THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENTONCUSTOMER SATISFACTION IN THE CASE OF ETHIO TELECOM, BUTAJIRA BRANCH

Abstract

The main objective of these study was to investigate the effect of customer relationship management on customer satisfaction in case of Ethio Telecomcompany in , Butajira. A good CRM (customer relationship management ) helps the company to create , expand and maintain a good relationship with the customer which helps the company to enhance the customer satisfaction level and convert this opportunity to revenue. Measuring customer satisfaction is an efficient method for evaluating organizational performance of firms, especially in today’s competitive environment. where the industry is developing rapidly and the customer satisfaction and its antecedents have an importance for the most of the companies, it becomes crucial to explore the factors influencing customer satisfaction in the industrial sector . In this effort , different customer relationship management analysis and customer satisfaction analysis method will be used. This study shows that customer relationship management has significant effect on customer satisfaction . Quantitative approach of study will beusedto address the specific objective of the study. Structured questionnaires will beused to collect primary data from the targeted sample respondents. The studywill be conducted a descriptive research design and a randomsamplingtechnique will be applied. Finally based on presented and analyzeddata, findings and recommendations will be forwarded to the company or the concerned management group for their considerations and implementationof necessary measures