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Do TRCK1 affect Market Performance? Evidence from Cooperative Bank of Oromia Share Company in West Shoa Zone, Ethiopia

Article scientifique 2021 Anglais

Résumé

Abstract 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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Tulu, D., Umbuse, G. (2021). Do TRCK1 affect Market Performance? Evidence from Cooperative Bank of Oromia Share Company in West Shoa Zone, Ethiopia. https://doi.org/10.21203/rs.3.rs-402462/v1

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Daniel Tadesse Tulu Guluma Umbuse

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