CUSTOMER RELATIONSHIP MARKETING AND CUSTOMER RETENTION OF A RURAL BANK
BASIS FOR A PROPOSED INTERVENTION SCHEME
(Sprache: Englisch)
The purpose of this study was to determine the relationship between customer relationship marketing and customer retention of the 167 active demand deposit account holders of a rural bank in Panabo and to proposed an intervention scheme. Employing...
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The purpose of this study was to determine the relationship between customer relationship marketing and customer retention of the 167 active demand deposit account holders of a rural bank in Panabo and to proposed an intervention scheme. Employing non-experimental quantitative research design utilizing a descriptive-correlation technique with the aid of the modified questionnaires with mean, Pearson r and Regression Analysis as statistical tools, it was established in the study that customer relationship marketing has a significant relationship with customer retention. The domain of customer relationship marketing that best influences customer retention is trust, having the highest beta coefficient. The findings signify that if the bank employees employ a high level of trust under customer relationship marketing, it could guarantee an increase in customer retention and client confidence, to demonstrate a more positive and progressive banking operation.
Autoren-Porträt von Leslie Sajulan, Joel Tan
Sajulan, LeslieLESLIE TARZONA SAJULAN Master in Business AdministrationUniversity of Mindanao Professional Schools Professor College of Business and Accounting EducationUniversity of Mindanao Panabo College System Administration OfficerCommunity Network Banking GroupBDO Network Bank
Bibliographische Angaben
- Autoren: Leslie Sajulan , Joel Tan
- 2021, 76 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: LAP Lambert Academic Publishing
- ISBN-10: 6203197025
- ISBN-13: 9786203197020
Sprache:
Englisch
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