CUSTOMER RELATIONSHIP MARKETING AND ITS EFFECT ON CUSTOMER RETENTION IN THE GHANAIAN BANKING SECTOR

AFRIYIE, SOLOMON; BOATENG, EDNA; ODEIBEA OSEI- BONSU, ELIZABETH

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dc.contributor.author	AFRIYIE, SOLOMON
dc.contributor.author	BOATENG, EDNA
dc.contributor.author	ODEIBEA OSEI- BONSU, ELIZABETH
dc.date.accessioned	2013-07-29T12:36:01Z
dc.date.accessioned	2022-01-18T17:43:48Z
dc.date.available	2013-07-29T12:36:01Z
dc.date.available	2022-01-18T17:43:48Z
dc.date.issued	2013-06
dc.identifier.uri	http://localhost:8080/xmlui/handle/123456789/198
dc.description	The 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 environment	en_US
dc.description.abstract	The 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.subject	PROCREDIT SAVINGS	en_US
dc.subject	LOANS LIMITED	en_US
dc.subject	CUSTOMER RELATIONSHIP	en_US
dc.title	CUSTOMER RELATIONSHIP MARKETING AND ITS EFFECT ON CUSTOMER RETENTION IN THE GHANAIAN BANKING SECTOR	en_US
dc.title.alternative	A CASE OF PROCREDIT SAVINGS AND LOANS LIMITED	en_US
dc.type	Thesis	en_US