University of Gondar

College of Business
and Economics
Department of Marketing Management
Practical Attachment on Assessment of Customer Service
practice of Ahadu Bank, Medanyalem Branch
A report submitted in partial fulfillment of the Requirements for the
Subject of Internship(MKTM4081) on Bachelor of Arts (BA)Degree
in Marketing Management

` Prepared by:

Bachalmlak Solomon……………………………..07107/13

Adviser: Mohammed Seyid (Assistant Professor)

March, 2025

Gondar, Ethiopia
ABSTRACT
This practical attachment's main goal is to evaluate the performance of the Ahadu bank

Medanyalem branch. The degree to which the Ahadu bank Gondar Medanyalem branch is
carrying out its vision and mission, as well as the organization's effectiveness in relation to its
goals. The purpose of this practical attachment was to broaden students' knowledge and provide
them the opportunity to contrast what they had learned in class thus far with their practical
experiences. To generate students that are highly competent, independent, engaged, change
agents, and effective problem solvers. The investigation OF Ahadu bank of Ethiopia's equal
participation with other banks in achieving its vision, purpose, and target is another goal.

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Acknowledgment
First and foremost, We want to express our sincere gratitude to the Almighty God for continuing
to support our, keep our alive to this day, and allow our to finish our internship. Our sincere
gratitude is to Mr. (General Manager), Mrs Senayt Bayleyegn,(Customer service manager)M/r
Derso yemataw of Ahadu bank Gondar Medanyalem branch, Gondar university Medanyalem
campus department of marketing management, ,For inspiring and guiding we throughout our
internship.

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 Table of Contents
ABSTRACT.....................................................................................................................................i

Acknowledgment.............................................................................................................................ii

1.1 Background of the Ahadu Bank...........................................................................................1

1.1.2 Mission............................................................................................................................2

1.1.3. Vision.............................................................................................................................2

1.1.4.Objective.........................................................................................................................2

1.1.5. Value..............................................................................................................................3

Chapter Twe Background the study Area........................................................................................3

1.3 Statement of the problem.......................................................................................................4

1.2 Statement of the problem........................................................................................................4

1.4 Study Objects.........................................................................................................................6

1.5 Scope Of the Study................................................................................................................6

Chapter Three -Research Metholody...............................................................................................6

3.1 Types Of Study......................................................................................................................6

3.2 Research Design.....................................................................................................................7

3.3 Research Method....................................................................................................................7

3.4 Sampling................................................................................................................................7

3.4.1 Sampling Size..................................................................................................................8

3.4.2 Sampling Technique........................................................................................................8

3.4.3 Data Collection Instrument.............................................................................................8

3.4.4 Data Collection Procedure...............................................................................................8

3.4.5 Data Analysis..................................................................................................................9

Reference.......................................................................................................................................10

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 CHAPTER ONE ፦CASE STUDY PROPOSAL

1.1 Background of the Ahadu Bank

Ahadu Bank was founded in 2021 by 17 organizing committee members and brought together
more than 10,000 shareholders with a paid-in capital of 564 million and a signed capital of 702
million. Today, July 16, 2022, in the presence of senior government officials, the bank’s
shareholders and invited guests, at the bank’s headquarters. Home (Flamingo Front Sunshine
Building) officially the work it has started its work.

The guest of honor and governor of the National Bank of Ethiopia, Mr. Ynager Dese Ahadu,
who attended the official launch program of the bank and spoke, said that the Bank’s new ideas
in technology make it a bank that keeps up with the times. He said that the support of the
National Bank to make the bank accessible to Ethiopians in rural areas is essential.

Ahadu Bank aims to become a leader in the financial sector in Ethiopia in 2025 with the aim of
ensuring prosperity for the people and the country.

Ahadu Bank today opened branches in Ledata Geja neighborhood and African Union area, apart
from its head office in Flamingo, and it is known that the number of branches will reach 50 by
the end of September.

The chairman of the board of Ahadoo Bank, Mr. Anteneh Sebsbe, announced that he plans to
achieve the minimum starting capital of 5 billion birr set by the National Bank within three
years.

There need to be a comprehensive policy and guidelines that incorporates the bank’s direct and
indirect activities which creates impact on economies, communities and the environment in
which it operates. There is also a common consensus among the executive management, if these
impacts are not timely addressed in a systematic and comprehensive way, there could be a
significant question on the sustainability of the bank’s finance and reputation not to mention its
contribution to the economic growth of the country. Therefore, this Environmental and Social
Policy is stipulated in anticipation of the current Environmental and Social risks while
contributing its fair share towards the national agenda of building the resilient capacity of the

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climate change victim communities, businesses and projects. Further more, Ahadu bank as a
giant commercial bank in the country would like to be a pioneer and role model for other public
and private institutions increasing awareness of its internal activities and reducing its
environmental carbon footprints.

1.1.1 Cardinal issues Logo, missions, vision, and objective of the Ahadu bank

1.1.2 Mission
As you know, Ahadu Bank was established with the mission of pioneering avant-garde financial
services to advance economic welfare of Ethiopians and to play a leading role in the financial
sector by the year 2025 E.C.

