Strategic IT Project Management in Digital Banking

This assignment focuses on the strategic approach to using information systems in the context of digital banking. Students are expected to analyze the factors affecting banking services and retail banking customers, and apply these insights to develop an effective IT strategy for a bank's online platforms. Key aspects include consumer acceptance of technology, information technology project management, and competing perspectives on organizational agility.

Number of bank
Branches decrease in
Hong Kong

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Research Aim.........................................................................................................................4
Research Objectives...............................................................................................................4
Research Questions................................................................................................................4
Rationale for the research study.............................................................................................4
Purpose of the study...............................................................................................................5
Problem statement..................................................................................................................5
Dissertation structure..............................................................................................................6
CHAPTER 2- LITERATURE REVIEW.........................................................................................8
Introduction............................................................................................................................8
Analyse the banking services and e-banking services in the Hong Kong.............................8
Assessment of the impact of customer behaviours on the banking branches on Hong Kong10
Analysis of the components that impact on the banking services........................................11
Strategies to optimise the banking services in order to upgrade the bank branches............13
CHAPTER 3 RESEARCH METHODOLOGY............................................................................16
Introduction..........................................................................................................................16
Research Philosophies..........................................................................................................16
Research approach................................................................................................................17
Research Design...................................................................................................................18
Research Techniques............................................................................................................19
Data analysis.........................................................................................................................19
Data collection......................................................................................................................20
Research Limitation..............................................................................................................20
Ethical consideration............................................................................................................21
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION.....................................................24
Introduction..........................................................................................................................24
Analysis the e-banking services and banking services in the Hong Kong...........................24
Analysis of the customer behaviour on the services of banking in the Hong Kong.............26
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................33
REFERENCES..............................................................................................................................35
Appendix........................................................................................................................................40
INTRODUCTION...........................................................................................................................3
Research Aim.........................................................................................................................4
Research Objectives...............................................................................................................4
Research Questions................................................................................................................4
Rationale for the research study.............................................................................................4
Purpose of the study...............................................................................................................5
Problem statement..................................................................................................................5
Dissertation structure..............................................................................................................5
CHAPTER 2- LITERATURE REVIEW.........................................................................................1
Introduction............................................................................................................................1
Analyse the banking services and e-banking services...........................................................1
Assessment of the impact of customer behaviours on the banking services..........................2
Analysis of the components that impact on the banking services..........................................3

Strategies to optimise the banking services in order to upgrade the bank branches .............5
Examine the existing condition of Hong Kong banking sector..............................................6
CHAPTER 3 RESEARCH METHODOLOGY.............................................................................7
Introduction...........................................................................................................................7
Research Philosophies............................................................................................................8
Research approach..................................................................................................................9
Research Design...................................................................................................................10
Research Techniques............................................................................................................10
Data analysis.........................................................................................................................11
Data collection......................................................................................................................11
Research Limitation..............................................................................................................12
Ethical consideration............................................................................................................13
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION.....................................................15
Introduction..........................................................................................................................15
Analysis the e-banking services and banking services in the Hong Kong...........................15
Analysis of the customer behaviour on the services of banking in the Hong Kong............17
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................24

INTRODUCTION
In the present time, every individual is directly and indirectly connected with the banking
sector. In present time, All every individualsindividual have requirement to manage their excess
capital and hence theytheir financial security and transaction transact with banks in this context.
By managing excess fund of citizens, banking sector certainly aids in mobilising saving which in
turn leads to Banking sector helps to the country in improvement in ing economic condition.
Additionally, banking sector aids in transferring saving into investment which results into growth
of the country. With help of banking sector every country can improve its sustainable
development and growth. Thus, it can be said that banking sector can help in improving its the
economic condition within the country because by various in different ways like such as
employment generation, infrastructure development, rise in agriculture production, business
loan, house loan and other related that certainly leads to improvement in the standard of living. ,
education banking sector helps in large manner. In these all sector, bank provides helps in
financial manner like loan, insurance etc through which these sectors has been improved in the
country. Thus, it can be said that banking sector helps in the country by sustainable development
and growth in large manner. Hence, every country havehas huge great importance of the banking
sector as it aids by which it can in gaining improveimprovement its in various aspects like
education, agriculture, employment, investment etc. Furthermore, people is able to get financial
advices and accordingly they can manage their also take the finance in safe manner and make
financial transaction in effective manner. Also, banking services supports individual People can
in savinge their money and makeand can make transaction attransaction at any time and at
anywhere.
Hong Kong is special administrative region of the people's republic of China. Hong Kong
maintains a separate political and economic system from cChina. It also maintains its
independent executive, legislative and judiciary power. Hong Kong is one of the most significant
world financial centres of world which have the highest financial development index score. In
the bBanking sector of Hong Kong, it has one of the highest concentration of banking institution
in the world. It has more than 100 banks which that operate their banking offers facilities and
services in an effective manner for the within Hong Kong public and other part of the world. Till
As per the research it has been founded that in the December 2016, within the Hong Kong, has
156 are licensed bank and 22 are restricted licensed bank. In addition to this, it has 17 deposit

taking companies and 57 representative offices of the foreign banks. In the Hong Kong, the
banking system is characterised by its 3 tier3-tier system which have formed with three banking
institution that are licensed bank, restricted bank and deposit taking companies. In addition to
this, banking sector in the Hong Kong have significant role in order to fund raising in the region.
It also influences the prominence in the region and also Hong Kong bank have set up operation
in other parts like Asia, typically the Chinese mainland. In the present dissertation, the major
topic focus is to investigate the rationale behind declining in the for the numbers of bank
branches declining in the within Hong Kong. In the present time, numbers of the bank branches
hashave been declines due to the several reasons in the region. Thus, the major objective of the
researcher is to investigate the numbers of bank declined in the Hong Kong. In order to address
this aimTo conduct this study, scholar has ve developed various different objectives like assess
the customer behaviour and its impact on banking sector, to examine factor that influence the
banking service in branches etc. In addition to this, for attain this objective, scholar have focused
on the various method of research methodologies such as research approach, research
philosophies, research design, data collection, data analysis, sampling etc. for addressing the
mentioned research aim.
Research Aim
To investigate the rationale behind for the numbers of declining in the number of bank branches
declining in the Hong Kong.
Research Objectives
 To review the literature in relation to the banking service and e-banking service within
Hong Kong
 To examine factors that impact the banking service in branches in the Hong Kong
 To assess the impact of customer consumer behaviour on the impact on banking services
operation in the branch of at Hong Kong.
 To draw conclusions and make recommendations to optimize banking service in order to
upgrade the bank branches’ service.
Research Questions
 What is the banking services and e-banking services in the Hong Kong?
 Analyse the influence of customer behaviour on the banking services in the Hong Kong?

