ASSESMENT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICE: A CASE STUDY OF ETHIOPIAN SHIPPING AND LOGISTICS SERVICE ENTERPRICE

Abstract

Recent trends on customer relationship management show that as a result of highly competitive market, managing customer relationships turn out to be number one job for most businesses and Customer Relationship Management (CRM) systems help to ensure that this process runs effectively and efficiently. Customer Relationship Management is at the center of logistics firms’ strategy. Firms spend huge amounts of resources in Customer Relationship Management (CRM) related activities for the acquisition, retention and development of long term relationships with customers. The objective of the study is to examine the level of CRM practice in Ethiopian Shipping & logistics Services Enterprise by select model of CRM Pyne s Five process model. The study has incorporated both primary and secondary data; furthermore this study uses both qualitative and quantitative research methods as a primary source of data. Qualitative data was collected from an in-depth interview made with the responsible parties of Ethiopian Shipping & Logistics Services Enterprise; the quantitative data is gathered from questionnaire distributed to 199 sample customer respondents that are selected by convenience sampling technique. The study is descriptive in nature; Descriptive data analysis method through the use of statistical package for social science (SPSS) version 20 software was used to analyze the data. Using purposive sampling method the researcher select 12 management member around customer’s relationship areas and strategy development areas was selected for interview. the findings of the research , the strategy development process is in slack both in creating sound customer strategy and integrating business strategy with customer strategy. performance level is low in receiving value from customers and its performance is middling in delivering value to customers. In multichannel integration process, the performance of the Enterprise is at par ,performance as to establish IT systems is estimable and in relation to analytical tools or data mining the performance is at low level. performance level is low and conventional customer relationship wise. the mission , vision ,objectives and values of ESLSE needs further refinement at the area of customer relationship .