1

1.2. Overview of the Company:

The HSBC Group, one of the worlds largest banking and financial services organization headquartered in the nited !ingdo", had its beginnings in #sia "ore

than $%& 'ears ago( The Group has "ore than )&&& offices in )) countries and territories in *urope, The #sia+,acific region, The #"ericas, the -iddle+*ast and #frica( .n Bangladesh, its "ain office /head office0 in 1haka, a full+service branch in Chittagong and nine full+branches in Gulshan, -oti2heel, 3albagh and 1han"ondi, ttara, Banani and 4ara'ongon2, -irpur, S'lhet, and Chittagong represent HSBC group(

1.3 Objective of the Report:

1.2. Objective:
The 5b2ectives of the stud' are as follows6 To describe an overview of the HSBC Bank To describe the products and services of HSBC Bank To describe the general banking activities such as the activities of accounts opening secretion, cash section etc of HSBC Bank -ain 5ffice( To find out so"e proble"s of those activities( To "ake so"e reco""endations to solve those proble"s.

1.3 Methodology of the St dy6

To prepare the report both pri"ar' and secondar' data are used( The pri"ar' data are collected fro" the officials of HSBC Bank( 4o structured questionnaire is used( 7orking with efferent sections as well as decision with the stuff of those sections provide a lot of pri"ar' infor"ation( Secondar' 1ata are gathered fro" the annual reports, relevant published books( .n specific sense the sources of infor"ation6

1. !rimary So rce":
*"plo'ees of the bank Custo"er of the bank

2. Secondary So rce":
8elevant books, 4ewspapers etc HSBC annual report 9&&)+9&&: -onthl' report ,ublished docu"ents 5ffice circulars

#arget !op lation":

#ll e"plo'ees and "anage"ent level of HSBC, -ain Branch(

Sample Si$e:
9& e"plo'ees $; Custo"ers

%ata collection method6

Convenience data were collected through direct and face to face interview(

1.& 'imitation" of the St dy:

The report work was basicall' based on interpreting pri"ar' data( Secondar' data also needed for anal'zing future plans, but for the purpose of the better"ent of the present position of custo"er service( Though . tried "' level best to produce a co"prehensive and well organized report on the <Custo"er Service= ,rocedures of HSBC so"e li"itations were 'et present(

So"eti"es . was assigned to do so"e 2obs without e>plaining wh' this works to be done( This situation has created a lot of proble"s to understand wh' a specific function is being perfor"ed( . had so"e li"itation of getting so"e i"portant actual data and infor"ation( ,art on organizational culture was written fro" individuals perception and "a' var' fro" person to person(

 .n "an' cases, up to date infor"ation was not published( The infor"ation regarding the co"petitors is difficult to obtain( -an' procedural "atters were conducted directl' in the operations b' the top "anage"ent level, which also gave so"e sort of restrictions( To protect the organizational loss in regard of "aintaining confidentialit', so"e parts of the report are not in depth(

(S)C
2.1 *ntrod ction:
Headquartered in 3ondon, HSBC Holdings plc is one of the largest banking and financial services organizations in the world( .t began operations in Hong !ong "ore than $%& 'ears ago( The HSBC Group?s international network co"prises so"e ),&&& offices in )) countries and territories in *urope, the #sia+,acific region, the #"ericas, the -iddle *ast and #frica( 7ith listings on the 3ondon, Hong !ong, 4ew @ork and ,aris stock e>changes, around 9&&&&& shareholders in so"e $&& countries and territories hold shares in HSBC Holdings plc( The shares are traded on the 4ew @ork Stock *>change in the for" of #"erican 1epositor' 8eceipts( Through a global network linked b' advanced technolog', including a rapidl' growing e+co""erce capabilit', HSBC provides a co"prehensive range of financial services6 personal, co""ercial, corporate, invest"ent and private bankingA trade servicesA cash "anage"entA treasur' and capital "arkets servicesA insuranceA consu"er and business financeA pension and invest"ent fund "anage"entA trustee servicesA and securities and custod' services(

2.2 +o ndation , -rowth of (S)C:

6

The HSBC Group is na"ed after its founding "e"ber, The Hong !ong and Shanghai Banking Corporation 3i"ited /HSBC0, which was established in $)B; in Hong !ong and Shanghai to finance the growing trade between China and *urope( The inspiration behind the founding of the bank was Mr. #homa" S therland, a Scot who was then working as the Hong !ong Superintendent of the ,eninsular and 5riental Stea" 4avigation Co"pan'( He realized that there was considerable de"and for local banking facilities both in Hong !ong and along the China coast and he helped to establish the bank in -arch $)B;( Then, as now, the bank?s headquarters were at $ Cueen?s 8oad Central in Hong !ong and a branch was opened one "onth later in Shanghai( Throughout the late nineteenth and the earl' twentieth centuries, the bank established a network of agencies and branches based "ainl' in China and South *ast #sia but also with representation in the .ndian sub+continent, Dapan, *urope and 4orth #"erica( .n "an' of its branches the bank was the pioneer of "odern banking practices( Ero" the outset, trade finance was a strong feature of the bank?s business with bullion, e>change and "erchant banking also pla'ing an i"portant part( #dditionall', the bank issued notes in "an' countries throughout the Ear *ast(

1uring the Second 7orld 7ar the bank was forced to close "an' branches and its head office was te"poraril' "oved to 3ondon( However, after the war the bank pla'ed a ke' role in the reconstruction of the Hong !ong econo"' and began to further diversif' the geographical spread of the bank( The group e>panded pri"aril'

through offices established in the banks na"e until the "id $:;&s when it began to create or acquire subsidiaries( This strateg' cul"inated in $::9 with one of the largest bank acquisitions in histor' when HSBC holdings acquired -idland Bank plc, which was founded in ! in $)%B(

2.. (S)C ) "ine"" /ntitie"

The group is represented b' different business entities in over )) countries and territories around the world( .t would be difficult to list the" all individuall' so the na"e of the "a2or entities is shown on the following page along with their region and volu"e of operation(

2.& (S)C -ro p 0i"ion

To be the unique foreign bank in Bangladesh and to "ake significant contribution to the national econo"' and enhance custo"ers? trust F wealth, qualit' invest"ent, e"plo'ees? value and rapid growth in shareholders? equit'

2.1 (S)C -ro p Mi""ion

To be the Bonding Co"pan' that guarantees in the "arket to satisf' appropriatel' and professionall' the bonding needs of our obligors and the assurance of ti"el' fulfill"ent of our bond to our beneficiaries(

2.2 (S)C -ro p 0al e"

