Hailemariam G. (PhD)Ashenafi Belay2025-10-282025-10-282025-09-29https://etd.aau.edu.et/handle/123456789/7515This 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 sectorenThesis