Browsing by Author "Boakye-Boateng, David"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Customer retention as a tool for organisational growth (a case study – Nwabiagya rural bank limited)
    (KNUST, 2012-08) Boakye-Boateng, David
    ABSTRACT Customer care has been the core agenda of most service providers especially when such businesses tune their mind to maximize output and to expand their market share. For an organization to be successful, it must look into the needs and wants of their customers. These need and want of the customers can be anticipated by considering the behavioral pattern of such customers. The banking industry is highly competitive, with banks not only competing among each other; but also with non-banks and other financial institutions (Kaynak & Kucukemiroglu, 1992; Hull, 2002). Most bank product developments are easy to duplicate and when banks provide nearly identical services, they can only distinguish themselves on the basis of price and quality. Therefore, customer retention is potentially an effective tool that banks can use to gain a strategic advantage and survive in today’s ever-increasing banking competitive environment. Apparently most customers do not complain on the poor services received from service providers, their only response to such companies is to discontinue transacting business with them. This possibly account to the reasons why many researchers and academicians have continuously emphasized on the importance of customer satisfaction and retention. Nwabiagya rural bank ltd is one of such organizations which seek to retain its valued customers as a means of growing their business. Customer satisfaction is important because many researchers have shown that customer satisfaction has a positive effect on an organization’s profitability. Due to this, the consequences of customer satisfaction and dissatisfaction must be considered. There is also a positive connection between customer satisfaction, and retention. Therefore, customer satisfaction, and retention are all very important for an organization to be successful.