Effectof Customer Relationship Management on Customer Retentionin the Ghanaian Banking Sector

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.