| dc.description.abstract | The purpose of this study is to research how loyal HSBC customers are towards e-payment provided by the Bank and how factors affect customer loyalty, helping the Bank have an insight to its e-payment viewed in customers‟ perspective. Moreover, it is aimed at considering the difference in loyalty to HSBC e-payment between corporate and individual customers.
Literature review was conducted to provide a general background of HSBC and to build a theoretical model for the research in this study. As such, the model developed by Beh Yin Yee and T. M. Faziharudean in 2009 was adopted.
Questionnaires were designed then and delivered to two groups of customers on a pro rata basis (20:80), following stratified random sampling method.
After data collection and analysis of 230 valid questionnaires with SPSS, the result shows the customer loyalty level to HSBC‟s e-payment and factors driving loyalty are exposed. However, the test of difference in customer loyalty between different groups of customers (corporate vs individual) failed to prove its existence. In other words, the loyalty levels of corporate and individual customers are rather similar, stating no discrimination.
In spite of some limitations, this paper is in hope to make implications for senior managers of HSBC by helping them recognize which factor has the strongest effect to customer loyalty in purpose of improving the Bank‟s performance and enhancing customer loyalty score in its loyalty improvement process. | en_US |
