Customers’ Perceptions Towards Service Quality of

Travel & Immigrant Agency-A Study on VFS Global Bd.

Pvt. Ltd.
(THIS THESIS IS SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF MASTERS OF BUSINESS
ADMINISTRATION WITH A MAJOR IN MARKETING)

Submitted By:
Nurul Arman Shuvo
Program: RMBA
Matric No: R- 191090
Major in Marketing

Department of Business Administration

Faculty of Business Studies
International Islamic University Chittagong

1
 Customers’ Perceptions Towards Service Quality of
Travel & Immigrant Agency-A Study on VFS Global Bd.
Pvt. Ltd.
(THIS INTERNSHIP REPORT IS SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF MASTERS OF
BUSINESS ADMINISTRATION WITH A MAJOR IN MARKETING)

Submitted By:
Nurul Arman Shuvo
Program: RMBA
Matric No: R- 191090
Major in Marketing

Supervised By:
Mustafa Manir Chy.
Associate Professor
DBA, IIUC

Signature of Supervisor

Department of Business Administration

Faculty of Business Studies
International Islamic University Chittagong

2
 Acknowledgment
A lot of effort and study has been involved in preparing this thesis into reality. I
would like to remember the name of Almighty Who has created us and given us
knowledge, time and energy for completing my Thesis on “Customers’
Perceptions Towards Service Quality of Travel & Immigrant Agency-A Study
on VFS Global Bd. Pvt. Ltd.”
Specially, I would like to express heartfelt gratitude to Mustafa Manir Chy,
Associate Professor of International Islamic University Chittagong for his
guidelines and feedbacks on the thesis procedure. Without their active co-operation
the preparation of this thesis couldn’t have been completed.
With a great pleasure, I would like to express my deep sense of gratitude to the
management of VFS Global Bd. Pvt. Ltd. I would like to express my thanks to Mr.
Hamid Uddin Chy. (Deputy Manager), Mr. Nazmul Hoq (Sr. Senior Officers
Operation), Mr. Kaushik Ghosh (Officers Operation) and all the employees of VFS
Global Bd. Pvt. Ltd, who have helped me by contributing their time and providing
me with information related to the topic. I appreciate their consideration.

(ii)

3
 Executive Summary

First of all, I wish to express my thanks to the Almighty Allah for giving me the
strength to perform my responsibilities as an intern and complete the thesis within
the stipulated time.

Thesis program is the part of fulfillment of RMBA Course. The Program designed in
such a way that the sutdents can compare their theoretical knowledge with practical
ability. In this regard I choose to serve as an intern & completed my theiss program
in VFS Global Bd. Pvt. Ltd. With this I have got the chance to acquire some
experience, which is expected to enlighten my carrer.

The topic is Customers’ Perceptions Towards Service Quality of Travel &

Immigrant Agency-A Study on VFS Global Bd. Pvt. Ltd. which has been prepared
on the basis of expereince gathered during the period of thesis.

VFS Global Bd. Pvt. Ltd. has introduced a role model in the field of travel &
immigrant agency in our country. The company has successfully made a positive
contribution to the economy in my Banlgadesh. Its profit is gradually increasing. Its
play a great role in travel issues. The company ensure quality service to the
customer.

In 1st chapter it includes Background of the Study, 2nd chapter includes Review of
Related Literature, 3rd chapter says about Company Overview, 4th chapter includes
Measuring Service Quality Level of VFS GLOBAL BD PVT. LTD. and 5th
Chapter includes Findings, Recommendations & Conclusion.
.

(iii)

4
 Table of Contents
Serial No. Particulars Page No.
Letter of Submission i
Acknowledgement ii
Executive Summary iii
CHAPTER 1: INTRODUCTION
1.0 Introduction 8
1.1 Objectives of the Study 8
1.2 Statement of the Problem 9
1.3 Objectives of the Study 10
1.4 Significance of the Study 10
1.5 Methodology of the Study 11-13
1.6 Scope of the Thesis 13
1.7 Organization of the Paper 13
CHAPTER 2: REVIEW OF RELATED LITERATURE
2.0 Introduction 16
2.1 Theoretical Review 16
2.2 Model of Service Quality 18
2.3 Empirical Review 19
2.4 Conceptual Framework 20
CHAPTER 3: COMPANY OVERVIEW
3.1 About VFS Global PVT. BD. Ltd. 24
3.2 Services & Service Charge Schedule 26
3.3 Visa Processing 27
3.3 Procedures of Investment Appraisal 21-28
3.4 Recovery Management 28-29
CHAPTER 4: MEASURING SERVICE
QUALITY LEVEL OF VFS GLOBAL BD PVT.
LTD.
4.0 Definition of Service Quality 30-31
4.1 Introduction 32
4.2 Questionnaire Survey Analysis 32
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4.3 Method to find out Service Quality Level 32
4.4 Surveys & Findings in Service Quality 33-44
CHAPTER 5: FINDINGS, RECOMMENDATIONS
AND
CONCLUSION
5.1 Findings of the Study 46
5.2 Recommendations 46-47
5.3 Conclusion 48

References 49-50
Appendix 51-52

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 CHAPTER-ONE:
INTRODUCTION

1.0 Introduction
The first chapter begins with providing information about the background of the selected
area. A brief overview of the company under thesis will be reviewed as part of statement
of the problem. Then, the problem will be stated for deeper understanding about the
research area for readers. The problem discussion ends with identification of the research
problem and the specific research questions building blocks for the main objective of the
study. At the end of this chapter the significance, the scope and limitation of the study will
be presented.

1.1 Background of the Study

Any institutional course of the thesis has a great value when it has practical application in
the real life. Vast of theoretical knowledge will be little important unless it is applicable in
the practical life. So we need proper application of our knowledge to get some benefit from
7
our theoretical knowledge to make it more fruitful when we engage ourselves in such field
to make proper use of our theoretical knowledge in our practical life, only then we come to
know about the benefit of the theoretical knowledge. Such an application is made possible
through thesis program. When theoretical knowledge is obtained from a course of study it
is only the half way of the subject matter. Thesis study implies the full application of the
methods and procedures through rich acquired knowledge of subject matter can be
fruitfully applied in our daily life. Such a procedure of practical application is known as
thesis. The case study is titled “Service quality level at VFS Global Pvt. BD Limited”. As a
student of RMBA this study will be more significant in my practical life. I have worked for
three months at VFS Global Pvt. BD Limited to complete the thesis program as an
academic requirement.

Service quality has been the operational and corporate goal of many organizations.
Satisfaction of customers with products and services of a company is considered as most
important factor leading toward competitiveness and success.

Service quality can also be the key to build profitable relationships with consumers. It
depends on the product‘s perceived performance relative to a buyer‘s expectations. If the
product‘s performance falls short of expectations, the customer is dissatisfied. If
performance matches expectations, the customer is satisfied. If performance exceeds
expectations, the customer is highly satisfied or delighted.

