Managing Customer Relations in the Banking Industry. Customer Service

Forschungsarbeit , 2014 , 46 Seiten , Note: B

BWL - Bank, Börse, Versicherung

The main aim of this study has been to identify the possible causes of customer dissatisfaction. The specific objectives of the study were examined , the degree of cordiality and adversity of the relationship between management and staff and how these influence positively or negatively customer relations of banking organizations, a case study of Sahel Sahara Bank. The study is to assist the management of banking organization towards ensuring improved customer relations by offering incentives, customers’ relations training for employees and organizing seminars and workshops to raise employees’ level of professionalism.

The researcher employed the quota sampling technique to specifically make a selection of the groups of management, staff, customers and other users of the Bank to whom questionnaires were administered until the required numbers of respondents were reached. In all, sixty (60) questionnaires were distributed. Out of these, ten (10) were administered to the management of the bank, twenty (20) to its employees and thirty (30) to customers who had visited to transact business at the bank’s premises on those faithful days of questionnaires administration.

The study revealed that management and customers to the Bank asserted that customer relation training were the best tool for building customer relations to provide the needed skills for quality service delivery. Employees were also of the opinion that monetary incentive or rewards though important might not do much in improving customer relations but rather receiving customer relations training would equipped them better. There is therefore the need for management of banking organizations particularly the Sahel Sahara Bank to integrate their roles and efforts towards the facilitation of the customer relations training since employees as well as customer to the Bank rated it as the most workable measure.

Inhaltsverzeichnis

• INTRODUCTION
  • BACKGROUND TO THE STUDY
  • STATEMENT OF THE PROBLEM
  • OBJECTIVES OF THE STUDY
  • RESEARCH QUESTIONS
  • SIGNIFICANCE OF THE STUDY
  • SCOPE OF THE STUDY
    • VALIDITY AND RELIABILITY
• LITERATURE REVIEW
  • HISTORICAL DEVELOPMENT OF BANKING IN GHANA
  • DEFINITION OF SERVICE
  • CHARACTERISTICS OF SERVICE
  • RELATIONSHIP MARKETING DEFINED
  • LEVELS OF CUSTOMER RELATIONSHIP
  • GOALS OF MANAGING CUSTOMER RELATIONSHIP
  • MANAGING CUSTOMERS COMPLAINTS
  • BENEFIT OF GOOD RELATIONSHIP FOR CUSTOMERS
  • BENEFITS OF GOOD RELATIONSHIP FOR THE ORGANIZATION
  • ACHEIVEMENT OF EFFECTIVE CUSTOMER RELATOIONSHIP IN THE SERVICE INDUSTRY
  • BENEFIT OF SERVICE QUALITY
• RESEARCH METHODOLOGY
  • PRIMARY SOURCE
  • SECONDARY SOURCE
  • SAMPLING
• DATA ANALYSIS AND FINDINGS
  • ANALYSIS OF DATA COLLECTION FROM MANAGEMENT OF THE BANK
    • LENGTH OF SERVICE OF MANAGEMENT OFFICIALS OF THE BANK
    • MANAGEMENT RESPONDENTS RESPONSES ON WHETHER MEASURES ARE IN PLACE TO IMPROVE CUSTOMER RELATIONS
    • MANAGEMENT RESPONDENTS'OPINION ON THE TYPE OF MEASURES FOR IMPROVING CUSTOMER RELATIONS OF THE BANK
    • MANAGEMENT RESPONDENTS' RESPONSES ABOUT IMPROVEMENT OF CUSTOMER RETENTION OF THE BANK
    • MANAGEMENT RESPONDENTS' VIEW ON WHETHER CUSTOMERS OFTEN COMPLAIN
    • MANAGEMENT RESPONDENTS; RESPONSES AS TO WHETHER THEIR RELATIONSHIP FAVOUR CUSTOMER RELATIONS OF THE BANK
    • MANAGEMENT RESPONDENTS ‘SUGGESTIONS ON HOW CUSTOMERS RELATIONS OF THE BANK COULD BE IMPROVED
  • ANALYSIS OF DATA COLLECTED FROM EMPLOYEES OF THE BANK
    • EMPLOYEE RESPONDENTS RESPONSES ON THE SEX OF STAFF OF THE BANK
    • LENGTH OF SERVICE OF EMPLOYEES OF THE BANK
    • EMPLOYEE RESPONDENTS' OPINION ABOUT THE ENHANCEMENT OF CUSTOMER RELATIONS OF THE BANK
    • EMPLOYEE RESPONDENTS' RATED OF REPEAT VISIT TO THE BANK
    • EMPLOYEE RESPONDENTS' RESPONSES ON WHETHER CUSTOMERS SOMETIMES COMPLIMENT THEM FOR SERVICES OFFERED
    • EMPLOYEE RESPONDENTS' RESPONSES ON WHETHER EMPLOYEE - MANAGEMENT RELATIONSHIP IS ADEQUATELY CORDIAL TO PROMOTE CUSTOMER RELATIONS OF THE BANK
    • EMPLOYEE RESPONDENTS' VIEWS ABOUT HOW OFTEN CUSTOMER EXPRESSES DISSATISFACTION
    • EMPLOYEE RESPONDENTS' RESPONSES ON WHETHER THEY HAVE OBSTACLES HINDERING CUSTOMER RELATIONS ENHANCEMENT
  • ANALYSIS OF DATA COLLECTED FROM CUSTOMER TO THE BANK
    • NATIONALITIES OF CUSTOMERS RESPONDENTS WHO VISITED THE BANK
    • CUSTOMER RESPONDENTS RESPONSES RELATIVE TO THE PATRONAGE OF SERVICES OFFERED BY THE BANK
    • CUSTOMERS RESPONDENTS' RESPONSES, WHETHER THEY ARE SATISFIED WITH SERVICES OF THE BANK
    • GUEST RESPONDENTS' RESPONSES ON WHETHER THERE HAS BEEN ANY IMPROVEMENT IN EMPLOYEES'ATTITUDE
    • CUSTOMER RESPONDENTS' VIEW ABOUT CUSTOMER-EMPLOYEE
    • GUEST RESPONDENTS ‘VIEW ABOUT PRICES OF THE BANK RELATIVE TO OTHER BANK
    • CUSTOMER RESPONDENTS' SUGGESTIONS FOR CUATOMER-EMPLOYEE RELATIONSHIP ENHANCEMENT OF THE BANK
• SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
  • SUMMARY
  • CONCLUSIONS
  • RECOMMENDATIONS
• REFERENCES

