E-Marketing Practices: An Empirical Investigation of HSBC and Jammu & Kashmir Bank

Sana Rehman

Abstract


e-Marketing  has a lot of benefits which add value to customers’ satisfaction in terms of better quality of service offerings the banks gain more competitive advantage over other competitors. The present empirical study focuses on identifying the key factors of e-marketing practices that have an adverse effect on the customers’ satisfaction. In this paper, two banks are taken under study i.e. HSBC (HongKong and Shanghai Banking Corporation) and J & K (Jammu & Kashmir Bank). In this paper respondents are selected through Random sampling; while the survey Instrument was a developed Questionnaire comprising questions based on  Likert scale. The Likert scale has a 5 point scale (indicating 1 = Strongly Disagree, 2 = Disagree, 3 = Neutral , 4 = Agree and 5 = Strongly Agree) divided into two (2) sections: personal details and customers’ opinion towards e-marketing through the medium of Internet banking, mobile banking and ATM (Automated Teller Machine). The instrument contained 12 items and was administered to about 200 respondents, while 157 completed and returned their Questionnaire. The statistical techniques used for the analysis were Independent sample Test. The Independent sample test  revealed that the customer satisfaction  of e–marketing practice offered by HSBC and J & K banks have significant influence on their customers at 95%. In this study the main focus is on the  e-marketing practices which are prevailing in both the banks that is Internet Banking, Mobile Banking and ATM (Automated Teller Machine). Results of independent sample t-test shows that Internet Banking, Mobile Banking and ATM practices were most important factors  in customer satisfaction in both the banks.


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