study material was scarce.

In this study because of acute time shortage and organizational restriction, there is an overview of the ATM services provided by PBL.




Prime Bank Limited is a fast growing private sector Bank and the Bank is already at the top slot in terms of quality service to the customers' and the value addition to the shareholders. Prime Bank Ltd. was incorporated under the Companies Act, 1994 on February 12, 1995.

Head Office

Adamjee Court Annex Building-2

119-120, Motijheel C/A, Dhaka-1000.




9567265, 9570747-8 PABX


642459 PRIME BJ


Fax no.




[email protected]





Prime Bank Ltd. was established on 17th April 1995 with an authorized capital of Tk.1000 million and paid up capital of Tk.100 million (raised to Tk.900 million in 2008) by a group of highly successful entrepreneurs from various fields of economic activities such as shipping, oil, finance, garments, textiles and insurance etc. It is a full licensed scheduled Commercial bank set up in the private sector in pursuance of the policy of the Government to liberalize banking and financial services. The Bank made satisfactory progress over the years after its starting. Despite difficult circumstances it became able to sustain with some achievements. The bank further expected and consolidated its customer base in both of its core business and retail banking.


In the backdrop of economic liberalization and financial sector reforms, a group of highly successful local entrepreneurs conceived an idea of floating a commercial bank with different outlook. For them, it was competence, excellence and consistent delivery of reliable service with superior value products. The sponsors are reputed personalities in the field of trade and commerce and their stake ranges from shipping to textile and finance to energy etc. As a fully licensed commercial bank, a highly professional and dedicated team is managing Prime Bank Ltd. with long experience in banking. They constantly focus on understanding and anticipating customer needs. As the banking scenario undergoes changes so is the bank and it repositions itself in the changed market condition. Prime Bank Ltd. has already made significant progress within a very short period of its existence. The bank has been graded as a top class bank in the country since 2004 through internationally accepted CAMEL rating. The bank has already occupied an enviable position among its competitors after achieving success in all areas of business operation. Prime Bank Ltd. offers all kinds of Commercial Corporate and Personal Banking services covering all segments of society within the framework of Banking Company Act and rules and regulations laid down by our central bank. Diversification of products and services include Corporate Banking, Retail Banking and Consumer Banking right from industry to agriculture, and real state to software.

In order to retain competitive edge, investment in technology is always a top agenda and under constant focus. Keeping the network within a reasonable limit, our strategy is to serve the customers through capacity building across multi delivery channels. Prime Bank Limited is one of the first few Bangladeshi Banks who have become member of SWIFT (Society for Worldwide Inter-bank Financial Telecommunication) in 1999. SWIFT is a member owned co-operative, which provides a fast and accurate communication network for financial transactions such as Letters of Credit, Fund transfer etc. By becoming a member of SWIFT, the bank has opened up possibilities for uninterrupted connectivity with over 5,700 user institutions in 150 countries around the world.


Prime Bank Ltd. has all along pursued pragmatic policies and strategies depending on the prevailing business scenario. It stayed focused on the emerging needs of the market and positioned itself accordingly. High quality customer service through competent workforce remained uppermost in Prime Bank's thinking and action plan. Integration of technology in business functions is an important strategy for Prime Bank Ltd to seize opportunities and provide value-added service to the customers.

Prime Bank Ltd. has had consistent growth over the years. Management of Prime Bank Limited has put in place necessary business initiatives, which are to ensure success as Prime Bank Ltd. moves towards the new millennium. Its guiding principles are rendering of service to customers more efficiently and effectively than other competitors and concentrating on core business and building on our strengths. Customer services of Prime Bank Ltd. are acknowledged to be one of the best in the industry and for this high quality Prime Bank Ltd. is rated as a top-performing bank in Bangladesh Bank CAMEL Rating. Camel stands for:

C= Capital Adequacy.

A= Assets quality.

M=Management Soundness.

E=Earnings and Profitability.

L= Liquidity.

