THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT ON THE SERVICE QUALITY OF BANKS

Abstract

Improving customer relationship is an essential ingredient for the success of every business .The research study aimed at explaining the satisfaction rate of customers’ within a financial institution. This was realized through the creation of an intense rapport that supported the relatedness. When customers rate their satisfaction with an element of the company’s performance – say, delivery – company needs to recognize that customers vary in how they define good delivery. The company must also realize that two customers can report being “highly satisfied” for different reasons. Service satisfaction will also depend on product and service quality.

The study, therefore, focused on effects and implications of customer relationship management on the performance of service providing organizations. The financial institutions, competitive as they are, depend on the framework policy of customer satisfaction enhanced through the building and sustainability of entrenched commitment to the needs and wants of its customer alike. Quantitative approach was adopted, case study, questionnaires, observation and interviews constituted the primary data. Statistical tables, bar charts ,pie charts were used to give clear visual expressions and easy understanding to the data presented in the study. The study found out that the benefits of customer relationship management had a direct link with the kind of service quality deployed at the firm. It also related customer loyalty and commitment for the products and services. The study also established the grounds that even managers know what specific aspects of service delivery are poor and which aspects affects behavior and for that matter, the nature of customer relationship management and their expectations. The researchers concluded that, the managers must participate in formulating strategies and policies to help the company win through total quality excellence. They must also deliver marketing quality alongside production quality.