To Determine the Impact of Digital Marketing on HSBC Bank's Customers

This research report investigates the impact of digital marketing on customer satisfaction, using HSBC Bank as a case study. The introduction highlights the transformative effect of digital marketing on business operations and customer engagement. The report's first task includes a research proposal that defines the research question and supporting literature review. The research aims to identify the impact of digital marketing in gaining customer satisfaction, with objectives focusing on analyzing the role of digital marketing, evaluating influencing factors, determining the importance of digitalization, and examining the impact on customer satisfaction. The literature review explores the role of digital marketing, factors influencing it (security, user experience, functionality), and its impact on customer satisfaction, citing various scholarly sources. The report emphasizes the importance of digital marketing in today's business environment, particularly in the banking sector, and its influence on customer engagement and satisfaction.

RESEARCH REPORT

Table of Contents
TITLE: ............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Research proposal that clearly defines a research question or hypothesis, supported by
literature review.....................................................................................................................1
P2 Research methods and conduct primary and secondary research.....................................7
TASK 2............................................................................................................................................9
P3 Primary and secondary research using appropriate methods for a business research project
................................................................................................................................................9
P4 Analytical tools to analyze research findings and data...................................................13
TASK 3..........................................................................................................................................21
P5 Research outcomes in an appropriate manner.................................................................21
Recommendation...........................................................................................................................22
TASK 4..........................................................................................................................................23
P6 Effectiveness of research methods applied for meeting objectives.................................23
P7 Alternative research methodologies................................................................................24
CONCLUSION .............................................................................................................................25
REFERENCES .............................................................................................................................26

TITLE:
“To determine the impact of digital marketing in order to gain customer satisfaction: A
case study on HSBC Bank”
INTRODUCTION
Digital marketing has revolutionised the way of people that conduct whole business
operations and functions. The traditional way of operating business has been change and people
are engage with the help of digital marketing while fulfil customer satisfaction. Technology has
been change at regular basis and such changes create the big impact on how business world
should be operated and regulated. This type of effect are felt in practical manner where all the
aspects are regulated on the day to day operation of businesses in both small or large. HSBC
Bank plc is one of the most famous banking organisation in the corporate world and its main
objective is to provide financial services or facilities to both private and public companies as
well as individual. This association is expanding in all over the world which having around 7500
offices 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 kingdom
which is entirely operated and regulated by subsidiary to the referred bank. Along with this, there
are various services which are provided by this bank such as commercial banking, private
banking, investment, personal loans, corporate, etc. and it has regulated or operated in around
1800 locations in the Europe country. The main motive of business is to offer adequate services
or facilities to their domestic or international customers who are interested to in getting
advantages from banks. Therefore, it is necessary for an enterprise is to appoint skilled and
experienced employees for improving the current and future performance of the company.
TASK 1
P1 Research proposal that clearly defines a research question or hypothesis, supported by
literature review
Digital marketing is reshaping the business world and it has been change all factors of
business operations and its functions. Therefore, it can be analyzed that skilled and talented
workers 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 by
HSBC bank which provide them high level of profitability and productivity. The firm mainly
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concern about implementing different creative tools, methods and techniques for management of
managerial team trying to conduct classes for training their employees with various things. They
are adopting and using various tools and method which assist them in increasing their
profitability level in better manner. Digital marketing is the effective method and technique
which help HSBC bank in order to gain attention of large number of customers. It can be used
for promoting different type of services which are provide to their clients regarding account
details, personal records and so more. This will assist in gaining customers satisfaction by
offering 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 at
low interest rate by which large number of people are attracted towards this bank services or
facilities. Along with this, an organisation introduce different unique and impressive strategies or
promotional method for capturing in the attention of number of customers. Despite of this, there
are large number of private and public organisation which are joint together with HSBC bank
due to adopting their digital marketing process. The bank are using such digitalisation procedure
which assist in determining desired customers who mainly attracted towards their services or
facilities. Generally, managers are set accurate criteria for using certain digital marketing which
help them in gaining extra income or revenue for an organisation. digital marketing is the
conversion of data in the digital format with adopting of new technology. The bank provide
satisfactory services or facilities to their customers. It will provide suitability to customers and
help in saving time. digital marketing reduces human mistakes and this will help in developing
customers loyalty. In current time period, people access the bank due to online banking. They are
managing 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 time
as well as place. The main objective of this research is to analyse such areas where they required
to establish effective and latest technologies. Along with this, they need to understand the major
effect of customers while company using latest technological products and items in appropriate
manner. For reaching with desired targets and objectives, they need to examine and analyse the
correct method and tools which is used to determine the major impact of digital marketing on
customer satisfaction (Westerman, Bonnet and McAfee, 2014).
