Customer Relationship Management Practices in the Ghanaian courier industry: A Case Study of Fedex Ghana Ltd.

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Marketing is one of the most dynamic fields in the management arena. The competitive nature in the business world continues to throw more challenges which firms must respond. That is why marketing ideas and trends keep surfacing to meet the numerous market challenges. One of such emphasis is relationship marketing. Relationship marketing is the process of creating, maintaining and enhancing strong value laden relationship with customers and other stakeholders. The main objective of the study is to determine how FedEx Ghana can attract, retain, enhance and develop a long-term customer relationship for a profitable industry. The study made use of both primary and secondary data. A sample size of one hundred (100), made up of twenty (20) staff of FedEx Ghana and eighty (80) customers were used for the study. The study pointed out that, the importance of relationship marketing in the courier industry cannot be overlooked in its role for customer loyalty. Also the study showed that the current wave of competition that has swept through the industry in Ghana has brought about a lot of pressure on staff to retain customers. The study indicates that, client rated the level of customer satisfaction as satisfactory; however, there is room for improvement. In view of the findings of the research, the following recommendations are made in order to sustain efficient customer relationship management at FedEx Ghana; employee empowerment, quality customer service marketing research and customer data base.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters in Business Administration, June, 2011