Assessment of customer Relationship Marketing Practice: The case of: Dashen Bank

Abstract

Relationship marketing is a recent phenomenon in the field of marketing, and it focuses on creating a long-term relationship with customers through realizing mutual benefits of both parties. The purpose of this study is to assess relationship-marketing practice of Dashenbank in terms of relationship marketing dimensions and the levels of relationship marketing strategies.Descriptive research design is used in this research,In order to obtain adequate and detailed information from customers as well as the Customer Relationship marketing manager of the bank both quantitative and qualitative data collection tools were used. Non-probability sampling method was employed to select respondents; specifically convenience sampling technique was used. Accordingly, the study has selected 387 respondents from three branches of the bank that operates in Addis Ababa and 387 questionnaires were distributed to customers, 367 questionnaires were found usable. Descriptive statistics particularly frequency, mean and standard deviation were used to analyze data and to aid computation statistical package for social science (SPSS) software was used. The findings of the study showed that, average mean score of each dimension was categorized under well practiced of Customer relationship marketing by the bank. Therefore, the bank practiced relationship marketing well when it is evaluated from the four dimensions namely informational, management, instrumental and organizational dimensions. According to the interview conducted with marketing manager of the bank, the bank practiced and considered in its marketing strategies the four levels of relationship marketing strategies namely financial, social, structural and customization bonds, whereas, the bank starts recently to implement structural bonds levels of relationship marketing strategies.