Analysis Of Bank Customer

1.0 Introduction

This assignment is under HBQ229 Marketing Research. In this assignment, data was collected by surveying the Swinburne University of TechnologyÐŽ¦s students. The main purpose is to analyze the Marketing Research Problem (MRP) and Management Decision Problem (MDP) of the bankÐŽ¦s role and its services to every people. And, our experience was given in conducting the interview and collecting data.

The MDP and MRP have already been conducted, and it is shown below:

MDP: How does the bank improve their service to satisfy their customers?

MRP: To find out customersÐŽ¦ satisfaction of bank services.

Four research objectives have been identified and we believe these will provide future help and accuracy to the study. The research objectives are:

1. To determine customersÐŽ¦ satisfaction towards their main bank. (Q4)

2. To determine which bank is the most popular (in Malaysia, especially in Sarawak area). (Q3)

3. To identify the main bank transaction that most people used from ATM. (Q8b)

4. To identify what is the main bank services that most students used. (Q5)

2.0 Research Participants

This survey was conducted on both female and male in different ages of 4 people outside Swinburne University (as pilot testing) and 10 students in Swinburne University of Technology, Sarawak Campus who have bank account and willing to be interviewed. For the students, they come from different faculties and programs that consist of both local and international respondents who are most of them are full-time students.

3.0 Research Background

Nowadays, we can find many banks in any countries because banks play important role in human life. BankÐŽ¦s function is not only for saving our money, but also provides other services which can make easier in every transaction and financial aspects.

For this report, we represent ourselves as marketer for HSBC Bank. HSBC (The Hongkong and Shanghai Banking Corporation Limited) was established in 1865. It is one of the largest banking and financial services organizations in the world which is headquartered in London, Europe. HSBC provides a comprehensive range of financial services, such as: personal financial services, commercial banking, corporate, investment banking and markets, private banking, etc.

In this report, two different online articles have identified. These two articles are strongly defining the objectives of this research. The two articles are;

1. Title : HSBC The WorldÐŽ¦s Local Bank

Source : http://www.fte.org/teachers/programs/environment/curriculum/partners/

Year : 2004

HSBC Bank USA serve more than 60 million customers in five key areas in order to satisfy them: personal financial services-provides a broad range of financial products and services; consumer finance; commercial banking-provides loan and deposit products to small and middle market corporations; private banking-offers a full range of services for high-net-worth individuals and families; and corporate investment banking and markets- provides tailored financial products and services. Also, varieties of loans are provided by HSBC Finance Corporation.

2. Title : ATM Network and ATM Card

Source : http://www.uae.hsbc.com/1/2/ALL_SITE_PAGES/ways-to-bank-with-us/corporate-banking/business-atm-service

Year : 2005 ÐŽV 2006

With Business ATM Banking, customers can enjoy access to their cash anytime, can use over 4,50,000 ATMs worldwide to access their cash, make withdrawals, deposits and transfers at any of the HSBC ATMs and allow customers to give any of their staff access to the ATM service. And also, it provides businesses with two flexible options (Business ATM Card which all ATM transactions can be performed using this card; and Business ATM Delegate Card which enable business managers to delegate the cash withdrawal process to their staff) to manage their daily banking requirements.

4.0 The Suitability of the Data Collection Method and Questionnaire Chosen for this Study

4.1 Suitability of the Data Collection Method

Central location method which is one of person-to-person part of method is being used in this survey. In this method, the potential respondents are ЎҐinterceptedÐŽ¦ as they come within the area and asked to participate in a survey. It is very effective method because all students we interview are gathering in Swinburne Sarawak Campus as the central location and are easy to be targeted and controlled efficiently and effectively. The frequency and probability to interview Swinburne students are very high. ÐŽ§The diversity of questions that can be asked in a survey depends on the degree of interaction the respondent has with the interviewer and the questionnaire, as well as the respondentÐŽ¦s ability to actually see the questionsЎЁ (Naresh Malhotra et al. 2004). Looking at the high literacy the Swinburne students have, face-to-face interview give the interviewer great exchange of information that cannot be achieved by other methods.

4.2 Suitability of Questionnaire Chosen

In this assignment, the questionnaire was provided by Miss Cathy contains of 18 questions that will be asked to the respondents. The questionnaire is well-organized which starts with general questions and proceeds with probing questions, close-ended and open-ended questions which is in return, ease in-dept information or data collections. The appropriate instructions in this questionnaire helps interviewer during interview their respondents. The usage of cards as communication aid also helps the interviewer easier to explain the questions to respondents. Overall, this questionnaire is well-performed, although sometimes it confused respondents (which may cause an errors), but the structure, language and scale of measurement used in this assignment is good and appropriate.

5.0 The Sample Use and Research Methodology

5.1 Sample Use

Sampling techniques are classified into non-probability and probability. As in this interview, we use the non-probability sampling which relies on the personal