Quality service delivery and customer retention in the banking industry in Ghana, the mediating role of Customer Relationship Management (CRM)

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The banking industry in Ghana has undergone tremendous change over the years as a result of competition amongst the players. Companies are constantly putting strategies in place in order to retain customers by the adoption of Customer Relationship Management (CRM) practices. The study focused on investigating the effect of service quality on customer retention in the banking industry, the mediating role of CRM in Ghana. Firms that do not adhere to building strong laden relationships to facilitate customer retention tend to decrease their revenues and profits, bad word of mouth from customers, decrease shareholder wealth as well as fuelling switching behaviours of customers. The survey was conducted on a total of 254 respondents out of which 223 responses were received representing 87.80% response rate. The study collected data using questionnaires and interview guide. The study adopted purposive and convenience sampling techniques in selecting management and customers respectively. Service quality delivery is important as it determines whether a customer is retained or will spread good word of mouth about the company. The results showed that banks forge a mutual connection and communication in order to build a strong relationship with customers; the activities of the banks are also regulated by the top management of the banks; the banks have also developed ways to grow and maintain long standing relationships with their customers; and have also won the trust of their customers and problems that confront customers are also amicably resolved. Customer retention in the corporate or business banking is relatively high with only a few dormant accounts compared to personal or individual banking due to the competition in the industry and the entrance of new banks in to the country. The study found that CRM plays a partial mediating role as far as delivering service quality and customer retention is concerned. The study recommended constant improvement in quality customer service delivery through the minimization of the process flow, CRM practices should be intensified through good database management systems due to the mediating role it plays in customer retention efforts and organizational) policies and strategies should be customer oriented.
A thesis Submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST) in partial fulfilment of the requirement for the degree of Masters of Business Administration (Marketing Option), 2015