Customer relationship management, service quality and firm performance of selected Stanbic Bank (U) Branches in Uganda
Loading...
Date
2010-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, College of Economics and Management.
Abstract
The study investigated the relationship between customer
relationship management (CRM), service quality and firm performance in
selected Stanbic Bank Uganda branches. The study adopted a correlation study design using mainly a quantitative approach on a sample of staff and management of the bank and its customers.
The data was collected using a questionnaire and was analyzed using
frequencies, percentages, correlation, regression analyses. The study found out that CRM had a significant relationship with service quality in Stanbic Bank and CRM was a significant predictor of the variance in service quality as it predicted 66.5% of the variance in service quality in the bank while Service quality had a significant relationship with performance of Stanbic Bank and was a significant predictor of performance of the bank as it predicted 26.6% of the variance in the performance of the bank
Customer Relationship Management had a significant relationship with
performance of Stanbic Bank and was a significant predictor of bank
performance at it predicted 6l.1% of the variance in the performance of
the bank. The study recommends that the management, shareholders and other relevant stakeholders should ensure that: Commercial banks develop and articulate CRM strategy development, value creation, multi-channel integration, performance assessment and information management to achieve effective service quality indicators of customers perceived service reliability, responsiveness, assurance, empathy and tangibles; Commercial banks develop and articulate effective service quality attributes of reliability
responsiveness, assurance, empathy and tangibility for enhanced
performance indicators of customer Live Time Value, market share, sales
growth, brand equity, and employee retention; and that commercial banks develop and articulate CRM for enhanced indicators of customer Live Time Value, market share, sales growth, brand equity, and employee retention
Other studies need to be carried out to identify~y such factors other than
those under this study that predicted the variance in service quality and
bank performance
Description
A Thesis presented to the School of Postgraduate Studies and Research Kampala International University Kampala, Uganda In partial fulfillment of the requirements for the Degree Master's of Business Administration.
Keywords
Customer relationship management, Service quality, Firm performance, Stanbic Bank (U), Uganda