ASSESSMENT OF THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER SATISFACTION (CS) IN THE BANKING SECTOR OF CAMEROON: A CASE OF SOCIÉTÉ GÉNÉRALE CAMEROUN (SGC) AND ECOBANK IN THE BUEA MUNICIPALITY
By: Beteck Jonas Atem | Department of Business & Management Studies | Strategic Management
The purpose of this study is to assess the impact of CRM on customer satisfaction (CS) in SGC and Ecobank in the Buea municipality. The total population of the study was made up of 10450 customers from which a sample of 400 respondents were selected using multi-stage sampling. Applying proportionate sampling, 280 respondents were drawn from Ecobank and 120 respondents from SGC. The primary data was collected through questionnaires from customers of SGC and Ecobank in a five point Likert scale ranging from strongly agree (SA) to strongly disagree (SD). Based on multiple regression analysis, this paper finds these results that the regression indicated these four predictors: customer acquisition, customer retention, customer value increase, and complain handling when applied altogether, explained 43% of the variance (R2 = 0.43, F=5.21, P< 0.05), to customer satisfaction in terms of security, 59% of the variance (R2 = 0.59, F =10.09, P<0.05), to customer satisfaction in terms of convenience, 63% of the variance (R2= 0.63, F= 49.201, P<0.05), to customer satisfaction in terms of service charges,50% of the variance (R2=0.50, F= 17.57, P<0.05), to customer satisfaction in terms of credibility . Percentages were used to present descriptive findings. Hypotheses were further tested using the calculated t-values in the regression tables to provide answers to specific research objectives. The researcher found that customer value increase practice by banks, and customer retention significantly predicts customer satisfaction as did customer acquisition and complain handling. The study proposed that there is no impact of CRM dimensions on customer satisfaction. The regression analysis revealed that there is a statistical positive relationship between CRM dimensions and customer satisfaction. Finally, this research recommended keeping effective contact to increase familiarity between banks and customers will enhance customer relationship management.
Key words: Customer relationship management, customer satisfaction.