 What are different Examine the components factor that influence becoming the banking
services reasons in the behind decline in bank branch of in Hong Kong country?
 How Recommendation to optimize banking services can be optimized in order to so that
number of bank branches can be increased in Hong Kong? upgrade the bank branches in
the Hong Kong
Rationale for the research study
In the present dissertation the major objective of scholar is to investigate the rationale
behind for the declining in numbers of bank branches declining in the Hong Kong. This is very
significant topic by which scholar can easily assess the entire condition of banking sector in the
Hong Kong country. Main reason behind investigating this topic is to identify the influence of
different components on the banking sector at Hong Kong. Moreover, decline in bank branches
can be either due to high operating cost which the company cannot afford or might be due to
decline in sales. Hence, this study has highlighted the key reasons behind the mentioned issue
and possible solution to rectify the problem is given. Also, one of the reasons behind decline in
the number of bank branches can be shift in consumer behaviour of going more digital than that
of practicing physical banking transaction. All of these factors are taken into account and present
study is conducted with a motive to highlight the reasons behind decline in the number of bank
branched in Honk Kong.
The major reason for selecting this topic in this dissertation is that researcher wanted to
acknowledge about the various components which influence the banking services in the branches
within Hong Kong. In addition to this, in this dissertation significance of banking services and e-
banking services will also include because scholar have huge interest in the e-banking services so
as researcher will select this topic as the research topic. Another major reason for selection of
this topic is that researcher have sufficient data and information about this subject.
Research Framework
In order to conduct this study, several research methods are taken into account.
Researcher has focused on applying positivist philosophy and deductive approach in order to
assess the reasons of decline in number of bank branches. Further, descriptive research design is
applied with a motive to describe the scenario in depth. It is essential to collect the data so that
information related to actual scenario can be attained. In this respect, secondary source of data
collection is taken into account with a motive to identify the reasons behind decline in bank

branches in Hong Kong. Data is obtained by reviewing books, journals, news articles, business
magazines and published data. For the purpose of assessing the data, qualitative and quantitative
measures is utilized. Themes are developed and discussion is done upon it that aids in gaining
results from it.
In this study, researcher will firstly select an appropriate topic of the study. On the basis
of the top, aims and objective can frame by the scholar. In addition to this, literature review can
design in order to collect secondary information. In addition to this after designed literature
review in the next stage, researcher will focus on the research methodology. With assistance of
the research methodologies, researcher can address the actual issue of the study. In addition to
this, with help of primary data collection, researcher can found out appropriate solution. On the
basis of data collection, researcher can design the conclusion and recommendation.
Source of data
In this present study, researcher can use secondary data. In the literature review,
researcher has collected data from secondary sources such as books, journals, online articles,
blogs etc. On the other hand in the data analysis and interpretation, researcher have also used
secondary data. in the present dissertation, scholar has been used secondary data collection under
which information about the banking services and existing situation of banking sector in the
Hong Kong can collect by the secondary resources such as books, journals, articles, online
websites, magazines, news papers etc. In this secondary data collection, various view and
opinion of the authors has been included about the topic.
Purpose of the study
In the entire this dissertation, the major main aim of the researcher is to investigate the
rationale behind decline in the number of for the numbers of bank branches declining in the
Hong Kong. In this respect, statistics related to business is considered which aids in identifying
the reasons behind the shutting of bank branches. For attainment of this objective, scholar will
focus on the statistics of the banking sector. Through this study, scenario within banking sector
can be assessed that aids in framing appropriate strategy. Further, this study has focused on
popularity of e-banking facilities among individuals which will aids in streamlining the process
of banking. Additionally, other factors that influencing the banking sector of Hong Kong is also
highlighted in this study.

In addition to this, study have major important is that with help of this study, scholar can easily
analyse and assess the banking sector condition in the Hong Kong. This study help to the scholar
in investigating the importance of the e-banking services for the country as well as individuals.
In addition to this with help of this study, scholar can also investigate the factors that influence
on the banking sector in the Hong Kong. Thus, it can be said that researcher can able to assess
the various components which affect the banking sector as well as customer behaviours impact
on the banking services.
Problem statement
Banking sector is one of the key industry of any country which plays a significant role in
the economy as well. Beside this, there are certain another factor which makes banking a crucial
factor. It aids in mobilising saving, boosting investment trends, generates employment, supports
in infrastructure development, support small business, provides loans, aids in boosting standards
of living, support agriculture and certain other. Presently, it is evident that are significant close of
bank branches in Hong Kong which is a key research problem. Due to this scenario, there will be
direct impact on social and economic aspects of Hong Kong. Hence, performance of banking
sector is also reviewed in this study in order to identify its impact on other activities.
very wide topic as it have includes various components that affect its working criteria in the
countries. The major aim of this topic is to investigate the rationale for the numbers of bank
branches declining in the Hong Kong. Thus, it is very difficult to assess the performance of
banking sector within the country because most of the bank does not disclose their information in
publicly. There are various factors which affect the performance of banking so this is very big
issue for scholar to asses the knowledge about the each factor.
Dissertation structure
Present study is been arranged with following heads in order to give clear information to
readers: In order to produce the complete dissertation, there is consisted various chapters which
are as follows-
 Chapter 1- Introduction- This is first chapter in the dissertation which define aims and
objective of the entire dissertationstudy. It aids in setting the context of study and also
highlighted the reasons behind conducting the study on selected topic. Through this,
interest among reader is created. In the absence of the introduction chapter, researcher

can not able to develop an effective dissertation. The significance, rationale and outline
of the structure can include in this first chapter.
 Chapter 2- Literature review- It is required to review the past literature and information
so that gaps from it can be identified and same can be bridged with present study. With
this motive, literature review section is developed which gives background and
theoretical information to the reader. Once the introduction chapter has developed then
researcher can focus on the literature review chapter under which various themes of the
topic can include. With assistance of this chapter, researcher can get the detail knowledge
and understanding about the subject.
 Chapter 3- Research methodology - This is another very significant chapter in the
dissertation which includes various method of the research methodology such as research
approach, research design, research philosophies, data collection, data analysis , sampling
etc. With help of this chapter, scholar can find out an appropriate solution of the research
problem by assist of various methods and techniques of the research methodology.
 Chapter 4- Data analysis and findings- This is the key section of whole thesis as it
deals with the findings. In this, data are considered and discussion upon same is done in
order to obtain finding from it. This section aids in gaining results based on which
conclusion is framed. Once the research methodology chapter has completed by the
scholar then researcher focus on the data analysis and finding under which researcher
collect and analyse the information about the subject. Only with help of this chapter,
conclusion about the subject can obtain because in this scholar can interpret the collected
information.
 Chapter 5- Conclusion and Recommendations- This is the last chapter in the
dissertation which help in framing conclusion de and summarise the entire discussion. In
this chapter, scholar finally conclude and summarise the entire discussion. In this chapter,
recommendation can alsois also include about the subject.

