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1.0 INTRODUCTION
1.1BACKGROUND OF THE STUDY:
HSBC is one of the largest banking and financial services organizations in the w
orld. Headquartered in London, HSBC has an international network comprised of ov
er 9,800 offices in 77 countries and territories in Europe, the Asia-Pacific reg
ion, the Americas, the Middle East and Africa. The bank’s 253,000 employees are lo
cated mainly in the UK (56,000 employees), the US (43,000), Brazil (28,000), Hon
g Kong (26,000), Mexico (20,000) and France (14,000). Admirably, HSBC acknowledg
es that it operates in countries that present a range of social, ethical and env
ironmental challenges. HSBC is structured according to its consumer groups, prov
iding a comprehensive range of financial services, including: personal financial
services; commercial banking; corporate, investment banking and markets; privat
e banking; and other activities. HSBC clearly identifies its top priority as the
financial return to its 200,000 shareholders. However, the bank also states tha
t, ‘our goal is not, and has never been, profit at any cost…tomorrow’s success depends
on the trust we build today.’ Thus, in HSBC customer satisfaction is considered a
n important strategic objective to allow the bank to continue to be successful i
n the long term.
A. BANKING INDUSTRY-OVERVIEW:
The Jews in Jerusalem introduced a kind of banking in the form of money lending
before the birth of Christ. The word bank was probably derived from the word
bench as during ancient time Jews used to do money -lending business sitting on
long benches. First modern banking was introduced in 1668 in Stockholm as Svin
gss Pis Bank which opened up a new era of banking activities throughout the Eur
opean Mainland. In the South Asian region, early banking system was introduced b
y the Afghan traders popularly known as Kabuliwallas. Muslim businessmen from Ka
bul, Afghanistan came to
Customer Satisfaction Level atHSBC Bangladesh: PAGE 1
India and started money lending business in exchange of interest sometime in 131
2 A.D.
They were known as Kabuliwallas .
B. NUMBER AND TYPES OF BANKS:
The number of banks in all now stands at 49 in Bangladesh. Out of the 49 banks,
four are Nationalized Commercial Banks (NCBs), 28 local private commercial banks
, 12 foreign banks and the rest five are Development Financial Institutions (DFI
s).
Sonali Bank is the largest among the NCBs while Pubali is leading in the private
ones. Among the 12 foreign banks, Standard Chartered has become the largest in
the country. Besides the scheduled banks, Samabai (Cooperative) Bank, Ansar-VDP
Bank, Karmasansthan (Employment) Bank and Grameen bank are functioning in the fi
nancial sector. The number of total branches of all scheduled banks is 6,038 as
of June 2000. Of the branches, 39.95 per cent (2,412) are located in the urban a
reas and 60.05 per cent (3,626) in the rural areas. Of the branches NCBs hold 3,
616, private commercial banks 1,214, foreign banks 31 and specialized banks 1,17
7.
Bangladesh Bank (BB) regulates and supervises the activities of all banks. The B
B is now carrying out a reform program to ensure quality services by the banks.
Currently the major financial institutions under the banking system include:
•
Bangladesh Bank
•
Commercial Banks
•
Islamic banks
•
Leasing Companies
•
Finance companies
Of these, there are four nationalized commercial banks (NCB), 5 specialized bank
s, 11 foreign banks, 26 domestic private banks, 4 Islamic banks currently operat
ing in Bangladesh.
SCHEDULED BANK IN BANGLADESH
FCB
20%
NCB
8%
Is lamic
8%
Specialized
10%
PCB
54%
FCB
NCB
Islamic
Specialized
PCB
Generally, the commercial banks and finance companies provide a myriad of baI1ki
ng products/services to cater to the needs of their customers. However, the Bang
ladeshi banking industry is characterized by the tight banking rules and regulat
ion s set by the Bangladeshi Bank, All banks and financial institutions are high
ly governed and controlled under the Banking Companies Act-1993.
The range of banking products and financial services is also limited in scope; a
ll local banks must maintain a 4% Cash Reserve Requirement (CRR), which is non-i
nterest bearing and a 16% Secondary Liquidity Requirement (SLR). With the libera
lization of markets, competition among the banking products and financial servic
es seems to be growing more intense each day. In addition, the banking products
offered in Bangladesh are fairly homogeneous in nature due to the tight regulati
ons imposed by the central bank. Competing through differentiation is increasing
ly difficult and other banks quickly duplicate any innovative banking service.
1.2 HSBC PROFILE:
A. HONG KONG AND SHANGHAI BANKING CORPORATION LIMITED (HSBC):HSBC
is one of the world’s leading, and most international, banks with 2.6 million Comm
ercial Banking customers in 62 locations. These customers include sole proprieto
rs, partnerships, clubs and associations, incorporated businesses and publicly q
uoted companies. The globalization of their activities has been very marked in r
ecent years, and we are uniquely placed to help them through offering supply cha
in management, cash management and business introductions all over the world. In
2006, pre-tax profit in Commercial Banking grew strongly, by 21 per cent, due t
o growth in customer assets and liabilities and our success in serving customers
internationally.
B. HSBC in BANGLADESH: HSBC (Hong Kong and Shanghai Banking Corporation
Limited) obtained license from BANGLADESH BANK on 17 April 1996 to conduct banki
ng business in the country and commenced formal banking operations on 3 December
1996 through opening a branch at Dhaka. In Bangladesh, the HSBC Group is repres
ented by Hong Kong Bank, which has its head office in Hong Kong and a holding co
mpany, HSBC Holding Plc, which is incorporated in England. On 31 December 2000,
total capital and reserves of HSBC in Bangladesh were Tk 535.7 million, which co
mprised core capital Tk 441.6 million, and supplementary capital Tk 94.2 million
.
Businesses of HSBC in Bangladesh cover personal banking, cash management, remitt
ances, corporate banking, trade services, custody services, and treasury and sec
urities services to the customers. It expanded its operations in the country thr
ough opening a full-fledged branch at Chittagong, one off shore unit and two cas
h booths in Dhaka. The management team for the bank in Bangladesh is headed by a
chief executive officer appointed by the head office. The bank s work force had
increased from 38 in 1998 to 172 in 2000.
