The Application of Customer Relationship Management and its Effect on Customer Loyalty in Commercial Bank of Ethiopia
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Tesfaye, Ermias | |
| dc.date.accessioned | 2021-04-29T06:52:22Z | |
| dc.date.accessioned | 2023-11-04T14:09:18Z | |
| dc.date.available | 2021-04-29T06:52:22Z | |
| dc.date.available | 2023-11-04T14:09:18Z | |
| dc.date.issued | 2016-06 | |
| dc.description.abstract | This paper presents the level of customer relationship management (CRM) dimensions(key customer focus, CRM organization, knowledge management and technology based CRM) as applied in the Commercial Bank of Ethiopia (CBE)-under credit process, examined from the credit customers’ point of view. Then, it intends to measure their effect on customer loyalty from the credit customers’ point of view. The researcher collects data from CBE-credit customers by distributing questionnaires which measured their agreement and disagreement on CRM activities of the bank credit process and their level of loyalty to the bank credit process by using five point Likert scale. To obtain representative samples, in selecting the research respondents, stratified sampling technique was applied, this sampling method helps for a population from which sample has been constitute a heterogeneous group, therefore the study takes 16 and 369 trading and none trading credit customers respectively respondents as target respondents from these customers. The response rate was 78.96 %.The study was descriptive, explanatory and crosssectional in nature. After the data was collected through structured questionnaire, computation and analysis is done by using SPSS (Statistic Package for Social Science) version 20 software. Descriptive statistics Mean Score, Standard Deviation and inferential statistics like Correlation test using Pearson’s correlation and Multiple Regression analysis are used in order to address the initial research question of the study. The findings show that the CBE-credit process applies CRM dimensions but the level of application of each dimension differs. The results showed that each CRM dimension has a significant positive effect in CBE-under credit process. The researcher recommends that applying all CRM dimension will increase customer loyalty, so CBE-credit process should work on applying CRM in a full scale and major concern should be given to knowledge management dimension because it is the least applied dimension and it is the one with highest effect on customer loyalty in CBE-credit process | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26258 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Customer Relationship Management | en_US |
| dc.subject | Key Customer Focus | en_US |
| dc.subject | CRM Organization | en_US |
| dc.title | The Application of Customer Relationship Management and its Effect on Customer Loyalty in Commercial Bank of Ethiopia | en_US |
| dc.type | Thesis | en_US |