3ong ter", ethical client service High productivit' through tea" work Confident F a"bitious sense of e>cellence .nternational character, conservative orientation Capable of creativit' F strong "arketing

2.3 (S)C -overning Objective

7e will beat the "ean Total Shareholder 8eturn perfor"ance of a peer group of financial institutions over a three 'ear rolling average, and target to double Shareholder returns in five 'ears(

2.14 (S)C5" ) "ine"" !rinciple , 0al e"

The HSBC Group is co""itted to five Business ,rinciples6 5utstanding custo"er serviceA *ffective and efficient operationsA Strong capital liquidit'A 9

Conservative lending polic'A Strict e>pense disciplineA

HSBC also operates according to certain !e' Business Galues6

The highest personal standards of integrit' at all levelsA Co""it"ent to truth and fair dealingA Hand+on "anage"ent at all levelsA 5penl' estee"ed co""it"ent to qualit' and co"petenceA # "ini"u" of bureaucrac'A East decisions and i"ple"entationA ,utting the Group?s interests ahead of the individual?sA The appropriate delegation of authorit' with accountabilit'A Eair and ob2ective e"plo'erA

# "erit approach to recruit"entHselectionHpro"otionA # co""it"ent to co"pl'ing with the spirit and letter of all laws and regulationsA

The pro"otion of good environ"ental practice and sustainable develop"ent and co""it"ent to the welfare and develop"ent of each local co""unit'( 10

2.11. (S)C )rand , Corporate *dentity

The He>agon logo of HSBC derives fro" HSBCs traditional flag, a white rectangle divided diagonall'( 3ike "an' other Hong !ong co"pan' flags in the last centur', the design of the flag was based on the cross of ST( #ndrew, The ,atron Saint of Scotland( HSBC brand F corporate identit' represents what HSBC wants its brand to "ean to its custo"er( .t is derived fro" the groups6

Corporate Character:
HSBC is a prudent, cost conscious, ethicall' grounded, conservative, trustworth' international builder of long+ter" custo"er relationships(

)a"ic %rive":
Higher productivit', Tea" 5rientation, Creative 5rganization F Custo"er 5rientation(

0i"ion:

11

To be the worlds leading financial co"pan'( The essence of HSBC brand is integrit', trust and e>cellent custo"er service( .t gives confidence to custo"ers, value to investors F co"fort to colleagues(

2.12 (S)C in )anglade"h

HSBC obtained license fro" B#4G3#1*SH B#4! on The HSBC #sia ,acific group $ #pril $::B to conduct banking business in the countr' and co""enced for"al banking operations on % 1ece"ber $::B through opening a branch at 1haka (.n Bangladesh , the HSBC Group is represented b' Hong !ong bank , which has its head office in Hong !ong and a holding co"pan', HSBC holding plc, which is incorporated in *ngland (on I$ 1ece"ber 9&&& , total capital and reserve of HSBC in Bangladesh were B1T ;%;(J -illion , which co"prised capital B1T( II$(B "illion and supple"entar' capital B1T( :I(9 -illion( 8ealizing the huge potential and growth in personal banking industr' in Bangladesh, HSBC e>tended its operation to the personal banking sector in Bangladesh and within a ver' short span of ti"e it was able to build up a huge client base( *>tending its operation further, HSBC opened a branch at Chittagong, seven branch offices at 1haka /Gulshan, -othi2heel , 1han"ondi, ttara and Banani0 and S'lhet the nu"ber of e"plo'ees of this bank in Bangladesh was 9;J( #t ,resent nu"ber of e"plo'ee is around )%;(

.n 9&&9, paid+up capital of this bank was B1T %)& "illion( 1eposit of this bank was B1T I,:)& "illion( #"ong this deposit, called deposit was B1T I)J "illion and

12

fi>ed deposit was B1T $,%9% "illion( The a"ount of advance and invest"ent was B1T $,$)& "illion and B1T $&& "illion respectivel'( .n 9&&9, this bank operated foreign e>change business of B1T ),9%I "illion( HSBC Bangladesh is under strict supervision of HSBC #sia ,acific Group, Hong !ong( The Chief *>ecutive 5fficer of HSBC Bangladesh "anages the whole banking operation of HSBC in Bangladesh( nder the C*5 there are heads of depart"ents

who "anage specific banking functions e(g( ,ersonal banking, corporate banking, etc( Currentl' HSBC Bangladesh is providing a wide range of services both two individual and corporate level custo"ers( .n the 'ear 9&&&, the bank launched a wide arra' of personal banking products designed for all kinds of /"iddle and higher+ "iddle inco"e0 individual custo"ers( So"e such products were ,ersonal loans, car loans, etc( The bank also launched three of its personal banking products K Ta> loan, ,ersonal secured loan F #uto"ated Tele Banking /#TB0 service( These products are designed to "eet the diverse custo"er needs "ore co"pletel'( HSBC in Bangladesh also specializes in self+service banking through providing 9I+ hour #T- services( 8ecentl' it has introduced 1a' F 4ight banking b' installing *as'+pa' "achines in Banani, ttara and 1han"ondi to better satisf' the needs of

both custo"ers and non+custo"ers( .n total HSBC currentl' has %& #T-s of 1haka, S'lhet F Chittagong(

2.13 (S)C )anglade"h at a -lance:

HSBC AT A GLANCE
13

The Hong !ong F Shanghai Banking Corporation 3i"ited 6ame of the Organi$ation 7ear of /"tabli"hment $::B -ultinational Co"pan' with subsidiar' group in B1( 6at re of the Organi$ation Capital ,aid up capital6 B1T( I%)& -illion 1eposit K B1T( I,:)& -illion #dvance K B1T( %,9;; -illion HSBC group shareholders

Shareholder" (ead Office

Anchor Tower, 108, Bir Uttam C R Dutta Roa Dha!a"1205, Ban#$a e%h&
$$ %& #round )&& 5ffers ,hone Banking Services and full online banking fro" branch to branch( Serves individuals and corporate custo"ers within 1haka, Chittagong and S'lhet

6 mber of Office" 6 mber of 8#M9" 6 mber of employee" #echnology

Service Coverage , C "tomer"

2.1:. +inancial Service"

.t "eans an' service or product of a financial nature that is sub2ect to , or governed b', a "easure adopted or "aintained b' a part' or b' public bod' that e>ercises regulator' or supervisor' authorit' delegated b' law and includes , but is not li"ited to 6 deposit K takingA loan and invest"ent services A insurance A estate , trust and agenc' services A securities A and all for"s of financial or "arket inter"ediation including , but not li"ited to , the distribution of financial products(

14

2.1. (S)C )anglade"h Office" , 8#M Center"

