1. Christian Service University
  2. STUDENTS’ FINAL PROJECT (THESIS/DISSERTATION)
  3. SCHOOL OF BUSINESS- ST
  4. Business Administration -ST
Please use this identifier to cite or link to this item: http://localhost:8080/xmlui/handle/123456789/198
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dc.contributor.authorAFRIYIE, SOLOMON
dc.contributor.authorBOATENG, EDNA
dc.contributor.authorODEIBEA OSEI- BONSU, ELIZABETH
dc.date.accessioned2013-07-29T12:36:01Z
dc.date.accessioned2022-01-18T17:43:48Z-
dc.date.available2013-07-29T12:36:01Z
dc.date.available2022-01-18T17:43:48Z-
dc.date.issued2013-06
dc.identifier.urihttp://localhost:8080/xmlui/handle/123456789/198-
dc.descriptionThe banking industry in Ghana is constantly changing in terms of service delivery with the purpose of improving the quality of customer service and satisfaction. Trade liberalization has intensified the competition, with banks not only competing among each other; but also with non-banks and other financial institutions (Kaynak and Kucukemiroglu, 1992; Hull, 2002). Production of identical services due to imitation of product development has necessitated banks to differentiate themselves on quality and price. Customer retention is another potentially effective tool that banks can use to gain strategic advantage and survive in this increasing banking competitive environmenten_US
dc.description.abstractThe Ghana Banking Survey (2008) has shown that the traditional banks are losing out as competition in the industry deepens, triggered by aggressive new entrants. Banks are now increasingly adopting a relationship-based approach to marketing to increase customer loyalty and retention due to increased competition, changing trends of customer demand and advancement in Information Technology (Gronroos, 1997; Chen &Popovich (2003). The basic philosophy underlying this move is that it costs more to attract new customers than to nurture and develop existing ones. Numerous studies have confirmed this assertion. For example, (Ndubisi, 2003;Rosenberg and Czepiel, 1983) have shown that the cost of serving one loyal customer is five to six times less than the cost of attracting and serving one new customer.en_US
dc.subjectPROCREDIT SAVINGSen_US
dc.subjectLOANS LIMITEDen_US
dc.subjectCUSTOMER RELATIONSHIPen_US
dc.titleCUSTOMER RELATIONSHIP MARKETING AND ITS EFFECT ON CUSTOMER RETENTION IN THE GHANAIAN BANKING SECTORen_US
dc.title.alternativeA CASE OF PROCREDIT SAVINGS AND LOANS LIMITEDen_US
dc.typeThesisen_US
Appears in Collections:Business Administration -ST

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