Customer relationship management as a competetive tool in the Ghanaian Banking Industry: a case study of Zenith Bank Ghana Ltd, Kumasi

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This research was embarked upon at the instance of many questions that sought to understand what Customer Relationship Management (CRM) is and what benefits can accrue to an organization that implements CRM as well as to identify eminent challenges associated with the implementation of CRM initiatives. To obtain satisfactory results from the study, the case study methodology involving a single case study of Zenith Bank Ghana Ltd, Kumasi was used. Questionnaires were administered and responses were obtained from the staff of the bank. Findings from the research revealed that CRM is practiced at Zenith and that staff are aware of the contemporary issues of CRM. Moreover, the findings indicated that the adoption of CRM offers such advantages as increased customer base, increased profitability, and customer loyalty and retention. Notwithstanding the above mentioned advantages of CRM, the study also identified management and leadership, technology, data acquisition and integration issues as critical factors that may facilitate or militate against CRM implementation. Since the concept of CRM is broad and relatively new in the Ghanaian banking industry, no single research can cover its multi-facets. The study recommends further research into the adoption and implementation of CRM.
A Thesis Submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the Degree of Commonwealth Executive Masters of Business Administration, June, 2011