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.
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
RESEARCH METHODOLOGY
3.1 PRIMARY SOURCE
3.2 SECONDARY SOURCE
3.3 SAMPLING
DATA ANALYSIS AND FINDINGS
4.1 ANALYSIS OF DATA COLLECTION FROM MANAGEMENT OF THE BANK
4.1.2 LENGTH OF SERVICE OF MANAGEMENT OFFICIALS OF THE BANK
4.1.3 MANAGEMENT RESPONDENTS RESPONSES ON WHETHER MEASURES ARE IN PLACE TO IMPROVE CUSTOMER RELATIONS
4.1.4 MANAGEMENT RESPONDENTS’OPINION ON THE TYPE OF MEASURES FOR IMPROVING CUSTOMER RELATIONS OF THE BANK
4.1.5 MANAGEMENT RESPONDENTS’ RESPONSES ABOUT IMPROVEMENT OF CUSTOMER RETENTION OF THE BANK.
4.1.6 MANAGEMENT RESPONDENTS’ VIEW ON WHETHER CUSTOMERS OFTEN COMPLAIN
4.1.7 MANAGEMENT RESPONDENTS; RESPONSES AS TO WHETHER THEIR RELATIONSHIP FAVOUR CUSTOMER RELATIONS OF THE BANK
4.1.8 MANAGEMENT RESPONDENTS ‘SUGGESTIONS ON HOW CUSTOMERS RELATIONS OF THE BANK COULD BE IMPROVED
4.2 ANALYSIS OF DATA COLLECTED FROM EMPLOYEES OF THE BANK
4.2.1 EMPLOYEE RESPONDENTS RESPONSES ON THE SEX OF STAFF OF THE BANK
4.2.2 LENGTH OF SERVICE OF EMPLOYEES OF THE BANK
4.2.3 EMPLOYEE RESPONDENTS’ OPINION ABOUT THE ENHANCEMENT OF CUSTOMER RELATIONS OF THE BANK
4.2.4 EMPLOYEE RESPONDENTS’ RATED OF REPEAT VISIT TO THE BANK
4.2.5 EMPLOYEE RESPONDENTS’ RESPONSES ON WHETHER CUSTOMERS SOMETIMES COMPLIMENT THEM FOR SERVICES OFFERED
4.2.6 EMPLOYEE RESPONDENTS’ RESPONSES ON WHETHER EMPLOYEE –MANAGEMENT RELATIONSHIP IS ADEQUATELY CORDIAL TO PROMOTE CUSTOMER RELATIONS OF THE BANK
4.2.7 EMPLOYEE RESPONDENTS’ VIEWS ABOUT HOW OFTEN CUSTOMER EXPRESSES DISSATISFACTION.
4.2.8 EMPLOYEE RESPONDENTS’ RESPONSES ON WHETHER THEY HAVE OBSTACLES HINDERING CUSTOMER RELATIONS ENHANCEMENT
4.3 ANALYSIS OF DATA COLLECTED FROM CUSTOMER TO THE BANK
4.3.1 NATIONALITIES OF CUSTOMERS RESPONDENTS WHO VISITED THE BANK
4.3.2 CUSTOMER RESPONDENTS RESPONSES RELATIVE TO THE PATRONAGE OF SERVICES OFFERED BY THE BANK
4.3.3 CUSTOMERS RESPONDENTS’ RESPONSES, WHETHER THEY ARE SATISFIED WITH SERVICES OF THE BANK
4.3.4 GUEST RESPONDENTS’ RESPONSES ON WHETHER THERE HAS BEEN ANY IMPROVEMENT IN EMPLOYEES’ATTITUDE
4.3.5 CUSTOMER RESPONDENTS’ VIEW ABOUT CUSTOMER-EMPLOYEE
4.3.6 GUEST RESPONDENTS ‘VIEW ABOUT PRICES OF THE BANK RELATIVE TO OTHER BANK
4.3.7 CUSTOMER RESPONDENTS’ SUGGESTIONS FOR CUATOMER –EMPLOYEE RELATIONSHIP ENHANCEMENT OF THE BANK
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 SUMMARY
5.2 CONCLUSIONS
5.3 RECOMMENDATIONS:
Objectives & Topics
The main objective of this study is to examine the causes of customer dissatisfaction and identify effective measures for improving customer relations at the Sahel Sahara Bank, Kumasi Branch, in order to enhance customer loyalty and operational profitability.
