Beza Libeyesus (PhD)Miniychil Assefa2025-08-062025-08-062024-05https://etd.aau.edu.et/handle/123456789/6158CRM 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.en-USThesis