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Research aim
“To identify the impact of digital marketing in gaining customer satisfaction ”: A case
study on HSBC Bank. This means it is fully based on evaluating and monitoring impact of
employees on firm for their future performance because staff members seen as lifeblood for
success to whole corporation and describe their roles and responsibilities. The major aim of
research project is the most compulsory part due to this they work together and doing
investigation which is done on the basis of specific motive.
Research objectives
 To 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 question
 What 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 will
play an important role in bringing out activities and functions that are related to researching
programmes 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 are
describing the learning capacity of learner which has been achieved. In this project, data and
information is collecting by using alternative sources with the help of simple rules or regulations
that is easy to understand (Sundararajan, 2014). In such section, this part of project is very
important and useful in giving correct data and information regarding different elements which
are provide in particular researching work. Apart from this, it is addressing different tools and
methods which are used by learner for evaluating and understanding specific topic and also
identifying their advantages during decision making procedures. With the help of effective
review, researchers are getting success and growth in conducting the whole work towards right
direction by overcoming errors which has been faced by firm while increasing performance of
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their employees. Therefore, evaluation is going to conduct with the help of different scholar and
authors for understanding the impact of digital marketing in order to gain customer satisfaction
of HSBC Bank. The main objective of this literature review is to identify all required
components which are relates to investigation title and try to given resolution for each question
which may be ask in future research program.
Role of digital marketing in an organisation
The success of each and every business which totally depend on various factors. Some of
the accurate analysis, selecting the right technology and future vision. An organisation can invest
and spend more money in adopting latest technology and this will help them in increasing
company profitability and productivity. digital marketing is fast growing in current time period.
According to Kane, (2015) role of digital marketing in organisation caused the marvellous
growth in trade and commerce. Along with this, business model were revolutionised as the
accurate result for introducing the technology. There are various roles of digital marketing in an
organisation that are discussed as follows:
Security and support - The technology can provide productivity which achieving with
the higher level of growth. It is due to the minimum resources which consumed in processing
their business operations and its functions, digital marketing assist in providing their rapid
delivering to their customers and clients. digital marketing store their data and information with
ease and integrity. As per the view of Haight (2014)With the assistance of this, sensitive and
confidential information are limited to inclined with weakness. HSBC Bank will adopting and
using these safety and security systems which help in managing and maintaining all business
operations 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 which
pushed with business. digital marketing help in connecting each person with another and it will
maintain the relation with their customers in better manner. Technology in business are made it
possible which has wider reach in the international market place. Internet is the best example of
digitalisation which is common in marketing method that attracting large number of customers in
availing the products and services offered by different organisation. Along with this, digital
marketing assist company that will totally link with large number of customers. Also it can help
in maintaining the business performance as well as employees work within an organisation. It
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will assist in evaluating and measuring the actual position of HSBC bank in the large market
place and this will help in maintaining the customers request and try to satisfy them.
