Effects of Customer Relationship Management on Marketing Performance

Agegnehu  Demewoz

dc.contributor.author	Agegnehu Demewoz
dc.date.accessioned	2018-03-22T04:45:44Z
dc.date.available	2018-03-22T04:45:44Z
dc.date.issued	2018-03
dc.identifier.uri	http://hdl.handle.net/123456789/8699
dc.description.abstract	Due to fierce competition in today’s business environment, many companies are required to build long- term profitable relationship with customers and to achieve better market performance. Therefore, CRM has become more and more important since the last decade of 20th century, especially in the service industry. As a result, this study is aimed to empirically investigate the influence of CRM (key customer focus, customer knowledge management, CRM organization and technology based CRM) on market performance in banking industry with reference to Commercial Bank of Ethiopia (CBE). A theoretical framework was used as a guideline to test the influence of CRM on market performance. A quantitative research approach was implemented. Besides, a descriptive research design was used and a cross - sectional survey was chosen for this study. A questionnaire derived from previous studies and the relevant literature is completed by 116 employees of the selected commercial banks in debre tabor city. Correlation analysis assessed the relationship between CRM and market performance and multiple regression analysis assessed the influence of CRM on market performance. The findings confirm that all the independent variables (key customer focus, knowledge management, CRM organization and technology based CRM) have a positive and significant relationship with market performance in selected commercial banks. Moreover, the study explore that there is a positive and significant influence of CRM on market performance. Besides, it is found that customer knowledge management underpinning of CRM has the highest influence on market performance in CBE and key customer focus underpinning of CRM has the highest influence on market performance in this bank. Therefore, the selected branch’s have to implement CRM appropriately and continuously, as an indispensable tool for gaining competitive advantage and building long – lasting and profitable relationships with its customers in order to achieve their market performance.	en_US
dc.language.iso	en_US	en_US
dc.subject	Marketing Management	en_US
dc.title	Effects of Customer Relationship Management on Marketing Performance	en_US
dc.type	Thesis	en_US