The main aim of this study has been to identify the possible causes of customer dissatisfaction. The specific objectives of the study were examined , the degree of cordiality and adversity of the relationship between management and staff and how these influence positively or negatively customer relations of banking organizations, a case study of Sahel Sahara Bank. The study is to assist the management of banking organization towards ensuring improved customer relations by offering incentives, customers’ relations training for employees and organizing seminars and workshops to raise employees’ level of professionalism.
The researcher employed the quota sampling technique to specifically make a selection of the groups of management, staff, customers and other users of the Bank to whom questionnaires were administered until the required numbers of respondents were reached. In all, sixty (60) questionnaires were distributed. Out of these, ten (10) were administered to the management of the bank, twenty (20) to its employees and thirty (30) to customers who had visited to transact business at the bank’s premises on those faithful days of questionnaires administration.
The study revealed that management and customers to the Bank asserted that customer relation training were the best tool for building customer relations to provide the needed skills for quality service delivery. Employees were also of the opinion that monetary incentive or rewards though important might not do much in improving customer relations but rather receiving customer relations training would equipped them better. There is therefore the need for management of banking organizations particularly the Sahel Sahara Bank to integrate their roles and efforts towards the facilitation of the customer relations training since employees as well as customer to the Bank rated it as the most workable measure.
Inhaltsverzeichnis (Table of Contents)
- 1. INTRODUCTION
- 1.1 BACKGROUND TO THE STUDY
- 1.2 STATEMENT OF THE PROBLEM
- 1.3 OBJECTIVES OF THE STUDY
- 1.4 RESEARCH QUESTIONS
- 1.5 SIGNIFICANCE OF THE STUDY
- 1.6 SCOPE OF THE STUDY
- 1.6.1 VALIDITY AND RELIABILITY
- 2. LITERATURE REVIEW
- 2.1 HISTORICAL DEVELOPMENT OF BANKING IN GHANA
- 2.2 DEFINITION OF SERVICE
- 2.3 CHARACTERISTICS OF SERVICE
- 2.4 RELATIONSHIP MARKETING DEFINED
- 2.5 LEVELS OF CUSTOMER RELATIONSHIP
- 2.6 GOALS OF MANAGING CUSTOMER RELATIONSHIP
- 2.7 MANAGING CUSTOMERS COMPLAINTS
- 2.8 BENEFIT OF GOOD RELATIONSHIP FOR CUSTOMERS
- 2.9 BENEFITS OF GOOD RELATIONSHIP FOR THE ORGANIZATION
- 2.10 ACHEIVEMENT OF EFFECTIVE CUSTOMER RELATOIONSHIP IN THE SERVICE INDUSTRY
- 2.11 BENEFIT OF SERVICE QUALITY
- 3. RESEARCH METHODOLOGY
- 3.1 PRIMARY SOURCE
- 3.2 SECONDARY SOURCE
- 3.3 SAMPLING
- 4. DATA ANALYSIS AND FINDINGS
- 4.1 ANALYSIS OF DATA COLLECTION FROM MANAGEMENT OF THE BANK
- 4.2 ANALYSIS OF DATA COLLECTED FROM EMPLOYEES OF THE BANK
- 4.3 ANALYSIS OF DATA COLLECTED FROM CUSTOMER TO THE BANK
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to identify the causes of customer dissatisfaction at Sahel Sahara Bank in Ghana. It examines the relationship between management, staff, and customers to understand its impact on customer relations. The research seeks to offer recommendations to improve customer relations through incentives, training, and workshops.
- The impact of management-staff relationships on customer relations.
- The effectiveness of customer relations training in improving service delivery.
- The role of incentives and rewards in enhancing customer satisfaction.
- Customer satisfaction levels and their correlation with service quality.
- Strategies for improving customer retention within the banking industry.
Zusammenfassung der Kapitel (Chapter Summaries)
1. INTRODUCTION: This chapter introduces the study of customer relations management at Sahel Sahara Bank. It sets the context by discussing the evolution of business approaches from production-oriented to market-oriented models, emphasizing the growing importance of customer retention and satisfaction in today's competitive landscape. The chapter highlights the methodology, objectives, and challenges in achieving effective customer relations within the banking sector.
