A working report on the perspective of customer satisfaction with HSBC Bank through extended marketing mix

By Samrina Reza ID# 0810108

An Internship Report Presented in Partial Fulfillment of the Requirements for the Degree of Bachelor of Business Administration

INDEPENDENT UNIVERSITY, BANGLADESH

A working report on the perspective of customer satisfaction with HSBC bank through extended marketing mix

A working report on the perspective of customer satisfaction with HSBC bank through extended marketing mix

By Samrina Reza ID# 0810108

Has been approved August 2012

Submitted to Abul Khair Jyote Lecturer School of Business Independent University, Bangladesh

Preface
BBA program is targeted to produce skillful Business Executive having an absolution professional outlook. So, graduates of the discipline should be pragmatic and should have a first hand view of the real life business environment. The prime objective of the internship program is to produce the learners with practical organization environment so that they can tune up themselves for the job in future and can get an opportunity to reconcile the theoretical knowledge with real life situation. For this reason internship program is indispensable for the BBA program. As a student of School of business, Independent University of Bangladesh, I worked in the HSBC Bank, Uttara Branch. I decided to make a Working Report on customer satisfaction of HSBC Bank. I have tried my best to make this report effective and realistic and my endeavor will be fruitful at that time if anybody is benefited from this on.

With best regards, ................................ Samrina Reza. ID # 0810108

Acknowledgement
I am very grateful to Almighty ALLAH for giving me the opportunity to complete my report in due time. Without his help, it would not have been possible. At first, I offer my sincere gratitude and thanks to the respective Supervisor Abul khair Jyote, Lecturer, School of Business, Independent University of Bangladesh whos guidance influenced me to complete my internship program properly. A successful internship report reflects the affiliated organizations activities as it provides a virtual ground where the implication of theoretical knowledge experience with the practical teaching. I am more benefited and decorated for being oriented with a group of qualified and benevolent people. I would like to thanks Mr. Proshanto k. Singha, Branch Manager, and also Mr. Prosun K. Talukder, Relationship officer (front desk), and all the other colleagues I had during these three months who have helped me to prepare my report. My special gratitude goes to Mr. Maheen Jubaed, whose valuable advice and co-operation taught me a lot about banking & also helped me to prepare my report. Finally I would like to acknowledge all the officials and employees of HSBC Bank for their nice & friendly co-operation.

Letter Of Transmittal
26th August 2012 Abul Khair Jyote Lecturer School of Business Independent University, Bangladesh

Subject: Submission of internship report on the perspective of customer satisfaction with HSBC bank through extended marketing mix.

Dear Sir, Its my pleasure to submit you my internship report on The perspective of customer satisfaction with HSBC bank through extended marketing mix. I have completed my internship program in HSBC Bank as a part of my study. I have tried my self to explain my learning and experience I have gathered form my internship program briefly in this report. I appreciate that this approach really contributes in giving my course learning a lasting shape in me. The entire report is based on my practical experience. I have great hope that the report will meet your expectation and aid you in getting a clearer idea about the subject. Your valuable and authoritative advice will inspire me to produce further sound study in the future.

Sincerely, Samrina Reza ID# 0810108 Independent University, Bangladesh.

TABLE OF CONTENT
Executive Summary ......................................................................................................................... 1 Chapter 1: Introduction .................................................................................................................... 2 1.0 HSBC Bank at a Glance ............................................................................................................. 2 1.1 An Overview of HSBC Group ................................................................................................... 2 1.2 HSBC History ............................................................................................................................ 3 1.3 Corporate social responsibility .................................................................................................. 5 1.4 Limitation................................................................................................................................... 5 Chapter 2: Work on Report .............................................................................................................. 7 2.0 Activities done as an Intern........................................................................................................ 7 2.1 My work in details ..................................................................................................................... 7 2.2 My learning as an Intern ............................................................................................................ 8 2.3 Problems I have encountered as an Intern ............................................................................... 10 2.4 Conclusion ............................................................................................................................... 11 Chapter 3: Analysis of Customer Satisfaction at HSBC Bank ...................................................... 12 3.0 Introduction .............................................................................................................................. 12 3.1 Background of the study .......................................................................................................... 13 3.2 Scope of the study .................................................................................................................... 14 3.3 Objective of the study .............................................................................................................. 14 3.4 Limitation of the report ............................................................................................................ 15

3.5 Literature Review..................................................................................................................... 15 3.6 Methodology ............................................................................................................................ 18 3.7 Data Interpretation ................................................................................................................... 26 3.8 Conclusion ............................................................................................................................... 29 3.9 Recommendation ..................................................................................................................... 29 Chapter 4: Reference...................................................................................................................... 31 4.0 Reference ................................................................................................................................. 31 Appendix A: Customer Satisfaction Survey - 2012...................................................................... 34 Appendix B: Working on Mean, Standard Deviation and Variance ............................................. 35 Appendix C: List Of Abbreviation ................................................................................................ 36

