Customer Relationship
CUSTOMER RELATIONSHIP MANAGEMENT IN MARKETING FINANCIAL SERVICES
(A CASE STUDY OF UNIBANK GHANA LIMITED)
ABSTRACT Customer relationship management is a customer focused business strategy that dynamically integrates sales, marketing and customer services, in order to create and add value for the company and its customer. Consequently, the research project addresses problems of customer relationship management in the banking industry. Some of the problems are in the past few years, the Ghanaian economy has been increasingly hard-pressed to meet financial obligation. Problems occur when failing to think of sales as the output of a process that itself needs to be studied and taken into account when planning automation; the complaints range from those or inefficiency, favoritism, long delay in cashing cheques or unfriendly attitudes of bank workers. Some other problems are data quality, availability of data and data cleaning. The aims and objectives of the research are the reasons for poor customer relationship management in the banking sector; examination of various roles of banks and customer relationship and responsibilities, the responsibilities of bank in relation to customers and recommendations as to how business organization / industries can foster good harmonious customer relationship management in marketing financial services.
Furthermore, the research study was based on data and information collected through primary data. In the research work, questionnaires were designed and distributed to respondents at Unibank. 50 questionnaires were distributed to Unibank customers and 50 questionnaires also to Unibank staffs which makes it a total of 100 questionnaires. However, some of the findings of the study are customer relationship management having a negative effect on the development of banking services customer relationship management being a dubious operation in banks. Customer Relationship Management is an
(A CASE STUDY OF UNIBANK GHANA LIMITED)
ABSTRACT Customer relationship management is a customer focused business strategy that dynamically integrates sales, marketing and customer services, in order to create and add value for the company and its customer. Consequently, the research project addresses problems of customer relationship management in the banking industry. Some of the problems are in the past few years, the Ghanaian economy has been increasingly hard-pressed to meet financial obligation. Problems occur when failing to think of sales as the output of a process that itself needs to be studied and taken into account when planning automation; the complaints range from those or inefficiency, favoritism, long delay in cashing cheques or unfriendly attitudes of bank workers. Some other problems are data quality, availability of data and data cleaning. The aims and objectives of the research are the reasons for poor customer relationship management in the banking sector; examination of various roles of banks and customer relationship and responsibilities, the responsibilities of bank in relation to customers and recommendations as to how business organization / industries can foster good harmonious customer relationship management in marketing financial services.
Furthermore, the research study was based on data and information collected through primary data. In the research work, questionnaires were designed and distributed to respondents at Unibank. 50 questionnaires were distributed to Unibank customers and 50 questionnaires also to Unibank staffs which makes it a total of 100 questionnaires. However, some of the findings of the study are customer relationship management having a negative effect on the development of banking services customer relationship management being a dubious operation in banks. Customer Relationship Management is an
References: Orlikowski (2010) on the other hand defines Customer Relationship Management as a system that helps business use technology and human resources to gain insight into the behaviour of customer and the value of those customers. The practical implications discussed by Gefen (2010) contain mainly controlling elements that managers of software companies may use to increase acceptance and adoption of the Customer Relationship Management by users. Gefen (2010).