1.1.3. Vision
Our vision is to take a lead role in the financial sector, in 2025 E.C , in support of the aspirations
of the citizenry and the country

1.1.4.Objective

 Maximizing profitability through increased efficiency.

 To contribute to the general economic development efforts of nation.

 Enhance growing market share.

 Provide differentiated, varied and value added banking services.

 Increasing employee satisfan and developing their skill.

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1.1.5. Value
- Fear of God ; we do the right thing even when no one is watching.
- Teamwork and collaboration; we support one another and work co-operatively .
- Honesty; we keep our customers privacy.
- Organizational learning ;we strive to establish a culture that nature individual and group
learning.
- Accountability; we have the responsibility to our filed of work structure.

Chapter Two Background the study Area

Ahadu bank is licensed by the national bank of Ethiopia and head quartered in Addis Abeba, the
capital city of Ethiopia .Ahadu bank provides awide range of banking services to
individual ,bussiness and government entities, including saving and checking accounts, loans,
credit , money transfers and foreign exchange service.the bank has anetwork of branches and
ATM throughout Ethiopia and also offers online and mobile banking service to its cusomer
employed within the organization, as it is through the successful interaction between these two
aspects of a businese aparentnership in practical Ahadu bank medhanyalen branch in traning in
three types customer account
1-individual account
2-Joint account
3-Corporate account

Individual account
individual account Open in primary check Black list check and dedup dedup check individual
account open such as
1-Customer number such as:sign,name,customer to account
2-Customer create such as signituare, id, photo
Individual account forms Bussiness division,customer segement,matarial status, source found,
countrie, phone number etc...
Account open problem in id exp.date,customer no demand ,photo

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1.3 Statement of the problem

Statement of the problem

Problems encountered on the job

I spent a lot of time studying, learning, and preparing for our careers; however, the true
challenge comes once all our knowledge is put to the test in a real-world situation. When
undertake our very first working experience while participating in the Attachment and are often
expected to participate at the same level as an organization’s full-time employees, this can lead
to stress or feelings of being overwhelmed, which may deter some individuals from realizing our
true potential in our career.

When I was at the time of selling the product of Ahadu bank the customer challenge is difficult
to convey specially the elder are not believing what we introduced the products.

Ahadu bank is newly opened bank and there is no much branch in gonder so the customer faced
why opened an account without benefited nearly.

The product says in the bank //be save and borrow// we are introduced in the marketing the
customer response is negative the bank says but not implemented how much is it true is
questionable and challenged products.

Getting confused because didn’t get enough guidelines or directions.

Fear to ask questions, we are not even sure which of our colleagues will help me or will they feel
disturbed. we are feel hesitant in interrupting them.

The hierarchy in the organization was difficult to understand during the first few days. Since we
are need to be clear about whom we are reporting and who is reporting to whom.

Individuals challenged the bank benefited the riches one the loan is not allowed to us what
alternative loans had Ahadu bank to individual who are work in small enterprise is question.

On the department there are only four employees this creates job load to some employees they
work up to 12:30 o’clock and they are tired at work place.

Suggested solutions

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The way to combat those overwhelming feelings is to keep an open line of communication
between our, employer, and our internship program advisor, if we are unsure of how to complete
a certain task, it won’t hurt to ask the employees or a colleague for help Generally, freely ask
questions where we are get confused, try to b lend in with the office people, and socializing with
colleagues will help our to adjust to the office and the work too.

We strongly advice Ahadu bank branch distribution expands as much as possible because the
bank has only three branch in Gonder accessibility is one and primary choice of the customers
satisfaction.

The product is attractive but the customers awareness is not enough the bank be create awareness
and keeps it promise what described the alternative products at the market.

The bank be employ the as the standard of the bank for the customer good service and the
employees productivity the tired and loaded customers are not productive and the work should be
mis implemented so the give attention to employs the qualified workers.

Problems encountered by the department and suggested solution

On the department there is not separated identification from other departments and the customer
service department have not enough computers some workers are work their duties when the
other left it so the bank be fulfill the computers to all to facilitate the work accordingly.

The working environment is the most crucial demand of the department. The lighting and the
ventilation in the room is not good enough. Therefore, create a space where all feel welcome and
supported for employees to stay motivated, improving ventilation and air filtration is important
for the office to ensure fresh air is coming in and existing air is cleaned and keeping a space
well-lit with white light and with the right color temperature is important for better working
environment within the department.

Problems with poor customer management in some employees. Hence, ensure all customer
service personnel are adequately trained and updated on the latest industry trends and best
practices. This will ensure that they can provide quality service to clients and deal with any
complaints effectively and timely. Some employees have computer skill gap, so it is better to
give advanced digital training.

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 There is also Stationary material shortage in some days, hence proper materials purchasing
schedule need to be implemented.

