Letter of Transmittal
Date:
To
The Controller of Examination
National University
Gazipur–1704
Subject: Submission of Project Report on “Customer Relationship Management of BRAC
Bank PLC”
Sir,
With due respect, I am pleased to submit my project report entitled “Customer Relationship
Management of BRAC Bank PLC” as a partial requirement for the Master of Business
Administration (MBA), Major in Marketing, Session 2021–2022, under the National University.
This report has been prepared in accordance with the academic guidelines of the MBA program.
It presents an analysis of the customer relationship management practices of BRAC Bank PLC
and their impact on customer satisfaction and long-term business growth. Data and information
have been collected from reliable sources and presented systematically to ensure accuracy and
relevance.
I respectfully request you to accept this report for evaluation and consideration.
Yours faithfully,
_________________________
Israt Jahan
Registration No: 21601011536
Exam Roll: 2220035
MBA (Marketing)
Session: 2021–2022
Department of Business Administration
Islamia College, Chattogram
National University, Gazipur–1704
i
Student's Declaration
I hereby declare that the project report entitled “Customer Relationship Management of BRAC
Bank PLC” has been prepared and submitted by me as a partial requirement for the degree of
Master of Business Administration (MBA), Major in Marketing, Session 2021–2022, under the
National University. I further declare that this report is my original work and has not been
submitted, either wholly or partly, for any other degree, diploma, or academic purpose at this or
any other institution. The data and information used in this report have been collected from
authentic sources, which have been properly acknowledged in the references.
I affirm that the analysis, findings, and conclusions presented in this report are the result of my
own study and sincere effort to the best of my ability.
_________________________
Israt Jahan
Registration No: 21601011536
Exam Roll: 2220035
Session: 2021–2022
MBA (Marketing)
Department of Business Administration
Islamia College, Chattogram
ii
Certificate of Supervisor
This is to certify that the project report entitled “Customer Relationship Management of BRAC
Bank PLC” has been prepared and submitted by Israt Jahan, Registration No: 21601011536,
Exam Roll: 2220035, Session: 2021–2022, MBA (Marketing), Department of Business
Administration, Islamia College, Chattogram, under the National University.
The report has been completed under my supervision and guidance in partial fulfillment of the
requirements for the degree of Master of Business Administration (MBA).
To the best of my knowledge, this report is an original piece of work carried out by the student
and has not been submitted, either wholly or partly, for any other degree or diploma at this or any
other institution.
I, therefore, recommend this project report for acceptance and evaluation.
_________________________
Ms. Zafrin Farjana
Lecturer
Department of Business Administration
Islamia College, Chattogram
iii
Acknowledgement
At the beginning, I would like to express my deepest gratitude to the Almighty Allah for giving
me the strength, patience, and ability to complete this project report successfully.
I would like to extend my sincere appreciation to the Department of Business Administration,
Islamia College, Chattogram, under the National University, for providing me with the
opportunity to prepare this project report as a partial requirement for the MBA (Marketing)
Program, Session 2021–2022.
I am deeply indebted to my honorable supervisor, Ms. Zafrin Farjana, Lecturer, Department
of Business Administration, Islamia College, Chattogram, for her constant guidance, valuable
suggestions, and constructive feedback throughout the preparation of this report. Without her kind
supervision, the successful completion of this work would not have been possible.
I am also grateful to the officials and employees of BRAC Bank PLC for their cooperation in
providing necessary information and insights, which were crucial in preparing this report.
Finally, I would like to acknowledge the encouragement, support, and inspiration of my family
members, friends, and classmates, who have been a continuous source of motivation during this
journey.
iv
EXECUTIVE SUMMARY
This project report entitled “Customer Relationship Management of BRAC Bank PLC” has
been prepared as a partial requirement for the MBA Program (Major in Marketing), under the
National University. The main objective of the report is to evaluate the customer relationship
management (CRM) practices of BRAC Bank PLC, analyze their effectiveness, and identify the
challenges and opportunities in building long-term relationships with customers. The report begins
with an Introduction, which explains the origin, objectives, significance, methodology, scope,
and limitations of the study. It sets the foundation by establishing the importance of CRM in the
context of modern banking, where customer loyalty and service excellence are key competitive
advantages. The Company Overview chapter provides a detailed profile of BRAC Bank PLC,
covering its historical background, mission and vision, management hierarchy, and the range of
products and services it offers. This section establishes the bank’s strong presence in the banking
sector of Bangladesh and its growing focus on customer-centric services. The Theoretical
Overview chapter reviews existing literature and presents the fundamental concepts of CRM, its
models, and components. It also highlights the role of technology in CRM, the importance of CRM
in Islamic and conventional banking, and the challenges banks face while implementing CRM
systems. The core of the report lies in the Analysis & Findings section, which is based on survey
results and collected data. It analyzes the demographic profile of respondents (such as gender and
age) and evaluates key factors of CRM, including interpersonal relationships, communication,
efficiency, and service quality. The findings are further strengthened by a SWOT analysis that
identifies BRAC Bank’s strengths, weaknesses, opportunities, and threats in customer relationship
management. The report concludes with Recommendations and Conclusion, suggesting
practical measures for BRAC Bank PLC to enhance its CRM practices. Recommendations include
strengthening communication channels, improving service quality, utilizing advanced CRM
technology, and focusing on long-term relationship building with customers. Overall, the study
finds that BRAC Bank PLC has developed a strong CRM framework, but there is still scope for
improvement in terms of efficiency, customer responsiveness, and adapting technology-driven
CRM solutions. By addressing these areas, the bank can sustain competitive advantage and build
deeper, long-term customer loyalty.
Table of Content
v
Chapter name Particulars Page
1.1 Introduction 2
1.2 Origin of the Report 2
1.3 Objectives of the Report 2
Chapter#1 1.4 Significance of the Report: 3
Introduction 1.5 Methodology of the Report 4
1.6 Scope of the Report 5
1.7 Limitations of the Report
Chapter# 2 2.1 Introduction 7
Company 2.2 Historical Background 7
overview 2.3 Mission & Vision of BRAC BANK 8
2.4 Management Hierarchy of BRAC BANK 9
2.5 Products and Services BRAC Bank 10
3.1 Literature Review 12
3.2 Definitions and Key Concepts of CRM 14
3.3 Components and Dimensions of CRM 15
Chapter# 3 3.4 CRM Models Relevant to Banking 15
Theoretical 3.5 The Role of Technology in CRM 15
Overview 3.6 Importance of CRM in Islamic Banking 15
3.7 Challenges of CRM Implementation in Islamic 16
Banks
CHAPTER# 4 4.1 Gender of the Respondents 22
Analysis & 4.2 Age of the Respondent 23
Findings 4.3 Interpersonal Relationship 24
4.4 Communication 25
4.5 Efficiency 26
vi
4.6 Service quality 27
4.7 SWOT Analysis 29
4.8 Major Finding
Chapter# 5 5.1 Recommendations 32
Recommendations 5.2 Conclusion 33
& Conclusion
# Bibliography 34
vii