Department of Management

URI for this collectionhttps://rps.wku.edu.et/handle/123456789/45800

Department of Management

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Start date: 2020Subject: search.filters.subject.Customer Relationship Management,

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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.
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    EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON MARKET PERFORMANCE (INCASE OF PUBLIC AND PRIVATE BANKS IN BATU)
    (2021-06) MUNA HUSEN
    Customer relationship management (CRM) is widely acknowledged as a powerful tool gaining market performance in banking sector. The purpose of this study is a comparative study to examine effects of CRM on market performance with a special reference to selected private and public banks in Batu town. For this study, CRM is evaluated by key customer focus, customer knowledge management, technology based CRM and CRM organization. Market performance is assigned through indicators such as market share, profitability, customer satisfaction and customer retention. To achieve the objective this study used primary and secondary data where primary data was collected from managers and employees of Cooperative bank of Oromia (CBO), commercial bank of Ethiopia (CBE) and awash international bank (AIB). Structured questionnaires were distributed to the samples of 110 employees. Quantitative and qualitative research approaches were implemented. Besides, a descriptive and explanatory research design was used and cross-sectional survey design was chosen for this study. Correlation analysis was done to see the relationship between CRM and market performance and multiple regression analysis used to measure the influence of CRM on market performance. The findings confirm that all the independent variables (key customer focus, knowledge management, CRM organization and technology based CRM) have a positive and significant relationship with market performance in selected commercial banks. Besides its found that key customer focus underpinning of CRM has the highest influence on the market performance in CBE and Awash also customer knowledge management has the highest influence in CBO. Therefore, the selected banks have to implement CRM appropriately and continuously as an indispensable tool for gaining competitive advantage and building long lasting and profitable relationship with its customers in order to achieve their market performance