Perspective of customer satisfaction with HSBC Bank

Executive Summary
The Internship program of Independent University Bangladesh is required for completion of Bachelor of Business Administration. It helps us to enable and build up the theoretical knowledge about business administration based on practical work experience and also prepares us for the challenge of todays work environment. I worked in HSBC Bank in the department of Retail and wealth management. HSBC Bank has become a significant entity in the economy as a whole and also in local community. The bank has formed a very strong organization structure comprised with very qualified workforce. It has been doing business in the subcontinent for over 100 years. HSBC Bank has the largest market share in Bangladesh Banking Industry and has divided its banking activity into two different segments, which are consumer banking and wholesale banking. Consumer banking is based on individual Client whereas wholesale banking focuses on the corporate sector. During my internship in consumer banking I have learned the culture of HSBC as well as the overall position of the bank, the working pattern and also learned about the environment of the bank. I mainly worked on the project of auditing done by the Central bank of Bangladesh or known as Bangladesh Bank where different types of documentation are required from the bank to see how are they doing in all the sectors of retail banking and wealth management. All the banks of Bangladesh run this auditing project. But apart from that report I have worked in the customer care mostly, which has made it easier for me to interact with the customers and know their level or satisfaction or dissatisfaction regarding the factors of extended marketing mix. Thus my main report is focused on the factors, which effect the satisfaction of customers and what can be done to resolve these problems.

Perspective of customer satisfaction with HSBC Bank

Chapter 1: Introduction
1.0 HSBC Bank at a Glance

Establishment: 1865 Established in Bangladesh: 1996 CEO of HSBC Bangladesh: Andrew Tickle Branches in Bangladesh: 13 ATM: 16 Booths Customer service center: 9

1.1

An Overview of HSBC Group

The HSBC Group is named after its founding member, The Hong Kong and Shanghai

Banking Corporation Limited, which was established in 1865 in Hong Kong and Shanghai to finance the growing trade between China and Europe. The post-war political and economic changes in the world forced the bank to analyze its strategy for continued growth in the 1950s. The bank diversified both its business and its geographical spread through acquisitions and alliances. HSBC Holdings plc. The parent company of the HSBC Group was established in 1991 with its shares quoted on both the London and Hong Kong stock exchanges. The HSBC Group now comprises a unique range of banks and financial service providers around the globe. HSBC maintains one of the worlds largest private data communication networks and is reconfiguring its business for the e-age. Its rapidly growing e-commerce capability includes the

Perspective of customer satisfaction with HSBC Bank

use of the internet, PC banking over a private network, interactive TV, and fixed and mobile, including wireless application protocol or WAP-enabled mobile, telephones.

1.2

HSBC History
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 rich in variety and achievement. As of Dec 31, 2006, HSBC has $1.861 trillion in assets as compared to Citigroup, which has $1.884 trillion. Nearly 22% of HSBCs earnings are derived from Hong Kong, which is one of its major operational bases. Known as the worlds local bank, HSBC has a history of helping millions of customers globally to meet their financial goals. They have understood the importance and functioning of different markets through their experience in international trade. As a result, HSBC has grown into a company or banking institution that has the deepest respect for different cultures and people connected to these cultures. Their motto is to look at their customers as individuals and strive towards providing them with a personalized service and credit card products that will fit each of their specific needs. Since their founding in 1865, HSBC has grown into one of the largest financial institutions in the world with 9,500 offices in 79 countries. All HSBC card members are treated as a part of the HSBC family, and does buying power support guarantee worldwide recognition and acceptance. Their credit cards have been designed to manage the needs and requirements of everyday life, which can range from paying a phone bill to buying groceries. HSBCs vision is to

Perspective of customer satisfaction with HSBC Bank

work towards developing an accessible, dependable, and innovative financial service product that will help customers and create relationships that will last a lifetime.

1.2.1 HSBC Bangladesh

The HSBC Group is represented in Bangladesh by its Head Office in Dhaka (Sonargaon Road), a second full-service branch in Chittagong (Agrabad), then one in sylhet, three in gulshan,dhaka, 1in Banani model town, 1 in Uttara model town, 1 in lalmatia and 1 in Motijheel with a vision to satisfy its customer with high quality service that reflects its global image as the premier International Bank. The Bank has been serving customers in Bangladesh since 1996. It has also an Offshore Banking Unit, which provides banking services for foreign companies based in the Export Processing Zones in Dhaka and Chittagong. In September 1999, it introduced ATM and Internet banking for Personal Banking. The thirteen ATMs located at the thinrteen branches, there are five off-site ATMs located in, Dhanmondi, Banani, Shantinagar and GEC (Chittagong).

1.2.2 HSBC Bangladesh Overview

Name of the Organization Year of Establishment Head Office Nature of the organization Shareholders Products : The Hong Kong Shanghai Banking Corporation Bangladesh LTD : 1996 : Anchor Tower, 1/1-B Sonargaon Road Dhaka 1205, Bangladesh : Multinational company with subsidiary group in Bangladesh : HSBC group shareholders : Savings & deposit services

Loan products Corporate and Institutional services Trade services

Perspective of customer satisfaction with HSBC Bank

Hexagon.
Number of Offices Number of ATMs Number of employees Technology : 13 : 16 : 200+ : Offers full online banking from branch to branch and also from Dhaka to Chittagong.

Service Coverage &

Customers

: Serves individual and corporate customers within Dhaka & other cities in Bangladesh.

1.3

Corporate social responsibility

At HSBC, corporate responsibility translates into managing their business responsibly and

sensitively to achieve long-term success. As part of their corporate responsibility efforts, HSBC strives to remain a catalyst in the progress of the different communities served by them. They have laid focus on education and the environment. Through their community services and corporate responsibility, HSBC strives to build strong, enduring relationships with various organizations, businesses and individuals and provides the necessary resources to sustain longterm results. HSBC made a social investment of $31.4 million in 2006 in the US. One of the core areas in community services of HSBC includes supporting various environmental initiatives that focus primarily on climate changes, freshwater and terrestrial biodiversity. They provide financial support to various organizations focusing in conservation, field research, and environmental education.