CHAPTER 2- LITERATURE REVIEW
Introduction
In the entire dissertation literature review chapter plays a very crucial role by which
scholar can easily focus on the various aspects of subject matter. With help of this literature
review chapter, scholar can get the detail knowledge and understanding about the subject and
collect secondary data. In the literature review, various information can collect about the topic
from the use of various articles, journal, magazines, newspaper etc (Samad, 2016). With help of
these resources, scholar can collect the secondary data about the subject. Various authors views,
suggestion, thoughts helps to the scholar in understanding about the subject. In the present
literature review, scholar has developed various themes about the subject of banking sector in the
Hong Kong. The major objective of this dissertation is to investigate the number of branches of
bank decline in the Hong Kong so researcher has developed various themes about the subject.
These themes provide detail understanding about the subject through which scholar can conclude
the data. In the present dissertation, with help of literature review, scholar can easily obtain the
secondary information about the subject and find out the best solution for the research issue.
Following are various themes about the number of branches of banking declines in the Hong
Kong-
Analyse the banking services and e-banking services in the Hong Kong
According to the view of van Esterik-Plasmeijer and et.al., (2017) in the country, banking
sector plays a very crucial role by which financial and economic condition of the country can
easily measure. With help of banking sector, country can improve its economic and sustainable
condition within the country. In the present time, the e-banking services is continuously
increased due to enhancing the technological development. In the present time, every individual
is too engaged so they have no time to go to bank for financial transaction. With help of E-
banking services they can make their financial transaction easy and fastest. In the E-banking
services includes various services such as online banking, ATM and debit card services, phone
banking, fund transfer services, point of sales banking etc. Each of this e-banking services have
direct relationship with the banking services because in order to operate the E-banking services,
bank have to conduct the secure connection with banks. E-banking product and services offered
in two tier structure. A basic tier of internet banking structure includes customer account inquiry,
fund transfer and electronic bill payment. According to the view Ho and Lin, (2010) Hong Kong

is one of the most world financial centres which have the highest financial development index
score. In the banking sector of Hong Kong, it has one of the highest concentration of banking
institution in the world. It has more than 100 banks which operate their banking facilities and
services in an effective manner for the Hong Kong public. As per the research it has been
founded that in the December 2016, within the Hong Kong, 156 are licensed bank and 22 are
restricted licensed bank. In addition to this it has 17 deposit taking companies and 57
representative offices of the foreign banks. In the Hong Kong, the banking system is
characterised by its 3 tier system which have formed with three banking institution that are
licensed bank, restricted bank and deposit taking companies. In the 2016 in the Hong Kong,
banks continuously operates under the low interests rate. As per the government statistic, in the
end of December 2020 in the Hong Kong there were 45 deposits taking companies, 46 restricted
banks and 133 licensed banks. With help of bank in the Hong Kong there is effective support of
finance given to the china development projects. While in the country there has Asian financial
crises left then many banking system has been influenced in large manner. Due to the sadden
massive outflow of the money from the Asian region, there fragile structure has been highly
influenced. In the Hong Kong, the top 10 incorporated banks also recorded increases in their
cost to income ratios which is the average of 42.3% and it also increases of 0.9 percentage point
compared to 2014.In the context of cost in the banking sector of Hong Kong, top 10 bank
branches disclosed the most improved cost to income ratio of 44.5% in the 2015.On the other
hand in the context of standard charted bank increased the cost to income by 3.5% which bring
the entire ration of the banking services by 55.6% in the 2015. According to the view of Zarrabi,
Nazari and Akbari, (2014) credit quality of banking sector, in the Hong Kong credit quality of
the loan will exposed to china's economy. It has been also founded in the survey of Hong Kong
banking branches that in the top 10 incorporated bank the average impaired loan ration has been
increased by the 0.70% in the 2015.

In the opinion of van Esterik-Plasmeijer and et.al., (2017) banking services are those
services which provide the financial facilities to the public. This services deliver effective
facilities to the customer so as they can make their financial transaction and safe their money in
the bank. With help of banking services, people can also take the interest rate from their capital
amount. In the opinion of Esterik-Plasmeijer and et.al., (2017) There are various kinds of
banking services such as checking account, saving account, debit and credit cards, insurance,
wealth management etc. These all services helps to the customer in securing their money in the
bank and customer can easily get the interest rate over their fund. With help of banking services,
customer can also take the loan for their personal and business use. According to the view of
Morrison, (2015) banking services have direct relationship with e-banking services in order to
deliver the banking facilities with help of electronic form, bank have to make some changes and
take the help from the bank. As per the objective of this dissertation, researcher have main
objective is to find out the numbers of branches which de clinging in the Hong Kong. Thus, in
this objective, e-banking can help to the country in improving its banking branches. With help of
e-banking, country can improve its banking sector in an effective manner as it can deliver
banking facilities with help of the electronic medium such as ATM, phone banking, mobile
banking, SMS banking, fund transfer services. According to the view of Morrison, (2015) In the
Hong Kong Due to these reason, many banks in these countries have taken excessive loans to
risky projects such as property, stock and unsecured personal loans. There has drastic fall occurs
in the prices of property and shares due to Asian financial crisis took place within the countries.
In the view of Pérez and Del Bosque, (2012)In addition to this, borrowers has also unable to
repay their debts and various bank was facing the crushing financial difficulties. In the Hong
Kong, bank escaped disaster because the industry is effectively regulated and the bank is
effectively sound in the context of finance. According to the view of Zarrabi, Nazari and
Akbari, (2014) In these bank they are not allowed to hold more than 40% of their assets in
property related assets. Thus, it can be said that bank in Hong Kong is financial sound as they are
delivered effective financial services and facilities to the customer and satisfied their needs
related to the financial aspects. They had a difficult time at the time of Asian financial crisis and
thereafter. The drastic fall in the demand for the loan has led to great fall in their profitability.
3

