Challenges of Adopting Customer Relationship Management by Commercial Bank of Ethiopia (The Case of Addis Ababa Branches)
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Date
2014-05
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Addis Ababa University
Abstract
The aim of this paper is to identify the Challenges of Adopting Customer Relationship Management by Commercial Bank of Ethiopia. Thus, it aims to add some information and facts with regards to the challenges of CRM in its adoption process. The study has incorporated both primary and secondary data. Moreover, the study uses qualitative research method as a primary source of data. Qualitative data was collected from questionnaires distributed to 384 samples for customers of CBE that are selected by a probability sampling techniques from five Grade IV branches of CBE. Questionnaires were also distributed to the selected branches of employees of CBE and head office employees of CBE who are working around CRM area. The study incorporated descriptive statistics for analyzing the collected data from respondents. To confirm results, T-Score was used. The outcome of the analysis are presented in tables. The outcome of this research indicated that there are Challenges in the Adoption process of Customer Relationship Management by Commercial Bank of Ethiopia. These challenges are identified as budget related challenges, technological related challenges, skill related challenges, lack of adequate involvement from the top management side, lack of quality data, and the lack of understanding the benefits of CRM by the bank's employees. Of all, budget and technological related problems are the most serious and affecting the adoption process significantly, compared to the other challenges. Therefore, in order to achieve better results and maximize effectiveness of the CRM program the bank is adopting, the challenges identified by this study should get adequate attention and needs to be solved
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Keywords
Customer Relationship Management, employees