―The Effect Of Customer Relationship Management On Marketing Performance: A Case Of Commercial Bank Of Ethiopia, Ambo District’’

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.