CUSTOMER RELATIONSHIP MANAGEMENT AND BANK PROFITABILITY: THE ROLES OF TOP MANAGEMENT SATISFACTION AND EMPLOYEE ATTITUDE

Abstract

The aim of the study was to determine the roles of employee attitude and top management satisfaction in the relationship between customer relationship management and Bank profitability. This paper adopted a quantitative, causal research design. Data collected from 200 registered private and public banks on the Bank of Ghana database were sampled using simple random. Data was collected using a closed-ended questionnaire and analysed using Structural Equation Modelling (SMART PLS 4). The study found that employee attitude and top management satisfaction significantly and positively moderated customer relationship management and Bank profitability. This study's conceptualisation of employee attitude, top management satisfaction, customer relationship management and bank profitability raises our understanding of these issues and present new perspectives.