IMPACT OF COMPANY CUSTOMER RELATIONSHIP MANAGEMENT ON THE FINANCIAL PERFORMANCE OF FINANCIAL INSTITUTIONS IN RWANDA. VASE STUDY OF SACCO UMUSHYIKIRANO (2021-2023)

Abstract

ABSTRACT This research aimed to analyses the effect of company customer relationship management on the financial performance of financial institutions in Rwanda (2021-2023) using SACCO UMUSHYIKIRANO as case. The general objective of the research is to analyse the effect of company customer relationship management on the financial performance of financial institutions in Rwanda. To find out the tools used by SACCO UMUSHYIKIRANO for managing customer relationship. To analyse effect of customer relationship management on the performance of SACCO UMUSHYIKIRANO. The research questions elaborated through the above specifics objectives as discussed: What are the tools used by SACCO UMUSHYIKIRANO for managing customer relationship? What is the effect of customer relationship management on the performance of SACCO UMUSHYIKIRANO? The findings showed that the respondents on 85% agreed that, level of customer care at the SACCO UMUSHYIKIRANO was high. The results show most respondents strongly agreed that customer care is key to SACCO UMUSHYIKIRANO as confirmed at 100%. They also agreed that the SACCO UMUSHYIKIRANO has procedures of solving complaints within its clients as confirmed at 67%. SACCO UMUSHYIKIRANO gives each customer individual to its clients as confirmed at 80%. The respondents also agreed to some level that customers are treated with respect as confirmed at 100%. However as to whether customers are called up any time to handle issues of their accounts majority also agreed at 100%. From this table 20, in 2021 Return on Equity Ratio=Net profit /Total equityx100=40%, its means that SACCO 1Rwf invested in total equity generate 0.10Rwf. In 2022, Return on equity ratio has been 14%, or 0.14Rwf as profit. From 2023, 1Rwf SACCO UMUSHYIKIRANO invested in total equity generate 0.16Rwf as profit.