Customer Relationship Management and Its Relationship to Marketing Performance of the Selected Banks in Addis Ababa
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Date
2012-06
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Addis Ababa University
Abstract
In this study attempt has been made to investigate customer relationship management
and its relationship to marketing performance of the selected banks in Addis Ababa. The
relationship of customer relationship management dimensions that relate to the necessity
of focusing on key customers, organizational efficiency, customer knowledge
management and technology based customer relationship management were assessed
using primary data through distributing close ended questionnaire in the form of likert
five scale and dichotomies questionnaires to 100 customer officers and 22 managers
working in the selected banks in Addis Ababa, Ethiopia. The spearman correlation and
descriptive statistics were used to analyze the research question derived from the
literature on Customer relationship management and marketing performance. The
findings indicate that there are positive relationship between customer relationship
management and marketing performance. The findings also suggest some measures
which can be taken into consideration in order to enhance customer relationship
management and marketing performance of the banks in Addis Ababa. The study
contributes to Customer relationship management and marketing performance literature
by indicating a mediating role of customer relationship management for marketing
performance of the banks in Addis Ababa. Moreover, it also contributes to close the gap
of empirical research in the field, which exists particularly due to the diverse attitude of
customers in developing countries, like Ethiopia, to bring changes in building customer
relationship in the selected banks.
Keywords: Customer Relationship Management, Marketing Performance, Relationship
Marketing, Customer Orientation.
Description
Keywords
Customer Relationship Management, Marketing Performance, Relationship Marketing, Customer Orientation