| 摘要 | 第4-5页 |
| Abstract | 第5页 |
| 1 INTRODUCTION | 第8-14页 |
| 1.1 Research Background and Research Significance | 第8-9页 |
| 1.2 Importance of Customer Relationship Management | 第9-11页 |
| 1.3 Outline of the Research | 第11-12页 |
| 1.4 Research methods | 第12页 |
| 1.5 Significance of the Research | 第12-13页 |
| 1.6 Objective and Limitations | 第13-14页 |
| 2 LITERATURE REVIEW | 第14-23页 |
| 2.1 Factors required for CRM successful implementation | 第15-20页 |
| 2.2 Barrier to implementation of Customer Relationship Management (CRM) | 第20-23页 |
| 3 THE BASIC THEORIES | 第23-33页 |
| 3.1 Defining CRM | 第23-24页 |
| 3.2 CRM life cycle | 第24-25页 |
| 3.3 CRM Technologies | 第25-28页 |
| 3.3.1 Strategic CRM | 第25-26页 |
| 3.3.2 Operational CRM | 第26-27页 |
| 3.3.3 Analytical CRM | 第27页 |
| 3.3.4 Collaborative CRM | 第27-28页 |
| 3.4 Key issues in implementing CRM | 第28-31页 |
| 3.4.1 Organizational change | 第28-29页 |
| 3.4.2 Business justification of CRM | 第29页 |
| 3.4.3 CRM risk management | 第29页 |
| 3.4.4 Integration | 第29-30页 |
| 3.4.5 Project ownership | 第30页 |
| 3.4.6 Conclusion | 第30-31页 |
| 3.5 Performance of CRM | 第31页 |
| 3.6 Communication and Understanding of Customers | 第31-33页 |
| 4 IMPLEMENTATION OF CRM IN MICROFINANCE INSTITUTIONS OF GHANA | 第33-41页 |
| 4.1 Microfinance institution of Ghana | 第33-35页 |
| 4.1.1 Regulatory Environment of Microfinance Institutions in Ghana | 第34页 |
| 4.1.2 Basic Structure of Microfinance Institution of Ghana | 第34-35页 |
| 4.2 Development of microfinance institution in Ghana | 第35页 |
| 4.3 Characteristics of Microfinance institution in Ghana | 第35-36页 |
| 4.4 Implementing CRM in Microfinance institution | 第36-41页 |
| 4.4.1 Objective | 第36页 |
| 4.4.2 Developing a customer vision | 第36页 |
| 4.4.3 Defining CRM requirements for Micro Finance institutions | 第36-38页 |
| 4.4.4 Determining CRM readiness | 第38-39页 |
| 4.4.5 CRM Development approaches | 第39-41页 |
| 5 ANALYSIS BASED ON THE CASE STUDY | 第41-56页 |
| 5.1 Introduction of the case study-advans Ghana savings and loans limited | 第41-44页 |
| 5.1.1 Gender Distribution of Employees interviewed | 第41-42页 |
| 5.1.2 Age Distribution | 第42-43页 |
| 5.1.3 Educational qualification of respondents | 第43-44页 |
| 5.2 Qualitative Analysis of CRM at Advans Ghana saving and Loans limited | 第44-49页 |
| 5.2.1 Why Advans Ghana savings and loans limited is practicing CRM | 第45页 |
| 5.2.2 Successful implementation of CRM | 第45-46页 |
| 5.2.3 Benefits of CRM for Advans savings and loans limited | 第46-47页 |
| 5.2.4 Challenges in the implementation of CRM | 第47页 |
| 5.2.5 Mechanisms in place to check whether customers are satisfied or not | 第47-48页 |
| 5.2.6 Effects of CRM on the performance | 第48-49页 |
| 5.3 Quantitative Analysis of CRM | 第49-51页 |
| 5.4 Empirical Analysis | 第51-54页 |
| 5.5 Implication of the Analysis | 第54-56页 |
| 6 Conclusions | 第56-60页 |
| 6.1 Recommendation | 第58页 |
| 6.2 Suggestions for further research | 第58-60页 |
| ACKNOWLEDGEMENTS | 第60-61页 |
| REFERENCES | 第61-64页 |
| APPENDIX | 第64-68页 |
| PUBLICATION | 第68-69页 |
| 详细摘要 | 第69-77页 |
| 参考文献 | 第77页 |
