ASSESSMENT OF CUSTOMER RELATIONSHIP MANAGEMENT (THE CASE OF DASHEN BANK WOLKITE BRANCH)

Abstract

The study was conduct on the assessment of customer relationship management on Dashen Bank of Ethiopia in case of Wolkite Branch customer relationship management is the subjective comparison that customer make between the customer of the service that they want to receive and what they actually get. Customer satisfaction is an overall customer attitude towards a service provider or an emotional reaction to the difference what customer anticipation and what they receive regarding the fulfillment of some need’s goals or desire. The general objective of the study was to assess customer relationship management dimension in Dashen Bank of Ethiopia to achieve the objective of this study, data was collected through the objective of the study, The population of the study encompasses all customers, which is approximately 10000 (ICT database of the Dashen bank) and 15 employee and 1 manager members of Dashen bank found at Wolkite Town. Data was collected through questionnaire and interview from a sample of 88 bank customer, 10 employee and 1 manager. The researcher collects the primary data through questionnaires and interview. The questionnaires were distributed to customers of the bank and the interview was conduct with the manager of Dashen Bank of Ethiopia. The secondary data were collected through reading books, using internets, magazines, journal and prior studies. Once data was collecting the data analyzed by using descriptive like tabulation. Based on 99 respondents this study found that the overall assessment of Customer relationship management practice is at good level. However, the bank is weak implementation of easy customer support access like call center, supportive and updated website, helpdesk and other alternative communication channels that helps the customers at the absence of the relationship manager which are responsible for handling customers transactions, employees and management team periodical Customer visit, absence of Convenient parking space and capturing and updating customer information and use the information to satisfy customer needs.