Quality of service becomes the main avenue that could be used to gain sustainable competitive advantage. This is due to the fact that the environment within which organisations operate continues to change with respect to customer expectations. The financial sector, in particular the banking industry is not left behind and players in this industry also strive to “up their game” in the competitive market-place. It has become increasingly important for organisations to find ways, not only to reach the top, but to maintain on-going long-term relationship with their customers. This can result in long-term benefits, both for the organisation (by improving marketing productivity) and for the customer (by delivering better quality products). This paper assesses the perception the Business clients/ customers within a business banking environment have about relationship management by Meeg bank in East London branch town of Eastern Cape. A literature survey was undertaken into the importance of Customer Relationship by bank. Questionnaires were sent to all employees of the business clients for their views on Customer Relationship Management (CRM). The result the show importance of the commitment of all employees’ especially senior management is essential for the success of CRM efforts in improving the quality of service offered by an organisation. The research also confirmed the importance of having wide range of options in form of products offered. This will not only benefit the bank in terms of higher profits, but will give the bank the competitive advantage in the market place.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:8580 |
| Date | January 2009 |
| Creators | Ntsunguzi, Carol Ntombemhlophe |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Business and Economic Sciences |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MBA |
| Format | 94 leaves ; 31 cm, pdf |
| Rights | Nelson Mandela Metropolitan University |
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