The impact of customer relationship management on the granting of consumer and retail credit: a case study of CAL Bank (Gh) Ltd.

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Customer Relationship Management is an effective weapon for organizations to build and develop a good relationship with customers. Under current circumstances, new customers are difficult to acquire by most banks in Ghana and CAL Bank Ltd is no exception because of the keen competition prevailing among the banks in an attempt to mobilize customers. An alternative way to prospect new customers is to attract the customers from the competitors and also provide them the service they require and also prevent your customers from being attracted by your competitors. Though Customer Relationship Management has come into existence for more than ten years, the application of CRM in the banking industry is still a new topic to study. In this thesis, the researcher assesses the impact of customer relationship management on the granting of consumer and retail credit of the bank as well as the recovery of loans at CAL Bank Ltd. The researcher aimed to establish how Customer Relationship Management affects the granting of consumer and retail credit to clients of Cal Bank (Gh) Ltd. The Study population was Relationship Managers/Officers and Clients who have accessed consumer and retail loans at Cal Bank (Gh) Ltd. It was found out that good relation between officials of the bank and customers of the bank has increased the granting of loans to the clients of the bank. This was made possible because if the hank knows everything about the client it will not hesitate to give out loan to such a client especially when the relationship with the client reveals that the client is credit worthy.
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