The effect of relationship marketing on the growth of the Zambian banking industry : case study of Investrust bank plc Lusaka branches.
| dc.contributor.author | Sakala, Estella | |
| dc.date.accessioned | 2025-01-03T09:54:08Z | |
| dc.date.available | 2025-01-03T09:54:08Z | |
| dc.date.issued | 2023 | |
| dc.description | Thesis of Master of Business Administration | |
| dc.description.abstract | The study's main objective was to investigate the effect of relationship marketing on the organisational performance of the banking industry, focusing on Investrust Bank Plc. Descriptive research design was chosen as the method for this study. All Investrust Bank Plc clients and front line managers working on key accounts at 10 chosen bank branches made up the study population. Purposive and stratified random samplings were the sampling techniques used in the study to choose the 60 bank customers and 30 bank staff as respondents. The bank customers included retail, small business, and large business clients at the chosen branches. For the purpose of data collection, questionnaires were used. The descriptive analysis was performed to evaluate the proportions of the variables and to generate frequencies, percentages, and make conclusions. Charts, graphs, and tables were used to present the results. Statistical Package for Social Sciences (SPSS) was used to analyse quantitative data using Chi Square. According to the findings, customer acquisition, technology use, and customer trust are the key components of relationship marketing strategy building. These factors have an impact on customer satisfaction, customer retention, positive word-of-mouth growth, repeat business, effective cost management, increased revenue, capital asset ratio, increased bank transactions, competitive advantage, high return on investment, and credit risk management. The research has demonstrated that Investrust Bank Plc, which is currently not competitive, may achieve the targeted organisational performance by implementing a relationship marketing method by gaining the crucial competitive advantage. The survey's findings contributed to the understanding of the relationships between the relationship marketing's several variables and helped the study formulate important recommendations. Bank managers should put in a lot of effort to build strong client relationships in order to maintain their competitive edge through cautious marketing partnerships. To remain competitive and accomplish the required organisational performance, managers should work to improve relationships by managing each relationship marketing strategy component from the perspective of the customer, including their likes and dislikes | |
| dc.identifier.uri | https://dspace.unza.zm/handle/123456789/9052 | |
| dc.language.iso | en | |
| dc.publisher | The University of Zambia | |
| dc.title | The effect of relationship marketing on the growth of the Zambian banking industry : case study of Investrust bank plc Lusaka branches. | |
| dc.type | Thesis |