The impact of customer relationship management in the delivery of personal loans in Agricultural Development Bank- a case study of selected branches in the Kumasi Metropolis
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Date
2008-08-25
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Abstract
In today's world of intense competition, the key to sustainable competitive advantage
lies in the delivery of high quality service that will in turn result in satisfied
customers. To succeed or simply to service, companies need a new philosophy.
Companies must be customer - centered - they must deliver superior value to their
target customers and must adept in building customer relationships, not just building
products. The essence of this thesis is to find out the impact of CRM in the delivery
of personal loans using the Agricultural Development Bank as the case study. The CR
Management model was used as a reference point. Three branches of ADB in Kumasi
were selected- Adum, Asokwa and Kumasi Central branches. Various literature were
reviewed and linked to the current study. The study was carried out on 314 customers
and 6 staff and the use of questionnaires and unstructured interviews were the main
research instruments. The majority of the customers rated the quality of service
delivery in relation to personal loans as very good. Based on the variables studied it /'
could be concluded to a reasonable extent that ADB is practicing CRM which is having a positive impact on the delivery of personal loans. Sixty-seven percent (67%) of customers had the intention to repurchase ADB personal loan products. The following were some of the reasons underlying their position: high satisfaction, the occurrences of emergencies such as payment of school fees and medical bills. Although, it was observed that ADB had an ICT section, its major role is to attend to break down of networks, repairs and maintaining the facilities in the branches but they had not really come to terms with its use in managing customer relations. It was recommended that there is the need for management to put up CRM offices in the branches to compliment the functions of the marketing department located at the head office in Accra.
Description
A Dissertation submitted to the KNUST School of Business, Kumasi in partial fulillment of the requirements for the award of a Master of Business Administration (Marketing Option) Degree, 2008