Deposits accumulated in the bank in December 2000 was Tk 3,234.8 million,
which comprised current deposits Tk 1,064 million, savings deposits Tk 1,074.1 m
illion
A Business Banking customer may request for the following additional services:
(a) OD FACILITY: To ensure that cheques are honored when fund is not available,
in
emergencies, Business Banking Account provides with an overdraft against 100% ma
rgin
of fixed deposit.
(b) INTERNET BANKING BY HSBCNET: Business Banking Account provides HSBCnet
Internet Banking service, to check balances, download statements and make paymen
ts
within HSBC accounts from ANY appropriate Internet enabled PC!
(c) TRADE SOLUTIONS: HSBC offers its global reach and local expertise in handlin
g
trade business, including the complete range of services that would facilitates
import and
export. These include:
•
IMPORT SERVICES: Issuance of Letter of Credits (Documentary Credits) and
other import services
•
EXPORT SERVICES: Electronic Documentary Credit Advising (EDCA) and other
export services
2. TREASURY:
HSBC is the leading market maker globally, quoting competitive prices in all tra
dable currencies, and acting as a primary provider of liquidity to the market 24
hours a day. Its dynamic Corporate and Institutional marketing teams provide up
-to-date market intelligence, advice and timely execution of deals to the custom
ers throughout the trading day, including the following:
(a) SPOT FOREIGN EXCHANGE: A spot contract is a binding obligation to buy or sel
l a
certain amount of foreign currency at the current market rate, for settlement in
two
business days time.
(b) FORWARD FOREIGN EXCHANGE: A forward exchange contract (or forward
contract) is a binding obligation to buy or sell a certain amount of foreign cur
rency at a
pre-agreed rate of exchange, on or before a certain date.
(c) COMPETITIVE FOREX RATES FOR REMITTANCES, EXPORT AND IMPORT:HSBC
in Dhaka offers competitive FX rates to the corporate and retail customers.
(d) WEEKLY CURRENCY NEWSLETTER: HSBC in Dhaka provides comprehensive
commentaries on recent market movements. This helps the customers to decide on
important Foreign Exchange and Money Market issues.
3. CORPORATE BANKING: HSBC have a full range of products and services, which
include:
(a) OVERDRAFT: A convenient and flexible form of short-term financing for routin
e
operating expenses and overheads of your company.
(b) IMPORT AND EXPORT LOANS: Loans against import are available to customers
when they purchase under Documentary Credit or Documentary Collections terms. Pr
e-shipment finance is available to you to meet your working capital requirements
. Advances are granted upon production of a buyer s contract or export DC.
(c) DP/DA PURCHASE: A cash advance made to customers when they have exported
goods to a buyer through Documentary Collections, either on a Documents against
Acceptance (DA) or Documents against Payments (DP) basis.
(d) LONG-TERM LOANS: HSBC customizes a Term Loan to finance the fixed assets tha
t
businesses need (such as land, new premises, equipment and machinery). It may be
a Greenfield project or an expansion of an existing plant that may be financed
at competitive floating rate of interest.
(e) Guarantees and Bonds: HSBC in Bangladesh issues a full range of Performance
Guarantees, Advance Payment Guarantees, Financial Guarantees and Bid bonds for s
upporting the underlying business of customers. The availability of credit facil
ities is subject to HSBC s Internal Credit guidelines and approval process.
4. TRADE SERVICES: HSBC provides the following Trade Services:
(a) EXPORT SERVICES: With over 9,500 offices in 79 countries and territories, cu
stomers
can be rest assured that an HSBC office is close to them, wherever they are expo
rting to. HSBC is available to provide customers with advice on any aspect of th
eir trade document preparation and can also provide with working capital finance
to assist to source raw materials Export services include:
►Pre-shipment Finance
►Post- shipment Finance
►Documentary Credit Advising
(b) IMPORT SERVICES: With over 130 years of experience supporting importers
globally, HSBC is well positioned to fulfill trading needs. A full range of impo
rt services
handled by experienced staff is available, ensuring that import documents are pr
ocessed
without delay. Import services include:
►Documentary Credits
►Import Collections
►Import Finance
►Shipping Guarantee
(c) TRADE EXPRESS: Trade features as an integral part of the Bangladesh economy
and
this trend is set to continue. Competition in trade, however, continues to grow
stiffer for local customers (both domestically and internationally). In order to
facilitate their competitiveness, HSBC provide priority customers the ability t
o handle their transactions more quickly, easily, and efficiently.
Trade Express is an umbrella service, which combines traditional trade products,
document delivery services, reinforced by HSBC s proprietary state of the art e
-banking (Hexagon and Electronic DC Advising), designed to provide tailored solu
tions for priority customers from the convenience of their own office remote ban
king.
The benefits delivered by Trade Express are
•
Real-time intimation of Export Documentary Credit (DC) delivered to your email a
ccount or fax number, along with a copy of the documentary credit enabling faste
r and more accurate handling of exports.
•
Export transaction advices delivered to your desk through email or fax and impor
t
transaction advices through Hexagon.
•
Online issuance and amendment of Import DCs from your office, reducing cost
and process time for you.
•
Online access to your Import and Export facility positions.
•
Real-time correspondence with the bank through Hexagon enabling you to
electronically present your requests and instructions in a secure and fast manne
r.
•
Extended counter hours and our commitment to quicker turnaround of
transactions.
•
Document pick up and delivery services.
•
Minimal documentation / sign up formality.
•
Cost reduction through efficient fund management.
•
Detailed MIS on cash collection, resulting in better management.
•
Account reconciliation done through Hexagon.
•
Centralization of control of all your cash and instruments.
•
Network coverage of almost 200 locations nation-wide.
•
Quicker cash collection into a central account, resulting in greater earnings.
