3.

0 Methodology:

This study is mostly based on the mathematical expressions; the process of

measurement used is the quantitative research method. Quantitative
research is the systematic empirical investigation of observable phenomena
via statistical, mathematical or numerical data or computational techniques.

3.1 Data Collection Procedure:

In this study both primary and secondary sources of data were used to
collect the needed information from the sources. Primary data have been
collected through the customers of Citygem. They were given a
questionnaire and they have been asked some questions. The questionnaire
was very well-prepared and well-organized.

3.2 Data Collection:

3.2.1 Primary data:

Primary data is a type of information that is obtained directly from first-hand
sources. The primary data was collected through questionnaire from selected
customers.

3.2.2 Secondary data:

Secondary data is data collected by someone other than the user. Secondary
data was collected through articles, documents and research papers.

3.2.3 Questionnaire Design

In order to get the answer for questions, 25 customers of Citygem were
selected. Purposive probability sampling method was employed to identify
the sample respondents. The questionnaire has been divides into sections.
The first part of the questionnaire consists of issues related to the personal
information of the respondent. It included the gender, age. The second part
was concerned with the questions used to assess the factors of customer
relationship management of Citygem. The questions are based on the three
variables of CRM to improve service quality.

The developed questionnaire includes four questions correspond to the

interpersonal relationship; four questions correspond to the Communication,
Four questions correspond to the Efficiency. Respondents were asked to
indicate their degree of agreement with each of the items on a five- point
scale.

3.3 Data Analysis Procedure:

The data was analyzed by Microsoft Word & Excel. All the mathematical
calculations were prepared in Microsoft excel. Then the findings were made.
Based on the findings, the present situation was explained and
recommendation was made.
4.0 Findings of the study:

Frequency Percentage
Gender:
Male 20 80
Female 5 20
Total 25 100

Age:
18 to 25 9 36
26 to 35 7 28
36 to 45 5 20
45 and above 4 16
Total 25 100
Demographic Characteristics of the Respondent:

The above table provides data on demographic characteristics of the

respondents. It includes variables like age, gender. The sample includes 25
customers of Citygem. Females make 20% of the customers on the other
hand male respondents represented 80% of the survey population. The
largest group of respondents (36%) is aged between 18 and 25. The next
largest groups (28%) are aged between 26-35 and 36-45(20%). Aged above
45 is only 16%.
4.1 Customer Relationship Management

4.1.1 Interpersonal Relationship

Question Score
1. The bank Employee gives you extra attention because of 4.56
interpersonal relation
2. Employees of the bank are always willing to help you 4.64
because of good relation
3. Employees of the bank are never too busy to respond to 4.44
your requests.
4. I am satisfied with this branchs employees behavior 4.64
with me
4.57

The bank Employee gives you extra attention because of

interpersonal relation

In terms of interpersonal relation with the customers, this question has

scored 4.56. It means customers agree that they are getting extra attention
from employees because of interpersonal relationship. Citygem has already
introduced Personalized services such as (Virtual Office, Exclusive space,
Luncheon facility Etc.) for their customers which is actually a strong build up
for interpersonal relationship. The motto is to build and strengthen the
interpersonal relation with the customers and serve them personally based
on their needs. According to my observation, customer seemed totally
delighted with the extra attention from the employees.
Employees of the bank are always willing to help you because of
good relation

The second question has scored 4.64 which a good score. That defines
customers agree that employees are always willing to help. During my
internship, I observed that banks objective is pretty straightforward To help
you grow. Citygem has created a culture where good relationship with each
and every customer is a must do task for the employees. Bank management
have taken a lot of measures to create good relationship with customers
such as sending greeting cards or texts to the employees, Birthday wishes,
reminding them about special occasions Etc. All these activities activate
customers to get attached to banking services and employees take a good
care of their privileges.

Employees of the bank are never too busy to respond to your

requests.

