Please use this identifier to cite or link to this item: http://localhost:8080/xmlui/handle/123456789/651
Title: Effectof Customer Relationship Management on Customer Retentionin the Ghanaian Banking Sector
Authors: Kraa, Jerry Jay
Bonna, Bismark Adanse
Aquila, Hannah
Boadu¹, Kankam
Keywords: CRM, Organisational structure, Communication channel, Technology availability, Resisting customer complaints, Customer retention.
CRM
Organisational structure
Communication channel
Technology availability
Resisting customer complaints
Customer retention.
Issue Date: Jan-2018
Publisher: American Research Journal of Business and Management
Abstract: The study investigates the effect of customer relationship management on customer retention. The population of the study comprise of customers of banks in the Kumasi metropolis in Ghana which is estimated to around 1000.278 customers were selected out of which 278 responses were useable representing 100% response rate. The study is explanatory and closed ended questionnaires were used collect data with convenience and purposive sampling methods used to select respondents. IBM Statistical Package for Social Sciences version 20 was the software used in data analysis. The research found that customer relationship management positively and significantly affects customer’s retention. The study recommends that Customer relationship management should also be improved by various banks because it is through CRM that customers are satisfied; satisfied customers are easily retained.
URI: http://localhost:8080/xmlui/handle/123456789/651
ISSN: 2379-1047
Appears in Collections:Department of Marketing, Logistics & Corporate Strategy

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