(c) HEXAGON CHEQUE WRITER: The latest addition in the Payments and Cash
Management services is Hexagon Cheque Writer. It is a cheque writer product whic
h is also a built-in module of Hexagon, global electronic banking. It is designe
d to facilitate corporate customers for preparing, printing and updating the PC
ledger (ledger maintained in cheque writer). Services and benefits include:
•
Preparation of cheques through Hexagon Cheque Writer.
•
Reconciliation of cheques at the Hexagon ledger.
•
Advice along with cheque leaves.
•
No further installation required since it is built in our Hexagon module.
•
Recurrent payments can be stored and printed.
•
Convenience of in-house cheque printing.
(d) ELECTRONIC BANKING: Provides access to customers’ account from their PC 24-
hours a day, 365 days a year from anywhere in the world with Hexagon
Cash Management Services: Hexagon offers comprehensive cash management services
in an easy-to-use and highly secure system. This provides customers timely and a
ccurate
account information and gives total control over their finances.
Customers can pay to third parties at ease and can affect instant fund transfer
between
their own accounts
Trade Services: Hexagon significantly reduces the documentation and physical del
ivery
required for trade finance, resulting in both faster and more accurate processin
g and administration. It will reduce data entry and related errors and you can s
tore frequently used documentary credit (DC) in templates and recall them as nee
ded to speed in your processing.
Salary Payment: Salary payment to staff is at customers’ fingertips by using our M
T_
100 module through Hexagon. Customers can import salary from their existing payr
oll system and send it to bank through Hexagon. From these staff’s accounts are cr
edited immediately and error-free.
Information Services: Hexagon is essential in today s fast moving markets. Hexag
on
provides a wide range of market information prepared by experts around the world
, enhancing opportunities for profit. Customers get precious metal prices, spot
rates, stock prices, index values and foreign exchange commentary everyday.
Report Writer: Hexagon report writer is a powerful and easy-to-use tool for acce
ssing
and managing accounts, trade finance and security information. Report writer all
ows customers to organize their accounts in a variety of ways of convenient and
customized reporting. It is easy to integrate with their current accounting pack
age.
Offline Mode: Hexagon can be used offline to prepare payment instructions,
documentary credit application; customers can trace and send them at your conven
ient time, cutting phone costs. Offline mode also reduces clerical work and spee
ds up their office.
B. PERSONAL FINANCIAL SERVICES:
1. MANAGING MONEY:
(a)SAVINGSPLUS: With HSBC s Savings-Plus Account, customers can earn interest fr
om
the account on a monthly basis rather than at the end of six months.
Benefits:
•
Interest will be paid at the end of each month instead of six months.
•
Free ATM card with daily withdrawal limit of BDT 50,000.
•
Free phone banking facilities.
•
Free personalized chequebook.
•
Monthly statements.
Eligibility:
•
Any resident Bangladeshi above 18 years of age is eligible to open a Savings-Plu
s
Account.
Terms and Conditions:
•
Minimum opening balance is BDT500,000
•
Interest payable only for balance of BDT 500,000 or above.
(b) CURRENT ACCOUNT: With an HSBC current account, making payments has never
been so simple. It includes the following services:
Easy Pay: Easy Pay machines offer customers and non-customers an easy, convenien
t
and quick way to make deposits, payments and instructions. The Easy Pay provides
services 24-hours a day, seven days a week.
ATM: Provides access to the account through an ATM card, without having to visit
a
branch! Customers can access to their current account via ATM 24-hours a day, se
ven
days a week.
Phone Banking: HSBC Phone banking Service lets customers conduct banking
transactions - 24-hours a day, seven days a week, and 365 days a year
Personalized Chequebook: Current Account holders receive a free personalized
chequebook.
(c) SAVINGS ACCOUNT: HSBC Savings Account is a secure, rewarding and accessible
way to manage routine money matters effectively. It allows customers to complete
any number of transactions without charge, penalties or a reduction in credit i
nterest. For savings accounts HSBC neither have any ledger fee nor have limit on
number of transactions. It also provides ATM, Phone banking, & Personalized Che
quebooks. Interest rate structure encourages you to save. Interest is calculated
daily and credited to your account every 6 months. Minimum balance requirement
is of BDT 50,000 to receive daily interest.
(d) POWERVANTAGE: HSBC PowerVantage customers receive special and immediate
assistance at Bank branches, while a host of services ensures that customers con
trol their finances easily and efficiently. PowerVantage makes banking effortles
s, allowing customers to get on with your busy day. It includes the following se
rvices:
Free Personal Accident Insurance Cover:PowerVantage customer receives accident
insurance cover for the amount of BDT 100,000. The Premium will be covered by th
e
Bank.
Endorsement of Foreign Currency: Customers can endorse foreign currency in their
passport against the travel quota absolutely free of charge.
Special Loan Rates: PowerVantage customers are entitled to special reduced rates
on a
Personal Installment Loan and a discount on the processing fee for a Car Loan.
Auto sweep of Funds: To benefit from a higher rate of interest, customers can is
sue
standing instructions to have funds transferred between their current and saving
s accounts
and time deposits.
Standing Instructions: Customers can set up standing instructions of any fixed a
mount
to be paid to selected parties accounts with HSBC, free of charge.
Special ATM Card: PowerVantage ATM Card provides a high cash withdrawal limit of
up to BDT 50,000 at any of HSBC s ATMs across Bangladesh.
Monthly Composite Statement: A monthly PowerVantage statement helps you keep
track of all your accounts with HSBC.
(e) HSBC SELECT: HSBC Select - a customized banking proposition offering exclusi
ve
privileges and unrivalled personal attention. HSBC Select is designed to provide
you with a superior service offering, access to exclusive facilities, preferent
ial pricing, convenient services and personal attention, allowing you greater pe
rsonal and financial freedom.
Key Features:
►Dedicated relationship managers: One-on-one assistance is available from a person
al
relationship manager to manage customer’s financial requirements.
►Privileged access: Exclusive HSBC Select Centers offer a private lounge, reserved
car
parking for customer’s convenience and priority service.
►International credit card: HSBC s International credit card (MasterCard) provides
customers flexibility and convenience while traveling internationally. The credi
t card
entitles exclusive discounts worldwide.