)ranche" , )ooth":
%ha;a Main Office /Eull service branch with one #T-0 #nchor Tower, Sonargaon 8oad + 1haka - l"han Office /,ersonal Banking Booth with one #T-0 Gulshan #venue, 1haka Motijheel Office /,ersonal Banking F 8e"ittance office with one #T-0 8a2uk #venue, -oti2heel+ 1haka %hanmondi Office /,ersonal Banking Booth with one #T-0 8oad+9J, 1han"ondi+1haka Chittagong Office /Eull service branch with one #T-0 5s"an Court, #grabad K Chittagong

<ttara Office /,ersonal Banking Booth with one #T-0 ,lot 4o( IH#, 8oad 4o( ;, Sector KI, ttara -odel Town 1haka+$9%&(

)anani Office =,ersonal Banking Booth with one #T-0 House $;;, 8oad $%HB /5n 8oad $$0

Sylhet Office /Eull service branch with one #T-0 Coushatta, S'lhet

6arayangonj Office /,ersonal Banking Booth with one #T-0

15

;& S - -aleh 8oad, Tanbazar, 4ara'angan2 Mirp r Office /,ersonal Banking Booth with one #T-0 H'perion 8ose, ,lot B$H$ and B$H9, 8oad I, Block B, Section $9, -irpur, 1haka

Off"ite 8#M9"
Shantinagar Twin Towers Concord, 9J, 9JH$ + 9JHJ Cha"elibagh, Shantinagar, 1haka $9$J Motijheel $HC 8a2uk #venue, -oti2heel CH#, 1haka $&&& Radi""on 8adisson 7ater Garden Hotel, #irport 8oad, 1haka Canton"ent, 1haka $9&B Sheraton 1haka Sheraton Hotel, $ -into 8oad, 1haka $&&& >e"tin The 7estin 1haka, ,lot $, 8oad I;, Gulshan+9, 1haka $9$9 %/!? 1haka *>port ,rocessing Lone, #d2acent to SEB 4o( &$, Ganakbari, Savar, 1haka C/!? Lone Service Co"ple> /Ground Eloor, *astern 7ing0 C*,L Bandar, Chittagong @/!? Lone Services Building, Ground Eloor, 4orth ,othenga, Chittagong

2.1& Organi$ational (ierarchy at (S)CA )anglade"h:

16

HSBC follows a I+la'er "anage"ent philosoph' in Bangladesh( These are -anagers, *>ecutives, and 5fficers F #ssistant officers( The C*5 is the top "ost authorit' of all the levels( -anagers are the depart"ental heads that are responsible for the activities of their depart"ents( The' are the heads of the depart"ent and for"ulate strategies for that depart"ent( e(g( Hu"an 8esources -anger( *>ecutives have the authorit' ne>t to "anagers( The' are basicall' responsible for certain activities F organizational functions( e(g( #d"in *>ecutive( These two la'ers represent the "anage"ent level of HSBC Bangladesh( 5fficers are the ne>t persons to stand in the hierarch' list( The' are the t'pical "id+level e"plo'ees of HSBC organizational hierarch'( These officers are responsible for "anaging the operational activities and operating level e"plo'ees( The operating level e"plo'ees of HSBC who are ranked as #ssistant 5fficer fill the last la'er of this hierarch'( The' perfor" the' da'+to+da' operational activities of HSBC( #n organizational hierarch' chart is shown below6

17

2.11 Organi$ational Str ct re of (S)C )anglade"h:

2.11.1 Chief /Bec tive Committee:

C h ie f E e c u tiv e O ffic e r

C h ie f O p e r a tin g O ffic e r

M anager P e r s o n a l F in a n c ia l S e r v ic e s

Head of C o r p o r a t e B a n k in g

M anager H u m a n R e so u rce D e p a rtm e n t

M anager M a r k e t in g

The organizational structure of HSBC Bangladesh is designed according to the various service and functional depart"ents( The Chief *>ecutive 5fficer /C*50 heads the chief e>ecutive co""ittee, which decides on all the strategic aspect of HSBC( The C*5 is the person who supervises the heads of all the depart"ents and also is the ulti"ate authorit' of HSBC Bangladesh( He is responsible for the all the activities of HSBC Bangladesh and all its consequences( He ad"inisters all the functional depart"ents and co""unicates with the depart"ent heads for s"ooth functioning of the organization( The HSBC Chief *>ecutive Co""ittee is for"ed with the heads of all depart"ents along with the C*5( The structure of this top+"ost authorit' is shown in the figure above( Besides the C*5 the C*C is staffed with ; "ore "anagers6 Chief 5perating 5fficer, -anager ,ersonal Einancial Services, Head of Corporate Banking, -anager Hu"an 8esource 1epart"ent and -anager -arketing(

18

2.12 + nctional %epartment" of (S)C

HSBC activities are perfor"ed through functional departmentalization( So, the depart"ents are separated according to the functions the' perfor" /H8, -arketing, ,ersonal Banking, etc(0( There are B "a2or functional depart"ents at HSBC6 Hu"an 8esources, Services, Einancial Control, ,ersonal Banking, Corporate Banking and -arketing( 7ithin these "a2or depart"ents there are so"e other subsidiar' depart"ents that allow s"ooth operation of their own "a2or depart"ental function( # graphical presentation of all the depart"ents /-a2or F "inor0 is shown in the following page( # brief functional description of these depart"ents is discussed below6

+ nctional %epartment" of (S)C:

19

.T K .nfor"ation Technolog' ,C- K ,a'"ent and cash "anage"ent H B K HSBC universal Banking

2.12.1 ( man Re"o rce %epartment:

The Hu"an resource -anager heads this depart"ent( The "a2or functions of this depart"ent are 8ecruit"ent, Training and develop"ents, ,ersonnel Services and Securit'( The H8 depart"ent is "uch concerned with the discipline that is set up b' the HSBC group( HSBC group has got strict rules and regulations for each and ever' aspect of banking, even for non+banking purposesA i(e( The 1ress Code( #ll these "a2or personnel functions are integrated in the best possible wa' at HSBC, which results in its higher productivit'( The Hu"an resource officer "onitors the e"plo'ee staffing and ad"inistration activities( The Training officer supervises Training, develop"ent F rotation activities( The structure of the H8 depart"ent is shown below6

Str ct re of ( man Re"o rce %epartment:

