Customer Relationship Management in Ghana's Transportation Industry : The Case of InterCity State Transport Company Limited (ISTC)
Year: 2011
Type: dissertation
Abstract: The purpose of this study is to gain a deeper understanding of the implementation process of Customer Relationship Management (CRM) in an organization with emphasis on the transportation sector. Four main issues have been tackled: the implementation process of CRM, the levels at which CRM is practiced in a transportation company, the barriers to CRM implementation in a transportation company, and the ways to enhance the present CRM system. The case of a transportation company, Intercity State Transport Company (ISTC), has been considered as a case study. The focus of this study was basically from the perspective of the management of the corporation; two stations were picked for data collection, the head office in Accra and one regional branch office in Takoradi. The collected data from the company allowed us to find out that leadership, strategy of implementation, customer differentiation and implementation process were the main set-backs the company faced. The study revealed that CRM implementation at ISTC has been performed at only the organizational and customer facing level, to the neglect of the functional level. In the implementation process at each of these levels, ISTC viewed CRM as a technology only, and it did not make CRM as an enterprise-wide initiative. Finally, due to the inefficient communication of CRM initiatives by management to employees, the latter resisted its implementation. This was a major barrier to implementing CRM besides the non-existence of a clear strategy.
Authors: Daniel Dombadoh, Emmanuel Enimil-Armah
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2799899549