A Research Report Submitted in Partial/Fulfillment of the Requirements for Award of the Degree of Master of Business Administration (MBA) of Mzumbe University
Customers are the focal point in the development of successful marketing strategy. Marketing strategies both influence and are influenced by consumers’ affect and cognition, behaviour and environment. In the banking field a unique ‘Relationship’ exists between the customers and the bank. But because of various reasons and apprehensions like financial burdens, risk of failure, marketing inertia etc., many banks are still following the traditional ways of marketing and only few banks are making attempts to adapt CRM. It is with this background, the researcher has made a modest attempt towards the idea that CRM can be adapted uniformly in the banking industry for betterment of Banking Services.
The general objective of this study is to assess the contribution of customer relationship management on PBZ performance and specific objectives are to determine if the CRM has any impact on customer loyalty, to find out the extent in which the service provided leads to customer satisfaction in PBZ and to offer pertinent suggestions based on the findings. The study covers the sample of 45 respondents who were the customers of PBZ and 5 officers from the banks including the IT manager, the customer service department, the marketing manager and accountant. The primary and secondary data were collected and analysed using a statistical package for social science (SPSS) and presented in tabular form, chart and graph.
The major results showed that there is direct positive relationship between the quality of service offered and customer satisfaction and there is direct positive relationship between CRM programmes of PBZ on customer’s loyalty.
The study also showed that there is a significant improvement in bank performance and it was recommended that organizations should understand that CRM is an inevitable tool of marketing that can be considered as Critical Responsibility of Market with regard to Banks in present context.
Keywords: Customer Relationship Management, customer loyalty, performance and customer satisfaction.