Assessment of the impact of customer behaviours on the banking branches on Hong Kong
According to the view of Lebdaoui and Wild, (2016) customer plays a very crucial role
within the banking sector. This sector is largely depends upon the customer service because
customer satisfaction is must in this sector. In the present time, customer are demanding multiple
channels through which they can interact with their providing including such as face to face
contact, phone, websites email mobile device etc. In the banking sector, customer demand is
continuously increased due to increase technologies. With help of technological changes, bank
have delivered various kinds of new facilities to the customer like ATM facilities, mobile
banking, internet banking etc. With assistance of these facilities, bank have effective provide the
quick and fast facilities to the customers. These facilities can make their life easily so as they can
easily make their financial transaction at anywhere and at any time. As per the survey it has
been founded that over half of the customer in the Hong Kong have opened and closed at least
one product in the past year and opened new accountant with help of internet by 34%. In this
country, bank branches are speedy using the e-banking transaction and services as it has
increased by 40% as compare to the past year. In this country, rate of the customer who is using
online banking is increased 46% as compare to past year. It has been also founded that 50% of
customer uses to phone for get touch with banking services and 49% customer uses online
financial management tool to manage their banking services in the Hong Kong.
According to the view of Morrison, (2015) in the banking sector, customer behaviour is
largely considered because all the activities and function is largely depends upon the customer
requirement and needs. According to the customer requirement, bank develops the policies,
practices and facilities of bank so as their requirement can effectively meet. According to the
view of Lebdaoui and Wild, (2016) In order to improve the banking sector, bank should
understand the customer behaviours and their careful requirement. With understand the
customer behaviours banking sector can easily improve its financial facilities so as they can
make their transaction in an easy manner.
Analysis of the components that impact on the banking services
According to the view of Iqbal and Molyneux, (2016) banking sector is very huge sector
in the country by which all financial and economic condition can manage. Banking sector is
large depends upon the economic condition of the country. While all the sectors within the
country survive in an effective manner then banking and financial performance of the country
4

will automatically improve. Banking sector depends upon the various section within the country
such as agriculture, education, infrastructure etc. While people financial condition is effective
then they an easily survive within the country. Education and employment rate is largely affected
the banking performance of the country because while people have well educated and they have
effective source of income then they can easily use the banking facilities and make impressive
transaction within the bank. According to the view of Iqbal and Molyneux, (2016) In the view of
banking performance of the country is largely depends upon the country economic condition.
However, there are various factors which affect the banking services within the country. In the
opinion of Lebdaoui and Wild, (2016) inflation rate is one of the factor which affect the banking
services within the branches. While inflation rate is high then bank tends to suffer. The inflation
rate directly influence the value of currency and this often has a ripple impact on the banking
sector. Thus, it can be said that inflation rate is one of the utmost component through which
banking services in the branch can directly affected. Due to the inflation, there may arise
instability in the currencies through which erodes client confidence. On the contradicting view
Ferhi and Chkoundali, (2015) stated that another one of the major factor which affect the
banking services in the branches is exchange rate. As per their opinion it has been stated that
exchange rate across the world can directly influence to the banks all over the universe. In the
financial market in the world and various strong currencies such as British pounds, European
euro, Canadian dollar, US dollar have effective cutting impact on the other currencies. While in
the country, exchange rate for these currencies fall then the banking services can negatively
influence. In the opinion of Demiralp and Demiralp, (2015) another one of the most effective
factor which affect the banking services in the branch is laws and regulation. In every country
there is different law, legislation and rules which can affect each and every sector in the country.
Due to the law and regulation each business activities can affect in both positive and negative
manner. While any organisation in the sectors does not follow the regulation and rules then they
have to pay the penalty. Due to changing rules and regulation, company have to make the
changes in its business services accordingly. Each country have its own government which have
imposed the rules and regulation. In the banking sector while government change in the rules and
regulation then bank have to make changes in the banking services and activities. In the banking
sector, law and regulation plays a very crucial role by which major decision can determine such
as interest rate, banking services, loan regulation etc. Thus it can be said that banking services in
5

the banking sector can largely affect by the governmental law and regulation which impact in the
positive and negative manner. According to the view of Beck, Demirgüç-Kunt and Merrouche,
(2013) economic policies is another one of the effective factor within the banking sector which
can imp[act on the banking services and facilities. There are both macro and micro policies
which can impact the banking services in the banking branches. If a country develops the
unfavourable policies and practices for the bank then it is enabled to grow the services of
banking within the country. Governmental policies and practices related to the economies can
largely affected the services in the banking.
As per the above discussion it has been ascertained that there are various kinds of
economic factor which can influence to the banking services in the branches within the country.
However, there are additional factors which can impact on the services of banking within the
country. In the view of Arshad, Yusoff and Tahir, (2016) credit and deposit growth is one of the
element which can influence to the banking services in the branches of the country. Slow growth
of the banking sector has been largely reflected in the subdued performance of the public sector
bank. Credit and deposit growth rate of the country can largely affect the performance of the
banking services in the branches of bank. As per the research it has been founded that year on the
year basis, the credit growth declined to 9.7% from the 10% and deposit growth rate declined to
the 10.7% from 12.9%.In the contradicting view Abedifar and et.al., (2015) stated that another
major element which impact on the country's banking services is profitability. This is one of the
significant factor which influence banking services in the banking branches. Basically the
profitability of bank is measured by the return on assets and return on the equity. The year on
year growth in the profit after tax improved sharply to 11.4% in the 2015.
Strategies to optimise the banking services in order to upgrade the bank branches
According to the view of Shaikh, Hanafizadeh and Karjaluoto, (2017) in order to
improve the customer satisfaction in the bank, bank should improve its banking services and
facilities. Bank of the countries should focus on the several ways by which it can able to improve
its existing condition and services for the customer In the opinion of Shih, Chen and Chen,
(2013) business realignment is one of the strategy to improve the banking services within the
country. As per this strategy, bank can easily improve its current services of banking. In this
strategic planning can develop the new structure, practices and system of the bank. Basically
business realignment is one of the strategy by which overall strategic position within the bank
6

can improve. In this strategy overall condition of bank can improve through which effective
services can deliver to the customer and meet their expectation related to the banking. In the
contradicting view Planning and Executing Change. (2017) stated that channel optimisation is
another effective strategy to improve the banking services in the banking branches within the
country. In this strategy various way's customer interact with a bank in order to create a cost
effective combination that is adapted to each banks specific base. This is one of the most
effective strategy for the banking services in the banking branches by which bank can improve
customer satisfaction in the banking services. In this strategy bank can improve it's supply chain
management so as customer can get the banking service at the right time and at the right place.
Channel optimisation can help to banking sector in improving it's supply chain. With help of
these selling and purchasing of the banking product and services can improve and customer can
highly beneficial. In addition to this in order to improve its services, bank can also adopt
technical capabilities and ability through which it can effectively solve the issue of the customer
related to the banking. According to the (Digital Banking. 2017) stated that another one of the
most effective strategy for the improvement of banking services is staff productivity. Bank
should recruit the high quality and high professional staff member as their personnels. Human
resource plays a very crucial role in the banking sector because entire banking operation and
function can largely depend upon the personnels in the bank. In entire activities in the bank
required high skilled professional and bank managers. In the absence of qualified and high
skilled employees, bank can unable to deliver effective services to the customer. Thus, it can be
said that in order to improve the banking services in the branch in the country, bank requires the
high skilled and qualified professions. An effective and well qualified personnels can easily
understand the queries and requirement of the customer through which they can deliver banking
services according to their requirement. According to the view of Iqbal and Molyneux,
(2016)Thus, it can be said that high skilled staff productivity is very important in the banking
sector by which bank can improve its condition and services in the branch of bank.
According to the view of Zarrabi, Nazari and Akbari, (2014) in order to improve the
banking services in the branch of country, technology and automation is another significant
strategy by which bank can improve its banking services and meet customer expectation in
effective manner. In the present time, banking services is largely depends upon the new
technology because internet banking and e-banking is continuously increased in the country.
7

