ASSESEMENT OF CUSTOMER RELATIONSHIP MANAGEMENT: A CASE STUDY ON COMMERCIAL BANK OF ETHIOPIA NORTH ADDIS DISTRICT

Abstract

Customer relationship Management (CRM) as a strategy has gained tremendous interest among researchers and practitioners in recent times. Thus, this study tries to assess the status and approaches of CRM in Commercial bank of Ethiopia. CRM has been measured in terms of its related dimensions such as trust, reciprocity, empathy, bonding and responsiveness. To achieve the objective of the study, primary data were collected through questionnaire from sample of 90 business customers who were selected using convenience sampling technique. By using both qualitative and quantitative approaches. The data collected through questionnaire were analyzed using descriptive statistical analysis method. The result of the study indicated that, there are several loopholes; such as, lack of continuous supervision and monitoring in the quality of bank services, weakness in giving individualized attention to customers, heavy reliance on suggestion boxes to get feedback from customers, lack of technological advancement etc. In addition to the above findings, the common challenge of the selected branches is network interruption. The finding also suggests some measures which can be taken in to consideration in order to enhance CRM practices of the bank. The researcher forwards some recommendations such as the need for continuous supervision on the quality of services, provision of training to employees, and recurrent research on customer needs.