Loyalty and Customer Relationship Management in Banking Sector: Case Study of HSBC

This thesis presents a study of Customer Relationship Management (CRM) and customer loyalty at one of the world’s premier global banking organisations, the Hongkong and Shanghai Banking Corporation (HSBC) from a customer perspective. It is impossible to overemphasise the importance of CRM and customer loyalty in banking because a bank depends on the funds maintained by its customers to do business, take risks and to deliver. However, a global bank, like the HSBC, has millions of customers who indulge in billions of transactions, making technology vital for banking operations and CRM. A literature review together with a customer survey present insights into the customer loyalty, customer satisfaction measures and CRM in banking. However, it is possible to conclude that the human element is likely to the most important for success in any banking organisation.