The Effect of Customer Relationship Managment on Market Perfroamnace: The Case of Ethiopian Airlines
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Date
2024-05
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AddisAbeba Universty
Abstract
CRM plays a crucial role in the global market, connecting customers with companies. Ethiopian airlines are focusing on understanding the effect of CRM behavioral dimensions on market
performance. A quantitative research study was conducted, collecting data from 187 respondents using a five-point Likert scale questionnaire. The results showed a positive and significant effect of CRM on market performance. Key customer focus, CRM organization, Customer knowledge
management, and technology-based CRM were identified as independent variables. The study also revealed that the effect of CRM behavioral dimensions on market performance was
significant. This highlights the importance of airline companies in recognizing and responding to the growing importance of customer relationships in their success.
Keywords: Customer Relationship Management, Key customer focus, CRM organization,Customer knowledge Management, Technology based CRM, CRM behavioral dimensions and
Market performance.