1.4

Limitation
Website of HSBC just reveals information on global offices and head offices.

Perspective of customer satisfaction with HSBC Bank

Website is not updated on a regular basis. Website does not have information regarding the location of ATM booths. Projects and internal information of HSBC Bangladesh (Uttara Branch) are not readily available, therefore a lot of information has been asked through personal interview with the customers and also head office.

Perspective of customer satisfaction with HSBC Bank

Chapter 2: Work on Report

2.0 Activities done as an Intern

Open and close accounts for customers. Create awareness and register customers for Internet Banking. Learnt how to use software for accounting inputs (service tracker). Communicating with customers face to face and also via telephone. Organizing folders in the computer. Arranging the files sequentially. Prepare meeting minutes.

2.1

My work in details
I have done quiet a few activities in last three months and the report has the details of it.

2.1.1 Open and close accounts for customer

At first I have observed the customer care officers for 2 weeks and learnt what are the important documents needed to open and close an account. Then on the third week onwards I started dealing with few customers under the supervision of the customer care associates. I have learnt about the important documents needed for this.

2.1.2 Aware and register customers about Internet banking

In the three months on internship I have seen how important and convenient Internet banking is for customers. A lot of customers rely on Internet banking, as it is safer and faster. I have learnt how to register customers for Internet banking and also aware them about the usage

Perspective of customer satisfaction with HSBC Bank

and the variety of services they can enjoy. Later on I have dealt with a lot of customers and for the three months I have done the entire Internet banking registration in the bank.

2.1.3 learnt how to use software for accounting inputs (service tracker)
From the beginning, I was very interested in learning accounting softwares and how to use the software the bankers work on. HSBC uses a software name service tracker which is internal software where you input all the information and activities (i.e. EARC, TIN information, bond encashment, Account opening/closing and etc.) and it gets submitted to the head office of HSBC bank. I was not allowed to use those softwares but I have seen how easily they put the information and sometimes I gave the inputs when there was a rush hour.

2.1.4 Communicate with customers face to face and also via telephone
During my internship in last three months I have learnt to be very outspoken and my communication skills have improved a lot. I have learnt to be always friendly with the customers and ask them what can be done for them. I have communicated with the customers in wellmannered way and also made phone conversations when needed to inform them about a service or product. It has also taught me to be more professional and smiling even when you are physically or emotionally upset.

2.1.5 Organizing folders in the computer

Everyday there used to be a lot of files to be arranged in the computer.. Every day, new documents and attachments would come out and I had to put those files in the appropriate folders to help my colleagues. HSBC computers have been always upgraded with latest softwares. I was delighted to see the 2010 full version of Microsoft office. It was very simple to work with the new version.

Perspective of customer satisfaction with HSBC Bank

2.1.6 Arranging the files sequentially

Although HSBC operated everything through digital system but as a backup they used to file up. HSBC kept separate files for each customers and their account information. For few days, I arranged the files according to the dates. Each customer files were upgraded with the current activities they perform such as, address of phone number change and etc.

2.1.7 Prepare meeting minutes

During internship I have learnt about the meeting minutes. I using bullet points summarized the discussions. Firstly, I was not aware of meeting minutes. After that, I used Google and found out the key of writing meeting minutes. The meeting used to hold between managers and other head of staffs of the Uttara branch of HSBC. I used to be at the meeting and note down the important discussion in bullet points.

2.2

My learning as an Intern
Being an Intern, I have learnt a lot of things, which you need to know before entering the

corporate world.

2.2.1 Ability to work under pressure

I have always learnt to study hard with many courses. Working at an multinational Bank has really boosted me in terms of work pressure. I had a very rough pressure while working at the bank, mostly on the first day and last day of the week. Also during my internship I have experienced the work pressure during the month of Ramadan. I worked till late after office to make sure my job is done and I have helped my colleagues finish their work successfully.

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2.2.2 How to prepare meeting minutes

Meeting minutes was completely a new thing for me. During a meeting, important points were jotted down. This was prepared after the meeting. It was like a summary with important points in bullet form. It also included the lists of people present in the meeting.

2.2.3 Wastage can be reduced anywhere

When I joined HSBC Bangladesh, I have been informed to use less paper as we are going environmental friendly and reducing wastage of papers. I used to throw away a paper if there was a mistake. I found out that most of the papers, which can be used internally, were reused from other side. So it was a great thing I have learnt while working as an intern.

2.3

Problems I have encountered as an Intern

During my internship at HSBC Bank, I have faced many problems.

2.3.1 Lack of Desk

The interns do not get any specific desks to do the job. Many often when I had so many works I did not had any desk and computer. Without any computer and desk I couldnt do my work properly.

2.3.2 Lack of Encouragement

Almost no encouragement is given to the intern for the work we have done. That was a very de- motivating factor for me. After working almost 6-9 hours on an average no appreciation is given to me was hard enough to digest.

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2.3.3 Other Works

Besides my described job I had to do many things as an intern. Many often I had to do scans, printouts, photocopy, and doing some work which was not my job to do and other people were appointed to do that. That caused longer working hours.

