GAP model of service quality: a study on Bank Asia Limited

Abstract

The main purpose of the internship report is to meet the BBS Program BBA degree requirement under BRAC business school, BRAC University. My report aims to focus on the customer satisfaction level through GAP analysis model in the general banking of Bank Asia Limited. The Banking sector in Bangladesh is becoming expended and has a very competitive environment. There is opportunity to meet the challenge in service development innovation through GAP model. Banks can implement to serve local customer through service marketing and in collaboration with culture of modern banking. Every commercial bank in our country implements service developments in retail banking to get competitive advantage in the industry. My internship report focuses on the study to the customer service in general banking department in Bank Asia Limited, Lalmatia Branch in the area of service marketing. I have gave short overview, history and background of Bank Asia Limited. Moreover, the report contains critical understanding, research analysis, findings, limitation and recommendations for improvements. The internship report is developed on both primary and secondary data to make the report more authentic. Confidentiality as well as limited timeframe was the limitation of the report. There were important yet confidential information that could not be added in the report. I have applied academic learning and real life corporate experience and assessment with the combination of data and facts provided by the organization.