1.2 Statement of the Problem

Service quality is one of the most important issues concerning business organizations of all
types, which is justified by the customer orientation Philosophy and the main principles of
continuous improvement of modern enterprises. Customer is an individual or business that
purchases the goods or services produced by a business. The client is the end goal of
businesses, since it is the customer who pays for supply and creates demand. Businesses
often follow the adage that "the customer is always right" because happy customers will
continue to buy goods and services. In today’s competitive business environment, Service
quality is an increasingly important component of an effective organization. Service quality
is a key component of a successful and prosperous organization. It has been linked to
higher profit margins and greater employee satisfaction, customer loyalty, customer

8
retention, and repeat purchases. When measured in financial terms, it is easy to see why
Service quality should become the foundation to all other measures of business
performance. Satisfied customers will return to buy more, recommend you to others, cost
less to sell to, and cost less to service. In short, organizations that actively manage Service
quality are actively managing their ongoing profitability. Service quality is important
because it provides marketers and business owners with a metric that they can use to
manage and improve their businesses. Building customer relationships is one of the
customer retention strategies used to improve customer service and reduce customer churn.
The problem is that Service quality is seldom expressed in financial terms. Many
organizations simply categorize Service quality measurement as a form of “marketing
intelligence” instead of using it as a management tool to build the customer into their
quality improvement processes and increase profit. As a result, companies often know the
cost of providing good service but they rarely know the cost of providing bad service.
Many market research companies agree that even “satisfied customers” will defect.
Therefore, this study concerns on Service quality to meet customer needs in order to make
customers loyal and retain them for better profit in today’s modern market within the
context of National Cement Share Company. Hence, in order to identify the correct
deficiency of service, the company must identify and measure the key determinants of
service quality. Thus VFS Global PVT. BD. Ltd. assesses service quality, product and
service features, customer demand fulfillment and customer complain handling system and
its impact on the satisfaction rate of travel agencies in Ethiopia.
1.3 Objectives of the Study
1.3.1 General objective
The main aim of this study is to examine the key determinants of service quality valued by
subscribers of VFS Global PVT. BD. Ltd. and utilize these determinants to measure the
satisfaction level in the future.
1.3.2 Specific Objectives
1. To determine the service quality of VFS Global PVT. BD. Ltd.
2. To examine the customers’ perceptions towards service quality of VFS Global
PVT. BD. Ltd. by using five dimensions of SERVQUAL model such as
Tangibility, Reliability, Responsiveness, Assurance and Empathy.

9
 3. To identify the problems regarding the service quality of VFS Global PVT. BD.
Ltd.
4. To recommend some strategies from opinion which will improve service quality of
VFS Global PVT. BD. Ltd.
1.4 Significance of the Study
1.4.1 Managerial significance
 It will help VFS Global PVT. BD. Ltd. management to know the major
determinants of Service quality that subscribers value most and ensure high Service
quality rate maintained in the future.
 The findings would uncover unforeseen situation revealing it to the higher
management to develop service standards and as well take the necessary timely
action to improve Service quality level and expectation.
 It will help the Marketing section of VFS Global PVT. BD. Ltd. to deploy key
Service quality measurements in the future.

1.4.2 Theoretical Significance

 In this thesis the researcher will try to indicate as to why this research
should be conducted. The main purpose of conducting this project is that it will
benefit the researcher to get signification research experience and help for the
fulfillment of the Master‘s degree program in Marketing Management.
 The thesis can also be used as a benchmark for further study.

1.5 Methodology of the Study

1.5.1 Type of Research:
In this thesis, exploratory research will be conducted to find out and understanding of
the overall agency procedures of VFS Global PVT. BD. Ltd. and also to determine some
of the attributes of service quality in this company.
a) Exploratory Research
Exploratory research is a type of research conducted for a problem that has not been
clearly defined. Exploratory research helps determine the best research design, data
collection method and selection of subjects. It should draw definitive conclusions only

10
with extreme caution. Given its fundamental nature, exploratory research often
concludes that a perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available
literature and/or data, or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more formal approaches
through in-depth interviews.
1.5.2 Questionnaire Preparation
The entire questionnaire is prepared based on the SERVQUAL scale. There are five
service quality dimensions Reliability, Responsiveness, Assurance, Empathy and
Tangibles. I also designed a structure and unstructured questionnaire. This structured
questionnaire was the major tools of this research project. 21 questions are selected
which focus this 5 dimensions.
1.5.3 Target Group
Individual Customers’ of VFS Global PVT. BD. Ltd.
1.5.4 Sources of Information
1. Primary Data
I have collected primary data by variety of ways, first of all by interviewing employees of
VFS Global PVT. BD. Ltd. and directly communicating with the customers. I have also
conducted a questionnaire survey of the customers minimizing interruptions in their agency
activities. Primary data were mostly derived from the discussion with the employees
& through surveys on customers of the organization. Primary information is under
consideration in the following manner:
 Face to face conversation with the employees.
 By interviewing clients of VFS Global PVT. BD. Ltd.
2. Secondary Data
I have elaborated different types of secondary data in my research. Sources of secondary
information can be defined as follows:
 Internal Sources
 Prior research thesis
 Group Business Principal manual
 Company Annual Report
 External Sources

11
  Different books and periodicals related to the visa agency sector
 Internet
 Newspapers
1.5.5 Data Collection Instruments
 In-depth interview: During the exploratory research, I conducted in-depth
interviews with employees and customers of VFS Global PVT. BD. Ltd.
 Questionnaire survey: I also designed a structure and unstructured questionnaire for
the customers of VFS Global PVT. BD. Ltd. This structured questionnaire was the
major tools of this research project.
1.5.6 Method and Size
 Method
For the purpose of getting better result, I adopted non probabilistic purposive sampling
technique during the survey of these project where customers were given copies of the
questionnaire and were asked to fill them. I gave continuous support to the customers
for any problems that they faced while filling up questionnaire so that the validity of
the questionnaire increases. As the simple random sampling is easily understood and
results are assessable it is best suited for my study.
 Size
In this research phase I selected a group of 30 people.