►Pre-approved overdraft facility: HSBC Select customers receive a pre approved,
unsecured overdraft facility to give them flexibility and help them meet any eme
rgency
financing needs.
►A free HSBC global Select ATM card: This card is issued against resident foreign
currency deposit. It allows to access cash from over 800,000 ATMs around the wor
ld, 24
hours a day (subject to foreign exchange regulations). For Select customers, nor
mal
transaction fees are waived.
►Improved pricing: Avails customers improved pricing on loan products, credit
facilities, remittance and other services.
►An integrated account statement: Provides customers with a consolidated update on
their total financial position.
►Emergency cash disbursement: Customers receive emergency cash at any HSBC
branch worldwide (subject to foreign exchange regulations).
►Waiver of fees: There will be no fees on purchase or sale of foreign currency, re
quired
for travel purposes (limits apply).
►Commission free endorsement: There will be no commission charge on the
endorsement of foreign currency for self and spouse.
►Higher ATM limits: Customers enjoy a higher ATM withdrawal limit up to BDT
150,000 each day.
2. BORROWING MONEY:
(a) PERSONAL SECURED LOAN: A Personal Secured Loan is a fixed loan secured by
customer’s time deposit held with HSBC. The loan provides customers with the flexi
bility to meet any emergency cash needs, so that they don t have to encash their
high yield investments.
Benefits:
•
Loan amount is up to 90% of the value of your taka time deposit or WEDBs or 80%
of the value of your foreign currency time deposit or USDBs with minimum loan am
ount of BDT90,000
•
Competitive interest rates
•
Processing fee - BDT1,000
•
Flexible repayment schedules ranging from 12 to 60 equal monthly installments
•
Partial prepayment and early settlement facilities
•
Automatic and free transfer of monthly installments from your savings account
without affecting the interest earned on that account.
•
Option of one time repayment at the end of loan tenure with discounted interest
rate is available.
(b) CREDIT CARD: HSBC s co-branded credit card with Prime Bank gives the freedom
to
pay for goods and services without the hassle of carrying cash. The card is acce
pted at shops, restaurants, hotels, airlines and travel agents, departmental sto
res, hospitals and diagnostic centers, practically anywhere in Bangladesh displa
ying the MasterCard logo.
Features:
►Customers can enjoy between 20 to 50 days of interest free credit from the date o
f each
transaction;
►After receiving monthly statement, customers can either choose to pay full or a
minimum of 8% of the current balance shown in the statement or BDT 500 whichever
is
higher;
►Interest is 2.5% per month and will be calculated on a daily basis;
►Credit limit range from BDT 50, 000 to BDT 200, 000;
►Annual fee is BDT 2, 000;
►Customers can get additional first supplementary card for free, with a
shared credit limit;
3. CUSTOMER SERVICE CENTERS: HSBC has a total of 6 service centers throughout th
e
country. They are located at:
►Dhanmondi: Mumtaz Plaza, House No. 07. Road No. 04, Ground floor, Dhanmondi
R/A, Dhaka 1205
►Banani: Sharif Plaza, 39 Kemal Ataturk Avenue, Banani, Dhaka 1213
►Uttara: House No. 41, Road No. 07, Sector No. 04, Uttara Model Town, Dhaka 1230
►Gulshan: House No. SWG-2 (Corner of Road No. 05, Gulshan Avenue, Dhaka 1212
►GEC Circle: Golden Plaza, 1692 CDA Avenue, East Nasirabad, Chittagong 4000
►Jamal Khan: Equity Millennium, 59 Jamal Khan Road, Chittagong
Features: These Customer Service Centers have the following services.
►Opening accounts.
►Applying for any of HSBC loan products and knowing detailed features of all the p
roducts from HSBC Mobile Sales Officers (MSO) stationed at Customer Service Cent
re;
►Using ATMs;
►Using Easy Pay Machine;
►Access to Call Centre;
►Access to Phone banking;
►Access to HSBC website;
1.4 OBJECTIVE & METHODOLOGY:
The objective of this study is to determine the customers’ satisfaction level at H
SBC
Bangladesh
In order to conduct this study report both primary & secondary data have been ut
ilized. The secondary data have been collected from published literature, journa
ls, company information (web links), other related sources, etc. The primary dat
a have been obtained through interviewing 50 HSBC account holders of different p
rofession & age group. Interviewing has been conducted using a structured questi
onnaire containing 22 questions representing the five dimensions of customer sat
isfaction measurement. A sample questionnaire has been annexed in the appendix A
. The time period of the study lies in between 19 June 2007 to 17 July 2007.
1.5 LIMITATION OF THE STUDY:
The study report consists of few limitations:
►The report has been conducted within a limited time frame.
►The study is self financed.
►Only selected Branches have been considered for the study.
►Samples were selected conveniently.
►For the convenient of study non probability samples have been used.
►Amateur user of SPSS software for Data Analysis;
►The sample size does not represent the total population.
1.6 LITERATURE REVIEW:
Superior service quality is widely acknowledged as a driver of perceived value,
which, in turn, will enhance customer loyalty (Parasuraman and Grewal, 2000) and
improve the provider’s image, sales and profitability (Buzzell and Gale, 1987; Gu
mmesson, 1993). Therefore, the notion of service quality has been examined in pr
evious studies of various services offered by HSBC.
CUSTOMER SATISFACTION:
Customer satisfaction, a business term, is a measure of how products and service
s supplied by a company meet or surpass customer expectation. It is seen as a ke
y performance indicator within business and is part of the four perspectives of
a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingl
y has become a key element of business strategy.
MEASURING CUSTOMER SATISFACTION:
Organizations are increasingly interested in retaining existing customers while
targeting non-customers; measuring customer satisfaction provides an indication
of how successful the organization is at providing products and/or services to t
he marketplace. Customer satisfaction is an ambiguous and abstract concept and t
he actual manifestation of the state of satisfaction will vary from person to pe
rson and product/service to product/service. The state of satisfaction depends o
n a number of both psychological and physical variables which correlate with sat
isfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other produc
ts against which the customer can compare the organization s products.