20

8O C #ssistant 5fficer

2.12.2 Service" %epartment:

This is an integral and vital part of the bank( The services depart"ent ensures s"ooth operation and functioning within and between all the depart"ents of HSBC( .t also provides continuous support to the core banking activities of HSBC( The -anager of Services heads this depart"ent who for"ulates and "anages various critical issues of the services function of HSBC( He is followed b' a group of e>ecutives who are the heads of various subsidiar' divisions that operate within the services depart"ent( The services depart"ent is considered as the backbone of all other depart"ents( The various subsidiar' division within this depart"ent are #d"inistration, .T, .nternal Control /.C0, 4etwork Services Center /4SC0, and H B( # structure of the services depart"ent is presented below followed b' a briefing of the subsidiar' divisions6

21

2.12.3 +inancial Control %epartment =+C%D:

This is considered as the "ost powerful depart"ent of HSBC( .t keeps tracks of each and ever' transaction "ade within HSBC Bangladesh( -anager of EC1 who ensures that all the transactions are "ade according to rules and regulation of HSBC G85 , heads it( Giolation of such rules can bring serious consequences for the lawbreaker( The functions of EC1 are briefl' discussed below along with an organ gra" of the depart"ent6

+C K Eoreign Correspondence !CM K ,a'"ent F cash "anage"ent OCM K 5utward cash "anage"ent

2.12.: !er"onal +inancial Service" =!+SD:

22

,ES is the "ost flourishing depart"ent of HSBC Bangladesh( This depart"ent basicall' deals with the "anage"ent of products and services offered to the in individual consu"ers( 7ithin a span of onl' seven 'ears, HSBC, ,ES has grown tre"endousl' and is still growing with its innovative products and service offerings( -anager of ,ES, -r(Shafqat Hossain , Head of this depart"ent( He is the person behind the astounding growth of ,ES depart"ent in HSBC Bangladesh( Chief of ,ES "anages and supervises the ,ersonal Banking activities of the branch network of HSBC Bangladesh( The $$ branches of HSBC basicall' deal with the personal banking activities and provide various accounts services to individual custo"ers( The 5rgan gra" of ,ES shown below6

23

Head of PFS

Head of Distribution

Manager, Direct Sales

Manager, Credit Approval

Manager, Collection&

Manager, Premier Banking .//icer

Manager, BI International

'ana#er, Branche%

A++ro-a$ .//icer%

Team 0ea er Co$$ection .//icer

.//icer

A%%t&'ana# er, (a$e%

A%%t&'ana# er, C)*( Auto +a,

A%%t&'ana #er, Re+ortin#

(T0, (a$e%

T0, (a$e%

'(.

Branch 'ana#er

Cu%tomer (er-ice 'ana#er

Cu%tomer (er-ice .//icer

2.12.:.1 )ranch 6etwor;:

There are eleven branches of HSBC, : situated at different place in 1haka and 9 at Chittagong and another $ is in S'lhet ( 5nl' the 1haka office /head office0 branch F Chittagong branch deals with both corporate and personal banking( The other : offices onl' deal with the personal banking activities( There functions are to provide 24

various financial services to the consu"ers( These include custo"er services, sale of various ,ES products, opening new accounts, providing cash, re"ittance and other teller services, etc( the branches are quite decentralized for better deliver' of services to custo"er and have their own pre"ises and facilities( Branch "anagers head these branches( *ach branch is staffed with its own tea" of e"plo'ees( # great deal of tea"work is seen within these branches( #T-s are situated with each branch pre"ises(

2.12.:.2 Credit %epartment:

The personal banking credit depart"ent deals with the consu"er credit sche"es such as the ,ersonal loan, car loan, personal secured loan, personal secured credit etc(, which are tailored to "eet the de"and of individual custo"ers( The "anager of ,ES credit, -r( Safiul #2a", approves and ad"inisters all the activities of this depart"ent( He is staffed with five loan approval officers, two loan processing officer, two assistant officers and one -.S clerk( The approval officers "ainl' re2ect or approve the credit requests( #fter being checked b' the approval officers, the credit requests go to the processing officers for further processing of the application(

2.12.:.3 8#M Center

The #T- center ensures s"ooth operation of the #T- "achines that are located at 1haka, Chittagong and S'lhet( The #T- center is responsible for regular replenish"ent of the off+site #T-s and servicing of all the #T-s( Currentl' a total

25

%& #T-s are in operation( The #T- center also deals with issuance, ter"ination and servicing of the #T- cards( Basicall', the #T- center is the depart"ent that is solel' responsible for all the activities related to #T- and is the facilitating depart"ent that enables custo"ers 9I hour banking support(

2.12.:.: 8#) center

#TB refers to #uto"ated Tele Banking( This depart"ent deals with the back office servicing of the HSBC phone banking services provided to custo"ers( This depart"ent is basicall' responsible for the activation of #TB, #TB pin generation, and #TB securit' "anage"ent, #TB blocking and troubleshooting of all #TB proble"s( Currentl' this depart"ent is staffed with one e>ecutive and an officer(

2.12.. Corporate )an;ing:

This division of HSBC provides financial services to organizational clients( HSBC is a worldwide leader in banking and financial services whose success is based on its relationships with its corporate clients( 7hether it is locall' or around the world, HSBC offers a co"prehensive range of services that can be tailored to the individual needs of the co"pan'( -r( -ahbubur 8ah"an, who "anages the activities of corporate banking of HSBC B#4G3#1*SH, heads the depart"ent( Two offices of HSBC Bangladesh offer corporate banking services to corporate clients( These are the 1haka Head 5ffice and Chittagong office( Corporate Banking of HSBC Bangladesh 26

includes Corporate .nstitutional Banking /C.B0 Trade Service /HTG0( These sub+ divisions are discussed briefl' in the following sections6

2.12.& Mar;eting %epartment:

The si>th "a2or depart"ent of HSBC is the "arketing depart"ent( The "arketing depart"ent of HSBC pla' a vital role in fostering the continuos growth HSBC in Bangladesh( # "anager is assigned to this depart"ent who looks after the overall "arketing operation of HSBC in Bangladesh( This depart"ent is basicall' concerned about "arketing the co"pan's products, services and building a strong corporate i"age( The "arketing depart"ent of HSBC has four subdivisions6 1irect Sales, ,ro"otion, -arketing #d"inistration and public relation( This division are discussed below6

2.12.&.1 %irect Sale" =%SD:

Basicall', this 1irect Sales is a vital part of ,ES as well as -arketing (This depart"ent is controlled b' ,ES( #n e>ecutive is assigned to this part of the "arketing depart"ent( The 1irect Sales division coordinate F "anages the sales activities of all the -obile sales officers /-S50 of HSBC Bangladesh( The -S5s basicall' "akes sales of the co"pan' various ,ersonal Banking products such as, savings accounts, consu"er loan, etc outside the banking pre"ises( There are a total of "ore than 9&& "obile sales officers /-S50 e"plo'ed in the cities of 1haka and Chittagong and S'lhet( The -S5s are assigned to specific branches for "aking sales activities "ore s"oothl'( The 1S e>ecutive sets sales strategies F targets for the Sales officers and "anages the whole tea" of -S5s in Bangladesh( The direct sales 27

depart"ent also decides upon the co""ission and re"uneration of the "obile sales officers as their salar' structure is based on sales perfor"ances( Thus this part of the "arketing division is ver' i"portant for the overall growth of the ,ersonal Banking 1ivision(

2.12.&.2 !romotion:
This part of the "arketing depart"ent deals with all the pro"otional activities of HSBC Bangladesh( ,ri"e responsibilities of this depart"ent are6 -aintaining strong public relations with various "edia inter"ediaries, advertising the co"pan's products and services, building a strong corporate i"age of HSBC in Bangladesh(

2.12.&.3 ! blic Relation":

The pro"otion depart"ent organizes various environ"ental and social activities in order to build a strong corporate i"age of HSBC in the "inds of custo"ers as well as in the "edia( -aintaining strong relationship with news "edia is another "a2or dut' of this depart"ent(

2.12.&.: 8dverti"ing:
The pro"otion also coordinates all the advertising of HSBC products within Bangladesh( So"e of the advertising tools that are frequentl' used b' the co"pan' are as follows6

28

a0 4ewspapers #dvertising6 8egular advertise"ents of various products and services of HSBC are given in so"e of the countr's "ost renowned dail' newspapers( b0 Billboards6 Huge colourful billboards with HSBC logo are found in various "a2or areas of 1haka and Chittagong( These billboards e"phasize on the needs of custo"ers and shows HSBC logo as solution to their needs( c0 8oad Side Signposts6 -ediu" sized "ulti colour signposts focusing on various products of HSBC are found on the roadsides of various posh areas such as, Gulshan, 1han"ondi, Baridhara, -oti2heel, etc( d0 -ailers6 various product updates and new product infor"ation are regularl' sent to e>isting custo"ers of HSBC( e0 Brochures6 Garious colourful brochures featuring specific products of HSBC are being displa'ed and distributed to e>isting and potential custo"ers via branch offices and -obile sales officers( These are so"e of the pro"otional activities "anaged and coordinated b' the pro"otion depart"ent(

2.12.&.. Mar;eting 8dmini"tration:

This depart"ent for"ulates F e>ecutes various "arketing strategies of HSBC Bangladesh( This depart"ent also ad"inisters various "arketing research activities on the e>isting and potential custo"ers of HSBC( So"e such research activities are6 "'ster' shopping, critical incident surve's, custo"er suggestion surve's, etc( The results of these surve's are integrated while for"ulating various "arketing strategies(

29

This depart"ent also deals with the billing and invoicing of various "arketing F advertising costs of HSBC Bangladesh( .n these are the "a2or depart"ents of HSBC Bangladesh( *>cept the branches all other depart"ents are situated at HSBC Bangladesh head offices located at #nchor Tower, !awran Bazar( -ost of HSBCs operation and activities are operated centrall' fro" the head office( But to deal with custo"ers "ore co"pletel', the branches are given considerable authorit' and the' operate in a "ore decentralized "anner but sub2ect to verification of the respective depart"ents(

..13 Major Competitor" of (S)C:

The HSBC Bank pointed out so"e of the "a2or co"petitors of the", according to the custo"er perceptions( This aspect is ver' i"portant to HSBC "anage"ent, as custo"ers are the ulti"ate person who decided a"ong banks( The offerings and services of the "a2or co"petitors can be anal'zed to better understand the custo"er needs and wants( The' unifor"l' e>plored that Standard Chartered Bank /SCB0 was the closest co"petitor of HSBC and also pointed out that it had a better place or rank in the "inds of custo"ers( This is an obvious fact given the size and volu"e of SCBs businesses( There are "an' na"es that co"pete for the second best co"petitor of HSBC( But a"ong those ,ri"e Bank was found to be the ne>t best co"petitor of HSBC in the "inds of custo"ers( So"e other na"es were B8#C Bank, 1utch+Bangla Bank 3td(, *astern Bank 3td( Southeast Bank 3i"ited, 4ational Bank 3i"ited, etc( 30

The reason behind this findings is that HSBC can i"prove the overall service offerings b' closel' anal'zing the offerings of its closest co"petitors( 7ith such an atte"pt custo"er satisfaction would be an obvious outco"e(

:.1 !rod ct and Service:

31

HSBC Bangladesh carries out all traditional functions, which a co""ercial Bank perfor"s such as -obilization of deposit, disburse"ent of loan, invest"ent of funds, financing e>port F i"port business, trade F co""erce F so on( Besides it also offers so"e specialized services to its custo"ers( ,roducts F services offered b' HSBC can be categorized according to the custo"ers the' serve( Thus two "a2or groups can be identified( The' are K individual custo"ers or consu"ers F corporate custo"ers or organizations( #n in+depth anal'sis of HSBCs product and services in Bangladesh is presented in this section( Eirst of all, the liabilit' products of the bank are discussed( Then, the various products and services of personal banking division will be presented( The su""ar' of all the products and services of HSBC Bangladesh is displa'ed in the following page with the help of a diagra"(

:.1 'iabilitie":
The financial products of HSBC can be categorized into two groups K #sset products and liabilit' products( #sset products are the various t'pes of credit and loan sche"es offered to consu"ers whereas the liabilit' products consist of all the savings and deposit sche"es offered to custo"ers(

.n the following section, the products of HSBC are described briefl'6

32

33

:.3 !er"onal )an;ing !rod ct":

The personal banking division of HSBC has designed various assets products to "eet the needs of individual custo"ers( These are various loans and consu"er credit sche"es that satisf' and fulfill so"e basic purchase purpose of the individual custo"ers( These products are described in the following sections( 'oan" and Credit: ,ersonal Credit offered b' HSBC are6 $( ,ersonal .nstall"ent 3oan 9( Car 3oan %( Ho"e 3oan I( ,ersonal Secured 3oan ;( ,ersonal Secured Credit B( Credit card ,ersonal .nstall"ent 3oan is an an' purpose loan( .t has been categorized into the following6 iD iiD iiiD ivD !rofe""ional 'oan 'ife"tyle 'oan + rnit re 'oan +e"tival 'oan

34

The following loans with different benefits are also available under ,ersonal .nstall"ent 3oan6 vD viD viiD #ravel 'oan St dent 'oan C6- Conver"ion 'oan

35

3.1 *ntrod ction:

