Chapter 3

Internship outcome/issues analysis

3.1: challenged faced in the workplace:

This is a new branch. That‘s why there was no pressure all the time. All kind of problem I faced I
admire as my challenge. Those challenges are:

1. Cope with new environment: cope with new working environment is quite difficult to
me. For an employee working environment plays vital role to develop his/her career. For
example: if working environment is not good a person can’t work properly and can’t
concentrate his/her work. For this reason I have adjust new working environment.
2. Learn organization culture: culture is not something that physically touched or seen but
one employee perceive it on the basis of what they experience within the organization.
Organization culture is like share one value, principle and maintain one tradition for
employee. Organization culture also play vital role because different person came with
different background so if organization culture is not created it can be disaster for an
organization.
3. Have to rise my communication skill: during my internship I have to risen my
communication skill. As a service provider I have to communicate with different
consumer, other organization employees.
4. Have to provide best service to customer: Banking sector consider as a financial
Services industry. So i have to keep in mind that to provide best service.
5. Have to make successful campaign at IUB: throughout the period of internship the
most difficult change I face is make successful campaign at IUB.
3.2: Issue analysis with relevant theory

In this part of section I’m going to analysis my challenge what I face during my internship with
relevant theory.

Challenge 4: provide best service to customer

Service marketing helps me a lot to provide service to customer. Services “include all economic
activities whose output is not a physical product or production, is generally consumed at the time
it is produced, and provides added value in forms (such as convenience, amusement, timeliness,
comfort, or health) that are essentially intangible concerns of its first purchaser. And the service
quality is “The customer’s judgment of overall excellence of the service provided in relation to
the quality that was expected.”

The five Dimensions of service quality:

 Reliability: Ability to perform the promised service dependably and accurately.

 Assurance: Knowledge and courtesy of employees and their ability to convey trust and
confidence.
 Tangibles: Physical facilities, equipment, and appearance of personnel. For example:
Modern equipment, visually appealing facilities, Employees who have a neat,
professional appearance.
 Empathy: Caring, individualized attention the firm provides its customers. For example:
Giving customers individual attention.
 Responsiveness: Willingness to help customers and provide prompt service. For example:
Keeping customers informed as to when services will be performed, prompt service to
customers.

Challenge 5: Have to make successful campaign at IUB

As a marketing student I got opportunity to make successful campaign at IUB. Campaign is a

part of a promotion activities for NCC bank.

Promotion means “activities that communicate the merits of the product and persuade target
customer to buy it”.
Or can be called one kind of sale promotion. Sales promotion is “short time of incentives to
encourage the purchase or sale of a product or service.” For example: throughout the campaign
session we offer to open account for 500tk insisted of 1500.

3.2: Recommendation:

Though NCC Bank Ltd is a well-established Commercial bank in Bangladesh and running
successfully in the domestic market however i think the bank should improve some activates.

 Strong marketing activities: NCC bank lacks of clearly defined marketing objectives. It
requires improvement in its current marketing strategies and mass implementation on
that. This will contribute in earning more market share in the banking industry.
 More Promotional Activities: One of the business strategies is promotion. Successful
businesses depend on how they can promote their products or services to the customers.
In this regard, to improve the business status bank should introduce more promotional
activities.
 More ATM service: The bank has only a few ATM booths but not in mentionable
places. So, the scope of the use of ATM card is limited and competitors can capture the
potential market for ATM service. NCC bank should establish new ATM to serve their
better their customer.
 Adopt new technology: In general banking department it is necessary to implement
modern banking system instead of traditional system. It should be more computerized.
 Improved Use of Interns: The bank has a provision for internship program, but it is not
well organized although the some officials are very careful and cooperative with the
interns, some are not, and the authority should be more structured. If they can properly
make them trained it will be very fruitful to recruit them. Because they learn overall
banking in the internship period, so in the beginning of the job they can work as
experienced person.
 More service product: In addition with the present services they should include more
services. It is badly needed to provide more services to customers in order to compete in
the market
 Should be promote in rural sector: The bank does not go for rural banking. But rural
people are bankable which NCCBL can get from the activities of the NGOs.
 Develop electronic banking system: NCC Bank Ltd. must develop electronic banking
system to moderate the service. Technological advantage of a bank ensuring its
competitive edge in the market place can only be achieved by efficient manpower. It is
market share to reduce its operating cost and to generate new revenue. Electronic banking
system also allows increased access to the financial system by its customers.