Documentos de Académico
Documentos de Profesional
Documentos de Cultura
On
Service Marketing
Submitted to:
S.S.M Sadrul Huda
Faculty of Business Administration
MBA Program
East West University
Submitted by:
Name
Md Yeahyea Kabir
ID
2012-1-95-065
Signature
Letter of Transmittal
Dear Sir,
It is our pleasure to submit the report on Ethical Misconduct in Dutch
Bangla Bank as a part of our term paper. We have enjoyed preparing this
term paper which enriched our practical knowledge of the theoretical
concept. We tried to reflect the practical operational aspects of the
organization which is complementary to the theoretical lessons.
Sincerely yours,
__________________
Md Yeahyea Kabir
On behalf of the group
Table of Content
SL
Topic
Page
Introduction
Ethics in Service
Marketing
Issues that Create Ethical Conflict
11
12
Conclusion
14
Introduction
Ethical misconduct disasters constitute serious costly risks to the
continuity and survival of a business. Regular headlines reveal that
breakdowns of integrity collectively cost businesses billions of dollars in
litigation, fraudulent financial acts, increased costs, fines, reputation and
image damage, customer/client trust, lost sales and recovery costs, and
potentially land senior management in prison. No company is immune
from these threats. Prudent businesses must plan to manage integrity
continuity by assessing their vulnerability to ethical disasters, taking
proactive measures, and preparing their organizations to mitigate and
survive when such scandals break. In service sector its a common
scenario.
Bank is the important financial institution in the economy. The economic
development of a country depends on the development of banking
sector. Todays modern banks are not only providing traditional banking
services but also expanding many financial services.
Foreign Exchange Division occupies an important place in a nations
economy because of its intermediary role; it ensures allocation of
resources and keeps up the momentum of economic activities. A banking
institution is indispensable in a modern society. It plays a pivotal role in
the economic development of a country and forms the core at the money
market in any country. In a developing country like Bangladesh the
banking system as a whole has a vital role to play in the progress of
economic development.
This term paper emphasizes on the ethical misconducts opportunity,
Issues, & controlling the ethical decision making. Its our pleasure to
submit our Term paper Titled Ethical Misconduct in Dutch Bangla Bank
While preparing this term paper, we have tried to gather as much
information as possible and to gather all the information pertaining the
subject to enrich it. We believe that it was a fascination experience to
analysis the service sector and it has enriched both our knowledge &
experience.
desired
growth.
DBBLs
other
focus
is
Corporate
Social
automation and bring modern banking services into this field. Full
automation was completed in 2003 and hereby introduced plastic
money to the Bangladeshi masses. DBBL also operates the nations
largest ATM fleet and in the process drastically cut consumer costs and
fees by 80%. Moreover, DBBL choosing the low profitability route for
this sector has surprised many critics. DBBL had pursued the mass
automation in Banking as a CSR activity and never intended profitability
from this sector. As a result it now provides unrivaled banking
technology offerings to all its customers. Because of this mindset, most
local banks have joined DBBLs banking infrastructure instead of
pursuing their own.
Vision of Dutch-Bangla Bank:
To become a leading banking institution and play a pivotal
role in the development of the country
DUTCH BANGLA BANK dreams of better Bangladesh, where arts and
letters, sports and athletics, music and entertainment, science and
education, health and hygiene, clean and pollution free environment
and above all a society based on morality and ethics make all our lives
worth living. DBBLs essence and ethos rest on a cosmos of creativity
and the marvel magic of a charm life that abounds with sprit of life and
adventures that contributes towards human development.
Mission of Dutch-Bangla Bank:
Dutch Bangla Bank engineers enterprise and creativity in business and
industry with a commitment to social responsibility. PROFIT ALONE
does not hold a central focus in the banks operation; because man
does not live by brain and butter alone .
Core Objective of DBBL:
Dutch-Bangla Bank believes in its uncompromising commitment to fulfill
its customer needs and satisfaction and to become their first choice in
banking. Taking cue from its pool esteemed clientele, Dutch-Bangla
6
Bank intends to pave the way for a new era in banking that uphold and
epitomize its vaunted Marques Your Trusted Partner
To earn and maintain CAMEL Rating Strong
To establish relationship banking and improve service quality through
development of Strategic Marketing Plans.
To remain one of the best banks in Bangladesh in terms of profitability
and assets quality.
To introduce fully automated systems through integration of information
technology.
To ensure an adequate rate of return on investment
To keep risk position at an acceptable range (including any off balance
sheet risk)
The Board:
The board is comprised of directors having diverse skills, experience
and expertise to add value towards better corporate governance of the
bank and maximizing value for all stakeholders. The board discharges
its responsibilities itself or through various committees. The Board
meets on a regular basis to discharge its responsibilities.