2.3.4 Long Working Hours

The standard working hour of employees is eight hours. But at HSBC bank people has to work almost 9-10 ours regularly. That can affect peoples social life and private life. Sometimes the employees had to work for whole nightlong and had to come to the office within time next morning.

2.4

Conclusion
It was a different experience working in a Multinational Bank and one of the biggest

Banks of the world. Rather than going onto other renowned institutions, I choose HSBC. It is a well-reputed Bank in the country now and has shown great potential in the consumer-banking sector. Customer satisfaction at HSBC was my main objective. I found out that there is an average number of people satisfied with the bank in some sectors and in other sectors some customers and very satisfied or dissatisfied. But the problems of dissatisfaction can be easily resolved by taking few steps.

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CHAPTER 3: Analysis of Customer Satisfaction at HSBC Bank

3.0 Introduction
As a mandatory requirement of the Bachelor of the Business Administration (BBA) program under Independent University, Bangladesh, this report entitled "Perspective of customer satisfaction with HSBC Bank through extended marketing mix." is a connived depiction of the three months long internship program at The retail and wealth management Department in The Hong Kong and Shanghai Banking Corporation Ltd.The organization attachment started on June 03 and finished on August 31, 2012. Customer satisfaction refers to a persons feeling of satisfaction from a product or service they are consuming which s very important for any organization to observe to be successful in their business. Satisfaction does mean the simple feeling-state accompanying the attainment of any goal; the end-state is feeling accompanying the attainment by an impulse of its objectives. Research workers differently described the factors contributing to customer satisfaction and customer dissatisfaction. Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction 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. (is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction 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).

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3.1 Background of the study

The purposes of this report cognates the internship purpose. The internship objective is to gather practical knowledge and experiencing the corporate working environment with the close approximation to the business firm and the experts who are leading and making strategic decisions to enhance the growth of a financial institution. To this regard this report is contemplating the knowledge and experience accumulated from internship program. With the set guidelines and proposal by the Independent University, Bangladesh and with the kind advices of the organization and the internship supervisor, this report comprise of an organization part and a project part. The prime objective of organization part is: To present an overview and brief introduction of Hong Kong and Shanghai Banking Corporation Ltd. The prime objectives of project part are: Give a very brief overview of Bangladesh Bank, the regulatory body of financial institutions of the country. Mention and discuss the cause of satisfaction and dissatisfaction of customers. Look at how HSBC Bangladesh, one of the leading multinational banks of the country is providing service to the customers and how they perceive it. Go through a little analysis on the rate of satisfaction and dissatisfaction on different factors and services delivered by the bank to its customers.

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3.2 Scope of the study

The scope of this study is limited to the overall description of the company, its services and customer satisfaction. The scope of the study is limited to organizational setup, functions, and performances Since HSBC is still in its growth stage in Bangladesh; it has still to go a long way to achieve its destination by working on the problems encountered and improving them. The report will mainly focus on how HSBC Bangladesh is coping with the different types of customers and how they are satisfying and dissatisfying their customers in the perspective of extended marketing mix.

3.3 Objective of the study

The following are the objectives of the present study. To determine the level of satisfaction of the respondents regarding the service at HSBC. To study and understand the customer satisfaction among the customers of HSBC. To offer suggestions to HSBC to improve their customers satisfactory level on different factors. To understand the customers attitude toward the bank. To provide my department assistance in every possible way. To be able to communicate with different departments.

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3.4 Limitation of the report

Being an intern of Retail banking and wealth management Department of HSBC Uttara Branch, it was difficult to stay in other departments. That is why it was difficult to get all the necessary information. As per Banks compliance, as an intern I was unable to obtain indispensable experiences of different departments. Large-scale research was not possible due to constraints and restrictions posed by the organization. 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 gave some sort of restrictions. The research was conducted within a limited duration. So a detailed and comprehensive study could not be made. Some respondents hesitated to give the actual situation; they were not bothered to give proper and actual feedback and some respondent didnt understand the questions asked on the survey and answered on a random basis.

3.5 Literature Review

Internet Banking has made banking more advanced and easier for individuals. With the help of this technology, the bank is never closed and information is available all the time. The rapid advancement in electronic distribution channels has produced tremendous changes in the financial industry in recent years, with an increasing rate of change in technology, competition among players and consumer needs (Hughes, 2001).

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It is also important to study the impact of technology-based transactions on bankers perceptions and behavior (Lymperopoulos, and Chaniotakis, 2004). Based on an empirical study in the field of e-banking, the authors validate a measurement model for the construct of web portal quality based on the following dimensions: security and trust, basic services quality, crossbuying services quality, added value, transaction support and responsiveness (Hans H. Bauer). Research on service quality and customer satisfaction has become significant in the service industries. This study develops a case study that considers both external and internal service management issues and subsequent service innovations based on the framework of quality function deployment (QFD) (Marvin E. Gonzlez, Gioconda Quesada). The banking industry has typically utilized information technology to improve its competitive advantage with a key focus on cutting costs (Aungles, 1992; Game and Pringle, 1984; Child 1985). IT has fundamentally changed the way that the financial markets operate and has forced providers of financial services to update their processes to meet the competition (Harper, 2000). The internet gives banking organizations the further ability to utilize customer information in their ecommerce strategies uniting Knowledge Management with Customer Relationship Management to improve service, lower service costs and provide greater service consistency (Dewan and Seidmann, 2001; Subramaniam, 2002). Service quality of an organization is the comparison of customer expectation with the experience they gain from the organization. The aim was to investigate how quality factors were related to their respective encounters and how cumulative satisfaction levels impact on each other and over time. (Peter J. Danaher, (University of Auckland, New Zealand), Jan Mattsson, (University of Karlstad, Sweden). Although researchers and managers pay increasing attention to customer value, satisfaction, loyalty, and switching costs, not much is known about their interrelationships On the basis of the

