Content Analysis of the Banks’ Mission Statements: A Study of Bangladeshi Listed Banks

Abstract

The aim of this paper is to empirically investigate the quality of mission statements of all the listed banks operating in Bangladesh. To achieve the purpose, the components of the mission statements have been analyzed using a Nine Point Scale model given by Fred R. David. Moreover, number of words and sentences used in the statements was also counted. The findings indicate that most of the listed banks are making the average level of score and giving more emphasis on customers, product and services, philosophy compare to self-concept, markets and concern for employees. The average length of a mission statement is 58.10 (min. =9 and max. = 113) words and 3.60 (min. =1 and max. = 12) sentences.