ASSESSMENT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICE: A CASE STUDY OF AWASH

Abstract

CRM’s successful implementation in an integrated and holistic manner have been found to have a positive impact in satisfaction and loyalty of customers, reduction of costs, and enhancement of competitive stand in the market. Based on this premises, it is fundamental to assess the application of CRM by way of identify the component of CRM that are well implemented and those in slack to leverage them in the future.The general objective of this study is to assess the practice of CRM in Awash International Bank judged from the employee and customer point of view. In his research, the CRM instrument developed by das, e al., (2009) has been applied in designing the questionnaire by using four dimensions of CRM i.e. key customer focus, Organizational CRM, knowledge management, Technology based CRM.Accordinglypurposive sampling technique used to selected and distribute questionnaire to 204 customers and 45 employees of the Bank in the selected 8 area branches. The survey aimed to determine the level of customer perception towards CRM practice in the Bank and the data collected are analyzed using a simple descriptive statistics tool such as frequency distribution, mean and standard deviation are used to present as required. The result revealed that AIB performance in the extent to which it applies the four dimension of the CRM is nearly at average level as observed by its customers. However, it is also slightly above the average level by its employee.The technology based CRM practice like in a move to automate the marketing and sales transaction with latest Banking technological product, usability and accessibility of the product through the technology are among the major one as perceived by the customer and employee found to be low , Thus the integration and adoption of CRM Technology based dimension in particular is recommended and so as to sustain its CRM practice AIB has to give its management and customer contact employee with the essential practical knowledge of Customer relationship management.