1.5.7 Data analysis and Findings

The analysis of collected data is completed with the help of the statistical tools.
The response of the survey including the level of importance and the customer’s perception
are tallied at first and then the weighted average of those responses are prepared. Here the
value of the SERVQUAL scale (5, 4, 3, 2, and 1) is counted as the weight. Finally by doing
mean of the three questions of the single segment the overall mean importance and overall
mean satisfaction level of the service quality dimension are calculated
1.6 Scope of the Thesis
1.6.1 Subjective/Content Scope
In terms of content/subjective scope, in this study, the purpose of this paper is limited to
measure determinants of service quality; from VFS Global PVT. BD. Ltd. subscriber

12
perspectives, towards the service provided by VFS Global PVT. BD. Ltd. and to
investigate the factors that influence their satisfaction.
1.6.2 Geographic Scope
To consider all the market that VFS Global PVT. BD. Ltd. distributes, it is difficult and
unmanageable from broadens point of view. In addition to that the rational for the VFS
Global PVT. BD. Ltd. were chosen due to the proximity of the researcher and also because
a larger focus has been laid by the company and client base. Therefore, this study only
focused in Addis Ababa area.
1.6.3 Methodological Scope
The research design of this study is explanatory type of research design done by applying
quantitative research approach. Finally, this research will focus on cross sectional time
survey because it is end by one-year time period.
1.7 Organization of the Paper
The report of the thesis will divided into five chapters:
Chapter One: Introduction: This chapter which will be divided into sub-sections
sets an overview on the background and the organization under study. It also deals with
the background information to the research problem, statement of the problem, objectives
of the study, methodology of the study, scope of the study, limitations of the study,
operational definitions of terms and organization of the study.
Chapter Two: Review of Related Literature: This Chapter will focus on reviewing related
literatures. It includes a brief description of the literature review such as related theories,
theoretical reviews and empirical findings, conceptual framework of the study which
served as great help in the identification of the theories and ideas that were explored.
Chapter Three: Data Presentation, Analysis and Interpretation: It will divided into sub-
sections, namely, descriptive analysis, correlation and regression analyzes which will be
examined to look for the overall findings concerning the determinants of Service quality in
the VFS Global PVT. BD. Ltd.
Chapter Four: Summary, Conclusions and Recommendations: Finally, this section will
presents a summary of findings, major conclusions and sets recommendations on how to
enhance the service quality, in the VFS Global PVT. BD. Ltd. in general. Suggestion to
encourage further research is also given as part of this chapter.

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 CHAPTER-TWO:
REVIEW OF RELATED LITERATURE

14
2.0 Introduction
This chapter provides the basis to justify the research questions and build the research design. It
deals with related literatures extracted from different articles and books. It first addresses the
determinants of service quality, presents the SERVQUAL model, reviews empirical data of
related sectors and finally develop the conceptual/theoretical framework from the stand point of
the selected determinants.
2.1 Theoretical Review
Service quality is one of the most important issues concerning business organizations of all
types. It is the basic and essential key factor which helps to save customers in organizations
(Baraskina & Kreismane, 2006). Business organizations try to give best service to the customer
and also look for reasons that can increase the satisfaction level. In order to find what a
customer value most they must identify the key determinants of service quality.
2.1.1 Determinants of Service quality
The key determinants of Service quality includes friendly employees, knowledgeable employees,
helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality,
good value, billing clarity and quick service. These determinants are shown in Figure 2.1.

Figure 2.1: Factors that affect Service quality

As per the King County Executive's Office analysis, the key drivers of Service quality are those
factors that most influence Service quality for a particular service or product. Many factors affect
the customer experience, positively or negatively.

15
These factors can be related to the things that customers value about a particular product or
service delivery, or they can be related to whether customer’s expectations are met or exceeded.
Some factors will influence the level of overall satisfaction more than others do. An important
piece of Service quality measurement involves identifying and understanding the key drivers that
cause Service quality or dissatisfaction. Departments should provide analysis of key drivers of
satisfaction as part of their Service quality reporting. If possible, departments must assess
customer priorities first, determine the key drivers of service quality, and then develop the
Service quality survey around the key drivers. There are various potential methods for
identifying drivers. Some of the typical methods include focus groups or surveying customers.
The importance of Service quality has increased in recent decades and thus many organizations
considered measuring Service quality should be set as a parameter. Service quality is not an end
in itself but the means of achieving business goals. It is linked to customer loyalty and
relationship commitment. Highly satisfied customers spread positive word of mouth. They
become walking and talking advertisement for an organization thus lowering cost of attracting
new customers.
Numerous research have brought similar message regarding the importance of service quality.
First satisfied customers share their experience with average five or six people. However
dissatisfied customers normally tell to ten people about the unfortunate experience they had with
the service provider. Secondly, many customers don‘t complain about dissatisfaction but it needs
to realize by the company and it differs from industry to industry.
Service quality results can help present the current standing of Service quality identifying
specific strengths and weaknesses of the company. Satisfaction measurement can also able to
identify potential market opportunities. Service quality can also help identify important customer
requirements. Distinguishing those requirements most valued by customers allows for service
modification.
Additionally Service quality results can help monitor Service quality results over time and
provide comparisons to other organizations. It also helps determine the effectiveness of business
practices. Organizations that implement Service quality strategy are likely to see tangible results.
These results include better informed resident-consumers, improved quality of available
resources and greater access to an appropriate array of services. Satisfied customer think twice or

16
several times before switching to alternatives because they become attached emotionally and also
afraid to believe on alternative quality.
Therefore Service quality can be attributed to various dimensions such as frontline employees,
the cores service or the organization in general. This process implies the construction of various
dimensions of service quality. If customers perceive that they are obtaining additional benefits
from their relationship with establishment employees, their satisfaction level with the service
provider will increase. Therefore it is very important to evaluate the behavior of customers and
do regular satisfaction surveys in order to continue long term relations between customers and
service organizations. Dimension factor rating questions should comprise most of these surveys.
2.2 Model of Service Quality
2.2.1 SERVQUAL Model
The major contributor of this model has indicated that services are intangible and
heterogeneous, and that the production and consumption of services are inseparable thus
making it difficult to evaluate the quality of service rendered. They identified ten determinants of
service quality. These ten factors are simplified and collapsed into five factors. These five
dimensions are stated as follows:
 Tangibles. Physical facilities, equipment and appearance of personnel.
 Reliability. Ability to perform the promised service dependably and accurately.
 Responsiveness. Willingness to help customers and provide prompt service.
 Assurance (including competence, courtesy, credibility and security). Knowledge and
courtesy of employees and their ability to inspire trust and confidence.
 Empathy (including access, communication, understanding the customer). Caring and
individualized attention that the firm provides to its customers.
Five dimensions which make up the SERVQUAL questionnaire are distinct dimensions and
categorized the 21 questions in to those five dimensions. Therefore each question of 21
questions of the SERVQUAL questionnaire belongs to one distinct dimension. Having all the
above criticism on the SERVQUAL instrument, it is still the most widely used measurement
instrument. SERVQUAL can be adapted to any service organization. Therefore, the researcher
used modified SERVQUAL model to assess the independent variable service quality
determinants on Service quality in VFS Global PVT. BD. Ltd.

