The Effect of Customer Relationship Management on the Performance of Financial Institutions Case Study: Centernary Bank, Mapeera Branch
Author: WANYANA CAROLINE
Supervisor: Fereziano Mwesigye
This study investigated the role of customer relationship management on the performance of financial institutes. The specific objectives of the study were; To investigate the impact of good staff etiquette on the performance of financial institutions in Uganda, to examine the effect of relationship management on the performance of financial institutions in Uganda, and to examine the impact of financial products offered on the performance of financial institutions in Uganda.
Literature review based on the study objectives was done and it was found out that no comprehensive documentation has been done on the causes of previous failure of some financial institutions in Uganda. The study adopted the case study design with quantitative and qualitative research techniques. A total sample size of 60 respondents was used. Self-administered questionnaires were used to collect data. Data was coded and later processed and analyzed and presented using means and standard deviation.
From the study it was revealed that that organization with poor staff etiquette cannot achieve its set goals and objectives chain, centenary bank staff was trustworthy to customers and also treated clients with respect. It was also discovered that performance of the centenary bank was very effective was at a higher level of operation with high performance.
Finally, it is also recommended that Centenary bank should increase the financial products and services so that clients cannot opt for other banks due to the lack of enough resources. If there are many products then the client will have a wide alternative option area. It was also recommended that the human resource at Centenary bank should consider good staff etiquette when recruiting new employees. This is because good staff etiquette could help to widen the customer base of an institution.