Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Effects of Customer Relationship Marketing Practices on Customer Satisfaction among the Customers of Ghana Oil Company Limited.
Blekinge Institute of Technology, School of Management.
Blekinge Institute of Technology, School of Management.
2011 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

The Ghanaian economy has recently received massive growth for various reasons. However, much of the growth is attributed to the recent discovery of crude oil in commercial quantities. This phenomenon has led to the springing up of many Oil Marketing Companies (OMC’S) which of latest count has 84 OMC’S and counting. This number of OMC’s has led to the adoption of various Customer Relationship Marketing (CRM) activities and practices to outwit other competitors in the industry. Ghana Oil Company Limited (GOIL) is one of such OMC’s and the focus of this study. Our study was aimed at studying the complex concept of Customer Satisfaction in the light of the Customer Relationship Marketing practices of the company. We are aware that in order for a company to prosper it must retain its clientele. This study will find out if the CRM practices of GOIL are enough to keep its customers satisfied, loyal and content. The study made use of questionnaires and randomly selected a sample size which signifies 10 % of the total dealer population and corporate customers and 5 lubricant resellers. In conclusion, it was revealed that, the main dimensions of perceived service quality in GOIL are Tangibility, responsiveness and empathy and thus needs to be improved to meet the customer’s satisfaction.

Place, publisher, year, edition, pages
2011. , p. 46
Keywords [en]
Customer Relationship Marketing, Customer Satisfaction, Tangibility, Responsiveness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:bth-1984Local ID: oai:bth.se:arkivex8703F6969855239CC12579C200655B15OAI: oai:DiVA.org:bth-1984DiVA, id: diva2:829244
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2015-04-22 Created: 2012-03-15 Last updated: 2015-06-30Bibliographically approved

Open Access in DiVA

fulltext(417 kB)1255 downloads
File information
File name FULLTEXT01.pdfFile size 417 kBChecksum SHA-512
f79332837c4f9f8d2a1eea3cd2c887f36815b3d4744142c736ff34b9b86b4ea96182d77987bd07e34e23973164e2c279f77e6aad7eacc64571d3a741d12c7b94
Type fulltextMimetype application/pdf

By organisation
School of Management
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1259 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 827 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf