Relationship marketing in the financial service sector: astudy of Ghana commercial bank ltd, UCC branch

Abstract

The study examined improving of relationship marketing in financial service sector in GCB Ltd, UCC Branch. The descriptive survey design was adopted in the study. A sample size of 200 was selected for the study. Self-developed questionnaire was used for data collection. Descriptive statistics was used to analyse the data including frequencies and percentages. The results revealed that majority of the customers agreed that GCB Ltd, UCC Branch adopted and implemented some relationship marketing strategies to enable them satisfy their customers. The results revealed that all the customers agreed that the relationship marketing strategies used by GCB Ltd, UCC Branch provided more efficient diversification of risk relationship marketing strategies used by the GCB Ltd, UCC Branch had helped to promote economic development, generated stronger customer relationships and enhanced seller performance outcomes, technological and financial innovations which led to profit maximization. It is recommended that employers, leaders, and management of the GCB Ltd, UCC Branch responsible for customer relationship should try as much as possible to develop and maintain good relationship marketing strategies such as customer loyalty programmes and relationship satisfaction at the bank to keep employees and customers in the bank to improve job performance, satisfaction and the quality of work. The Bank should encourage customers to continue to maintain their good relationship with the bank.