| Abstract: | Efficient management of customer relationship is one of the most important challenges in
business competition. Organizations require some information about who are their
customers, what are their expectations and needs and how should they meet their
requirements. The aim of this study is investigating the impact of Customer Relationship
Management on Customer loyalty and market performance taking the case of Guna Trading
house plc in Addis Ababa city. CRM is one of the critical strategies that can be employed by
organizations to improve competitive advantage. Four critical CRM elements are measured
in this study namely customer loyalty, store management, quality of services delivery and
marketing mix(product,price,place/distribution channel and promotion). The study use
descriptive research design. The study was carried out on 80 respondents who were selected
using simple random sampling. Self administered questionnaires were the main instruments
of data collection. Data was analyzed using frequencies, percentages, mean, standard
deviation, and Statistical package for social sciences (SPSS) was used to establish the
relationship among CRM, Customer loyalty and market performance in Guna Trading House |
