The Perceived Effects of Customer Relationship Management on Service Quality at Chase Bank

Abstract

Customer Relationship Management (CRM) is a business strategy to identify, cultivate, and maintain long-term profitable relationships. It requires developing a method to select the most profitable customer relationships or those with the most potential and working to provide those customers with quality service that exceeds their expectations. Quality is a key determining factor of customer satisfaction and precipitates the customer to seek value for money. The study sought to establish the perceived effect of customer Relationship Management on service quality at Chase Bank Kenya limited. The study was guided by the following objectives; to assess the level of awareness of CRM among customers at Chase Bank Kenya Limited and to establish the perceived effects of CRM on customer service quality at Chase bank Kenya Limited. The study adopted a crosssectional survey design because it allows the researcher to compare many different variables at the same time. A questionnaire was administered to customers and quantitative data collected was analyzed using descriptive analysis. The study found out that there was awareness among the customers on customer relationship management at the bank. The study further found out that the perceived effects of CRM on customer service quality at Chase bank Kenya Limited was good. The study concluded that there was awareness among Chase Bank limited customers on the existence of customer relationship management at the bank. The customers were aware of the products that the bank offered the location of the bank’s branches and the opening and closing times. The prices charged at Chase bank were fair and the customers got value for their money. Further the study concludes that the perceived effects of CRM on customer service quality at Chase bank Kenya Limited was good. The study recommends that the financial advisors and relationship managers should pursue leads for more customers in order to grow the banks business and although Chase Bank has been successful in the CRM practice, in order to retain these relationships with the customer, the bank should continuously train its employees on how to manage customer relationships.