Relationship Marketing Practice In The Banking Industry. A Study on Ghana Commercial Bank, Derby Avenue Branch

Patrick Atiemo¹

Section:Research Paper, Product Type: Journal-Paper
Vol.8 , Issue.2 , pp.22-30, Jun-2020

Online published on Jun 30, 2020

Copyright © Patrick Atiemo . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
This research work was conducted to prompt the banking industries on the need for banking industries to pay peculiar attention to the practice of relationship marketing with their invaluable customers. In the past, companies took their customers for granted until the notion of building a relationship with them could be profitable came into mind. The objective of the study was to ascertain the practice of relationship marketing and also its impact on customers of Ghana Commercial Bank, Derby Avenue branch. Data was collected through questionnaire from our sample size of 70 which comprised of 50 customers and 20 management staffs of the bank. The study gives comments on how relationship marketing has been valued and practiced in Ghana Commercial Bank, Derby Avenue branch. The use of the quantitative method gave way for the analysis of the data by analyzing the data with descriptive analysis. It was discovered that, management and staff maintain their relationship with their customers by listening effectively to their complaints and making sure that they are solved quickly. Customers on the other hand were much satisfied with the relationship marketing practice they experience at the bank. This has led them to prefer Ghana Commercial Bank to other banks as the bank assures confidence and security to them in their daily transactions with the bank. Regular training of staffs of the bank on the importance of customer relationship marketing has been the major contributor in the success of the bank.

Key-Words / Index Term :
Ghana Commercial Bank, Relationship Marketing, Customer, Loyalty, Satisfaction, Ghana

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