Since 2014
The Influence of Relationship Marketing Strategies on the Performance of Commercial Banks in Tanzania
Tanzania Journal of Development Studies
View Archive Info| Field | Value | |
| Title |
The Influence of Relationship Marketing Strategies on the Performance of Commercial Banks in Tanzania
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| Creator |
SEVERINE, KESSY; UNIVERSITY OF DAR ES SALAAM
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| Subject |
customer relationship management; performance of commercial banks
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| Description |
AbstractThis paper examined the relationship between customer relationship management strategies and the performance of commercial banks in Tanzania. The study used primary data collected using a questionnaire from randomly selected 100 respondents, who were bank officers from 10 commercial banks. Data were analysed descriptively and by regression analysis. Results show that commercial banks are applying different methods of customer relationship management strategies, including customization, partnership, employee satisfaction, interactive management, key account management and attracting and maintaining the right employees. The results further show that the absence of frequent information upgrading, inadequate funds, absence of qualified workers, inadequate commitments by management, and the absence of proper information systems were the challenges limiting full application of customer relationship management strategies. It was generally observed that there is a positive relationship between customer relationship management strategies and bank performance. In this case, the use of customer relationship management strategies contributes to banking performance. However, identified challenges should be addressed by commercial banks to take advantages of benefits associated with customer relationship management strategies.
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| Publisher |
UNIVERSITY OF DAR ES SALAAM
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| Contributor |
—
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| Date |
2020-06-30
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
application/pdf |
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| Identifier |
https://journals.udsm.ac.tz/index.php/tjds/article/view/3429
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| Source |
Tanzania Journal of Development Studies; Vol 17, No 2 (2019): TANZANIA JOURNAL OF DEVELOPMENT STUDIES
25916831 08569922 |
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| Language |
eng
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| Relation |
https://journals.udsm.ac.tz/index.php/tjds/article/view/3429/3306
https://journals.udsm.ac.tz/index.php/tjds/article/view/3429/3307 |
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| Rights |
Copyright (c) 2020 Tanzania Journal of Development Studies
http://creativecommons.org/licenses/by-nc-nd/4.0 |
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