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The purpose of this study is to investigate the effect of Customer Relationship Management(CRM) on the market performance of the Cooperative Bank of Oromia(CBO) in West Shoa Zone branches. In this study, both qualitative and quantitative research approaches were employed. The total sample size for the study was 263. Mean and standard deviation, Correlation, and multiple linear regressions were used for analysis. The findings confirm that customer knowledge management, focusing on the main customer, CRM-based technology, and relationship marketing has a positive and significant relationship with the market performance of the bank. Therefore, CBO has to strengthen the implementation of CRM appropriately and continuously, as an indispensable tool for gaining competitive advantage and building long-lasting and profitable relationships with its customers to achieve its market performance.
JEL classification: M1, M3
Keywords
Customer Relationship Management, relationship marketing, and Market performance, Oromia Cooperative bank, West Shoa
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A new preprint design is coming!
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This is a preprint, a preliminary version of a manuscript that has not completed peer review at a journal. Research Square does not conduct peer review prior to posting preprints. The posting of a preprint on this server should not be interpreted as an endorsement of its validity or suitability for dissemination as established information or for guiding clinical practice.
Research
Badges
Prescreen
This manuscript passed our Prescreen assessment
Complete author information
Appropriate declaration statements
Potential risks to human health
Prescreen
History
CURRENT STATUS: Posted
Version 1
Posted 09 Apr, 2021
No community comments so far
Metrics
Comments: 0
PDF Downloads: ...
HTML Views: ...
License:
This work is licensed under a CC BY 4.0 License. Read Full License
The purpose of this study is to investigate the effect of Customer Relationship Management(CRM) on the market performance of the Cooperative Bank of Oromia(CBO) in West Shoa Zone branches. In this study, both qualitative and quantitative research approaches were employed. The total sample size for the study was 263. Mean and standard deviation, Correlation, and multiple linear regressions were used for analysis. The findings confirm that customer knowledge management, focusing on the main customer, CRM-based technology, and relationship marketing has a positive and significant relationship with the market performance of the bank. Therefore, CBO has to strengthen the implementation of CRM appropriately and continuously, as an indispensable tool for gaining competitive advantage and building long-lasting and profitable relationships with its customers to achieve its market performance.
JEL classification: M1, M3
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