Factors which influenced on digital marketing of HSBC Bank
There are various factors which directly impact on digital marketing in HSBC bank that
are described as follows:
Security - Hanelt (2015) says that it is the major concern of majority of the digital
banking users. The complete safe and secure banking system provide their customers more
advanced features. Therefore, hackers and security issue can demonstrate to be disaster while
doing digital transaction. With the help of using digital marketing in HSBC bank, it help in
making secured their customers personal or private data (Mosco, 2014). Along with this, it will
make sure regarding data confidentiality, customer trust and company goodwill.
User experience - User experience is the key factor and leaves the high influence on the
users. A difficult user interface or such distraction in the form of advertisement that can put
customers permanently. Such type of transaction are related to interface that need ease and
simplicity.
Functionality - Functionality play an essential role in deciding the whole quality of
application, especially in the case of banking related to appropriate application or technology.
Functional testing includes validation of functions or entire elements of goods and testing of
functionality. HSBC bank perform their effective functions and activities for managing or
maintaining the whole business operations. Along with this, by regulating accurate functions,
they are attracting large number of customers towards bank services or facilities.
Impact on digital marketing on gaining customer satisfaction
According to Taneja and Toombs (2014) Technology has revolutionised the source
organisation which can conduct by business to enable with small businesses to level of playing
with large organisation. There are certain impact on digital marketing on customer satisfaction
that are describe as under:
Impact on operating costs - Most of the business are using advanced technology fr
reducing the cost of effective businesses. Business owners can use digital marketing for create
safety and security environment to maintain sensitive business and customer information.
Providing customer satisfaction - Customer experience and satisfaction are important
factor of all businesses. The major key aspect of customer satisfaction is to maintain strong
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relation with their existing customers and their availability to provide the requirements of desired
clients. Along with this, digital marketing provides the best essential techniques and method for
communicating with regular customers and also solve major issue or problems in real time. They
are unlocked the services or facilities such as social media, email and another messaging
platforms which are required.
Management of resources - A business has large variety of resources. Such may be
included in financial resources, human resources and some more. For HSBC Bank, managing
resources has became very difficult and complex. Manyika (2015) stated that digital marketing
play an important role in maintaining such resources by launching wide range of possible
resolution. The digital marketing play an essential role in managing business operations and its
functions within an organisation.
Protecting information and data - Each organisation has maintain database comprising
with different data and information that are related with business transactions, customers detail
and some more. HSBC adopt or use such techniques by which they can protect all necessary data
and information regarding customers. It will help in secure and safe the information by allowing
the large number of user to access this. Increasing protection also make sure that such system are
not hacked and these facts or figures are not wiped with owing certain issues or problems.
Therefore, digital marketing assist in upholding businesses integration.
Significance of digital marketing in HSBC Bank
There are certain importance of digital marketing in HSBC Bank which are describe as
follows:
Help with flexibility of employees – It is one of the most essential factor which help them
in doing business operation and functions which operated and regulated in proper manner. The
employees are perform various roles for achieving with desired goals and targets. With the help
of digital marketing, it will help in making staff members more flexible towards their tasks or
work. For using this method of technology, company manager help in maintaining and regulating
business operation and their major activities in effectively.
Reduction of costs – According to Rayna and Striukova (2014) digital marketing assist in
maintaining and reducing the cost of services which provided to their customers. With the
adoption of digitalisation techniques or methods, employees are spending more income or
revenue within less time period which are required to complete in effective manner. It will also
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assist in gaining the appropriate revenue or income and also attracting large number of
customers. With the using such technology, it will help in adopting such factors that directly or
indirectly affect on business operations and its activities. This will also providing and giving the
accurate facts and figures which help in describing the effective work in proper manner. The
digital marketing help in increasing methods and techniques which can provide them accurate
data and information regarding customers personal details.
Improvement plan for business continuity – Business continuity refers to maintaining
business functions and activities in better manner. A business continuity plan address the
effective process and instruction of an organisation that should be follow in the face that includes
covering the business procedures, human resources, business partners and some more. This will
assist in improving the role of digital marketing within an organisation.
