The Perceived Effects of Customer Relationship Management on Service Quality at Chase Bank
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Date
2015-10Author
Njoki, Rosebell M
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
Customer Relationship Management (CRM) is a business strategy to identify, cultivate,
and maintain long-term profitable relationships. It requires developing a method to select
the most profitable customer relationships or those with the most potential and working
to provide those customers with quality service that exceeds their expectations. Quality is
a key determining factor of customer satisfaction and precipitates the customer to seek
value for money. The study sought to establish the perceived effect of customer
Relationship Management on service quality at Chase Bank Kenya limited. The study
was guided by the following objectives; to assess the level of awareness of CRM among
customers at Chase Bank Kenya Limited and to establish the perceived effects of CRM
on customer service quality at Chase bank Kenya Limited. The study adopted a crosssectional
survey design because it allows the researcher to compare many different
variables at the same time. A questionnaire was administered to customers and
quantitative data collected was analyzed using descriptive analysis. The study found out
that there was awareness among the customers on customer relationship management at
the bank. The study further found out that the perceived effects of CRM on customer
service quality at Chase bank Kenya Limited was good. The study concluded that there
was awareness among Chase Bank limited customers on the existence of customer
relationship management at the bank. The customers were aware of the products that the
bank offered the location of the bank’s branches and the opening and closing times. The
prices charged at Chase bank were fair and the customers got value for their money.
Further the study concludes that the perceived effects of CRM on customer service
quality at Chase bank Kenya Limited was good. The study recommends that the financial
advisors and relationship managers should pursue leads for more customers in order to
grow the banks business and although Chase Bank has been successful in the CRM
practice, in order to retain these relationships with the customer, the bank should
continuously train its employees on how to manage customer relationships.
Publisher
University of Nairobi