Customer Relationship Marketing In Nonbank Financial Institutions: Case Study of KCC Kumasi- Ghana
Mohammed, Iddrisu (2013)
HAAGA-HELIA ammattikorkeakoulu
2013
Creative Commons Attribution-NonCommercial-ShareAlike 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201303133288
https://urn.fi/URN:NBN:fi:amk-201303133288
Tiivistelmä
The aim of the thesis is to determine how Customer Relationship Management (CRM) has helped the case company to be more competitive, increase customer retention and satisfaction.
Review of theories and concepts on CRM particularly, the works of Payne A. (2006) led to the adoption of a conceptual framework for the study. Acquisition, satisfaction and retention of customers were considered.
The empirical approach was a single case study using qualitative means of data collection using interviews. The research found that the case company had no organized means of data collection and management, therefore the segmentation, differentiation and targeting of specific products to customer segments was not efficient. However, customer satisfaction was high as 77% of clients had been with the company for over two years. There was potential for higher company growth if the right structures were put in place (data management system, professionalism, licensing, and computerization).
Overall, the study concluded that the CRM initiative can be beneficial to the company and the study can serve as a platform for further studies in the area of CRM.
Review of theories and concepts on CRM particularly, the works of Payne A. (2006) led to the adoption of a conceptual framework for the study. Acquisition, satisfaction and retention of customers were considered.
The empirical approach was a single case study using qualitative means of data collection using interviews. The research found that the case company had no organized means of data collection and management, therefore the segmentation, differentiation and targeting of specific products to customer segments was not efficient. However, customer satisfaction was high as 77% of clients had been with the company for over two years. There was potential for higher company growth if the right structures were put in place (data management system, professionalism, licensing, and computerization).
Overall, the study concluded that the CRM initiative can be beneficial to the company and the study can serve as a platform for further studies in the area of CRM.