ASSESEMENT OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN ETHIOPIAN SHIPPING AND LOGISTICS SERVICE ENTERPRISE

Abstract

The main objective of this study is to assess the customer relationship management practice of the Ethiopian shipping and logistics enterprise.. Five critical CRM elements are measured in this study;- those are company customer acquisition practice, company customer acquisition strategies, company customer retention practice, company customer retention strategies & company customer development strategies. The study adopted a descriptive design and quantitative and qualitative data were employed to address the objective. Both primary and secondary data were used. The quantitative data were collected through a structured questionnaire and document review. The Population for the study was 8,835 Corporate Customers of ESLSE and the sample size of the research 350 the collected data was analyzed using SPSS 20. Percentage, mean, standard deviation and relevant statistical methods were employed. Moreover, tables and elaborations were used to present the findings. Based on respondents this study found that the overall assessment of Customer relationship management practice needs more attention.