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Customer relationship managment in financial institutions in Ghana: a case of standard chartered bank & state insurance company
2009 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This work has been initiated as a result of many questions raised as to the factors a company should consider when developing a CRM strategy. Diverse views have been in a fragmented manner about the core issues required for a successful implementation of CRM. The purpose of this research therefore is to unveil the factors that contribute to a successful implementation of a CRM strategy. To achieve this purpose, the following research questions were outlined: What are the (would be) benefits of CRM for financial institutions in Ghana? What are the challenges for implementing CRM in financial institutions in Ghana? and, What are the factors that facilitate successful implementation of CRM in financial institutions in Ghana? In order to obtain the best results from the discussions, the main research methodology adopted was a case study involving two (2) financial institutions in Ghana. Findings from the study have revealed that financial institutions adopt both “hard” and “soft” CRM skills as a means of ensuring the success of their CRM projects. Findings have also shown that there are few challenges especially in the area of data integration which tends to slow down the progress being made by companies in their CRM operations. Again, findings have underscored the benefits derived from CRM initiatives even at the initial stages of its implementation. Finally, contrary to other theories that CRM requires heavy initial capital investment, findings have indicated that CRM depends very much on the commitment from top management, employees as well as customers.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, CRM, Customer Relationship Management, financial institutions, Ghana, CRM Implementation, Banking, Insurance
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-50094ISRN: LTU-PB-EX--09/039--SELocal ID: 762172b2-b526-46c2-8447-bb06a05d44b6OAI: diva2:1023450
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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