Customer Relationship Management in Marketing Financial Services (A Case Study of Fisrt Bank PLC) (original) (raw)

2015

Abstract

By placing too much focus on marketing activities directed at new customers, companies often experience the ‘leaking basket’ effect, where customers are being lost because of insufficient marketing activity. It is believed that many firms over-emphasize identification of prospects and their conversion to customers. Hence under-emphasis on generating repeat purchase. Therefore it is the fostering of long term product loyalty through customer relationship management that leads to increase in sales. The objective of the study is the examination of customer relationship management in marketing financial services. The design of the research is a case study. Convenience sampling was used to select customer and staff samples. Primary data were used. The primary data were generated through questionnaires. Data were analyzed by the use of regression analysis. Based on the hypotheses tested, it was observed that customer relationship management is significantly related to corporate perf...

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