Beyond Transaction: What Influences Customer Relationship Management at Zenith Bank (Ghana) Limited

dc.contributorUniversity of Ghana, College of Humanities, Business School, Department of Marketing and Consumer Management
dc.contributor.advisorMensah, K.
dc.contributor.advisorHinson, R.
dc.contributor.authorOwusu-Ntow, M.
dc.date.accessioned2015-12-23T09:01:46Z
dc.date.accessioned2017-10-14T01:12:58Z
dc.date.available2015-12-23T09:01:46Z
dc.date.available2017-10-14T01:12:58Z
dc.date.issued2014-06
dc.descriptionThesis (MPhil) - University of Ghana, 2014
dc.description.abstractThe Ghanaian banking industry has experienced growth largely driven by the influx of foreign banks, especially of Nigerian origin. Notable among these banks are UBA, Zenith Bank, Access Bank, and GT Bank. The boom in the Ghanaian banking industry has brought about significant changes in product design, marketing and customer relationship management (CRM). Of particular interest to this research is the emergence of the latter, which was almost non-existent in the transaction oriented banks prior to the entry of the ―new generation banks‖. The purpose of this study is to ascertain the underpinnings of Zenith Bank‘s perceived success in customer relationship management and to examine the extent to which the bank‘s people, systems and processes enhance customer loyalty, and to develop a reference framework that could guide Zenith Bank‘s CRM programme going forward. The qualitative data collection technique was used for this study. Transaction marketing, relationship marketing and CRM literatures were reviewed and a case study was conducted to illustrate how customer data can be used for the benefit of the bank and the customer. Eight staff members of Zenith Bank were interviewed. The findings suggest that strategic CRM success is hinged on the special attention given to customers one-on-one, which is made possible by the CRM platforms deployed by the bank. Again the study revealed that the successful combination of people, process and technology will lead to customer loyalty for the bank. In terms of challenges, it was noted that a bank‘s inability to translate customer data into meaningful information and poor firm-staff motivation could pose a serious challenge to the benefits of CRM.en_US
dc.format.extentxii, 114p, ill.
dc.identifier.urihttp://197.255.68.203/handle/123456789/7381
dc.language.isoenen_US
dc.publisherUniversity of Ghanaen_US
dc.rights.holderUniversity of Ghana
dc.subjectCustomer Relationship
dc.subjectBanks
dc.subjectMarketing and Customer Relationship
dc.subjectRelationship Management
dc.subjectTransaction Marketing
dc.titleBeyond Transaction: What Influences Customer Relationship Management at Zenith Bank (Ghana) Limiteden_US
dc.typeThesisen_US

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