Customer Relationship Marketing and Customer Retention: The Perspectives of Customer of Access Bank Ghana Limited

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Following the acquisition of a seventy-five per cent interest in Intercontinental Bank Plc by Access Bank Plc in Nigeria, the Bank of Ghana in 2011 approved the merging of the local operations of Access Bank Ghana (ABG) and Intercontinental Bank Ghana (IBG). However, what is critical at this moment for the acquisition was the retention of the over 156,082 customers of the hitherto Intercontinental Bank Ghana. Acquiring and building relationship with new a customer takes time, but always easier to sustain the relationship with an existing customer. The research sought to find answers to how relationship marketing would affect customer retention at the Access Bank Ghana. The research utilised survey from 200 respondents who were customers of Access Bank. The findings of the research show that Access Bank appears to be doing quite well with their customers, more especially in the way they have related to them. The study also shows that the bank is receiving strong positive word of mouth from its clients to their friends and relations although other factors have a strong role to play to why people bank with Access Bank, since people who joined on their own and those who were contacted by the bank is very significant although not dominant. The bank is doing well by maintaining the relationship it initiates with its clients but must work on improving the number of contact time with them as relationship marketing provides them with the opportunity to do so. The bank’s level of adoption of relationship marketing is very high as the above tables indicate. Access Bank’s response to customer concerns is very impressive. The research finally recommended to management to look again in the area of bonding, since customers do not particularly feel so much bonded with Access Bank. Finally, Access Bank staff must be trained to be more responsive in the form of devoting time to help meet all the needs of clients, give fast and efficient service and give sincere and detail information on the solutions that will help solve the challenges of customers.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration,