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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/6095

Title: Customer Relationship Management: A Key to Organisational Survival and Customer Loyalty in Ghana’s Banking Industry
Authors: Anabila, Peter
Awunyo-Vitor, Dadson
Keywords: Customer relationship management
Customer loyalty
Organisational Survival
Issue Date: 17-Jan-2013
Publisher: International Journal of Marketing Studies
Citation: International Journal of Marketing Studies; Vol. 5, No. 1; 2013
Abstract: Ghana’s banking industry has witnessed stiff competition in the last decade thus accentuating the need for banks to consider various strategic options and programmes in order to survive and thrive. One of such programmes is Customer Relationship Management (CRM). The aim of this study is to assess the relationship between customer relationship management and customer loyalty using a case bank. Cross sectional research design was used to sample 20 staff and 50 customers. Data was collected from sampled respondents using a questionnaire. The Statistical Package for Social Sciences (SPSS) version 16 was used to analyse the data. The result indicates that the bank assigned relationship managers who take care of the individual customer’s needs. Thus, there is indication of the practice of CRM at the bank and this was more evident in the area of feedback to customers. However, staff perception of the constructs of CRM practice was relatively more positive than customers given the respective mean scores of the measures. Thus, Banks may believe that they are practicing CRM when in actual fact customers are not recognizing it that much. A correlation analysis revealed that there is a strong positive relationship between CRM practice and customer loyalty. The study recommends that management of the bank should continue with the CRM practices and effectively communicate their CRM policy to customers to improve customer loyalty. In addition introduction of some loyalty programmes would enhance customer loyalty.
Description: An article published by International Journal of Marketing Studies; Vol. 5, No. 1; 2013
URI: http://hdl.handle.net/123456789/6095
Appears in Collections:College of Agric and Natural Resources

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