Impact of Digital Marketing in Customer Satisfaction - case study on HSBC bank
Added on 2020-10-22
29 Pages7873 Words181 Views
RESEARCH REPORT
Table of ContentsTITLE: ............................................................................................................................................1INTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Research proposal that clearly defines a research question or hypothesis, supported byliterature review.....................................................................................................................1P2 Research methods and conduct primary and secondary research.....................................7TASK 2............................................................................................................................................9P3 Primary and secondary research using appropriate methods for a business research project................................................................................................................................................9P4 Analytical tools to analyze research findings and data...................................................13TASK 3..........................................................................................................................................21P5 Research outcomes in an appropriate manner.................................................................21Recommendation...........................................................................................................................22TASK 4..........................................................................................................................................23P6 Effectiveness of research methods applied for meeting objectives.................................23P7 Alternative research methodologies................................................................................24CONCLUSION .............................................................................................................................25REFERENCES .............................................................................................................................26
TITLE: “To determine the impact of digital marketing in order to gain customer satisfaction: Acase study on HSBC Bank”INTRODUCTIONDigital marketing has revolutionised the way of people that conduct whole businessoperations and functions. The traditional way of operating business has been change and peopleare engage with the help of digital marketing while fulfil customer satisfaction. Technology hasbeen change at regular basis and such changes create the big impact on how business worldshould be operated and regulated. This type of effect are felt in practical manner where all theaspects are regulated on the day to day operation of businesses in both small or large. HSBCBank plc is one of the most famous banking organisation in the corporate world and its mainobjective is to provide financial services or facilities to both private and public companies aswell as individual. This association is expanding in all over the world which having around 7500offices in 80 nations for generating maximum income or revenue (Laudon and Laudon, 2015).Apart from this, HSBC Bank is describe under four major clearing banks in united kingdomwhich is entirely operated and regulated by subsidiary to the referred bank. Along with this, thereare various services which are provided by this bank such as commercial banking, privatebanking, investment, personal loans, corporate, etc. and it has regulated or operated in around1800 locations in the Europe country. The main motive of business is to offer adequate servicesor facilities to their domestic or international customers who are interested to in gettingadvantages from banks. Therefore, it is necessary for an enterprise is to appoint skilled andexperienced employees for improving the current and future performance of the company. TASK 1P1 Research proposal that clearly defines a research question or hypothesis, supported byliterature reviewDigital marketing is reshaping the business world and it has been change all factors ofbusiness operations and its functions. Therefore, it can be analyzed that skilled and talentedworkers is the major key success because other resources such as plant, machinery and money,etc. that are regulated and controlled by them. Along with this, digital marketing is used byHSBC bank which provide them high level of profitability and productivity. The firm mainly1
concern about implementing different creative tools, methods and techniques for management ofmanagerial team trying to conduct classes for training their employees with various things. Theyare adopting and using various tools and method which assist them in increasing theirprofitability level in better manner. Digital marketing is the effective method and techniquewhich help HSBC bank in order to gain attention of large number of customers. It can be usedfor promoting different type of services which are provide to their clients regarding accountdetails, personal records and so more. This will assist in gaining customers satisfaction byoffering them required facilities and services in better manner.Background of research HSBC bank offer high and best quality based goods and services to their customers atlow interest rate by which large number of people are attracted towards this bank services orfacilities. Along with this, an organisation introduce different unique and impressive strategies orpromotional method for capturing in the attention of number of customers. Despite of this, thereare large number of private and public organisation which are joint together with HSBC bankdue to adopting their digital marketing process. The bank are using such digitalisation procedurewhich assist in determining desired customers who mainly attracted towards their services orfacilities. Generally, managers are set accurate criteria for using certain digital marketing whichhelp them in gaining extra income or revenue for an organisation. digital marketing is theconversion of data in the digital format with adopting of new technology. The