36

General Banking 1epart"ents perfor"s the core function of the bank operate the da' to da' transactions( .t is the storage point for all kinds of transactions of foreign e>change depart"ent, loans and advances depart"ent( The' take the deposits fro" custo"ers and their de"and for cash honoring their cheqes( The depart"ent is ver' rush and the e"plo'ee here are too upgrade to their dut'( The' pass entr' of ever' transaction within the da'( .t opens new accounts, re"it funds, .ssue bank draft and pa' order etc( since bank is confined to provide this services ever' da', general banking is known as retail banking(

3.2 %ifferent Section of -eneral )an;ing6

General banking depart"ents generall' deals with the following sections6 #ccount opening section Bills and clearing section 8e"ittance section Cash section #ccounts section

3.3 8cco nt opening and di"patch department6

#ccount opening is the getawa' to the bank( The relationship between a banker and its custo"er begins with opening of an account b' the custo"er( Eor this account opening is considered the "ost i"portant function of a co""ercial bank( #ll banks generall' "aintain a separate depart"ent to open account( The function of account opening depart"ent can be classified into the following three categories6 Suppl'ing various accounts related infor"ation to the custo"ers 5pening of account .ssuing cheque books

3.: #ype" of 8cco nt" Maintained by (S)C6

37

:.1.3 C rrent 8cco nt

This is also a depositor' account basicall' designed for various custo"ers( This is a non interest bearing account and the features of this account are as follows6 5pening balance Tk ;&,&&& #verage balance that should be "aintained6 Tk ;&,&&& 4o restrictions on nu"ber of Transactions 4o 'earl' ledger fee 4oninterest bearing Eree #T- card and phone banking service Can be opened onl' b'6 o .ndividuals /2oint or single0 o ,roprietorship co"panies o ,artnership co"panies o 3i"ited Co"panies o 3iason offices o 4G5s 1ocu"entation needed6 various kinds of docu"ents are needed for the co"panies such as "e"orandu" of association, board resolution, etc( however the require"ents for individuals are sa"e as the savings account(

:.1.2 Saving" 8cco nt:

38

This is a depositor' account basicall' designed for s"all+scale savers( This is an interest bearing account and the features of this account are as follows6 5pening balance Tk 9;,&&& #verage balance that should be "aintained6 Tk 9;,&&& .nterest bearing /fro" IM + ;(9;M0( 5ne of the unique features of HSBC savings account is that interest is calculated on dail' outstanding balance and is credit to custo"ers account ever' si> "onths( 8estrictions on nu"ber of Transactions 4o 'earl' ledger fee Eree #T- card and phone banking service Can be opened onl' b' Bangladesh and dual citizens in single or 2oint na"es( 1ocu"entation required to open the account6 two pp+size photographs, filled account opening for" photocop' of passport cop' or voter .d Card F checkHcash of Tk 9;,&&&(

3.. 8cco nt Opening !roced re6

5pening of an account involves certain for"alities, which varies according to different t'pes of accounts as well as various t'pes of custo"ers( The bank 39

supplies following printed for"s during opening an account of a custo"er6 #ccount opening for" Speci"en signature card 1eposit slip Cheque book requisition slip Transaction profile for"(

#fter co"plication all of the for"alities b' the custo"er, the bank officials have to perfor" the following functions chronologicall'6 Step 16 the account should be properl' introduced b' an' one of the following6 Step 26 8eceiving filled up application in banks prescribed fro" "entioning what t'pe of account is desired to be open( Step 36 Step :: #uthorized officer accepts the application 40 The for" is filled b' the applicant hi"selfH herself Two sizes of passport size photographs fro" individuals are takenA in case of for"s photographs of all partners are taken( #pplicant "ust sub"it required docu"ents #pplicant "ust sign speci"en signature sheet and give "andate .ntroducers signature and accounts nu"ber+ verified b' legal officer #n e>isting current account holder of the bank 5fficials of the bank, not below the rank of an assistant officer( # respected person well known b' the banks officials(

Step .: -ini"u" balance is deposited+ onl' cash accepted( Step &: #ccount is opened and a cheque book and pa'+in+slip book is given

3.& CheE e )oo; *"" e6

# cheque book is issued to the custo"er at the ti"e of the account opening or "a' b' issued after da's fro" account opening( #nd additional cheque book is issued at the request of the custo"er according to hisHher necessit'( +ollowing" are the formalitie" d ring i"" ing a cheE e boo;6 Getting the cheque book requisition slip signed b' the account holder( B' verif' the signature, issuing the cheque book( 7riting down the account nu"ber in each leaf of the cheque book -ake entr' to the cheque issue register( Suppl' the cheque book to the account holder after getting proper acknowledge"ent fro" the account holder(

:.1.: Short #erm %epo"it =S#%D:

These accounts are opened "ostl' b' the organizations( 5rganizations nor"all' "aintain current accounts in the banks( The' need to transact bulk a"ount regularl' 41

thats wh', current account fits with their require"ents( #s current accounts do not provide an' interests and as the organizations cannot have savings account, the' are deprived of earning an' interest despite having huge deposit in their accounts( NShort+ ter" deposit accounts enable the" to earn interests fro" their accounts( These kinds of accounts share so"e properties of both current and savings accounts( The account provides interests, which are like the savings accounts, and the holder can withdraw an' a"ount an' ti"e fro" his account, which is a propert' of the current account( .ndividuals especiall', business"en "aintain such accounts(

!"!#

Fi$ed Deposit%

.t is also known as ter" deposits( These deposits are "ade in the bank for a fi>ed period of ti"e( This period of ti"e should be specified in advance( The bank needs not "aintain cash reserves against these deposits F therefore, it offers interest rates that are higher than the savings accounts(

: . 1 . & Re"ident" +oreign C rrency C rrent acco nt"

B1 nationals residing abroad open this account( Eoreign nationals residing abroad or in Bangladesh, Eoreign fir"s registered abroad, Bangladeshis working in "ultinationals at Bangladesh and receiving salar' in EC can also open such account( The account is non+interest bearing and there are various kinds of restrictions for 42

withdrawals and deposits( The account can be "aintained in *uro /* 80, ,ound Sterling /GB,0 and S 1ollar / S10(

: . 1 . 1 6onFre"ident foreign c rrency acco nt"

These are ti"e deposit interest bearing accounts( #ll non+resident Bangladeshi nationals can open the", persons having dual citizenship, shipping staffs, etc( the' can be "aintained in * 8, GB, F S1 currencies( These accounts are strictl'

"onitored b' the central bank and restrictions e>ist for these accounts(

: . 1 . 2 Re"ident foreign c rrency depo"it acco nt"

