ASSESING CUSTOMER RELATIONSHIP MANAGEMENT PRACTICE IN THE CASE OF WEGAGEN BANK OF ETHIOPIA

Abstract

The main objective of CRM is to retain current customers through increasing their loyalty and to select new customers that provide higher profitability (Hansotia, 2002). The objective of this study is to examine the practice of CRM application in Wegagen bank. A quantitative approach was used with descriptive design. Both primary and secondary sources were used to gather data’s based on the six dimensions of CRM (customer acquisition, customer response, customer knowledge, customer information system, customer value evaluation and customer information process). The study investigates customers and employees perceptions of CRM practices of selected Wegagen bank in Addis Ababa. . The study data collected with the Sample size of 109 with purposive sampling from tier 1 branches (Teklhaymanot branch, Beklobet branch, Gofa branch, Bolebranch and Meskel square branch) of wegagen bank. The study shows the practice of CRM application in wegagen bank is at the average level; the practice of application of the customer knowledge dimension being the highest in achievement while the customer information process practices are insufficient therefore ,Its suggested that wegagen bank should keep working more on the customer knowledge and On the customer information process the bank should have a system that can make easier for the customers to do a business with the bank by using updated technologies that can make all processes easier also the bank should use computer system for recording the customers ‘requests and service rendered in order to bit the stiff competition and achieve its goals.