School of Business (SOB)

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Author: search.filters.author.Kazula, Lameck ZachariaSubject: search.filters.subject.Customer satisfaction

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    Assessing the importance of customer relationship management practice on banking sector in Tanzania: The case study of selected banks in Tanzania (Barclays bank, Bank M & CRDB bank)
    (Mzumbe University, 2015) Kazula, Lameck Zacharia
    This research report assessed the importance of customer relationship management on banking sector in Tanzania; a case of selected commercial banks in Mwanza city. The study explored sharp decrease application of customer relationship management under customer satisfaction and marketing productivity. This was pursued under the specific objectives; which were to analyze the importance of Customer relationship management practice in bank sector under competitive market, to find out the relationship between customer relationship management and customer satisfaction and to examine the effect of customer relation management practices on marketing productivity. Both case and survey research design were used to quantitatively assess the relationships among variables; (Glasow, 2005). A number of 3 commercial banks were selected operating in Nyamagana district, Mwanza city. The purposeful sampling technique and simple sampling technique were used to select the 75 respondents from the particular formal commercial bank sector that were the sample size required for the research study. In the study report both quantitative and qualitative methods were used to analyze data from the selected respondents. Data were coded and processed using the Statistical Package for Social Science. Findings from the field reveals that, there was a more coordinated and professional approach to customer contact, with up to date customer information. The field data conclude that, banks offers more personalized service, targeting and serve customer on individual basis. To examine the effect of CRM practices on banking sector the study found that marketing productivity, customer retention, attracting new customer and satisfaction increases banks performance. Provisioning the facilities attending the needs without delay in time, meeting the changing needs, creating the database, employee approach, customer awareness and fulfilling the promise provided can make the customer satisfied. The study recommended that, the banks to be successful in the intensively competitive environment, they should bound to attach importance of customer