THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON MARKET PERFORMANCE OF SELECTED COMMERCIAL BANKS IN ADDIS ABABA: THE CASE OF COOPERATIVE BANK OF OROMIA, ZEMEN BANK AND COMMERCIAL BANK OF ETHIOPIA

Abstract

The purpose of the present study is to examine the effects of customer relationship management on the marketing performance. The statistical population of this study includes branches of Commercial bank of Ethiopia, Cooperative bank of Oromia and Zemen bank. In order to collect the data, a standard questionnaire has been used. Correlation analysis assessed the relationship between CRM and market performance and multiple regression analysis assessed the influence of CRM on market performance also ANOVA was used to examine how the independent variables could reliably predict the dependent variable. The result shows that the customer knowledge, key customer focus, CRM organization, and technology based CRM highly significant for reliably predict the dependent variable (market performance). The results reveal that the customer relationship management influences marketing performance .Also the results show that concentration on the key customer, technology-based customer relationship management, knowledge management, have significant positive effects on the marketing performance except customer relationship management organization which have positive and insignificant influence on market performance.