With help of high upgraded technology, bank can effectively deliver the right and fastest banking
services to customer. Technology has completely changed the shape of banking service by which
all financial transaction can made by help of the latest technology and equipment. In order to
improve the banking services and facilities in the branch of bank within the country, bank should
focus on the high quality of technology and automation. With help of technology and
automation, bank can improve the speed of financial transaction and save the time. In addition to
this technology also provide effective security and safety to the financial transaction in the
banking sector. According to the view of Wenming, (2013) another significant strategy to
improve the banking services in the branches, vendor relationship is another significant strategy.
In this strategy, It is not enough to pressurised the vendor for lower their prices but also it is
required to consider on the efforts designed to derive the greatest possible value from the vendor
relationship. With help of improve the vendor relationship, bank can easily improve its banking
services and facilities in the branches.
8

CHAPTER 3 RESEARCH METHODOLOGY
Introduction
It is considered as one of most significant section of the dissertation which must be
referred by the experts. It has been noticed that by having an effective reference of research
methodology the experts can easily attain the knowledge in respect to the tools and techniques
which are essential to be employed for attaining results of the study. It also provides a support to
the process of conducting research by offering information about different aspects like approach,
philosophy, technique, collection, analysis, etc ('Snyder, 2012). Research methodology is one of
the most significant chapter of the study where various crucial decisions have to be taken by
researcher regarding selection of tools which are beneficial for the research. With assistance of
this research methodology, scholar can find out an effective and appropriate solution for the
research study. In this chapter, scholar can find out the solution with help of various method such
as research approach, research philosophies, research design, data analysis, data collection,
sampling. With help of these methods, right decision about the research study can take by the
scholar.
Current study is being taken into account in terms of investigating the rationale for the
numbers of bank branches declining in the Hong Kong. By having an application of
methodologymethodology, the appropriate tools can be employed by the researcher so that better
measures can be taken into account in terms of attaining results. Following are various method
which used in the studythe forstudy for find out effective solution of the research study-
Research Philosophies
This is one of the technique in the research methodology which help in addressing the
right solution of the research study (Ansara, 2015). In this includes the nature of knowledge in
relation to the investigation. In order to obtain the right solution of the study, it is very necessary
to select the right research philosophies because this is method can impact on the entire
investigation. This method assist in clarifies the aims and objective of the research study and also
assist in addressing the proper outcome for the entire dissertation. With assistance of this
research philosophy, scholar can get the detail knowledge and understanding about the subject
and obtain an effective solution of the research study. Research philosophy have major two types
9

that is interpritivisminterpretivism philosophies and positivism research philosophies. In the
positivism research philosophies, researcher can focusesfocus on the aim and objective for the
carry out the entire dissertation. These philosophies assist in addressing the true factors and
elements which support to researcher in addressing the right solution of the entire study (Coulter
and et.al., 2014). This philosophy also provideprovides a systematic structure and ways of the
study which help in combining logical adjustment while scholar organise the experimental
observation. On the other handhand, in the context of interpretive philosophies, researcher has
focused on the various theories, concepts and model for find out an effective outcome of the
entire study. This research philosophy can help to scholar in collecting the realistic information
for identify the question in the investigation. With assistance of these philosophies, researcher
can developedcan developed an effective structure and format of the entire study so as they can
conduct a systematic investigation about the subject. In the current study of dissertation,
researcher has been selected positivism research philosophy in order to attain the aim of
investigate the numbers of branches decline in the Hong Kong. With help of this positivism
philosophy, scholar can easily address the right solution of the research problem and analyse the
entire information for the study. This philosophy can help to scholar in addressing the effective
outcome and address the aim the limited time period. This makes the study in the prop[er and
systematic way.
Research approach
It is associated with the course with the help of which study can be carried out in
effective manner. With an effective application of approachapproach, the researcher can have the
best possible outcomes. It is because appropriate selection of approach allows taking better
decisions in terms of study. The approaches of the research being present assist in
implementation of appropriate methodology that reduces the changes of omission in the research.
In addition to this, it can be said that there are two kinds of approaches that are mainly used by
the experts such as inductive and deductive (Khalid, 2009). It is necessary for experts to have
selection of approach according to aim and objectives of study.
Inductive approach is considered as a technique which allows researcher to have
collection of relevant information about topic in theoretical manner. In other words, it can be
said that investigator can have collection of data through application of method which can be
10

employed easily by explaining about the patterns. In this, observation is being considered as
critical section. Other than this, deductive approach allows to have collection in terms of
theoretical as well as statistical manner. It means the flow of information collection is from
general to specific.
For the present investigation the experts will focus on deductive approach because it will
allow to gain information in terms of theory as well as statistical form. It means the information
in terms of customer behaviour impact on banking services in the branch of Hong Kong can be
gathered more effectively. Such measure selection is beneficial for effective collection of
specific information about factors that impact the banking service in branches in the Hong Kong.
It will also allow to have better collection and interpretation of gathered information. Moreover,
the specific content about the subject allows to meet objectives of investigation. However, the
selection of inductive approach was not appropriate for the present study because it does not
allow to have approach evolution of statistical content.
Research Design
In the research methodology, research design is one of the most significant method by
which research can able to gather and assess the information about the topic. This tool can help
to scholar in collecting and analysing the information for find out the solution of research issue.
It is the blue print of the entire study by which information can collect and analyse for the
obtaining effective solution (Lee, 2014). It helps in addressing the factual and authentic
information about the topic. There are various kinds of research design such as exploratory,
experimental, descriptive etc. In the context of descriptive research design, scholar have main
intension to addressing the actual issue of the research study and find of appropriate solution for
the problem. In the context of exploratory research design, scholar develops various research
question for find out the solution of research problem. In addition to this in the descriptive
research design, scholar can take help of various theories, models, concepts etc. With help of
various theories, concepts and models, researcher can able to find out the effective solution for
the problem. In the current study ,the major aim of the scholar to investigate the numbers of
branches declining in the Hong Kong so descriptive research design has been used by the
investigator in the present study. Descriptive research design assist to scholar in highlighting the
existing issue in the study. It helps in collecting, analysing, and interpreting the information
11

