Customer management and loyalty to the company - The case of Afriland First Bank clients in Cameroon

This study evaluates the link between customer management and loyalty at Afriland First Bank. It takes into account the fact that this link has not been explored in organizational psychology. At the theoretical level, starting from the dimensions of customer management, six hypotheses were formulated.They were tested in a study conducted in the cities of Bafoussam and Dschang with 355 participants of both sexes, using the already existing customer management and loyalty scales. The data collected confirms the predictions made, as respondents believe that Afriland First Bank's customer management is good and thus contributes to retention (r = 468; p < 0.01; beta = 248; p < 0.01). These results can be explained by Afriland First Bank's good commercial policy.

About the author

Destinol Mikelson Sakidou detém um DIPEN I e um Master 2 em Psicologia do Trabalho e Organizacional. É também um formador de língua inglesa. Está actualmente a trabalhar nos Camarões Ocidentais, no departamento de Hauts-Plateaux, como professor na Ecole Normale d'Instituteurs Adjoints.

Product details

• Authors: Destinol Mikelson Sakidou
• Publisher: Our Knowledge Publishing
• Languages: English
• Product format: Paperback / Softback
• Released: 06.12.2022
• EAN: 9786205427033
• ISBN: 9786205427033
• No. of pages: 140
• Subjects: Humanities, art, music > Psychology > Applied psychology; Non-fiction book > Psychology, esoterics, spirituality, anthroposophy > Applied psychology