Abstract:
This research examines the role of Customer Relationship Management (CRM) in enhancing the
marketing performance at the Commercial Bank of Ethiopia. Customer Relationship Management (CRM)
has become a crucial strategy for businesses to enhance their marketing performance and create long
lasting relationships with their customers. This study aims to investigate the effect of CRM on the
marketing performance of the Commercial Bank of Ethiopia (CBE). The research focuses on analysing
how the implementation of CRM practices, such as customer data management, customer interaction, and
customer retention, influence the bank's marketing performance metrics, including customer satisfaction,
customer loyalty, and financial performance. The study employs a quantitative research approach, using
a survey questionnaire to collect data from a sample of CBE employees and marketing professionals. The
data analyse using statistical techniques, such as descriptive and inferential statistics, to establish the
relationships between CRM practices and marketing performance. The finding of this study expects to
provide valuable insights for the management of the Commercial Bank of Ethiopia, on the importance of
effective CRM strategies in enhancing their marketing performance and competitiveness in the industry.
The results also contribute to the existing literature on the role of CRM in the banking sector, particularly
in the context of developing countries like Ethiopia. The anticipated findings expect to provide insightful
strategies for the Commercial Bank of Ethiopia to optimize its CRM implementation, thereby improving
its market position and customer-centric services.
