Browsing by Author "Ampoful, Alice"

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    The Effect of Customer Relationship Management (CRM) on the Profitability of Financial Institutions - A Case Study of Barclays Bank Limited, Takoradi Branches.
    (2012-06-22) Ampoful, Alice
    Customers are the lifeblood of every organization, yet due to their complex nature coupled with information communication technology, it has become very difficult to satisfy and retain them. This study intended to explore and find out appropriate measures that could be adopted to satisfy the customers in order to retain them and the effect of this on profit. Since the study seeks to explore, it is therefore qualitative and for that matter the main method used is questionnaire. The study revealed that the bases of customer satisfaction and long-term relationship could be attributed to innovative products and services coupled with competent and caring staff. The results showed that customer relationship management leads to customer satisfaction which brings about loyalty and retention, thereby having the potential of increasing sales and profit by reducing customer acquisition cost. As predicted, customer relationship management is appropriate for customers who have long-term needs and willing to invest time and effort for the necessary payoff.