THE PRACTICE OF CUSTOMER RELATIONSHIP MANEGEMENT AND ITS CONTRIBUTION TO CUSTOMER LOYALTY: THE CASE STUDY OF COMERCAILE BANK OF ETHIOPIA IN GUBRE TOWON

Abstract

This paper or study has conducted on the practice of customer relationship management and its contribution to customer loyalty in case of commercial bank gubre branch. This study provides relevant data about the practice of customer relationship management and its contribution to customer loyalty institution. The major of this study is to assess the practice of customer relationship management and its contribution to customer loyalty and to identify the importance of customer relationship management in commercial bank gubre branch. The study has conducted based on both primary and secondary data; more emphasis using primary data. The primary data is collected by questioners, the secondary data collected from published documents, website and annual report of company. The sampling method to be used convenience and judgmental sampling method, while the researcher used different method of data interpretation table and percentage, finally to conclude the study customers are satisfied with the bank service and the researcher study recommended the bank to retain its satisfied customers the bank management must be use modern technologies to satisfied its customer and attract new customers and also by train workers of the bank to improve their skills and knowledge to handle the clients and to increase customer satisfaction to provide quality service