Beruflich Dokumente
Kultur Dokumente
One
1.0 INTRODUCTION
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1.1 Origin of the Report:
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1.4 Methodology:
The report is performed based on the information extracted from different sources
collection by using a specific methodology. This report is analytical in nature.
Data Collection: Both the primary and secondary sources are used for the
research purpose.
Primary Sources: Primary sources such as interviewing the customer over the
phone, questionnaire and discussed with my line manager and my senior
colleague.
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CHAPTER
Two
2.0 ORGANIZATION PROFILE
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2.1 HSBC Group:
Headquartered in London, HSBC is one of the largest banking and financial
services organizations in the world. HSBC's international network comprises of
over 10000 offices in 88 countries and territories in Europe, the Asia-Pacific
region, the Americas, the Middle East and Africa.
With listings on the London, HongKong, New York, Paris and Bermuda stock
exchanges, shares in HSBC Holdings plc are held by nearly 250,000 shareholders
in some 150 countries and territories. The shares are traded on the New York Stock
Exchange in the form of American Depositary Receipts.
The HSBC Group has an international pedigree, which is unique. Many of its
principal companies opened for business over a century ago and they have a
history, which is rich in variety and achievement. The HSBC Group is named after
its founding member, The Hongkong and Shanghai Banking Corporation Limited,
which was established in 1865 to finance the growing trade between China and
Europe.
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“We aim to satisfy our customers with high quality service that reflects our global
image as the premier international bank”
The HSBC brand & corporate identity represents what HSBC wants its brand to
mean to its customer. It is derived from the group.
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2.5.1 Corporate Character:
HSBC is a prudent, cost conscious, ethically grounded, conservative, trustworthy
international builder of long-term customer relationships.
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Effective and efficient operations
Strong capital and liquidity
Conservative lending policy
Strict expense discipline
HSBC Operates According to Certain Key Business Values:
The highest personal standards of integrity at all levels;
Commitment to truth and fair dealing
Hand-on management at all levels
Openly esteemed commitment to quality and competence
A minimum of bureaucracy
Fast decisions and implementation
Putting the Group’s interests ahead of the individual’s
The appropriate delegation of authority with accountability
Fair and objective employer
A merit approach to recruitment, selection, promotion
Promotion of good environmental practice and sustainable development
and commitment to the welfare and development of each local community.
HSBC’s reputation is founded on adherence to these principles and values. All
actions taken by a member of HSBC or staff member on behalf of a Group
company should conform to them.
HSBC believes in Five Key Brand Values:
Perceptive
Progressive
Responsive
Respectful
Fair
2.6 HSBC in Bangladesh:
The HSBC Asia Pacific group represents HSBC in Bangladesh. HSBC opened its
first branch in Dhaka on 17th December 1996 to provide personal banking services,
trade and corporate services, and custody services. The Bank was awarded
ISO9002 accreditation for its personal and business banking services, which cover
trade services, securities and safe custody, corporate banking and all personal
banking. This ISO9002 designation is the first of its kind for a bank in
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Bangladesh. The Hongkong and Shanghai Banking Corporation Bangladesh Ltd.
primarily limited its operations to help garments industry and to commercial
banking. Latter, it is extended to pharmaceuticals, jute and consumer products.
Other services include cash management, treasury, securities, and custodial
service.
Realizing the huge potential and growth in person banking industry in Bangladesh,
HSBC extended its operation to the personal banking sector in Bangladesh and
within a very short span of time it was able to build up a huge client base.
Extending its operation further, HSBC opened a branch at Chittagong, two branch
offices at Dhaka (Gulshan and Motijheel) and an offshore banking unit on
November 1998. Another branch was opened at Dhanmondi on 1 st March 2003. It
further expanded its banking services by opening up branches in Uttara, Sylhet,
Banani, Lalbagh, Narayangonj and Mirpur.
HSBC Bangladesh is under the strict of supervision of HSBC Asia Pacific Group,
Hongkong. The Chief Executive Officer of HSBC Bangladesh manages the whole
banking operation of HSBC in Bangladesh. Under the CEO, there are heads of
departments, who manage specific banking functions e.g. Personal banking,
corporate banking, etc.
