THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON MARKETING PERFORMANCE CASE STUDY ON: ZEMEN BANK S.C

Abstract

The main objectives of this study is to examine the effect of customer relationship management (key customer focus, customer knowledge management, organizing around customer relationship management and technology based customer relationship management) on marketing performance of Zemen Bank S.C. In this study both qualitative and quantitative approaches were employed. The study used primary and secondary sources to gather data. Primary data were collected through 5-point Liker-scale questionnaire. The population of the study was employees (managers, supervisors and professionals) of Zemen Bank S.C. The total sample size for the study was 305 among these 34 were managers21 supervisors and the rest 250 are professionals. The study uses two stage cluster sampling technique as the elements of the target are found in various working units. To analyze the collected data correlation and multiple regression was used. The findings show that Key client focus had the highest effect on marketing performance followed by Organizing around CRM and technology. On the contrary, the Knowledge Management insignificantly related with marketing performance. Therefore, based on the finding the researcher has recommended that the bank should work more on those three customer relationship management dimensions (key client, organizing around crm and technology)that significantly affects the marketing performance. Key words: ,