17
2.3 Empirical Review
A research was conducted on factors affecting Service quality on Grameenphone users in
Bangladesh by Hasebur, Redwanuzzaman, Masud-Ul-Husan & Asfaqur et al., (2014). The study
surveyed 140 users and revealed that service innovativeness, service reliability, service
competitiveness, customer demand fulfillment have significant effect on service quality.
Whereas consistency, network & signal coverage, pricing policy, quality of the offering, value
added service, contribution to society and brand value was found to be insignificant for affecting
service quality.
The major hypothesis raised by the authors is to find the most suitable Service quality factors for
the customers who have purchased the software. The researchers have identified three methods
to identify Service quality factors.
These are customer characteristics, time availability and cost. These facts have revealed from
thousand surveys. The authors thus concluded that Service quality can be achieved in software
industry with the combination of fulfilling the needs of the customers and embedding the
ultimate quality parameters. The Service quality should be incorporated in software industry
before sales, during sales and after sales services.
In their study, Lemmink & Mattson (1998) showed that the degree of personal warmth displayed
by service employees towards customers was related significantly and positively to service
quality perceptions and service quality. Olu Ojo (2010) has also conducted a thorough study on
telecommunication industry with a focus on Mobile Telecommunication Network in Nigeria. A
total of 230 respondents participated in the study.
According to the study, the researcher has demonstrated how much of the variance in the
dependent variable (service quality) is explained by the model (which includes the variables of
employees behavior, when services will be performed (service efficiency), service package,
problem solving system, and courtesy. As a result the behavior of customer service personnel
makes the strongest unique contribution to explaining the dependent variable- service quality.
Previous empirical studies have also confirmed that the organizational context has a significant
effect on the success of an IS in the small business context (Cragg and King, 1993; Thong, Yap
and Raman, 1994). This context is formed by the level of organizational and technical support
for the GDS, and by the rigor of the implementation process. More specifically, the
organizational context has been found to have a significant impact on the advantages obtained

18
from inter- organizational IS by a small firm. The individual level of training and/or experience
should have a positive effect on their use of and satisfaction with a GDS. The technical support
provided either internally or externally can enhance IS utilization and user satisfaction (Bergeron
& Raymond et al., 1995). In 2016 one of the GDS, Amadeus, executed satisfaction surveys for
five customer segments. The survey result showed that the key Service quality drivers are
quality, reliability and Amadeus staff engagement (Global, 2016).
Another case study of Moon Travel in Finland analyzed by Wadud Sharmin (2012) on Service
quality in business was conducted. The two main purpose of the study was to measure the
current level of Service quality and as well analyze the reasons and factors that affect satisfaction
levels. The research had been completed by the use of quantitative research method approach
and one short interview. The author analyzed quality dimensions like staff responsiveness,
friendliness of the staff, price, welcoming customers, inquiry over the phone, follow-up and
email services and how it affects service quality . According to the study, response to email,
price variation and inquiry over the phone are the factors that lead to dissatisfaction. Therefore
the researcher concluded that to improve Service quality of the travel agency, it should improve
the service and adjust the price factors. Perceived service quality is also affected by output of
service, surrounding environment, individual interaction with contact personnel and customer
itself. More so, price also has significant effect to raise satisfaction level.
Mukhtar, Inam, Ashiq, Amjad & Nasar et al., (2014) study used correlation analysis to
check the intensity of relation of Service quality with dimensions of service quality (reliability,
assurance, responsiveness, empathy and tangibility). The research found that service quality is
positively correlated with customers satisfaction. The most important variable that affects
Service quality is tangibility followed by assurance.
2.4 Conceptual Framework
Based on the above related literature review the conceptual framework was developed which
includes service quality, product & service features, customer demand fulfilment, customer
complain handling system are determinants of service quality.
2.4.1 Service Quality
Service quality refers to the customers long-term, cognitive evaluations of a firm‘s service
delivery (Christopher & Lauren, 1999). It compares between desired service and perceived
service. It has unique characteristics which are intangible, perishable, inseparable, and

19
heterogeneous (Zeithaml & Bitner, 2006). When customers consume a product or service, they
compare the quality of experience with their prior expectations which leads to their satisfaction
or dissatisfaction (Thakur, 2011). Quality is one of the many determinants on which satisfaction
was based. Many researchers have also found empirical supports for the view of point where
Service quality came as a result of service quality (Anderson, (1993); Fornell, Johnson,
Anderson, Cha & Bryant et al., (1996); Spreng & Mackenzia (1996).
Fornell, Johnson, Anderson, Cha & Bryant et al., (1996) expressed that satisfaction is a
consequence of service quality. When service quality improves, the probability of Service quality
also increases. Thus to achieve high level of service quality , high level of service quality should
be delivered by the service provider as the service quality is the antecedent of Service quality
(Mesay, 2012). More so Cronin & Taylor (1992) concluded that service quality is the major
determinants of service quality. Parasuraman (1988) in his study proposed that when perceived
service quality is high, then it will lead to increased service quality. Others authors
acknowledged that Service quality is based upon the level of service quality that is provided by
the service providers (Saravana & Rao, 2007). H1: Service quality has a positive and significant
effect on subscribers’ satisfaction.
2.4.2 Product and Service Features
The uniqueness of a product or service can set it apart from the competition. Features can
communicate the capability of a product or service. But features are only valuable if customers
see those particular features as valuable. You want products or services with features which
customers perceive as valuable benefits. By highlighting benefits in marketing and sales efforts,
you‘ll increase your sales and profits. It‘s important to remember that customers buy products
and services because they want to solve a problem or meet a need. Consciously or
unconsciously, your customers will always be asking the question, ―What‘s in it for me? Your
product and service offerings have to deliver solutions and satisfy needs, or they won‘t be
successful. As per Zeithmal & Bitner (2003), product and service features are important
determinants of service quality. Service quality with a product or service is influenced
significantly by the customer‘s evaluation of the product or service features. In conducting
satisfaction studies, most firms will determine through some means (often focus groups) what
important features as well as overall service satisfaction.

20
Satisfaction is the customer‘s fulfillment response. It is a judgmental that a product or service
feature, or the product or service itself, provides a pleasurable level of consumption-related
fulfillment (Oliver 1997). Firms must study concerning satisfaction what features and attributes
of their services customer measure most and that firms measures the perceptions of those
features and overall service satisfaction. In this regard, research has found that normally
customers make trade-offs among service like, price level versus service quality or friendliness
of personnel versus customization (Zeithaml & Bitner et al., 2006). Scholars have also revealed
that product support is essential for customers to obtain maximum value from products, increase
sales revenue, and positively affect Service quality (e.g., Lele, 1986; Lele & Karmarkar, 1983;
Saccani, Songini, & Gaiardelli, 2006). Customer service can be enhanced through lofty and
valuable service features. There is positive and significant relationship between services features
and Service quality (Kebede , 2017). It is therefore expected that: H2: Product & Service
features has a positive and significant effect on subscribers satisfaction.
2.4.3 Customer Demand Fulfilment
Service providers render services in expectation to fulfillment of customer demand. For
fulfillment of customer demand requires an intensive investigation to find out what the customer
expected and incorporate it into service requirement. Higher degree of usefulness of service leads
to a higher degree of service quality. Therefore, there is a significant relationship between
customer demand and the service quality.
2.4.4 Customer Complain Handling System
A customer complains gives the service provider a chance to rectify the problem and
interestingly if the firm recovers successfully, profit and loyalty as well increases (Fornell &
Wernerfelt, 1987). Kal and Ron (1985) found that of the customers who register complaints,
between 54% and 70% will do business again with the company if their complaints are resolved.
A major reason why customers switch service providers is unsatisfactory problem resolution.
In general customers complain with four major ideas like to get compensation, find expression
from their anger, and help to improve the service or for unselfish reasons. Service organizations
should build up a culture of straightforwardly to invite the complaints with a motive to improve
the service and with selfless reasons. At the same time organizations must be cautious enough
about the complaining nature of some consumers with an intention to demand compensation and
spoil company image.