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These products are designed to meet the diverse customer needs more completely.
HSBC in Bangladesh also specializes in self-service banking through providing
24-hour ATM services.
Name of the Organization The Hong Kong Shanghai Banking Corporation Bangladesh
LTD
Technology Offers full online banking from branch to branch and from
Dhaka, Chittagong and Sylhet
Service Coverage & Serves individual and corporate customers within Dhaka,
Customers Narayangonj, Chittagong and Sylhet.
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Table: Brief Overview of HSBC in Bangladesh
Executive Committee
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authority of all the levels. Managers are the departmental heads who are
responsible for the activities of their departments. They are the heads of the
department and formulate strategies for that department. e.g. Human Resources
Manger. Executives have the authority next to managers. They are basically
responsible for certain activities & organizational functions. e.g. Admin Executive.
These two layers represent the management level of HSBC Bangladesh.
Officers are the next persons to stand in the hierarchy list. They are the typical
mid-level employees of HSBC organizational hierarchy. These officers are
responsible for managing the operational activities and operating level employees.
The operating level employees of HSBC who are ranked as Assistant Officer fill
the last layer of this hierarchy.
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CHAPTER
CHAPTER
Three
Three
3.0CUSTOMER
3.0 CUSTOMERSATISFACTION
SATISFACTION&&
Its FINDING
ItsFINDING
Our economy without a doubt has seen the changes in various different phases.
With these changes going on in our economy Banking certainly has become a very
significant industry. With ever growing demands of finance, business and the
government itself, the strive to do better is nonstop. At present with 52 enlisted
banks in the economy, operating in different markets niches, competition is at a cut
throat. The need for better, innovative and quick service delivery is at the top
priority list of every bank.
The goal is to identify the main reasons of client dissatisfaction and find its
relationship with a client’s level of knowledge about the bank’s services. In order
to accomplish my goal I have identified one important observation and that is the
relationship between clients’ knowledge on the services provided by the bank and
the actual services that are available by the bank for them. Disparity in such cases
often result in the most common forms of client dissatisfaction
Satisfaction of these services depends on many variables but most importantly on
two factors:
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1. The level of service provided to clients as promised by the bank.
2. And the level of services expected by the clients.
The intention is to find out the relationship between the level of knowledge of the
clients on the services that the bank provides and the actual services that are
available by the bank for them. In most occasions I have found dissatisfaction of
clients arise from their level of expectations. Coming back to that later, if we
observe client behavior, we will see that it has become a common practice for
clients not to go through the banking papers thoroughly hence there is the creation
of knowledge gap. In fact the only document clients do go thoroughly is their
banking statements.
This paper is built on cases that I observed and my survey. The above mentioned
cases in the introductory part are interrelated and are intended to manifest the
relationship between customer satisfaction and their level of knowledge on
services. This paper with the case studies depicting different scenarios has graphs,
tables, and charts in order to provide the reader with ease of understanding. The
conclusion is based on data, correlation, regression and other outputs.
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On the other hand the clients need to be aware of what the bank is communicating
to them. If the clients choose to remain uninvolved with their bank then their level
of expectation will be very difficult to match as there would be no basis on those
expectations.
Hence the study is important as it will prove that when it comes to client
satisfaction the clients are also as responsible in staying aware and updated on the
banking services as well as the bank is responsible to deliver services as promised.
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Survey Questionnaire
Q1. Satisfied with HSBC's service
Satisfied
Valid
Frequenc Percen Cumulativ
y Percent t e Percent
Valid yes 13 86.7 86.7 86.7
remarks 2 13.3 13.3 100.0
Total 15 100.0 100.0
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Satisfied
yes
remarks
Interpretation:
More the qualified people the organization have more the efficiency and
effectiveness in the service is provided by those personnel. Efficient and effective
work reduces the lead time of performing job that will satisfy the customers. The
above data shows that the service provided by the personnel, 86.7 % customers
said the quality in service is high and only 13.3% said average.
Prompt
Valid
Frequenc Percen Cumulativ
y Percent t e Percent
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a rk
m
re s
n
o
s
e
y
m
ro
p
Interpretation:
Most of the customers want the prom service in every time. The knowledge of
procedure, service of the employee can help the employee to give a prompt
service to their customer. Here the data shows that 73.3% customers said that they
get prom service and the 13.3% said no and the rest of the 13.3% customer said
other remarks.