The score 4.44 directly indicates that customers agree that employees are
never busy to respond to their requests. Almost all the respondents of the
questionnaire are delighted with the prompt service of Citygem. Providing
fastest service is one of the main criteria of priority banking and Citygem has
been doing a great job in this criteria. I have noticed no customers had to
wait much to get their desired services except one or two. One of the
reasons behind this prompt service is target customers of Citygem are not
large in number. Only the high end customers are their target market. So
there is never much customer rush in the branch. So it is very convenient for
each and every employee to serve the customers quickly and promptly.
I am satisfied with this branchs employees behavior with me

The score of this question is 4.64 which means customers are satisfied with
the employees behavior. These days banks are concerned about the matter
that their customers always get treated with gentle care and civilized
manner by the staff. In priority banking service, this is one of the vital
issues. Citygem employees have been doing a wonderful job regarding
treating customers with good and gentle behavior. During my internship
program I observed that employees are trained by management on how to
greet and communicate with customers. I did not notice any circumstance
where an incident of bad behavior occurred with the customers. That is why
customers are satisfied with the Citygems employees behavior.
4.1.2 Communication

Question Score
1. My relationship with my bank depends on whether my 4.51
banks employees communicate effectively

2. My relationship with my bank depends on whether the 4.24

bank sends account statements to me,
E.g. through the mail or internet

3. My relationship with my bank depends on whether 4.52

employees of my bank can fully inform me on banking
products and services

4. My relationship with my bank depends on whether bank 4.36

employees are always available for Consulting

4.40

Relationship with bank depends on whether my banks employees

communicate effectively

The score (4.51) of the question indicates that effective communication

plays a big role in enhancing relationship with the bank from the viewpoint
of the customers. Here customers agree that the more the employees
communicate effectively with the more they are fond of getting the services
of the bank. I noticed a few times that a lot of foreigners came to the branch
to get their desired services and the employees spoke with them in English.
As a result of that customers did not encounter any language barrier to use
the services of Citygem. Also the employees are aware of interrupting, they
first listen to actively the customers then offer the solutions.
Relationship with bank depends on whether the bank sends account
statements to me

In this part of the question the score is 4.24, the customers agree that
sending account statements to them through mail or Email strengthen their
relationship with bank. Although most of the customers do not solely rely
only on this service but it is really important for some customers. I have
observed during my internship that Citygem handle this service very
carefully and flexibly. Whenever customers inform them that they are in
need of their account statements, Employees send the statements to the
customers immediately through mail, Email or Fax. Citygem also respects
the privacy of the customers. Some statements are very confidentially for
the clients so the employees print the statement and take the statements to
the customers home or office personally. This initiative has been highly
appreciated by the customers.

Relationship with my bank depends on whether employees of my

bank can fully inform me on banking products and services

The question has scored 4.52 and customers almost highly agree that their
relationship with the bank depends on whether the employees of the bank
can fully inform them about the banking products and services. That means
the precisely the employees inform the customers about their services the
more the communication with bank increases. Employees inform the
customers all kind of services through telephone, Email and Face-to-Face.
City bank also has a mobile application named Citytouch that is very
convenient for the customers to get connected with the banking services. So
far the employees of the bank have been very successful on informing
customers about the services by using every medium. Customers also
seemed satisfied with this attribute.
My relationship with my bank depends on whether bank employees
are always available for Consulting

This question carries a greater value regarding communication with bank.

One of the reasons behind customers choosing priority banking is that they
want to consult regarding banking services whenever and however they
want. Customers of Citygem have agreed that employees are always
available for consulting by scoring 4.36. During my internship program, I
noticed that whenever a customer came for consultant there was always
someone at the branch who talked with the customer regarding any
information about bank. Also those who called via telephone or emailed
employees always give preference and any kind of suggestion regarding
services of Citygem. Even sometimes employees go to customers office or
residence to consult with them face to face. Although a few customers have
complained that they had to wait in the branch because of the absence of
employees. The management must be aware of this kind of circumstances to
satisfy all the customers of Citygem.
4.1.3 Efficiency

Question Score
1. Generally, Bank performs its services by the 4.68
Promised times
2. I am able to get on the desired service quickly 4.56

3. Bank has a reputation for using highly skilled employees 4.64

4. The employees of my bank know how to cope 4.60

with all types of clients
4.62

Generally, Bank performs its services by the promised times.

