| Abstract: | This study evaluates how various CRM dimensions—Key Customer Focus, Knowledge
Management, CRM Organization, and Information Technology-Based CRM—impact
customer loyalty in the competitive Ethiopian beer market. Using a descriptive and causal
research design, both quantitative and qualitative data were collected from 190 employees at
BGI Ethiopia's headquarters in Addis Ababa. The sample included employees from Sales,
Marketing, Customer Service, IT, Human Resources, CRM Management, and Finance, using
a stratified random sampling technique. Data analysis with SPSS software employed both
descriptive and inferential statistical methods. Findings indicate a significant positive
correlation between CRM practices and customer loyalty, with CRM Organization and
Information Technology-Based CRM being the most influential predictors. Employees
emphasized the importance of strong organizational support, effective technology use, and
robust knowledge management in enhancing customer loyalty. Demographic characteristics
of respondents were also analyzed, including gender, age, marital status, education level,
department, and years of experience. Inferential statistics, such as correlation and regression
analysis, identified significant predictors of customer loyalty. This research contributes to
CRM knowledge by providing empirical evidence from Ethiopia's brewing industry, offering
actionable recommendations for BGI Ethiopia and similar markets. Future research should
consider larger sample sizes and include customer perspectives for a more comprehensive
understanding of CRM effectiveness |
