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8 Personal and transactional information, if yes, How, if not, why? Product, service and organisation information. If yes how, if not, why? Non- transactional customer feedback information.if yes, How.If no, why? Relationship marketing activities.if yes, how.if no, why? Q6. How do you reach your customers, (CRM touch points)? (Marketing services, advertising, sales, branches, telephone)? Q7. What applications do you use to analyse customer data? How do you manage customerdata which is non-technological (e.g. face to face interactions?) Q8. How do you strategically categorize your customers? High lifetime value customer.
9 Early adopters of new products. Loyal customers. Customers with new ideas who find ways to improve quality or reduce cost. Q9. Do you regularly monitor and analyse customers behaviour and characteristics (that is Customers details, historical records, demographics, preferences, lifestyle and personalhabits) Q10. How do you use relationship marketing to identify and prevent your defectingcustomers to switch to competitors? Q11. Do you provide core customers with additional personalised services and extra controlover their interaction while you know they are ready to pay additional charges for thoseservices? If yes how? If no: why?
10 We are undergraduate students of Christian Service University College (CSUC) pursuing Bachelor Business Administration, Marketing option. We are conducting a research on the effect of customer relationship marketing on customer retention using the financial service - ProCredit Savings and Loans Limited as a case study. This researchwork is in partial fulfillment of requirements leading to the award of a BBA degree in Marketing. Information provided for the purposes of this research will be treated confidentially and used for academic purposes only. Please take some time to fill out this questionnaire. 1. Gender: Male [ ] Female [ ]
11 2. Age: [ ] [ ] [ ] [ ] 55-above [ ] 3. Educational Level: No Education [ ] Non formal [ ] Basic Education [ ] Secondary Education [ ] University [ ] 4. Occupation: Farmer [ ] Trader [ ] Civil Servant [ ] Business Executive [ ] Others How did your relationship with the bank begin? Joined on your own [ ] Introduced by a friend [ ] Contacted by the bank [ ] Others Has there been any conscious effort by the bank to maintain the relationship? Yes [ ] No [ ] 7. If yes, what form of effort has it been? Weekly contact [ ]
12 Monthly contact [ ] Once a while [ ] Others Does your bank relate to you electronically? Yes [ ] No [ ] 9. If yes, which of these forms does it take? Internet [ ] Telephone [ ] SMS [ ] Others Does the electronic relationship enhance the relationship? Yes [ ] No [ ] 11. How long have you worked with the bank? State 12. Do you make your concerns known to thebank? Yes [ ] No [ ] 13. If yes, how has the response of the bank been? Quick [ ] Delayed [ ] No Response [ ] 14. Does your bank relate to you differently because of the type of your account? Yes [ ] No [ ]
13 15. Have you ever considered leaving the bank? Yes [ ] No [ ] 16.If yes what must have informed your decision? Unconcerned attitude of staff [ ] Delayed transaction [ ] Show of rudeness from staff [ ] Others Will you recommend the bank to any other person? Yes [ ] No [ ]
14 Statement of Declaration...i Acknowledgement...ii Abstracts...iii List of Tables...iv List of Figures...v Definition of Terms...vi CHAPTER ONE INTRODUCTION 1.0 Background to the Study Statement of the Problem Objectives of the Study Research Questions Significance of the Study Scope of the Study Organization of the Study...4 CHAPTER TWO LITERATURE REVIEW
15 2.0 Introduction Customer Relationship Marketing (CRM) Customer Retention (CR) Goals of CRM Customer Attrition Effects of CRM on Customer Retention How firms practice CRM CHAPTER THREE METHODOLOGY AND DATA ANALYSIS 3.0 Introduction Research Design Sources of Data Data Processing...35 CHAPTER FOUR ANALYSIS OF FINDINGS AND DISCUSSIONS 4.0 Introduction Profile of ProCredit Data Analysis CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION
16 5.0 Introduction Summary of Findings Conclusion Recommendation...53 APPENDIX References Questionnaires Interview Guide
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76 Personal and transactional information, if yes, How, if not, why? Product, service and organisation information. If yes how, if not, why? Non- transactional customer feedback information.if yes, How.If no, why? Relationship marketing activities.if yes, how.if no, why? Q6. How do you reach your customers, (CRM touch points)? (Marketing services, advertising, sales, branches, telephone)?
77 Q7. What applications do you use to analyse customer data? How do you manage customerdata which is non-technological (e.g. face to face interactions?) Q8. How do you strategically categorize your customers? High lifetime value customer. Early adopters of new products. Loyal customers. Customers with new ideas who find ways to improve quality or reduce cost. Q9.How do you group your customers on the basis of historical records and other relateddetails (that is customer retention, satisfac tion, loyalty and profitability)? How does thisgrouping improve banks Q10. In what other ways do you categorise your customers? Revenue side (e.g. usage intensity and behaviour) Cost side (e.g. product purchased, Channel used, intensity of customer care usageand service levels). Q11. Do you regularly monitor and analyse customers behaviour and characteristics (that is Customers details, historical records, demographics, preferences, lifestyle and personalhabits) Q12. How do you use relationship marketing to identify and prevent your defectingcustomers to switch to competitors? Q13. Do you provide core customers with additional personalised services and extra controlover their interaction while you know they are ready to pay additional charges for thoseservices? If yes how? If no: why?
78 We are undergraduate students of Christian Service University College (CSUC) pursuing Bachelor Business Administration, Marketing option. We are conducting a research on the effect of customer relationship marketing on customer retention using the financial service - ProCredit Savings and Loans Limited as a case study. This researchwork is in partial fulfillment of requirements leading to the award of a BBA degree in Marketing. Information provided for the purposes of this research will be treated confidentially and used for academic purposes only. Please take some time to fill out this questionnaire. 1. Gender: Male [ ] Female [ ] 2. Age: [ ] [ ] [ ] [ ] 55-above [ ] 4. Educational Level: No Education [ ] Non formal [ ] Primary Education [ ] Secondary Education [ ] University [ ] PostUniversity [ ] 5. Occupation: Farmer [ ] Trader [ ] Civil Servant [ ] Business Executive [ ] Others How did your relationship with the bank begin? Joined on your own [ ] Introduced by a friend [ ] Contacted by the bank [ ] Others Has there been any conscious effort by the bank to maintain the relationship? Yes [ ] No [ ] 8. If yes, what form of effort has it been? Weekly contact [ ] Monthly contact [ ] Once a while [ ] Others...
79 9. Does your bank relate to you electronically? Yes [ ] No [ ] 10. If yes, which of these forms does it take? Internet [ ] Telephone [ ] SMS [ ] Others Does the electronic relationship enhance the relationship? Yes [ ] No [ ] 12. How long have you worked with the bank? State 13. Do you make your concerns known to thebank? Yes [ ] No [ ] 14. If yes, how has the response of the bank been? Quick [ ] Delayed [ ] No Response [ ] 15. Does your bank relate to you differently because of the type of your account? Yes [ ] No [ ] 16. Have you ever considered leaving the bank? Yes [ ] No [ ] 17.If yes what must have informed your decision? Unconcerned attitude of staff [ ] Delayed transaction [ ] Show of rudeness from staff [ ] Others Will you recommend the bank to any other person? Yes [ ] No [ ]
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