Prime Bank Limited has plans to improve its customer services further through diversity in products and services. Offering customers a variety of options to fulfill their banking needs will remain an important component of Prime Bank Limited long-term business plans. Exercise will continue to streamlining of systems and developing back-office support capabilities. Management has decided to focus more on small and medium sized enterprises by providing a broad range of financial options. Prime Bank Limited Merchant banking is further intensified to generate more profits as it has acquired Merchant-banking license.

While banking is undergoing changes to accommodate increasing needs of customers, technology is considered as a key element for achieving competency based on reliability. Prime Bank Limited is working to further improve its computer system in order to provide clients with new IT products and services such as ATM, Online banking and Point of sales(POS) transactions. From their perspective, Technology will help Prime Bank Limited to operate more efficiently and improve its productivity. Therefore, investment in technology infrastructure receives highest priority.



The vision of Prime Bank Ltd is to be the best private commercial bank in Bangladesh in terms of efficiency, capital adequacy, asset quality, sound management and profitability having strong liquidity.


The mission is to build Prime Bank Limited into an efficient, market-driven, customer focused institution with good corporate governance structure. Continuous improvement of its business policies, procedure and efficiency through integration of technology at all levels..


Prime bank always try to serve better of its customer for that they serve in different ways. Their slogan is "a bank with a difference".

Prime Bank Ltd. defines its corporate philosophy from different perspective such as for the customers, employee, shareholders and community.


The philosophies for customers are to provide the most courteous and efficient service in every aspect of its business and to be innovative in the development of new banking products and services.


Prime bank wants to promote the well - being through attractive remuneration and fringe benefits.


For the shareholders Prime Bank's philosophy is- "By forgoing ahead and consolidating its position as a stable and progressive financial institution".


Prime Bank Ltd. sets its philosophy for the community by assuming the role as a socially responsible corporate entity in a tangible manner and adhering closely to national policies and objectives thereby contributing towards the progress of the nation.


PBL, being one of the best financial intermediaries in the country, blended its operations in conventional banking, Islamic banking and investment banking. The blending has been done with the objective of diversifying the operations for catering to the needs of the customers of the different strata of the society from one viewpoint and for having sustainable growth in profitability and business with the least possible risk. The bank's operations were diversified into the following areas of activities as a dynamic financial intermediary.

Conventional Banking Operation

Islamic Banking Operation

Lease Finance Operation

Merchant Banking

Retail Banking

In order to carry out the above operations PBL has set up the following divisions, departments and units in its Head Office:

Credit Operation & Management Unit

Corporate/Relationship Operation Department

Credit Risk Management Department

Credit Administration department

Credit Monitoring and Recovery Department

Export Finance Division

Small & Medium Enterprise (SME) Credit Cell

Structured Financing Unit

International Division

Treasury Division

Leasing Unit

Card Division

Retail Credit Division

Corporate Affairs Division

Islamic Banking Division

Merchant Banking & Investment Division

For facilitating operations by the above-mentioned divisions the bank has established the following divisions to provide support and internal services:

Human Resource Division

Information Technology Division

Public Relations Division

Financial Administration Division

General Services Division

Marketing Division

Prime Bank Training Institute

Branches Control Division

For ensuring internal and statutory compliance there are following three cells namely,

Board Audit Cell

Audit and Inspection Division

Central Compliance Department

Besides, there is a Board Secretariat to look after the company matters and to for arrange for Board/Executive Meetings and record the proceeding of the board/EC


Prime Bank ltd. is a service oriented financial institution. The main function of the bank is customer service. The bank offers different types of quality services to its clients. PBL performs the functions, which are given bellow:


The first Primary function of the bank is to accept deposits of money from the customers or saver group PBL offers all types of deposit services to its customer available in today's bank in Bangladesh. The interest rate is different for the different types of deposits. For current deposit bank doesn't pay any interest. Prime Bank ltd. serves following deposit services:

Current Deposit

Fixed Deposit

Saving Deposit

Short term Deposit

Contributory term Deposit

Deposit in foreign currency.

Bearer's certificate of Deposit



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