Effect of Customer Relationship Management Effectiveness on Customer Satisfaction: Commercial Bank of Ethiopia Customers in Focus
| dc.contributor.advisor | Denu, Berhanu (PhD) | |
| dc.contributor.author | Beyan, Seada | |
| dc.date.accessioned | 2021-06-16T07:57:15Z | |
| dc.date.accessioned | 2023-11-04T14:11:31Z | |
| dc.date.available | 2021-06-16T07:57:15Z | |
| dc.date.available | 2023-11-04T14:11:31Z | |
| dc.date.issued | 2014-06 | |
| dc.description.abstract | In today’s intensely competitive, rapidly changing and highly complex business environment characterized by diminishing customer loyalty, the need to be market focused and customer centric is more critical than any other time for any organization. Customer relationship management has emerged recently and become competitive advantage for firms in financial sector. The importance of CRM is highly increasing to firms as they seek to improve their profits through long-term relationships with customers. Despite the widespread adoption of CRM systems by firms operating in financial sector researches have shown little concern regarding the effectiveness of CRM and its effect on customer satisfaction. A model is tested to determine the predictive power of the five CRM effectiveness dimensions on customer satisfaction. A survey questionnaire adopted was employed to collect data. Accordingly data was collected from 209 Commercial Bank of Ethiopia customers. The research has found that the CRM dimensions namely: organizational commitment, customer experience, process driven approach, reliability and technology orientation are positively correlated to customer satisfaction with r value ranging from 0.412-0.698. The findings also indicated that among the dimensions; process driven approach, technology orientation and organizational commitment have strong effect on customer satisfaction, Process-driven approach dimension being the highest to influence customer satisfaction. Although the study has its limitations, the implications of the results allow providing practical recommendations to the banking industry, and directions for further research in the area | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26851 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Customer relationship management | en_US |
| dc.subject | Customer Satisfaction | en_US |
| dc.subject | Commercial Bank of Ethiopia | en_US |
| dc.title | Effect of Customer Relationship Management Effectiveness on Customer Satisfaction: Commercial Bank of Ethiopia Customers in Focus | en_US |
| dc.type | Thesis | en_US |