about the subject. Thus, it can be said that research design assist in present study for using
secondary data analysing for investigate the numbers of bank branches decline in the Hong Kong
country.
Research Techniques
Research technique is another one of the significant method in the research methodology
by which scholar can easily analyse and conclude the research outcome. In the absence of
research technique, investigator can unable to conclude the result. Research technique can
divided into two parts that is qualitative and quantitative. In the context of quantitative research,
researcher uses the numerical, mathematical and statistical methods. If in the study there is no
numbers involved then it is not quantitative research technique. On the other hand in the
qualitative investigation, researcher is dealing with exploration of issues and understanding with
phenomenon. In a simple word it can be said that while in the study, any survey , interview ,
questionnaire has included then it is known as the qualitative research study. On the other hand
while in the study, scholar uses the statistical tool like SPSS then it is known as the quantitative
research method. In the present study, the major aim of the scholar is to investigate the numbers
of bank branches declining in the Hong Kong for attaining these objectives, scholar uses the both
qualitative and quantitative research technique in the present study.
Data analysis
In the research methodology chapter, data analysis is one of the most significant method
by which scholar can analyse, interpret and summarise the information for conclude the result. In
order to analyse the information, researcher required to appropriate techniques and tools by
which right information can collect and obtain the information for attain an appropriate outcome.
It is defined as the procedure that act as an aid in making application for the logical and
statistical technique in the systematic manner. This is being carried out in order describe,
condense, illustrate and make evolution of the information. In order to conduct the data analysis
there are major two kinds of technique that is qualitative and another one is quantitative. In the
context of quantitative data, various statistics tools can apply in the investigation such as SPSS,
T-Test etc. In order to interpret this test excel sheet can use by the scholar. On the other hand in
the qualitative technique, scholar can represent the information in the non numeric form. In
12

addition to this thematic perception is undertaken by the scholar in the qualitative research
analysis. In the present dissertation, scholar has used both qualitative and quantitative research
techniques by which scholar can investigate the numbers of bank branches decline in the Hong
Kong country.
Data collection
Data collection is one of the most effective technique in the research methodology by
which scholar can able to collect the information about the subject matter. In the absence of data
collection, it is impossible for obtain the right solution for mentioned research issue. Data
collecting is a systematic process for gathering the information about the subject. In this process,
major scholar can focus on the two kind of data collection that is primary and secondary data
collection. These two data collection method can help to scholar in addressing the effective
information about the subject. Primary data collection is very essential process by which scholar
can collect the fresh information about the subject. In this various techniques are included such
as survey, interview, questionnaire, case study etc. With help of primary data collection friend
information can collect about the subject which does not used in the previous time. On the other
hand in the context of secondary data collection, researcher can collect information about the
subject with help of secondary resources such as books, journal, online articles, newspaper,
magazines etc. Basically secondary data collection means to collect secondary data which has
already used and published by someone. In the present study, researcher have major aim is to
investigate the numbers of bank branches declining in the Hong Kong. Thus, in the present
dissertation, scholar has been used secondary data collection under which information about the
banking services and existing situation of banking sector in the Hong Kong can collect by the
secondary resources such as books, journals, articles, online websites, magazines, news papers
etc. In this secondary data collection, various view and opinion of the authors has been included
about the topic.
Research Limitation
While investigator conduct the investigation then there are several limitations which faced by the
scholar. Scholar have faced major limitation related to the time and fund. In the present
investigation , scholar have following limitations-
13

 Lack of financial resources- Researcher have major limitation is related to the fund.
Researcher has very limited fund so they have faced difficulties. In various activities like
transportation, internet cost, printing and stationary, scholar have required sufficient
amount of fund. Due to the lack of finance, scholar have faced huge difficulty in the
present investigation.
 Prolong procedure- This is another major limitation in the present study under which
scholar have faced the issue related to long procedure of investigation. The dissertation
has various chapters like introduction, research methodology, literature review, data
collection and data analysis. All these task required effective time. Due to lack of time
period, scholar have faced serious issue and difficulty at the time of study. This is too
long procedure of investigation under which effective time period is required.
Ethical consideration
It is one of the most imperative aspect in the study while scholar focuses on the study. In
the entire research investigation, there are various ethical aspects which required to consider by
the scholar. With help of ethical norms, researcher can conduct the investigation in an effective
manner. Following are some ethical norms which has considered by the scholar in the entire
study- Confidentiality- At the time of collecting information, confidentiality is one of the ethical
thing which researcher required to consider (Miller and et. al., 2012). It is very important
for the scholar to do not share the information with anyone about the study who are not
part of present investigation. Proper citation of work- This is another important ethical norm which required to
consider in the study by the investigator. The information which is use in the study does
not copy and pasted from any other source (Zumitzavan and Michie, 2015). All
information must be authentic and there should proper citation done by scholar. Relevant information- This is another significant ethical norm which required to
consider by the scholar in the entire dissertation. In addition to this, scholar should
include the relevant information and data about the topic. All information which is
included must be relevant to the topic.
14

 Don't pressurise anyone at collecting information- While investigator conduct the
investigation about the subject then they should not pressurise and force to anyone for
fulfilling the questionnaire about the subject.
15

16

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
Introduction
While in the research dissertation, research methodology has effectively accomplished
then another major important chapter is data analysis and interpretation. It is one of the most
significant chapter in the entire dissertation under which all collected information can analyse
and assess in an effective manner so as researcher can founded the best alternative solution for
the research issue. In a simple word it can be said that data analysis is a process of evaluating the
information using the analytical and logical reasoning to examine each components of the data
provided. In a simple word it can be said that data analysis is a process of inspecting, cleaning,
transforming, modelling data (van Esterik-Plasmeijer, van Esterik-Plasmeijer, van Raaij and van
Raaij, 2017). With help of data analysis, research can able to take effective decision about the
investigation issue and summarising the entire report in few words. Data analysis is one of the
significant aspect in the dissertation by which researcher can able to take an appropriate solution
for the research problem. In the present study, secondary data analysis has been taken under
which scholar can use books, journal, articles, online journal, news papers etc for collecting the
significant information about the topic (Zarrabi, Nazari and Akbari, 2014). Secondary data
analysis is the study for collect and used the information for the another purpose. In the present
study, the major aim of the scholar is to analyse the numbers of bank branches declining in the
Hong Kong so various themes have been developed in order to find out the solution of this
research issue. In addition to this, scholar have focused on the secondary data analysis in the
qualitative and quantitative research techniques. Following are some themes which supports to
the secondary data analysis for the topic if numbers of bank branches declining in the Hong
Kong-
Analysis the e-banking services and banking services in the Hong Kong
Banking sector is very vast sector in the country which used in large manner for
individual point of view as well as business point of view. This sector largely helps to the people
and business in securing the money and providing financial help to them. In the banking sector,
country have huge scholar through which various sector get the benefits like agriculture,
education, infrastructure, employment etc (Foon and Fah, 2011). With help of banking services,
country's sustainable growth and development can improve. In the today time, banking services
17

