ASSESSMENT OF CUSTOMER REL ATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION PRACTICE CASE OF COMMERCIAL BANK OF ETHIOPIA

Abstract

Customer Relationship Management (CRM) is the strongest and most efficient approach inmaintaining and creating close relationships with customers in the service sectors including banks.As world has become a global village, competition become tough and stiff between organizations and formed a climate of constant change, achieving and holding a customer has become vital for the success of any organization and Ethiopia is no exception.To examine and measure customer relationship management and its assessment on customer satisfaction practice in Commercial Bank of Ethiopia west Addis Ababa districts was the aim of this study.In this study both qualitative and quantitative approaches were employed. The study used primary and secondary sources to gather data. Primary data were collected through close ended questionnaire and semi-structured interview. The study has been conducted on a sample group of both customers and employees a total of 392(three hundred ninety two) respondents in three branches of CBE West Addis Ababa district located in Guraghe zone. To analyze the collected data correlation, simple linear regression was used. The findings show that customer relationship management dimensions affects customer satisfaction.