Abstract:
Customer care management is a strategy many financial institutions have
adopted to improve and retain its customer base. The banking sector is no
exception to this. The present study was carried out in National Investment Bank,
Osu branch, with the objective of exploring the effectiveness of customer care
management and some of the issues that underpin customer satisfaction whiles
paying attention to customer loyalty.
Quantitative and Qualitative data analysis were employed in this research.
Data gathering tools included questionnaires/interviews. The interview questions
were the same as that of the questionnaires with the only difference being that the
interview was conducted in various languages based on the participant’s
preference. The research revealed that customers’ demand and expectations have
become varied and complex in recent times compared to the past. As a result of
this National Investment Bank still has to deal with issues concerning customer
care. Recommendations were made to management of the bank and staff in
ensuring effective customer care management so that prompt measures are taken
to ensure proper way of managing customer care in their various branches.