21
A customer may react differently when faced with a problem. They may respond by exiting,
voicing or being loyal until things gets better. When the service provider accepts responsibility
and resolves the problem, the customer becomes bonded to the organization.
TRAP, a leading Service quality and loyalty measurement firm, has studied consumer complaint
handling in many countries. As per its findings, when complaints are satisfactorily resolved
there is a much better chance that the customers involved will remain brand loyal and continue to
repurchase the items in question. The result showed that the intention to repurchase different
types of products ranged from 69% to 80% among those complainers who were completely
satisfied with the outcome of the complaint and this figure dropped from 17% to 32% for
complainers who felt their complaint had not been settled to their satisfaction.
Moreover, complaining customers are indicating that they want to continue their relationship
with the service firm and are also signaling that all is not well, and that they expect the company
to make things right. Service firms thus better realize the importance of complaint handling
procedure and its outcome and also to use it as a strategic marketing tool to accomplish the
benefits such as service quality, customer loyalty, favorable word-of-mouth publicity, and to
decrease litigation (Rajasekhara & Mangnale et al., 2010).
Collecting customer feedback via complaints, suggestions, and compliments provides a means of
increasing service quality. It's a terrific opportunity to get into the hearts and minds of customers
(Christopher, Lovelock & Wright et al., 1999). Therefore customers complain handling system
leads to increased service quality. It is therefore expected that: H4: Customers complain handling
ability system has a positive and significant effect on subscribers’ satisfaction.

Figure 2.2: Theoretical Framework of the study (Individual Effect)

22
 CHAPTER-THREE:
COMPANY OVERVIEW

23
3.0 Overview of the Organization under Study
3.1 About VFS Global PVT. BD. Ltd.
VFS Global, as a part of a contract awarded by Government of Canada, will provide Canada visa
services through a network of Canada Visa Application Centres (CVAC).
This global network of CVACs will provide increased access and enhanced administrative
services to applicants through a consistent service delivery approach, including biometric
services.
The CVAC will provide exclusive service for the Government of Canada, and is authorized to
accept applications in all temporary resident categories (visitor visas, study and work permits),
and travel document applications from Canadian permanent residents in Bangladesh.
The CVAC is authorized to provide administrative support services, such as scheduling
appointments, collecting visa applications, enrolling biometrics and returning passports in sealed
decision envelopes to applicants. The Visa Application Centre (VAC) only provides general
information and administrative services related to temporary resident applications, including
study and work permits, as well as travel documents for permanent residents of Canada. The
VAC is not authorized to provide any information, or respond to any inquiries, regarding
permanent resident applications and Canadian consular services. This includes Express Entry for
skilled immigrants, online application support, Canadian citizenship, and any specific
information about the visa application forms, supporting documents, or any advice related to the
visa application process.
All applications will be assessed in accordance with Canada’s immigration visa rules and
guidelines. Please note, VFS Global is neither an agent nor a representative of IRCC .VFS
Global and its Canada Visa Application Centres have no role or influence over the outcome of an
application, and are unequipped to offer any evaluative advice
VFS Global is the world's largest outsourcing and technology services specialist for governments
and diplomatic missions worldwide. With 2675 Application Centres, operations in 139 countries
across five continents and over 176 million applications processed as on 30 June 2018, VFS
Global is the trusted partner of 60 client governments. VFS Global’s worldwide operations are
certified ISO 9001:2008 for Quality Management System, ISO 27001:2013 for Information
Security Management System and ISO 14001:2004 for Environmental Management System.

24
3.1.2 Visa Types
a) Temporary Resident Visa
Find out what document need to travel, visit family and friends, do business, or transit through
Canada, and how to extend staying.
b) Study in Canada as an international student
Apply to study in Canada as an international student, extend study permit and find out about
working while you study or after you graduate.
c) Work in Canada
Apply to work in Canada, extend a work permit or hire a foreign worker.
d) Permanent Resident Travel Document
Find out how to apply for a Permanent Resident Travel Document (PRTD) to return to Canada if
your VAC is closed or unable to accept PRTD applications. One should apply for a new PR
card as soon as he/she resume residence in Canada.
3.2 Services & Service Charge Schedule
Service Charges for Services offered at the VAC:

Service Price (Per Applicant) Amount In Cad Amount In Bdt.

(Including Vat) (Including Vat)
Package transmission (per package) $15.56 1027.00
Assisted Service – Paper Applications $11.20 739.00
(per application)
Collection of Government of Canada fees $7.50 495.00
(per Applicant)
Assisted Service – Online Forms (per $3.20 211.00
form)
Assisted Service – Scanning (per page) $0.38 25.00
Self Service Workstation (per hour) $9.38 619.00
One-Way Courier Service (per package) $36.83 2431.00
Short Message Service (SMS) (per $2.75 182.00
Applicant)
Photocopying (per page) $0.15 10.00
International Civil Aviation Organization $3.68 243.00
(ICAO) compliant Photography
Premium Lounge (per Applicant) $60.77 4011.00
Locker Services (per hour) $3.68 243.00
Printing (per page) $0.15 10.00

25
3.3 Visa Processing
Once submitted, you can easily track your visa application.
1. Below are the Track Application details:
Website via Track Your Application
Email – send an email to
[email protected]
Webchat
Visit Visa Application Centre to track application

2. Opt for VFS Global’s SMS facility to stay updated on the status of your application. This
service is available at an additional charge. Once the Canadian Visa Office has assessed your
application, they will make a decision and affix a visa counterfoil to your passport, or issue a
letter explaining why a visa could not be granted. The Canadian Visa Office will then securely
return your passport to the Canada Visa Application Centre, who will inform you via your
preferred method of communication. An update will also be provided on the Online Application
Tracking System, that your passport is ready to be returned. You may then come to the Canada
Visa Application Centre to retrieve your passport. Collection of Decision Envelope (in person/
representative)
 Applicants coming in person will be required to show a copy of the invoice-cum-receipt
(ICR) and a government issued photo identification, prior to collecting the decision envelope
 case of collection of decision envelope through a third party, representative must present the
following:
 Copy of the ICR
 The Visa Application Centre Service Consent Form duly signed by the applicant
authorizing the representative to collect the decision envelope
 Valid government issued ID of the authorized representative and the applicant
 Collection of Decision Envelope (via courier)
 Decision Envelopes for applicants who have opted for the courier service will be sent to the
address provided at the time of submission
 Applicants can track the status of the shipment on the courier partner’s website using the
tracking number mentioned on the ICR

26
 A maximum of three (3) attempts will be made for delivery within seven (7) days of the
decision envelope being handed over to the courier, failing which the courier will return the
decision envelope to the Canada Visa Application Centre and the applicant will need to
collect it.

