Role of relationship marketing in rural banking in Ghana for market share improvement - Case Study: Nwabiagya Rural Bank

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Rural banks have generally not performed creditably since their inception. This paper therefore aimed at highlighting government policies which is geared towards the improvement of the banking sector especially the rural banks; to identify strategies and actions initiated by the rural bank to close the wide gap of inefficiencies in their operations with respect to other commercial banks and to make the necessary recommendations for policy implications. A sample size of two hundred (200) was chosen. Among the sampling procedures applied in the data collection included purposive and quota stratified sampling and observations. The aims and objectives of the study were to examine the strategies and actions employed by Nwabiagya Rural Bank for market share, investigate how relationship marketing is employed in the operations of Nwabiagya Rural Bank , examine the role of * relationship marketing in the operations of Nwabiagya Rural Bank for market share and recommend critical factors employing relationship marketing in the operations of Rural Banks for Market Share Improvement. Low level of education on the part of staff, inadequate training and seminars, inadequate provision of customer interaction points and the introduction of electronic banking were among the major outcomes of the study. It was recommended that the bank should frequently organise trainings and seminars for staff to upgrade their knowledge, establish customer interaction points and introduce information and communication technology (ICT) in their operations in order to reduce inefficiency. The banks should be networked to improve efficiency and administrative delays.  
A thesis submitted to the Business School, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the degrees of Executive Master of Business Administration, 2008