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cognition-affect-behavior model, the authors hypothesize that customer satisfaction mediates the relationship between customer value and customer loyalty, and that customer satisfaction and loyalty have significant reciprocal effects on each other. (Shun Yin Lam, M. Krishna Erramilli). As field service and logistics support evolves to become a major contributor to high-tech corporation strategy and profitability, it is increasingly important to optimize field service efficiency, productivity, quality, and effectiveness. Approaches and techniques based on technological advances in call handling and dispatch, artificial intelligence and diagnostic technology, and service parts logistical supports are discussed. In all, these advances contribute immeasurably to improvement of the customer identification, problem resolution and the service support process. (The Service Industries Journal Volume 14, Issue 2, 1994) The Automated Teller Machine (ATM) is one type of innovation that can mechanically accept deposits, issue withdrawals, transfer funds between accounts, collect bills, and make small loans. This study aims at investigating the satisfaction levels of HSBC ATM cardholders (both staff and nonstaff) with respect to various aspects (promptness of card delivery, the performance of HSBC ATM, the service quality of ATM personnel etc.) of using HSBC ATM and their opinions on various other related issues (such as positive and inconvenient features of HSBC ATM, recommendation to improve the service quality etc.). (Rafiqul Islam, University of Dhaka), (Pallab Kumar Biswas , The university of Western Australia). The nature and direction of the satisfactions that are delivered to consumers of bank services are explored, and the criteria used to evaluate these services are highlighted. The nonmetric multidimensional scaling technique enabled respondents' perceptions to be represented spatially. It is revealed that respondents had high levels of satisfaction with regard to the location and accessibility of branches and ATMs, and acceptance of the current levels of banking fees; but expressed some caution in their evaluation of new and improved services. ( Luiz Moutinho,

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(Cardiff Business School, University of Wales, and Glasgow Business School, University of Glasgow, UK), Douglas T. Brownlie, (Cardiff Business School, University of Wales, and Glasgow Business School, University of Glasgow, UK). According to the article of (Nishant Singh, SRM University), Customer satisfaction research is not an end unto itself. The purpose, of course, in measuring customer satisfaction is to see where a company stands in this regard in the eyes of its customers, thereby enabling service and product improvements which will lead to higher satisfaction levels. Customer service has become so vital and significant to consider especially in the financial business sector whether locally or globally. As banks continue to provide an increasing number of financial services and products, they face the challenge of integrating these disparate systems into a coherent, efficient infrastructure, while delivering the highest level of customer service and convenience without exposing their customers to the banks internal system integration problems. (George K Amoako, International Business Research ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

3.6 Methodology
This report is based on survey questionnaire and secondary information. The report was prepared based on my observation during the summer internship program. My work was basically to help my colleagues and learn about customer satisfaction by interacting with them and also learning about retail banking. Through informal discussions with the bank personnel were different from the information gathered by the survey questionnaire. Moreover, some secondary data was also collected for completion of the report.

3.6.1 Research design

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In this research, we are going to find out the customer satisfaction with HSBC through extended marketing mix. This would be a quantitative study. The questions can be repeated over a period of time to observe any changes.

3.6.2 Sampling
The customers will be selected by simple random probability. Out of the many customers who visit the bank everyday, 30 of them are selected. Population would include respondents from Cash counters, customer care, and different segmented customers like NRB, Power Vantage and Select customers.

3.6.3 Measurement instrument

A structured questionnaire will be used for conducting this research. As the method used is quantitative, therefore the respondents must answer all questions. Mean, standard deviation and variance would be calculated with respect to each question.

3.6.4 Data collection

The data will be collected through visiting each department (i.e. PVA, general banking and HSBC select). In addition, customers can fill out the questionnaire through Internet and post it. But most of them preferred doing it on paper. So it was an advantage for me while doing the survey.

3.6.5 Data analysis

A survey has been done on customer satisfaction of HSBC bank. The Questions are divided into three sections or the three extended marketing mix such as; people, process and physical evidence. After conducting the survey, below are the following findings.

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Collected data is analyzed using Microsoft Excel, 2003. The mean, standard deviation and variance are found out for each question. The table in the appendix section shows the mean, standard deviation and variance for each question. The following scaling techniques have been used for each question in the questionnaire:

5= Excellent 4=Very Good 3=Good 2=Average 1=Poor

Figure 1. How would you rate the availability of our ATM booth?
0% 17% 20% EXCELLENT (5) GOOD (4) AVERAGE (3) 30% POOR (2) 33% VERY POOR (1)

Figure 1. From the above figure, we can see that the customers are not satisfied with the availability of ATM booth. 30% of the customers are unsatisfied where as only 20% thinks it is ok.

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Figure 2. What do you think about the fees charged for the usage of ATM card?
16 14 12 10 8 6 4 2 0 15 12

3 0 EXCELLENT (5) GOOD (4) AVERAGE (3) POOR (2) 0 VERY POOR (1)

Figure 2. It shows that most of the respondents thinks that the charges for ATM card is worth and reasonable for them where as only few like 3 of the respondents are unsatisfied.