bank providesatisfactory services or facilities to their customers. It will provide suitability to customers andhelp in saving time. digital marketing reduces human mistakes and this will help in developingcustomers loyalty. In current time period, people access the bank due to online banking. They aremanaging and maintaining large amount of cash which is became easier (Fitzgerald and et. al.,2014). Digitalisation has also profitable for customers by providing cashless transactions.Customers are not store the cash any more and they can develop effective transaction at any timeas well as place. The main objective of this research is to analyse such areas where they requiredto establish effective and latest technologies. Along with this, they need to understand the majoreffect of customers while company using latest technological products and items in appropriatemanner. For reaching with desired targets and objectives, they need to examine and analyse thecorrect method and tools which is used to determine the major impact of digital marketing oncustomer satisfaction (Westerman, Bonnet and McAfee, 2014).2
Research aim“To identify the impact of digital marketing in gaining customer satisfaction ”: A casestudy on HSBC Bank. This means it is fully based on evaluating and monitoring impact ofemployees on firm for their future performance because staff members seen as lifeblood forsuccess to whole corporation and describe their roles and responsibilities. The major aim ofresearch project is the most compulsory part due to this they work together and doinginvestigation which is done on the basis of specific motive. Research objectivesTo analyse the role of digital marketing in HSBC Bank.To evaluate the factors which impact on digital marketing in HSBC Bank.To determine the importance of digitalisation within an organisation.To examine the impact of digital marketing in order to gain customer satisfaction.Research questionWhat is the role of digital marketing in an organisation ?What are the factors which influenced on digital marketing of HSBC Bank ?What is the impact on digital marketing on customer satisfaction ?Evaluate the significance of digital marketing in HSBC Bank ?How does digital marketing impact on gaining customer satisfaction ?A literature review is one of the most essential part of research project because this willplay an important role in bringing out activities and functions that are related to researchingprogrammes towards accurate direction for gaining results according to the planning process.This is used by investigation team for conducting effective or boarder research so they aredescribing the learning capacity of learner which has been achieved. In this project, data andinformation is collecting by using alternative sources with the help of simple rules or regulationsthat is easy to understand (Sundararajan, 2014). In such section, this part of project is veryimportant and useful in giving correct data and information regarding different elements whichare provide in particular researching work. Apart from this, it is addressing different tools andmethods which are used by learner for evaluating and understanding specific topic and alsoidentifying their advantages during decision making procedures. With the help of effectivereview, researchers are getting success and growth in conducting the whole work towards rightdirection by overcoming errors which has been faced by firm while increasing performance of3
their employees. Therefore, evaluation is going to conduct with the help of different scholar andauthors for understanding the impact of digital marketing in order to gain customer satisfactionof HSBC Bank. The main objective of this literature review is to identify all requiredcomponents which are relates to investigation title and try to given resolution for each questionwhich may be ask in future research program. Role of digital marketing in an organisationThe success of each and every business which totally depend on various factors. Some ofthe accurate analysis, selecting the right technology and future vision. An organisation can investand spend more money in adopting latest technology and this will help them in increasingcompany profitability and productivity. digital marketing is fast growing in current time period.According to Kane, (2015) role of digital marketing in organisation caused the marvellousgrowth in trade and commerce. Along with this, business model were revolutionised as theaccurate result for introducing the technology. There are various roles of digital marketing in anorganisation that are discussed as follows:Security and support - The technology can provide productivity which achieving withthe higher level of growth. It is due to the minimum resources which consumed in processingtheir business operations and its functions, digital marketing assist in providing their rapiddelivering to their customers and clients. digital marketing store their data and information withease and integrity. As per the view of Haight (2014)With the assistance of this, sensitive andconfidential information are limited to inclined with weakness. HSBC Bank will adopting andusing these safety and security systems which help in managing and maintaining all businessoperations and their major functions. Link with the world - Business involves transportation, communication and other sectors,developing it simple web of procedures. The technologies determining to other field whichpushed with business. digital marketing help in connecting each person with another and it willmaintain the relation with their customers in better manner. Technology in business are made itpossible which has wider reach in the international market place. Internet is the best example ofdigitalisation which is common in marketing method that attracting large number of customers inavailing the products and services offered by different organisation. Along with this, digitalmarketing assist company that will totally link with large number of customers. Also it can helpin maintaining the business performance as well as employees work within an organisation. It4
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