- Title
- Attracting and retaining customers in South Adrica's banking sector
- Creator
- Anani, Ajibola Plakunle
- Subject
- Banks and banking -- Customer services -- South Africa -- Port Elizabeth
- Subject
- Customer relations -- Management
- Subject
- Consumer satisfaction -- South Africa -- Port Elizabeth
- Date Issued
- 2010
- Date
- 2010
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- vital:8575
- Identifier
- http://hdl.handle.net/10948/1532
- Identifier
- Banks and banking -- Customer services -- South Africa -- Port Elizabeth
- Identifier
- Customer relations -- Management
- Identifier
- Consumer satisfaction -- South Africa -- Port Elizabeth
- Description
- The business environment and the economy of the society today are continuously witnessing the impact of globalisation. Telecommunication advancement and transportation has greatly made the impact of globalisation to be felt. Globalisation though argued to have its merits and its demerits have resulted in fierce competition amongst businesses. The banking industry is not isolated from these competitions. Any business wishing to survive and stay profitable in the recent world must be able to compete in the global economy. Hence, for any bank to sustain itself and remain profitable it must be able to withstand the competition in the environment it operates. To be able to compete in the banking industry means delivering better services to customers than competitors. This study presents how the South African banks can satisfy their customers and remain profitable in the face of competition. The South African banking industry consists of local and foreign banks and these banks compete for customers in the environment in which they are located. Increase in different branches by different banks has made the competition even fierce. In other to suggest recommendations for the South African banks to satisfy their customers and become profitable, the researcher identified some problem areas that need to be improved upon. These include customer loyalty, relationship banking and electronic banking. These variables were researched to understand how they affect the banks and the customers and where tested using both a qualitative and a quantitative analysis to ascertain if the customers were satisfied with the banks‟ approach of managing these variables. The results indicated that the customers were satisfied to a lesser extent. Any bank wishing to satisfy its customers and remain profitable in other to compete in the industry needs to satisfy the customer to a large extent. Therefore, recommendations where suggested based on the empirical results to help improve the banking industry‟s ways of attracting and retaining customers. The former will lead to customer satisfaction which again will lead to increased profitability.
- Format
- x, 99 pages
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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