Impact of digital marketing in order to gain customer satisfaction
With the help of digital marketing, company can attention of large number of customers
by offering them different type of products and services. This is helpful in acquiring customer
satisfaction by providing them effective and new kind of services and facilities. Along with this,
it will assist in acquiring high income and profitability by serving them required products and
services. Digital marketing is the method which help them in promoting their new schemes and
policies among their customers or clients. HSBC Bank require to adopt accurate method and
technique which assist them in updating their system where they record data and information in
proper manner. In addition to this, it can be used for gaining attention of more people in all over
the world who require to open account in the bank. Digital marketing is helpful in promoting
their desired services and facilities among various people and it is used for satisfy all customers
expectations and demand in better way. Through digital marketing, HSBC bank can easily
analyze their clients demand and need as per this they try to fulfill all requirements.
P2 Research methods and conduct primary and secondary research
Qualitative Research
It can be referred as the process in which realistic inquiry takes place that seeks depth
understanding of social phenomena within their capability. Or in other words we can say
qualitative research is defined as market research method that focuses on adopting data through
open ended or in conversational communication. Biography, case study, historical analysis,
discourse analysis, ethnography, grounded theory and phenomenology are the the multiple way
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of inquires has been done by qualitative researchers rather than by doing logical and statistical
procedures. There are various ways of enquiry but researchers prefer to gain knowledge through
subjective rather than objective. And also sometimes researchers prefer to acquire information
through participants in order to understand the meaning of their lives.
The different focus areas where researchers focus to receive information are individuals,
societies, cultures,language and communication. It is designed in a manner that they and reveal
the behaviour and interpreted of a target audience considering to the particular topic.
Quantitative Research
It is a type of research which can be obtained by collecting and analysing data from
different sources. It includes the use of computational, statistical and mathematical tools to
acquire the result. Quantitative research enables you to describe and illuminate your object
statistically with numbers. It's basically focuses on various practices like exploration of
causality,comparison and explanations of phenomena through numeric variables. In this kind of
research several kinds of computational and statistical methods of analysis are used. The
outcomes achieved from this research method are logical, statistical, and unbiased.
Primary method
A primary method is an original document or other material that has been acquired by
original method. Usually it was gained by someone with their direct personal knowledge and
experience. It can be also defined as or original source and evidence when collected directly by
researchers for the first time. Primary methods are classified into various sources such as
Interview method, Delphi Technique,Projective Techniques, Focus Group
Interview,Questionnaire Method.
Secondary method
It can be considered when the data, collected by someone else for a particular purpose .
Other than this it can be also referred as researchers current project and has undergone the
statistical analysis is called secondary data. This kind of data are readily available from some
other sources and such. This kind of data can be obtain from the sources, it will be internal and
external to the organization.
Research approach
This is the plan or procedure which consist with various steps along with advanced
estimations and predictions which describe the method of data collection, analysis and
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interpretation. There are different type of research that is required for execution and this includes
inductive or deductive approach. In inductive approach, there are various new theories or models
that can be applied and it is based on different kind of models. On the other hand, deductive
approach can analyze and examine current numerical data and information that are being
determined. In the present report, deductive approach is used for collecting and gathering correct
facts and figures in better manner.
TASK 2
P3 Primary and secondary research using appropriate methods for a business research project
It is another part of research project where assessment of collecting data because it will
help in doing whole work in evaluating and monitoring employees performance for future
betterment of an organisation.
Cost: This is required key factor which researcher required to be adopted. While
conducting investigation, it is necessary for investigator is to manage capital so that they can
perform all activities and complete work in given time period.
Ethical Issue: Ethics are standards or norms which help in conducting differentiation
among wrong and right. It is useful for find out differences among acceptable and non acceptable
behavior. In this investigation, researcher is responsible for conducting investigation in ethical
manner by follow all required rules and regulations.
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