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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/3774

Title: Customer relationship management in practice: a case of Garden City Savings and Loans Scheme Limited, a Micro Financial Institution in Kumasi
Authors: Agbanu, Prosper G.
Issue Date: 11-Sep-2008
Series/Report no.: 4874;
Abstract: Most organisations acknowledge that customer relationship management has become unavoidable part of business, but the importance of its management is not yet fully understood by Senior Business Managers. The purpose of this study is to examine customer relationship management in practice at the Garden City Savings and Loans Scheme Limited Company in Kumasi. Twelve senior managers who were purposively sampled and three sales girls who were randomly selected and three sales girls who were randomly selected were used for the study. A descriptive survey design which involved a case study was used for the study. An interview schedule was used as the main instrument to collect data from the respondents and the data collected was analysed using qualitative and interpretative procedures. The results of the study revealed that five resources or competencies have shown key concerns for customer relationship management in the company. The findings were CRM strategy formulation, planning process, top management, commitment and involvement, top management support for CRM and the relationship between CRM and business. The competencies and their related attributes identified were used as mechanisms to explore CRM practical experiences in the case study institution, Garden City Savings and Loans Scheme Limited. It is recommended that single organization should not be used to study CRM issues which is a broad and complex concept.
Description: A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of the Degree of Master of Business Administration, 2008
URI: http://hdl.handle.net/123456789/3774
Appears in Collections:College of Arts and Social Sciences

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