Customer relationship management and retention in Orthodox Churches: an empirical study of selected churches in Madina Accra, Ghana

Preku Kofi Alexander

Abstract


The focus of the study was to examine customer relationship management adopted by orthodox churches in retaining customers due to fierce competition among churches and changes in customers’ expectation in the world today. The purpose of the study was to ascertain what form of customer relationship management tools are used by the orthodox churches to retain their church members due to the continue increase in charismatic churches in the society.

Descriptive and survey research designs were employed. The study made used of 113 members from the Orthodox Churches in Madina Municipal using simple random techniques in selecting the respondents. Questionnaires were administered, collected, edited, coded, inputted and analyzed using the Statistical Package for Social Science, version 20.

Based on the findings it was revealed that majority of the sampled respondents (94.7%) indicated that they would not migrate to other churches if the practiced CRM is not aligned to their demands. The tested hypotheses also confirmed that there is positive correlation among the variables CRM, loyalty and commitment of the church members.

The researcher recommended that CRM should not be limited to only profit making institutions but to every institution that deals with human beings. Human institutions are dynamic in nature so continuous relationships must be practiced and managed at the same time. One of the church’s core foundations is the notion of relationships among its members.


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ISSN : 2251-1555