The Role of Customer Relationship Management on Customer Satisfaction: A Case of Ecobank Ghana, Accra Headquarters.

Abstract

This study, “The Role of Customer Relationship Management (CRM) On Customer Satisfaction: A Case Of Ecobank Ghana, Accra Headquarters” aimed to address the following questions: What customer relationship management practices are employed by Ecobank Ghana (using the dimensions of CRM)?; To what extent does customer relationship management influence customer satisfaction?; In what ways does customer relationship management propel customer loyalty and retention among customers? The study which is quantitative research employed the survey approach to explore the study. Questionnaires were administered for the gathering of information from respondents. In this research, 103 customers of Ecobank Ghana, Headquarters branch were randomly selected for this research. Data collected were analyzed and interpreted based on frequencies and percentages. The study found that effective CRM has an impact on customer satisfaction which intend improves loyalty. Customers had a good satisfaction in the services provided by Ecobank Ghana. Also, the findings showed customers of Ecobank are also willing to refer the services of the bank to others and respondents were willing to repurchase services. Furthermore, it could be concluded that managing customer relationship effectively builds customer retention in the organization.