The Effect of Customer Relationship Management Practice on Customer Loyalty: In the case of Commercial Bank of Ethiopia Yeka District

Abstract

The purpose of this study is to investigate the effect of Customer Relationship Management CRM practices on customer loyalty within the Commercial Bank of Ethiopia yeka District. Using a mixed- method approach, the researchers used to analyze the data are both qualitative and quantitative. The researcher employed descriptive research. Additionally, the study is explanatory as well. This study encompasses both descriptive and explanatory research. Data were collected through surveys and interviews. In this study, the sample was required sample size and selected customers. The total target population from selected CBE branches is 135loyees and 383customers. Questionnaires were distributed to analyze the correlation between CRM strategies and customer loyalty metrics such as satisfaction, retention, and advocacy. The findings indicate that effective CRM practices significantly enhance customer satisfaction and retention. This study recommends strengthening digital CRM tools and staff training to improve loyalty out comes