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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/1146

Title: The impact of relationship management on customer loyalty in the non- banking financial institutions: a case study of cedi Trust Financial Services Limited
Authors: Danso, Henry
Issue Date: 25-Aug-2009
Abstract: Customer loyalty is critical to the conduct of business in today's competitive marketplace and non- banking institutions are no exception. Non- banking institutions have, thus, embarked on different management strategies as ways to promote customer loyalty.In the quest for business survival many non-banking financial institutions are channeling most of their of their scarce resources and energies towards customers and perhaps this is considerd as one of the most important constructs in services marketing. Indeed, loyal customers that indulge in repetitive purchases are the bedrock of any business. Customer Relationship Management is an effective weapon for institutions/organization to build and develop good relationship with customers. Under current circumstance, new customers are hard to acquire by most banks in the country and Cedi Trust is no exception because of the prevailing competition among the banks in an attempt to mobilize customers. Although customer loyalty and relationship management are entirely different concepts, the current research illustrates their association and in the current study, trust of the service and reliability of service explain 41.8% as shown in table 4.6 emerged the most important determinant of overall customer loyalty of Cedi Trust Financial Service Limited. This was followed by satisfaction of the service which had 30.6% and thirdly level of commitment features 27.6% In addition, there were positive relationship between the variables (Trust Commitment and Satisfaction) and the overall customer loyalty Level of Cedi Trust Financial Services. Questionnaire was developed to capture this information. The questionnaire was developed for both customers and management The questionnaire for the management was used to ascertain   the relationship management strategies adopted and that of the customers was also used to assess what aspect of relationship marketing makes them loyal to the company. The researcher recommended that customers of Cedi Trust Financial Service Ltd put much premium on reliability of service delivery in determining their loyalty with the overall service and more attention should be placed on the ability to perform the promised service dependably and accurately if they intend to increase overall customer loyalty through Quality service delivery. 
Description: A Thesis submitted to the Department Of Marketing and Corporate Strategies, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the Degree of Master of Business Administration (MBA), March-2009
URI: http://hdl.handle.net/123456789/1146
Appears in Collections:College of Arts and Social Sciences

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