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
Highlights
The nature of banking globally has gone through various stages of transformation in service delivery
CRM organization and knowledge management as customer relationship management dimension in order to discover whether these dimensions has strengthening effect on market performance of the selected private banks in Nekemte town
Model Assumption check 1 Multi collinearity test Multi collinearity is tested in this study using the variance inflation factor (VIF) which quantifies the severity of multicollinearity in regression analysis
Summary
The nature of banking globally has gone through various stages of transformation in service delivery. This study aims to assess the effect of customer relationship management on marketing performance in the case of selected private banks of Nekemte town, Ethiopia. CRM organization and knowledge management as customer relationship management dimension in order to discover whether these dimensions has strengthening effect on market performance of the selected private banks in Nekemte town. 2. Objectives of the study To establish the effect of customer relationship management on marketing performance of selected private banks in Nekemte town, Ethiopia. Research Hypothesis Customer orientation, Customer knowledge management ,Technology based CRM ,CRM organization has positive and significant influence on market performance Source of data Regarding the data source, the study used both primary and secondary sources.
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