Browsing by Author "AKILILU ZEWEDU"

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    EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES ON CUSTOMER SATISFACTION: IN THE CASE OF DASHEN BANK S.C, WOLKITE TOWN
    (WOLKITE UNIVERSITY, 2024-04) AKILILU ZEWEDU
    Banking industry in Ethiopia has become highly competitive, bankers are putting enhanced efforts to acquire and retain customers by incorporating innovative customer relationship management (CRM) techniques. Due to rapid technology penetration, customers have rapid entrance and options to multiple financial products/services. This study aimed to investigate the effect of customer relationship management on customer satisfaction in Dashen Bank S.C,Wolkite town. In order to achieve this main objective, the study employed a combination of both descriptive and explanatory research design. A quantitative research approach was implemented, and the analysis was based on a sample of 377 customers out of 395 distributed structured questionnaires, giving a valid response rate of 95.4 percent. The collected data were analyzed using quantitative data analysis techniques including descriptive and inferential analysis. The findings show that the bank apply the CRM dimensions and found that these arepositively associated with customer satisfaction. In order to analyze the effect and contribution of each customer relationship management dimensions on customer satisfaction multiple linear regression analysis was used. The regression analysis results of this study show that key customer focus, knowledge management, CRM organizations and technology-based CRM had statistical positive significant effect on customer satisfaction at less than 5% significant level. Based on this, the study recommended the bank managers to implement customer relationship management dimensions effectively in order to address issues related to customer dissatisfaction with the bank services and to attract new customers by increasing the satisfaction of current customer of the bank.