| Abstract: | The main objective of this study is to assess the customer relationship management practice in
case of Dashen Bank. CRM is one of the critical strategies that can be employed by
organizations to improvecompetitive advantage. Four critical CRM elements are measured in this
study are; first the current practices of CRM, second effectiveness of CRM practices, third
barriers in implementing CRM practices and forth employees training and development. The
study adopted a descriptive design and quantitative data were employed to address the objective.
Both primary and secondary data were used. The quantitative data were collected through a
structured questionnaire and document review. The Population for the study was 1,000 Corporate
Customers of Dashen Bank in Addis Ababa ( those customers data were found from the bank
Information technology department) and the study was conducted on the basis of opinion survey
collected from randomly selected 286 Corporate Customers, expecting that those customers have
significant impact on the bank long run profitability. The collected data was analyzed using
SPSS version 20. Percentage, mean, standard deviation and relevant statistical methods were
employed. Moreover, tables and elaborations were used to present the findings. Based on 286
respondents this study found that the overall assessment of Customer relationship management
practice is at good level. However, the bank is weak implementation of easy customer support
representative, employees and management team periodical Customer visit, communication
skills and other alternative communication channels that helps the customers at the absence of
the relationship manager which are responsible for handling customers transactions. |
