The Effects of Customer Relationship Marketing Practices on Customer Satisfaction among the Customers of Ghana Oil Company Limited.
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.
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