Zielsetzung und Themenschwerpunkte

This case study investigates the customer relations management practices of Sahel Sahara Bank in Ghana, aiming to understand how the bank maintains its competitive edge. The study focuses on identifying the factors contributing to customer satisfaction and dissatisfaction, exploring the relationship between management and staff, and analyzing how these dynamics impact customer relations. The study also seeks to provide recommendations for improving customer relations by exploring the effectiveness of training programs, incentives, and other strategies.

• Customer satisfaction and dissatisfaction in the banking industry
• The impact of management-staff relationships on customer relations
• The role of training and incentives in enhancing customer relations
• Strategies for improving customer retention and loyalty
• The importance of effective communication and complaint management in building strong customer relationships

Zusammenfassung der Kapitel

The introduction chapter sets the stage for the study by providing a background on the evolution of customer relations management in the banking industry. It highlights the shift from a production-oriented approach to a customer-centric approach, emphasizing the importance of retaining customers and building strong relationships. The chapter also outlines the study's objectives, research questions, and methodology.

The literature review chapter delves into the theoretical framework of customer relations management, exploring concepts such as service quality, relationship marketing, and customer relationship management. It examines the historical development of banking in Ghana, providing context for the study. The chapter also discusses the benefits of good customer relationships for both customers and organizations, highlighting the importance of managing customer complaints effectively.

The research methodology chapter outlines the data collection and analysis methods employed in the study. It describes the primary and secondary sources of data, including questionnaires administered to management, staff, and customers of Sahel Sahara Bank. The chapter also explains the sampling technique used to select respondents.

The data analysis and findings chapter presents the results of the study, analyzing the responses from management, staff, and customers. The chapter examines the factors influencing customer satisfaction and dissatisfaction, exploring the effectiveness of existing customer relations management practices. It also investigates the impact of management-staff relationships on customer relations and identifies potential areas for improvement.

Schlüsselwörter

The keywords and focus themes of the text include customer relations management, banking industry, customer satisfaction, customer dissatisfaction, management-staff relationships, training, incentives, customer retention, customer loyalty, communication, complaint management, and service quality. The study examines the effectiveness of various strategies for improving customer relations in the banking industry, focusing on the case of Sahel Sahara Bank in Ghana.

• Hochschule: ( Atlantic International University ) (School of Business and Economics)
• Veranstaltung: Ph.D. Economics
• Note: B
• Autoren: Dr. David Ackah (Autor:in), Makafui R. Agboyi (Autor:in)
• Erscheinungsjahr: 2014
• Seiten: 46
• Katalognummer: V284720
• ISBN (eBook): 9783668705852
• ISBN (Buch): 9783668705869
• Sprache: Englisch
• Schlagworte: managing, customer, relations, banking, industry, service