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The effectiveness of relationship marketing strategies used by financial services organizations: the case of British-American asset managers Ltd

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dc.contributor.author Ndonye, Patrick Kuria
dc.date.accessioned 2021-07-30T13:16:21Z
dc.date.available 2021-07-30T13:16:21Z
dc.date.issued 2012
dc.identifier.uri http://erepo.usiu.ac.ke/11732/6615
dc.description A Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirements for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract Relationship marketing is broadly defined by its purpose which is to identify, establish, maintain and enhance relationships with customers and other stakeholders to maximize the objectives of the various parties involved. The main aim of relationship marketing in financial institutions is to maximize profits from a given clientele. The purpose of this study was to establish the effectiveness of relationship Marketing strategies used by British-American Asset Managers Limited. The study aimed at addressing the following specific objectives: to determine the effectiveness of customer needs analysis strategy; to determine the effectiveness of relationship management strategy; and to determine the effectiveness of loyalty programs strategy. The research design that was used in this research was the survey design. The sampling frame for this research was a list of all relationship managers. A total of 25 relationship managers were targeted but only 19 responded. Both secondary and primary data were used. Secondary data was obtained from financial records. Primary data was collected via questionnaires. Data was analyzed using Microsoft Excel and SPSS programs and the findings presented via narratives, charts and graphs. The importance of the study is that it benefits customers as they will be in a better position to bargain for specialized services. Customers will also receive better services as the study will highlight areas of improvement by the organization. The study is also beneficial to management of companies as they are informed on the best strategies of relationship marketing. The study is also beneficial to scholars in the relationship marketing field as it will provide insights in the said field of study as well as adding to the already existing body of knowledge. The study established that customer needs analysis, relationship management and loyalty programs are all effective relationship marketing strategies. Main recommendations of the study were geared at the company undertaking to target the larger group of their clientele via relationship management to take advantage of increased volume of investment transactions. Increase in transactions would result in increase in revenue. The study also recommends the enhancement of the loyalty programs considering its high return on investment. The study recommended further research in the area of how the recent British-American initial public offer impacted on relationship marketing. en_US
dc.publisher United States International University - Africa en_US
dc.subject Effectiveness en_US
dc.subject relationship en_US
dc.subject marketing strategies en_US
dc.subject financial services organizations en_US
dc.subject British-American asset managers Ltd en_US
dc.title The effectiveness of relationship marketing strategies used by financial services organizations: the case of British-American asset managers Ltd en_US
dc.type Thesis en_US


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