CUSTOMER RELATIONSHIP MANAGEMENT AND ITS RELATIONSHIP TO MARKETING PERFORMANCE OF THE SELECTED BANKS IN ADDIS ABABA

Abstract

In this study attempt has been made to investigate customer relationship management and its relationship to marketing performance of the selected banks in Addis Ababa. The relationship of customer relationship management dimensions that relate to the necessity of focusing on key customers, organizational efficiency, customer knowledge management and technology based customer relationship management were assessed using primary data through distributing close ended questionnaire in the form of likert five scale and dichotomies questionnaires to 100 customer officers and 22 managers working in the selected banks in Addis Ababa, Ethiopia. The spearman correlation and descriptive statistics were used to analyze the research question derived from theLiterature on Customer relationship management and marketing performance. The findings indicate that there are positive relationship between customer relationship management and marketing performance. The findings also suggest some measures which can be taken into consideration in order to enhance customer relationship management and marketing performance of the banks in Addis Ababa. The study contributes to Customer relationship management and marketing performance literature by indicating a mediating role of customer relationship management for marketing performance of the banks in Addis Ababa. Moreover, it also contributes to close the gapof empirical research in the field, which exists particularly due to the diverse attitude of customers in developing countries, like Ethiopia, to bring changes in building customer relationship in the selected banks.