THE PROBLEM OF CUSTOMER RELATIONSHIP MANAGEMENT AND ITS IMPACT ON CUSTOMER LOYALTY ON BIRHAN INTERNATIONAL BANK (IN CASE OF WOLKITE BRANCH)

Abstract

The study was conducted on the problem of customer relationship management and its impact on customer loyalty in case of Birhan international bank Wolkite branch. The major objective of this study is to assess the problem of customer relationship management and its impact on customer loyalty and to identify the importance of customer relationship management in Birhan international bank Wolkite branch to keep (retain) its customers loyal. The respondents to the study were the employees of Birhan international bank Wolkite branch. All the necessary data for the accomplishment of the study was collected from published documents and from the internet. The study used descriptive type of research design. Finally the better, supposed conclusion and suggestion was being given on the problem identified.