The Effect of Customer Relationship Management on Market Performance of Selected Private Banks in Nekemte Town

Abstract

The specific objective of the study was to examine the effect of customer orientation on market performance, effects of Customer Knowledge management on market performance, Effects technology based CRM on market performance and effects of CRM Organization on market performance. The study adopted both descriptive and explanatory research design. The study targeted employees in the selected private banks. Purposive sampling technique was used to select private banks. Data analyzed using Statistical Package for Social Sciences (SPSS). Data presented using tables and figures. Correlation and multiple regression analysis were used to establish the relationship between the study variables. The study found that customer relationship management dimensions would lead to an increase in market performance in the bank.

Keywords: Customer Relationship Management, customer orientation, Customer knowledge Management

DOI: 10.7176/EJBM/14-1-04

Publication date: January 31^st 2022