Balances in these accounts are freel' transferable abroad without an' restriction fro" Bangladesh bank( 8esident Bangladeshis returning fro" abroad can open this account within one "onth of hisHher return(

: . 1 . 1 1 Other acco nt"

There are various other accounts that are created to "eet custo"er de"ands and require"ent( Such accounts are custo"ized and restrictions on these accounts are sub2ect to change(

43

:.2 Service" Offered to the"e 8cco nt":

7ide ranges of services are offered to the custo"ers who hold these accounts( So"e such services are6 cheque Eree #T- Card, check book F phone banking service Cheque Hcash deposits Standing instruction Cuarterl'H"onthl' H 'earl' state"ent of account Eoreign currenc' *ndorse"ent against travel quota and sale of Travelers cheques /Tho"as Cook0( .ssue of Solvenc'HBank certificate ,a'"ent orders, de"and drafts, Telegraphic transfers( .nward and outward funds transfer and receiving(

So"e unique services are also provided to custo"ers using HSBC accounts( These services are ,hone Banking, Self Service Banking F ,ower vantage Sche"e(

3.2 *nland Remittance %epartment:

Carr'ing cash "one' is troubleso"e and risk'( Thats wh' "one' can be transferred fro" one place to another through banking channel( This is called re"ittance( 8e"ittances of funds are one of the "ost i"portant aspects of the co""ercial bank in rendering services to its custo"ers #ype" of remittance Between banks and non banks custo"er( Between banks in the sa"e countr'( 44

Between banks and central banks in the sa"e countr' Between banks in the sa"e centers Between central banks of different custo"ers(

3.3 #he main in"tr ment" "ed by the (S)C remittance of f nd" are:

!ay order:
,a' order is an instru"ent that contains an order for pa'"ent to the pa'ee onl' in cash of local pa'"ent weather on behalf of the banks or its constitutions( nlike cheques there is no possibilit' of dishonoring pa' order. (S)C charge" different amo nt of commi""ion on the ba"i" of pay order amo nt.

%emand %raft =%%D:

B' 11 one person can send "one' fro" one branch to another branch of HSBC Bank( To send the "one' he or she "ust fill up the HSBCs prescribed for" of 11 and paid charge co""ission and receive 11 block( The following infor"ation is received in the 11 block6 4a"e of the sender branch 4a"e and account of the part', who receives the "one'( Eor securit' purpose a confidential test nu"ber are included in the 11 block( #"ount of "one' to be transferred( 4a"e of the receiver branch(

The sender sends then block to the receiver branch of 11( 7hen this 11 block is received b' the receiver branch the authorized officer of the receiver branch test the 11 confidential nu"ber and if the test is proved than heHshe give the "one' to the pa'ee(

#elegraphic #ran"fer =##D:

To send "one' urgentl' HSBC "a' be requested for TT on pa'"ent of a no"inal charge and telegraphic charge. #n' person urgentl' sends "one' fro" one branch to another branch through TT( 45

7hen a "essage of TT send through phone fro" one branch to another branch, in that ti"e the "essage received b' the authorized officer who has a right of power of #ttorne'( #fter that heHshe fill up the TT fro"( Eollowing things are included in TT6 TT nu"ber TT test nu"ber 4a"e and account nu"ber of the pa'ee ,ower of attorne' nu"ber of the sender and receiver of TT( The a"ount to be transferred(

#fter fill up of TT fro", he test the Test nu"ber of TT( .f heHshe ensured through testing the test nu"ber than he credit the account of the pa'ee( 5n the other hand if the test nu"ber is not proved than heHshe callback to the sending branch of TT and request to send a new TT(

Mail #ran"fer:
-one' can be send through "ail transfers to an'bod' who has an account in an' other branch of the sa"e bank( Eor this purpose the sender shall have to furnish details like6 The na"e of the beneficiar' and hisHher account nu"ber The a"ount to be transferred The na"e of the branch where the account is "aintained(

3.14 Clearing Section:

The a"ounts of cheques, pa' orders /,50 and de"and draft collection fro" other banks on behalf of its custo"er is a basic function of a clearing depart"ent( Clearing: Clearing is a s'ste" b' which a bank can collect custo"ers fund fro" one bank to another through clearing house( Clearing (o "e: Clearing House is a place where the representatives of different banks get together to receive and deliver cheques with another bank( 4or"all' Bangladesh banks perfor" the clearing house in 1haka, Chittagong, 8a2shahi, !hulna and Bogra( 7here there is no branch of Bangladesh bank, shonali banks arrange this function(

46

3.11 #ype" of Clearing6

O tward Clearing6 7hen the branch of a bank receives cheques fro" its custo"ers drawn on the other banks within the local clearing zone for collection through clearing house, it is outward clearing( *nward Clearing: 7hen the banks receive cheque drawn on the" fro" other banks in clearing house, it is inward clearing( Re"pon"ibility from the concerned officer for the clearing cheE e: $( Crossing the cheque 9( /Co"puter0 posting of the cheque %( Clearing seal and proper endorse"ent of the cheque( I( Separation of chque fro" deposit slip( ;( Sorting of cheque $st bank wise and than on branch wise( B( Co"puter print $st branch wise than bank wise( J( ,reparation of $st clearing house co"puter validation sheet( )( *>a"ine co"puter validation sheet with deposit slip to 2ustif' the co"puter posting

3.12 )ill" Collection6

.n "odern banking the "echanis" has beco"e co"ple> as far as s"ooth transaction and safet' is concerned( Custo"er does pa' and receive bill fro" their counterpart as a result of transaction( Co""ercials banks dut' is to collect bills on behalf of their custo"er(

3.13 #ype" of bill" for collection"6

O tward bill" for collection =O)CD:

47

5BC "eans outward bills for collections( 5BC e>ists with different branches of different banks outside the local clearing house( 4or"all' two t'pes of 5BC6 $( 5BC with different branches of other bank( 9( 5BC with different branches of the sa"e bank(

!roced re of O)C:
$( *ntr' in the 5BC register 9( ,ut 5BC nu"ber in the cheque( %( Crossing seal on the left corner of the cheque and <pa'ee account= credited on realization seal on the back of the cheque with signature of the concerned officer( I( 1ispatch the 5BC cheque with forwarding( ;( 8eserve the photocop' of the cheque carbon of the forwarding and deposit slip of the cheque in the 5BC file(

*nward bill" for collection =*)CD:

7hen the bank collects bills as an agent of the collection bank, the s'ste" is known as .BC( .n this case the bank will work as an agent of the collection bank( The bank receives a forwarding letters and the bill(

