CRM Application in Financial Sector

Today marketing is not just developing, delivering and selling, it is moving towards developing and maintaining long term relationships with customers. The purpose of this study has been to analyze the existing application of Customer Relationship Management in CBE Mekelle branch. The main research methodology adopted was a case study. This research involved collected data from 132 customers and 44 employees of CBE to understand the CRM of the bank.The study result indicates that the customers are satisfied in most of the services provided by the bank, even though, the bank does not satisfy its customers in all the indicators used in this study. From the study's analytical result, the modernization of the bank and its position to adopt new technology is encouraging, though the bank has many problems in relation to information technology and communication. As per the respondent suggestion the CBE should launch new services as per the demand of the customers. Because about 59.% the respondents need to get new service from the bank other than the existing services.

Autorentext

Robel Tadesse Tedla was born on December 08, 1975 in Mekelle. He completed his B.A degree in Management from Mekelle University, Ethiopia in 2008 and Master of Business Administration (MBA) from Mekelle University, Ethiopia in 2010. Now he is working as Market analyst in Ethiopian Commodity Exchange (ECX), in the Department of Risk.