Customer relationship management (CRM) and customer loyalty in the banking industry in Tanzania: A case of National Microfinance Bank PLC
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Date
2016
Authors
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Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
This study was conducted to examine customer relationship management (CRM) and customer loyalty focusing particularly on banking industry in Tanzania. The study was very crucial towards understanding (CRM) factors in the banking industry and customer loyalty factors and the relationship between CRM Factors and customer loyalty. It was assumed that CRM factors were necessary for increasing customer loyalty in banking industry. The study was conducted at the National Microfinance Bank (NMB) branches in Dar es salaam region as a case study, involving customers and NMB employees. The study sampled was 100 respondents. The study used questionnaires, interviews, observation and documentary review, as method of data collection. The findings from the study revealed that NMB had all the needed CRM factors such as innovations, policies, staff training services, and the provision of incentives to hard work employees. The findings also revealed that NMB was also concerned with security of transactions, openly discussed solutions to the problems once they occurred, offered personalized services to customers which were crucial customer loyalty factors. It was further revealed that CRM and customer loyalty factors played crucial role in increasing customer loyalty at NMB. It was recommended that NMB should improve CRM so as to increase customer loyalty including automated teller machine (ATM) services and phone calls. It should make sure that bank facilities such as ATM machines and buildings are in good conditions and the bank should hire professional employees in every section they are allocated to so as provide quality services and save time
Description
Available in print form, East Africana Collection, Dr.Wilbert Chagula Library, (THS EAF HG1616.C87T34A24)
Keywords
Customer services, Bank management, Customer relations, Tanzania, Customer loyalty, Management, National Microfinance Bank
Citation
Abia, L (2016) Customer relationship management (CRM) and customer loyalty in the banking industry in Tanzania: A case of National Microfinance Bank PLC, Masters dissertation, University of Dar es Salaam, Dar es Salaam.