Because satisfaction is basically a psychological state, care should be taken in
the effort of quantitative measurement, although a large quantity of research i
n this area has recently been developed. Work done by Berry, Brodeur between 199
0 and 1998 defined
ten Quality Values which influence satisfaction behavior, further expanded by
Berry in 2002 and known as the ten domains of satisfaction. These ten domains of
satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, E
nvironment, Inter- departmental Teamwork, Front line Service Behaviors, Commitme
nt to the Customer and Innovation. These factors are emphasized for continuous i
mprovement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model. Wo
rk done by Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the ba
sis for the measurement of customer satisfaction with a service by using the gap
between the customer s expectation of performance and their perceived experienc
e of performance. This provides the measurer with a satisfaction "gap" which is
objective and quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Paras
uraman, Zeithaml and Berry as two different measures (perception and expectation
of performance) into a single measurement of performance according to expectati
on. According to Garbrand, customer satisfaction equals perception of performanc
e divided by expectation of performance.
The usual measures of customer satisfaction involve a survey with a set of state
ments using a Likert Technique or scale. The customer is asked to evaluate each
statement and in term of their perception and expectation of the performance of
the organization being measured.
More than a decade ago, Parasuraman, Zeithaml and Berry (1988, 1991) conducted e
xtensive studies in different industries and developed the SERVQUAL instrument:
a 22-item scale with a set of service quality dimensions to quantify a customer’s
assessment of a company’s service quality. Five key dimensions of service quality —
reliability, responsiveness, assurance, empathy andtangibles — have been identifie
d and form the foundation on which a lot of other studies on service quality hav
e been built. SERVQUAL is widely recognized and used, and it is regarded as appl
icable to a number of industries, including the banking industry (Yavas, Bilgin,
Shemuell, 1997). However, SERVQUAL has been subject to certain criticisms, incl
uding vagueness in the definition of expectations, its dubious applicability in
some industries (Teas, 1993), the
need for expectation measurement (Cronin and Tayer, 1992, 1994), and SERVQUAL’s di
mensionality (Carman, 1990). Moreover, the traditional service quality dimension
s cannot directly apply to Internet banking, because it represents a different a
nd unique service delivery process.
SERVQUAL:
The SERVQUAL instrument has been the predominant method used to measure consumer
s’ perceptions of service quality. It has five generic dimensions or factors that
are stated as follows (van Iwaarden et al., 2003):
(1)Tangib les: Physical facilities, equipment and appearance of personnel;
(2)Rel iability: Ability to perform the promised service dependably and accurate
ly;
(3)Responsiveness: Willingness to help customers and provide prompt service;
(4)Assurance (including competence, courtesy, credibility and security):Knowledg
e
and courtesy of employees and their ability to inspire trust and confidence;
(5)Em pathy (including access, communication, understanding the customer):Caring
and Individualized attention that the firm provides to its customers;
Service quality has been shown to be a significant predictor of behavioral inten
tions, e.g. likelihood of recommending, repeat purchase, switching, and complain
ing (Bitner, 1990). Woodside, Frey and Daly (1989) found that there is a signifi
cant correlation between service quality and repurchase behavior in the health c
are industry. Findings from Dabholkar (1996) indicate that customers’ feelings cor
relate positively with the intention to use. In light of these findings, the pre
sent study investigates the relationship between service quality, customer satis
faction and future consumption behavior.
2.0 FINDINGS & ANALYSIS:
Descriptive of Appendix B shows the results of Customer Satisfaction level at HS
BC Bangladesh in terms of five dimensions, ‘Tangibles’, ‘Reliability’, ‘Brand Responsivene
ss’, ‘Assurance’, and ‘Empathy’. Each dimension was measured averagely on a seven point Li
kert scale. Based on perception, the elements those customers’ rates are:
Tangibles:
Modern Looking Equipment (Mean= 4.22, Std. Dev=1.982)
Visually Appealing Physical Facilities (Mean= 3.86, Std. Dev= 2.129)
Neat Appearance of Employees (Mean= 3.94, Std. Dev= 1.570)
Appealing Appearance of Materials (Mean= 4.38, Std. Dev= 1.497)
Reliability:
Act according to Promises (Mean= 4.64, Std. Dev= 1.575)
Sincere Interest in Problem Solving (Mean= 4.50, Std. Dev= 1.919)
Performs the Service Right the First Time (Mean= 4.40, Std. Dev= 1.714)
Provides Services at the Time Promised (Mean= 5.00, Std. Dev= 1.512)
Insists on Error Free Records (Mean= 4.36, Std. Dev= 1.882)
Responsiveness:
Informs exactly when Services will be provided (Mean= 4.18, Std. Dev= 1.987)
Gives Prompt Services (Mean= 4.48, Std. Dev= 1.632)
Employees are Always Willing to Help (Mean= 4.44, Std. Dev= 1.728)
Never too Busy to Respond Customer Requests (Mean= 4.16, Std. Dev= 1.800)
Assurance:
Employees Behavior Instill Confidence in Customers (Mean= 4.52, Std. Dev= 2.102)
Customers Feel Safe in Transaction (Mean= 4.86, Std. Dev= 1.690)
Consistent Courtesy of Employees (Mean= 4.84, Std. Dev= 1.877)
Employees have the Knowledge to Answer Customers Question (Mean= 4.92, Std. Dev
=
2.029)
Empathy:
Gives Customers Individual Attention (Mean= 4.38, Std. Dev= 1.427)
Has Convenient Operating Hours for Customers (Mean= 4.34, Std. Dev= 1.710)
Has Employees to Give Customers Personal Attention (Mean= 3.84, Std. Dev= 1.845)
Has Best Interest of Customers at Heart (Mean= 3.96, Std. Dev= 2.176)
Employees Understand Specific Needs of Customers (Mean= 3.92, Std. Dev= 1.700)
Customer satisfaction level should be measured based on the customer’s perception
of the
services offered & received. Customer perception of the services offered & recei
ved is a significant determinant of Customer Satisfaction measurement. This perc
eption may be developed from past or present experience. The following table sho
ws the mean & standard deviation scores of each dimension of customer satisfacti
on level along with the aggregate score of all dimensions.
