Impact of customer relationship management on customer satisfaction in the automobile retail industry - a case study of selected auto firms in Ashanti Region

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Competition within the automobile retail industry has grown tremendously over the past two decades. This is as a result of it being one of the most important industries in the world. Automobiles have revolutionized transportation in the 20th century, and brought about changes in the ways people live, travel, and do business. The case study sought to find out how customer relationship management could impact on customer satisfaction using some selected automobile firms in the Ashanti region as a test case. Various literature on the subject was reviewed which was linked to the current research. The major research instruments used were questionnaires and unstructured interviews. Quota and purposive sampling were the major sampling techniques used in the sampling selection. This study shows that firms with greater deployment of CRM applications are in a better position to leverage their stock of accumulated knowledge and experience into customer support processes which will in the end result in higher market share. The study also reveals that CRM applications could help firms manage customer relationships more effectively across the stages of relationship initiation and maintenance. It was observed that although both companies were doing well in their CRM practices, Mechanical Lloyd could not measure up to Toyota Ghana since the responses were in favour of the latter especially in areas such as quality service delivery, CRM practices, managing customer complaints among others. The study recommends that all Information and Communication Technology tools should be provided as to enable staff have a good database to facilitate customer interaction in a bid to ensure customer satisfaction more especially in this age of growing competition in the industry.
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 Arts in Business Administration,