E-BANKING SERVICES, CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION OF SOME SELECTED RURAL BANK IN GHANA.

Abstract

The study assessed the effect of E-banking and customer relationship on customer satisfaction in banks within the Kumasi metropolis. The study was conducted with a sample size of 600 out of which 502 representing 84% response rate was achieved. Questionnaires were used to collect the data. Purposive and convenient sampling techniques were used to select customers of the banks. Statistical Package for Social Sciences was the software used to analyse the data and multiple linear regression was used in the interpretation. The study found in full banking to positively and significantly impact customer relationship management and customer satisfaction. Customer relationship management was found to positively and significant impact customer satisfaction. The study recommended that banks should continue to improve and upgrade their Full banking systems for reliable service delivery to bank customers. Banks should also engage in Full practices to develop good relations with customers in their service delivery processes.