The Practice of Relationship Marketing

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MASTER'S THESIS The Practice of Relationship Marketing and Customer Retention in the Banking Industry in Ghana The Case of Twelve Banks in Ghana Christiana Baffoe Ababio Amy Eshun Master program Business Administration Luleå University of Technology Department of Business, Administration, Technology and Social Sciences LULEA UNIVERSITY OF TECHNOLOGY, SWEDEN AND UNIVERSITY OF EDUCATION, WINNEBA RESEARCH WORK TOPIC: THE PRACTICE OF RELATIONSHIP MARKETING AND CUSTOMER RETENTION IN THE BANKING INDUSTRY: A STUDY OF BANKS IN GHANA. CHRISTIANA BAFFOE ABABIO AMY ATIWOTO The practice of Relationship Marketing and Customer Retention in the Banking Industry in Ghana. The Case of Twelve Banks in Ghana Supervisor: Prof. Melani Prinsloo Prepared By: Christina Baffoe Ababio Student No.: Lulea-/E/08/009 & Amy Atiwoto Student Number: Lulea- E/08/ 008 University of Education, Winneba College of Technology Education Faculty of Business Education- Department of Management Education Lulea University of Technology Division of Industrial Marketing & E- Commerce MSc. Marketing & E- Commerce i ACKNOWLEDGEMENT We wish to thank God Almighty for the strength and guidance throughout the course and the completion of this Thesis. Our appreciation goes to our supervisor Professor Mélani Prinsloo who in spite of her busy schedules took time to read through our work and offered many constructive criticisms, guidance and suggestions to our numerous questions concerning the project. Madam, you are the best supervisor we could ever have. It is just that simple. We have been lucky to have your masterful guidance on our side. We thank you for showing us what hard work means. We are also thankful for the collaborative efforts between the Lulea University of Technology, Sweden and College of Technology Education, University of Education Winneba. Many thanks

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