Table 1: Showing the score of Perception Regarding Customer Satisfaction
Factors
Mean
STD. Deviation
Tangibles
4.10
1.794
Reliability
4.58
1.720
Responsiveness
4.31
1.786
Assurance
4.78
1.924
Empathy
4.08
1.431
Aggregate
4.37
1.731
Aggregate Customer Satisfaction Level score of HSBC Bangladesh is 4.37 which ind
icate a satisfactory performance where satisfactory level is considered in betwe
en 4.00 to 4.50.
Moreover, HSBC has established a strong position in terms of Assurance & Reliabi
lity, indicating that customers of HSBC are very much reliable on the services i
t provides. Overall the customers have expressed positive perception in terms of
tangibles, responsiveness, and empathy.
The following figure shows the Means of Customer Satisfaction Level measuring
dimensions:
undefined
3.6
3.84
4.2
4.4
4.6
4.8
Tangibles
4.1
Reliability
4.58
Responsiveness
4.31
Assurance
4.78
Empathy
4.08
Mean
3.0 CONCLUSION & RECOMMENDATION:
From the above analyses, it is evident that HSBC has many positive features and
the customers are mostly satisfies with the services offered. In spite of this f
act, it has been observed that many customers are not aware of all sort faciliti
es provided by HSBC.
Though this study can’t provide conclusive evidence to determine particular course
s of action and further research will be required to provide conclusive evidence
. But the management of HSBC should consider the findings and take all necessary
steps for further research and if they think that the customers of HSBC are hom
ogeneous in their choice and preferences, they may consider the following recomm
endations to gain more customer base and achieve more customer satisfaction alon
g with maintaining existing customers’ delights
► The Management of HSBC should conduct more product & services awareness
campaign.
► The HSBC Management should critically evaluate the deviation in means in order t
o
create balance in all dimensions of customer satisfaction measurement tools.
►They should increase the level of providing personal attention to individual cust
omers.
REFERENCE:
►HSBC Group, A brief History, available atwww.hsbc.com;
►Raihan, A. (1999), “Status of Banking Technology in Bangladesh,” A Seminar Paper
presented in BIBM, July 1999;
►Rahman, M. M. (2003), “Present Status of E-Banking in Bangladesh,” Journal of the
Institute of
Bankers, Bangladesh (IBB), Vol, 50, No. 1 (June): 101-113;
►The HSBC Business Profile, available at:www.hsbc.com/businessprof iles;
►A Framework for Determining and Prioritizing Critical Factors in Delivering Quali
ty
Services, Dr. Arash Shahin, Department of Management, University of Isfahan, Ira
n
►Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1994), "Reassessment of expectat
ions as a comparison standard in measuring service quality: implications for fut
ure research", Journal of Marketing, Vol. 58, pp. 111-124.
►Interrogating SERVQUAL: a critical assessment of service quality measurement in a
high street retail bank, Karin Newman, Professor, Middlesex University Business
School,
London, UK
APPENDIX:A
[Questionnaire]
Age: [18-25] [26-33] [33-50] [50-above]
Gender:
[Male]
[Female]
Profession:
[Business]
[Service Holder]
[Student]
Please show the extent to which you believe HSBC has the feature described in th
e
statement. Write number that best shows your perceptions.
[ Strongly Disagree ]
[Strongly Agree ]
--------------------------------------------------------------------------------
-------------------------
1
2
3
4
5
6
7
1. HSBC has modern looking
equipment.
[
]12. Employees in HSBC are
always willing to help you.
[
]
2. HSBC’s physical facilities are
visually appealing.
[
]
13. Employees in HSBC are never too busy to respond to your request.
[
]
3. HSBC’s reception desk
employees are neat appearing.
[
]
14. The behavior of employees in HSBC instills confidence in you.
[
]
4. Materials associated with the service (such as pamphlets or statements)
are
visually
appealing at HSBC.
[
]
15. You feel safe in your
transactions with HSBC.
[
]
5. When HSBC promises to do something by a certain time, it does so.
[
]
16. Employees in HSBC area
consistently courteous with you.[
]
6. When you have a problem, HSBC shows a sincere interest in solving it.
[
]
17. Employees in HSBC have the knowledge to answer your questions.
[
]
7. HSBC performs the service
right the first time.
18. HSBC gives you individual
attention.
8. HSBC provides its service at
the time it promises to do so.
[
]
19. HSBC has operating hours
convenient to all its customers.
[
]
9. HSBC insists on error free
records
[
]
20. HSBC has employees who
give you personal attention.
[
]
10. Employees in HSBC tell you
exactly when services will be
performed.
[
]
21. HSBC has your best interest
at heart.
[
]
11. Employees in HSBC give
you prompt service.
[
]
22. The employees of HSBC
understand your specific needs.
[
]
Thank you very much for your time, cooperation & patience
*****************************************************
undefinedundefined
APPENDIX:B
[SPSS Analyzed Data]
FREQUENCIES:
Statistics
Gender Type
Occupation
Age Group
Valid
50
50
50
Missing
0
0
0
FREQUENCY TABLE
Gender Type
Frequency
Percent
Valid
Percent
Cumulative
Percent
Valid
Male
31
62.0
62.0
62.0
Female
19
38.0
38.0
100.0
Total
50
100.0
100.0
Occupation
Frequency
Percent
Valid
Percent
Cumulative
Percent
Businessman
17
34.0
34.0
34.0
Service Holder
19
38.0
38.0
72.0
Student
14
28.0
28.0
100.0
Total
50
100.0
100.0
Age Group
Frequency
Percent
Valid
Percent
Cumulative
Percent
undefinedundefined
Valid
18-25
13
26.0
26.0
26.0
26-33
17
34.0
34.0
60.0
33-50
16
32.0
32.0
92.0
50-Above
4
8.0
8.0
100.0
Total
50
100.0
100.0
The following Graph shows the Frequencies of Samples in terms of Gender, Age
Group, and Occupation.