1.4 Study Objects

1. To assess the customer service practice on Ahadu bank, Medanyalem branch.

2. To identify follow up mechanisms of customer service in Ahadu bank, Medanyalem branch

3. To examine how Ahadu bank, Medanyalem branch evaluate the operational efficiencies of
customer service.

1.5 Scope of the Study

Ahadu Bank has different branches. However, because of time, place, and cost constraint, the
study will focus on customer service at Ahadu bank Medanyalem branch by focusing on the
assessment of customer service practice.

Chapter Three -Research Metholody

To research customer service at Ahadu bank, a suitable research methodology would likely
involve a mixed-methods approach using surveys,focus group interview,and potentially mystery
shopper observation to comprehensivey assess customer perception of service quality across
various touchpoints, including branch visit , online banking, and customer service interaction ,
allowing for both quantitative data on satisfaction level and qalitative insights into specific areas
improvement

3.1 Types Of Study

The degree to which Ahadu bank S.C has successful entered and established its presence in the
new market. it encompasses both the bank's market share and customer loyalty. Customer service
the process of attracting and gaining new customer for Ahadu bank S.C.in the new market. it
entails implementing strategies and tactics to increase the bank's customer base and market
share

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3.2 Research Design

In order to achieve the objective of the study the researcher will used descriptive type of research
design because, the aim of the study is assessing the customer service practice of Ahadu bank,
Medanyalembranch. Descriptive research approach. Qualitative approach to the research is
concerned with subjective assessment attitude, opinion and behavior. These research approaches
generate results either in non-quantitative form or in the form of which is not subjected to
rigorous quantitative analysis. Whereas quantitative approach involves the generation of data in
quantitative form which can be subjected to rigorous quantitative analysis in the formal and rigid
fashion.

3.3 Research Method

In order to achieve the objective of this study the researchers will use mixed research approach
that is both qalitative and quantitative research approach .qualitative approach to the research is
concerned with subjective assessment altitude ,opinion and behavior. These research approachs
generate results either in non -quantitative form or in the forms of which is not subjected to
rigorous quantitative analysis. whereas quantitative approach involves the generation of data in
quantitative forms which can be subjected to rigorous quantitative analysis in the formal and
rigid fashion

3.4 Sampling

The goal is to use sampling to select participant who have the relevant knowledge and
experience in brand management and communication strategy .this includes individual from the
bank marketing department, management team. customers. the purpose of this is to examine
brand management and communication strategy in a new market cntext using Ahadu bank S.C as
case study.sampling will be used to select participants who have the necessary knowledge and
experience in brand management and communication strategies.

3.4.1 Sampling Size

The number of customer in each branch varied, the sample size for each branch was determined
proportionally base on the number of customers available in that particular branch.

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3.4.2 Sampling Technique

The study was conducted in specific branches of ahadu bank located Medanyalem Gondar city
branch.in order to obtain a sample that representative of the customers using these branches,
convenience sampling method was utilized. this approach was chosen because the researcher
able to conveniently select respondents as they visited the bank service. convenience sampling is
considered sn easy method as it is conducted when a portion of the population is readily
accessible. it is also referred to as accidental or opportunity sampling, as it involves selecting a
sample from the available population that is nearly or easily accessible.

3.4.3 Data Collection Instrument

The researcher will collect data from employees of the Ahadu bank, Medanyalem branch.. The
Ahadu bank, Medanyalem branch has 26 total employees; because of the target population are
small the researchers will used censuses population to gat relevant information.

Primary data are original data's or the data's that are not been collected before (Kothari,2004)

The type of data which the researcher will used is primary data. The source of the primary data
wiil be employees of Ahadu bank, Medanyalem branch.

3.4.4 Data Collection Procedure

Ahadu bank is a newly established private as a financial institutions ,it follow standard banking
procedure for data management ,customer transactions ,compliance ,and security ,guidede by
ethiopia banking regulation and international best practices. below is general outline of data
collection procedure that Ahadu bank

1 customer ldentification፦Collect kYC(know you customer),data including name id,address and

occupation

2 Account opening፦use digital or physical forms to collect customer data, stores data in secure
banking database compliant with the national bank of ethiopia guidelines

3 Transaction Recording ፦ log all customer transaction(deposits ,withdraw ,transfer)in real

time.ensure data integrity through automated validation checks

4 Data security and privacy፦encrypt sensitive data

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5 Customer data right

6 Reporting and Compliance፦submit periodic reports to the NBE on liquidity and coustomer
data compliance

7 Digital banking and Apls፦mobile/internet banking

8 Employment Training፦regular training on data privacy, cybersecurity and compliance.

3.4.5 Data Analysis

The researcher will used descriptive method of data analysis. The collected data will categorized,
and then tabulation of data is followed and analyzed by using statistical measures like percentage
and tables and also it used for data presentation analysis through qualitative and quantitative
means of analysis. The qualitative analysis will organize, describing and systematically
interpreting the collected data while quantitative analysis is systematical analysis is such as
organizing the collected data into tabular forms in terms of frequency and percentage.

Reference
www.ahadu.com

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Some oral data from the employee

Direct information from the organization's manager.

Data from the organization's written documents

From employees of organization.

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