The Board is made up of 10 (ten) Directors including a Chairman and
five Directors representing shareholders, one independent Director, two
Directors from depositors and the Managing Director.
Principal Activities:
The principle activity of the bank is banking. The banking business
includes obtain deposits through account opening, offer credit to
corporate organizations, as well as retail and small & medium
enterprise, trade financing, project financing, lease and hire purchase
financing. The modes of banking include conventional banking. It also
performs merchant banking function under the license by Securities
and Exchange Commission, Dhaka, Bangladesh.
Customer Service:
7
DBBL has wide span of customer service. As DBBL has huge number of
customer. So does they are maintaining a good customer service
countrywide.
Ethics in Service:
Ethics is a branch of philosophy dealing with what is good and bad and
with moral duty and obligations, the principles of moral conduct
governing an individual or group. The basic concepts and fundamental
principles of decent human conduct. It includes study of universal
values such as the essential equality of all men and women, human or
natural rights, obedience to the law of land, concern for health and
safety and, increasingly, also for the natural environment.
Code of ethics is simple. The individuals shall honor their responsibility
to the public by promoting public understanding of the professions, by
supporting the development of services designed to fulfill the unmet
needs of the public, and by providing accurate information in all
communications involving any aspect of the professions, including the
8
and
irrelevant
from
the
consumers
perspective.
Moreover, for the growth and survival every business has to tradeoff
between profit and ethical issues concerning their marketing
strategies. In general, ethics are defined as a branch of philosophy
dealing with what is good and bad and with moral duty and obligation.
Opportunities for ethical misconduct with in service sector abound and
they can be attributed pre dominantly to the intangibility, heterogeneity
and inseparability dimensions inherent in the provision of services.
encounter.
The Opportunity for Ethical Misconduct in Service Marketing:
Services are intangible. It cannot be seen. Services are being provided
by human beings, deliverance of service is different from person to
person hence it cannot be standardized. Due to all these factors there
9
are
lot
many
chances
where
the
ethical
misconduct
can
be
seen/encountered.
Few Search Attribute:
Due to intangibility of the services, consumers can not physically
examine the services before purchasing; consequently, consumers have
little pre-purchase information about the services. Here customer have
little information before available to help them make an informed,
intelligent decision. Consumer of service often must base their
purchase decisions on information provided by the service provider.
As an example customer dont know that how well the ATM can give
service to the customer.
Technical and specialized services:
Banking service is technical in nature. It is not easily understood and or
evaluated. A customer cant know that how the banking service is
running. This evaluation is taken based on the appearance of the bank.
How they are informing socially.
As an example, DBBL is socially sound bank. They are donating huge
money socially. This creates a brand image so that customers are
attracted.
10
the things are vice versa, the Consumers involvement in the whole
process enables a service provider to influence the consumer through
fear or greed for the product.
As an example during opening for a Bank account customer service
employees focuses to take more deposit from customer. Thus they earn
more. They make an impression to the customer that this is the best
policy for you.
Issues that Create Ethical Conflict:
In banking institutions personal selling is highly used and reliable media
of Communication. DBBL is not the exception. Each and every day
peoples
are
communicating
with
the
bank
personnel.
Due
to
12
Honesty:
Honesty is partner of truthfulness, integrity and trustworthiness.
Violating the honesty is an ethical misconduct. DBBL employee can give
a misleading commitment that you will get your ATM card after 3 working
days. If that cannot be fulfilled by the bank then that is breaking of
honesty.
Fairness:
Fairness means impartial treatment.Fairness is an outcome of just
treatment, equity and impartiality. Clients should be treated equally and
deals based on favoritism should be avoided. Its a true fact in DBBL that
if a customer is financial sound, maintains good balance in bank, that
customer will get warm welcome and all the kind of services will be
provided to him on his doorstep, vice a versa is also true if a customer is
not having very sound financial condition, nobody will bother to look
towards that customer and resolve his issues.
Communication:
Ethical issue arises when DBBL bank communicates information to the
customers or prospective customers. In one advertisement DBBL claims
that they have fastest banking service. In reality they have the slowest
banking service. This is afalse claim. The communication is not correct.
knowledge
is
an
essential
skill.
Understanding
your
Conclusion:
Dutch Bangla Bank Limited should be true professionals and should
adopt best practices of the industry and should comply to the rules
strictly. If any illegal or unethical activity is suspected by a financial
service provider then it should be discouraged and if required should
report to the concerned authorities. There should be independence,
meaning that service provider should not be biased by personal
relationship,
personal
benefits
such
as
gifts
or
other
forms
of
16
17