Female
Male
Gender Type
30 20 10
0
Frequency
Gender Type
undefinedundefined
50-Above
33-50
26-33
18-25
Age Group
20
15
1050Frequenc
y
Age Group
Student
Service Holder
Businessman
Occupation
20 15 10
50
Frequency
Occupation
undefined
DESCRIPTIVE:
Descriptive Statistics
N Minimum Maximum Mean
Std.
Deviation
[ Tangibles ]
Modern Looking Equipment
50
1
7 4.22
1.982
Visually Appealing Physical
Facilities
50
1
7 3.86
2.129
Neat Appearance of Employees
50
2
7 3.94
1.570
Appealing Appearance of Materials
50
1
7 4.38
1.497
[ Reliability ]
Act according to Promises
50
2
7 4.64
1.575
Sincere Interest in Problem Solving
50
1
7 4.50
1.919
Performs the Service Right the First
Time
50
1
7 4.40
1.714
Provides Services at the Time
Promised
50
2
7 5.00
1.512
Insists on Error Free Records
50
1
7 4.36
1.882
[ Responsiveness ]
Informs Exactly when Services will
be Provided
50
1
7 4.18
1.987
Gives Prompt Services
50
2
7 4.48
1.632
Employees are Always Willing to
Help
50
1
7 4.44
1.728
Never too Busy to Respond
Customer Requests
50
1
7 4.16
1.800
undefined
[ Assurance ]
Employees Behavior Instill
Confidence in Customers
50
1
7 4.52
2.102
Customers Feel Safe in Transaction
50
2
7 4.86
1.690
Consistent Courtesy of Employees
50
1
7 4.84
1.877
Employees have the Knowledge to
Answer Customers Question
50
2
7 4.92
2.029
[ Empathy ]
Gives Customers Individual
Attention
50
1
7 4.38
1.427
Has Convenient Operating Hours for
Customers
50
1
7 4.34
1.710
Has Employees to Give Customers
Personal Attention
50
1
7 3.84
1.845
Has Best Interest of Customers at
Heart
50
1
7 3.96
2.176
Employees Understand Specific
Needs of Customers
50
1
7 3.92
1.700
Valid N (listwise)
50
CROSSTABS:
Case Processing Summary
Cases
Valid
Missing
Total
N
Percent
N
Percent
N
Percent
Age Group *
Gender Type *
Employees are
Always Willing to
Help
50
100.0%
0
.0%
50
100.0%
Age Group * Gender Type * Employees are Always Willing to Help Crosstabulation
Count
Employees are
Always Willing
to Help
Gender Type
Total
Male
Female
Strongly
Disagree
Age
Group
33-50
3
3
Total
3
3
Moderately
Disagree
Age
Group
26-33
2
2
33-50
2
2
Total
4
4
Somehow
Disagree
Age
Group
26-33
2
5
7
33-50
2
0
2
Total
4
5
9
Neutral
Age
Group
18-25
0
3
3
26-33
3
0
3
33-50
2
0
2
Total
5
3
8
Somehow Agree Age
Group
18-25
3
3
26-33
3
3
50-
Above
4
4
Total
10
10
Moderately
Agree
Age
Group
18-25
0
5
5
26-33
2
0
2
33-50
0
3
3
Total
2
8
10
Strongly
Disagree
Age
Group
18-25
0
2
2
33-50
3
1
4
Total
3
3
6
T-TEST:
Group Statistics
Gender
Type
N
Mean
Std.
Deviation
Std. Error
Mean
Modern Looking
Equipment
Male
31
4.03
2.373
.426
Female
19
4.53
1.073
.246
undefined
Visually Appealing
Physical Facilities
Male
31
3.94
1.931
.347
Female
19
3.74
2.469
.566
Neat Appearance of
Employees
Male
31
4.00
1.506
.270
Female
19
3.84
1.708
.392
Appealing Appearance
of Materials
Male
31
4.06
1.590
.286
Female
19
4.89
1.197
.275
Act according to
Promises
Male
31
4.90
1.758
.316
Female
19
4.21
1.134
.260
Sincere Interest in
Problem Solving
Male
31
4.94
1.825
.328
Female
19
3.79
1.903
.436
Performs the Service
Right the First Time
Male
31
4.39
1.476
.265
Female
19
4.42
2.090
.479
Provides Services at
the Time Promised
Male
31
4.81
1.662
.298
Female
19
5.32
1.204
.276
Insists on Error Free
Records
Male
31
4.13
2.125
.382
Female
19
4.74
1.368
.314
Informs Exactly when
Services will be
Provided
Male
31
4.35
2.009
.361
Female
19
3.89
1.969
.452
Gives Prompt Services Male
31
4.45
1.729
.311
Female
19
4.53
1.504
.345
Employees are Always
Willing to Help
Male
31
4.06
1.750
.314
Female
19
5.05
1.545
.354
undefined
Never to Busy to
Respond Customer
Requests
Male
31
4.84
1.594
.286
Female
19
3.05
1.580
.363
Employees Behavior Instill Confidence in Customers
Male
31
4.61
2.305
.414
Female
19
4.37
1.770
.406
Customers Feel Safe in
Transaction
Male
31
4.52
1.730
.311
Female
19
5.42
1.502
.345
Consistent Courtesy of
Employees
Male
31
4.23
1.839
.330
Female
19
5.84
1.500
.344
Employees have the
Knowledge to Answer
Customers Question
Male
31
5.23
1.820
.327
Female
19
4.42
2.293
.526
Gives Customers
Individual Attention
Male
31
4.48
1.411
.253
Female
19
4.21
1.475
.338
Has Convenient
Operating Hours for
Customers
Male
31
4.16
1.369
.246
Female
19
4.63
2.166
.497
Has Employees to Give
Customers Personal
Attention
Male
31
4.45
1.804
.324
Female
19
2.84
1.463
.336
Has Best Interest of
Customers at Heart
Male
31
4.55
2.307
.414
Female
19
3.00
1.563
.359
undefined
Employees Understand
Specific Needs of
Customers
Male
31
4.03
1.941
.349
Female
19
3.74
1.240
.285
Independent Samples Test
Levene s Test
for Equality
of Variances
t-test for Equality of Means
F
Sig.
t
df
Sig. (2-
tailed)
Mean
Differ
ence
Std.
