This Is to Clarify That the Thesis Entitled ‘Effect of Customer Relationship Management on Market Performance: The Case of Awash Bank
No Thumbnail Available
Date
2025-09-29
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
AAU
Abstract
This study investigates the impact of Customer Relationship Management (CRM) on market
performance in Awash Bank branches in Addis Ababa, Ethiopia, utilizing a mixed-method
research design that combines quantitative and qualitative approaches. Primary data were
gathered through structured questionnaires distributed to 399 customers, achieving a response
rate of 93.2%. In addition to the structured questionnaires, semi-structured interviews were
conducted with bank staff to provide complementary qualitative insights to the quantitative
findings. Analysis of the quantitative data using SPSS revealed that the three CRM dimensions-
knowledge Management, Customer-Centric Organization, and Service quality- significantly
influence market performance, with service quality exhibiting the strongest effect. The study
concludes that effective CRM practices can enhance market performance and recommends
strategic investments in VRM training, technology infrastructure, and fostering a customer-centric
organizational culture to improve effectiveness in the Ethiopian banking sector