ASSESSING THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION A CASE ETHIO TELECOM, YIRGALEM TOWN

Abstract

The aim of this study was to investigate the effect of customer relationship management on customer satisfaction in the case of Ethio Telecom Yirgalem town service center. Quantitative research approach along with Explanatory research design was adopted to address the specific objectives of the study. Population of the study was Ethio Telecom service subscribers, of which a sample size of 385 was selected. Convenience sampling technique which is one type of non-probability sampling was applied. Structured questionnaires were used to collect primary data from the targeted sample respondents. SPSS version 20 statistical tool was also used for carrying out both descriptive and inferential statistics analyses. Multiple linear regression was employed to investigate the relationship between customer relationship management and customer satisfaction. Results of the findings revealed that network quality, perceived value, loyalty program and relational experience dimensions of customer relationship management had strong and positive relation with customer satisfaction in the context of Ethio Telecom’s service subscribers. Network quality had relatively the highest positive and statistically significant effect on customer satisfaction followed by loyalty program offered by the company. Perceived value and relational experience showed the least influence on customer satisfaction. It is recommended that the managements of Ethio Telecom Yirgalem service center should work on the improvement of network quality and implementation of more loyalty programs to improve their customer’s satisfaction more