Introduction

CHAPTER ONE

Introduction

In this globalization age consumers are become very conscious about their rights and that is why every business organization emphasizes on consumerism. Organizations always try to satisfy their consumers. Banking is a service organization also tries to satisfy their clients. But now a day competitive in banking sector increased very quickly. Now the competitive is very intensive. Banks are always provided new strategies for getting competitive advantages. They include new product categories, prices, promotional activities and other modern banking facilities to satisfy existing clients and to attract new clients.

Also customers are very dynamic. Their needs are growing which increase their demand too. So, it is very tough to satisfy the customer needs entirely. Islami Bank, Dhaka Bank, Brac Bank and Prime Bank are the most established Banks in Bangladesh. These four Banks competing each other very intensively. That is why I tried to find out the major marketing strategies and to measure the satisfaction level of customer of these four banks.