27
 CHAPTER FOUR:
MEASURING SERVICE QUALITY
LEVEL OF
VFS GLOBAL BD PVT. LTD.

28
4.0 Definition of Service Quality:

Service quality, a term frequently used in marketing, is a measure of how products and services
supplied by an organization meet or surpass customer expectation.

Satisfaction is as a judgment following a consumption experience – it is the consumer’s

judgment that a product provided (or is providing) a pleasurable level of consumption-related
fulfilment.

Service quality is defined as “the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.” In other words, “The degree of satisfaction provided by the goods or
services of a company as measured by the number of repeat customers.

4.0.1 Importance of Service Quality

1. It is the KPI within the organization.

2. In a competitive marketplace where businesses compete for customers, Service quality is
seen as a key differentiator.
3. Satisfied customers are most likely to be loyal
4. Satisfied customers generally make repeat orders
5. They generally use a wide range of services offered by financing company.
6. A few unhappy customers will have an outsize impact on your reputation online. So all of
them need to be satisfied.
7. It’s the best form of advertising.
4.0.2 Factors affecting Service quality in financing Sector

Financing Company is a service industry focused towards the customer’s money and its
management. An element that strongly drove the satisfaction of customers in the financing
sector was the conviviality factor related to the features of a financing company and the
attributes of its personnel. So as a service oriented industry the financing sectors face some
service oriented factors that affects its service quality.

29
4.0.3 Traditional Financing Services
The factors derived represent the different elements of retail financing are the skill and
competency of the employees, their confidence instilling behavior, number of employees in each
branch, convenient timings of the financing company.
i) Online Services
The most prominent and vital characteristic for any adoption of new service or product, is
generating awareness among the customers about that specific service or product. Hence, if the
consumers of company are not adopting online service, it may be because they are not aware
about such a service being available and the added value that it offers.
ii) Company Image Positioning
The overall image of the company as perceived by the customers can be termed as ‘Company
Image Positioning’. The elements were the vision and mission statement of the company, its
clear cut objectives to satisfy its customers, and the brand (image) of the company.
iii) Customer Convenience
The convenience and comforts that a customer should get from a financing company can be
termed as ‘Customer Convenience’. The elements were the number of branches provided,
convenient location of the branches being used, and the general ambience and comfort level at
the company.
iv) Risk Privacy in transactions
Risk and Privacy Concerns is another important factor.  The element of trust in this context
would relate to the overall security of online transactions and determine the acceptability rate of
this alternative delivery channel in the long run. Security is the ability of a system to prevent
illegal or inappropriate use of its data and to deter cyber criminals and hackers. Using the
Internet as medium for transaction always entails some risks.
v) Company Charges
It relates to the reasonability of the charges collected by the company when compared to other
financing company and also levied as per Bangladesh Financing Guidelines. It’s also important
to consider the number of categories to charge the customers or impose penalties.

30
vi) Company Price Policy
It consisted of the pricing policies of the company. The elements factored were: the interest rates
charged on loans, the interest rates offered by the company on various schemes and the number
of categories to charge the customers or impose penalties.
4.1 Introduction:
This chapter tries to present all the data collected for this study. Data are presented in table and
graphs with researchers own interpretation.

4.2 Questionnaire Survey Analysis:

For preparing this thesis a questionnaire was prepared and interviewed 10 officers and 20 general
customers of VFS Global BD Pvt. Ltd. The questionnaires are analyzed below:

4.3 Method to find out Service Quality Level:

1. Making Questionnaire.
2. Survey.
3. Analysis of survey data.
4. Finding from the analysis.
5. Result

To find out the Service quality level of VFS Global BD Pvt. Ltd. firstly I have made a
questionnaire of 12 questions which will be rated by the existing customer of VFS Global BD
Pvt. Ltd. by 1-5 which will represent Agree to Disagree. Total respondents are 30 in where Adult
men are 15, adult women are 10 & teenage are 5. The standards of the rating is given below-

1. Strongly Agree
2. Agree
3. Neutral
4. Disagree
5. Strongly Disagree
After the survey I will analyze survey data and make a summary of the analyzed data which is
finding from the analysis. Finally I will give the survey result based on the findings from
analysis of survey data.

4.4 Surveys & Findings in Service Quality:

31
4.4.1 Tangibles

A physical item that can be perceived by the sense of touch. Examples of a tangible product
include modern looking equipment, physical facilities, reception desk etc. Many businesses also
need to provide packaging for a tangible product to provide protection during its transportation to
a retail location.

Table no 01: VFS Global BD Pvt. Ltd. has modern equipment:

Analysis of Tangible No. of Respondents Percentage

Strongly Agreed 23 77%
Agreed 6 20%
Neutral 1 3%
Disagreed 0 0%
Strongly Disagreed 0 0%

Modern Looking Equipment

20% 3%

77%

Strongly Agreed Agreed Neutral

Disagreed Strongly Disagreed

Analysis:

Majority portion of the sample liked the modern looking equipment that are used by VFS Global
BD Pvt. Ltd. Which is based on providing quality service to their customer. The chart shows that
how much careful they are about service quality. 77% respondents are strongly agreed, 20% are
agreed, 3% are neutral and 0% are disagreed & disagreed with the given equipment.

32
Table No. 02: VFS Global BD Pvt. Ltd. reception desk employees are well groomed:
Analysis of Tangible No. of Respondents Percentage
Strongly Agreed 5 17%
Agreed 15 56%
Neutral 2 10%
Disagreed 8 17%
Strongly Disagreed 0 0%

Desk Employees are well groomed

17% 17%

Strongly Agreed
Agreed
10% Neutral
Disagreed
Strongly Disagreed

56%

Analysis:
We can see that the sample like that are used by VFS Global BD Pvt. Ltd. in order to provide
quality service to their customers. The above pie chart is about to show how much careful VFS
Global BD Pvt. Ltd. about their service quality. 17% respondents are strongly agreed, 56% are
agreed, 10% are neutral, 17% are disagreed and 0% are strongly disagreed.

33
4.4.2 Reliability

Parallel forms reliability is a measure of reliability obtained by administering different versions

of an assessment tool (both versions must contain items that probe the same construct, skill,
knowledge base, etc.) to the same group of individuals. 

