| dc.creator |
Abdallah, Faraji |
|
| dc.date |
2016-03-10T09:32:12Z |
|
| dc.date |
2016-03-10T09:32:12Z |
|
| dc.date |
2014 |
|
| dc.date.accessioned |
2018-03-24T12:04:57Z |
|
| dc.date.available |
2018-03-24T12:04:57Z |
|
| dc.identifier |
http://hdl.handle.net/11192/867 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/867 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfilment of the Requirements for the Award of
the Degree of Master of Science in Accounting and Finance (MSc-A&F) of Mzumbe
University. |
|
| dc.description |
The world has undergone rapid changes for the past two or three decades due to
technological advances. Banks in the industry are in a stiff competition with each
other to gain a greater slice of the market share, and with the globalization effect
banks are finding it difficult to meet the high growth of customer expectations.
Banks have realized that the magical formula for attaining success in such a
competitive environment is to enhance its’ relationship with customers leading to
customer loyalty and retention.
Customer Relationship Management involves organizing activities around the sole
customer which can ensure differentiation at each point of sales by creating a unique
customer experience. But in reality since the word customer is associated with CRM,
many banks are under the misconception that they secure competitiveness by
implementing CRM. As such the main objective behind this study is to analyze the
contribution of CRM in the performance of the banks in Tanzania. To achieve this
objective, the research design will consist of both exploratory and descriptive
research. Different aspects with regards to CRM in the banking sector have been
extracted from literature review and tested on a sample size of 50 employees and 50
customers. Research
Findings were discussed and analyzed so as to get an indication of how far CRM is
strategically implanted to secure sustainable bank performance or it’s just as an old
wine in a new bottle concept. Based on the findings, a set of recommendations has
been made so as to pinpoint how CRM can be used to improve banks performances
in the sector. Finally a model has proposed a layout for specific issues which banks
have to address so that CRM can be used as an integrated approach to enhance
performance of a particular bank in the banking industry. |
|
| dc.language |
en |
|
| dc.subject |
Banks |
|
| dc.title |
The contribution of customer relationship management (crm) in the performance of NBC ltd |
|
| dc.type |
Thesis |
|