Solution
Valid
Frequenc Percen Cumulativ
y Percent t e Percent
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n m
re o s
rk
a
y e s
lu tio
o
s n
Interpretation:
The data shows that 66.7% customers are get solution in their every query and
6:7% customers said no and the 26.7% customers are neutral. So we should look
over this matter.
Charges
Valid
Frequenc Percen Cumulativ
y Percent t e Percent
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Valid yes 9 60.0 60.0 60.0
no 5 33.3 33.3 93.3
remarks 1 6.7 6.7 100.0
Total 15 100.0 100.0
a rk
m
re s
o
n
s
e
y
a rg
h
C s
e
Interpretation:
We asked our customer’s opinion about the fees and service charges of service
compare to the service quality. Majority of the people 60% are agreed with our
service charges and 6.7% customers are neutral. And rest of the customers that
means 33.3% customers said the charges is very high. This should be noticeable
and need to be think about the service charges.
Process
Valid
Frequenc Percen Cumulativ
y Percent t e Percent
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no 2 13.3 13.3 80.0
remarks 3 20.0 20.0 100.0
Total 15 100.0 100.0
ma
re s
rk
o
n
s
e
y
p o
r s
e
c
Interpretation:
All customers are not aware about the bank’s process. In this survey 66.7%
customer are agreed with our process, 13.3% customers are not satisfied with
process, 20% customers give a neutral answer. So we should improve our process
quality.
Flavor
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Valid
Frequenc Percen Cumulativ
y Percent t e Percent
a rk
m
re s
o
n
s
e
y
o r
v
fla
Interpretation:
Maximum people believe in brand value. A brand should be representing you and
your test. HSBC is not only a foreign bank it also an international bank which
carry a brand value. We asked our customer about the flavor of the HSBC Bank.
Here 73.3% said yes, 6.7% said no and 20% said other comments. Which carry a
good sign?
Rate
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Valid
Frequenc Percen Cumulativ
y Percent t e Percent
Valid leadings 13 86.7 86.7 86.7
average 2 13.3 13.3 100.0
Total 15 100.0 100.0
e ra
v
a e
g
ld in
te
ra s
Interpretation:
Without comparing with other banks such as EBL,MBL,DBBL etc you cannot
find out your positioning the market. In this survey 86.7% customers said that
HSBC is a leading bank and the rest of 13.3% customer said average.
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Experience
ma
e
R s
rk
o
N
s
e
Y
p rie
x
E n c
e
Interpretation:
Here “Moment of magic” means you got extra benefit or extra facility than what
you want. We asked our valued customer that did they have any “Moment of
magic” experience in HSBC. The 53.3% customers said yes and share the
experience with us. 6.7% gives neutral answer and 40% customers said that they
have no in such a kind of experience. If we want to connect the customer with a
strong bonding we should take it seriously.
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Q9. Comfortable with HSBC's verification process
Comfortable
Ne
R ro k
a
m s
Yes
m fo
o
c b le
rta
Interpretation:
HSBC always believe that customer’s security is HSBC’s security and we always
maintain a strong verification process. In this survey73.3% customers are easily
comfortable with the verification process, 20% customers are not feels comfort
and the rest of 6.7% are neutral. Here we can say we need to be more aware the
customers about their security.
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Q10. Receive your call within 3 rings
Receive
ma
e
R s
rk
o
N
re e
cY
iv
s
Interpretation:
We always try to give attention the customer when they give a call in our bank’s
we try to receive his call within 3 rings. But sometimes this not possible. The data
said that 66.7% are agreed, 20% said no and the 13.3% are neutral. It also a
noticeable point to improve our service quality.
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Q11. Always welcoming you with HSBC's new product or service
Welcoming
Rem rk
a s
Yes
we
m in
o
lc g
Interpretation:
Marketing helps to attach you with the customers and bring you new business. We
asked the customers about the welcoming culture of HSBC’S new product and
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service. Most of the customers 86.7% are said yes which is positive and 13:3%
give their neutral answer.