Table no 01: VFS Global BD Pvt. Ltd. shows a sincere interest in solving visa related problems:
Analysis of Reliability No. of Respondents Percentage
Strongly Agreed 0 0%
Agreed 21 70%
Neutral 6 20%
Disagreed 3 10%
Strongly Disagreed 0 0%

Sincere Interest In Solving

Strongly Disagreed 0.00%

Disagreed 10.00%

Neutral 20.00%

Agreed 70.00%

Strongly Agreed 0.00%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

Sincere interest in Solving

Analysis:

From this pie chart components, reliability is also absolute as 70% are agreed with the statement.
Then 10% respondents are disagreed. 20% are neutral. So the perception is more than the
expectation. It proves that VFS Global BD Pvt. Ltd. is providing proper services.

34
Table no 02: VFS Global BD Pvt. Ltd. visa processing procedures are simple & easy:
Analysis of Reliability No. of Respondents Percentage
Strongly Agreed 0 0%
Agreed 23 76%
Neutral 3 10%
Disagreed 4 14%
Strongly Disagreed 0 0%

VFS Global BD Pvt. Ltd. Lending Procedures are Simple

Strongly Disagreed 0.00%

Disagreed 14.00%

Neutral 10.00%

Agreed 76.00%

Strongly Agreed 0.00%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Analysis:
From the chart we can see that 90% respondents are strongly agreed with that proposal. So the
perception is more than the expectation. It proves that VFS Global BD Pvt. Ltd. is providing
good services.

4.4.3 Responsiveness

35
Customer responsiveness is the ability of a business to recognize and respond to changing
customer needs. 
Table no 01: Employees in VFS Global BD Pvt. Ltd. gives prompt services after immigrant to
foreign country:
Analysis of Responsiveness No. of Respondents Percentage
Strongly Agreed 1 4%
Agreed 19 63%
Neutral 10 33%
Disagreed 0 0%
Strongly Disagreed 0 0%

VFS Global BD Pvt. Ltd. Gives Prompt Services

63.00%

33.00%

4.00%
0.00% 0.00%
Strongly Agreed Agreed Neutral Disagreed Strongly
Disagreed

Analysis:
From the above chart, we can see that 63% respondents are agreed with the statement. 4% are
strongly agreed, 33% are neutral. So, majority of the customers feel that the services of VFS
Global BD Pvt. Ltd. are perfect and the service is responsive.

36
Table no 02: Employees in VFS Global BD Pvt. Ltd. are always willing to help clients:

Analysis of Responsiveness No. of Respondents Percentage

Strongly Agreed 7 23%
Agreed 9 34%
Neutral 13 43%
Disagreed 1 0%
Strongly Disagreed 0 0%

VFS Global BD Pvt. Ltd. are Always Willing to Help

43%

34%

23%

0% 0%
Strongly Agreed Agreed Neutral Disagreed Strongly Disgreed

Analysis:
Here 43% respondents are neutral at the statement which means that the service of VFS Global
BD Pvt. Ltd. should be developed more. 30% are agreed, 43% are strongly agreed. So, we can
say that VFS Global BD Pvt. Ltd. should give importance on this sector more.

37
4.4.4 Assurance
Part of corporate governance in which a management provides accurate and current information
to the stakeholders about the efficiency and effectiveness of its policies and operations, and the
status of its compliance with the statutory obligations.

Table no 01: The behavior of employees in VFS Global BD Pvt. Ltd. instills confidence in
clients:

Analysis of Assurance No. of Respondents Percentage

Strongly Agreed 12 40%
Agreed 16 53%
Neutral 2 7%
Disagreed 0 0%
Strongly Disagreed 0 0%

VFS Global BD Pvt. Ltd. Employees Instills Confidence

Strongly Disagreed 0%

Disagreed 0%

Neutral 7%

Agreed 53%

Strongly Agreed 40%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

Analysis:
This charts how careful VFS Global BD Pvt. Ltd. is about their customer’s satisfaction. 40% are
strongly agreed, 53% are agreed, and 7% are neutral and 0% are respectively are disagreed &
strongly disagreed.

38
Table no 02: Clients feel safe in making transaction with VFS Global BD Pvt. Ltd.:

Analysis of Assurance No. of Respondents Percentage

Strongly Agreed 24 80%
Agreed 0 0%
Neutral 6 20%
Disagreed 0 0%
Strongly Disagreed 0 0%

90%
80%
80%

70%

60%

50%

40%

30%
20%
20%

10%
0% 0% 0%
0%
Strongly Agreed Agreed Neutral Disagreed Strongly
Disagreed

Feeling Safe to Transact

Analysis:
In this segment we can see that 80% respondents are strongly agreed and 20% are neutral with
the statement that VFS Global BD Pvt. Ltd. is very much safe to make transactions. So in this
perspective we can say that VFS Global BD Pvt. Ltd. gained trust from their customers.

39
Table no 03: Employees in VFS Global BD Pvt. Ltd. have the knowledge to answer clients
questions about visa processing & procedures:

Analysis of Assurance No. of Respondents Percentage

Strongly Agreed 27 0%
Agreed 1 81%
Neutral 2 6%
Disagreed 0 13%
Strongly Disagreed 0 0%

Employees have the Knowledge to Answer

90%
81.00%
80%
70%
60%
50%
40%
30%
20%
13.00%
10% 6.00%
0.00% 0.00%
0%
Strongly Agreed Agreed Neutral Disagreed Strongly
Adisagreed

Analysis:
From the chart, 81% respondents are agreed with the statement that employees of VFS Global
BD Pvt. Ltd. have the knowledge to answer question of customers but 13% said disagreed about
the statement. Overall that means the customer are satisfied with the services.

40
4.4.5 Empathy

Empathy is, at its simplest, awareness of the feelings and emotions of other people. It is a key
element of Emotional Intelligence, the link between self and others, because it is how we as
individuals understand what others are experiencing as if we were feeling it ourselves. 

Table no 01: Employees gives clients individual attention when they need any advices:

Analysis of Empathy No. of Respondents Percentage

Strongly Agreed 3 10%
Agreed 23 77%
Neutral 4 13%
Disagreed 0 0%
Strongly Disagreed 0 0%

Employees Give Individual Attention

Strongly Disagreed 0.00%

Disagreed 0.00%

Neutral 13.00%

Agreed 77.00%

Strongly Agreed 10.00%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Analysis:
From the above chart we can see that only 10% respondents are strongly agreed and 77% are
agreed with the statement. So it proves that employees give individual attention to customers’
needs.

41
Table no 02: VFS Global BD Pvt. Ltd. has exciting rate than others:
Analysis of Empathy No. of Respondents Percentage
Strongly Agreed 0 0%
Agreed 13 43%
Neutral 17 57%
Disagreed 0 0%
Strongly Disagreed 0 0%

VFS Global BD Pvt. Ltd. Has Best rate

60% 57.00%

50%
43.00%
40%

30%

20%

10%
0.00% 0.00% 0.00%
0%
Strongly Agreed Neutral Disagreed Strongly
Agreed Disagreed

Analysis:
From above we can see that VFS Global BD Pvt. Ltd. should be careful about their customer’s
satisfaction because 43% are agreed and 57% are neutral on this statement.

