The Effect of Customer Relationship Managemnet on Bank’s Perfomance (the Case of Gadaa Bank)
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Date
2025-03-26
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A.A.U
Abstract
The objective of this research is to examine the effect of CRM (data management, interaction management, knowledge management, and technology-based CRM and customer experience) on bank performance in the case of Gadaa Bank. To examine how the foreign currency floatation moderates the CRM and bank performance. Customers and staff of Gadaa Bank provided both quantitative and qualitative data, and a combination of approaches was used in the research. The study took total 469 bank employees and customers samples size for this research.
The study examined the relationship between CRM dimensions namely; data management, interaction management, knowledge management, technology-based CRM, and customer experience moderator influence of foreign currency on bank performance. According to the study's findings, CRM significantly affect the bank performance and the results of a moderated multiple linear regression analysis showed that there was a significant relationship between CRM dimensions namely interaction management, knowledge management, technology- based CRM and customer experience on bank performance and the bank needs to give focus on these findings to enhance its customer relationship as its main mission.