Figure 3. All things considered, how would you rate the security system inside/outside of the ATM booths?
10% 27% 46% 7% 10% EXCELLENT (5) GOOD (4) AVERAGE (3) POOR (2) VERY POOR (1)

Figure 3. As we can see, 27% of the customers think that it is not that safe inside/outside of the ATM booth and 46% of them have an average rate of satisfaction regarding security

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Figure 4. How well the bank is educating you about the facilities regarding internet banking?
18 16 14 12 10 8 6 4 2 0 EXCELLENT (5) GOOD (4) AVERAGE (3) POOR (2) 1 0 VERY POOR (1) 5 8 16

Figure 4. This figure shows the rate of satisfaction on how well the bank is educating the customers about Internet banking. We can see more than 50% of the respondents o thinks it is fine where as a very low rate of respondents thinks it is poor.

Figure 5. Do you think e banking is offering variety of features and services? (e.g. bill payment, account reconciliation)
VERY POOR (1) POOR (2) AVERAGE (3) GOOD (4) EXCELLENT (5) 0 2 4 5 6 8 10 12 14 16 18 20 0 0 6 19

Figure 5. The figure above is showing that the rate of service offering through e banking is good. A lot of customers of almost more 60% customers are satisfied with the service.

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Figure 6. What do you think about the security of transaction with e banking?
11 6 13

EXCELLENT (5)

GOOD (4)

AVERAGE (3)

POOR (2)

VERY POOR (1)

Figure 6. Looking at the diagram we can see that the 13 out of 30 respondents of the survey sample thinks it is excellent and much safer where as only 2 thinks it is poor or very poor.

Figure 7. How would you rate the delivery service of the bank? (e.g. sending cheque books and ATM card through courier)
20 10 0 0 EXCELLENT (5) GOOD (4) 2 4 6 18

AVERAGE (3)

POOR (2)

VERY POOR (1)

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Figure 7. The diagram is clearly stating that the customers are not at all satisfied with the delivery service of the bank. It shows lot respondents to rate the service poor and a good percent of respondents to rate the service very poor. This sector needs to be improved.

Figure 8. How would you rate the recreation facilities the bank offers?
18 16 14 12 10 8 6 4 2 0 0 EXCELLENT (5) 0 GOOD (4) AVERAGE (3) POOR (2) 8 5 VERY POOR (1) 17

Figure 8. The above diagram is showing the satisfactory rate of the recreation facilities the bank is offering to the customer. As we can see 17 out of 30 respondents thinks it is very poor and 5 respondents finds it very poor. According to the customers, the bank is not providing any recreational facilities to them.

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Figure 9. Do you receive good customer care from the relationship officers?
15 10 5 0 EXCELLENT (5) GOOD (4) AVERAGE (3) 1 0 POOR (2) VERY POOR (1) 7 12 10

Figure 9. Looking at the diagram we can tell that the customer are very happy with the service they are receiving from the relationship officers at the bank. Out of 30 respondents, a good percentage of customers rated the service to be good, few to be average and also excellent.

Figure 10. How would you rate the service at the cash counters?
VERY POOR (1) POOR (2) AVERAGE (3) GOOD (4) EXCELLENT (5) 0 2 4 5 6 0 3 10 12

10

12

Figure 10. By having a look at the diagram above, it can be stated the cash counter service has been satisfactory. This is because the only 3 out of 30 respondents find it poor.

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3.7 Data Interpretation

3.7.1 Mean

Mean
4 4 3.5 3 2.5 2 1.5 1 0.5 0 1 2 3 4 5 6 7 8 9 10 2 2 2 3 3 4 4 4 4

Figure 11. Showing the mean for each question: Source: from the data analysis of questionnaire survey Interpretation: For a data set, the mean is the sum of the values divided by the number of values. The mean of a set of numbers x1, x2,..., xn is typically denoted by, pronounced "x bar". The customers of the HSBC bank are fairly satisfied with some services provided but also dissatisfied with some other service provided to them. The questions 1, 2, 4, 5 and 6 demonstrated on the questionnaire are the areas that the customers of HSBC bank are fairly satisfied with. The questions 3, 7, 8 and 10 dealt with the factors in which customers are not satisfied with. The questions 4, 5 and 6 are the key reasons for HSBC bank to flourish. The customers regarding these factors have expressed a good satisfaction level. The question 7, 8 and 10 shows highly satisfaction amongst the customers.

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For answers 1, 3, 7 and 8 the mean is below 3 where as in question 2, 4, 5, 9, 10 the mean is below 4 but only in question 6 the mean is above 4 which explains that most of the customers thinks that the security of transaction on e banking is very secured and customers are very satisfied with this service.