2. LITERATURE REVIEW: This chapter delves into the existing literature on customer relationship management within the banking industry, focusing on the historical development of banking in Ghana. It defines service and its characteristics, explores relationship marketing, different levels of customer relationships, and the goals of managing these relationships. The chapter also examines managing customer complaints, benefits for customers and organizations of good customer relations, and the achievement of effective customer relationships in the service industry. Ultimately, it sets the theoretical groundwork for understanding best practices in customer service and relationship management.
3. RESEARCH METHODOLOGY: This chapter outlines the research methods employed in the study, detailing the primary and secondary sources used for data collection. It specifies the sampling technique (quota sampling) used to select participants from management, staff, and customers of the bank. The chapter provides the methodological framework for ensuring validity and reliability of the findings.
4. DATA ANALYSIS AND FINDINGS: This chapter presents a comprehensive analysis of the data collected from management, employees, and customers of Sahel Sahara Bank. It provides detailed results regarding various aspects of customer relations, including management's perspective on existing measures to improve customer relations, employee opinions on incentives and training, and customer feedback on their satisfaction levels and experiences. The analysis explores the interrelationships between different factors impacting customer relations within the bank.
Schlüsselwörter (Keywords)
Customer relationship management, banking industry, customer satisfaction, service quality, employee training, incentives, Ghana, Sahel Sahara Bank, customer retention, relationship marketing.
Frequently Asked Questions: Customer Relationship Management at Sahel Sahara Bank
What is the main focus of this study?
This study focuses on identifying the causes of customer dissatisfaction at Sahel Sahara Bank in Ghana and offering recommendations to improve customer relations. It examines the relationship between management, staff, and customers and their impact on customer relations.
What are the key themes explored in the study?
Key themes include the impact of management-staff relationships on customer relations, the effectiveness of customer relations training, the role of incentives and rewards, customer satisfaction levels and their correlation with service quality, and strategies for improving customer retention.
What is the scope of the study?
The study investigates customer relationship management at Sahel Sahara Bank in Ghana, examining the perspectives of management, staff, and customers. It explores various aspects of customer relations, including the effectiveness of existing measures, employee opinions on incentives and training, and customer feedback on satisfaction levels.
What methodology was used in this research?
The study employs both primary and secondary sources for data collection. Quota sampling was used to select participants from management, staff, and customers of the bank. The chapter provides the methodological framework for ensuring validity and reliability of the findings.
What are the key findings of the study (in summary)?
The study presents a comprehensive analysis of data collected from management, employees, and customers of Sahel Sahara Bank. The analysis explores the interrelationships between different factors impacting customer relations, such as management's perspective on existing measures, employee opinions on incentives and training, and customer feedback on their satisfaction levels and experiences.
What are the chapter summaries?
Chapter 1 (Introduction): Introduces the study, its context within evolving business models, methodology, objectives, and challenges in achieving effective customer relations in banking. Chapter 2 (Literature Review): Explores existing literature on CRM in banking, focusing on Ghana's banking history, service definitions, relationship marketing, customer relationship levels, managing complaints, and benefits for both customers and organizations. Chapter 3 (Research Methodology): Outlines the research methods, specifying primary and secondary data sources and the sampling technique used. Chapter 4 (Data Analysis and Findings): Presents a comprehensive analysis of data collected from management, employees, and customers, detailing findings on various aspects of customer relations.
What are the key objectives of the study?
The study aims to identify the causes of customer dissatisfaction at Sahel Sahara Bank and to provide recommendations for improvement. This includes examining the relationships between management, staff, and customers and their impact on overall customer relations. The research seeks to offer recommendations to improve customer relations through incentives, training, and workshops.
What keywords describe this research?
Customer relationship management, banking industry, customer satisfaction, service quality, employee training, incentives, Ghana, Sahel Sahara Bank, customer retention, relationship marketing.
Where can I find the complete study?
The complete study is not included here. This is a language preview containing a table of contents, objectives and key themes, chapter summaries, and keywords for academic use.
- Quote paper
- Dr. David Ackah (Author), Makafui R. Agboyi (Author), 2014, Managing Customer Relations in the Banking Industry. Customer Service, Munich, GRIN Verlag, https://www.grin.com/document/284720