Loyal
Interpretation:
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Loyalty brings your characteristics. It proves how honesty and clarity is present in
your work. HSBC believe in honesty, clarity, loyalty. We don’t have any hidden
charges in our any services. Here we asked the customer about loyalty of
HSBC.93.3% customers are agreed and 6.7% is neutral. It’s bringing a positive
sign.
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Speed of service
Location of the branches
Location of the ATM’s
Promptness of error correction
Keeping Promises
Rates on Loans
Savings services
Recognition of needs
Fees & service charges
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Most of the other drivers of satisfaction that were very important to customers
showed average satisfaction scores. This depicts that most of the customers are
not very satisfied with the attributes and are somewhat indifferent with the
attributes. This brought down the overall satisfaction scores to the neutral or
average points.
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So these were the attributes that resemble strengths of services provided by HSBC
services, which were ranked as satisfactory by the respondents.
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Based on the above results, it can be said that HSBC should reconsider its service
strategies in Bangladesh and design products and services that better satisfy
customer needs and requirements. Bank should be more tactful in dealing with the
customers and launch new products that fully meet customer expectations.
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CHAPTER
CHAPTER
Four
Four
4.0
4.0CONCLUSION AND
CONCLUSIONAND
RECOMMEDATION
RECOMMEDATION
4.1 Conclusion:
This research has provided some interesting insight into what kind of service the
customers give importance to and what quality service they get from HSBC. It is
quite obvious from the research that the customer requirements are not fully met
and they are dissatisfied with some of the aspects of the bank (saving rates, credit
services, investment services, etc.). Again the research revealed that only some
customers are dissatisfied and less it one third of customers were neutral with the
services of the bank. HSBC should attract those and bring them to the positive side
of the road so that strong relationship with the customers can be maintained.
Customers are vital for every business. It is not possible to make a profitable
business without concerning the customers’ benefits. HSBC bank has a great
potential in the country as a leading global brand. To achieve the desired position
in the market, timely improvement in services is essential. The efficiency and
effectiveness in services only in customer service department is not that bank have
to be concern. It’s a collective responsibility of all the departments. So, all the
concern departments should be more prompt and efficient to compete with the
challenging opportunities of the future. The executive management also should be
enthusiastic in to the development of administration and operational system as per
demand of the age.
4.2 Limitations:
Some of the major obstacles faced while preparing the report are-
Lack of coordination among the student and course supervisor due to clash of
faculty’s office hour and student’s work hour
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Unavailability of work hours in the computer laboratory of our university
during weekends
4.3 Recommendations:
HSBC is one of the most flourishing Banks of Bangladesh with wide growth
opportunities in the industry. The survey on the customers of HSBC was
conducted with an aim of improving the overall customer satisfaction at HSBC.
The research gave valuable insights as to where improvements were necessary to
improve the quality of service. HSBC with its strong corporate image and
organizational strength can successfully utilize the opportunities and overcome its
weaknesses. In this section, a list of recommendation is presented based on the
findings of the survey conducted on HSBC customers:
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Clarity of the statements:
The bank should redesign the format of its account statement in to a clearer and
easily understandable format. The survey showed a huge amount of dissatisfaction
towards the current format of statements. It should be redesigned with inputs from
customers and satisfying their requirements.
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Locker Services
While interacting with the customers at customer service point, a huge amount of
customers demanded locker services. With such demand of this service, HSBC
should consider of providing locker services to its customers. This will also attract
new customers from other banks who are currently offering these services.
These are all about the recommendations provided based on survey and my
personal experiences of internship in HSBC. By following these recommendations
HSBC would be able to build up a strong platform of satisfied customers.
BIBLIOGRAPHY
Books:
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Organizational Publications:
Prior research report
Group Business Principal manual
Group Instruction Manual & Business Instruction Manual
Bank's Annual Report.
Internet Resources:
www.hsbc.com.bd
http://beginnersinvest.about.com/cs/bondbasics/f/whatisabond.htm
http://www.hsbc.com.bd/1/2/dak2/
ACRONYMS
HSBC : The Hongkong and Shanghai Banking Corporation Limited
OD : Over Draft
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CIB : Credit Information
CS : Customer Service
RM : Relationship Manager
DD : Demand Draft
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