The impact of customer relationship marketing on customer satisfaction; a case study on selected commercial banks in Ethiopia

This study entitled “the impact of customer relationship marketing on customer satisfaction; a case study on selected Commercial banks in Ethiopia”. To achieve the aim of the study, five explanatory variables: trust, commitment, communication, competency and conflict handling were regressed against customer satisfaction. In this study both primary and secondary data collection methods were used. The primary sources of data for the study were collected through questionnaire survey from customers and customer service managers. Moreover, in order to support the questionnaire survey, additional information was obtained through unstructured interview with selected branch managers. Finally, the gathered information were analyzed by descriptive, correlation and ordered logit regression. The major findings of the study indicated that trust, commitment, communication, and competency customer relationship marketing practices were contributed positively on the effort of Commercial banks in Ethiopia in customer satisfaction While, conflict handling practices in Commercial banks in Ethiopia was identified as a one constraints for customer satisfaction. The study also recommended the bank to design and providing continuous training sessions that emphasizing customer service handling (customer relationship marketing) for employees to develop skill, attitude and abilities gap and to fill customer handling gaps identified under this study.