The first question of efficiency of the bank has scored 4.68 which is a huge
score and it means customers strongly agree that Citygem performs its
services by the promised times. According to the respondents, whenever
bank promises to do it something before expiration of the time, they fulfill
the promises. It also defines that Citygem is very reliable for the customers.
Citygem always provides Debit & credit cards, checkbooks, reservations for
meetings with luncheon Etc. right on time.

I am able to get on the desired service quickly.

The score 4.56 of this question indicates that customers agree that they get
their desired services quickly. The services of Citygem have been very
prompt and delightful for the customers. Whenever customers express
his/her desired services, bank tries to make it as quick as possible. For
example- Citygem customers want customized checkbooks, specially
designed lockers, emergency cash withdrawal and reserved parking with
valet service Etc. Bank management always respond as quickly as possible
to meet the customers demands. Also they make it very convenient for the
customers that the customers can enjoy these services at ease.

Bank has a reputation for using highly skilled employees.

The score 4.64 shows that customers agree that bank has highly skilled
employees that helps to get their desired services quickly. This is one of the
important traits to measure the banks efficiency. Skilled workers are also an
aspect of Citygem. During my internship program, I noticed that selected
employees had to go through very tenacious recruitment process to work
further. Also they are trained by the professionals to enhance their skills.
Based on the skill of the employees management have introduced
personalized services for customers such as Personal wealth manager,
Dedicated service team. So far Citygem has been very successful in utilizing
the skills of the employees in a very efficient way.

The employees of my bank know how to cope with all types of

clients

The last question has scored 4.60 which is a very good score and indicates a
great efficiency level. Here customers strongly agree that the employees of
Citygem know how to cope up with all types of clients. Citygems employees
have been doing a complimentary job to managing all kinds of customers.
While I was an intern in Citygem I noticed that customers wanted capital
market investment advisory services, customers who wanted share trading
solution, property & real estate information as well as financial solutions
were guided precisely by the employees and employees also coped with
them effectively. Moreover, customers who belong to non-priority banking
but have access to Citygem for a few purposes are well handled by the
employees of Citygem.
4.1.4 The mean score of the three variables

4.65
4.6
4.55
4.5
4.45
4.4
4.35
4.3
4.25 AVERAGE

Variables The Mean Score

Interpersonal Relationship 4.57
Communication 4.40
Efficiency 4.62

At the end, it can be stated that Citygem has been doing a wonderful job in
terms of building and maintaining interpersonal relationship with their
customers. The score 4.57 also indicates that customers highly agree that
they are getting extra attention from the employees, employees are always
willing to help, employees are never too busy to respond to their requests
and they are highly satisfied with the behavior of the branchs employees.
Interpersonal relations have direct relationship with service quality so
Citygems service quality has got strengthen by their strong interpersonal
relationship with customers.
In terms of building an effective customer relationship management,
communication is one of the most pivotal attributes. Communication
strengthens the pillars of customer relationship activities. Here the score
4.40 indicates that the bank management have been very active regarding
communication with the customers. Overall, customers agree that their
relationship with the bank highly depend on when the employees
communicate effectively, the employees can fully inform them about the
banking services, the employees always available for consulting and
unremarkably on whether the bank sends account statements the
customers. So the management should keep an on these facts that are
enhancing the communication with customers.

When it comes to efficiency of Citygem, the management have been quite

successful on maintaining the consistency and it is proven by the score 4.62.
The score defines that Citygem is very efficient by performing its service in
promised times, by providing the desired services quickly, by using highly
skilled employees and employees know how to handle all kinds of customers
who want variety of services.
 5.0 Conclusion

The business policy of Citygem is to reach the goal through a win-win

situation with the client. Citygem believes in promoting the business through
personalized services and perpetual relationship Overall, Citygem Ltd seems
to have tremendous level of satisfaction with its customers. The all three
CRM factors Communication, interpersonal relationship and Efficiency of
banking service seem important since all these are closely related with
Service Quality.