Abstract
The main objective of this study was to assess customers’ relationship management practices of Oromia Credit and Saving Share Company, Bule Hora city branch in Bule Hora, Ethiopia. Customer relationship management (CRM) as a strategy has gained tremendous interest among researchers and practitioners in recent times. Thus, this study tried to assess the status and ways CRM has been put in for practice by Oromia Credit and Saving Share Company (OCSSCO). In addition, this study considers different CRM dimensions such as empathy, bonding and satisfaction, and responsiveness. To achieve the objective of the study, primary data were collected through a questionnaire from a sample of 246 Oromia Credit and Saving Share Company customers of Bule Hora city branch, Bule Hora, Ethiopia, by using simple random sampling technique. The data collected through the questionnaire were analyzed using descriptive statistical analysis method and inferential statistics by using SPSS version 20 as a tool of data analysis. The study clearly revealed that the four CRM dimensions are strongly related. Thus, from the perspective of customers as well as management bodies of the Oromia Credit and Saving Share Company, CRM has a significant influence on customer retention and loyalty of the organization. Generally speaking, microfinance institutions are in need of doing a lot of CRM-based customer-focused practices.
Highlights
A closedended questionnaire was developed to conduct the research in the study area, and the questionnaire developed in this study consisted of two parts. e first part was regarding demographic characteristics of the respondents; the second part consists of the perception of customers regarding Oromia Credit and Saving Share Company (OCSSCO), Bule Hora city branch. e researchers developed close-ended questions for its contribution to know the respondents perception and helps the respondents to choose one option from the given scale alternative which aligns with their views
Table 2shows the demographic characteristics of respondents for OCSSCO, Bule Hora branch
Out of 246 respondents, 45.5% were males and 54.5% were females. e evidence from the above table showed that the age of majority of OCSSCO users was found to be 35–40 (26.8%)
Summary
Overall good response for the customer is the heart of business success It has been a core concept which has attracted all facets of business. Successful customer relationship management focuses on understanding the needs and desires of the customers and is achieved by placing these needs at the heart of the business by integrating them with the organization’s strategy, people, technology, and business processes [6]. This paper focuses on the status of bonding, responsiveness, empathy, and satisfaction of the customer towards the organization, lacking these may lead to loosing loyal customers, and providing solutions for these problems is unlikely to deliver long-lasting relief from the undesired effect. (4) To what extent did OCSSCO provide quality service to satisfy, retain, and make the customer loyal to the organization?
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