3.7.1 Standard Deviation

Standard deviation
1.20 1.00 0.80 0.60 0.40 0.20 0.00 1 2 3 4 5 6 7 8 9 10 0.67 1.00 1.01 0.85 0.61 1.05 0.81 0.69 0.83 0.89

Figure 12. Showing the standard deviation for each question: Source: from the data analysis of questionnaire survey Interpretation: The standard deviation is a measure of how spread out the data is. The square rood of variance gives us standard deviation. For the 1st question the standard deviation is 1.00, the 2nd question the standard deviation is 0.67, the 3rd question the standard deviation is 1.01, the 4th question the standard deviation is 0.85, the 5th question it is 0.61, the 6th question it is 1.05, for the 7th it is 0.81, for the 8th it is 0.69, for the 9th it is 0.83, and for the 10th it is 0.89. For answer 2, 4, 5, 7, 8, 9 and 10 the standard deviation is below 1, so we can say the variation in the answers are low. Most people gave similar answers. So, when we do the overall

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statistics we can say the standard error is comparatively less. And the sample size is more or less near perfect. However, the standard deviations in the other questions are more then 1 and the variations in them are high, which means the answers people gave are more or less different then each other. The viewpoints of individuals are different. This can be due to different tastes, choices, needs, necessities and demands. Some may want low fees charged, more facilities via e banking, availability of ATM and some may ask for good cash counter services, good relationship officers and while others may want more security regarding ATM booth and e banking. The statistical data can be corrected by taking a greater sample.

3.7.1 Variance

Variance
1.20 1.00 0.80 0.60 0.40 0.20 0.00 1 2 3 4 5 6 7 8 9 10 0.45 0.72 0.65 0.48 0.38 0.70 1.01 1.10 0.99

0.79

Figure 13. Showing the variance for each question: Source: from the data analysis of questionnaire survey Interpretation: Variance defines how far a set of numbers is spread out. The square root of the variance gives us standard deviation. More the variance, the more the answers from one individual to another individual vary. To reduce the variance we have to take a greater sample. It is better to

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have a less variance as then the use of the statistical data becomes easier. We can deduce that most customers are not satisfied with similar grants. In this above diagram we can see some of the bar graphs show high variance and it becomes difficult for a bank to satisfy all of its customers when they want different things and different factors are important for different individuals. Sometimes this plays a major role in customers mind and the bank faces problems and loses its most important and valuable customers.

3.8 Conclusion
Consumer banking industry has been treated as a prospective financial sector in Bangladesh. More and more banks are entering the industry. The industry became so attractive that multinational bank like HSBC has entered the market and wants to lead the market for which they need to follow the extended marketing mix and satisfy customers through that. However, the entrance of banks like HSBC has brought revolutionary changes in banking services. People get better services but at some sectors customers are dissatisfied and those factors like availability of ATM, good delivery services and recreational facilities to be prcised needs to be improved. The study on customers satisfaction at HSBC Bank is cased out with full co- operation of the customers. As far as possible within the given limits the study is completed with the satisfaction of many people. The data collected are analyzed scientifically.

3.9 Recommendation
3.9.1 Employee trainings
Employee trainings and workshops should be administered in order to give them knowledge and professionalism of customer interactions. With more professional base employees

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can better satisfy the customers. They should be taught about how to deal with problem customers and how to deal problematic situations.

3.9.2 New branches should be introduced

Customers showed dissatisfaction with the availability of ATM booths of HSBC Bank as HSBC provides services from only 9 branches in Dhaka city and only 11 ATM booths are available around the city. New ATM booths should be constructed in Dhaka city in diverse geographic segments. As convenience of communication to the branch location is a very important factor for the customers. HSBC should consider building more ATM booths within Dhaka city as well as other metropolitan cities of Bangladesh.

3.9.3 Faster delivery system

HSBC should reduce the amount of time required to provide the security items to the customers for whom it gets inconvenient for the customers, which leads to higher disappointment. Currently it takes 1 week while some competitors can provide the card within 2 working days. HSBC should make necessary arrangements to deliver the security items to customers on time in order to reduce the customer difficulties faced in the absence of security items like cheque, ATM cards and etc. So according to me HSBC should hire good courier services, which can help them, deliver the services on time.

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Chapter 4: Reference
4.0 Reference
Anderson, R. E. (1973). Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance. Journal of Marketing Research, 10, 38-44. Carlos Flavin, Miguel Guinalu, Raquel Gurrea (January 2006), "The role played by perceived usability, satisfaction and consumer trust on website loyalty", Information & Management, Volume 43, Issue 1, Pages 114 Cooper, D. R., & Schindler, P. S. (2011). Business research methods (11th ed.). New York: McGraw-Hill/Irwin. Corporate Sustainability | HSBC Bank Bangladesh. (n.d.). Savings, Home Loan, NRB Services | HSBC Bank Bangladesh. Retrieved August 19, 2012, from http://www.hsbc.com.bd/1/2//cs Fred Selnes, (1993) "An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty", European Journal of Marketing, Vol. 27 Iss: 9, pp.19 - 35 George, J. M., & Jones, G. R. (2008). Understanding and managing organizational behavior (5th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Hans H. Bauer, Maik Hammerschmidt, Tomas Falk, (2005) "Measuring the quality of e-banking portals", International Journal of Bank Marketing, Vol. 23 Iss: 2, pp.153 - 175 HSBC - Wikipedia, the free encyclopedia. (n.d.). Wikipedia, the free encyclopedia. Retrieved August 19, 2012, from http://en.wikipedia.org/wiki/HSBC HSBC's history | HSBC Holdings plc . (n.d.). Welcome to the HSBC Global Site | HSBC Holdings plc . Retrieved August 19, 2012, from http://www.hsbc.com/1/2/about/history/history