has largely increased and changed due to the technologies. With help of technology, banking
transaction is become easy and fastest. Electronic banking services are range of banking services
and other services or facilities that use electronic equipment such asd online banking, ATM and
debit card services, phone banking, SMS banking, electronic alert, mobile banking, point of sales
banking, e statement and other e-commerce or value added services (Ramseook-Munhurrun and
Naidoo, 2011). With help of various electronic services, banking services has been improved and
become fastest. E-banking has provided an effective experience to the customer in the field of
banking services. All transaction of banking and money can conduct with help of high
technology. Bank can easily provide all information and update about their transaction with help
of technology. This helps to carry out banking transaction such as withdrawals through cash
dispensers or transfer of fund at point of sale (Pérez and Del Bosque, 2012). Electronic banking
is defined as the use of electronic delivery channels in order to transfer the banking product and
services. In the banking, most important electronics delivery channels are internet, wireless
communication, network, automatic teller machines and mobile and telephone banking. Internet
banking is process of bank under which bank use all electronic mediums and channels for
delivering banking services to customers. This makes the easy , safe and secure transaction of
money for the customers. Majority there are three kinds of internet banking such as
informational website, communication websites, advanced transactional websites etc.
18

Analysis of the customer behaviour on the services of banking in the Hong Kong
In the banking sector, customers plays a very crucial role by which it can survive in the
market in an effective manner. In the absence of customer, banking sector can not effectively
survive in the market in an effective manner. In each and every activities of banking, it is very
important to analyse the customer behaviours (Aderonke, 2010). Customer service is an
important part in the banking because bank is service based businesses so most of the activities
involve element of service. Various services of banking like mobile banking, internet banking,
ATM, etc largely based on the nature of customer. If customer is not well aware about the
banking then it is impossible for conduct the banking services within the country in an effective
manner. It is very important for the banking sector to deliver the banking services according to
the customer needs and requirements. In the banking sector, customer behaviour is a study of
when, why, how and where people do or do not buy the product and services. It has major three
elements such as psychology, sociology and economics (Ho and Lin, 2010). While decision
19
Illustration 1: E-banking
Source:Digital Banking. 2017

about the banking has taken then decision parameter can considered by the bank like what is
actually required, what will you do now, how will you do it and is the decision worthy enough. If
the customer has not effectively satisfy with the banking services then bank can unable to
perform in the market in an effective manner.
Determination of the factors which impact on the banking services in the Hong Kong
In the banking sector there are various components that influence banking services in
large manner. In these factors includes the inflation rate, law and regulation of the country,
technological changes, economic policies etc. Inflation is one of the factor which influence the
banking sector in large manner. While inflation rate is high then bank tends to suffer. The
inflation rate directly influence the value of currency and this often has a ripple impact on the
banking sector. Inflation rate have directly relationship with efficiency and productivity of
banking sector (Amiri Aghdaie and Faghani, 2012). If inflation rate of the country is going
upward then value of the currency can influence in large manner. On the other hand while
inflation rate of the country decreases then banking performance can also influence in the large
manner. Another significant factor which influence the banking condition is law and regulation
of the country. In the different country there is different law and regulation which imposed by
the government (Kumbhar, 2011). Every bank have to follow the rules and regulation which
imposed by the government. While government imposed any new policies, practices and
legislation then banking sector can largely affect. In addition to this law and legislation of the
banking services relate to customer and bank have to follow the bank at the time of delivering
the banking services to the customer in the country (Singhal and Padhmanabhan, 2009). While
any bank does not follow the law and legislation which imposed by the government then they
have to pay some penalty. Bank has to follow the governmental rules and regulation which help
in protecting the customer and bank both in an effective manner. With help of rules, law and
regulation, banking customer and bank can safely carry out their business activities and
functions. In addition to this, another major factor is economies policies which can largely
impact on the banking services of the country. While any changes occurs in the economies
policies then it will directly influence to the banking performance and services in the country. In
order to maintain effective banking performance, bank should always consider economic
policies of the country. If within the country there are unfavourable policies, then banking sector
is bound to lose while sound macro policies can make within the country's bank can actually
20

grow. Another major factor which influence the banking services is exchange rate across the
world (Coulter and et.al., 2014). While rate of exchange change then country's bank can
influence in large manner. In the financial market in the world and various strong currencies such
as British pounds, European euro, Canadian dollar, US dollar have effective cutting impact on
the other currencies. While in the country, exchange rate for these currencies fall then the
banking services can negatively influence.
As per the discussion it has been ascertained that there are various factors which
influence the banking sector in the country. Customer satisfaction is one of the essential aspect in
the banking sector. While customer are not effectively satisfied then bank can not attain its
determined success and objective. In the context of customer, there are also various factors
which influence the banking services of the customers. Economic condition of the customer is
one of the major factor which influence to the banking services of the bank. Consumer spending
decision are known to be greatly influenced by the economic situation prevailing in the market.
While customer have effective economic condition then they become easy to contribute in the
banking services within the country. In addition to this, another major factor which influence
banking services is personal preferences. Customer preferences and taste is one of the factor
which influence to the banking services. Bank has to deliver the banking services according to
21
Illustration 2: Factor affecting banking services
(Source:Samad, A., 2016)

the customer preferences, taste, culture, background and life style. Customer preferences and
taste influence the banking services in the country.
Examine the strategies through which banking services can improve in the country
In the banking sector while performance is going toward the down then there are some
strategies and ways by which bank can able to improve its existing banking services. In these
ways, technological implementation is one of the strategy by which bank can able to improves its
existing banking services in the country and meet the actual expectation of the customer. With
help of technology, bank can improve its existing banking services and facilities. With help of
technologies, various improvement in the banking services can improve like transaction,
payment etc (Emari, Iranzadeh and Bakhshayesh, 2011). This strategy makes the banking
services easy and fastest manner. In addition to this ,another effective strategy to improve the
banking services is vendor relationship is another significant strategy. In this strategy, bank have
to maintain effective relationship with vendor. Another effective strategy to improve banking
service is market research. Bank should conduct market research and identify the actual needs
and wants of the customer related to the banking services. With assistance of the market research
,bank can easily deliver the banking services and facilities to customer according to their
requirement. Another significant strategy for improving the banking services and branches in the
Hong Kong is high skilled personnels. Human resource plays a very crucial role in the banking
sector who delivers the banking services to the customer. In the absence of human resources
within the bank, bank can not able to deliver effective services to the customer about banking.
With help of banking representative and bank manager, customer can easily acknowledge the
queries and problem of the customer about bank. Product bundling and relationship pricing is
another one of the most important strategies to improve the banking services in the banking
sector of Hong Kong. In this manner, bank required to think beyond one size fits all strategy to
cater to customer's increasing demand. As per this strategy, bank should look at product and
pricing based upon a total customer review and respond to the value that customer bring to the
bank cross the spectrum of rates, fees, features and services.
22

