Thesis

CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY The Ghanaian banking intentness has undergone many changes in terms of service delivery with the aim of improving the quality of node service. The past few years have also seen a phenomenal ingathering in the Ghanaian banking sector which has guide to intense competition among the industry players. The Ghana Banking Survey (2009) has shown that the tralatitious banks are losing out as competition in the industry deepens, triggered by aggressive new entrants (New generation banks). A report, establish on the financial results of banks last year revealed a exhort in profit across board with the big banks macrocosm the major losers, although it give tongue to performance in the industry on the whole was creditable. The phenomenal growth in the sector has called for a new approach to customer relationship where the banks extend their strategical focus to largely concentrate on the customer as the driver of business. Effective customer relationship management thence has become a key driver to sustenance and growth of every player in the industry. Customer Relationship commission (CRM) has its origin in the basic paradigm of marketing i.e. to run into customers with the best possible alternative in the market through and through a relational exchange process (Anderson et al, 1990).

They further said that customer relationship management goes beyond the transactional exchange and enables the marketer to -estimate the customers sentiments and buying intentions so that the customer fanny be provided with products and services before he starts pauperisming. This is possible through the integration of four important components i.e. people, process, technology and info. Customer data management gives us leads about the probability of customer demand and the technology helps us in tracking the characteristics and categorization of customers depending on his past behaviour (Sheth and Parvatiyar (1995). The process reorients the traditional business models to suit... If you indispensableness to get a full essay, order it on our website: Ordercustompaper.com

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