Customer Relationship Management: A case of HSBC Bank

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ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

Background of the Study1

Introduction1

Problem Statement2

Aims and Objectives2

Research Questions3

Importance of Study3

CHAPTER 2: LITERATURE REVIEW4

Customer Relationship Management (CRM)4

Purpose of CRM4

Phases of CRM in a Bank5

CRM leads to Customer Loyalty6

Case Study HSBC: An Overview7

CHAPTER 3: METHODOLOGY9

Research Approach9

Research Method10

Quantitative Research10

Data Collection and Analysis11

Reliability and Validity12

REFERENCES13

CHAPTER 1: INTRODUCTION

Background of the Study

At present, the banking industry is facing many challenges that include globalization, competition of capital deposit, loans, increasing customer demands and profit margin. In this challenging business environment, the quality service is the fundamental goal for most of the retail banks while customer satisfaction and loyalty are the main concerns of it. Effective analyses of customer relationship management can help a company to compete with competitors, acquire customer satisfaction, loyalty and retain profit.

HSBC has adopted the customer relationship management system in order to enhance the customer satisfaction. It is more likely that HSBC is evolving new policies in the banking system by making innovations in the current customer management system that challenges its competitors. Effective analysis of customer experience is an opportunity for the retail banks to rebound customer beliefs and create long term competitive differentiation. It has a perspective of retaining customers by creating better internal strategies of action and identifying cost effective methods for the incremental revenue growth. The first stage towards accomplishing these goals is “customer journey mapping” or “managing the customer journey”. The customer relationship management is an important tool that makes the bank to focus on its customer and services (HSBC, ...