Error
Differ
ence
95%
Confidence
Interval of the
Difference
Lowe
r
Upper
Modern
Looking
Equipment
Equal
variances
assumed
21.005
.000 -.853 48
.398 -.494
.579-1.659
.671
Equal
variances not
assumed
-1.004
4
5.0
10
.321 -.494
.492-1.486
.497
Visually
Appealing
Physical
Facilities
Equal
variances
assumed
5.587
.022
.317 48
.752
.199
.626-1.060 1.457
Equal
variances not
assumed
.299
3
1.3
86
.767
.199
.664-1.155 1.552
Neat
Appearance
of
Employees
Equal
variances
assumed
.363
.550
.342 48
.734
.158
.462 -.770 1.086
Equal
variances not
assumed
.332
3
4.5
24
.742
.158
.476 -.809 1.125
Appealing
Appearance
of Materials
Equal
variances
assumed
1.856
.179-1.958 48
.056 -.830
.424-1.683
.022
undefined
Equal
variances not
assumed
-2.095
4
5.8
30
.042 -.830
.396-1.628 -.033
Act
according to
Promises
Equal
variances
assumed
4.534
.038 1.530 48
.133
.693
.453 -.217 1.603
Equal
variances not
assumed
1.693
4
7.8
22
.097
.693
.409 -.130 1.515
Sincere
Interest in
Problem
Solving
Equal
variances
assumed
.025
.876 2.121 48
.039 1.146
.540
.060 2.232
Equal
variances not
assumed
2.100
3
6.9
64
.043 1.146
.546
.040 2.252
Performs the
Service Right
the First
Time
Equal
variances
assumed
2.410
.127 -.067 48
.947 -.034
.505-1.049
.981
Equal
variances not
assumed
-.062
2
9.0
56
.951 -.034
.548-1.154 1.087
Provides
Services at
the Time
Promised
Equal
variances
assumed
4.697
.035-1.160 48
.252 -.509
.439-1.392
.373
Equal
variances not
assumed
-1.252
4
6.5
16
.217 -.509
.407-1.328
.309
Insists on
Error Free
Records
Equal
variances
assumed
7.829
.007-1.111 48
.272 -.608
.547-1.708
.492
Equal
variances not
assumed
-1.230
4
7.8
36
.225 -.608
.494-1.601
.386
Informs
Exactly when
Services will
be Provided
Equal
variances
assumed
1.101
.299
.792 48
.432
.460
.581 -.708 1.628
Equal
variances not
assumed
.796
3
8.8
17
.431
.460
.578 -.710 1.630
Gives
Prompt
Services
Equal
variances
assumed
.939
.337 -.156 48
.877 -.075
.480-1.040
.891
undefined
Equal
variances not
assumed
-.161
4
2.3
05
.873 -.075
.464-1.011
.862
Employees are Always Willing to
Help
Equal
variances
assumed
.001
.972-2.024 48
.049 -.988
.488-1.970 -.006
Equal
variances not
assumed
-2.086
4
1.9
01
.043 -.988
.474-1.944 -.032
Never to
Busy to
Respond
Customers
Requests
Equal
variances
assumed
.023
.881 3.859 48
.000 1.786
.463
.855 2.717
Equal
variances not
assumed
3.867
3
8.4
68
.000 1.786
.462
.851 2.721
Employees
Behavior
Instill
Confidence
in Customers
Equal
variances
assumed
2.748
.104
.396 48
.694
.244
.618 -.998 1.487
Equal
variances not
assumed
.422
4
5.4
14
.675
.244
.580 -.923 1.412
Customers
Feel Safe in
Transaction
Equal
variances
assumed
.874
.354-1.885 48
.066 -.905
.480-1.870
.061
Equal
variances not
assumed
-1.950
4
2.3
51
.058 -.905
.464-1.841
.031
Consistent
Courtesy of
Employees
Equal
variances
assumed
1.401
.242-3.226 48
.002-1.616
.501-2.624 -.609
Equal
variances not
assumed
-3.388
4
4.0
11
.001-1.616
.477-2.578 -.655
Employees
have the
Knowledge
to Answer
Customers
Question
Equal
variances
assumed
5.492
.023 1.374 48
.176
.805
.586 -.373 1.983
undefined
Equal
variances not
assumed
1.299
3
1.7
52
.203
.805
.619 -.457 2.067
Gives
Customers
Individual
Attention
Equal
variances
assumed
.071
.790
.654 48
.516
.273
.418 -.568 1.114
Equal
variances not
assumed
.647
3
6.8
96
.522
.273
.423 -.583 1.130
Has
Convenient
Operating
Hours for
Customers
Equal
variances
assumed
8.941
.004 -.943 48
.350 -.470
.499-1.473
.532
Equal
variances not
assumed
-.848
2
6.9
23
.404 -.470
.554-1.608
.667
Has
Employees to
Give
Customers
Personal
Attention
Equal
variances
assumed
2.494
.121 3.279 48
.002 1.610
.491
.623 2.596
Equal
variances not
assumed
3.450
4
4.1
73
.001 1.610
.467
.669 2.550
Has Best
Interest of
Customers at
Heart
Equal
variances
assumed
9.895
.003 2.580 48
.013 1.548
.600
.342 2.755
Equal
variances not
assumed
2.825
4
7.4
24
.007 1.548
.548
.446 2.651
Employees
Understand
Specific
Needs of
Customers
Equal
variances
assumed
6.212
.016
.592 48
.556
.295
.499 -.707 1.298
Equal
variances not
assumed
.657
4
7.8
73
.515
.295
.450 -.609 1.200
undefinedundefined
An Investigation Into Customer Satisfaction at HSBC Bangladesh
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I want to internet banking account and your bank swist code.
11 / 25 / 2009
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