- Analysis of customer service practices in the banking sector.
- Evaluation of the relationship between management and employees regarding service delivery.
- Identification of barriers hindering effective customer relationship management.
- Assessment of customer satisfaction levels and factors influencing repeat patronage.
Excerpt from the Book
1. INTRODUCTION
This Case Study focuses on how Sahel Sahara-Bank (Ghana) keeps its competitive edge by managing its customer relations. The chapter briefly introduces the concept under study. It clearly defines the case study based on extensive reviews from numerous writers and sets the ball rolling for an insightful study. It mainly highlights the methodology applied, objectives of the subject as well as setbacks hindering the actualization of this area under study.
In the first decades of business operation, most setups were deeply production oriented. Manufacturers stressed the production of quality commodities and then sought for people to purchase them. The prevailing attitude was that a good product (defined in terms of quality) would sell itself. In the decades of 1925 and the early 1935, production techniques became more sophisticated and output increased tremendously. The manufactures began to increase emphasis on an effective sales force with which they could find customers to patronize their output. The attitude towards marketing in this sale era was that creative advertising and personal selling are a panacea to consumers’ resistance and convince them to buy.
Time elapsed and this era gave way to the emergence of the Marketing Era. In the case of this era, managers pay attention to the markets for their products by incorporating the Marketing Concept by determining unmet consumer needs and designing a system of satisfying them. The marketing concept introduces the marketer at the beginning of the production cycle rather than at its end then integrates marketing into each phase of the business.
Summary of Chapters
1. INTRODUCTION: An overview of the shift from production-oriented to relationship-oriented marketing, setting the context for the study of customer relations at Sahel Sahara Bank.
2. LITERATURE REVIEW: A comprehensive review of theoretical foundations regarding banking development, service characteristics, relationship marketing, and retention strategies.
RESEARCH METHODOLOGY: Details the primary and secondary data collection methods, including questionnaires and non-participant observation, used to conduct the study.
DATA ANALYSIS AND FINDINGS: A statistical presentation and interpretation of data collected from the bank's management, employees, and customers regarding service perceptions.
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS: A synthesis of the research findings followed by practical recommendations for management and employees to improve customer relations.
Keywords
Customer Relations, Banking Industry, Customer Satisfaction, Relationship Marketing, Service Quality, Customer Retention, Employee Training, Complaint Management, Service Recovery, Brand Loyalty, Market Competition, Sahel Sahara Bank, Financial Services, Customer Feedback, Operational Efficiency.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on how the Sahel Sahara Bank manages its customer relations to maintain a competitive edge and ensure long-term customer loyalty.
What are the primary themes discussed in the work?
The study covers the historical context of banking, relationship marketing concepts, service quality dimensions, customer retention strategies, and the impact of employee-management relationships on service delivery.
What is the ultimate objective of this study?
The study aims to identify measures for improving customer relations, examine existing service practices at Sahel Sahara Bank, and determine the causes of customer dissatisfaction.
Which research methodology was employed?
The researcher used a mixed approach involving questionnaires for management, staff, and customers, alongside non-participant observation to assess actual service interactions.
What does the main body of the work cover?
The main body covers the literature review, the specific methodology, and a detailed analysis of findings gathered from surveys conducted among the bank's stakeholders.
What keywords characterize the study?
Key terms include Customer Relations, Banking Industry, Customer Satisfaction, Relationship Marketing, and Service Quality.
Why is customer training considered vital by the respondents?
Both employees and management identified customer relations training as the most effective tool to equip staff with the skills necessary for high-quality service delivery.
How does the bank's internal management impact its external customer relations?
The research highlights that cordial employee-management relationships are essential for fostering a positive work environment, which directly influences the quality of service provided to customers.
What is the significance of the findings regarding customer complaints?
The findings reveal that proactive service recovery and prompt handling of complaints are critical to turning dissatisfied customers into loyal ones.
- Citar trabajo
- Dr. David Ackah (Autor), Makafui R. Agboyi (Autor), 2014, Managing Customer Relations in the Banking Industry. Customer Service, Múnich, GRIN Verlag, https://www.grin.com/document/284720
