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Internship Proposal

Submitted to

Dr. Golam Mohammad


Submitted by

Sania Wadud
042 010 030

NORTH SOUTH UNIVERSITY Measuring Customer Satisfaction at HSBC.

A. Introduction Commercial Banksassaulted by the pressures of globalization, competition from nonbanking financial institutions, and volatile market dynamicsare constantly seeking new ways to add value to their services by minimizing gaps in banks. The questions What satisfies customer? What attracts and retains customer? As the first step in understanding superior services, understanding customers demands, managing supplies, mitigating and dipping the competitive gaps a bank can confirm its supremacy. This study will focus on some of these issues.

B. Objective of the Study The objectives of the study are; providing an important in depth view of HSBC to the readers and getting the competitive gap HSBC is in or is out, to identify areas where HSBC is performing well, to home in on areas where improvement is possible, to keep pace with our customers rapidly evolving banking needs, customer service excellence or mediocrities and behaviors that exhibit teamwork, integrity, excellence What implications do competitive gaps have on HSBCs ability to attract and retain customers? What implications do they have on HSBCs ability to beat competitors in specific product/market areas? Measuring and analyzing HSBCs commitment and ability to provide high value-added experiences for HSBCs customers, and Recommendations of how HSBC can improve its competitive position is focused as well. The specific objectives are to explain the meaning of customer satisfaction, understand the need of customer satisfaction, provide information on HSBC Bangladesh, determine most important attributes of service quality, identify the most satisfied demographic segments, determine relation between complaint resolution and satisfaction etc, analyze the effectiveness of HSBCs customer services and satisfaction, find out the facilities provided by HSBC to its consumer and how the facilities were perceived , identify the problem for finding out the reason of limit client. C. Significance of the Study The study has got some significance through its themes and domino effects. The research will be conducted to know the nature of in general customer service and satisfaction of HSBC in Bangladesh. It includes the organizational structure and policy of HSBC Bangladesh and investigating the strategies applied by HSBC. 3

D. Expected Findings HSBC, a well known alleged foreign bank, is just operating for above ten years in Bangladesh. But with this limited time period its Global Expertise acquired the Local Knowledge quite well. The bank always tries to satisfy its customer through services. The study will try to find the level of significance the customers of HSBC put across various service level attributes and also to determine how well HSBC was satisfying the customers on those service grounds.

E. Methodology I. Primary Data: Primary information is under consideration in the following manner: Face to face conversation with the employees. By interviewing customers at HSBC, Main Office Sending questionnaire to the customer by Sales officer.

II. Secondary Data: Different types of secondary data are included in this research. Sources of secondary information can be defined as follows Prior research report Group Business Principal manual Group Instruction Manual & Business Instruction Manual

Bank's Annual Report. Any information regarding the Banking sector Different books and periodicals related to the banking sector. Internet browsing. Newspapers

F. Data Collection Instruments In-depth interview: During the exploratory research, I conducted in-depth interviews with managers, employees & customers of HSBC Questionnaire survey: I also designed a structured questionnaire for the customers of HSBC.

G. Limitations of the Study The survey was limited to the customers of Personal banking division and does not cover the organizational or corporate customers of HSBC. Part on organizational culture was written from individuals perception and may vary from person to person. The information regarding the competitors is difficult to get Large-scale research was not possible due to constraints and restrictions posed by the organization.

In many cases, up to date information is not published. Getting Relevant papers and documents were strictly prohibited. Many procedural matters were conducted directly in the operations by the top management level, which may also have some sort of restrictions.

To protect the organizational loss in regard of maintaining confidentiality, some parts of the report are not in depth.