42
Table no 03: The employees of VFS Global BD Pvt. Ltd. understand your specific need:

Analysis of Empathy No. of Respondents Percentage

Strongly Agreed 0 0%
Agreed 23 77%
Neutral 7 23%
Disagreed 0 0%
Strongly Disagreed 0 0%

Employees Understand Specific Needs

80.00%
70.00%
60.00%
50.00%
77.00%
40.00%
30.00%
20.00%
23.00%
10.00% 0.00% 0.00% 0.00%

0.00%
Strongly Agreed Neutral Disagreed Strongly
Agreed Disagreed

Employees Understand Specific Needs

Analysis:
On this chart we can see that 73.33% respondents are agreed and 6.67% & 20% are respectively
agreed and neutral on this statement. So, we can say that VFS Global BD Pvt. Ltd. understands
specific needs of customers.

43
 CHAPTER FIVE:
FINDINGS, RECOMMENDATIONS &
CONCLUSION

5.1 Findings of the Study:

44
While analyzing data collection, analysis and representation, we got some problems which have
created some issues or limited the reputation of the company to some extent from my opinion.
We have tried our best to prepare a complete framework of project. The overall problems of the
report are mentioned in following:

1. 17% respondents disagreed with that VFS Global BD Pvt. Ltd. reception desk employees
are well groomed.
2. 10% respondents disagreed with that VFS Global BD Pvt. Ltd. shows a sincere interest in
a solving problems.
3. 14% respondents said that VFS Global BD Pvt. Ltd. visa processing procedures are
simple & easy.
4. 13% respondents said that Employees in VFS Global BD Pvt. Ltd. have low knowledge
to answer their questions.
5. The main server of VFS Global BD Pvt. Ltd. is not accessible sometimes because of
weak traffic load of domain.
6. VFS Global BD Pvt. Ltd. don’t have right number of employee in some division.
7. VFS Global BD Pvt. Ltd. has less interest in advertising which will lose confidence in the
mind of the consumers and lose market to their competitors.
8. Nowadays changes are being made regularly. Present economic crisis, bad situation in
abroad and strict regulations regarding corona virus are implementing. On this regard,
everything is also changing their regulations. Company authority’s unwillingness are being
noticed in some sectors.
5.2 Recommendations:
1. VFS Global BD Pvt. Ltd. will have to serve good service, have to behave well with the
customers. VFS Global BD Pvt. Ltd. should teach reception desk employee about
manners.
2. VFS Global BD Pvt. Ltd. have to give proper explanations about the benefits they will
get after becoming the clients of the company, if they face problem the authority should
show interest to solve it.
3. VFS Global BD Pvt. Ltd. visa processing procedures should be simple so that customer
can feel ease to get the service.

45
4. VFS Global BD Pvt. Ltd. should arrange training for employees to learn about their
products and services according to clients’ needs and desire because the things get
changed with the time. Customers want to know about the products and services.
5. The main server of VFS Global BD Pvt. Ltd. should be developed and traffic load of
domain need to be strong. VFS Global BD Pvt. Ltd. needs more modern looking
equipment to satisfy clients.
6. VFS Global BD Pvt. Ltd. don’t have right number of employee in some division so
company should appoint more trained and well-groomed employees in every division.
7. VFS Global PVT. BD. Ltd. should arrange advertising which will let others about the
products and services of company. VFS Global PVT. BD. Ltd. can advertise through tv
ads. Newspaper circular etc.
8. Changes are being made in industry regularly, new regulations are being made by
Bangladesh Regulatory Authority. So authority should be more sincere on this aspects,
need to monitor all the activities & provide customers useful information to stay safe.

46
5.3 Conclusion:

This research has provided some interesting insight in to what kind of service the customers
give importance to and what quality service they get from VFS Global BD Pvt. Ltd. It is
quite obvious from the research that the customer requirements are not fully met and they
are very dissatisfied with some of the aspects of the company. Again the research revealed
that only one third of customers were more or less satisfied with the service of VFS Global
BD Pvt. Ltd. and more than half of the respondents were on the neutral side of satisfaction
line.

Finally, I would say that this research thesis at VFS Global BD Pvt. Ltd. has increased my
practical knowledge of marketing sector and made by RMBA education more complete and
applied. In this thesis, I got the opportunity to apply various tools and concepts I learn in my
RMBA courses.

Customers are the vital for every business. It is not possible to make a profitable business
without concerning the customer’s benefit. VFS Global BD Pvt. Ltd. is a great visa processing
agency. To achieve the desired position in the market, timely improvement in service is
essential

47
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18. https://www.vfsglobal.ca
19. https://www.immi.gov.bd/Immi_rules
20. https://www.immi.gov.bd
21. The Immigration Channel - VOL 18 NO -96 REGD NO DA 1589 | Dhaka, Sunday
March 22, 2009
22. https://mof.gov.bd/site/page/95a710cc-0871-447a-973e-5fd414561b01/General
immigration--Rules
23. http://www.dip.gov.bd/
24. www.bd-immigration.blogspot.com
25. http://www.theflyingexpress-bd.com/2010/01/18/89778.html

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 Appendix
I’m the student of IIUC, I’ve conducted a survey on Service Quality of Travel & Immigrant
Agency named VFS Global Bd. Pvt. Ltd.
Sl. No. Gender Age Education Level Occupation
Male (15) 20-50 & above Graduate, Post Graduate, Part-time job, Private
1. On Study job, Student
Female (10) 20-50 & above Graduate, Post Graduate, Part-time job, Private
On Study job, Student,
Housewife
Teenage (5) 13-19 On Study Student
Below (0) 01-12 Nil Nil

Tangibles: Strongly Agree Neut Disag Strongly

Agree ral ree Disagree
01 VFS Global BD Pvt. Ltd. has modern equipment
02 VFS Global BD Pvt. Ltd. reception desk employees
are well groomed
Reliability:
03 VFS Global BD Pvt. Ltd. shows a sincere interest in
solving visa related problems
04 VFS Global BD Pvt. Ltd. visa processing procedures
are simple & easy
Responsiveness:
05 Employees in VFS Global BD Pvt. Ltd. gives prompt
services after immigrant to foreign country
06 Employees in VFS Global BD Pvt. Ltd. are always
willing to help clients
Assurance:
07 The behavior of employees in VFS Global BD Pvt.
Ltd. instills confidence in clients
08 Clients feel safe in making transaction with VFS
Global BD Pvt. Ltd.
09 Employees in VFS Global BD Pvt. Ltd. have the
knowledge to answer clients questions about visa
processing & procedures
Empathy:
10 Employees gives clients individual attention when
they need any advices.
11 VFS Global BD Pvt. Ltd. has exciting rate than others.
12 The employees of VFS Global BD Pvt. Ltd.
understand your specific need.

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