ASSESSMENT OF CUSTOMER RELATION MANAGEMENT PRACTICE IN CASE OF UNITED BANK

Abstract

This study was conducted mainly to assess customer relationship management in case of united bank. Descriptive, qualitative and quantitative research design and approach was used. The research used mainly primary data through distributing questionnaire to customers of the bank. From the distributed 313 questionnaire 250 was returned. The target population is the customers of the bank. The collected data was analyzed by using mean and standard deviation. To measure the consistency of the questionnaire particularly the Likert-type scale the reliability analysis is essential in reflecting the overall reliability of constructs that it is measuring. The normal range of Cronbach’s coefficient alpha value ranges between 0-1 and the higher values reflects a higher degree of internal consistency. Majority of the customers agreed with the statements designed to evaluate CRM in terms of Key Customer Focus dimension. However, some variables are needs improvement like the ongoing dialogue, constantly surprise and delight its key customers needs improvement since some of the respondent not agree and have doubt about those statements.