Effect of Customer Relationship Marketing on Performance in the Banking Industry in Ghana: A Case Study of Some Selected Barclays Bank Branches in Kumasi

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Banking today has become more innovative, competitive and attractive to other investors in the sector. This has caused the number of banks to swell in Ghana numbering over twenty six banks currently in operation in Ghana. The competitions as a result of high numbers of people who do not have bank accounts have driven more investors to obtain license to operate in the country. As strategies are developed day in and day out, ideas become archaic and that management of banks would have to be constantly developing ideas that will promote their services. This has therefore made it necessary for banks to be innovative in order to survive the terrain. This study aims at identifying the effect of the customer relationship marketing on performance in the banking industry, with a case study of selected Barclays bank branches in Kumasi. This study adopted a quantitative approach in its design with non-probability sampling being used for the study. Under this, convenient and purposive sampling methods were adopted. Questionnaires and interviews were used in collecting the data from the primary source. The findings obtained from the field were numerous, with areas under product knowledge, customer complaint handling as well as investment advice being areas of concern. The study showed that significant numbers of customer do not have much knowledge about the bank’s products such as e-statement and internet banking. The study also revealed that customers generally do not like to follow the complaints processes as a result of the experiences of previous ones not resolved by the bank. The customers of the bank from the study showed that investment advices on their accounts are not regular. It is recommended that good promotions be run on the new products by the bank. Management staff of Barclays bank should also commit more resources in resolving customer complaints in order to ease the processes of addressing complaints.
A thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the Commonwealth Executive Master of Business Administration (CEMBA), July, 2011