Customer Relationship Management in Practice: A Study of Multicredit Ghana Limited, a Micro Finance Institution in Ghana

Cite this:
Agbanu, P. G., Ampomah, O. M., Tagbotor, P. D., Fiadzomor, P., & Nyarko, I. K. (2016). Customer Relationship Management in Practice: A Study of Multicredit Ghana Limited, a Micro Finance Institution in Ghana. Journal of Business Management and Economics, 4(3), 09–17. https://doi.org/10.15520/jbme.2016.vol4.iss3.181.pp09-17
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Abstract

Most organizations acknowledge that customer relationship management has become unavoidable part of business, but the importance of its management is not yet understood by Senior Business Managers. The purpose of this study is to examine customer relationship management in practice at the Multi Credit Ghana Limited Company in Kumasi.  Twelve senior managers who were purposively sampled and thirty sales personnel who were randomly selected were used for the study. A descriptive survey design which involved a case study was used for the study.  An interview schedule was used as the main instrument to collect data from the respondents and the data collected was analyzed using qualitative and interpretative procedures. The results of the study revealed that five resources or competencies have shown key concerns for customer relationship management in the company.  The findings were CRM strategy formulation, planning process, top management commitment and involvement, top management support for CRM and the relationship between CRM and business.  The competencies and their related attributes identified were used as mechanisms to explore CRM practical experiences in the case study institution, Multi Credit Ghana Limited .It is recommended that single organization should not be used to study CRM issues which is a broad and complex concept.

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