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Luis V. Casal, Carlos Flavin, Miguel Guinalu, (2008) "The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services", International Journal of Bank Marketing, Vol. 26 Iss: 6, pp.399 - 417 Luiz Moutinho, Anne Smith, (2000) "Modelling bank customer satisfaction through mediation of attitudes towards human and automated banking", International Journal of Bank Marketing, Vol. 18 Iss: 3, pp.124 - 134 Marvin E. Gonzlez, Gioconda Quesada, Federico Picado, Carl A. Eckelman, (2004) "Customer satisfaction using QFD: an e-banking case", Managing Service Quality, Vol. 14 Iss: 4, pp.317 - 330 Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41-50. Robbins, S. P. (2003). Chapter 14. Organizational behavior (10th ed., pp. 379-402). Upper Saddle River, NJ: Prentice Hall. Robbins, S. P. (2003). Chapter 15. Organizational behavior (10th ed., pp. 402-430). Upper Saddle River, NJ: Prentice Hall. Robbins, S. P. (2003). Chapter 6. Organizational behavior (10th ed., pp. 140, 145-160). Upper Saddle River, NJ: Prentice Hall. Roland T. Rust, Anthony J. Zahorik (Summer 1993), "Customer satisfaction, customer retention, and market share", Journal of Retailing, Volume 69, Issue 2, Pages 193215 Rust, R. T., & Oliver, R. L. (2000). Should We Delight the Customer?. Journal of the Academy of Marketing Science, 28, 86-94. Saunders, M., & Lewis, P. (2012). Research methods for business students (6th ed.). Harlow, England: Pearson.

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The History of HSBC. (n.d.). Compare The Best Credit Card Deals. Retrieved August 19, 2012, from http://www.ukfinancialoptions.co.uk/history-of-hsbc.htm

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Appendix A
CUSTOMER SATISFACTION SURVEY - 2012
In order to improve the quality of our products and services, we need to know what you think. Please take a few minutes to answer the questions below. Your feedback will help us serve you better. Tick on the boxes below against each statement. The following scaling techniques have been used for each question in the questionnaire: 5 = Excellent 4 = Good 3 = Average 2 = Poor 1 = Very poor SL QUESTION EXCELLENT (5) GOOD (4) AVERAGE (3) POOR (2) VERY POOR (1)

1 2 3

6 7

8 9 10

How would you rate the availability of our ATM booth? What do you think about the fees charged for the usage of ATM card? All things considered, how would you rate the security system inside/outside of the ATM booths? How well the bank is educating you about the facilities regarding internet banking? Do you think e-banking is offering variety of features and services? (e.g. bill payment, account reconciliation) What do you think about the security of transaction with e-banking? How would you rate the delivery service of the bank? (e.g. sending cheque books and ATM cards through courier) How would you rate the recreation facilities the bank offers? Do you receive good customer care from the relationship officers? How would you rate the service at the cash counters?

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Appendix B
Working on Mean, Standard Deviation and Variance
Respondents Number Respondent 1 Respondent 2 Respondent 3 Respondent 4 Respondent 5 Respondent 6 Respondent 7 Respondent 8 Respondent 9 Respondent 10 Respondent 11 Respondent 12 Respondent 13 Respondent 14 Respondent 15 Respondent 16 Respondent 17 Respondent 18 Respondent 19 Respondent 20 Respondent 21 Respondent 22 Respondent 23 Respondent 24 Respondent 25 Respondent 26 Respondent 27 Respondent 28 Respondent 29 Respondent 30 Mean Standard Deviation Variance Q1
4 4 4 4 2 3 4 4 1 4 4 4 3 3 2 2 3 3 3 3 2 2 1 2 1 2 2 2 3 3 2.80 1.00 0.99

Q2
4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 3 3 3 3 3 3 3 3 3 2 3 2 2 3 3 3.37 0.67 0.45

Q3
3 3 3 3 4 5 2 3 2 3 5 3 3 3 2 3 4 4 2 3 2 2 1 2 1 3 1 3 3 2 2.77 1.01 1.01

Q4
4 4 5 3 4 5 3 3 4 5 3 3 3 3 4 4 5 5 3 3 3 4 4 3 3 5 2 3 3 3 3.63 0.85 0.72

Q5
4 4 5 5 4 4 3 4 4 4 4 3 4 4 4 4 5 5 4 3 3 4 4 4 3 5 3 4 4 4 3.97 0.61 0.38

Q6
4 4 1 5 4 4 4 3 5 5 5 3 3 3 5 5 5 5 5 3 4 5 4 5 2 5 3 4 4 5 4.07 1.05 1.10

Q7
2 2 3 1 2 2 3 2 1 2 3 2 2 2 3 1 4 4 2 2 1 2 1 2 1 2 1 2 2 2 2.03 0.81 0.65

Q8
2 3 3 2 2 2 3 3 1 2 3 1 2 2 3 1 2 2 2 2 1 3 2 3 2 2 1 2 1 2 2.07 0.69 0.48

Q9
3 3 5 4 4 5 3 3 2 4 5 3 5 4 5 4 5 5 4 4 3 4 3 4 3 3 3 4 4 4 3.83 0.83 0.70

Q10
2 3 5 3 4 4 2 4 3 4 5 2 5 4 4 4 5 5 4 3 3 3 3 4 4 3 4 3 3 4 3.63 0.89 0.79

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Appendix C
LIST OF ABBREVIATION
HSBC ATM E-BANKING Hong Kong and Shanghai Banking Corporation Automated Teller Machine Internet Banking