THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION: A CASE STUDY OF FIDELITY BANK LIMITED

ABSTRACT The study assessed the impact of customer relationship management on customer satisfaction at Fidelity Bank Limited. Specifically, the objectives of the study were; to identify the customer relationship management strategies of Fidelity Bank Limited, to investigate which of the customer relationship management strategies of the bank has the most impact on its customer satisfaction and finally to examine the impact between customer relationship management strategies and customer loyalty. This study used a quantitative methodology. The target population for the study came from Fidelity Bank customers as well as employees. Accordingly, twenty (20) employees of the bank together with one hundred and fifty (150) customers of the bank were targeted as the study population. Therefore, a projected number of 170 participants were considered as the study population size. The sample size for this study customers stood at 108 at 95% confidence level and 5.0% error of margin. In all the entire sample size for the study was 128 that is, 20 as the sample size for the employees and 108 as the sample size for the bank’s customers. This study used a self-administering questionnaire as its data collection instrument. The researcher distributed a total of 108 questionnaires to the selected customers at four branches of Fidelity (i.e. at Ahodwo branch, Suame branch, Adum branch and Asafo branch) all within the Kumasi metropolis of the Ashanti Region of Ghana. From the questionnaires distributed, a total of 100 completed questionnaires were received. However, out of these received questionnaires, 95 were usable for analysis, giving an effective response rate of 92.2%. Moreover, with the bank’s employees, the study distributed a total of 20 questionnaire items to the selected workers of the bank. From these questionnaires, the study received all the 20 questionnaires distributed giving a response rate of 100%. Data was subsequently analyzed using descriptive statistics such as mean and standard deviation. Also, inferential statistics thus, multiple regression (enter method) were used for the relationship analysis. Findings from the study showed that the respondents’ satisfaction towards Fidelity Bank came from the bank’s ability to ensure that its banking hall layout are well structured and positioned to help its customers to transact their banking busy in much ease. Accordingly, it is recommended to management that in their attempt to site or open any branch anywhere across the country, they should always seek to ensure that at all times the siting decision will be informed by the premise ability to offer users or customers more convenience and ease in the transaction of their banking business.