23
Illustration 3: Retail banking customers
Source;The future of US retail-banking distribution, 2014

In addition to this, bank should adopt the automating customer care strategy for
improving its customer services of banking. This strategy can easily improve the banking
experience of the customer. By help of this option customer can easily put their queries on the
website of the bank from the bank representative. Bank can easily solve the queries and problem
of customer by help of this automating customer care services. It expands customer self services,
case management, dispute management and event based decision making can be perceived as
better customer care. It expands customer self services, case management, dispute management
and event based decision making can be perceived as better customer care. Bank should seek to
attract and retail customer with a compelling multi channel experience across all touch point.
Bank should improve its use of technology and up-gradation through which they can effective\y
deliver impressive customer services to them. With help of highly advanced technology and
resources, bank can effectively deliver impressive banking services to customer and meet their
expectation related to the banking.
In order to improve the banking services in the banking sector in the Hong Kong, bank
should educate the customer on the financial literacy. It is very important for the bank to make
aware all customer about their financial aspect of bank and their services, terms, condition,
benefit, validity etc (Mirza, Wallström, Beheshti and Mirza, 2009). By proper deliver of
knowledge about the banking services, bank can easily deliver effective banking services to
customer and customer can easily understand all terms, condition, benefits, validity of bank. In
addition to this another significance strategy to improve banking services is developed the real
customer relationship in the market. In order to develop a strong customer relationship, bank
should build trust, be transparent, and stay consistent and reliable. In the banking sector, trust,
loyalty and transparency is very important by which bank can easily meet actual expectation of
the customers. With help of deliver right and on time services of bank, manager and bank
representative can improve the customer loyalty. In addition to this bank representative and bank
manager should disclose all relevant terms, condition and information related to bank with
customer so their trust can easily improve. Another major strategy is to take the feedback from
the customer for improving the banking services within the country. With help of taking
24

feedback from the employees and customer, bank can improve its further banking services in the
country. Bank should take the feedback from the customer so as they can identify their actual
needs and requirement related to the banking. In addition to this, with help of taking feedback
from the employees, bank manager can identify existing requirement for improvement in the
banking policies, practices, structure, system and norms. Bank manager should take the
feedback from the employees so as they can improve its internal environment.
25

CHAPTER 5 CONCLUSION AND RECOMMENDATION
From this entire report it has been concluded that banking sector plays a very crucial role
in the present time within the country. With assistance of this banking sector, customer can make
their financial transaction and keep secure their money. In this present dissertation, scholar has
used secondary data collection method under which all information has been taken from the
books, journals, article, magazines and news papers. With help of secondary data collection,
scholar have taken an effective data and information about the banking sector and its significance
in the customer life (Mirza, Wallström, Beheshti and Mirza, 2009). From this entire research
study It has been concluded that in the Hong Kong, customer behaviour so very significant for
the banking services. Banking sector can largely influence by the customer nature and behaviour.
By identifying the customer behaviour in the banking sector, bank can effectively deliver
effective services of bank to customer. Customer behaviour can influence by various factors like
situational, demographical, cultural, personal etc. While any bank deliver the banking services in
the market then it is very important to focus on the customer behaviour and its various factors
which influence these banking services in the market. From the entire dissertation it has been
concluded that Hong Kong banking sector can improve by various strategy like effective
technology and innovation, feedback option, customer care services, effective customer
relationship, market researcher etc. It has been also concluded that there are huge importance of
the customer services within the banking sector by which bank can improve its existing services
and environment (Ho and Lin, 2010). By deliver effective customer satisfaction, bank can easily
improve the banking services within the country. It has been also concluded that banking
services have major influence by the economic policies of the country. Due to changing regular
economic policies, bank have to change its banking practices and norms. In addition, to this,
another major factor is governmental law and regulation by which bank can highly influence.
While government have changed the law and regulation within the country then bank have to
adopt new policies and practices. Furthermore, according to the law and regulation, bank
customer and employees and bank itself can get effective protection. There are various kinds of
recommendation by which Hong Kong bank can improve its existing banking services and
improve numbers of branches. These recommendations are as follows-
26

 Bank in the Hong Kong should hire high skilled and professional staff members for
improving the banking services within the country. All bank should effectively recruit
the high skilled and qualified banker so as they can meet effective customer expectation
and deliver impressive services to them (Miller and et. al., 2012).
 Banking sector should focus on the highly advanced technology and update that
technology on time to time so as customer can effectively enjoy the online banking
service. With help of highly advanced technology and equipment in the banking sector,
bank can deliver the fastest and high speed transaction of the finance (Monsen and Horn,
2007). With help of these strategy, customer can keep safe and secure their transaction of
money.
 Another major strategy to improve the banking services in the Hong Kong is customer
relationship management system. This helps in improving customer trust, loyalty and
transparency. This system can delivers the front-line staff with information related to the
customer account through which they can effectively aware about their financial
transaction within the bank.
 Another major strategy to improve the banking services within the Hong Kong is
leverage offline and online channels. With help of these channels, bank representatives
can directly get touch with customer and identify their queries and requirement about the
banking services. In these channels may includes, direct mail, email, outbound calling
efforts, ATM messaging, statement insert etc (Ramseook-Munhurrun and Naidoo, 2011).
This is very impressive channel to deliver high quality of banking services to customer
because by this bank can directly communicate with its end customers.
 Another major strategy to improve the banking services within the Hong Kong is to
provide and educate the customer about the all terms, condition, policies, practices about
the banking services so as they can effectively know the banking services. This will help
in increasing the trust and transparency within the customers.
27

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Appendix
Data Set
http://www.hkma.gov.hk/eng/key-functions/banking-stability/banking-policy-and-supervision/
three-tier-banking-system.shtml
dustry-Profiles/Banking-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X003ULX.htm
https://www.hkib.org/
http://www.bochk.com/en/corporate/fininstitute/fibank.html