!roced re of *)C6
$( *)C again"t O)C: To receive the 5BC cheque first we have to give entr' in the .BC registr'( The .BC nu"ber should put on the forwarding of the 5BC with date( 9( %epo"it of O)C: 5BC cheque a"ount is put into the creditors account prepare debit and credit voucher of it( .f the 5BC cheque is honored send credit advice with signature and advice nu"ber of the concern branch for the 5BC a"ount( %( .f the 5BC cheque is dishonored, the concern branch is infor"ed about it( #gain place in the clearing house or send the 5BC cheque with return "e"o to issuing branch according to their infor"ation(

48

3. 8cco nt" %epartment6

This is the "ost confidential depart"ent of the bank( 8ecording all kinds of transaction of the branch, confir"ing their accurac' and preparing state"ents are the "ain 2ob of this depart"ent( 4ow da's under co"puterized banking s'ste", the 2ob of accounts depart"ent is ver' eas'( 4ow the co"puters directl' prepare the clean cash state"ents and supple"entar' state"ents on part' ledger vouchers the account also "anuall' doses other works as for e>tra securit'( The function of the account depart"ent can be divided into two parts6 #( 1ail' function B( ,eriodical function %aily + nction": ,osting the aHc to aHc transfer transaction in transfer register, ,reparation of supple"entar' state"ent, Co"puter posting of different transactions that occur in a da' the accounts officer e>a"ines whether cashbook has agreed or not(

!eriodical + nction: The periodical function of this depart"ent is to prepare different t'pes of state"ent for its own branch, Head office, Bangladesh bank(

C(8!#/R +ive
:.4 +inding"A Recommendation" and
Concl "ion

49

..1. +inding":
The opening service charge of savings account is higher co"pared to other banks( The services of the accounts opening section and re"ittance and clearing section of HSBC Bank are ver' slow because of the shortage of e"plo'ees( The nu"ber of #T- booths of this bank is not satisfactor'( The networking s'ste" of HSBC is not so "uch good( So so"eti"es clients alwa's have to wait for an' transaction( .n ter"s of HSBC, which is a world+class service provider worldwide, but custo"ers are not full' satisfied of their products F services( HSBC deposit sche"es are not clear to all custo"ers( Thats wh' so"eti"es custo"ers are not interested to opening the deposit sche"e(

..1& Recommendation":
50

5n the basis of findings so"e reco""endations were "ade which are listed below6 4u"ber of e"plo'ees should be increased in account opening, re"ittance and clearing section to provide better services which will also save ti"e of the clients( The bank e"plo'ees should co""unicate properl' with custo"ers about their deposit and other sche"es( The opening service charge of savings account should be reduce for the clients( 4etworking s'ste" "ust have to be i"proved( So clients will not be wait for an' transaction( The nu"ber of #T- booth should have to increase for better services( Bank should be "ore tactful in dealing with the custo"ers and launch new products that full' "eet custo"er e>pectation(

..11 Concl "ion:

HSBC is a global banking and financial services organization headquartered in 3ondon( The groups international network co"prises "ore than ),&&& offices in )& countries and territories, operating the #sia ,acific region, *urope, S#, and -iddle

*ast F #frica( HSBC Group is represented in Bangladesh b' its subsidiar' bank HSBC, Bangladesh( . got the opportunit' to serve this bank as an intern under personal financial depart"ent of HSBC -ain Branch( . was able to witness different procedures and roles that the e"plo'ees and the custo"ers need to fulfill when the' are in the bank( .n these three "onths, . "et new people and learned "an' processes that are being involved inside the bank( -' role

51

was to guide the custo"ers in the bank and provide the" with the ut"ost service possible( . also had the opportunit' to visit different branches in 1haka( . also got the scope to interact with custo"ers and reveal their e>pectations and perceptions about the banks services( 1uring "' interaction with custo"ers and the e"plo'ees that work inside the bank, . felt that so"ewhere there are gaps between custo"er e>pectations and banks services and thus . tried "' level best to find out what HSBC lacks as a Bank( . have provided so"e interesting insight into what kind of service the custo"ers give i"portance to and what qualit' service the' get fro" HSBC( .t is quite obvious fro" "' e>perience that the custo"er require"ents are not full' "et and the' are ver' dissatisfied with so"e of the aspects of the bank /location, saving rates, credit services, invest"ent services, etc(0( Einall', . would sa' that this report at HSBC has increased "' practical knowledge of Business #d"inistration and "ade "' BB# education "ore co"plete and applied( .n this report . got the opportunit' to appl' various tools and concepts . learned in "' BB# courses( So"e such courses were -arketing -anage"ent, Services "arketing, Consu"er Behavior and a few ele"ents fro" Hu"an 8esource -anage"ent( Custo"ers are vital for ever' business( .t is not possible to "ake a profitable business without concerning the custo"ers benefits( HSBC bank has a great potential in the countr' as a leading global brand( To achieve the desired position in the "arket, ti"el' i"prove"ent in services is essential( The efficienc' and effectiveness in services onl' in custo"er service depart"ent is not that bank have to be concern( .ts a collective responsibilit' of all the depart"ents( So, all the concern depart"ents 52

should be "ore pro"pt and efficient to co"pete with the challenging opportunities of the future( The e>ecutive "anage"ent also should be enthusiastic in to the develop"ent of ad"inistration and operational s'ste" as per de"and of the age(

&.4.
$( www(hsbc(co"(bd 9( www(hsbc(co" %( HSBC ,roduct Book

Reference"

I( Countr'wide publication of HSBC ;( HSBC Brief Histor' Book B( www(dutchbanglabank(co" J( www(standardchartered(co"Hbd )( www(basicbankli"ited(co" :( ,hilip !otler, -arketing -anage"ent, $$th *dition, ,rentice+Hall( .nc( $&( 7ikipedia, the *nc'clopedia $$( *>ploring -arketing 8esearch, Jth *dition, 7illia" G( Lik"und $9( http6HHwww(s"h(co"(auHff>i"ageH9&&JH$$H$9HhsbcOwidewebOOIJ&>%9B,&(2pg $%( http6HHwww(thesecretariat(tvHco""ercialOcharacterOdrivenHhsbcpigg'OspotHHS BCOpigg'M9&M9)&M%B&&M%B&9M%B$&M9:(2pg $I( http6HHwww(e>pertbusinesssource(co"HarticlesHblogH$9B&&&&%9BH9&&:&I&;Hhs bc(2pg $;( http6HHearl'birds(terapad(co"HresourcesHIIJ&HassetsHi"agesH4i"a."agesHhsbc( D,G $B( http6HHwww(dave"anuel(co"Hi"agesHhsbcOlogo(gif 53

The End

54