Analyzing the Perception of Employee and Customer Towards the Customer Relationship Management Practice of Commercial Bank of Ethiopia
| dc.contributor.advisor | Takele, Yitbarek (PhD) | |
| dc.contributor.author | Yirga, Niud | |
| dc.date.accessioned | 2021-05-06T06:37:42Z | |
| dc.date.accessioned | 2023-11-04T14:09:38Z | |
| dc.date.available | 2021-05-06T06:37:42Z | |
| dc.date.available | 2023-11-04T14:09:38Z | |
| dc.date.issued | 2016-07 | |
| dc.description.abstract | Each and every interaction with a customer is an opportunity to build a lifelong relationship for a bank. To turn the customer interaction challenge into a competitive advantage, banks need a system that will help them to efficiently manage their interactions with customers. Maintaining this can be done via customer relationship management.. For this information systems helps to build a competitive edge for the bank. There are few researchesdone on CRM for developing countries out of these researches few are conducted on banks. Therefore, this research was conducted on perception of customers and employees of Commercial Bank of Ethiopia in selected Grade IV braches found in Addis Ababa Ethiopia using CRM dimensions literatures (Seybold &Marshak, 1998), Key customer focus, CRM organization, Knowledge management, and technology-based CRM. And CRM’s relationship with marketing performance of the bank. A total of 384 questionnaires to customers were disseminated and 81 questionnaires to employees, 361 and 75 usable were returned respectively for descriptive analysis. One sample and T test were conducted for each dimension for both customers and employees to meet the objective and answer research questions. Moreover, to calculate mean score of each question under respective dimension and finally independent T test was undertaken to find out where the significant difference lies between the two group dimensions.From the independent T test result it has been found out that there lies a significant difference in the dimensions key customer focus and technology based CRM. Customers of CBE perceive that CBE is key customer focused. On the contrary CBE employees perceive that it needs to improve on handling key customers. When it comes to the second dimension customer’s perceived that bank applies advanced technology to serve customers. On the contrary the employees of CBE perceive the bank is underutilizing technology and it needs to deploy advanced technology to fully apply CRM. This shows that customers are satisfied with the current level of service provision by CBE; this indicates that CBE should strive to delight customers and attract new ones. Key words- Customer Relationship Management, Marketing Performance | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26324 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | customer interaction | en_US |
| dc.subject | customer relationship management | en_US |
| dc.subject | bank | en_US |
| dc.title | Analyzing the Perception of Employee and Customer Towards the Customer Relationship Management Practice of Commercial Bank of Ethiopia | en_US |
| dc.type | Thesis | en_US |